Mmb workshop storm_newmedia

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Mmb workshop storm_newmedia

  1. 1. Email Marketing Workshop 10 October 2012 Merton Means Business Is a Merton Council service managed by Merton Chamber of Commerce
  2. 2. Email Marketing•Email Marketing strikes many as old-fashioned•More fashionable venues like social media and mobile marketing get allthe attention ???•reality doesn’t agree. In fact, with a strong content marketing approach, email ismore powerful than ever thanks to social media.•Why? Because it moves the conversation about your business or informationproduct to a more personal environment — the in-box.• Merton Means Business Is a Merton Council service managed by Merton Chamber of Commerce
  3. 3. Email Marketing – What are the Benefits• It reminds your users about you• it can inform users about new products or services• it can tell them what you have been up to• it helps you build a unique relationship with them•It‟s extremely cost effective Users like email newsletters if the newsletters bring them value. • Merton Means Business Is a Merton Council service managed by Merton Chamber of Commerce
  4. 4. Benefits•Repetition • Prospects need to see emails around 3 times before they start interacting.•Name Recognition • Great way to build your Brand, build up trust and recognise you as expert in that field.•Trust • Building loyal customers means repeat buyers of your product/ service.•Feedback • Get valuable feedback from your readers• Merton Means Business Is a Merton Council service managed by Merton Chamber of Commerce
  5. 5. Your email marketing campaign Step 1: Define Your ReadersExample: Storm wants to gain more recognition in their industry- Come up with your own•What are their readers looking for? • Information about online marketing trends • Research in the market gathered from consumer research • Industry news and gossip • Latest products and services• Merton Means Business Is a Merton Council service managed by Merton Chamber of Commerce
  6. 6. Step 2: Determine your Purpose•Why does this audience want to hear from me?•What useful information can I provide to this audience•What do I want to accomplish with my email marketing•Defining these questions will determine the content on your e-newsletterThe purpose of Storm‟s e-newsletter is to report on marketing news, trends and research and to promote their ownproducts and services• Merton Means Business Is a Merton Council service managed by Merton Chamber of Commerce
  7. 7. Step 3: Outline your Goals•Do you want to increase subscribers in the first year?•Do you want to increase click-rates and traffic to your site?•Do you want to increase sales or repeat sales?Brainstorm what you hope to get out of email marketing over the next6 monthsWrite down these 3 things;1. Your Goal2. How you‟ll achieve your goal3. How you‟ll measure your goal• Merton Means Business Is a Merton Council service managed by Merton Chamber of Commerce
  8. 8. Step 3: Outline your Goals ..ContExample; Storm’s goals could be:1. Increase list size by 20% over the next year2. Achieve goal by marketing the newsletter at all industry events and conferences. Making newsletter signup form available at events and on website, social sites, etc.3. Measure success by analysing subscriber list reports.• Merton Means Business Is a Merton Council service managed by Merton Chamber of Commerce
  9. 9. Step 4: Determine Frequency•What frequency makes sense for your audience • Monthly is a good start, but don‟t feel the need to commit to that to start with.•You don‟t want to go too long without contact as you don‟t want yoursubscribers to forget about you•You don‟t want to send too frequently either as this may make yoursubscribers feel „overloaded‟•Your specific product or service may also determine you sending times andfrequency. i.e. (monthly/weekly discounts, new product or service, generalmarket information, seasonal)• Merton Means Business Is a Merton Council service managed by Merton Chamber of Commerce
  10. 10. Step 5: Create a TimelineHere‟s an example of steps you might include in your Timeline•Day 1: Write down the topics you want to include, and some ideas forimages.•Day 2: Write out what you want to say about each topic, and pull thepictures you want to use into one folder on your computer.•Day 3: Create the email campaign in your newsletter program. Test it andsend it to yourself and a colleague who could read over the email and checkfor errors and typos.•Day 4: Send your campaign• Merton Means Business Is a Merton Council service managed by Merton Chamber of Commerce
  11. 11. Which came first: Chicken or Egg?•You need subscribers!•Tell users what they will get•Keep this process easy and intuitive aspossible•Not too many fields•All you really need is email address, andpossibly their name for personalisation. Merton Means Business Is a Merton Council service managed by Merton Chamber of Commerce
  12. 12. Who Should be on your list?•You may find you need multiple lists•Existing customers•Potential customers•Have bought from you before•Have not bought from you before• Merton Means Business Is a Merton Council service managed by Merton Chamber of Commerce
  13. 13. How to build your list?•Must be permission based marketing • Ie: they have opted in, or you know they want to receive your emails•Existing clients • Great way to keep in touch•Prospective clients • People you have met or have been referred on to you as leads and you feel you could offer some value to.•Your website•Networking events•Last resort!!! – Buying a list – not recommended• Merton Means Business Is a Merton Council service managed by Merton Chamber of Commerce
  14. 14. Good Signup ExampleMerton Means Business Is a Merton Council service managed by Merton Chamber of Commerce
  15. 15. Subject LinesNo matter how big your brand, people are not sat waiting for your newsletter.Yet subject lines like these pop up every day:•June‟s newsletter•Weekly alert 9 May•Offers of the weekTry a more enticing subject line, like these ones that suggest the content isbite-sized and interesting:•Five French films everyone should see•The best of independent breweries•Avoid unhelpful subject lines like this one from TFL “New travel information”•Change to “Will the Olympics affect your travel?” Merton Means Business Is a Merton Council service managed by Merton Chamber of Commerce•
  16. 16. E-Newsletter Quick Wins•Keep subject headings fewer than 35 characters and make them inciting andto the point.•The majority of your key messaging should appear within one screenCommon spam sins to avoid: • WRITING IN ALL CAPS • Using too much punctuation!!! • **Using $pecial characters** • Not naming the person youre writing to (e.g. Dear Customer instead of Dear Mr. Simpson) • Hyperlinking the words Click here (a big mistake to make on a website too!) • Merton Means Business Is a Merton Council service managed by Merton Chamber of Commerce .
  17. 17. Wording – Call to ActionsWhether a standalone text link or text on a button, words drive action. And theright words drive more actions.•“You should follow me on Twitter here” increased CTR by over 75% whencompared with “Follow me on Twitter”.•When ESP Campaign Monitor sent out a customer survey by email, the linktext “Tell us what we can do better” scored 51% more clicks than “Give usyour best Campaign Monitor ideas!”•Obox reported a 200% increase in sales after changing their button CTAfrom “Visit our theme shop” to “See Options and Pricing”.•Soocial added the words “it‟s free” next to the main CTA button andsaw conversions rise 28%. Merton Means Business Is a Merton Council service managed by Merton Chamber of Commerce•
  18. 18. Email Newsletter Design•Keep it Simple and Straight forward•the average reader skims a newsletter for 51 seconds.•People never read: they scan for content that is of interest to them.So, don‟t overwhelm them by squeezing too much information on thepage.•Make sure your content gets straight to the point, and write shortparagraphs and bullet points.•Use clever call to actions and imagery• Merton Means Business Is a Merton Council service managed by Merton Chamber of Commerce
  19. 19. Email Newsletter Design Bad newsletter design The main purpose of Flybe‟s newsletter is to present an exclusive offer on family trips to Disneyland. The value of this deal is lost among the long paragraphs. The message could be conveyed more effectively in bullet points for quick scanning.Merton Means Business Is a Merton Council service managed by Merton Chamber of Commerce
  20. 20. Sample of a good simple design!•Main info in top left for maximumEmail program exposure•Short description with image toencourage click through to site•End of newsletter call to action fornew product Merton Means Business Is a Merton Council service managed by Merton Chamber of Commerce
  21. 21. Practical Workshop Tasks1. Determine email marketing campaign2. Build subscriber form and gather subscribers3. Determine content topics4. Collect images5. Create user friendly subject line6. Build email newsletter template in MailChimp7. Test Newsletter8. Send Newsletter9. Monitor Reports• Merton Means Business Is a Merton Council service managed by Merton Chamber of Commerce
  22. 22. Resources• Newsletter Programs • AWeber - very powerful - www.aweber.com/?402656 • iContact (30 Days Free Trial) – www.icontact.com/UK • MailChimp (free for up to 2000 subscribers) – www.mailchimp.com • Constant Contact - www.constantcontact.com/uk/index.jsp• Content Sources • Marketing Sherpa (search for great relevant articles) http://www.marketingsherpa.com/# • Mark Brownlow has posted hundreds of useful email-marketing articles and links here. http://www.email-marketing-reports.com/• Online Image Editor - http://pixlr.com/ Merton Means Business Is a Merton Council service managed by Merton Chamber of Commerce
  23. 23. Thank you! James Syme Storm New Media Ltd. Http://www.stormnewmedia.com Email: james@stormnewmedia.com Tel: 0208390 0100Merton Means Business Is a Merton Council service managed by Merton Chamber of Commerce

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