How to successfully integrate email into your marketing mix <br />Email Marketing Overview <br />Technical issues <br />Campaign Planning & Management <br />Moving up the email marketing food chain <br />Practical Example of using an Email Marketing Solution <br />1<br />2<br />3<br />4<br />5<br />6<br />
What is Email Marketing?<br />“The process of delivering relevant, engaging and timely marketing messages about your products and services to a specific group of recipients via electronic mail.”<br />With Email marketing you are going to them (into their office ,sitting room, kitchen, bedroom, car ..) <br />Main advantages over other mediums:<br /> - ROI - Flexibility<br /> - Traceability - Speed <br />
Email V’s other Direct Channels<br /><ul><li>Email marketing generated an ROI of $48 for every dollar spent on it in 2009. Outperforming all other direct marketing channels.
75% of online consumers prefer to receive promotional messages via email
More than half of online consumers have made a purchase as the direct result of an email more than any other online communication channel</li></li></ul><li>If highest ROI why one of lowest spends..?<br />Email marketing generated an ROI of $48 for every dollar spent on it in 2009. Outperforming all other direct marketing channels.<br />
What do (US.) companies use email marketing for ?<br />
What do (Irish) Companies use Email Marketing for ?<br />A 2009 survey of top Irish marketers found 79% rating email marketing as important or very important to their marketing strategy <br />
Some Attitude & Behavioural research – Forrester <br />“My impression of companies from which I purchase products or services is positively improved when I receive email”<br />57%<br />“I like receiving emails from companies that I have registered; <br />it’s good to know that they will be there when I need them” <br />84%<br />“I have gone back to emails from a Company that I know days or weeks<br /> after I received it” <br />Male – 65%<br />Female – 72%<br />“I regularly save emails from Companies in my Inbox and refer to <br />them later when making Purchasing Decisions” <br />Male – 49%<br />Female – 60%<br />
Increases in Email Marketing Budgets - 2009<br />
Future of the medium ?<br />Positive <br />34% of marketers believe email will become more effective over the next two years … Why ? <br />74% believe the content is getting more relevant<br />58% see email as an integral part of their multichannel activities<br />44% believe customers prefer email as a marketing channel<br />Negative <br />Spam – we all hate spam ! <br />Inbox Overload <br />
Ireland – 2009 – Average open rates<br />17% of Irish Marketers are seeing open rates of over 51% <br />Q – what factors influence open rates ? <br />A – Subject Line, Timing, Quality of previous campaigns,<br />RELAVENCE<br />
Implementation of a campaign<br />1. Start – now, not tomorrow<br />2. Adopt a Process - define the ‘who what where when and how’<br />3. Build an OPT IN Database<br />4. Piggy Back on other activities<br />5. Execute Professional Email Delivery<br />6. Grow your list <br />7. Test – Refine – Test - Refine<br />
Select the types of emails your going to use<br />Alerts, press releases, tip of the day or week and product launches <br /><ul><li> These messages are short and to the point.
They inform your subscribers about news and tips
The content should be focused on editorial rather than promotion. A suggested balance is around 70% editorial 30% promotion. “THIS IS NOT A SALES HAMMER”</li></ul>Short editorial<br />Email newsletters, long press releases and industry guides. –<br />- Allows you to write a little bit more<br /><ul><li> Many companies choose to send long form editorial to customers & prospects.
Must have a clear benefit to the recipient.</li></ul>Short Promotional<br />Sales Letter and Catalogue email. <br /><ul><li> Allows you to present many benefits of your product or service.
Also allows you to present many products on one email.
Ideal for products or services that require more explanation.
Direct sales driven so your copy should reflect this.</li></ul>Long Promotional<br />
Email Example – Short Promotional – What do you think ?<br />Client: Seat Ireland <br />Campaign: Seat Ibiza Launch <br />Email type: Product Offer<br />Call to action:<br /><ul><li> Book a Test Drive
Link to SEI website </li></li></ul><li>Planning<br /><ul><li> If doing a monthly email, map out 6 months in advance with at least two stories & creative for each month.
Define specific goals, success metrics and action steps.
Develop a plan that clearly demonstrates to management the value and ROI of a strategic email marketing program.
Determine whether or not to do personalisation and segmentation. If limited by data quality issues, maybe split your list. </li></li></ul><li>Web Signup form<br />-Easy to find<br /><ul><li> Offer benefit
Clear and well defined supporting cta’s ( also in HTML) <br />Personal<br />Main CTA is well positioned and is HTML (people can see / click it even if they don’t download the images)<br />Full Company Details and Opt Out <br />Creative & Design - Email Examples - The Good<br />
Creative & Design - The Bad & The Really Bad..<br />
Emails sent via Circulator (Ireland 07 - 09) <br />
What email clients do people use ?<br />Email sent to 27k European Business Addresses – Sector Energy - Feb 09 <br />A recent campaign to an ‘Online Marketing’ audience - 10% opened it on an iPhone<br />
Delivery Issues – Spam Filters & Firewalls<br />ISP Filter<br />Corporate filter<br />What they look for…<br />Inbox filter<br />Phrases<br />Coding<br />Header structure<br />Phishing<br />Image/text balanceReputation<br />Some phrases, words and styles to watch out for(visit spamassassin.apache.org)<br />SHOUTING<br />Using all caps<br />Font Colour<br />Very Large & small text<br />BOLD TEXT<br />ENHANCED<br />
When & How to deliver <br />Analysis:<br /><ul><li> About 80 percent of email opened between 5 am and 5 pm
Roughly 62 percent opened between Tuesday and Thursday
Business customers most likely to open during working day
Personal email accounts are often checked during the day</li></ul>Consider time to deliver<br />B2B <br />Tue – Thurs<br />10am - 4pm<br />B2C <br />test to see<br />When do you want the traffic?<br />How to Deliver:<br /> Always send from a white listed, recognised server with feedback loops<br /> If you’re unsure use a specialist ESP (email service provider)<br /> Consider Delivery Rates & Data Security (where does your data end up ?) <br />
Factors that impact open rates<br /><ul><li> Overall Relationship with subscriber base
Perceived Relevance</li></li></ul><li>Subject Line Tips<br />Keep it short: 8-10 words - straight to the point. Grab the attention of your reader in < 3 seconds<br />There is no formula - what works well for one company may not work for another<br />Plan and test early - not 5 mins before you send. <br />Review subject-line performance: See which subject lines deliver the action you want: open rate, click-through rate, etc.<br />Watch out for SPAM filters: There's a fine line between "catchy" and "spammy subject lines" <br />Support the "from" line: The "from" line tells the recipient who sent the email, and the subject line sells the recipient on opening. <br />
Testing increases ROI – The Process <br />Why Test ? <br /><ul><li>Testers achieve 68% higher return
Good news - most marketers don’t</li></li></ul><li>Define your KPI – Interaction or Click Through or €<br />
4. Test, compare<br />and pick a winner<br />1. Decide what to test<br />3. Choose the right<br />2. Determine how<br />testing methodology<br />to measure success<br />The Testing Process<br />
Test Multiple Variables at once <br />Creative<br />Offer<br />Product<br />Format<br />Discount (€)<br />Name<br />Copy<br />Discount (%)<br />Description<br />Design<br />Incentive<br />Benefits<br />Color<br />Offer Deadline<br />Price<br />Graphics<br />Call to action<br />Image<br />
Testing Tips<br />• Test subject lines for each campaign<br />• Use a control group to test frequency<br />• Take best practices with a grain of salt: test everything<br />• Track, document and share your testing results<br />• The key success metric should have a domino effect on<br />the actions that follow<br />–ie. A lift in open rates should translate into more clicks and more<br />conversions.<br />• Test to see how readers read your email<br />• Today’s test results may no longer be valid in 6 months<br />
Example Split Testing Result Set<br />Variable = Time & Day KPI = Open Rate <br />
How to use email marketing to help your SEO<br />Google loves new relevant content – why not use your email marketing activities to improve your SEO by automatically archiving your messages with 'seo aware' tags. <br />Integrate with Google Analytics and track what happened after the subscriber clicked through to your site. Real ROI Measurement <br />
Viral Email Marketing..<br />Q: When you want to share something from the Internet with your friends or family, such as a video, link or article, what methods do you use?<br />
How to grow your list – example of a viral competition<br />Viral Competition<br />
How to grow your list – example of a viral competition <br />AutoEmail<br />Enter Friends<br />Email<br />
Grow your list – example of a viral competition <br />Multi Tier Viral Campaign - person who subscribes the most friends wins €1000<br /><ul><li>Increasing brand awareness & database</li></li></ul><li>Integrate with Social Networking<br />
Integrate Video into your email campaigns<br /> US Internet users viewed 14.8 billion online videos in January 2009<br />Emails containing video - interaction rates up by 150%<br />
Integrate email & mobile marketing <br />Text ‘Circulator’ followed by your ‘email address’ to 51444 <br /><ul><li> Enter & Win
Be added to the list </li></li></ul><li>What is Mobile Marketing ? <br />“Marketing on or with a mobile device, such as a mobile phone”<br />Types of Mobile Marketing:<br />Basic SMS (Special Offer) <br />MMS (Rich Content)<br />Interactive SMS – Text In <br />Mobile Internet Advertising <br />Bluetooth push <br />Location Based services<br />
Mobile Marketing – Some Stats<br /><ul><li> 42% of 18- to 34-year-olds, and 33% of 35- to 44-year-olds, say they are interested in receiving alerts about sales on their mobile phones from their favourite establishments
It is predicted that European mobile internet penetration will grow significantly, from 13% in 2008 to 39% in 2014. According to research, European mobile internet penetration will be 17% this year and reach 22% in 2010.
A recent survey from ComReg highlighted that (younger) consumers are accessing Facebook more on their mobile than on the PC. The average Facebook user visits the 3.3 times per day on their mobile, compared to 2.3 visits on the PC!</li></li></ul><li>Mobile Marketing – Example CTA<br />
Mobile Internet Marketing – Example Competition <br />
Mobile Internet Marketing – Example Competition<br />
Similar to email Viral Campaign – can use a mixture of sms and email as a medium<br /><ul><li>Increasing brand awareness, foot fall & database size</li></ul>Mobile Viral Campaign<br />
ESP’s – Email Service Providers email & mobile marketing <br />Practical Example of using an ESP<br /><ul><li> Campaign Creation