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Email Marketing - Griffith Week 8

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  1. 1. Email Marketing<br />
  2. 2. Case Studies<br />
  3. 3.<br />
  4. 4.
  5. 5. Asos<br />
  6. 6.
  7. 7. Schuh<br />
  8. 8.
  9. 9. Prudence Magazine<br />
  10. 10.
  11. 11. Wiltshire Farm Foods<br />
  12. 12.
  13. 13. Pixmania<br />
  14. 14.
  15. 15. Wildfire Apps<br />
  16. 16.
  17. 17. More Examples<br />
  18. 18. Some Examples<br />
  19. 19. Why partake in Email Marketing<br />Email marketing generated an estimated ROI of $43.62 for every dollar spent on it in 2009 – projected figure for 2010 is $42.08 (Direct Marketing Association)<br />Email and e-newsletter marketing are considered the second most effective tool for generating conversions, behind SEO <br />
  20. 20. Why does email marketing work<br />Allows Targeting & Segmentation – right prospects<br />Is Data Driven –you can focus campaigns on measurable prior behaviour<br />Drives Direct Sales – attribute post-click action with eCommerce activities and sign-ups<br />Builds Loyalty, Relationships and Trust – frequent meaningful communication helps stay “top of mind”<br />Support Sales Through Other Channels – influence and drive offline activities<br />Helps Customer Acquisition and Customer Retention<br />
  21. 21. Where To Start<br />Prepare, Plan and Set Objectives<br />What are you trying to accomplish – goals/objectives<br />How will you measure success – clicks, post-click actions?<br />What do your customers really want and need from you<br />Are you offering special prices and promotions?<br />How can you offer more value to your customers<br />Map Out Your Email Marketing Plan<br />Devise a schedule to help you reach subscribers with the right info and right time<br />Decide what types of email campaigns will be sent when and why<br />
  22. 22. Email Service Providers<br />
  23. 23. Email Service Providers<br />Mail Chimp –<br />Constant Contact –<br />Vertical Response –<br />TriggerMail –<br />CheetahMail –<br />Blue Sky Factory –<br />Aweber –<br />Campaign Monitor –<br />ExactTarget –<br />
  24. 24. Should You Use ESP or In-house<br />Benefits of using ESP<br />Advance reporting to help measure success<br />Management of subscription lists, opt-outs, bounces and SPAM reports<br />Avoid delays on your mail own server<br />Whitelisting and feedback loops<br />Monitor and manage blacklists<br />Advance feature and & tools<br />ESP focus 100% on email – they are experts in this area<br />
  25. 25. Selecting an ESP<br />Things to Consider when choosing an ESP<br />Templates and ease of use<br />Deliverability assurance<br />Dedicated or shared IP address<br />Customer training and support<br />Reporting capabilities<br />Managing subscribers, lists and segmentation<br />A/B Testing and other advanced features<br />SPAM Compliance<br />Mail Box Viewer<br />Integration with Social Media<br />
  26. 26. Growing Your Database<br />How To Build Out Your Database<br />Add an opt-in form to every page of your websites (you want people to subscribe)<br />Add an opt-in page to your facebook business welcome landing page<br />Capture opt-ins in off line channels – phone, direct mail, conferences etc…<br />Direct offline users to specific sign-up landing pages to gauge how successful these activities are <br />
  27. 27. Email Design and Layout<br />Clear User Outcome Focused Design<br />Use Multipart-Alternative MIME formats<br />Sends HTML version and plain text version (depending on the recipient mail server settings)<br />Design attractive, simple and easy to use templates<br />Ensure branding is consistent across all campaigns<br />Make sure design is easy to follow, articulates a defined thought sequence and has clear calls to action<br />Test your mail to ensure that it renders across all email clients<br />Don’t Embed image files in emails – link to external servers<br />Use inline CSS rather than relative CSS links in header<br />
  28. 28. First Impression Count<br />Your first email should be a welcome email<br />Introduce your company and benefits of receiving the email<br />On your email sign-up form - tell users what they will get and how often<br />Tell user that your goals is top provide value for them<br />Special offers for signing-up to your email newsletter<br />The To: field should be the persons name – not their email address – you can customise this<br />Provide an obvious opt-out link for the user<br />Link to your privacy policy<br />Clearly show your physical address – you’re a real business <br />
  29. 29. Its All About Content<br />Content is King<br />Map out content for your next few campaigns<br />Each email should provide clear value<br />Don’t try and do all your selling with your email copy – what you want is the user to “click” through to landing page<br />Always meet the expectations that you set in the opt-in stage (and you should be setting expectations at that stage)<br />One or two “Clear Calls to Action” per email (no more)<br />Relevant (right audience with right content), Timely, Targeted and value driven (from users perspective)<br />
  30. 30. Best Practices<br />
  31. 31. Opt-In Form<br />Easy to find opt-in form on every page<br />Short, sweet and easy to fill out form<br />No sneaky pre-checked boxes (surreptitiously signing users up to content)<br />Always answer the question “WIIFM? – What’s In It For Me?”<br />Show a thumbnail of a sample email (increases sign-ups)<br />Always confirm subscription immediately with a Thank You Email or Confirmation Email (Receny)<br />
  32. 32. Send a Welcome Email <br />Should be immediate (within 15 minutes) – recency is incredibly important <br />Welcome email should set the tone and frame for all email to come<br />Explain the benefits of subscribing<br />Re-iterate the content and frequency users can expect<br />Always provide links back to your website – with some clear prominent links to click<br />Always provide a link to opt-out and update preferences<br />
  33. 33. The Subject Line<br />The most important part of your mail<br />If a user does not open your mail, you cannot sell or communicate to them at all<br />45.2% of users open email based on the subject line alone <br />Test and transmit clear value propositions in your email subject lines<br />
  34. 34. Best Practices – Subject Line<br />Keep it 35 Characters or less<br />Consider using brand or business name<br />Avoid Spammy words – BUY NOW, CLICK HERE, FREE etc… (look bad and get caught by spam catchers)<br />Mimize use or don’t use symbols and special characters – (!!!)<br />Don’t use misleading headlines – you’ll annoy people (plus its illegal in the CAN-SPAM Act)<br />Time delimit offers <br />Add in prices of special offers<br />
  35. 35. The From: Line<br />Should be clearly and easily recognisable to your subscriber<br />Use you company’s name versus a persons name<br />Avoid using - people don’t respond well to automatically generated emails<br />Be consistent with the From Name and From Address<br />Monitor replies to your From and Reply To Address<br />Set up specific email address on your domain for email campaigns<br />
  36. 36. Creative Design<br />Design for the email Inbox – its not a webpage<br />Ensure consistent branding and design across all campaigns (users need to recognise you ALWAYS)<br />Keep your email width under 650 pixels<br />Make sure main key elements are “above the fold”<br />Use a balanced image-to-text ratio<br />Keep your email content brief, use teaser blurbs<br />Create a clear scent trail to your landing page<br />Don’t try and sell everything on the email<br />Test for Mobile rendering<br />Have a forward to Friend and SWYN links <br />
  37. 37. Creative Designs<br />HTML Coding Tips<br />Code by hand<br />Simplicity is key<br />Use inline stylesheets<br />Avoid using background images<br />Avoid using javascript and rich media<br />Each email client has its own email rendering engine – you need to test each email campaign in different viewers<br />Use an Inbox Preview Tool<br />Comes with most ESP tool<br />
  38. 38. Common Mistakes Designing Emails<br />
  39. 39. Common Mistakes<br />Using Javascript, embedding movies and audio in email – by and large don’t work<br />Being overly ambitious with design – again, be simple and clear avoid DIVs,Complex CSS etc..<br />Linking to CSS in Header Tags – these get removed by most email clients<br />Letting your database go stale – too long since last communication<br />Sending without permission – SPAM – don’t do it<br />Not testing – always small errors – TEST<br />
  40. 40. Tips to Avoid Spam Filters<br />Excessive use of bright font colours, special characters, styles and formatting<br />Avoid use of exclamation marks!!!!!!!!<br />Don’t use ALL CAPS<br />Don’t use phrases like “Click Here”, “Click Here Now”, “Act Now” etc..<br />Poor HTML code, can trigger SPAM filters<br />Avoid using dummy text “loremipsum” etc… even in test emails<br />Never use “Test” in your email subject line <br />
  41. 41. Email Design Practices<br />
  42. 42. A/B Tests<br />Continually improve upon your email campaigns by performing A/B Tests<br />You can test various areas of your email program:<br />Subject Lines<br />Data/Time Send<br />Email Frequency<br />Creative Design/Image Placement<br />Call-to-action variations (Free-Shipping Vs % discount)<br />Call to Action Placement<br />Landing Pages<br />
  43. 43. Deliverability<br />Work with your tech team and/or ESP to continually monitor your email deliverability and IP address reputation<br />Set up authentication records (Sender ID, SPF, Domain Keys)<br />Use a dedicated Mail ISP – ideally one which is whitelisted (ESPs use these)<br />Don’t send your email from Dynamic IP address – like your office based one<br />
  44. 44. Permission Based Email Marketing<br />The Key to Email Marketing<br />Send relevant, timely, targeted and valuable emails to subscribers who have asked for them<br />Acceptable ways to build a list<br />List Append (eCommerce etc..)<br />Opt-in<br />Opt-in rental (rent a temporary list fromo a partner who has permission to rent out)<br />Unacceptable ways to build list<br />Non opt-in list referral<br />Not adhering to opt-outs<br />
  45. 45. Social Media<br />Email is the glue for Social Media<br />Use Social Media channels to build subscription lists<br />Encourage and enable email sharing with social tools from within the email itself (SWYN)<br />Use your email list to build your social media network<br />
  46. 46. Links<br /><br />