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Email Marketing

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Transcript

  • 1. Email Marketing Making It Work For You Lars Helgeson Co-Founder                                                                               
  • 2. Overview
    • Define email marketing
    • Why email marketing works
    • Email and your marketing mix
    • Design & sending tips
    • Choosing a vendor
    • Tracking & feedback
    • Case studies
  • 3. What is Email Marketing?
    • Targeted, relevant communication
    • Goals
      • Generate sales
      • Improve awareness
      • Provide valuable information
      • Strengthen your brand
      • Build relationship with clients
                                                                                                                                                            
  • 4. What is Spam?
    • Opt-in Marketing vs Spam
      • Spam = Negative perception of spammer
        • Comprises 8% of emails in 2001, 32% in 2002
        • Estimated 50% in 2003
      • Opt-in = Higher responses, builds relationship
        • 100-1000x ROI vs spam
    • Spam is illegal in most states
      • Now a felony in Virginia
    Courtesy Hormel Corporation Spam Example Courtesy “Just For You Network” (Dirty SPAMMER)‏
  • 5. Applications of Email No relationship No permission Harvesting No relationship 3 rd party permission Weak relationship Stale contact Existing relationship Permission to contact Existing relationship Permission to contact Opt-in record SPAM COOL
  • 6. Why Email Marketing is Effective
    • Automation = low deployment costs
      • Design time (custom vs templates)‏
      • Database management
      • Email delivery
      • Tracking and analysis
    • Targeting = better responses
      • Reads = 30-60% (average is 38% * )‏
      • Clicks = 2-10% (average is 7.1% * )‏
      • Average online conversion rate is 4.3% *
    * Source: DoubleClick Email Marketing Trend Report, 2Q2002                                                                                                                                                         
  • 7. Customer Acquisition Cost
    • Example
    • 10,000 email recipients
      • Build = 4 hours x $90/hr = $360
      • Send = $100
      • Tracking & Analysis = 2 hours x $90/hr = $180
      • 5% click, 4% conversion = 20 sales for $640
      • Acquisition cost = $32
    • Example
    • 10,000 direct mail recipients
      • Build = 4 hours x $90/hr = $360
      • Send = $6,000 (60 cents per mail piece)‏
      • 2% action, 10% conversion = 20 sales for $6,360
      • Acquisition cost = $318
  • 8. Your Marketing Mix
    • Develop brand, strategy (marketing is a means to an end => sales)‏
    • Print (brochures, pamphlets)‏
    • Direct mail
    • Radio/TV
    • Networking
    • Event sponsorships
    • Email
    Generate awareness Positive perception Overcome risk of purchase Satisfy the customer Get feedback
  • 9. How do you Email Market?
    • Decide in-house vs outsource
    • Gather client / prospects list
    • Develop strategy, combine with other efforts
    • Build email
    • Send email
    • Track email
    • Refine marketing strategy
  • 10. Email Marketing Visually Strategy Content Master List Distribution Tracking Clients Website Lists
  • 11. In-House vs Outsourcing
    • In-House Infrastructure
      • Designers
      • List management
      • Email servers & ISP
      • Tracking & analysis
    • Do-It-Yourself Tools
      • Templates
      • Easy-to-use interface
    • Managed Services
      • Experienced designers
      • Analysts to improve marketing strategy
    • MarketingSherpa.com
    • In all cases, look at track record & clients!
    Custom Design Template                                                                                                      
  • 12. Choose the Right Vendor
    • Examine features
      • Building tools (templates, libraries, personalization)‏
      • Integration (website, CRM, surveys)‏
      • List management (segmenting)‏
      • Sending (capacity, automatic bounce / unsubscribe)‏
      • Tracking (detail and summary in realtime)‏
      • Private labeling
      • Account management (multiple users, access rights)‏
    • Ease of use is important!
  • 13. Choose the Right Vendor
    • Time to set up account and send emails
    • Costs
      • Setup
      • Cost-per-email or CPM vs Storage
    • Customer support
      • Email, phone, business hours
      • Dedicated account manager?
    • Reputation (Privacy/Anti-Spam Policy)‏
      • SenderBase.com, DNSstuff.com
  • 14. Email Marketing Tips
    • Do not rent lists from someone you don’t know and trust – high risk of spam
    • Carefully choose subject line (call to action, targeted)‏
    • Recognizable to recipients (“From” line)‏
    • Make content relevant to audience & personalize
    • Don’t use spam-trap words
    • Time of day, day of week
    • Frequency of communication
    • Short, concise messages
  • 15. Using Tracking & Feedback
    • Watch your email campaigns
      • Read rates
      • Click-thru rates
      • What users click on
      • Follow post-click if possible
    • Generate new lists based on recipient behavior
      • Send targeted follow-ups
  • 16. Case Study #1 Get Connected Breakfast
    • Marketing goals
      • Create awareness about event
      • Who / What / Where / When / Why
      • Promote value in coming to event
    • Focus on what customers want
      • Valuable information
  • 17. Case Study #1 Campaign 1 - Simple Design Call to action
  • 18. Case Study #1 Campaign 1 Results
    • 4200 Recipients
    • 40.8% Read
    • 1.8% Clicked
    • 95 flyer downloads
    • 2 Send-to-Friends
    • 0.2% Unsubscribed
  • 19. Case Study #1 Campaign 2 – Improved Design 3 calls to action Consistent branding {
  • 20. Case Study #1 Campaign 2 Results                                                                                                                 
    • 4700 Recipients
    • 42% (2000) read
    • 1.8% (87) clicked
    • 51 registrations
    • 48 flyers
    • 10 maps
    • 3 send-to-friends
  • 21. Case Study #2 Yahoo! Resumix
    • Marketing goals
      • Increase attendance at seminar (Campaigns 1-3)‏
      • Increase awareness of Resumix services with newsletter (Campaign 4)‏
    • Campaign results
      • 11% total response rate (phone/email)‏
      • 42% response by company
  • 22. Campaign 1 Colorful Simple call to action in 2 places 2% click-through
  • 23. Campaign 2 Simpler format Single call to action 4.6% click-through
  • 24. Campaign 3 Attendance Interest via Email Survey 4.3% confirmation Used more successful design
  • 25. Campaign 4 Newsletters generate interest 3.5% click-through
  • 26. The Bottom Line
    • Email marketing works
    • Coordinate with marketing strategy
    • Use feedback from campaign performance
    • Stay current on marketing technology
      • Anti-spam issues
      • Economic conditions
      • Networking groups (Chamber of Commerce, Connect, SDiMarketers)‏
  • 27. Thank You
    • Presentation online at:
    • http://www.cooleremail.com/emailoverview.ppt
  • 28. Key Points © 2003 CoolerEmail Inc., http://www.cooleremail.com
    • Email Marketing Tips IV
    • Learn from your tracking information
    • Segment your lists by recipient demographics
    • and behavior
    • Gather surveys from your recipients
    • Send follow-up emails
    • Email Marketing Tips III
    • Send during the week, during the day if
    • targeting businesses
    • Be conscious of your sending frequency
    • Test your lists (random sampling)‏
    • Vendor Selection III (Pricing)‏
    • Setup fees
    • Price per email sent vs stored
    • Long-term contracts, minimum billing
    • Consulting services
    • Email Marketing Tips II
    • Relevant, informational content
    • Clear call to action, if applicable
    • Don’t make email too long, or too busy
    • Vendor Selection II (Business)‏
    • Blacklist reputation (SenderBase.com and
    • DNSstuff.com) and anti-spam policy
    • Privacy policy and data protection
    • Client list
    • Customer service
    • Opt-In (GOOD) vs. Spam (BAD)‏
    • Established relationship with client
    • Permission to send to recipient
    • Honor unsubscribe requests
    • Maintain opt-in/opt-out records
    • Email Marketing Tips I
    • - Integrate email with overall strategy
    • Don’t rent suspicious lists
    • Carefully consider your subject line
    • Be honest with your “From” line
    • Don’t look like spam (avoid keyword traps)‏
    • Vendor Selection I (Technology)‏
    • Templates and/or upload your own HTML
    • List management & segmentation
    • Sending capacity
    • Summary and detail-level tracking
    • Goals of email marketing
    • Build relationships with clients
    • Improve brand awareness
    • Communicate valuable information
    • Generate revenues

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