Email Marketing

Email Marketing: Basic Framework for Conversion

Wanted to put together this basic email marketing framework for you.

Use this model when structuring your email marketing and you won’t go wrong.

Every email your business sends will fall into one of these three categories:

  1. Transactional Email – Emails sent containing information about a transaction or a process such as shipping notifications, purchase receipts and support tickets. According to Experian, the average revenue per transactional email is 2X – 5X higher than standard bulk email. Most marketers are underutilizing this type of email.
  2. Relational Email – Any email that follows through on a promise made to a subscriber including new subscriber welcome emails and newsletters containing valuable content.
  3. Promotional Email – Emails sent to generate leads or sales including sale announcements, webinar or event announcements and new product releases.

Each of these email categories has an obvious primary goal:

  • Transactional email provides customer service.
  • Relational email increases engagement and nurturing.
  • Promotional email is responsible for generating sales.

But each category of email actually accomplishes much more than its primary purpose.

In addition to these obvious primary benefits, email also provides brand awareness, lead generation, and an increase in the retention of your existing customers.

Email Marketing

Here are the metrics you’ll want to monitor:

  • Deliverability Rate – The percent of messages delivered to the recipient’s inbox relative to the number of emails sent.
  • Open Rate – The percent of messages opened by the recipient relative to the number of emails sent.
  • Click-Through Rate (CTR) – The percent of email messages clicked relative to the number of emails sent or, in some cases, relative to the number of emails opened.
  • Unsubscribe Rate – The percent of emails that lead to an unsubscribe relative to the number of emails sent.
  • Complaint Rate – The percent of emails marked as Spam relative to the number of emails sent.

Here’s a quick breakdown of the terms I’m using (in case you’re not sure what some of these mean).

  • Customer Journey – The development of a relationship with a prospect that takes them on a path from awareness of your business, products, and brand to a rabid fan.
  • Broadcast Email – An email sent out to all email subscribers or a segment of your email subscriber list.
  • Triggered Email – An email sent as a result of a specific action taken by a customer or a prospect. For example, a specific offer might be sent automatically to someone that fills out a lead form.
  • Promotional Calendar – The 30 and 90-day calendar containing the planned email campaigns that will intentionally move a prospect through the customer journey.
  • Email Storyboarding – The process of planning the structure, timing, and content of an email campaign.