E-mail Marketing                      Mariam Makram                   Interact Egypt                   E-Marketing & Busin...
Who on Earth this is?               Mariam Makram
Why E-mail MKTG??
Expected Fruits?       1. Global reach       2. Lower cost (M&T)       3. Interactive       4. Highly personalized       5...
So What?!         Increase Sales Conversion         Generate Repeat Sales         Cross Sell and Up Sell         Incre...
Main Ingredients    of your  campaigns!
I just want u 2 master E-mail MKTG.               So, we’ll go through               1. Audience               2. Goals   ...
1. Do you know your                    TargetAudience!?    -   Your Database    -   Collect more than just the email addre...
2. Goals     -     Newsletters         -      Regularly scheduled messages that deliver timely and interesting news,      ...
3. What is the Content??                               -From                               -Subject                       ...
4. Types??                         -Newsletter, Promotions, Reminders,                         Invitations11              ...
5. Your campaign call 4 action          =experiment=test tube-        Track response rates of each test by making call-to-...
6. OutcomeEvaluation!
What proves the success of your campaigns?     -    Number of subscribers? ??????14       E-mail Marketing
Nooooooooooooooooooo!!!     - Subscribers can be:       - Opt-out: recipient didn’t have the opportunity to avoid receivin...
Opt-in catcher = Cross promotion!!!16     E-mail Marketing
So, what can measure success??                        -   Unsubscribe rate                        -   Bounce rate         ...
OutsourceWhy an agency and not you?              an e-mail service bureau     -   The opened e-mails, subscribers, bounces...
7. Tips!
Work strongly on!     - Typos & grammatical errors     - Getting the facts wrong     - Formatting problems     - Otherwise...
What Your            clients shan’t get?     • Unsolicited Commercial Email (UCE)=Spam     • Typical spam has a bogus send...
-     In general, keep it short and sweet. Use links.     -     Weekly newsletter should be no more than 5 sections, with ...
Provide numerous opt-in opportunities all with     low barriers to entry…      - Make sure the amount of work required to ...
Interact Egypt                                  http://Egypt.interact.it                        Grazie!   Twitter: @intera...
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E-mail Marketing Strategies Workshop for Savoy Sharm El-Sheikh Group

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E-mail Marketing Strategies Workshop for Savoy Sharm El-Sheikh Group
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E-mail Marketing Strategies Workshop for Savoy Sharm El-Sheikh Group

  1. 1. E-mail Marketing Mariam Makram Interact Egypt E-Marketing & Business Executive MariamMakramLab Mariam Makram Cairo, March 15th
  2. 2. Who on Earth this is? Mariam Makram
  3. 3. Why E-mail MKTG??
  4. 4. Expected Fruits? 1. Global reach 2. Lower cost (M&T) 3. Interactive 4. Highly personalized 5. Round the clock marketing 6. Measurable results 7. Targeted marketing 8. Opt-in or unsubscribe options 9. Faster response 10. Simplest4 E-mail Marketing 27/03/2012
  5. 5. So What?!  Increase Sales Conversion  Generate Repeat Sales  Cross Sell and Up Sell  Increase your offline sales  Gain honest, valuable feedback 5 27/03/2012 E-mail Marketing
  6. 6. Main Ingredients of your campaigns!
  7. 7. I just want u 2 master E-mail MKTG. So, we’ll go through 1. Audience 2. Goals 3. Content 4. Types 5. Call for Action 6. Outcome Evaluation 7. Tips7 27/03/2012 E-mail Marketing
  8. 8. 1. Do you know your TargetAudience!? - Your Database - Collect more than just the email address • Name (first name should be a separate field) • interests, demographics, info that you plan to use in the future • -Finding leads?? (Google, LinkedIn, ..) -Introduce yourself. Be personal and informal. -Careful! Ask a question first. - In-house lists typically perform much better than purchased or rented lists - Target who’s most relevant, most profitable, or most likely to respond - Prospects, customers, advocates, partners, potential distributors, journalists, member lists, associations, clubs, etc.8 27/03/2012 E-mail Marketing
  9. 9. 2. Goals - Newsletters - Regularly scheduled messages that deliver timely and interesting news, tips, and other informational tidbits - Promotional messages - Inform recipients about special offers - Discussion forum posts - Soft-sell marketing strategy for becoming an accepted and trusted member of your target audience’s online community9 E-mail Marketing
  10. 10. 3. What is the Content?? -From -Subject - First few lines are key (WIIFM) - Body: -Develop a voice and unique personality. -Relate to their problem -The ‘gift of education’ -Be honest. Full disclosure -No hidden advertorials = Avoid ‘chest pounding’ and promotions -People trust people, not marketing speak10 27/03/2012 E-mail Marketing
  11. 11. 4. Types?? -Newsletter, Promotions, Reminders, Invitations11 27/03/2012 E-mail Marketing
  12. 12. 5. Your campaign call 4 action =experiment=test tube- Track response rates of each test by making call-to-action URLs & e-mail addresses unique for each test group- Special attention should be given to the frequency - dont allow recipient burnout, particularly with a regular mailing such as an e-mail newsletter- Test and refine, test and refine, try and error golden rule no matter how many your mistakes are, the point is not to repeat them again. 12 E-mail Marketing
  13. 13. 6. OutcomeEvaluation!
  14. 14. What proves the success of your campaigns? - Number of subscribers? ??????14 E-mail Marketing
  15. 15. Nooooooooooooooooooo!!! - Subscribers can be: - Opt-out: recipient didn’t have the opportunity to avoid receiving your first email, only to avoid receiving subsequent ones - Opt-in: recipient volunteered to receive your email15 E-mail Marketing
  16. 16. Opt-in catcher = Cross promotion!!!16 E-mail Marketing
  17. 17. So, what can measure success?? - Unsubscribe rate - Bounce rate - Unique open rate - Total open rate17 E-mail Marketing
  18. 18. OutsourceWhy an agency and not you? an e-mail service bureau - The opened e-mails, subscribers, bounces, unsubscribes, tracking, reporting, segmenting, personalizing, number of opens, URLs clicked…..18 E-mail Marketing
  19. 19. 7. Tips!
  20. 20. Work strongly on! - Typos & grammatical errors - Getting the facts wrong - Formatting problems - Otherwise illegible (font size too small etc.) or unintelligible - Email should be relevant, timely, and beneficial with the right value proposition. - Tailor the offer to the individual (customized content specific to recipient location and interests) - Greet the recipient by first name. Perhaps even in the Subject line too.20 E-mail Marketing
  21. 21. What Your clients shan’t get? • Unsolicited Commercial Email (UCE)=Spam • Typical spam has a bogus sender address & bogus offers • Ensure recipients don’t misconstrue your message as spam21 27/03/2012 E-mail Marketing
  22. 22. - In general, keep it short and sweet. Use links. - Weekly newsletter should be no more than 5 sections, with 3 or fewer paragraphs each, - Monthly newsletter can be double or triple that. - Promotional messages should be significantly shorter than a newsletter. - Include whole articles or just abstracts with links to the rest?22 E-mail Marketing
  23. 23. Provide numerous opt-in opportunities all with low barriers to entry… - Make sure the amount of work required to sign up is minimal - Many sites only require the email address and all other personal information is optional - Place the email list sign-up on all forms on your site, including inquiry, order, and feedback forms - Ok to have the sign-up checkbox ticked in advance!!!! - Let the recipient control the contact frequency23 E-mail Marketing
  24. 24. Interact Egypt http://Egypt.interact.it Grazie! Twitter: @interactegypt Facebook & Linkedin: Interact Egypt Fady Ramzy Twitter: @cyberzizo Linkedin: Fady Ramzy 27/03/201224 E-mail Marketing

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