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Meelis Ojasild - B2B Email Marketing

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Presentation made at Wazzap? Lithuania by Meelis Ojasild from Altex internet marketing.

More info about Altex and internet marketing services:
http://www.altex.ee

Published in: Business, Technology
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Meelis Ojasild - B2B Email Marketing

  1. 1. altex internet marketing B2B Email Marketing (Meelis Ojasild) Wazzap? in Lithuania, 2008 Innovative Internet Marketing TM Internet Marketing
  2. 2. About altex marketing <ul><li>Founded in 2005 </li></ul><ul><li>Based in Estonia </li></ul><ul><li>Leading internet marketing agency in the Baltics </li></ul><ul><li>Full range of internet marketing services (campaigns, training or consultancy, events) </li></ul>Innovative Internet Marketing TM Internet Marketing
  3. 3. Our Clients: Innovative Internet Marketing TM Internet Marketing
  4. 4. B2B vs. B2C Decision makers are people too. Email is a dialogue. Create meaning = value. Innovative Internet Marketing TM Internet Marketing
  5. 5. Email is Direct Mail on Steroids <ul><li>Low cost </li></ul><ul><li>Faster </li></ul><ul><li>Personal </li></ul><ul><li>Testing is easier </li></ul>Innovative Internet Marketing TM Internet Marketing
  6. 6. Is There Anything Besides Spam? Video: Monthy Python sketch Innovative Internet Marketing TM Internet Marketing
  7. 7. Lots of spam <ul><li>More than 80% of all email today is spam </li></ul><ul><li>Source: State of Spam Report by Symantec </li></ul>Innovative Internet Marketing TM Internet Marketing
  8. 8. In recipient’s mind spam is... <ul><li>56% - “it doesn’t interest me” </li></ul><ul><li>50% - “too many emails from companies I know” </li></ul><ul><li>31% - “were once useful but not anymore” </li></ul><ul><li>“ it didn’t interest me” – 41% </li></ul><ul><li>“ I receive too many emails from this sender” – 25% </li></ul><ul><li>“ I receive too many emails overall” – 20% </li></ul><ul><li>Source: Spam Complainers Survey by Q Interactive and Marketing Sherpa </li></ul>Innovative Internet Marketing TM Internet Marketing
  9. 9. A Sketch of Spam <ul><li>Source: Fresh Spam </li></ul>Innovative Internet Marketing TM Internet Marketing
  10. 10. Legal Constraints <ul><li>EU Law </li></ul><ul><li>Advertising Law </li></ul><ul><li>Data Protection Law </li></ul><ul><li>... </li></ul>Innovative Internet Marketing TM Internet Marketing
  11. 11. Permission Marketing = Opt-in Ask permission before sending anything Innovative Internet Marketing TM Internet Marketing
  12. 12. Emails Can Be <ul><li>Opt-in </li></ul><ul><li>3rd Party Opt-in </li></ul><ul><li>Spam (Junk Email) </li></ul>Innovative Internet Marketing TM Internet Marketing
  13. 13. Long-term Strategy <ul><li>One-off campaigns bring one-off results </li></ul><ul><li>Think far ahead – if it’s reasonable then start building your own B2B email database </li></ul><ul><li>You can collect data (addresses) also through other channels than digital </li></ul><ul><li>Concrete goals, measurable results! </li></ul>Innovative Internet Marketing TM Internet Marketing
  14. 14. B2B Email Campaign Planning <ul><li>What would we like to accomplish? </li></ul><ul><li>Which offers / incentives can we use? </li></ul><ul><li>How can we segment the list to create a relevant offer? </li></ul><ul><li>How can we integrate the campaign with other marketing channels? </li></ul><ul><li>How can we track and measure results and how can we improve the results in the future? </li></ul>Innovative Internet Marketing TM Internet Marketing
  15. 15. Briefing <ul><li>Aims </li></ul><ul><li>Target audience </li></ul><ul><li>Offer </li></ul><ul><li>Timing </li></ul><ul><li>Integration </li></ul><ul><li>Creative </li></ul><ul><li>Microsite </li></ul><ul><li>Information collection needs </li></ul><ul><li>Mandatory inclusions </li></ul><ul><li>Budget </li></ul>Innovative Internet Marketing TM Internet Marketing
  16. 16. Improving Improvement comes through testing. Innovative Internet Marketing TM Internet Marketing
  17. 17. Improving: What Works? Innovative Internet Marketing TM Internet Marketing
  18. 18. Improving: Image Blocking Innovative Internet Marketing TM Internet Marketing
  19. 19. Improving: Image Blocking <ul><li>Result: 19% revenue increase </li></ul>Innovative Internet Marketing TM Internet Marketing
  20. 20. Testing <ul><li>Subject line </li></ul><ul><li>Sender’s name and address </li></ul><ul><li>Copy (content) </li></ul><ul><li>Creative </li></ul><ul><li>Call-to-action </li></ul><ul><li>Campaign page </li></ul>Innovative Internet Marketing TM Internet Marketing
  21. 21. Testing: Subject Lines Innovative Internet Marketing TM Internet Marketing Subject Line: Chill out anywhere you like - for free! Choose an event and have fun for free! Free vacations, free tickets, free electronics (for you) London is waiting - for free! Loser! Don't click! New prizes every month! Take your friends out for fun - for free! To London for free plus some money to spend! Win a romantic weekend for two! Win a trip to London! Win Sportland vouchers! Would you like to? You're invited to the winners club!
  22. 22. Testing: Subject Lines Innovative Internet Marketing TM Internet Marketing Subject Line: Open Rate: Click Rate: Free vacations, free tickets, free electronics (for you) 26.6% 7,50% You're invited to the winners club! 33.9% 7,40% Win Sportland vouchers! 26.6% 6,20% Would you like to? 29.0% 5,60% Take your friends out for fun - for free! 25.0% 5,20% London is waiting - for free! 23.2% 5,10% To London for free plus some money to spend! 27.7% 4,60% Choose an event and have fun for free! 21.8% 4,40% Win a trip to London! 20.8% 4,20% Win a romantic weekend for two! 26.9% 4,10% New prizes every month! 24.4% 3,60% Chill out anywhere you like - for free! 19.9% 2,70% Loser! Don't click! 27.5% 2,20%
  23. 23. Where to Test? <ul><li>One.lt </li></ul><ul><li>hotmail.com </li></ul><ul><li>mail.ru </li></ul><ul><li>gmail.com </li></ul><ul><li>yahoo.com </li></ul><ul><li>MS Outlook </li></ul><ul><li>Mozilla Thunderbird </li></ul><ul><li>Webmail (Horde, ...) </li></ul><ul><li>MS Internet Explorer </li></ul><ul><li>Mozilla Firefox </li></ul><ul><li>Apple Safari </li></ul>Innovative Internet Marketing TM Internet Marketing
  24. 24. Where to Run B2B Campaigns? <ul><li>3rd party email lists (rented) </li></ul><ul><li>Co-campaign with another email list </li></ul><ul><li>Advertising in email newsletters (banners, sponsorship, paid article) </li></ul><ul><li>House lists </li></ul>Innovative Internet Marketing TM Internet Marketing
  25. 25. Why Use Email Marketing Software? <ul><li>Full control over the visual look </li></ul><ul><li>Statistics </li></ul><ul><li>Segmenting (demographics vs behavioural) </li></ul><ul><li>Personalisation </li></ul><ul><li>Speed </li></ul><ul><li>Automatic responses </li></ul><ul><li>Automatic list management </li></ul><ul><li>Testing </li></ul>Innovative Internet Marketing TM Internet Marketing
  26. 26. Case Study: Hewlett-Packard <ul><li>The Challenge was to grow relationships with existing customers. </li></ul><ul><li>Research helped to determine the focus groups and create the two foundational newsletters. </li></ul><ul><li>Software allowed to use both profiles and behavior to create relevance. Testing helped to balance customer needs with business goals. </li></ul><ul><li>Source: Forrester </li></ul>Innovative Internet Marketing TM Internet Marketing
  27. 27. Case Study: Hewlett-Packard <ul><li>Source: Forrester </li></ul>Innovative Internet Marketing TM Internet Marketing
  28. 28. Case Study: Hewlett-Packard <ul><li>The Results: </li></ul><ul><li>“ Technology At Work” newsletter influences $100 million in revenue </li></ul><ul><li>Pre-empts millions of dollars in inbound customer service calls </li></ul><ul><li>Average conversion rate of 25% to 30% for campaigns (85% being the best) </li></ul><ul><li>Source: Forrester </li></ul>Innovative Internet Marketing TM Internet Marketing
  29. 29. Which Numbers Really Count? <ul><li>How many filled forms? (conversion rate) </li></ul><ul><li>How many purchases? </li></ul><ul><li>What’s the price per action (inc. fulfilment time)? </li></ul>Innovative Internet Marketing TM Internet Marketing
  30. 30. Webanalytics Integration <ul><li>Google Analytics: www.google.com/analytics/ </li></ul><ul><li>Google Analytics URL Builder: http://www.google.com/support/analytics/bin/answer.py?hl=en&answer=55578 </li></ul>Innovative Internet Marketing TM Internet Marketing
  31. 31. What Happens After the Click? Innovative Internet Marketing TM Internet Marketing
  32. 32. Checklist <ul><li>Send a test email to yourself and your colleagues / friends </li></ul><ul><li>Is it going to the right people? </li></ul><ul><li>Have they given permission to receive emails from me? </li></ul><ul><li>Does the email say where I got the permission? </li></ul><ul><li>Does it say how to unsubscribe from the email list? </li></ul><ul><li>Are there any spelling mistakes? </li></ul><ul><li>Is it the right subject line? </li></ul><ul><li>Have I got the right sender’s name and address? </li></ul><ul><li>Do the links work? </li></ul><ul><li>Can I say the whole message in lesser words? </li></ul><ul><li>Is the email consinstent with the campaign page? </li></ul>Innovative Internet Marketing TM Internet Marketing
  33. 33. Why Do It Now? <ul><li>As the competition cuts back, </li></ul><ul><li>you’re the only one left to take the orders. </li></ul><ul><li>Then again only 5% of marketers plan to reduce the money going to </li></ul><ul><li>B2B email marketing. </li></ul>Innovative Internet Marketing TM Internet Marketing
  34. 34. Thank You www.altex.ee Drop me an email at [email_address] for a free .pdf Innovative Internet Marketing TM Internet Marketing

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