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Steve Day President Malabar Technologies Inc. Open Sesame: Email Marketing Strategies That Work (And Those That Don’t) Cor...
Attitudes Toward Email Advertisements
Attitudes towards email advertising <ul><li>70% of internet users view email advertising as positive </li></ul><ul><ul><li...
Attitudes based upon technology adoption <ul><li>Technology innovativeness includes the consumer adoption of desktop compu...
Email campaign orientation <ul><li>Self interest directed campaign </li></ul><ul><ul><li>Win, selected, honored </li></ul>...
Consumer characteristics that impact effectiveness of directed advertising <ul><li>Television usage </li></ul><ul><li>Inte...
Aloneness Phenomena <ul><li>Age Identity and linkage </li></ul><ul><li>Entertainment escape and the male consumer </li></u...
Designing for Print  is very different than for  Email/Web
Why is electronic different? <ul><li>Users interact differently with digital </li></ul><ul><ul><li>We don’t read, we scan ...
Heat Map
Best Practices to  Great Emails
Best Practice: Trust <ul><li>Trust is important for opens </li></ul><ul><ul><li>We often feature brand names at top or in ...
Best Practice: On-Behalf Email Sending From: Pieter.Hegeman@ivystone.com From: Ivystone Group [info@ivystone.com]
Best Practice: On-Behalf Email Sending Metrics Open Rate Click Thru On-Behalf of Specific Person 32% 7% On-Behalf of Compa...
Best practice: Integrate Mobile & Social Sharing Share This Email:
Best Practice: Focus User <ul><li>Users will give you 3 seconds </li></ul><ul><li>Few users can process more than 1 offer ...
Best Practice: Simplicity <ul><li>Don’t make the user think! </li></ul><ul><ul><li>Use clear hierarchy </li></ul></ul><ul>...
Best Practice: Simplicity Very Important A little less important Not near as important
Best Practice: Create a Image/Text Balance <ul><li>Emails (especially top of emails) are not for pretty pictures; must use...
Blocked Content
Blocked Content
Best Practices: Landing Pages Are Important Email Landing Page
Best Practices: Subject Lines <ul><li>Effective subject lines are less than 50 characters – including spaces  </li></ul><u...
Case Study of Best Practices in Action
<ul><li>Areas of Focus Around Improvement: </li></ul><ul><li>Design Expertise </li></ul><ul><li>Copywriting </li></ul><ul>...
Case Study: Client Web Impact from Email Increased traffic in a 10 month period Unique Visitors Total Visitors Pageviews 2...
Integrating Email Campaigns into the Sales Cycle
Email Ad Campaign B2B
Scripts and Timing <ul><li>Scripts for all contingencies </li></ul><ul><li>eMail technology </li></ul><ul><li>24 hours </l...
Electronic Sales Process Create positive trust, relationship. Keep apprehension down Focus on acceptance, and play defense...
Summary <ul><li>Understand Customer Attributes to connect the message, design & call-to-action with the person receiving t...
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PBTC Presentation - eMail Marketing Strategies

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  • Inspite of the technology – It’s about the people
  • How people discount email ads. Customer testimonial – they sit on the ad Give 50% discount – motivation is for profit.
  • Pull that out more……!!! Unsubscribe Rate
  • Idtenfiying with the audience. What’s in it for me? What do I remember with the message.
  • Sales - Funnel
  • End with Summary
  • Transcript of "PBTC Presentation - eMail Marketing Strategies"

    1. 1. Steve Day President Malabar Technologies Inc. Open Sesame: Email Marketing Strategies That Work (And Those That Don’t) Cory Van Horn Director of Marketing SnapRetail
    2. 2. Attitudes Toward Email Advertisements
    3. 3. Attitudes towards email advertising <ul><li>70% of internet users view email advertising as positive </li></ul><ul><ul><li>54% of internet users view email advertising as positive if it relates to a specific subject of personal interest </li></ul></ul><ul><ul><li>12% of internet users view email advertising as positive if it relates to anything </li></ul></ul>YANG, KENNETH C. C.. and Garland, Caroline Staub Garland. &quot;Predicting Attitudes toward Email and Postal Direct Advertising by Consumers’ Innovativeness,” Association for Education in Journalism and Mass Communication, Aug 04, 2010 Focus Value
    4. 4. Attitudes based upon technology adoption <ul><li>Technology innovativeness includes the consumer adoption of desktop computing, laptop computing, email, mobile phone, iPod, mobile applications, web use </li></ul><ul><ul><li>Significant correlation between technology innovation and negativity associated with postal advertising </li></ul></ul><ul><ul><li>No significant correlation between technology innovation and electronic advertising </li></ul></ul>YANG, KENNETH C. C.. and Garland, Caroline Staub Garland. &quot;Predicting Attitudes toward Email and Postal Direct Advertising by Consumers’ Innovativeness,” Association for Education in Journalism and Mass Communication, Aug 04, 2010 All people value directed online advertising, but technology savvy people hate printed advertising delivered in the mail
    5. 5. Email campaign orientation <ul><li>Self interest directed campaign </li></ul><ul><ul><li>Win, selected, honored </li></ul></ul><ul><ul><li>Highly authentic </li></ul></ul><ul><ul><li>Mixed bag </li></ul></ul><ul><li>Consumer / Community directed campaign </li></ul><ul><ul><li>Testimony, discussion, application </li></ul></ul><ul><ul><li>Highly altruistic </li></ul></ul><ul><ul><li>Consumer oriented and valuable </li></ul></ul><ul><li>Organization directed campaign </li></ul><ul><ul><li>Promotion, discount, special sales </li></ul></ul><ul><ul><li>Highly discounted </li></ul></ul><ul><ul><li>Organizations profit motivation </li></ul></ul>Lee, Doohwang., Kim, Hyuk Soo. and Kim, Jung. &quot;The Impact of Online Brand Community Type on Consumer’s Community Engagement Behaviors: Consumer-Created vs. Marketer-Created Online Brand Community in Online Social Networking Websites,” Association for Education in Journalism and Mass Communication, Jun 22, 2010
    6. 6. Consumer characteristics that impact effectiveness of directed advertising <ul><li>Television usage </li></ul><ul><li>Interpersonal skills </li></ul><ul><li>Education </li></ul><ul><li>Minorities and senior demographics </li></ul><ul><li>Income levels </li></ul><ul><li>Household size </li></ul>Lee, Byoungkwan. and Salmon, Charles. &quot;The Effects of Information Sources on Consumer Attitudes toward Direct-to-Consumer Prescription Drug Advertising: A Consumer Socialization Approach&quot; Paper presented at the annual meeting of the International Communication Association, New Orleans Sheraton, New Orleans, LA, May 27, 2004
    7. 7. Aloneness Phenomena <ul><li>Age Identity and linkage </li></ul><ul><li>Entertainment escape and the male consumer </li></ul><ul><li>Relationships, a sense of belonging </li></ul><ul><li>Mood management, aloneness </li></ul><ul><li>Social companionship and the female consumer </li></ul><ul><li>Affection </li></ul>Leung, Louis. &quot;Effects of Motives for Internet Use, Aloneness, and Age Identity Gratifications on Online Social Behaviors and Social Support Among Adolescents,” International Communication Association, Jun 21, 2010
    8. 8. Designing for Print is very different than for Email/Web
    9. 9. Why is electronic different? <ul><li>Users interact differently with digital </li></ul><ul><ul><li>We don’t read, we scan </li></ul></ul><ul><ul><li>We are in a hurry; we quickly pick most reasonable choice and click </li></ul></ul><ul><ul><li>Usability needs to be taken into consideration when designing for electronic </li></ul></ul>
    10. 10. Heat Map
    11. 11. Best Practices to Great Emails
    12. 12. Best Practice: Trust <ul><li>Trust is important for opens </li></ul><ul><ul><li>We often feature brand names at top or in subject lines </li></ul></ul><ul><ul><li>We send on-behalf of people as much as we can </li></ul></ul><ul><li>Don’t abuse trust </li></ul><ul><ul><li>Limit number of emails to user; make them relevant </li></ul></ul><ul><ul><li>Monitor unsubscribe and sender ratings </li></ul></ul>
    13. 13. Best Practice: On-Behalf Email Sending From: Pieter.Hegeman@ivystone.com From: Ivystone Group [info@ivystone.com]
    14. 14. Best Practice: On-Behalf Email Sending Metrics Open Rate Click Thru On-Behalf of Specific Person 32% 7% On-Behalf of Company 17% 5%
    15. 15. Best practice: Integrate Mobile & Social Sharing Share This Email:
    16. 16. Best Practice: Focus User <ul><li>Users will give you 3 seconds </li></ul><ul><li>Few users can process more than 1 offer </li></ul><ul><li>Focus on </li></ul><ul><ul><li>one message </li></ul></ul><ul><ul><li>one call to action </li></ul></ul><ul><ul><li>limited images </li></ul></ul>
    17. 17. Best Practice: Simplicity <ul><li>Don’t make the user think! </li></ul><ul><ul><li>Use clear hierarchy </li></ul></ul><ul><ul><ul><li>Top to bottom; </li></ul></ul></ul><ul><ul><ul><li>Large to small </li></ul></ul></ul><ul><ul><li>Simple language </li></ul></ul><ul><ul><li>Use web safe fonts (Arial); no serifs ( T vs T) </li></ul></ul><ul><ul><li>Make it obvious what to click </li></ul></ul><ul><li>Most viewers won’t look below the fold; guide the user with graphic intention </li></ul>VERY IMPORTANT A little less important Nowhere near as important
    18. 18. Best Practice: Simplicity Very Important A little less important Not near as important
    19. 19. Best Practice: Create a Image/Text Balance <ul><li>Emails (especially top of emails) are not for pretty pictures; must use text </li></ul><ul><li>Two big issues: </li></ul><ul><ul><li>Image blocking: 70% use </li></ul></ul><ul><ul><li>Preview pane: 70% use </li></ul></ul>
    20. 20. Blocked Content
    21. 21. Blocked Content
    22. 22. Best Practices: Landing Pages Are Important Email Landing Page
    23. 23. Best Practices: Subject Lines <ul><li>Effective subject lines are less than 50 characters – including spaces </li></ul><ul><li>Include an action word like: Introducing, Announcing, Stock-Up, Celebrate, Buy </li></ul><ul><li>Incorporate a sense of urgency with words like: Limited Time, Expiring Soon, Sale Ending, Save Now </li></ul><ul><li>Make your message relevant by using recognizable product names or language </li></ul><ul><li>Avoid using all capital letters, exclamation points and spam words like: FREE, ACT NOW, I NEED HELP </li></ul><ul><li>MarketingSherpa research: </li></ul><ul><li>Show value in first two words </li></ul><ul><li>Watch the hard sell </li></ul><ul><li>Brands can be powerful </li></ul>
    24. 24. Case Study of Best Practices in Action
    25. 25. <ul><li>Areas of Focus Around Improvement: </li></ul><ul><li>Design Expertise </li></ul><ul><li>Copywriting </li></ul><ul><li>List Criteria </li></ul><ul><li>Email Distribution </li></ul><ul><li>Benefit of Other Industry Best Practices </li></ul><ul><li>Tracking/Reporting/Analysis </li></ul><ul><li>More, More, More </li></ul><ul><li>Emails Sent </li></ul><ul><li>Contacts Reached </li></ul><ul><li>Opens </li></ul><ul><li>Clicks </li></ul>Case Study: Client Email Results OPY # of Sends Contacts Reached Open Rate Click Rate 2009 w/o BP 9 69,293 23% 2% YTD 2010 - w/ 27 166,583 28% 8% Percent Change 200% 140% 23% 234%
    26. 26. Case Study: Client Web Impact from Email Increased traffic in a 10 month period Unique Visitors Total Visitors Pageviews 2009 7,588 12,159 56,340 2010 YTD 14,444 21,785 125,107 Percent Increase 90% 79% 122%
    27. 27. Integrating Email Campaigns into the Sales Cycle
    28. 28. Email Ad Campaign B2B
    29. 29. Scripts and Timing <ul><li>Scripts for all contingencies </li></ul><ul><li>eMail technology </li></ul><ul><li>24 hours </li></ul><ul><li>Trust, trust, trust </li></ul><ul><li>Never ask a question </li></ul><ul><li>Avoid “No” </li></ul><ul><li>Schedule event </li></ul>
    30. 30. Electronic Sales Process Create positive trust, relationship. Keep apprehension down Focus on acceptance, and play defense Manage acceptance and keep apprehension down
    31. 31. Summary <ul><li>Understand Customer Attributes to connect the message, design & call-to-action with the person receiving the message. </li></ul><ul><li>Trust: Must be built & maintained </li></ul><ul><li>Integrate email campaigns into the sales process to lead to a close. </li></ul>
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