Tag: email marketing

White Paper: Email Throttling and Strategies to Combat it

email-throttling

Whenever it comes to Email Marketing, marketers face a whole bunch of difficulties in terms of deliverability, list hygiene problems, monitoring glitches and many more. A seamless email marketing strategy is difficult to achieve unless these problems are properly addressed. ‘Email Deferral’-a critical case of Email deliverability, arises when some ISPs limit the amount of Emails sent out by a particular sender during a specified period of time. This happens due to a pre-defined threshold in the number of sendouts inflicted by the ISPs.

In most of the time, this is a 400 class error. Due to bouncebacks of the excessive number of emails, the email campaigns face significant drawbacks in terms of deliverability and performance. This can also lead to diminution of email reputation of the senders and can possess a bigger threat furthermore.

This white paper interprets the technical aspects of this issue and how email marketers can avoid the problem of Email Throttling. Although, Email Throttling seems to be too intriguing for Email Marketers to avoid, appropriate strategies can help marketers get rid of this problem.

Read more about it by downloading the White Paper from the link: www.kenscio.com/resources

The White Paper is authored by Mr. Ziaul Hussain, Client Success Manager, Kenscio.

 

 

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Immortal Emails for long-lasting customer Engagement

How to make Emails Immortal?

Have you even wondered if it is possible to make a promotional mailer informative enough to such an extent that the subscribers can simply check the Email/Inbox to check a latest hourly deal/offer rather than visiting the website? Being contextual to subscribers for a long duration (if not forever) is no more an impossibility.

And most of the email marketers send emails every day with different content without knowing whether the subscribers are really reading the emails. By the time the subscribers open the email, most of the emails are outdated and become irrelevant and obsolete. Most of the time content doesn’t provide any meaningful information to them. Sometimes, thereafter, it’s just a matter of a single click to stop further communication (unsubscribe).

the-contextual-inbox

How a brand delivers a seamless experience to subscribers through real-time updated email communications is a matter of great importance to email marketers. While Social Media, Web and Mobile based technologies have innovatively developed real-time content delivery and integration features, email communication often fall flat as far as contextual communication is concerned. Putting it simply, for an example, is it possible to send an email to your subscribers containing real-time Foreign Exchange rates/currency rates that represent actual value based on the time a subscriber opens the email?

The answer is ‘Yes’. Interestingly, it can be done in the email forever. If the email is opened exactly on this date of the year 2017, the value will be the exact rate prevailing in this time of the year 2017. Such emails are Immortal.

Kenscio developed this innovative email marketing solution based on the years of experience and wisdom garnered from servicing of 100 (+) clients across the globe. Some of their clients like Axis Securities, have taken their mortal campaigns to almost being immortal.

If you look at their emails, you will find the mailers providing real-time tips on how to invest in the volatile stock market that keeps changing every second in a day. Axis Direct emailers are immortal for the subscribers providing the content that are most relevant, Sensex indices, up-to-date market news, which stocks to watch, what are the new stock gainers/losers etc. Thus, the investors always have the latest information in the inbox. Even if you open the emailers sent one-month back today, the content will be valid at this point of time.

The dynamic email marketing solution pulls in information various sources like website, back-end CRM, ERP platforms, social streaming, RSS Feed, News Feed etc. and you can compute a lot of stuffs and show it through emails making them dynamic. As the complete process it automated, one needn’t invest too much time on creating the mailer, testing it, putting the right content, proofing, sending it across etc. and saving tons of a time. Marketers can now more focus on how to get the right stuffs in front of customers and help them better strategizing and helping the customers in getting what they need and not just about content gathering, building and communicating.

Such innovative solutions for marketers put them in a different league compared to the marketers sending mortal emails which dry up every day. Give the subscribers an opportunity to see what is in this dynamic world by directly reaching out to them with real-time information content, fresh messaged for every open.  Give them an opportunity whereas they can see an email in real-time and provide engagement elements that are as fresh as these are the social media and websites.

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Dummies’ guide to social media strategy

Diving into social media with the right strategy is like a never-ending road trip. Here are some tips

Put simply, every action you take on social networks should be a part of a larger social media marketing strategy. That means every like, tweet, reply, share and comment should all be guided by a plan and driving towards pre-determined goals.

To create a social media marketing plan from scratch, the first step is to create social media objectives and goals. As social media channels continue their meteoric rise, the push for organisations to adopt social technology increases as well.

Kenscio Social Media Service providers

Be SMART about it

Here are some common examples of goals and objectives for an organisation’s social engagement plans and how these can be tied together with its marketing plan in 2016. These objectives are S.M.A.R.T., i.e. Specific, Measurable, Attainable, Relevant, and Time-Oriented.

Goal 1: Increase market share of voice, increase reach of thought leadership content. Goal 2: Enhance brand reputation, increase engagement and brand awareness by exposing the brand to new people. Goal 3: Improve business intelligence (knowledge of prospects and clients, competitors, technology and trends). Goal 4: Improve return on marketing investment (ROMI)

The next step is to choose and prioritise your social network channels. When it comes to choosing the social media channel or platform you should utilise, follow the principle of choosing wisely. To begin, frame your evaluation of each channel or platform with the following questions: What is the unique purpose of this channel or platform? Does the channel or platform relate to my business needs? Which target audience does this channel or platform serve? How much time on this network is necessary to have the best impact?

You can also judge the value of a social network based on how well it fits your content and strategy. Here’s a helpful way of looking at it. Encourages dialogue, conversation networks: Twitter and Facebook; Business-focused networks: LinkedIn; Image-based networks: Pinterest, Instagram; Video networks: YouTube; SEO and authorship networks: Google+; Location-based networks: Foursquare

Remember to fill out your profiles completely. One of the great benefits of having a fully filled-out social media profile is that visitors know that you are serious about engaging with them. Before you publicise your presence, one must have minimum 15 to 20 posts. This helps visitors to know what type of content you’ll be posting and shows them that you’re established and invested on the channel already.

Keep talking

One must also aim for consistent posting and talk about trending topics. Respond to conversations and keep them going by responding in a way that your audience is excited to talk more, interact more. Keep it consistent and moving. Perhaps the most vital reason for participating in social media is that you get exposure to consumers, clients, prospects, industry leaders and competitors. It actually implies that there’s a wealth of information already available to you which you can incorporate into your social media marketing strategy. This is your baby step to know and explore your path wisely.

Consumers can also offer social media inspiration. How? Simply see how they respond to your promotions, notice what they like, share, tweet and why. Never forget, consumers, clients, prospects buy from those they know, like, and trust. Social media is a way to add value, boost your credibility, and build trust with ideally matched contacts. Always put relationships first because that is the basis of social media marketing. Smart selection of plans based on what your competitors are doing with their social media platforms can also play a pivotal role in your social media strategy. Do get inspired by industry leaders if you feel blank on what lies in the future of your social media strategy.

Above all, any strategy that focuses on providing value, boosting credibility and building trust can bring a paradigm transformation in terms of business excellence. Create a content plan and editorial calendar, create a content strategy. Creating a buzz around your content is essential to expanding social media reach and engagement. Your content marketing plan on social media should focus around these points. What type(s) of content do you intend to post and promote via social media, this year? How often will you post the content? Whom do you wish to target for each type of content? How will you promote the content?

A safe strategy to follow is the social media rule of thirds. One-third of your social content promotes your business, converts readers, generates profit. One-third of your social content should surface and share ideas and stories from thought leaders in your industry or like-minded businesses and one-third of your social content should be based on personal interactions and build your personal brand.

A social media content calendar should organise the way you curate and create content, and help develop your editorial strategy. You should also keep in mind that not all content has to be created fresh, you can get a lot of value from repurposing old content. Perhaps you have articles on your website, case studies, whitepapers, or other forms of content which can be shared using social technology.

Finally, test, evaluate and adjust your social media marketing plan. The most important thing to understand about your social media marketing plan is that it should be constantly changing. As new channels emerge, you may want to add them to your plan. As you attain goals, you may need to adjust them or find new goals for each channel.

As you scale your business, you might need to grow your social presence for different branches or countries. Rewrite your strategy to reflect your latest insight. This is a plan that is meant to change, so be flexible. As you move forward, you may discover that some tactics are not working as well as you thought they would. Try to adapt quickly and introduce the new changes to your overall strategy. An intelligent approach to apply new-edge social media tactics and an emotional approach to know what your consumers want can drive a brand, resulting in social media excellence.

KG Manjunatha is Chairman and CEO,

Kenscio Digital

The original article appeared on The Hindu Business Line.

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10 important future aspects of e-mail marketing

In a survey conducted by Kenscio, marketers’ second highest priority as a reliable marketing tool went to Email Marketing (59%), and preceded by Social Media (76%). Interestingly, Social Media Marketing has achieved overwhelming response globally within just a couple of years in contrast to more than two decades of existence since email technology was developed in early 90s. Social Media Marketing in the last couple of years has grown like no other, easily drawing the lion’s share of every marketing campaign; such has been its impact in so less time. However, it’s not that Email Marketing is lagging behind. As a matter of fact, ‘Email’ has become an integral part of day-to-day life and is too common to talk about.

Kenscio - Email Marketing Company

 

The evolution of Email Marketing is slow but it’s steady so far. But with increasing competition at a time when an active subscriber is bombarded with thousands of promotional emails in a month, the future of email marketing in terms of its usability and deliverability will depend on several aspects of its logical and technological architecture. A few important aspects demonstrate what will shape the future of email marketing.

1) Personalization: Personalization imparts a sense of purpose and warmth to Email Communications. A well personalized Email responds to subscribers based on individual behavioral attributes. The gist of ‘one-to-one communication’ in Email marketing actually lies in successful implementation of personalization tactics in emails.

2) Dynamic Content: Based on individual subscribers, email messages can be variant. This variation can be used to create dynamic content to target subscribers based on their online behaviors, past purchase behavior, email open behavior etc. Innovative approach to create dynamic content in emails can provide marketers tremendous business value in terms of reaching out right customers with right offers.

3) In-email Transactions: Email transactions by clicking in the embedded hyperlinks and re-directing subscribers to external landing page might become a history in near future. Quick transactions for special offers, purchase, form etc. can be enabled in the email body itself which will cut down the process time drastically and will make transactions hassle-free.

4) Automation and Integration with other channels: Innovative approach to integrate with newer channels/versions of platforms is one key issue faced by email marketers. The ability to work seamlessly with multiple channels can increase reliability of email marketing platforms to a great extent.

5) Open-time based customization: Intuitive approach to understand “email behavior’ can help in multiplying email effectiveness. Email open time, clicking behavior, subject lines impact etc. are essential benchmarks for marketers. They provide whole lot of informative understanding of email subscribers and their behavior. If a consumer gets a promotional email at the moment of opening the inbox in the morning, it can have a better impact than hundreds of other promotional mails remaining unread. To make it technologically viable, a data-driven approach to deploy email is the only way out. Innovation can give the further ride to success.

6) Micro-segmentation: Micro-segmentation has contributed immensely to e-commerce brands in terms of devising an appropriate targeting strategy. Different theoretical models such as Clustering, RFM Analysis, Predictive Analysis, CLV Analysis etc. play pivotal role in sharpening targeting of consumers with right messages. It will be worth-watching how email marketers take competitive advantage through synchronic Micro-segmentation and Email Marketing strategy.

7) Email Triggers: Email triggers are response based automation’s of the recipient.  Building recipient communication and engagement based workflows in an automated way creates an expected and compelling relation between the brand and the customer. By personalizing emails, the content of transactional messages can deliver greater value to customers by being contextual in communication. Optimization of images/creatives of emails based on highest clicks is one example of such email triggers. How cutting edge technology can imbibe theoretical aspect of modern day marketing like urgency and social proofing in email marketing through technological advancement in future is going to be the key to competitive advantage.

8) Mobile based approach to email marketing: Email Marketing in the last couple of decades has come a long way. Mobile has already overtaken Desktop in terms of most widely used devices to open emails. Adding to this, mobile application based approach to deliver value to customers is ubiquitous now. Synchronizing emails with such Apps is going to change the way of email interaction in mobile. Not many days are left when social buttons will include WhatsApp like button (if the email is opened in mobile) for interacting with a brand through WhatsApp.

9) Responsive Design: Besides desktop, there are dozens of different devices for opening emails. Being adaptable to each and every kind of device specific resolution is very essential to avoid distortion of designs/content of emails.

10) Innovate, Innovate and Innovate: This is the basic framework of all the points mentioned above. Email is the most reliable tool for reaching out to customers with latest news/offers/deals for a marketer. Innovation will keep email marketers moving up the learning curve. All new technologies become redundant after one point of time (we get used to it). An email marketer’s ability to keep an email fresh, live and new every time it arrives in your inbox will define whether you will open the email or not.

With these evolving advancements in context to email technology, email marketing is here to stay. Undoubtedly, innovation is key to its survival considering the increasing marketing and socializing platforms.  If wrapped by the right technology and for the right market at the right time, email marketing will continue to create ripples among the marketing fraternity and shall be regarded as one of the topmost effective means of marketing.

 

About Author:

Mr. Manjunatha KG
Founder & CEO,
Kenscio Digital Marketing Pvt. Ltd.

 

The original article appeared on dqindia.

 

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Email List Hygiene: Email the people who truly want your messages

Good email list hygiene is the best practice for any email marketing program. Active email addresses are necessary for maintaining your relationship with your users and retaining their loyalty. There are always chances to get invalid, non-responsive and duplicate email addresses. I would like to share a few reasons on benefits of a clean email list. With a clean email list, you’ll have fewer bounces, better deliverability, and increased conversions.

Kenscio - Targeted Email Marketing

Reducing Bounce Rates

Determine an appropriate bounce suppression strategy for your email list. Cleaning your email list at frequent intervals will keep SPAM and invalid emails from building up on your list of subscribers and possibly to more conversions. The higher the bounce back, the more risk you run that your campaign could be blacklisted. Kenscio’s Email List Cleanr can clean up to 80% of bad email addresses based on multitude of intuitive checks and significantly helps bring down bounces

Better Deliverability

Regular cleaning of inactive addresses, which have not responded within a year period will help to prevent deliverability issues caused by emotionally unsubscribed recipients. When you shape up your list to valid emails then you will get better deliverability on your mailing activity. Compare each campaign to your past history of delivery percentage to see whether you have a problem and then act on it.

Increasing Conversions

If your list is loaded with bad, duplicate and invalid email ids, your email marketing efforts will be negatively affected because subscribers will not receive your email communication. After all, if your subscribers don’t receive your messages, how will you expect them to convert? The more people that get your email the more people should open and the more opportunity for conversion. Email marketers estimate most of the email revenue derives from targeting to specific segments. If your list contains only active email accounts that can convert into better quality emails being sent out with each campaign that you release. Kenscio’s Email List Cleanr also helps improve ROI, since bad and unyielding email addresses never make it to the final mailing list.

So next time before you deploy your Email Campaigns do ensure that the emails are getting into appropriate inboxes.

Jubin Thomas

Senior Project Manager

Kenscio Digital

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The CMO Revolution in 2016

Over the past 3 years, than ever before, the role of CMO has been through significant change and 2016 is shaping up to be no less transformative. Marketing professionals will be pressured to deliver measurable business outcomes, driving the need to formalise the customers’ path from digital marketing engagement to purchase. The role of the CMO is changing significantly and how! While a lot has been said and written about the strategic focus required by marketing heads in 2016, here is our immersive view of the same. This reflects the thoughts and opinions of marketing leaders, analysts and industry commentators!

CMO Revolution in 2016 - Kenscio

The 5 key trends predicted to drive the role of CMO to take you through 2016:

1. Get even more tech-savvy or make the CTO your BFF

Experts agree that technical and analytical skills top the most highly needed specialisations for CMOs in 2016. If you can’t do it yourself, make the CTO your most trusted ally!!
A marketing tech officer or specialist will be someone in high demand as CMOs realise the power of tech and how it can play a part in driving forward. One would need to see how to build those technical skills internally within the organisation or recruit them. The role of data-driven marketing, automation and lifecycle programmes and other innovations lean heavily on technology. As a result, to be successful as a CMO, having an analytical and technical background is becoming increasingly important.
The CMO is an important member of the executive board and has to work closely with the CFO, CTO, and CEO. For traditional CMOs, it’s indispensable to prepare to get on top of topics such as performance marketing, business intelligence, marketing automation, and at times even be able to perform basic SQL queries.

According to global director of a marketing automation company, CMOs are investing more time and resources into technology, and will soon have larger budgets than CIOs, if they don’t have already.
In 2015 Two-thirds of marketers planned to increase their technology spend and we believe that this perfectly mirrors the expansive marketing technology landscape we envisaged. Investment in technology is reaching new heights every year, and it’s all due to the new ways in which marketing teams are adopting technologies like CRM, CMS, marketing operations automation, data management platforms, search and social measurement tools.

2. Focus on Customer-obsessed growth via a Personalised approach

The next 12 months will see the” CMO working more closely with the Data & Analytics, BI, UX & UI teams together as predictions point to a widening in the customer obsession gap, according to Forrester. Leaders will graduate toward a customer-obsessed operating model, while laggards will aimlessly push forward with flawed digital priorities and disjointed operations.

In the analyst firm’s 2016 marketing predictions report, it claimed CIOs, CMOs and customer experience leaders will rally to achieve customer-obsessed growth by adopting human-centred design and data analytics to deliver exceptional experiences.
The marketer’s nirvana is being able to personalise. Being able to market exactly to the target customer. This would require the unification of data-booth demographic and activity level – around the customer, including social media, transaction activity, website clicks, downloads and more. Unified view of the customer and being able to address the customer-empowered with this knowledge is the path to communication nirvana.

3. The growth of Mobile and Social Channels

While Traditional Digital Channels (yes there are some ! ) continue to evolve alternate channels viz. mobile & social will be far more significant in 2016. Mobile innovations continue to fuel opportunities for greater reach and better customer experiences – mobile first services & solutions are expected to continue into 2016 as customers demand a more seamless fully digital experience. In the face of this fresh mobile wave, CMOs need to have a mobile-first mind-set in order to be nimbler and agiler moving forward. Examples of this are evident in the mobile payments space as digital wallets gain traction.
Moving away from traditional marketing to digital marketing front, marketers need to think about how they start engaging across multi-channels more effectively. Addressing customers’ A-I-D-A on a mobile device alone is a lot harder, so the choice of channel is equally important hence Social Engagement.
In fact – it is advisable to create a communication strategy to be able to optimise conversion across the board and to not treat social networks, emails, SMS, calls, and other channels in an isolated manner. CMOs must get their teams to understand – Cross Device Behaviour, Unify consistent communication across touch points and measure performance as well as efficacy of each channel for each customer thereby aim to communicate with each customer in the way that they would most like to hear from the brand.

4. Evaluate a mixed Click & Brick approach

Access anywhere – anytime is what the customer expects in 2016 and the CMO has to think on those lines. Marketers in the retail space will need to embrace Omni-channel strategies if they want to face the challenges of these new behaviours. As expectations evolve when it comes to delivery – for example, the increasingly popular ‘click and collect’ option, could be an option. Some delivery examples like Tube / Underground Metro routes have been tested and worked very well in 2015.
Using Omni – channel strategies – to meet the demands of the modern consumer – enables the design of ultra-personalised and effective loyalty, as well as targeted promotions that will increase sales. There will be a strong need for marketers in the retail industry to employ substantial omnichannel and cross-channel solutions in order to meet the demands of the modern consumer. CMOs will
need to explore In-store technology & experiences that will create a seamless journey for the customer regardless of how they interact with the brand.

5. Innovate to differentiate

It’s the same target customer that every brand is targeting. How then would the CMO get his dollar to go a longer distance? Not just that. This dollar needs to work harder than and before the other guys’ does.
With all things being equal the only differentiator available is Innovation. The approach could be Disruptive, Tactical, Technical, Immersive, Omni-Channel, Multi-Channel, Traditional + Digital, Global + Local – regardless. The vital ingredient that will differentiate winners from laggards will be Innovation. CMOs need to focus on harnessing technology & channels, knowledge & information to deliver innovation. While the technology is there to complement and support existing marketing efforts, we are seeing the rate at which technology is evolving is also pushing CMOs to think, plan, engage and most importantly innovate with customers in new ways.
Partnering with leading Innovative solution providers recognised innovators and thought leaders is the ideal head start that a CMO can give his/her brands.
The New Year brings 12 months of constant change, 52 weeks of innovation, 366 days of collaboration and strongest bond yet between the Dual helix of Marketing & Technology in the DNA of the CMO. May the force be with us!!

Amit Sarna
Vice President – Client Success & Partnership
Kenscio Digital

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6 Steps to Expand your Reach with Email Marketing

The Hidden Value of Email Marketing

With so many digital marketing channels available today, some marketers fear direct marketing is losing its effectiveness. Although there are many digital marketing channels available, email marketing has proven that it is still effective and tops the list for direct marketing channel return on investment (ROI).

Email designs play a unique role. Your audience like “new” and new is co-pilot of “interesting”. Coming up with new and fresh designs can mean both smaller and larger changes. In between big redesigns, you should always be exploring small changes. Small Tweaks = Big Results. Changing around your emails to be fresh is a great email marketing strategy for engagement.

Follow these simple steps and expand your reach.

STEP 1: Following the “F” format

Emails should be designed in a particular way to maximise performance and optimise your email campaign as much as possible.

Emails should follow an “F” format. By this, I mean the text should be in the shape of an F with the most important information along the top and down the left hand side.

Why is this?

Typically, recipients follow this sort of pattern when reading, first horizontally all the way across the top of the email, then horizontally again on the secondary section of the email, following vertically down the left hand side as they scan the rest of the content.

Also, in most email providers, the preview box just shows the top left hand side unless the email is opened fully. You want to entice recipients to view the full email by making the most important and interesting information at the top on the left hand side. So, include the most important information at the top, for example impressive statistics and/or a catchy headline, and the recipient will be more likely to open it and read more.

Calls to Action (CTA)

Calls to Action or CTA’s should be included with the important text information to encourage recipients to click through. Even if they just read the headline, there should be a CTA at the top, so that, they can click through and get to the landing page.

The F pattern doesn’t just apply to emails. Eye tracking studies have found that people also read webpages in the same way.

STEP 2: Structuring email text content

Recipients often only read the top part of an email so the most important information should be placed at the top. It’s recommended having a clear and catchy headline and a sub heading to draw the recipients’ attention.

Small manageable chunks of information

The text throughout the whole email should be kept in small manageable chunks rather than long paragraphs of text, so, recipients can skim the information and pick out the most important parts. Bullet points are also useful to list the key benefits to the recipient.

Calls to Action (CTA)

At the top of the email, with the most important information, you should also include a call to action (CTA). This can be in the form of a button with commanding text e.g. “Click Here” “Buy Now” to encourage recipients to click through.

Consistency between email copy and landing page

The email should summarize the main information with call to action (CTA) for the recipient to click through to a landing page and find out more. Basically, the email is used just to draw their attention and if this does interest them, then, they can read more about it. Therefore, the message in the email should be consistent with what’s on the landing page.

Create a sense of urgency

Adding offers and deadlines encourages recipients to interact with your email much more quickly. An offer adds an incentive while a deadline increases urgency, and, hopefully these two factors will increase the amount of conversions you receive as a direct result of the email campaign.

Overall, the text should be short and to the point. Include bullet points to list the key benefits to the recipient and encourage them to click through to the landing page for more information.

STEP 3: What are calls to action and how do you use them?

Calls to action or CTA’s are used to encourage recipients to do a particular action, hence the name. They are often used in emails to promote a specific action such as “Click Here” or “Buy Now”.

CTA’s are usually in a button format. Following a button format for the CTA’s will make the button look clickable, therefore, encouraging recipients to interact. CTA button format, is usually a rounded rectangle with different 3D effect and color. A flat text link can act as a CTA, but, it should be highlighted in some way so that recipients know it’s clickable.

Use at least 3 times in an email creative

Generally, try to use CTA’s at least 3 times within an email creative. One right at the top, so even if recipients only read the headline, they can click through and get to the landing page, one just after the main information and one at the bottom.

More CTA’s can be used if it’s a longer email or if it’s a hard sell with the sole aim to get conversions. Less CTA’s can be used for short emails or if it’s an email solely for information, however it’s recommended using a CTA button at least 3 times regardless of the message.

Use commands

CTA buttons work best when the text is a command such as “Click Here”, “Buy Now”, “Find Out More” etc. Not only is it quick and catchy, it tells the recipient exactly what they need to do and encourages them to carry out that action.

STEP 4: Advantages of using alternate text (ALT text) in email marketing

Many of the largest email clients will block images by default, making it increasingly difficult to successfully market the product or service. The big hitters include Gmail, Yahoo and AOL, so the sheer volume of blocked images is huge.

These email clients will show alternate text (ALT text) as opposed to images in the email. The ALT text will serve the same purpose as the image, conveying the same message that the image would deliver. For maximum effect, ALT text should be kept short and precise and avoid elongated and unnecessary sentences.

ALT text also is also very handy if recipient is reading emails on a slower internet connection, the ALT text will be visible before the images have finished downloading. This means potential recipient won’t have to wait for the email content to become clear.

Setting ALT text for images in an HTML email is simple, you just include the text in the image tag. Be sure to include the height and width values as this determines where the ALT text will be displayed if images are disabled. There is no need to include “image of” or “graphic of” to explain the ALT text, as the reader will invariably understand there should be an image in the space.

STEP 5: How to write a great subject line

One of the key things that make recipient open your emails is the subject line. If it interests the recipient, then, it will encourage them to open the email to read more. This doesn’t mean that you write something completely unrelated to the content just because it’s funny or exciting. For example, as people will open the email, but, they might not read the unrelated content. Make sure the subject line is relevant to the content. If the subject line is related to the content, then, recipient will be opening the email, because, they are genuinely interested and want to know more.

Keep it short

The best subject lines are a maximum of around 50 characters long. This means that the full subject line will show in most inboxes. Keep to around 30 characters for the full subject line to show in mobile phone inboxes. It’s best to keep subject line to the point and simple that summarises the content of the email.

Place the most important words or brand names at the start

Even if you can keep within 50 characters, it’s a good idea to include any important words or impressive brand names at the start of the subject line, as this will catch the recipients eye and encourage them to open the email.

Include deadlines in the subject line

If there is a specific deadline on the email or the offer, include it in the subject line, as it will encourage recipients to interact with the email quicker. If there’s no urgency, then, often emails can be forgotten or a recipient might come back to open it later and will notice that the offer is now out of date.

Test your subject lines

The best way to see what subject lines work for your audience is to test them. For example, use a different subject line for each email campaign you send or split test an email campaign with 2 or 3 subject line, and then, monitor the response. Make sure all factors remain the same (e.g. send volume) and then, gather the statistics from each subject line to assess what works best. Use these findings in further campaigns to improve your open rates.

STEP 6: Best practice for designing and coding an email

Design emails so that they are 600px wide and around 900px in length. However, the length is much more flexible and can vary. An email that is 600px in width will display within the standard email viewport without the recipient having to scroll left and right to see it all.

Use inline CSS

Not all email clients support style sheets, so, inline CSS is good to use in order to make your email creative display correctly in all possible email clients. Inline CSS labels each and every cell with the style information and this will ensure 100% that every cell is styled correctly.

Make sure you use text instead of images as much as possible

Text should be used instead of images in every instance possible. For example, when using calls to action (CTA) buttons, the text should stay as text and the background should be a colour or an image. Images are blocked by default until the recipient unblocks them, whereas, text appears immediately. Therefore, text should be used to display the information as much as possible. Where images are used, they should include ALT text.

Use web safe fonts

The text that is used in emails should be a web safe font, for example Arial, Georgia, Tahoma etc. Just because there’s a font on your computer, it doesn’t mean that everyone else will also have that font. If a specific non-web safe font needs to be used, then, it would have to be an image. However, it’s advisable that you use text as much as possible.

Here’s the list of web safe fonts you should consider.

Arial, Georgia, Tahoma, Book Antiqua, Times New Roman, Courier New, Comic Sans, Helvetica, Palatino and Geneva.

Style images with “display:block; border-style:none; margin:0px;”

Ensure images are styled with “display: block; border-style: none; margin: 0px;” to guarantee that there will be no problems with how image cells are displayed. This bit of code should go within the <img style> tag.

I hope you have enjoyed this email design best practice series and also hope that it will help you create fully functional, great looking, optimised emails for your campaigns.

Your thoughts…

Tell us in the comments! We’d be happy to hear from you.

(Contributed by: Ambili K Pillai, Group Manager – Client Success, Managed Services, Kenscio Digital)

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Gmail says – Get Engaged or get BLOCKED!!

Yesterday Gmail took a BOLD new step asking email marketers to get engaged and dead serious about:

(a) their recipient’s preferences, stated and implied, and

( b) Relevance of their communication.

In a blog post, Sri Harsha Somanchi, Product Manager @ Gmail has empowered it’s users to  “Never see messages from this person again”.

What happens once you do that?

You can now block specific email addresses in Gmail—starting today on the web, and over the next week on Android. Future mail will go to the spam folder (and you can always unblock in Settings).

Gmail Screenshot

Further, the blog post described how it would help Unsubscribers.

On Android,  you’ll be able to opt out of eligible mailing lists directly from the Gmail app. It’s perfect for those newsletters you subscribed to a while back but don’t read any more.

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More Power to subscribers, more care from marketers, more control to Gmail !!

Should Gmail users say Yahoo! < No Pun Intended >

(with direct quotes & images from Gmail Blog http://gmailblog.blogspot.in/2015/09/stay-in-control-with-block-and.html )

(Contributed by: Mr. Amit Sarna, Vice President-Client Success & Partnerships, Kenscio Digital)

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Unlocking the Potential of Effective Email Marketing

Unlocking the Potential of Effective Email Marketing

Email connects you to people. Whether you’re sending an email newsletter, a special offer or an invitation, email marketing deliver your message and help get your business humming! It communicates and build relationships with prospects, gather important data, and help boost marketing ROI.

To build, execute, and maintain effective email marketing, you must pay close attention to your audience, the message, and avoid the common trap of simply sending out self-promotional messages.

Email marketing succeeds massively in its business to business (B2B) and business to consumer (B2C) strategies, however approaching the two strategies are vastly different. How B2B is different from B2C email marketing, is a question discussed in most seminars, white papers and blogs.

Nobody ever signed a business deal or bought a car after reading one email. In simple terms, email is a way to promote all the benefits of your product or service so that buyers are well informed and comfortable with everything you have to offer.

B2B email marketing primarily informs, and builds interest, not sells directly. The key use of B2B email marketing is to generate suspects into prospects into sales. While, B2C email marketing need to deliver a message that encourages the customer to be quick to click. B2C email marketing are much shorter in duration and need to capture the customer’s interests very quickly.

In B2B emails, provide content that the recipient can use to influence group decisions. What’s the solution to their problem? Is your product, service, solution or offering right for them? Provide readiness and suitability assessments, bench strength demonstration, customer testimonials, some case studies, and relevant trends. Unlike B2B, B2C emails are more direct and focused. Although the relationship building aspect is just as important, the mindset is more immediate. Your audience already knows you’re out for a sell, so it’s up to you to not blow it. Employ strategies and tactics such as targeted offers and coupons, limited time deals, discounts, and/or vouchers to mobilize your target audience to buy, both online and offline (in store). They can however also be informative, especially to build the brand and enhance customer loyalty. Combine merchandising and education to keep customers coming back, by recognizing the importance of customer loyalty.

In a nutshell, the B2B buyer will make a decision based on how the product or service can increase profits and enhance productivity. Your marketing should involve activities that will help them realize the value of your products and services and how they will benefit their company.

A B2C buyer will make a decision based more on emotion, status, quality and comfort. Your marketing should focus on pricing, providing a fast, comfortable purchasing experience and building awareness about your products and services via repetition and consistency.

In both cases, knowing your audience is the ultimate key. Whether targeting a single prospect or a whole industry, working knowledge of their marketing preferences is essential, and comes with the added benefits of a focused message, fewer complaints and better overall results.

Your thoughts…

Tell us in the comments! We’d be happy to hear from you.

(Contributed by: Ambili K Pillai, Group Manager – Client Success, Managed Services, Kenscio Digital)

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Infographics- Email Marketing: The Journey so far…

Infographics- Email Marketing: The Journey so far

 

Reference:

EmailMonday   MarketingProfs   Econsultancy

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