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Building relationships using email marketing


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Seminar for new business start ups on using email for relationships, full also of basic email principles

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Building relationships using email marketing

  1. 1. Email Marketing How to build relationships with Email August 2010
  2. 2. Why Choose Email for Marketing? <ul><li>Cost Effective </li></ul><ul><li>Immediate </li></ul><ul><li>Flexible </li></ul><ul><li>Interactive </li></ul><ul><li>Measurable </li></ul><ul><li>Environmentally Friendly </li></ul>
  3. 3. Planning, Strategy & Objective Setting <ul><li>Essentially it boils down to… </li></ul><ul><li>Who you are you sending it to? </li></ul><ul><li>What do you want to tell them? </li></ul><ul><li>Why will they be interested? </li></ul><ul><li>What do you expect them to do as a result? </li></ul>
  4. 4. Types of Email Marketing <ul><li>Email can be used to meet a number of different </li></ul><ul><li>objectives; sales, brand building, events... </li></ul><ul><li>Examples: </li></ul><ul><li>Newsletter </li></ul><ul><li>Catalogue </li></ul><ul><li>Postcard </li></ul><ul><li>Brand </li></ul>
  5. 5. Can’t Anybody Do It? <ul><li>Technically yes, but you need to consider: </li></ul><ul><li>Time </li></ul><ul><li>Data Protection </li></ul><ul><li>Reporting </li></ul><ul><li>Creative </li></ul>
  6. 6. Software Options <ul><li>Self service </li></ul><ul><ul><li>Low cost per message </li></ul></ul><ul><ul><li>Time intensive </li></ul></ul><ul><ul><li>Entry level to Enterprise </li></ul></ul><ul><ul><li>e.g. MailAway </li></ul></ul><ul><li>Fully managed </li></ul><ul><ul><li>Potentially higher cost </li></ul></ul><ul><ul><li>Hassle Free </li></ul></ul><ul><ul><li>More professional output </li></ul></ul><ul><ul><li>e.g Jarrang </li></ul></ul>
  7. 7. Customer Opt-In <ul><li>If you haven’t already got suitable data on your </li></ul><ul><li>customers you’ll need to start collecting it. </li></ul><ul><li>Opt in suggestions: </li></ul><ul><li>Data capture </li></ul><ul><li>Incentives and competitions </li></ul><ul><li>Website signup </li></ul><ul><li>Member get member </li></ul>
  8. 8. Data Capture Forms
  9. 9. Correlation Between Information Requested & Sign-Ups Behaviour, not demographics
  10. 10. Spam and Why It’s a Problem <ul><li>Spam is the opposite of good quality email marketing! </li></ul><ul><li>Spammers: </li></ul><ul><li>Hide their identity </li></ul><ul><li>Accept a minimal conversion rate </li></ul><ul><li>Rip people off and disappear </li></ul><ul><li>Legitimate Email Marketers: </li></ul><ul><li>Use email to build their brand </li></ul><ul><li>Send messages that are of value to recipients </li></ul><ul><li>Build long-term, mutually beneficial relationships </li></ul>Over 80% of sent email is estimated to be spam
  11. 11. Creating Relevant & Engaging Content <ul><li>Although you may have permission to send </li></ul><ul><li>someone email, the real question is will </li></ul><ul><li>they want to receive it? </li></ul><ul><li>Spam is not just a legal issue </li></ul><ul><li>Put yourself in your customers shoes </li></ul><ul><ul><ul><ul><li>How would I feel? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Content should reflect the personal nature of email </li></ul></ul></ul></ul>Relevance and interaction
  12. 12. Some tactics <ul><li>Dependant on your customer base </li></ul><ul><li>Balance sell/ inform/ entertain </li></ul><ul><li>Implement welcome messages </li></ul><ul><li>Offer something worthwhile (relevance) </li></ul><ul><li>Encourage feedback and interaction </li></ul><ul><li>Link to social media and sharing </li></ul>
  13. 13. Tracking and Reporting Results <ul><li>Email reports contain a number of important terms </li></ul><ul><li>which explain the most recent results for each </li></ul><ul><li>campaign you send </li></ul><ul><li>Sent </li></ul><ul><li>Bounced </li></ul><ul><li>Delivered </li></ul><ul><li>Opened/Read </li></ul><ul><li>Clicks </li></ul><ul><li>Unsubscribes </li></ul>Monitor, review and improve
  14. 14. Tracking and Reporting Results
  15. 15. Analysing and Improving Performance <ul><li>Learn from the results: </li></ul><ul><li>Low sent % - issues with data quality e.g duplicates </li></ul><ul><li>High bounce % - issues with data entry/age of data </li></ul><ul><li>Low open % - quality of content and relevance </li></ul><ul><li>Low click % - layout and quality of offer </li></ul><ul><li>Unsubscribes - expected initially - later on an early warning your emails don’t add value - look at content and frequency before you lose your list! </li></ul>
  16. 16. Taking Reporting Further
  17. 17. Taking Reporting Further
  18. 18. Any Questions?