Healthcare Internet Conference\' You have Mail"

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An overview of best practices related to list management, testing and other best practices.

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Healthcare Internet Conference\' You have Mail"

  1. 1. E-Mail Marketing Dave Bennett Senior Vice President Interactive Solutions Contact Information: StayWell Custom Communications 405 South Main Street Suite 1000 Salt Lake City, UT 84111 david.bennett@staywellcustom.com
  2. 2. Note of Caution: Nielsen only tracks email accessed through a website.
  3. 3. EMAIL STILL TOPS FACEBOOK! Source: CMB September 2010
  4. 4. Become an Expert on CAN-SPAM Act know the law http://business.ftc.gov/documents/bus61-can-spam-act-Compliance- Guide-for-Business
  5. 5. LEARN FROM THE “BIG BOYS”
  6. 6. TACTICS FOR BUILDING LISTS *Make sure you retain all these documents 1. Create signup cards and use them in common places such as the waiting areas and as part of the registration process. 2. Team up with your Call Center if you have one. 3. Incentives are great to garner new subscribers. 4. Use Digital Media Boards if Possible. 5. Use E-Newsletter Signup Sheets at all events. 6. Create and place tent cards in common areas like your cafeteria. 7. Get your employees to signup.
  7. 7. TACTICS FOR BUILDING LISTS Mobile is everywhere use it to build email subscriber lists
  8. 8. Mobile is everywhere use it to build email subscriber lists USE A TAG TO BUILD E-MAIL SUBSCIBER LISTS
  9. 9. SOME FACTS ABOUT E-MAIL Data show that 51% of recipients delete your email within two seconds of opening it. The following data relates only to recipients who opened email (Based on a study of 4 Million Emails Opened) On average, 51.1% of readers spend less than 2 secs looking at your email In the best email campaigns, 77% of people fully read the message On average, 0.12% of readers printed the email In one campaign (a coupon), 4% of people printed the message On average, 0.63% of readers forwarded the email In the most viral campaign, 9% of readers forwarded the email Microsoft Outlook is the most popular email client (43%) design for it! Source: Litmus.com
  10. 10. EMAIL MARKETING “BEST PRACTICES” Get back to the Basics with the 40/40/20 Rule Despite all the integration and technological innovation and newness of social media, email marketing best practices still adhere to the 40/40/20 rule. This rule says that for any email marketing campaign: 40% of your success depends on what you’re saying. 40% of your success depends on your audience. Is it the right audience? Segment your audience so you can deliver targeted, relevant messaging? 20% of your success will come from your creative design. Your email design, the layout of information and graphics, the images you choose, the colors all come into play.
  11. 11. DAVE’S “BEST PRACTICES” FOR EMAIL MARKETING 1. Focus on building lists- ”If you have Service Line Managers Use Them!” “Partner with your call center” “Subscribe to this should be everywhere” “Use your CRM if you have one” 2. Be Personal It’s simple but effective 3. Master the Subject Line “Since consumers only spend 2 seconds looking at your email the subject line is critical” 4. Offer Value “Customize your message for example Breast Cancer awareness month focus on what services you have around this, digital mammography, outreach etc.” 5. Be Relevant “A 50 year old Man probably isn’t interested in your Women’s Center” Segmentation of your audience is critical. 6. “If you got it, Use it” Mulitmedia, Video and Audio Engages
  12. 12. DAVE’S “BEST PRACTICES” FOR EMAIL MARKETING 7. Timing is everything “You want to send your e-mail newsletter when people are most likely to be around to read it. ” 8. Track Everything! “Use unique identifiers to track everything, telephone numbers, unique URL’s etc. This will help you demonstrate ROI to your management.” 9. Integrate your campaigns with your CRM 10.Use a Seed List 11.Review and cleanup your email subscriber lists on a regular basis 12.Test and Test Again 13.Create Test Campaigns in order to gauge how they perform. 14.Use a Complete Solution “If you can afford it use a ESP or budget for one in the future.” 15.Don’t get discouraged
  13. 13. TRACK..TRACK AND TRACK Unique URL specific for me: http://view.mail.com/?j=f e89117274630c7a7d&m=ff 021772756000&ls=fdef1678 76620c7d7113727d&l=fe8d 15757363007a71&s=fe1916 797c600d787d1775&jb=ffcf 14&ju=fe551077736d0c7d7 215
  14. 14. KNOW YOUR READERS INTERESTS Referring Page: http://view.mail.co m/?j=fe89117274630 c7a7d&m=ff0217727 56000&ls=fdef16787 6620c7d7113727d&l =fe8d15757363007a 71&s=fe1916797c600 d787d1775&jb=ffcf1 4&ju=fe551077736d 0c7d7215
  15. 15. USE UNIQUE IDENTIFIERS Use a unique telephone number for your online communications that will allow you to track conversions related to online email marketing efforts.
  16. 16. USE OF VIDEO WITH EMAIL Source: Web Video Marketing Council 2010
  17. 17. USE OF VIDEO WITH EMAIL Source: Web Video Marketing Council 2010
  18. 18. MULTIMEDIA EXAMPLES
  19. 19. IS YOUR MAIL REACHING YOUR READERS? DEVELOP A CHECKLIST Are you having any delivery problems? There are three methods that deliverability professionals frequently use to measure delivery problems: Review "delivered" rates trends by receiving domain from your Mail Server or Email Service Most mail servers and ESPs will provide a report that shows "delivered" rates for your account. Review inbox placement rates from your seedlist Data from your mail server can only tell you whether or not mail is accepted for delivery and not what happens after that. (This only applies if you are not using a service that can provide such information) Review trends in open and click rates by receiving domain If you have a delivery problem at a particular domain, you will usually find that open- and click-rate trends will drop from previous levels. Many ESPs and campaign management systems will have the ability to view open rates and clicks by receiving domain.
  20. 20. SECOND SET OF CHECKS: Are there problematic trends in your Institution’s email reputation? Over 80% of delivery problems are based on the reputation of the sending mail server. A few things you might want to check are: Summary reputation score There are several places to check the overall sending reputation of your sending IP addresses. These include: Senderbase (www.senderbase.org) Sender Score (www.senderscore.org) On Sender Score, a declining score or a score that is below 50 indicates that you should spend some time diving into the specific metrics that make up the score. Source: George Bilbrey, Email Insider IS YOUR MAIL REACHING YOUR READERS?
  21. 21. A DEEPER DIVE INTO DELIVERY Complaint rates Review your overall trend when a subscriber hits the "report spam" button relative to the number of messages accepted for delivery at that domain. You can get these complaint messages by signing up for feedback loops that are available at Yahoo, Hotmail, AOL, Comcast and other top ISPs. (Reputable Email Service Vendors can also provide you with these reports) Critical Feedback Loop Forms AOL Feedback Loop (Direct Link) Comcast Feedback Loop (Direct Link) Cox.net Feedback Loop (Direct Link) EarthLink Feedback Loop (Email Link) MSN/Hotmail Feedback Loop (Direct Link) OutBlaze Feedback Loop (Email Link) RoadRunner Feedback Loop (Direct Link) United Online Feedback Loop (Direct Link) USA.net Feedback Loop (Direct Link) Yahoo Feedback Loop (Direct Link) Source: George Bilbrey, Email Insider
  22. 22. A DEEPER DIVE INTO DELIVERY RATES Unknown-user rate Most mail servers and ESPs can give you a report that shows the number of bounced messages that were going to "unknown users": dead addresses. A high unknown-user rate (in excess of 5%) is frequently correlated with deliverability issues. Unsubscribe Rate Are you seeing an increase in unsubscribes? This could be an indication of future problems as well. Blacklists There are a lot of blacklists out there. However, there are only a small handful that matter. This can be an easy metric to monitor,as there are a variety of free blacklist checkers online (http://mailboxtools.com/blacklist.aspx ) If you are on a blacklist, review your mail server log files to see if you can find a reference to that blacklist. If you find a lot of blocks notices that reference that blacklist, you'll know to start worrying. Source: George Bilbrey, Email Insider
  23. 23. INTERACTIVITY IS A GAME CHANGER! Both Hotmail and Gmail are now using interactivity to determine deliverability. This is major shift from the traditional ISP filtering we are all familiar with. For example Hotmail is looking at a large number of metrics including: Messages read, then deleted Messages deleted without being read Messages replied to Frequency of receiving and reading a message
  24. 24. WHAT YOU SHOULD DO IN LIGHT OF THESE CHANGES Use a seed list based system to monitor your deliverability: Seed lists will tell you what they have always told you - how your email gets delivered based on the global filtering rules and with the usual level of filter settings. Analyze and respond to activity by your subscribers: Stop sending email to subscribers who never respond or open your emails. It's not getting you anything and it is clearly going to start hurting you, at least with Hotmail and Gmail for now. No more batch-and-blast: Irrelevant messages are going to hurt your deliverability even more directly than ever before. Lack of activity and interaction is no longer a neutral metric. Meter frequency and cadence based on subscriber preference and behavior: This might mean less email for some subscribers. Finding the happy medium where you send enough email to keep subscribers interested and active, but not so much that they grow numb and tune out, is going to be the new imperative.
  25. 25. QUESTIONS? Come talk with us about “The Next Generation in Email Marketing”

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