0
Secrets of Email Marketing Date: 11 Jan 2012 By: Thomas Murrell MBA
Multiple Reputational Platforms Corporate Story via Social Media Organisation Investor Relations Enabling – Direct Engagem...
Objectives <ul><li>Plan your email marketing to achieve greater response rates. </li></ul><ul><li>Understand how people re...
Marketing Is…… <ul><li>What you do to ultimately get and a keep a customer </li></ul><ul><li>About positioning </li></ul><...
How Does Email Differ From Traditional Marketing Media? <ul><ul><ul><li>Brand Awareness </li></ul></ul></ul>Consumer Respo...
Nine Persuasive Reasons To Have an Email Marketing Plan. <ul><li>Excellent for Conveying Information and Detail. </li></ul...
Nine Persuasive Reasons To Have an Email Marketing Plan. <ul><li>A Good Substitute for Direct Mail. </li></ul><ul><li>Comp...
Marketing Is……
Case Study – Dr Jamie Murphy UWA <ul><li>Email to 212 Educational Institutions </li></ul><ul><li>Only 3 out 4 responded! <...
5 POWER P’S <ul><li>P rompt  </li></ul><ul><li>P olite  </li></ul><ul><li>P rofessional </li></ul><ul><li>P romotional </l...
8 Essential Rules of Email Marketing <ul><li>Mission </li></ul><ul><li>Metrics </li></ul><ul><li>Mechanics </li></ul><ul><...
Marketing Is……
Marketing Is……
Marketing Is……
Atlas Iron – Personal, Direct, Simple
Resource Mining Corporation (ASX:RMI) –  Message from MD, Corporate Social Responsibility, Links to Media, Podcast
Fortescue Metals Group –  email self management
Web with E-Newsletter – regular communication LinkedIn – Groups, Staff Profiles Corporate Blog, Twitter - Advocacy Network...
8M Social Media Method Social Media  Aspirations Social Media Objectives Social Media Resource – Internal & External Audie...
Practical Application + Method SMART Goals Target Stakeholders   Communication Channels, themes & 12 month plan/timeline S...
Seven Centres of Influence 1. Social Capital 4. Investor Presentations 6. Media Third Party External Reputation: Credibili...
Ten Reasons to Consider E-newsletters <ul><li>Relationship Building. </li></ul><ul><li>Ready to Buy. </li></ul><ul><li>Hig...
10 Reasons to Consider Permission Marketing <ul><li>Targeted & Cuts Through Noise & Clutter. </li></ul><ul><li>Avoids Cyni...
Permission Marketing Must Do’s <ul><li>Ask Permission to Communicate. </li></ul><ul><li>Offer Rich Content and Real Value....
5 Deadly Sins of Permission Marketing <ul><li>Spamming </li></ul><ul><li>Boring, Uninteresting & Outdated Content. </li></...
E-Myths <ul><li>“ I don’t understand the technology… </li></ul><ul><li>But you don’t have to… </li></ul><ul><li>You have t...
Why Good Email Writing Skills are Important! <ul><li>C  ommunicate   Ideas </li></ul><ul><li>L  asting   Record – Potentia...
Five  Sure Fire  Ways to Improve Your Email Writing Skills <ul><li>Use short words </li></ul><ul><li>Prefer a familiar wor...
Brevity <ul><li>“ The best words are the short ones, and the best short ones are the old ones.” </li></ul><ul><li>Winston ...
Eight Ways to Write Business Building  E-Newsletters <ul><li>Write for Scanners </li></ul><ul><li>Write Short </li></ul><u...
Eight Ways to Write Business Building  E-Newsletters <ul><li>Single Concepts </li></ul><ul><li>Easy Distribution </li></ul...
Five Common Mistakes <ul><li>Using Fillers </li></ul><ul><li>Not Asking Permission </li></ul><ul><li>Running Unrelated Ads...
A Word on Privacy <ul><li>Compliance </li></ul><ul><li>Coverage </li></ul><ul><li>Collection </li></ul><ul><li>Collation <...
10 Secrets of Email Marketing <ul><li>Build Repeat Business  </li></ul><ul><li>Gain New Customers </li></ul><ul><li>Enhanc...
10 Secrets of Email Marketing <ul><li>Cross market </li></ul><ul><li>Add value </li></ul><ul><li>Educate </li></ul><ul><li...
Upcoming SlideShare
Loading in...5
×

Secrets of Email Marketing

367

Published on

Secrets of email marketing seminar presented at the Marketing Institute of Singapore, 11 January 2012. Plan your email marketing campaign to achieve greater response rates and higher impact.

Published in: Education, Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
367
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
9
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Secrets of Email Marketing "

  1. 1. Secrets of Email Marketing Date: 11 Jan 2012 By: Thomas Murrell MBA
  2. 2. Multiple Reputational Platforms Corporate Story via Social Media Organisation Investor Relations Enabling – Direct Engagement Diffused Issues Management – Respond More Quickly Functional Output Functional Input Marketing Communication Lower cost Authentic Better targetting Employee Communication - Create community Normative – Two Way Conversation Public Affairs Figure 1: Benefits of Social Media in Corporate Communication. Source: Adapated van Riel C.B.M. & Fombrun C.J. 2007, Essentials of Corporate Communication . Routledge, Abingdon
  3. 3. Objectives <ul><li>Plan your email marketing to achieve greater response rates. </li></ul><ul><li>Understand how people read and act on information in emails. </li></ul><ul><li>Learn how to use permission marketing to build customer loyalty. </li></ul><ul><li>Use the 8 essential rules of email marketing. </li></ul><ul><li>Develop a workable email marketing plan. </li></ul>
  4. 4. Marketing Is…… <ul><li>What you do to ultimately get and a keep a customer </li></ul><ul><li>About positioning </li></ul><ul><li>About process </li></ul><ul><li>Entering and new paradigm. It means structuring every activity you do to meet the needs of your customer </li></ul>
  5. 5. How Does Email Differ From Traditional Marketing Media? <ul><ul><ul><li>Brand Awareness </li></ul></ul></ul>Consumer Response Emotional Rational <ul><li>Long Term Objectives </li></ul><ul><ul><li>Create Brand Awareness </li></ul></ul><ul><ul><li>Richness of Information </li></ul></ul><ul><li>Short Term Objectives </li></ul><ul><ul><li>Precipitating Action </li></ul></ul><ul><ul><li>Involving audience </li></ul></ul>TV Outdoor / Billboards Point of Purchase Telemarketing Personal Presentations Seminars & Workshops Direct Mail Press Newsletters Trade Journals Magazines Email
  6. 6. Nine Persuasive Reasons To Have an Email Marketing Plan. <ul><li>Excellent for Conveying Information and Detail. </li></ul><ul><li>Cost Effective. </li></ul><ul><li>Rational Medium. </li></ul><ul><li>Effective Call To Action. </li></ul><ul><li>Effective for Both Short & Long Term Promotional Objectives. </li></ul>
  7. 7. Nine Persuasive Reasons To Have an Email Marketing Plan. <ul><li>A Good Substitute for Direct Mail. </li></ul><ul><li>Complementary with Other Main Media. </li></ul><ul><li>Unique. </li></ul><ul><li>Excellent at Capturing Information, Building Loyalty and Implementing Permission Marketing Strategies. </li></ul>
  8. 8. Marketing Is……
  9. 9. Case Study – Dr Jamie Murphy UWA <ul><li>Email to 212 Educational Institutions </li></ul><ul><li>Only 3 out 4 responded! </li></ul><ul><li>No systems, no priority, no idea! </li></ul>
  10. 10. 5 POWER P’S <ul><li>P rompt </li></ul><ul><li>P olite </li></ul><ul><li>P rofessional </li></ul><ul><li>P romotional </li></ul><ul><li>P ersonal </li></ul>
  11. 11. 8 Essential Rules of Email Marketing <ul><li>Mission </li></ul><ul><li>Metrics </li></ul><ul><li>Mechanics </li></ul><ul><li>Marketing </li></ul><ul><li>Management </li></ul><ul><li>Maintenance </li></ul><ul><li>Money </li></ul><ul><li>Murphy’s Law </li></ul>
  12. 12. Marketing Is……
  13. 13. Marketing Is……
  14. 14. Marketing Is……
  15. 15. Atlas Iron – Personal, Direct, Simple
  16. 16. Resource Mining Corporation (ASX:RMI) – Message from MD, Corporate Social Responsibility, Links to Media, Podcast
  17. 17. Fortescue Metals Group – email self management
  18. 18. Web with E-Newsletter – regular communication LinkedIn – Groups, Staff Profiles Corporate Blog, Twitter - Advocacy Networks, Feedback - +ve & -ve YouTube & Slideshare for presentations Must Meet Regulations for Disclosure Communications should engage stakeholders at points of highest potential ROSMI Acquisition Retention Awareness Interest Desire Action Reinforcement Upsell Commitment Devotion Source: Adapted Mariann Coleman 2007 Customising Effective Online Branding Strategies Leverage the Message
  19. 19. 8M Social Media Method Social Media Aspirations Social Media Objectives Social Media Resource – Internal & External Audiences Create Social Media Narrative & Voice - Snap Audit, Distill Essence, Internal Alignment Internal Audiences Culture Change Evaluation 8M Social Media Methodology
  20. 20. Practical Application + Method SMART Goals Target Stakeholders Communication Channels, themes & 12 month plan/timeline Structure/Messages Regulation, Relationships, Reputation Social Media Health Check + Evaluation Workshop Email Plan
  21. 21. Seven Centres of Influence 1. Social Capital 4. Investor Presentations 6. Media Third Party External Reputation: Credibility and Visibility 3. Aligned Values Strong Internal Reputation 7. Legacy Build, Brand & Sustain Reputation Capital Internal Reputation: Consensus and Character 2. Visibility & Voice 5. Writing – web, e-newsletter, Reports, Investor Updates Community and Champions
  22. 22. Ten Reasons to Consider E-newsletters <ul><li>Relationship Building. </li></ul><ul><li>Ready to Buy. </li></ul><ul><li>Higher Response Rates. </li></ul><ul><li>Interactive. </li></ul><ul><li>Consumers Feel In Control. </li></ul>
  23. 23. 10 Reasons to Consider Permission Marketing <ul><li>Targeted & Cuts Through Noise & Clutter. </li></ul><ul><li>Avoids Cynicism of “Interruption” Marketing. </li></ul><ul><li>Tailored Message. </li></ul><ul><li>Cost Effective. </li></ul><ul><li>Increases Profits Through Repeat Business . </li></ul>
  24. 24. Permission Marketing Must Do’s <ul><li>Ask Permission to Communicate. </li></ul><ul><li>Offer Rich Content and Real Value. </li></ul><ul><li>Collect Data and Build Database. </li></ul><ul><li>Well Written Messages. </li></ul><ul><li>Communicate Frequently. </li></ul>
  25. 25. 5 Deadly Sins of Permission Marketing <ul><li>Spamming </li></ul><ul><li>Boring, Uninteresting & Outdated Content. </li></ul><ul><li>Selling Database to Third Party. </li></ul><ul><li>No System to Collect Information. </li></ul><ul><li>Poorly Written & Unfocused Messages. </li></ul>
  26. 26. E-Myths <ul><li>“ I don’t understand the technology… </li></ul><ul><li>But you don’t have to… </li></ul><ul><li>You have to understand what it can do for you” </li></ul><ul><li>K. Rupert Murdoch, </li></ul><ul><li>Chairman & Chief Executive, News Corporation </li></ul>
  27. 27. Why Good Email Writing Skills are Important! <ul><li>C ommunicate Ideas </li></ul><ul><li>L asting Record – Potential! </li></ul><ul><li>E nhance Details </li></ul><ul><li>A rrange Your Points Logically </li></ul><ul><li>R einforce Your Message </li></ul>
  28. 28. Five Sure Fire Ways to Improve Your Email Writing Skills <ul><li>Use short words </li></ul><ul><li>Prefer a familiar word to the fancy </li></ul><ul><li>Be Specific, don’t waffle </li></ul><ul><li>Use the active instead of passive </li></ul><ul><li>If it is possible to cut a word, always cut it out </li></ul>
  29. 29. Brevity <ul><li>“ The best words are the short ones, and the best short ones are the old ones.” </li></ul><ul><li>Winston Churchill </li></ul>
  30. 30. Eight Ways to Write Business Building E-Newsletters <ul><li>Write for Scanners </li></ul><ul><li>Write Short </li></ul><ul><li>Write Friendly </li></ul><ul><li>Bite Size Chunks of Information </li></ul>
  31. 31. Eight Ways to Write Business Building E-Newsletters <ul><li>Single Concepts </li></ul><ul><li>Easy Distribution </li></ul><ul><li>Low Cost </li></ul><ul><li>Newsy & Relevant </li></ul>
  32. 32. Five Common Mistakes <ul><li>Using Fillers </li></ul><ul><li>Not Asking Permission </li></ul><ul><li>Running Unrelated Ads or Advertorial </li></ul><ul><li>Not Respecting my Time #1 </li></ul><ul><li>Not Respecting my Time #2 </li></ul>
  33. 33. A Word on Privacy <ul><li>Compliance </li></ul><ul><li>Coverage </li></ul><ul><li>Collection </li></ul><ul><li>Collation </li></ul><ul><li>Co-operation </li></ul>
  34. 34. 10 Secrets of Email Marketing <ul><li>Build Repeat Business </li></ul><ul><li>Gain New Customers </li></ul><ul><li>Enhance Service Experience </li></ul><ul><li>Customise </li></ul><ul><li>Increase Your Credibility </li></ul>
  35. 35. 10 Secrets of Email Marketing <ul><li>Cross market </li></ul><ul><li>Add value </li></ul><ul><li>Educate </li></ul><ul><li>Ask permission </li></ul><ul><li>Slash Costs </li></ul>
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×