Sam Michel-Better Results from Email Marketing: Some ideas, experiences and examples

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Email marketing life cycles.
Tallinn 13.04.2006 Eturundus
chinwag

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Sam Michel-Better Results from Email Marketing: Some ideas, experiences and examples

  1. 1. Email Marketing Life Cycles Better Results from Email Marketing: Some ideas, experiences and examples Sam Michel sam@chinwag.com http://www.chinwag.com Eturundus! 5 Tallinn, 13th April 2006
  2. 2. Chinwag • Chinwag was founded in 1996 • uk-netmarketing – UK’s oldest forum for new media marketers • Operates in three areas: – Email-based community forums & resources – Chinwag Jobs - specialist recruitment website – Digital Marketing Consultancy • Consultancy clients: – MSN UK, BBC, Arsenal FC – Focus on email marketing & eCRM 2/17
  3. 3. Email Marketing Activities Direct Marketing Association UK http://www.dma.org.uk/content/Rsr-Introduction.asp?grp=8 3/17
  4. 4. User Journey • Opt-in/Subscribe • Receiver • Responder Analyse – Newbie Roll Out Plan – Mature Subscriber • Unsubscribe Test – Or worse, ‘ignore’ 4/17
  5. 5. Little Changes Add Up • Micro-Persuasion • Resource always an issue • Don’t tackle too much Call to Action by Bryan & Jeffrey Eisenberg http://www.grokdotcom.com 5/17
  6. 6. For example? • Email subscription form – Easy? Obvious? Informative? – Is it on your homepage? – This is FREE MONEY! • And the “Thank You” page? – Cross-sell – User feedback – How did you hear about us? 6/17
  7. 7. MSN UK Example • User benefits • What & when • Example copy • Prepares user for Microsoft Passport sign-up • Result: – 10% increase in sign ups 7/17
  8. 8. No Spam Thanks • Why Permission is Important – Trust – Brand/customer loyalty – Legal issues – Deliverability – Blacklists & collaborative filters – Poor conversion Permission Marketing by Seth Godin http://www.sethgodin.com/permission/ 8/17
  9. 9. Subject Lines • Think like a tabloid headline writer 9/17
  10. 10. British Tabloid Headlines 10/17
  11. 11. Subject Lines • Think like a tabloid headline writer • First 50 characters most important • Fight for attention • No open = Wasted Opportunity • Playboy TV Newsletter – Funny Subject Lines = Better open rates 11/17
  12. 12. Some UK Examples – Lastminute.com (quality editorial) • http://www.lastminute.com – Game (integration with website) • http://www.game.net – Innocent Smoothies (brand extension) • http://www.innocentdrinks.co.uk – Holy Moly (email-driven & editorial) • http://www.holymoly.co.uk – Rocking Vicar (long text-only quality) • http://www.rockingvicar.com 12/17
  13. 13. Testing & Segmentation • More testing = better results • Advanced testing = even better results • Test, test, test… – From address – Subject lines – Copy: length, links, style – Layout: single column, pictures – Frequency: hourly, daily, weekly monthly – Day-part: time, day of week, day of month – Behavioural: response, purchase, recency 13/17
  14. 14. Knowing Your Audience • No pics, sorry • Advent calendar – Right time, right place, right hand? – Daily email from Playboy Bunnies – Drive trials and paid subs • Stats from campaign – 98% open rate – 45% click-through rate – 30% free trial offer – Trial converts @ ~35% – On Christmas Day! 14/17
  15. 15. Is It Working? • What should I measure? – Focus on the right statistics • Long-term vs. short-term – small clickthrough now – but lifetime value? • Audience surveys – easy with email http://www.sherpastore.com/c/a.pl?1047&p.cfm/1976 15/17
  16. 16. The Future… Or at least some guesses on my part… • RSS – not an email killer…yet • Delivery/spam still a big problem – Goodmail/Habeas/Bonded Sender • Very sophisticated testing – Multi-variate/Taguchi method tests – Better data = better, testing = better results • New email readers, new challenges – E.g. Hotmail Live 16/17
  17. 17. Thanks Any questions? …or email me later if you prefer. sam@chinwag.com 17/17

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