The document discusses statistics related to internet and online retail usage in South Africa, noting strong growth in both areas. It then provides tips and best practices for email marketing, including considering goals, platforms, list management, and compliance with legal requirements. The last sections cover specific strategies for achieving success with email marketing and avoiding spam filters.

1. Andre Strauss
Email Marketing
Andre Strauss

2. Internet Statistics - SA
ne t Statistics
South Af rican - Inter
se rs Dec/00.
2,400,00 0 internet u
12 0% growth se rs Dec/10,
0 Internet ution.
6,800,00 e popula
13.8% of th
o ok users ontration
3,452,260 Faceb , 7.0% pene
Dece mber 31/10 mil
4
rate . Now over
x
Twi tter – appro

3. Online Retail Statistics - SA
• R2-billion for 2010
• 30% growth from 2009
• Expected 2011 growth 40%
Why?
More experienced internet users – 3.6mil on
internet for 5 years
By 2015, that figure will be 6.8-million
“Recession - This shows us that online retail growth
represents not a rise in shopping activity, but
rather a shift in shopping activity, from the
physical space to the online space”

10. EMAIL MARKETING not just an
afterthought
Carefully Consider
•Plan
•Platforms
•Technology
•List Management

11. The basic principle to maintain
relationships!!
Opt in
Read Blog
Follow on Twitter
First Purchase
Full subscription
Backend apps

12. What to do
• Goal - Measurable
• Target – Segment Smaller
• Plan – timing message offer
• Convert – landing pages
• Analyse – reporting & analytics
• Experiment – a/b testing
• Adapt – always adapt

13. LIST MANAGEMENT
Apply the Electronic Communications and
Transactions Act 2002 to your campaign
o Make sure you have “opt out” &
“unsubscribe options”
o Be able to identify source of every
contact

14. Source contacts without negative legal implications
 Email current customers & ask for opt in
 Add “forward to friend” links
 Ask prospects by phone to subscribe
 Research potential customers online & send
carefully written personalized emails,
explaining where info found & reason for
approach
 Ensure you have a clear call to action on your
website for visitors to sign up
 Add line to your signature informing that you
send out regular correspondence

15. Tips for achieving success
 Set up separate email addresses for sending email campaigns
 Monitor new subscribers
 Verify subscribers
 Always test a newsletter before sending it
 Check your content and spam scores
 Plan how you want to segment your mailing list for future
emails
 Plan, plan, plan
 Track, track, track
 A/B testing - Subject line, Imagery, Product selection,
Headline, Promotional offer

16. Email spam
• Make sure emails are professionally checked
so they don’t end up in a recipient’s spam
folder

17. Email - SPAM
Here's a sample of criteria from Spam
Assassin, one of the most popular spam filters
out there:
•Talks about lots of money (.193 points)
•Describes some sort of breakthrough (.232
points)
•Looks like mortgage pitch (.297 points)
•Contains urgent matter (.288 points)
•Money back guarantee (2.051 points)
•Why Pay More? (1.249 points)

18. Email Best Practices & Standards
o Social Media – Cross-syndication across networks is a MUST to
make real-time conversations, provide feedback & build
relationships
o Segmentation – Personalize to your subscribers, follow guidelines
– information dialogue, colourful text, easily readable content
o Testing – Test newsletters to ensure it’s being delivered properly,
accurately & images & HTML are rendering properly – don’t forget
tracking codes!
o Crossing Technologies – Friendly to email client, but also readable
through other devices (e.g. phones, tablets)

19. Tips for recognition & trust
o Use defining graphic elements
o Include your logo
o Echo the key colours, fonts, image style & layouts
o Update designs according to graphic standards & brand
creative
o Design different templates for different types of email
messages
• Consistency goes a long way to creating trust & is
critical to ongoing engagement!

20. Thank you
twitter.com/GraphicMail
facebook.com/GraphicMailESP