All posts tagged Email

Rebranding: 3 Tips on Where to Start

by JFung on November 29, 2011 in Email Marketing, Website Design with No comments
rebranding_3

1. Website

 Your website is the most important tool for getting audiences immediately connected with your company. Consumers who have heard of your company name, or have conducted a keyword search end up on your website (once it is effectively marketed). A website should be the face of your company. It includes key informational pieces to answer pressing consumer questions. All information on a website, from web pages, to white papers, webinars and others are featured to ensure once prospects get there, they don’t want to leave. When rebranding your website, images and content must be aligned to a company’s unique selling proposition (USP).

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Bypassing the Dreaded Spam Filters

by JFung on August 2, 2011 in Other with No comments

The biggest challenges to email deliverability are overcoming spam filters. Furthermore, to our luck, there are actually several levels of these!

For instance, if a recipient is using Microsoft Outlook or other local email software, it is he or she who ultimately determines their personal spam filter options. This, in fact, is not a difficult challenge to overcome because email users are not experts and don’t necessarily know how to employ high-level spam filters. This makes the job of some marketers easier when they are able to easily bypass barriers to an inbox.

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The Fundamentals of Call to Action: Key Findings and Suggestions

by JFung on July 18, 2011 in Other with No comments

Throughout the years marketers have been continuously performing A/B split testing on various marketing initiatives, while the essential call to action (CTA) component has been one of the most tested among them.

A CTA button is presented at the exact moment a prospect decides whether or not to take action to further engage with a company. Whether the next step is to read content asset, register for a webinar or be redirected to a landing page, a CTA is the link that pushes prospects forward through the various stages of the buying cycle.

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Omniture Test & Target

by Ben Griffiths on May 20, 2010 in Email Marketing with No comments

I recently had an opportunity to assist a client in setting up an Eloqua hosted campaign that utilized A/B testing using Omniture Test & Target.  This was my first experience with Test & Target and from what I’ve seen so far it looks like a great tool for marketers to add to their toolkit.

The campaign consisted of Eloqua hosted landing pages, forms and thank you pages.  The landing pages have traffic driven to them via Google Adwords.  Eloqua captures the lead information and sends it to Salesforce, passing along a campaign id for closed loop reporting on the Salesforce end.

Omniture SiteCatalyst is leveraged to provide more segmented reporting on the Omniture end.  Each landing page corresponds to a different campaign and pageNames are kept track of in the Omniture parameters as well – something that was key to setting up roll up reporting in Test & Target as well.

Now for the Test & Target part, this is the cool part.  Each landing page has two versions (“A” & “B”).  These are different landing pages in Eloqua and there are also “A” and “B” versions of the form and thank you pages.  Now, when a lead comes into the landing page from a google ad (they go to the same url for “A” and “B” versions) Test & Target will route the lead to either the “A” track or the “B” track.  50% will go to the “A” version and 50% to the “B” version.

That’s it, you’ve got your usual closed loop reporting via Eloqua and Salesforce (you can see in Salesforce the track as well “A” or “B”), plus more reporting in Omniture SiteCatalyst and Test & Target.  In Test & Target the reporting is straight forward, which version of landing pages worked better overall (“A” or “B”) to get a call to action click through and to get a form submission, plus on an individual page level, which version worked better.

Email Deliverability

by Justin Lowe on March 29, 2010 in Email Marketing, Marketing Automation, Other with No comments

Ever wondered if your email reaches your recipients?

Imagine spending hours or even days designing your next marketing email.  You have refined your database to target the right prospects and are still left wondering if you could have done more to make it successful.  The number of emails you send out may not equal the number of emails that arrive at their intended destination. You will be glad to hear that you might be using marketing tools which allow you to test email deliverability before you send out the email.

Marketers using Eloqua can enjoy the ease of deliverability testing which will check the email for general deliverability, inbox preview and spam content check.

Eloqua reports summary:

1. Shows you the deliverability performance of your email when sent to a wide variety of test email accounts that are hosted by different email service providers/domains (both business and consumer).

2. Regions covered in this test are: North America, Europe, APAC & Latin America.

3. Shows you how your email will look in a number of different email clients and also lets you know how the content has performed when passed through several popular spam filters.

Eloqua allows a limited number of tests per month (determined by Account Manager) and additional tests can be purchased each month.

As a best practice we at Couch & Associates encourage our Clients to make use of those email tests within Eloqua and especially if you are sending to a large number of contacts in your database. 

It may not be necessary to test each and every email; for example if you are working on a new email template for monthly newsletters or product updates you may only want to test the original.

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