Email marketing - How?


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Presented by David Hazzard at the Result Corp's
Ultimate Marketing Seminar June 2011

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Email marketing - How?

  1. 1.<br />email marketing – How?<br />David Hazzard<br />newzapp email marketing<br /><br />@DavidHHazzard<br />
  2. 2.<br />email marketing – ?<br />Who, What Where, When, Why?<br /> Who are you sending to?<br /> What are you sending?<br /> Where are you sending?<br /> When are you sending?<br /> Why are you sending?<br />
  3. 3.<br />1. Who are you sending to?<br /> Grow your database and keep your database clean!<br />Subscribers<br /> Your current customers. Exhibitions.<br /> Bought lists from reputable suppliers – should have provenance<br />Unsubscribers<br /> Auto-unsubscribe, manual unsubscribe<br />Bounces:<br /> monitor and cleanse bounced email addresses from your database.<br />Inactive subscribers:<br /> Even if they’re customers, if they’re not opening or responding to your emails, you’re wasting your time/resources sending to them.<br />Typos and invalid addresses:<br /> Keep your data clean by correcting any obvious typos in email addresses. You should also keep an eye out for invalid email addresses (i.e. missing a, .com, .org, etc. like john.smith@hotmailor with no or too many @ symbols like <br />
  4. 4.<br />2. Who are you sending from?<br /> Use a ‘from’ name your subscribers will recognise<br /> increase the chance of your email being opened use the most recognisable name to your subscribers:<br />Who are you?‘newzapp’<br />Yes, but who are you? ‘newzapp – UK email marketing’<br />
  5. 5.<br />3. What are you sending? be succinct<br />If you overwhelm subscribers with too much information you run the risk of your message being lost in the clutter or (worse) losing your recipients interest or attention before you get to your point.<br />Don’t say more than you need to: <br /> Remain focused on your objectives and donot have too many<br />Link to further information:<br /> Use landing pages to reduce the quantity of content in your newsletter<br />Use bullet points:<br /> Presents information in precise and digestable chunks<br />
  6. 6.<br />4. What are you sending? call to action<br />Encouraging your subscribers to respond to your email can be difficult sometimes, so here are a few tips on how to create a stronger call to action: <br />Don’t settle for ‘click here’:<br /> ‘Book me a seminar place’<br />Make sure it’s compelling:<br /> ‘15% off voucher’<br />Ensure it’s visible:<br />
  7. 7.<br />5. What are you sending? get personal<br /> For marketing communications to be effective they need to be relevant to your target audience. There's little point talking to your recipients about something irrelevant to them. Relevant communications should engage the interest of your recipients which can lead to increased open and click-through rates.<br />Personalisation: ‘Hi David’<br />
  8. 8.<br />6. What are you sending? don’t spam<br /> To make it to the inbox and not the junk folder<br /> Avoid the following<br />Overuse of Bold <br />Donot use too much bold text <br />TOO MUCH CAPITALISATION:<br /> whole sentences in caps is the email marketing equivalent of SHOUTING. <br />Font sizes and colour: Very small or very large fonts can get your email caught in a filter. Certain font colours like red will also score negatively with filters, as well as using a font colour too similar to the colour of your background as it can look like you’re trying to hide text. <br />Spam, spam, spam: ‘free’, ‘moneybackguarantee’, ‘This isn’t spam ’, ‘Please Read’ and ‘Viagra’. <br />
  9. 9.<br />7. Where are you sending? preview pane<br />A preview pane allows your subscribers to move beyond the from name and subject line to see exactly what your email has to offer.<br /> This preview can be the deciding factor or opening/deleting youremail.<br />Large or lots of images:<br /> If your recipients have images disabled – preview panes do not show images<br />Don’t save the best to last:<br /> Have the most interesting/appealing content/offer at the top<br />
  10. 10.<br />8. Where are you sending? email clients<br />Every email client (such as Outlook, Hotmail and Yahoo!) will render email campaigns differently. Assuch it’s important to test your emails into the all the major email clients to make sure they’ll look as good as possible. Below are some best practice tips to ensure correct rendering:<br />Resize your images: <br />If you're copying and pasting, go via Notepad first:<br />Avoid background and .png images:<br />Test<br />
  11. 11.<br />9. When are you sending? timing<br /> Timing can be key to successful email marketing, bothin terms of timing of the content and delivery of your message. Below are some tips on timing:<br />When to deliver:<br /> B to B, Tuesday to Thursday 10-4<br /> B to C, current flavour of the month is around payday<br />Topicality:<br /> If you intend to have a topical subject, eg Royal Wedding, plan and create the email in advance. <br />
  12. 12.<br />10. Why are you sending? results<br />It’s easy to fall into the habit of sending out campaignswithout ever stopping to see if they’re working. Yourresults can tell you what’s working and what’s not andcan help you create more targeted campaigns in the future.<br /><ul><li>Has it worked?</li></ul> Opens, Clicks.<br /> Was my read rate as good as last month?<br /> What do recipients click on?<br /> Refine and improve<br />
  13. 13.<br />find out more about newzapp<br />To find out more about newzapp email marketing you can: <br /><ul><li> Visit
  14. 14. Call us on 0845 612 5544
  15. 15. Email
  16. 16. Twitter online</li></ul>Finally thanks to Hayden and his team. And special thanks to <br /> Mr Robbie Williams<br />