How i start from the zero in digital marketing

what is the mean digital marketing

We will took about marketing by email

To can arrive to your target customer you should to have subscriber in your email to can to contact with them and how you can have all of this subscriber ?

And we can have them by click in your email in your website and that’s will be win them trust by send mail them need and not send mail to them like spam .

Why contact forms?

You need to contact forms to can have more subscriber in your mail to can reach to them by easy and you can make the contact forms to customer to be the first thing them can say it when the go to inter your website .

And to take them contact information you should to promise them with ting is important thing for them like (discount or have some thing free … ect ).

And you can use the search ads or display ads or social ads to go to the email contact forms directly.

And we should to save all of the customer contact forms in the database to can reach in it by easy when you start your email campaign in the future .

Example for the email forms :

Like old navy it make the popup pages to see it to discount or like page to books give you the small part of the book to read it and to read the all book you should fill the contact forms.

The filed we should put it in the forms :

First we should to know all of the goals to your business of your objective and the type of the marketing message ; and the minimum you need is the customer and have the first and second name and you should to let the customer you will use them email to send marketing mail to them and not ask from the customer the information you not needed and when you make the forms is short it is make the customer can complet it by easy .

We will took now about spam !!

The spam is the messages or email that arrive to the customer and he not want it and he not ask to send to it and the low in usa and urob and kanda is say the company is put the link to unsubscribe to the customer in the all of the mails if the customer not any thing from the company he can remove himself from the database from the company to not arrive the message to him from the company because in the past the people use the spam to send the virus to the people and black mail them and any company not do this buy the to much money like fine.

And you should not send many spam mails to the customer because if you do this and you live in the country not have the fine to the spam you will have many problem like terminated services internet ,or shut down your website ,or lose the customer ,or you will be in black list and cant send any messages from your mail and will be anther problem .

CAN-SPAM

CAN-SPAM is a US law governing the content and delivery of emails. In this section, we’ll dive deeper into that particular law. If you are based in another country, check the instructor notes for links to other legislation. Even if your country doesn’t have laws concerning email, these still represent good email marketing practices.

CAN-SPAM applies to all commercial email messages, which the law defines as "any electronic mail message the primary purpose of which is the commercial advertisement or promotion of a commercial product or service.”

It excludes transactional or relationship messages. The primary purpose of transactional or relationship messages is to convey information, not sell a product.

If your business fails to comply with CAN-SPAM, you could face a charge of up to $16,000 per email!

To comply with the law, you need to:

1. Allow customers to unsubscribe from emails

1. You must include an “opt-out” link in every marketing email

2. If customers decide to “opt-out,” you must remove them from your email list within 10 days.

3. Customers also need to “opt-in” to emails from you.

2. Refrain from including misleading content in your emails

1. Identify all marketing emails as ads

2. Don’t use misleading “from” or “reply-to” information.

3. Use a subject line that reflects the copy of your email

4. Ensure that your email copy contains at least one sentence.

We will took this time about how we start the big campaign and how we make it effect

We learn how we create the contact form and how we not make spam in customer now we will took about how we start campaign?

You should to start the successful campaign to ask our self what is the mean objective to the campaign and what is we need from it and what is the customer need .

To see what is the main of the campaign we will see the example like good egg and that is the food delivery company in san franssco and them need to collect data bass to the customer and them work in it in the mother day by send to the customer flowers with any order them order it but should to sing in the web sit and like this them have the main objective to campaign and have too much money and that is the customer need and what is the company need .

Shape of email :

Elements of an Email

Here are some components of the email.

Pre-header

This is the light grey “pre-header” text that may displayed in my inbox. Note that this is the first text that appears in the email. The prompt to add the sender to an address book. When customers do this, it ensures that the emails from that sender are not marked as spam or filtered into a “Promotions/Ad” category. This greatly increases the chance that your emails get read. There is also a link to “view in web browser,” which links to an HTML version of the email.

Header

After the pre-header,you see the United Airlines logo and tagline within a header. This helps subscribers quickly identify the brand. Eye-tracking studies have found that people automatically look for logos in the upper left-hand side of emails.

Links and Social

Next, you see some more direct links to areas on the United website along with social links. It’s usually a good idea to link to your company’s social accounts in most marketing emails.

Footer

Finally, at the bottom of the email I you see the footer. Notice how tiny this text is! It’s pretty hard to read. You see some terms and conditions related to government programs. You also see the physical address of the company along with a link to unsubscribe.

Merge Tags

Merge tags are a feature within MailChimp that allow you to auto-fill information in emails from your list database. Merge tags also allow you to personalize your emails and to add pre-made features, like badges and unsubscribe links, to your emails.

Let’s say that you are creating an email campaign and you want to address each individual subscriber by name. You have a field for first name on your contact form, so this information is being captured for each user in your list.

In the body of the email, you can write

Dear |FNAME|,

And when the email is delivered, it will dynamically pull the first name of the recipient into the copy. For instance, if the email is being sent to “Sally Yun,” then the greeting will read “Dear Sally.” If it is being sent to Demetrius Smith, then the greeting will read, “Dear Demetrius.”

All of the fields from your contact form, and some additional values, are available as merge tags. All follow a similar format, for example:

· |EMAIL|

· |CURRENT_YEAR|

· |DATE:|

We will see how we can make stratagem to make campaign in the mail :

The marketing by mail is not mean send the only one mail to the customer and forget it we should to follow it by the Series of the mail .

We have a few strategies in our toolbox for our first-time donor:

· Emails featuring a family that regularly visits the Food Bank (cross-posted on the blog)

· Emails that prompt users to follow, like, etc. the Food Bank’s social accounts (Twitter, Facebook, Instagram)

· Emails with invites to in-person events

Eventually, after a few months, we’ll want to send emails asking for more donations. These could be divided into a few different sub-categories

· Emails prompting users to donate with a focus on getting users to sign up for a monthly, recurring donation ($25/month instead of a $200 one-time donation)

· Emails asking for a donation for a special drive or event. For example:

· Donations around the holidays. Some people choose to donate to charities around holidays in lieu of giving gifts.

· Donations with matching gifts. Some charities offer matching for a period of a few days or weeks. This means that if a donor gives $25, someone else (a company, a private individual, etc.) will match the donor’s gift of $25 so that a total of $50 is donated to the charity.

Let’s consider the objective, frequency, start date, and end date for each of these email types:

Once we have this, we can start working on a calendar. This is what a month might look like:

Email workflows :

1- Promote event

2- Email conformation

3- Event remainder

4- Thank you email

· Email can be an extremely powerful conversion tool when combined with eCommerce data.

· One common scenario is cart abandonment. A customer visits your site, signs into her account, adds a pair of shoes to the cart, but does not complete checkout.

· As a marketer, you now know that your customer wants a specific product and is seriously considering purchasing it. How can you lead them to convert on your site (rather than purchasing the product from a competitor)?

· You can send a series of automated, personalized emails to the customer reminding her of the intent to purchase the item. Let’s say the customer opens the first email, but doesn’t click through to your site to complete the purchase. He wants to check his bank account to make sure she has enough money to buy the shoes. The following day, she receives another email. At this point, she is confident that she can afford them, so she completes the purchase.

· Let’s consider what you need to have in place to make this work. First, you will need to know the individual customer’s identity. You’ll need web tracking in place to capture the specific product information and the purchase stage (did the customer complete checkout or not)? You’ll need to store this information somewhere, perhaps in eCommerce software. Finally, you will need a transactional email system to act on this data, so you can send personalized, timely emails to the user.

· Integrating your email system with eCommerce software or other customer data warehouses can provide you with powerful tools to better target your customers.

Running targeted Facebook campaigns using Mailchimp

In the Social Media Advertising course, we explained how you can run very powerful advertising campaigns targeted to a custom audience. Since email addresses can form the basis for constructing your custom audience, Mailchimp can be an ideal starting point to develop these campaigns. Recently, Mailchimp introduced an integration that allows you to directly program your Facebook campaign from Mailchimp. Here is a video from our partners at Mailchimp explaining how that works.

Metrics:

When you send the mail to your subscriber you hope from all of the subscriber receive the mail make action in your mail.

And the series of this action is receive the mail then click in the link then make action in your website like by something or fill the contact or sing in event .

You can look to the bound rate to see if your mails make his goals and you can look to the open rate and you can look to the click rate and you can use conversion rate to can know how much the people take action in your web site after click in your mail.

Bounces :

We have tow of bounces :

1- Hard

2- Soft

Hard bounces:

That type of bounces when you have the mail address is wrong or not exist and you not have the way to send the mail to this address .

Soft bounces:

And that kind of bounces happened when the mail box is not available to the short time maybe the mail box is full or the mail is to long or the service down .

Different email service providers (ESPs) may calculate the click rate differently. Most ESPs report on both unique and total rates. A unique rate is a rate that includes the number of subscribers who took the action at least once. A total rate is a rate that includes the total number of actions taken. Usually, you’ll want to focus on unique rates. Also, most ESPs exclude emails that couldn’t be delivered (bounces) in their calculations.

First, let’s review some common definitions:

Click rate

Percentage of total recipients who clicked any tracked link in the campaign.

Clicked

The number of recipients who clicked any tracked link. You can click this number in your report to open a list of subscribers who clicked.

Total clicks

The total number of times any tracked link was clicked. This count includes multiple clicks from individual recipients.

Now, consider the following email campaign.

10,500 emails sent 500 bounced 500 opened

Of the 500 emails that were opened:

200 unique recipients clicked at least 1 link within the email 100 unique recipients clicked the call-to-action 250 total clicks were recorded (some recipients clicked the same link multiple times, and some clicked multiple links within the email) 105 clicks on the call-to-action were recorded (some recipients clicked the CTA multiple times)

You could calculate the click rate as:

# total clicks / # delivered emails 250/10,000 = 2.5%

# unique clicks / # delivered emails 200/10,000 = 2%

# total clicks / # opened emails 250/500 = 50%

# unique clicks/ # opened emails 200/500 = 40%

That’s a huge range of possible click rates for the same email. You could also perform similar calculations on clicks that were specifically on the call-to-action.

Make sure that you understand how your ESP is calculating these metrics. Again, here’s how MailChimp calculates the click-through rates. We’ll use this style of calculation for the rest of the lesson.

Some other metrics to keep an eye on

The Good

Forwards (customers love your emails so much that they are forwarding them to their friends!)

The Social Stuff (Facebook likes, tweets, etc.)

The Bad

Unsubscribe rate. This should be kept at a minimum. For example, <1%. If your unsubscribe rate is too high, consider reducing the frequency of your emails or analyzing how you can make your content more relevant and engaging to your customers. It’s important that you provide a means to unsubscribe, or you run the risk of falling into the next bucket.

The Ugly

Abuse/complaint rate. Most mailbox providers have a way for customers to flag emails as spam. While it’s possible for subscribers to mark your emails as spam accidentally, if a high number of customers are complaining about your emails, you need to change course immediately. A high abuse rate not only spawns enemies of your brand and your business, but it can also get you flagged as a spammer. Do not, under any circumstances, let this number get too high.

MailChimp Reports

The Reports area in MailChimp provides three different types of reports

· Campaigns

· Comparative

· Automation

Let’s look at each of these

Campaigns

Purpose: Provides open rate, click rate, bounce rate, link performance, social performance, and eCommerce information for each delivered campaign.

The Overview tab provides a summary of the campaign metrics.

The Activity tab provides an exportable list of email addresses for subscribers who performed some action (opened the email, submitted a compliant, clicked, etc.)

The Links tab shows the performance of different links within the email. This tab also contains a click map.

The Social tab monitors activity on Twitter and Facebook. If you set up a Facebook integration, MailChimp will create a Facebook post that links to the web version of your email. You can also add a Facebook button to your emails that will allow subscribers to “Like” the post. If you set up a Twitter integration, MailChimp will tweet a link to the web version of your email.

Comparative

Comparative reports allow you to compare performance across different campaigns and across different subgroups within the same campaign. Comparative reports are not available

Automation

Automation workflow reports are similar to a regular campaign reports, except they shows complete workflow statistics as well as individual email statistics. Automation reports are not

Email A/B testing:

Some times the email campigan is not do the best and you need to make A/B testing to make anther version to your mail by send targeted mail to your customer

Here are some best practices for A/B testing:

You can test any of the parts of an email. For example:

· From name

· Subject line

· Preheader

· Content (images, copy, or call-to-action)

· Send time, date, or day

Test 1 variable at a time

Limit your A/B test to isolate only one variable at a time. If you change the subject line and send time for each version, for example:

Version A: Limited Time Only Offer! 25% off our new summer line - send at 9 AM

Version B: Introducing our lightest, most breathable cotton shirt yet-- 25% off - send at 12 PM

You can’t be sure what caused one email to perform better than another. For example, if Version B outperformed Version A, was it the send time or the subject line that made the difference?

Choose a success metric based on your campaign objectives

How do you pick a winning campaign? It depends on your marketing objectives.

If your objective is to increase sales, you may want to look at the revenue generated from each test group.

If your objective is to notify customers about an upcoming software release, you may want to prioritize an open rate.

If your objective is to drive traffic to your website, you may want to prioritize the click rate.

Use a large sample size

You need a relatively large list to conduct an A/B test. If you send your test to a sample size that is too small, your results may not be statistically significant. In other words, one email may perform better than another due to chance.

Optimizely provides a free calculator to determine appropriate sample sizes for your A/B tests. You enter your baseline conversion rate (let’s say your emails normally have a conversion rate of 4%) and the minimum detectable effect (your target relative change in the conversion rate from running your experiment). Let’s say that you want to catch anything that falls within a 2-6% conversion rate range. Your minimum detectable effect would be 50%, which translates to 2% above or below our baseline rate of 4%.

According to the calculator, this would require a sample size of 1,200 per variation with 90% statistical significance. If you want 95% statistical significance, you need 1,300 subscribers per variation. This means, that if you are going to test two variations of your email, you need to send your A/B test to at least 2,400 subscribers in total.

Data as the starting point for Segmentation

In order to segment your customers, you need access to data. Carefully consider what data is most important to collect. Do you want to target specific customer subgroups by

· Age

· Gender

· Location

· Purchase History (When did they last buy something? How frequently do they shop on your site? What do they buy?)

· Stage of the Sales Process (Are they a new customer? Did they add something to their cart without completing checkout?)

· Engagement (How often do they open your emails? Have they attended any in-store events?)

Or some other information? Collect the data that will best help you serve your customers.

This information will be stored in a database. You can filter this database to create your subgroups.

Here’s what this process looks like in MailChimp:

You can access your list of contacts, and choose to "manage contacts". There you will find an option to access existing segments or create a new segment. When you choose to create a new segment, you can select from different options, following logic to build the segment that matters to you. The options you can choose from are all dependent on the data you have collected related to the email addresses in your list.

What might happen if your data set is incomplete for certain customers? This happens all the time in the real-world. For instance, imagine you are advertising an in-store event to customers in your area. You collect location data in your database, but this information is missing for about 10% of your subscribers. In a case like that, only the users for whom you have the relevant information will be added to your segment. Other subscribers won't fall under the specific segment you are creating. Of course, the more precise and complete your data are, the better your options to target the customers in the future.