KPI is one of the “fashionable” words in the business world. But this fashion is not unfounded at all. On the contrary! If you want to grow and make sure the actions you are taking are going in the right direction, you need to have tools to assess the state of affairs. This is what – in the broadest sense – KPIs are.

KPI – what is it?

KPI stands for Key Performance Indicators. They can be defined as data that allows you to precisely determine whether the actions taken are getting closer to achieving a specific goal.

This definition is general for a reason. There is no single set of KPIs that can be used in all situations. After all, other factors are important in direct sales, and different in the implementation of a campaign on Facebook or using sponsored links.

However, there are several elements that all KPIs have in common.
A. KPIs must be measurable. Therefore, quantitative indicators are used. Thanks to this, it is possible to create their summaries and observe trends – so that it is easier to make decisions.
B. They must relate to the previously set specific goals of the activity. So that they indicate whether the chosen course of action is correct.
C. They must be clear, transparent and objective – so that a specific value can be given at any time.
D. They cannot conflict with each other – and this means that the key campaign effectiveness indicators for you cannot be at the same time, for example, low budget for all promotional activities and high ranges thanks to paid promotion.

KPIs can be used in various aspects of the company’s operations. They are used, for example, in the production process, especially in systems based on lean management or in the area of HRM. However, KPIs are most often referred to in the context of marketing and sales.

Why are KPIs needed?

Effectiveness indicators are needed not only to measure the effectiveness of the actions taken. KPIs set above all the “gold standard” that should be pursued. So there are:

– a clear indication for the team carrying out a given task, what results are expected from it,
– an element of feedback that will allow you to efficiently introduce modifications to activities, if necessary,
– a way to clearly define the costs of campaigns and customer acquisition (and thus – profitability of marketing activities),
– a method of expressly detecting possible errors or shortcomings that weaken the results of marketers’ work,
– a tool that allows you to forecast further progress and results, and as a result prepare a promotion strategy for many months ahead.

In addition, without KPIs, it would be difficult for you to assess the effectiveness of the work of specialists you entrusted with, for example, the implementation of SEO or SEM campaigns. Without hard data, you can’t pinpoint what worked and what didn’t.

How to choose the right KPIs?

The list of indicators that could be taken into account when assessing the effectiveness of marketing activities is very long.

Imagine that you have to evaluate the effectiveness of a marketing campaign, and not 5 or 10 in front of you, but 40 spreadsheets, tables or charts. Yes, it would give you the power of information, but it would be extremely time-consuming to analyze and the results would in many cases come down to the same conclusions.

Therefore, specific KPIs should be selected – those that are most relevant to the specifics of the campaign. But the question is: how? Here are a few rules to follow.

Do not choose more than a dozen KPIs
20 is the absolute maximum that you can use if you implement the campaign on a very large scale. In the case of these more intimate 4-10 indicators, it is enough to get in-depth data on the one hand, and on the other – avoid overloading with them.

Before selecting KPIs, be clear about the goals of your actions
This is a key determinant of which data you will need. For example, when implementing a social media campaign aimed at acquiring leads, the key KPIs will be related to how many people left the leads and what percentage of all visitors to the profile were. However, this data will be less important if the main goal of the activities was to “start” the fan page or persuade customers to buy a specific product.

Choose multistage indicators
At the beginning of work with KPIs – especially when there is no access to historical data – it may be difficult for you to determine which indicators will be the most valuable for measuring the effects of activities and planning subsequent ones. Therefore, you can start with a slightly wider range of KPIs and narrow it down over time to those that actually convey the necessary information. Test, check, observe and analyze – so as to possibly modify the set of indicators that determine your effectiveness.

Choose indicators that show both efficiency and lack of it
Remember that the purpose of introducing them is to monitor the progress of activities and whether the money invested in marketing pays off. Therefore, it is worth choosing KPIs so that they show both positive and negative effects.

Don’t trust standardized solutions
This is important especially if you cooperate with an external digital agency that carries out a campaign for you. Make sure that the set of KPIs will be personalized and adapted to the specificity of the tasks that the experts will face.

Keeping in mind these few elements, you can be sure that the data obtained thanks to KPI will allow you to make the right decisions – with the current situation and the future in mind.

What KPIs are key in marketing?

Now that you know the general principles of selecting indicators and you do not have to ask what a KPI is, it is time to move on to details related to the area of marketing, and more specifically – internet marketing. This is the zone that interests us the most. This is because it is specific. On the Web:

– it is very easy to collect quantitative data on the course of any promotional campaigns,
– a number of factors are important, including with building interest, commitment or triggering interaction,
– data is provided on an ongoing basis, thanks to which it is possible to efficiently correct the actions taken.

So it’s time to take a look at these KPIs that are crucial in e-marketing. Here, however, a small star should be put: different KPIs will be important for the website, different for social media campaigns, and still different for the implementation of the Google Ads campaign. That is why we have divided their description into several sections.

KPIs for websites

Do you want to check what response your website evokes and whether it is an effective marketing and sales tool? This is particularly important in the case of e-stores, but also company websites, which are one of the basic sources of information about each brand.

In the case of websites and e-commerce, the key will be:
– KPIs related to website traffic.

It is about elements such as:
– the number of unique users visiting the website – given on a daily, weekly, monthly and annual basis,
– the number of page views – information on how many times the recipients visited the website,
– average visit time – the longer, the greater the involvement in the information contained on the website indicates
– the so-called Bounce Rate – the percentage of visitors who stopped browsing the website in the first seconds after going to the website. The higher the Bounce Rate, the clearer the message that the website can be, for example, positioned for wrong key phrases or that the website layout needs to be changed,
– traffic sources – it is assessed whether they are organic (and therefore come from regular searches) or paid for. Analytical tools also record from which websites the user was redirected to the website, which allows, for example, to decide on promotion channels,
– indicators related to user behavior and engagement.

In this context, the following works:
– duration of a single session on the website,
– number of visited subpages (and what subpages they were),
– the number of interactions per visit – e.g. clicks for more information, go to additional subpages, leaving a lead, etc.

In e-commerce websites and those focused on acquiring leads, the conversion rate is also important, indicating how many people took the action expected by the creators of the website, i.e. left an email or made a purchase.

The indicators listed above are easy to determine. But it doesn’t stop there. Marketers also pay attention to the proportions between certain values. Their attention in the context of the assessment of the effectiveness of the project may be attracted by the relationship between:
– the number of visits and the number of interactions / conversions,
– the number of leads and the number of customers,
– visits from organic sources compared to those that are paid.

KPIs for online advertising campaigns

Other KPIs will be important when you decide to pay for promotion on the Internet, e.g. using the Google Ads system. In this case, the most important things will be:
– number of ad views – indicates how many times the message (e.g. banner or sponsored link) has been successfully displayed to the recipient, important when assessing the daily, but also weekly or monthly results of the campaign,
– CTR (click-through rate) – the number of clicks on the ad, and thus the interactions with it. The higher it is, the more effective the CTA message is to convey promotional content,
– conversion rate – crucial especially if the ad leads on a landing page designed to generate sales leads. The higher the conversion rate, the more engaging your campaign is,
– conversion cost of one person – this is a proportional calculation of how much it cost you to acquire one sales lead. The lower the better
– “Quality Score”, i.e. an indicator of content quality and trust in it – is related to the quality of content, e.g. on your landing page or website. The more substantive content, the more you will gain from organic promotion on the Web.

KPI for social media campaigns

Communication on Facebook or other social media also requires specific KPIs. In this case, the following are, for example:
– the ratio of the amount of published content to conversion – marketers observe how the number of posted posts and other materials translates into audience engagement in order to correct the current campaign and plan the next campaign without errors,
– number of interactions – understood, for example, as “liking” a post, sharing it or writing a comment. The higher the interaction rate, the higher the effectiveness of the campaign,
– organic and paid ranges – the former result mainly from a large number of interactions with the post and its frequent sharing. The better the organic results, the more positive this message is for a promoting company,
– the number of customers involved in contact with the brand – i.e. those who, for example, liked the fan page or turned on notifications regarding its content.

KPI for mailing

Still other KPIs will be important when running an email campaign. This is an underestimated, but very effective way of promoting online at a low cost. Although conversion rates are relatively low here, as long as the message reaches a well-targeted client and is skillfully prepared, it can bring specific results.

In the case of mailing, effectiveness is measured using parameters such as:
– Open Rate – the number of recipients who opened the sent message at all. If it is small, it is a clear sign that you need to change, for example, the wording of the message titles or make it more attractive in some way;
– CTR – in this context, the number of people who clicked on the link contained in the e-mail is important,
– Subscription Rate – an indicator informing about the number of new users subscribing to the newsletter;
– Unsubscription Rate – this is the opposite indicator, showing how many people have unsubscribed from the mailing;
– the number of “returns” – e-mails that did not reach the addressee at all. Their large number indicates the weakness of the database, and hence the need for more effective acquisition of real leads,
– increase in the list of subscribers to the newsletter – if it is dynamic, it means that the actions taken in the context of obtaining leads are carried out correctly.

These are, of course, just examples of KPIs that matter. It should be remembered that other indicators will be important for campaigns carried out with the use of different tools. For example, in mobile campaigns, the number of users of the application created, traffic on the company’s mobile website or the frequency of visits via a smartphone will be important.

You have set a KPI and what next?

Setting key KPIs is only the first step towards effective verification of the effectiveness of your marketing activities. In the next section, it is necessary to indicate the tools that will be used to collect and analyze this information. You will receive many of them from the system you use – the data is provided by, for example, Google Analytics or the Facebok advertising system. Specialized software is required to receive in-depth information.

It should also be remembered that the data obtained from KPIs must be processed, developed and analyzed – so that it is possible to take specific actions on their basis. It is best to entrust this task to specialists.

Permission Marketing – What Is It?

Both newsletters and PUSH notifications are forms of the so-called consent marketing. What is this? Associate requests for permission to send notifications that are displayed to you on various websites? Until you confirm that you want the information … the website cannot send it to you. The same applies to the newsletter – to receive it, you must enter your e-mail address and confirm that you are interested in receiving messages from a given brand.

This “consent” factor ensures the sender is confident that it is reaching initially interested audiences. They may be at different stages of the marketing funnel, but contact with each of them is valuable and may sooner or later bring benefits.

There is one more important advantage, the psychological one. Since the recipient himself agreed to receive the message – he performed some action. Consequently, he is to some extent involved in the communication process. Such a peculiar “foot in the door” also increases the probability that the established relationship will result in a purchase.

However, it should be remembered that consent marketing also brings challenges: first of all, it requires building a database of people who have decided to subscribe to messages on their own. Nevertheless, the results are worth the effort, and skillfully planned and targeted campaigns bring good results. Therefore, it is definitely worth going in this direction.

PUSH newsletter and notifications: how do they work?

Before we answer the question about the advantages of individual consent marketing tools, it is worth taking a closer look at exactly what each form of communication looks like.

PUSH notifications

PUSH notifications are short pieces of information that appear on the screen of the user’s device with his prior consent. They can be generated, among others through applications installed on the phone, however, the most important role is played by sms and web-PUSH messages, i.e. those displayed by web browsers.

These notifications:
– are small – contain literally 1-2 sentences of text and small graphics,
– they appear spontaneously at the moment selected by the advertiser,
– are enriched with a CTA element, which most often refers to a website with more information.

Newsletter

A newsletter is a form of communication via e-mail. It is about sending new messages to the interested group – be it with information about new products and current promotions in the store, or with interesting entries on the company’s blog.

Newsletter:
– it can take various graphic and text forms – it can be very simple and minimalist, and it can contain a long message,
– also most often includes CTAs pointing to a website.

What are the similarities between these tools?

Apart from the similarity discussed earlier, in which in both cases messages are sent after receiving consent from the recipient, other similarities can also be indicated.

Both forms of communication:
– they can be used at every stage of the marketing funnel – to build brand visibility, arouse interest in products or the desire to buy immediately,
– they must be attractive for the recipient to be willing to interact,
– can be used in conjunction with marketing automation tools, which in turn improves the entire communication process and reduces service costs in this area.

The cost of sending both types of messages may also be similar, especially when you calculate the cost per click.

Newsletter vs PUSH notifications: the most important differences

Despite significant similarities between the discussed forms of communication, there are also many differences. Here are the most important ones.

A. The time it takes to plan your campaign
PUSH notifications work a bit like Google ads – they contain little content with a very high CTA saturation. As they are displayed by the browser, there is no need to design their graphic layout or make other tedious preparations. All you need to get started is a catchy, short text that will encourage action and small graphics.

In the case of a newsletter, you may need a much broader strategy – think about the layout, content, communication pattern and much more. Therefore, the preparation of an email campaign may be more time consuming.

B. Shipping time
Even automated mail sending to a large subscriber base can take a long time, with gusts of up to several hours. Such delays can cause the mail to be delivered to the inbox late and… ignored. PUSH notifications are displayed in real time.

C. Ease of Delivery to Addressee
PUSH messages in the browser are not blocked neither by AdBlock nor by other systems. The only limitation is whether the given user has the browser enabled when the message is sent.

In the case of a newsletter, it is not always so rosy – overly sensitive spam filters can intercept such an email. It can also get stuck in the less visited “offers” tab or remain invisible among dozens of other e-mails.

D. The speed of growth of the recipient base
In the case of PUSH notifications, 2 clicks are enough to start receiving messages. What’s more, the recipient does not have to provide any personal data or register anywhere. Subscribing to the newsletter requires at least an e-mail address and confirmation of willingness to receive the message by clicking on the activation link received.

These features translate into the effectiveness of acquiring new customers. As you can guess, the number of PUSH notifications subscribers arrives much faster than those subscribed to the newsletter.

E. Read / convert probability
PUSH messages usually assume an immediate response and require quick action. It could be a double-edged sword. On the one hand, the user, for example, if he is overwhelmed with too many such messages, can reject them without looking. On the other hand, it may click instinctively, e.g. if it finds out that a quick sale in the store ends in 30 minutes.

E-mails are most often viewed at most a few times a day, but if the recipient decides to look at the newsletter message, they usually look at it more closely than quick notification. Something for something.

Does this mean that the newsletter should be replaced with PUSH messages? Not necessarily. The newsletter is part of any good inbound marketing strategy, and the effects of its conduct can bring long-term effects. Web-PUSH works more in the short term. So these tools are not mutually exclusive. On the contrary – they can complement each other.

The perfect online world

In an ideal world, we would always know where our potential client is currently. This knowledge would allow us to reach him with a message that step by step would build confidence in our brand and product, and then subtly lead to conversion.

All of our marketing, sales and after-sales activities would be easily tracked and improved, creating perfect customer service.

In an ideal world, we would only use one channel to interact with the client. Unfortunately, ideal situations rarely apply to companies.

To keep your sales at the highest level, you need to go with the times, constantly develop your marketing skills and supplement your knowledge with the latest solutions. Because if you still sell only in one channel, you lose a large portion of the target audience that your competition is successfully taking over. In fact, focusing on one channel can even degrade customer service and prevent you from successfully acquiring new ones. Why? About this in a moment. Let’s explain why multi-channel marketing is so important in the 21st century.

Multi-channel marketing – why is it so important?

Today’s consumer uses 2.8 channels on average before deciding to buy a given product or service.

Over the past decade, customer service and how to acquire it have changed significantly. Observing today’s technological progress, it is difficult to imagine that brands not so long ago used only three marketing channels. These were: telephone, post office and stationary store.

Since the internet appeared, companies have expanded and some have even completely transferred their activities to the online world. Websites, applications, e-mails and marketing campaigns have created virtually unlimited possibilities of communication with potential clients. However, along with the development of new technologies, competition has also increased.

To get a customer, we must be where he is currently with what he currently needs. And if we want to engage and maintain it, the above alone will not be enough.

So we already know that a modern consumer, before making a purchase, passes through 2.8 channels on average, integrating with a given brand. It is also obvious that during the day it uses many different devices.

The digital consumer seems wise today and is prudent in their purchasing decisions. We use opinions on Facebook, in Google My Business, and view applications of a given brand. He created a world between many channels in which he controls the vast majority of the sales process.

So if you want to win this smart game you must be one step ahead of it. The way to do this, of course, is a well-thought-out marketing strategy – necessarily multi-channel.

How to engage a potential customer?

In order to successfully engage a potential customer, we should communicate with him using several channels at the same time. According to this assumption, three different strategies have evolved: cross channel marketing, omnichannel marketing and multi channel marketing.

Many have trouble distinguishing them. No wonder, because they differ slightly. However, to make good use of their potential, you should know the subtle differences between them.

Multi-channel marketing

Multi-channel marketing was available first and continues to function today. It allows the customer to interact with the brand through multiple channels. It can be a telephone, computer, stationary store. Customers have already learned that they can access brands 24 hours a day, 7 days a week on various platforms. So it is an absolute must have for an online entrepreneur if he does not want to “go out of circulation”.

Cross-channel marketing

Cross channel marketing is very similar to its predecessor. The difference between them, however, is that in the latter, different brand communication channels with the client are connected with each other. In practice, this means that they register and pass on information about the customer, which greatly facilitates the purchase and, as a result, shortens the customer’s shopping path. In particular, women know perfectly well how wonderful it is to get a 20% discount on buying shoes of your favorite brand and be able to use it both online and offline – in a stationary store, via a desktop computer or cell phone.

An example of the use of cross-channel marketing by brands is, for example, an e-mail survey after shopping in a store asking for shopping experience.

In practice, it may look like this:

When you finish shopping in an online store, you will see a pop-up asking you to complete a short survey. The survey contains 5 questions about your shopping experience. You complete it, which in turn entitles you to a 20% discount on re-purchases. You can redeem the discount both online and offline (in any stationary store of the same brand).

Each store representative will be able to scan the coupon, but the customer will also be able to enter the coupon code also at the online cash register and receive the same coupon in this channel.

In this example, the channels will communicate with each other by first creating an online survey based on personal experience and then checking the validity of the coupon.

Once the coupon is used online, it can no longer be used in the store and vice versa.

Omni-channel marketing

Omni-channel marketing is the most advanced type of multi-channel marketing. It uses channels that work together seamlessly, providing clients with comprehensive service at the highest level.

The goal of this type of marketing is to “break the barrier” between the online and offline world.

A good example of using omnichannel marketing is the use of applications that help potential customers make a purchasing decision.

The Shiseido brand allows, for example, the use of “Shiseido Makeup Mirror”. The consumer’s face is placed in a virtual mirror, and he has the opportunity to see how it looks in a given make-up. For women, this is a great help. Each of us will certainly admit that there is nothing worse than an incorrectly chosen foundation or blush that does not harmonize perfectly with our skin tone.

The application also allows you to take a photo to allow you to quietly make a purchasing decision from the comfort of your home. For people who do not like to make purchasing decisions spontaneously, it is extremely helpful. Otherwise, they might never have decided to buy.

Professionals in the field of sales psychology say that the process of making a purchasing decision begins long before the purchase and has its consequences long after. This brand is aware of this and, what’s more, it perfectly uses this knowledge.

Shiseido allows consumers to virtually “try on makeup” to help them make the best buying decision. This method also increases your chances of getting better opinions about your products. So you admit that it’s a well-planned marketing strategy.

Summary

Cross-channel marketing involves combining different marketing channels in a way that creates a logical transition for the target audience from one stage to another. Different channels work together to ensure consistent communication with the consumer.

However, it is important not to confuse it with omnichannel marketing, which also uses several marketing channels to interact with the client, but this does not necessarily mean consistency between them.

In cross channel marketing, you can send your customers an email about the promotion of their favorite product, display targeted ads on social media to improve brand recognition, and publish blog posts on topics related to key phrases. All this together is an effective method of building trust and leads to maximizing conversions.

Let’s say you run a company that sells hair thickening shampoo. The shampoo is patented and very effective. Therefore, your target group will be people with the problem of hair loss.

A potential customer will read the blog post you wrote about the causes of hair loss. The email he then receives will provide testimonials from someone who has overcome the same problem with your product. When your dream client looks into social media the same evening, he sees an ad with a catchy headline about how your products or services completely remove the problem he was reading about.

Such marketing activities give consumers a clear sense of consistency with the brand, while also building trust in it. Their shopping path becomes as smooth and direct as possible. Because there is a clear link between each part of your marketing experience, it’s easier to verify and optimize your marketing efforts, which can help you achieve the right ROI from your campaign.

In omnichannel marketing, individual channels are treated as independent entities. As a result, your marketing activities remain essentially independent, making it difficult to link a specific effort to achieving a high ROI.

Marketing has evolved considerably over the years and created new opportunities. However, in order to meet market expectations, you need to be an diligent student and constantly supplement your knowledge with new directions in the field of digital marketing.

Regardless of whether you use multichannel marketing, cross channel marketing or omnichannel marketing, the most important thing is that you put the quality of customer service first. Making the purchase process as easy and intuitive as possible is the key to catapulting your marketing to become the leader of the 21st century.

Why does Google support small and medium enterprises?

According to data from the World Bank, companies from the SME sector constitute as much as 90% of all companies. The same applies to the majority of advertisers, i.e. Google customers, who are currently facing the loss of customers and employees. That’s why Google has decided to help those whose business may suffer the most during an epidemic, as well as those who play such an important role in the market and whose survival is so important.

How does Google support the SME sector?

As part of support for companies in the SME sector, Google provides additional funds for advertising campaigns run in Google Ads (including search, advertising and YouTube, as well as in all types of campaigns). Advertisers who have been running their campaigns on Google in the last 10 months of 12 in 2019 are eligible for the program. Paraphrase-Online.com specialists reports that also newer advertising accounts or campaigns that were conducted in a shorter time and whose expenses oscillated at a higher level can also count on an additional advertising budget.

How to apply for an additional amount of advertising from Google?

You do not need to apply for funds. Google itself qualifies our company and transfers the appropriate amount to our advertising account. Importantly, the amounts received for advertising cannot be transferred to another account, divided or refunded. So, if our company operates in the SME sector, it probably has already received support. We will also receive an email when the funds are credited to your account.

How much advertising money can you get under the program?

The additional amount for the ad is expected to reach all advertisers by July 1. According to Google information, it depends on past Google Ads spending, the country of billing address, and the currency in which the campaign is being run on the Google Ads account. The earned amounts for advertising can fluctuate significantly, but the maximum amount paid will not exceed $ 1,000. Currently, at Paraphrase-Online.com, we monitor the inflows to our clients’ accounts and inform those whose accounts have already appeared. According to our observations, they currently range from around $ 40 to $ 250.

Advertisers can use amounts sent by Google until the end of 2020. Importantly, the unused sum will automatically disappear from the advertising account after December 31 and cannot be restored.

Mailing vs. SPAM

An incorrectly prepared e-mail may go to the SPAM folder. To distinguish valuable emails from spam, spam filters use a special algorithm. They take into account, among others:

– message length,
– email content (pornographic content, including sex keywords, 100% free),
– graphics to text ratio,
– the number of recipients,
– message subject.

Of course, spam filters also take into account other factors, but these are the most important of them. Then the algorithm gives each of them a certain number of points – when they exceed a certain threshold, the message goes to the SPAM folder.

It is impossible to say unequivocally how exactly these algorithms work and what to do to prevent the message from being sent to spam. Spam filters are being patched and improved on an ongoing basis, and the algorithm is changing rapidly due to the active activities of spammers and data scammers.

According to data from the Paraphrase Online Team, as much as 57% of mailing messages go to spam. How can your newsletter not share the fate of badly written emails?

Make your email marketing effective!

Maintaining customer satisfaction is key to any business. The more satisfied the subscriber to your newsletter is, the more likely you are that he will not automatically delete your messages. Notorious deletion of messages may result in some newsletters being classified as SPAM. What’s more – some users, irritated by mailing, mark it as spammy messages themselves. How can you increase the delivery of your emails?

– Group recipients and make sure that you provide tailored offers.
– Send only offers that realistically meet the needs of your subscribers.
– Do not spam. Choose your newsletter shipping time carefully and try not to send it too often.
– Encourage clicking before opening.
– Don’t keep subscribers by force – let them unsubscribe from the newsletter.

Effective email marketing: 7 simple rules for success

Encourage action before opening! We’ve examined 10 billion messages. Our report shows that emails with topics containing 1 to 3 words get the highest Open Rate, i.e. the rate of message openings. Short titles are more interesting and usually stand out from the rest.

Remember to change the number of words in the message from time to time. Recipients quickly get used to specific forms. Surprise them!

Check who opens your emails!

The most popular systems for sending newsletters will show you who opens your emails. Why send a newsletter to people who haven’t opened a single email from you in a year? Make sure that the list of subscribers includes people who are actually interested in what you send them. Divide customers into target groups – segment!

Subscriber segmentation is the basis. First, divide your customer base into specific target groups, and then, based on data analysis (e.g. user activity), select groups that: regularly read your messages, click on the links you send, can become your potential customers (e.g. based on historical data). On this basis, match the content of emails to the behavior of specific groups of recipients. Also remember to group your recipients by email hosting providers. Only in 2019, more than one billion new accounts registered on Gmail. All because the advertisements there are unobtrusive, effective and very effective, and the system perfectly filters SPAM.

You can group customers based on: purchases made from you, active opening of messages or information they have left by subscribing to the newsletter (gender, age, education).

Use the data that recipients have shared with you – personalize it!

Subscribers can leave a lot of data about themselves when subscribing to the newsletter. In addition, e-mail marketing systems will provide you with further data that you need to analyze to run effective e-mail marketing. These are among others:

– deliverability,
– openness,
– CTA click rate.

On this basis, you will determine which target groups are dormant leads and which will come back to you for shopping (for such people it is worth preparing something additional, such as discounts for regular customers) or simply like reading messages from you, but do not click links. In addition, demographics alone will provide you with enormous knowledge about your subscribers.

Based on the collected data, personalize titles, content, graphics and CTA. Anticipate what particular groups may like, as well as use data from nationwide reports on the purchasing behavior of individual segments. Thanks to this, you’ll more effectively meet their needs and tastes and preferences.

Write simply and succinctly but also catchily!

The modern recipient is tired of the number of messages and information that surround him. Try to limit the content and graphics in your messages – provide subscribers with the most important information that may interest them. However, try not to do it too intensely. Limit the message to one or up to two important pieces of information. Three or more different information can prevent the recipient from remembering the most important thing you wanted to tell him.

Remember to keep the shape of the letter F when arranging information in the message. The modern recipient mostly scans the text, and according to research conducted by dr Philip Benson and David St Clair from the University of Aberdeen, the reader’s eyes follow the track, forming the letter F.

Give your subscribers free

Give something to your most loyal subscribers. These can be unpublished tips, graphics to print or discounts. Give them something that will make them feel special and make your newsletter prestigious. Remember, however, that the more people get such freebies, the less prestigious the newsletter will be. First try to honor some subscribers this way (segmentation will be useful here).

Test campaigns and analyze effects

Testing your mailing campaigns is an absolute must if you want to run effective email marketing. Check before sending that all elements of the message are displayed correctly and that there are no errors in the content. Check what messages look like on devices with different screens (laptops, smartphones, tablets). Create several versions of the same message and send it to different groups, and then save subscribers’ reactions to individual versions of the message. Check the Open Rate indicator and click-through rate of messages and links in the body of the email. Low OR may indicate that the message was qualified as SPAM. It can also mean that the title did not encourage subscribers to open the message. In turn, low click-through in CTA may mean that you need to change CTA because it doesn’t encourage you to act.

Pareto principle.
Use the Pareto principle. According to her, 20% of workload generates on average 80% of profits. Translating this into effective email marketing and subscribers, it is easy to calculate that 20% of regular customers who are subscribed to the newsletter can give you as much as 80% of profits from email marketing. So let’s save the addresses of people who regularly click on links and buy from you to reward them for loyalty (segmentation and prestige).

Do you already know how to do effective email marketing?

Effective email marketing is based on 7 main activities, thanks to which you have the chance to create a list of valuable leads.

To increase your mailing profits, you must first of all remember to segment and personalize the message content. In addition, make sure that the recipient can unsubscribe from the newsletter at any time. Test, analyze and do not be afraid to experiment with the appearance and content of your emails. Maybe one word will actually prove to be the key to success to increase OR and click-through rate on links? Or maybe your recipients prefer standard message titles? You will learn all this by using tests and analyzing the results.

Be creative, but do not overdo it with information overload. Try to contain the maximum information in the minimum content. Try new things, and don’t be afraid to give your subscribers so-called giveaway – in thanks that they are loyal to you (you can find out by checking data from mailing systems). Try to stand out as well as respond to the needs of target groups that you have created within subscribers as much as possible. Well, analyze, analyze and analyze again. Be creative, but do not overdo it with information overload. Try to contain the maximum information in the minimum content. Try new things, and don’t be afraid to give your subscribers so-called giveaway – in thanks that they are loyal to you (you can find out by checking data from mailing systems). Try to stand out as well as respond to the needs of target groups that you have created within subscribers as much as possible. Well, analyze, analyze and analyze again.

Ideas for free gifts for loyal recipients: dedicated, short articles that will not be published anywhere else, earlier access to the new offer, graphic designs for self printing, dedicated offers, dedicated discounts and vouchers, invitation to a special action, invitation to ambassador/testing.