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Step 4: Launching and Analyzing Your Email

Now that you’ve designed your email, it’s time to send it out! The launch process consists

of three easy steps, each of which is represented by a tab in the email editor. You must

step through each of these tabs to send your email. These steps / tabs are:

Preview:

This tab – as you might expect – provides a preview of your email

message. You can also send tests of your email to your own email address and to

a list of other people who may want to look over your message before you launch

it to your list. There is no cost for sending tests. The only difference between a

test email and a live email is that the subject line in a test message clearly states

that the email is a test and we send out both HTML and text versions as separate

messages. Remember, in a live email the appropriate version will display depending

on each recipient’s preferences.

Recipients:

You can select one or more lists as the audience for your message.

If you select more than one list, we’ll automatically de-duplicate email addresses that

may exist between those lists so every recipient receives only one copy of your email.

Send:

You can choose for the email to be sent as soon as possible or schedule

it for a date/time in the future. Just choose your scheduling option and proceed to

the next tab. The key thing to note when scheduling an email is that we actually

look over nearly every email that is sent through our system before it can go out the

door. This helps us put a full stop to spam, fraudulent messages, and other emails

that violate our Terms of Service, which in turn helps us ensure that the email

campaigns for all our users get delivered at a high rate.

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VerticalResponse will ensure you’ve completed all the launch steps before allowing you

to mail. If you missed a step, you’ll need to go back and ﬁnish it before continuing. But if

everything is ready, click the Send Email button.

Reporting

Once your email is sent out, you’ll start getting reporting back detailing who opened your

email, clicked a link, bounced, unsubscribed, or wasn’t tracked as doing anything at all

(these reports are available under Emails

Sent Emails or in the Reports section of the

Home Page). How do we deﬁne these ﬁve categories?

Open

– We track an email open based on whether or not an invisible tracking

image within the email was loaded by the recipient. Since many email browsers

turn images off by default (requiring end users to click a link to view images in the

email they receive), only those people interested enough in the email to turn the

images on - or those people who do not have this restriction on their own inbox

– will be reported as an open if they open the email. The need for an image also

means that opens for plain text emails cannot be tracked.

If someone opens an email more than once, we’ll still only count it as a single open.

Clicks

– The total number of clicks displayed in the report quite simply shows

exactly how many times each link within the email has been clicked. Even if one

person clicks a single link several times, each of those clicks will be counted

individually (the opposite of how opens are treated).

Bounces

– If an address bounces, it means the email could not be delivered to

that address. Bounces are broken down into two categories:

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✓

Hard Bounces

– Bounces that very clearly state the email could not be

delivered (i.e. “user unknown”, “no user mailbox here”, etc). We mark these as

bounced within the account immediately.

✓

Soft Bounces

– Bounces that are caused by an apparent temporary error.

We try to deliver these for three days - if the message still can’t be delivered

after this period then we mark the email address as bounced.

Non-Responder

– A non-responder is an address that cannot be placed into

any of the above categories.

To help with the analysis and use of this data, we provide graphs showing response

percentages in each category, lists showing exactly which links were clicked and how

many times that clicking happened, lists showing how your email performed at your top

100 recipient domains, and exportable spreadsheets that show exactly who opened the

email, exactly who clicked links, and so on.

In addition to this default reporting, we also provide more advanced tracking options that

have to be turned on through Account > Analytic settings.

These advanced options are:

Click-to-Conversion (CTC) Tracking

– This requires that you add

a snippet of code to a page on your site. Then if someone clicks a link

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in your email and makes their way

to that page, we’ll count them as a

conversion.

An example of how someone could

use this – if the point of your email

was to drive subscribers to sign-up

for an event, you could add the code

snippet to the “thank you for signing up” page that is viewed by everyone

who completes the event registration process. In this way, everyone who

signs up for the event would be counted as a conversion.

Click-to-Sale (ROI) Tracking

– This allows you to track how much

money any email recipients who clicked a link in your email spent once

they reached your site. You can then use this data to calculate the Return

on Investment for your email (money earned “minus” money spent on

marketing.

ROI tracking works in much the same way as Click-To-

Conversion tracking

– you add a snippet of code to your site that we

then use for reporting within your account. This does require a bit more

technical knowledge, though, as it must be setup on your site in such a way

that it can capture the speciﬁc amount of money spent by each individual.

Google Analytics Integration

– Our integration with Google Analytics

allows users to take our click-through tracking to the next level - you can

follow a recipient from an open, to a click, and then to see exactly what that

recipient does on your website through your Google account.

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Social Sharing

You can share an archived version of any sent email to your Twitter or Facebook account

from within VerticalResponse by using our Social Sharing feature. To access this feature,

just click on any sent email found under

Home > Reports or Emails > Sent Emails and

then select the Social Sharing option from the

Email Actions

menu on the left side of the

screen.

The ﬁrst time you select this option you’ll be prompted to connect your VerticalResponse

account to Twitter and/or Facebook. This is a simple process which only requires you to

click a link and then log-in to your account with either service. VerticalResponse will not

have access to your login data, nor will we we have access to any personal information in

your Twitter or Facebook accounts.

After the accounts are connected, you can use the Social Sharing feature within any sent

email to post a message with a link directly to your Facebook or Twitter accounts. And

whether you connect any accounts or not, you can always copy your archive email link

from your account and paste it wherever you want. It couldn’t be easier to share your sent

emails with people who might not currently be on your mailing list.

Marketing Tips

Building Blocks – Relationship Building

Whenever you interact with a customer or prospect, you are marketing your business.

Whether you’re having a simple conversation or your customer is making a large purchase,

the customer’s experience has a direct inﬂuence on their decision to become a loyal

customer. So how do you know where to begin with growing a base of loyal customers?

Sure, you need to offer them great products and services, but what are some other ways

you can create a meaningful experience for customers?

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Ask for Permission

Prospects visit your website or walk through the

door of your business on a daily basis. How many

of them become a customer at that moment?

We’d guess most of them don’t. So how can you

make it more likely they’ll return and become

a customer down the line? Easy answer – ask

for their contact information, and give them a

good reason to provide it. Getting permission to

contact a potential customer puts the ball in your

court.

We don’t mean to suggest that you ask for

the full postal address with work and home phone numbers. Their ﬁrst name and email

address is all you need to start building the relationship, but other bits of fun information

can help create great marketing offers as well.

If you have a website, create an opt-in form to capture contact details online. If you have

a storefront, you can use a guestbook or ﬁsh bowl to collect business cards. If you talk

to prospective customers on the phone, you can simply ask them. Just remember that

the barrier to entry should be as low as possible, so the less contact info you request the

easier it will be to build your list. Asking for unnecessary information like phone numbers

(unless you need this info for a real reason) will lead people to wonder why you’re asking

for so much and make them less likely to sign-up or join the list. You can always ask for

more information once they know you better or after they become a customer.

Remember to be up front with how you plan to use the information you collect. If you’re

going to send out a newsletter, then let customers know when they can expect to hear

from you. If you’re going to send special offers, be explicit wherever you ask for information

so they can see the beneﬁt of signing up. Your email content provides added value

to potential subscribers in exchange for their willingness to share their details. When

Hint!

For permission-based email

marketing to work, it must be:

✓ Relevant

✓ Valuable

✓ Appealing

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you explain that email subscribers receive

exclusive content and get ﬁrst dibs on sale

items, you automatically give them more of a

reason to join your list.

Nuture the Relationship for

Maximum Potential

Collecting contact info is only the ﬁrst step

in establishing a connection with potential

customers. Once you’ve got their email

addresses, you have to start providing

them with the great information you

promised at the time of sign-up. The goals

of your email marketing program, and the personalities of your company

and customers will determine the kind of information you send. Are you hoping to drive

immediate sales with your emails? Or create brand awareness and establish yourself with

subscribers? There is no ‘one-size-ﬁts-all’ approach here. What works for the company

down the street may not work for you at all.

Reporting: How Are You Using It, Or Are You?

If you are currently using any reputable email service provider like VerticalResponse, you

deﬁnitely have access to basic reports about how your email marketing campaigns are

doing. The real question is, what are you doing with that information? We’ve put together

some ranges for the stats you probably view and some ideas of what you could be doing

with that information to make your email campaigns even better.

Hint!

What ‘carrots’ can you offer

customers to entice them to sign

up for emails?

✓ Exclusive offers

✓ Coupons

✓ Valuable content that’s

relevant to your business

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Open Rate

Customers who tend to have great relationships with their customers can get open rates as

high as 40%, which is great. Others that have gathered their lists over several years and

potentially lost some customers could be in the 14-18% range.

Ideas:

✓ Get rid of the dead weight. If you’ve been sending someone email for years and

they’ve never opened your email or clicked a link, then maybe email just isn’t the

way you should be contacting them. Why not try calling them or dropping them

a postcard to see if that wakes them up? THEN you can try to develop an online

relationship with them at a later date. You’ll be mailing to more active people in

the long run.

✓ Download your list of NON-RESPONDERS, these are people who have neither

clicked on a link nor opened your email. Then, a week or so after you’ve

sent a campaign, send them the same email, but switch up the subject line to

something more catchy to see if you can get more people opening.

✓ Don’t try to be cute or misleading in the subject line. Using “Re:” so it appears

as if you’re sending these individuals a reply to a message they’ve sent is

deceptive. This practice is now against the Federal law.

✓ Keep your subject line concise. Some ISPs will shorten the subject line to 30 or

40 characters. You want your recipients to open and read your email; you don’t

need to tell the whole story here.

✓ The most important thing to remember is that an open rate is only valid for

people who receive HTML emails. Make sure you evaluate your campaign

performance with this fact in mind.

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Click Rate

Click rates usually fall in the 1-3% range. However, if you’ve got an amazing story to tell or

great deal to give, then we see it skyrocket to the 8-10% range. Anything over that you’re

off the charts. Again it all depends on that relationship you have with your customers.

Ideas:

✓ Test including more links in your email. We tested linking our article headlines

and squeezed some more clicks out of people. Make sure all of your images are

linked as well.

✓ Put your most important articles or offers above the fold or at the top of your

email.

✓ Targeted, relevant messages not only receive higher open rates, they also

receive much higher click-through rates. Target your messages based upon

your subscriber’s demographics, preferences and interests, and past purchase

history.

✓ Use graphics or pictures to explain your product, and make the graphic clickable

to direct readers to a web page providing more information.

Lastly, the best thing you can do to increase your rates is give your recipients value.

Whether you deﬁne value as a discount off of goods and services or a piece of information

your recipient can’t do without, this will strengthen your relationship, thereby increasing

your response rate.

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Bounce Rate

We’ve seen our customers average bounce rates usually come in under .5%. However,

lists mailed less frequently can have bounce rates in the 5%-7% range. A list that is mailed

for the ﬁrst time can have up to a 50% bounce rate depending on how “new” it is.

✓

Idea:

Download your list of bounces. If you have their postal addresses,

send them a postcard asking them to update their email address. Then direct

them to an opt-in form where you capture their new address. You may have to

sweeten the deal with an offer on their next purchase or something free like a

gift card. It’s worth it for you not to lose that customer.

Unsubscribe Rate

A regularly mailed list has an average unsubscribe rate around the .2-.5% range. A less

frequently mailed email list can creep up to the 2-5% range.

✓ Idea: Keep in more frequent touch with your recipients. Instead of once every 3

months why not make the time and increase it to once per month. A customer of

yours may be on their way out the door, you don’t want that.

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