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Why are we here?Agenda Introduction Why use email Jargon busting Building lists Creating your campaigns   Planning   Creat...
Marketing, by email?What is email marketing?  ‘A form of direct marketing, which uses email as ameans of communicating com...
Marketing, by email?Why do email marketing?Email allows you to reachcustomers and keep themcoming back. It’s great at…  • ...
Marketing, by email?Why do email marketing?Practical reasons why we think it’s a goodchoice…  •   cost effective  •   imme...
Marketing, by email?The world of email marketingFully managed agency  • Lower time investment  • Higher costSelf service  ...
Email marketing is not OutlookBranding
Email is not OutlookOperational capabilities
Email marketing is not OutlookReporting
What does it all mean?Jargon busting  Email vendors / Email service  provider (ESP)     e.g. MailAway – your professional ...
What does it all mean?Jargon busting  Deliverability     Getting into the inbox  Relevance     Offering a mix of     value...
What does it all mean?Jargon busting  Call to action (CTA)     What you want the recipient to do     once they have opened...
Obeying the rulesRules and regulations  Privacy and Electronic  Communications Act (2003)     • Anyone receiving your mark...
The monsterThe Cookies LawMay 26 2012  Protecting consumer’s personal  information  Does not currently cover email  market...
Without data…                                         Building a list  …you can’t email anyone  Start collecting now, even...
Building a listData captureCollect email addresses at pointof purchase or enquiry  •   On and offlineWebsite signups  • Li...
Building a listIncentives and Competitions Offering an incentive in exchange for data. A prize draw is a definite winner b...
Building a listEvents / face to face  The incentive schemes can also  be used at events to encourage  data collection  Tak...
Storing data – csv files                           Building a list
Building a listExercise:The website signup• Chose a sign up form• Critique• Be creative and make your own!
Summary – web forms should  •   Be above the fold  •   Have a CTA on every page  •   Include a dedicated landing      page...
Building a listWhat do you think?
Building a listInformation vs conversion
How to get startedStrategy, planning andobjective settingWhat do you want to achieve?  •   Brand awareness?         Design...
Lets get startedStrategy, planning andobjective setting  Aims  Objectives  Strategy    •   Data collection    •   Frequenc...
How to get startedGetting the right look                         Catalogue                         Newsletter             ...
How to get startedCreating relevant contentEssentially it boils down to… • Who you are you sending it to? • What do you wa...
How to get startedExercise:Email designPick an email and consider  •   What are they trying to      achieve?  •   What is ...
We are not spamSpam and why it is a problem  Spam is the opposite of good  quality email marketing!  Spammers:    •   Hide...
We are not spamAvoiding filters                   - Triggers                   - Punctuation!!!!                   - CAPIT...
Segmentation and targetingGetting technical is fun!  Segment your database  Add personalisation  Send automated emails bas...
TestingTesting campaignsAB split tests  Subject lines, from  addresses, contentMVT  As many variations as you like!
Testing   Eye trackingshowed viewers   followed the   baby’s gaze  Source: Smashing Magazine
Reports and analyticsExerciseUnderstanding reports
Reports and analyticsExerciseUnderstanding reportsWhat do these reports mean?How would you improvecampaign performance?
Reports and analyticsExerciseUnderstanding reports
Reports and analyticsKeep an eye on the biggerpicture
Reporting and analyticsSpot the emails
SummaryGet started  • Know your audience  • Collect email addresses  • Create a plan and schedule  • Make it relevant  • J...
Don’t take my word for it                                      Summary  ‘We’ve had lessons booked within  two minutes of t...
SummaryAnd the offerSave £100 on MailAway setup if you sign up before 31 stJuly 2012
Introduction to Email Marketing Workshop
Introduction to Email Marketing Workshop
Introduction to Email Marketing Workshop
Introduction to Email Marketing Workshop
Introduction to Email Marketing Workshop
Introduction to Email Marketing Workshop
Introduction to Email Marketing Workshop
Introduction to Email Marketing Workshop
Introduction to Email Marketing Workshop
Introduction to Email Marketing Workshop
Introduction to Email Marketing Workshop
Introduction to Email Marketing Workshop
Introduction to Email Marketing Workshop
Introduction to Email Marketing Workshop
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Introduction to Email Marketing Workshop

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Slides for introduction to email marketing workshop. Includes vendor options, data collection best practice , strategy creation and

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Introduction to Email Marketing Workshop

  1. 1. Why are we here?Agenda Introduction Why use email Jargon busting Building lists Creating your campaigns Planning Creating content Going mobile Monitoring results
  2. 2. Marketing, by email?What is email marketing? ‘A form of direct marketing, which uses email as ameans of communicating commercial messages to an audience. With the purpose of enhancing therelationship of an organisation with its contacts, email encourages customer loyalty and repeat business’ or ‘Every email you will ever send to a customer or potential customer’
  3. 3. Marketing, by email?Why do email marketing?Email allows you to reachcustomers and keep themcoming back. It’s great at… • Gaining new business through nurturing prospects • Retention and relationship marketing • Proving return on investment
  4. 4. Marketing, by email?Why do email marketing?Practical reasons why we think it’s a goodchoice… • cost effective • immediate • flexible • personal • measureable • easy to share • environmentally friendly
  5. 5. Marketing, by email?The world of email marketingFully managed agency • Lower time investment • Higher costSelf service • High time investment • Lower cost
  6. 6. Email marketing is not OutlookBranding
  7. 7. Email is not OutlookOperational capabilities
  8. 8. Email marketing is not OutlookReporting
  9. 9. What does it all mean?Jargon busting Email vendors / Email service provider (ESP) e.g. MailAway – your professional email marketing service (i.e. not Outlook!) Email Clients Outlook, Yahoo, Hotmail, Gmail…
  10. 10. What does it all mean?Jargon busting Deliverability Getting into the inbox Relevance Offering a mix of value, information, entertainment and promotion
  11. 11. What does it all mean?Jargon busting Call to action (CTA) What you want the recipient to do once they have opened your email in order to meet your objective
  12. 12. Obeying the rulesRules and regulations Privacy and Electronic Communications Act (2003) • Anyone receiving your marketing must have previously opted in The only time opt-in is not necessary is when: • There is already an established relationship • Products are of a similar nature There must always be a valid unsubscribe
  13. 13. The monsterThe Cookies LawMay 26 2012 Protecting consumer’s personal information Does not currently cover email marketing however you must ensure your website is up to scratch
  14. 14. Without data… Building a list …you can’t email anyone Start collecting now, even if you’re not sending Be open and honest about your intentions Keep it simple
  15. 15. Building a listData captureCollect email addresses at pointof purchase or enquiry • On and offlineWebsite signups • Link directly to the database for easy subscriber management • Promote across platforms
  16. 16. Building a listIncentives and Competitions Offering an incentive in exchange for data. A prize draw is a definite winner but there are others e.g. special guides or downloads
  17. 17. Building a listEvents / face to face The incentive schemes can also be used at events to encourage data collection Take caution the incentive is relevant for the event
  18. 18. Storing data – csv files Building a list
  19. 19. Building a listExercise:The website signup• Chose a sign up form• Critique• Be creative and make your own!
  20. 20. Summary – web forms should • Be above the fold • Have a CTA on every page • Include a dedicated landing page • Clearly explain the benefits • Incentivise where necessary • Integrate with other platforms • Link clearly to the privacy policy
  21. 21. Building a listWhat do you think?
  22. 22. Building a listInformation vs conversion
  23. 23. How to get startedStrategy, planning andobjective settingWhat do you want to achieve? • Brand awareness? Design, content • Make sales? and outcomes will • Relationship building? differ depending on • Event registration? your aims and objectives
  24. 24. Lets get startedStrategy, planning andobjective setting Aims Objectives Strategy • Data collection • Frequency • Content • Tone of voice • Social Media integration • Schedule • Monitoring success
  25. 25. How to get startedGetting the right look Catalogue Newsletter Postcard
  26. 26. How to get startedCreating relevant contentEssentially it boils down to… • Who you are you sending it to? • What do you want to tell them? • Why will they be interested? • What do you expect them to do as a result?
  27. 27. How to get startedExercise:Email designPick an email and consider • What are they trying to achieve? • What is good about this design? • What is bad about it?
  28. 28. We are not spamSpam and why it is a problem Spam is the opposite of good quality email marketing! Spammers: • Hide their identity • Accept a minimal conversion rate • Rip people off and disappear Legitimate Email Marketers: • Use email to build their brand • Send messages that are of value to recipients • Build long-term, mutually beneficial relationships
  29. 29. We are not spamAvoiding filters - Triggers - Punctuation!!!! - CAPITALS - Suspicious sender - No reply to address
  30. 30. Segmentation and targetingGetting technical is fun! Segment your database Add personalisation Send automated emails based on custom fields • purchases • previous behaviour (website or email) • other demographic information
  31. 31. TestingTesting campaignsAB split tests Subject lines, from addresses, contentMVT As many variations as you like!
  32. 32. Testing Eye trackingshowed viewers followed the baby’s gaze Source: Smashing Magazine
  33. 33. Reports and analyticsExerciseUnderstanding reports
  34. 34. Reports and analyticsExerciseUnderstanding reportsWhat do these reports mean?How would you improvecampaign performance?
  35. 35. Reports and analyticsExerciseUnderstanding reports
  36. 36. Reports and analyticsKeep an eye on the biggerpicture
  37. 37. Reporting and analyticsSpot the emails
  38. 38. SummaryGet started • Know your audience • Collect email addresses • Create a plan and schedule • Make it relevant • Join up with other marketing • Analyse the results and improve • Experiment with more advanced techniques
  39. 39. Don’t take my word for it Summary ‘We’ve had lessons booked within two minutes of the email being sent’ Chris, Harlyn Surf School ‘Our email made a weeks’ worth of sales in one day!’ Jen, Origin Coffee Roasters
  40. 40. SummaryAnd the offerSave £100 on MailAway setup if you sign up before 31 stJuly 2012

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