Email Marketing Presentation 1
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    Email Marketing Presentation 1 Email Marketing Presentation 1 Presentation Transcript

    • EMail Marketing Iain Davenport 2008 Thursday, November 19, 2009
    • 92% of all marketers employ email marketing Thursday, November 19, 2009
    • Thursday, November 19, 2009
    • The Benefits •! Highly Targeted: dynamic, personalized content •! Immediate: shorter lead times •! Test and Refine: ensuring optimal results through continues improvement. •! Measurable: effectiveness of campaigns (ROI). Greater insight into customer behavior. •! Reach: unlimited distribution globally, infinitely scalable •! Better conversion rates: seamless – uninterrupted process from prospect to customer in a matter of clicks. •! Cost effective: fast acting, flexible focused campaigns equals maximum return on investment. Thursday, November 19, 2009
    • Marketers face tough competition Thursday, November 19, 2009
    • 126 average number of emails received per day by corporate users in 2007 Thursday, November 19, 2009
    • 20% of all emails are ‘Junked’ by spam filters Thursday, November 19, 2009
    • Maintaining lists: • Keep it clean – bounce the bounces • Opt in vs. double opt in • Let them unsubscribe • Don’t become spam Thursday, November 19, 2009
    • 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. Thursday, November 19, 2009
    • 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 Thursday, November 19, 2009
    • These could be affecting your reputation score Thursday, November 19, 2009
    • Email users savvier than you think Thursday, November 19, 2009
    • 83%: Used the Report Spam button 80%: Use it without opening the message 73%: Base decision on the "from" line 69%: Base decision on subject line 20%: Use the spam button to unsubscribe Thursday, November 19, 2009
    • So what makes a campaign successful? Thursday, November 19, 2009
    • Thursday, November 19, 2009
    • Planning Thursday, November 19, 2009
    • Who are your target audience? Thursday, November 19, 2009
    • grow a targeted database  Genuine opt-in  Explicit permission granted  Information can be gathered over time Thursday, November 19, 2009
    • 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 Thursday, November 19, 2009
    • Thursday, November 19, 2009
    • What are your objectives? Thursday, November 19, 2009
    • 2 types of commercial emails • Promotional – Entice immediate action • Retention based emails – Newsletters – Build long term relationships Thursday, November 19, 2009
    • Promotional emails  Immediate goal for user  Action taken by user  Purchase  Download  Request information Thursday, November 19, 2009
    • Promotional emails: entice the user to take action through purchase or sign up Thursday, November 19, 2009
    • Retention emails  Longer term goals  KPIs important  Open Rate  Click-through rate  ROI Thursday, November 19, 2009
    • Your database  Only one entry required: prospect's email address but  more information can lead to improved customization Thursday, November 19, 2009
    • Retention based emails: information of value to create a long term relationship with the reader Thursday, November 19, 2009
    • CHOICE Thursday, November 19, 2009
    • Targeting Thursday, November 19, 2009
    • Segment Thursday, November 19, 2009
    • Personalize Thursday, November 19, 2009
    • Un-targeted Life cycle messaging broadcast emails campaigns Open rate: 20% Open rate: 26% Avg. CTR: 9.5% Avg. CTR: 9.3% Avg. conversion rate: 1.1% Avg. conversion rate: 2.3% User-triggered Clickstream-based campaigns campaigns Open rate: 27% Open rate: 33% Avg. CTR: 9.3% Avg. CTR: 14% Avg. conversion rate: 2.3% Avg. conversion rate: 3.9% Source Marketing Sherpa 2007 Thursday, November 19, 2009
    • Increase customer value Thursday, November 19, 2009
    • relevance Thursday, November 19, 2009
    • • Take a holistic view of customer relationships • Transactions shows you a series of frames • Transitions play you a movie Thursday, November 19, 2009
    • • Take a step-by-step, wait and respond approach • Define specific transitions that trigger customer dialogues • Sync communications to transition moments Thursday, November 19, 2009
    • • Identify communications you make with customers in a batch fashion. • Ask what events could trigger these communications to make them timely. • Prepare a distinct message for each customer situation • Increase involvement by adding a call to action to each message • Prepare a message for each possible response to your previous message. Thursday, November 19, 2009
    • Avoiding the ‘Pitfalls’ Thursday, November 19, 2009
    • Assuming images will work! Thursday, November 19, 2009
    • Thursday, November 19, 2009
    • Not designing for preview panes Thursday, November 19, 2009
    • Thursday, November 19, 2009
    • Over selling and cheap tricks = SPAM Thursday, November 19, 2009
    • DON’T SHOUT Thursday, November 19, 2009
    • DON’T OVER ‘EMPHASIZE !!! ’ Thursday, November 19, 2009
    • AVOID HARD SELL Thursday, November 19, 2009
    • Too many images not enough text Certain spam filters place the "image vs. text ratio" criteria even higher than the "spam keywords" criteria Thursday, November 19, 2009
    • Subject lines Thursday, November 19, 2009
    • Creating subject lines • It’s not rocket science, remember K.I.S.S. (keep it simple stupid) • The best subject lines are not ‘Flashy’ or ‘Pushy’. • Your subject line should simply, clearly and concisely describe the purpose/content of your email - its that simple! • Its a process, and it starts with the opt-in always set your subscribers’ expectations during the opt-in process regarding the type and frequency of the emails they will recieve. Thursday, November 19, 2009
    • How your email marketing message is structured will determine 50% of its success •! Anatomy of an email: fields (to, from, subject), body copy, landing page •! Set a single objective: one message presented in a strong, clear and direct manner •! Write to target: develop a thorough understanding of the needs and sensibilities of your target market before you write. •! Get to the point: sluggish fulfillment leads to dissatisfied customers. •! Build the relationship: email marketing is not hit and run medium. It works best when you build sustainable relationships. Thursday, November 19, 2009
    • In just one-twentieth of a second, less time than it takes to blink, people make aesthetic judgments that will influence their experience of your landing page. Thursday, November 19, 2009
    • Thursday, November 19, 2009
    • Thursday, November 19, 2009
    • Thursday, November 19, 2009
    • BEST PRACTICES Thursday, November 19, 2009
    • Customer Centric •! Customer-based approach: Measurement of individual customer response rather than overall campaign performance •! Event triggered emails e.g. first purchase, abandoned cart •! Focus on frequency/contact strategy: monitoring the impact of frequency to maximize results •! Data capture is a process: It’s a value exchange between you and your prospects. As you serve up value they’ll reciprocate by sharing information. •! Rich preference capabilities: frequency, channel, format, opt-in, opt-out preferences •! Proactive communication: specific, relevant and timely. Thursday, November 19, 2009
    • Integrate •! Cross channel integration: integrated marketing strategy, combines online and offline channels to maximize marketing impact •! Co-ordinate and unify mailing lists: centralized customer data •! Integrate and centralize customer data: in order to leverage customer knowledge Thursday, November 19, 2009
    • Thursday, November 19, 2009
    • 3.Creative execution Thursday, November 19, 2009
    • Two types of email  Plain text emails  HTML emails Thursday, November 19, 2009
    • Plain text email  Text only  No hyperlinks or images  Smaller file size  Looks the same across all platforms Thursday, November 19, 2009
    • HTML email  Contains images, different fonts and hyperlinks  File size is much larger  Can render differently Thursday, November 19, 2009
    • Parts of an email • Header • Subject line • Personalized greeting • Body • Footer • Unsubscribe link Thursday, November 19, 2009
    • Platform testing Thursday, November 19, 2009
    • 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/ Thursday, November 19, 2009
    • Thursday, November 19, 2009
    • 4. Integrate campaign with other channels Thursday, November 19, 2009
    • • Reinforce brand’s message • Increase responses Thursday, November 19, 2009
    • Thursday, November 19, 2009
    • 5. Personalization Thursday, November 19, 2009
    • Mass customization • One to one marketing on a macro scale • Simple personalization can improve results • Segment database Thursday, November 19, 2009
    • • Send different content to different people • Insert ‘dear first name’ greeting, where appropriate • Personalize forms within email/landing page – only ask a question once Thursday, November 19, 2009
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    • Thursday, November 19, 2009
    • Thursday, November 19, 2009
    • 6. Deployment Thursday, November 19, 2009
    • When should I send? Regularly…like the milk man Try and be action based. Common sense and testing. Thursday, November 19, 2009
    • Thursday, November 19, 2009
    • 7. Interaction handling Thursday, November 19, 2009
    • Show you’re on top of everything. Utilize all touch points for calls to action / up-sell Generate emails in response to actions Thursday, November 19, 2009