Email Marketing Workshop Presented By: Don Farrell Email: email@example.com
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
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
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.
Total Revenue Generated $500bn
Microsoft x 4
75% of online consumers prefer to receive promotional messages via email
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.
What do (US.) companies use email marketing for ?
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
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%
Increases in Email Marketing Budgets - 2009
Effectiveness V’s Effort
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
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
Implementation of a campaign
Define Customer Segments & Email Messaging Matrix
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
Email Marketing – Set Up Strategy Day1 Day2 Day3 Day4 Day 5 Day 1 Day 1 Plan Set Up Automatic Split Testing Analyse Improve
Email Marketing - Design Strategy Plan Design Analyse Improve
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
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
Email Marketing - Report Strategy Plan Report Analyse Improve
Digital Marketing - Strategy Strategy Marketing Dashboard Plan Set Up Design Report Deliver Analyse Improve
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
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
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.
They inform your subscribers about news and tips
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.
This is not a sales pitch
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.
The aim is to get the reader off the email as quick as possible
Take one key message and promote it.
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.
Also allows you to present many products on one email.
Ideal for products or services that require more explanation.
Direct sales driven so your copy should reflect this.
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
Full Specs & prices
Order a Brochure
Send to Friend
Visit Seat website
Email Example – Short Editorial Client: RTE Campaign: NSO Season Email Type: Newsletter Call to action:
Multiple Links to RTE.ie
Viral – Send to Friend
Info on events
Email Example – Short Editorial Client: Kingspan Email Type: Newsletter Call to action:
Various links to Microsite
Send to Friend
Link to Kingspan website
Email Example – Long Editorial Client: SEI Campaign: SEI News Call to action:
Various links to microsite pages
Launch of New Course
Send to Friend
Link to SEI website
If doing a monthly email, map out 6 months in advance with at least two stories & creative for each month.
Define specific goals, success metrics and action steps.
Develop a plan that clearly demonstrates to management the value and ROI of a strategic email marketing program.
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
Easy to use
Don’t ask for too much info
Send auto responder upon signup
Drive traffic to form (signature)
- 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
List Building & Data Management Good ! Showing subscriber what they can expect to get – Offer Benefit !
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)
List Building & Data Management Don’t ask for too much personal info – or for them to do too much
List Building & Data Management Don’t ask for unnecessary info – Title , Address, Post Code etc Use a separate form for postal fulfilment details ?
The End Result
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
Creative & Design - The Bad & The Really Bad..
Example of ‘Nice’ Email Marketing ..
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 !!
Image downloading - Get a good mix of images & html Images Downloaded Images Not Downloaded
People preview email in different ways
How Email Appears to work
Emails sent via Circulator (Ireland 07 - 09)
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
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
When & How to deliver Analysis:
About 80 percent of email opened between 5 am and 5 pm
Roughly 62 percent opened between Tuesday and Thursday
Business customers most likely to open during working day
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 ?)
Factors that impact open rates
Overall Relationship with subscriber base
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.
Testing increases ROI – The Process Why Test ?
Testers achieve 68% higher return
Small changes can make a big difference
Good news - most marketers don’t
Define your KPI – Interaction or Click Through or €
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
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
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
Example Split Testing Result Set Variable = Time & Day KPI = Open Rate
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
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?
How to grow your list – example of a viral competition Viral Competition
How to grow your list – example of a viral competition AutoEmail Enter Friends Email
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
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%
Integrate email & mobile marketing Text ‘Circulator’ followed by your ‘email address’ to 51444
Enter & Win
Get info instantly Growing your database
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
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
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.
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
Mobile Internet Marketing – Example Competition
Mobile Internet Marketing – Example Competition
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
ESP’s – Email Service Providers email & mobile marketing Practical Example of using an ESP
Reporting & Analytics
Q & A Presented By: Don Farrell, MD Circulator.comEmail: firstname.lastname@example.org Web: www.circulator.comPh: +353 1 7071740 http://www.linkedin.com/in/donfarrellcirculator