KBB Email Marketing


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Presentation from KBB exhibition February 2012

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KBB Email Marketing

  1. 1. Email MarketingPresented byDaniel Rowles
  2. 2. 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
  3. 3. Domestics 1 Hour • Email Marketing in Perspective • Email Best Practice • Collecting and Segmenting Data • Email Design • Spam Filters Handouts Questions
  4. 4. Show of Hands? Collects email data? Currently sending email campaigns? A/B testing Using Social Media Facebook Twitter
  5. 5. 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
  6. 6. Good practice?6
  7. 7. 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
  8. 8. 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
  9. 9. 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?
  10. 10. Case study200k email addressesChallenged unsubscribeLost 90%!Same response rates
  11. 11. Collection of Data Marketing Sherpa 2010
  12. 12. What is personalisation?No Personalisation BroadcastFormat Optimisation Text or HTMLPersonal Salutation “Dear Mary”Segmented Content Old, New or PotentialOne to One Unique, dynamic e-mail
  13. 13. Defining your ‘excuse to contact’Reader’s Choice of Twelve Must-Read ArticlesFrom Past IssuesReader’s Choice of Twelve Must-Read ArticlesFrom Recent Issues17% increase with 2nd version!
  14. 14. Splitting your list www.mailchimp.com
  15. 15. www.mxtoolbox.com http://www.mxtoolbox.com/
  16. 16. http://www.mxtoolbox.com/SuperTool.aspx
  17. 17. http://office.microsoft.com/en-us/support/
  18. 18. www.pure360.com/
  19. 19. Spam check
  20. 20. 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?
  21. 21. Commercial insight Email Website Conversion Reporting Analytics Tracking
  22. 22. Thankyoudanielrowles@me.com@danielrowleswww.targetinternet.com