Six Critical Steps for Successful eMail Marketing

6 Critical Steps to Maximise Email ROI Presenter: David Shiell Founding Partner, Web Liquid Group 15 th April 2008

Contents ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

1. Structure & Design ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Marketers have only three seconds to catch a readers interest ! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Relevance “ Maybe nobody goes to your Website because its about you.”

1. Brand & Design ,[object Object],[object Object],[object Object],[object Object],[object Object]

1. Brand & Design ,[object Object],[object Object],[object Object],[object Object],[object Object],No ALT Tags ALT Tags

1. Brand & Design ,[object Object],[object Object],[object Object],Horizontal Preview Pane Vertical Preview Pane

2. List Maintenance ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],With email out performing offline direct by 17 percent, data quality is of vital importance to marketers - Internet Retailer

3. Segmentation Strategies Simply put, people care about what’s relevant to them, and they don’t have the time or inclination to weed through what’s not. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],KNOWLEDGE ACQUISITION GROWTH RETENTION

3. Segmentation Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

3. Segmentation Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

4. Compliance ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The regulatory codes complement the law, and are not a substitute.

4. Compliance ,[object Object],[object Object],[object Object],[object Object],[object Object],The crucial consideration for compliance is that individuals must fully appreciate that they are consenting and what they are consenting to.

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],4. Compliance

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],4. Compliance

4. Compliance ,[object Object],[object Object],[object Object],[object Object],[object Object]

4. Compliance ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

5. Metrics ,[object Object],[object Object],[object Object],Viewing every aspect of your program - from the initial registration to the unsubscribe - can point to countless optimisation aspects. Auto Preview + image enabled = opened? Preview panes can give false positives! Images disabled can give false negatives! Disabled Images = Not opened?

5. Metrics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

5. Metrics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

6. Test, Review & Expand ,[object Object],[object Object],[object Object],It’s better to make progress in small, manageable steps than to wait and plan for a long-term change that never comes to fruition. ,[object Object],[object Object],[object Object],[object Object],[object Object]

6. Test, Review & Expand ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Systematic Approach PHASE 1 ,[object Object],Information Gathering ,[object Object],[object Object],PHASE 2 ,[object Object],Reactive & Targeted ,[object Object],[object Object],PHASE 3 ,[object Object],[object Object],Proactive & Personalised

David Shiell t: 020 7253 4133 e: david@webliquidgroup.com More information available at webliquidgroup.com

Six Critical Steps for Successful eMail Marketing

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Six Critical Steps for Successful eMail Marketing