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Email Marketing
By Thomas Henderson
22nd May 2014
gofishcc
Newsletters bring the most value per visit
of all traffic sources
Subscriptions show trust in your brand
Trust breeds loyalty
High quality ROI traffic
72% of consumers check email more than 6
times a day
What is a newsletter? I want one!
What are your goals for a newsletter?
Have a Great Subject line
 This often is the difference between
ignored and opened
Offer something different
 The mail must be share-worthy
Maintain Your Database
 Curate your audiences for their
needs
When to Send
 Know the optimal time to mail your
community
Subject lines
Test your subject lines will greatly assist
with improving your open rates.
Audiences are different
 Depending on your industry open
rates will differ
Test Subject Lines
 Trial to 10% of your database
Measure Results
 Winning subject line goes to the
other 90%
Offer something different
You don’t want to run with the same stuff
week in week out.
Don’t just Sell Sell Sell
 Sometimes this hammer approach
can harm your brand
Build your brand
 Offer cool testimonials, videos,
jokes & stories work
Experience Rules
 If they have enjoyed your mail, they
are more likely to open the next one
Maintain your database
The quality of your database will provide a
lot of insight to your marketing
Bought Databases
 Very bad idea considering you know
nothing about these users
Bounce Rate
 High Bounce means your domain may
be identified as a spammer
Quality over Quantity
 Higher quality means higher opening
rates
What time to send your newsletter
What day to send your newsletter
Managing your newsletter?
Get comfy with HTML editors and bulk mailing tools
 MailChimp
 Touchbase
 Groupmail
 Touchstream
Important features to look out for
 Compatibility Testing
 Reporting
 Bounce Management
 Spam Testing
 Split Testing
Keep it simple
 Keep to your CI colours and fonts
 Use a standard Web-based Font
 Provide Continuity
 Optimize images for mail
 Should not exceed 500kb
Style guidelines
Continuity guidelines
Content guidelines
Your content determines if you get that click,
or be ignored. These guidelines will assist.
Avoid
 Spammy keywords: free, call now, sign up
 Excessive punctuation and CAPITALISATION
 Link text such as “click here” instead use “more info”
Include
 Unsubscribe option
 Legitimate Sending From & Reply to Address
 Social Profile Links
 Personalised Mails with the receivers name.
Content strategy
One mail a quarter is better than none.
No excuses!
Plan Ahead
 Seasonality
 Events
 Projects
Frequency
 Strategy Dependent
 Daily is extreme
 Weekly
 Fortnightly
 Monthly
Test Email Compatibility
 Html is interpreted differently depending on your browser or mail
program
Test for Functionality
 Are your links working, do the images display
correctly
Test Tracking
 Use Google Analytics to track links clicked
and behaviour thereafter
Stuff to do before you send
 Html depends on your
browser or mail program
 Outlook 2003 is different
to Yahoo Mail
 You have to cater for the
a bunch of programs
 Outlook 03, 07, 10, Mac Mail,
Gmail, Hotmail, Yahoo
 Mobile Testing for Android and iOS
 Mail is still predominantly read on desktops but the growth of mobile
cannot be ignored
Compatibility testing
 Functionality will also be different depending on your browser
 Raw text cannot appear on a background image
 Only web safe fonts can be used
 .gif animations only work on browser based mail
 Flash will not work in email
 Javascript will not work in email
 Some CSS may work but is not recommended
 Test for spam
 Single image emails = spam
 No unsubscribe link = spam
 Checkout www.emailspamtest.com
Functionality testing
You don’t just click the send button and forget about it? You
need to analyse the results! Make sure you have tracking.
Tracking testing
 Google Analytics offers tracking tools for links on
your newsletter – Google “analytics url builder”
 These tags will show up in your analytics as links
from your email campaign
 Now drill down to see what those users did
 Manage Bounces, Unsubscribes, Most popular links
clicked, Social shares, follows etc
Tracking testing
How to increase your database
 Position the signup box above the fold
 Visible without scrolling
 eCommerce sites have PopUps using cookies to only appear once.
 Offer an incentive to sign up
 Use coupon code to get a discount
 Weekly specials delivered to you
 Signup and you could win
 Value to customer
 Market the newsletter on all channels
 Offline pamphlets and leaflets
 Social media
 Branding
www.GoFishClientCatchers.com
011 612 7460
thom@gofishcc.com
gofishcc
Thank You!

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Gofish presents the basics of E-mail marketing

  • 1. Email Marketing By Thomas Henderson 22nd May 2014 gofishcc
  • 2. Newsletters bring the most value per visit of all traffic sources Subscriptions show trust in your brand Trust breeds loyalty High quality ROI traffic 72% of consumers check email more than 6 times a day What is a newsletter? I want one!
  • 3. What are your goals for a newsletter? Have a Great Subject line  This often is the difference between ignored and opened Offer something different  The mail must be share-worthy Maintain Your Database  Curate your audiences for their needs When to Send  Know the optimal time to mail your community
  • 4. Subject lines Test your subject lines will greatly assist with improving your open rates. Audiences are different  Depending on your industry open rates will differ Test Subject Lines  Trial to 10% of your database Measure Results  Winning subject line goes to the other 90%
  • 5. Offer something different You don’t want to run with the same stuff week in week out. Don’t just Sell Sell Sell  Sometimes this hammer approach can harm your brand Build your brand  Offer cool testimonials, videos, jokes & stories work Experience Rules  If they have enjoyed your mail, they are more likely to open the next one
  • 6. Maintain your database The quality of your database will provide a lot of insight to your marketing Bought Databases  Very bad idea considering you know nothing about these users Bounce Rate  High Bounce means your domain may be identified as a spammer Quality over Quantity  Higher quality means higher opening rates
  • 7. What time to send your newsletter
  • 8. What day to send your newsletter
  • 9. Managing your newsletter? Get comfy with HTML editors and bulk mailing tools  MailChimp  Touchbase  Groupmail  Touchstream Important features to look out for  Compatibility Testing  Reporting  Bounce Management  Spam Testing  Split Testing
  • 10. Keep it simple  Keep to your CI colours and fonts  Use a standard Web-based Font  Provide Continuity  Optimize images for mail  Should not exceed 500kb Style guidelines
  • 12. Content guidelines Your content determines if you get that click, or be ignored. These guidelines will assist. Avoid  Spammy keywords: free, call now, sign up  Excessive punctuation and CAPITALISATION  Link text such as “click here” instead use “more info” Include  Unsubscribe option  Legitimate Sending From & Reply to Address  Social Profile Links  Personalised Mails with the receivers name.
  • 13. Content strategy One mail a quarter is better than none. No excuses! Plan Ahead  Seasonality  Events  Projects Frequency  Strategy Dependent  Daily is extreme  Weekly  Fortnightly  Monthly
  • 14. Test Email Compatibility  Html is interpreted differently depending on your browser or mail program Test for Functionality  Are your links working, do the images display correctly Test Tracking  Use Google Analytics to track links clicked and behaviour thereafter Stuff to do before you send
  • 15.  Html depends on your browser or mail program  Outlook 2003 is different to Yahoo Mail  You have to cater for the a bunch of programs  Outlook 03, 07, 10, Mac Mail, Gmail, Hotmail, Yahoo  Mobile Testing for Android and iOS  Mail is still predominantly read on desktops but the growth of mobile cannot be ignored Compatibility testing
  • 16.  Functionality will also be different depending on your browser  Raw text cannot appear on a background image  Only web safe fonts can be used  .gif animations only work on browser based mail  Flash will not work in email  Javascript will not work in email  Some CSS may work but is not recommended  Test for spam  Single image emails = spam  No unsubscribe link = spam  Checkout www.emailspamtest.com Functionality testing
  • 17. You don’t just click the send button and forget about it? You need to analyse the results! Make sure you have tracking. Tracking testing  Google Analytics offers tracking tools for links on your newsletter – Google “analytics url builder”  These tags will show up in your analytics as links from your email campaign  Now drill down to see what those users did  Manage Bounces, Unsubscribes, Most popular links clicked, Social shares, follows etc
  • 19. How to increase your database  Position the signup box above the fold  Visible without scrolling  eCommerce sites have PopUps using cookies to only appear once.  Offer an incentive to sign up  Use coupon code to get a discount  Weekly specials delivered to you  Signup and you could win  Value to customer  Market the newsletter on all channels  Offline pamphlets and leaflets  Social media  Branding

Editor's Notes

  1. Still the most utilised marketing tool online. Users trust your brand, then become promoters and can forward and share you content. Repeated communication builds a personal relationship. Take care of them.
  2. Increase opens with these 4 methods.
  3. Remember that on some browser based emails the subject line is cut off after so many characters.
  4. Be original and know that your customers have trusted you with their details, make sure you look after not only their business needs, but maybe something else.
  5. Bounces, user quality, purchasing databases. One way ticket to being labelled a spammer. High quality databases will have up to a 50% open rate, and less than a 10% bounce rate. Try and fit in here.
  6. To make sure we’re not messing around, here’s a graph
  7. Graph 2
  8. Managing the newsletter on a platform of your choice will take some getting used to. With so many things to look out for it will take some time to get to know the systems and interpret the important data from it.
  9. Simple emails work best.do not confuse the user with multiple fonts, colour schemes and imagery. Maintain the corporate identity throughout all your website, branding and correspondence. You need the user to know that its you trying to get his time.
  10. Continuity displayed through one of the largest online shops. Same logo’s banners, tabs, fonts, header, style, rounded corners, headings.
  11. Content is king and the only way you can get the users time to spend on your mail and then your site. It’s the first barrier to conversion and if your mail doesn’t get through the spam filters you’ve fallen at the first hurdle.
  12. Some people think their brand has nothing to post. Which is simply not true. Whether its news in your industry, or a newsworthy even you may want to comment on. There is so much content flying around and the only issue is how you need to stand out.
  13. Testing and further testing.
  14. Compatibility on browsers and mobile devices.
  15. Rules for functionality, background images, div’s, css, styling types etc.
  16. Google analytics testing tools.
  17. Google URL Builder
  18. Increasing database, incentive, value, marketing