This document summarizes an email marketing workshop presented by Don Farrell. The workshop covered topics such as email marketing overview, campaign planning, growing email lists, mobile marketing integration, and using email service providers. It provided examples of successful email campaigns, including viral competitions and mobile campaigns to grow email lists. Testing was emphasized as important to increase ROI, and social media integration was presented as a way to further engage subscribers.

1. Email Marketing WorkshopPresented By: Don FarrellEmail: don.farrell@circulator.com

2. How to successfully integrate email into your marketing mix Email Marketing Overview Technical issues Campaign Planning & Management Moving up the email marketing food chain Practical Example of using an Email Marketing Solution 123456

3. What is Email Marketing?“The process of delivering relevant, engaging and timely marketing messages about your products and services to a specific group of recipients via electronic mail.”With Email marketing you are going to them (into their office ,sitting room, kitchen, bedroom, car ..) Main advantages over other mediums: - ROI - Flexibility - Traceability - Speed

4. Email V’s other Direct ChannelsEmail marketing generated an ROI of $48 for every dollar spent on it in 2009. Outperforming all other direct marketing channels.

5. Total Revenue Generated $500bn

6. Microsoft x 4

7. 75% of online consumers prefer to receive promotional messages via email

8. More than half of online consumers have made a purchase as the direct result of an email more than any other online communication channelIf highest ROI why one of lowest spends..?Email marketing generated an ROI of $48 for every dollar spent on it in 2009. Outperforming all other direct marketing channels.

9. What do (US.) companies use email marketing for ?

10. What do (Irish) Companies use Email Marketing for ?A 2009 survey of top Irish marketers found 79% rating email marketing as important or very important to their marketing strategy

11. Some Attitude & Behavioural research – Forrester “My impression of companies from which I purchase products or services is positively improved when I receive email”57%“I like receiving emails from companies that I have registered; it’s good to know that they will be there when I need them” 84%“I have gone back to emails from a Company that I know days or weeks after I received it” Male – 65%Female – 72%“I regularly save emails from Companies in my Inbox and refer to them later when making Purchasing Decisions” Male – 49%Female – 60%

12. Increases in Email Marketing Budgets - 2009

13. Effectiveness V’s Effort

14. Future of the medium ?Positive 34% of marketers believe email will become more effective over the next two years … Why ? 74% believe the content is getting more relevant58% see email as an integral part of their multichannel activities44% believe customers prefer email as a marketing channelNegative Spam – we all hate spam ! Inbox Overload

15. Ireland – 2009 – Average open rates17% of Irish Marketers are seeing open rates of over 51% Q – what factors influence open rates ? A – Subject Line, Timing, Quality of previous campaigns,RELAVENCE

16. Implementation of a campaign

17. Define Customer Segments & Email Messaging Matrix

18. Email Marketing - CampaignStrategyPlanSet UpDesignReportNew Business CampaignDeliverLoyalty CampaignTouch CampaignAnalyseSpecial Offer CampaignReawakening CampaignImproveAffiliate Campaign

19. Email Marketing – Set UpStrategyDay1Day2Day3Day4Day 5Day 1Day 1PlanSet UpAutomatic Split TestingAnalyseImprove

20. Email Marketing - DesignStrategyPlanDesignAnalyseImprove

21. Email Marketing – Design & DeliverStrategyEnlist Subscriber CampaignNew Business CampaignPlanLoyalty CampaignDesignTouch CampaignSpecial Offer CampaignAnalyseReawakening CampaignImproveViral Campaign

22. Email Marketing – Design & DeliverStrategyCoupon RedemptionMulti Tier Viral Campaign - person who subscribes the most friends wins €1000PlanDesignDeliverIncreasing brand awareness & databaseAnalyseImprove

23. Email Marketing - ReportStrategyPlanReportAnalyseImprove

24. Digital Marketing - StrategyStrategyMarketing DashboardPlanSet UpDesignReportDeliverAnalyseImprove

25. Digital Marketing - PlanStrategyWeek 1Week 2Week 3Week 4Month1Month 2Month 3Quarter 1Quarter 2Quarter 3Set UpPlanTrain & DesignConsolidate CampaignsSegment & AnalyseSplit Test 1Split Test 2Segment & AnalyseExecute CampaignSet UpAnalyse ResultsDesignReportRun Multiple CampaignsDeliverIntegrate GoogleReview & Update StrategyTrack & Report ResultsReset CSFsAnalyseAffiliate ProgramReview CRM SystemsCleanse & ConsolidateImproveCampaignSegmentationCustomer DataIntegration

26. Implementation of a campaign1. Start – now, not tomorrow2. Adopt a Process - define the ‘who what where when and how’3. Build an OPT IN Database4. Piggy Back on other activities5. Execute Professional Email Delivery6. Grow your list 7. Test – Refine – Test - Refine

27. Select the types of emails your going to useAlerts, press releases, tip of the day or week and product launches These messages are short and to the point.

28. They inform your subscribers about news and tips

29. The content should be focused on editorial rather than promotion. A suggested balance is around 70% editorial 30% promotion. “THIS IS NOT A SALES HAMMER”Short editorialEmail newsletters, long press releases and industry guides. –- Allows you to write a little bit more Many companies choose to send long form editorial to customers & prospects.

30. This is not a sales pitch

31. You can utilise space to promote offers and buying information.Long EditorialE-Cards, sale announcement and reminders. Keep this type of email short and sweet.

32. The aim is to get the reader off the email as quick as possible

33. Take one key message and promote it.

34. Must have a clear benefit to the recipient.Short PromotionalSales Letter and Catalogue email. Allows you to present many benefits of your product or service.

35. Also allows you to present many products on one email.

36. Ideal for products or services that require more explanation.

37. Direct sales driven so your copy should reflect this.Long Promotional

38. Email Example – Short Promotional – What do you think ?Client: Seat Ireland Campaign: Seat Ibiza Launch Email type: Product OfferCall to action: Book a Test Drive

39. Full Specs & prices

40. Order a Brochure

41. Send to Friend

42. Visit Seat website Email Example – Short EditorialClient: RTE Campaign: NSO SeasonEmail Type: NewsletterCall to action: Multiple Links to RTE.ie

43. Online Booking

44. Viral – Send to Friend

45. Info on events Email Example – Short EditorialClient: Kingspan Email Type: NewsletterCall to action: Various links to Microsite

46. Brochure Download

47. Send to Friend

48. Link to Kingspan website Email Example – Long EditorialClient: SEICampaign: SEI NewsCall to action: Various links to microsite pages

49. Launch of New Course

50. Book Review

51. Event Invitations

52. Send to Friend

53. Link to SEI website Planning If doing a monthly email, map out 6 months in advance with at least two stories & creative for each month.

54. Define specific goals, success metrics and action steps.

55. Develop a plan that clearly demonstrates to management the value and ROI of a strategic email marketing program.

56. Determine whether or not to do personalisation and segmentation. If limited by data quality issues, maybe split your list. Web Signup form-Easy to find Offer benefit

57. Easy to use

58. Don’t ask for too much info

59. Send auto responder upon signup

60. Drive traffic to form (signature)Other Sources CRM

61. Email Clients- Business Card Collection Segment your data by: - Profile ( Age, Gender, Location) Customers / Prospects - Previous behavior (click or buy)132List Building & Data Management

62. List Building & Data Management Good ! Showing subscriber what they can expect to get – Offer Benefit !

63. List Building & Data Management Good ! Didn’t ask for too much info Great – asking subscriber to specify the type of info they want to receive(AFTER email capture)

64. List Building & Data ManagementDon’t ask for too much personal info – or for them to do too much

65. List Building & Data ManagementDon’t ask for unnecessary info – Title , Address, Post Code etcUse a separate form for postal fulfilment details ?

66. The End Result

67. Clear and well defined supporting cta’s ( also in HTML) PersonalMain CTA is well positioned and is HTML (people can see / click it even if they don’t download the images)Full Company Details and Opt Out Creative & Design - Email Examples - The Good

68. Creative & Design - The Bad & The Really Bad..

69. Example of ‘Nice’ Email Marketing ..

70. But what if images don’t download ??Main CTA was Image based – should be HTMLUse ‘Alt Tags’ to prevent email client from auto inputting textKeep the ‘T&C’s’ short !!

71. Image downloading - Get a good mix of images & htmlImages Downloaded Images Not Downloaded

72. People preview email in different ways

73. How Email Appears to work

74. Emails sent via Circulator (Ireland 07 - 09)

75. What email clients do people use ?Email sent to 27k European Business Addresses – Sector Energy - Feb 09 A recent campaign to an ‘Online Marketing’ audience - 10% opened it on an iPhone

76. Delivery Issues – Spam Filters & FirewallsISP FilterCorporate filterWhat they look for…Inbox filterPhrasesCodingHeader structurePhishingImage/text balanceReputationSome phrases, words and styles to watch out for(visit spamassassin.apache.org)SHOUTINGUsing all capsFont ColourVery Large & small textBOLD TEXTENHANCED

77. When & How to deliver Analysis: About 80 percent of email opened between 5 am and 5 pm

78. Roughly 62 percent opened between Tuesday and Thursday

79. Business customers most likely to open during working day

80. Personal email accounts are often checked during the dayConsider time to deliverB2B Tue – Thurs10am - 4pmB2C test to seeWhen do you want the traffic?How to Deliver: Always send from a white listed, recognised server with feedback loops If you’re unsure use a specialist ESP (email service provider) Consider Delivery Rates & Data Security (where does your data end up ?)

81. Factors that impact open rates Overall Relationship with subscriber base

82. Timing

83. Subject Lines

84. Frequency

85. Perceived RelevanceSubject Line TipsKeep it short: 8-10 words - straight to the point. Grab the attention of your reader in < 3 secondsThere is no formula - what works well for one company may not work for anotherPlan and test early - not 5 mins before you send. Review subject-line performance: See which subject lines deliver the action you want: open rate, click-through rate, etc.Watch out for SPAM filters: There's a fine line between "catchy" and "spammy subject lines" Support the "from" line: The "from" line tells the recipient who sent the email, and the subject line sells the recipient on opening.

86. Testing increases ROI – The Process Why Test ? Testers achieve 68% higher return

87. Small changes can make a big difference

88. Good news - most marketers don’tDefine your KPI – Interaction or Click Through or €

89. 4. Test, compareand pick a winner1. Decide what to test3. Choose the right2. Determine howtesting methodologyto measure successThe Testing Process

90. Test Multiple Variables at once CreativeOfferProductFormatDiscount (€)NameCopyDiscount (%)DescriptionDesignIncentiveBenefitsColorOffer DeadlinePriceGraphicsCall to actionImage

91. Testing Tips• Test subject lines for each campaign• Use a control group to test frequency• Take best practices with a grain of salt: test everything• Track, document and share your testing results• The key success metric should have a domino effect onthe actions that follow–ie. A lift in open rates should translate into more clicks and moreconversions.• Test to see how readers read your email• Today’s test results may no longer be valid in 6 months

92. Example Split Testing Result SetVariable = Time & Day KPI = Open Rate

93. How to use email marketing to help your SEOGoogle loves new relevant content – why not use your email marketing activities to improve your SEO by automatically archiving your messages with 'seo aware' tags. Integrate with Google Analytics and track what happened after the subscriber clicked through to your site. Real ROI Measurement

94. Viral Email Marketing..Q: When you want to share something from the Internet with your friends or family, such as a video, link or article, what methods do you use?

95. How to grow your list – example of a viral competitionViral Competition

96. How to grow your list – example of a viral competition AutoEmailEnter FriendsEmail

97. Grow your list – example of a viral competition Multi Tier Viral Campaign - person who subscribes the most friends wins €1000Increasing brand awareness & databaseIntegrate with Social Networking

98. Integrate Video into your email campaigns US Internet users viewed 14.8 billion online videos in January 2009Emails containing video - interaction rates up by 150%

99. Integrate email & mobile marketing Text ‘Circulator’ followed by your ‘email address’ to 51444 Enter & Win

100. Get info instantly Growing your database

101. Be added to the list What is Mobile Marketing ? “Marketing on or with a mobile device, such as a mobile phone”Types of Mobile Marketing:Basic SMS (Special Offer) MMS (Rich Content)Interactive SMS – Text In Mobile Internet Advertising Bluetooth push Location Based services

102. Mobile Marketing – Some Stats 42% of 18- to 34-year-olds, and 33% of 35- to 44-year-olds, say they are interested in receiving alerts about sales on their mobile phones from their favourite establishments

103. It is predicted that European mobile internet penetration will grow significantly, from 13% in 2008 to 39% in 2014. According to research, European mobile internet penetration will be 17% this year and reach 22% in 2010.

104. A recent survey from ComReg highlighted that (younger) consumers are accessing Facebook more on their mobile than on the PC. The average Facebook user visits the 3.3 times per day on their mobile, compared to 2.3 visits on the PC!Mobile Marketing – Example CTA

105. Mobile Internet Marketing – Example Competition

106. Mobile Internet Marketing – Example Competition

107. Similar to email Viral Campaign – can use a mixture of sms and email as a mediumIncreasing brand awareness, foot fall & database sizeMobile Viral Campaign

108. ESP’s – Email Service Providers email & mobile marketing Practical Example of using an ESP Campaign Creation

109. Data Management

110. Sending

111. Reporting & Analytics Q & APresented By: Don Farrell, MD Circulator.comEmail: don.farrell@circulator.comWeb: www.circulator.comPh: +353 1 7071740http://www.linkedin.com/in/donfarrellcirculator