• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Eden-Email-Marketing-Workshop
 

Eden-Email-Marketing-Workshop

on

  • 891 views

Email Marketing - Workshop

Email Marketing - Workshop

Statistics

Views

Total Views
891
Views on SlideShare
891
Embed Views
0

Actions

Likes
0
Downloads
3
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Eden-Email-Marketing-Workshop Eden-Email-Marketing-Workshop Presentation Transcript

    • Email Marketing
    • Case Studies
    • CityDeal.ie
    • Asos
    • Schuh
    • Prudence Magazine
    • Wiltshire Farm Foods
    • Pixmania
    • Wildfire Apps
    • More Examples
    • Why does email marketing work
      Allows Targeting & Segmentation – right prospects
      Is Data Driven –you can focus campaigns on measurable prior behaviour
      Drives Direct Sales – attribute post-click action with eCommerce activities and sign-ups
      Builds Loyalty, Relationships and Trust – frequent meaningful communication helps stay “top of mind”
      Support Sales Through Other Channels – influence and drive offline activities
      Helps Customer Acquisition and Customer Retention
    • Where To Start
      Prepare, Plan and Set Objectives
      What are you trying to accomplish – goals/objectives
      How will you measure success – clicks, post-click actions?
      What do your customers really want and need from you
      Are you offering special prices and promotions?
      How can you offer more value to your customers
      Map Out Your Email Marketing Plan
      Devise a schedule to help you reach subscribers with the right info and right time
      Decide what types of email campaigns will be sent when and why
    • Email Service Providers
    • Email Service Providers
      Mail Chimp – www.mailchimp.com
      Constant Contact – www.constantcontact.com
      Vertical Response – www.verticalresponse.com
      TriggerMail – www.triggermail.com
      CheetahMail – www.cheetahmail.com
      Blue Sky Factory – www.blueskyfactory.com
      Aweber – www.aweber.com
      Campaign Monitor – www.campaignmonitor.com
      ExactTarget – www.exacttarget.com
    • Should You Use ESP or In-house
      Benefits of using ESP
      Advance reporting to help measure success
      Management of subscription lists, opt-outs, bounces and SPAM reports
      Avoid delays on your mail own server
      Whitelisting and feedback loops
      Monitor and manage blacklists
      Advance feature and & tools
      ESP focus 100% on email – they are experts in this area
    • Selecting an ESP
      Things to Consider when choosing an ESP
      Templates and ease of use
      Deliverability assurance
      Dedicated or shared IP address
      Customer training and support
      Reporting capabilities
      Managing subscribers, lists and segmentation
      A/B Testing and other advanced features
      SPAM Compliance
      Mail Box Viewer
      Integration with Social Media
    • Growing Your Database
      How To Build Out Your Database
      Add an opt-in form to every page of your websites (you want people to subscribe)
      Add an opt-in page to your facebook business welcome landing page
      Capture opt-ins in off line channels – phone, direct mail, conferences etc…
      Direct offline users to specific sign-up landing pages to gauge how successful these activities are
    • Email Design and Layout
      Clear User Outcome Focused Design
      Use Multipart-Alternative MIME formats
      Sends HTML version and plain text version (depending on the recipient mail server settings)
      Design attractive, simple and easy to use templates
      Ensure branding is consistent across all campaigns
      Make sure design is easy to follow, articulates a defined thought sequence and has clear calls to action
      Test your mail to ensure that it renders across all email clients
      Don’t Embed image files in emails – link to external servers
      Use inline CSS rather than relative CSS links in header
    • First Impression Count
      Your first email should be a welcome email
      Introduce your company and benefits of receiving the email
      On your email sign-up form - tell users what they will get and how often
      Tell user that your goals is top provide value for them
      Special offers for signing-up to your email newsletter
      The To: field should be the persons name – not their email address – you can customise this
      Provide an obvious opt-out link for the user
      Link to your privacy policy
      Clearly show your physical address – you’re a real business
    • Its All About Content
      Content is King
      Map out content for your next few campaigns
      Each email should provide clear value
      Don’t try and do all your selling with your email copy – what you want is the user to “click” through to landing page
      Always meet the expectations that you set in the opt-in stage (and you should be setting expectations at that stage)
      One or two “Clear Calls to Action” per email (no more)
      Relevant (right audience with right content), Timely, Targeted and value driven (from users perspective)
    • Best Practices
    • Opt-In Form
      Easy to find opt-in form on every page
      Short, sweet and easy to fill out form
      No sneaky pre-checked boxes (surreptitiously signing users up to content)
      Always answer the question “WIIFM? – What’s In It For Me?”
      Show a thumbnail of a sample email (increases sign-ups)
      Always confirm subscription immediately with a Thank You Email or Confirmation Email (Receny)
    • Send a Welcome Email
      Should be immediate (within 15 minutes) – recency is incredibly important
      Welcome email should set the tone and frame for all email to come
      Explain the benefits of subscribing
      Re-iterate the content and frequency users can expect
      Always provide links back to your website – with some clear prominent links to click
      Always provide a link to opt-out and update preferences
    • The Subject Line
      The most important part of your mail
      If a user does not open your mail, you cannot sell or communicate to them at all
      45.2% of users open email based on the subject line alone
      Test and transmit clear value propositions in your email subject lines
    • Best Practices – Subject Line
      Keep it 35 Characters or less
      Consider using brand or business name
      Avoid Spammy words – BUY NOW, CLICK HERE, FREE etc… (look bad and get caught by spam catchers)
      Mimize use or don’t use symbols and special characters – (!!!)
      Don’t use misleading headlines – you’ll annoy people (plus its illegal in the CAN-SPAM Act)
      Time delimit offers
      Add in prices of special offers
    • The From: Line
      Should be clearly and easily recognisable to your subscriber
      Use you company’s name versus a persons name
      Avoid using donotreply@domain.com - people don’t respond well to automatically generated emails
      Be consistent with the From Name and From Address
      Monitor replies to your From and Reply To Address
      Set up specific email address on your domain for email campaigns
    • Creative Design
      Design for the email Inbox – its not a webpage
      Ensure consistent branding and design across all campaigns (users need to recognise you ALWAYS)
      Keep your email width under 650 pixels
      Make sure main key elements are “above the fold”
      Use a balanced image-to-text ratio
      Keep your email content brief, use teaser blurbs
      Create a clear scent trail to your landing page
      Don’t try and sell everything on the email
      Test for Mobile rendering
      Have a forward to Friend and SWYN links
    • Creative Designs
      HTML Coding Tips
      Code by hand
      Simplicity is key
      Use inline stylesheets
      Avoid using background images
      Avoid using javascript and rich media
      Each email client has its own email rendering engine – you need to test each email campaign in different viewers
      Use an Inbox Preview Tool
      Comes with most ESP tool
    • Common Mistakes Designing Emails
    • Common Mistakes
      Using Javascript, embedding movies and audio in email – by and large don’t work
      Being overly ambitious with design – again, be simple and clear avoid DIVs,Complex CSS etc..
      Linking to CSS in Header Tags – these get removed by most email clients
      Letting your database go stale – too long since last communication
      Sending without permission – SPAM – don’t do it
      Not testing – always small errors – TEST
    • Tips to Avoid Spam Filters
      Excessive use of bright font colours, special characters, styles and formatting
      Avoid use of exclamation marks!!!!!!!!
      Don’t use ALL CAPS
      Don’t use phrases like “Click Here”, “Click Here Now”, “Act Now” etc..
      Poor HTML code, can trigger SPAM filters
      Avoid using dummy text “lorem ipsum” etc… even in test emails
      Never use “Test” in your email subject line
    • Email Design Practices
    • A/B Tests
      Continually improve upon your email campaigns by performing A/B Tests
      You can test various areas of your email program:
      Subject Lines
      Data/Time Send
      Email Frequency
      Creative Design/Image Placement
      Call-to-action variations (Free-Shipping Vs % discount)
      Call to Action Placement
      Landing Pages
    • Deliverability
      Work with your tech team and/or ESP to continually monitor your email deliverability and IP address reputation
      Set up authentication records (Sender ID, SPF, Domain Keys)
      Use a dedicated Mail ISP – ideally one which is whitelisted (ESPs use these)
      Don’t send your email from Dynamic IP address – like your office based one
    • Permission Based Email Marketing
      The Key to Email Marketing
      Send relevant, timely, targeted and valuable emails to subscribers who have asked for them
      Acceptable ways to build a list
      List Append (eCommerce etc..)
      Opt-in
      Opt-in rental (rent a temporary list fromo a partner who has permission to rent out)
      Unacceptable ways to build list
      Non opt-in list referral
      Not adhering to opt-outs
    • Social Media
      Email is the glue for Social Media
      Use Social Media channels to build subscription lists
      Encourage and enable email sharing with social tools from within the email itself (SWYN)
      Use your email list to build your social media network
    • Links
      http://www.email-standards.org/