Three Hats Marketing Email Marketing Workshop

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On February 24th, Three Hats Marketing will host an Email Marketing Workshop. In this 2-1/2 hour workshop, we will demonstrate how a fictitious company goes through the entire process of email marketing from defining the strategy through the execution. We will walk you through, step-by-step addressing all of the issues your company should consider including:

* Strategy and Goals for your email marketing program
* Initial and on-going distribution list building techniques
* Designing and building engaging email templates
* Creating good content
* Creating landing pages to increase conversions
* List segmentation and results measurement
* and more!

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  • Potential Goals: Must be top level business goals. Should include measureable objectives.
  • Potential Goals: Must be top level business goals. Should include measureable objectives.
  • Potential Goals: Must be top level business goals. Should include measureable objectives.
  • For those that use email marketing, what are your goals?
  • What tool should I use – equate the email delivery system to the postal system. Email delivery system is a stamp. Why would you pay more? Enterprise Solutions: ExactTarget Basic Systems: Campaign Monitor, Mail Chimp, Delivera
  • Most tools allow you to export your contacts from your email account
  • Domain keys and Sender Ids - Installed on your email server. add some simple information to your domain name's DNS records that says who's allowed to send email on your behalf. non authenticated emails go through more spam filters
  • Spam: is any email you send to someone who hasn't given you their direct permission to contact them on the topic of the email. The type of permission you MUST have: They opted in via your web site They completed an offline form and indicated they wanted to be emailed They gave you their business card and you explained you would be sending them commercial email They purchased something off you in the last 2 years Scenarios that DON'T equate to permission You obtained the email addresses from a third party You have access to this list as a member of an organization or club You scraped or "copy and pasted" the addresses from the Internet You haven't emailed that address for more than 2 years
  • Spam: is any email you send to someone who hasn't given you their direct permission to contact them on the topic of the email.
  • Quality not quantity. We want to only communicate to those that want to be communicate to.
  • The type of permission you MUST have: They opted in via your web site They completed an offline form and indicated they wanted to be emailed They gave you their business card and you explained you would be sending them commercial email They purchased something off you in the last 2 years
  • Scenarios that DON'T equate to permission You obtained the email addresses from a third party You have access to this list as a member of an organization or club You scraped or "copy and pasted" the addresses from the Internet You haven't emailed that address for more than 2 years
  • Scenarios that DON'T equate to permission You obtained the email addresses from a third party You have access to this list as a member of an organization or club You scraped or "copy and pasted" the addresses from the Internet You haven't emailed that address for more than 2 years
  • Your email template should reflect your brand. A Brand is more than just a logo – your brand is how you are perceived. You may need a separate template for each audience segment, or types of content that will be sent. 18 mainstream email systems used and that the emails you send look differently in each of these various programs? http://www.campaignmonitor.com/resources/entry/677/image-blocking-in-email-clients/
  • Your email template should reflect your brand. A Brand is more than just a logo – your brand is how you are perceived. You may need a separate template for each audience segment, or types of content that will be sent. 18 mainstream email systems used and that the emails you send look differently in each of these various programs? http://www.campaignmonitor.com/resources/entry/677/image-blocking-in-email-clients/
  • Balance of text and images Good use of headlines to separate text Strong call to action
  • These templates are mostly image based and would not be seen by 50% of the people receiving them.
  • over 50% of email clients have images blocked 30% of your recipients who don’t even know your images are missing No Alt Tags
  • Keep in mind the audience and types of content you will communicating Even the big companies make mistakes. This example is from Apple
  • Examples of good landing pages http://www.sherpastore.com/EmailMKTReport2010.html?9120
  • Landing pages help convert customers Tips on creating successful landing pages Make the pages in-line with your overall Website design Put a Signup Form on every page or Include a shopping cart Don't skimp on graphics Make sure your pages link to other pages on your main site
  • Keywords to avoid - Free, buy now, $, !, &&,
  • Email marketing metrics report - http://cdn.mailermailer.com/documents/email-marketing-metrics-2008h2.pdf
  • Email marketing metrics report - http://cdn.mailermailer.com/documents/email-marketing-metrics-2008h2.pdf
  • Email marketing metrics report - http://cdn.mailermailer.com/documents/email-marketing-metrics-2008h2.pdf
  • Three Hats Marketing Email Marketing Workshop

    1. 1. Email Marketing Workshop February 24, 2010
    2. 2. <ul><li>8:45 - 9:00 - Introductions </li></ul><ul><li>9:00 - 9:30 - Components of a good email marketing program </li></ul><ul><li>9:30 - 9:45 - Break </li></ul><ul><li>9:45 - 10:45 - In-depth example </li></ul><ul><ul><li>- setting our goals </li></ul></ul><ul><ul><li>- creating our distribution list </li></ul></ul><ul><ul><li>- setting up our account in the email system </li></ul></ul><ul><ul><li>- creating email template </li></ul></ul><ul><ul><li>- creating landing pages </li></ul></ul><ul><ul><li>- writing copy (subject lines, spam filters, testing) </li></ul></ul><ul><ul><li>- sending email (best days / times) </li></ul></ul><ul><ul><li>- reporting / list segmentation </li></ul></ul><ul><ul><li>- follow up </li></ul></ul><ul><ul><li>- calculating return on investment </li></ul></ul><ul><ul><li>10:45 - 11:00 - Questions & Answers </li></ul></ul>What we will be covering...
    3. 3. <ul><ul><li>In 2009, email marketing generated an average return on investment of $43.62 for every $1 spent. Direct Marketing Association (Oct. 2009) </li></ul></ul><ul><ul><li>Email and e-newsletter marketing is considered second most effective tool in generating sales, just behind SEO Forbes Media (Mar. 2009) </li></ul></ul>Why should we care about email marketing?
    4. 5. <ul><ul><li>It allows targeting </li></ul></ul><ul><ul><li>It is data driven </li></ul></ul><ul><ul><li>It drives direct sales </li></ul></ul><ul><ul><li>It builds relationships, loyalty and trust </li></ul></ul><ul><ul><li>It supports sales through other channels </li></ul></ul>What are the benefits of email marketing?
    5. 6. <ul><ul><li>Using web analytics to target email campaigns can produce nine times the revenues and eighteen times the profits of broadcast mailings. Jupiter Research </li></ul></ul><ul><ul><li>46% of small businesses used email marketing in 2009, 36% plan to start using in 2010. </li></ul></ul><ul><ul><li>Hurwitz & Associates Survey (Nov. 2009) </li></ul></ul>Why must we learn the right way to do email marketing?
    6. 7. <ul><ul><li>Great plan </li></ul></ul><ul><ul><li>Great design </li></ul></ul><ul><ul><li>Great copy </li></ul></ul><ul><ul><li>Great distribution list </li></ul></ul><ul><ul><li>Great frequency </li></ul></ul><ul><ul><li>Great follow up </li></ul></ul><ul><ul><li>Great measurement </li></ul></ul>What are the components of great email marketing?
    7. 8. <ul><ul><li>It’s set goals for your overall investment </li></ul></ul><ul><ul><li>It’s sets goals for each individual email </li></ul></ul><ul><ul><li>It shows how you will measure your results </li></ul></ul>What is a great email marketing plan?
    8. 9. <ul><ul><li>It uses every email as a great brand touchpoint </li></ul></ul><ul><ul><li>It makes your emails flexible to your needs </li></ul></ul><ul><ul><li>It takes on the same look and feel each time </li></ul></ul><ul><ul><li>It works with images or without </li></ul></ul>What is a great email marketing design?
    9. 10. Let’s critique:
    10. 11. Let’s critique:
    11. 12. Let’s critique:
    12. 13. <ul><ul><li>It engages the reader </li></ul></ul><ul><ul><li>It includes just enough to peak their interest in wanting to know more </li></ul></ul><ul><ul><li>It incites action in the reader </li></ul></ul><ul><ul><li>It pays attention to details like subject lines, subheadings and hyperlinks </li></ul></ul>What is great email marketing copy?
    13. 14. <ul><ul><li>It starts with people who want your email </li></ul></ul><ul><ul><li>It’s actively growing with everyone you come in contact with </li></ul></ul><ul><ul><li>It is segmented based upon details, demographics and analytics </li></ul></ul>What is a great email marketing list?
    14. 15. <ul><ul><li>It’s based on how often your audience wants to hear from you, not how often you want to speak to them </li></ul></ul><ul><ul><li>It recognizes when the best time to reach your audience is </li></ul></ul>What is great email marketing frequency?
    15. 16. <ul><ul><li>It is based upon their actions, not yours </li></ul></ul><ul><ul><li>It is timely and appropriate </li></ul></ul>What is great email marketing follow up?
    16. 17. What is great email marketing measurement? <ul><ul><li>It pays attention to opens, clicks, forwards, unsubscribes </li></ul></ul><ul><ul><li>It renders a conclusion and action based on their action (or lack of) </li></ul></ul><ul><ul><li>It is consistent </li></ul></ul><ul><ul><li>It is “measurable” </li></ul></ul>
    17. 18. Break
    18. 19. <ul><ul><li>Setting our goals </li></ul></ul><ul><ul><li>Setting up our account in the email system </li></ul></ul><ul><ul><li>Creating our distribution list </li></ul></ul><ul><ul><li>Creating email template </li></ul></ul><ul><ul><li>Creating landing pages </li></ul></ul><ul><ul><li>Writing copy (subject lines, spam filters, testing) </li></ul></ul><ul><ul><li>Sending email (best days / times) </li></ul></ul><ul><ul><li>Reporting / list segmentation </li></ul></ul><ul><ul><li>Follow up </li></ul></ul><ul><ul><li>Calculating return on investment </li></ul></ul>In-depth Example
    19. 20. <ul><ul><li>Example 1: Develop a long-term relationship with readers </li></ul></ul><ul><ul><ul><li>Increase open rates by 10% and click-throughs by 25% in three months. </li></ul></ul></ul><ul><ul><ul><li>Reduce unsubscribe rates by 50% over six months. Increase instances of &quot;send-to-a-friend&quot; by 5 per email. </li></ul></ul></ul>Step #1: Setting our Goals
    20. 21. <ul><ul><li>Example 2: Increase sales through up-sell and cross-selling </li></ul></ul><ul><ul><ul><li>Push email-driven sales up 5% in the next email. </li></ul></ul></ul><ul><ul><ul><li>Move 3 readers along to the next stage in your sales cycle. </li></ul></ul></ul>Step #1: Setting our Goals
    21. 22. <ul><ul><li>Example 3: Increase event participation </li></ul></ul><ul><ul><ul><li>Increase event attendance at your next event by 50 people. </li></ul></ul></ul>Step #1: Setting our Goals
    22. 23. <ul><ul><li>Helpful Tip - </li></ul></ul><ul><ul><li>Write your goals down and include them in each performance report </li></ul></ul>Step #1: Setting our Goals
    23. 24. <ul><ul><li>What tool should I use? </li></ul></ul>Step #2: Setting up our account
    24. 25. <ul><ul><li>Create a subscribe form for your website </li></ul></ul>Step #2: Setting up our account
    25. 26. <ul><ul><li>The technical talk – do you speak geek? </li></ul></ul><ul><ul><ul><li>Domain keys and Sender Ids </li></ul></ul></ul>Step #2: Setting up our account
    26. 27. Step #3: Creating our distribution list <ul><ul><li>You can use all those business cards, right? </li></ul></ul>
    27. 28. Step #3: Creating our distribution list <ul><ul><li>Let’s understand what Spam is first </li></ul></ul><ul><ul><li>Spam: any email you send to someone who hasn't given you their direct permission to contact them on the topic of the email. </li></ul></ul>
    28. 29. Step #3: Creating our distribution list <ul><ul><li>You can use all those business cards, right? </li></ul></ul><ul><ul><li>You need more than just a business card! </li></ul></ul>
    29. 30. Step #3: Creating our distribution list <ul><ul><li>You need permission </li></ul></ul><ul><ul><ul><li>They opted in via your web site </li></ul></ul></ul><ul><ul><ul><li>They completed an offline form and indicated they wanted to be emailed </li></ul></ul></ul><ul><ul><ul><li>They gave you their business card and you explained you would be sending them commercial email </li></ul></ul></ul><ul><ul><ul><li>They purchased something off you in the last 2 years </li></ul></ul></ul>
    30. 31. Step #3: Creating our distribution list <ul><ul><li>What isn’t permission? </li></ul></ul><ul><ul><ul><li>You obtained the email addresses from a third party </li></ul></ul></ul><ul><ul><ul><li>You have access to this list as a member of an organization or club </li></ul></ul></ul><ul><ul><ul><li>You scraped or &quot;copy and pasted&quot; the addresses from the Internet </li></ul></ul></ul><ul><ul><ul><li>You haven't emailed that address for more than 2 years </li></ul></ul></ul>
    31. 32. Step #3: Creating our distribution list <ul><ul><li>Why should you be concerned </li></ul></ul><ul><ul><ul><li>Spammers can be subject to penalties of up to $16,000 for each separate incident </li></ul></ul></ul><ul><ul><ul><li>Spamming will leave a negative mark on your brand </li></ul></ul></ul>
    32. 33. Step #3: Creating our distribution list <ul><ul><li>So how do we build our list? </li></ul></ul><ul><ul><ul><li>Ask your contacts/clients for permission </li></ul></ul></ul><ul><ul><ul><li>Create registration forms on your website </li></ul></ul></ul><ul><ul><ul><li>Add “Forward to a Friend” capabilities to your emails </li></ul></ul></ul>
    33. 34. <ul><ul><li>Your Brand / Identity </li></ul></ul><ul><ul><li>The Audience </li></ul></ul><ul><ul><li>Types of Content </li></ul></ul><ul><ul><li>Technical Aspects </li></ul></ul><ul><ul><ul><li>How the email renders on different email applications </li></ul></ul></ul><ul><ul><ul><li>Use of images & alt tags </li></ul></ul></ul><ul><ul><ul><li>Mobile phones and the need for text based emails </li></ul></ul></ul>Step #4: Creating our template
    34. 35. <ul><ul><li>Be aware of the technical aspects. Do you know code? </li></ul></ul><ul><ul><li>Technical Aspects </li></ul></ul><ul><ul><ul><li>How the email renders on different email applications </li></ul></ul></ul><ul><ul><ul><li>Nearly 50% of people don’t have the “display images” setting enabled </li></ul></ul></ul><ul><ul><ul><li>Most mobile phones only display text based emails </li></ul></ul></ul>Step #4: Creating our template
    35. 36. <ul><ul><li>The Good </li></ul></ul><ul><ul><li>The Bad </li></ul></ul><ul><ul><li>And the Ugly </li></ul></ul>Step #4: Creating our template
    36. 37. <ul><ul><li>The Good </li></ul></ul><ul><ul><li>The Bad </li></ul></ul><ul><ul><li>And the Ugly </li></ul></ul>Step #4: Creating our template
    37. 38. <ul><ul><li>The Good </li></ul></ul><ul><ul><li>The Bad </li></ul></ul><ul><ul><li>And the Ugly </li></ul></ul><ul><ul><li>over 50% of email clients have </li></ul></ul><ul><ul><li>images blocked </li></ul></ul>Step #4: Creating our template
    38. 39. <ul><ul><li>The Good </li></ul></ul><ul><ul><li>The Bad </li></ul></ul><ul><ul><li>And the Ugly </li></ul></ul><ul><ul><li>over 50% of email clients have </li></ul></ul><ul><ul><li>images blocked </li></ul></ul>Step #4: Creating our template
    39. 40. <ul><ul><li>What is a Landing Page? </li></ul></ul><ul><ul><ul><li>The page your visitors see first when they click on an ad link or email promotion is crucial to the success of that ad or promotion. </li></ul></ul></ul>Step #5: Creating our landing pages
    40. 41. <ul><ul><li>Why are Landing Pages important? </li></ul></ul><ul><ul><ul><li>You have 8 seconds to capture someone’s attention </li></ul></ul></ul><ul><ul><ul><li>The confusion of arriving at a web page that doesn’t match the look and tone of the email can lead visitors to abandon the site </li></ul></ul></ul><ul><ul><ul><li>To reinforce the call-to-action that generated the email recipient to click a link in the first place </li></ul></ul></ul>Step #5: Creating our landing pages
    41. 42. Step #5: Creating our landing pages <ul><ul><li>Conversion, conversion, conversion </li></ul></ul>
    42. 43. <ul><ul><li>Tips on creating successful landing pages </li></ul></ul><ul><ul><li>Make the pages in-line with your overall Website design </li></ul></ul><ul><ul><li>Put a Signup Form on every page or Include a shopping cart </li></ul></ul><ul><ul><li>Don't skimp on graphics </li></ul></ul><ul><ul><li>Make sure your pages link to other pages on your main site </li></ul></ul>Step #5: Creating our landing pages
    43. 44. <ul><ul><li>Subject Lines </li></ul></ul><ul><ul><ul><li>Subject lines have a huge impact on open rates </li></ul></ul></ul><ul><ul><ul><li>Emails with subject lines shorter than 35 characters are opened more than emails with subject lines longer than 35 characters. </li></ul></ul></ul><ul><ul><ul><li>Key words or special characters in the subject line can cause your email to be flagged as spam </li></ul></ul></ul>Step #6: Creating our copy
    44. 45. <ul><ul><li>Headings </li></ul></ul><ul><ul><ul><li>headings help guide the readers eye and segment the email </li></ul></ul></ul><ul><ul><ul><li>think of a heading in a newspaper – attention grabbing </li></ul></ul></ul>Step #6: Creating our copy
    45. 46. <ul><ul><li>Calls to Action </li></ul></ul><ul><ul><ul><li>you sent them the email, make sure they know why </li></ul></ul></ul><ul><ul><ul><li>give them a reason to click </li></ul></ul></ul>Step #6: Creating our copy
    46. 47. <ul><ul><li>Dates & Times </li></ul></ul><ul><ul><ul><li>Open Rates & Click Rates </li></ul></ul></ul><ul><ul><ul><li>Opens Rates = total emails opened as a percentage of the total sent </li></ul></ul></ul><ul><ul><ul><li>Click Rates = total amount of recipients that clicked on a link as a percentage of the total sent </li></ul></ul></ul>Step #7: Sending our email
    47. 48. <ul><ul><li>Dates & Times </li></ul></ul><ul><ul><ul><li>Open Rates </li></ul></ul></ul><ul><ul><ul><li>Varies by industry </li></ul></ul></ul><ul><ul><ul><ul><li>Ranges from 7.2% to 25%. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Average is 12.52% </li></ul></ul></ul></ul>Step #7: Sending our email
    48. 49. <ul><ul><li>Dates & Times </li></ul></ul><ul><ul><ul><li>Open Rates </li></ul></ul></ul><ul><ul><ul><ul><li>Impacted by date and time </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Best Days to Send </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Sunday & Monday </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Best Times to Send </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Varies based on audience. Test, test, test </li></ul></ul></ul></ul><ul><ul><ul><ul><li>B2B usually 8am - 10am or 1pm – 3pm </li></ul></ul></ul></ul><ul><ul><ul><ul><li>B2C usually morning or evening </li></ul></ul></ul></ul>Step #7: Sending our email
    49. 50. <ul><ul><li>Reporting and Analytics </li></ul></ul><ul><ul><li>The moment your campaign is sent you have access to a range of reports that show you exactly how your subscribers are interacting with it. </li></ul></ul>Step #8: Reporting & segmenting our list
    50. 51. <ul><ul><li>Reporting and Analytics </li></ul></ul><ul><ul><ul><li>Use reports to understand how the recipient is interacting with your email. </li></ul></ul></ul><ul><ul><ul><li>Measure clicks, opens, forwards, unsubscribes, bounces, spam. </li></ul></ul></ul><ul><ul><ul><li>Us this information to better your future emails. </li></ul></ul></ul>Step #8: Reporting & segmenting our list
    51. 52. <ul><ul><li>List Segmentation </li></ul></ul><ul><ul><li>A segment is a subset of one of your existing subscriber lists. Simply speaking, it’s a group that can be defined by you, based on criteria such as: </li></ul></ul><ul><ul><ul><li>If the subscriber clicked a link in a previous campaign </li></ul></ul></ul><ul><ul><ul><li>If the subscriber joined your list prior or a specific date </li></ul></ul></ul><ul><ul><ul><li>A match with any of your custom fields (eg. Subscriber lives in Berkeley) </li></ul></ul></ul>Step #8: Reporting & segmenting our list
    52. 53. <ul><ul><li>List Segmentation </li></ul></ul><ul><ul><li>Additional reasons to segment: </li></ul></ul><ul><ul><ul><li>Sending introductory offers to, or asking for feedback from new subscribers </li></ul></ul></ul><ul><ul><ul><li>Re-awakening subscribers that have not responded to your last few campaigns </li></ul></ul></ul><ul><ul><ul><li>Limiting your subscriber list when sending a campaign to subscribers who responded to a previous campaign </li></ul></ul></ul><ul><ul><ul><li>Testing a new subject line or call-to-action on subscribers who did not respond to a previous campaign </li></ul></ul></ul><ul><ul><ul><li>Sending nice notes to subscribers on their birthday </li></ul></ul></ul>Step #8: Reporting & segmenting our list
    53. 54. <ul><ul><li>In 2009, email marketing generated an average return on investment of $43.62 for every $1 spent. Direct Marketing Association (Oct. 2009) </li></ul></ul>Step #9: Calculating our return on investment
    54. 55. <ul><ul><li>So…how do you calculate your ROI? </li></ul></ul><ul><ul><li>Key Performance Indicators to Consider </li></ul></ul><ul><ul><ul><li># of responders </li></ul></ul></ul><ul><ul><ul><li># of buyers </li></ul></ul></ul><ul><ul><ul><li>revenue generated from email buyers </li></ul></ul></ul><ul><ul><ul><li>profit generate from email buyers </li></ul></ul></ul><ul><ul><ul><li>cost per responder </li></ul></ul></ul><ul><ul><ul><li>cost per email buyer </li></ul></ul></ul>Step #9: Calculating our return on investment
    55. 56. Thanks for attending. Contact Three Hats Marketing to learn how we can help you with email marketing. www.3HatsMarketing.com

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