DM06Succesful Email

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Helsinki School of Economics SUmmer Course material.

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  • The content in your email can be the difference between life and death. Well, not in the real world but on the internet you only get one chance to make a first impression. So make it a good one. The following tips will help you to avoid the pitfalls of writing email content.
  • The content in your email can be the difference between life and death. Well, not in the real world but on the internet you only get one chance to make a first impression. So make it a good one. The following tips will help you to avoid the pitfalls of writing email content.
  • The content in your email can be the difference between life and death. Well, not in the real world but on the internet you only get one chance to make a first impression. So make it a good one. The following tips will help you to avoid the pitfalls of writing email content.
  • The content in your email can be the difference between life and death. Well, not in the real world but on the internet you only get one chance to make a first impression. So make it a good one. The following tips will help you to avoid the pitfalls of writing email content.

Transcript

  • 1. Email Marketing Antti Leino
  • 2. E-mail marketing
    • E-mail marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial or fundraising messages to an audience.
      • In its broadest sense, every e-mail sent to a potential or current customer could be considered e-mail marketing.
    • However, the term is usually used to refer to:
      • Sending e-mails with the purpose of enhancing the relationship of a merchant with its current or old customers and to encourage customer loyalty and repeat business
      • Sending e-mails with the purpose of acquiring new customers or convincing old customers to buy something immediately
      • Adding advertisements in e-mails sent by other companies to their customers
  • 3.
    • Customer loyalty
    • Selling more
    • Selling more often
    • Getting feedback
    PROJEKTI
  • 4.
    • E-mail is a retention tool.
    • The cost for getting a new client through e-mail marketing is relatively high compared to other media.
    PROJEKTI
  • 5.
    • E-mail is a great tool to keep existing clientele active buyers.
    • Adding more analytics would give possibility to segment receivers, thus provide segmented messages.
    PROJEKTI
  • 6.
    • Is RSS feed a marketing tool?
    • Will it replace e-mail?
    • At least it will reduce how much we surf
    PROJEKTI
  • 7. Email: background thoughts
    • 93% of U.S. Internet users consider email to be their top online activity (Jupiter Research, 2003)
    • Email is a fast, inexpensive, and effective way to target and address your various audiences
    • Take nothing for granted - email marketing changes at an incredible velocity.
    • While you're building solid customer relationships, you simultaneously have the opportunity to generate substantial revenue and savings.
    • Your long-term interests will be best served by integrating your email marketing efforts into all of your customer acquisition and retention programs.
  • 8.  
  • 9.  
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  • 14. Conversion rate
  • 15. Key findings about newsletter
    • Users have highly emotional reactions to newsletters.
    • Newsletters can create much more of a bond between user and company than a website can.
    • Subscription process has to be simple, as weel unsubcription.
    • Average time to subscribe 5 minutes, 3 minutes to unsubscribe, but once you want it, you want it quickly.
    • 3 reasons not to unsubscribe:
      • Emotional attachement
      • Low expectations for usability to unsubscribe
      • Fear
    • Etreme platform diversity
    • Newsletters must be simple. Most users say they ”prefer” text-based but in reality they ”like” HTML-based newsletters.
    • Only 23% of the them were read thoroughly
    • Each subject line should contain something about the subject itself (50-60 characters)
    • Newsletters should make lives simpler.
    • Confusion between spam and newsletters is a problem.
  • 16. How do you ensure email message is opened
    • Choose your ”From” name carefully
      • Make sure your company name or service is easily identifiable when the email arrives
      • 30% of recipients do not open email from senders they do not recognize (Forrester Research 2001)
    • Come up with a catchy suject line
      • The subject line should compel your customers to open your message immediately
      • Make subject line clear, personal, relevant, invitying, and benefit-driven
      • Some examples of proven subject lines
        • Buy Two Products from ABCcompany Today and Get One Free
        • Limited Specials for You from ABCcompany
        • Gift Ideas from ABCcompany
        • ABCcompany wants to hear from You
  • 17. How do you deliver a compelling message
    • Deliver a message that points out a single benefit of your product or service
    • Include a powerfull call-for-action inthe first paragraph of copy that compels the recipient to respond
    • When composing a message, consider the following:
      • What have my customers asked to hear about?
      • What need am I fullfilling?
      • How often do my customers need to be reminded or updated?
      • What value am I providing? Am I educating, motivating, soliciting, or surveying?
      • Should I be sending different messages based on specific interest?
  • 18. How do you deliver a compelling message
    • Personalize your email
    • Adapt to the environment
    • Keep it short
    • Include a strong call to action
    • Interactivity
  • 19. Tips for writing e-mail letters
  • 20. Tips for writing effective emails
    • 1.  Communicate clearly
    • Be sure to use plain English, think about your target market and write like you are having a conversation with one of the.
    • If you write in an unusual manner then your reader may go on to the next email.
    • Think to yourself, would I want to read this message? Will my target audience?
    •  
    • 2. Subject line
    • This is the first thing a reader will notice, be brief and specific, stress benefits and ask intriguing questions, remember it's your job to lure the viewer inside.
    • Things to avoid are, using all UPPERCASE letters and tacky phases such as 'make a million dollars from home'
  • 21. Tips for writing effective emails
    • 3.Introduce yourself
    • What's the first thing you do when you meet someone?
    • Well, it's the same when you writing emails, be sure to introduce yourself and your company early in the piece.
    • This approach will help develop the relationship between you and the recipient.
    • 4.Keep it short
    • To keep your reader interested try to communicate your message in as few words as possible
    • Remember that people are busy and many of them never even read an entire email.
    • It pays to have your entire message summed up in the first few sentences.
  • 22. Tips for writing effective emails
    •   5. Be upfront
    • Tell the recipient in a prompt manner what it is that you are actually selling or promoting.
    • If you don't they will quickly lose interest, so get to the point!
    •    
    •    
    • 6. Take action
    • What do want your message to do?
    • If you want the user to contact you then provide a link or button at the bottom of your message
    • Otherwise the recipient might not take the next step.
    • All to often users are left wondering 'what to I do next?'
  • 23. Tips for writing effective emails
    • 7. Keep it nice n' tidy
    • Nobody likes to come across unsightly spelling and grammar mistakes
    • Be sure to check and re-check your email for problems.
    • Large blocks of type can be made attractive by adding white space.
    • This will help users eye and encourages them to keep reading.
    • Remember your email reflects directly on the quality of your company.
    •    
    • 8. Target your market
    • Make sure your target market wants to hear your sales pitch.
    • It's no use sending out an email to people if they have no interest in what you're selling.
    • It could also have a negative effect for your email list.
  • 24. Successful e-mail marketing
  • 25. SUCCESS SECRET #1: Building Your List — Be selective about who is added to your list or you'll create more work for yourself
  • 26.
    • DO'S
        • Collect email addresses from registration cards, point-of-sale, customer service, and sweepstakes.
        • For prospecting purposes, gather email addresses from your website, online white papers offered, from visitors to your trade show booths and from sales calls.
        • Be careful
        • Post a privacy notice on your registration page at your website.
        • Show prospective subscribers a sample of what they are signing up for at your website. The link to see our sample newsletter is clicked on 25-30% of the time.
        • Keep your registration page simple by asking for minimal information.
    • DON'TS
        • Make it easy for a person to leave ("opt-out") of any or all email communications.
        • Don't promote your company or services through the renting, sponsoring, or bartering of email lists without performing a background check of the list owners and asking how they obtained their email addresses.
  • 27. SUCCESS SECRET #2: HTML vs. text? No contest...its HTML for higher response rates
  • 28.
    • DO'S
    • Make certain your HTML email is easily understood when it is opened and read without the graphics appearing.
    • Keep experimenting with HTML formatting. Try different background colors. Try one column vs. two and two columns vs. three. Try putting key copy points and links in bold type.
    • For long emails, consider inserting a hyperlinked Table of Contents or Index at the top of your email so recipients can quickly click and jump to where they want to go.
    • You can conceal unsightly and unusually long web addresses in HTML through masked links. An extremely long web address can be embedded and hidden while the reader only sees the simpler address displayed in your email communication.
    • DON'TS
    • Don't use too many graphics.
    • Don't eliminate text-only email communications.
    • CEO of eGrabber, a leading provider of data entry automation tools, says over 40% of his company's 90,000 subscribers prefer receiving their newsletter(s) in a text-only format.
  • 29. SUCCESS SECRET #3: Relevancy — Make certain your emails are extremely relevant and valuable to the recipients
  • 30.
    • DO'S
    • Get the first and last name of your subscribers, when possible, so you can later address them by name in the subject header and/or the body of the email.
    • People like to receive personalized communications because it doesn't imply a mass email distribution.
    • Use your website's registration page to ask recipients what content they want to see.
    • Encourage your existing subscribers to register all of your products in their possession.
    • Personalize offers based on the customer's previous buying patterns and requests from your customer service agents.
    • DON'TS
    • Don't overuse the first name of the recipient in the body copy of the email.
    • Don't ask for too much personal information on your registration page.
    • Get deeper and more personal information as they get to know you better.
  • 31. SUCCESS SECRET #4: How Often to Send Email? Start off slowly. Get the kinks out by sending monthly or quarterly before going weekly depending on your business.
  • 32.
    • DO'S
    • Map out the publishing process. Assign specific tasks and deadlines to each member of the team. Look for prior experience when assigning tasks.
    • Do a dry run. Before you publish in public, do it privately to make sure everything runs smoothly.
    • Be sure to:
      • Check for proper grammar and spelling.
      • Check that all links are working correctly.
      • Allow enough time for internal approvals.
    • Give option to select email content, frequency, and format
    • DON'TS
    • Don't wait until the last minute to produce email communications.
    • Don't send too often.
    • Don't send overnight. Spammers often send their messages after midnight. You don't want your email to get lost in the morning clutter.
  • 33. SUCCESS SECRET #5: Email Length — Keep it short and packed with value
  • 34.
    • DO'S
    • Present your information in small packages. Use bullet points, check boxes, and put lots of "air" around each unit of information.
    • The "look-and-feel" should say "Come on; I'm easy to read."
    • Watch members of your target audience, one at a time, peruse your email on-screen.
    • Prepare offers and content so exciting that even you get enthusiastic.
    • DON'TS
    • Don't forget to print out the email you're preparing to send. Many recipients do exactly this.
    • Don't use long URLs. In the text-only version of a communication, a URL will break apart when it auto-wraps to a second line.
  • 35. SUCCESS SECRET #6: Content — Give them something they can't live without
  • 36.
    • DO'S
    • Subscribe to all competitive lists and see what is being done.
    • Develop your own voice or distinctive style. People like reading the words of other real people more than plain old "corporate-speak" that tends to be dry and impersonal.
    • Use humor when appropriate; it humanizes the copy and warms up the reader. We all need a good laugh whether it's in the B2C or B2B space.
    • DON'TS
    • Don't talk about yourself too much. People really don't care unless you're a big celebrity.
    • Don't just feature links to articles on other sites written by other people. This is helpful content, but by itself doesn't brand you as strongly as if you create your own.
    • Don't talk down to your readers. This is a common mistake in copy tone when imparting wisdom or experience.
  • 37. SUCCESS SECRET #7: Design — Don't turn your email into a visual circus; less is more
  • 38.
    • DO'S
    • Make the focal point of your email message obvious.
    • Decide and design where you want your reader's eye to travel.
    • Pull your best offer or content up into the "first screen", "above the fold".
    • Design your logo so it has optimal visual impact (for branding purposes) without taking up so much "screen real estate"
    • Reinforce navigational cues by stating the wanted action, such as "Click Here", "Go" or "Buy Now", etc.
    • Don't assume the reader knows to click on an embedded link or graphic.
    • DON'TS
    • Don't overdo the use of moving images; use them sparingly or not at all.
    • Don't use too many exclamation points or red type. The spam filters don't like them…
    • Don't use "reverse type" for your copy. Except in a small graphic element, it's extremely hard to read white letters on a colored or black background.
  • 39. SUCCESS SECRET #8: Test everything — Test your subject header, your content, your offer, your pricing, your call to action, delivery days and times
  • 40.
    • DO'S
    • Consider everything you do as a test.
    • Benchmark yourself.
    • Benchmark your competition.
    • Use "split copy testing." Send one offer worded in a certain way to part of your list and the same offer worded differently to another part of your list and see which does better.
    • DON'TS
    • Don't take anything for granted..
    • Don't assume test results speak for the ages.
  • 41. SUCCESS SECRET #9: Rich Media Emails — Know your audience before you venture in
  • 42.
    • DO'S
    • Ask yourself if rich media emails really add to the experience or if you're just showing off.
    • See if your competitors are sending multimedia emails.
    • Just be careful. Send your audience a link back to your website where they can test drive your multimedia presentation.
    • DON'TS
    • Don't assume your audience wants multimedia. Ask them first, or try a small test.
    • Don't jump into multimedia production without a storyboard.
      • A storyboard shows the production team each scene (with copy) and how each scene bridges to the one before it and the one after it.
      • Without a storyboard, your multimedia presentation can look disjointed and not make sense.
  • 43. SUCCESS SECRET #10: What to Expect After You Hit "Send"
  • 44.
    • DO'S
    • Expect to see responses like:
    • 1. Valid responses: Most important, non-automated replies are from real people
    • 2. Hard bounces: Delete them from your email list.
    • 3. Soft bounces: These are typically mailboxes that are full and can't accept any new inbound emails. Leave these.
    • 4. Spam filter rejections
    • 5. Spam filter messages: Pay attention to these messages because they tell you why your email has been filtered out.
    • 6."Out of office" replies
    • Reserve judgment on the success of your email campaign for at least a few days.
    • DON'TS
    • Don't feel bad when people unsubscribe.
      • No matter how valuable your email is, people are bound to do so.
      • Follow how many people unsubscribe from one campaign to the next.
      • Think of unsubscribes as a way to keep your database updated and clean.
    • Don't use the word "Free" in your copy too often or at all. Spam filters hate that word.
      • If you must use "Free", embed the word in a graphic because the spam filters cannot read words embedded in graphics.
  • 45. E-mail marketing is popular ….
    • It is extremely cheap . Compared to direct mailing or printed newsletters the costs are negligible. The advertiser does not need to pay for production, paper, printing or postage.
    • It is instant, as opposed to a mailed advertisement, an e-mail arrives in a few seconds or minutes.
    • It lets the advertiser "push" the message to its audience, as opposed to a website that waits for customers to come in.
    • It is easy to track . An advertiser can track bounce-backs , un-subscribes, open rates, positive or negative responses, click- throughs , rise in sales.
    • It has been proven successful when well done.
    • Advertisers can reach substantial numbers of e-mail subscribers who have opted in (consented) to receive e-mail communications on subjects of interest to them
    • When most people switch on their computer the first thing they do is check their e-mail.
    • Specific types of interaction with messages can trigger other messages to be automatically delivered.
    • There are a number of large E-mail marketing companies in the space; they include e-Dialog, YesMail and ChetaMail
  • 46.