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

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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

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  • 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.
  • Transcript

    • 1. PERMISSION EMAIL:
      EMAIL MARKETING THAT GETS RESULTS
      Indiana Tourism Summit
      September 16, 2009
    • 2. What is permission email?
    • 3. 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
    • 4. Better response rates
      Increased trust and brand affinity
      Better deliverability
      WHY PERMISSION EMAIL?
    • 5. WHAT ARE SUMMIT ATTENDEES DOING?
    • 6. WHAT ARE SUMMIT ATTENDEES DOING?
    • 7. Developing or improving your own permission email program
    • 8. 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
    • 9. 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
    • 10. 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%
    • 11. 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
    • 12. 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
    • 13. 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
    • 14. BEST PRACTICES: TESTING
      Test, Test, Test
      Subject lines
      Mailing times &days
      Offers
      Layout
      Photos
      Email clients
      Blocked images
    • 15. 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
    • 16. 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
    • 17. INDUSTRY AVERAGES
      Open Rates Click-thru Rates
    • 18. 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
    • 19. IOTD Email Case Study: "Putting the blast in the past"
    • 20. 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
    • 21. 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
    • 22. 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
    • 23. Results:
      IOTD NEW EMAIL PROGRAM
    • 24. Costs:
      $15,000: Subscriber survey, email plan, software upgrade, list management, email writing (trip ideas), template design, analytics integration
      IOTD NEW EMAIL PROGRAM
    • 25. 4 Test Cases
    • 26. 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
    • 27. HENDRICKS COUNTY
      7/15: received email confirming sign up (double opt-in) – great!
      8/26: received first email
    • 28. HENDRICKS COUNTY
    • 29. HAMILTON COUNTY
      7/15: signed up
      8/12: received first email
      9/15: second email
    • 30. HAMILTON COUNTY
      7/15: signed up
      8/12: received first email
      9/15: second email
    • 31. 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
    • 32. Richmond/WAYNE COUNTY
    • 33. 7/15: Signed up
      Today: Haven't received anything yet
      THE CHILDREN’S MUSEUM
    • 34. 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
    • 35. THANK YOU!
      Joy Cropper
      Director of Internet Strategy,
      Williams Randall Marketing
      Joy.cropper@willran.com