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B2B Email Marketing - Lee Chadwick
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B2B Email Marketing - Lee Chadwick

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Lee Chadwicks's B2B Email Marketing presentation was performed for InBlackandWhite's B2B Digital Strategies seminar in Manchester. …

Lee Chadwicks's B2B Email Marketing presentation was performed for InBlackandWhite's B2B Digital Strategies seminar in Manchester.
http://inblackandwhite.tv/upcoming-events/b2b-digital-strategies-manchester/

Published in: Business

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Transcript

  • 1.  
  • 2. Email Marketing For b tob Presented by Lee Chadwick Managing Director CommuniGator www.communigator.co.uk
  • 3. The Key Learning Points 1. Clicks are good, conversions are great. (Opens – who cares!) 2. Feed your signups and they will stay for 2 years 3. Check your spam score before sending 4. Design for Preview 5. Dynamic content will double your click through rate
  • 4. Who are we…
    • Email Marketing Specialists
      • Delivering over 20 million emails per week
      • Technology Platform or Managed Service
      • Either buy it or we will host it for you
      • Independent and Privately Owned
      • Based in Surrey, UK
      • Young and Dynamic
      • Commercial Terms for all Budgets
      • Project and Product Delivery
      • Best Practice as well as Technology
      • Dedicated Account Manager for All
      • Unlimited Technical Support
      • The HTML Doctor (14 th October)
  • 5. So Who Is Emailing Already
  • 6. So Who Is Emailing Already
  • 7. The Key Learning Points
    • Clicks are good, conversions are great. (Opens – who cares!)
  • 8. Are You Any Good Source: UK Email Council Conversion is what you need 3 tents £710 7 White Papers
  • 9. Are You Any Good Econsultancy 2009
  • 10. Google Analytics Integration
    • utm_source=referring URL e.g. communigatormail.co.uk
    • utm_medium=type i.e. email
    • utm_campaign=campaign name i.e. Google Analytics
    • utm_term=subject line i.e. test
    • utm_content=Gator contact ID
  • 11. 2. Conversion is what you need
  • 12. Gator Data Job Title Count £ Cost CPR 2% CTR CPC List One HR Manager / Director 22,000 £3,000 14p 440 £6.80 - 1 Send £1.13 - 6 Sends £0.56 - 12 Sends List Two Sales Manager / Director 25,000 £3,000 14p 440 £6.80 - 1 Send £1.13 - 6 Sends £0.56 - 12 Sends List Three Marketing Manager 25,000 £3,000 14p 440 £6.80 - 1 Send £1.13 - 6 Sends £0.56 - 12 Sends List Four Finance Manager / Director 14,000 £2,000 14p 280 £7.14 - 1 Send £1.19 - 6 Sends £0.60 - 12 Sends List Five Director 500,000 £10,000 5p 10,000 £1.00 - 1 Send £0.16 - 6 Sends £0.08 - 12 Sends List Six IT Managers 18,000 £4,000 22p 360 £11.11 - 1 Send £1.85 - 6 Sends £0.93 - 12 Sends
  • 13. List Building and Preference Setting
      • Organically grown lists outperform any other data gathering 5:1
  • 14. Others work at it
  • 15. Others work at it
  • 16. Others work at it
  • 17. Others work at it
  • 18. Daily emails? Why not.
  • 19. Daily emails? Why not.
  • 20. Daily emails? Why not.
  • 21. Use Your Web Site How many unique visitors do you get everyday? You should aim to convert 10% into subscribed audience members. Once you get 10% aim for 20% Sign up here does not work, you have to sell it!!
  • 22. Some Have it Easy
  • 23. Some Have it Easy Sign up Sign up + 1 Sign up + 2
  • 24. Deliverability is Dull and Boring 40% of Europe's email marketers don't know if their email messages are being successfully delivered. [Source: Return Path, July 2009] It’s what you pay us to do so you really don’t need to worry about it!!
  • 25.
    • Meet the SPAM filter
    • Over 75% of undelivered email is
    • blocked by filters
    B2B Mail Blockers
  • 26.
    • Dodge the SPAM filter
    B2B Mail Blockers
  • 27. I know an IT Solution to subjectivity
    • Spammers:
    • Spend a lot of time researching the spam filter scoring system
    • Insert words which make no sense, to lower their score
  • 28.
    • Remember the Preview Pane:
      • - Don’t ‘waste it’ on a very large image
      • - Use meaningful text that people will see
      • - The average measurement for this area is
      • 300 pixels
      • - Stick the house keeping somewhere else
    First 6 Lines
  • 29.  
  • 30.  
  • 31. Disabled Images Ruin Impact
  • 32. Disabled Images Ruin Impact
  • 33. Disabled Images Ruin Impact
  • 34. Disabled Images Ruin Impact
  • 35. At least let an image improve it
  • 36. Now that works Action in a preview pane
  • 37. Even the DMA are having a go No pictures
  • 38. Preview but no click Now that works
  • 39. Opening Now that works
  • 40. Rule of Thumb 1.5 inch 1.5 inch >10% activity
  • 41.
    • Dynamic Content will double the click through rate – FACT!!
    • You need to know who you’re talking to?
    • You need to know what you would speak to each of them differently?
  • 42. 1% Click through, 1 size fits all
  • 43. Double the Click through 3% click traffic From the make over and segmentation 6% click traffic when the content becomes dynamic
  • 44. Eye tracking effects Layout 7% UU 156 clickers
  • 45. If this is your prime real estate
  • 46. Why not match it to preferences!
  • 47. Question & Answers Q & A