James Little, Peter Chaplin and James Mansfield - Effective European Performance Based e-mail marketing for Affiliates

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Europe 2010

Europe 2010

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  • + Introduction to session+ 45 minute session+ What they are going to see in the session+ Q&A at the end+
  • + Introduction to session+ 45 minute session+ What they are going to see in the session+ Q&A at the end+
  • + Introduction to session+ 45 minute session+ What they are going to see in the session+ Q&A at the end+

Transcript

  • 1. Effective European Performance Based Email Marketing for Affiliates
  • 2. Introduction
  • 3. Speakers
    James Little
    Client Services Director
    AffiliateFuture UK
    Peter Chaplin
    Director
    FreeMaxMedia
    Jim Mansfield
    CEO
    Intela
  • 4. An Introduction to Email
    Over 100 billion emails are sent every day across the globe
    European internet users now at over 425 million...
    • Email remains the primary reason for an individual to go online
    • 5. Users spend approx 80% of their time online on email.
  • Email Marketing S.W.O.T
    Strengths, Weakness, Opportunity, Threats
  • 6. Affiliate Marketing through Email
  • 7. Affiliate Marketing through Email
    • SPEED & TIMING
    • 8. SEGMENTATION
    • 9. MULTIPLE CALL TO ACTION POINTS
    • 10. PERSONALISATION
    • 11. OPTIMISATION & ROI
  • Affiliate Marketing through Email
    • COST IMPLICATIONS
    • 12. CREATIVE AVAILABILITY
    • 13. CAPPED PROGRAMS
  • Affiliate Marketing through Email
    • CREATE NEW MEDIA
    • 14. MONETISE AN UNUSED ASSET
    • 15. IMPROVE CONVERSION RATE
    • 16. PERSONAL & ANTICIPATED
    • 17. REACH A WIDER, UNTAPPED AUDIENCE
  • Affiliate Marketing through Email
    • LEGALITIES, ‘SPAM’ & REPUTATION
    • 18. RETURN ON INVESTMENT
    • 19. LOSS MAKING POTENTIAL
  • European Regulations and Best Practice
    What the different laws are for Opt in and complaints
  • 20. Getting into the Inbox
  • 21. Privacy Laws
    EU Directive – the Privacy and Electronic Communications Act 2003
  • 22. Registration example
  • 23. ISP Reputation
  • 24. Summary
    Privacy law compliance is essential
    But Inbox delivery is the hardest part
    And one leaving point….
    FaceBook could change the game again
  • 25. Segmentation and Testingin European Email Marketing
  • 26. Email in Europe
    Bigger, mainstream brands seem to opt for email in Europe, which means they demand more control over their affiliate programmes
  • 27. What to Expect
    The email affiliate should expect:
    To always use only advertiser approved ‘from’ and ‘subject’ lines
    To prepare a test message prior to every broadcast (broadcast cannot go out unless message is advertiser approved)
    Specific date and times for campaigns to go out that are agreed upon by advertiser and publisher
    All leads are subject to approval by advertiser – there is no guaranteed payment on pixel fire. Make sure to understand payment terms prior to doing business, they are often times longer than in the UK or US
  • 28. Segmentation
    Benefits
    Higher CPM rates
    More efficient use of infrastructure
    Relevance to user
    The top three fields would be:
    Gender, age, & postcode
  • 29. Segmentation by Interest
  • 30. Testing
    We test an offer to our clicker file to gauge performance
    Offer performance is judged by eCPM
    If the eCPM is higher than the average eCPM for that list, we will broadcast to the rest of our database
  • 31. Seat Campaign
  • 32. eCPM by Country
  • 33. Case Studies
  • 34. Campaign Examples – Moon Bingo (UK)
    • Campaign Name:
    Moon Bingo
    • Campaign Objective:
    Generation of depositing players for launch of their re-designed website. Emphasis on quality + quantity
    Ongoing campaign since May 2009
  • 35. Case Study – Moon Bingo & OfferX
  • 36. Campaign Examples – PlanetaDirecto (Spain)
    • Campaign Name:
    PlanetaDirecto
    • Campaign Objective:
    Generation of qualified leads for the sale of Planeta’s range of products
    Ongoing campaign since February 2009
  • 37. Case Study – PlanetaDirecto
    Email advertising through AffiliateFutureaccounts for approx 23% of all sales Planeta generates through all online channels (not only affiliate marketing).
    Average conversion from lead to sale is 10% across all affiliates. This conversion rate increase to an average of 16% and a high of 30% for some products when promoted through email as a channel.
    Through email marketing, AffiliateFuture has helped this client to increase their gross margin by over 25% on the products we promote.
    PlanetaDirecto sees the following as the core benefits of email marketing as an affiliate channel – segmentation, improved conversion and the ability to drive high volume in a short time period..
  • 38. Questions & Answers