Grow your business withemail marketingPresented By: Louise StephensEmail Marketing Consultant at little green planeFollow:...
Agenda:                              •   What is SPAM?•   Status of email                              •   Rise & rise of ...
Introductions
Who we work with…
What about you?
Status of email marketing• Email brought in a staggering £25.75 for every £1 spent in 2011• The DMA projects email to driv...
How do you send your emails?     CRM System                  Outlook     •    Issues with high       •   Using own server ...
Setting objectives     Weak objectives = Weak campaigns
What are your objectives?
Customer acquisition…
Customer retention…
Re-engagement
DataGrowing your list…• Networking         • QR Codes• Website            • Flyers & Direct mail• Pop ups            • Lin...
Knowing your audienceEnables you to tailor campaigns to their specific needs…•   Content – What are they interested in?•  ...
John.Personal:• Aged 45, married 20 years to Emily.• Enjoys golf and camping.• Risk adverse, logical thinker.Work:• Role: ...
SophiePersonal:• Aged 18, single• Loves socialising with friends and partying.• Heavy web user and enjoys taking photos an...
Design and Content
TemplateA.                               B.              Top banner                     Top banner                        ...
The winner…                            B.                                        Top banner•   Focussed•   No distractions...
John
Sophie
Rendering…
Be consistent…Keep them on the scent…
How do we look at emails?
Top left is thefirst place welook• Preview  panes• Clear call to  action• Branding• Message
Eyetracking…
Design v’s content• Keep it short - people DON’T read emails…• Don’t try and be all things to all men, (try segmenting)• T...
Task  5 Minutes…  Things to consider:  •   Structure  •   Content  •   Design  •   Best practice
Break        Follow: @lgplane & @loulou1987x        Tweet: #growyourbusiness
Grow your business withemail marketingPresented By: Louise StephensEmail Marketing Consultant at little green planeFollow:...
Agenda:                              •   What is SPAM?•   Status of email                              •   Rise & rise of ...
What is SPAM?
SPAM or bust?
4 levels of SPAM filtering                             Email                Company               Human   ISP Filter      ...
The rise & rise of mobile…
Number of mobile email users? • 480m - Econsultancy: ‘Email Marketing   Census 2012’ • UK – 67% of people with smart phone...
By 2015, more internet users will   access the web through mobile     devices than through PCs.(econsultancy 2012)
Return Path 2012Mobile device
What is your mobile strategy?
Enlarged fonts          Get to the pointCall to action button                         Finger targets Size of images       ...
Not Optimised   Optimised
Responsive templates
Return Path 2012What if you are not optimised?  • 41% of Europeans will close or delete    an email not optimised for mobi...
Email & Social
Social media needs email! You can’t even create an account without and email address!
Social sharing…Getting your subscribers to do some of the leg work and spread the word!
Social connecting…Step 1.Ask people to share your email…
Social connecting…Step 2.
Social connecting…Step 3.
Social connecting…Step 4.
Social connecting…Step 4.
More…                           a)   250                 4 Tweet   b)   120                           c)   300            ...
AnalyticsWhat influences them…
Open rates             Time & day From             Subject line
Open rates
Clicks          DesignCalls to action                   Content
Clicks
Measuring effectivenessSplit testing – Subject Line Campaigns Sent           % Opens     % Click   Website                ...
Other tests to consider •   Location •   Behaviour based segmentation •   Sex •   Age •   Time and day                    ...
The Society for all Artists     Case study.
Brief•   Increase audience engagement.•   Create a re-useable template design•   Educate on best practice•   Increase ROI
Strategy•   Analyse existing data•   Design•   Content•   Set realistic objectives•   Educate
Execution            • Re- design of template – large              emphasis on call to actions.            • Full data ana...
Result• 33.2% increase in open rates• 11.5% increase in click through rates• A staggering £111 return for every £1 spent“T...
Email Marketing LawData Protection Act 1998• You must supply an unsubscribe mechanism• Full company details must provided•...
Strategy…Task – 5mins Things to consider: •   How often         •   Type of email •   Content           •   Design •   Obj...
Resources…Littlegreenplane.com - Blogs                     - GuidesLinkedIn Groups - Email Marketing Forum                ...
Grow your business withemail marketingPresented By: Louise StephensFollow: @lgplane & @loulou1987x
Grow Your Business - Email Marketing - Ipswich Roadshow 2012
Upcoming SlideShare
Loading in …5
×

Grow Your Business - Email Marketing - Ipswich Roadshow 2012

510 views

Published on

little green plane's Grow Your Business with Email marketing roadshow slides. Designed to make marketers think about their objectives, design, content, audience and strategy before embarking on the next campaign. Presented by Louise Stephens.

Published in: Business
  • Be the first to comment

  • Be the first to like this

Grow Your Business - Email Marketing - Ipswich Roadshow 2012

  1. 1. Grow your business withemail marketingPresented By: Louise StephensEmail Marketing Consultant at little green planeFollow: @lgplane & @loulou1987x
  2. 2. Agenda: • What is SPAM?• Status of email • Rise & rise of mobile• Email objectives • Email & Social• Data • Analytics influencers• Design & content - Task • Case Study• BREAK • Setting a strategy - Task
  3. 3. Introductions
  4. 4. Who we work with…
  5. 5. What about you?
  6. 6. Status of email marketing• Email brought in a staggering £25.75 for every £1 spent in 2011• The DMA projects email to drive £42.4 billion in sales in 2012 and £51.5 billion in sales in 2016• Last year 3.1 billion new email accounts were created, this is more than Facebook, LinkedIn and Twitter combined.
  7. 7. How do you send your emails? CRM System Outlook • Issues with high • Using own server volume • Deliverability • Lack testing • No testing facilities • Little reporting • Basic reporting • No automated unsubscribe Purchased Software Email Service Provider • Issues with • On going cost deliverability • Using your own server
  8. 8. Setting objectives Weak objectives = Weak campaigns
  9. 9. What are your objectives?
  10. 10. Customer acquisition…
  11. 11. Customer retention…
  12. 12. Re-engagement
  13. 13. DataGrowing your list…• Networking • QR Codes• Website • Flyers & Direct mail• Pop ups • LinkedIn• Social media • Forward to a friend
  14. 14. Knowing your audienceEnables you to tailor campaigns to their specific needs…• Content – What are they interested in?• Tone – How do you communicate to them?• Design – Is the design correct for your audience?• Incentivise – With what?• Purchase – Where are they in their buying cycle?
  15. 15. John.Personal:• Aged 45, married 20 years to Emily.• Enjoys golf and camping.• Risk adverse, logical thinker.Work:• Role: Technical Director in Engineering firm.• Vast understanding of industry.• Involved in strategic decisions and supply chain management.Issues:• Dealing with rapid change and re-structuring.• Ensuring his team keep up with changes.• Meeting KPIs.Key Messages:• Needs confidence / credentials in his field.• Need top line information only. (but access to detail)• Accreditations and quality standard mean a lot.
  16. 16. SophiePersonal:• Aged 18, single• Loves socialising with friends and partying.• Heavy web user and enjoys taking photos and uploading them to Instagram• Bright, bubbly individual who participates in everything.Career:• Interested in working in fashion.• Enjoys finding out about new products and getting a good price on them.Issues:• Wants more experience.• Need qualifications to accelerate her career.Key Messages:• Messaging can be more laid back / informal• Passion, creative and innovative.
  17. 17. Design and Content
  18. 18. TemplateA. B. Top banner Top banner Text • Bullet 2 1 Text • Bullet 1 • Bullet 3 Button Button 2 3 4 5
  19. 19. The winner… B. Top banner• Focussed• No distractions Text• Not text/ image heavy • Bullet• CTA buttons • Bullet• Short and sweet • Bullet Button Button
  20. 20. John
  21. 21. Sophie
  22. 22. Rendering…
  23. 23. Be consistent…Keep them on the scent…
  24. 24. How do we look at emails?
  25. 25. Top left is thefirst place welook• Preview panes• Clear call to action• Branding• Message
  26. 26. Eyetracking…
  27. 27. Design v’s content• Keep it short - people DON’T read emails…• Don’t try and be all things to all men, (try segmenting)• Tone of voice to match audience• Email structure / layout• Clear call to actions• Be legal
  28. 28. Task 5 Minutes… Things to consider: • Structure • Content • Design • Best practice
  29. 29. Break Follow: @lgplane & @loulou1987x Tweet: #growyourbusiness
  30. 30. Grow your business withemail marketingPresented By: Louise StephensEmail Marketing Consultant at little green planeFollow: @lgplane & @loulou1987x
  31. 31. Agenda: • What is SPAM?• Status of email • Rise & rise of mobile• Email objectives • Email & Social• Data • Analytics influencers• Design & content - Task • Case Study• BREAK • Setting a strategy - Task
  32. 32. What is SPAM?
  33. 33. SPAM or bust?
  34. 34. 4 levels of SPAM filtering Email Company Human ISP Filter Client Filter Filter Filter
  35. 35. The rise & rise of mobile…
  36. 36. Number of mobile email users? • 480m - Econsultancy: ‘Email Marketing Census 2012’ • UK – 67% of people with smart phones use them to access their emails
  37. 37. By 2015, more internet users will access the web through mobile devices than through PCs.(econsultancy 2012)
  38. 38. Return Path 2012Mobile device
  39. 39. What is your mobile strategy?
  40. 40. Enlarged fonts Get to the pointCall to action button Finger targets Size of images Layout
  41. 41. Not Optimised Optimised
  42. 42. Responsive templates
  43. 43. Return Path 2012What if you are not optimised? • 41% of Europeans will close or delete an email not optimised for mobile • 29 % would read later on a PC or laptop
  44. 44. Email & Social
  45. 45. Social media needs email! You can’t even create an account without and email address!
  46. 46. Social sharing…Getting your subscribers to do some of the leg work and spread the word!
  47. 47. Social connecting…Step 1.Ask people to share your email…
  48. 48. Social connecting…Step 2.
  49. 49. Social connecting…Step 3.
  50. 50. Social connecting…Step 4.
  51. 51. Social connecting…Step 4.
  52. 52. More… a) 250 4 Tweet b) 120 c) 300 d) 5502,500 contacts a) 400 = Total potential outreach: 4,205 2 likes b) 85
  53. 53. AnalyticsWhat influences them…
  54. 54. Open rates Time & day From Subject line
  55. 55. Open rates
  56. 56. Clicks DesignCalls to action Content
  57. 57. Clicks
  58. 58. Measuring effectivenessSplit testing – Subject Line Campaigns Sent % Opens % Click Website Conversion Thru 20% Email A 5,000 40% = 2000 5% = 100 20 Purchases Email B 5,000 12% = 600 1% = 6 1.2 PurchasesSplit testing – Subject Line A & New Email Content Campaigns Sent % Opens % Click Website Conversion Thru 20% Email C 5,000 40% = 2000 4% = 80 16 Purchases Email D 5,000 40% = 2000 18% = 360 72 Purchases
  59. 59. Other tests to consider • Location • Behaviour based segmentation • Sex • Age • Time and day Size doesn’t matter!
  60. 60. The Society for all Artists Case study.
  61. 61. Brief• Increase audience engagement.• Create a re-useable template design• Educate on best practice• Increase ROI
  62. 62. Strategy• Analyse existing data• Design• Content• Set realistic objectives• Educate
  63. 63. Execution • Re- design of template – large emphasis on call to actions. • Full data analysis to understand their audience and set tone • Location based segmentation • Google analytics conversion tracking • 2 hour training session to educate on best practice and analysing data.
  64. 64. Result• 33.2% increase in open rates• 11.5% increase in click through rates• A staggering £111 return for every £1 spent“The analysis and education has enabled us to be much more proactive in creating anddelivering our e-news campaigns. With the new template giving our emails better focus andless distractions we are now able to target our audience in a much more precise manner.The support and service from the little green plane team has been excellent and the returnon our investment has been outstanding as a result.”Jessica Reynolds, marketing co-ordinator at the SAA
  65. 65. Email Marketing LawData Protection Act 1998• You must supply an unsubscribe mechanism• Full company details must provided• Any commercial motives must not be hidden• Recipients must have opted in• You must not use competitions as a way of harvesting data unless consent has been given for marketing• You must have a clear Privacy Policy explaining how their data is stored and used
  66. 66. Strategy…Task – 5mins Things to consider: • How often • Type of email • Content • Design • Objectives • Tone • Grow your data • Segmentation
  67. 67. Resources…Littlegreenplane.com - Blogs - GuidesLinkedIn Groups - Email Marketing Forum - East Anglia Email Marketing Forum - Email Marketing GroupTwitter - @lgplane
  68. 68. Grow your business withemail marketingPresented By: Louise StephensFollow: @lgplane & @loulou1987x

×