Modern Email Marketing Mechanics

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DOWNLOAD FOR BEST VIEWING EXPERIENCE: Email Marketing is Believed to be dead. But when supercharged with Intelligence, Email Marketing can achieve click-through rates of 74% as shown in this case study.

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Modern Email Marketing Mechanics

  1. 1. MO D E R N E - M A I L MARKETING MECHANICS
  2. 2. It’s about Email Marketing Success About Lars Hilse: Digital Strategy // Interim Management - Strategic Advisory - Trainings // Responsible for 650+ Million EUR Internet-Revenue-Increase for Knowledge Beneficiaries from 20+ Industry Verticals in 26+ Countries like AXA, DHL, Ferrari, Singapore Airlines // Speeches & Keynotes on 4 Continents // Influenced the User Experience of over 1 Billion Internet-Users // Published // About this Publication: Case-Study Raw-Facts // 74% Email Marketing Click-Through Rate // Consulting Costs: USD $87.000 // Implementation Costs: USD $126.000 // Increased Business: USD $1.5 Million // Creating the Leaders of the Digital Economy WWW.LARSHILSE.COM +1 (949) 208 4181 +44 (0)845 5089559 +49 (0)4835 9513027
  3. 3. Email will not fly alone... Disclaimer This is a Raw-Fact-Case-Study. Email itself will not take you this far. The Success of the Project was only possible because we went far beyond optimizing the Email Marketing Instruments. By tightly integrating Marketing, Sales and Customer Relationship Management Efforts we obtained significant amounts of Intelligence on the Subscribers. This Data was then linked back to the Subscriber-Profile to send more relevant pieces of Email Marketing with better Timing. Creating the Leaders of the Digital Economy WWW.LARSHILSE.COM +1 (949) 208 4181 +44 (0)845 5089559 +49 (0)4835 9513027
  4. 4. You think Email Marketing is dead... It’s not! Email Marketing is far from dead. You’re just doing it wrong. Through Digital Strategy, we managed to increase the click through rate of a Client to an Average of 74%. Success in Email Marketing relies heavily on List-Segmentation by Geography, Demographics, Interests, etc. Creating the Leaders of the Digital Economy WWW.LARSHILSE.COM +1 (949) 208 4181 +44 (0)845 5089559 +49 (0)4835 9513027
  5. 5. Try the Secret Sauce! Segmentation Email Marketing can be quite successful. But if You’re looking for the Crown Jewels, You need to see Email Marketing as a part of a solid and sustainable Digital Strategy. This innovative Digital Strategy must incorporate everything from Marketing, over Sales to Customer Relationship Management. Creating the Leaders of the Digital Economy WWW.LARSHILSE.COM +1 (949) 208 4181 +44 (0)845 5089559 +49 (0)4835 9513027
  6. 6. Divide & Conquer! Division One of the most devastating Mistakes in Email Marketing is the Lack of List-Segmentation. Remember the night You forgot to turn Your Smartphone off? That Person sending You their Newsletter at 3 in the Morning surely isn’t invited for Christmas Dinner. This is an Example You can immediately avoid. Segment by Nationality/ Time Zone and send accordingly. Creating the Leaders of the Digital Economy WWW.LARSHILSE.COM +1 (949) 208 4181 +44 (0)845 5089559 +49 (0)4835 9513027
  7. 7. When do You read Email? Timing Time-Segmentation also plays a Role on Recipients Behavior of Reading Mail. Most Private Email is done before Work, at Lunch and before leaving the Office. Again: Segmented Lists by Time Zone! Creating the Leaders of the Digital Economy WWW.LARSHILSE.COM +1 (949) 208 4181 +44 (0)845 5089559 +49 (0)4835 9513027
  8. 8. Nobody likes Asparagus! Relevance Promotional Mailing in the wrong Currency? You’re not a Guy into wearing those High-Heels? Email that’s irrelevant won’t be read; really! It’s time to put away the Shotgun and take out the Rifle and harness Intelligence about the Customer. Creating the Leaders of the Digital Economy WWW.LARSHILSE.COM +1 (949) 208 4181 +44 (0)845 5089559 +49 (0)4835 9513027
  9. 9. Everyone yearns to feel Special! Uniqueness So why don’t You give Your valued Recipients that feeling? Instead, you send them to general Links. Making the Effort of creating Topic-Related Section- or Landing-Pages. Creating the Leaders of the Digital Economy WWW.LARSHILSE.COM +1 (949) 208 4181 +44 (0)845 5089559 +49 (0)4835 9513027
  10. 10. Refreshing Clarity and Precision! Essentials Get to the point; Quick! You better put in a nice Picture to catch the Eye. The Term Newsletter is deceiving. Nobody wants to consume Reader’s Digest Material when Time is of the Essence. And with the On-The-Go-Dynamics of our Society, keep it short and give plenty of Opportunity to save and remind them. Creating the Leaders of the Digital Economy WWW.LARSHILSE.COM +1 (949) 208 4181 +44 (0)845 5089559 +49 (0)4835 9513027
  11. 11. Don’t get too Personal! Intimacy Over 90% of Recipients delete personalized Junk-Mail. And You’re walking a fine Line with every Batch You send. You need to have established Trust to hit that intimate Spot. Creating the Leaders of the Digital Economy WWW.LARSHILSE.COM +1 (949) 208 4181 +44 (0)845 5089559 +49 (0)4835 9513027
  12. 12. WWW.LARSHILSE.COM/CONTACT Other Publications available on WWW.BOX.COM/LARSHILSEDOCS Copyright © 2011 Lars Hilse - Web Strategy and E-Business Development Consultants, All rights reserved. “Lars Hilse”, “Hexagon H” Logo, “Creating the Leaders of the Digital Economy” and “Web Strategy & E-Business Development Consultants” are trademarks of Lars Hilse - Web Strategy and E-Business Development Consultants. None of the content may be reproduced in any way, shape of form without prior, written permission of Lars Hilse - Web Strategy & E-Business Development Consultants. All other proprietary Logos and Brands published herein are property of their respective owners. No animals were harmed during the production of this Publication. Date of Initial Publication: February, 2014

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