Building relationships using email marketing

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Seminar for new business start ups on using email for relationships, full also of basic email principles

Seminar for new business start ups on using email for relationships, full also of basic email principles

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Transcript

  • 1. Email Marketing How to build relationships with Email August 2010
  • 2. Why Choose Email for Marketing?
    • Cost Effective
    • Immediate
    • Flexible
    • Interactive
    • Measurable
    • Environmentally Friendly
  • 3. 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?
  • 4. Types of Email Marketing
    • Email can be used to meet a number of different
    • objectives; sales, brand building, events...
    • Examples:
    • Newsletter
    • Catalogue
    • Postcard
    • Brand
  • 5. Can’t Anybody Do It?
    • Technically yes, but you need to consider:
    • Time
    • Data Protection
    • Reporting
    • Creative
  • 6. 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
  • 7. 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
  • 8. Data Capture Forms
  • 9. Correlation Between Information Requested & Sign-Ups Behaviour, not demographics
  • 10. 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
  • 11. 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
  • 12. 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
  • 13. 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
  • 14. Tracking and Reporting Results
  • 15. 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!
  • 16. Taking Reporting Further
  • 17. Taking Reporting Further
  • 18. Any Questions?