In the previous article, we discussed the primary goals of any email strategy, types of emails and examples of different sequences. Today we will go through these topics:
- Priority in the email creation process
- The main KPI (Key Performance Indicators) for tracking effectiveness of all email activities
- The common types of software used to build email campaigns
Priority in the email creation process
Firstly, you should think about your business and what goals you want to pursue? For example, when you launch an e-commerce website you must create basic transactional emails, such as a Registration Confirmation Letter or an Order Confirmation Letter. However, for entertainment sites this rule is not so crucial and they only really need newsletters.
Secondly, you must figure out what limitations your existing email software provider has. Unfortunately, many of them can’t provide the full range of features that are important in the email creation process or else buying these features will cost you an arm and a leg. For instance, one provider proposes “send newsletter” functionality only, other gives you a possibility to create good sequences, but you can’t manage subscription lists, etc.
We can build the process of creating emails in such a way:
- Transactional letters (Welcome emails, Order Confirmation emails, emails with Purchase Details, etc.)
- Triggered emails ( Types:
1) Abandoned Cart – Good ideas for writing these types emails you can find here or here. 2) A person viewed specific products 3) Buyer can’t complete purchase because of errors in payment process, etc.)
- Follow up sequences (We mentioned them in our previous article.)
- Newsletters (Special Offers, News, How-to instructions, etc.)
The main KPI for tracking effectiveness of all email activities
As we mentioned before, the business goals influence KPI. So, the most important indicator is how many sales (income) your letters generate. Other popular indicators are:
Delivery rate – shows how many letters were delivered to your subscribers. It indicates the quality of your email list, and how many email addresses exist and were not banned.
Spam Rate – shows how many subscribers complained about your letter. A high spam rate means that your letters aren’t relevant to your audience. Also, it means that your account or domain might be banned by the email service provider soon.
Open Rate – specifies how many subscribers opened your letter. By this indicator, you can figure out the attractiveness of your domain name and letter’s subject
Click-through Rate – indicates how many clicks were made by your subscribers in a letter. Often, the click rate is the most important in demonstrating if an email is attractive to subscribers.
Visits (Site Traffic) – shows how many users visited your site using links in your emails
If you are eager to know more about email marketing KPIs for your business, you can read this article.
The common types of software that are used to build email campaigns
You can easily find a countless number of email service providers on the Internet that can perform all your tasks. Many of them have a good reputation on the market. For example, everybody knows Mailchimp or Aweber as reliable services. Also, before you choose an appropriate service, read a review about it (Good reviews can be found here and here)
Moreover, we recommend these services:
Sendgrid+Sendwithus – a good solution for these who want to buy a reliable service for a song.
intercom.com is a ready-to-use full stack email service provider and a good solution for people who have no experience in coding.
For more recommendations view these articles:
In conclusion, one can say that we described only small part of all the overall strategy. Nevertheless, this part is the most important and helps you to create own workflow and build a great master plan in your work with subscribers.
Do you have any question? Ask about it in the comments section below!