EU Privacy and Communications Directive May 26th 2012 Who does it affect?Everyone who has a website and runs cookies on it. Site owners are liable, not suppliers/ hosts.What do I have to do to comply?In basic terms it statesYou must obtain explicit consent from site visitors before setting cookies to work i.e. they must opt in to have them turned onMust tell visitors what cookies are used on the siteSites should have ‘opt in’ on every page of website (only exception is when a cookie is ‘strictly necessary for a service requested by the user’ e.g. to fulfill a shopping cart order)Google Analytics is included although;The focus of the directive is on high level of intrusiveness and risk of harm to individualsThere is a sliding scale of intrusiveness of cookies; the more intrusive (high/medium), the more important it is to gain express consent and, if you don’t, the more likely enforcement action will be taken against you.Play the waiting game?No matter what your business size, you could still face enforcement action for high to medium intrusive cookies and failure to comply can result in fines up to £500,000.
Data collection – high unsub rate
Introduction to Email Marketing Workshop
Why are we here?Agenda Introduction Why use email Jargon busting Building lists Creating your campaigns Planning Creating content Going mobile Monitoring results
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’
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
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
Marketing, by email?The world of email marketingFully managed agency • Lower time investment • Higher costSelf service • High time investment • Lower cost
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…
What does it all mean?Jargon busting Deliverability Getting into the inbox Relevance Offering a mix of value, information, entertainment and promotion
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
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
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
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
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
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
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
Building a listExercise:The website signup• Chose a sign up form• Critique• Be creative and make your own!
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
Lets get startedStrategy, planning andobjective setting Aims Objectives Strategy • Data collection • Frequency • Content • Tone of voice • Social Media integration • Schedule • Monitoring success
How to get startedGetting the right look Catalogue Newsletter Postcard
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?
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?
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
We are not spamAvoiding filters - Triggers - Punctuation!!!! - CAPITALS - Suspicious sender - No reply to address
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
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
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
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
SummaryAnd the offerSave £100 on MailAway setup if you sign up before 31 stJuly 2012