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10 things you can do  today  to improve your email marketing results Thanks for listening
#1 Capture <ul><li>A captured email address is marketing spend “banked” </li></ul><ul><li>Two stages are better than one <...
#2 Build the relationship - welcome Source: Econsultancy best practice guide
#2 Build the relationship - welcome <ul><li>Don’t leave it – act now </li></ul><ul><li>Shorten sales cycle </li></ul><ul><...
Example  - Great welcome message
Example  – Welcome sequence  Case Study - Electric Word Welcome  mailings
#3 Personalise <ul><li>If you have the data it is easy peasy.... </li></ul>
#3 Personalise <ul><li>Look at what you have: </li></ul><ul><li>Domain? </li></ul><ul><li>When they signed up? </li></ul><...
#4 Design
#4 Design
#5 Engage <ul><li>EMAIL IS NOT A ONE WAY CHANNEL!!! </li></ul>http://bit.ly/not1way
#6 Focus on conversions <ul><li>Email metrics can only take you so far.... </li></ul><ul><li>“ Yeah I have like a 30% open...
#7 Experiment <ul><li>Email marketing is not rocket science  </li></ul>
#7 Experiment <ul><li>But it is a science... </li></ul>
#8 Get the basics right <ul><li>Email is 80% operations and 20% strategy </li></ul><ul><li>List of check points: </li></ul...
#9 Send at the right time <ul><li>Sending at the right time is the thing that can have the biggest impact for zero investm...
#10 Integrate your channels <ul><li>How is email like Vodka? </li></ul><ul><li>Post your latest newsletter via Twitter </l...
Another thing...Deliverability <ul><li>It’s not a Black Art </li></ul>http://help.yahoo.com/l/us/yahoo/mail/postmaster/ ht...
What were the 10 things you can do today? <ul><li>Action points </li></ul><ul><li>Capture  </li></ul><ul><li>Welcome </li>...
Who we work with  <ul><li>Cue obligatory splash of clients... </li></ul>
Questions >>>> Answers <ul><li>Thanks for listening, can’t wait to hear all your questions... </li></ul><ul><li>I don’t ge...
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10 Things You Can Do Today To Improve your Email Marketing

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Based on a webcast by Marc Munier that can be found at http://www.b2bm.biz/Webcasts/ this presentation runs through the top 10 things marketers can do to improve their email marketing, including tips and suggested tools and techniques.

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  • 40% of visitors will complete a signup form if they perceive a benefit in doing so VOTE: Who here has implemented a two stage sign up?
  • VOTE: How many of you have access to recipient names? And how many of you use them to personalise emails?
  • VOTE: How many of you have access to similar testing tools from your ESP? And how many of you use them?
  • VOTE: Are you on Twitter? Do you use your Twitter account to promote your marketing activity?
  • Transcript of "10 Things You Can Do Today To Improve your Email Marketing"

    1. 1. 10 things you can do today to improve your email marketing results Thanks for listening
    2. 2. #1 Capture <ul><li>A captured email address is marketing spend “banked” </li></ul><ul><li>Two stages are better than one </li></ul><ul><ul><li>Little by little </li></ul></ul>
    3. 3. #2 Build the relationship - welcome Source: Econsultancy best practice guide
    4. 4. #2 Build the relationship - welcome <ul><li>Don’t leave it – act now </li></ul><ul><li>Shorten sales cycle </li></ul><ul><li>Reduce discounts </li></ul><ul><li>Increase conversions </li></ul><ul><li>Increase engagement </li></ul>
    5. 5. Example - Great welcome message
    6. 6. Example – Welcome sequence Case Study - Electric Word Welcome mailings
    7. 7. #3 Personalise <ul><li>If you have the data it is easy peasy.... </li></ul>
    8. 8. #3 Personalise <ul><li>Look at what you have: </li></ul><ul><li>Domain? </li></ul><ul><li>When they signed up? </li></ul><ul><li>Where they came from? </li></ul><ul><li>Where there are ? </li></ul><ul><li>Who are they assigned to? </li></ul><ul><li>What products are they interested in? </li></ul>If you don’t have data you need to be a little more creative
    9. 9. #4 Design
    10. 10. #4 Design
    11. 11. #5 Engage <ul><li>EMAIL IS NOT A ONE WAY CHANNEL!!! </li></ul>http://bit.ly/not1way
    12. 12. #6 Focus on conversions <ul><li>Email metrics can only take you so far.... </li></ul><ul><li>“ Yeah I have like a 30% open and 50% click rate” </li></ul><ul><li>“ well done – how many do you convert?” </li></ul><ul><li>“ dunno”... </li></ul>
    13. 13. #7 Experiment <ul><li>Email marketing is not rocket science </li></ul>
    14. 14. #7 Experiment <ul><li>But it is a science... </li></ul>
    15. 15. #8 Get the basics right <ul><li>Email is 80% operations and 20% strategy </li></ul><ul><li>List of check points: </li></ul><ul><li>Have you got you trust earning text </li></ul><ul><li>Double check your subject lines </li></ul><ul><li>Spam check - check for possible spam warnings </li></ul><ul><li>Rendering Check </li></ul><ul><li>Preview pane and from name check </li></ul><ul><li>Are all of the links and replies going where you want them? </li></ul><ul><li>Check your list </li></ul>
    16. 16. #9 Send at the right time <ul><li>Sending at the right time is the thing that can have the biggest impact for zero investment. </li></ul><ul><li>The Abyss (10pm to 9am) </li></ul><ul><li>Consumer AM (9am to 10am) </li></ul><ul><li>Do Not Disturb (10am to Noon) </li></ul><ul><li>The Lunchtime News (Noon to 2pm) </li></ul><ul><li>In The Zone (2pm to 3pm) </li></ul><ul><li>A Life-changing Afternoon (3pm to 5pm) </li></ul><ul><li>Working Late (5pm to 7pm) </li></ul><ul><li>Last Orders (7pm to 10pm) </li></ul><ul><li>  </li></ul>
    17. 17. #10 Integrate your channels <ul><li>How is email like Vodka? </li></ul><ul><li>Post your latest newsletter via Twitter </li></ul><ul><li>Ask if you followers would like your emails </li></ul><ul><li>Get your sales teams to work with you </li></ul><ul><li>Use email to test and or augment your more expensive channels </li></ul>Does the job on it’s own – but works better with other things
    18. 18. Another thing...Deliverability <ul><li>It’s not a Black Art </li></ul>http://help.yahoo.com/l/us/yahoo/mail/postmaster/ http://postmaster.msn.com/ http://postmaster.aol.com/ http://mail.google.com/support/bin/answer.py?hl=en&answer=81126
    19. 19. What were the 10 things you can do today? <ul><li>Action points </li></ul><ul><li>Capture </li></ul><ul><li>Welcome </li></ul><ul><li>Personalise </li></ul><ul><li>Engage </li></ul><ul><li>Send less </li></ul><ul><li>Focus on conversions </li></ul><ul><li>Experiment </li></ul><ul><li>Get the basics right </li></ul><ul><li>Send at the right time </li></ul><ul><li>Integrate </li></ul>
    20. 20. Who we work with <ul><li>Cue obligatory splash of clients... </li></ul>
    21. 21. Questions >>>> Answers <ul><li>Thanks for listening, can’t wait to hear all your questions... </li></ul><ul><li>I don’t get out much  </li></ul><ul><li>Follow me @marcmunier and @pure360 </li></ul><ul><li>Email me [email_address] </li></ul><ul><li>Or even call me 01273 647880 </li></ul>
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