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Email Marketing Overview   080408

Email Marketing Overview 080408






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    Email Marketing Overview   080408 Email Marketing Overview 080408 Presentation Transcript

    • 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 .
    • Agenda
      • Interactive Delivery: An introduction
      • Interactive Delivery: Database
      • Campaign Management: Getting a good brief
      • Campaign Management: Creative Installation
      • Campaign Management: Quality control
      • Campaign Management: Common mistakes
      • Deliverability: Overview of the last 24 months
      • Deliverability: Why is deliverability important?
      • Deliverability: Volumes, Frequency and Relevancy
      • Deliverability: Reputation
      • Deliverability: Spam & phishing
      • Deliverability: 5 things to do right NOW to improve
    • An introduction
      • Email is a cheap form of direct marketing - a message can be sent to thousands of recipients for next to nothing.
      • It's also the easiest way to target the exact person you need to reach.
      • Measuring response rates is simple and recent figures show that they are higher than those for traditional direct mail.
      • 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 Email contacts go out of date faster than either addresses or telephone numbers, so you need to be particularly active in cleaning your database .
      • 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 .
    • List Rental Database
      • 4,034,157 as of 2 nd April 2008
      Soft bounces
    • Getting a good brief
        • From Address
        • Subject Line
        • Salutation
        • Personalisation
        • Tracking
        • HTML & Text
        • Seeds (Test and broadcast)
        • Data selections
        • Expected statistics
    • Creative Installation
      • Text editors
      • Microsoft Frontpage
      • Macromedia Dreamweaver
      • EMaster
      • Microsoft Excel
      • Microsoft Access
      Creative Data Broadcast Acxiom Digital’s IMPACT EmailVision’s Campaign Commander Alterian’s Dynamic Messenger
    • CRITICAL Success Factors
      • C reative
        • Design of the e-mail including layout and use of colour, images and copy.
      • R elevance
        • 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.
      • I ncentive
        • This is the WIFM factor or 'What’s In It For Me' for the recipient.
      • T iming
        • 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.
      • I ntegration
        • This is looking at e-mail as part of your integrated marketing communications.
      • C opy
        • Keep it relevant, get straight to the point.
      • A ttributes
        • Subject line, from address, date/time of receipt and format (HTML or text).
      • L anding page
        • The destination after the recipient leaves the email.
    • A creative example C reative R elevance I ncentive T iming I ntegration C opy A ttributes L anding page
    • Quality control
      • Copy
        • (including line spacing)
      • Images
        • (size, location, hosting etc)
      • Subject line
      • From address
        • (eg: ABC Ltd and emailinform)
      • Link destinations
      • Acxiom Link tracking
        • (links will have “XXX.com" at the beginning)
      • Your own link tracking (if applicable)
      • Personalisation/Salutation (if applicable)
      “ It has been a pleasure working with [Acxiom], [Interactive Delivery] are the most efficient supplier by a long way!”
    • Common mistakes
      • no tracking
      • invalid symbols ‘’–“”—€…•†™
      • incorrect selection
      • incorrect count(s)
      • image hosting bandwidth
      • There is a distinct difference in an
      • ‘ email marketing fact’ and an ‘email marketing opinion’!
      • Test
      • Test
      • Test
    • Why is deliverability important?
      • Keep the Acxiom dolphin out of the tuna net
      • an ongoing challenge for marketers, especially as ESP’s introduce new filtering systems and consumers become more inclined to hit the 'spam' button.
    • So what is spam?
    • Database Domain Breakdown
    • What do ESPs do with spam?
    • Deliverability: An introduction
    • Relevancy
      • Relevancy is ‘king’ for email marketing
      • “ 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.”
      • Source: mad.co.uk | Author: Melinda Varley | Published: 27 November 2007 15:45
      If emails are irrelevant, customers are more likely to label them as spam.
    • Relevancy
    • Volume If you send too many emails, you will look like a spammer.
    • 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”
    • Authentication and Reputation via Sender ID
    • 5 things you can do to improve deliverability
      • Authenticate with Sender ID
      • Publish accurate and inclusive SPF Records
      • Focus on expectations in frequency and relevancy
      • Encourage users to add you to their safe list
      • Proactively manage and monitor your reputation
      • Add unsubscribe headers
    • In conclusion
    • Questions?