Marketing. Frequently Asked Questions

Transcription

1 Marketing Frequently Asked Questions

2 Q: Why expand my marketing initiatives? A: marketing offers flexibility and versatility to more effectively reach customers. Marketers can design campaigns that maintain a one-to-one appeal and impact. marketing continues its growth trajectory due to the fact that it is: Economical: marketing has the lowest cost per impression in marketing today. Efficient: marketing allows proactive communication with both existing customers and prospects. By targeting audiences and sending relevant, motivating content and messaging, audiences experience dynamic marketing few other mediums can match. Instantaneous: Within hours, marketing initiatives can be delivered to any number of individual recipients, grouped segments or entire databases. Quantifiable: Nearly every aspect of an campaign can be tested, monitored and refined to provide optimized results. Relative Ease: Savicom s intuitive user interface makes expanding your marketing initiatives a snap. Cutting-edge features like split tests and segment fields gives you the flexibility and versatility to reach your customers 1:1.

3 Q: How can I increase my open rates? A: Open rates are affected by two key elements: Deliverability: The first step towards increased open rates is getting the message into the inbox. Savicom s patented sending technology, rigorous pre-deployment protocol and Delivery Assurance department ensures that every measures is taken to ensure optimized deliverability. In addition to being white-listed with all major ISPs, we participate in multiple feedback loops to ensure that we continue to outperform industry benchmarks. Subject Line: While inbox placement is critical, a well-conceived, motivating subject line can make or break campaign performance. For assistance with writing subject lines, please refer to the guide Writing Subject Lines in a Mobile Age.

4 Q: How can I increase my click-through rates? A: The proliferation of commercial s has attributed to widespread skim mentality among consumers. The average recipient makes a content-based judgment in 3-5 seconds. It is critical for companies to make those seconds work in their favor. design strategies can have a major impact on whether or not recipients interact with the content. All elements of the must be created to accommodate a quick skim. Click-through rates can be optimized by incorporating the following design best practices: Keep key information above the digital fold (the top 250 pixels or 2-4 ). This area demands the most attention from recipients and should contain key elements, offers and main Calls-to-Action. Facilitate browsability by using light colored backgrounds and dark, contrasting font colors. Adding whitespace and cell padding to design can also ensure that marketing messages can register more quickly for viewers. Encourage more clicks by incorporating a strong, attention-grabbing call-to-action above the digital fold. The inclusion of a call-to-action button gives recipients a target to click and can elucidate more impulse clicks than more subtle links that can get buried in message content. For more assistance with design, please refer to the guide Design for a Mobile Age.

5 Q: My database is not as large as I d like. How can I increase my list size? A: Acquiring customers in a responsible, ethical manner is challenging but can be done. An optimized organic database building approach yields exceedingly higher open and click-through rates than other list building techniques. Often, small changes in a brand s approach to opt-ins can make a big impact. The following tips can help kick start the process: Optimize your Opt-In process by making sign-up fields easy to locate. Additionally, while requesting additional information from consumers can help boost segmentation efforts, limiting the number of required fields can help stave off form abandonment. Offer rewards and/or information in return for addresses. The use of sweepstakes, contests, white paper downloads and the like is a great way to build lists of engaged customers. Keeping forms simple can help increase the success of these database builders. Encourage sharing by including a Forward to a Friend link within s. Add social media links to each offers consumers greater flexibility in how they choose to engage and share marketing messages with their friends and connections. Add Savicom s web-sign up form on web and social media pages to collect addresses from page visitors who wish to stay in touch.

6 Q: Should I segment my list? A: Segmentation is one of the most efficient and effective ways to improve customer satisfaction and conversions while warding off list fatigue and SPAM/CASL complaints. Targeted, relevant s have been shown to increase profits by up to 18 times on average when compared with general blast s. Customers are most receptive to the campaigns that address their specific preferences and their relationship to a brand. By segmenting a customer base, messages can be directed to those who will be motivated by that specific message. While any consumer data can be utilized for segmentation, leverage relevant data by ensuring that each segment will meet the following qualifications: Differential: Verify that each segment will respond differently to a different marketing mix Actionable: Ensure that there is a specific goal or relevant product for each segment Substantial: Confirm that segments are large enough to be profitable

7 Q: What measures do I need to take to ensure my s are CAN- SPAM compliant? A: The requirements laid out by the CAN-SPAM Act of 2003 must be complied with in order to protect your reputation as a responsible sender of commercial . The requirements include: Easily accessible Opt-Out link Opt-out requests processed in under 10 days (Savicom processes these requests immediately) Suppression lists used for compliance purposes only Accurate From address Relevant subject lines Clear and conspicuous notice that is an advertisement Legitimate physical address of advertiser is present If you intend to send s to Canadians, please refer to the CASL-What You Need To Know guide for an overview of Canada s most recent anti-spam law.

8 Q: What is the difference between a hard and soft bounce? Can I resend soft bounces? A: A hard bounce occurs when an address is invalid or the account has been closed. Vidi Emi automatically processes all hard bounces and confirms whether or not flaws in the domain name can be repaired (i.e. adjust user@@aol.com and resend to user@aol.com ). s that cannot be repaired are added to our No-Send list. Soft bounces are recognized by the recipient s mail server but are unable to land because the recipient s mailbox is full or the mail server is temporarily unavailable. Savicom s automated bounce handler tracks soft bounces and will intermittently attempt to resend the . If the fails to land, the bounce history will be recorded but the recipient will remain on the Send list.

9 Q: I m looking into setting up a series of triggered s. How can I ensure that my customers aren t bombarded with too many s? A: The including of triggered s can enhance the effectiveness of overall marketing initiatives. s can be triggered by any number of specific behaviors, pertinent dates, transactions and the like. The nature of triggered deployment ensures that these messages have scalable degree of relevance for the consumer. On average, these s tend to boast comparatively high open rates. In order to avoid list fatigue, triggered programs need building principles to ensure that customers are not able to trigger and receive an excessive umber of s within a given window. Business Rules Objects can be set to control contact frequency and set precedence orders to avoid overloading customers. If a customer is enrolled in multiple segments, messages can be delayed or suppressed in order to limit contact within a designated window of time.

10 Q: Can I include promotional messages in my transactional s? A: Given the nature of their deployment and value to the customer, opens and click-through rates are much higher for transactional s. While marketing messages can be included in transactional s, it is important not to tip the balance away from transactional content. A few rules of thumb to consider when adding promotional messages to transactional s: While promotional messaging can be included, transactional information should be feature in the subject line and the body. Promotional copy in the body should be limited to half the size of the transactional message. This messaging should be as relevant as possible. Relaying a transactional message is the primary purpose of the . Marketing messages should be placed below the transactional information. While CAN-SPAM does not require the inclusion of opt-out links on transactional s, standing company information such as addresses and contact numbers should be present.

11 About Savicom Powerful feature sets. Experienced and knowledgeable support. If you have a need for cutting-edge marketing, Savicom delivers. We are the leader in developing next generation marketing technology. Our technology gives marketers maximum flexibility and versatility in reaching their markets 1:1. For whatever stage your business is in, and for whatever size marketing budget, you can trust Savicom to meet your needs and deliver maximum value. Savicom Next Generation Marketing You Can Contact Us By Phone: (415) By sales@savicom.com Find Us on the Web: We Look Forward to Hearing From You! 11