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Email marketing

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  • 1.  
  • 2. Email Marketing eMarketing: The Essential Guide to Online Marketing www.quirk.biz/emarketingtextbook
  • 3. Start a Dialogue
  • 4. Increase customer value
  • 5. Why email marketing?
  • 6. Cost effective Targeted and Customisable Measurable
  • 7. 2 types of commercial emails
    • Promotional
      • Entice immediate action
    • Retention based emails
      • Newsletters
      • Build long term relationships
  • 8. Promotional emails: entice the user to take action through purchase or sign up
  • 9. Retention based emails: information of value to create a long term relationship with the reader
  • 10. 9 Steps to executing an email campaign
  • 11.  
  • 12. 1. Strategic planning: Plan around your goals
  • 13. define success metrics
  • 14. Promotional emails
    • Immediate goal for user
    • Action taken by user
        • Purchase
        • Download
        • Request information
  • 15. Retention emails
    • Longer term goals
    • KPIs important
        • Open Rate
        • Click-through rate
        • ROI
  • 16. create and retain a long term relationship.
  • 17.  
  • 18. 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
  • 19. grow a targeted database
    • Genuine opt-in
    • Explicit permission granted
    • Information can be gathered over time
  • 20. Your database
    • Only one entry required: prospect's email address
    • but
    • more information can lead to improved customisation
  • 21. Your database: more fields
    • First name, surname, title (in separate fields)‏
    • Date of opt-in
    • Source of permission
    • Gender
    • Country
    • Date of birth
  • 22.
    • But remember:
    • Don’t scare people off.
    • All you really need is an email address.
  • 23. 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
  • 24. Web site sign up is key Above the fold Tell them what to expect
  • 25. State privacy policy clearly Check email address is correct 2 stage subscription process
  • 26.
    • Maintaining lists:
    • Keep it clean – bounce the bounces
    • Opt in vs. double opt in
    • Let them unsubscribe
    • Don’t become spam
  • 27.  
  • 28. 3.Creative execution
  • 29. Two types of email
    • Plain text emails
    • HTML emails
  • 30. Plain text email
    • Text only
    • No hyperlinks or images
    • Smaller file size
    • Looks the same across all platforms
  • 31. HTML email
    • Contains images, different fonts and hyperlinks
    • File size is much larger
    • Can render differently
  • 32. Know your audience!
  • 33.  
  • 34. Parts of an email
    • Header
    • Subject line
    • Personalised greeting
    • Body
    • Footer
    • Unsubscribe link
  • 35.  
  • 36. 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 [email_address]
  • 37. Construction and Design Length Emphasis Sectioning
  • 38. Email content
    • Content should meet the needs of users
      • Relevance
      • value
  • 39. Platform testing
  • 40. Images in emails
    • Images can reinforce copy
    • Images are not always displayed by email clients
    • Make sure your email makes sense without the images
  • 41.  
  • 42. Light weight HTML Keep your emails below 100kb!
  • 43. 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/
  • 44. 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)‏
  • 45.  
  • 46. 4. Integrate campaign with other channels
  • 47.
    • Reinforce brand’s message
    • Increase responses
  • 48.  
  • 49. 5. Personalisation
  • 50. Mass customisation
    • One to one marketing on a macro scale
    • Simple personalisation can improve results
    • Segment database
  • 51.
    • 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
  • 52.  
  • 53.  
  • 54.  
  • 55. 6. Deployment
  • 56. 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.
  • 57. These could be affecting your reputation score
  • 58. 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
  • 59. When should I send? Try and be action based. Common sense and testing. Regularly…like the milk man
  • 60.  
  • 61. 7. Interaction handling
  • 62. Show you’re on top of everything. Utilise all touch points for calls to action / up-sell Generate emails in response to actions
  • 63.  
  • 64. 8. Generate reports
  • 65. Key measurables
    • Emails delivered
    • Bounces
      • Hard - address no longer exists
      • Soft - inbox was full
    • Unsubscribes
    • Pass on rate
    • Click-through rate
  • 66. What the numbers can tell you
    • Subscriber Growth vs. Decline
    • Pass on rate
    • Open rates
    • Click through rates
    • Conversion rates
    • ROI
  • 67.  
  • 68. 9. Analyse results
  • 69. 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!
  • 70.  
  • 71. Tools of the trade
    • Database
    • Design and content
    • Test
      • Display
      • Deliverability
  • 72.  
  • 73. What is spam
    • Email spam dates to 1978
    • Accounts for 80 - 85% of email today
    • Unsolicited Bulk Email
    • Email sent without explicit permission granted
  • 74. Avoid being a spammer
    • Always obtain permission to email
    • Make it easy to unsubscribe
    • Send relevant emails
    • Don’t annoy your database