Email Marketing Mistakes

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Presentation of 12 email marketing mistakes for April 1 (April Fools) Webinar with Ken Magill. The "mistakes" are at the program level, such as - not using the data you collect for personalization, not providing subscribers with alternatives to unsubscribing, not optimizing emails for blocked images, preview panes and mobile devices, etc.

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Email Marketing Mistakes

  1. 1. April Fools: Dumbest Mistakes Email Marketers Make and How to Avoid Them Presented by Loren McDonald Silverpop April 1, 2009
  2. 2. Agenda • Introductions/Overview • The 12 Mistakes • Q&A
  3. 3. The Fine Print • What works for one company, may not work for you • If you see your company, don’t take it personally – we all make mistakes • When in Rome: April Fools/Ken Magill – let’s have some fun
  4. 4. 12 Email Marketing Mistakes
  5. 5. Type of Mistakes I Will NOT focus on: - Typos - Wrong subject lines - Wrong links
  6. 6. # 1: Hiding the Email Opt-in
  7. 7. The Home Page on My Laptop Find the email sign up
  8. 8. • Below the fold • Text link only • Hidden among a dozen similar- looking links • Font color is hard to read • Could we make the font any smaller?
  9. 9. Better Location
  10. 10. Double Duty
  11. 11. # 2: Having a Poor (or no) Welcome Email Process
  12. 12. This is Not a Good Welcome Experience
  13. 13. Confirmation Emails – Are Not “Welcome Emails” • Primary Purpose is to confirm subscription • They aren’t a subscriber yet • Pre-selling; reminding of value proposition – but should not take the place of welcome email
  14. 14. #3: Not Using the Data You Ask For/Collect
  15. 15. My Expectations: • Birthday wish and/or coupon • Age-based content/offers • Gender-based content/offers
  16. 16. What I Get Now for that haircut, • No birthday I’d Pay More Than $16! wish • Content does not reflect age or gender Loren
  17. 17. #4: Not collecting any data for personalization or segmentation
  18. 18. No Data/Preferences Collected Logical Personalization?: • Gender • Marital status • Age ranges on signup • Wedding anniversary • Significant other’s birth date
  19. 19. No Recognition of Their Value Proposition How About Product Selection & Content that recognizes I’m: • Male • Married • Kind of old guy • Married 25 years
  20. 20. #5: Not making it easy for subscribers to do what they want to do
  21. 21. Examples of What Subscribers Want to Do • Change frequency • Change format preference (HTML to Text) • Change email address • Change interests (skiing to snowboarding) • Add/remove newsletters/emails you offer • Read your privacy policy • Find contact information • Read back issues • Search • Read your shipping/return policies • Unsubscribe
  22. 22. This email template needs more than a shampoo and trim What’s Missing? • Navigation • Locations • Coupons • Home Page • Update Preferences link • Change Email Address • Change Your Reminder schedule
  23. 23. Things from Home Page/Web Site they Could Link to: • Update Reminders • Services • Coupons • Beauty Deals • Gift Cards • Salon Locator
  24. 24. Pretty good Email Admin Footer from Magilla Marketing • Change email • Unsubscribe • Web Version • Archives • Story tips • Subscribe • Format • Ad information • Contact info “Hey Ken, Not Bad Man – I’m Buying”
  25. 25. #6: Making People Think or Work To Do What YOU Want Them To Do
  26. 26. Help me Buy - Use Bullets - Better images - Cost? - Not clear sidebar is coffee - How do I get to $40? - Deadline is hidden
  27. 27. • “Today, March 27” • No minimum • 4-7 Day Delivery • More details below • Select flights right from the email • Oakland is my preferred departure airport • “Book a flight” links • Search link
  28. 28. Do the Math for Your Subscribers - % off - Old price - New price - $ Savings - People are motivated by different “discount” math
  29. 29. #7: Not Optimizing for Blocked Images, Preview Panes & Mobile Devices
  30. 30. Find The “Check-in” Link/Button United Check-in Email -7 links - But no check-in
  31. 31. Oops – 2 Images – Link, Logo
  32. 32. Outlook Preview Pane With images blocked Outlook Preview Pane With images enabled
  33. 33. Imagine This Copy on a Direct Mail Piece
  34. 34. BlackBerry Email & Browser Experience Original Email Email Version Browser Version BlackBerry IS installed BlackBerry Browser email client
  35. 35. Good Use of Text Navigation & Alt Tags Text links – key Web site destinations Alt tags
  36. 36. Good Use of Text
  37. 37. Cross-Platform Design Tips
  38. 38. #8: Over Mailing to Generate Short-Term Results
  39. 39. 20 Emails in 22 Days Free Shipping 20% off $5, $10 off
  40. 40. What’s the Potential Impact of Over Mailing? 5 times 12 times per month per month Revenue – Churn – Reputation….
  41. 41. Retailer – Increased Frequency Unsubscribes and spam complaints went through the roof
  42. 42. Financial Impact of Increased Mailings
  43. 43. #9: Having Undifferentiated Emails
  44. 44. Social Network Emails in the Mix
  45. 45. Everyone is Using Free Shipping, 20% Off
  46. 46. Personality is the New Free Shipping • People want to buy from people – Zappos CEO on Twitter • Talk to ME • Entertain me • Reviews – what others bought
  47. 47. #10: Not Providing an Alternative to Unsubscribing
  48. 48. Should I Stay, or Should I Go?
  49. 49. Why Recipients Unsubscribe • Too Frequent • Irrelevant Content/Offers • Also, lack of email address change functionality
  50. 50. So What are the Alternatives? Frequency Other Format Emails Alternatives Change Channel Email Profile/ Preferences
  51. 51. Alternatives Are Promoted In the Email
  52. 52. Preference Center/Unsubscribe Page
  53. 53. Staples – Really Good, But Not Perfect Missing: - Frequency Option - RSS or catalog option - Contact info.
  54. 54. #11: Discussing Open, Click-Through and Delivery Rates in Front of Executives
  55. 55. Executives Don’t Care About Open Rates Email Marketer Executives • My average open rate is • How much revenue did we now 23%. generate from email? • Unique click-through rate is • How has email improved trending up since the customer retention? redesign. • How has email helped • Deliverability is up at reduce our costs to Hotmail since we stopped communicate with using the large postcard- customers? style image. • What impact is email having • Spam complaints are down on conversion via other 20%. channels?
  56. 56. Differentiate Process from Output Metrics Process Output • Open rates • Revenue • Bounces • Orders • Delivered • Demos/Downloads • Click-through rates • Sales-qualified leads Think differently about metrics
  57. 57. #12: Not Making Mistakes
  58. 58. There is No Easy Button • Recognize mistakes • Get started • Try • Fail • Experiment • Fail • Test, test, test
  59. 59. Q&A • lmcdonald@silverpop.com • Twitter: – @LorenMcDonald – @Silverpop • SlideShare: www.slideshare.net/silverpop • LinkedIn: – http://www.linkedin.com/companies/silverpop • Facebook: – Search “Silverpop”

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