Review and recharge your email marketing by Jordie van Rijn at Email Marketing Day at Your Desk

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Email marketing is more than a collection of best practises. A solid review of your email marketing is the first step to recharge and maximize your email programs' potential.

In this presentation from the email marketing day at your desk, Jordie van Rijn talks about:

>>> The elements of your email marketing to review
>>> How you can use a review to shape strategy and gain internal leverage

For more information, go to http://www.markedu.com

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Review and recharge your email marketing by Jordie van Rijn at Email Marketing Day at Your Desk

  1. 1. Review and Recharge your emailmarketing Jordie van Rijn- Email day at your desk Oktober 2011
  2. 2. Presentationfrom Markedu’sEmail MarketingDay @Your DeskGet Markedu’s Event Alert to be notified about» the free Email Marketing Day @Your Desk» the free Social Media Marketing Day @Your Desk» the free Direct Marketing Day @Your Desk» See webinars here
  3. 3.  Independent E-mail Marketing consultant  Trainer & Speaker  www.emailmonday.com  www.emailvendorselection.comJordie van Rijn  Twitter: @jvanrijn jvrijn@emailmonday.com
  4. 4. TodayEmail marketing challengesBecoming an Email Audit EinsteinElements of an Email Marketing AuditQ&A jvrijn@emailmonday.com
  5. 5. But first… the Email Marketing Audit An Email Marketing Audit is an evaluation your total email marketing and includes a rating to indicate its relative merit.It gives actionable insight: How we are performing Where to focus on and How to stay on course jvrijn@emailmonday.com
  6. 6. TodayEmail marketing challengesBecoming an Email Audit EinsteinElements of an Email Marketing AuditCovering the first Audit ChallengeQuestions jvrijn@emailmonday.com
  7. 7. Crowded inbox ? jvrijn@emailmonday.com
  8. 8. Par changes ? Relevance, Mark Brownlow jvrijn@emailmonday.com
  9. 9. Possibilities and tech 10 - 30 % of your emails are opened  A new social media platform was on a mobile device. launched: Google Plus That was 3,2% last year  G+ had 25 million users 1 month, 77% of emails opened on mobile this took Facebook 3 years aren’t opened on desktop or web  Linkedin has grown from 11mil to >20 mil users in Europe alone. jvrijn@emailmonday.com
  10. 10. Email in crossmedia campaigns Combination of dialogue media most often utilized within one crossmedia campaign Source: DMBarometer 2011 (DDMA) jvrijn@emailmonday.com
  11. 11. Marketers ChallengesWhat are the biggest challenges yourmarketing department is facing today? Source: Marketers Benchmark 2011 (Focus ) jvrijn@emailmonday.com
  12. 12. Resources =( Conversion ) Resources = (People + Time + Money) jvrijn@emailmonday.com
  13. 13. Email marketing challenges Crowded inbox Par changes Performance measurement Possibilities and tech changes Crossmedia management Market / products change Consumer behaviors change Best practices change jvrijn@emailmonday.com
  14. 14. Today Become an Email Audit Einstein jvrijn@emailmonday.com
  15. 15. Different forms of Review 5. Optimization & Split testing 4. Customer (data) research Actionable 3. Email Marketing Audit Insight for Improvement 2. Email and Web Analytics 1. Testing jvrijn@emailmonday.com
  16. 16. 1.TestingDoes everything look, behave and work like weintended? Did you know that .www was still free?Prepare and schedule the mail the day before sendingUse a preflight checklist: Mail & WebsiteMonitor your automation & forms & revisit periodically jvrijn@emailmonday.com
  17. 17. 2. Email and web analytics jvrijn@emailmonday.com
  18. 18. 3. Email AuditProvides overview:Closer look at all the elements of emailmarketing and how they are tied togetherHow we are performing,where to focus on andhow to stay on course jvrijn@emailmonday.com
  19. 19. Email Audit How we are performing, where to focus on and how to stay on course  Scoring & Benchmark  Shows Strength / weaknesses  Captured thinking  Updated elements jvrijn@emailmonday.com
  20. 20. Email AuditStep away from the vehicle day-to-day business jargon assumptions Comfortzone jvrijn@emailmonday.com
  21. 21. Elements to review Become an Email Audit Einstein jvrijn@emailmonday.com
  22. 22. Email Influence model Purpose and objectives Email Put your resources Marketing to work! Results © Emailmonday, Reproduction prohibited before previous consent jvrijn@emailmonday.com
  23. 23. Email Influence model (ext) Content Organisational Purpose and Strategy objectives Analytics & Segmentation Measurement & Profiling Email Marketing Results List Growth / Triggered & Transactional Acquisition Legal ESP alignment Design and Creative Interestability Deliverability Multichannel Tactics © Emailmonday, Reproduction prohibited before previous consent jvrijn@emailmonday.com
  24. 24. Email Audit web © Emailmonday, Reproduction prohibited before previous consent jvrijn@emailmonday.com
  25. 25. Email Audit web Identify strong and weak points Quick wins Progress over time New focus points jvrijn@emailmonday.com
  26. 26. Challenge #1“ 80 percent of succes is showing up. - Woody Allen ” jvrijn@emailmonday.com
  27. 27. Timeline Kick off Half year Annual audit check up Review Start One year NEXT Continuous Monitoring Mail by mail Tracking Periodical and Campaign based jvrijn@emailmonday.com
  28. 28. Kick off Audit planning tips Put the Kick off Audit on your calendar right away As soon as you can, but def. within the next few months Kick off audit Give it a name: “Kick off audit” is already good Get an accompliceNot needed for putting it on your calendar: Any type of excuses The answers before you start jvrijn@emailmonday.com
  29. 29. More information on… emailmonday.com Emailvendorselection.com My contact details: Jordie van Rijn Email jvrijn@emailmonday.com twitter @jvanrijn
  30. 30. Questions? Review and Recharge your emailmarketing Jordie van Rijn- Email day at your desk Oktober 2011

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