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MarketingSherpa – Campaign Analysis: Optimization expert lists 5 tweaks to boost an email campaign’s conversions


MarketingSherpa – Campaign Analysis: Optimization expert lists 5 tweaks to boost an email campaign’s conversions




By: MarketingSherpa

SUMMARY: Not every email campaign is a blockbuster — but every campaign offers valuable insights. Your ability to improve a program hinges on how well you’re able to identify what worked, what didn’t and how to move forward.

Check out five tweaks an optimization expert suggests to improve a campaign that had lackluster results. Her insights strike at the core reasons why some campaigns win and others fail.

by Adam T. Sutton, Senior Reporter

Every email campaign yields valuable data. Each can be studied to better identify the best messages and tactics to reach your audience. In the spirit of next week’s sold-out Optimization Summit, this article will illustrate how an underperforming email campaign can be analyzed and improved.

Last week, we featured an email marketing campaign with good open and clickthrough rates but not many conversions. The campaign came from Slow Food, a global nonprofit organization that wanted to increase support for its Terra Madre network. Today, we’re going to find out how this campaign can be improved and explore the problems that plague many struggling email campaigns.

We’ve tapped Gaby Paez, Associate Director of Research for the Conversion Group at MECLABS. Paez oversees a team of marketing research managers and has years of experience in marketing optimization.

[Full disclosure: MECLABS is the parent company of MarketingSherpa.]

Below are five tweaks Paez suggests to improve Slow Food’s email campaign. Each suggestion is rooted in an optimization methodology MECLABS has identified through more than 10,000 marketing tests. Check out how your marketing can benefit from her insights.

Tweak #1. Emphasize the sender’s brand

People receiving email need to be assured that they’re dealing with a company they trust and have previous experience with. Otherwise, getting them to take action will be nearly impossible.

Slow Food’s campaign was intended to increase awareness and support for the fourth meeting of its Terra Madre network, a group of influencers in the food supply chain.





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  • Profile:  Jeff Ginsberg has 17+ years’ experience and is an industry known authority on email marketing who gets in the trenches with clients and helps them fulfill their marketing objectives, increase revenue and brand engagement. Clients rely on him and his team at The eMail Company to provide them with expertise from strategy to technology and from campaign management to channel integration. Jeff has worked with clients across all spectrums in the financial, automotive, retail and consumer packaged goods space. His experience covers both B2B and B2C markets. He has a strong background in educating and training agencies and clients about email best practices and is a wealth of knowledge when it comes to marketing tools and vendor selection. While Jeff’s team may be small, they know how to solve BIG email marketing problems. Looking for help with your next campaign? Don’t be afraid to give him a call – Jeff and his team ready to help you today. Give me a call: Toll Free: 877-We-eMail (877-933-6245) Local: 416-225-7711 eMail: jeff@theemailcompany.com
  • Website:  http://www.theemailguide.com
  • Twitter:   http://www.twitter.com/theemailguide
  • LinkedIn:   http://ca.linkedin.com/in/chiefemailofficer
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