EMail
                              Marketing
                              Iain Davenport 2008




Thursday, November 19,...
92%
                              of all marketers
                                   employ
                             ...
Thursday, November 19, 2009
The Benefits
              •! Highly Targeted: dynamic, personalized content
              •! Immediate: shorter lead time...
Marketers face
     tough competition




Thursday, November 19, 2009
126
                                    average number of
                                    emails received per
        ...
20%
                              of all emails
                              are ‘Junked’
                              b...
Maintaining lists:


     • Keep it clean – bounce the bounces
     • Opt in vs. double opt in
     • Let them unsubscribe...
Email Reputation Score
           Definition:
           The general opinion of the ISPs, the anti-
           spam communi...
Email Reputation score

     Control your score

     •ISPs offer various sender authentication standards
     such as SPF...
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 t...
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
   ...
Growing your list:
     Use every available interaction
     • Incentives to sign up (white paper,
       gift voucher, mu...
Thursday, November 19, 2009
What are your
                               objectives?

Thursday, November 19, 2009
2 types of commercial emails

         • Promotional
               – Entice immediate action


         • Retention based...
Promotional emails

         
           Immediate goal for user

         
           Action taken by user
            ...
Promotional emails: entice the user to take
         action through purchase or sign up




Thursday, November 19, 2009
Retention emails

         
          Longer term goals
         
          KPIs important
               
            ...
Your database

         
          Only one entry required: prospect's
         email address

         but

         
 ...
Retention based emails: information of value
               to create a long term relationship with the
                  ...
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%         ...
Increase customer value




Thursday, November 19, 2009
relevance



Thursday, November 19, 2009
• Take a holistic view of
                                customer relationships

                              • Transact...
• Take a step-by-step,
                                wait and respond
                                approach

        ...
• Identify communications you make
                              with customers in a batch fashion.

                     ...
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...
Subject lines




Thursday, November 19, 2009
Creating subject lines
                     • It’s not rocket science, remember K.I.S.S.
                     (keep it sim...
How your email marketing
                                   message is structured will
                                   ...
In just one-twentieth of a second,
                              less time than it takes to blink, people
                ...
Thursday, November 19, 2009
Thursday, November 19, 2009
Thursday, November 19, 2009
BEST
                              PRACTICES



Thursday, November 19, 2009
Customer
                                   Centric
                              •!   Customer-based approach:
          ...
Integrate
                              •!   Cross channel integration:
                                   integrated mark...
Thursday, November 19, 2009
3.Creative execution




Thursday, November 19, 2009
Two types of email

         
           Plain text emails

         
           HTML emails




Thursday, November 19, ...
Plain text email

                                      
                                          Text only
            ...
HTML email

                                   
                                       Contains
                         ...
Parts of an email

         •    Header
         •    Subject line
         •    Personalized greeting
         •    Body
...
Platform testing




Thursday, November 19, 2009
Video in email?

         Increase click-through rates up to 25%.

         Florist’s conversions jumped from 1.35% to
   ...
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 imp...
• Send different content to different

          people

          • Insert ‘dear first name’ greeting, where

          a...
Thursday, November 19, 2009
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
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 ...
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Email Marketing Presentation 1

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