How to maximise email marketing in a social age

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How to maximise email marketing in a social age

  1. 1. HOW TO MAXIMISE EMAIL MARKETING IN THE SOCIAL AGE Traditional digital marketing is not dead.
  2. 2. Putting it out there… Social media did not kill the email star.
  3. 3. But using the old tried and tested email marketing methods no longer cuts the mustard. To keep ahead in this game, you’ll need to evolve like never before.
  4. 4. New solutions for old challenges.
  5. 5. Challenge one Ever-increasing communication channels
  6. 6. It’s alive! One of the best things about social media is that the web is no longer just a place to get information. Web 2.0 is alive and full of two-way interactions.
  7. 7. New online communication channels have increased demand for two-way interaction. People want to be talked to, rather than talked at.
  8. 8. Showing how two–way conversation is done <ul><li>Asks questions and engages followers </li></ul><ul><li>Uses real names to make it personal </li></ul><ul><li>Provides relevant and useful content </li></ul><ul><li>Responds to Tweets in a timely way </li></ul><ul><li>Gives credit where credit’s due </li></ul><ul><li>= a lot of followers! </li></ul>
  9. 9. What’s more, with customers using a vast range of communication channels, you need to use the ones that suit them, not you.
  10. 10. * www.comscore.com FACT The number of visitors to web-based email sites fell 6% in 2010 compared to the previous year.*
  11. 11. www.theconversationprism.com
  12. 12. So ask yourself… In a new social world which thrives on customer engagement, how can email marketers keep up?
  13. 13. Challenge two Mobile inboxes
  14. 14. Inbox restrictions on mobile devices mean you now have to think even harder about how an email will look and work on a range of different platforms.
  15. 15. Priorities? On Apple mobile devices, the ‘from’ appears above the ‘subject’ line, and in large, bold text. On the Droid the reverse is true.
  16. 16. So ask yourself… With customers viewing emails via a wide range of platforms and browsers, how do you ensure your message isn’t lost?
  17. 17. Challenge three Information overload
  18. 18. Nuff said .
  19. 19. Challenge four Smarter inboxes
  20. 20. The Intelligent inbox is here
  21. 21. Each email provider has a different set of rules for smart labels and filters.
  22. 22. Google’s priority inbox reviews incoming mail and sorts it based on a users previous interactions. If Gmail doesn’t think it’s important is get dumped down the page .
  23. 23. So ask yourself… If emails are automatically filtered by intelligent inboxes, will anyone ever see them?
  24. 24. Challenge five Declining open & click through rates
  25. 25. * emarsys Benchmark study 2011 FACT The average open rate (for HTML emails) continues to decline, dropping by a further 5 % since 2009.*
  26. 26. * emarsys Benchmark study 2011 FACT The total click-through rate dropped to 6.73% in 2010 (12.55% in 2004).*
  27. 27. So ask yourself… Is the email party over?
  28. 28. Don’t be a Dodo.
  29. 29. * www.comscore.com FACT The number of users accessing their email via a mobile devices has grown by 36%.*
  30. 30. * ExactTarget Email study 2010 FACT Six in 10 people start their day with email.*
  31. 31. * ExactTarget Email study 2010 FACT 88% of people check their email at least once a day.*
  32. 32. Helping you stand out from the crowd. Current key trends and best practices in email marketing.
  33. 33. Trend one Ever-increasing communication channels? No problem, just make sure you integrate with social media.
  34. 34. Harnessed correctly social media sites can support and enhance email campaigns.
  35. 35. <ul><li>How? Here’s our top five tips to get you started… </li></ul><ul><li>Tweet timely messages regarding email newsletter release dates and topics – encouraging sign-up. </li></ul><ul><li>Offer promotional offers and competitions to email subscribers via social media sites. </li></ul><ul><li>Similarly ensure inventive sign-up with quality content and use social media to promote. </li></ul><ul><li>Encourage subscribers to share email content via social media platforms. </li></ul><ul><li>Create content in emails that takes you direct to Social Media channels like YouTube. </li></ul>
  36. 36. Trend two Make it truly mobile
  37. 37. * www.comscore.com FACT The number of people who check their email daily via a mobile device has grown a whopping 40 %.*
  38. 38. Designing for mobile devices is NOT about reducing the size of your email to fit a mobile screen.
  39. 39. <ul><li>Things to consider….. </li></ul><ul><li>Mobile devices are different. An iPad is different to a Samsung Galaxy. Fact. </li></ul><ul><li>Different devices have different rules about resizing content. </li></ul><ul><li>Consider touch screens. </li></ul><ul><li>Think about WHEN people will be accessing emails on mobile devices. This could be drastically different to traditional emails. Does this warrant a change in content or content structure? </li></ul><ul><li>Think about where the eye will be drawn on a mobile device. Is it different to traditional PC viewing? </li></ul>
  40. 40. <ul><li>Five top tips for mobile design ... </li></ul><ul><li>Consider links. How big should they be? How much space is needed between clickable items? Plan for big fingers. </li></ul><ul><li>Keep It Simple Stupid. Use simpler designs, reduced content and stick to shorter sentences. Get to the point. Quickly. </li></ul><ul><li>Forget columns and sidebars. You’re working to a much smaller screen size. </li></ul><ul><li>Consider shrinkable elements that collapse as the screen shrinks. </li></ul><ul><li>Think beyond the email. Are you driving traffic to a landing page? How will this look on a mobile device? And forget Flash. It wont work on any Apple device. </li></ul>
  41. 41. It’s all about speed – speed of access to relevant information.
  42. 42. And with signal strength impacting open rates, and some devices unable to load images, a picture doesn’t always tell a thousand words.
  43. 43. The bottom line: Make sure your emails can be read on a variety of platforms and mobile devices. Think about your content hierarchy and how your email will be presented. In the mobile space real estate is precious. Keep it snappy and give them a reason to open.
  44. 44. Trend three Mud doesn’t stick.
  45. 45. People are swamped with unwanted marketing messages so sending irrelevant and unwanted content to your subscribers is a huge no-no. Be relevant or die trying (or something like that).
  46. 46. And if you haven’t realised by now that permission-based marketing is the way forward then you’re in the wrong job. Sorry.
  47. 47. Trend Four Content is king. Inboxes are smarter, so must you be.
  48. 48. You’ve heard it before we know, but that doesn’t make it any less true. Keep it fresh and keep it relevant.
  49. 49. * people-press.org FACT Editorial-based emails boast open rates of 24.3 % and click-through rates of 7.5 %. Above average compared to other types of business email.
  50. 50. Be magnetic! Magnetic content is anything subscribers genuinely want to engage with and share with others. Content that entertains, amuses, informs, or fills a need.
  51. 51. <ul><li>Use advances in technology in your favour. </li></ul><ul><li>Consider email management systems that help manage and maximise customer engagement. </li></ul><ul><li>Use reporting and analytics to test the success of any campaign and tweak accordingly – whether that be content, timings or offers. </li></ul><ul><li>Use triggered emails to give the illusion of personalisation with the convenience of automation. </li></ul><ul><li>Use hypo-personalisation to offer customers content and offers tailored specifically to them. But use your judgement. People don’t want to feel they are being ‘spied’ on! </li></ul>
  52. 52. Don’t forget the basics.
  53. 53. Of course in this brave new email world of ours, it’s important not to forget the basics (complete with obligatory light bulb graphic).
  54. 54. KISS. Keep it short and simple. The shorter it is, the more chances that the recipient will read it. Avoid too much copy and don’t overstuff the content and calls to action. Marketecture Group Creative Director !
  55. 55. Be creative. Don’t throw away the rule book but don’t be afraid to have some serious fun along the way. Feel free to challenge traditional thinking.
  56. 56. Check your grammar and spelling. AND AVOID EXCESSIVE CAPS AND EXCLAMATION MARKS!!!!!!!!!!!!
  57. 57. Don’t forget the call to action. Tell them what to do and show them how to do it.
  58. 58. Test, test and test again. And once again for luck.
  59. 59. What can be measured should be measured. And don’t ignore the results.
  60. 60. So there you have it, in the world of B2B marketing email is still a valuable tool in the markers armoury. Just don’t use it in isolation and whatever you do, stand out from the crowd.
  61. 61. THANK YOU. www.marketecturegroup.co.uk

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