Status of email marketing• Email brought in a staggering £25.75 for every £1 spent in 2011• The DMA projects email to drive £42.4 billion in sales in 2012 and £51.5 billion in sales in 2016• Last year 3.1 billion new email accounts were created, this is more than Facebook, LinkedIn and Twitter combined.
How do you send your emails? CRM System Outlook • Issues with high • Using own server volume • Deliverability • Lack testing • No testing facilities • Little reporting • Basic reporting • No automated unsubscribe Purchased Software Email Service Provider • Issues with • On going cost deliverability • Using your own server
Knowing your audienceEnables you to tailor campaigns to their specific needs…• Content – What are they interested in?• Tone – How do you communicate to them?• Design – Is the design correct for your audience?• Incentivise – With what?• Purchase – Where are they in their buying cycle?
John.Personal:• Aged 45, married 20 years to Emily.• Enjoys golf and camping.• Risk adverse, logical thinker.Work:• Role: Technical Director in Engineering firm.• Vast understanding of industry.• Involved in strategic decisions and supply change management.Issues:• Dealing with rapid change and re-structuring.• Ensuring his team keep up with changes.• Meeting KPIs.Key Messages:• Needs confidence / credentials in his field.• Need top line information only. (but access to detail)• Accreditations and quality standard mean a lot.
SophiePersonal:• Aged 18, single• Loves socialising with friends and partying.• Heavy web user and enjoys taking photos and uploading them to Instagram• Bright, bubbly individual who participates in everything.Career:• Interested in working in fashion.• Enjoys finding out about new products and getting a good price on them.Issues:• Wants more experience.• Need qualifications to accelerate her career.Key Messages:• Messaging can be more laid back / informal• Passion, creative and innovative.
Design v’s content• Keep it short - people DON’T read emails…• Don’t try and be all things to all men, (try segmenting)• Tone of voice to match audience• Email structure / layout• Clear call to actions• Be legal
Execution • Re- design of template – large emphasis on call to actions. • Full data analysis to understand their audience and set tone • Location based segmentation • Google analytics conversion tracking • 2 hour training session to educate on best practice and analysing data.
Result• 33.2% increase in open rates• 11.5% increase in click through rates• A staggering £111 return for every £1 spent“The analysis and education has enabled us to be much more proactive in creating anddelivering our e-news campaigns. With the new template giving our emails better focus andless distractions we are now able to target our audience in a much more precise manner.The support and service from the little green plane team has been excellent and the returnon our investment has been outstanding as a result.”Jessica Reynolds, marketing co-ordinator at the SAA
Resources…Littlegreenplane.com - Blogs - GuidesLinkedIn Groups - Email Marketing Forum - East Anglia Email Marketing Forum - Email Marketing GroupTwitter - @lgplane
New developments inemail marketingPresented By: Louise StephensFollow: @lgplane & @loulou1987x