An Email Marketing Overview


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A presentation given to third and fourth year Business students on Email Marketing at Niagara College, as presented by Real Email Consulting.

Learn about the basics behind Email Marketing, including where Email fits in Online Marketing, response curves, the metrics available, and the basics behind managing an Email Campaign.

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An Email Marketing Overview

  1. 1. George Adamidis MBA Real Email Consulting
  2. 2. Agenda About Your Presenter A Brief Overview of Email Marketing Email and Social Media On Planning, Execution and Reporting About Email Testing Rules The Quarterly Business Review
  3. 3. About Your PresenterGeorge Adamidis has been helping the Top 2% of EmailMarketers for the past 12 years.In that time, he has worked across every vertical, andlaunched virtually every conceivable email campaign. 10,000,000,000+ emails managed. $400,000,000+ sold in online revenue. Managed $25,000,000+ in email revenue.
  4. 4. A Brief Overview Email MarketingConstant Change , Consolidation, and Evolution 2000 2011 Volume Millions Billions Creative Text, AOL, HTML HTML only Type Batch and Blast 1 to 1 Testing A/B Testing Multivariate Analysis Legislation None PIPEDA + CANSPAM + FISA* (*given royal assent) Delivery Easy Difficult Integration with Web Not available Full integration Integration with Social What’s Social? Many integration points
  5. 5. Where Email Fits in Online MarketingEmail is one part of a three-part approach to Online Marketing. Search Online Marketing Web / Social Email
  6. 6. Email Marketing is still relevant!3X as many email accounts asfacebook & twitter combined.Total posts on facebook andtwitter = 0.2% of all emailtraffic.Total searches on Google, Bingand Yahoo! = 1.1% of all emailtraffic.Nearly 4X as many emails aresent daily in comparison to allfacebook/twitter updates andsearches on Google, Yahoo!and Bing... and this excludesspam!
  7. 7. Email Marketing is still effective!“Those who buy products marketed throughemail spend 138% more than non-readers ofemail”. Forrester Research – Email Marketing Comes of Age
  8. 8. Why Email Marketing?
  9. 9. Why Email Marketing?Low cost, measurable & highest ROI Email drives $42.08 in business for each $1 spent (DMA 2010)People prefer email. 75% of Social media user say email is the best way for companies to communicate with them (MarketingSherpa 2010).50% of all shared content is shared via email. Email is a key cog in the social engine (ShareThis 2009).Email is cost effective. A January 2011 survey by BtoB Magazine found 63% of respondents were likely to increase spending on email in 2011 (second only to websites) with 29% keeping spend constant.
  10. 10. Why Email Marketing is Here to StayEveryone has an email address.Email is a universal protocol – no one “owns” email.Email drives users to the web and in-store.Email is measurable, actionable and easily optimized.Email provides instant gratification.
  11. 11. Three Top Considerations in Email MarketingBe RELEVANT If you have the data, use it. Customers always ask “what’s in it for me”?Be TIMELY Welcome immediately. Send confirmations immediately. Campaigns should reflect time of year.Be PERSONAL Personalize with your data. Make it conversational.
  12. 12. A Brief Overview Email MarketingEmail Marketing has consistent engagement patterns. The IWEARR model of Email Engagement REWARD INITIATE WELCOME ADVOCATE ENHANCE RECONNECT Courtesy : Digital Cement
  13. 13. A Brief Overview Email MarketingEmail Marketing has become a true 1 to 1 experience Personalization and Dynamic Content is now possible on: User-defined data (first name, favourite sport) Customer engagement (opened, clicked, where clicked) Date/time data (when joined, how long on file) Purchase history (did not buy, bought long ago) Multiple Campaign Types have been developed: Welcome (most important campaign) Drip / Step (event or time based) Confirmation / Notifications (purchases, alerts) Automated (birthday, abandoned cart)
  14. 14. A Brief Overview Email MarketingEmail Marketing allows for ongoing optimizationTesting is a “must have” for any sophisticated email program. Subject Line Testing (personalized, special offer) Creative Testing (imagery, template) Day and Time Testing (when to send) Multivariate Testing (combines 000s of A/Bs in 16 emails or less)
  15. 15. A Brief Overview Email MarketingEmail Marketing has consistent engagement patterns.Campaigns return results immediately.Campaigns receive 90+% of engagement in first 48 hours.After 72 hours, a campaign can be considered completed. ENGAGEMENT TIME
  16. 16. Email and Social MediaSocial Media has changed how Email Marketing works, but itcomplements, not replaces, communication to customers.Social Media is a means of communicating to the masses, and is a wonderful tool fordisseminating information quickly; however, the reporting and personalization is nowhere near as sophisticated as email...yet!Three quarters of people prefer to receive email as a means of communication from anorganization (Marketing Sherpa, 2010) in which they conduct some form of business.Social Media can drive email behaviour and vice versa.Sharing content from an email program is ubiquitous within Email newsletters (the Likebutton, Share With Your Network, Post to Twitter, etc), and some social networks areallowing email subscription to occur within their platform.
  17. 17. Email and Social MediaSocial Media has changed how Email Marketing works, but itcomplements, not replaces, communication to customers. Sunglass Hut and Babies R Us place their “Share” call-outs at the very top of their newsletters. The Gap places their SWYN call-out at the bottom of their email. It’s often said that a click on a SWYN link is the equivalent of, on average, 10 forwards of an email.
  18. 18. Email and Social MediaSocial Media has changed how Email Marketing works, but itcomplements, not replaces, communication to customers.Email Marketing is best used to send personalized content and offers to your existingcustomers.Facebook is best used to communicate to your target market – whether they are acustomer or not – because it has the greatest ‘reach’ of all networks. It’s also a greattool for creating communities of evangelists.Twitter is best used as a tool for communicating “real time” information forproduct/service issues, interactive contests and interacting with customers. While thisalso builds a community, it’s not as rich an experience like facebook.Google + is not quite there but it will grow quickly in the next year.
  19. 19. PlanningBy failing to prepare, you are preparing to failPlanning is essential to success, regardless of the desired outcome.If you don’t plan, how would you know that you have succeeded? Start with the end in mind; what are your goals for email marketing? - awareness? - sales? - news? - notifications? Find out what your current email marketing program is made of. Understand what data you have in the database. Subscribe to your competitor’s emails.
  20. 20. Example: PlanningUnderstand what data you have in the database.A client had collected “birthday” as part of their regular subscription form, butonly used the data to verify subscribers were at least 13 years of age.What are your goals for email marketing?You want to sell, sell and sell some more of your product online.What is your current email marketing program is made of?The existing program did not use the Birthday data, so we proposed a “HappyBirthday” email campaign.
  21. 21. ExecutionIdeas are easy.Its the execution that really separates the sheep from the goats.Execution represents the day-to-day activities that ensure you are mailing regularly withthe best usage of tools and the best format for reporting. Understand Your Email Deployment tools. Clearly define your campaign structure. Develop rules for testing programs.
  22. 22. Example: ExecutionUnderstand Email Deployment tools.We advised the client of tools available that will automatically generate anemail each day and deploy only to those who had a birthday that day.Clearly define your campaign structure.We proposed different messaging for Men versus Women.As such, we created a campaign for the men and a campaign for the women.
  23. 23. Email ReportingLanguage is not simply a reporting device for experience,but a defining framework for it.Reporting is the biggest reason customers use email marketing. There is ‘instantgratification’ versus traditional methods of advertising, and more robust and accuratemetrics are available for interpretation. Understand what metrics are available and why they are important. Understand how reporting feeds back into Planning and Execution stages. Each week, create a weekly snapshot of the previous week’s email results. Benchmark your results, compare/contrast results against others in the space. Summarize results and develop actionable insight.
  24. 24. ReportingEmail Marketing is full of data points for a marketer to review. Delivery Rate Share Rate Bounce Rate Forward Rate Open Rate Click Zones Click Rate Clicks by Domain Unique Opens Opens by Domain Unique Clicks Click Indexing by Domain Click : Open Ratio Open Indexing by Domain Total Revenue Click Indexing by Source Revenue per email Open Indexing by Source Subscription Rates In-Store Traffic Index Abandon Rates Email Revenue per Dollar Spend Abuse Rates YoY, MoM, and any other trending data and then some!
  25. 25. Example: ReportingUnderstand what data are available and why they are important.We let the client know how much revenue was generated by the campaign, andused a measure of REV$ / EMAILS PUSHED to determine success.Understand how reporting feeds Planning and Execution.If the program was successful, we would need to update creative annually.As well, we would need to consider breaking up campaigns by timeframe.Create a weekly snapshot and benchmark resultsData was provided, for all campaigns, in weekly reporting and the Birthdaycampaign was benchmarked against all other client mailing activities.
  26. 26. ResultsBirthdays generate twice the client’s average revenue/email.The client’s average campaign generated $0.09 per email pushed, versus theBirthday email campaign which generated $0.19 per email pushed.It was determined that one group outperformed the other.Men spent more money using their birthday email offer than Women. Thispresents additional opportunities to sell more strategy development andanalysis.The client was ecstatic they 2X revenue with better targeted mail.Some clients need to see the results of your recommendations to reallyunderstand best practices in email. This also builds trust and a betterrelationship.
  27. 27. About Campaign StructureThe structure of your campaigns should reflect, as closely aspossible, your internal reporting structure.Email campaigns should be created to mirror how a business internally reports theirsuccess in marketing. This can take two different paths – either by date or by program. Determine how your business evaluates reporting internally. Recommend a campaign structure that mirrors the reporting. Once emails deploy, reporting will require less manipulation to be impactful.Examples: Q1_BabyClothes Holiday_2009 Christmas2009_Special_Offers Monthly_Newsletter_2009
  28. 28. About Email Testing RulesMarketers want to ensure they are doing the best work possible.Our job is to help guide business down the right path.Define the rules for testing; poorly planned testing is a wasted effort. Start with the end in mind; what are your goals for email marketing? Every email is an opportunity to learn; make testing part of the normal email process. Start small; subject line testing is the easiest to grasp, execute and learn from.There is a right way and a wrong way to conduct Subject Line testing. For results to berepeatable, create subject line “themes” such as Personalized, Dollar-Off, Percentage-Off,Long, Short, Compelling News, Limited-Time Offer, etc.
  29. 29. The Quarterly Business ReviewThe number one tool for providing real value to an emailmarketing program is the Quarterly Business Review (QBR).QBRs provide a basis for comparison. Understanding how well you are doing providesgreat comfort and insight, and provides you with an opportunity to increase yourresponse and revenue. Determine what industry vertical you belong to and find published metrics*. Pull all emails sent, by campaign and in aggregate, and calculate their averages. Run your figures against the benchmarks and understand how you compare.* Epsilon publishes benchmarks for a number of verticals and is publically available at
  30. 30. The Quarterly Business Review
  31. 31. The Quarterly Business Review
  32. 32. The Quarterly Business Review
  33. 33. Thank you!George Adamidis MBAReal Email Consultinggeorge@realemail.cawww.realemail.ca