Page 19 - AeM_July_2014
P. 19
BEST PRACTICES & STRATEGIES
The conversion rate is the real
deal for effective email
marketing
Dr. Torsten Schwarz, a digital mar- interests, the higher the probability The right frequency of your mail-
keting expert of the first hour, has that someone clicks. If you system- ings is important to avoid losing
published an interesting study that atically collect information on what valuable customers. If you send too
deals with the analysis of which really interests your recipients, you frequently, the reporting rate in-
email metrics actually really matter. can make your emails more rele- creases and you have to expect
vant. Of course this requires losing 10% of your recipients this
"What really counts is the reach though, that you have a pool of var- way. To compensate, you should
within a target group and the actual ious content bits which are relevant try to gain new permanent address-
conversion rates", says the expert, for the respective target groups. es. But be careful: the more ag-
explaining how this is all related gressively you go on hunting, the
and what the true benchmarks are Start with the basics: Segment- more you will reach those people
in the following: ing by frequency who actually have no genuine inter-
est in your products. That alone
For the first time a study has been There are three categories of recip- already justifies that you regularly
released, which does not look at ients: There is a group that clicks clean your distribution list of non-
average but median values. That’s on anything with a certain regularity clickers.
important news because median and there are many, however, who
values and quartiles better depict only read during the beginning of The share of active readers de-
reality. signing up to a newsletter but since termines your visibility
then never again clicked on some-
One quarter of email marketers thing. Find out through a reactiva- At Facebook, an algorithm already
even achieve 9.5% tion campaign, what could again decides which posts are displayed
trigger interest in these people and and which are not. Here, the pro-
The average click-through rate is try to keep them engaged. portion of active fans plays an im-
3.3%, but marketers are of course portant role. In the future this will
interested in how much is possible. The third group has clicked only also apply to emails: high click-
According to Dr Torsten Schwarz, once - namely to sign up in order to through rates will be rewarded with
“every fourth email sender manag- get into the distribution. Find out more visibility.
es to seduce over 9.5 % of his re- who these people are and why you
cipients to click. This is the upper do not reach them. If you cannot The key is to tailor the emails and
quartile value and we’ll get to how come up with anything that could distribution lists with relevant and
to achieve this later.” get them engaged so they click on catchy content for the right target
your mailer, separate yourself from groups. Only this way we can stay
The sad truth... these receivers. Announce the de- relevant. It is often even better to
letion several times and if they do delete recipients from the distribu-
not re-confirm or become more ac- tion list, if we cannot get them en-
..is that one quarter of email mar- tive, they shall be deleted from the gaged or find out that we cannot
keters don’t care at all who their offer what will get them engaged.
recipients really are. Every fourth list. The median gives us more relevant
marketer sends such unattractive details than the averages, when it
th
mailers that only every 500 recipi- Continue with better content comes to analyzing good versus
ent clicks on anything at all. This bad performance in email market-
represents the lower quartile of the As described previously, analyze ing. As such, this study is very rele-
click-through rate, which is at 0.2 your target groups and their inter- vant to improve the quality of email
percent - and these are the ones ests, so you can think about a con- marketing. ◊
who are responsible for the bad tent segmentation, avoiding that
image of promotional emails. way to send people information that
is not relevant to them, besides By Roger Stadler
Class is better than mass increasing the likelihood that your
emails are opened and clicked on.
Therefore, the more specific the
content of an email is tailored to Keep prospective customers and
your target group and meets their win new ones
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
The conversion rate is the real
deal for effective email
marketing
Dr. Torsten Schwarz, a digital mar- interests, the higher the probability The right frequency of your mail-
keting expert of the first hour, has that someone clicks. If you system- ings is important to avoid losing
published an interesting study that atically collect information on what valuable customers. If you send too
deals with the analysis of which really interests your recipients, you frequently, the reporting rate in-
email metrics actually really matter. can make your emails more rele- creases and you have to expect
vant. Of course this requires losing 10% of your recipients this
"What really counts is the reach though, that you have a pool of var- way. To compensate, you should
within a target group and the actual ious content bits which are relevant try to gain new permanent address-
conversion rates", says the expert, for the respective target groups. es. But be careful: the more ag-
explaining how this is all related gressively you go on hunting, the
and what the true benchmarks are Start with the basics: Segment- more you will reach those people
in the following: ing by frequency who actually have no genuine inter-
est in your products. That alone
For the first time a study has been There are three categories of recip- already justifies that you regularly
released, which does not look at ients: There is a group that clicks clean your distribution list of non-
average but median values. That’s on anything with a certain regularity clickers.
important news because median and there are many, however, who
values and quartiles better depict only read during the beginning of The share of active readers de-
reality. signing up to a newsletter but since termines your visibility
then never again clicked on some-
One quarter of email marketers thing. Find out through a reactiva- At Facebook, an algorithm already
even achieve 9.5% tion campaign, what could again decides which posts are displayed
trigger interest in these people and and which are not. Here, the pro-
The average click-through rate is try to keep them engaged. portion of active fans plays an im-
3.3%, but marketers are of course portant role. In the future this will
interested in how much is possible. The third group has clicked only also apply to emails: high click-
According to Dr Torsten Schwarz, once - namely to sign up in order to through rates will be rewarded with
“every fourth email sender manag- get into the distribution. Find out more visibility.
es to seduce over 9.5 % of his re- who these people are and why you
cipients to click. This is the upper do not reach them. If you cannot The key is to tailor the emails and
quartile value and we’ll get to how come up with anything that could distribution lists with relevant and
to achieve this later.” get them engaged so they click on catchy content for the right target
your mailer, separate yourself from groups. Only this way we can stay
The sad truth... these receivers. Announce the de- relevant. It is often even better to
letion several times and if they do delete recipients from the distribu-
not re-confirm or become more ac- tion list, if we cannot get them en-
..is that one quarter of email mar- tive, they shall be deleted from the gaged or find out that we cannot
keters don’t care at all who their offer what will get them engaged.
recipients really are. Every fourth list. The median gives us more relevant
marketer sends such unattractive details than the averages, when it
th
mailers that only every 500 recipi- Continue with better content comes to analyzing good versus
ent clicks on anything at all. This bad performance in email market-
represents the lower quartile of the As described previously, analyze ing. As such, this study is very rele-
click-through rate, which is at 0.2 your target groups and their inter- vant to improve the quality of email
percent - and these are the ones ests, so you can think about a con- marketing. ◊
who are responsible for the bad tent segmentation, avoiding that
image of promotional emails. way to send people information that
is not relevant to them, besides By Roger Stadler
Class is better than mass increasing the likelihood that your
emails are opened and clicked on.
Therefore, the more specific the
content of an email is tailored to Keep prospective customers and
your target group and meets their win new ones
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
