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Email marketing

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  • 1. Email Marketing eMarketing: The Essential Guide to Online Marketing www.quirk.biz/emarketingtextbook
  • 2. Start a Dialogue
  • 3. Increase customer value
  • 4. Why email marketing?
  • 5. Cost effective Targeted and Customisable Measurable
  • 6. 2 types of commercial emails • Promotional – Entice immediate action • Retention based emails – Newsletters – Build long term relationships
  • 7. Promotional emails: entice the user to take action through purchase or sign up
  • 8. Retention based emails: information of value to create a long term relationship with the reader
  • 9. 9 Steps to executing an email campaign
  • 10. 1. Strategic planning: Plan around your goals
  • 11. define success metrics
  • 12. Promotional emails  Immediate goal for user  Action taken by user  Purchase  Download  Request information
  • 13. Retention emails  Longer term goals  KPIs important  Open Rate  Click-through rate  ROI
  • 14. create and retain a long term relationship.
  • 15. 2. Define List 'It is argued by many that the financial worth of a database should feature on company accounts in the same way as any other asset would' http://technologyweekly.mad.co.uk
  • 16. grow a targeted database  Genuine opt-in  Explicit permission granted  Information can be gathered over time
  • 17. Your database  Only one entry required: prospect's email address but  more information can lead to improved customisation
  • 18. Your database: more fields • First name, surname, title (in separate fields) • Date of opt-in • Source of permission • Gender • Country • Date of birth
  • 19. But remember: • Don’t scare people off. • All you really need is an email address.
  • 20. Growing your list: Use every available interaction • Incentives to sign up (white paper, gift voucher, music) • Subscribe options during retail process • Viral marketing • Offline interactions and promos
  • 21. Web site sign up is key Above the fold Tell them what to expect
  • 22. State privacy policy clearly Check email address is correct 2 stage subscription process
  • 23. Maintaining lists: • Keep it clean – bounce the bounces • Opt in vs. double opt in • Let them unsubscribe • Don’t become spam
  • 24. 3.Creative execution
  • 25. Two types of email  Plain text emails  HTML emails
  • 26. Plain text email  Text only  No hyperlinks or images  Smaller file size  Looks the same across all platforms
  • 27. HTML email  Contains images, different fonts and hyperlinks  File size is much larger  Can render differently
  • 28. Know your audience!
  • 29. Parts of an email • Header • Subject line • Personalised greeting • Body • Footer • Unsubscribe link
  • 30. Use the basics to entice Subject line: • Helps identify the newsletter and maintain consistency • Avoid promotional words like ‘free',' win’ etc and build trust ‘To’, ‘from’ and ‘reply’ fields: • Perception of familiarity and authenticity e.g robert@quirk.biz
  • 31. Construction and Design Length Emphasis Sectioning
  • 32. Email content  Content should meet the needs of users  Relevance  value
  • 33. Platform testing
  • 34. Images in emails  Images can reinforce copy  Images are not always displayed by email clients  Make sure your email makes sense without the images
  • 35. Light weight HTML Keep your emails below 100kb!
  • 36. Video in email? Increase click-through rates up to 25%. Florist’s conversions jumped from 1.35% to 2.8%. Remember: • include a link, host outside message • Remember that many viewers watch videos for the “entertainment” value. Keep videos short, light and relevant. Sources: https://www.marketingsherpa.com/barrier.html?ident=30200 http://inspireaction.mindandmedia.com/index.php/2007/11/15/hey-its-got-video- it-must-be-cool/
  • 37. Not everyone reads mails in the office. Smart phone adoption is rapidly increasing ‘Stay informed, not necessarily to engage’ • Send in multi-part MIME • Avoid JavaScript on landing pages (it is not supported by most mobile browsers)
  • 38. 4. Integrate campaign with other channels
  • 39. • Reinforce brand’s message • Increase responses
  • 40. 5. Personalisation
  • 41. Mass customisation • One to one marketing on a macro scale • Simple personalisation can improve results • Segment database
  • 42. • Give consumers what they want • Send different content to different people • Insert ‘dear first name’ greeting, where appropriate • Personalise forms within email/landing page – only ask a question once
  • 43. 6. Deployment
  • 44. Email Reputation Score Definition: The general opinion of the ISPs, the anti- spam community, and your own subscribers towards a sender’s IP address, sending domain, or both. If the sender’s score falls within the ISP’s thresholds, a sender’s messages will be delivered to the inbox; if not, the sender’s emails may arrive in the bulk folder, be quarantined, or be bounced back to the sender.
  • 45. These could be affecting your reputation score
  • 46. Email Reputation score Control your score •ISPs offer various sender authentication standards such as SPF (sender policy framework) and DomainKeys. •Keep the list clean by removing hard bounces after 3 deliveries (ISPs don’t like e-mail broadcasters who have a high bounce rate) •Respond to complaints and unsubscribe requests •Educate users about whitelists
  • 47. When should I send? Try and be action based. Common sense and testing. Regularly…like the milk man
  • 48. 7. Interaction handling
  • 49. Show you’re on top of everything. Utilise all touch points for calls to action / up-sell Generate emails in response to actions
  • 50. 8. Generate reports
  • 51. Key measurables  Emails delivered  Bounces  Hard - address no longer exists  Soft - inbox was full  Unsubscribes  Pass on rate  Click-through rate
  • 52. What the numbers can tell you • Subscriber Growth vs. Decline • Pass on rate • Open rates • Click through rates • Conversion rates • ROI
  • 53. 9. Analyse results
  • 54. Split test! This is one of the most basic and important parts of an email marketing campaign! Test the open and click through rates using :  different subject lines,  different days of the week and times of the day,  different copy styles and email length Refine the content and construction to your audiences tastes!
  • 55. Tools of the trade  Database  Design and content  Test  Display  Deliverability
  • 56. What is spam • Email spam dates to 1978 • Accounts for 80 - 85% of email today • Unsolicited Bulk Email • Email sent without explicit permission granted
  • 57. Avoid being a spammer • Always obtain permission to email • Make it easy to unsubscribe • Send relevant emails • Don’t annoy your database