Email Marketing Workshop Don Farrell Circulator


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This presentation was delivered by Don Farrell at the Dublin Web Summit. It focuses on email marketing. Don runs If you send emails, check it out

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  • Email Marketing Workshop Don Farrell Circulator

    1. 1. Email Marketing Industry overview & trends<br />Presented By: Don Farrell – MD Circulator<br />
    2. 2. Email Marketing Stats - 2009<br />97% of all Internet users use email . If it was a country, its 1.4 billion users would make it the largest country<br />But as a marketing medium?<br />Email marketing will generate an ROI of $48 for every dollar spent on it <br />this year, outperforming all other direct marketing channels . <br /><ul><li>Total Revenue Generated $500bn
    3. 3. Microsoft x 4 </li></ul>(DMA Oct 18 2008)<br />
    4. 4. Email Marketing Stats<br />Email delivers one of the lowest costs per order. Email&apos;s ROI index is 70 % higher than any other direct-response marketing vehicle - DMA, 2008<br />Sharing of information (viral) <br />78% of people email their friends links to information they wish to share<br />22% share through social media<br />
    5. 5. What Medium can’t you give up?<br />Email and text messaging (both 26%) are the activities “least likely to be given up for a week&quot; <br />
    6. 6. Growth Trends: Social Networking v Email v SMS<br /><ul><li>25% of US internet users report using social networks more often over the past 6 months
    7. 7. 23% of US internet users report using email more often over the past 6 months
    8. 8. 21% of US internet users report using text messaging more often over the past 6 months</li></li></ul><li> Change in Consumers preferred channel 2008 – 2009 <br /><ul><li>75% of online consumers prefer to receive promotional messages via email
    9. 9. Followed by 17% who prefer direct mail promotions – down 8.6%
    10. 10. More than half of online consumers have made a purchase as the direct result of an email more than any other online communication channel</li></li></ul><li> What have Irish Marketers used email for ?<br />A 2009 survey of top Irish marketers found 79% rating email marketing as important or very important to their marketing strategy <br />
    11. 11. Future of the medium ? <br />Positive <br />34% of marketers believe email will become more effective over the next two years <br />Why ? <br />74% believe the content is getting more relevant<br />58% see email as an integral part of their multichannel activities<br />44% believe customers prefer email as a marketing channel<br />Negative <br /><ul><li>Spam – we all hate spam ! Thankfully spam filters & firewalls are getting better</li></ul>&gt;Inbox Overload <br />
    12. 12. Ireland – 2009 – Average open rates <br />17% of Irish Marketers are seeing open rates of over 51% <br />Q – what factors influence open rates ? <br />A – Subject Line, Timing, Frequency & quality of previous campaigns <br />
    13. 13. Email Examples - The Good<br />Clear and well defined supporting cta’s ( also in HTML) <br />Personalisation<br />Main CTA is well positioned and is HTML (people can see / click it even if they don’t download the images)<br />Full Company Details and Opt Out <br />
    14. 14. Email Examples - The Bad & The Ugly .. <br />
    15. 15. Image downloading - Get a good mix of images & html<br />Images Downloaded <br />Images Not Downloaded<br />
    16. 16. Emails sent via Circulator (Ireland 07 - 09) <br />
    17. 17. What email clients do people use ? <br />Email sent to 27k European Business Addresses – Sector Energy - Feb 09 <br />A recent campaign to an ‘Online Marketing’ audience - 10% opened it on an iPhone<br />
    18. 18. Integrate email & mobile marketing <br /><ul><li>European mobile internet penetration is growing significantly, from 13% in 2008 to 39% in 2014
    19. 19. 42% of 18– 34 year olds, and 33% of 35-44-year olds, say they are interested in receiving marketing messages on their phones</li></ul>‘Text’ your email address to 51xxx to: <br /><ul><li>Enter & Win
    20. 20. Get more info
    21. 21. Be added to the list </li></li></ul><li>Testing increases ROI – The Process <br />Why Test ? <br /><ul><li>Testers achieve 68% higher return
    22. 22. Small changes can make a big difference
    23. 23. Good news - most marketers don’t</li></ul>Design<br />Segment<br />Test<br />Delivery<br />Analyse<br />
    24. 24. Multi Tier Viral Campaign<br />Multi Tier Viral Campaign<br />Multi Tier Viral Campaign - person who subscribes the most friends wins €1000<br /><ul><li>Increasing brand awareness & database</li></li></ul><li>Integrate Email with the other smart stuff <br />Integrate with Google Analytics and track what happened after the subscriber clicked through to your site. Real ROI Measurement <br />
    25. 25. Questions & Answers <br />Text ‘circulator’ followed by your ‘email address’ to 51444 <br />Visit<br />Mail:<br />