Tag Archives: email marketing

10 Ways to Grow Your Email List Like a Boss

Email marketing has long stood in the shadow of its younger, glitzier cousin, social media marketing, as a tool for turning customers into a devoted community of fans. However, as more and more marketers reconsider their approach to social, email remains a powerful and personal channel for building and engaging an audience.

Sure, you’ve got that widget on your website enticing visitors to join your email list, but what else are you doing to show potential subscribers what they’re missing? What do your emails provide they can’t find anywhere else, and how easy is it for interested visitors to get in on it? Here are ten places to start.

1. Use a Non-Annoying Pop-Up

Everyone hates pop-ups. We’re all scarred from the days when our Internet Explorer browser would say, “Want to win a free iPhone?” or a video would appear upon opening a new website and start playing in the middle of a conference call.

It’s the truth: Most pop-ups suck. But do you know what that means? The bar is incredibly low! All you have to do is make a pop-up that doesn’t suck, or better yet, make a pop-up that’s really awesome, and you’ll see great results. Because here’s the second truth: Pop-ups WORK, whether we like it or not.

Tools like Exit Intel, PopUp Domination, and OptinMonster are great solutions for creating website pop-ups that tie into your email marketing service provider. In your non-annoying pop-up, make sure you include:

  • An attractive graphic
  • An obvious call-to-action button (“SUBSCRIBE NOW!”)
  • A clear incentive (more on that next)
  • An easy way to close out the pop-up

Here’s an example from our friend Jay Baer’s Convince & Convert site, inviting visitors to join his ON email newsletter:

It only appears if you’re intending to exit the site or if you’re on a blog post for a while—it won’t appear as soon as you land on a page (annoying) or as you’re trying to scroll down (super annoying). Take a tip from Jay and implement something that’s visually appealing and not intrusive to your normal reading experience.

2. Create a Truly Awesome Incentive

Plenty of folks offer a free ebook, training tool, or PDF worksheet in exchange for an email address, but these resources aren’t always worth reading. Your sign-up incentive should never leave a subscriber saying, “That’s it?”

Any downloadable freebie you offer in exchange for an email address should wow a new subscriber with its usefulness. If it feels like you’re giving your best stuff away for free, you’re likely on the right track to a truly awesome incentive. For inspiration, take a look at Leadpages’s library of useful resources, which houses everything from strategy guides to online courses—all for free.

Your readers are (understandably) protective of their inboxes. Give them a resource that will leave them saying, “I got all this for just an email address?”

3. Prove Your Worth

Your subscribers get a lot of email. What makes your emails so special? To get prospective subscribers on your list, you first must erase any doubts that your messages will be worth it. The most effective way of proving your worth isn’t a harder pitch to subscribe—it’s demonstrating your value elsewhere, via your blog, your online community, or wherever your produce content. Consider the last time you asked your audience what they wanted and made good on their feedback—it’s the only way to earn access to their inboxes.

4. Give a Free Sample

We’ve talked about the power of downloadable resources to incentivize email signups. Bear in mind that those incentives don’t have to be standalone ebooks or guides. You can also offer a snippet of something larger, providing a subscriber with something of immediate value while piquing their interest in the full work.

Nathan Barry does this with his books and writes about the effectiveness of this kind of incentive. He once added over 1,000 new subscribers to his email list in a matter of months in exchange for a sample chapter.

Your free sample doesn’t have to be a book chapter—it could be a single unit of an online course, a 30-day subscription, or some other morsel that usually lives behind a paywall. Your new subscriber will get a valuable sample of your best work and you’ll get a new contact and a warm lead. Unlike one-shot resources, free samples direct new subscribers to specific products once they’ve gobbled up that first chapter, lesson, or access period.

5. Promote Far and Wide

Remember that enticing pop-up you created? Promoting your email list shouldn’t stop there. Look for other places where you have your audience’s full attention, and use those opportunities to entice new subscribers.

If you produce a podcast or video series, plug your email list at the end of each episode. Direct viewers or listeners to a specific address, and make that link easy to remember by using a link shortener like Bitly or Pretty Links.

The end of a blog post is another prime opportunity to promote your email list. Social Media Examiner does this at the end of every post, with help from an eye-catching illustration, the promise of a free resource, and a bit of social proof:

As with pop-ups, your email list plugs should be non-intrusive, appealing, and direct about the massive value on offer.

6. Get By with a Little Help from Your Friends

Guest posts and guest appearances on friends’ publications and shows are a powerful way to grow your audience, boost brand awareness, and build your authority as a thought leader. They can also be an excellent opportunity to promote your email list. Just as you might direct readers, listeners, and viewers to check out your website or follow you on social, you can also direct them to stay in touch by subscribing to your list (with help from that easy-to-remember link you created in number five).

These promotion opportunities don’t have to go one way, either. Consider cross-promoting with a trusted friend in your industry. Plug each other’s events, launches, and resources. Leverage the trust you’ve built with your email audience to introduce them to someone else you know they’ll love. A personal recommendation from a trusted resource is one of the most powerful tools in your conversion toolbox.

7. Take It Offline

Once a subscriber has joined your list, keep them hooked with a standing offer to contact you personally with comments, ideas, and requests. Better yet, ask them directly for feedback on something specific. You’ve already provided the channel—all they have to do is hit “reply.”

Your email list is also a great channel for taking conversations beyond email. Take an email interaction deeper by scheduling a phone or Skype call, or choose a subscriber for some one-on-one video consulting. Access to you and your time is one of the most valuable things you can offer your audience. Keep that unsubscribe rate low by offering up access as one perk of staying on your list.

8. Segmenting Is for Lovers

Personalization is the future of effective marketing. Give subscribers the email content they want, when they want it, or they’ll unsubscribe. Don’t rely on your own guesswork, either: Ask new subscribers for their background and preferences as soon as they sign up, via a welcome email series or a customized signup form. Specifying their preferences saves them from receiving everything, rather than just the most relevant content.

Most email marketing applications—including MailChimp, ConvertKit, AWeber, and others—also allow you to tag subscribers according to the actions they take on your emails. You can use these tags to target, for instance, only subscribers who’ve made a recent purchase, or those who haven’t opened an email from you in a while. Segmentation strategies like these help you connect readers with the right topics at the right frequency.

9. Contests, Sweepstakes, Giveaways, Oh My!

Nothing creates urgency like a product giveaway, sweepstakes, or contest. The possibility of winning a prize means there’s a potential monetary benefit to signing up, and the time limit forces readers on the fence to act fast. These kinds of events are also a great opportunity to implement tip number six—team up with industry colleagues and friends to pull together an irresistible prize package well worth an email signup.

Once the dust settles, beware the wave of post-sweepstakes unsubscribes. Be prepared to show new subscribers just how much value they’ll get from sticking around.

10. Offer Exclusivity

Consider what other exclusive experiences you can offer your list. We’ve touched on free resources, samples, and more direct lines of communication. Could you select one subscriber for some long-term consulting? Recruit subscribers to beta test new projects? Grant them priority ticketing to events? Offer list-exclusive course memberships, pre-orders, and promotions?

Whatever you choose, remember that “exclusive access” should never simply mean “first in line for sales pitches.” Your readers can smell a phony promise of exclusivity. Reward their trust in you with truly valuable, subscribers-only experiences.

11. Bonus: Make It Easy

The process of subscribing to your email list should be a piece of cake, with as little friction as possible between a reader’s impulse to sign up and receiving your emails in their inbox. And as much as you might hate to see someone go, unsubscribing should be just as simple, too.

Today’s readers don’t have the patience for a lengthy, emotionally manipulative survey on why they’re saying goodbye. If a subscriber wants off your list, don’t compound the problem with a deceptive unsubscribe button. If you do ask questions as part of the unsubscribing process, keep them brief or optional, rather than a mandatory psychological obstacle course.

Your busy audience has every right to expect the best from you, as well as a seamless process if and when they choose to subscribe or unsubscribe. Deliver on your promise to provide them with the most relevant, personalized, and useful emails—content that makes them excited to click beyond the subject line.

Now that you know how to grow you email list like a boss, make sure your messages make it to your subscriber’s inbox. Download this Email Deliverability Guide for Modern Marketers to learn how to orchestrate and deliver marketing messages that are relevant to individual preferences and behavior.

4 Marketing Automation Trends to Watch in 2018

4 Marketing Automation Trends to Watch in 2018

According to some estimates, worldwide spending on marketing automation software will hit $32 billion this year, and that number is expected to increase in the years to come as more companies begin embracing marketing automation and the tools become more sophisticated. Thanks to products from companies like Hubspot, Marketo

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How, When, & Why Should You Use Personalization in an Email Marketing Campaign?

Dale Carnegie, author of the famed How to Win Friends and Influence People, said in his book, “Remember that a person’s name is to that person the sweetest and most important sound in any language."

That concept is a powerful truth that you can spin to your advantage in practically any aspect of your marketing strategy, most of all in email since it is the most personal, one-on-one online marketing channel.

That being said, let's explore how and when you should use personalization in your email marketing campaigns and why it matters so much.

How to Personalize Your Emails

Using the recipient’s name is certainly the foremost way to personalize your emails and start the one-on-one conversation with your subscribers but it’s not the only way.

Here’s a quick list of more options to personalize emails that go beyond using just the name:

  • Location
  • Industry (esp. for B2B marketing)
  • Age
  • Browsing data (from visit sessions on your website)
  • Customer data (previous purchases)

The important thing, however, is to remember to collect all of this data. Some of this data can be collected through form fields when a new subscriber initially inputs their data. The rest of it, such as location and browsing data, can be obtained through user tracking and the like.

One of the keys to implementing personalization is not to go overboard with it. Often, just the mention of a name can pique subscriber interest, then adding in one or two more data points really makes the email seem individualized.

Here’s an example of how Shopify uses personalization to keep subscribers to their forum interested:

Not only do they use a first name, but they also utilize the user’s browsing history on their website to match up forum threads that the subscriber will actually find interesting and relevant to Jonathan.

When to Personalize Your Emails

Knowing when to personalize an email and when to withhold revealing information collected on a customer is tricky but extremely important.

The first email, serving as the initial contact point between you and the subscriber, is critical to the future of your relationship. First impressions do matter, and if you can make the user feel like you’re paying them attention right from the get-go, by at least including their name, chances are you’ll preserve a favorable perception of your brand.

Other important email types to personalize are transactional emails, upsell emails, and emails during the course of a sale.

Personalization can help to make a purchase memorable to your customers, and it will also go a long way towards your current customers feeling comfortable with purchasing other related products, ultimately boosting sales and revenue.

On the contrary, including too much super-specific information, like location, can be off-putting to some users. Given the current climate surrounding the whole privacy issue, subscribers, particularly older generation Internet users, may be disturbed by how much you know about them. Keep this in mind and choose when to use data wisely.

Why Personalization Matters

So now that we’ve discussed when and how to implement personalization in your email marketing strategy, let’s drive home why it matters to your business. There’s no better way to do that than by taking a look at the results other marketers have achieved through personalization:

If you haven’t yet started using personalization to revamp your email marketing strategy, you’re missing out. Download The Personalization Playbook today to deliver on your customers' expectations and in return win their loyalty and increase revenue! 

The Personalization Playbook

5 Best Practices to Get the Most out of Your Holiday Email Efforts

With a 4400 percent ROI, email is one of the most valuable marketing tools for brands. In fact, most brand marketers will tell you their sales will drop if they stop sending emails, and they need to watch their subscriber churn rates very closely. But what are the best general practices that can make or break a retailer’s email strategy?

With the holiday season upon us, there’s no time like the present to find out. Here are five practices that brand marketers should keep in mind to get the most out of their holiday email efforts.

Determine the Best Frequency

The average number of emails sent per day is a highly contentious number in the retail industry and there is no magical number. It’s a fine line between engaging an audience and driving sales, versus abusing a customer list and unintentionally driving valuable customers away.

While it requires some data analysis, adjustments, and patience, timing emails to reach each customer at the most opportune moment will increase engagement and ultimately lift sales. For example, after sending and analyzing the data from test emails, a brand could determine that a specific audience segment, such as females ages 40-50, might be opening the most emails on a Saturday morning when it originally thought Monday afternoon was the best time. At the end of the day, the optimal email frequency comes down to a brand’s audience, so continually testing and analyzing the cadence that has the best results is essential.

Expose More Products to New Shoppers

Exposing a breadth of products is an important way to make sure emails are relevant to shoppers, even if the main content of the email does not directly apply to them. In situations with new shoppers, the more categories that are exposed, the greater the opportunity for finding the categories that appeal to them. This is especially important when many people are shopping for friends and family during the holiday season.

However, it’s easier said than done. Data from a recent Coherent Path and RSR Research study found that the vast majority of brands evaluated include different categories in less than 50 percent of their emails. At that rate, it will take most retailers more than three years to expose their entire catalog. Using customer data to identify categories that will serve otherwise underserved populations not only exposes more of a brand’s catalog but enables them to make future offers that align with the customer’s evolving tastes.

Create Engaging, Personalized Content

If email content is too long, consumers are less likely to see messages at the bottom of an email. Offers with very generic subject lines — “You’ll Love This” or “Offer Inside” — leave little incentive for consumers to scroll through the entire email. Offering engaging, personalized messages that meet the promise in the subject line are key in standing out in a sea of holiday promotional emails.

Just as important as the messaging, brand marketers need to maximize the lifespan of every email, which is why it’s essential to keep an updated archive of past email campaigns. Brand marketers should include tags, start dates, and launch dates in their email marketing platform, as data can then be mined from this information to test, analyze and retarget content.

Optimize for Mobile

While email remains one of the most important channels for marketers, mobile delivery is close behind. According to eMarketer, more than half of emails worldwide (55 percent) were opened in a mobile environment in 2017, more than webmail (28%) and desktop (16%) combined. So, it may be a surprise to know 60 percent of the retailers evaluated in the same Coherent Path and RSR Research report do not send any mobile-optimized emails. In order to effectively see results from email marketing campaigns, brand marketers need to ensure each of those emails is ready for reading by the 74 percent of smartphone owners who use their mobile phones to check email.

Recognize the Pitfalls of Offering Discounts

Discounting comes with some serious drawbacks — lower perceived value, profit cuts and setting bad precedents, to name a few — and simply aren’t as necessary as they once were thanks to new developments in data science and personalization. Not only does heavily discounting train customers to wait until the price is lowered, but it does little when it comes to holding onto loyal, repeat customers. Rather than defaulting to discounts, brand marketers should focus on understanding the customer journey and offering products that customers love and are willing to buy at full price.

Email is one of the most important parts of a brand’s marketing mix, so simply "mailing it in" isn’t an option. By implementing these five best practices, retailers will be able to get the most value out of their email strategy just in time for the holidays. For a more detailed approach and more best practices, check out the Email Deliverability Modern Marketing Guide, available for download now.

Email Deliverability Modern Marketing Guide

How Lenovo Boosted Engagement with Movable Ink’s Signals

Email marketing personalization is one of the best ways to boost engagement and make your customers happy. With the power to drive 2.5 times higher click-through rates and 6 times more sales, it’s easy to see why so many marketers are putting a personal touch on their campaigns.

But to deliver a truly one-to-one email experience, you have to go above and beyond basic personalization. That’s why more marketers are embracing behavioral marketing to drive bigger, better results.

Why Behavioral Marketing?

According to Janrain, 74% of consumers get frustrated when content isn’t relevant to their interests. But when you add behavioral marketing to your email strategy, you’re guaranteeing that the email content you send is always relevant to your customers.

That’s because behavioral marketing leverages your customers’ interactions with your brand — like items or categories they browsed, products they left in their shopping carts, or previously purchased products — and uses those interactions to create relevant emails that people love. You’re no longer sending one-size-fits-all content, instead you are tailoring your emails to fit your customers’ exact needs.

What is one of the best things about behavioral marketing? It doesn’t require a total overhaul of your existing email strategy. Let’s look at how Lenovo added behavioral marketing to their newsletter.

Lenovo’s Behavioral Marketing Strategy

Lenovo is a $46 billion global Fortune 500 company and a leader in providing innovative consumer, commercial, and enterprise technology. They saw incredible success using email automation, with 127% achievement of target revenue, 129% of target traffic increased, and 59% of audience expanded. Automation proved to be a huge time-saver for them, increasing their productivity by 50%.

But Lenovo wanted to up the ante and drive conversions even further, so they opted to try out behavioral marketing.

Using Movable Ink and Oracle Marketing Cloud, Lenovo created a campaign that automatically pulled their customers’ recently browsed products right into their newsletter emails. They simply added a behavioral content block to their regular newsletter that updated with the appropriate products, so there was no need alter the rest of the content of the newsletter.

In addition to the newsletter customers knew and loved, they could now easily shop a product they had recently browsed. The seemingly small change made a world of difference: the campaign drove record engagement and click-through rates.

Want to learn more about how Lenovo used Movable Ink and Oracle Marketing Cloud to create their behavioral marketing campaign? Download the case study now.

Get Started with Behavioral Marketing

Leveraging customer behavior in your emails doesn’t have to be a huge undertaking. In fact, you can test it out in the emails you’re sending today. Here’s how you can get started:

  • Identify a goal. Are there specific products that you want to lift conversions on? Or maybe there’s a category where you need to drive more traffic? Goal-setting is key for measuring your success.
  • Find the right email. If you send a regular newsletter like Lenovo, it could be a good candidate for behavioral marketing. You can also test it out in your cart abandonment and transactional emails.
  • Put your plan into action. Test your behavioral email against a non-behavioral email and see which resonates best with your customers.
  • Review your results. What worked? What didn’t? Always review your campaign analytics, and don’t be afraid to test and try again!

As you work to better your email deliverability, keep it simple! The Email Deliverability Guide was created with that same goal in mind.

Email Deliverability Modern Marketing Guide

How to Think About Email Capture Forms Like a Customer

What keeps customers from filling out one of your email capture forms? Is it because they don’t believe you will deliver what you say? Is it because it’s too long? Too short?

In this clip from an in-person training session at 2016’s NIO Summit hosted by NextAfter at MECLABS, Austin McCraw talks about the two essential factors that we can influence to produce more leads through our capture forms.

The post How to Think About Email Capture Forms Like a Customer appeared first on MarketingExperiments.

4 Ways to Enhance Broadcast Email Campaigns with User-Generated Content

When used correctly, broadcast email campaigns can help you reach customers at scale. Furthermore, if segmented, they can help you reach specific subsets of potential customers with engaging content.

And yet, broadcast emails often feel impersonal and poorly targeted. Marketers are aware that personalizing visual email content is critical to success, but many shy away from that idea beyond basic audience segmentation.

User-generated content (UGC) can add that personal touch missing from your broadcast email campaigns — allowing email subscribers to see and interact with relevant photos and videos of your brand and its products. A study by Pixlee has shown that displaying user-generated content on marketing channels can increase online conversions two to four times. The power of customer-created photos and videos can also be brought to different broadcast email campaigns.

In this post, we’re going to explore three types of broadcast emails that can be enhanced with user-generated content to increase click-through rates and conversions.

1. Digests and Newsletters

Newsletters are the most versatile of broadcast email campaigns. Many companies send email newsletters or digests to their subscribers on a regular basis. Whether you’re sharing about upcoming events or highlighting a social media contest or campaign, user-generated content can be incorporated to enhance email engagement and social campaign participation.

2. Product Releases

Is your company opening a new brick-and-mortar store or launching a new product? Chances are that a broadcast email campaign is a part of your release plan. To create buzz for your new offering, consider highlighting content from your pre-access customers or from your social influencer community. Displaying user-generated content in product release emails can help to educate customers about your new product and communicate its value.

3. Promotional Emails and Sales Blasts

When it comes to sales and promotional emails, the messaging itself doesn’t need to be extensive. However, including eye-catching visuals of products on sale is essential for encouraging click-throughs. Inspire purchase by celebrating real customer content that highlights sale items.

4. Shoppable Instagram

Increasingly, brands are sending out broadcast emails featuring a shoppable Instagram feed. These interactive Instagram email campaigns can help to increase sell-through on products, allowing marketers to push through merchandise in a timely fashion. It also encourages social engagement and helps to build your brand’s social audience.

Conclusion

Broadcast emails are a powerful way to reach large subsets of email subscribers. To improve your broadcast email campaign engagement and increase your click-through rates, go beyond audience segmentation and consider your visual content. Does it contextualize your products in an authentic way? Does it encourage engagement and help to celebrate your customers? If the answer is no, consider using real customer photos and videos to enhance your email engagement and to encourage website revisits.

Modern Marketers know the unique challenge of delivering their content to email inboxes successfully. It's important to consider not just the basics like segmentation and dynamics, but the more nuanced points like cultural differences from country to country. To become more equipped to master email deliverability, download the Email Deliverability Guide today!

Email Deliverability Guide

5 Things About Email Marketing Your Boss Will Want To Know

An email marketing strategy always needs approval from the boss to ensure it is in line with the company's overall strategy, delivers on key objectives, and fits the marketing budget. While these are the obvious factors you have to address, there are some other key things that your boss will want to know about the email marketing campaign you have planned, so be ready to talk about the following five critical things:

1. The Audience is Correct

Nearly a third of all contacts on your email contact list or database will change every year in terms of their interest and contact information, so your boss will want to know how you ensured that the current email list is accurate. After all, resources are limited and should not be wasted on sending emails to the wrong person or email address. At the same time, your boss will also want to see that the list is growing with the best targets for what you offer.

To ensure your boss that your email marketing list is accurate and growing, you need to create frictionless signup opportunities through all channels so it's easy to join the list of prospects. This means keeping the signup form basic with just the minimal information you need to contact them with an email marketing campaign. You can also consider incentivizing them with a discount or something else that will convince them to sign up.

Consider using automated contact update software that integrates with your contact list so that if there is a change of information or if someone unsubscribes then this information is automatically updated. MailChimp, Zapier, and Constant Contact are three examples of automation tools for ensuring a current email subscriber list.

2. The Format is Engaging

Your boss will want to know how the email marketing format you selected will truly engage your audience, so be prepared to offer the rationale. This may involve explaining why you have chosen a certain email format for the email campaign, including the need to create an authentic, trustworthy message for recipients in light of fake email marketing campaigns some retailers have experienced.

The format needs to be easy to read on all devices as well as intuitive so it knows what device the recipient is using to read the email. You will also want the email marketing to reflect a consistent look, feel, and message to the rest of your marketing communications.

Other formatting aspects are important to note in case your boss is not sure why you are using these, including white space, text size, balance in color selection, and a CTA button for your call to action. You will also need to consider optimizing the email for those who might be viewing it with images turned off. While the use of images is typically one of the most engaging factors in an email, not everyone prefers to view them. If that's the case, your email marketing content is what will need to engage these audience members.

3. The Content is Optimized and Segmented

While you are not optimizing the content for a search engine, your boss needs to know how you are creating the content in a way that works specifically for inbox delivery and the expectations of your segmented audience. To help your boss understand how you will achieve optimization and segmentation, you will need to provide specific examples that show how various forms of content and types of mediums you are sharing with your email audience looks. For example, your content will be different for an email campaign that shares new video content than it would with a white paper. The former may require an embedded clip while the latter might benefit from static visuals or charts.

Just like optimizing content for search engines, illustrate to your boss how you have addressed the details of an email that can also impact upon conversion rates, including the subject line, headlines in the content, preheader text, and the call to action (CTA) content. For example, an iPhone will only show 32 characters of a subject line so make sure those characters count. You'll also want to point out how you have personalized and segmented the email list and accompany email content for those groups to illustrate that you realize the value of doing this over just sending out the same content to everyone.

Explain to your boss how you have personalized and segmented the email list and accompany email content for those groups to illustrate that you realize the value of doing this over just sending out the same content to everyone. This segmentation can be done by age, location, purchase behavior, or place in the customer lifecycle. Just ensure that you have reasons as to why you have segmented the list this way and how the relevant content has been optimized for the needs and interests of that particular segment. Be sure to mention how you have optimized the timing and frequency of the email campaigns according to the segmentation that you developed.

4. The Campaign is Linked to the Rest of the Marketing Strategy

Your boss will always want to know how what you are doing within the email marketing campaign relates to the bigger picture of the overall marketing strategy. Your cross-marketing efforts are vital to your company's leadership because they have to ensure that all the marketing tactics are working together to create a greater return on the investment that's being made.

You'll want to work with other members of your marketing team to see what they are doing, when they are doing it, and through what channel to see if you can coordinate efforts. You don't want to send out an email marketing campaign when every other channel has the same information being broadcast. It's better to spread out the messaging across channels at a designated time to create a flow rather than a flood.

5. The Program is Using Specific Metrics to Prove the Return

Be prepared to give your boss specific metrics that illustrate how the email marketing program has delivered on its goals and provided good return on investment. The best metrics to focus on for email marketing campaigns include clickthrough rate to see how many recipients clicked on a link within that email; the conversion rate that shows how many recipients clicked on a link and completed a specific action like buying a product or filling in a form; and the bounce rate to see how many emails did not make it to the intended inbox.

Other email marketing metrics that are good to share with your boss include email list growth, email sharing/forwarding rate, and the overall return on investment. All of these email marketing metrics deliver a picture of the effectiveness of the campaign and the ability to engage with recipients in a way that delivers on how many marketing dollars were spent to achieve those results.

Deliver the Goods

This information delivered to the boss can help you continue to get approval to generate more email marketing campaigns because you have proven your worth in developing and executing marketing tactics that engage and convert.

For a more detailed approach to prove the value of your email marketing campaign, verify that you're following all the steps in the Email Deliverability Modern Marketing Guide. It's free and available now! 

Email Deliverability Modern Marketing Guide

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