Michael Leander's email marketing presentation from the Tom Big Al Schreiter event in Ljubljana, Slovenia - organized by Lisac & Lisac on 14 April 2011. Get more like this: http://www.michaelleander.me

1. How to find more
customers through
email marketing (and
social media)
Michael Leander
• leander@michaelleander.com
• mLn@fokusintegrated.com

2. For more like this – get newsletter, click on link:
http://michaelleander.com/newsletter.html

3. The goal for any marketer in 1997, 2012?
Relevant offer A B C D
Target
Effective channel
Right timing April
14
3

4. Invest 1 US$ get 43 US$ back

5. This is what is happening
70%
60%
50%
40%
OpenRate
30% CTR
20%
10%
0%
2000 2004 2007 2010

6. TIP: check your database frequently
Never active 50-90% are never active !
Seldom active
Active
frequently
Always
active

7. Targeting

8. A B C
CTR: 26,22% CTR: 5% CTR: 10,32
A B C
Which one performed best in terms of CTR?

10. 10

11. Who is Michael Leander?
My background related to email marketing
- First email campaign in 1995
- Consulting internationally since 2002
- Acquired ESP & build to market leader, now sold
- Judge at Direct Marketing Awards in Europe & Africa
- Chairman of FIMAC (FEDMA’s Email Marketing Benchmark)
11

12. Email Marketing Basics

13. The purpose of email
marketing is to acquire,
convert, sustain and grow
customers whom then in
turn will attract other
customers’ through
referrals

14. Where in the customer lifecycle can you
use email marketing?
Acquisition Convert Retention Win-Back
High
Loyalty
Customer value
programs
Sell Profiling
Newsletters / OTS
(stimulate & educate) Win-Back
Opt-in
Low
Lifecycle of a customer

15. Overcoming
typical
barriers

16. Consumers are exposed to 3.000
6.000 marketing messages every day
mobile marketing user generated content email
marketing Enterprise 2.0 customer experience
RSS feeds marketing web 2.0 permission
marketing communities conversations TV
COMMUNICATION OVERLOAD The Moment of truth
push/pull web 3.0 Word of Mouth
RELEVANCE FREQUENCY RECENCY
SOCIAL NETWORKING
16

17. Short attention span, loads of intrusion
- how do you cut through the clutter?

20. Email marketing can hurt your
reputation Reputation is “the
result of what
you do, what you
say, and what
other people say
about you”

21. Manage Expectations

22. Change of mindset:
From inbox to mindbox focus

24. Getting critical mass in subscribers
25
GROWTH IN SUBSCRIBERS
20
15
10
5
0
Time Time Time Year 1 Time Time Time Year 2 Time Time Time Time Time Time

25. How would you spend 100%?
Content of
Target group
messages/offer
40% 40%
100%
10% 10%
Creative Deliverability

26. Get more
• Get the slides and a 5 step guide to get
started with email marketing
• Give me your business card or a note with
your name and email address
• Or write leander@michaelleander.com

27. 5 questions
you must
answer first
PART 1
27

28. The war of the inbox/mindbox
starts pre acquisition
At the back of their mind, your audience thinks
- too many emails in the inbox
- not enough time to read info
- concerns about how you treat their information
- is it worth the time and effort?
- can you be trusted? Are you telling the truth?
- what’s the catch?
Welcome to the war of the inbox / mindbox

29. What are you trying to acquire permission
for? Are you going to be smart about
this?
L H
Send offers and
promotions
1
Volume Recipient
indicator
Send newsletters engagement
Send Alerts and
updates
H L
29

32. Prioritize: Whom are your most important
permissions?
2 (c) Michael Leander
Nielsen, 2009
32

33. Whom exactly are you intending to
engage?
B2B B2C
Top CEO
management
Middle CTO CMO
management
2
Marketing
Operational DB Admin Programmer
asssistant
How do you plan to differentiate your messaging
to accommodate different recipients needs and to
be RELEVANT to the recipient?
a
33

34. How are you going to use email
marketing to support your selling process
aligned with customer buying process?
2
b
34

35. Customer lifecycle marketing automation
Differentiated approach addresses different needs
SMS/Email
6 Travel &
experience Excursions
Car rental
7 Comming 5 Arrival 1.
Recommend home destination
to friends
Transactional
8 Evaluation Example 4
Departure
Behavioral
& Reliving Targeted
Travel
3 Past Sale Insurance
Pre Departure Car rental
1 2
Pre Sale Sale
9 Next
Pre Sale
Profiling and knowledge of where the customer is in the ”wheel”
opens up for a coordinated and relevant dialogue before sale,
during and after

36. Your objectives for email permission marketing
• Build relationship Success defined by
• Sell more stuff (cross-sell/upsell)
• Profile customers Repeat
Customers Sales
• Expand touch points with customers Business
• Initiate and build relationship
• Customer acquisition Success defined by
3
• Profile prospects
Convert to
Prospects • Survey prospects customer
CTR
• Create referral mechanisms
• Re-activate lost customers (win-back Success defined by
Churners + activities)
others # referrals Win-back
36

37. Effect & ROMI
Emails sent
Measuring effect/results
 CTR - Click Through Rate (# unique
clicks) Emails opened
 MWR - Most Wanted Response,
successrate Emails clicked
 ERR - Effective Response Rate (#
have purchased Pages visited-
or reacted to offer) browsed
 Referral effect (such as tip a friend)
Call-to-
action
What was saved? YES
What was earned?
37

38. Content interest
revealed through
tracking

39. How much are you willing to invest?
The price of acquiring a permission depends on how
much information you require
B2C – level of profiling B2B – level of profiling Acquisition
cost
Email address only Email address only 0,25 to ?
+ First name, last name, + First name, last name, Add money
gender position
4
+ Postal address + Postal address Add money
+ Telephone/mobile + Telephone/mobile Add money
+ Info about buying intend + info about buying intend Add money
+ Special interests / + Special interests / Add money
qualifying information qualifying information
39

40. Landingpage
Unique
Email marketing
Proposition Free
gift
Benefits +
content
concept
Customize ->
show care
about
relevancy
Re-confirm
USP

41. Which page generated most registrations?
275 conversions 110 conversions
Landing page #1 Landing page #2

42. What to consider for your landing page
and variations of sign-up form
• Headline
• Long Copy vs. Short Copy
• Credibility Logos
• Security Assurance
• Banner Present vs. Not Present
• Submit Button / Order Button Text
• Audio / Video Message
• Testimonials
• Urgency
• Price

43. Cheapest acquisition channel
95% of visitors leave quickly
Fact: You have 8 seconds to engage
(c) Michael Leander Nielsen,
43

47. Does Size Really Matter When It Comes to
Email Opt-In Form Overlays?
Got + 8,8% increase
A B
47

48. Integrate call to actions
15%
85%

49. First impressions last !
• What is so special about the first hour after
somebody signs up to your email
communcation?
• Where is your opportunity ?

50. You’ve got a new ”permission” –
now treat her nice with a welcome program
Welcome
email with 5 days later First
offer e-mail newsletter And so on
1 day later: 10 days Satisfaction
Our most later email survey;
popular how are we
stories doing, how
(offers, can we
videos etc) improve, is
this for you

51. Reaffirm
the value you
offer
Push profile
update – increase
knowledge
Give a reason to
respond now

52. Your content concept and your email
value proposition
Article Special
Promotions
content events
Special Exclusive Subscriber
interest offers only events
5 Advice,
guides
First to get
info
Special
coupons
?
52

53. Think like a publisher !

54. Bil vask, baby
(c) Michael Leander 54

55. Intro links
Functional links
Intro story
Survey or result
Can be
differentiated
”Products” based on profile
Activate profiling
”Article”
Sender branding
”more articles”
Functional links
55

56. Test formats

57. BALANCE STREAM
27
18
22
21
0
29
39
41
14
34

58. Test subject lines (A/B split)
A. Get two brand new articles about branding
B. News in a flash – articles about branding
A -> 32%
B -> 42%

59. Include share buttons and links
in your email communication – engage !
“Email messages that include a social media
sharing option generate a 30% higher click-
through rate (CTR) than those without
sharing options- and messages with three or
more sharing options generate a 55% higher
CTR. “
Email Marketing and Social Media Integration Report" (2010)

60. -> Link opens message
in social network
-> Default text to share
-> Track # of shares
-> Track # of conversions

62. T: twitter.com/michaelleander
M: +45 27 28 29 53
E: leander@michaelleander.com