Every week, the folks at InVision send a roundup of their best blog content, their favorite design links from the week, and a new opportunity to win a free t-shirt. (Seriously. They give away a new design every week.) They also sometimes have fun survey questions where they crowdsource for their blog. This week's, for example, asked subscribers what they would do if the internet didn't exist.
Your campaign can be completed once you select your recipients and other campaign-specific details. In the Content section, you’ll find an incredibly useful WYSIWYG editor used for HTML content. Add images, drag and drop items, format text and copy/paste any text you want in your email. Want this layout and format to be used by default for every campaign? Save to Library and you’re covered.
Historically, it has been difficult to measure the effectiveness of marketing campaigns because target markets cannot be adequately defined. Email marketing carries the benefit of allowing marketers to identify returns on investment and measure and improve efficiency. Email marketing allows marketers to see feedback from users in real time, and to monitor how effective their campaign is in achieving market penetration, revealing a communication channel's scope. At the same time, however, it also means that the more personal nature of certain advertising methods, such as television advertisements, cannot be captured.
The CAN-SPAM Act of 2003 was passed by Congress as a direct response to the growing number of complaints over spam emails. Congress determined that the US government was showing an increased interest in the regulation of commercial electronic mail nationally, that those who send commercial emails should not mislead recipients over the source or content of them, and that all recipients of such emails have a right to decline them. The act authorizes a US $16,000 penalty per violation for spamming each individual recipient. However, it does not ban spam emailing outright, but imposes laws on using deceptive marketing methods through headings which are "materially false or misleading". In addition there are conditions which email marketers must meet in terms of their format, their content and labeling. As a result, many commercial email marketers within the United States utilize a service or special software to ensure compliance with the act. A variety of older systems exist that do not ensure compliance with the act. To comply with the act's regulation of commercial email, services also typically require users to authenticate their return address and include a valid physical address, provide a one-click unsubscribe feature, and prohibit importing lists of purchased addresses that may not have given valid permission.
Sending out emails is a seamless process. Just give your campaign a title, set your recipients, design your email and choose the time to send. Pick from twenty default templates with fully customizable options or upload your own. HTML-savvy users are going to be pleased with the advanced editing option. The editor also lets you add, delete, and rearrange sections of your email like text boxes, images, QR codes, social media elements, and Google Maps.
In our email marketing software review roundup, we test the top email marketing tools available based on how easy it is to create emails, build subscriber lists, set autoresponders, and pull in other communication-based tools, such as social media management, and web analytics software. To that end, we selected Campaigner and Mailchimp as the best pure-play email marketing services. If you need a more complex tool that can build comprehensive workflows designed to automate the email marketing process, then we recommend HubSpot and Salesforce Pardot, which are better served as marketing automation tools.
Choose analytics software that works for your organization. While many email marketing applications have built-in analytics, you may consider getting a third party system to help you process the data or statistics on your campaigns. Some software can give you a more comprehensive or visual representation of your analytics, while others may track something that your current content management system does not. The size and scope of your e-blast campaign will dictate which kind of software you require.
In addition to A/B testing, many email marketing packages now offer multivariate testing, which involves using multiple variations of a campaign to test which one performed best. Services that offer this feature include Campaigner and Mailchimp. Another thing to consider when looking for an email marketing platform is how the email campaigns can boost search engine optimization (SEO) for your organization. The right keywords can lead your subscribers from their email platform onto your website. Whether you're looking or a simple email marketing solution or one with full automation, there are several on the market to meet your needs.
Watch the growth of your list. Is your email list growing or shrinking? If more people are unsubscribing than are registering to your list, it's a good sign that you need an entire strategic overhaul on your email policies. If there are a lot of people unsubscribing it could be because your content is not relevant to the people that you're sending it to. In this case, try to segment your list differently or change the type of content that's being delivered through your email blasts.
The enhanced tracking option links to your website through Salesforce or Google Analytics. To use “auto-responders”, you must have a paid account – you can automatically trigger specific responses or segment users based on actions they take. After sending out your emails, MailChimp allows you to integrate your social channels to post regular updates on Twitter and Facebook.
Email marketing is one of the most cost-effective ways to promote your business, whether your goal is to build your brand or sell more stuff. Our field guide provides everything you need to know to make the most of this platform. Learn how to create an email marketing plan, design effective emails, and test them. Then discover the power of automation and how to measure the success of your emails.