Email Marketing Presentation 1
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  • 1. EMail Marketing Iain Davenport 2008 Thursday, November 19, 2009
  • 2. 92% of all marketers employ email marketing Thursday, November 19, 2009
  • 3. Thursday, November 19, 2009
  • 4. 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
  • 5. Marketers face tough competition Thursday, November 19, 2009
  • 6. 126 average number of emails received per day by corporate users in 2007 Thursday, November 19, 2009
  • 7. 20% of all emails are ‘Junked’ by spam filters Thursday, November 19, 2009
  • 8. 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
  • 9. 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
  • 10. 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
  • 11. These could be affecting your reputation score Thursday, November 19, 2009
  • 12. Email users savvier than you think Thursday, November 19, 2009
  • 13. 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
  • 14. So what makes a campaign successful? Thursday, November 19, 2009
  • 15. Thursday, November 19, 2009
  • 16. Planning Thursday, November 19, 2009
  • 17. Who are your target audience? Thursday, November 19, 2009
  • 18. grow a targeted database  Genuine opt-in  Explicit permission granted  Information can be gathered over time Thursday, November 19, 2009
  • 19. 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
  • 20. Thursday, November 19, 2009
  • 21. What are your objectives? Thursday, November 19, 2009
  • 22. 2 types of commercial emails • Promotional – Entice immediate action • Retention based emails – Newsletters – Build long term relationships Thursday, November 19, 2009
  • 23. Promotional emails  Immediate goal for user  Action taken by user  Purchase  Download  Request information Thursday, November 19, 2009
  • 24. Promotional emails: entice the user to take action through purchase or sign up Thursday, November 19, 2009
  • 25. Retention emails  Longer term goals  KPIs important  Open Rate  Click-through rate  ROI Thursday, November 19, 2009
  • 26. Your database  Only one entry required: prospect's email address but  more information can lead to improved customization Thursday, November 19, 2009
  • 27. Retention based emails: information of value to create a long term relationship with the reader Thursday, November 19, 2009
  • 28. CHOICE Thursday, November 19, 2009
  • 29. Targeting Thursday, November 19, 2009
  • 30. Segment Thursday, November 19, 2009
  • 31. Personalize Thursday, November 19, 2009
  • 32. 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
  • 33. Increase customer value Thursday, November 19, 2009
  • 34. relevance Thursday, November 19, 2009
  • 35. • Take a holistic view of customer relationships • Transactions shows you a series of frames • Transitions play you a movie Thursday, November 19, 2009
  • 36. • 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
  • 37. • 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
  • 38. Avoiding the ‘Pitfalls’ Thursday, November 19, 2009
  • 39. Assuming images will work! Thursday, November 19, 2009
  • 40. Thursday, November 19, 2009
  • 41. Not designing for preview panes Thursday, November 19, 2009
  • 42. Thursday, November 19, 2009
  • 43. Over selling and cheap tricks = SPAM Thursday, November 19, 2009
  • 44. DON’T SHOUT Thursday, November 19, 2009
  • 45. DON’T OVER ‘EMPHASIZE !!! ’ Thursday, November 19, 2009
  • 46. AVOID HARD SELL Thursday, November 19, 2009
  • 47. 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
  • 48. Subject lines Thursday, November 19, 2009
  • 49. 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
  • 50. 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
  • 51. 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
  • 52. Thursday, November 19, 2009
  • 53. Thursday, November 19, 2009
  • 54. Thursday, November 19, 2009
  • 55. BEST PRACTICES Thursday, November 19, 2009
  • 56. 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
  • 57. 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
  • 58. Thursday, November 19, 2009
  • 59. 3.Creative execution Thursday, November 19, 2009
  • 60. Two types of email  Plain text emails  HTML emails Thursday, November 19, 2009
  • 61. Plain text email  Text only  No hyperlinks or images  Smaller file size  Looks the same across all platforms Thursday, November 19, 2009
  • 62. HTML email  Contains images, different fonts and hyperlinks  File size is much larger  Can render differently Thursday, November 19, 2009
  • 63. Parts of an email • Header • Subject line • Personalized greeting • Body • Footer • Unsubscribe link Thursday, November 19, 2009
  • 64. Platform testing Thursday, November 19, 2009
  • 65. 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
  • 66. Thursday, November 19, 2009
  • 67. 4. Integrate campaign with other channels Thursday, November 19, 2009
  • 68. • Reinforce brand’s message • Increase responses Thursday, November 19, 2009
  • 69. Thursday, November 19, 2009
  • 70. 5. Personalization Thursday, November 19, 2009
  • 71. Mass customization • One to one marketing on a macro scale • Simple personalization can improve results • Segment database Thursday, November 19, 2009
  • 72. • 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
  • 73. Thursday, November 19, 2009
  • 74. Thursday, November 19, 2009
  • 75. Thursday, November 19, 2009
  • 76. 6. Deployment Thursday, November 19, 2009
  • 77. When should I send? Regularly…like the milk man Try and be action based. Common sense and testing. Thursday, November 19, 2009
  • 78. Thursday, November 19, 2009
  • 79. 7. Interaction handling Thursday, November 19, 2009
  • 80. 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