Email Marketing David Hughes Co-Founder, The Email Academy [email_address]

The 1 minute summary... Be relevant and engaging Segment Personalise Triggered messages Lifecycle marketing Keep improving Test Optimise

Be relevant and engaging

Segment

Personalise

Triggered messages

Lifecycle marketing

Keep improving

Test

Optimise

John Caples, Tested Advertising Methods 1932 "In planning an advertising campaign, the first step should be to clear the decks of all opinions … … the next step should be to find a scientific method of testing."

That’s a lot of opinions... Price points Discount in value or % Bundles From Field Subject line First 6 lines Day of week Time of day Text v HTML Segmentation Design and Layout Tone of Voice Long/short Copy Personalisation Number of links Landing Page Frequency Follow-up

Price points

Discount in value or %

Bundles

From Field

Subject line

First 6 lines

Day of week

Time of day

Text v HTML

Segmentation

Design and Layout

Tone of Voice

Long/short Copy

Personalisation

Number of links

Landing Page

Frequency

Follow-up

What’s in a Name? 56% more Traffic. CONTROL From : PriceMinister Advice Click-Through rate: 100 TEST From : Sophie at PriceMinister Click-Through rate : 156

Remember me Don’t frighten me

Date of Last Transaction

Date of Last Log-in

Web click-stream

“ How nice of them to think of me” Drayton Bird “ Just a note to say...”

Email driven by registration

Personalisation Dynamic and Conditional Content

Conditional Amsterdam Budapest

“ Dynamic” <Insert> Points over Points over “ Conditional” <If – Then – Else>

Surprise People Don’t sell to them all the time

Get close and stay close Speak to people differently

It’s about Lifecycle Marketing

Don’t Shout Monthly Newsletter

Sony Welcome programme I Choose I Need I Become Aware I Buy I Use I Enjoy I Want

Survey information said: Within the 1 st 30 days of ownership Digital Still Camera users want added memory, camera accessories, batteries, shooting kits, advice etc. Within the 2 nd 30 days users are more likely to be interested in PRINTING their photos

Within the 1 st 30 days of ownership Digital Still Camera users want added memory, camera accessories, batteries, shooting kits, advice etc.

Within the 2 nd 30 days users are more likely to be interested in PRINTING their photos

Messages or Programmes? Welcome programme Thank you How was it for you? How’s the new camera? Want some help? Need some memory? How about printing? Welcome Message Thank you

Welcome programme

Thank you

How was it for you?

How’s the new camera?

Want some help?

Need some memory?

How about printing?

Welcome Message

Thank you

Driving traffic? That’s the old way

The beating heart pushing content out... Staff Journalists Customers News Alerts Updates Competitions Discussion Connection Newsletter Alerts Updates

“ This is what we’re all talking about”

If they can do it...

The future of viral? www.silverpop.com

One Click Beyond

Lazy marketing...you know me!!

Pre-population of Landing Page

Lovely!

Good Luck! [email_address] www.theemailacademy.com