10 Things You Can Do Today To Improve your Email Marketing


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Based on a webcast by Marc Munier that can be found at http://www.b2bm.biz/Webcasts/ this presentation runs through the top 10 things marketers can do to improve their email marketing, including tips and suggested tools and techniques.

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  • 40% of visitors will complete a signup form if they perceive a benefit in doing so VOTE: Who here has implemented a two stage sign up?
  • VOTE: How many of you have access to recipient names? And how many of you use them to personalise emails?
  • VOTE: How many of you have access to similar testing tools from your ESP? And how many of you use them?
  • VOTE: Are you on Twitter? Do you use your Twitter account to promote your marketing activity?
  • 10 Things You Can Do Today To Improve your Email Marketing

    1. 1. 10 things you can do today to improve your email marketing results Thanks for listening
    2. 2. #1 Capture <ul><li>A captured email address is marketing spend “banked” </li></ul><ul><li>Two stages are better than one </li></ul><ul><ul><li>Little by little </li></ul></ul>
    3. 3. #2 Build the relationship - welcome Source: Econsultancy best practice guide
    4. 4. #2 Build the relationship - welcome <ul><li>Don’t leave it – act now </li></ul><ul><li>Shorten sales cycle </li></ul><ul><li>Reduce discounts </li></ul><ul><li>Increase conversions </li></ul><ul><li>Increase engagement </li></ul>
    5. 5. Example - Great welcome message
    6. 6. Example – Welcome sequence Case Study - Electric Word Welcome mailings
    7. 7. #3 Personalise <ul><li>If you have the data it is easy peasy.... </li></ul>
    8. 8. #3 Personalise <ul><li>Look at what you have: </li></ul><ul><li>Domain? </li></ul><ul><li>When they signed up? </li></ul><ul><li>Where they came from? </li></ul><ul><li>Where there are ? </li></ul><ul><li>Who are they assigned to? </li></ul><ul><li>What products are they interested in? </li></ul>If you don’t have data you need to be a little more creative
    9. 9. #4 Design
    10. 10. #4 Design
    11. 11. #5 Engage <ul><li>EMAIL IS NOT A ONE WAY CHANNEL!!! </li></ul>http://bit.ly/not1way
    12. 12. #6 Focus on conversions <ul><li>Email metrics can only take you so far.... </li></ul><ul><li>“ Yeah I have like a 30% open and 50% click rate” </li></ul><ul><li>“ well done – how many do you convert?” </li></ul><ul><li>“ dunno”... </li></ul>
    13. 13. #7 Experiment <ul><li>Email marketing is not rocket science </li></ul>
    14. 14. #7 Experiment <ul><li>But it is a science... </li></ul>
    15. 15. #8 Get the basics right <ul><li>Email is 80% operations and 20% strategy </li></ul><ul><li>List of check points: </li></ul><ul><li>Have you got you trust earning text </li></ul><ul><li>Double check your subject lines </li></ul><ul><li>Spam check - check for possible spam warnings </li></ul><ul><li>Rendering Check </li></ul><ul><li>Preview pane and from name check </li></ul><ul><li>Are all of the links and replies going where you want them? </li></ul><ul><li>Check your list </li></ul>
    16. 16. #9 Send at the right time <ul><li>Sending at the right time is the thing that can have the biggest impact for zero investment. </li></ul><ul><li>The Abyss (10pm to 9am) </li></ul><ul><li>Consumer AM (9am to 10am) </li></ul><ul><li>Do Not Disturb (10am to Noon) </li></ul><ul><li>The Lunchtime News (Noon to 2pm) </li></ul><ul><li>In The Zone (2pm to 3pm) </li></ul><ul><li>A Life-changing Afternoon (3pm to 5pm) </li></ul><ul><li>Working Late (5pm to 7pm) </li></ul><ul><li>Last Orders (7pm to 10pm) </li></ul><ul><li>  </li></ul>
    17. 17. #10 Integrate your channels <ul><li>How is email like Vodka? </li></ul><ul><li>Post your latest newsletter via Twitter </li></ul><ul><li>Ask if you followers would like your emails </li></ul><ul><li>Get your sales teams to work with you </li></ul><ul><li>Use email to test and or augment your more expensive channels </li></ul>Does the job on it’s own – but works better with other things
    18. 18. Another thing...Deliverability <ul><li>It’s not a Black Art </li></ul>http://help.yahoo.com/l/us/yahoo/mail/postmaster/ http://postmaster.msn.com/ http://postmaster.aol.com/ http://mail.google.com/support/bin/answer.py?hl=en&answer=81126
    19. 19. What were the 10 things you can do today? <ul><li>Action points </li></ul><ul><li>Capture </li></ul><ul><li>Welcome </li></ul><ul><li>Personalise </li></ul><ul><li>Engage </li></ul><ul><li>Send less </li></ul><ul><li>Focus on conversions </li></ul><ul><li>Experiment </li></ul><ul><li>Get the basics right </li></ul><ul><li>Send at the right time </li></ul><ul><li>Integrate </li></ul>
    20. 20. Who we work with <ul><li>Cue obligatory splash of clients... </li></ul>
    21. 21. Questions >>>> Answers <ul><li>Thanks for listening, can’t wait to hear all your questions... </li></ul><ul><li>I don’t get out much  </li></ul><ul><li>Follow me @marcmunier and @pure360 </li></ul><ul><li>Email me [email_address] </li></ul><ul><li>Or even call me 01273 647880 </li></ul>