Email marketing masterclass june 2013


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Email marketing masterclass june 2013

  1. 1. Email MarketingMasterclass
  2. 2. About TodayOpportunities and Challenges of Email Marketing!Growing your email lists the right wayEffective email newsletters – Top 10 TipsLegal compliance
  3. 3. Social Media Overview?Overview of EmailMarketing
  4. 4. “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?
  5. 5. Very cost effective means of marketingEngaged audiencesOver 50% check email every dayGreat for regular promotions / news / sales etcCan track RoI – esp in ecommerceAdvantages
  6. 6. Spam laws – consent issuesDeliverability still an issueMany organisations promoting poor contentDisadvantages
  7. 7. Mid-life Crisisfor EmailMarketing!
  8. 8. Young Peopleandabandonment
  9. 9. “EmotionallyUnsubcribed”
  10. 10. Pay and SprayApproach
  11. 11. MailboxOverload
  12. 12. Impact of SocialMedia
  13. 13. 1. Driving to a poor website2. Spam filters3. Poor Content4. Email listsWhat typically goeswrong with emailmarketing
  14. 14. Source:, 2012
  15. 15. Stages of Email Marketing Adoption
  16. 16. EmailMaturityStageA. Goal SettingandEvaluationB. ContactstrategyC. Segmentation D. Integration E. TestandLearnNon-adoptersNone /ResearchingNon-adopters
  17. 17. EmailMaturityStageA. GoalSettingandEvaluationA. ContactstrategyA. Segmentation A. Integration A. TestandLearnStage 2:Pay andSprayNone None / Oldemailnewsletter0 Segments Limited / nosocialNoLearning‘Pay and Spray’
  18. 18. 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
  19. 19. Social Media Overview?Setting Up An EmailMarketing System
  20. 20. 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
  21. 21. Social Media Overview?Growing Your Database
  22. 22. The PermissionIssue
  23. 23. Email Marketingand the LawIt is best practise not to send email newslettersto people without their consent!So, obtain consent before emailing a prospect orcustomer
  24. 24. 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
  25. 25. 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
  26. 26. 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
  27. 27. What to do withexisting data:Scenario?
  28. 28. 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
  29. 29. 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
  30. 30. 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
  31. 31. .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"
  32. 32. List Development
  33. 33. “Email marketing is onlyas good as the quality ofyour recipient list.”The 1st GoldenRule of EmailMarketing!
  34. 34. “The quality of allEmail recipient listsdecreases over time.”The 2nd GoldenRule of EmailMarketing!
  35. 35. Source: Hubspot, 2012
  36. 36. Content Sign Up
  37. 37. What are youoffering inreturn?
  38. 38. Campaigns onSocial Media
  39. 39. TradeShow
  40. 40. Sign up fromFacebook
  41. 41. Competitions,but be careful…..
  42. 42. Make sure yougain emailsignup …..
  43. 43. Survey signup…..
  44. 44. Direct Mail…..
  45. 45. Traditional SignUp Forms…..
  46. 46. Events Sign Up
  47. 47. Ways Not to Grow Your Email Database!
  48. 48. Alienate RecipientsBlacklisted for SpamLack of Engagement Generally
  49. 49. Social Media Overview?Content and Design
  50. 50. Anatomy of a 5* Email
  51. 51. Address you reader’s concernsUse actionable language1. SubjectHeadings
  52. 52. Words to avoid:“Free” = Death!Also…..‘Help’, ‘Reminder’ and ‘Percent Off’
  53. 53. Source: Mail ChimpBest headlines
  54. 54. Source: Mail ChimpWorst headlines
  55. 55. 2. ActualPerson as theSender
  56. 56. Best if you have a recognisable personalitySounds better
  57. 57. 3. Branding
  58. 58. 4. Personalised/ DynamicContent
  59. 59. Over two-thirds of email newsletter don’tutilise personalised contentPersonalized emails improve clickthroughrates by 14%!
  60. 60. 5. SegmentedContentCustomers vs ProspectsMen vs WomenJob FunctionPurchase History
  61. 61. 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.
  62. 62. 6. ValueProposition /ContextWhat: Giving them a reason to readWhy: Leads to a rise in actionsExamples:‘five free downloadable email templates’
  63. 63. 7. Calls toAction
  64. 64. Above the fold!Below the fold!
  65. 65. 8. Images
  66. 66. + PhotosScreenshotsProduct imagesSales bannerEtc
  67. 67. 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)
  68. 68. 9. SocialSharing
  69. 69. 10. UnsubscribeYou MUST Include this!
  70. 70. Note the value proposition…..Clear focus: TrainingSocial Media –but where dothe links go!
  71. 71. Integrating VideoClickable Images
  72. 72. Call to action could be more dominant
  73. 73. Content
  74. 74. SummaryMainPointsDetail
  75. 75. Raise interest (in 25words or less!News segments/ offersCall toaction
  76. 76. “Dear Mr A N OtherWe at Norwich Union are proud of the fact that we offerour customers instant online cover. Because of recentinvestments in our technology, we are now able to offerselected premium policy holders access to life cover, alsoonline. For example, we can provide customers withcover of £100,000 for less than 20p per day.We!
  77. 77. You!You already know how easy it is to get instant onlineinsurance cover from Norwich Union. But did youknow that Norwich Union can also offer you onlineaccess to low-cost life-cover. For example, £100,000would cost you as little as 20p* per day[Apply Now Button)
  78. 78. • Use bullet points• Not large clumps of text• Etc
  79. 79. BoldItalicsWhitepaceKeywords in linksText in images
  80. 80. Design Elements
  81. 81. Social Media Overview?Optimisation
  82. 82. Frequency?
  83. 83. Time of Day?
  84. 84. X✓✓?Days of theWeek?
  85. 85. Integration
  86. 86. Share yourcampaign onsocial
  87. 87. Share yourcampaign onsocial
  88. 88. Testing
  89. 89. Source: Econsultancy, 2012
  90. 90. ExerciseWhat are the top 3 areas of emailmarketing you need to review?How might you go about improvingeach area?What challenges will this raise?
  91. 91. Objectives and Metrics
  92. 92. amazing 93%dismal 0.5%.Open Rates
  93. 93. When email freshness was 0 to 3 months:• Delivery rate = 90%• Views = 35%• Clickthroughs = 36%Expectations
  94. 94. But, when email freshness = 12 months:• Delivery rate = 73%• Views = 31%• Clickthroughs = 18%Metrics
  95. 95. Conclusion
  96. 96. Paul McGarrity