Email marketing masterclass june 2013Presentation Transcript
About TodayOpportunities and Challenges of Email Marketing!Growing your email lists the right wayEffective email newsletters – Top 10 TipsLegal compliance
Social Media Overview?Overview of EmailMarketing
“Email marketing is directly marketing acommercial message to a group of peopleusing email.It usually involves using email to send ads,request business, or solicit sales or donations,and is meant to build loyalty, trust, or brandawareness.”What is EmailMarketing?
Very cost effective means of marketingEngaged audiencesOver 50% check email every dayGreat for regular promotions / news / sales etcCan track RoI – esp in ecommerceAdvantages
Spam laws – consent issuesDeliverability still an issueMany organisations promoting poor contentDisadvantages
Mid-life Crisisfor EmailMarketing!
Pay and SprayApproach
Impact of SocialMedia
1. Driving to a poor website2. Spam filters3. Poor Content4. Email listsWhat typically goeswrong with emailmarketing
Source: Econsultancy.com, 2012
Stages of Email Marketing Adoption
EmailMaturityStageA. Goal SettingandEvaluationB. ContactstrategyC. Segmentation D. Integration E. TestandLearnNon-adoptersNone /ResearchingNon-adopters
EmailMaturityStageA. GoalSettingandEvaluationA. ContactstrategyA. Segmentation A. Integration A. TestandLearnStage 2:Pay andSprayNone None / Oldemailnewsletter0 Segments Limited / nosocialNoLearning‘Pay and Spray’
EmailMaturityStageA. GoalSettingA. ContactstrategyA. Segmentation A. Integration A. Test andLearnStage 3:Managed /ImprovingRelevanceBasic ListgrowthactivityBasic 2-3 segments Direct Mail ofPhone / but nosocialTest offers andtimes etcManaged /ImprovedRelevance
Social Media Overview?Setting Up An EmailMarketing System
FeaturesCreate and manage email marketingcampaignsIntegrate a database / Add contactsIntegrate with social media and website etcGood quality templatesSend out email campaignsManagement and metricsBenefit from scale: quality, delivery issues etc
Social Media Overview?Growing Your Database
Email Marketingand the LawIt is best practise not to send email newslettersto people without their consent!So, obtain consent before emailing a prospect orcustomer
Opt-in, opt out….Opt-out: where the email recipient has been giventhe opportunity to opt-out from receiving the emails,and has not done so (e.g. by not ticking a box in anHTML form).Opt-in: The email recipient has specifically indicated adesire to receive the emails at the point at which thecontact information was submitted (e.g. by ticking abox in an HTML form).Source: SEQ Legal
Soft Opt-inSoft Opt-in: There is also a special form of consentunder the Privacy Regulations called the "soft opt-in".This applies where –(i) An email address was obtained in the course of thesale or negotiations for the sale of a product orservice to that recipient(ii) the direct marketing is in respect of similarproducts and services.Source: SEQ Legal
Confusion about what kind of consent is required forsending marketing emails.Data Protection Act 1998: Opt-out consent is thoughtto be sufficient in the case of marketing emailsinvolving non-sensitive personal data.ConsentSource: SEQ Legal
What to do withexisting data:Scenario?
Option 1.Upload your contacts, opt in or notMost email providers will let you upload contacts withouthaving to send out another confirmation of subscriptionemail or without proof of opt in.Pros - you can use your contactsCons - you may get spam reports, abuse reports &unsubscriptions which (in vast quantities can lead to beingmarked as a spam sender and blocked from gmail/hotmailetc.)Its pot luck on who complains
Option 2.Emails youve collected from sales/delivery/online correspondenceAdvice: Upload them to your email marketing software as a separate list, andupon upload, send them out a confirmation of subscription email.Pros - you get to use the contacts you have gotCons - Majority of people will not opt in
Option 3.Dont use those contacts obtained without opt in and put one inplace.Add an opt in or opt out box and the bottom of all contact forms.Pros - Youre working to best practice and should have no problemswith spam reports/abuse/unsubscribesCons - youve lost your data
.Unsubscribes• Provide a simple unsubscribe option from each mail• Provide a valid physical address that can becontacted to assist with removal• Deliver opt-out within a "reasonable time"
“Email marketing is onlyas good as the quality ofyour recipient list.”The 1st GoldenRule of EmailMarketing!
“The quality of allEmail recipient listsdecreases over time.”The 2nd GoldenRule of EmailMarketing!
Source: Hubspot, 2012
Content Sign Up
What are youoffering inreturn?
Campaigns onSocial Media
Sign up fromFacebook
Competitions,but be careful…..
Make sure yougain emailsignup …..
Traditional SignUp Forms…..
Events Sign Up
Ways Not to Grow Your Email Database!
Alienate RecipientsBlacklisted for SpamLack of Engagement Generally
Social Media Overview?Content and Design
Anatomy of a 5* Email
Address you reader’s concernsUse actionable language1. SubjectHeadings
Words to avoid:“Free” = Death!Also…..‘Help’, ‘Reminder’ and ‘Percent Off’
Source: Mail ChimpBest headlines
Source: Mail ChimpWorst headlines
2. ActualPerson as theSender
Best if you have a recognisable personalitySounds better than:Marketing@facelesscompany.comDoNotReply@Soundsrude.com
4. Personalised/ DynamicContent
Over two-thirds of email newsletter don’tutilise personalised contentPersonalized emails improve clickthroughrates by 14%!
5. SegmentedContentCustomers vs ProspectsMen vs WomenJob FunctionPurchase History
Segmentation is very important for email marketing success28% decrease in dropout ratesHigher click-throughsRecommend: Gaining segmentation information at sign upstage + info from CRM tool or company data.
6. ValueProposition /ContextWhat: Giving them a reason to readWhy: Leads to a rise in actionsExamples:‘five free downloadable email templates’
7. Calls toAction
Above the fold!Below the fold!
+ PhotosScreenshotsProduct imagesSales bannerEtc
65% of people prefer emails withmostly images rather than text90% of information transmitted tothe brain is visual.Visuals are processed 60,000X fasterin the brain than text. (3MCorporation and Zabisco)
10. UnsubscribeYou MUST Include this!
Note the value proposition…..Clear focus: TrainingSocial Media –but where dothe links go!
Integrating VideoClickable Images
Call to action could be more dominant
Raise interest (in 25words or less!News segments/ offersCall toaction
“Dear Mr A N OtherWe at Norwich Union are proud of the fact that we offerour customers instant online cover. Because of recentinvestments in our technology, we are now able to offerselected premium policy holders access to life cover, alsoonline. For example, we can provide customers withcover of £100,000 for less than 20p per day.We!
You!You already know how easy it is to get instant onlineinsurance cover from Norwich Union. But did youknow that Norwich Union can also offer you onlineaccess to low-cost life-cover. For example, £100,000would cost you as little as 20p* per day[Apply Now Button)
• Use bullet points• Not large clumps of text• Etc
BoldItalicsWhitepaceKeywords in linksText in images
Social Media Overview?Optimisation
Time of Day?
X✓✓?Days of theWeek?
Share yourcampaign onsocial
Share yourcampaign onsocial
Source: Econsultancy, 2012
ExerciseWhat are the top 3 areas of emailmarketing you need to review?How might you go about improvingeach area?What challenges will this raise?
Objectives and Metrics
amazing 93%dismal 0.5%.Open Rates
When email freshness was 0 to 3 months:• Delivery rate = 90%• Views = 35%• Clickthroughs = 36%Expectations