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Email marketing
This document provides an overview of email marketing. It discusses why email marketing is an effective and cost-efficient way to market to customers, noting that email has one of the lowest costs per lead compared to other marketing methods. It also reviews best practices for email marketing, such as building permission-based email lists, writing clear and relevant content, and following legal requirements regarding consent. The document demonstrates how to set up an email marketing campaign using the free MailChimp platform, covering steps like creating an account, building email lists, designing campaigns, and sending test emails.
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Email marketing
- 1. Email Marketing (A whistle-stoptour!) John Owens
- 2. Agenda • • • • • Why email marketing? Gettingit read – “deliverability” Best practice and the law Next steps - MailChimp demo Questions Agenda
- 3. Why email marketing? Costper lead across various direct marketing methods £6.00 £5.00 Search £4.00 Email £3.00 Yellow Pages Banner Ads £2.00 Direct Mail £1.00 £Search Email Yellow Pages Banner Ads Direct Mail Source: Piper Jaffrey & Co 2011
- 4. Customers • 6-7 timesmore expensive to gain a customer than to retain a customer • 5% increase in retention yields profit increases of 25 to 100% • Repeat customers spend 67% more • After 10 purchases, a customer has already referred up to 7 people Source: Harvard Business Review
- 5. Why do customersleave? • Because you haven‟t given them a reason to stay • Indifference – haven‟t heard from you for 6 weeks or more • Lots of different ways to talk with them (+ integrate) • BUT email marketing is very cost effective See “How To Win Customers & Keep Them For Life” by Michael Le Boeuf
- 6. Permission • More thanjust opt-ins • “Explicit” versus “Implicit” • Quality a priority • “Permission marketing” • + legal aspect in UK /USA P. S - think Is your “targeted message” my “you’re sending me spam… (again)”?
- 7. Strategy • How willemail marketing contribute to your business development? • How does it tie in with your other activities (social media, web, printed etc.)? • Be realistic (it takes time to build a trust relationship with your „targets‟) • Email marketing is a „long game‟ – it takes time
- 8. Getting it read.... Usea commercial service • Don‟t try to use your own email package • Measurable results – so measure!
- 9. Don‟t use yourown email system...
- 10. Getting it read.... Havea clean database • No point in sending to dead addresses + ISPs don‟t like it • Collect emails whenever you can – and get them to opt-in • If you buy email data, use good sources • Named individuals if possible! • Multiple use or single use?
- 11. Getting it read.... Whois going to write it? • What‟s the key message? • What action do you want them to do because of reading it? How often? • When you have something to say • Better if consistent
- 12. What time ofday? Business to Business • Avoid weekends and after 4pm • But best time for a “head-hunter” was Monday morning • And lots of commuters check emails on mobiles on way into work now Day Best Time Open rate Tuesday / Wednesday /Thursday Friday Weekends Around 9:30am 50-62% or 1:30 pm 9:30am 18% 2% Source: Constant Contact & iContact
- 13. What time ofday? Day Business to Consumer Tuesday / Wednesday /Thursday Friday Weekends (to Sunday afternoon) Best Time Open rate Circa 5:00 pm to 8:00 pm 5:00 pm onwards 40-45% 30-40% 30-45% Source: Constant Contact & iContact
- 14. Best practice • Onlysend emails to people who have requested them • Only include relevant content • Be consistent with your sending frequency & “From” name • Have both a plain text and HTML version • Watch out for spam filters – ALL CAPS, free, !!!!!!!, Viagra, F.R.E.E etc….. • Build your list everywhere you can “The money is in the list”
- 15. The Law Data ProtectionAct 1998 • You may need to register – www.ico.gov.uk (£35 p.a.) Privacy and Electronic Communications (EC Directive) Regulations 2003 • “You can not transmit unsolicited marketing email to an individual subscriber unless they have previously notified you that they consent, for the time being, to receiving such communications” • “Soft Opt-in”
- 16. MailChimp – www.MailChimp.com Sign– up and registration (Free – don‟t need a credit card)
- 17. FREE – upto: • 2,000 subscribers • 12,000 emails per month
- 18. Create a newlist
- 19. Build up listsof subscribers • Via importing a spreadsheet list • Via collecting from a from embedded on your site • Manual entry
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- 22. Here‟s one I madeearlier!
- 23. Testing via sending tomy email box
- 24. Getting ready to automatesending
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Editor's Notes
- #20 Also many others e.g. Amazon, Google Drive, MegaUpload (50Gb) etc