How big a problem is it?can be upwards of 50% of a list who are "emotionally unsubscribed", i.e. they are not actually subscribed, but rarely open or click, suggesting that email is not an effective communications channel. hidden danger of emailing inactive subscribers he says: "Old (inactive) addresses can be used by ISP‟s as traps to monitor spam-like behaviour, What to do about it?Remove?Re-engage
See Hubspot guide
Traditional ‘We’ voice
Traditional ‘We’ voice
Modern ‘You’ focus
Textvs images!Advice:Keep text to a minimum Plenty of images with links
Hands down the most popular cycle for newsletters is monthly. Many companies send regular offer flyers/alerts in between newsletters -- with content based on newsletter activity. These flyers/alerts are particularly effective when the content and offers inside are unique to the subscriber, and reflect previous behaviour or interest levels (e.g. purchases, downloads, clicks, etc.). Within a company‘s mailing cycles there can often be periods where emails are sent more frequently than at other times. Examples of more frequent mailing cycles: around key selling times for the products or services, renewal dates, seasonal activities or holidays".
Email marketing masterclass june 2013
About TodayOpportunities and Challenges of Email Marketing!Growing your email lists the right wayEffective email newsletters – Top 10 TipsLegal compliance
Social Media Overview?Overview of EmailMarketing
“Email marketing is directly marketing acommercial message to a group of peopleusing email.It usually involves using email to send ads,request business, or solicit sales or donations,and is meant to build loyalty, trust, or brandawareness.”What is EmailMarketing?
Very cost effective means of marketingEngaged audiencesOver 50% check email every dayGreat for regular promotions / news / sales etcCan track RoI – esp in ecommerceAdvantages
Spam laws – consent issuesDeliverability still an issueMany organisations promoting poor contentDisadvantages
EmailMaturityStageA. Goal SettingandEvaluationB. ContactstrategyC. Segmentation D. Integration E. TestandLearnNon-adoptersNone /ResearchingNon-adopters
EmailMaturityStageA. GoalSettingandEvaluationA. ContactstrategyA. Segmentation A. Integration A. TestandLearnStage 2:Pay andSprayNone None / Oldemailnewsletter0 Segments Limited / nosocialNoLearning‘Pay and Spray’
EmailMaturityStageA. GoalSettingA. ContactstrategyA. Segmentation A. Integration A. Test andLearnStage 3:Managed /ImprovingRelevanceBasic ListgrowthactivityBasic 2-3 segments Direct Mail ofPhone / but nosocialTest offers andtimes etcManaged /ImprovedRelevance
Social Media Overview?Setting Up An EmailMarketing System
FeaturesCreate and manage email marketingcampaignsIntegrate a database / Add contactsIntegrate with social media and website etcGood quality templatesSend out email campaignsManagement and metricsBenefit from scale: quality, delivery issues etc
Email Marketingand the LawIt is best practise not to send email newslettersto people without their consent!So, obtain consent before emailing a prospect orcustomer
Opt-in, opt out….Opt-out: where the email recipient has been giventhe opportunity to opt-out from receiving the emails,and has not done so (e.g. by not ticking a box in anHTML form).Opt-in: The email recipient has specifically indicated adesire to receive the emails at the point at which thecontact information was submitted (e.g. by ticking abox in an HTML form).Source: SEQ Legal
Soft Opt-inSoft Opt-in: There is also a special form of consentunder the Privacy Regulations called the "soft opt-in".This applies where –(i) An email address was obtained in the course of thesale or negotiations for the sale of a product orservice to that recipient(ii) the direct marketing is in respect of similarproducts and services.Source: SEQ Legal
Confusion about what kind of consent is required forsending marketing emails.Data Protection Act 1998: Opt-out consent is thoughtto be sufficient in the case of marketing emailsinvolving non-sensitive personal data.ConsentSource: SEQ Legal
Option 1.Upload your contacts, opt in or notMost email providers will let you upload contacts withouthaving to send out another confirmation of subscriptionemail or without proof of opt in.Pros - you can use your contactsCons - you may get spam reports, abuse reports &unsubscriptions which (in vast quantities can lead to beingmarked as a spam sender and blocked from gmail/hotmailetc.)Its pot luck on who complains
Option 2.Emails youve collected from sales/delivery/online correspondenceAdvice: Upload them to your email marketing software as a separate list, andupon upload, send them out a confirmation of subscription email.Pros - you get to use the contacts you have gotCons - Majority of people will not opt in
Option 3.Dont use those contacts obtained without opt in and put one inplace.Add an opt in or opt out box and the bottom of all contact forms.Pros - Youre working to best practice and should have no problemswith spam reports/abuse/unsubscribesCons - youve lost your data
.Unsubscribes• Provide a simple unsubscribe option from each mail• Provide a valid physical address that can becontacted to assist with removal• Deliver opt-out within a "reasonable time"
Over two-thirds of email newsletter don’tutilise personalised contentPersonalized emails improve clickthroughrates by 14%!
5. SegmentedContentCustomers vs ProspectsMen vs WomenJob FunctionPurchase History
Segmentation is very important for email marketing success28% decrease in dropout ratesHigher click-throughsRecommend: Gaining segmentation information at sign upstage + info from CRM tool or company data.
6. ValueProposition /ContextWhat: Giving them a reason to readWhy: Leads to a rise in actionsExamples:‘five free downloadable email templates’
65% of people prefer emails withmostly images rather than text90% of information transmitted tothe brain is visual.Visuals are processed 60,000X fasterin the brain than text. (3MCorporation and Zabisco)
Raise interest (in 25words or less!News segments/ offersCall toaction
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• Use bullet points• Not large clumps of text• Etc
BoldItalicsWhitepaceKeywords in linksText in images