EMail
Marketing
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92%
of all marketers employ
email marketing
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The Benefits
•! Highly Targeted: dynamic, personalized content
•! Immediate: shorter lead times
•! Test and Refine: ensuring optimal results through
continues improvement.
•! Measurable: effectiveness of campaigns (ROI).
Greater insight into customer behavior.
•! Reach: unlimited distribution globally, infinitely scalable
•! Better conversion rates: seamless – uninterrupted process
from prospect to customer in a matter of clicks.
•! Cost effective: fast acting, flexible focused campaigns
equals maximum return on investment.
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Marketers face
tough competition
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126
average number of emails
received per day by
corporate users in 2007
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20%
of all emails
are ‘Junked’
by spam filters
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Email users savvier
than you think
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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 unsubscribe
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So what makes a
campaign successful?
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Planning
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Who are your
target audience?
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What are your
objectives?
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CHOICE
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Targeting
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Segment
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Personalize
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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%
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relevance
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• Take a holistic view of
customer relationships
• Transactions shows
you a series of frames
• Transitions play
you a movie
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• Take a step-by-step,
wait and respond
approach
• Define specific
transitions that trigger
customer dialogues
• Sync communications
to transition moments
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• 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.
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Avoiding the ‘Pitfalls’
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Assuming images
will work!
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Not designing for
preview panes
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Over selling and
cheap tricks = SPAM
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SHOUT
DON’T
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DON’T OVER
‘EMPHASIZE !!! ’
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AVOID HARD SELL
Once in a life
time CHANCE!
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Too many images
not enough text
Certain spam filters place the
\"image vs. text ratio\" criteria
even higher than the \"spam
keywords\" criteria
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Subject lines
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Creating subject lines
•! Its not rocket science, remember K.I.S.S.
•! 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!
•! It’s a process, and it starts with the opt-in
Always set your subscribers' expectations during
the opt-in process about what kinds of emails
they'll be receiving
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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.
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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.
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BEST
PRACTICES
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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.
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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 knowledge
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