Email Marketing

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Email Marketing

  1. 1. Email Marketing Making It Work For You Lars Helgeson Co-Founder                                                                               
  2. 2. Overview <ul><li>Define email marketing </li></ul><ul><li>Why email marketing works </li></ul><ul><li>Email and your marketing mix </li></ul><ul><li>Design & sending tips </li></ul><ul><li>Choosing a vendor </li></ul><ul><li>Tracking & feedback </li></ul><ul><li>Case studies </li></ul>
  3. 3. What is Email Marketing? <ul><li>Targeted, relevant communication </li></ul><ul><li>Goals </li></ul><ul><ul><li>Generate sales </li></ul></ul><ul><ul><li>Improve awareness </li></ul></ul><ul><ul><li>Provide valuable information </li></ul></ul><ul><ul><li>Strengthen your brand </li></ul></ul><ul><ul><li>Build relationship with clients </li></ul></ul>                                                                                                                                                        
  4. 4. What is Spam? <ul><li>Opt-in Marketing vs Spam </li></ul><ul><ul><li>Spam = Negative perception of spammer </li></ul></ul><ul><ul><ul><li>Comprises 8% of emails in 2001, 32% in 2002 </li></ul></ul></ul><ul><ul><ul><li>Estimated 50% in 2003 </li></ul></ul></ul><ul><ul><li>Opt-in = Higher responses, builds relationship </li></ul></ul><ul><ul><ul><li>100-1000x ROI vs spam </li></ul></ul></ul><ul><li>Spam is illegal in most states </li></ul><ul><ul><li>Now a felony in Virginia </li></ul></ul>Courtesy Hormel Corporation Spam Example Courtesy “Just For You Network” (Dirty SPAMMER)‏
  5. 5. Applications of Email No relationship No permission Harvesting No relationship 3 rd party permission Weak relationship Stale contact Existing relationship Permission to contact Existing relationship Permission to contact Opt-in record SPAM COOL
  6. 6. Why Email Marketing is Effective <ul><li>Automation = low deployment costs </li></ul><ul><ul><li>Design time (custom vs templates)‏ </li></ul></ul><ul><ul><li>Database management </li></ul></ul><ul><ul><li>Email delivery </li></ul></ul><ul><ul><li>Tracking and analysis </li></ul></ul><ul><li>Targeting = better responses </li></ul><ul><ul><li>Reads = 30-60% (average is 38% * )‏ </li></ul></ul><ul><ul><li>Clicks = 2-10% (average is 7.1% * )‏ </li></ul></ul><ul><ul><li>Average online conversion rate is 4.3% * </li></ul></ul>* Source: DoubleClick Email Marketing Trend Report, 2Q2002                                                                                                                                                         
  7. 7. Customer Acquisition Cost <ul><li>Example </li></ul><ul><li>10,000 email recipients </li></ul><ul><ul><li>Build = 4 hours x $90/hr = $360 </li></ul></ul><ul><ul><li>Send = $100 </li></ul></ul><ul><ul><li>Tracking & Analysis = 2 hours x $90/hr = $180 </li></ul></ul><ul><ul><li>5% click, 4% conversion = 20 sales for $640 </li></ul></ul><ul><ul><li>Acquisition cost = $32 </li></ul></ul><ul><li>Example </li></ul><ul><li>10,000 direct mail recipients </li></ul><ul><ul><li>Build = 4 hours x $90/hr = $360 </li></ul></ul><ul><ul><li>Send = $6,000 (60 cents per mail piece)‏ </li></ul></ul><ul><ul><li>2% action, 10% conversion = 20 sales for $6,360 </li></ul></ul><ul><ul><li>Acquisition cost = $318 </li></ul></ul>
  8. 8. Your Marketing Mix <ul><li>Develop brand, strategy (marketing is a means to an end => sales)‏ </li></ul><ul><li>Print (brochures, pamphlets)‏ </li></ul><ul><li>Direct mail </li></ul><ul><li>Radio/TV </li></ul><ul><li>Networking </li></ul><ul><li>Event sponsorships </li></ul><ul><li>Email </li></ul>Generate awareness Positive perception Overcome risk of purchase Satisfy the customer Get feedback
  9. 9. How do you Email Market? <ul><li>Decide in-house vs outsource </li></ul><ul><li>Gather client / prospects list </li></ul><ul><li>Develop strategy, combine with other efforts </li></ul><ul><li>Build email </li></ul><ul><li>Send email </li></ul><ul><li>Track email </li></ul><ul><li>Refine marketing strategy </li></ul>
  10. 10. Email Marketing Visually Strategy Content Master List Distribution Tracking Clients Website Lists
  11. 11. In-House vs Outsourcing <ul><li>In-House Infrastructure </li></ul><ul><ul><li>Designers </li></ul></ul><ul><ul><li>List management </li></ul></ul><ul><ul><li>Email servers & ISP </li></ul></ul><ul><ul><li>Tracking & analysis </li></ul></ul><ul><li>Do-It-Yourself Tools </li></ul><ul><ul><li>Templates </li></ul></ul><ul><ul><li>Easy-to-use interface </li></ul></ul><ul><li>Managed Services </li></ul><ul><ul><li>Experienced designers </li></ul></ul><ul><ul><li>Analysts to improve marketing strategy </li></ul></ul><ul><li>MarketingSherpa.com </li></ul><ul><li>In all cases, look at track record & clients! </li></ul>Custom Design Template                                                                                                      
  12. 12. Choose the Right Vendor <ul><li>Examine features </li></ul><ul><ul><li>Building tools (templates, libraries, personalization)‏ </li></ul></ul><ul><ul><li>Integration (website, CRM, surveys)‏ </li></ul></ul><ul><ul><li>List management (segmenting)‏ </li></ul></ul><ul><ul><li>Sending (capacity, automatic bounce / unsubscribe)‏ </li></ul></ul><ul><ul><li>Tracking (detail and summary in realtime)‏ </li></ul></ul><ul><ul><li>Private labeling </li></ul></ul><ul><ul><li>Account management (multiple users, access rights)‏ </li></ul></ul><ul><li>Ease of use is important! </li></ul>
  13. 13. Choose the Right Vendor <ul><li>Time to set up account and send emails </li></ul><ul><li>Costs </li></ul><ul><ul><li>Setup </li></ul></ul><ul><ul><li>Cost-per-email or CPM vs Storage </li></ul></ul><ul><li>Customer support </li></ul><ul><ul><li>Email, phone, business hours </li></ul></ul><ul><ul><li>Dedicated account manager? </li></ul></ul><ul><li>Reputation (Privacy/Anti-Spam Policy)‏ </li></ul><ul><ul><li>SenderBase.com, DNSstuff.com </li></ul></ul>
  14. 14. Email Marketing Tips <ul><li>Do not rent lists from someone you don’t know and trust – high risk of spam </li></ul><ul><li>Carefully choose subject line (call to action, targeted)‏ </li></ul><ul><li>Recognizable to recipients (“From” line)‏ </li></ul><ul><li>Make content relevant to audience & personalize </li></ul><ul><li>Don’t use spam-trap words </li></ul><ul><li>Time of day, day of week </li></ul><ul><li>Frequency of communication </li></ul><ul><li>Short, concise messages </li></ul>
  15. 15. Using Tracking & Feedback <ul><li>Watch your email campaigns </li></ul><ul><ul><li>Read rates </li></ul></ul><ul><ul><li>Click-thru rates </li></ul></ul><ul><ul><li>What users click on </li></ul></ul><ul><ul><li>Follow post-click if possible </li></ul></ul><ul><li>Generate new lists based on recipient behavior </li></ul><ul><ul><li>Send targeted follow-ups </li></ul></ul>
  16. 16. Case Study #1 Get Connected Breakfast <ul><li>Marketing goals </li></ul><ul><ul><li>Create awareness about event </li></ul></ul><ul><ul><li>Who / What / Where / When / Why </li></ul></ul><ul><ul><li>Promote value in coming to event </li></ul></ul><ul><li>Focus on what customers want </li></ul><ul><ul><li>Valuable information </li></ul></ul>
  17. 17. Case Study #1 Campaign 1 - Simple Design Call to action
  18. 18. Case Study #1 Campaign 1 Results <ul><li>4200 Recipients </li></ul><ul><li>40.8% Read </li></ul><ul><li>1.8% Clicked </li></ul><ul><li>95 flyer downloads </li></ul><ul><li>2 Send-to-Friends </li></ul><ul><li>0.2% Unsubscribed </li></ul>
  19. 19. Case Study #1 Campaign 2 – Improved Design 3 calls to action Consistent branding {
  20. 20. Case Study #1 Campaign 2 Results                                                                                                                  <ul><li>4700 Recipients </li></ul><ul><li>42% (2000) read </li></ul><ul><li>1.8% (87) clicked </li></ul><ul><li>51 registrations </li></ul><ul><li>48 flyers </li></ul><ul><li>10 maps </li></ul><ul><li>3 send-to-friends </li></ul>
  21. 21. Case Study #2 Yahoo! Resumix <ul><li>Marketing goals </li></ul><ul><ul><li>Increase attendance at seminar (Campaigns 1-3)‏ </li></ul></ul><ul><ul><li>Increase awareness of Resumix services with newsletter (Campaign 4)‏ </li></ul></ul><ul><li>Campaign results </li></ul><ul><ul><li>11% total response rate (phone/email)‏ </li></ul></ul><ul><ul><li>42% response by company </li></ul></ul>
  22. 22. Campaign 1 Colorful Simple call to action in 2 places 2% click-through
  23. 23. Campaign 2 Simpler format Single call to action 4.6% click-through
  24. 24. Campaign 3 Attendance Interest via Email Survey 4.3% confirmation Used more successful design
  25. 25. Campaign 4 Newsletters generate interest 3.5% click-through
  26. 26. The Bottom Line <ul><li>Email marketing works </li></ul><ul><li>Coordinate with marketing strategy </li></ul><ul><li>Use feedback from campaign performance </li></ul><ul><li>Stay current on marketing technology </li></ul><ul><ul><li>Anti-spam issues </li></ul></ul><ul><ul><li>Economic conditions </li></ul></ul><ul><ul><li>Networking groups (Chamber of Commerce, Connect, SDiMarketers)‏ </li></ul></ul>
  27. 27. Thank You <ul><li>Presentation online at: </li></ul><ul><li>http://www.cooleremail.com/emailoverview.ppt </li></ul>
  28. 28. Key Points © 2003 CoolerEmail Inc., http://www.cooleremail.com <ul><li>Email Marketing Tips IV </li></ul><ul><li>Learn from your tracking information </li></ul><ul><li>Segment your lists by recipient demographics </li></ul><ul><li>and behavior </li></ul><ul><li>Gather surveys from your recipients </li></ul><ul><li>Send follow-up emails </li></ul><ul><li>Email Marketing Tips III </li></ul><ul><li>Send during the week, during the day if </li></ul><ul><li>targeting businesses </li></ul><ul><li>Be conscious of your sending frequency </li></ul><ul><li>Test your lists (random sampling)‏ </li></ul><ul><li>Vendor Selection III (Pricing)‏ </li></ul><ul><li>Setup fees </li></ul><ul><li>Price per email sent vs stored </li></ul><ul><li>Long-term contracts, minimum billing </li></ul><ul><li>Consulting services </li></ul><ul><li>Email Marketing Tips II </li></ul><ul><li>Relevant, informational content </li></ul><ul><li>Clear call to action, if applicable </li></ul><ul><li>Don’t make email too long, or too busy </li></ul><ul><li>Vendor Selection II (Business)‏ </li></ul><ul><li>Blacklist reputation (SenderBase.com and </li></ul><ul><li>DNSstuff.com) and anti-spam policy </li></ul><ul><li>Privacy policy and data protection </li></ul><ul><li>Client list </li></ul><ul><li>Customer service </li></ul><ul><li>Opt-In (GOOD) vs. Spam (BAD)‏ </li></ul><ul><li>Established relationship with client </li></ul><ul><li>Permission to send to recipient </li></ul><ul><li>Honor unsubscribe requests </li></ul><ul><li>Maintain opt-in/opt-out records </li></ul><ul><li>Email Marketing Tips I </li></ul><ul><li>- Integrate email with overall strategy </li></ul><ul><li>Don’t rent suspicious lists </li></ul><ul><li>Carefully consider your subject line </li></ul><ul><li>Be honest with your “From” line </li></ul><ul><li>Don’t look like spam (avoid keyword traps)‏ </li></ul><ul><li>Vendor Selection I (Technology)‏ </li></ul><ul><li>Templates and/or upload your own HTML </li></ul><ul><li>List management & segmentation </li></ul><ul><li>Sending capacity </li></ul><ul><li>Summary and detail-level tracking </li></ul><ul><li>Goals of email marketing </li></ul><ul><li>Build relationships with clients </li></ul><ul><li>Improve brand awareness </li></ul><ul><li>Communicate valuable information </li></ul><ul><li>Generate revenues </li></ul>

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