Email marketing workshop

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Email marketing workshop

  1. 1. Email Marketing Workshop<br />Presented By: Don Farrell<br />Email: don.farrell@circulator.com<br />
  2. 2. 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 />
  3. 3. 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 />
  4. 4. 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.
  5. 5. Total Revenue Generated $500bn
  6. 6. Microsoft x 4
  7. 7. 75% of online consumers prefer to receive promotional messages via email
  8. 8. 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 />
  9. 9. What do (US.) companies use email marketing for ?<br />
  10. 10. 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 />
  11. 11. 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 />
  12. 12. Increases in Email Marketing Budgets - 2009<br />
  13. 13. Effectiveness V’s Effort <br />
  14. 14. 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 />
  15. 15. 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 />
  16. 16. Implementation of a campaign<br />
  17. 17. Define Customer Segments & Email Messaging Matrix <br />
  18. 18. Email Marketing - Campaign<br />Strategy<br />Plan<br />Set Up<br />Design<br />Report<br />New Business Campaign<br />Deliver<br />Loyalty Campaign<br />Touch Campaign<br />Analyse<br />Special Offer Campaign<br />Reawakening Campaign<br />Improve<br />Affiliate Campaign<br />
  19. 19. Email Marketing – Set Up<br />Strategy<br />Day1<br />Day2<br />Day3<br />Day4<br />Day 5<br />Day 1<br />Day 1<br />Plan<br />Set Up<br />Automatic Split Testing<br />Analyse<br />Improve<br />
  20. 20. Email Marketing - Design<br />Strategy<br />Plan<br />Design<br />Analyse<br />Improve<br />
  21. 21. Email Marketing – Design & Deliver<br />Strategy<br />Enlist Subscriber Campaign<br />New Business Campaign<br />Plan<br />Loyalty Campaign<br />Design<br />Touch Campaign<br />Special Offer Campaign<br />Analyse<br />Reawakening Campaign<br />Improve<br />Viral Campaign<br />
  22. 22. Email Marketing – Design & Deliver<br />Strategy<br />Coupon Redemption<br />Multi Tier Viral Campaign - person who subscribes the most friends wins €1000<br />Plan<br />Design<br />Deliver<br />Increasing brand awareness & database<br />Analyse<br />Improve<br />
  23. 23. Email Marketing - Report<br />Strategy<br />Plan<br />Report<br />Analyse<br />Improve<br />
  24. 24. Digital Marketing - Strategy<br />Strategy<br />Marketing Dashboard<br />Plan<br />Set Up<br />Design<br />Report<br />Deliver<br />Analyse<br />Improve<br />
  25. 25. Digital Marketing - Plan<br />Strategy<br />Week 1<br />Week 2<br />Week 3<br />Week 4<br />Month1<br />Month 2<br />Month 3<br />Quarter 1<br />Quarter 2<br />Quarter 3<br />Set Up<br />Plan<br />Train & Design<br />Consolidate Campaigns<br />Segment & Analyse<br />Split Test 1<br />Split Test 2<br />Segment & Analyse<br />Execute Campaign<br />Set Up<br />Analyse Results<br />Design<br />Report<br />Run Multiple Campaigns<br />Deliver<br />Integrate Google<br />Review & Update Strategy<br />Track & Report Results<br />Reset CSFs<br />Analyse<br />Affiliate Program<br />Review CRM Systems<br />Cleanse & Consolidate<br />Improve<br />Campaign<br />Segmentation<br />Customer Data<br />Integration<br />
  26. 26. 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 />
  27. 27. 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.
  28. 28. They inform your subscribers about news and tips
  29. 29. 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.
  30. 30. This is not a sales pitch
  31. 31. You can utilise space to promote offers and buying information.</li></ul>Long Editorial<br />E-Cards, sale announcement and reminders. <br /><ul><li> Keep this type of email short and sweet.
  32. 32. The aim is to get the reader off the email as quick as possible
  33. 33. Take one key message and promote it.
  34. 34. 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.
  35. 35. Also allows you to present many products on one email.
  36. 36. Ideal for products or services that require more explanation.
  37. 37. Direct sales driven so your copy should reflect this.</li></ul>Long Promotional<br />
  38. 38. 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
  39. 39. Full Specs & prices
  40. 40. Order a Brochure
  41. 41. Send to Friend
  42. 42. Visit Seat website </li></li></ul><li>Email Example – Short Editorial<br />Client: RTE <br />Campaign: NSO Season<br />Email Type: Newsletter<br />Call to action:<br /><ul><li> Multiple Links to RTE.ie
  43. 43. Online Booking
  44. 44. Viral – Send to Friend
  45. 45. Info on events </li></li></ul><li>Email Example – Short Editorial<br />Client: Kingspan <br />Email Type: Newsletter<br />Call to action:<br /><ul><li> Various links to Microsite
  46. 46. Brochure Download
  47. 47. Send to Friend
  48. 48. Link to Kingspan website </li></li></ul><li>Email Example – Long Editorial<br />Client: SEI<br />Campaign: SEI News<br />Call to action:<br /><ul><li> Various links to microsite pages
  49. 49. Launch of New Course
  50. 50. Book Review
  51. 51. Event Invitations
  52. 52. Send to Friend
  53. 53. 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.
  54. 54. Define specific goals, success metrics and action steps.
  55. 55. Develop a plan that clearly demonstrates to management the value and ROI of a strategic email marketing program.
  56. 56. 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
  57. 57. Easy to use
  58. 58. Don’t ask for too much info
  59. 59. Send auto responder upon signup
  60. 60. Drive traffic to form (signature)</li></ul>Other Sources<br /><ul><li> CRM
  61. 61. Email Clients</li></ul>- Business Card Collection <br />Segment your data by: <br />- Profile ( Age, Gender, Location) <br /><ul><li> Customers / Prospects </li></ul>- Previous behavior (click or buy)<br />1<br />3<br />2<br />List Building & Data Management <br />
  62. 62. List Building & Data Management <br />Good ! Showing subscriber what they can expect to get – Offer Benefit !<br />
  63. 63. List Building & Data Management <br />Good ! Didn’t ask for too much info <br />Great – asking subscriber to specify the type of info they want to receive(AFTER email capture) <br />
  64. 64. List Building & Data Management<br />Don’t ask for too much personal info – or for them to do too much<br />
  65. 65. List Building & Data Management<br />Don’t ask for unnecessary info – Title , Address, Post Code etc<br />Use a separate form for postal fulfilment details <br /> ?<br />
  66. 66. The End Result <br />
  67. 67. 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 />
  68. 68. Creative & Design - The Bad & The Really Bad..<br />
  69. 69. Example of ‘Nice’ Email Marketing ..<br />
  70. 70. But what if images don’t download ??<br />Main CTA was Image based – should be HTML<br />Use ‘Alt Tags’ to prevent email client from auto inputting text<br />Keep the ‘T&C’s’ short !!<br />
  71. 71. Image downloading - Get a good mix of images & html<br />Images Downloaded <br />Images Not Downloaded<br />
  72. 72. People preview email in different ways<br />
  73. 73. How Email Appears to work<br />
  74. 74. Emails sent via Circulator (Ireland 07 - 09) <br />
  75. 75. 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 />
  76. 76. 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 />
  77. 77. When & How to deliver <br />Analysis:<br /><ul><li> About 80 percent of email opened between 5 am and 5 pm
  78. 78. Roughly 62 percent opened between Tuesday and Thursday
  79. 79. Business customers most likely to open during working day
  80. 80. 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 />
  81. 81. Factors that impact open rates<br /><ul><li> Overall Relationship with subscriber base
  82. 82. Timing
  83. 83. Subject Lines
  84. 84. Frequency
  85. 85. 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 />
  86. 86. Testing increases ROI – The Process <br />Why Test ? <br /><ul><li>Testers achieve 68% higher return
  87. 87. Small changes can make a big difference
  88. 88. Good news - most marketers don’t</li></li></ul><li>Define your KPI – Interaction or Click Through or €<br />
  89. 89. 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 />
  90. 90. 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 />
  91. 91. 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 />
  92. 92. Example Split Testing Result Set<br />Variable = Time & Day KPI = Open Rate <br />
  93. 93. 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 />
  94. 94. 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 />
  95. 95. How to grow your list – example of a viral competition<br />Viral Competition<br />
  96. 96. How to grow your list – example of a viral competition <br />AutoEmail<br />Enter Friends<br />Email<br />
  97. 97. 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 />
  98. 98. 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 />
  99. 99. Integrate email & mobile marketing <br />Text ‘Circulator’ followed by your ‘email address’ to 51444 <br /><ul><li> Enter & Win
  100. 100. Get info instantly Growing your database
  101. 101. 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 />
  102. 102. 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
  103. 103. 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.
  104. 104. 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 />
  105. 105. Mobile Internet Marketing – Example Competition <br />
  106. 106. Mobile Internet Marketing – Example Competition<br />
  107. 107. 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 />
  108. 108. ESP’s – Email Service Providers email & mobile marketing <br />Practical Example of using an ESP<br /><ul><li> Campaign Creation
  109. 109. Data Management
  110. 110. Sending
  111. 111. Reporting & Analytics </li></li></ul><li> Q & A<br />Presented By: Don Farrell, MD Circulator.comEmail: don.farrell@circulator.com<br />Web: www.circulator.comPh: +353 1 7071740<br />http://www.linkedin.com/in/donfarrellcirculator<br />

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