Mkt460 W eek 4

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  • Mkt460 W eek 4

    1. 1. Email Marketing
    2. 2. Delivering commercial messages to anaudience.
    3. 3. Why email marketing?
    4. 4. Targeted and Cost Customisableeffective Measurable
    5. 5. Consider the different ways in which acompany contacts you.
    6. 6. •Transaction emails: request aquote, submit a form etc.•Newsletters: provideinformation, keep people informed
    7. 7. 2 types of commercial emails:1. Promotional•Encourage immediate action
    8. 8. 2. Retention based emails:•Newsletters•Build long-termrelationships
    9. 9. Consider the steps to running an emailcampaign
    10. 10. Strategic planning:What goals do you want to achieve?
    11. 11. Decide on key performance indicators(KPIs)
    12. 12. Promotional emails have immediategoals:•Make a purchase•Download a whitepaper•Request further information
    13. 13. Newsletters have long-term goals
    14. 14. KPIs are important:•Open rate•Click-through rate•Number of emails forwarded•ROI•Number of social shares•Database growth rate•Conversion rate•Delivery or bounce rate
    15. 15. Create and retain a long-termrelationship
    16. 16. To get started, grow a database
    17. 17. •Permission must be explicitly given•Genuine opt-in•Gather information over time (dripirrigation)
    18. 18. You only need the email address butconsider other information.
    19. 19. •Name, surname, title•Date permission granted•Source of permission•Gender•Country•Telephone number•Date of birth•Frequency of email communication
    20. 20. But be careful not to ask for too much.They may not sign up!
    21. 21. To attract prospects:•Offer something for free (whitepaper, gift voucher, music)•Offer a subscribe box at the checkoutpoint•Use all interactions such as tradeshows
    22. 22. Make sure thesign-up form isabove the foldand visibleonyour website
    23. 23. Use a double opt-in process tosafeguard your database.
    24. 24. Creative execution is key!
    25. 25. Two types of email: HTML or text
    26. 26. Plain text emails are smaller andplainer – copy counts!
    27. 27. HTML emails are more complexCan contain:•Images•Different fonts•Hyperlinks•Videos
    28. 28. Give subscribers the choice of how toview your email.
    29. 29. Parts of an email•Preheader•Header•Subject line•Personalised greeting•Body•Footer•Unsubscribe link
    30. 30. Preheader:•Text appearing at the very top of youremail•May be the only thing readers see inthe preview pane•Consider including a call to action
    31. 31. Headers provide opportunity to buildrelationships:•Personalise the “reply” field and the“from” address•This builds trust
    32. 32. Use subject lines that help identifythe email and build familiarity.Avoid #2$%&^^%### or !!!!!characters.
    33. 33. Personalise the greeting
    34. 34. Don’t use too many images in thebody and make sure important text isnot on the image – it may not load!
    35. 35. Use standard footers to buildconsistency.Include the unsubscribe link – it ismandatory.
    36. 36. What about email templates?
    37. 37. •Predesignedstructures to use foreach email•Ready-madetemplates or customdesigned•Must representyour brand
    38. 38. When designing – design for thepreview pane.Typically 600px (width) x 300px(height)
    39. 39. Many users are busy and don‟t openemails.Image and layout must be tested forthis.
    40. 40. Users read in an F shape Image credit: Jakob Nielsen http://www.useit.com/alertbox/reading_pattern.html
    41. 41. Plan content placement according toreader flow.
    42. 42. Balance image and text in emails.
    43. 43. Images:•Can reinforce copy•Are not always displayed by emailclients•Must not be central to your emailmessage
    44. 44. Vs.
    45. 45. Design emails to support a Call toAction button.
    46. 46. Remember, there is no guarantee youremail will display on mobile phones butkeep the header image width under600px.
    47. 47. Email Content should be:•Relevant•Valuable
    48. 48. Newsletters can offer:•Humour•Research•Information•Promotions•Exclusive content
    49. 49. Put together a recurring contentstructure
    50. 50. Test for display and deliverability
    51. 51. Integrate the campaign with otherchannels.
    52. 52. •Reinforce brand‟s message•Increase responses
    53. 53. Database segmentation allows one toone marketing on a macro scale.
    54. 54. Start by using the recipients name andsend HTML or text emails based onpreference...Then tailor further.
    55. 55. Consistent deployment fosters trustand fulfils expectations.
    56. 56. Email reputation can determinewhether your email is regarded asspam.
    57. 57. It is based on the general opinion of theISPs, anti-spam community andsubscribers.
    58. 58. •Cleanse lists regularly to avoid bouncebacks•Ask subscribers to update theirdetails•Be diligent in maintaining a currentopt-in database
    59. 59. When to send emails
    60. 60. •Definitely not on Monday morning orFriday afternoon•Try to be action based•Keep the mails regular•Test to find the best time for yourdatabase
    61. 61. Email analytics is key totracking, analysing and optimising
    62. 62. Key measurables include:•Emails delivered•Bounces - Hard (address no longer exists) - Soft (inbox was full)•Unsubscribes•Pass on rate•Clickthrough rate
    63. 63. Pay attention to what activity takesplace on an email
    64. 64. Look at what the numbers reveal anduse this to improve on your nextemail
    65. 65. Use split testing to enable optimisation
    66. 66. Test the open and clickthrough ratesusing:•Different subject lines•Different days of the week and timesof the day•Different copy styles and emaillengthRefine the content and construction toyour audiences tastes!
    67. 67. Remember to meet the requirements ofthe rules and regulations regardingemail in your country.
    68. 68. Further Reading?www.quirk.biz/emarketingtextbook
    69. 69. Online Advertising
    70. 70. What is online advertising?
    71. 71. Advertising on the Internet via mobilephones, tablets and personal computers.
    72. 72. Encompasses adverts:•On the SERPs•Placed in emails•On social networks•On websites, mobi sites, tablets•In ‘please call me’s, sms, mms•In other ways advertisers use theInternet
    73. 73. Used to achieve marketing or businessgoals Image Credit: Creative commons, AMagill
    74. 74. Its major advantage: it can be tracked
    75. 75. Early banner advert for AT&T:It took users to a landing page
    76. 76. In 1994 this was cutting edge
    77. 77. Now online advertscan be interactive,incorporating games,video, Flash etc. The only limit is your imagination!
    78. 78. Whether online or offline, advertisingcan have a number of objectives.
    79. 79. •Building brand awareness•Reaching new customers and creatingdemand•Showing consumers that advertiserscan satisfy that demand and buildbrand loyalty•Driving direct response and sales
    80. 80. Build brand awareness to gaincustomer’s trust and patronage.
    81. 81. Create consumer demand:•Inform•Persuade•RemindUse unique selling points (USPs)
    82. 82. Then meet that demand!
    83. 83. Drive responses and sales by turning thepotential customer into an actualcustomer right there and then.The beauty of the Internet!People online are people with spendingpower.
    84. 84. So how can you show your message?
    85. 85. Interstitial banners can be shownbetween pages on a website.Although these are not widely usedanymore.
    86. 86. Pop-ups and pop-unders:•Pop up or under the web page beingviewed•Were prominent in the early days•Usually have a high click through rate(CTR), but only because peopleaccidentally click on them to close them
    87. 87. •Conversion rate is very low•They can easily annoy•Now we have „pop-up blockers‟
    88. 88. Wallpaper adverts or skins changethe background of the web page beingviewed.•You can’t usually click through itunless you use a click tag•Its main purpose? Branding
    89. 89. Wallpaper Advert
    90. 90. Map adverts are placed within onlinemapping solutions
    91. 91. e.g. Google Maps
    92. 92. A banner advert is a graphic image oranimation displayed on a website.•Static banners – GIFs or JPEGs•Animated, non interactive banners -animated GIFs•Interactive or rich media:Flash, video, JavaScript, HTML5 etc.
    93. 93. Banner advert
    94. 94. Create banners to suit differentstandard banner sizes – this meansthe advert will suit many websites.Most popular sizes are:300x250px, 300x600px, 468x120px, 160x600px and 728x90px
    95. 95. Rich media – interactive media
    96. 96. Encompasses adverts like:•Page take overs•Peel overs•Road blocks•Floaters•Expanding banners•Video banners•Dynamic data ads
    97. 97. The major advantage?Interactions can be tracked!
    98. 98. Page PeelSource: MediaMind Creative Zone -http://creativezone.mediamind.com/?ItemName=Nissan%20Micra%20Page%20Peel#ItemName=Nissan%20Micra%20Page%20Peel
    99. 99. Floating adverts appear in layers overthe content.•Usually these can be closed - bestpractice says this should be an option•Created in DHTL or Flash•High CTR but a low conversion rate(should be used sparingly and cleverly)
    100. 100. Floating advert
    101. 101. Have a look at some more rich mediaadverts...Page take overs•Harry Potter:http://www.mediamind.com/creative_zone/Harry7/index.html•Alien:http://www.mediamind.com/creative_zone/Alien/index.htmlInteraction•Avatar: http://demo.eyeblaster.com/avataripad/demo.htmlExpander•Diesel:http://origin.demo.mediamind.com/Europe/Spain/demos/diesel/diesel_sidekcik_msn/
    102. 102. Test to find out what works best foryour brand.Pause the adverts that are notworking - this will help CPC, CTR andCPA.
    103. 103. Payment options also differ
    104. 104. CPI or CPM:•Cost per impression or thousandimpressionsCPC:•Cost per click
    105. 105. CPA:•Cost per acquisitionFlat rate:•Fixed cost for a period of time
    106. 106. Cost per interaction:•User initiated rollover
    107. 107. What is an advertising network?
    108. 108. •Group of websites on which advertscan be purchased•Same publisher: e.g. CNN, AOL•Or an affiliation of sites
    109. 109. What are advertising exchanges?
    110. 110. •Where unsold inventory is placed bypublishers for bidding
    111. 111. What are adservers?
    112. 112. •Servers that store adverts and servethem to web pages•Locally run or third-party ad servers•e.g. MediaMind, DoubleClick, Atlas andAdTech
    113. 113. Why use ad servers?
    114. 114. You don’t need to send out copies ofeach piece of advertising to eachpublisher or media buyer – you just sendout a line of code!
    115. 115. They also make adverts easier totrack, make comparison easier andallows for targeted advertising.
    116. 116. Tracking is key!Particularly post click tracking -tracking up to conversion.
    117. 117. Information that can be tracked:•Impressions•Clicks•Connection type•Browser•Operating System•Time of day•Conversions•And much more!
    118. 118. Cookies are small text files that allowa website to capture information about auser.Photo credit:http://flickr.com/photos/71217725@N00/
    119. 119. Cookies enable tracking of post viewdata as well....When a user sees an advert, does notclick on it, but goes to the website afterviewing the advert (either by typing inthe URL, or searching for the site).But you must have conversiontracking enabled.
    120. 120. Ad servers offer advertisers the ability totrack and optimise.
    121. 121. •Frequency capping: limit views of anadvert for a user•Sequencing: adverts shown in a setorder•Exclusivity: adverts from directcompetitors are not shown on the samepage•Roadblocks: an advertiser can own100% of the advertising inventory on apage
    122. 122. Adverts can be targeted using:
    123. 123. •Geo-targeting•Network/browser type•Connection type•Day and time•Social serving•Behavioural targeting•Contextual targeting
    124. 124. But be careful, contextual advertisingcan be problematic!
    125. 125. When planning a campaign alwaysdetermine your goal.
    126. 126. Then identify your key performanceindicators (KPIs).
    127. 127. Make sure adverts are placed in frontof the audience that they are likely toconvert.
    128. 128. Online adverts should:•Attract attention•Convey a message•Entice action
    129. 129. Be concise and directional.Use a call to action:•“phone now for the best deals oninsurance”•“click here for fast home delivery”•“donate now”
    130. 130. Some advantages to online advertising
    131. 131. •Banner adverts bridge theadvertising divide between traditionaland online advertising•Images can offer a rich brandbuilding experience
    132. 132. •The can be interactive•They‟re measurable and provide data
    133. 133. What about the disadvantages?
    134. 134. •Technical obstacles may arise (adblockers etc.)
    135. 135. •Consumers experience advertisingfatigue. So remember to update yourads regularly
    136. 136. •Connection speed can impactinteraction(but if you use a third partyad server, you only pay for impressionsthat were shown)
    137. 137. •Some third party ad servers can alsodetermine your connection speed
    138. 138. Further Reading?www.quirk.biz/emarketingtextbook
    139. 139. This work is licensed under a CreativeCommons Attribution-NonCommercial-ShareAlike 3.0 Unported License.You may copy or modify the work aslong as you attribute Quirk Education. Itmay not be used for commercialpurposes. If you alter, transform, orbuild upon this work, you may distributethe resulting work only under the sameor similar license to this one.
    140. 140. Affiliate Marketing
    141. 141. What is affiliate marketing?
    142. 142. Word of mouth marketing...Hey Jim, youshould try thepizza at Thanks Eddie IThePizzaRestaur think I‟ll takeant. It‟s the best my wife therein town! tonight! Yeah, Eddie This is a recommende great d it. restaurant Jim.
    143. 143. Now imagine if that restaurant gaveEddie 10% of the bill for every referralhe made? That‟s a finders fee for newcustomers.
    144. 144. In an online context this system ofreward for referral is called affiliatemarketing.
    145. 145. Affiliates become an extended salesforce! Image credit: creative commons, Vector Graphics
    146. 146. Where did it begin?
    147. 147. Started in the adult industry.But most notably, Amazon.comintroduced Amazon Associates.Referrers are rewarded for successfulsales that occur as a result of theirmarketing efforts.
    148. 148. Estimates are that in 2012, affiliatemarketing spend will reach $3.3 billion!
    149. 149. It is a simple process
    150. 150. 1. An affiliate refers potential customers to a merchant‟s website2. Some of those customers perform a desired action3. The merchant rewards the affiliate for each desired action resulting from the affiliate‟s referral
    151. 151. In other words: action and reward
    152. 152. Actions and the types of commissionare:
    153. 153. CPA (Cost per Action)CPL (Cost per Lead)
    154. 154. Revenue Share (also CPS or Cost PerSale)CPC (Cost per Click)
    155. 155. The key to affiliate marketing istracking!
    156. 156. This means the merchant can award thecorrect affiliate the correctcommission.
    157. 157. Tracking software allows each affiliateto have a unique identifier in the URL.Cookies are then placed on thecustomer‟s computer.
    158. 158. A URL for a product without tracking:http://www.firebox.com/product/1201
    159. 159. The same product with affiliatetracking:http://scripts.affiliatefuture.com/AFClick.asp?affiliateID=238&merchantID=214&programmeID=3897&mediaID=0&tracking=cube_world&url=http://www.firebox.com/index.html?dir=firebox&action=product&pid=1201&usg=AFQjCNGdHpzAasCefzDnyUBPxnagxqzvTA
    160. 160. What are cookies?
    161. 161. Text files sent by a server to a webbrowser, and then sent backunchanged by the browser each time itaccesses that server.
    162. 162. They can authenticate, track andmaintain specific information aboutusers, e.g. contents of their electronicshopping carts.
    163. 163. How long do cookies last?
    164. 164. •The merchant decides what thecookie period should be•A standard cookie period is 30 to 60days but merchants offer 999 daycookies, or even lifetime cookies
    165. 165. But consumers get nervous when theyhear about tracking and often deletecookies.
    166. 166. Merchants also need to ensure there areno clashes with their cookies andtracking software.Test, test, test.
    167. 167. Affiliate tracking software collectsinformation even if no action iscompleted.Information collected includes:•Impressions•Clicks•Conversions
    168. 168. All this information helps to build updata in order to strengthen thecampaign.
    169. 169. If anything goes wrong in the trackingprocess, the affiliate suffers.
    170. 170. Standard practise is that the mostrecent referral is awarded thecommission.
    171. 171. Types of affiliates include:•Personal websites•Content and niche sites•Email lists•Loyalty sites•Coupon and promotions sites•Comparison shopping•Search affiliates
    172. 172. Loyalty sites
    173. 173. Personal Blogs and Websites
    174. 174. Niche content
    175. 175. Comparison sites
    176. 176. Affiliates will find any means possibleto promote offers.Goodsearch.com shares proceeds fromaffiliate links with charities.
    177. 177. Affiliate networks act as a gatewaybetween merchants and affiliates.
    178. 178. Some leading affiliate networks:
    179. 179. Retailers should have a product feed,either XML or CSV.•Product name•Product URL•Product picture•Product price•Description•Shipping price•Stock status: in stock / out of stock
    180. 180. Merchants need to create banners andbuttons to place on affiliate websites.468 x 60 (banner)125 x 125 (square)120 x 60 (button)120 x 600 (skyscraper)
    181. 181. Why use an affiliate network?
    182. 182. •Tracking solutions and reporting•Recruiting merchants and affiliates•Quality control of affiliates and brandcompatibility•One payment solution formerchants/commission handling•Tracking the market e.g. searchdevelopments, new technology etc
    183. 183. Setting up a campaign
    184. 184. Define your goals and unique sellingpoints (USPs)
    185. 185. Will you run your own progamme oruse a network?
    186. 186. If you are using a network consider:•Where your competitors are•Who has the kind of affiliates youwant•What the joining fees and monthlyfees are•How much support they can offer you•What countries the network is in
    187. 187. Do a competitor analysis
    188. 188. Prepare the basics:•Product feed•Banners etc
    189. 189. Tips in a performance market:•Pay affiliates as much as possible•Focus on conversion optimisation•Niche products can benefit•Go global (if possible)
    190. 190. Pros•Merchants are only paying for growth•The merchant sales force just gotbigger•There is a very low barrier to entryfor both affiliates and merchants
    191. 191. Cons•There are seldom contracts in placebetween affiliates and merchants•There is still little to no industryregulation•Some merchants fear a loss of brandcontrol•Affiliate programmes are not easilyscalable
    192. 192. Affiliate marketing is a key tool for anywebsite seeking growth.The most essential elements aretracking growth and ongoingcommunication between merchantsand affiliates.
    193. 193. Further Reading?www.quirk.biz/emarketingtextbook

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