Who Am I? Econsultancy Trainer and Consultant Trainer/Consultant for IAB and CIM 14 Years experience in digital marketing Both client and agency side Clients like Vodafone, BBC, MasterCard, Boots, DuPont, Warner Bros, Lego, Tesco, John Lewis
Domestics 1 Hour • Email Marketing in Perspective • Email Best Practice • Collecting and Segmenting Data • Email Design • Spam Filters Handouts Questions
Show of Hands? Collects email data? Currently sending email campaigns? A/B testing Using Social Media Facebook Twitter
Social Media in Perspective 96% skip any introductory copy on an email ? The first 2 words of a headline are read on ? average Average time spent reading an email is 21 ? seconds Around 2% of visitors will read your email in full ? All Stats from http://www.google.co.uk/intl/en/landing/internetstats/5
Do users value email marketing?95% of internet users receive opt-in permissionbased email85% of internet users prefer email over offlinemedia to gain information about products ofspecific interest to them90% of internet consumers believe that email isthe best way for existing suppliers tocommunicate with themEconsultancy, 2011
A word of caution 100 billion+ e-mail advertising messages per day sent 2010* Spam accounts for 95% of e-mail worldwide**KEY* Wikipedia Dec 2010**Microsoft 2010
Setting your expectationsA good offer, with an appropriate call to action, at the right time to agood list should yield 5 – 50% clickthroughBest Practice yielding 36% open 13% Click (MailChimp 2012)If you are not getting this level of response:Adjust one or more componentsTest and try againWhat CTR (Click Through Rate)are you getting?
Case study200k email addressesChallenged unsubscribeLost 90%!Same response rates
Timing of an e-mailout After 10am Late morning ideal Tuesday to Thursday recommended Friday afternoon effect Consider activity spikes immediately following delivery International considerations What Have You Done?