Email Marketing Overview 080408


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Email Marketing Overview 080408

  1. 1. Email Marketing Overview Tuesday 8 th April 2008 10:00am > 10:30am Teddington, Board Room presented by Charles Head from the Online Delivery Team © 2008 Acxiom Corporation. All Rights Reserved .
  2. 2. Agenda <ul><li>Interactive Delivery: An introduction </li></ul><ul><li>Interactive Delivery: Database </li></ul><ul><li>Campaign Management: Getting a good brief </li></ul><ul><li>Campaign Management: Creative Installation </li></ul><ul><li>Campaign Management: Quality control </li></ul><ul><li>Campaign Management: Common mistakes </li></ul><ul><li>Deliverability: Overview of the last 24 months </li></ul><ul><li>Deliverability: Why is deliverability important? </li></ul><ul><li>Deliverability: Volumes, Frequency and Relevancy </li></ul><ul><li>Deliverability: Reputation </li></ul><ul><li>Deliverability: Spam & phishing </li></ul><ul><li>Deliverability: 5 things to do right NOW to improve </li></ul>
  3. 3. An introduction <ul><li>Email is a cheap form of direct marketing - a message can be sent to thousands of recipients for next to nothing. </li></ul><ul><li>It's also the easiest way to target the exact person you need to reach. </li></ul><ul><li>Measuring response rates is simple and recent figures show that they are higher than those for traditional direct mail. </li></ul><ul><li>However, there are disadvantages too. Email contacts go out of date faster than either addresses or telephone numbers, so you need to be particularly active in cleaning your database . </li></ul><ul><li>The increasing amount of spam - unsolicited email - means your marketing emails will need to stand out if they aren't to be deleted before being read . Increasingly sophisticated anti-spam software also means that many marketing emails are deleted before they arrive at their destination . </li></ul>
  4. 4. List Rental Database <ul><li>4,034,157 as of 2 nd April 2008 </li></ul>Soft bounces
  5. 5. Getting a good brief <ul><ul><li>From Address </li></ul></ul><ul><ul><li>Subject Line </li></ul></ul><ul><ul><li>Salutation </li></ul></ul><ul><ul><li>Personalisation </li></ul></ul><ul><ul><li>Tracking </li></ul></ul><ul><ul><li>HTML & Text </li></ul></ul><ul><ul><li>Seeds (Test and broadcast) </li></ul></ul><ul><ul><li>Data selections </li></ul></ul><ul><ul><li>Expected statistics </li></ul></ul>
  6. 6. Creative Installation <ul><li>Text editors </li></ul><ul><li>Microsoft Frontpage </li></ul><ul><li>Macromedia Dreamweaver </li></ul><ul><li>EMaster </li></ul><ul><li>Microsoft Excel </li></ul><ul><li>Microsoft Access </li></ul>Creative Data Broadcast Acxiom Digital’s IMPACT EmailVision’s Campaign Commander Alterian’s Dynamic Messenger
  7. 7. CRITICAL Success Factors <ul><li>C reative </li></ul><ul><ul><li>Design of the e-mail including layout and use of colour, images and copy. </li></ul></ul><ul><li>R elevance </li></ul><ul><ul><li>Response rates for e-mails will be higher if they are targeted to the interests of individual recipients. Up to 50% more opens if relevant. </li></ul></ul><ul><li>I ncentive </li></ul><ul><ul><li>This is the WIFM factor or 'What’s In It For Me' for the recipient. </li></ul></ul><ul><li>T iming </li></ul><ul><ul><li>Timing refers to when the e-mail is received; the time of day, day of the week, point in the month and even time of year. </li></ul></ul><ul><li>I ntegration </li></ul><ul><ul><li>This is looking at e-mail as part of your integrated marketing communications. </li></ul></ul><ul><li>C opy </li></ul><ul><ul><li>Keep it relevant, get straight to the point. </li></ul></ul><ul><li>A ttributes </li></ul><ul><ul><li>Subject line, from address, date/time of receipt and format (HTML or text). </li></ul></ul><ul><li>L anding page </li></ul><ul><ul><li>The destination after the recipient leaves the email. </li></ul></ul>
  8. 8. A creative example C reative R elevance I ncentive T iming I ntegration C opy A ttributes L anding page
  9. 9. Quality control <ul><li>Copy </li></ul><ul><ul><li>(including line spacing) </li></ul></ul><ul><li>Images </li></ul><ul><ul><li>(size, location, hosting etc) </li></ul></ul><ul><li>Subject line </li></ul><ul><li>From address </li></ul><ul><ul><li>(eg: ABC Ltd and emailinform) </li></ul></ul><ul><li>Link destinations </li></ul><ul><li>Acxiom Link tracking </li></ul><ul><ul><li>(links will have “; at the beginning) </li></ul></ul><ul><li>Your own link tracking (if applicable) </li></ul><ul><li>Personalisation/Salutation (if applicable) </li></ul>“ It has been a pleasure working with [Acxiom], [Interactive Delivery] are the most efficient supplier by a long way!”
  10. 10. Common mistakes <ul><li>no tracking </li></ul><ul><li>invalid symbols ‘’–“”—€…•†™ </li></ul><ul><li>incorrect selection </li></ul><ul><li>incorrect count(s) </li></ul><ul><li>image hosting bandwidth </li></ul><ul><li>There is a distinct difference in an </li></ul><ul><li>‘ email marketing fact’ and an ‘email marketing opinion’! </li></ul><ul><li>Test </li></ul><ul><li>Test </li></ul><ul><li>Test </li></ul>
  11. 11. Why is deliverability important? <ul><li>Keep the Acxiom dolphin out of the tuna net </li></ul><ul><li>an ongoing challenge for marketers, especially as ESP’s introduce new filtering systems and consumers become more inclined to hit the 'spam' button. </li></ul>
  12. 12. So what is spam?
  13. 13. Database Domain Breakdown
  14. 14. What do ESPs do with spam?
  15. 15. Deliverability: An introduction
  16. 16. Relevancy <ul><li>Relevancy is ‘king’ for email marketing </li></ul><ul><li>“ Consumers are being bombarded with emails making relevance in email marketing campaigns is ‘king’, according to Peter Duffy, sales and marketing director of e dialog.” </li></ul><ul><li>Source: | Author: Melinda Varley | Published: 27 November 2007 15:45 </li></ul>If emails are irrelevant, customers are more likely to label them as spam.
  17. 17. Relevancy
  18. 18. Volume If you send too many emails, you will look like a spammer.
  19. 19. Frequency If you send a recipient too many emails, they will think you are a spammer. 26% state: “I unsubscribe by using the this is spam button”
  20. 20. Authentication and Reputation via Sender ID
  21. 21. 5 things you can do to improve deliverability <ul><li>Authenticate with Sender ID </li></ul><ul><li>Publish accurate and inclusive SPF Records </li></ul><ul><li>Focus on expectations in frequency and relevancy </li></ul><ul><li>Encourage users to add you to their safe list </li></ul><ul><li>Proactively manage and monitor your reputation </li></ul><ul><li>Add unsubscribe headers </li></ul>
  22. 22. In conclusion
  23. 23. Questions?