Building relationships using email marketing

Email Marketing How to build relationships with Email August 2010

Why Choose Email for Marketing?
Cost Effective
Immediate
Flexible
Interactive
Measurable
Environmentally Friendly

Planning, Strategy & Objective Setting
Essentially it boils down to…
Who you are you sending it to?
What do you want to tell them?
Why will they be interested?
What do you expect them to do as a result?

Types of Email Marketing
Email can be used to meet a number of different
objectives; sales, brand building, events...
Examples:
Newsletter
Catalogue
Postcard
Brand

Can’t Anybody Do It?
Technically yes, but you need to consider:
Time
Data Protection
Reporting
Creative

Software Options
Self service
Low cost per message
Time intensive
Entry level to Enterprise
e.g. MailAway
Fully managed
Potentially higher cost
Hassle Free
More professional output
e.g Jarrang

Customer Opt-In
If you haven’t already got suitable data on your
customers you’ll need to start collecting it.
Opt in suggestions:
Data capture
Incentives and competitions
Website signup
Member get member

Data Capture Forms

Correlation Between Information Requested & Sign-Ups Behaviour, not demographics

Spam and Why It’s a Problem
Spam is the opposite of good quality email marketing!
Spammers:
Hide their identity
Accept a minimal conversion rate
Rip people off and disappear
Legitimate Email Marketers:
Use email to build their brand
Send messages that are of value to recipients
Build long-term, mutually beneficial relationships
Over 80% of sent email is estimated to be spam

Creating Relevant & Engaging Content
Although you may have permission to send
someone email, the real question is will
they want to receive it?
Spam is not just a legal issue
Put yourself in your customers shoes
How would I feel?
Content should reflect the personal nature of email
Relevance and interaction

Some tactics
Dependant on your customer base
Balance sell/ inform/ entertain
Implement welcome messages
Offer something worthwhile (relevance)
Encourage feedback and interaction
Link to social media and sharing

Tracking and Reporting Results
Email reports contain a number of important terms
which explain the most recent results for each
campaign you send
Sent
Bounced
Delivered
Opened/Read
Clicks
Unsubscribes
Monitor, review and improve

Tracking and Reporting Results

Analysing and Improving Performance
Learn from the results:
Low sent % - issues with data quality e.g duplicates
High bounce % - issues with data entry/age of data
Low open % - quality of content and relevance
Low click % - layout and quality of offer
Unsubscribes - expected initially - later on an early warning your emails don’t add value - look at content and frequency before you lose your list!

Taking Reporting Further

Any Questions?

Building relationships using email marketing

by Anna Penrose on Aug 18, 2010

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Building relationships using email marketing — Presentation Transcript

http://www.mail-away.co.uk	12
http://www.effective-email.co.uk	2