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Effective European Performance Based Email Marketing for Affiliates<br />
Introduction<br />
Speakers<br />James Little<br />Client Services Director<br />AffiliateFuture UK<br />Peter Chaplin<br />Director<br />Fre...
An Introduction to Email<br />Over 100 billion emails are sent every day across the globe<br />European internet users now...
  Users spend approx 80% of their time online on email.</li></li></ul><li>Email Marketing S.W.O.T<br />Strengths, Weakness...
Affiliate Marketing through Email<br />
Affiliate Marketing through Email<br /><ul><li> SPEED & TIMING
 SEGMENTATION
 MULTIPLE CALL TO ACTION POINTS
 PERSONALISATION
 OPTIMISATION & ROI</li></li></ul><li>Affiliate Marketing through Email<br /><ul><li> COST IMPLICATIONS
 CREATIVE AVAILABILITY
 CAPPED PROGRAMS</li></li></ul><li>Affiliate Marketing through Email<br /><ul><li> CREATE NEW MEDIA
 MONETISE AN UNUSED ASSET
 IMPROVE CONVERSION RATE
 PERSONAL & ANTICIPATED
 REACH A WIDER, UNTAPPED AUDIENCE</li></li></ul><li>Affiliate Marketing through Email<br /><ul><li> LEGALITIES, ‘SPAM’ & R...
 RETURN ON INVESTMENT
 LOSS MAKING POTENTIAL</li></li></ul><li>European Regulations and Best Practice<br />What the different laws are for Opt i...
Getting into the Inbox<br />
Privacy Laws<br />EU Directive – the Privacy and Electronic Communications Act 2003<br />
Registration example<br />
ISP Reputation<br />
Summary<br />Privacy law compliance is essential<br />But Inbox delivery is the hardest part<br />And one leaving point….<...
Segmentation and Testingin European Email Marketing<br />
Email in Europe<br />Bigger, mainstream brands seem to opt for email in Europe, which means they demand more control over ...
What to Expect<br />The email affiliate should expect:<br />To always use only advertiser approved ‘from’ and ‘subject’ li...
Segmentation<br />Benefits<br />Higher CPM rates<br />More efficient use of infrastructure<br />Relevance to user<br />The...
Segmentation by Interest<br />
Testing<br />We test an offer to our clicker file to gauge performance<br />Offer performance is judged by eCPM<br />If th...
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James Little, Peter Chaplin and James Mansfield - Effective European Performance Based e-mail marketing for Affiliates

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Europe 2010

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James Little, Peter Chaplin and James Mansfield - Effective European Performance Based e-mail marketing for Affiliates

  1. 1. Effective European Performance Based Email Marketing for Affiliates<br />
  2. 2. Introduction<br />
  3. 3. Speakers<br />James Little<br />Client Services Director<br />AffiliateFuture UK<br />Peter Chaplin<br />Director<br />FreeMaxMedia<br />Jim Mansfield<br />CEO<br />Intela<br />
  4. 4. An Introduction to Email<br />Over 100 billion emails are sent every day across the globe<br />European internet users now at over 425 million...<br /><ul><li> Email remains the primary reason for an individual to go online
  5. 5. Users spend approx 80% of their time online on email.</li></li></ul><li>Email Marketing S.W.O.T<br />Strengths, Weakness, Opportunity, Threats<br />
  6. 6. Affiliate Marketing through Email<br />
  7. 7. Affiliate Marketing through Email<br /><ul><li> SPEED & TIMING
  8. 8. SEGMENTATION
  9. 9. MULTIPLE CALL TO ACTION POINTS
  10. 10. PERSONALISATION
  11. 11. OPTIMISATION & ROI</li></li></ul><li>Affiliate Marketing through Email<br /><ul><li> COST IMPLICATIONS
  12. 12. CREATIVE AVAILABILITY
  13. 13. CAPPED PROGRAMS</li></li></ul><li>Affiliate Marketing through Email<br /><ul><li> CREATE NEW MEDIA
  14. 14. MONETISE AN UNUSED ASSET
  15. 15. IMPROVE CONVERSION RATE
  16. 16. PERSONAL & ANTICIPATED
  17. 17. REACH A WIDER, UNTAPPED AUDIENCE</li></li></ul><li>Affiliate Marketing through Email<br /><ul><li> LEGALITIES, ‘SPAM’ & REPUTATION
  18. 18. RETURN ON INVESTMENT
  19. 19. LOSS MAKING POTENTIAL</li></li></ul><li>European Regulations and Best Practice<br />What the different laws are for Opt in and complaints <br />
  20. 20. Getting into the Inbox<br />
  21. 21. Privacy Laws<br />EU Directive – the Privacy and Electronic Communications Act 2003<br />
  22. 22. Registration example<br />
  23. 23. ISP Reputation<br />
  24. 24. Summary<br />Privacy law compliance is essential<br />But Inbox delivery is the hardest part<br />And one leaving point….<br />FaceBook could change the game again<br />
  25. 25. Segmentation and Testingin European Email Marketing<br />
  26. 26. Email in Europe<br />Bigger, mainstream brands seem to opt for email in Europe, which means they demand more control over their affiliate programmes<br />
  27. 27. What to Expect<br />The email affiliate should expect:<br />To always use only advertiser approved ‘from’ and ‘subject’ lines<br />To prepare a test message prior to every broadcast (broadcast cannot go out unless message is advertiser approved)<br />Specific date and times for campaigns to go out that are agreed upon by advertiser and publisher<br />All leads are subject to approval by advertiser – there is no guaranteed payment on pixel fire. Make sure to understand payment terms prior to doing business, they are often times longer than in the UK or US<br />
  28. 28. Segmentation<br />Benefits<br />Higher CPM rates<br />More efficient use of infrastructure<br />Relevance to user<br />The top three fields would be:<br />Gender, age, & postcode<br />
  29. 29. Segmentation by Interest<br />
  30. 30. Testing<br />We test an offer to our clicker file to gauge performance<br />Offer performance is judged by eCPM<br />If the eCPM is higher than the average eCPM for that list, we will broadcast to the rest of our database<br />
  31. 31. Seat Campaign<br />
  32. 32. eCPM by Country<br />
  33. 33. Case Studies<br />
  34. 34. Campaign Examples – Moon Bingo (UK)<br /><ul><li>Campaign Name: </li></ul>Moon Bingo<br /><ul><li>Campaign Objective: </li></ul>Generation of depositing players for launch of their re-designed website. Emphasis on quality + quantity<br /> Ongoing campaign since May 2009<br />
  35. 35. Case Study – Moon Bingo & OfferX<br />
  36. 36. Campaign Examples – PlanetaDirecto (Spain)<br /><ul><li>Campaign Name: </li></ul>PlanetaDirecto<br /><ul><li>Campaign Objective: </li></ul> Generation of qualified leads for the sale of Planeta’s range of products<br /> Ongoing campaign since February 2009<br />
  37. 37. Case Study – PlanetaDirecto<br />Email advertising through AffiliateFutureaccounts for approx 23% of all sales Planeta generates through all online channels (not only affiliate marketing).<br />Average conversion from lead to sale is 10% across all affiliates. This conversion rate increase to an average of 16% and a high of 30% for some products when promoted through email as a channel.<br />Through email marketing, AffiliateFuture has helped this client to increase their gross margin by over 25% on the products we promote.<br />PlanetaDirecto sees the following as the core benefits of email marketing as an affiliate channel – segmentation, improved conversion and the ability to drive high volume in a short time period..<br />
  38. 38. Questions & Answers<br />

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