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RPC-EmailMarketingOverview

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RPC-Email Marketing Overview with case studies

RPC-Email Marketing Overview with case studies

Published in: Business

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  • 1. Email Marketing
  • 2. Case Studies
  • 3. CityDeal.ie
  • 4.  
  • 5. Asos
  • 6.  
  • 7. Schuh
  • 8.  
  • 9. Prudence Magazine
  • 10.  
  • 11. Wiltshire Farm Foods
  • 12.  
  • 13. Pixmania
  • 14.  
  • 15. Wildfire Apps
  • 16.  
  • 17. More Examples
  • 18. 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
  • 19. 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
  • 20. Email Service Providers
  • 21. 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
  • 22. 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
  • 23. 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
  • 24. 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
  • 25. 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
  • 26. 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
  • 27. 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)
  • 28. Best Practices
  • 29. 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)
  • 30. 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
  • 31. 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
  • 32. 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
  • 33. 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
  • 34. 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
  • 35. 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
  • 36. Common Mistakes Designing Emails
  • 37. 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
  • 38. 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
  • 39. Email Design Practices
  • 40. 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
  • 41. 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
  • 42. 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
  • 43. 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
  • 44. Links
    • http://www.email-standards.org/

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