1,112% ROI from email marketing campaign!
Posted by admin - 20/03/09 at 12:03:04 pmOne of our newest full service clients is very happy with the results of their email marketing campaigns now that we, MODassic Marketing have stepped in.
We took over all of their internet marketing in January of 2009 and launched the first marketing email in late February and the second in mid March. With the first campaign, we were very happy to see a 679% ROI. Just over two and half weeks later we launched the second email campaign and so far they have already seen a 1,112% ROI (return on investment) and counting….
With our email marketing system, we are able to ensure the highest quality of delivery and get our client’s message into their customers inbox, not the spam box. We code each email with a tracking promo code that is tied into our client’s eCommerce site and we are not only able to closely monitor the opens, clicks and bounces, but exactly how much each customer spends and therefore the exact ROI of each campaign.
As requested (from a friend on Twitter) here are a couple of email marketing tips:
1. TEST SAMPLE
Send out a test email to a small sample portion of your list. Try two different subject lines to see which one get the most “opens”. Try a different offer to see which one gets the most conversions. Once you have the winning combination you can launch it to the remainder of your list. It is pretty amazing how accurate test samples are. If you send an email to 2,000 people and get 20% opens, 1.5% bounces you can be pretty sure those percentages will match when you launch to your full list of 40,000 people.
2. IMAGES
You want your email to look good, which is why you’re sending an HTML email rather than just a text email. However don’t just design something in photoshop and slice up. Keep in mind that with many emails clients won’t see your images unless they click “view images” (like in GMAIL). Because of this you don’t want your message and email to rely too heavily on images. Design a campaign that would look good and deliver your message even if the images didn’t show up. Make sure your text and your offer is not included within images and make good use of ALT tags for images to help deliver your message when images are not shown.
3. EVALUATE
If you are getting a lot of opens and a lot of clicks, but aren’t getting the conversions or the sales, then you may need to revisit your offer or your website. Is your item over priced? Is your site too busy or have too many steps to check out? Online buyers are easily spooked. They may be interested in your product but if your site loads even a few seconds too slow or your check out process is cumbersome they will bail.
4. ROI
You can’t argue with results. No matter how bad the economy is if you know you can spend a $1 and immediately get $10 back (and prove it) you will do it every time. At MODassic, with clients who sell online, we implement a tracking code and cookie that will stay with the users for 30 days. If customers get the email, open it and make a purchase anytime within the next 30 days, we can show that it came from that email and calculate the total ROI for each email campaign we sell.
Whether you are a business owner, marketing staffer, freelancer or agency, it’s important (more now than ever) to be able to prove that what you are doing is profitable. If you can do that, you’re set!
WHOOPS – Bank of America’s new red backlit logo
Posted by admin - 04/03/09 at 06:03:23 pmI can’t help but imagine several bank execs sitting around a massive oak conference table trying to find a reason for the current banking crisis…
Bank Exec 1: “Maybe people just aren’t seeing our logo?”
Bank Exec 2:”I got it! Let’s make the whole thing red!”
Bank Designer: “Really?”
Gross.
With a major brand such as Bank of America there is no excuse and this was certainly no accident. This red, backlit background gives me a headache and makes me want to throw up. I’m really surprised to see this sudden sign change coming from a company whose logo has seen quite a bit of praise.
What we can learn from this tragedy. With small businesses these logo flubs happen all the time because there isn’t the marketing communications oversight. Far too often we see logos and company branding being abused, distorted, discolored and stretched simply because a sales guy tried to place the logo into a powerpoint.
Having well defined brand guidelines that everyone in your company is aware of and adheres to (not just your marketing department) is very important.
Your brand guidelines define approved colors and fonts and how to properly use your logo. More importantly it defines how not to use your logo (i.e. red backlit background).
Your brand is your most valuable asset. Define it and protect it!
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