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

Founded in 2005

Based in Estonia

Leading internet marketing agency in the Baltics

Full range of internet marketing services (campaigns, training or consultancy, events)

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 Innovative Internet Marketing TM Internet Marketing

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 Innovative Internet Marketing TM Internet Marketing

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 Innovative Internet Marketing TM Internet Marketing

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 Innovative Internet Marketing TM Internet Marketing

Source: Fresh Spam

Legal Constraints EU Law Advertising Law Data Protection Law ... Innovative Internet Marketing TM Internet Marketing

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) Innovative Internet Marketing TM Internet Marketing

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! Innovative Internet Marketing TM Internet Marketing

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? Innovative Internet Marketing TM Internet Marketing

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 Innovative Internet Marketing TM Internet Marketing

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 Innovative Internet Marketing TM Internet Marketing

Result: 19% revenue increase

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

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 Innovative Internet Marketing TM Internet Marketing

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 Innovative Internet Marketing TM Internet Marketing

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 Innovative Internet Marketing TM Internet Marketing

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 Innovative Internet Marketing TM Internet Marketing

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

Case Study: Hewlett-Packard Source: Forrester Innovative Internet Marketing TM Internet Marketing

Source: Forrester

Case Study: Hewlett-Packard 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 Innovative Internet Marketing TM Internet Marketing

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)? Innovative Internet Marketing TM Internet Marketing

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 Innovative Internet Marketing TM Internet Marketing

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? Innovative Internet Marketing TM Internet Marketing

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. Innovative Internet Marketing TM Internet Marketing

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