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Online Marketing

MDi TV – 5 consideration before you start your email marketing campaign

So the first thing to consider is if your audience, who are you actually trying to get this email to what kind of messages will be within the email for that particular audience, so you may just want to focus on new customers. You know clients that you’ve acquired in the last 12 months. You may want to introduce email as a way of communicating with these new customers and make them aware of other products that you do so.

Customers will not aware of products ex-wife and said somebody who’s bought, for example, or specified a particular product. And how can you then communicate with them that you also do other products which come within the range or a particular installation prospects? So customers, not customers and people who have called you up or they requested a brochure or they’ve, asked for a sample there in your database.

You know there’s a project, but that project might not happen for another 18. 24 months. How could you use email to better target these prospects to keep a Brandon in front of their minds as well? You may have a specification tool. You may have an online specification tool that requires registrations. If you like me, I will sign up to lots and lots of tools that I think one day they’ll come in handy though there’ll be something useful and I forget that I’ve signed up so keeping tabs on registrations.

So, if somebody’s, if you’ve so many signed up a tool or an area on your website and I’m not logged back in or not come back to your website, it can consume more content or use the tool. How can you use email to remind them that they’ve signed up for this tool is valuable to help them improve their job or make their job a lot easier? Customers not contacted in last six months how to use emailed to help your business development or specification managers.

Keep a tab of all their customers and make sure that the brand is kept to the orphan of their minds. So have a look, then just extract for me or CRM those contacts that haven’t been contacted for six months 12 months and introduce a email marketing strategy. But remember think about the messaging for each of those types of audiences. You can’t just send one newsletter aimed up all of these audiences, it’s about segmentation and delivering the right message in the right way safely.

The objectives give yourself some objectives, depending on what your who your audiences are. You promoting products are in promoting events. If you’re promoting events, what type of audience is it more relevant for is existing customers? Is it prospects? They require a CPD in order to just to push them a little bit further down the specification cycle. If you like, read night lost contacts, this goes back to customers not contacted within six months.

They’ve contacted you, you that forgot, and it’s a way of just introducing hey we’re still here. We’ve still got these products, we’ve got some new products and lots of events coming up. Let’s talk cleansing database and this is a great way of if you, if you do not actively got a department or somebody that cleanses a database email, could be a great way of just deleting or eliminating all contacts.

I shouldn’t say to meet him. I should be saying replacing, so you send out an email. You might get two hundred three hundred thousand two thousand email just that bounced back. This is a great way of using that data. To then give to your telemarketing people and get them to ring. The companies have that has that contact left the company if they’ve been replaced as the branch closed down. It’s a way of just refreshing that database and getting new contacts and eliminating those old ones, feed content.

You know using email, we want. We’ve got a blog, we’ve got case studies because some great articles, it’s a way of delivering that content to your audience and again remember who wants that type of content? Do your customers really want to hear about case studies? If so, then it may be customers, or is it more likely to be beneficial to prospects? Was it more like beneficial to those who have always specified always always bought Product X? Is that email going to be more efficient or more relevant to those and remind them of other products that you do then moving on to devices remember to think about devices and have a look around oolitic? How much mobile traffic has come to your website from emails? That you’ve, already done or from mobile devices they’ll come to your website.

So more and more people are accessing emails on a mobile or a tablet. Ipad iphone, for example. What device will they be using how your email be displayed on my phone and then, if I click on a link on the iphone – and it takes me to your website or a landing page? Is that website or landing page friendly for on a mobile device or tablet device? Can I book an event? Can I download a brochure? Can I register? Can I also view other products on a mobile or device time as well? People often ask well what the best time sending emails on a Monday morning or friday afternoon or wednesday evening.

It’s really about come testing and understanding what type of content works. Well, so if it’s an event, kind of email in one family works better on a Wednesday. If it’s a content-based email, it might work better on a Friday or it might work better on a weekend, and it’s really about testing to find when you get the best opens and click throughs, but also don’t get too hung up on. When went to go.

Sending you know if it’s something that’s regular, do keep it periodicals. So, for example, we send out our module insider articles on a second second week of every month, and our blog roundup goes out to our database at the end of every month. So, every week to and week four of every month, Alima marketing activity goes up and we expect our database kind of expect them. They are about to receive any email from us.

If it’s a promotional one, it could be ad hoc, but think about time for one that I absolutely advocated is testing. Your first email is not going to be the answer. It’s not going to the Silver Bullet test. The design do different colors, different images, bigger images, smaller images, more copy, less copy, the layout. Do you need a sidebar on the white? Do you need bigger links? Do you need bigger buttons, which leads on to call to actions? Should you say book now or should you say register now, should you say download now or request now or what types of different calls to actions produce the better results, testing the subject line and also a sender, is it do more people click through when it’s sent By somebody or do easy, more collective is sent by bram, so an email received by poorly creative may get better results, as opposed to somebody if it’s a personal type, email think about the offer as well.

So what are you actually trying to get somebody to do or book or register? Think about the offer? Is that offer actually really compelling and when they click through is the offers still consistent on landing pages receive quite a few emails of late subscribe to a lot of newsletters or married construction companies? One of the concerns I have is when you click through the inconsistency between a messaging on the email and the messaging on the actual landing page.

The offer has to be consistent. Hopefully that’s given you some insight into five key things that you need to consider before. Developing an email, marketing strategy and one of the key points will need, would be a segmentation. Look at your database. Don’t please don’t send out 10,000 emails, 20,000 emails and expect returns. It’s really about breaking down your audience into smaller buckets and sending more smaller, more relevant.

More quality type emails out to your database if you’ve got any questions, please do tweeters are poorly creative. We’ve got a SEO workshop with myself. If you want to know more about search engine optimization. Looking at how to measure your SEO efforts using google analytics, we’ve got workshop on 19th of april. If you go to bit ly /em di events, 2012 you’ll be able to book or reserve your places through our landing page there thanks for joining us join us next time.


 

Categories
Online Marketing

MDi TV – What are advanced segments in Google Analytics?

Give you a bit of a an inside view into how you can segment your traffic and find useful bits of information to help you develop and improve your marketing campaigns before I kick off on a highlight our ecobuild tweet up on the 21st of March. At the event will be recording MDI TV at the event.

So, if you want to be included in the in the episode, please do tweeters are poorly creative or, if you’re, doing something interesting at the show. You’ve got seminar where your habits of product demonstrations or whatever it may be. Let us know – and we will try and get some article footage and include you in an episode that rounds up. You could build as part of the MDI TV series. The other thing I just want to quickly mention is our SEO workshop on 19th of April.

If you want to know more about how to increase the visibility of your website search engines, how to use Google Analytics to measure your efforts and looking at how to develop content as well. So that’s a workshop for building product manufactured marketers within part of my faction. Companies, if you go to the website bit ly /em di events 2012 and you can book your places, they’re more, the merrier, that’s all 90th of April here at Milton Keynes right.

Ok, let’s kick off advanced segments. What are the prime segments well in analytics? You’ll? Be able to break down your visitor data into more meaningful data, things that you really want to find out and a good way of explaining. That is, if you’re reporting or agencies or you’re in to report you on a monthly basis, visitor data to your website. You may see over a period of time that your visitor levels look something like this and that little bump there is a campaign or something that you did offline, that caused lots of people to come to your website.

What could find segments does is really breaks down. All of this area here into other bits of data, so one of the examples might be mobile traffic, so something in there will be over traffic. So there’s a portion of visits that come from mobiles. There may be search engine traffic which looks something like this, and then there might be returning visitors that looks like this, so it’s identifying the various different segments as part of the whole aggregated number of visits are come to your website, so in analytics, you’ve got a Set number of predefined segments and I’ll go through each of those explain what they are if you’re going to your analytics and at the top you’ve got advanced segments.

If you click on that on the left-hand side, you’ll you’ll see this list and first segment is new new visits. So what we’re looking at here is all your visits. What percentage of those visits are new visits and this kind of helps you identify how many new people are coming to your website in a relative time period so every month you may want to look at how many new visitors have come to your website returning visit.

So how many people come back within four weeks or six months or 12 months have come back to your website for more information? This is particularly useful for those of you got blogs, develop case studies on a regular basis, new stories, you may even have a login area, so you want to see how many people keep coming back to your website to login for more information or read more information. The next one is paid so paid visits.

If you, those of you who are doing pay-per-click advertising, this is the bucket or the segment and they falls into non-paid – is organic traffic from search, so you can see or split up also traffic by paid and non page. You can also do this through the search report itself and then you’ve got your to sort of traffic search and referral sort of breakdown. All of these visits into just search is it so this one we said earlier was searched.

So just show me, the number of people with all visits have come to my website from a search engine then you’ve got referral. Referral is referrals from other websites and some of those could be social media sites. It could be supply chain, partner websites that they’ve got a link from their website to yours. We could be directories so they fall under the referral traffic. You might want to segment with all traffic on a regular basis if you’re starting to do lots of advertising or you’ve started to do more directory advertising.

So you might want to segment that traffic and just view over a period of time. Is it getting better? Is it less? Is it the same and the quality of traffic that’s coming from those websites? Most importantly, and I’m very important, I always kind of mention that can anything to do with conversions is important. This is where leads are generated. This is where goals happen. On your website, this is the conversion, so here’s all of your visits and what you want to do is just take the amount of visits, though in conversion, so it might be some.

This might be a very small percentage of visits that actually turn into leads or subscribe for more information or download, PDFs or subscribe or login for cad drawings of sexual or it might be somewhere around here. But you need to send meant it out. You need to understand: is it getting better? It’s other ways of improving the number of people that sign up for things and download more information, one very popular one there that is becoming more and more power more.

We do it as well is mobile traffic mobile traffic, as a percentage of all of your visits could range from somewhere like one percent, or it could be as much as five or ten percent. Depending on your audience, one client that we have their percentage of mobile tropical hovers around five percent, which is pretty high, considering that the industry that we’re in the type of people, whether they’re office based or on-site base, usually most of the time it’s on-site engineers that Are visiting the website from a mobile device or a tablet device, so one that is, I may talk about in another episode on how and what to look out for final set.

One is non bumps. People have viewed more than one page. Remember. The bounce is basically someone, who’s come to your website, landed on a page and then left the site, and I always kind of have to say a bit of advice. Bounce rate for blogs is, and if you want, because people come to your blog, read one post and an a-league, so you know get worrying about your bounce rate, for your blog is, is not really a big issue.

It’s more of your product pages or your main internal website, page that you want to look up. Ok, so there’s standard and advanced segments in analytics. However, there’s a custom set of advanced segments I like to use on our clients, websites that give us a bit more information as to you, activeness of marketing campaigns that we develop so okay, the first one is brand keywords and if you go back to another episode Of MDI TV, where I talked about the difference between brandon non brand within search engines brand before mind you quickly is those visitors have come to your website from a search engine having typed in your company name or your product name or some sort brand name or Better employee, something that’s connected with the company non-brand – is those who have mentioned or search for no crime, in particular no product, name in particular no employee, so very generic blue stuff.

So, for example, an online keyword might be timber decking, it might be rain water harvesting. For education sector no particular brand names, the other segments really is campaigns and segmenting all of this data into campaigns. So what we want to do is take out our campaign data and we can see then something that may look like that. Email campaign, one email campaign to direct mail campaign three and segmenting that data and I’m going to look at – did they stay on the side or pages? Did they view? Did they then go to sign up for more information that they go and download brochures? So segmenting? Your campaigns is absolutely crucial in assessing how well they’ve performed.

I don’t wan na like. Is that the number of keywords that people use within search engines to get your site and look at other volumes? So how many visits have come from someone that resented one word into a search engine? How many you’ve come from entering two words? Three words: four words by words, and it helps you assess the long tail as you’re. Very it’s a complex procedure. Settle, you need to know a bit of a boxful regex to kind of set up and band segments in that way.

If you want to know more, please do email me or call us or tweet me quite happily give you a tutorial but again go back to the workshop. If you want to learn more of that, please do a tender workshop, social media traffic, look at your social media, honey; no, just look at twitter com as part of the referral or Facebook. What you need to do is create a segment of Twitter, Facebook, HootSuite linkedin, mobile facebook, tweet deck.

All sorts of referrals are linked to social medias, already delicious stumbleupon. All these websites that are part of the social media, social media platforms, the next one brand loyal visitors, one. I like one that people don’t really talk about, but I particularly like because I want to know how many people come to the. For example, the poorly created website, if typed in a poorly creative company name to google, they come to the website and they consume more than three pages of information and they stick around on the site for more than two minutes.

Let’s say, and they end up downloading one of our ebooks for me, that sort of visitor is a really good visit and I want to know how many of those visitors come to my website and monthly basis. It might really only be one or two but they’re the kind of visitors that I want on my website. I want the people that come to my website, time and time again. They read lots of content. They stick around. They share it with in legal team.

They share articles on Twitter, they download our ebooks. They subscribe to my newsletters all of that kind of stuff. It is what I want to know, and he only maybe two or three a month, but I need to know that two or three are maintained and all of a sudden, if I lose all those, I need to develop more good content. Finally, location, one of our clients particularly focus on developing business driving traffic, getting orders from a particular location.

So it’s a facilities. Management company in London really wants to target the London area so i’ll send st. Men all the traffic that comes to the website from london. So i’ll look at what pages will they land on what have a type into google to get to the website fun? Optimizing the website for facilities management company in London. I want to know that the number of visitors are coming to the website are increasing and they’re, consuming more content and they’re also subscribing to the blog and they’re, also sending in inquiries as well.

So hopefully, that kind of explains a little bit about advanced segments and how they can help. You understand all of that visitor data, so just looking at visit a visitor data and going fifteen thousand visits on a monthly basis, great the websites doing well. My advice would be to just dig a little bit deeper break that data down into small chunks and maybe just pick a few segments here in there and start optimizing will start developing campaigns targeting force regions or social media campaigns.

Again, if you’d like to know more, please do tweeter that poor, you’re creative I’ve got want more information on our tweet up or the workshop, and please do letters night. So let us get next time. Thanks.