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Email Marketing Webinar from CIM event on 28th November 2012

Email Marketing Webinar from CIM event on 28th November 2012

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    Email webinarnov12 Email webinarnov12 Presentation Transcript

    • Email Marketing Best PracticeDaniel Rowles
    • Who Am I? •  Daniel Rowles •  CIM Course Director •  14 Years experience in digital marketing –  Both client and agency side •  @danielrowles
    • What I’ll Cover •  Email in Perspective •  Data and Segmentation •  Design Issues •  Measurement3
    • Email in perspective•  96% skip any introductory copy on an email ?•  The first ? words of a headline are read on 2 average•  Average time spent reading an email is 21 ? seconds•  Around 2% of visitors will read your email in full ?
    • Good practice www.amazon.co.uk
    • Advanced targeting
    • Do users value email marketing?•  94% of internet users receive opt-in permission based email.•  89% of internet users prefer email over offline media to gain information about products of specific interest to them.•  93% of internet consumers believe that email is the best way for existing suppliers to communicate with them.
    • Setting your expectations•  A good offer, with an appropriate call to action, at the right time to a good list should yield. 5 – 50% clickthrough•  Best Practice yielding 36% open 13% Click (MailChimp 2012).•  If you are not getting this level of response:•  Adjust one or more components.•  Test and try again.
    • CRM principles Single view of Connect all customer data the customerCreate relevancy Prospect and customer get content they need at that time based on their data and for customer profile Manage Manage the amount of communication customers receive Frequency Ratio commercial and non-commercial Don’t only take but help and give back to customer content
    • Collection of data 24%# 22%# 54%# No#data#collected# Info#collected#at#registra5on# Info#collected#by#poll#
    • What is personalisation? No personalisation Broadcast Format optimisation Text or HTML Personal salutation “Dear Mary” Segmented content Preference, behaviour, demo One to one Unique, dynamic e-mail
    • Dear Rich B**tard!
    • Segmentation based on open rates Open% Av.CTR Possible action: Possible action: Raise frequency stimulate CTR (controlled) These recipients open more then Email champions average but click less 2. 4. Av. Open% 1. 3. This group Opens andPossible clicks of this opens less than Possible action:action: group are average but they stimulate openReactivation are more likely to below average rateor Switch clickchannels CTR (=click through rate)
    • Inbox Testing – Litmus.com
    • Mobile devices http://campmon.createsend.com/screens/y/D8D6697793A2E7DF
    • Subject lineSilicon.com Weekly RoundupIs this you?Latest Offers from AsusNUA Internet Newsletter June 5th
    • Splitting your list www.mailchimp.com
    • Things to test1.  Subject lines2.  Headings3.  Image/placement4.  Copy length5.  Call to action6.  Links7.  Time of day8.  Day of week
    • Spam check Sending
    • Timing of an e-mailout •  After 10am •  Late morning ideal •  Tuesday to Thursday recommended •  Friday afternoon effect •  International considerations
    • Commercial insight Email Website Conversion Reporting Analytics Tracking
    • Analytics and email•  If you don t add tracking code, email traffic looks like direct traffic•  Email System has reporting but no end to end•  Search “URL Tool”
    • Bounce rateBounce = visitors who enter and exit site on samepage. Visitor clicks on an email linkExample Visitor enters on landing page Visitor leaves site without visiting another page
    • Page optimisation•  A/B Testing•  Multivariate testing right, talk later•  Intelligence reports
    • A/B testing A B Conversion Test multiple versions of the page to see which version achieves the most conversions.
    • Multivariate testing Heading Images Text CombinationsTest multiple versions of elements of a page to see whichcombination achieves the most conversions.
    • Conclusions •  Create Relevance through segmentation •  Consider scanning behaviour •  Look at analytics •  Test and Improve
    • Thank you •  @DanielRowles •  danielrowles@me.com •  www.targetinternet.com