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EMail                            Marketing                            Iain Davenport 2008Tuesday, October 25, 2011
92%                            of all marketers                                 employ                            email ma...
Tuesday, October 25, 2011
What most influenced      your decision to visit this         retailer’s website?Tuesday, October 25, 2011
Influencer                            %  Familiarity with brand               30%  Internet advertising                 14...
Influencer                            %  Familiarity with brand               30%  Internet advertising                 14...
Acquisition Source                        %  Shopping comparison sites                 2%  Advertising on a social network...
Satisfaction  Familiarity with brand                    80  Promotional email from the company        79  Friend recommend...
Satisfaction  Familiarity with brand                    80  Promotional email from the company        79  Friend recommend...
Likelihood to buy online in the future  Familiarity with brand                    78  Promotional email from the company  ...
Likelihood to buy online in the future  Familiarity with brand                    78  Promotional email from the company  ...
Tuesday, October 25, 2011
5 ways                             email                            changed                            marketingTuesday, O...
Direct Mail OverloadTuesday, October 25, 2011
Very ExpensiveTuesday, October 25, 2011
1. Massive individualized       distribution…Tuesday, October 25, 2011
…for very low costTuesday, October 25, 2011
pro: great sales driverTuesday, October 25, 2011
Tuesday, October 25, 2011
con: sometimes made us lazyTuesday, October 25, 2011
126                                  average number of                                  emails received per               ...
20%                            of all emails                            are ‘Junked’                            by spam fi...
Over Loading                            4.	  	  	  	  	  	  	  Send	  too	  many	  emails.	  	  Frequency	  is	  a	  key	 ...
Overlapping  	  Overlapping	  offers                                   	  Overlapping	  offers                	  	  	  	  	 ...
25% increase in CTR    43% Open RateTuesday, October 25, 2011
25% increase in CTRTuesday, October 25, 2011
25% increase in CTR47% reduction in unsubscribes.Tuesday, October 25, 2011
2. Much                              easier                              way to                              build        ...
Growing your listTuesday, October 25, 2011
OnlineTuesday, October 25, 2011
Tuesday, October 25, 2011
Tuesday, October 25, 2011
Tuesday, October 25, 2011
Tuesday, October 25, 2011
pro:many more peoplepotentially getting ourmessagesTuesday, October 25, 2011
Tuesday, October 25, 2011
Tuesday, October 25, 2011
con:reduced quality of ourcustomer listsTuesday, October 25, 2011
Tuesday, October 25, 2011
3. Significant reduction            in lead timeTuesday, October 25, 2011
Show how we can product to market quickerTuesday, October 25, 2011
Tuesday, October 25, 2011
pro:  enabled more flexibility  in offers and featuresTuesday, October 25, 2011
Tuesday, October 25, 2011
con:                            reduced                            discipline                            in creating      ...
4.                                Dynamic                            personalization                              capabili...
Tuesday, October 25, 2011
pro:individualizedmessaginggreatlyimprovedrelevanceTuesday, October 25, 2011
Un-targeted                  Life cycle messaging      broadcast emails             campaigns      Open rate: 20%         ...
SegmentationTuesday, October 25, 2011
30%                            15%	  increase	  in	  conversion	  rates	  vs	  mass	  mailings.	  Tuesday, October 25, 2011
15% increase in conversion ratesTuesday, October 25, 2011
con:raised expectations fordelivering relevantmessagesTuesday, October 25, 2011
5. Far more measureable  than anything previouslyTuesday, October 25, 2011
Tuesday, October 25, 2011
pro:we can really know howour customers areinteracting with ourmessaging and our sitesTuesday, October 25, 2011
Analyzen	  to	  the	  data.	  	  The	  data	  holds	  so	  much	  valuable	  informa9on.	  	  Take	  the	  9me	  to	  anal...
Tuesday, October 25, 2011
con:all that data breedsoverconfidence in whatwe actually “know”Tuesday, October 25, 2011
1. Massive individualized distribution for very      low costs   2. Much easier way to build customer lists   3. Significan...
Marketers face     tough competitionTuesday, October 25, 2011
Maintaining lists:     • Keep it clean – bounce the bounces     • Opt in vs. double opt in     • Let them unsubscribe     ...
Email Reputation Score           Definition:           The general opinion of the ISPs, the anti-           spam community,...
Email Reputation score     Control your score     •ISPs offer various sender authentication standards     such as SPF (sen...
These could be affecting                              your reputation scoreTuesday, October 25, 2011
Email users savvier            than you thinkTuesday, October 25, 2011
83%: Used the Report Spam button             80%: Use it without opening the message             73%: Base decision on the...
So what makes a                            campaign successful?Tuesday, October 25, 2011
Tuesday, October 25, 2011
PlanningTuesday, October 25, 2011
Who are your                            target audience?Tuesday, October 25, 2011
grow a targeted database                        Genuine opt-in                        Explicit permission granted       ...
What are your                             objectives?Tuesday, October 25, 2011
2 types of commercial emails          • Promotional                – Entice immediate action          • Retention based em...
Promotional emails                      Immediate goal for user                      Action taken by user               ...
Promotional emails: entice the user to take          action through purchase or sign upTuesday, October 25, 2011
Retention emails                     Longer term goals                     KPIs important                              ...
Your database                     Only one entry required: prospects          email address          but                ...
Retention based emails: information of value               to create a long term relationship with the                    ...
Increase customer valueTuesday, October 25, 2011
relevanceTuesday, October 25, 2011
• Identify communications you make                            with customers in a batch fashion.                          ...
How your email marketing                                 message is structured will                                 determ...
Avoiding the ‘Pitfalls’Tuesday, October 25, 2011
Assuming                             images                            will work!Tuesday, October 25, 2011
Tuesday, October 25, 2011
Not designing for                             preview panesTuesday, October 25, 2011
Tuesday, October 25, 2011
Over selling and                            cheap tricks = SPAMTuesday, October 25, 2011
DON’T                SHOUTTuesday, October 25, 2011
DON’T OVER             ‘EMPHASIZE !!! ’Tuesday, October 25, 2011
AVOID HARD SELLTuesday, October 25, 2011
Too many images                            not enough text                            Certain spam filters place the      ...
Subject linesTuesday, October 25, 2011
Creating subject lines                     • It’s not rocket science, remember K.I.S.S.                     (keep it simpl...
In just one-twentieth of a second,                            less time than it takes to blink, people                    ...
Tuesday, October 25, 2011
Tuesday, October 25, 2011
Tuesday, October 25, 2011
BEST                            PRACTICESTuesday, October 25, 2011
Customer                                 Centric                            •!   Customer-based approach:                 ...
3.Creative executionTuesday, October 25, 2011
Two types of email                      Plain text emails                      HTML emailsTuesday, October 25, 2011
Plain text email                                                                            Text only                    ...
HTML email                                                                      Contains                                 ...
Parts of an email          •   Header          •   Subject line          •   Personalized greeting          •   Body      ...
Platform testingTuesday, October 25, 2011
Video in email?          Increase click-through rates up to 25%.          Florist’s conversions jumped from 1.35% to      ...
Tuesday, October 25, 2011
4. Integrate campaign with other     channelsTuesday, October 25, 2011
Integrate                            •!   Cross channel integration:                                 integrated marketing ...
• Reinforce brand’s message          • Increase responsesTuesday, October 25, 2011
Tuesday, October 25, 2011
5. PersonalizationTuesday, October 25, 2011
Mass customization          • One to one marketing on a macro            scale          • Simple personalization can impro...
• Send different content to different          people          • Insert ‘dear first name’ greeting, where          appropr...
Tuesday, October 25, 2011
Tuesday, October 25, 2011
Tuesday, October 25, 2011
6. DeploymentTuesday, October 25, 2011
When should I send?    Regularly…like the milk man       Try and be action based.       Common sense and testing.Tuesday, ...
Tuesday, October 25, 2011
7. Interaction handlingTuesday, October 25, 2011
Show you’re on top of everything.     Utilize all touch points for calls to     action / up-sell     Generate emails in re...
Next week  http://www.seomoz.org/beginners-guide-to-seo                            Chapter 1-5Tuesday, October 25, 2011
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Mcgill email marketing 2012

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  • Notes:
  • Notes:
  • Acquisition Techniques Offline In-store - Cards, kiosks, staff ask at check-out, mail-in cards, promote web and e-mail Call Centre - Ask for e-mail AND permission Warranty Cards Contests and other mail-in materials E.g. - Altamira – altamirawin.com campaign – TV, Radio to special site List web address on everything
  • This out of home bus shelter ad campaign is trying to get people to sign-up for newsletter.
  • Notes:
  • Note that they do a nice job of VISUALLY explaining what you will get. While they tick both boxes to “yes” by default, they are obvious and it is clear to the user what they need to do to get these lists. Hiding the opt-in would be a problem and make permission suspect.
  • Notes:
  • Notes:
  • Notes:
  • Notes:
  • Notes:
  • Notes: Nice multi-channel promotion – lists web, phone, and real-world purchase options – very smart.
  • Notes:
  • Notes:
  • Notes: Prescription Contacts by direct marketing Company e-mails customers when supply should be running low and offers automatic replenishment
  • Notes:
  • Notes:
  • Transcript of "Mcgill email marketing 2012"

    1. 1. EMail Marketing Iain Davenport 2008Tuesday, October 25, 2011
    2. 2. 92% of all marketers employ email marketingTuesday, October 25, 2011
    3. 3. Tuesday, October 25, 2011
    4. 4. What most influenced your decision to visit this retailer’s website?Tuesday, October 25, 2011
    5. 5. Influencer % Familiarity with brand 30% Internet advertising 14% TV, radio, print 12% Promotional email from the company 12% Search engine results 10% Friend recommendation – in person 8%Tuesday, October 25, 2011
    6. 6. Influencer % Familiarity with brand 30% Internet advertising 14% TV, radio, print 12% Promotional email from the company 12% Search engine results 10% Recommendation from someone I know 8%Tuesday, October 25, 2011
    7. 7. Acquisition Source % Shopping comparison sites 2% Advertising on a social network 2% Product review site 2% Blogs or discussion forums 1% Friend recommendation on social network 1% Mobile phone advertising 0%Tuesday, October 25, 2011
    8. 8. Satisfaction Familiarity with brand 80 Promotional email from the company 79 Friend recommendation on social network 79 Friend recommendation – in person 78 Internet advertising 77 TV, radio, print advertising 77Tuesday, October 25, 2011
    9. 9. Satisfaction Familiarity with brand 80 Promotional email from the company 79 Friend recommendation on social network 79 Friend recommendation – in person 78 Internet advertising 77 TV, radio, print advertising 77Tuesday, October 25, 2011
    10. 10. Likelihood to buy online in the future Familiarity with brand 78 Promotional email from the company 76 Had a gift card 76 Friend recommendation on social network 76 Internet advertising 75 Product review website 75Tuesday, October 25, 2011
    11. 11. Likelihood to buy online in the future Familiarity with brand 78 Promotional email from the company 76 Had a gift card 76 Friend recommendation on social network 76 Internet advertising 75 Product review website 75Tuesday, October 25, 2011
    12. 12. Tuesday, October 25, 2011
    13. 13. 5 ways email changed marketingTuesday, October 25, 2011
    14. 14. Direct Mail OverloadTuesday, October 25, 2011
    15. 15. Very ExpensiveTuesday, October 25, 2011
    16. 16. 1. Massive individualized distribution…Tuesday, October 25, 2011
    17. 17. …for very low costTuesday, October 25, 2011
    18. 18. pro: great sales driverTuesday, October 25, 2011
    19. 19. Tuesday, October 25, 2011
    20. 20. con: sometimes made us lazyTuesday, October 25, 2011
    21. 21. 126 average number of emails received per day by corporate users in 2007Tuesday, October 25, 2011
    22. 22. 20% of all emails are ‘Junked’ by spam filtersTuesday, October 25, 2011
    23. 23. Over Loading 4.              Send  too  many  emails.    Frequency  is  a  key  component  of  a  healthy  email  marke9ng  strategy.    The  key  is  the  find  the  right  frequency  for  your   business.    Every  industry  is  different.    You  can  do  this  by  crea9ng  different  cohorts  and  following  them  through  9me.    By  measuring  the  key  metrics   (such  as  Open  rates,  CTR,  Conv  rates,  sales,  GM  and  unsubscribers  to  name  a  few),  you  will  be  able  to  determine  the  right  frequency  for  you   company.  Our  test  show  a  43%  increase  is  open  rates  by  reducing  the  frequency,  a  25%  increase  in  CTR  and  a  47%  reduc9on  in  unsubscribers.Tuesday, October 25, 2011
    24. 24. Overlapping  Overlapping  offers  Overlapping  offers          Tuesday, October 25, 2011
    25. 25. 25% increase in CTR 43% Open RateTuesday, October 25, 2011
    26. 26. 25% increase in CTRTuesday, October 25, 2011
    27. 27. 25% increase in CTR47% reduction in unsubscribes.Tuesday, October 25, 2011
    28. 28. 2. Much easier way to build customer listsTuesday, October 25, 2011
    29. 29. Growing your listTuesday, October 25, 2011
    30. 30. OnlineTuesday, October 25, 2011
    31. 31. Tuesday, October 25, 2011
    32. 32. Tuesday, October 25, 2011
    33. 33. Tuesday, October 25, 2011
    34. 34. Tuesday, October 25, 2011
    35. 35. pro:many more peoplepotentially getting ourmessagesTuesday, October 25, 2011
    36. 36. Tuesday, October 25, 2011
    37. 37. Tuesday, October 25, 2011
    38. 38. con:reduced quality of ourcustomer listsTuesday, October 25, 2011
    39. 39. Tuesday, October 25, 2011
    40. 40. 3. Significant reduction in lead timeTuesday, October 25, 2011
    41. 41. Show how we can product to market quickerTuesday, October 25, 2011
    42. 42. Tuesday, October 25, 2011
    43. 43. pro: enabled more flexibility in offers and featuresTuesday, October 25, 2011
    44. 44. Tuesday, October 25, 2011
    45. 45. con: reduced discipline in creating thoughtful promotion plansTuesday, October 25, 2011
    46. 46. 4. Dynamic personalization capabilities like never beforeTuesday, October 25, 2011
    47. 47. Tuesday, October 25, 2011
    48. 48. pro:individualizedmessaginggreatlyimprovedrelevanceTuesday, October 25, 2011
    49. 49. Un-targeted Life cycle messaging broadcast emails campaigns Open rate: 20% Open rate: 26% Avg. CTR: 9.5% Avg. CTR: 9.3% Avg. conversion rate: 1.1% Avg. conversion rate: 2.3% User-triggered Clickstream-based campaigns campaigns Open rate: 27% Open rate: 33% Avg. CTR: 9.3% Avg. CTR: 14% Avg. conversion rate: 2.3% Avg. conversion rate: 3.9%Tuesday, October 25, 2011
    50. 50. SegmentationTuesday, October 25, 2011
    51. 51. 30% 15%  increase  in  conversion  rates  vs  mass  mailings.  Tuesday, October 25, 2011
    52. 52. 15% increase in conversion ratesTuesday, October 25, 2011
    53. 53. con:raised expectations fordelivering relevantmessagesTuesday, October 25, 2011
    54. 54. 5. Far more measureable than anything previouslyTuesday, October 25, 2011
    55. 55. Tuesday, October 25, 2011
    56. 56. pro:we can really know howour customers areinteracting with ourmessaging and our sitesTuesday, October 25, 2011
    57. 57. Analyzen  to  the  data.    The  data  holds  so  much  valuable  informa9on.    Take  the  9me  to  analyze  it,  understand  it  and  then  implement  it.    No  need  to  make  a  quick  decision  on  preliminary  results.    Pa9ence  is  a   Tuesday, October 25, 2011
    58. 58. Tuesday, October 25, 2011
    59. 59. con:all that data breedsoverconfidence in whatwe actually “know”Tuesday, October 25, 2011
    60. 60. 1. Massive individualized distribution for very low costs 2. Much easier way to build customer lists 3. Significant reduction in lead time 4. Dynamic personalization capabilities like never before 5. Far more measureable than anything previouslyTuesday, October 25, 2011
    61. 61. Marketers face tough competitionTuesday, October 25, 2011
    62. 62. Maintaining lists: • Keep it clean – bounce the bounces • Opt in vs. double opt in • Let them unsubscribe • Don’t become spamTuesday, October 25, 2011
    63. 63. Email Reputation Score Definition: The general opinion of the ISPs, the anti- spam community, and your own subscribers towards a sender’s IP address, sending domain, or both. If the sender’s score falls within the ISP’s thresholds, a sender’s messages will be delivered to the inbox; if not, the sender’s emails may arrive in the bulk folder, be quarantined, or be bounced back to the sender.Tuesday, October 25, 2011
    64. 64. Email Reputation score Control your score •ISPs offer various sender authentication standards such as SPF (sender policy framework) and DomainKeys. •Keep the list clean by removing hard bounces after 3 deliveries (ISPs don’t like e-mail broadcasters who have a high bounce rate) •Respond to complaints and unsubscribe requests •Educate users about whitelistsTuesday, October 25, 2011
    65. 65. These could be affecting your reputation scoreTuesday, October 25, 2011
    66. 66. Email users savvier than you thinkTuesday, October 25, 2011
    67. 67. 83%: Used the Report Spam button 80%: Use it without opening the message 73%: Base decision on the "from" line 69%: Base decision on subject line 20%: Use the spam button to unsubscribeTuesday, October 25, 2011
    68. 68. So what makes a campaign successful?Tuesday, October 25, 2011
    69. 69. Tuesday, October 25, 2011
    70. 70. PlanningTuesday, October 25, 2011
    71. 71. Who are your target audience?Tuesday, October 25, 2011
    72. 72. grow a targeted database  Genuine opt-in  Explicit permission granted  Information can be gathered over timeTuesday, October 25, 2011
    73. 73. What are your objectives?Tuesday, October 25, 2011
    74. 74. 2 types of commercial emails • Promotional – Entice immediate action • Retention based emails – Newsletters – Build long term relationshipsTuesday, October 25, 2011
    75. 75. Promotional emails  Immediate goal for user  Action taken by user  Purchase  Download  Request informationTuesday, October 25, 2011
    76. 76. Promotional emails: entice the user to take action through purchase or sign upTuesday, October 25, 2011
    77. 77. Retention emails  Longer term goals  KPIs important  Open Rate  Click-through rate  ROITuesday, October 25, 2011
    78. 78. Your database  Only one entry required: prospects email address but  more information can lead to improved customizationTuesday, October 25, 2011
    79. 79. Retention based emails: information of value to create a long term relationship with the readerTuesday, October 25, 2011
    80. 80. Increase customer valueTuesday, October 25, 2011
    81. 81. relevanceTuesday, October 25, 2011
    82. 82. • Identify communications you make with customers in a batch fashion. • Ask what events could trigger these communications to make them timely. • Prepare a distinct message for each customer situation • Increase involvement by adding a call to action to each message • Prepare a message for each possible response to your previous message.Tuesday, October 25, 2011
    83. 83. How your email marketing message is structured will determine 50% of its success •! Anatomy of an email: fields (to, from, subject), body copy, landing page •! Set a single objective: one message presented in a strong, clear and direct manner •! Write to target: develop a thorough understanding of the needs and sensibilities of your target market before you write. •! Get to the point: sluggish fulfillment leads to dissatisfied customers. •! Build the relationship: email marketing is not hit and run medium. It works best when you build sustainable relationships.Tuesday, October 25, 2011
    84. 84. Avoiding the ‘Pitfalls’Tuesday, October 25, 2011
    85. 85. Assuming images will work!Tuesday, October 25, 2011
    86. 86. Tuesday, October 25, 2011
    87. 87. Not designing for preview panesTuesday, October 25, 2011
    88. 88. Tuesday, October 25, 2011
    89. 89. Over selling and cheap tricks = SPAMTuesday, October 25, 2011
    90. 90. DON’T SHOUTTuesday, October 25, 2011
    91. 91. DON’T OVER ‘EMPHASIZE !!! ’Tuesday, October 25, 2011
    92. 92. AVOID HARD SELLTuesday, October 25, 2011
    93. 93. Too many images not enough text Certain spam filters place the "image vs. text ratio" criteria even higher than the "spam keywords" criteriaTuesday, October 25, 2011
    94. 94. Subject linesTuesday, October 25, 2011
    95. 95. Creating subject lines • It’s not rocket science, remember K.I.S.S. (keep it simple stupid) • The best subject lines are not ‘Flashy’ or ‘Pushy’. • Your subject line should simply, clearly and concisely describe the purpose/content of your email - its that simple! • Its a process, and it starts with the opt-in always set your subscribers’ expectations during the opt-in process regarding the type and frequency of the emails they will recieve.Tuesday, October 25, 2011
    96. 96. In just one-twentieth of a second, less time than it takes to blink, people make aesthetic judgments that will influence their experience of your landing page.Tuesday, October 25, 2011
    97. 97. Tuesday, October 25, 2011
    98. 98. Tuesday, October 25, 2011
    99. 99. Tuesday, October 25, 2011
    100. 100. BEST PRACTICESTuesday, October 25, 2011
    101. 101. Customer Centric •! Customer-based approach: Measurement of individual customer response rather than overall campaign performance •! Event triggered emails e.g. first purchase, abandoned cart •! Focus on frequency/contact strategy: monitoring the impact of frequency to maximize results •! Data capture is a process: It’s a value exchange between you and your prospects. As you serve up value they’ll reciprocate by sharing information. •! Rich preference capabilities: frequency, channel, format, opt-in, opt-out preferences •! Proactive communication: specific, relevant and timely.Tuesday, October 25, 2011
    102. 102. 3.Creative executionTuesday, October 25, 2011
    103. 103. Two types of email  Plain text emails  HTML emailsTuesday, October 25, 2011
    104. 104. Plain text email  Text only  No hyperlinks or images  Smaller file size  Looks the same across all platformsTuesday, October 25, 2011
    105. 105. HTML email  Contains images, different fonts and hyperlinks  File size is much larger  Can render differentlyTuesday, October 25, 2011
    106. 106. Parts of an email • Header • Subject line • Personalized greeting • Body • Footer • Unsubscribe linkTuesday, October 25, 2011
    107. 107. Platform testingTuesday, October 25, 2011
    108. 108. Video in email? Increase click-through rates up to 25%. Florist’s conversions jumped from 1.35% to 2.8%. Remember: • include a link, host outside message • Remember that many viewers watch videos for the “entertainment” value. Keep videos short, light and relevant. Sources: https://www.marketingsherpa.com/barrier.html?ident=30200 http://inspireaction.mindandmedia.com/index.php/2007/11/15/hey-its-got-video-it-must- be-cool/Tuesday, October 25, 2011
    109. 109. Tuesday, October 25, 2011
    110. 110. 4. Integrate campaign with other channelsTuesday, October 25, 2011
    111. 111. Integrate •! Cross channel integration: integrated marketing strategy, combines online and offline channels to maximize marketing impact •! Co-ordinate and unify mailing lists: centralized customer data •! Integrate and centralize customer data: in order to leverage customer knowledgeTuesday, October 25, 2011
    112. 112. • Reinforce brand’s message • Increase responsesTuesday, October 25, 2011
    113. 113. Tuesday, October 25, 2011
    114. 114. 5. PersonalizationTuesday, October 25, 2011
    115. 115. Mass customization • One to one marketing on a macro scale • Simple personalization can improve results • Segment databaseTuesday, October 25, 2011
    116. 116. • Send different content to different people • Insert ‘dear first name’ greeting, where appropriate • Personalize forms within email/landing page – only ask a question onceTuesday, October 25, 2011
    117. 117. Tuesday, October 25, 2011
    118. 118. Tuesday, October 25, 2011
    119. 119. Tuesday, October 25, 2011
    120. 120. 6. DeploymentTuesday, October 25, 2011
    121. 121. When should I send? Regularly…like the milk man Try and be action based. Common sense and testing.Tuesday, October 25, 2011
    122. 122. Tuesday, October 25, 2011
    123. 123. 7. Interaction handlingTuesday, October 25, 2011
    124. 124. Show you’re on top of everything. Utilize all touch points for calls to action / up-sell Generate emails in response to actionsTuesday, October 25, 2011
    125. 125. Next week http://www.seomoz.org/beginners-guide-to-seo Chapter 1-5Tuesday, October 25, 2011
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