Email and Social Media Marketing

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Presentation given to the SMPS in Frankfort, Kentucky on October 19, 2010

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Email and Social Media Marketing

  1. 1. Introduction to ExactTarget<br />February 2011<br />
  2. 2. Search Marketing Landscape<br />Statistics<br />+93% of the population are email subscribers and have provided their email to a company or brand<br />+88% of email users check email daily<br />+94% of email users check email weekly<br />+Email is the top digital marketing vehicle with 97% of marketers utilizing the channel<br />+50% of consumers have made a direct purchase off email<br />+When handling customer service issues 20% of consumers prefer email (phone and website top the list)<br />+49% of consumers “always” open email from their favorite companies<br />+81% of subscribers have been motivated to give their email to receive a promotion<br />2<br />Source: ExactTarget, eMarketer<br />
  3. 3. Search Marketing Landscape<br />Why Email Still Works?<br />+Familiarity<br />+Manageability<br />+Privacy and Trust<br />+Relevancy<br />+Exclusivity<br />3<br />Source: ExactTarget, eMarketer<br />
  4. 4. Search Marketing Landscape<br />How to Begin a Email Program?<br />+Create an Email Plan<br />+Know Your Audience<br />+Design for Your Audience<br />+Test, Test, Test Rendering<br />+Measure and Optimize<br />4<br />Source: ExactTarget, eMarketer<br />
  5. 5. Search Marketing Landscape<br />Email Viewership Stages<br />+From Name<br />+Subject Line<br />+Preview Pane<br />+Opened Email (pre-scrolling)<br />+Full Email<br />5<br />Source: ExactTarget, eMarketer<br />
  6. 6. Search Marketing Landscape<br />Why ExactTarget<br />+All-in-one-solution – Database and Creative are all managed under the same roof<br />+Opt-outs are handled within ExactTarget<br />+Ability to setup up rules for easy management and segmentation<br />+Easy to optimize and test creative within the system<br />+Easy Email Validation<br />+Create Test Send lists <br />+Detailed Reporting<br />+Automated Emails<br />+Integration with Google Analytics, SalesForce.com, Microsoft CRM<br />+Add Social Media functionality<br />6<br />
  7. 7. Search Marketing Landscape<br />Four Components of ExactTarget Email Program<br />+Import Data<br />+Create an Email<br />+Send an Email<br />+Track an Email<br />7<br />
  8. 8. Search Marketing Landscape<br />Import Data<br />Step :1 Setup Profile and Preference<br />Profile Attribute – Email, Full Name, User <br />8<br />
  9. 9. Search Marketing Landscape<br />Import Data<br />Step :1 Setup Profile and Preference<br />Preference Attribute – Determine how the subscriber will receive the email<br />Ex: HTML vs. Text<br />9<br />
  10. 10. Search Marketing Landscape<br />Import Data<br />Step 3: Import Subscribers<br />Manually enter subscribers<br />Import the list via the computer or FTP<br />Manage subscribers through a data extension/relational database<br />10<br />
  11. 11. Search Marketing Landscape<br />Subscribers<br />Step 4: Segment into Groups<br /><ul><li>Build a rule based on profiles and preferences from a subscriber list
  12. 12. Pick a random group from a subscriber list
  13. 13. Choose subscribers at a constant interval from a subscriber list
  14. 14. Build a group based on a Data Filter </li></ul>11<br />
  15. 15. Search Marketing Landscape<br />Create an Email<br />Step 1: Upload Files into a Portfolio<br />Manages all imagery, copy, multi-media needed for the email<br />12<br />
  16. 16. Search Marketing Landscape<br />Create an Email<br />Step 2: Build a Template<br /><ul><li>A template controls the header, background color, borders, and layout of an email. You can use the same template as the basis of multiple emails. It contains your brand and the layout of information.</li></ul>+All templates are stored under the Content tab in the My Templates folder.<br />+2 Standard Ways to Create a Template <br /> Standard Template Editor<br /> HTML Paste Editor<br />13<br />
  17. 17. Search Marketing Landscape<br />Create an Email<br />Step 2: Build a Template<br />A template controls the header, background color, borders, and layout of an email. You can use the same template as the basis of multiple emails. It contains your brand and the layout of information.<br />All templates are stored under the Content tab in the My Templates folder.<br />Standard Template Editor<br />HTML Paste Editor<br />14<br />
  18. 18. Search Marketing Landscape<br />Create an Email<br />Step 3: Design Your Email<br />15<br />
  19. 19. Search Marketing Landscape<br />Create an Email<br />Step 3: Design Your Email<br />16<br />
  20. 20. Search Marketing Landscape<br />Create an Email<br />Best Practices for Designing Email<br />+Build the Brand<br />+Catch the Eye<br />+Engage Your Customers<br />+Maximize Your Response<br />+Images Aren’t Everything<br />+Test<br />17<br />
  21. 21. Search Marketing Landscape<br />Send an Email<br />Step 1: Prepare Email for Send<br />Content Detective – Helps identify spam triggers in your email and recommends a resolution<br />Email Validation - checks your email message for common issues that could prevent your email from being sent<br />Send Preview – Displays the email as it will be viewed by the subscriber<br />Sending a Test Preview – Send to additional stakeholders for final approval<br />18<br />
  22. 22. Search Marketing Landscape<br />Send an Email<br />Step 2: Sending an Email<br />Guided Send - A guided send is a send process that uses the Email Send Wizard.<br />Simple Send - A simple send is a send process that allows you to send an email by selecting a list and clicking send. The simple send feature chooses default options for your send, such as sending immediately instead of scheduling, and provides a quick send option for you.<br />Simple Automated Send - A simple automated send is an email send that automatically sends an email based on a date, like an anniversary or birthday.<br />19<br />
  23. 23. Search Marketing Landscape<br />Track an Email<br />20<br />
  24. 24. Search Marketing Landscape<br />Send an Email<br />Step 2: Run a Report<br />+Specify the following information in the report:<br /> Report Parameters<br /> Report Results Delivery<br /> Results File Format<br /> Run the Report<br />21<br />
  25. 25. Search Marketing Landscape<br />Send an Email<br />Step 2: Run a Report<br />Speciify the following information in the report:<br />Report Parameters<br />Report Results Delivery<br />Results File Format<br />Run the Report<br />22<br />
  26. 26. Search Marketing Landscape<br />Specifications<br />+Must be less than 200K<br />+Email width is 600 pixels<br />+CAN/SPAM<br />+Standard Elements:<br />Link to view the email as a webpage<br />Header<br />Content – Static or Dynamic<br />Footer <br /> Physical Mailing Address<br /> Subscription/Profile Management<br />23<br />
  27. 27. Search Marketing Landscape<br />Extra Features<br />+Personalization Strings<br />+Surveys<br />+Social Forward<br />+Attach a File<br />+Dynamic Content<br />+Web Collect<br />24<br />
  28. 28. Search Marketing Landscape<br />Email Best Practices<br />+Subscribers are #1<br />+Simple Automated Sends<br />+Grow Your Subscriber List<br />+Optimize Your Email Design<br />+Email Deliverability<br />+Evaluate and Optimize<br />25<br />
  29. 29. Questions<br />Any questions?<br />26<br />

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