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Grow Your Business with Email Marketing - Colchester Roadshow Nov 12
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Grow Your Business with Email Marketing - Colchester Roadshow Nov 12

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This is the Colchester Roadshow presentation, thank you to all that came I hope you found it fun and useful! …

This is the Colchester Roadshow presentation, thank you to all that came I hope you found it fun and useful!

Topics discussed:
- The status of email
- Setting objectives
- Design and content
- What is SPAM
- The Rise and rise of mobile
- Email and social
- Analytics influencers
- Case Study
- Setting a strategy

Published in: Business

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  • 1. Grow your business withemail marketingPresented By: Louise StephensEmail Marketing Consultant at little green planeFollow: @lgplane & @loulou1987x
  • 2. Agenda: • What is SPAM?• Status of email • Rise & rise of mobile• Email objectives • Email & Social• Data • Analytics influencers• Design & content - Task • Case Study• BREAK • Setting a strategy - Task
  • 3. Introductions
  • 4. • Digital Marketing Agency• Offices in London and Suffolk• Established for over 10 years• 6th Fastest growing digital marketing agency in the UK• Winners of the best digital B2B campaign at Europes largest awards
  • 5. Who we work with…
  • 6. What about you?
  • 7. Status of email marketing• Email brought in a staggering £25.75 for every £1 spent in 2011• The DMA projects email to drive £42.4 billion in sales in 2012 and £51.5 billion in sales in 2016• Last year 3.1 billion new email accounts were created, this is more than Facebook, LinkedIn and Twitter combined.
  • 8. How do you send your emails? CRM System Outlook • Issues with high • Using own server volume • Deliverability • Lack testing • No testing facilities • Little reporting • Basic reporting • No automated unsubscribe Purchased Software Email Service Provider • Issues with • On going cost deliverability • Using your own server
  • 9. Setting objectives Weak objectives = Weak campaigns
  • 10. What are your objectives?
  • 11. Customer acquisition…
  • 12. Customer retention…
  • 13. Re-engagement
  • 14. DataGrowing your list…The best way to grow your data is to use an incentive…
  • 15. Knowing your audienceEnables you to tailor campaigns to their specific needs…• Content – What are they interested in?• Tone – How do you communicate to them?• Design – Is the design correct for your audience?• Incentivise – With what?• Purchase – Where are they in their buying cycle?
  • 16. John.Personal:• Aged 45, married 20 years to Emily.• Enjoys golf and camping.• Risk adverse, logical thinker.Work:• Role: Technical Director in Engineering firm.• Vast understanding of industry.• Involved in strategic decisions and supply chain management.Issues:• Dealing with rapid change and re-structuring.• Ensuring his team keep up with changes.• Meeting KPIs.Key Messages:• Needs confidence / credentials in his field.• Need top line information only. (but access to detail)• Accreditations and quality standard mean a lot.
  • 17. SophiePersonal:• Aged 18, single• Loves socialising with friends and partying.• Heavy web user and enjoys taking photos and uploading them to Instagram• Bright, bubbly individual who participates in everything.Career:• Interested in working in fashion.• Enjoys finding out about new products and getting a good price on them.Issues:• Wants more experience.• Need qualifications to accelerate her career.Key Messages:• Messaging can be more laid back / informal• Passion, creative and innovative.
  • 18. Design and Content
  • 19. TemplateA. B. Top banner Top banner Text • Bullet 2 1 Text • Bullet 1 • Bullet 3 Button Button 2 3 4 5
  • 20. The winner… B. Top banner• Focussed• No distractions Text• Not text/ image heavy • Bullet• CTA buttons • Bullet• Short and sweet • Bullet Button Button
  • 21. John
  • 22. Sophie
  • 23. Rendering…
  • 24. Be consistent…Keep them on the scent…
  • 25. How do we look at emails?
  • 26. Top left is thefirst place welook• Preview panes• Clear call to action• Branding
  • 27. Eyetracking…
  • 28. Design v’s content• Keep it short - people DON’T read emails…• Don’t try and be all things to all men, (try segmenting)• Tone of voice to match audience• Email structure / layout• Clear call to actions• Be legal
  • 29. Email Marketing LawData Protection Act 1998• You must supply an unsubscribe mechanism• Full company details must provided• Any commercial motives must not be hidden• Recipients must have opted in• You must not use competitions as a way of harvesting data unless consent has been given for marketing• You must have a clear Privacy Policy explaining how their data is stored and used
  • 30. Task 5 Minutes… Things to consider: • Structure • Content • Design • Best practice
  • 31. Break Follow: @lgplane & @loulou1987x Tweet: #growyourbusiness
  • 32. Grow your business withemail marketingPresented By: Louise StephensEmail Marketing Consultant at little green planeFollow: @lgplane & @loulou1987x
  • 33. Agenda: • What is SPAM?• Status of email • Rise & rise of mobile• Email objectives • Email & Social• Data • Analytics influencers• Design & content - Task • Case Study• BREAK • Setting a strategy - Task
  • 34. What is SPAM?
  • 35. SPAM or bust?
  • 36. FREE FREE FREE FREE FREE FREE FREE FREEFREE FREE FREE FREE FREE FREE FREE FREE GUESS WHAT….? IT’S FREE!
  • 37. From: noreply@mybusiness.com Subject: No risk investments
  • 38. From: jbloggs@mybusiness.comSubject: Grow your portfolio with our investments…
  • 39. Viagra
  • 40. My business isamazing!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
  • 41. AMAZING FREE EMAIL MARKETING SEMINAR!!!!!
  • 42. Your invite to a priceless email marketing event…
  • 43. 4 levels of SPAM filtering Email Company Human ISP Filter Client Filter Filter Filter
  • 44. The rise & rise of mobile…
  • 45. Number of mobile email users? • 480m - Econsultancy: ‘Email Marketing Census 2012’ • UK – 67% of people with smart phones use them to access their emails
  • 46. By 2015, more internet users will access the web through mobile devices than through PCs.(econsultancy 2012)
  • 47. Return Path 2012Mobile device
  • 48. What is your mobile strategy?
  • 49. Enlarged fonts Get to the pointCall to action button Finger targets Size of images Layout
  • 50. Not Optimised Optimised
  • 51. Responsive templates
  • 52. Return Path 2012What if you are not optimised? • 41% of Europeans will close or delete an email not optimised for mobile • 29 % would read later on a PC or laptop
  • 53. Email & Social
  • 54. Social media needs email! You can’t even create an account without and email address!
  • 55. Social sharing…Getting your subscribers to do some of the leg work and spread the word!
  • 56. Social connecting…Step 1.Ask people to share your email…
  • 57. Social connecting…Step 2.
  • 58. Social connecting…Step 3.
  • 59. Social connecting…Step 4.
  • 60. Social connecting…Step 4.
  • 61. More… a) 250 4 Tweet b) 120 c) 300 d) 5502,500 contacts a) 400 = Total potential outreach: 4,205 2 likes b) 85
  • 62. AnalyticsWhat influences them…
  • 63. Open rates Time & dayFrom Subject line
  • 64. Open rates
  • 65. Clicks DesignCalls to action Content
  • 66. Clicks
  • 67. Measuring effectivenessSplit testing – Subject Line Campaigns Sent % Opens % Click Website Conversion Thru 20% Email A 5,000 40% = 2000 5% = 100 20 Purchases Email B 5,000 12% = 600 1% = 6 1.2 PurchasesSplit testing – Subject Line A & New Email Content Campaigns Sent % Opens % Click Website Conversion Thru 20% Email C 5,000 40% = 2000 4% = 80 16 Purchases Email D 5,000 40% = 2000 18% = 360 72 Purchases
  • 68. Other tests to consider • Location • Behaviour based segmentation • Sex • Age • Time and day Size doesn’t matter!
  • 69. The Society for all Artists Case study.
  • 70. Brief• Increase audience engagement.• Create a re-useable template design• Educate on best practice• Increase ROI
  • 71. Strategy• Analyse existing data• Design• Content• Set realistic objectives• Educate
  • 72. Execution • Re- design of templates – large emphasis on call to actions. • Full data analysis to understand their audience and set tone • Behaviour based segmentation • Where they are in the buying cycle • Google analytics conversion tracking • 2 hour training session to educate on best practice and analysing data.
  • 73. Result• 33.2% increase in open rates• 11.5% increase in click through rates• A staggering £111 return for every £1 spent“The analysis and education has enabled us to be much more proactive in creating anddelivering our e-news campaigns. With the new template giving our emails better focus andless distractions we are now able to target our audience in a much more precise manner.The support and service from the little green plane team has been excellent and the returnon our investment has been outstanding as a result.”Jessica Reynolds, marketing co-ordinator at the SAA
  • 74. Strategy…Task – 5mins Things to consider: • How often • Type of email • Content • Design • Objectives • Tone • Grow your data • Segmentation
  • 75. Resources…Littlegreenplane.com - Blogs - GuidesLinkedIn Groups - Email Marketing Forum - East Anglia Email Marketing Forum - Email Marketing GroupTwitter - @lgplane
  • 76. Grow your business withemail marketingPresented By: Louise StephensFollow: @lgplane & @loulou1987x