Presentation from a marketing clinic in Paris on Email marketing pointers.

1. Marketing Clinic:
Email Marketing Strategies
Soleilles Cowork, Paris
November 19, 2012

2. Agenda
• Getting started
• Some practical pointers and examples
• Are you a spammer?
• Customer Acquisition
• More examples
• Participant example

3. What are your
objectives?

4. Who are your
customers?

5. Test, test, test
Design
Subject
Offer

6. Measuring performance
• Open rate: average 20 – 30%
• Determine optimal send
for your list
• Track which links work best
• Check unsubscribe rate with each mailing
• Check traffic to your web site, revenues,
downloads etc.
• Dashboard with KPIs in line with your
objectives

7. Email Segmentation –
One size does not fit all!
Create multiple lists/segments
• Keep messages pertinent
– Interests, frequency, actions
• Make sure timing is right
– Just purchased, renewal coming up…
• Don’t forget segments evolve
– ex. Prospect becomes client, downloads a white paper…
• Test messages for each segment
 Better click rates, better ROI!

8. HTML for email pointers
• Use templates or text editor
• No css!
• 500 or 600 pixels wide
• Very basic layouts using tables work best
• No flash or javascript
• Keep it simple!

9. Some examples…

10. Images turned off by default

15. They go hand in hand!
EMAIL LANDING PAGE
http://www.fouganza.com/fr/

16. Are you a
spammer?

17. Are you spam?
• Always have permission
• Don’t let your permission
get outdated
– If it’s been a long time send a
re-invite
• Make it easy to opt-out
• Make it look like you sent it

18. Deliverability
• Healthy balance of image and text
• Avoid getting blacklisted! It’s hard
to get off
• Ask customers to add you to their
whitelist
• Clean html
• Avoid:
– Bright red fonts, CAPS and !!!!!
– Spammy words
http://blog.hubspot.com/blog/tabid/6307/bid/30684
/The-Ultimate-List-of-Email-SPAM-Trigger-Words.aspx
– Free! Click here! Click here now!

19. Double opt-in
• Customer signs-up for list
• He receives an email to
confirmation
• He is not added to the list
until the confirmation link is
clicked
• Ensures everyone on your
list wants to hear from you.

20. What’s legal, what’s not…
• Different rules in France
– BtoC
• No message with out permission:
Opt-in is mandatory!
• Exceptions:
– messages to customers for similar products
– Not transactional - charity
– BtoB
• Opt-out is ok
• Need to be informed what the address
will be used for at time of collect
– Register your
web sites,
Databases in
France
– Declaration on
CNIL web site
– Express form
– Examples of
texts
– http://www.cnil.fr/v
os-responsabilites/

21. CNIL web site provides examples
Réutilisation d'adresses électroniques pour proposer des biens ou des
services analogues
Vous êtes susceptibles de recevoir des offres commerciales de notre société
pour des produits et services analogues à ceux que vous avez
commandés.
Si vous ne le souhaitez pas, cochez la case ci-contre.
Mention générale pour formulaire
………………………… (Veuillez indiquer l’identité du responsable du traitement)
« Les informations recueillies font l’objet d’un traitement informatique destiné
à … (Veuillez préciser la finalité). Les destinataires des données sont
:……………………… (précisez).
Conformément à la loi « informatique et libertés » du 6 janvier 1978 modifiée
en 2004, vous bénéficiez d’un droit d’accès et de rectification aux
informations qui vous concernent, que vous pouvez exercer en vous
adressant à …………………………………… (Veuillez préciser le service et
l’adresse).
Vous pouvez également, pour des motifs légitimes, vous opposer au
traitement des données vous concernant.
http://www.cnil.fr/vos-
responsabilites/informati
ons-legales/

23. Customer
acquisition

24. Customer acquisition
• Sign-up on your web site
• Share with a friend

25. Customer Acquisition - Contest
• Nuance France had no database
to use
• Created acquisition campaign
• Promoted with e-buzzing and
Advertise-Me campaigns
• Tell-a-friend for viral
• Results:
+68K opt-ins au concours!

26. Customer Acquisition - Webinars
Great tool in BtoB
• Webinars
• White papers
• Include opt-out in
sign-up process
• Reminder of
webinar
• Follow-up email

27. Buying emails (purchase or rental)
Disadvantages
• Hard to find quality list
– Opt-in only
– Targeted
– Recent
• Getting flagged as a spammer (purchase)
Advantages
• Large numbers available
• Pay per conversion (per opt-in, per click)
• If good list, can be targeted

28. Building your own list
Advantages:
• Less expensive
• More effective
• Ownership
Disadvantage - it takes time to build the list

29. Co-registration
• Trusted Sender
• Targeted
• Inexpensive
• Scalable
• Multiple sources
• Higher conversion
rates
http://www.advertise-me.fr/

30. Some tools
• Free (or basically) :
MailChimp, Constant
Contact
• Enterprise:
MailPerformance,
CheetahMail,
EmailVision, Dolist

31. More examples…

35. …and even more examples
• Email Institute:
– Examples: Email Gallery
• http://www.emailinstitute.com/email-gallery
• Marketing Profs
– Best practices: Email Marketing
• http://www.marketingprofs.com/marketing/library/1
7/email-marketing

36. Participant
example

37. Participant example - Birdeo
• Notre métier : Identifier et accompagner les Experts du développement
durable que ce soit pour des missions ou du recrutement.
• Les services proposés: Recrutement, Placement de consultant, portage
salarial.
• Quelques références : Accor, LVMH, EuroRSCG, Balenciaga, Nexity,
Bonneterre
• Notre base de données contient plus de 3 000 Experts/candidats

38. Participant example - Birdeo
Une double cible:
-- Les candidats, les experts (B to C)
-- Les entreprises susceptibles d'utiliser nos services (B to B)
Objectif auprès de la cible des candidats et des experts
-- Notoriété
-- Attirer des bon candidats/ Experts
-- Vendre nos services de portage
Emailing auprès de cette cible :
-- Une newsletter mensuelle (depuis sept 2011) informative sur les
métiers, les compétences en DD et l'actualité de Birdeo
-- Un email envoyé le 1er nov sur nos services de portage salarial

39. Participant example - Birdeo

40. Feel free to contact us!
Stephanie Kidder
skidder@wanadoo.fr
+33 6 80 91 98 85