E mail marketing

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E mail marketing

  1. 1. E-Mail Marketing EIS 2350Thursday, March 21, 13
  2. 2. E-Mail Marketing Email is the “oldest” digital marketing technique, but has it’s threats:Thursday, March 21, 13
  3. 3. E-Mail Marketing Email is the “oldest” digital marketing technique, but has it’s threats:Thursday, March 21, 13
  4. 4. E-Mail Marketing Email is the “oldest” digital marketing technique, but has it’s threats: NEW COMMUNICATION TOOLS:Thursday, March 21, 13
  5. 5. E-Mail Marketing Social Networks are a great place to gather email addresses (contests on facebook, youtube, D2F, links in twitter) Embed Email Subscription link WHERE EVER possible.Thursday, March 21, 13
  6. 6. E-mail Capture FACEBOOK APPS - BANDPAGE TWEET FOR A TRACK - TWITTER TOPSPIN - YOUTUBEThursday, March 21, 13
  7. 7. E-mail Capture AND ALWAYS THE WEBSITEThursday, March 21, 13
  8. 8. Brief Sidebar: COPPA COMPLIANCE WHO CAN WE GET EMAIL ADDRESSES FROM AND MARKET TO LEGALLY The Childrens Online Privacy Protection Act, effective April 21, 2000, applies to the online collection of personal information from children under 13. The new rules spell out what a Web site operator must include in a privacy policy, when and how to seek verifiable consent from a parent and what responsibilities an operator has to protect childrens privacy and safety online.Thursday, March 21, 13
  9. 9. E-mail Capture OTHER PLACES FOR EMAIL CAPTURE online merchandise sales ticket sales (but not AEG, Live Nation, or Ticketmaster) merch stands at shows street team (tablet or mobile signups)Thursday, March 21, 13
  10. 10. E-Mail Marketing INBOX OVERLOADThursday, March 21, 13
  11. 11. E-Mail Marketing INBOX OVERLOADThursday, March 21, 13
  12. 12. E-Mail Marketing INBOX OVERLOAD GMAIL INBOX MANAGEMENTThursday, March 21, 13
  13. 13. E-Mail Marketing DIRECT COMPETITION FROM “EMAIL KILLERS”Thursday, March 21, 13
  14. 14. Email has been pronounced “dead” at least four times since I started my career in technology.Thursday, March 21, 13
  15. 15. Email has been pronounced “dead” at least four times since I started my career in technology.Thursday, March 21, 13
  16. 16. Email has been pronounced “dead” at least four times since I started my career in technology. MYSPACE MESSAGINGThursday, March 21, 13
  17. 17. Email has been pronounced “dead” at least four times since I started my career in technology. MYSPACE MESSAGING BLOGGING / RSS FEEDSThursday, March 21, 13
  18. 18. Email has been pronounced “dead” at least four times since I started my career in technology. MYSPACE MESSAGING BLOGGING / RSS FEEDS TWITTERThursday, March 21, 13
  19. 19. Email has been pronounced “dead” at least four times since I started my career in technology. MYSPACE MESSAGING BLOGGING / RSS FEEDS TWITTER FACEBOOK MESSAGINGThursday, March 21, 13
  20. 20. However, E-Mail Marketing Continues to be a major player in “moving the dial” and getting fans to act.Thursday, March 21, 13
  21. 21. E-Mail Marketing FACT:Thursday, March 21, 13
  22. 22. E-Mail Marketing FACT: “58% of people start their online day by reading emails ” – ExactTarget’s Email X-Factor Study, 2010Thursday, March 21, 13
  23. 23. E-Mail Marketing FACT: “58% of people start their online day by reading emails ” The shift comes on how we’re viewing – ExactTarget’s Email X-Factor Study, 2010 these emails... Stats say 43% of email is now opened on a mobile device Litmus –”Email Analytics” (March 2013)Thursday, March 21, 13
  24. 24. Thursday, March 21, 13
  25. 25. E-Mail Marketing WHAT WE KNOW: Email continues to evolve Subscribers to Email lists are more likely to “buy” a product Most email marketers are still REALLY badThursday, March 21, 13
  26. 26. E-Mail Marketing HOW TO BE SUCCESSFUL: Spray&and&pray&is&dead!&Thursday, March 21, 13
  27. 27. E-Mail Marketing SCREEN SIZES AND DEVICE COMPATIBILITY UP TO 60% OF EMAIL BLASTS ARE READ ON SOMETHING OTHER THAN A COMPUTER MONITOR.Thursday, March 21, 13
  28. 28. E-Mail Marketing HOW TO BE SUCCESSFUL: NARROWCASTING: aiming media messages at specific segments of the public defined by values, preferences, or demographic attributes. AS OPPOSED TO BROADCASTING:Thursday, March 21, 13
  29. 29. E-Mail Marketing HOW TO BE SUCCESSFUL: NARROWCASTING: aiming media messages at specific segments of the public defined by values, preferences, or demographic attributes. AS OPPOSED TO BROADCASTING: WHO ARE YOUR SUBSCRIBERS? AGE? LOCATION? OPEN RATE? PURCHASED TICKETS / MERCH?Thursday, March 21, 13
  30. 30. E-Mail Marketing HOW TO BE SUCCESSFUL: SET A FREQUENCY RATE THIS WILL HELP WITH SUBSCRIBER EXPECTATIONThursday, March 21, 13
  31. 31. E-Mail Marketing HOW TO BE SUCCESSFUL:Thursday, March 21, 13
  32. 32. E-Mail Marketing HOW TO BE SUCCESSFUL: Integrate with Social Networks to continue the conversation Allow your messages to go viral Give subscribers a chance to participate in the messageThursday, March 21, 13
  33. 33. E-Mail Marketing HOW TO BE SUCCESSFUL: MEASURE MEASURE MEASURE MEASUREThursday, March 21, 13
  34. 34. E-Mail Marketing HOW TO BE SUCCESSFUL: MEASURE MEASURE MEASURE MEASURE IF YOU’RE NOT MEASURING YOU’RE GUESSING!Thursday, March 21, 13
  35. 35. E-Mail Marketing HOW TO BE SUCCESSFUL: None of this matters without quality contentThursday, March 21, 13
  36. 36. E-Mail Marketing HOW TO BE SUCCESSFUL: None of WHAT IS QUALITY CONTENT? this matters without quality contentThursday, March 21, 13
  37. 37. E-Mail Marketing THINGS TO KEEP IN MIND What is the purpose of your message? Is the Message clear? How are you presenting the message?Thursday, March 21, 13
  38. 38. E-Mail Marketing THINGS TO KEEP IN MIND What is the purpose HAVE Amessage? ALWAYS of your CALL TO ACTION!!!! Is the Message clear? How are you presenting testable) (sounds the message?Thursday, March 21, 13
  39. 39. E-Mail Marketing THINGS TO KEEP IN MIND What is the Layout of the Message? Where is your call to action (Is it above the “fold”)? Optimize for the “Preview Pane” 400x300 pixels Are you incorporating HTML and images, does this matter?Thursday, March 21, 13
  40. 40. Thursday, March 21, 13
  41. 41. E-Mail Marketing Is your copy “scannable” Can I understand the message in 5 seconds Are you using action-oriented language Are your paragraphs a max of 3 lines long Is your email understandable WITHOUT the images?Thursday, March 21, 13
  42. 42. E-Mail Marketing Is your copy “scannable” Can I understand the message in 5 seconds Are you using action-oriented language Are your paragraphs a max of 3 lines long Is your email understandable WITHOUT the images?Thursday, March 21, 13
  43. 43. E-Mail Marketing Is your copy “scannable” Can I understand the message in 5 seconds Are you using action-oriented language Are your paragraphs a max of 3 lines long Is your email understandable WITHOUT the images?Thursday, March 21, 13
  44. 44. E-Mail Marketing ONCE YOU’VE GOT THE MESSAGE WHERE ARE YOU SENDING THEM? Push to a Landing Page (a page that is dedicated to your message or that supports the email) Make sure the graphics are similar (where have you heard this before?) Make sure the actions are easy and quick (don’t make me click around... UI)Thursday, March 21, 13
  45. 45. E-Mail Marketing HOW DO YOU KNOW IF IT’S WORKING? A-B TESTINGThursday, March 21, 13
  46. 46. E-Mail Marketing WHAT COMPANY SHOULD I USE? THERE ARE SEVERALThursday, March 21, 13
  47. 47. E-Mail Marketing WHAT COMPANY SHOULD I USE? THERE ARE SEVERAL BUT...Thursday, March 21, 13
  48. 48. MY EMMA - NASHVILLE BASED PRETTY EXPENSIVE CONSTANT CONTACT - LARGE POOR LAYOUTS, REALLY CORPORATE MAIL CHIMP - SCALABLE, INTUITIVE FREE EMAILS UNDER LISTS OF 2,000Thursday, March 21, 13
  49. 49. easy DO’s and DON’Ts allow for volunteer subscribers (don’t poach a list from a friend’s band and spam them) allow for an easy to find “unsubscribe” link If you’re not using an email “gun” BCC (blind copy) all recipients Never send Attachments (we like your music, but we don’t need an 8MB Mp3 in our inboxes)Thursday, March 21, 13
  50. 50. Finally... Get to know your fanbase. What do they respond to in emails? What gets high or low click through rates How are you measuring your email success ROI? Clicks Information going viral?Thursday, March 21, 13
  51. 51. Measure... Measure... Measure... (YOU’RE GOING TO GET TIRED OF ME TALKING ABOUT ANALYTICS) ...AND THEN REPORT ON WHAT YOU’VE MEASURED TAKE THAT KNOWLEDGE AND DO IT BETTER NEXT TIMEThursday, March 21, 13

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