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Email Marketing in a Nutshell
The document discusses using email and customer relationship management (CRM) systems to build customer loyalty. It explains that email can be used as part of the CRM process to attract, retain, and engage customers at different stages from prospects to former customers. The document provides best practices for email marketing, including developing targeted lists, writing effective subject lines, testing, and compliance with spam laws. The overall goal is to use email and CRM to increase customer perceived value and create long-term customer loyalty.
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Email Marketing in a Nutshell
- 1. Email and CRM Dr.Debra Zahay-Blatz Professor and Chair of Marketing and Entrepreneurship Thanks to Stukent for some of this material and the Roberts and Zahay Text, 3e as well as the Kotler and Keller, 6e
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- 3. Customer Perceived Value A.What the customer believes B. Total Customer Benefit – Total Customer Cost C. Cost of Loyalty
- 4. Kotler and KellerChapter 4
- 5. The Path toLoyalty
- 6. Building Loyalty • Interaction •Loyalty programs • Institutional Ties • Brand Value with Communities • Specific marketing actions, i.e, Email
- 7. CRM Process ofLoyalty Creation and Management Attract & Acquire: Search, Website, Social Media Retain & Engage: Campaign management, CRM Systems, Email, Customer Experience Target Market Prospect Responder Responder New Customer Voluntary Leaver Forced Leaver? Former Customer Winback PotentialCustomers High Potential High Value Low Value Retained or repeat customer Lead nurturing, Demand generation
- 8. Customer Channel Preference Our Channel Strategy Match Customer CommunicationPreferences with Channel Choices for Success
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- 10. When do youopen an email?
- 11. TYPES OF EMAILS •Newsletters •Customer Service Announcements •Promotions •New Product Announcements •Alerts and Reminders •Promotion and Advertisings
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- 15. Email VS. DIRECTMAIL 15
- 16. EMAIL HAS EVOLVED FromBeginning Through Present: Broadcast, Permission, ENGAGEMENT 16
- 17. Scott’s Turf Builder Geo-demographic(Climate Zone) Targeting and Integration with Social Media Leads to Success
- 18. DREAMFIELDs PASTA • IncreasedSales • Decreased Marketing Budget • Integrated with Social Media • Reached both Consumers and Health Professionals 18
- 19. What is PermissionEmail Marketing? • Anticipated – People expect to receive your emails • Personal – Email is sent to that person only • Relevant – Content pertains to the recipient’s interests
- 20. PERMISSION IS “ANTI-SPAM” Email+ Permission From spam to effective direct marketing
- 21. The highest responserate will most likely be obtained thru the following list A. A list purchased from a list broker B. A permission-based list of the company’s own customers C. A list compiled off an existing web site
- 22. INCREASING LEvELS OF PERMISSION 22 Doubleopt-in Confirmed opt-in Opt-in Opt-out
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- 25. Ways to improvethe message
- 26. Keep IT “ABOVETHE FOLD”
- 27. Good Subject Lines SubjectLines With Top Open Rates Subject Line Open Rate Comment Preliminary Floor Plans for Southern Village Neighborhood Circle Members 93% Timely information. Implied benefit for quick action. Over 50 characters in length Your April Website Stats 92.6% Timely and useful information Idlewild Camp - Important Travel Information 90.1% Information I need now. Invitation for Murdoch, Brown, Rove & Johnson's Snow Ball 89.7 Party invitation. Personal and timely MotorCycling Magazine Reader Survey 88.1% High affinity to activity/experience Announcing Paige Elizabeth Sullivan 82.6% Birth Announcement: Personal and useful information. Ship's Log #5: Parus Arrives in Phuket 82.1% Personal and timely Nautica in Rutland Opens Soon! 79.9% New condos - valuable information to be first in line. Updated Time Zones & Log On Information 79.1% Required information 74.3% Timely and useful information Source: http://kb.mailchimp.com/article/best-practices-in-writing-email-subject-lines
- 28. Poor Subject Line SubjectLines With Low Open Rates Subject Line Open Rate Comment Final reminder for complimentary entry to attend the West Freelands BCI Cluster Conference 2006 0.5% Reminder and subject is too long Tempting August NUSA Specials! 0.9% Special. Exclamation mark SALE ends soon - up to 50% off all bras at Kara! 1.9% Percent Off Help Baylor create the ideal college experience 2.5% Help - means ignore Printers World Offers 100% Commission Up Front 7.5% Too good to be true 3% Commission For You, $10,000 in Upgrades For Your Client 7.8% Bait & Switch Help Spread The News ! 10.8% Help Don't Let 2006 Slip Away Without a Tax Deductible Donation To the Children & Families of Omire 11.6% Donation and too long Source: http://kb.mailchimp.com/article/best-practices-in-writing-email-subject-lines
- 29. Use The Pre-Header,a good Offer and Time DEADLINE
- 30. What do youthink? Effective = Yes Not = NO
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- 32. Measuring RESPONSE • Click-ThroughRate-Number of email offers clicked on divided by number opened • Click to Purchase Rate-Number of purchases on divided by number of emails opened • Open Rate-Number of email offers opened divided by number delivered 32
- 33. DELIVERABILITY • Open Rate:Percent of emails opened. • Bounce Rate: Undeliverable addresses as percent of total • Hard Bounce: Undeliverable because of bad address • Soft Bounce: Unable to deliver because of system or other issues 33
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- 36. UNIQUE Email OpenRates • 18.9% Unique open rate in US (down from 22% in 2011) • Unique CTR (Click Through Rate) 3.3% (down from 3.5%) • Unsubscribe Rate: about .25% • CTOR or CTO (Click to Open): Unique click/Unique opens.
- 37. A/B Testing • Takethe test at Which Test Won?
- 38. Email Spam versusEmail Marketing Black Hat • Scrape the web • Use list • No Permission White Hat • Obtain address from customer • Get permission • Confirm
- 39. Email Service Providers •Many free options • Need to spend money for higher volume – Dynamic Content – Database – Send speed
- 40. CAN-SPAM ACT compliance •Applies to Acquisitional or Promotional Emails – Valid ‘from’ email address, valid reply – Street address – Unsubscribe – Label as ‘advertising’
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- 44. What’s Wrong? Subject Line:Private Message from Amazon.com Accounts Management
- 45. Agenda • Loyalty andValue Creation are goals of CRM • Email can be used to create value and Loyalty • Testing helps increase response • Applicable laws/best practices boost response
- 46. Contact Information • dblatz@stedwards.edu •512-448-8645 • @zahay
- 47. Thank you St. Edward’sUniversity Thank you. St. Edward’s University Thank you. St. Edward’s University Thank you. St. Edward’s University Thank you. St. Edward’s University