Hyper Island

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Hyper Island

  1. 1. EMAIL MARKETING
  2. 2. EVELINA ANDER evelinaander.setwitter.com/evelinaanderevelinaander@gmail.com www.flickr.com/photos/brunogirin/2484786902/
  3. 3. WHY EMAIL MARKETING?WHAT IS EMAIL MARKETING?GET STARTEDHAVE TO HAVE IN THE TEMPLATEHOW TO CREATE GOOD CONTENTWHEN TO SEND YOUR EMAILSSPAM VS SPAMCHALLENGES & MISTAKESSUMMARY
  4. 4. WHY EMAIL MARKETING?
  5. 5. WHAT IS EMAIL MARKETING?
  6. 6. 1NEWSLETTERS / BROADCAST
  7. 7. 2TRIGGERED / BEHAVIOURAL
  8. 8. GET STARTED!
  9. 9. 1EMAIL ADDRESSES
  10. 10. BOOKING PATH
  11. 11. WEB SITE
  12. 12. WEBINARSWHITE PAPERS / SOFTWARE
  13. 13. 2EMAIL SERVICE PROVIDER (ESP)
  14. 14. • MAILCHIMP• CAMPAIGN MONITOR• RESPONSYS• APSIS• PALOMA• COMPOST / CARMA• EMAILVISION• WEB POWER
  15. 15. • TECHNICAL EXPERTISE• DISTRIBUTION FREQUENCY AND TYPE• USER INTERFACE• TESTING• SUPPLIER DEPENDENCY• ABILITY TO TEST THE TOOL (FOR FREE!)• LANGUAGE AND COUNTRIES• STRATEGIC ASSISTANCE• INTEGRATIONS WITH OTHER SYSTEMS
  16. 16. 3SET A GOAL + TRACKING
  17. 17. DISCUSS SEGMENTATION TRIGGEREDCOLLECT EMAIL ADDRESSES
  18. 18. HAVE TO HAVE IN THE TEMPLATE
  19. 19. • SENDER• VALID REPLY TO EMAIL ADDRESS• SUBJECT LINE• PREHEADER• WEB VERSION• CONTENT• UNSUBSCRIBE• UPDATE SUBSCRIPTION• REASON WHY THEY ARE ON YOUR LIST
  20. 20. HOW TO CREATE GOOD CONTENT
  21. 21. WHEN SHOULD YOU SEND THE EMAIL?
  22. 22. IT DEPENDS
  23. 23. SPAM VS SPAMOR HOW TO BE A GOOD EMAIL MARKETEER
  24. 24. Email spam, also known as junk email orunsolicited bulk email (UBE), is a subset ofelectronic spam involving nearly identicalmessages sent to numerous recipients byemail. Clicking on links in spam email maysend users to phishing web sites or sites thatare hosting malware. Spam email may alsoinclude malware as scripts or other executablefile attachments. Definitions of spam usuallyinclude the aspects that email is unsolicited andsent in bulk. Wikipedia
  25. 25. • OPT-IN• EASY AND CLEAR UNSUBSCRIPTION CHOICES• ANALYZE BEHAVIOUR
  26. 26. http://www.flickr.com/photos/lucien/4250876725/
  27. 27. CHALLENGES & MISTAKES
  28. 28. SUMMARY
  29. 29. • MAKE IT EASY TO BECOME A SUBSCRIBER• DO MORE THAN JUST STANDARD BROADCASTED NEWSLETTERS• UNDERSTAND THE SUBSCRIBER• CREATE GOOD EMAIL TEMPLATES TO USE AND RE-USE• THINK MOBILE AND HAVE A CONTENT PLAN• FOCUS ON GOALS THATS VALID FOR THE BUSINESS = $• TAKE GOOD CARE OF YOUR SUBSCRIBERS
  30. 30. slideshare.net/evelinaander evelinaander.se twitter.com/evelinaander evelinaander@gmail.com

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