Email marketing workshop
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  • 1. Email Marketing Workshop
    Presented By: Don Farrell
    Email: don.farrell@circulator.com
  • 2. How to successfully integrate email into your marketing mix
    Email Marketing Overview
    Technical issues
    Campaign Planning & Management
    Moving up the email marketing food chain
    Practical Example of using an Email Marketing Solution
    1
    2
    3
    4
    5
    6
  • 3. What is Email Marketing?
    “The process of delivering relevant, engaging and timely marketing messages about your products and services to a specific group of recipients via electronic mail.”
    With Email marketing you are going to them (into their office ,sitting room, kitchen, bedroom, car ..)
    Main advantages over other mediums:
    - ROI - Flexibility
    - Traceability - Speed
  • 4. Email V’s other Direct Channels
    • Email marketing generated an ROI of $48 for every dollar spent on it in 2009. Outperforming all other direct marketing channels.
    • 5. Total Revenue Generated $500bn
    • 6. Microsoft x 4
    • 7. 75% of online consumers prefer to receive promotional messages via email
    • 8. More than half of online consumers have made a purchase as the direct result of an email more than any other online communication channel
  • If highest ROI why one of lowest spends..?
    Email marketing generated an ROI of $48 for every dollar spent on it in 2009. Outperforming all other direct marketing channels.
  • 9. What do (US.) companies use email marketing for ?
  • 10. What do (Irish) Companies use Email Marketing for ?
    A 2009 survey of top Irish marketers found 79% rating email marketing as important or very important to their marketing strategy 
  • 11. Some Attitude & Behavioural research – Forrester
    “My impression of companies from which I purchase products or services is positively improved when I receive email”
    57%
    “I like receiving emails from companies that I have registered;
    it’s good to know that they will be there when I need them”
    84%
    “I have gone back to emails from a Company that I know days or weeks
    after I received it”
    Male – 65%
    Female – 72%
    “I regularly save emails from Companies in my Inbox and refer to
    them later when making Purchasing Decisions”
    Male – 49%
    Female – 60%
  • 12. Increases in Email Marketing Budgets - 2009
  • 13. Effectiveness V’s Effort
  • 14. Future of the medium ?
    Positive 
    34% of marketers believe email will become more effective over the next two years … Why ?
    74% believe the content is getting more relevant
    58% see email as an integral part of their multichannel activities
    44% believe customers prefer email as a marketing channel
    Negative 
    Spam – we all hate spam !
    Inbox Overload
  • 15. Ireland – 2009 – Average open rates
    17% of Irish Marketers are seeing open rates of over 51%
    Q – what factors influence open rates ?
    A – Subject Line, Timing, Quality of previous campaigns,
    RELAVENCE
  • 16. Implementation of a campaign
  • 17. Define Customer Segments & Email Messaging Matrix
  • 18. Email Marketing - Campaign
    Strategy
    Plan
    Set Up
    Design
    Report
    New Business Campaign
    Deliver
    Loyalty Campaign
    Touch Campaign
    Analyse
    Special Offer Campaign
    Reawakening Campaign
    Improve
    Affiliate Campaign
  • 19. Email Marketing – Set Up
    Strategy
    Day1
    Day2
    Day3
    Day4
    Day 5
    Day 1
    Day 1
    Plan
    Set Up
    Automatic Split Testing
    Analyse
    Improve
  • 20. Email Marketing - Design
    Strategy
    Plan
    Design
    Analyse
    Improve
  • 21. Email Marketing – Design & Deliver
    Strategy
    Enlist Subscriber Campaign
    New Business Campaign
    Plan
    Loyalty Campaign
    Design
    Touch Campaign
    Special Offer Campaign
    Analyse
    Reawakening Campaign
    Improve
    Viral Campaign
  • 22. Email Marketing – Design & Deliver
    Strategy
    Coupon Redemption
    Multi Tier Viral Campaign - person who subscribes the most friends wins €1000
    Plan
    Design
    Deliver
    Increasing brand awareness & database
    Analyse
    Improve
  • 23. Email Marketing - Report
    Strategy
    Plan
    Report
    Analyse
    Improve
  • 24. Digital Marketing - Strategy
    Strategy
    Marketing Dashboard
    Plan
    Set Up
    Design
    Report
    Deliver
    Analyse
    Improve
  • 25. Digital Marketing - Plan
    Strategy
    Week 1
    Week 2
    Week 3
    Week 4
    Month1
    Month 2
    Month 3
    Quarter 1
    Quarter 2
    Quarter 3
    Set Up
    Plan
    Train & Design
    Consolidate Campaigns
    Segment & Analyse
    Split Test 1
    Split Test 2
    Segment & Analyse
    Execute Campaign
    Set Up
    Analyse Results
    Design
    Report
    Run Multiple Campaigns
    Deliver
    Integrate Google
    Review & Update Strategy
    Track & Report Results
    Reset CSFs
    Analyse
    Affiliate Program
    Review CRM Systems
    Cleanse & Consolidate
    Improve
    Campaign
    Segmentation
    Customer Data
    Integration
  • 26. Implementation of a campaign
    1. Start – now, not tomorrow
    2. Adopt a Process - define the ‘who what where when and how’
    3. Build an OPT IN Database
    4. Piggy Back on other activities
    5. Execute Professional Email Delivery
    6. Grow your list
    7. Test – Refine – Test - Refine
  • 27. Select the types of emails your going to use
    Alerts, press releases, tip of the day or week and product launches
    • These messages are short and to the point.
    • 28. They inform your subscribers about news and tips
    • 29. The content should be focused on editorial rather than promotion. A suggested balance is around 70% editorial 30% promotion. “THIS IS NOT A SALES HAMMER”
    Short editorial
    Email newsletters, long press releases and industry guides. –
    - Allows you to write a little bit more
    • Many companies choose to send long form editorial to customers & prospects.
    • 30. This is not a sales pitch
    • 31. You can utilise space to promote offers and buying information.
    Long Editorial
    E-Cards, sale announcement and reminders.
    • Keep this type of email short and sweet.
    • 32. The aim is to get the reader off the email as quick as possible
    • 33. Take one key message and promote it.
    • 34. Must have a clear benefit to the recipient.
    Short Promotional
    Sales Letter and Catalogue email.
    • Allows you to present many benefits of your product or service.
    • 35. Also allows you to present many products on one email.
    • 36. Ideal for products or services that require more explanation.
    • 37. Direct sales driven so your copy should reflect this.
    Long Promotional
  • 38. Email Example – Short Promotional – What do you think ?
    Client: Seat Ireland
    Campaign: Seat Ibiza Launch
    Email type: Product Offer
    Call to action:
    • Book a Test Drive
    • 39. Full Specs & prices
    • 40. Order a Brochure
    • 41. Send to Friend
    • 42. Visit Seat website
  • Email Example – Short Editorial
    Client: RTE
    Campaign: NSO Season
    Email Type: Newsletter
    Call to action:
    • Multiple Links to RTE.ie
    • 43. Online Booking
    • 44. Viral – Send to Friend
    • 45. Info on events
  • Email Example – Short Editorial
    Client: Kingspan
    Email Type: Newsletter
    Call to action:
    • Various links to Microsite
    • 46. Brochure Download
    • 47. Send to Friend
    • 48. Link to Kingspan website
  • Email Example – Long Editorial
    Client: SEI
    Campaign: SEI News
    Call to action:
    • Various links to microsite pages
    • 49. Launch of New Course
    • 50. Book Review
    • 51. Event Invitations
    • 52. Send to Friend
    • 53. Link to SEI website
  • Planning
    • If doing a monthly email, map out 6 months in advance with at least two stories & creative for each month.
    • 54. Define specific goals, success metrics and action steps.
    • 55. Develop a plan that clearly demonstrates to management the value and ROI of a strategic email marketing program.
    • 56. Determine whether or not to do personalisation and segmentation. If limited by data quality issues, maybe split your list.
  • Web Signup form
    -Easy to find
    • Offer benefit
    • 57. Easy to use
    • 58. Don’t ask for too much info
    • 59. Send auto responder upon signup
    • 60. Drive traffic to form (signature)
    Other Sources
    - Business Card Collection
    Segment your data by:
    - Profile ( Age, Gender, Location)
    • Customers / Prospects
    - Previous behavior (click or buy)
    1
    3
    2
    List Building & Data Management
  • 62. List Building & Data Management
    Good ! Showing subscriber what they can expect to get – Offer Benefit !
  • 63. List Building & Data Management
    Good ! Didn’t ask for too much info
    Great – asking subscriber to specify the type of info they want to receive(AFTER email capture)
  • 64. List Building & Data Management
    Don’t ask for too much personal info – or for them to do too much
  • 65. List Building & Data Management
    Don’t ask for unnecessary info – Title , Address, Post Code etc
    Use a separate form for postal fulfilment details
    ?
  • 66. The End Result
  • 67. Clear and well defined supporting cta’s ( also in HTML)
    Personal
    Main CTA is well positioned and is HTML (people can see / click it even if they don’t download the images)
    Full Company Details and Opt Out
    Creative & Design - Email Examples - The Good
  • 68. Creative & Design - The Bad & The Really Bad..
  • 69. Example of ‘Nice’ Email Marketing ..
  • 70. But what if images don’t download ??
    Main CTA was Image based – should be HTML
    Use ‘Alt Tags’ to prevent email client from auto inputting text
    Keep the ‘T&C’s’ short !!
  • 71. Image downloading - Get a good mix of images & html
    Images Downloaded
    Images Not Downloaded
  • 72. People preview email in different ways
  • 73. How Email Appears to work
  • 74. Emails sent via Circulator (Ireland 07 - 09)
  • 75. What email clients do people use ?
    Email sent to 27k European Business Addresses – Sector Energy - Feb 09
    A recent campaign to an ‘Online Marketing’ audience - 10% opened it on an iPhone
  • 76. Delivery Issues – Spam Filters & Firewalls
    ISP Filter
    Corporate filter
    What they look for…
    Inbox filter
    Phrases
    Coding
    Header structure
    Phishing
    Image/text balanceReputation
    Some phrases, words and styles to watch out for(visit spamassassin.apache.org)
    SHOUTING
    Using all caps
    Font Colour
    Very Large & small text
    BOLD TEXT
    ENHANCED
  • 77. When & How to deliver
    Analysis:
    • About 80 percent of email opened between 5 am and 5 pm
    • 78. Roughly 62 percent opened between Tuesday and Thursday
    • 79. Business customers most likely to open during working day
    • 80. Personal email accounts are often checked during the day
    Consider time to deliver
    B2B
    Tue – Thurs
    10am - 4pm
    B2C
    test to see
    When do you want the traffic?
    How to Deliver:
    Always send from a white listed, recognised server with feedback loops
    If you’re unsure use a specialist ESP (email service provider)
    Consider Delivery Rates & Data Security (where does your data end up ?)
  • 81. Factors that impact open rates
    • Overall Relationship with subscriber base
    • 82. Timing
    • 83. Subject Lines
    • 84. Frequency
    • 85. Perceived Relevance
  • Subject Line Tips
    Keep it short: 8-10 words - straight to the point. Grab the attention of your reader in < 3 seconds
    There is no formula - what works well for one company may not work for another
    Plan and test early - not 5 mins before you send.
    Review subject-line performance: See which subject lines deliver the action you want: open rate, click-through rate, etc.
    Watch out for SPAM filters: There's a fine line between "catchy" and "spammy subject lines"
    Support the "from" line: The "from" line tells the recipient who sent the email, and the subject line sells the recipient on opening.
  • 86. Testing increases ROI – The Process
    Why Test ?
    • Testers achieve 68% higher return
    • 87. Small changes can make a big difference
    • 88. Good news - most marketers don’t
  • Define your KPI – Interaction or Click Through or €
  • 89. 4. Test, compare
    and pick a winner
    1. Decide what to test
    3. Choose the right
    2. Determine how
    testing methodology
    to measure success
    The Testing Process
  • 90. Test Multiple Variables at once
    Creative
    Offer
    Product
    Format
    Discount (€)
    Name
    Copy
    Discount (%)
    Description
    Design
    Incentive
    Benefits
    Color
    Offer Deadline
    Price
    Graphics
    Call to action
    Image
  • 91. Testing Tips
    • Test subject lines for each campaign
    • Use a control group to test frequency
    • Take best practices with a grain of salt: test everything
    • Track, document and share your testing results
    • The key success metric should have a domino effect on
    the actions that follow
    –ie. A lift in open rates should translate into more clicks and more
    conversions.
    • Test to see how readers read your email
    • Today’s test results may no longer be valid in 6 months
  • 92. Example Split Testing Result Set
    Variable = Time & Day KPI = Open Rate
  • 93. How to use email marketing to help your SEO
    Google loves new relevant content – why not use your email marketing activities to improve your SEO by automatically archiving your messages with 'seo aware' tags.
    Integrate with Google Analytics and track what happened after the subscriber clicked through to your site. Real ROI Measurement
  • 94. Viral Email Marketing..
    Q: When you want to share something from the Internet with your friends or family, such as a video, link or article, what methods do you use?
  • 95. How to grow your list – example of a viral competition
    Viral Competition
  • 96. How to grow your list – example of a viral competition
    AutoEmail
    Enter Friends
    Email
  • 97. Grow your list – example of a viral competition
    Multi Tier Viral Campaign - person who subscribes the most friends wins €1000
    • Increasing brand awareness & database
  • Integrate with Social Networking
  • 98. Integrate Video into your email campaigns
    US Internet users viewed 14.8 billion online videos in January 2009
    Emails containing video - interaction rates up by 150%
  • 99. Integrate email & mobile marketing
    Text ‘Circulator’ followed by your ‘email address’ to 51444
    • Enter & Win
    • 100. Get info instantly Growing your database
    • 101. Be added to the list
  • What is Mobile Marketing ?
    “Marketing on or with a mobile device, such as a mobile phone”
    Types of Mobile Marketing:
    Basic SMS (Special Offer)
    MMS (Rich Content)
    Interactive SMS – Text In
    Mobile Internet Advertising
    Bluetooth push
    Location Based services
  • 102. Mobile Marketing – Some Stats
    • 42% of 18- to 34-year-olds, and 33% of 35- to 44-year-olds, say they are interested in receiving alerts about sales on their mobile phones from their favourite establishments
    • 103. It is predicted that European mobile internet penetration will grow significantly, from 13% in 2008 to 39% in 2014. According to research, European mobile internet penetration will be 17% this year and reach 22% in 2010.
    • 104. A recent survey from ComReg highlighted that (younger) consumers are accessing Facebook more on their mobile than on the PC. The average Facebook user visits the 3.3 times per day on their mobile, compared to 2.3 visits on the PC!
  • Mobile Marketing – Example CTA
  • 105. Mobile Internet Marketing – Example Competition
  • 106. Mobile Internet Marketing – Example Competition
  • 107. Similar to email Viral Campaign – can use a mixture of sms and email as a medium
    • Increasing brand awareness, foot fall & database size
    Mobile Viral Campaign
  • 108. ESP’s – Email Service Providers email & mobile marketing
    Practical Example of using an ESP
  • Q & A
    Presented By: Don Farrell, MD Circulator.comEmail: don.farrell@circulator.com
    Web: www.circulator.comPh: +353 1 7071740
    http://www.linkedin.com/in/donfarrellcirculator