Page 20 - GBC summer 2016

Expected Conversions =
Total Emails on List * Open * CTR * Conversion Rate
15,000 * 15% * 10% * 7% = 16
Therefore, the subject line must grab your readers’ attention and concisely describe the contents. Your users are busy, and it’s likely that more than 50 per cent of them are viewing your email on a mobile device. Don’t waste their time—be concise and descriptive.
Do your best to ensure it is delivered to your customer Ensuring your emails arrive in your users’ inboxes is crucial and becoming increasingly difficult. You should not send mass emails— such as marketing campaigns or newsletters, for example— from your server or your own network. Your emails will likely go straight into the Spam box of your customer.
To be successful in email mark- eting, it’s crucial to engage a reputable email service provider (ESP). They prevent deliverability problems, and they allow you to track the performance of your emails and to create emails from their templates.
Note,ifyouropenratesuddenly drops, you may have a deliverability problem. Fixing these types of issues is outside of the scope of this article and requires the assistance of a good marketing technologist.
ThE hOOK: CLICK-ThROuGh RATE
Click-Through Rate (CTR) is driven primarily by the strength of the promotion and the presentation of the email.
The key is to allow your customer to take the next action. It’s crucial that your email contains clear language about what you’d like the user to do, and makes it easy for them to do so.
If the next step is not obvious to your customer, it’s like you blocked your driveway with a barrier. Customers have turned in but they can’t go farther. If users cannot figure out what you want them to do within 30 seconds of seeing your email, they will not proceed.
And if your email doesn’t display properly on your custom- er’sdevice,you’retoast.Testevery marketing email before sending to your list. Email service providers allow you to send test messages.
Finally, make sure your offer is attractive. Your customers will not pre-pay for a rack-rate tee time.
CONvERsION: ThE CLOsE
When your customer performs the desired result, such as making a purchase, you have converted the customer. Optimizing conversion is an industry onto itself, but the following are some basic tips:
1. Make it easy for users to under- stand what you’re offering them.
2. Make it easy for users to perform the action you’re asking of them. 3. Do not force users who are not interested to do something they
don’t want to do.
To be successful at email market- ing, you can use the OTC data and do some basic math to plan and prepare your campaigns. If you know your average open rate, CTR, and conversion rate, you can easily predict how an email will perform when sent to your email database.
This provides a good benchmark for expectations. For example, suppose you have a 15,000-person email list, your average open rate is 15%, your average CTR is 12%, and your average conversion rate is 7%.
This is a good exercise to perform before you send every email. In this case, since our list has historically performed with these metrics, we would expect to see 16 conversions for an average offer. Twenty or thirty conversions would be good, but an owner is unlikely to see 1,000 conversions in this case.
ADD TO YOuR BOTTOM LINE
By developing your email market- ing expertise, mainly through learning how to use the basic metrics of OTC and presenting your information engagingly and concisely, you will greatly enhance your opportunity to get more people to turn into your internet driveway and open their wallets.
Golf Business Canada
Take a look at the two sample emails to the left. While the Southside Cycling email is aesthetically pleasing, it is unclear what is expected of the user. Contrast that with the Fiji Airways email in which the next step (Book Now) is prominent. The user knows what to do.
20 Golf Business Canada