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B2B Email Marketing - Lee Chadwick

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Lee Chadwicks's B2B Email Marketing presentation was performed for InBlackandWhite's B2B Digital Strategies seminar in Manchester.
http://inblackandwhite.tv/upcoming-events/b2b-digital-strategies-manchester/

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B2B Email Marketing - Lee Chadwick

  1. 2. Email Marketing For b tob Presented by Lee Chadwick Managing Director CommuniGator www.communigator.co.uk
  2. 3. The Key Learning Points 1. Clicks are good, conversions are great. (Opens – who cares!) 2. Feed your signups and they will stay for 2 years 3. Check your spam score before sending 4. Design for Preview 5. Dynamic content will double your click through rate
  3. 4. Who are we… <ul><li>Email Marketing Specialists </li></ul><ul><ul><li>Delivering over 20 million emails per week </li></ul></ul><ul><ul><li>Technology Platform or Managed Service </li></ul></ul><ul><ul><li>Either buy it or we will host it for you </li></ul></ul><ul><ul><li>Independent and Privately Owned </li></ul></ul><ul><ul><li>Based in Surrey, UK </li></ul></ul><ul><ul><li>Young and Dynamic </li></ul></ul><ul><ul><li>Commercial Terms for all Budgets </li></ul></ul><ul><ul><li>Project and Product Delivery </li></ul></ul><ul><ul><li>Best Practice as well as Technology </li></ul></ul><ul><ul><li>Dedicated Account Manager for All </li></ul></ul><ul><ul><li>Unlimited Technical Support </li></ul></ul><ul><ul><li>The HTML Doctor (14 th October) </li></ul></ul>
  4. 5. So Who Is Emailing Already
  5. 6. So Who Is Emailing Already
  6. 7. The Key Learning Points <ul><li>Clicks are good, conversions are great. (Opens – who cares!) </li></ul>
  7. 8. Are You Any Good Source: UK Email Council Conversion is what you need 3 tents £710 7 White Papers
  8. 9. Are You Any Good Econsultancy 2009
  9. 10. Google Analytics Integration <ul><li>utm_source=referring URL e.g. communigatormail.co.uk </li></ul><ul><li>utm_medium=type i.e. email </li></ul><ul><li>utm_campaign=campaign name i.e. Google Analytics </li></ul><ul><li>utm_term=subject line i.e. test </li></ul><ul><li>utm_content=Gator contact ID </li></ul>
  10. 11. 2. Conversion is what you need
  11. 12. Gator Data Job Title Count £ Cost CPR 2% CTR CPC List One HR Manager / Director 22,000 £3,000 14p 440 £6.80 - 1 Send £1.13 - 6 Sends £0.56 - 12 Sends List Two Sales Manager / Director 25,000 £3,000 14p 440 £6.80 - 1 Send £1.13 - 6 Sends £0.56 - 12 Sends List Three Marketing Manager 25,000 £3,000 14p 440 £6.80 - 1 Send £1.13 - 6 Sends £0.56 - 12 Sends List Four Finance Manager / Director 14,000 £2,000 14p 280 £7.14 - 1 Send £1.19 - 6 Sends £0.60 - 12 Sends List Five Director 500,000 £10,000 5p 10,000 £1.00 - 1 Send £0.16 - 6 Sends £0.08 - 12 Sends List Six IT Managers 18,000 £4,000 22p 360 £11.11 - 1 Send £1.85 - 6 Sends £0.93 - 12 Sends
  12. 13. List Building and Preference Setting <ul><ul><li>Organically grown lists outperform any other data gathering 5:1 </li></ul></ul>
  13. 14. Others work at it
  14. 15. Others work at it
  15. 16. Others work at it
  16. 17. Others work at it
  17. 18. Daily emails? Why not.
  18. 19. Daily emails? Why not.
  19. 20. Daily emails? Why not.
  20. 21. Use Your Web Site How many unique visitors do you get everyday? You should aim to convert 10% into subscribed audience members. Once you get 10% aim for 20% Sign up here does not work, you have to sell it!!
  21. 22. Some Have it Easy
  22. 23. Some Have it Easy Sign up Sign up + 1 Sign up + 2
  23. 24. Deliverability is Dull and Boring 40% of Europe's email marketers don't know if their email messages are being successfully delivered. [Source: Return Path, July 2009] It’s what you pay us to do so you really don’t need to worry about it!!
  24. 25. <ul><li>Meet the SPAM filter </li></ul><ul><li>Over 75% of undelivered email is </li></ul><ul><li>blocked by filters </li></ul>B2B Mail Blockers
  25. 26. <ul><li>Dodge the SPAM filter </li></ul>B2B Mail Blockers
  26. 27. I know an IT Solution to subjectivity <ul><li>Spammers: </li></ul><ul><li>Spend a lot of time researching the spam filter scoring system </li></ul><ul><li>Insert words which make no sense, to lower their score </li></ul>
  27. 28. <ul><li>Remember the Preview Pane: </li></ul><ul><ul><li>- Don’t ‘waste it’ on a very large image </li></ul></ul><ul><ul><li>- Use meaningful text that people will see </li></ul></ul><ul><ul><li>- The average measurement for this area is </li></ul></ul><ul><ul><li>300 pixels </li></ul></ul><ul><ul><li>- Stick the house keeping somewhere else </li></ul></ul>First 6 Lines
  28. 31. Disabled Images Ruin Impact
  29. 32. Disabled Images Ruin Impact
  30. 33. Disabled Images Ruin Impact
  31. 34. Disabled Images Ruin Impact
  32. 35. At least let an image improve it
  33. 36. Now that works Action in a preview pane
  34. 37. Even the DMA are having a go No pictures
  35. 38. Preview but no click Now that works
  36. 39. Opening Now that works
  37. 40. Rule of Thumb 1.5 inch 1.5 inch >10% activity
  38. 41. <ul><li>Dynamic Content will double the click through rate – FACT!! </li></ul><ul><li>You need to know who you’re talking to? </li></ul><ul><li>You need to know what you would speak to each of them differently? </li></ul>
  39. 42. 1% Click through, 1 size fits all
  40. 43. Double the Click through 3% click traffic From the make over and segmentation 6% click traffic when the content becomes dynamic
  41. 44. Eye tracking effects Layout 7% UU 156 clickers
  42. 45. If this is your prime real estate
  43. 46. Why not match it to preferences!
  44. 47. Question & Answers Q & A

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