E-mail marketing


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E-mail marketing masterclass as presented to jeugdwerknet.be on the 17th of December 2010

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E-mail marketing

  1. 1. E-mail marketing
  2. 2. Strategy Belgian market / Planning / An integrated approach Effective e-mails Usability / Rendering / Do’s and don’ts E-mail testing Why / The testing loop / A/B versus multivariate testing E-mail metrics Terminology / Deliverability / Benchmarks
  3. 3. Strategy Belgian market / Planning / An integrated approach
  4. 4. Belgian market Internet and e-mail use Legal boundaries Market players List management
  5. 5. Internet and e-mail use 66% of the Belgian population is online Email and younger people? Email facing it’s death? Inboxes won’t be abonded, but you’ll need to stand out amongst the crowd
  6. 6. Legal boundaries People have to give their explicit, free, upfront, informed & specific permission to receive commercial emails from the sender of the messages (Belgian law regarding electronic commerce - Art 14 §1) THE LAW
  7. 7. Legal boundaries ALL individuals, except: Legal entities: eg.companies (info@ ) Existing customers or clients (B2B): Real existing clients Commercial offers only in line with the core business of the company/sender No 3rd party offers, or should be mentioned in the privacy statement
  8. 8. Market players Agencies ISP’s List owners / List brokers / media agencies ESP’s
  9. 9. List management Central DB Lifecycle Growth Activation Updates Reactivation Inactivion
  10. 10. Planning Internal versus external (Core) competences Dedicated resources Budget Timing eCRM  get beyond the monthly mailpush Backplanning  prepare, improve
  11. 11. Planning Setting KPI’s Campaign-based After launch: metrics, benchmarks Before launch: predictive models, tools Program-based Net Promotor Score (Reiccheld)
  12. 12. An integrated approach Get the funnel right Multiple channels reinforce each other Link to social media Multi-messages boost conversion
  13. 13. Effective e-mails Usability / Rendering / Do’s and don’ts
  14. 14. Usability Scanning the inbox From and subjectline New message alert pop-ups Preview panes Images on/off
  15. 15. Usability F-shaped pattern Importance of paragraphs (first two words) Check CTA through heatmaps
  16. 16. Usability 2€ coin focus
  17. 17. Usability Above the fold Clickability Clear CTA and sufficient links
  18. 18. Usability Guiding the eye
  19. 19. Rendering An everlasting challenge E-mail clients Devices Rendering agents
  20. 20. Rendering Image suppresion impact
  21. 21. Rendering Set up different accounts Ask colleagues or friends to test along Specific tools such as Litmus
  22. 22. Do’s and don’ts Identifying yourself From line Contact details V alid and consistent reply address D o follow-up the replies Always include an unsubscribe option M ake it easy to unsubscribe
  23. 23. Do’s and don’ts Subjectline Short and clear Truncation Test rendering Preheader Clever copy Clever use
  24. 24. Do’s and don’ts Content 5-30 rule Message relevance Don’t use attachment, use links Content that is engaging is valuable, helpful, human, trustworthy, shareworthy, personal, relevant, real, timely, funny, simple …
  25. 25. Do’s and don’ts Provide an HTML and a TXT version Check personalization fiel d s for «no data» Design for function There’s a significant difference between what looks great and what works HTML emails max 700 pixels in width Design your emails with a minimum of images
  26. 26. Do’s and don’ts Coding The use of flash and JavaScript in emails is not advised Use inline CSS Use ALT-tags containing relevant information Forms, video’s etcetera don’t work
  27. 27. Do’s and don’ts: relevancy Check: would you want to receive this? Don’t mail them if you’re not about to be relevant Timing is key Taking preferences into account: explicit and implicit Segmentation and personalisation
  28. 28. E-mail testing Why / The testing loop / A/B versus multivariate testing
  29. 29. Why? To improve campaigns To learn about recipients To prove your boss wrong ;-)
  30. 30. The test loop Decide on what to test Determine how to measure succes: direct link between tested element and succes Choose the right testing methodology Test, compare and pick the winning version Send the winning version after max. 24-48 hours Be careful in terms of generalizing test results Document and share your test results
  31. 31. A/B versus multivariate testing
  32. 32. E-mail rates Terminology / Deliverability / Benchmarks
  33. 33. Terminology
  34. 34. Deliverability Deliverability <> Bounce rate Sender reputation based on Technical architecture (authentication, whitelisting, using multipart, monitoring complaints) DB quality E-mail content Marketing pressure Check IP address based reputation report at senderscore.org
  35. 35. Benchmarks Belgian benchmark study www.iab-belgium.be
  36. 36. Thank you http://be.linkedin.com/in/elvire