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RPC - Email Marketing Session

RPC - Email Marketing Session



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    RPC-EmailMarketing-Session RPC-EmailMarketing-Session 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/