B2B Email Marketing - Lee Chadwick

Email Marketing For b tob Presented by Lee Chadwick Managing Director CommuniGator www.communigator.co.uk

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

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)

So Who Is Emailing Already

The Key Learning Points
Clicks are good, conversions are great. (Opens – who cares!)

Are You Any Good Source: UK Email Council Conversion is what you need 3 tents £710 7 White Papers

Are You Any Good Econsultancy 2009

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

2. Conversion is what you need

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

List Building and Preference Setting
Organically grown lists outperform any other data gathering 5:1

Others work at it

Daily emails? Why not.

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!!

Some Have it Easy

Some Have it Easy Sign up Sign up + 1 Sign up + 2

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!!

Meet the SPAM filter
Over 75% of undelivered email is
blocked by filters
B2B Mail Blockers

Dodge the SPAM filter
B2B Mail Blockers

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

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

Disabled Images Ruin Impact

At least let an image improve it

Now that works Action in a preview pane

Even the DMA are having a go No pictures

Preview but no click Now that works

Opening Now that works

Rule of Thumb 1.5 inch 1.5 inch >10% activity

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?

1% Click through, 1 size fits all

Double the Click through 3% click traffic From the make over and segmentation 6% click traffic when the content becomes dynamic

Eye tracking effects Layout 7% UU 156 clickers

If this is your prime real estate

Why not match it to preferences!

Question & Answers Q & A

B2B Email Marketing - Lee Chadwick

by InBlackandWhite on Sep 13, 2010

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B2B Email Marketing - Lee Chadwick — Presentation Transcript