D online
 irect
 igital

Marketing




            Unleash the rockstar
D online
 irect
 igital

Marketing
D online
 irect
 igital

Marketing
E-mail
Marketing




         History
          A bit of
Marketing
20 th Century

            Shout and the Consumers will hear you !
Marketing
21 st Century




            is gone
            The world how we knew it,



                       but the pr...
Marketing
21 st Century

                    Cheesy...


   Push Marketing


                            Broadcasting
    ...
Marketing
21 st Century




            The consumer
              changed
D   irect
             Marketing
   st Century
    igital



21

                         C2C
D   irect
             Marketing
   st Century
    igital



21

                   C2C
             Information overload
D   irect
             Marketing
   st Century
    igital



21

                   C2C
             Information overload
...
D   irect
             Marketing
   st Century
    igital



21

                   C2C
             Information overload
...
D   irect
             Marketing
   st Century
    igital



21




                         C2C...
D   irect
             Marketing
   st Century
    igital



21
             The consumer
                talks


        ...
D   irect
             Marketing
   st Century
    igital

                                                The consumer
21...
D   irect
             Marketing
   st Century
    igital



21




                    Information
                      ...
D   irect
             Marketing
   st Century
    igital



21
        messages per day
                 3000




       ...
D   irect
             Marketing
   st Century
    igital



21
               Subject line


                            ...
D   irect
             Marketing
   st Century
    igital



21




                    Technology
                       ...
D   irect
             Marketing
   st Century
    igital



21
                    • SPAM filtering automated
           ...
D   irect
             Marketing
   st Century
    igital



21




                   Will       not
                    ...
D   irect
             Marketing
   st Century
    igital



21
                Blocked images
                           ...
D   irect
             Marketing
   st Century
    igital



21




                  Good
                         Bad
D   irect
              Marketing
    st Century
     igital



 21



FOLD


                          unnecessary image
...
D   irect
             Marketing
   st Century
    igital



21




               C
               Call to action very vi...
D   irect
             Marketing
   st Century
    igital



21




                    The consumer’s
                   ...
D   irect
             Marketing
   st Century
    igital



21




                         is deleted
                  ...
D   irect
             Marketing
   st Century
    igital



21
             Step 1      Step 2   Step 3
D   irect
             Marketing
   st Century
    igital



21
D   irect
             Marketing
   st Century
    igital



21
                Remember...
                         • Kee...
D   irect
             Marketing
   st Century
    igital



21




             does not end
                E-mail marke...
D   irect
             Marketing
   st Century
    igital



21




                 Break down in experience:
           ...
D   irect
             Marketing
   st Century
    igital



21




         Break down in personalisation:
              ...
Hans Smellinckx
Brand Manager Permesso.be
+32 (0)2 555 96 04
www.permesso.be
Or connect on linkedin!
Upcoming SlideShare
Loading in...5
×

Email Marketing: best practices

1,832

Published on

What to think about when starting e-mail marketing... some guidelines and do's and don'ts. Plenty of examples. For more information...feel free to contact me!
A presentation by Hans Smellinckx

Published in: Business, Technology
1 Comment
11 Likes
Statistics
Notes
No Downloads
Views
Total Views
1,832
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
189
Comments
1
Likes
11
Embeds 0
No embeds

No notes for slide

Email Marketing: best practices

  1. 1. D online irect igital Marketing Unleash the rockstar
  2. 2. D online irect igital Marketing
  3. 3. D online irect igital Marketing
  4. 4. E-mail Marketing History A bit of
  5. 5. Marketing 20 th Century Shout and the Consumers will hear you !
  6. 6. Marketing 21 st Century is gone The world how we knew it, but the principles stayed alive!
  7. 7. Marketing 21 st Century Cheesy... Push Marketing Broadcasting online Broadcasting offline
  8. 8. Marketing 21 st Century The consumer changed
  9. 9. D irect Marketing st Century igital 21 C2C
  10. 10. D irect Marketing st Century igital 21 C2C Information overload
  11. 11. D irect Marketing st Century igital 21 C2C Information overload Techology blocks
  12. 12. D irect Marketing st Century igital 21 C2C Information overload Techology blocks The consumer’s view
  13. 13. D irect Marketing st Century igital 21 C2C...
  14. 14. D irect Marketing st Century igital 21 The consumer talks Blog Landscape back
  15. 15. D irect Marketing st Century igital The consumer 21 talks together Blogs • video sharing • picture sharing • presentation sharing • feeds & wikis • communities B2B • communities C2C • product comparison • podcasts • chat programs/websites
  16. 16. D irect Marketing st Century igital 21 Information overload...
  17. 17. D irect Marketing st Century igital 21 messages per day 3000 Relevance target group • message
  18. 18. D irect Marketing st Century igital 21 Subject line X 3 to 5 sec. before
  19. 19. D irect Marketing st Century igital 21 Technology Blocks...
  20. 20. D irect Marketing st Century igital 21 • SPAM filtering automated ESP / ISP / Spamcop ... • SPAM filtering consumer “report spam” • Different tools Outlook / Hotmail / Gmail / Lotus Notes ... • Different media Offline / web based / mobile
  21. 21. D irect Marketing st Century igital 21 Will not Yo u r m e s s a g e be see n
  22. 22. D irect Marketing st Century igital 21 Blocked images ?????
  23. 23. D irect Marketing st Century igital 21 Good Bad
  24. 24. D irect Marketing st Century igital 21 FOLD unnecessary image ?
  25. 25. D irect Marketing st Century igital 21 C Call to action very visible Alt tags present Text on images where possible Eye influence
  26. 26. D irect Marketing st Century igital 21 The consumer’s view...
  27. 27. D irect Marketing st Century igital 21 is deleted Yo u r m e s s a g e in less than 20 seconds
  28. 28. D irect Marketing st Century igital 21 Step 1 Step 2 Step 3
  29. 29. D irect Marketing st Century igital 21
  30. 30. D irect Marketing st Century igital 21 Remember... • Keep it simple clear call to action good balance design / text simple text (max. 1 paragraph) • SPAM influence subject without capitals subject without special characters avoid certain words from address: no “no - reply” • Design freaks no CSS (max.in - line CSS) ALT tags filled in remove text from images where possible no programming (java / flash/...)
  31. 31. D irect Marketing st Century igital 21 does not end E-mail marketing with the e-mail
  32. 32. D irect Marketing st Century igital 21 Break down in experience: reak Design What’s in it for me ?
  33. 33. D irect Marketing st Century igital 21 Break down in personalisation: Language selection Offer cannot be found on website
  34. 34. Hans Smellinckx Brand Manager Permesso.be +32 (0)2 555 96 04 www.permesso.be Or connect on linkedin!
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×