E mail marketing

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E mail marketing

  1. 1. E-Mail Marketing EIS 2350
  2. 2. E-Mail Marketing Email is the “oldest” digital marketing technique, but has it’s threats:
 
 
 NEW COMMUNICATION TOOLS:
  3. 3. E-Mail Marketing Social Networks are a great place to gather email addresses (contests on facebook, youtube, D2F, links in twitter) Embed Email Subscription link WHERE EVER possible.
  4. 4. E-mail Capture FACEBOOK APPS - BANDPAGE TWEET FOR A TRACK - TWITTER TOPSPIN - YOUTUBE
  5. 5. E-mail Capture AND ALWAYS THE WEBSITE
  6. 6. Brief Sidebar: COPPA COMPLIANCE WHO CAN WE GET EMAIL ADDRESSES FROM AND MARKET TO LEGALLY The Children's Online Privacy Protection Act, effective April 21, 2000, applies to the online collection of personal information from children under 13. The new 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 what responsibilities an operator has to protect children's privacy and safety online.
  7. 7. E-mail Capture OTHER PLACES FOR EMAIL CAPTURE online merchandise sales ticket sales (but not AEG, Live Nation, or Ticketmaster) merch stands at shows street team (tablet or mobile signups)
  8. 8. E-Mail Marketing INBOX OVERLOAD GMAIL INBOX MANAGEMENT
  9. 9. E-Mail Marketing DIRECT COMPETITION FROM “EMAIL KILLERS”
  10. 10. Email has been pronounced “dead” at least four times since I started my career in technology. MYSPACE MESSAGING BLOGGING / RSS FEEDS TWITTER FACEBOOK MESSAGING
  11. 11. However, E-Mail Marketing Continues to be a major player in “moving the dial” and getting fans to act.
  12. 12. E-Mail Marketing FACT: 
 “58% of people start their online day by reading emails ” 
 The shift comes on how we’re viewing these emails... Stats say 43% of email is now opened on a mobile device – ExactTarget’s Email X-Factor Study, 2010
 ! Litmus –”Email Analytics” (March 2013)
  13. 13. E-Mail Marketing WHAT WE KNOW: Email continues to evolve Subscribers to Email lists are more likely to “buy” a product Most email marketers are still REALLY bad
  14. 14. E-Mail Marketing HOW TO BE SUCCESSFUL: Spray&and&pray&is&dead!&
  15. 15. E-Mail Marketing SCREEN SIZES AND DEVICE COMPATIBILITY UP TO 60% OF EMAIL BLASTS ARE READ ON SOMETHING OTHER THAN A COMPUTER MONITOR.
  16. 16. E-Mail Marketing HOW TO BE SUCCESSFUL: NARROWCASTING: aiming media messages at specific segments of the public defined by values, preferences, or demographic attributes. AS OPPOSED TO BROADCASTING: WHO ARE YOUR SUBSCRIBERS? ! AGE? LOCATION? OPEN RATE? PURCHASED TICKETS / MERCH? 

  17. 17. E-Mail Marketing HOW TO BE SUCCESSFUL: SET A FREQUENCY RATE ! THIS WILL HELP WITH SUBSCRIBER EXPECTATION
  18. 18. E-Mail Marketing HOW TO BE SUCCESSFUL:
  19. 19. E-Mail Marketing HOW TO BE SUCCESSFUL: Integrate with Social Networks to continue the conversation Allow your messages to go viral Give subscribers a chance to participate in the message
  20. 20. E-Mail Marketing HOW TO BE SUCCESSFUL: MEASURE MEASURE MEASURE MEASURE IF YOU’RE NOT MEASURING ! YOU’RE GUESSING!

  21. 21. E-Mail Marketing HOW TO BE SUCCESSFUL: WHAT IS QUALITY CONTENT?
 None of this matters without quality content
  22. 22. E-Mail Marketing THINGS TO KEEP IN MIND ALWAYS of your CALL TO What is the purpose HAVE Amessage? ACTION!!!! Is the Message clear? ! (sounds testable)
 How are you presenting the message?
  23. 23. E-Mail Marketing THINGS TO KEEP IN MIND What is the Layout of the Message? Where is your call to action (Is it above the “fold”)? Optimize for the “Preview Pane” 400x300 pixels Are you incorporating HTML and images, does this matter?
  24. 24. E-Mail Marketing Is 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?
  25. 25. E-Mail Marketing ONCE 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)
  26. 26. E-Mail Marketing HOW DO YOU KNOW IF IT’S WORKING? A-B TESTING
  27. 27. E-Mail Marketing WHAT COMPANY SHOULD I USE? THERE ARE SEVERAL BUT...
  28. 28. MY EMMA - NASHVILLE BASED PRETTY EXPENSIVE CONSTANT CONTACT - LARGE POOR LAYOUTS, REALLY CORPORATE MAIL CHIMP - SCALABLE, INTUITIVE FREE EMAILS UNDER LISTS OF 2,000
  29. 29. easy DO’s and DON’Ts allow for volunteer subscribers
 (don’t poach a list from a friend’s band and spam them) allow for an easy to find “unsubscribe” link If you’re not using an email “gun” BCC (blind copy) all recipients Never send Attachments
 (we like your music, but we don’t need an 8MB Mp3 in our inboxes)
  30. 30. Finally... Get to know your fanbase. What do they respond to in emails? What gets high or low click through rates How are you measuring your email success ROI? Clicks Information going viral?
  31. 31. 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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