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Email Marketing Workshop Don Farrell Circulator

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This presentation was delivered by Don Farrell at the Dublin Web Summit. It focuses on email marketing. Don runs http://www.Circulator.com. If you send emails, check it out

This presentation was delivered by Don Farrell at the Dublin Web Summit. It focuses on email marketing. Don runs http://www.Circulator.com. If you send emails, check it out

Published in Education , Technology , Business
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Transcript

  • 1. Email Marketing Industry overview & trends
    Presented By: Don Farrell – MD Circulator
  • 2. Email Marketing Stats - 2009
    97% of all Internet users use email . If it was a country, its 1.4 billion users would make it the largest country
    But as a marketing medium?
    Email marketing will generate an ROI of $48 for every dollar spent on it
    this year, outperforming all other direct marketing channels .
    • Total Revenue Generated $500bn
    • 3. Microsoft x 4
    (DMA Oct 18 2008)
  • 4. Email Marketing Stats
    Email delivers one of the lowest costs per order. Email's ROI index is 70 % higher than any other direct-response marketing vehicle - DMA, 2008
    Sharing of information (viral)
    78% of people email their friends links to information they wish to share
    22% share through social media
  • 5. What Medium can’t you give up?
    Email and text messaging (both 26%) are the activities “least likely to be given up for a week"
  • 6. Growth Trends: Social Networking v Email v SMS
    • 25% of US internet users report using social networks more often over the past 6 months
    • 7. 23% of US internet users report using email more often over the past 6 months
    • 8. 21% of US internet users report using text messaging more often over the past 6 months
  • Change in Consumers preferred channel 2008 – 2009
    • 75% of online consumers prefer to receive promotional messages via email
    • 9. Followed by 17% who prefer direct mail promotions – down 8.6%
    • 10. More than half of online consumers have made a purchase as the direct result of an email more than any other online communication channel
  • What have Irish Marketers used email for ?
    A 2009 survey of top Irish marketers found 79% rating email marketing as important or very important to their marketing strategy 
  • 11. Future of the medium ?
    Positive 
    34% of marketers believe email will become more effective over the next two years
    Why ?
    74% believe the content is getting more relevant
    58% see email as an integral part of their multichannel activities
    44% believe customers prefer email as a marketing channel
    Negative 
    • Spam – we all hate spam ! Thankfully spam filters & firewalls are getting better
    >Inbox Overload
  • 12. Ireland – 2009 – Average open rates
    17% of Irish Marketers are seeing open rates of over 51%
    Q – what factors influence open rates ?
    A – Subject Line, Timing, Frequency & quality of previous campaigns
  • 13. Email Examples - The Good
    Clear and well defined supporting cta’s ( also in HTML)
    Personalisation
    Main CTA is well positioned and is HTML (people can see / click it even if they don’t download the images)
    Full Company Details and Opt Out
  • 14. Email Examples - The Bad & The Ugly ..
  • 15. Image downloading - Get a good mix of images & html
    Images Downloaded
    Images Not Downloaded
  • 16. Emails sent via Circulator (Ireland 07 - 09)
  • 17. What email clients do people use ?
    Email sent to 27k European Business Addresses – Sector Energy - Feb 09
    A recent campaign to an ‘Online Marketing’ audience - 10% opened it on an iPhone
  • 18. Integrate email & mobile marketing
    • European mobile internet penetration is growing significantly, from 13% in 2008 to 39% in 2014
    • 19. 42% of 18– 34 year olds, and 33% of 35-44-year olds, say they are interested in receiving marketing messages on their phones
    ‘Text’ your email address to 51xxx to:
    • Enter & Win
    • 20. Get more info
    • 21. Be added to the list
  • Testing increases ROI – The Process
    Why Test ?
    • Testers achieve 68% higher return
    • 22. Small changes can make a big difference
    • 23. Good news - most marketers don’t
    Design
    Segment
    Test
    Delivery
    Analyse
  • 24. Multi Tier Viral Campaign
    Multi Tier Viral Campaign
    Multi Tier Viral Campaign - person who subscribes the most friends wins €1000
    • Increasing brand awareness & database
  • Integrate Email with the other smart stuff
    Integrate with Google Analytics and track what happened after the subscriber clicked through to your site. Real ROI Measurement
  • 25. Questions & Answers
    Text ‘circulator’ followed by your ‘email address’ to 51444
    Visit www.circulator.com
    Mail: don@circulator.com