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Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
Email Marketing Tutorial
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Email Marketing Tutorial

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Comprehensive tutorial for clients when discussing email marketing

Comprehensive tutorial for clients when discussing email marketing

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    • 1. Email Marketing<br />Chris Sietsema<br />June 2011<br />
    • 2. Quick Background<br />
    • 3. Why Email Marketing<br />Problem: Solution:<br />http://goo.gl/cLrwC<br />
    • 4. Why Email Marketing<br />
    • 5. 5<br /> Acquiring new customers can cost five times more than satisfying and retaining current customers.<br />Why Email Marketing<br />
    • 6. Goals for Today<br />What is Email Marketing, Really?<br />When to Apply It? <br />General Concepts<br />(Hopefully) Interesting Specifics<br />
    • 7. This is the primary <br />reason businesses <br />utilize email marketing.<br />
    • 8. When Email Marketing<br />You Are Here<br />
    • 9. Retention<br />ATTRACT<br />CONVERT<br />RETAIN<br />
    • 10. Buying Lists<br />
    • 11. Buying Lists<br />UNINVITED<br />
    • 12. Closing the Loop<br />
    • 13. Campaign Types<br />TRACKS<br />TRIGGERS<br />CAMPAIGNS<br />MESSAGE 1<br />WEEK 1<br />IF<br />ONGOING<br />MESSAGES<br />CAMPAIGNS<br />CAMPAIGNS<br />MESSAGE 2<br />WEEK 2<br />THEN<br />MESSAGE 3<br />WEEK 3<br />
    • 14. Tracks<br /><ul><li>Short Series of Messages
    • 15. Example: </li></ul>Thanks &amp; Welcome<br /><ul><li>Welcome – About This Car</li></ul>Directions, Benefits, News<br /><ul><li>Find A Dealer in Your Area</li></ul>Strong Call to Action, Promotion<br /><ul><li>You Might Also Like…</li></ul>TRACKS<br />MESSAGE 1<br />WEEK 1<br />MESSAGE 2<br />WEEK 2<br />MESSAGE 3<br />WEEK 3<br />
    • 16. Tracks<br /><ul><li>Works Well For: </li></ul>TRACKS<br />MESSAGE 1<br />WEEK 1<br />MESSAGE 2<br />WEEK 2<br />MESSAGE 3<br />WEEK 3<br />
    • 17. Tracks<br />
    • 18. Triggers<br /><ul><li>If This, Then That
    • 19. Example:
    • 20. If New, Then Welcome
    • 21. If Question, Then Response
    • 22. If Trial, Then Purchase
    • 23. If Purchase, Then You Might Like
    • 24. If Visit, Then Come Back
    • 25. If Expire, Then Renew</li></ul>TRIGGERS<br />IF<br />THEN<br />
    • 26. Triggers<br /><ul><li>Works Well For: </li></ul>TRIGGERS<br />IF<br />THEN<br />
    • 27. Triggers<br />
    • 28. Triggers<br />
    • 29. Campaigns<br /><ul><li>Ongoing Provision of Value
    • 30. Example:
    • 31. Here’s What Is New
    • 32. Attend Our Event
    • 33. Specials, Coupons, Promotions</li></ul>CAMPAIGNS<br />ONGOING<br />MESSAGES<br />CAMPAIGNS<br />CAMPAIGNS<br />
    • 34. Campaigns<br /><ul><li>Works Well For:</li></ul>CAMPAIGNS<br />ONGOING<br />MESSAGES<br />CAMPAIGNS<br />Any business with <br />a compelling message<br />CAMPAIGNS<br />
    • 35. Campaigns<br />
    • 36. Campaigns<br />
    • 37. Re-Engagement<br />Just gimme another chance?<br />
    • 38. Re-Engagement<br />
    • 39. Creating Email<br />@<br />
    • 40. Email Design Basics<br />
    • 41. Email Design Basics<br />
    • 42. Email Design Basics<br />
    • 43. Email Design Basics<br />
    • 44. Simple HTML<br />
    • 45. Simple HTML<br />Limited opportunity for:<br />Background images with gradients &amp; patterns<br />Rotating graphics<br />Video<br />Dynamic content<br />Pyrotechnics<br />Laser light shows<br />Fog machines <br />
    • 46. Simple HTML<br />OK. Maybe it’s really not that “simple”<br />
    • 47. Simple HTML<br />OK. Maybe it’s really not that “simple”<br />
    • 48. The most important <br />area of an email design<br />or template is the top left<br />thanks to this feature<br />popular in email clients.<br />
    • 49. Preview Pane<br />
    • 50. Preview Pane<br />
    • 51. Preview Pane<br />250<br />250<br />
    • 52. Content Elements<br />Anatomy of an Email<br />PREHEADER<br />HEADER<br />NAVIGATION<br />PRIMARY MESSAGE<br />SECONDARY MESSAGE<br />TERTIARY MESSAGE<br />RECOVERY / FOOTER<br />CAN-SPAM / DISCLAIMER<br />
    • 53. It’s Like a Sandwich<br />PREHEADER<br />HEADER<br />PRIMARY MESSAGE<br />SECONDARY MESSAGE<br />TERTIARY MESSAGE<br />RECOVERY / FOOTER<br />CAN-SPAM / DISCLAIMER<br />
    • 54. CAN SPAM<br />
    • 55. CAN SPAM<br />CAN SPAM Clearly Defined<br />Physical Address<br />Unsubscribe Option<br />No Deception<br />Your From Name<br />No Funny Subject Lines<br />SPAM<br />
    • 56. CAN SPAM<br />
    • 57. Phishing<br />
    • 58. CAN SPAM<br />
    • 59. Sample Designs<br />
    • 60. Sample Designs<br />
    • 61. Sample Designs<br />
    • 62. Sample Designs<br />
    • 63. Sample Designs<br />
    • 64. Sample Designs<br />
    • 65. Sample Designs<br />
    • 66. Horizontal Scrolling<br />
    • 67. Testing<br />
    • 68. Testing<br />Econsultancy Email Marketing Census – March 2011<br />
    • 69. Testing Processes<br />A/B Split<br />Multivariate<br />A<br />B<br />
    • 70. These are all great<br />reasons to employ <br />testing in email <br />campaigns.<br />
    • 71. 4P’s<br />Why Test?<br />PRODUCT<br />PRICE<br />PLACE<br />PROMOTION<br />PEOPLE<br />(actually, more like 5 P’s)<br />
    • 72. Why Test?<br />Improve results<br />Avoid attrition or list fatigue<br />Learn more about audience<br />And individuals within it<br />Determine what resonates<br />Educate other marketing operations<br />
    • 73.
    • 74. Testing Procedures<br />From Name<br />Subject Line<br />Content<br />Headlines<br />Copy <br />Graphics<br />Promotion<br />Layout<br />
    • 75. Multivariate Testing<br />Testing Procedures<br />Subject Line<br />From Line<br />Promotion<br />
    • 76. Testing Procedures<br />Subject Line 1<br />Subject Line 1<br />From Line 1<br />From Line 2<br />Promotion 1<br />Promotion 2<br />Subject Line 2<br />Subject Line 2<br />From Line 1<br />From Line 2<br />Promotion 2<br />Promotion 1<br />
    • 77. Testing Procedures<br />Subject Line 1<br />Subject Line 1<br />From Line 1<br />From Line 2<br />8.0%<br />6.0%<br />Promotion 1<br />Promotion 2<br />Subject Line 2<br />Subject Line 2<br />From Line 1<br />From Line 2<br />9.0%<br />4.0%<br />Promotion 2<br />Promotion 1<br />
    • 78. “Taguchi Says…”<br />Influence<br />9.09<br />63.64<br />27.27<br />Subject Line 1<br />From Line 1<br />Winner, Winner,<br />Chicken Dinner!<br />Promotion 2<br />
    • 79. At this crucial point<br />in your email campaign<br />you should STOP <br />testing.<br />
    • 80. Segmentation<br />
    • 81. Geese vs. Owls<br />
    • 82. Geese vs. Owls<br />
    • 83. Segmentation<br />JangoMail Email Marketing Survey - August 2010<br />
    • 84. Segmentation<br />Interests<br />Motivations<br />Purchase Behavior<br />Product / service type<br />Time<br />Price point<br />Location<br />Demographics<br />
    • 85. Segmentation<br />Beware of “Bucketing” your way to inefficiency<br />ROI &gt; Time + Resources<br />This formula must be true for each individual bucket<br />Seek methods for dynamic inclusion &amp; automation<br />
    • 86. Measurement<br />
    • 87. Delivery<br />How many made it through?<br />List Quality<br />CAN SPAM Compliance<br />Sender Reputation<br />Authentication<br />* Wait! What is authentication?<br />
    • 88. Delivery<br />
    • 89. Opens<br />From<br />Subject<br />Time Factors<br />
    • 90. Clicks<br />Relevance<br />Design &amp; Layout<br />Content Structure<br />Call to Action<br />
    • 91.
    • 92.
    • 93. Email Marketing Tools<br />
    • 94. When to Use Enterprise Tools?<br />Automation is necessary<br />Data segmentation is a priority<br />Client list size warrants serious testing<br />You have the budget<br />
    • 95. Other Tools of the Trade<br />Spam Filter Tests<br />
    • 96. SPAM Filters<br />FREE!<br />Eliminate Debt<br />Satisfaction Guaranteed<br />Cash Bonus<br />Information You Requested<br />Meet Singles<br />Join Millions<br />While Supplies Last<br />
    • 97. Other Tools of the Trade<br />
    • 98. Other Tools of the Trade<br />
    • 99. Other Tools of the Trade<br />SenderScore.org<br />
    • 100. Other Tools of the Trade<br />Competitive Intelligence<br />
    • 101. Other Tools of the Trade<br />
    • 102. These are just a few<br />of the challenges<br />email marketers face<br />daily.<br />
    • 103. List Quality<br />Garbage In<br />Garbage Out<br />
    • 104. Double Opt-In<br />
    • 105. List Fatigue<br />Open Rate<br />Time<br />
    • 106. Data Synchronization<br />
    • 107. Synchronizing Data<br />Email Messages<br />Customer Records<br />{Interactions &amp; Behaviors}<br />{Needs &amp; Motivations}<br />
    • 108. Managing the Lifecycle<br />Here’s <br />More Info<br />Welcome<br />Purchase<br />Come Back<br />You <br />Might <br />Also Like<br />
    • 109. Choosing the Right Message<br />Up-Sell or<br />Cross-Sell<br />Quid Pro Quo<br />Customer Demand<br />ReMarketing<br />Welcome<br />Customer Record<br />
    • 110. Choosing the Right Message<br />Reactivation<br />Reactivation<br />Time<br />“Thank You”<br />or Survey<br />ReMarketing<br />Customer Record<br />
    • 111. Choosing the Right Message<br />Up-Sell or<br />Cross-Sell<br />Quid Pro Quo<br />Customer Demand<br />ReMarketing<br />Welcome<br />Customer Record<br />“Thank You” <br />Or Survey<br />ReMarketing<br />Time<br />Reactivation<br />Reactivation<br />
    • 112. Choosing the Right Message<br />Up-Sell or<br />Cross-Sell<br />Quid Pro Quo<br />Up-Sell or<br />Cross-Sell<br />“Share”<br />Customer Demand<br />ReMarketing<br />Welcome<br />ReMarketing<br />Customer Record<br />Loyalty<br />“Thank You” <br />Or Survey<br />ReMarketing<br />Time<br />Reactivation<br />Reactivation<br />
    • 113. Human Resources<br /> Creative Development Strategy<br />101<br />
    • 114. Questions<br />What are you still dying to know about?<br />hello@teachtofishdigital.com<br /> 480.389.5435<br />

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