12. Why email?
Email
480 million
Facebook & Twitter
250 million
ROI £42.08 New accounts 480m email
for every £1 2011 users
Statistics taken from the Direct Marketing Association
13. Why email?
What it can be used for: What it shouldn’t be used for:
• Communication • Bulk mailing
• Sales • One-way communication
• Re-engagement • Scattergunning
• Cross selling • Sending irrelevant information
• Research
15. Content: planning
How regular are you Who will be
planning to send responsible for
your email your e-shots?
campaigns?
What tone will
Can you segment you use?
your audience?
What content/ How will you
incentives will you grow your
offer in your database?
emails?
48. 4 layers of spam filtering
Email
Human
ISP spam Company client
spam
filter spam filter spam
filter
filter
49. Spam – things to avoid
• Phrases like "Click here!" or "Once in a
lifetime opportunity!“
• Repeats
• Exclamation marks!!!!!!
• USING ALL CAPS, WHICH IS LIKE YELLING
IN EMAIL
• Colouring fonts bright red, or green
• Sloppy HTML coding
• One big image, with little or no text
• Using a noreply@ email address
50. Deliverability tips
• Good content and data
• Use pre-send tests provided by your ESP
• Send preview emails & set up test list
• Remove hard bounces
• Add an unsubscribe mechanism
• Review delivery stats
53. Costs
¼ page Press Event SEO & PPC Email
advert in release (room hire & marketing
Business in refreshments) (self
East Anglia service)
£450 £250-£450 £200 From £200 £45 a year*
a month
No stats No stats Stats Stats Stats
*Based on little green plane’s PAYG scheme with free template sending up to 200 emails a month
55. Self service, from £45
Go it alone:
• Artwork
• List upload
• Pre-send tests Just pay for credits
• Deployment www.littlegreenplane.com/pricing
• Reports
56. Starter pack, £595
• Bespoke template
• 5,000 credits
• Face-to-face training
• Uploading data
• Managed send Just pay for credits
• Custom report www.littlegreenplane.com/pricing
58. Data Protection
Data Protection Act 1998
(Privacy and Electronic Communications Regulations)
• You must provide a valid unsubscribe mechanism
• You must list your company details on your emails
• You must not use competitions to gather email lists unless
participants have also said they are happy to receive updates
• If you are collecting data you must explain how you will handle it
AND provide user access, ideally in a Privacy Policy
59. Privacy policy
• Privacy and Electronic Communications
Regulations
• How THEY can get access
• Explain the security procedures you use when
handling info you collect
• Blog: 10 vital ingredients for your Privacy Policy
60. 10 essential ingredients
1. Explain what personal data is to be collected, how it is to be collected, by
whom and how they can opt-in and opt-out
2. State your physical address and explain the structure of your group (if
relevant)
3. Ensure your policy complies with the Data Protection Act 1998
4. State you use tracking data for marketing & experience purposes
5. State how your customers can get access to their personal data
6. Explain the security procedures you use when handling the information
you collect
7. State if you are going to use customer purchase history
8. If you have any external links on your site explain that they will not be
governed by your privacy statement
9. If you are going to pass on data to third parties, state it
10. Ensure you provide a contact section in case of questions
