Màrqueting per correu electrònic i automatització

Les 3 dimensions d’una estratègia de màrqueting de correu electrònic equilibrada

Many marketers focus their strategy for email marketing simply on output productivity and the performance of the email. This misses some enormous dimensions that are impacting the overall success of your company to compete against an inbox that’s piled high for your subscribers’ attention.

There are 3 dimensions to any analysis that is executed after an email marketing campaign:

  1. Entrega de correu electrònic – this is whether or not your email made it to the inbox. That’s a combination of the cleanliness of your email list, the reputation of your IP sending address, the validity of your email service provider (ESP), in addition to the content that you’re putting out. Bottom line – how many of your emails made it to the inbox, avoiding the junk folder or getting bounced. Many folks don’t worry about this, especially those without a good ESP. However, deliverability can cost your company lost relationships and revenue. We use 250 ok a monitor our inbox placement.
  2. Comportament del subscriptor – these are the recipients, or subscribers, of your email. Did they open? Click-through or Click-Through Rate (CTR)? Conversions? These are typically measured as “unique” counts. That is, the count is that of the number of subscribers who opened, clicked, or converted… not to be mistaken with the total number of opens, click-throughs, and conversions. A good portion of your list may be inactive – what are you doing to re-engage with them?
  3. Email Content Performance – this is how your content did. What were the total opens, click-throughs, and conversions? How did your links rank? Are you segmenting your content to better match the subscriber? Dynamically produced content, list segmentation, and further personalization are vastly improving email performance rates.

As you move forward, you should be comparing your campaign performance across these dimensions across each campaign and each list or segment. It will allow you to quickly zone in on where your issues are!

Douglas Karr

Douglas Karr és CMO de OpenINSIGHTS i el fundador de la Martech Zone. Douglas ha ajudat a desenes d'empreses d'èxit de MarTech, ha ajudat en la diligència deguda de més de 5 mil milions de dòlars en adquisicions i inversions de Martech i continua ajudant les empreses a implementar i automatitzar les seves estratègies de vendes i màrqueting. Douglas és un expert i conferenciant de MarTech en transformació digital reconegut internacionalment. Douglas també és autor publicat d'una guia de Dummie i d'un llibre sobre lideratge empresarial.

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