• Save
2009 Tourism Summit: Permission Email - Joy Cropper
Upcoming SlideShare
Loading in...5
×
 

2009 Tourism Summit: Permission Email - Joy Cropper

on

  • 1,708 views

Presentation by Joy Cropper about Permission Email Marketing at the 2009 Indiana Tourism Summit

Presentation by Joy Cropper about Permission Email Marketing at the 2009 Indiana Tourism Summit

Statistics

Views

Total Views
1,708
Views on SlideShare
1,642
Embed Views
66

Actions

Likes
1
Downloads
0
Comments
0

3 Embeds 66

http://tourismtechcorner.wordpress.com 49
http://www.in.gov 16
http://webcache.googleusercontent.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Best role for email is to build relationships with your customers over time.
  • Priority metrics: What are the most important metrics for your email marketing program? If you are a retailer it is probably things like conversion rate, number of orders/emails sent, average order size, etc. For a DMO it could be click-through percentages on specific topics/links and subsequent conversions to literature requests.
  • Review data:Pull together in a spreadsheetfor the past 12 months. Include all relevant statistics from opens, clicks, referrals, bounces, unsubscribes, spam complaints, etc. Calculate your overall averages and determine the best and worst performing message for each metric.Consistency: Are key metrics consistently within a certain percent range? If open rates varied significantly you might have had some delivery issues or variations in your from line and subject lines may have confused recipients. Wide variances in click-thru rates suggest the relevance of your article topics, products, offers or content varied significantly. Highs and Lows: Find your message highs and lows for each key metric and compare to your overall average. If the low or high varies dramatically, then there is likely a lesson - positive or negative - to be uncovered. An off-the-charts conversion rate, for example, would suggest that a promotional email fired on all pistons - timing, subject line, design, offer/price, product relevance, Web site content, etc. Message Metrics Variances: What if you have a combination of great and horrible metrics resulting from a single message? For example, you might have a low open rate, but very high click-to-open rate. This can happen when you have a weak subject line, a delivery problem or change your from address, for example, but the message content has very high relevance (offer, content, etc.).
  • Responsys, Digital Impact, Yesmail, and CheetahMail
  • Many of you surveyed don’t have email marketing budgets at all. Of those that do, budgets range from $500 to $20,000, with the average about $5,000.

2009 Tourism Summit: Permission Email - Joy Cropper 2009 Tourism Summit: Permission Email - Joy Cropper Presentation Transcript

  • PERMISSION EMAIL:
    EMAIL MARKETING THAT GETS RESULTS
    Indiana Tourism Summit
    September 16, 2009
  • What is permission email?
  • Permission email: Email sent to recipients who have opted-in
    Permission marketing: About building an ongoing relationship of increasing depth with customers. In the words of Seth Godin, "turning strangers into friends, and friends into customers."
    Personalized, relevant, expected
    PERMISSION EMAIL
  • Better response rates
    Increased trust and brand affinity
    Better deliverability
    WHY PERMISSION EMAIL?
  • WHAT ARE SUMMIT ATTENDEES DOING?
  • WHAT ARE SUMMIT ATTENDEES DOING?
  • Developing or improving your own permission email program
  • Analyze what you're doing
    Key performance metrics
    Subscriber feedback / surveys
    Content &design
    Draft an improvement plan
    List building and maintenance
    Creative
    Segmentation and personalization
    Testing
    Analytics: Reporting & analysis
    GETTING STARTED
  • Switch to double opt in; never pre-check the sign-up boxes
    Deliver on promises you make in the sign-up process
    Guarantee you will not share address with other companies (#1)
    Other hooks: tout special pricing, offer first look at new stuff
    Allow recipients to specify preferences for email content
    Start opt-in process with a field
    Optimize forms
    Minimize fields to increase volume, add fields to increase lead quality / personalization (test)
    List growth tactics:
    Incentives, opt-in check boxes, trade shows, offline advertising/direct mail, online marketing/search, call center
    BEST PRACTICES: LIST BUILDING
  • BEST PRACTICES: CREATIVE
    Subject line
    50 characters or less (or even 35 or less)
    Use action words (Get your free..., please confirm…, etc.)
    Resend with different subject line to unopens
    More links = More clicks
    Emails with more links get higher open and click-thru rates than emails with fewer links
    Link = text links, navigation, buttons, images
    No more than 2 calls to action in an email
    1 action = 55% CTR, 2 actions = 38% CTR, 3 actions = 5%, 4 actions = 1%
  • BEST PRACTICES: CREATIVE
    Make it about the reader, not the sales agenda
    Provide sense of urgency and clear call to action (think verbs!)
    Include site navigation in email
    Cater to skimmers
    Prime real estate: beginning of paragraphs, first bullet point or two, and first words of titles and subheads
    Bulleted, bolded, underlined and hyperlinked text all work to spike attention
    Photograph of a specific person resonates with readers
    Change images frequently (esp. in newsletters)
    People don’t mind scrolling, but keep key benefit or offer above the fold
  • BEST PRACTICES: CREATIVE
    Design for the red 'X’ (43% view emails with images blocked/off)
    No single-image emails, use ALT tags
    Design for the preview pane (53% use preview feature)
    First 2 inches of email are key: Text headline, navigation links, key benefit / offer
    Avoid large image headers, especially on top or top-left
  • BEST PRACTICES: SEGMENTATION
    Segment subscribers into modest number of groups for which you are able to deliver relevant, personalized messages
    BIG impact
    Consider:
    Campaigns by user details (past purchases, web pages viewed, geography, interests)
    Campaigns by sales cycle (customers vs. prospects)
    Dynamic content
  • BEST PRACTICES: TESTING
    Test, Test, Test
    Subject lines
    Mailing times &days
    Offers
    Layout
    Photos
    Email clients
    Blocked images
  • Look beyond open rates and click-thrus & determine priority metrics
    For ex: click-thru % on specific topics/links, subsequent conversions to requests
    • Open rate literature
    • Click-thru rate
    • Click to open rate (# of unique clicks/# of unique opens)
    • Bounce rate
    • Delivery rate (emails sent - bounces)
    • Unsubscribe rate
    • Referral rate (“send-to-a-friend”)
    • Number of or percent spam complaints
    • Net subscribers (# subscribers + new subscribers) - (bounces + unsubscribes)
    • Subscriber retention (# subscribers - bounces - unsubscribes/# subscribers)
    • Web site actions (number of visits to a specific Web page or pages)
    • Percent unique clicks on a specific recurring link(s)
    • Number of orders, transactions, downloads or actions
    • Percent orders, transactions, downloads or actions of emails sent or delivered
    • Total revenue
    • Average order size
    • Conversion rate (number of actions/unique click-thrus)
    • Average dollars per email sent or delivered
    BEST PRACTICES: ANALYTICS
  • Integrate email with Web analytics (google analytics)
    Regularly review performance data (58.8% of youtrack data)
    After each send, then 1 week later
    Look for problems, consider resends
    Compare over time
    Create a spreadsheet for past 12 months
    Look at:
    Consistency
    Highs and lows
    Message metrics variances
    BEST PRACTICES: ANALYTICS
  • INDUSTRY AVERAGES
    Open Rates Click-thru Rates
  • Who Do You Use?:
    Constant Contact (8)
    Outlook/Entourage (4)
    Exact Target(3)
    Emma (2)
    Vertical Response (2)
    Blue Sky (1)
    In-house (1)
    Delivra (1)
    CoCoTools (1)
    mail-bots.com (1)
    eGov(1)
    For a comprehensive list, check out: http://www.marketingprofs.com/bg/
    EMAIL PROVIDERS
  • IOTD Email Case Study: "Putting the blast in the past"
  • Situation:
    One version sent to 122,048 subscribers once per month
    Avg. open rate: 12.9%
    Avg. click-thru rate: 4.8%
    Goals:
    Increase open and click-thru rates
    Scrub list
    Find out what subscribers want
    IOTD EMAIL EVOLUTION
  • Email survey to determine:
    Subscriber demographics, travel habits, favorite activities
    Desired email topics, frequency, format
    ASK SUBSCRIBERS
    % open rate
    Upcoming Festivals and Events
    Fall Travel
    Trip Ideas by Region
    Nature and Outdoor Activities
    Museums and Historic Sites 
    Shopping
    Performing Arts and Cultural attractions 
    Nightlife / Dining
    Family and Kid Activities
    Sporting Events
    Girlfriend Getaways
    Riverboat Gaming
  • Three new monthly emails:
    Travel Discounts
    Festivals & Events
    Trip Ideas
    New design templates:
    Created by agency, updated internally
    Branding consistency
    Updates to VisitIndiana.com
    Personalized, relevant, expected
    IOTD NEW EMAIL PROGRAM
  • Results:
    IOTD NEW EMAIL PROGRAM
  • Costs:
    $15,000: Subscriber survey, email plan, software upgrade, list management, email writing (trip ideas), template design, analytics integration
    IOTD NEW EMAIL PROGRAM
  • 4 Test Cases
  • 4 TEST CASES
    On 7/15, I signed up for four emails:
    Hendricks County
    Hamilton County
    Richmond/Wayne County
    The Children's Museum of Indianapolis
  • HENDRICKS COUNTY
    7/15: received email confirming sign up (double opt-in) – great!
    8/26: received first email
  • HENDRICKS COUNTY
  • HAMILTON COUNTY
    7/15: signed up
    8/12: received first email
    9/15: second email
  • HAMILTON COUNTY
    7/15: signed up
    8/12: received first email
    9/15: second email
  • Richmond/WAYNE COUNTY
    7/15: signed up (nice)
    7/15: PR email 3 times
    7/16: PR email
    8/1: early August events
    8/19: late August events
    9/1: geocaching 4times
    9/10: mid-late September events
  • Richmond/WAYNE COUNTY
  • 7/15: Signed up
    Today: Haven't received anything yet
    THE CHILDREN’S MUSEUM
  • Analyze what you're doing
    Key performance metrics
    Subscriber survey
    Content & design
    Draft an improvement plan
    List growth
    Creative
    Segmentation and personalization
    Testing
    Analytics
    GET STARTED NOW
  • THANK YOU!
    Joy Cropper
    Director of Internet Strategy,
    Williams Randall Marketing
    Joy.cropper@willran.com