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Marketing Clinic: Email strategies nov 19 2012 (1)
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Marketing Clinic: Email strategies nov 19 2012 (1)


For more information about the Marketing Clinic series :

For more information about the Marketing Clinic series :

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  • AcquisitionNew subscribersProspectsSocial media visibility, likersNurturing prospects Untilthey are ready to convertKeep the dialogue openRetentionRemainconnectedHelp withsuccessBecomeambassador, advocateTransactionalPurchaseServiceSurveys
  • AB TestingIn different applications, open testaccounts or use testingtoolsprovidedAdvantage of usingtemplates (test it a lot, then swap out content in future)Different email providers, different clients
  • Open rates oftenlevel off over timeTest subjectlines, date and time of send toBtoC on the weekends or eveningsduring the weekBtoBduring the workweek, avoidMondays or FridaysI findit good to create an excel file whereyoutrackresults of campaigns over time. Includesubjectlines, targets, offerdetails and results. Time and day sent.
  • Methods to segment your DBSurveysQuick pollsRegistration infoPurchase info
  • Add ALTtextsbehindyour images.
  • Spam trapsUnsubscribe or complaint rates
  • Thisisreplacingclassicopt-in. Avoidssomeonebeingadded to yourlistinadvertently or by someoneelseLooks more professionalDon’tbe in a hurry. Buildyourlistinteligently.Lower spam complaints,loweropt-out.
  • French definitions:- L'opt-in actif : l'internaute doit volontairement cocher une case (ou faire défiler un menu déroulant) pour que les données puissent être utilisées ultérieurement à des fins commerciales.- L'opt-in passif : une case est déjà pré-cochée (ou un menu déroulant déjà présent) sur la réponse affirmative.- L'opt-out actif : l'internaute doit cocher une case (ou sélectionner un menu déroulant) pour ne pas recevoir de message ultérieurement.- L'opt-out passif : lorsqu'il s'inscrit ou s'abonne à un service, l'internaute est inscrit d'office sans qu'il ait la possibilité de changer son choix. Il ne peut se désinscrire qu'a posteriori.
  • Show Nuance example
  • Building your own list has many advantages, including:Less expensive – if you build your list organically from your own activities, you will build a better quality list for less money.More effective – since you built this list and the recipients have opted-in to your communication (a list-building best practice), you have a highly targeted list. This means that the names on your list are very interested in your services or products.Ownership – if you have acquired these addresses directly, you own the names. You do not need to pay additional money each time you send and an email to your list.The largest disadvantage is the time it an takes to build the list. 


  • 1. Marketing Clinic:Email Marketing Strategies Soleilles Cowork, Paris November 19, 2012
  • 2. Agenda• Getting started• Some practical pointers and examples• Are you a spammer?• Customer Acquisition• More examples• Participant example
  • 3. What are your objectives?
  • 4. Who are yourcustomers?
  • 5. Test, test, test Design Subject Offer
  • 6. Measuring performance• Open rate: average 20 – 30%• Determine optimal send for your list• Track which links work best• Check unsubscribe rate with each mailing• Check traffic to your web site, revenues, downloads etc.• Dashboard with KPIs in line with your objectives
  • 7. Email Segmentation – One size does not fit all!Create multiple lists/segments• Keep messages pertinent – Interests, frequency, actions• Make sure timing is right – Just purchased, renewal coming up…• Don’t forget segments evolve – ex. Prospect becomes client, downloads a white paper…• Test messages for each segment Better click rates, better ROI!
  • 8. HTML for email pointers• Use templates or text editor• No css!• 500 or 600 pixels wide• Very basic layouts using tables work best• No flash or javascript• Keep it simple!
  • 9. Some examples…
  • 10. Images turned off by default
  • 11. They go hand in hand!EMAIL LANDING PAGE
  • 12. Are you aspammer?
  • 13. Are you spam?• Always have permission• Don’t let your permission get outdated – If it’s been a long time send a re-invite• Make it easy to opt-out• Make it look like you sent it
  • 14. Deliverability• Healthy balance of image and text• Avoid getting blacklisted! It’s hard to get off• Ask customers to add you to their whitelist• Clean html• Avoid: – Bright red fonts, CAPS and !!!!! – Spammy words /The-Ultimate-List-of-Email-SPAM-Trigger-Words.aspx – Free! Click here! Click here now!
  • 15. Double opt-in• Customer signs-up for list• He receives an email to confirmation• He is not added to the list until the confirmation link is clicked• Ensures everyone on your list wants to hear from you.
  • 16. What’s legal, what’s not…• Different rules in France – BtoC – Register your • No message with out permission: web sites, Opt-in is mandatory! Databases in • Exceptions: France – messages to customers for similar products – Declaration on CNIL web site – Not transactional - charity – Express form – BtoB – Examples of • Opt-out is ok texts • Need to be informed what the address – will be used for at time of collect os-responsabilites/
  • 17. CNIL web site provides examplesRéutilisation dadresses électroniques pour proposer des biens ou des services analoguesVous êtes susceptibles de recevoir des offres commerciales de notre société pour des produits et services analogues à ceux que vous avez commandés.Si vous ne le souhaitez pas, cochez la case ci-contre.Mention générale pour formulaire………………………… (Veuillez indiquer l’identité du responsable du traitement)« Les informations recueillies font l’objet d’un traitement informatique destiné à … (Veuillez préciser la finalité). Les destinataires des données sont :……………………… (précisez).Conformément à la loi « informatique et libertés » du 6 janvier 1978 modifiée en 2004, vous bénéficiez d’un droit d’accès et de rectification aux informations qui vous concernent, que vous pouvez exercer en vous adressant à …………………………………… (Veuillez préciser le service et l’adresse).Vous pouvez également, pour des motifs légitimes, vous opposer au traitement des données vous concernant. responsabilites/informati ons-legales/
  • 18. Customeracquisition
  • 19. Customer acquisition• Sign-up on your web site• Share with a friend
  • 20. Customer Acquisition - Contest• Nuance France had no database to use• Created acquisition campaign• Promoted with e-buzzing and Advertise-Me campaigns• Tell-a-friend for viral• Results: +68K opt-ins au concours!
  • 21. Customer Acquisition - WebinarsGreat tool in BtoB• Webinars• White papers• Include opt-out in sign-up process• Reminder of webinar• Follow-up email
  • 22. Buying emails (purchase or rental)Disadvantages• Hard to find quality list – Opt-in only – Targeted – Recent• Getting flagged as a spammer (purchase)Advantages• Large numbers available• Pay per conversion (per opt-in, per click)• If good list, can be targeted
  • 23. Building your own listAdvantages:• Less expensive• More effective• OwnershipDisadvantage - it takes time to build the list
  • 24. Co-registration• Trusted Sender• Targeted• Inexpensive• Scalable• Multiple sources• Higher conversion rates
  • 25. Some tools• Free (or basically) : MailChimp, Constant Contact• Enterprise: MailPerformance, CheetahMail, EmailVision, Dolist
  • 26. More examples…
  • 27. …and even more examples• Email Institute: – Examples: Email Gallery •• Marketing Profs – Best practices: Email Marketing • 7/email-marketing
  • 28. Participant example
  • 29. Participant example - Birdeo• Notre métier : Identifier et accompagner les Experts du développement durable que ce soit pour des missions ou du recrutement.• Les services proposés: Recrutement, Placement de consultant, portage salarial.• Quelques références : Accor, LVMH, EuroRSCG, Balenciaga, Nexity, Bonneterre• Notre base de données contient plus de 3 000 Experts/candidats
  • 30. Participant example - BirdeoUne double cible:-- Les candidats, les experts (B to C)-- Les entreprises susceptibles dutiliser nos services (B to B)Objectif auprès de la cible des candidats et des experts-- Notoriété-- Attirer des bon candidats/ Experts-- Vendre nos services de portageEmailing auprès de cette cible :-- Une newsletter mensuelle (depuis sept 2011) informative sur lesmétiers, les compétences en DD et lactualité de Birdeo-- Un email envoyé le 1er nov sur nos services de portage salarial
  • 31. Participant example - Birdeo
  • 32. Feel free to contact us! Stephanie Kidder +33 6 80 91 98 85 Noel Thevenet +33 6 20 12 77 91