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E mail marketing

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E mail marketing

  1. 1. E-Mail Marketing EIS 2350
  2. 2. E-Mail MarketingEmail is the “oldest” digital marketing technique,but has it’s threats:
  3. 3. E-Mail MarketingEmail is the “oldest” digital marketing technique,but has it’s threats:
  4. 4. E-Mail MarketingEmail is the “oldest” digital marketing technique,but has it’s threats:NEW COMMUNICATION TOOLS:
  5. 5. E-Mail MarketingSocial Networks are a great place to gather emailaddresses (myspace, facebook, and now youtubeallow for this)Embed Email Subscription link WHERE EVERpossible.
  6. 6. E-mail Capture BANDPAGE - FACEBOOK TWEET FOR A TRACK - TWITTER TOPSPIN - YOUTUBE
  7. 7. E-mail Capture AND ALWAYS THE WEBSITE
  8. 8. Brief Sidebar: COPPA COMPLIANCEThe Childrens Online Privacy Protection Act, effective April 21, 2000, appliesto the online collection of personal information from children under 13. Thenew rules spell out what a Web site operator must include in a privacy policy,when and how to seek verifiable consent from a parent and whatresponsibilities an operator has to protect childrens privacy and safetyonline.
  9. 9. E-mail Capture OTHER PLACES FOR EMAIL CAPTUREonline merchandise salesticket sales (but not AEG, Live Nation, orTicketmaster)merch stands at showsstreet team (tablet or mobile signups)
  10. 10. E-Mail Marketing INBOX OVERLOAD
  11. 11. E-Mail Marketing INBOX OVERLOAD
  12. 12. E-Mail Marketing INBOX OVERLOAD GMAIL INBOX MANAGEMENT
  13. 13. E-Mail MarketingDIRECT COMPETITION FROM “EMAIL KILLERS”
  14. 14. Email has been pronounced “dead” atleast four times since I started mycareer in technology.
  15. 15. Email has been pronounced “dead” atleast four times since I started mycareer in technology.
  16. 16. Email has been pronounced “dead” atleast four times since I started mycareer in technology. MYSPACE MESSAGING
  17. 17. Email has been pronounced “dead” atleast four times since I started mycareer in technology. MYSPACE MESSAGING BLOGGING / RSS FEEDS
  18. 18. Email has been pronounced “dead” atleast four times since I started mycareer in technology. MYSPACE MESSAGING BLOGGING / RSS FEEDS TWITTER
  19. 19. Email has been pronounced “dead” atleast four times since I started mycareer in technology. MYSPACE MESSAGING BLOGGING / RSS FEEDS TWITTER FACEBOOK MESSAGING
  20. 20. However, E-MailMarketing Continues tobe a major player in“moving the dial” andgetting fans to act.
  21. 21. E-Mail Marketing FACT:
  22. 22. E-Mail Marketing FACT:“58% of people start their online dayby reading emails ”– ExactTarget’s Email X-Factor Study, 2010
  23. 23. E-Mail Marketing FACT:“58% of people start their online dayby reading emails ” on how we’re viewing The shift comes these emails... “the dominance of email activity on mobile devices– ExactTarget’s Email X-Factor Study, 2010 increased from 37.4% to 41.6% of US mobile Internet time” in 2010. This is only going to continue. - The Nielsen Company
  24. 24. E-Mail Marketing WHAT WE KNOW:Email continues to evolveSubscribers to Email lists are more likely to “buy”a productMost email marketers are still REALLY bad
  25. 25. E-Mail Marketing HOW TO BE SUCCESSFUL: Spray&and&pray&is&dead!&
  26. 26. E-Mail Marketing SCREEN SIZES AND DEVICE COMPATIBILITYUP TO 60% OF EMAIL BLASTS ARE READ ON SOMETHING OTHER THAN A COMPUTER MONITOR.
  27. 27. E-Mail Marketing HOW TO BE SUCCESSFUL:NARROWCASTING: aiming media messages at specific segments ofthe public defined by values, preferences, or demographic attributes. AS OPPOSED TOBROADCASTING:
  28. 28. E-Mail Marketing HOW TO BE SUCCESSFUL:NARROWCASTING: aiming media messages at specific segments ofthe public defined by values, preferences, or demographic attributes. AS OPPOSED TOBROADCASTING: WHO ARE YOUR SUBSCRIBERS? AGE? LOCATION? OPEN RATE? PURCHASED TICKETS / MERCH?
  29. 29. E-Mail Marketing HOW TO BE SUCCESSFUL: SET A FREQUENCY RATETHIS WILL HELP WITH SUBSCRIBER EXPECTATION
  30. 30. E-Mail Marketing HOW TO BE SUCCESSFUL:
  31. 31. E-Mail Marketing HOW TO BE SUCCESSFUL:Integrate with Social Networks to continue theconversation Allow your messages to go viral Give subscribers a chance to participate in the message
  32. 32. E-Mail Marketing HOW TO BE SUCCESSFUL:MEASURE MEASURE MEASURE MEASURE
  33. 33. E-Mail Marketing HOW TO BE SUCCESSFUL:MEASURE MEASURE MEASURE MEASUREIF YOU’RE NOT MEASURING YOU’RE GUESSING!
  34. 34. E-Mail Marketing HOW TO BE SUCCESSFUL:None of this matters without quality content
  35. 35. E-Mail Marketing HOW TO BE SUCCESSFUL:None of WHAT IS QUALITY CONTENT? this matters without quality content
  36. 36. E-Mail Marketing THINGS TO KEEP IN MINDWhat is the purpose of your message?Is the Message clear?How are you presenting the message?
  37. 37. E-Mail Marketing THINGS TO KEEP IN MINDWhat is the purpose HAVE Amessage? ALWAYS of your CALL TO ACTION!!!!Is the Message clear?How are you presenting testable) (sounds the message?
  38. 38. E-Mail Marketing THINGS TO KEEP IN MINDWhat is the Layout of the Message?Where is your call to action (Is it above the “fold”)? Optimize for the “Preview Pane” 400x300 pixelsAre you incorporating HTML and images, does thismatter?
  39. 39. E-Mail MarketingIs your copy “scannable” Can I understand the message in 5 seconds Are you using action-oriented language Are your paragraphs a max of 3 lines long Is your email understandable WITHOUT the images?
  40. 40. E-Mail MarketingIs your copy “scannable” Can I understand the message in 5 seconds Are you using action-oriented language Are your paragraphs a max of 3 lines long Is your email understandable WITHOUT the images?
  41. 41. E-Mail MarketingIs your copy “scannable” Can I understand the message in 5 seconds Are you using action-oriented language Are your paragraphs a max of 3 lines long Is your email understandable WITHOUT the images?
  42. 42. E-Mail MarketingONCE YOU’VE GOT THE MESSAGE WHERE ARE YOU SENDING THEM? Push to a Landing Page (a page that is dedicated to your message or that supports the email) Make sure the graphics are similar (where have you heard this before?) Make sure the actions are easy and quick (don’t make me click around... UI)
  43. 43. E-Mail MarketingHOW DO YOU KNOW IF IT’S WORKING? A-B TESTING
  44. 44. E-Mail Marketing WHAT COMPANY SHOULD I USE? THERE ARE SEVERAL
  45. 45. E-Mail Marketing WHAT COMPANY SHOULD I USE? THERE ARE SEVERAL BUT...
  46. 46. MY EMMA - NASHVILLE BASEDPRETTY EXPENSIVECONSTANT CONTACT - LARGE POORLAYOUTS, REALLY CORPORATEMAIL CHIMP - SCALABLE, INTUITIVEFREE EMAILS UNDER LISTS OF 2,000
  47. 47. easy DO’s and DON’Tsallow for volunteer subscribers(don’t poach a list from a friend’s band and spamthem)allow for an easy to find “unsubscribe” linkIf you’re not using an email “gun” BCC (blind copy)all recipientsNever send Attachments(we like your music, but we don’t need an 8MBMp3 in our inboxes)
  48. 48. Finally... Get to know your fanbase. What do they respond to in emails? What gets high or low click through ratesHow are you measuring your email success ROI? Clicks Information going viral?
  49. 49. Measure... Measure... Measure...(YOU’RE GOING TO GET TIRED OF ME TALKING ABOUT ANALYTICS) ...AND THEN REPORT ON WHAT YOU’VE MEASURED TAKE THAT KNOWLEDGE AND DO IT BETTER NEXT TIME

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