E-mail marketing

Strategy Belgian market / Planning / An integrated approach Effective e-mails Usability / Rendering / Do’s and don’ts E-mail testing Why / The testing loop / A/B versus multivariate testing E-mail metrics Terminology / Deliverability / Benchmarks

Strategy Belgian market / Planning / An integrated approach

Belgian market Internet and e-mail use Legal boundaries Market players List management

Internet and e-mail use 66% of the Belgian population is online Email and younger people? Email facing it’s death? Inboxes won’t be abonded, but you’ll need to stand out amongst the crowd

Legal boundaries People have to give their explicit, free, upfront, informed & specific permission to receive commercial emails from the sender of the messages (Belgian law regarding electronic commerce - Art 14 §1) THE LAW

Legal boundaries ALL individuals, except: Legal entities: eg.companies (info@ ) Existing customers or clients (B2B): Real existing clients Commercial offers only in line with the core business of the company/sender No 3rd party offers, or should be mentioned in the privacy statement

Market players Agencies ISP’s List owners / List brokers / media agencies ESP’s

List management Central DB Lifecycle Growth Activation Updates Reactivation Inactivion

Planning Internal versus external (Core) competences Dedicated resources Budget Timing eCRM  get beyond the monthly mailpush Backplanning  prepare, improve

Planning Setting KPI’s Campaign-based After launch: metrics, benchmarks Before launch: predictive models, tools Program-based Net Promotor Score (Reiccheld)

An integrated approach Get the funnel right Multiple channels reinforce each other Link to social media Multi-messages boost conversion

Effective e-mails Usability / Rendering / Do’s and don’ts

Usability Scanning the inbox From and subjectline New message alert pop-ups Preview panes Images on/off

Usability F-shaped pattern Importance of paragraphs (first two words) Check CTA through heatmaps

Usability 2€ coin focus

Usability Above the fold Clickability Clear CTA and sufficient links

Usability Guiding the eye

Rendering An everlasting challenge E-mail clients Devices Rendering agents

Rendering Image suppresion impact

Rendering Set up different accounts Ask colleagues or friends to test along Specific tools such as Litmus

Do’s and don’ts Identifying yourself From line Contact details V alid and consistent reply address D o follow-up the replies Always include an unsubscribe option M ake it easy to unsubscribe

Do’s and don’ts Subjectline Short and clear Truncation Test rendering Preheader Clever copy Clever use

Do’s and don’ts Content 5-30 rule Message relevance Don’t use attachment, use links Content that is engaging is valuable, helpful, human, trustworthy, shareworthy, personal, relevant, real, timely, funny, simple …

Do’s and don’ts Provide an HTML and a TXT version Check personalization fiel d s for «no data» Design for function There’s a significant difference between what looks great and what works HTML emails max 700 pixels in width Design your emails with a minimum of images

Do’s and don’ts Coding The use of flash and JavaScript in emails is not advised Use inline CSS Use ALT-tags containing relevant information Forms, video’s etcetera don’t work

Do’s and don’ts: relevancy Check: would you want to receive this? Don’t mail them if you’re not about to be relevant Timing is key Taking preferences into account: explicit and implicit Segmentation and personalisation

E-mail testing Why / The testing loop / A/B versus multivariate testing

Why? To improve campaigns To learn about recipients To prove your boss wrong ;-)

The test loop Decide on what to test Determine how to measure succes: direct link between tested element and succes Choose the right testing methodology Test, compare and pick the winning version Send the winning version after max. 24-48 hours Be careful in terms of generalizing test results Document and share your test results

A/B versus multivariate testing

E-mail rates Terminology / Deliverability / Benchmarks

Terminology

Deliverability Deliverability <> Bounce rate Sender reputation based on Technical architecture (authentication, whitelisting, using multipart, monitoring complaints) DB quality E-mail content Marketing pressure Check IP address based reputation report at senderscore.org

Benchmarks Belgian benchmark study www.iab-belgium.be

Thank you http://be.linkedin.com/in/elvire

E-mail marketing

by Elvire Van Ooteghem on Jan 12, 2011

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E-mail marketing — Presentation Transcript

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