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E-mail marketing


E-mail marketing masterclass as presented to on the 17th of December 2010

E-mail marketing masterclass as presented to on the 17th of December 2010

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  • 1. E-mail marketing
  • 2. 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
  • 3. Strategy Belgian market / Planning / An integrated approach
  • 4. Belgian market Internet and e-mail use Legal boundaries Market players List management
  • 5. 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
  • 6. 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
  • 7. 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
  • 8. Market players Agencies ISP’s List owners / List brokers / media agencies ESP’s
  • 9. List management Central DB Lifecycle Growth Activation Updates Reactivation Inactivion
  • 10. Planning Internal versus external (Core) competences Dedicated resources Budget Timing eCRM  get beyond the monthly mailpush Backplanning  prepare, improve
  • 11. Planning Setting KPI’s Campaign-based After launch: metrics, benchmarks Before launch: predictive models, tools Program-based Net Promotor Score (Reiccheld)
  • 12. An integrated approach Get the funnel right Multiple channels reinforce each other Link to social media Multi-messages boost conversion
  • 13. Effective e-mails Usability / Rendering / Do’s and don’ts
  • 14. Usability Scanning the inbox From and subjectline New message alert pop-ups Preview panes Images on/off
  • 15. Usability F-shaped pattern Importance of paragraphs (first two words) Check CTA through heatmaps
  • 16. Usability 2€ coin focus
  • 17. Usability Above the fold Clickability Clear CTA and sufficient links
  • 18. Usability Guiding the eye
  • 19. Rendering An everlasting challenge E-mail clients Devices Rendering agents
  • 20. Rendering Image suppresion impact
  • 21. Rendering Set up different accounts Ask colleagues or friends to test along Specific tools such as Litmus
  • 22. 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
  • 23. Do’s and don’ts Subjectline Short and clear Truncation Test rendering Preheader Clever copy Clever use
  • 24. 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 …
  • 25. 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
  • 26. 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
  • 27. 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
  • 28. E-mail testing Why / The testing loop / A/B versus multivariate testing
  • 29. Why? To improve campaigns To learn about recipients To prove your boss wrong ;-)
  • 30. 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
  • 31. A/B versus multivariate testing
  • 32. E-mail rates Terminology / Deliverability / Benchmarks
  • 33. Terminology
  • 34. 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
  • 35. Benchmarks Belgian benchmark study
  • 36. Thank you