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Email Marketing David Hughes


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David Hughes shows how to pracytically stay true to the seven rules

Published in: Technology, Business
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Email Marketing David Hughes

  1. 1. Email Marketing David Hughes Co-Founder, The Email Academy [email_address]
  2. 2. The 1 minute summary... <ul><li>Be relevant and engaging </li></ul><ul><ul><li>Segment </li></ul></ul><ul><ul><li>Personalise </li></ul></ul><ul><ul><li>Triggered messages </li></ul></ul><ul><ul><li>Lifecycle marketing </li></ul></ul><ul><li>Keep improving </li></ul><ul><ul><li>Test </li></ul></ul><ul><ul><li>Optimise </li></ul></ul>
  3. 3. John Caples, Tested Advertising Methods 1932 &quot;In planning an advertising campaign, the first step should be to clear the decks of all opinions … … the next step should be to find a scientific method of testing.&quot;
  4. 4. That’s a lot of opinions... <ul><li>Price points </li></ul><ul><li>Discount in value or % </li></ul><ul><li>Bundles </li></ul><ul><li>From Field </li></ul><ul><li>Subject line </li></ul><ul><li>First 6 lines </li></ul><ul><li>Day of week </li></ul><ul><li>Time of day </li></ul><ul><li>Text v HTML </li></ul><ul><li>Segmentation </li></ul><ul><li>Design and Layout </li></ul><ul><li>Tone of Voice </li></ul><ul><li>Long/short Copy </li></ul><ul><li>Personalisation </li></ul><ul><li>Number of links </li></ul><ul><li>Landing Page </li></ul><ul><li>Frequency </li></ul><ul><li>Follow-up </li></ul>
  5. 5. What’s in a Name? 56% more Traffic. CONTROL From : PriceMinister Advice Click-Through rate: 100 TEST From : Sophie at PriceMinister Click-Through rate : 156
  6. 6. Remember me Don’t frighten me
  7. 7. Date of Last Transaction
  8. 8. Date of Last Log-in
  9. 9. Web click-stream
  10. 10. “ How nice of them to think of me” Drayton Bird “ Just a note to say...”
  11. 11. Email driven by registration
  12. 13. Personalisation Dynamic and Conditional Content
  13. 14. Conditional Amsterdam Budapest
  14. 15. “ Dynamic” <Insert> Points over Points over “ Conditional” <If – Then – Else>
  15. 16. Surprise People Don’t sell to them all the time
  16. 19. Get close and stay close Speak to people differently
  17. 20. It’s about Lifecycle Marketing
  18. 21. Don’t Shout Monthly Newsletter
  19. 22. Sony Welcome programme I Choose I Need I Become Aware I Buy I Use I Enjoy I Want
  20. 23. Survey information said: <ul><li>Within the 1 st 30 days of ownership Digital Still Camera users want added memory, camera accessories, batteries, shooting kits, advice etc. </li></ul><ul><li>Within the 2 nd 30 days users are more likely to be interested in PRINTING their photos </li></ul>
  21. 24. Messages or Programmes? <ul><li>Welcome programme </li></ul><ul><li>Thank you </li></ul><ul><li>How was it for you? </li></ul><ul><li>How’s the new camera? </li></ul><ul><li>Want some help? </li></ul><ul><li>Need some memory? </li></ul><ul><li>How about printing? </li></ul><ul><li>Welcome Message </li></ul><ul><li>Thank you </li></ul>
  22. 25. Driving traffic? That’s the old way
  23. 26. The beating heart pushing content out... Staff Journalists Customers News Alerts Updates Competitions Discussion Connection Newsletter Alerts Updates
  24. 27. “ This is what we’re all talking about”
  25. 28. If they can do it...
  26. 29. The future of viral?
  27. 30. One Click Beyond
  28. 31. Lazy know me!!
  29. 32. Pre-population of Landing Page
  30. 33. Lovely!
  31. 34. Good Luck! [email_address]