CommuniGator. Guide to marketing

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1 CommuniGator Guide to marketing

2 Guide to marketing Introduction We all send s every day whether it be to friends, family or for work purposes; but unlike the one-to-one messages marketing enables sending one message to a lot of people ranging from hundreds to thousands at a time. There are a number of issues using personal services like Outlook, Gmail and Hotmail to send out your marketing message, so a provider like CommuniGator is the ideal solution to your marketing and marketing automation. We will manage the delivery infrastructure and help you avoid the spam filters so you know how your will look in over 50 clients and generally do a lot of the necessary (but often dull) work that is critical to getting your delivered and engaged with. So hopefully this guide will give you a quick overview and reference for your marketing. 2 Guide to marketing

3 How HTML works Multipart / Alternative MIME format Delivering HTML Using HTML isn t everyone s skill set, so CommuniGator s what you see is what you get editor allows you to create and edit your s design without the need to delve in to world of HTML. However if you are au fait with HTML we have added the option to edit the HTML from the editor tool too. This allows you to edit various aspects from one screen, at one time. HTML formatted s provide you with the ability to be more creative with your design and your message. Sending a plain text is just that, plain. A HTML can have colour, size and font changes and images all creating your message. Using an marketing provider like CommuniGator gives you the opportunity to send HTML and to send via our servers. This allows you to create a designed and to send to large audiences which isn t really possible through an ordinary account. Common mistakes There are common mistakes that people make when beginning their marketing journey. Problems such as: Sending without permission to confusing transactional s with marketing Not checking your send audience Not checking your design against spam filter scores CommuniGator Ltd 3

4 Designing and coding Avoid spam filters Keep your design simple and your content on point to effectively bypass the spam filter and to get good response rates from your audience. Make sure your text comes through clearly and is in a good font. If you have images it is likely these will be blocked by the host automatically so the text is going to be the only thing which appears initially so make sure it is clear and appealing. You also need to be aware of the dimensions of your , it is usually encouraged to stay around 600 pixels in width to ensure that your whole can be seen in the preview pane. There are a few simple techniques which allow you to bypass the spam filters; these include; Not using common phrases, such as; click here, dear, as seen on or attention USING CAPITALS IS ALSO A NO, NO Using lots of!!!!!!! also is good for alerting the spam filter to your message Writing your message in red font is frowned upon Testing your designs Testing your design is a very important factor for your campaigns. If you haven t tested your then there are many things that could go wrong. Check different services and ISP s Use CommuniGator s inbox checker to determine how your will appear on a variety of platforms. The basic inbox checker will show you how your will appear on three platforms, whereas the advanced inbox checker will show you fifty two different platforms to cover all bases with the sheer number of different providers and devices currently on the market. Send tests to friends and co-workers By having fresh eyes scan over your it is more likely that they ll be able to find any small details in your such as; typos, broken links and design changes. By having colleague s addresses on different platforms as well you can double check your spam score and design. Spam filter score CommuniGator provides you with a tool in the send test section of the campaign setup allowing you to check your spam filter score and to see what areas it has flagged up as problematic to your send. 4 Guide to marketing

5 Measuring performance Open rate Bounces A red herring in the reporting world! Forget about measuring these as they are very unreliable and wholly inaccurate. For example if you have an iphone you are currently opening all your s! A chart is given in the results section to indicate how many bounces occurred and the percentage of the audience which couldn t be delivered. Tracking your bounces indicates how good your audience data is. Click rate Website traffic A very important statistic for measuring engagement with your . If people have clicked your call to action it is a clear sign that they are engaging with your content and interested in what you have to offer. Using CommuniGator s GatorLeads gives you a good indication to the performance of your latest campaigns. You can monitor your website traffic, any peaks in website traffic is likely to be correlated to your recent sends especially if you have pointed them to a specific place or product. Unsubscribe rate In your campaign results you are able to monitor how many unsubscribes you have received. This a good statistic to monitor because any spikes in your unsubscribe could indicate change is needed within your campaigns. CommuniGator Ltd 5

6 About CommuniGator CommuniGator is one of the leading marketing automation software providers in the UK. Established in 2005, we ve gone through a period of evolution as the marketing landscape has changed. The core platform functionality caters to marketing with automated welcome series, a HTML editor for designing your s, templates, responsive design, dynamic groups based on behaviour, integration with the leading CRM platforms, an event management suite, robust reporting and so the list goes on. On the marketing automation side we re able to track prospect activity across the web pages they visit on your website and the content they consume and take action against. This means you can build up a really detailed profile of who has done what. To read all the juicy details of what the platform offers and how we can help your business jump on over to our website: Give us a call: +44 (0) This document and it s contents are proprietary to CommuniGator or its licensors. No part of this document may be copied, reproduced or transmitted to any third party in any form without CommuniGator s prior written consent. Our products and services include: MarketingAutomation I GatorMail I GatorLeads I GatorEvents I GatorDocs GatorSurvey I GatorSocial I GatorData I CRM Integration I Managed Services

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