Enhancing your E-Marketing Campaigns Part IV - Planning & Process

StasZ — Wed, 25 May 2011 18:21:00 GMT

Overview

This post will mainly describe and examine an example of E-Campaign process.

Main Topics

How to plan E-Marketing campaign?
How to design the process of E-Campaign correctly?
What is an example of successful E-Campaign process for Enterprise Company?

How to plan E-Marketing campaign?

In order to create a successful E-Campaign you must first plan every step of your campaign. The meaning of E-Campaign is not simply sending one email to all your clients, get the statistics and forget that you ever did that.
Creating E-campaign is all about delivering right messaging to the right audience in convenient time for them while gaining insights, which later on you will convert to additional required actions.

Once you have launched an E-Campaign you would always want to achieve the best possible results. To enhance your results you should always plan several next steps in advance to be prepared for any possible scenario outcome, for example what will you do if your first messaging in your E-campaign achieved poor open rate, what should you do next?

In that case it would be wise to send the same messaging with different subject line, doing so will certainly grant you additional conversions. You always must plan ahead and have plan to any possible outcome.
Another example: you attained high open rate but your action item was neglected (low click thru). In that case you should analyze where the fault lies, maybe your content messaging was not that relevant or attractive or maybe your action item was not clear enough. In both cases I would recommend to redesign the email, change slightly the offering content and send the messaging again to the subscribers who have previously neglected your action item.

To help yourself create successful campaign it is always preferable to create a solid process which will include all the necessary planning arrangements.

How to design the E-campaign process correctly?

E-Campaign processes are very personal and differ from company to company, it depends a lot on your marketing team skills, company's profile and arrangement, the tools your team/company possesses.
To create a correct e-campaign process for your company these are the several things to start with: Write the Content/offering for any scenario available (fist messaging, reminder messaging, messaging for low open rate, thank you messaging and etc.)

Create the campaign graphical language along with several layouts
Define the correct target audience for your campaign
Set up solid KPI’s list
Gain Insight from statistics and convert it to the best next action

What is an example for E-Campaign process for Enterprise Company?

Below I present an example of five-step process for Enterprise Company E-Campaigns illustrated by chart.

Content Owner - Team in your company which generally provides the task and the content.
Online Studio – Team in your company which has technical skill of producing and distributing your e-campaign, seldom those teams will possess digital marketing skills.
Mail Data output – Some annalistic data output seldom provided from some E-Marketing tool.

Step 1: Creating the Content and possible scenarios for the Campaign
Step 2: Creating and approving Email Design & Reappearing the targeted audience list
Step 3: Producing Html Version of the Email
Step 4: Retrieving Statistics information & producing insight according to KPI’s
Step 5: Make Conclusions & Proceed to the next best action according the results and scenario plan

Enhancing your E-Marketing Campaigns Part III - E-Marketing KPI’s‏

StasZ — Sun, 15 May 2011 20:12:00 GMT

Overview

This post will mainly explain E-Marketing KPI’s, why and how to set them.

Main Topics

Why do I need KPI’s for E-Marketing?
What are E-marketing KPI's examples?
How to set KPI’s for my E-Campaign?

Why I need KPI’s for E-Marketing?

Companies invest a lot of funds in marketing; it’s no secret that every company expects some bang for their buck from the campaign.
Sometimes you are able to provide an accurate ROI (Return on investment), in other cases it’s may be hard to provide or calculate ROI accurately, however it can give you some measure of success of that particular activity.
In order to do so you must have a solid and clear set of KPI’s (Key Performance Indicator).
KPI’s allow you to define your strategic goals in the terms of measureable parameters to estimate the success of your current activity/campaign by it.
There is a particular set of KPI’s for your e-campaign which will allow you to understand and measure your progress.

What are E-marketing KPI's Examples?

Some of the most common E-marketing KPI’s examples and tips on how to improve your E-campaign are listed in the table below:

KPI	What’s it mean	How to measure (in %)
Email Open Rate	If you get low Open Rate it’s usually means that your subject line is unattractive. Consider sending the same email with different subject line to the subscribers that didn’t open the previous one to increase your campaign stats.	(Mail opened / total mails sent) X 100
Click Thru Rate	If you didn’t reach the desired click rate, it means that your offering’s content wasn’t clear or attractive enough, maybe you placed your action items not in a “visible” enough location. Try changing your content or make Call for Action item more attractive.	(Unique Clicks / total Opened) X 100
Bounce-Back Emails Rate	If you see that your Bounce-Back rate is increasing from campaign to campaign, it is a good practice to check and clean your customer database. Be sure to notice difference between soft and hard Bounce-Back.	100 X (Total bounce-back email count / Total mails sent)
Unsubscribe Rate	If your campaigns unsubscribe rate is high, it means that your offering generally is irrelevant to that campaign’s audience. The lack of attraction in your offering may also be the reason. Try to present your content in a more attractive and innovative way. Exclude irrelevant customers if you know they won’t be interested in your current offering. You can read more about how to target your audience correctly in my previous post.	100 X (Total unsubscribe recipients / Total recipients sent)
Subscribe Rate	If you want to increase the number of subscribers, it will be wise to appeal to the relevant audience group through social media and introduce your offering to them, nudging them to learn more about your offering by subscribing to your communications. You may add several social media share buttons to your email; also you may add a “share to colleague” button. But keep it in proportion you do not want to draw your subscriber’s attention away from your main offering.	100 X (New Subscribers / Total Subscribers )

There are a lot more KPI’s you can set in your campaign in more customized way, for example if your campaign is sales driven, you can track the percentage of sales resulting from that communication, or how many potential leads you generated.

It’s very important to set a solid KPI’s list for your E-Campaign, and keep measuring the progress from campaign to campaign. It will help you understand if you are moving in the right direction, or that it is a time to review your methods.

How to set KPI’s for my E-Campaign?

Setting KPI’s for E-campaign is a task that requires, planning, and a lot of learning especially in the beginning. KPI’s results are usually very case specific and can’t be compared to results of other companies. It’s depends on and differs by your audience type, your line of business, current state of your market, your competitors, your company size, number of your customers. Consequently it’s not wise to compare yourself to other companies especially if you are not aware of every detail involved, but it is always a good practice to learn from others and see what they do and how they achieved success.

With time, when you learn to set your KPI rates right, try to increase the required results from campaign to campaign, and see if you successfully achieve your goals, if not, try to understand what prevents you from succeeding and improve that fault in your campaign.
The most important thing is to learn more constantly, and try to understand your target audience better.

Stas Zaslavsky | One Vision | Digital Marketing: E-Marketing | Development : One Vision, offtopic, KPI

Enhancing your E-Marketing Campaigns Part IV - Planning & Process

Enhancing your E-Marketing Campaigns Part III - E-Marketing KPI’s‏