Presentation from KBB exhibition February 2012

1. Email Marketing
Presented by
Daniel Rowles

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. Domestics 1 Hour
• Email Marketing in Perspective
• Email Best Practice
• Collecting and Segmenting Data
• Email Design
• Spam Filters
Handouts
Questions

4. Show of Hands?
Collects email data?
Currently sending email campaigns?
A/B testing
Using Social Media
Facebook
Twitter

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. Good practice?
6

7. Do users value email marketing?
95% of internet users receive opt-in permission
based email
85% of internet users prefer email over offline
media to gain information about products of
specific interest to them
90% of internet consumers believe that email is
the best way for existing suppliers to
communicate with them
Econsultancy, 2011

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

10. Setting your expectations
A good offer, with an appropriate call to action, at the right time to a
good list should yield
5 – 50% clickthrough
Best Practice yielding 36% open 13% Click (MailChimp 2012)
If you are not getting this level of response:
Adjust one or more components
Test and try again
What CTR (Click Through Rate)are you getting?

11. Case study
200k email addresses
Challenged unsubscribe
Lost 90%!
Same response rates

12. Collection of Data
Marketing Sherpa 2010

13. What is personalisation?
No Personalisation Broadcast
Format Optimisation Text or HTML
Personal Salutation “Dear Mary”
Segmented Content Old, New or Potential
One to One Unique, dynamic e-mail

16. Defining your ‘excuse to contact’
Reader’s Choice of Twelve Must-Read Articles
From Past Issues
Reader’s Choice of Twelve Must-Read Articles
From Recent Issues
17% increase with 2nd version!

17. Splitting your list
www.mailchimp.com

18. www.mxtoolbox.com
http://www.mxtoolbox.com/

19. http://www.mxtoolbox.com/SuperTool.aspx

20. http://office.microsoft.com/en-us/support/

21. www.pure360.com/

22. Spam check

23. 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?

24. Commercial insight
Email Website Conversion
Reporting Analytics Tracking

25. Thankyou
danielrowles@me.com
@danielrowles
www.targetinternet.com