Email Marketing
METRICS
The 3 metrics that were important during my email campaign were opens, conversions, and profits. Even after completing the simulation, I still felt these were the most important. It allowed me to know if I was on the right track and if I was able to get people to open and click on my emails. From there, I will then make slight adjustments to my email subject and the email content to improve the conversions and the overall performance of my email campaign.
CONVERSIONS
The conversions numbers gave me a gauge on how well my campaigns are doing each round so that I know if its successful or not.
Round 1 - 12 conversions
Round 4 - 6 conversions
Round 5 - 2 conversions
Round 6 - 8 conversions
Round 9 -16 conversions
Round 10 - 21 conversions
ANALYSIS
Of the success of the campaigns
Unsuccessful Campaign
ROUND 4, 5, 6 (Low Conversions)
ROUND 4: I did not include the product information and the email content are irrelevant to the landing page. I also used Christmas decorations in my banners, however, it did not attract my recipients.
ROUND 5: The lowest conversion among all 6 email campaigns. I used 1 template and I wanted to try sending the email to subscribers only, which was only 2,400 emails compared to the default list of 11,492 emails. Hence, the reach was low resulting in low conversions.
ROUND 6: I did not relate the content to the landing page in the header and also for the offer, I didn’t state the discount amount to tempt the recipients to click on the tab.
Sucessful campaigns
ROUND 1, 9, 10 (High conversions)
ROUND 1: I gave a brief introduction of Kents Camera Castle company and used GoPro Hero 7 promotion to attract the recipients.
ROUND 9: Use of Black Friday and limited time period offer to increase the conversions. I also added some product information for the recipient so that they will be interested in check the website out.
ROUND 10: The most successful ad. I involved the recipient with the use of pronoun so that it communicates to the recipient directly. I filled up short information on the camera models featured on the landing page so that they would be more interested to find out more and click the landing pages. And also I used the limited time offer as in Round 9, the conversions improved. As the campaign name is THE BIGGEST SALE OF 2019 HAS LANDED. Get ready for Black Friday. This meant that there is a sale, hence in all the 3 content boxes, I included the sales and deals and also mentioned up to $200 on selected items so that the recipients would want to check out the website to see which cameras are on sale.
Open Rates
I didn't do so well for open rates as I couldn't get more than 17% and I was mostly below the class average. But since my open rates were close to my class average, I think I am not the only one who struggled with the open rates.
The email subject that resulted in a higher open rate was in Round 1 and 5 at 17%, "Take a look at our favourite cameras!" and Capture your memories this Christmas." respectively. The lowest open rate was 14% for Round and my email subject was "Good camera. Good Price. Good way to capture your memories.".
I learned that having a Call-To-Action, keeping the subject short and using first-person would increase open rates.
Key Takeaways
In creating a good email campaign
All pictures should have a landing page
Using Sale to increase open rates of the email and give a limited time period to increase conversions
Use of pronouns like “You” to involve the recipient directly
Include testimonials from customers to show why the recipient should choose Kents Camera Castle
Email subject should be relevant to the email itself, for example if it says Black Friday Sale, then the email should include cameras on sale.
Content should include some product information so that the recipient would be tempted to check out the website
Use 1:2 template instead of the other templates available as it is more effective.
Use the default mailing list as it has the highest number of emails, meaning that the reach is the highest and would result in more conversions compared to sending the emails to a list with lesser emails.
Optimise the email by ensuring that the content in the email is relevant to the landing pages
Important keywords like “High definition” of the specific camera model should be included in the email content to increase conversion
Use of Sale is better to attract customers than using seasons like Christmas.
Final Email Campaign
When I was doing the last round, I ensured that the things that I learned from the previous well were implemented. For example, having a Call To Action and using 1:2 template and also including the product information to increase conversions. I made sure that the content were relevant to the landing page and I also optimised by including relevant keywords. In the end, I managed to increase the conversions and achieve the highest email profits among 10 rounds at $1,655.43 in total. I was really happy with my results in the final round.
Reflection.
When I had to make my first email campaign, I had no idea what content to create, which template to choose. Eventually, I figured out that having a holiday/sale change would increase the awareness of the ads leading to more interaction and sales. I used the Christmas season and black Friday sale to increase the awareness of the sale going on. I learnt that choosing the 1:2 template and the most number of emails would increase the reach. At the end of the simulation, I decided to put one of the most expensive product, the Sony a7r?? camera so that i would earn more proft. I made sure my email had keywords that are similar to the landing page so that my conversion rate would increase. This was a very valuable experience for me as I learnt what works and what doesn't. The email campaign taught me what a good email campaign looks like and how do I increase the open rates , which would aid me in the future when I enter the dgital marketing industry.