5. Are you sure?
68%
“good” or “excellent” ROI
Email marketing was ranked as the best channel
for return on investment
Source: Econsultancy - Email Marketing Industry Census 2014
6. 48%
of digital marketers consider themselves proficient
40%
think their marketing is effective
Challenges
Where are we?
Source: Adobe - What keeps marketers up at night?
8. Business Challenges
Increasing revenue and profits
Growing customer base and market share
Boosting brand and reputation
Compliance, risk and regulatory issues
Enhancing the customer experience
11. “the privilege (not the right) of delivering anticipated,
personal and relevant messages to people who actually
want to receive them”
Permission
What is permission marketing?
Turning strangers into friends
and friends into customers
12. Permission
Why is it important?
It’s the law!
You must get explicit permission from recipient, unless…
Obtained details via a sale, and
You’re marketing similar products, and
Opt-out available at point of collection, and
Opt-out available in all emails sent, and
Last transaction/contact less than 12 months ago
Must include company legal name, registration number, address
& contact details in every message
You need to be registered with the ICO
as a data controller
13. Permission
Why is it important?
But more importantly…
Without permission, a message is just spam
Permission is all about trust
90% of consumers subscribe to emails of trusted brands (DMA)
Loyal customers account for 80% of company profit
The most successful companies look at the sale as a way of
earning a lifelong customer (Sage)
71% of worldwide email traffic is considered as ‘spam’
14. Permission
How do you get it?
Ask! Permission can only be given directly
Can’t come from a 3rd party
Must be active: opt-in, not opt-out
Has to be fresh
Sell it!
You’re asking for their most valuable resource (time)
Set expectations
Let people know how often you’ll be in touch
16. More than a zettabyte of data now circulates
around the internet (KPMG)
1,000,000,000 x
17. The volume of business data is increasing by
40%
every year
18. High performing businesses don’t simply gather data,
they gain insights
from the data they already possess. (KPMG)
19. Collecting contact data
How do you get it?
Use easy to find, fill and submit forms
Promote opt-in everywhere
Link to forms from your emails, websites and social channels
Keep it short
Make it clear what you are collecting data for
Promote trust - tell subscribers how you will protect their data
Offer an incentive and give value
Have a clear, compelling call to action
Collecting permission data takes effort – but is worth it
20.
21. Use welcome emails
The most read emails you will ever send
4x more opens, 5x more clicks!
Use a compelling subject line
Have a clear goal
Incentivise purchase (discount or prompt)
Whitelisting (add to address book)
Capture additional data (competition)
22. No, really! Use welcome emails
85% open rate
52% click through
£1.08 additional revenue per email!
23. Building high quality data
Use data to understand your customers
Start simply - get what you need and add more later
More effort = less completion
Collect more than data – collect insights
Gather behavioral data
Profiling is the key to creating targeted communications
Geo-location
Clicks
Website activity
Purchases
Use your insight to segment and target your subscribers
34. Be Remarkable!
Talk to people individually
Have something worth saying
Add personality to your messages
Remember - they don’t care about you
They care about themselves!
43. Delivery
First 30 - 50 characters readable on most devices
Why? Give a clear benefit to the reader
Don’t be cryptic (often)
Can affect actions taken when reading
Subject line appeal
44. Delivery
Subject A: 4.3% CTO
The Exit Festival Newsletter
Subject B: 4.8% CTO
Get to Exit Festival this July for the ultimate
festival experience
Subject C: 7.0% CTO
Make this summer unforgettable - check out
Exit Festival!
Subject line appeal
53. Click-to-open rate
unique clickers ÷ unique openers
Proportion of people who opened the email and then clicked
Better way to assess the relative performance of an email
54. Tracking after the click
unique clickers ÷ unique openers
Google Analytics (anonymous)
Goal Tracking & Audience Insights (specific)
55. Choose the right metrics for you
What’s your goal?
eCommerce: goals – revenue
website visits: clicks
brand awareness: opens
Delivered
Opens
Clicks
Shares
Goals
Unsubs
56. Next steps…
Assess current capability
Evaluate against your goals
Identify key areas for improvement
Develop an implementation plan
Execute on your plan
Test, refine, repeat
