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13 June Free Email Marketing Event  - Torfaen Business Centre
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13 June Free Email Marketing Event - Torfaen Business Centre


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This Email Marketing event will cover: …

This Email Marketing event will cover:

Does Email Marketing work?

How to Get Email Subscribers ?

Planning & Delivering Email Campaigns

The Science of Email Marketing

Integrating Email + Twitter + Facebook

How to Set Up Campaigns ?

Legal Considerations

Published in: Business, Technology

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  • Adestra presentation 21 March IRX 2013 Birmingham
  • in a nutshell: promote with permission, offer something of value, make it easy, and provide excellent follow-up and service.
  • Transcript

    • 1. Thursday, 13th June 2013 at, 6pm - 8pmUnit 16, Torfaen Business CentrePanteg Way, New InnNP4 0LS
    • 2. Personal Project – Online Seller Meet UpTutor – Torfaen, Newport Caerphilly ACLDigital Marketer – Concord ExtraBIO
    • 3. WHATS ON TODAY ?1. Does Email Marketing work?2. How to Get Email Subscribers ?3. Planning & Delivering Email Campaigns4. The Science of Email Marketing5. Integrating Email + Twitter + Facebook6. Legal Considerations Presentation Will be Emailed
    • 4. Does Email Marketing work?  
    • 5. • 58% having been driven to make a purchase ina store or over the phone by a marketing e-mail• Websites are the preferred place for consumersto opt-in• Consumers willing to subscribe to e-mailmessages offline, for example when placing acatalog order (46%), at the point-of-sale (29%),or via SMS text message (13%).
    • 6. 2. How to Get Email Subscribers ?
    • 7. 3. Planning & DeliveringEmail Campaigns
    • 8. Integrating your Data• Right Tool• Segmentation• Develop Quality Content
    • 9. Campaign Set Up
    • 10. DemographicsSegmentation
    • 11. Customer lifecycle groups
    • 12. Automated emails Sent
    • 13. Lead Nurturing• Plan a series of emails to in order toqualify them for quality sales lead• Increased conversion by 32.6% with leadnurturing emails
    • 14. • Regular Maintenance• Strict Opt In Process• Preference UpdatesImproving deliverability
    • 15. 1. Define Value for Opting In2. Send Targeted Emails3. Use Good Subject Lines4. Test | Learn | ReactGrowing & Retaining Subscribers
    • 16. What is most likely to prompt you to mark email as Spam?
    • 17. • I suspected them of phishing attack 32%• Too many (frequency) 19%• Don’t remember signing up 18%• Lack of trust in the brand concerned 11%• Products offered are illegal 10%• Lack of time to go through the opt-outprocedure 5% (marking as spam is easier)• The unsubscribe mechanism was too hard 3%• Don’t like brand 2%Implications: Get the frequency right, remindsubscribers of how they opted in and makethe opt-out easy.
    • 18. How many promotional emails do you receive in yourin-box on average each week?
    • 19. • Over 20: 43%• 16-20: 9%• 11-15:11%• 6-10: 14%• 3-5: 13%• 1-2: 6%• None 5%Implication: Getting cut-through is going to be hard due toinbox competition – over half received more than 15 aday, so maybe reducing frequency or investing more increative and offers is needed.How many promotional emails do you receive inyour in-box on average each week?
    • 20. Measuring Email Marketing3 List GrowthRate2 Delivery Rate1 Bounce Rate4 Click ThroughRate5 ConversionRate6 Revenue / emailSent7 Open Rate 8 UnsubscribeRate
    • 21. 236% more Revenue from Email CampaignWhen you combine email marketing with agood idea and solid data, the results canbe tremendous, and those results mightonly be the beginning. Source:
    • 22. CAMPAIGNCase-Mate planned tolaunch the 12-hoursale on December 7.
    • 23. Step #1. Time the launch carefullyTime of dayThe flash sale to run from 7 p.m. to 7 a.m. Day of weekThe campaign to launch on Monday, December 7. Discount levelDetermined that 30% off is sweet spot for promotionaloffers.
    • 24. Step #2. Create landing page 
    • 25. Step #3. Create and send two emailsPlanned to send two emails to promote thesale. The first email was sent at 11 a.m.
    • 26. Similar second emailThe team scheduled the second email to arriveat 7 p.m., the start of the sale. It was nearlyidentical to the first message but had severalimportant differences.
    • 27. Here’s how the campaign performedcompared to Case-Mate’s average metricsfrom 2012:51% increase in traffic50% increase in conversion rate (purchases dividedby visits to the landing page)236% increase in revenue
    • 28. 4 The Science of Email Marketing
    • 29. Do you Open Email on your Mobile / Tablets ?
    • 30. • Find out where your customers are• Embed Social / Share Links• Share your email Campaigns• Send Socially Shareable Emails
    • 31. • Permission Based• Soft opt-in applies if– where youve obtained a persons details in the course of asale or negotiations for a sale of a product or service;– where the messages are only marketing similar products orservices; and– where the person is given a simple opportunity to refusemarketing when their details are collected, and if they dont optout at this point, are given a simple way to do so in futuremessages• Tell who you are and provide a valid contact address• You must give a valid unsubscribe address or method ofunsubscription• Treating competitions etc., as an opt in way of building a mailinglist - recipients must specifically say that they are opting in toreceive promotional emails6 Legal Considerations
    • 32. ACTION PLAN
    • 33. 1. Define Your Readers2. Outline Your Goals3. Data Integration / Right Tools4. Think Mobile5. Create a Content Calendar6. Determine Your Email Frequency7. List Hygiene8. Test, Learn & React
    • 34. • In classic direct mail, longer copy usually worksbetter. What copy length rules tend to work bestfor email marketing?• Firstly, what about the great HTML vs. textdebate - which should people use? Are therecases in which one is preferable to the other?• Do you recommend that people use a speciallanding page? What works best?• Do double opt-in lists perform better than singleFAQs
    • 35. • Are there any differences in best creativepractices between B2C and B-to-B ?• Whats the most common mistake marketersmaking with email marketing?• How much does an email campaign cost?• What sort of things are the most important totest?FAQs
    • 36. Resources
    • 37. 1. Creating Email Campaigns withMailchimp2. Creating a Digital Marketing Plan foryour business3. Social Media for your business4. Blogging for Business5. Getting insight out of your websiteusing Google Analytics
    • 38. @day2dayebay E: M:0751 8839629What we Offer?Help you create Digital Marketing PlanDigital Marketing Training & ConsultancySet Up Email Marketing Campaigns