email marketing making the most of By – Darren Hepburn copyright DesitNet 2009 www.newzapp.co.uk
what is email marketing? “ The process of delivering   relevant ,  engaging   and   timely   marketing messages about your...
what’s involved in email marketing? copyright DesitNet 2009 www.newzapp.co.uk design reporting data delivery
Its all just spam, isn’t it? What is spam? copyright DesitNet 2009 www.newzapp.co.uk
spam What is spam? copyright DesitNet 2009 www.newzapp.co.uk Spam is a luncheon meat product created in 1937 in Austin, Mi...
spam What is spam? copyright DesitNet 2009 www.newzapp.co.uk Spam is a luncheon meat product created in 1937 in Austin, Mi...
what’s involved in email marketing? copyright DesitNet 2009 www.newzapp.co.uk design reporting data delivery
stage 1 - data the key areas of data: your current database building databases how much should you collect? segmentation c...
BAD DATA your database if you haven’t cleaned it today - it’s out of date! every time you send you should clean focus on q...
building a database <ul><li>web sign-up form </li></ul><ul><li>easy to find </li></ul><ul><li>offer benefit </li></ul><ul>...
collection and segmentation how much should you collect? segmentation enough but not too much …   only what you’ll use or ...
stage 2 - design subject line and ‘from’ coding text and image balance call to action spam filters expectation vs. experie...
first impressions count subject line ‘ from’ details above the fold - fit the preview screen - most important info first -...
example from my inbox GOOD <ul><li>use of Johnson box at top </li></ul><ul><li>view online link at top </li></ul><ul><li>e...
example from my inbox BAD <ul><li>image size, what would I see if images were off? </li></ul><ul><li>subject line – inspir...
text to image balance how will your email look without images or in a text only format? normally you’ll want a 70% - 30% b...
spam filters spam filters what they look for… - phrases - coding - header structure - phishing - image/text balance - repu...
call to action and expectations if you don’t ask you wont get! position in top, middle and bottom use both text and image ...
stage 3 – campaign delivery the key areas of delivery: when to deliver? how to deliver copyright DesitNet 2009 www.newzapp...
when to deliver and how always send from a white listed, recognised server with feedback loops  when to deliver <ul><li>Em...
and finally…5 things you must remember be relevant :   if it’s not, you won’t succeed you’re not Barry Scott :   HI IM BAR...
our top ten email marketing tips <ul><li>try to avoid the early morning inbox clutter by sending  during the day </li></ul...
find out more about newzapp <ul><li>there are three great ways to find out more about newzapp: </li></ul><ul><li>call us o...
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Getting The Most From Your Email Marketing

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Getting The Most From Your Email Marketing

  1. 1. email marketing making the most of By – Darren Hepburn copyright DesitNet 2009 www.newzapp.co.uk
  2. 2. what is email marketing? “ The process of delivering relevant , engaging and timely marketing messages about your products and services to a pre-defined group of recipients via electronic mail.” email marketing copyright DesitNet 2009 www.newzapp.co.uk
  3. 3. what’s involved in email marketing? copyright DesitNet 2009 www.newzapp.co.uk design reporting data delivery
  4. 4. Its all just spam, isn’t it? What is spam? copyright DesitNet 2009 www.newzapp.co.uk
  5. 5. spam What is spam? copyright DesitNet 2009 www.newzapp.co.uk Spam is a luncheon meat product created in 1937 in Austin, Minnesota. It’s a mixture of SP ices and h AM Why is it called spam?
  6. 6. spam What is spam? copyright DesitNet 2009 www.newzapp.co.uk Spam is a luncheon meat product created in 1937 in Austin, Minnesota. It’s a mixture of SP ices and h AM Why is it called spam? The Monty Python sketch in the restaurant with the singing Vikings 1 st junk email on record is the 3 rd of May 1978
  7. 7. what’s involved in email marketing? copyright DesitNet 2009 www.newzapp.co.uk design reporting data delivery
  8. 8. stage 1 - data the key areas of data: your current database building databases how much should you collect? segmentation copyright DesitNet 2009 www.newzapp.co.uk
  9. 9. BAD DATA your database if you haven’t cleaned it today - it’s out of date! every time you send you should clean focus on quality not quantity full data and clean can you group it in some way? we’ll come back to segmentation lose the bad data even if they’re customers bad data e.g bounces need to be deleted or corrected x copyright DesitNet 2009 www.newzapp.co.uk 1 3 2
  10. 10. building a database <ul><li>web sign-up form </li></ul><ul><li>easy to find </li></ul><ul><li>offer benefit </li></ul><ul><li>easy to use </li></ul><ul><li>non intrusive </li></ul>opt-in from your contact form face-to-face data collection viral database building – forward to a friend or colleague to buy or not to buy… don’t know what to buy, then don’t! “ collect data every time you make contact; both online or offline” drive traffic to form – print, announcements, POS, on emails (forwards) copyright DesitNet 2009 www.newzapp.co.uk
  11. 11. collection and segmentation how much should you collect? segmentation enough but not too much … only what you’ll use or need greed causes drop outs – split your collection starting with “must have” ensure your data collection supports your segmentation 1 2 3 4 segmentation should lead to targeting you can segment based on… demographic, geography, behaviour, life cycle and more copyright DesitNet 2009 www.newzapp.co.uk
  12. 12. stage 2 - design subject line and ‘from’ coding text and image balance call to action spam filters expectation vs. experience above the fold copyright DesitNet 2009 www.newzapp.co.uk
  13. 13. first impressions count subject line ‘ from’ details above the fold - fit the preview screen - most important info first - introduce content - engage the reader - avoid personalisation? - first thing they see on left - most recognisable - brand or person - check images on and off - easy to see who its from - call to action / Johnson box - ask to add you to safe list - link to online version first to be seen? copyright DesitNet 2009 www.newzapp.co.uk
  14. 14. example from my inbox GOOD <ul><li>use of Johnson box at top </li></ul><ul><li>view online link at top </li></ul><ul><li>explains what included </li></ul>copyright DesitNet 2009 www.newzapp.co.uk
  15. 15. example from my inbox BAD <ul><li>image size, what would I see if images were off? </li></ul><ul><li>subject line – inspiring? </li></ul><ul><li>view online? above the fold? who is it from? </li></ul>copyright DesitNet 2009 www.newzapp.co.uk
  16. 16. text to image balance how will your email look without images or in a text only format? normally you’ll want a 70% - 30% balance in favour of text too much text is boring, too many images risk being junked or deleted try to avoid over using images at the top of the email - remember the fold copyright DesitNet 2009 www.newzapp.co.uk
  17. 17. spam filters spam filters what they look for… - phrases - coding - header structure - phishing - image/text balance - reputation ISP filter corporate filter inbox filter some phrases, words and styles to watch out for … (visit spamassassin.apache.org ) ‘ FREE’ ‘ HOT’ ‘ CLICK HERE’ BOLD TEXT ‘ STOCK’ ‘ ENHANCED’ SHOUTING ( using all caps ) very large & very small text font colour copyright DesitNet 2009 www.newzapp.co.uk
  18. 18. call to action and expectations if you don’t ask you wont get! position in top, middle and bottom use both text and image based links is your call to action realistic and enticing? expectations vs. experiences call to action does the experience meet the expectation? no prizes for surprises! this runs from collection point, through delivery and into response take everyone on a journey copyright DesitNet 2009 www.newzapp.co.uk
  19. 19. stage 3 – campaign delivery the key areas of delivery: when to deliver? how to deliver copyright DesitNet 2009 www.newzapp.co.uk
  20. 20. when to deliver and how always send from a white listed, recognised server with feedback loops when to deliver <ul><li>EmailLabs analysis: </li></ul><ul><li>about 80 percent of email opened between 5 am and 5 pm </li></ul><ul><li>roughly 62 percent opened between Tuesday and Thursday </li></ul><ul><li>business customers most likely to open during working day </li></ul><ul><li>personal email accounts are often checked during the day </li></ul>how B2B Tue – Thurs 10am - 4pm B2C test to see if you’re unsure go to a specialist ESP for delivery consider time to deliver when do you want the traffic? copyright DesitNet 2009 www.newzapp.co.uk
  21. 21. and finally…5 things you must remember be relevant : if it’s not, you won’t succeed you’re not Barry Scott : HI IM BARRY SCOTT… no you’re not email data goes out of date : clean regularly, use it or lose it don’t be afraid : try new things, don’t worry about unsub – test everything an email lives forever : once it’s out there, it’s out there shouting can get you junked ( try not to look spammy ) copyright DesitNet 2009 www.newzapp.co.uk
  22. 22. our top ten email marketing tips <ul><li>try to avoid the early morning inbox clutter by sending during the day </li></ul><ul><li>avoid underlining text if it’s not a link. It’s easy to confuse the reader </li></ul><ul><li>use an online signup form on your website to collect new opt in contacts </li></ul><ul><li>always use an automated opt-out system similar to the one newzapp provides </li></ul><ul><li>test, test, test. The key to finding the right design styles and campaign delivery techniques is to test everything. Test one thing at a time to aid monitoring </li></ul><ul><li>some recipients cannot receive HTML. It’s important to use a mix of text and images to give the text only recipients something to read. </li></ul><ul><li>the best response comes from opt-in lists that are built in-house. We strongly encourage you to do this. We offer all new customers an online sign-up tool that will allow people to sign up from your website </li></ul><ul><li>always have a proof group. Never send an email without sending a proof first. You’ll be surprised what you can miss. Ask your proof group to check links, spellings and email rendering </li></ul><ul><li>use email marketing to communicate with existing customers. They’re a great source of repeat business </li></ul><ul><li>use a forward to a friend feature to encourage recipients to share with friends and colleagues </li></ul>copyright DesitNet 2009 www.newzapp.co.uk
  23. 23. find out more about newzapp <ul><li>there are three great ways to find out more about newzapp: </li></ul><ul><li>call us on 0845 612 5544 </li></ul><ul><li>click the live chat option on our website </li></ul><ul><li>visit our website at www.newzapp.co.uk </li></ul>take a trial of newzapp and see the power of email marketing …. copyright DesitNet 2009 www.newzapp.co.uk

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