Blogs

Although design and layout are important, don't get worked up about the overall aesthetic appeal of your newsletter. It is important to maintain consistency of your brand across all communication medium but higher priority should be given to the size of the e-mail. Most prospects will provide their work e-mail id, majority of which are run on Microsoft Outlook Client. To avoid getting infected with viruses, system administrators will set rules to filter your e-mails, mostly based on size. 

Once you get visitors from Ad Campaigns, the next thing that you should focus on is conversion. If you are wondering why it is important to track conversion from Ad Campaigns, here are the reasons:

1) Save Money

If you know which Keywords have given you leads, loyal visitors and higher return on investment, you can stop bidding for costly keywords and focus on related keywords that are going to generate revenue for you. Bidding high is not a necessary activity for conversion. It sure would give you visitors but there are no guarantees on the return.

Impression share is similar to market share. You and your competitors bid for impressions that can be attained for your Ads. Impression share is a competitive metric that provides information on the actual impression against the available impressions in your target market. 

Impression share = Actual Impression/ (Estimated number of impressions Eligible)

Most newsletters use excerpt instead of a full article. The monthly frequency of newsletters forces publishers to include lot of information in one edition. Providing multiple links in your newsletter tend to decrease user engagement both while reading the newsletter and on visiting your product/service pages (from the newsletter). Although the click through rates will be higher with more links in your newsletter, you have to focus on ‘Effective Engagement'.

Businesses often neglect about the subject used in their email campaigns and worry about Email open rate. Consumers are more likely to open an E-Mail newsletter with the subject “X Trends Update" than with the subject "X Newsletter #103". But you will be surprised to learn that popular formula used to create titles in Blogs (X Number #12 according to US Industry Reports, How to...., Top 10 ways to... and similar titles) are least effective when it comes to newsletters.

The open rate and click through rates in your E-Mail campaign is influenced by the opt-in process that you have deployed. If you have sneakingly put a check-box in your partner's website to subscribe to your newsletter or have cleverly put a default subscription in your report download or user registration form then your prospects are less likely to open your e-mail. So what are some of the best practice?

Action Steps to Improve E Mail Newsletter Open Rate

Websites get visitors from various sources - Direct Traffic, Search Engines,  Social Media or referring sites. Each Business has its own valuable traffic  source. Understanding how visitors from each source behave in your website is crucial for conversion rate optimization. 

Quality Score is the single most important number in your Google AdWords account. It determines the eligibility of your Ad to be ranked in the first page and the cost per click for your Ads. 

Ad rank is the value that determines the position of the Ad. 

Ad Rank = Max Bid x Quality Score

Once you have set your campaign and revenue goals, the next step in your ‘Marketing process’ is adding goals in Analytics. 

1) Go to Analytics Settings-> Click Edit Profile

2) Click Add Goal 

3) You can set upto 20 Goals for a Single Profile (Website) – 4 sets of 5 goals each

There are three types of Goals

Key Performance Indicators are the most important metric for your online Business. It shows how well you are doing against your Business Objectives. The type of Business defines your objective. 

If you are in a B2C Business then selling your product is one of the key Business objectives.