Email marketing (Kiel Van Daal + Paul Armstrong, Sitback Solutions)

960 views

Published on

Presentation at Making Links Conference 2010 in Perth, Western Australia.

www.makinglinks.org.au

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
960
On SlideShare
0
From Embeds
0
Number of Embeds
82
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Email marketing (Kiel Van Daal + Paul Armstrong, Sitback Solutions)

  1. 1. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010 ”KielVan Daal & Paul Armstrong Email Campaigning
  2. 2. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010 ”•The basics •Tools and costs • Common mistakes • Reporting /Tracking • CMS integration • Communication strategy • Questions Agenda
  3. 3. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010 ”Email Campaigning, it really is basic! The basics
  4. 4. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010 ”Email Campaigning, it really is basic! The basics Really!
  5. 5. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010 ”Email Campaigning, it really is basic! The basics Really! •What is “Email Campaigning”
  6. 6. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010 ”Email Campaigning, it really is basic! The basics Really! •What is “Email Campaigning” •How do you get started
  7. 7. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010 ”Email Campaigning, it really is basic! The basics Really! •What is “Email Campaigning” •How do you get started •Templates, PSDs, HTML/CSS - what does this all mean
  8. 8. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010 ”Email Campaigning, it really is basic! The basics Really! •What is “Email Campaigning” •How do you get started •Templates, PSDs, HTML/CSS - what does this all mean •Managing data and making it work for you
  9. 9. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010 ”Email Campaigning, it really is basic! The basics Really! •What is “Email Campaigning” •How do you get started •Templates, PSDs, HTML/CSS - what does this all mean •Managing data and making it work for you •Reporting, tracking, integration and on going communication strategies
  10. 10. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010 ” Tools and costs The first step is the most important, choosing the right tool
  11. 11. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010 ”•First things first, try avoiding confusing bolt on platforms that claim to be “Email Service Platforms” Tools and costs The first step is the most important, choosing the right tool
  12. 12. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010 ”•First things first, try avoiding confusing bolt on platforms that claim to be “Email Service Platforms” Tools and costs The first step is the most important, choosing the right tool •Your chosen ESP will be a long term relationship, so make the right choice at the start
  13. 13. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010 ”•First things first, try avoiding confusing bolt on platforms that claim to be “Email Service Platforms” Tools and costs The first step is the most important, choosing the right tool •Your chosen ESP will be a long term relationship, so make the right choice at the start •So what makes a good and affordable tool
  14. 14. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010 ” Tools and costs
  15. 15. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010 ” Tools and costs Campaign segmentation
  16. 16. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010 ” Tools and costs Eye catching designs and editable templates Campaign segmentation
  17. 17. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010 ” Tools and costs Eye catching designs and editable templates Campaign segmentation Reporting and tracking
  18. 18. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010 ” Tools and costs Eye catching designs and editable templates Campaign segmentation Reporting and tracking Spam and cross client testing
  19. 19. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010 ” Tools and costs Eye catching designs and editable templates Campaign segmentation Reporting and tracking Spam and cross client testing Expected costs $5/campaign 1 cent/email sent
  20. 20. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010 ” Common mistakes Less is more!
  21. 21. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010 ”•Too much copy, too many images and call to actions will kill any EDM Common mistakes Less is more! Electronically delivered mail
  22. 22. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010 ”•Too much copy, too many images and call to actions will kill any EDM Common mistakes Less is more! Electronically delivered mail •Think quality not quantity with your data
  23. 23. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010 ”•Too much copy, too many images and call to actions will kill any EDM Common mistakes Less is more! Electronically delivered mail •Think quality not quantity with your data •Test, test and re test - you only have 1 shot!
  24. 24. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010 ”•Too much copy, too many images and call to actions will kill any EDM Common mistakes Less is more! Electronically delivered mail •Think quality not quantity with your data •Test, test and re test - you only have 1 shot! •Your content should speak to your audience not to you
  25. 25. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010 ”
  26. 26. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010 ” Too much copy
  27. 27. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010 ” Too much copy No CTAs
  28. 28. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010 ” Too much copy No CTAs No images
  29. 29. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010 ” Too much copy No CTAs No imagesFeels cluttered
  30. 30. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010 ” Too much copy No CTAs No images TOO C ONFUS ING AND IM POS S IBLE TO D IGES T! Feels cluttered
  31. 31. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010 ”
  32. 32. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010 ” Easy on the eye
  33. 33. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010 ” Easy on the eye Good use of imagery
  34. 34. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010 ” Easy on the eye Good use of imagery CTAs
  35. 35. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010 ” Easy on the eye Good use of imagery CTAs Use of white space
  36. 36. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010 ” Easy on the eye Good use of imagery CTAs Use of white space C LEAR ,C ONC IS E AND EFFEC TIVE!
  37. 37. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010 ” Reporting /Tracking How are your email campaigns helping your brand?
  38. 38. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010 ”•Opens, bounces, clicks, unsubs, spam - what do these all mean and what do they mean to your brand Reporting /Tracking How are your email campaigns helping your brand?
  39. 39. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010 ”•Opens, bounces, clicks, unsubs, spam - what do these all mean and what do they mean to your brand Reporting /Tracking How are your email campaigns helping your brand? •How can you track the effectiveness of a campaign
  40. 40. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010 ”•Opens, bounces, clicks, unsubs, spam - what do these all mean and what do they mean to your brand Reporting /Tracking How are your email campaigns helping your brand? •How can you track the effectiveness of a campaign •Results over time will help with the direction of your future campaigns
  41. 41. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010 ”•Opens, bounces, clicks, unsubs, spam - what do these all mean and what do they mean to your brand Reporting /Tracking How are your email campaigns helping your brand? •How can you track the effectiveness of a campaign •Results over time will help with the direction of your future campaigns
  42. 42. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010 ” CMS integration Streamline the process, maximise the results
  43. 43. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010 ” CMS integration Streamline the process, maximise the results •If your CMS “does” EDMs, still evaluate other tools
  44. 44. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010 ” CMS integration Streamline the process, maximise the results •If your CMS “does” EDMs, still evaluate other tools •Automate your EDM content from your CMS’s content
  45. 45. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010 ” CMS integration Streamline the process, maximise the results •If your CMS “does” EDMs, still evaluate other tools •Automate your EDM content from your CMS’s content •Integrate signups from your CMS driven site into your member database
  46. 46. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010 ” CMS integration Streamline the process, maximise the results •If your CMS “does” EDMs, still evaluate other tools •Automate your EDM content from your CMS’s content •Integrate signups from your CMS driven site into your member database •Use your CMS target specific demographics and increase signups
  47. 47. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010 ” Communication strategy Let’s think long term
  48. 48. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010 ”•What is a communication strategy Communication strategy Let’s think long term
  49. 49. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010 ”•What is a communication strategy Communication strategy Let’s think long term •How do you create one for your brand / company / organisation
  50. 50. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010 ”•What is a communication strategy Communication strategy Let’s think long term •How do you create one for your brand / company / organisation •What are the benefits
  51. 51. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010 ”•What is a communication strategy Communication strategy Let’s think long term •How do you create one for your brand / company / organisation •What are the benefits •What does a communication strategy look like
  52. 52. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010 ”
  53. 53. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010 ”
  54. 54. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010 ”
  55. 55. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010 ”
  56. 56. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010 ”Do you have any or have we just made things worst? Questions

×