By Author admin

Dotmailer’s Effective Email Marketing Tips and Advice

Dotmailer is a leading marketing automation platform with effective email practice at its core. Recently, they produced a Best Practice Guide on 5 Tactics for Better Email Practice based on their takeaways from the 2016 DMA Consumer Email Tracker Report. 

To ensure a successful and effective email marketing campaign, we’ve covered some of their basic email marketing tips below:

effective email marketing tips
Dotmailer

One thing that is absolutely imperative to understanding effective email marketing, is to acknowledge that the email platform is more powerful and accessible (with the help of mobile and tablet devices), than ever before. Henceforth , as Dotmailer explains, a key prioritisation needs to be about the customer and their user experience.

Effective Email Practice

Do Not Alienate Your Customer

According to a report produced by Forrester, customers who experience, ‘disgust, anger, or a feeling of neglect’ during a brand interaction are around eight times more likely not to forgive that company’. There is an overwhelming amount of noise in the average consumer’s inbox and the idea is to delight your subscribers.

This is where the importance of segmenting comes into practice.

Segment your emails to relevant customers only- not every email will be suitable for your entire clientele list. Knowing this is fundamental to maintaining effective email practice. By doing so, customers will feel more comforted and assured that they are receiving personalised and meaningful emails that are catered directly to and for them.

This all falls under Dotmailer’s urge to exceed expectations. Do more than what is necessary.

Accept That Ghost Accounts Exist

By refusing to accept that the average consumer has more than one email address, you are being of great detriment to your company and its success. By the end of 2016, a total of 79% of respondents (Forrester) admitted to intentionally using a seperate email address for any marketing communication and more than half of customers confessed to keeping live but dormant ‘ghost’ email accounts… their reason for vacating that particular email account? Marketing overload.

effective email marketing
email marketing tips

 48% of customers professed to receiving anywhere up to twenty brands/businesses- what makes your message more desirable than the other 19?

‘What are your brand’s emails delivering that will keep you in touch with your customer wherever they roam?’ – Dotmailer.

In order to identify which customers are actively engaging with your emails, it is vital to maintain a clean database, which means:

  • Updating your customer details.
  • Cleaning your data free of accounts that have become unengaged/inactive for an extended period of time.

The matter of your campaigns success correlates directly with the cleanliness of your data.

Security 

The DMA report indicates that brand trustworthiness has hit an entirely new low. Be sure to promote your protective side. The distrust adopted by consumers has caused the result for increased regulation. The General Date Protection Regulation (GDPR) will officially come into practice in 2018, which will provide individuals with greater control over their personal data. Email marketers should anticipate and prepare for this change – reassure customers that they can trust you.

The easiest form of effective email practice is to be honest and open with your customers. Tell them, what data you are collecting and why you are collecting it/how are you going to use it?

Create a Preference Centre. Let your subscribers customise what they want to see e.g. volume, frequency and category of emails they want to receive from you.

Don’t Become Spam

It is a tried and tested fact that hiding the unsubscribe link within the depths of your email largely increases your chances of being sent to Spam- 35% of consumers are likely to send you/the sender to spam because they are unsure or irritated by your complicated ‘unsubscribe’ system.

Educate your customers on what the ‘unsubscribe button’ actually means. A lot of users complain that they still receive emails from your business- e.g. explain to them that unsubscribing from your mailing list will not stop transactional emails from coming through. This is crucial for effective email practice.

It is also worth reminding your subscribers of exactly how and when they signed up. Over a third of customers claimed they are unsure as to how/why they are receiving your emails.

Mobile Centricity

More than 50% of email use is now performed through mobile devices. Unfortunately this statistic does not match the rate of conversions made through mobiles, as only 8% buy directly from the phone.

email marketing tips
effective email marketing

The smartphone dominates everything for the millennial generation except for conversions. What’s going wrong?

This conveys a clear weakness in businesses mobile campaign strategy.

  • 31% of customers who open up your email on their mobile device will wait until they can purchase on their PC or laptop.
  • 22% would prefer to visit the store.

The statistics presented above reflects an opportunity for better mobile marketing. Businesses need to strategise and effectively work around taking their email marketing to the small screen effectively. That’s not to say that campaigns should be designed exclusively for mobiles- your email needs to be read easily on a variety of devices. Less is more and simplicity is fundamental to an effective email strategy.

Strategising for multiple devices will be time consuming and somewhat rigorous and testing is imperative, but the outcome will be extremely beneficial to your business.

Email is still at the top of the digital marketing chain, but this all depends on the best practice of responsible email marketers. More strategy needs to be done to avoid alienating consumers. Businesses can no longer get away with assuming their consumer is ignorant. Modern consumer’s are intelligent and empowered– it is their decision as to whether or not they want to be persuaded, so give them a reason to be.

Remember: Knowledge is King-

‘Knowing what consumers think of your communicating drives you to become an even better email marketer’- Dotmailer. 

acidgreen is an award winning Magento Australian company with over 15 years of web design and development experience. Our certified magento developers, digital marketing executives and designers are highly qualified to create aesthetically pleasing magento websites that generate the highest amount of conversions that provide the best ROI. For more information on how to get started with acidgreen’s magento design and development services, and to avail of a free quote on your magento websites, contact us today!

By Author admin

Dotmailer and Acidgreen Partnership Annoucement

dotmailerAcidgreen is pleased to announce our official channel partnership with Dotmailer, the U.K’s no.1 email marketing provider.

Founded in 1999, Dotmailer is an online marketing company, utilised to create automated communications to target specific market segments, customer behaviours and demographic statistics or trigger emails on certain dates. For the past 16 years, it has been helping top brands run high-impact and highly personalised thanks to its simple but powerful email and cross-channel marketing automation solutions.

Why Dotmailer? To put it simply, Dotmailer provides an easy integration via plug-ins into all CRM and ecommerce platforms which includes Magento. This enables us as web developers and marketers for online stores to seamlessly track customer interaction for our clients. Furthermore, it has recently been awarded Platinum status for Magento, making it the first and only marketing platform to achieve this status on an international scale. Coupled with it’s innovative technology, constant drive to improve, superior workflow and unrivalled reputation allows it to be a reliable and vital tool with any company, it was a clear and obvious choice to partner with.

As a leading Magento Australian company, it is Acidgreen’s belief that this corporate relationship will allow us to better ourselves as a reliable company, rise above expectations and enhance current and future relationships with our clients.

For more information about Dotmailer and it’s features, please feel free to contact us.

Acidgreen is an award winning Magento Sydney company and one of the first official Magento Partners with proven experience in successfully delivering magento development projects for top brands in Australia. With over 15 years e-commerce experience, our certified magento developers are highly qualified to create magento web design and development projects that generate the highest amount of conversions and provide the best ROI. For more information on our magento design and development services and how to get started with Acidgreen, contact us today.

By Author Mark Binns

Measuring EDM and Facebook Conversion Rates on Google Analytics Magento Websites

Google Analytics

Have you ever wondered how to measure the conversion rate or the revenue generated from a specific Electronic Direct Mail (EDM) or Facebook post? Do you wish you could see this in your Google Analytics Magento website rather than other reporting software?

In this article I am going to share with you some very simple steps so that you can measure the performance of EDMs, Posts and advertising on all Social Media. Not only that you can use this for any affiliate advertising or remarketing that you may use.

Measuring EDMs or Newsletters in Magento Google Analytics

So out of the box Magento Google Analytics websites don’t know that your customer has arrived on your site from an email that you have sent out unless you tell it first. On analytics if you look at Acquisition > All traffic > Source/Medium it would show up as (direct/none). Now wouldn’t you prefer to be able to identify it as a visit from your newsletter (see below):

Google Analytics tracking EDMs

When you have this information, you can then view ecommerce conversion rates, revenue generated and many other performance metrics.

Now let’s take this one step further,  wouldn’t you also like to be able to drill down to see this information for exact email campaigns like this:

Google Analytics tracking Parameters for EDMS

 

This can all be achieved by using something called the Google URL Builder. If you are only concerned with measuring EDM performance then just jump further down to the URL Builder section.

Internet Marketing: How about Facebook, Twitter and other Social Media Campaigns?

So out Google Analytics already does a pretty good job at giving you information about Social Media Channels, but unless you use the URL builder you can’t see Campaign information and whether it was a timeline post etc:

Google Analytics measuring Facebook

 

Another really annoying thing is that it will treat facebook’s different device platforms as different sources which isn’t always ideal:

Google Analytics Facebook Source

 

The Google URL Builder

The Google URL Builder is the answer to all of your problems.

So in this example we are going to send traffic to the acidgreen home page from a facebook timeline post, during a summer promotion using a red square advert.

First of all you need to go here:

https://support.google.com/analytics/answer/1033867?hl=en

 

Page down a bit to the URL builder form and then enter these details:

Website url:

Your landing page address (in this case http://www.acidgreen.com.au)

Campaign Source:

in this case “facebook”

Campaign Medium

in this case “timelinepost”

Campaign Term:

I left blank as there are no keywords used

Campaign Content:

redsquare (the name of the red advert we designed)

Campaign Name:

summerdeals (What we are calling this campaign internally)

You click Generate URL and then it provides you with this link:

Home Page

Now when I view analytics the next day I get all the appropriate information that I need to measure performance. By manually adding the source we also fix the issue described above for facebook’s different device platforms.

PLEASE NOTE: You only need to fill out the fields marked with an asterisk.

Hopefully, you will find the above information as useful as many of our clients.  If you have any questions, or you could suggest ways in which I could improve this article, please feel free to email me on [email protected].

Equally if you think it would be any value to others, feel free to share or link to this article 😉

For more information on our internet marketing and magento seo services, you may get in touch with our highly qualified magento experts by simply completing our online inquiry form or by contacting us on 1300 139 658. We are more than happy to assist you with all your business needs.