Inntopia email marketing

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Inntopia email marketing

  1. 1. Email marketing R. A. Burrell President Internet Honey
  2. 2. Overview <ul><ul><li>Email Marketing Maturity </li></ul></ul><ul><ul><li>What You’ll Need: Solution </li></ul></ul><ul><ul><li>How to do it </li></ul></ul><ul><ul><ul><li>Think. Execute. Measure </li></ul></ul></ul><ul><ul><li>Best Practices </li></ul></ul><ul><ul><li>Q&A </li></ul></ul>
  3. 3. Types of Emails <ul><ul><li>Transactional Emails: Responses to internet activity with a single person. </li></ul></ul><ul><ul><ul><li>Not subject to CAN-SPAM </li></ul></ul></ul><ul><ul><ul><li>Informational, often not in analytics </li></ul></ul></ul><ul><ul><li>Bulk Releases: A common message (perhaps personalized) sent to many people. </li></ul></ul><ul><ul><ul><li>Subject to CAN-SPAM, often a stand-alone solution </li></ul></ul></ul>
  4. 4. Email Maturity <ul><ul><li>The Evolution of Email Marketing </li></ul></ul><ul><ul><ul><li>Blobs </li></ul></ul></ul><ul><ul><ul><li>Campaign Alignment </li></ul></ul></ul><ul><ul><ul><li>1 to 1 </li></ul></ul></ul>
  5. 5. Solutions <ul><ul><li>What It Will Do: </li></ul></ul><ul><ul><ul><li>All stages of the life cycle: Inquiry, Conversion, Retention </li></ul></ul></ul><ul><ul><ul><li>Handshake with Email Gateways </li></ul></ul></ul><ul><ul><ul><li>Tracking Measurement </li></ul></ul></ul><ul><ul><ul><li>HTML Designs </li></ul></ul></ul><ul><ul><ul><li>SMS and Email Delivery </li></ul></ul></ul><ul><ul><ul><li>Posts email to web page for viewing </li></ul></ul></ul><ul><ul><ul><li>Opt-out Automation </li></ul></ul></ul><ul><ul><ul><li>CAN-SPAM Act Compliance & IAB Compliance ( http://iab.net ) </li></ul></ul></ul>
  6. 6. Solution & Architecture
  7. 7. Process Think. Execute. Measure.
  8. 8. Think <ul><ul><li>Planning for Email Marketing </li></ul></ul><ul><ul><li>What You’ll Need </li></ul></ul>
  9. 9. Think <ul><ul><li>If you know what people wanted, what would you say to them? </li></ul></ul><ul><ul><li>At what point during the customer life cycle are we talking to them? Acquisition? Conversion? Retention? (BTW - this is the difference between CRM and contacts) </li></ul></ul><ul><ul><li>What are your competitors saying to them? </li></ul></ul><ul><ul><li>What is the source context? </li></ul></ul>
  10. 10. Execute <ul><ul><li>Send the email </li></ul></ul>
  11. 11. Measure <ul><ul><li>Delivery Rate </li></ul></ul><ul><ul><li>Open Rate </li></ul></ul><ul><ul><li>Click Thru Rate </li></ul></ul><ul><ul><li>Conversion Rate </li></ul></ul><ul><ul><ul><ul><li>All specific to target & message </li></ul></ul></ul></ul>
  12. 12. Measure <ul><ul><li>Delivery Rate </li></ul></ul><ul><ul><li>Open Rate </li></ul></ul><ul><ul><li>Click Thru Rate </li></ul></ul><ul><ul><li>Conversion Rate </li></ul></ul><ul><ul><ul><ul><li>All specific to target & message </li></ul></ul></ul></ul>
  13. 13. Measure <ul><ul><li>Delivery Rate </li></ul></ul><ul><ul><li>Open Rate </li></ul></ul><ul><ul><li>Click Thru Rate </li></ul></ul><ul><ul><li>Conversion Rate </li></ul></ul><ul><ul><ul><ul><li>All specific to target & message </li></ul></ul></ul></ul>
  14. 14. Measure <ul><ul><li>Delivery Rate </li></ul></ul><ul><ul><li>Open Rate </li></ul></ul><ul><ul><li>Click Thru Rate </li></ul></ul><ul><ul><li>Conversion Rate </li></ul></ul><ul><ul><ul><ul><li>All specific to target & message </li></ul></ul></ul></ul>
  15. 15. Think
  16. 16. Variables to Test <ul><ul><li>Depends on the Goal </li></ul></ul><ul><ul><li>Must Isolate a Single Variable </li></ul></ul><ul><ul><li>Things to Know </li></ul></ul><ul><ul><ul><li>Returning or Not </li></ul></ul></ul><ul><ul><ul><ul><li>Test: In State and Out </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Tells: Frequency </li></ul></ul></ul></ul>
  17. 17. Variables to Test <ul><ul><li>Prone to Promotion </li></ul></ul><ul><ul><ul><li>Test: Offer </li></ul></ul></ul><ul><ul><ul><li>Tells: Minimum for Conversion </li></ul></ul></ul><ul><ul><ul><li>Increment by 5%, 10%, 15% or </li></ul></ul></ul><ul><ul><ul><li>5th Night Free, 4th Night Free, </li></ul></ul></ul><ul><ul><ul><li>$500 off, $700 off, BOGO </li></ul></ul></ul>
  18. 18. How to Test <ul><ul><li>Minimum of 600 for Extrapolation </li></ul></ul><ul><ul><li>Single Variable </li></ul></ul><ul><ul><li>Release to 10% first and test </li></ul></ul><ul><ul><li>Then Release to the Rest of population </li></ul></ul><ul><ul><li>Survey for Interest </li></ul></ul>
  19. 19. List Management <ul><ul><li>Objective: Add Data to contacts </li></ul></ul><ul><ul><ul><li>Ways to Define The Audience </li></ul></ul></ul><ul><ul><ul><ul><ul><li>By Traffic Source </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>By Survey </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>By Website Interests </li></ul></ul></ul></ul></ul>
  20. 20. Best Practices
  21. 21. Test & Test & Test <ul><ul><li>Priorities </li></ul></ul><ul><ul><ul><li>1. Incentive Offers: Optimize Conversion Rates </li></ul></ul></ul><ul><ul><ul><li>2. Interest: Optimize Lead Nurturing </li></ul></ul></ul><ul><ul><ul><li>3. Content: Optimize Voice </li></ul></ul></ul>
  22. 22. Monthly Reviews <ul><ul><li>Standing Meeting for Performance Review </li></ul></ul><ul><ul><li>Analyze Trends in Ratios </li></ul></ul><ul><ul><ul><li>Delivery Rate > 90% </li></ul></ul></ul><ul><ul><ul><li>Opt-Out Rate is steady, not downward trending (sign of saturation) </li></ul></ul></ul>
  23. 23. Sources <ul><ul><li>Review the quality of emails acquired by source to determine they are </li></ul></ul>

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