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GCD Week8 - Email Marketin

GCD Week8 - Email Marketin



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GCD-Week8-EmailMarketing GCD-Week8-EmailMarketing Presentation Transcript

  • Email Marketing
  • Case Studies
  • CityDeal.ie
  • Asos
  • Schuh
  • Prudence Magazine
  • Wiltshire Farm Foods
  • Pixmania
  • Why does email marketing work
    • Allows Targeting & Segmentation – right prospects
    • Is Data Driven – you can focus campaigns on 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
    • 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
  • Why Use an ESP?
    • 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 Up 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
      • Design attractive, simple and easy to use templates
      • 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
      • Convince users that your goal is to provide value for them
      • Special offers for signing-up to your email newsletter
      • 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 –
        • You want 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
  • 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
      • Make sure you have an explicit Opt-in tick box
      • List Append (eCommerce etc..)
      • Opt-in rental (rent a temporary list from a partner who has permission to rent out)
    • Unacceptable ways to build list
      • Non opt-in list referral
      • Not adhering to opt-outs
  • Opt-In Form
    • Easy to find opt-in form on every page
      • Short & easy to fill out
      • No sneaky pre-checked boxes (surreptitiously signing users up to content)
    • Always answer the question “WIIFM?” at signup stage
      • What’s In It For Me?”
    • Always confirm subscription immediately with a Thank You Email or Confirmation Email (Receny)
  • The 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
  • Test Your Subject Line
  • 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
  • Subject Line
    • Keep it 35 Characters or less
    • Avoid Spammy words – BUY NOW, CLICK HERE, FREE etc… (look bad and get caught by spam catchers)
    • Minimise 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 – “offer ends in 24 Hours”
  • The From Line
  • The From: Line
    • Should be clearly and easily recognisable to your subscriber
    • Use you company’s name versus a persons name
    • Avoid using [email_address] - 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
  • Designing Your Email
  • Creative Design
    • Design for the email Inbox – its not a webpage
    • Keep your email width under 600 pixels wide
    • Make sure main key elements are “above the fold”
    • Use a balanced image-to-text ratio
      • Don’t use all images – you need text
    • Don’t try and sell everything on the email
    • Keep your email content brief
      • You are selling a click not a product or service
    • Create a clear scent trail to your landing page
    • Have a forward to Friend and SWYN links
  • Email Components to Test
  • 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
  • Leveraging and Integrating Social Media for Email Marketing
  • 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/