Email Marketing using Automations, Integrations, Merge Tags (Mailchimp), Segmentations of Lists and Groups, Advanced Segmantation, Creating Surveys inline, Mail Workflows and Integration of services (Facebook pages for lead generations, Google Analytics for page views tracking)

1. DEM e Newsletter
Andrea Vaccarella
CIS – Studio Corno, 23/05/2017

2. Agenda Recap Lezione 1
Mailchimp Test&Preview
7 Problemi dell’Email Marketing
Merge Tags
Surveys
MailUp
Integrazioni
Schema.org

3. DEM: DIRECT EMAIL MARKETING

4. DIFFERENZE DEM e POSTA TRADIZIONALE

5. meno costoso ($)
instantaneo (t)
messaggio personalizzato
ROI più alto
facile da tracciare
grandi numeri
integrabile con sito, social, CRM..
MONTAGNE DI DATI.
DEM DIFFERENZE CON POSTA CARTACEA

6. DEM
Informazione e Fidelizzazione.
NEWSLETTER
Direct Email Marketing
Scopo preciso: obiettivi possibili
Informazione mirata
Target Esclusivo (segmentation)
DEM ≠ NEWSLETTER

7. Transactional
email generata automaticamente dal sistema, come risposta ad una
azione utente (iscrizione, spedizione, acquisto, reset psw, conferma di
un appuntamento)
DEM TRANSACTIONAL VS MARKETING
Marketing eMail
promozionale per natura (newsletter, offerte speciali, coupon)

8. MITTENTE
OGGETTO
MESSAGGIO
TEMPISMO & ..
UTENTE
DATA

9. MESSAGGIOll giusto
PERSONAalla giusta
MOMENTOnel giusto
FREQUENZAcon la giusta.

10. 64% dei decision makers di una azienda legge le email da mobile

11. Obiettivi
Iscriversi a un Evento
Farsi seguire su un canale social
Far fare un acquisto
Informare di un prodotto/servizio nuovo
(nuova fiera, nuovo metodo di iscrizione, nuovo servizio tecnico)
Avere un feedback
Fare prendere un appuntamento
OBIETTIVI & KPI OBIETTIVI

12. KPI
# Invii
% Bounce Rate
#,% Aperture
#,% Click
CTR
#,% Conversioni
Tasso di disiscrizioni
Tasso di Lamentele
Tempo medio di lettura
Costo Medio Utente per Conversione
Numero medio di aperture prima della conversione
OBIETTIVI & KPI KPI

13. CORPO DEL MESSAGGIOCONTENUTI di QUALITÀ
Crea Contenuti
Trova Contenuti
Giornali, Siti, Blog, Newsletter
Social, Hootsuite, Influencers
Traduci Contenuti
Da una lingua ad un’altra
Da linguaggio tecnico a linguaggio comune
Recupera Contenuti
Da interviste in fiera
Da clienti, fornitori, espositori

14. I 7 PROBLEMI DELL’ EMAIL MARKETING
https://www.campaignmonitor.com/resources/guides/email-marketing-strategy/

15. 1) IMPROVE ENGAGEMENT RATES

16. Customer Engagement = Long Relationships
58%
44%

17. Where to Put the Sign-up Form
• In your website footer
• On the “About Us” page
• In your email signature
• At the end of your blog content
• On Facebook
• On sidebar CTAs
Where to Put the Sign-up Form
email address, first and last names,
birthday, and geographic location

18. 2) INCREASE CUSTOMER ACQUISITION

19. Email beats social by 40x for customer acquisition
* According to McKinsey, email is 40 times more effective at acquiring new customers than Facebook or Twitter

20. 3) IMPROVE CUSTOMER RETENTION

21. Anticipate Customers’ Needs
* According to McKinsey, email is 40 times more effective at acquiring new customers than Facebook or Twitter
Customer retention directly contributes to the overall revenue for your brand, and at a
lower cost than customer acquisition
Create Customer Loyalty
PROVIDE VALUE
Customer Satisfaction Survey
Attention Span in Decreasing

22. 4) IMPROVE EMAIL PERSONALIZATION

23. Personalization increases open rates by 26%
* According to Experian, emails with personalized subject lines are 26% more likely to be opened

24. Segmented campaigns drive a 760% increase in revenue
* According to DMA, marketers have found a 760% increase in email revenue from segmented campaigns

26. 5) INCREASE BRAND AWARENESS

27. How to Measure Brand Awareness
• Survey
• Website Traffic (Direct)
• Search Volume Data
• Social Listening
Which metric to Use?
• Volumes of Mentions
• Reach
• Engagement
What to measure Against?
• Benchmark
• Share of Voice

28. 6) ENRICH CONTACT DATA QUALITY

30. 7) REDUCE MARKETING COSTS

31. How to Reduce Marketing Costs
• Eliminate Waste
• Make Fewer Mistakes
• Nurture What You’ve Got
• Increase ease conversions - not just inbound
leads or traffic
• Consider Outsourcing

32. 7) REDUCE MARKETING COSTS
6) ENRICH CONTACT DATA QUALITY
5) INCREASE BRAND AWARENESS
4) IMPROVE EMAIL PERSONALIZATION
3) IMPROVE CUSTOMER RETENTION
2) INCREASE CUSTOMER ACQUISITION
1) IMPROVE ENGAGEMENT RATES
I 7 PROBLEMI DELL’ EMAIL MARKETING

33. MAILCHIMP SEGMENTS

35. SEGMENTAZIONI UTENTE
Geography
Age
Gender
Industry
Position within a company
Seniority level
Buying behavior
Buying frequency
Salary
Education level
Stage in sales cycle
Interests/hobbies

36. Campaign Activity

37. Automatic Activity

38. Conversation Activity (Reply)

39. Date Added

40. Email Client

41. Email Marketing Status
http://kb.mailchimp.com/lists/segments/all-the-segmenting-options

42. MAILCHIMP MERGE TAGS

43. MERGE TAGS
http://kb.mailchimp.com/merge-tags/all-the-merge-tags-cheat-sheet
https://mailchimp.com/features/merge-tags/
MERGE TAGS CHEAT SHEET

46. MAILCHIMP FORMS (& CONFIRMATION EMAILs)

47. http://eepurl.com/cPQnTj

48. MAILCHIMP SURVEY

49. SURVEY

50. http://kb.mailchimp.com/campaigns/design/send-a-simple-poll-or-survey-to-subscribers
MULTIPLE POLLS, ONLY ONE SURVEY
If needed: Survey Monkey

51. MAILCHIMP INTEGRATIONS

52. INTEGRATIONS

53. INTEGRATIONS
http://kb.mailchimp.com/integrations/facebook/connect-or-disconnect-the-facebook-integration
MailChimp > Account > Integrations > Google Analytics (360)

54. INTEGRATIONS
http://kb.mailchimp.com/integrations/facebook/connect-or-disconnect-the-facebook-integration
MailChimp > Account > Integrations > Facebook

55. MailUP
(SendBlaster SendGrid WebHat…exMandrill)

57. DEM WebHat
Spam Assassins
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)
“Using phrases like “Click here!” or “Once in a lifetime opportunity!”
Excessive use of exclamation points!!!!!!!!!
USING ALL CAPS, WHICH IS LIKE SCREAMING AT THE TOP OF YOUR
LUNGS VIA EMAIL (especially in the subject line).
Using bright red or green colored fonts.
Using bad content. This one’s broad, but important. Email delivery expert
Laura Atkins details content-based filtering in this article.
Coding sloppy HTML, usually from converting a Microsoft Word file to
HTML.
Creating an HTML email that’s nothing but one big image, with little or no
text. Spam filters can’t read images, so they assume you’re a spammer
trying to trick them.
Using the word “test” in the subject line. Agencies can run into this issue
when sending drafts to clients for approval.”

58. SIMULAZIONE

59. TEST A/B

60. Cosa Abbiamo Visto Oggi
Recap Lezione 1
Mailchimp Test&Preview
7 Problemi dell’Email Marketing
Merge Tags
Surveys
MailUp
Integrazioni
Schema.org

61. DOMANDE?

62. GRAZIE
Andrea Vaccarella

63. 1) MESSAGGIO:
interessante per l'utente. personalizzato per l'utente (substitution tags).
Caro <user_name>,
vorremmo farti vedere come <user_company> può beneficiare della nostra nuova fiera..
Nella passata edizione l'azienda X ha trovato Y nuovi clienti..
Cosa ne pensi <user_name>, facciamo una prova?
2) PERSONA:
non indirizzo email. La persona vera e propria.
4000 clienti. 4 persone: conoscere 1000 persone.
Cosa conoscere? Demographics, Interessi, Comportamento d'acquisto
Segmentation.
3) MOMENTO:
Guarda i KPI nel Funnel.
4) FREQUENZA:
Dipende dal ricevente, dipende dal mercato, non dipende mai dai contenti.