Email Marketing
eMarketing: The Essential Guide to
Online Marketing
www.quirk.biz/emarketingtextbook
Start a Dialogue
Increase customer value
Why email marketing?
Cost effective
Targeted and
Customisable
Measurable
2 types of commercial emails
• Promotional
– Entice immediate action
• Retention based emails
– Newsletters
– Build long t...
Promotional emails: entice the user to take
action through purchase or sign up
Retention based emails: information of
value to create a long term relationship
with the reader
9 Steps to executing an email
campaign
1. Strategic planning:
Plan around your goals
define success metrics
Promotional emails

Immediate goal for user

Action taken by user

Purchase

Download

Request information
Retention emails

Longer term goals

KPIs important

Open Rate

Click-through rate

ROI
create and retain a long term
relationship.
2. Define List
'It is argued by many that the financial
worth of a database should feature on
company accounts in the same...
grow a targeted database

Genuine opt-in

Explicit permission granted

Information can be gathered over
time
Your database

Only one entry required: prospect's
email address
but

more information can lead to
improved customisation
Your database: more fields
• First name, surname, title (in
separate fields)
• Date of opt-in
• Source of permission
• Gen...
But remember:
• Don’t scare people off.
• All you really need is an email
address.
Growing your list:
Use every available interaction
• Incentives to sign up (white paper,
gift voucher, music)
• Subscribe ...
Web site sign up is key
Above the fold
Tell them what
to expect
State privacy
policy clearly
Check email
address is correct
2 stage subscription process
Maintaining lists:
• Keep it clean – bounce the bounces
• Opt in vs. double opt in
• Let them unsubscribe
• Don’t become s...
3.Creative execution
Two types of email

Plain text emails

HTML emails
Plain text email

Text only

No hyperlinks
or images

Smaller file size

Looks the same
across all
platforms
HTML email

Contains
images,
different fonts
and hyperlinks

File size is
much larger

Can render
differently
Know your audience!
Parts of an email
• Header
• Subject line
• Personalised greeting
• Body
• Footer
• Unsubscribe link
Use the basics to entice
Subject line:
• Helps identify the newsletter and
maintain consistency
• Avoid promotional words ...
Construction and Design
Length
Emphasis
Sectioning
Email content

Content should meet the needs of
users

Relevance

value
Platform testing
Images in emails

Images can reinforce copy

Images are not always displayed
by email clients

Make sure your email mak...
Light weight HTML
Keep your emails below 100kb!
Video in email?
Increase click-through rates up to 25%.
Florist’s conversions jumped from 1.35% to
2.8%.
Remember:
• inclu...
Not everyone reads mails
in the office.
Smart phone adoption is
rapidly increasing
‘Stay informed, not
necessarily to enga...
4. Integrate campaign with other
channels
• Reinforce brand’s message
• Increase responses
5. Personalisation
Mass customisation
• One to one marketing on a macro
scale
• Simple personalisation can
improve results
• Segment database
• Give consumers what they want
• Send different content to different
people
• Insert ‘dear first name’ greeting,
where ap...
6. Deployment
Email Reputation Score
Definition:
The general opinion of the ISPs, the anti-
spam community, and your own subscribers
tow...
These could be affecting
your reputation score
Email Reputation score
Control your score
•ISPs offer various sender authentication standards
such as SPF (sender policy f...
When should I send?
Try and be action based.
Common sense and testing.
Regularly…like the milk man
7. Interaction handling
Show you’re on top of everything.
Utilise all touch points for calls to
action / up-sell
Generate emails in response to ac...
8. Generate reports
Key measurables

Emails delivered

Bounces

Hard - address no longer exists

Soft - inbox was full

Unsubscribes

Pa...
What the numbers can tell you
• Subscriber Growth vs. Decline
• Pass on rate
• Open rates
• Click through rates
• Conversi...
9. Analyse results
Split test!
This is one of the most basic and important parts of
an email marketing campaign!
Test the open and click thro...
Tools of the trade

Database

Design and content

Test

Display

Deliverability
What is spam
• Email spam dates to 1978
• Accounts for 80 - 85% of email
today
• Unsolicited Bulk Email
• Email sent witho...
Avoid being a spammer
• Always obtain permission to email
• Make it easy to unsubscribe
• Send relevant emails
• Don’t ann...
Email marketing
Email marketing
Email marketing
Email marketing
Email marketing
Email marketing
Email marketing
Email marketing
Email marketing
Email marketing
Email marketing
Email marketing
Email marketing
Email marketing
Email marketing
Email marketing
Email marketing
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Email marketing

  1. 1. Email Marketing eMarketing: The Essential Guide to Online Marketing www.quirk.biz/emarketingtextbook
  2. 2. Start a Dialogue
  3. 3. Increase customer value
  4. 4. Why email marketing?
  5. 5. Cost effective Targeted and Customisable Measurable
  6. 6. 2 types of commercial emails • Promotional – Entice immediate action • Retention based emails – Newsletters – Build long term relationships
  7. 7. Promotional emails: entice the user to take action through purchase or sign up
  8. 8. Retention based emails: information of value to create a long term relationship with the reader
  9. 9. 9 Steps to executing an email campaign
  10. 10. 1. Strategic planning: Plan around your goals
  11. 11. define success metrics
  12. 12. Promotional emails  Immediate goal for user  Action taken by user  Purchase  Download  Request information
  13. 13. Retention emails  Longer term goals  KPIs important  Open Rate  Click-through rate  ROI
  14. 14. create and retain a long term relationship.
  15. 15. 2. Define List 'It is argued by many that the financial worth of a database should feature on company accounts in the same way as any other asset would' http://technologyweekly.mad.co.uk
  16. 16. grow a targeted database  Genuine opt-in  Explicit permission granted  Information can be gathered over time
  17. 17. Your database  Only one entry required: prospect's email address but  more information can lead to improved customisation
  18. 18. Your database: more fields • First name, surname, title (in separate fields) • Date of opt-in • Source of permission • Gender • Country • Date of birth
  19. 19. But remember: • Don’t scare people off. • All you really need is an email address.
  20. 20. Growing your list: Use every available interaction • Incentives to sign up (white paper, gift voucher, music) • Subscribe options during retail process • Viral marketing • Offline interactions and promos
  21. 21. Web site sign up is key Above the fold Tell them what to expect
  22. 22. State privacy policy clearly Check email address is correct 2 stage subscription process
  23. 23. Maintaining lists: • Keep it clean – bounce the bounces • Opt in vs. double opt in • Let them unsubscribe • Don’t become spam
  24. 24. 3.Creative execution
  25. 25. Two types of email  Plain text emails  HTML emails
  26. 26. Plain text email  Text only  No hyperlinks or images  Smaller file size  Looks the same across all platforms
  27. 27. HTML email  Contains images, different fonts and hyperlinks  File size is much larger  Can render differently
  28. 28. Know your audience!
  29. 29. Parts of an email • Header • Subject line • Personalised greeting • Body • Footer • Unsubscribe link
  30. 30. Use the basics to entice Subject line: • Helps identify the newsletter and maintain consistency • Avoid promotional words like ‘free',' win’ etc and build trust ‘To’, ‘from’ and ‘reply’ fields: • Perception of familiarity and authenticity e.g robert@quirk.biz
  31. 31. Construction and Design Length Emphasis Sectioning
  32. 32. Email content  Content should meet the needs of users  Relevance  value
  33. 33. Platform testing
  34. 34. Images in emails  Images can reinforce copy  Images are not always displayed by email clients  Make sure your email makes sense without the images
  35. 35. Light weight HTML Keep your emails below 100kb!
  36. 36. Video in email? Increase click-through rates up to 25%. Florist’s conversions jumped from 1.35% to 2.8%. Remember: • include a link, host outside message • Remember that many viewers watch videos for the “entertainment” value. Keep videos short, light and relevant. Sources: https://www.marketingsherpa.com/barrier.html?ident=30200 http://inspireaction.mindandmedia.com/index.php/2007/11/15/hey-its-got-video- it-must-be-cool/
  37. 37. Not everyone reads mails in the office. Smart phone adoption is rapidly increasing ‘Stay informed, not necessarily to engage’ • Send in multi-part MIME • Avoid JavaScript on landing pages (it is not supported by most mobile browsers)
  38. 38. 4. Integrate campaign with other channels
  39. 39. • Reinforce brand’s message • Increase responses
  40. 40. 5. Personalisation
  41. 41. Mass customisation • One to one marketing on a macro scale • Simple personalisation can improve results • Segment database
  42. 42. • Give consumers what they want • Send different content to different people • Insert ‘dear first name’ greeting, where appropriate • Personalise forms within email/landing page – only ask a question once
  43. 43. 6. Deployment
  44. 44. Email Reputation Score Definition: The general opinion of the ISPs, the anti- spam community, and your own subscribers towards a sender’s IP address, sending domain, or both. If the sender’s score falls within the ISP’s thresholds, a sender’s messages will be delivered to the inbox; if not, the sender’s emails may arrive in the bulk folder, be quarantined, or be bounced back to the sender.
  45. 45. These could be affecting your reputation score
  46. 46. Email Reputation score Control your score •ISPs offer various sender authentication standards such as SPF (sender policy framework) and DomainKeys. •Keep the list clean by removing hard bounces after 3 deliveries (ISPs don’t like e-mail broadcasters who have a high bounce rate) •Respond to complaints and unsubscribe requests •Educate users about whitelists
  47. 47. When should I send? Try and be action based. Common sense and testing. Regularly…like the milk man
  48. 48. 7. Interaction handling
  49. 49. Show you’re on top of everything. Utilise all touch points for calls to action / up-sell Generate emails in response to actions
  50. 50. 8. Generate reports
  51. 51. Key measurables  Emails delivered  Bounces  Hard - address no longer exists  Soft - inbox was full  Unsubscribes  Pass on rate  Click-through rate
  52. 52. What the numbers can tell you • Subscriber Growth vs. Decline • Pass on rate • Open rates • Click through rates • Conversion rates • ROI
  53. 53. 9. Analyse results
  54. 54. Split test! This is one of the most basic and important parts of an email marketing campaign! Test the open and click through rates using :  different subject lines,  different days of the week and times of the day,  different copy styles and email length Refine the content and construction to your audiences tastes!
  55. 55. Tools of the trade  Database  Design and content  Test  Display  Deliverability
  56. 56. What is spam • Email spam dates to 1978 • Accounts for 80 - 85% of email today • Unsolicited Bulk Email • Email sent without explicit permission granted
  57. 57. Avoid being a spammer • Always obtain permission to email • Make it easy to unsubscribe • Send relevant emails • Don’t annoy your database

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