Meelis Ojasild - B2B Email Marketing

altex internet marketing B2B Email Marketing (Meelis Ojasild) Wazzap? in Lithuania, 2008 Innovative Internet Marketing TM Internet Marketing

About altex marketing
Founded in 2005
Based in Estonia
Leading internet marketing agency in the Baltics
Full range of internet marketing services (campaigns, training or consultancy, events)
Innovative Internet Marketing TM Internet Marketing

Our Clients: Innovative Internet Marketing TM Internet Marketing

B2B vs. B2C Decision makers are people too. Email is a dialogue. Create meaning = value. Innovative Internet Marketing TM Internet Marketing

Email is Direct Mail on Steroids
Low cost
Faster
Personal
Testing is easier

Is There Anything Besides Spam? Video: Monthy Python sketch Innovative Internet Marketing TM Internet Marketing

Lots of spam
More than 80% of all email today is spam
Source: State of Spam Report by Symantec

In recipient’s mind spam is...
56% - “it doesn’t interest me”
50% - “too many emails from companies I know”
31% - “were once useful but not anymore”
“ it didn’t interest me” – 41%
“ I receive too many emails from this sender” – 25%
“ I receive too many emails overall” – 20%
Source: Spam Complainers Survey by Q Interactive and Marketing Sherpa

A Sketch of Spam
Source: Fresh Spam

Legal Constraints
EU Law
Advertising Law
Data Protection Law
...

Permission Marketing = Opt-in Ask permission before sending anything Innovative Internet Marketing TM Internet Marketing

Emails Can Be
Opt-in
3rd Party Opt-in
Spam (Junk Email)

Long-term Strategy
One-off campaigns bring one-off results
Think far ahead – if it’s reasonable then start building your own B2B email database
You can collect data (addresses) also through other channels than digital
Concrete goals, measurable results!

B2B Email Campaign Planning
What would we like to accomplish?
Which offers / incentives can we use?
How can we segment the list to create a relevant offer?
How can we integrate the campaign with other marketing channels?
How can we track and measure results and how can we improve the results in the future?

Briefing
Aims
Target audience
Offer
Timing
Integration
Creative
Microsite
Information collection needs
Mandatory inclusions
Budget

Improving Improvement comes through testing. Innovative Internet Marketing TM Internet Marketing

Improving: What Works? Innovative Internet Marketing TM Internet Marketing

Improving: Image Blocking Innovative Internet Marketing TM Internet Marketing

Improving: Image Blocking
Result: 19% revenue increase

Testing
Subject line
Sender’s name and address
Copy (content)
Creative
Call-to-action
Campaign page

Testing: Subject Lines Innovative Internet Marketing TM Internet Marketing Subject Line: Chill out anywhere you like - for free! Choose an event and have fun for free! Free vacations, free tickets, free electronics (for you) London is waiting - for free! Loser! Don't click! New prizes every month! Take your friends out for fun - for free! To London for free plus some money to spend! Win a romantic weekend for two! Win a trip to London! Win Sportland vouchers! Would you like to? You're invited to the winners club!

Testing: Subject Lines Innovative Internet Marketing TM Internet Marketing Subject Line: Open Rate: Click Rate: Free vacations, free tickets, free electronics (for you) 26.6% 7,50% You're invited to the winners club! 33.9% 7,40% Win Sportland vouchers! 26.6% 6,20% Would you like to? 29.0% 5,60% Take your friends out for fun - for free! 25.0% 5,20% London is waiting - for free! 23.2% 5,10% To London for free plus some money to spend! 27.7% 4,60% Choose an event and have fun for free! 21.8% 4,40% Win a trip to London! 20.8% 4,20% Win a romantic weekend for two! 26.9% 4,10% New prizes every month! 24.4% 3,60% Chill out anywhere you like - for free! 19.9% 2,70% Loser! Don't click! 27.5% 2,20%

Where to Test?
One.lt
hotmail.com
mail.ru
gmail.com
yahoo.com
MS Outlook
Mozilla Thunderbird
Webmail (Horde, ...)
MS Internet Explorer
Mozilla Firefox
Apple Safari

Where to Run B2B Campaigns?
3rd party email lists (rented)
Co-campaign with another email list
Advertising in email newsletters (banners, sponsorship, paid article)
House lists

Why Use Email Marketing Software?
Full control over the visual look
Statistics
Segmenting (demographics vs behavioural)
Personalisation
Speed
Automatic responses
Automatic list management
Testing

Case Study: Hewlett-Packard
The Challenge was to grow relationships with existing customers.
Research helped to determine the focus groups and create the two foundational newsletters.
Software allowed to use both profiles and behavior to create relevance. Testing helped to balance customer needs with business goals.
Source: Forrester

Source: Forrester

The Results:
“ Technology At Work” newsletter influences $100 million in revenue
Pre-empts millions of dollars in inbound customer service calls
Average conversion rate of 25% to 30% for campaigns (85% being the best)
Source: Forrester

Which Numbers Really Count?
How many filled forms? (conversion rate)
How many purchases?
What’s the price per action (inc. fulfilment time)?

Webanalytics Integration
Google Analytics: www.google.com/analytics/
Google Analytics URL Builder: http://www.google.com/support/analytics/bin/answer.py?hl=en&answer=55578

What Happens After the Click? Innovative Internet Marketing TM Internet Marketing

Checklist
Send a test email to yourself and your colleagues / friends
Is it going to the right people?
Have they given permission to receive emails from me?
Does the email say where I got the permission?
Does it say how to unsubscribe from the email list?
Are there any spelling mistakes?
Is it the right subject line?
Have I got the right sender’s name and address?
Do the links work?
Can I say the whole message in lesser words?
Is the email consinstent with the campaign page?

Why Do It Now?
As the competition cuts back,
you’re the only one left to take the orders.
Then again only 5% of marketers plan to reduce the money going to
B2B email marketing.

Thank You www.altex.ee Drop me an email at [email_address] for a free .pdf Innovative Internet Marketing TM Internet Marketing

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Meelis Ojasild - B2B Email Marketing

by altex marketing OÜ on Nov 10, 2008

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Meelis Ojasild - B2B Email Marketing — Presentation Transcript