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EMail
Marketing
            1
92%
of all marketers employ
    email marketing




                          2
3
The Benefits
•! Highly Targeted: dynamic, personalized content
•! Immediate: shorter lead times
•! Test and Refine: ensuring optimal results through
    continues improvement.
•! Measurable: effectiveness of campaigns (ROI).
    Greater insight into customer behavior.
•! Reach: unlimited distribution globally, infinitely scalable
•! Better conversion rates: seamless – uninterrupted process
    from prospect to customer in a matter of clicks.
•! Cost effective: fast acting, flexible focused campaigns
    equals maximum return on investment.




                                                                 4
Marketers face
tough competition




                    5
126
      average number of emails
      received per day by
      corporate users in 2007




                                 6
20%
      of all emails
      are ‘Junked’
      by spam filters



                        7
Email users savvier
than you think




                      8
83%: Used the Report Spam button
80%: Use it without opening the message
73%: Base decision on the quot;fromquot; line
69%: Base decision on subject line
20%: Use the spam button to unsubscribe




                                          9
So what makes a
campaign successful?


                       10
Planning




           11
Who are your
target audience?

                   12
What are your
 objectives?

                13
CHOICE



         14
Targeting
            15
Segment



          16
Personalize


              17
Un-targeted                  Life cycle messaging
broadcast emails             campaigns

Open rate: 20%               Open rate: 26%
Avg. CTR: 9.5%               Avg. CTR: 9.3%
Avg. conversion rate: 1.1%   Avg. conversion rate: 2.3%

User-triggered               Clickstream-based
campaigns                    campaigns
Open rate: 27%               Open rate: 33%
Avg. CTR: 9.3%               Avg. CTR: 14%
Avg. conversion rate: 2.3%   Avg. conversion rate: 3.9%




                                                          18
relevance



            19
• Take a holistic view of
  customer relationships

• Transactions shows
  you a series of frames

• Transitions play
  you a movie




                            20
• Take a step-by-step,
  wait and respond
  approach

• Define specific
  transitions that trigger
  customer dialogues

• Sync communications
  to transition moments




                             21
• Identify communications you make
with customers in a batch fashion.

• Ask what events could trigger these
communications to make them timely.

• Prepare a distinct message
for each customer situation

• Increase involvement by adding
a call to action to each message

• Prepare a message for each possible
response to your previous message.




                                        22
Avoiding the ‘Pitfalls’


                          23
Assuming images
   will work!




                  24
25
Not designing for
 preview panes




                    26
27
Over selling and
cheap tricks = SPAM
                      28
SHOUT
DON’T




        29
DON’T OVER
‘EMPHASIZE !!! ’


                   30
AVOID HARD SELL

Once in a life
time CHANCE!

                  31
Too many images
not enough text
Certain spam filters place the
quot;image vs. text ratioquot; criteria
even higher than the quot;spam
keywordsquot; criteria




                                  32
Subject lines




                33
Creating subject lines
•! Its not rocket science, remember K.I.S.S.
•! The best subject lines are not ‘Flashy’ or ‘Pushy’
•! Your subject line should simply, clearly and concisely
   describe the purpose/content of your email – its that simple!

•! It’s a process, and it starts with the opt-in
   Always set your subscribers' expectations during
   the opt-in process about what kinds of emails
   they'll be receiving




                                                                   34
How your email marketing
     message is structured will
     determine 50% of its success

•!   Anatomy of an email: fields
     (to, from, subject), body copy, landing page

•!   Set a single objective: one message
     presented in a strong, clear and direct manner

•!   Write to target: develop a thorough
     understanding of the needs and sensibilities
     of your target market before you write.

•!   Get to the point: sluggish
     fulfillment leads to dissatisfied customers.

•!   Build the relationship: email marketing
     is not hit and run medium. It works best
     when you build sustainable relationships.




                                                      35
In just one-twentieth of a second,
less time than it takes to blink, people make
aesthetic judgments that will influence their
experience of your landing page.




                                                36
37
38
39
BEST
PRACTICES



            40
Customer
     Centric
•!   Customer-based approach:
     Measurement of individual customer response
     rather than overall campaign performance
•!   Event triggered emails
     e.g. first purchase, abandoned cart
•!   Focus on frequency/contact strategy:
     monitoring the impact of frequency
     to maximize results
•!   Data capture is a process:
     It’s a value exchange between you and your
     prospects. As you serve up value they’ll
     reciprocate by sharing information.
•!   Rich preference capabilities:
     frequency, channel, format, opt-in,
     opt-out preferences
•!   Proactive communication:
     specific, relevant and timely.




                                                   41
Integrate
•!   Cross channel integration:
     integrated marketing strategy, combines
     online and offline channels to maximize
     marketing impact

•!   Co-ordinate and unify
     mailing lists:
     centralized customer data

•!   Integrate and centralize
     customer data:
     in order to leverage customer knowledge




                                               42
43

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Email Marketing Presentation

  • 2. 92% of all marketers employ email marketing 2
  • 3. 3
  • 4. The Benefits •! Highly Targeted: dynamic, personalized content •! Immediate: shorter lead times •! Test and Refine: ensuring optimal results through continues improvement. •! Measurable: effectiveness of campaigns (ROI). Greater insight into customer behavior. •! Reach: unlimited distribution globally, infinitely scalable •! Better conversion rates: seamless – uninterrupted process from prospect to customer in a matter of clicks. •! Cost effective: fast acting, flexible focused campaigns equals maximum return on investment. 4
  • 6. 126 average number of emails received per day by corporate users in 2007 6
  • 7. 20% of all emails are ‘Junked’ by spam filters 7
  • 9. 83%: Used the Report Spam button 80%: Use it without opening the message 73%: Base decision on the quot;fromquot; line 69%: Base decision on subject line 20%: Use the spam button to unsubscribe 9
  • 10. So what makes a campaign successful? 10
  • 11. Planning 11
  • 12. Who are your target audience? 12
  • 13. What are your objectives? 13
  • 14. CHOICE 14
  • 15. Targeting 15
  • 16. Segment 16
  • 18. Un-targeted Life cycle messaging broadcast emails campaigns Open rate: 20% Open rate: 26% Avg. CTR: 9.5% Avg. CTR: 9.3% Avg. conversion rate: 1.1% Avg. conversion rate: 2.3% User-triggered Clickstream-based campaigns campaigns Open rate: 27% Open rate: 33% Avg. CTR: 9.3% Avg. CTR: 14% Avg. conversion rate: 2.3% Avg. conversion rate: 3.9% 18
  • 19. relevance 19
  • 20. • Take a holistic view of customer relationships • Transactions shows you a series of frames • Transitions play you a movie 20
  • 21. • Take a step-by-step, wait and respond approach • Define specific transitions that trigger customer dialogues • Sync communications to transition moments 21
  • 22. • Identify communications you make with customers in a batch fashion. • Ask what events could trigger these communications to make them timely. • Prepare a distinct message for each customer situation • Increase involvement by adding a call to action to each message • Prepare a message for each possible response to your previous message. 22
  • 24. Assuming images will work! 24
  • 25. 25
  • 26. Not designing for preview panes 26
  • 27. 27
  • 28. Over selling and cheap tricks = SPAM 28
  • 31. AVOID HARD SELL Once in a life time CHANCE! 31
  • 32. Too many images not enough text Certain spam filters place the quot;image vs. text ratioquot; criteria even higher than the quot;spam keywordsquot; criteria 32
  • 34. Creating subject lines •! Its not rocket science, remember K.I.S.S. •! The best subject lines are not ‘Flashy’ or ‘Pushy’ •! Your subject line should simply, clearly and concisely describe the purpose/content of your email – its that simple! •! It’s a process, and it starts with the opt-in Always set your subscribers' expectations during the opt-in process about what kinds of emails they'll be receiving 34
  • 35. How your email marketing message is structured will determine 50% of its success •! Anatomy of an email: fields (to, from, subject), body copy, landing page •! Set a single objective: one message presented in a strong, clear and direct manner •! Write to target: develop a thorough understanding of the needs and sensibilities of your target market before you write. •! Get to the point: sluggish fulfillment leads to dissatisfied customers. •! Build the relationship: email marketing is not hit and run medium. It works best when you build sustainable relationships. 35
  • 36. In just one-twentieth of a second, less time than it takes to blink, people make aesthetic judgments that will influence their experience of your landing page. 36
  • 37. 37
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  • 41. Customer Centric •! Customer-based approach: Measurement of individual customer response rather than overall campaign performance •! Event triggered emails e.g. first purchase, abandoned cart •! Focus on frequency/contact strategy: monitoring the impact of frequency to maximize results •! Data capture is a process: It’s a value exchange between you and your prospects. As you serve up value they’ll reciprocate by sharing information. •! Rich preference capabilities: frequency, channel, format, opt-in, opt-out preferences •! Proactive communication: specific, relevant and timely. 41
  • 42. Integrate •! Cross channel integration: integrated marketing strategy, combines online and offline channels to maximize marketing impact •! Co-ordinate and unify mailing lists: centralized customer data •! Integrate and centralize customer data: in order to leverage customer knowledge 42
  • 43. 43