Email marketing

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  • Email marketing

    1. 1. Email Marketing (A whistle-stop tour!) John Owens
    2. 2. Agenda • • • • • Why email marketing? Getting it read – “deliverability” Best practice and the law Next steps - MailChimp demo Questions Agenda
    3. 3. Why email marketing? Cost per lead across various direct marketing methods £6.00 £5.00 Search £4.00 Email £3.00 Yellow Pages Banner Ads £2.00 Direct Mail £1.00 £Search Email Yellow Pages Banner Ads Direct Mail Source: Piper Jaffrey & Co 2011
    4. 4. Customers • 6-7 times more expensive to gain a customer than to retain a customer • 5% increase in retention yields profit increases of 25 to 100% • Repeat customers spend 67% more • After 10 purchases, a customer has already referred up to 7 people Source: Harvard Business Review
    5. 5. Why do customers leave? • Because you haven‟t given them a reason to stay • Indifference – haven‟t heard from you for 6 weeks or more • Lots of different ways to talk with them (+ integrate) • BUT email marketing is very cost effective See “How To Win Customers & Keep Them For Life” by Michael Le Boeuf
    6. 6. Permission • More than just opt-ins • “Explicit” versus “Implicit” • Quality a priority • “Permission marketing” • + legal aspect in UK /USA P. S - think Is your “targeted message” my “you’re sending me spam… (again)”?
    7. 7. Strategy • How will email marketing contribute to your business development? • How does it tie in with your other activities (social media, web, printed etc.)? • Be realistic (it takes time to build a trust relationship with your „targets‟) • Email marketing is a „long game‟ – it takes time
    8. 8. Getting it read.... Use a commercial service • Don‟t try to use your own email package • Measurable results – so measure!
    9. 9. Don‟t use your own email system...
    10. 10. Getting it read.... Have a clean database • No point in sending to dead addresses + ISPs don‟t like it • Collect emails whenever you can – and get them to opt-in • If you buy email data, use good sources • Named individuals if possible! • Multiple use or single use?
    11. 11. Getting it read.... Who is going to write it? • What‟s the key message? • What action do you want them to do because of reading it? How often? • When you have something to say • Better if consistent
    12. 12. What time of day? Business to Business • Avoid weekends and after 4pm • But best time for a “head-hunter” was Monday morning • And lots of commuters check emails on mobiles on way into work now Day Best Time Open rate Tuesday / Wednesday /Thursday Friday Weekends Around 9:30am 50-62% or 1:30 pm 9:30am 18% 2% Source: Constant Contact & iContact
    13. 13. What time of day? Day Business to Consumer Tuesday / Wednesday /Thursday Friday Weekends (to Sunday afternoon) Best Time Open rate Circa 5:00 pm to 8:00 pm 5:00 pm onwards 40-45% 30-40% 30-45% Source: Constant Contact & iContact
    14. 14. Best practice • Only send emails to people who have requested them • Only include relevant content • Be consistent with your sending frequency & “From” name • Have both a plain text and HTML version • Watch out for spam filters – ALL CAPS, free, !!!!!!!, Viagra, F.R.E.E etc….. • Build your list everywhere you can “The money is in the list”
    15. 15. The Law Data Protection Act 1998 • You may need to register – www.ico.gov.uk (£35 p.a.) Privacy and Electronic Communications (EC Directive) Regulations 2003 • “You can not transmit unsolicited marketing email to an individual subscriber unless they have previously notified you that they consent, for the time being, to receiving such communications” • “Soft Opt-in”
    16. 16. MailChimp – www.MailChimp.com Sign – up and registration (Free – don‟t need a credit card)
    17. 17. FREE – up to: • 2,000 subscribers • 12,000 emails per month
    18. 18. Create a new list
    19. 19. Build up lists of subscribers • Via importing a spreadsheet list • Via collecting from a from embedded on your site • Manual entry
    20. 20. What sort of campaign?
    21. 21. Here‟s one I made earlier!
    22. 22. Testing via sending to my email box
    23. 23. Getting ready to automate sending
    24. 24. Monitor the response rate
    25. 25. Questions

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