Download to read offline
Uploaded bylittle green plane
Jarrold training 30 May 12
The document provides an overview of an email marketing masterclass. It discusses industry statistics, the business benefits of email marketing, objectives, growing email lists, creative campaign types, deliverability, legal requirements, and a 10-point plan for email marketing success. Attendees are guided through exercises on structuring emails, designing for mobile, and creating an email marketing plan. The presentation emphasizes growing an engaged subscriber list and providing value to recipients over spamming or buying lists.
Jarrold training 30 May 12
- 1. Email marketing masterclass 30May 2012 Jarrold Training
- 2.
- 3.
- 4. Who we workwith
- 5.
- 6. What we’re goingto cover today • Industry stats • The pitfalls of Outlook • The business benefits • Creative campaigns & types • Setting objectives • Deliverability • Growing your list • The legals • Task: structure, design & content • Task: creating a plan • BREAK • The 10 email commandments
- 7. Industry stats ROI £42.08 for 480m mobile every £1 Versus social email users
- 8. The business benefits What’sin it for you?
- 9. Benefits Cost Reporting Integration
- 10. 1. Cost comparison ¼ page advert Press release Event SEO & PPC Email in Business in (room hire & marketing East Anglia refreshments) £450 £250-£450 £200 From £200 a £45 a year* 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
- 11.
- 12. 3. Integration • Pressreleases • Events • White papers • Blog posts • Case studies • Direct mail • Competitions
- 13. Email marketing objectives? •Opens • Clicks • OTC rate • # enquiries • # sales • Forward to a friend rates • Retention rates • Re-engagement rates • Event attendees • Doc/guide downloads • Brand awareness • Obtain feedback
- 14.
- 15. The blight ofbought lists
- 16. A starter forten Send an opt-in
- 17. Growing your list Networking Networking LinkedIn Request
- 18. Growing your list Use your website Sign up form on home page Specific URL www.littlegreenplane.com/milehighclub
- 19. Add checkbox to anyexisting form
- 20.
- 21.
- 22. Social media Facebookfan page tab Twitter auto message
- 23.
- 24.
- 25. TASK: structure • From: relationship entity • To: only one recipient • Subject: direct and below 49 characters • Address the reader • Above the fold: call to action • 3 snippets max – links back to site • Send to a Friend • Social media integration • Unsubscribe function
- 26. Image only emails Creative design First impressions
- 27.
- 28. Designing for mobile •Chunkier call to action buttons • Single column • Keep images small to minimise download time • Social media sharing
- 29.
- 30. Mile High Club…sign-up sheet
- 31. Why Microsoft Outlookshould be outlawed The benefits of using a professional service over Outlook
- 32. Avoiding Outlook • Less reporting • No testing before send • Going into the spam folder • Problems with larger volumes • Using ‘to’ field – Data Protection Act • Risk of being blacklisted using BCC • No method of managing unsubscribes • No corporate branding • Duplications
- 33. Creative campaigns &types Making it work for you
- 34.
- 35.
- 36.
- 37.
- 38.
- 39.
- 40.
- 41.
- 42.
- 43. Deliverability Emails Spam filters Inbox Website
- 44. 1. ISP Deliverability spam filter 4 levels of spam filtering 2. Company spam filter 3. Email client spam filter 4. Human spam filter
- 45. Avoiding the spamfolder • 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
- 46. 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 – unsubscribes, spam complaints, bounces
- 47.
- 48. The legals DataProtection 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
- 49. Task…creating a plan PLAN: What are your email marketing objectives? SEGMENTATION: Who are your email target audiences? SIGN-UP INCENTIVE: “What’s in it for me?” for people joining? DATA: Where are you getting your data from? Will you need to do a data cleanse? How often? How will you grow your list? CONTENT: What types of email will you send? How frequently? Tone? Call to action? DESIGN: How will you design your template? MEASUREMENT: How will you measure success?
- 50. 10 email marketingcommandments Ones to remember
- 51. 10 email marketingcommandments • Thou shalt use an opt-in • Thou shalt cultivate an organic data list • Thou shalt use email marketing to listen as well as talk • Thou shalt tie into other marketing initiatives • Thou shalt test and evaluate • Thou shalt not spam • Thou shalt keep it short • Thou shalt be regular • Thou shalt cleanse your data • Thou shalt give value to your subscribers
- 52. BIG guide toemail marketing
- 53.