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Summary Privacy law compliance is essential But Inbox delivery is the hardest part And one leaving point…. FaceBook could change the game again
Segmentation and Testingin European Email Marketing
Email in Europe Bigger, mainstream brands seem to opt for email in Europe, which means they demand more control over their affiliate programmes
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
Segmentation Benefits Higher CPM rates More efficient use of infrastructure Relevance to user The top three fields would be: Gender, age, & postcode
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
Generation of qualified leads for the sale of Planeta’s range of products Ongoing campaign since February 2009
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..