Email marketing roadshow cambridge

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Email marketing roadshow cambridge

  1. 1. Grow your Business withEmail Marketing24 July 2012St John’s Innovation Centre
  2. 2. Introductions
  3. 3. Us
  4. 4. Who we work with
  5. 5. You?
  6. 6. What we’re going to cover today• Why email? • The pitfalls of Outlook• Setting objectives • Deliverability• Design & content tips, TASK • Testing• Growing your list • The legals• BREAK • Creating a plan, TASK
  7. 7. Why email marketing?
  8. 8. 2. Healthy ROI
  9. 9. Industry stats ROI £25 for 480m mobileevery £1 Versus social email users
  10. 10. Setting objectives
  11. 11. Your aims?
  12. 12. 1. Customer retentionTactics:useful content, customer satisfaction surveys, deals and discounts, offer giveawaysand contests
  13. 13. 2. Client and candidate acquisitionTactics:Forward to friend links, social media links, events, LinkedIn, your current website
  14. 14. 3. Brand awareness/internal commsTactics:Bespoke template, consistent sender details, consistent layout, relevant and usefulcontent, Forward to a Friend
  15. 15. Design & content
  16. 16. TASK
  17. 17. The structure• From: relationship entity• To: only one recipient• Subject: direct and below 49 characters• Address the reader• Above the fold: call to action• 3 snippets max – links back to site• Send to a Friend• Social media integration• Unsubscribe function
  18. 18. Image only emails Creative design First impressions
  19. 19. Getting it right ALT TAG ALT TAGS
  20. 20. Designing for mobile• Chunkier call to action buttons• Keep images small to minimise download time• HTML 5• Social media sharing
  21. 21. CONTENT BRAINSTORM:IN PAIRSTHREE ideas for your e-newsletter3 MINS
  22. 22. Types of email campaign
  23. 23. Newsletters
  24. 24. Events
  25. 25. Surveys
  26. 26. Abandonment
  27. 27. Voucher
  28. 28. Re-engagement
  29. 29. Data cleanse
  30. 30. Competitions
  31. 31. Growing your list
  32. 32. Be opt-in it to win it
  33. 33. Growing your list Networking Networking LinkedIn Request
  34. 34. Growing your list Use your website Sign up form on home page Specific URL www.littlegreenplane.com/milehighclub
  35. 35. Add checkbox toany existing form
  36. 36. Pop-up
  37. 37. Email signatures
  38. 38. Social media Facebook fan page tab Twitter auto message
  39. 39. QR codes
  40. 40. Flyers at events
  41. 41. BREAK
  42. 42. Mile High Club… sign-up sheet
  43. 43. The pitfalls of OutlookThe benefits of using a professional service overOutlook
  44. 44. Avoiding Outlook• Less reporting• No testing before send• Going into the spam folder• Problems with larger volumes• Data Protection Act• No method of managing unsubscribes• No corporate branding• Duplications
  45. 45. DeliverabilityAvoiding the spam folder
  46. 46. DeliverabilityEmails Spam filters Inbox Website
  47. 47. 1. ISPDeliverability spam filter 4 levels of spam filtering 2. Company spam filter 3. Email client spam filter 4. Human spam filter
  48. 48. Deliverability tips• Good content and data• Use pre-send spam tests provided by your ESP – Spam Assassin• Use pre-send screenshot tests• Send preview emails & set up test list• Remove hard bounces• Add an unsubscribe mechanism• Review delivery stats
  49. 49. Avoiding the spam folder• Phrases like "Click here!" or "Once in a lifetime opportunity!“• Repeats• Exclamation marks!!!!!!• USING ALL CAPS, WHICH IS LIKE YELLING IN EMAIL• Colouring fonts bright red, or green• Sloppy HTML coding• One big image, with little or no text
  50. 50. TestingLearning and improving
  51. 51. Things you can test• Demographics (age, sex, location)• Time (hour, day, month, seasons, holidays)• Personalisation• Subject line (questions, facts, commands)• Design (length, layout, call to action location)• Offer (type, time frame, % off versus cash)• From names and address (sex, seniority, info@ versus real person)
  52. 52. The legals
  53. 53. The legals Data Protection Act 1998 (Privacy and Electronic Communications Regulations) • You must provide a valid unsubscribe mechanism • You must list your company details on your emails • You must not use competitions to gather email lists unless participants have also said they are happy to receive updates • If you are collecting data you must explain how you will handle it AND provide user access, ideally in a Privacy Policy
  54. 54. • Privacy and Electronic Communications Regulations• How THEY can get access• Explain the security procedures you use when handling info you collect• Blog: 10 vital ingredients for your Privacy Policy
  55. 55. TASK: Strategy5 mins
  56. 56. Aspects of your plan What type of e- mail and How often? content? What are your Can you segment objectives? your audience (at least by two)? How will you What incentives will grow your you offer for database? people to sign-up?
  57. 57. Resources
  58. 58. Questionsrechenda.smith@littlegreenplane.comwww.littlegreenplane.com@lgplane@rechendasmith

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