Awareness: Linking: showfeatured products screenshot from a New Mind website
Introduction to email marketing Dr Philip Alford (Bournemouth University) School of Tourism
Group discussion• What email marketing do you currently do?• What data do you currently hold about customers?• How do you capture customer data?• Where do you store it?• What do you do with it?• What objectives do you set (if any)?• How do you analyse campaigns?• What technology do you use to enable email marketing?
Why email? Other/ Internet/ TV Print DM E-mail catalogs SEO2009 spending($billions) $65.1 $62.7 $54.5 $59.6 $11.4 $1.4ROI for every $1spent (2009) N/A N/A $7.32 $15.22 $21.85 $43.62Sent to segments? NO Sometimes NO NOPersonalized? NO NO NO NOClick to order? NO NO NO NOCustomers do NO NO NO NOresearch?Triggered NO NO NO NOmessages?Transaction NO NO NO NO NOMessages?Measured NO NO NOeffectiveness?
The Golden Email Rule….“Don’t say anything unlessyou have somethinguseful/interesting/importantto say.”- Promotion- Competition- New (exciting) products- Added value content
LifecyclemarketingNothing beats atimely messagebased on whatyou know about acustomerPLUS –transactionalshave a typical 70%open rate. Makesure they getdelivered, andutilised!!
Email and social –turning friends intocustomers*Integrate or die:“The ROI ofsocial media isthat yourbusiness will stillexist in 5 years.”Eric Qualman –Socialnomics
Case study - Filofax• Integrating email and social media• http://www.youtube.com/watch?v=A- iH6wC7QOs
Data capture – BIG BUCKETS! (or, data = dollars)
• 90% of people have access to email once a day* • 44% of people have continuous access to email* • An average person receives 365 email per week* • Limited number of complaints – Only 1 Civil case in the UKBUT consumer behaviour is changing:B2B and B2C recipients are changing their perceptions of and responsiveness to emailmarketing- they are becoming more web savvyFuture Implications• Consumers will become more enlightened and empowered• Consumers will become more ‘Slippery’• It will become even easier to report SPAMMERS• Legislation will become more stringent and more cases will be heard 13
Deliverability• 87.1 % of email sent in 2009 was SPAM.• Hotmail sees 8m new IP addresses every day. Good? Bad?• Deliverability myths – message structure• Deliverability Facts - Reputation is Key. – Manage your IP reputation. Volume, Frequency, message structure.
Deliverability• Data Management –Remove hard bounces after 1 attempt, deal with complaints, manage soft bounces, honour unsubscribes –Don’t mail to very old lists –Validate by sending welcome messages or double opt in. Revalidate regularly.
Deliverability• Volume consistency –ISP’s evaluate your volumes every 24hours –Familiarity is key –Send regular volumes –Send at regular intervals –Use same IP
Email campaign Objectives• Reinforce your brand• Viral marketing• Convert prospects to customers• Cross sell/up sell• Develop loyalty• Drive web traffic• Subscription renewals• Educate & inform• Communicate with channels or other business partners
Measuring Success• Clickthrough’s on embedded URL’s• Conversion to purchase• Database growth• Unsubscribes/bad records/bouncebacks
Creating Value• Personalise every message, with a name if possible• Ensure your ‘From’ name is recognisable• Discounts, special email only offers• Keep it brief• If you need more detail – entice to a website or microsite• Relevant creative• Develop follow up messages based on behaviour• Make sure your messages fit with your other marketing channels• Use both Text & HTML• Remind the recipients why they are getting this email• Include user friendly instructions• Keep the subject line brief
The new rules of email marketingThe old way The new wayInterruption AnticipationList size Active recipientsSubject line ‘From’ fieldProspecting for leads Relationships with customers Lifetime valueCampaign success Recipient controlMaximum frequency of Recipient control (preferences) campaigns Email is less expensive than otherCommunicate anything you want mediumsEmail is virtually free Customer CommunicationEmail marketing Management
E-newsletters - http://coolum.regency.hyatt.com Visually appealing sign- up Target marketing Permission- based marketing
E-newsletters - http://coolum.regency.hyatt.com Make only essential fields mandatory Re-affirming permission aspects – builds trust
The subject line1. The Subject line: the most important sentence in email marketing2. Max 40 characters and place the most important words at the beginning of the sentence.3. Write as if you are talking to a friend, ask a question, don’t broadcast an announcement.4. Give a clear insight to the content of the email, but leave an element of mystery.5. Should convey something important, timely or valuable.
Relevance• The more relevant the campaign, the better your response rates and return on investment.• ONLY use opt-in lists and segment your lists.• Ensure your email lists are regularly cleaned and maintained.
THE ACTION What is the aim?Make a purchase Why take action?£15 off Why do it now?Only valid until 2ndSept What to do? Clickthe book button
Top Ten Tips1. Define your goals and stay focussed2. Spend time on your Subject Line. Use a grabbing headline or question in the subject to get people to open it.3. Approach copywriting as a customer.4. Discuss your ideas with your web designer.5. Build up a library of e-mailers, good and bad.6. Tailor your content - segment and personalise.7. Keep your contact regular and ongoing, no less then 1 a month. Always focus on helping your audience and youll have a good response.8. Get your subscribe process right and use incentives to increase opt-in subscribers9. Statistically Tuesday and Wednesday give best response rates10. Test, Test, Test!