Email marketing & communications


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  • Create
    Pre-approved templates speed design
    Electronic design work flow
    One click, send streams at thousands per hour
    Recipients begin reading seconds from send
    Metrics begin tabulating immediately
    Recipients can execute call to actions there and then

    Display name or other field-level information you know about the recipient
    Divide recipient into defined groups for improved message targeting
    Dynamic Content
    Vary content (images and text) of messages based on individual recipient characteristics
    Delivery messages based on recipient preferences and trigger dates

  • Testing & Optimizing:
    Variety of testing variables
    Subject line
    Fast results (hours or days)
    Improve individual mailings
    Improve overall results

    Tracking & Metrics
    Fast results
    What did recipients do?
    What does it mean?
    Compare mailings
    Analyze groups
    Look for problems
    Look for opportunities
  • Transactional emails:
    Aka trigger emails
    Sent when a trigger event occur – e.g. sign up for something on the website (Thank you, welcome)
    Frequent, mailed on recurring date (monthly, bi-monthly)
    Contains snippets of information with links to more information typically hosted on website
    Easily digestible
    Acquisition emails:
  • Average open rate: 47% vs. 31% (commercial)
    Average CTR: 20% vs 6%
    Recipients receive only 87 of these per year vs. 3694/yr
    Customers find these types of email 2x as interesting as acquisition or other types of emails
    Other Benefits:
    One more customer touchpoint without risking overdoing it (customer controls it)
    Free money from promotional content - JupiterResearch & Strongmail study says retailers on average can generate an additional $2.9 million annually by including promotional offers in their transactional messages
    Just more professional

    Source: Jupiter Research “US email Marketing Forecast, 2007 to 2012”
    Source: Quris, Harris Interactive, Executive Summary Consulting, November 2004
    Source: Forrester Research, September 2003
  • Five tips for creating a great enewsletter:
    1. Personalize. If can say “Hello Lori” every time I return to their site, the technology is there to personalize messages to supporters or those you hope become your supporters.
    2. Emotional connection. Share a touching story e.g.
    3. Helpful information. There were no strings attached to the three different bits of helpful information like Organizing for Tax-Time Success Year-Round. The information was found by clicking on the link to “read more” which brought me directly to their website. Newsletters can and should drive traffic to your constantly updated website.
    4. Easy to give. The Donate Now button was easy to find with a compelling tag line: “You can make a difference today.”
    5. Easy to contact.
  • Headline is incredibly important
    Image increases click throughs
    “Above the fold” – content viewable without scrolling
    Call To Action
    Urgency Indication
    Brand - logo
    Any other important content
  • A win back e-mail campaign is a set up that helps you recover people that have
    either dropped out of your e-mail send list or
    stopped using one or several of your services
    Opportunity to release disinterested customers: “do
  • Subject lines – get creative, don’t include !!! “FREE” or CAPS
    Keep it simple – this is not a novel. Link to more info on your website
    Call to action – what do you want them to do?
    Above the fold – social links, call to action, ‘share’ messaging, offer etc
    Links – make sure they work, and there are enough to guide your recipient
    Images – make them beautiful! And include text and links in case images are turned off.
    Frequency – test to determine the best frequency
    Delivery times/days – will depend on industry, but think of when you receive/read emails
    Measurement – please DO measure, so you know who opens, clicks, and see if there are any trends or patterns
    Can-SPAM laws - …
  • Don’t use false or misleading header information. Your “From,” “To,” “Reply-To,” and routing information – including the originating domain name and email address – must be accurate and identify the person or business who initiated the message.
    Don’t use deceptive subject lines. The subject line must accurately reflect the content of the message.
    Identify the message as an ad. The law gives you a lot of leeway in how to do this, but you must disclose clearly and conspicuously that your message is an advertisement.
    Tell recipients where you’re located. Your message must include your valid physical postal address. This can be your current street address, a post office box you’ve registered with the U.S. Postal Service, or a private mailbox you’ve registered with a commercial mail receiving agency established under Postal Service regulations.
    Tell recipients how to opt out of receiving future email from you. Your message must include a clear and conspicuous explanation of how the recipient can opt out of getting email from you in the future. Craft the notice in a way that’s easy for an ordinary person to recognize, read, and understand. Creative use of type size, color, and location can improve clarity. Give a return email address or another easy Internet-based way to allow people to communicate their choice to you. You may create a menu to allow a recipient to opt out of certain types of messages, but you must include the option to stop all commercial messages from you. Make sure your spam filter doesn’t block these opt-out requests.
    Honor opt-out requests promptly. Any opt-out mechanism you offer must be able to process opt-out requests for at least 30 days after you send your message. You must honor a recipient’s opt-out request within 10 business days. You can’t charge a fee, require the recipient to give you any personally identifying information beyond an email address, or make the recipient take any step other than sending a reply email or visiting a single page on an Internet website as a condition for honoring an opt-out request. Once people have told you they don’t want to receive more messages from you, you can’t sell or transfer their email addresses, even in the form of a mailing list. The only exception is that you may transfer the addresses to a company you’ve hired to help you comply with the CAN-SPAM Act.
    Monitor what others are doing on your behalf. The law makes clear that even if you hire another company to handle your email marketing, you can’t contract away your legal responsibility to comply with the law. Both the company whose product is promoted in the message and the company that actually sends the message may be held legally responsible.
  • Depends on your criteria: how many emails you send, the complexity, templates, deliverability, etc.
  • Depends on your criteria: how many emails you send, the complexity, templates, deliverability, etc.
  • Email marketing & communications

    1. 1. Where New Media Marketing Meets Tradition Email Marketing & Communications Building Longer, Deeper Relationships Wave Marketing: Proprietary and Confidential
    2. 2. Wave Marketing: Proprietary and Confidential During this presentation you will learn about:  Transactional and auto- response emails  E-newsletters  Acquisition emails  Best practices, trends and reporting  How to choose an email marketing platform
    3. 3. 42% of consumers said that the best way to receive ads for sales and specials is via email Econsultancy "How We Shop in 2010: Habits and Motivations of Consumers" (2010)
    4. 4. Email marketing will generate an ROI of $43.52 SEM - $21.85 Direct Mail - $15.22 DMA - 2009
    5. 5. US Internet users engage with an average of 11.8 brands via Email, compared to 9.4 brands via Facebook and 7.9 brands via Twitter ExactTarget "Subscribers, Fans, and Followers: The Social Profile" (2010)
    6. 6. 56% of US Internet users interact with brands only via marketing emails, compared to 1.3% who interact only via Twitter and 0.7% by Facebook ExactTarget "Subscribers, Fans, and Followers: The Social Profile" (2010)
    7. 7. If email was a country, its 1.4 billion users would make it the largest in the world. Bigger than China, bigger than the populations of the USA and European Union combined Email Marketing Reports (2009)
    8. 8. Email Marketing Benefits  Allows targeting  Is data driven  Drives direct sales  Builds relationships, loyalty & trust  Supports sales through other channels
    9. 9. Email Marketing Allows: Timeliness  Create  Send  Results Tailored Delivery  Personalization  Segmentation  Dynamic Content  Timing
    10. 10. Testing & Optimizing  Variety of testing variables  Fast results (hours or days)  Improve individual mailings  Improve overall results Email Marketing Allows: Tracking & Metrics  Fast results  What did recipients do?  What does it mean?
    11. 11. Types of Emails  Transactional emails  eNewsletters  Acquisition emails  News / announcements  Press Releases  Win-back emails  Etc
    12. 12. Transactional Emails  Aka trigger emails  Typically sent when an event occurs – e.g. sign up, purchase, register  “Welcome”, “Thank you”, “Confirmation”, “Shipping”, Receipt  Benefit? Upsell, cross promotional, customer controlled
    13. 13. eNewsletters  Frequent, mailed on recurring date (monthly, bi-monthly)  Contains snippets of information with links to more information typically hosted on website  Easily digestible  1. Personalize  2. Emotional connection  3. Helpful information (of value to your readers)  4. Easy to take action (to give, read more, purchase, share, etc.)  5. Easy to contact
    14. 14. Acquisition Emails  Goal is to acquire or prompt purchase from new customers  Typically contains:  Offer  Promotion  Call to action  Need to capture attention with strong subject line, message, imagery and call to action  Provide most important information ‘above the fold’
    15. 15. Win Back Emails  ‘Win back’ former customers, email subscribers, haven’t purchased in a while, etc  Win over customers who have abandoned their carts  Survey  Special offer  “We miss you”  Be genuine  Keep it simple  Give options
    16. 16. Email Best Practices  Subject lines  Keep it simple  Call to action  Above the fold  Links  Images  Frequency  Delivery times/days  Measurement  Can-SPAM laws
    17. 17.  The more frequently you send email, the lower your bounce rates  The highest bounce rates were seen on lists that received email less than once a month - 5.0% or more than 200 times the bounce rate seen on monthly email sends MailerMailer Email Marketing Metrics Report, July 2010
    18. 18. Highest Bounce Rates 4.3% Real Estate 4.3%
    19. 19. Only 33% of those surveyed have images in their email provider turned on by default. This is a vast difference from 2006, when the figure was a still concerning 55 percent MarketingSherpa, (2010)
    20. 20. CAN SPAM Act  Don’t use false or misleading header information  Don’t use deceptive subject lines  Identify the message as an ad  Tell recipients where you are located  Tell recipients how to opt out of receiving future email from you  Monitor what others are doing on your behalf Commercial emails: any electronic mail message the primary purpose of which is the commercial advertisement or promotion of a commercial product or service
    21. 21. Who to Choose?  Price  Reporting  Number of emails and frequency  Templates  Additional services included  Simplicity and ease of use  Read reviews
    22. 22. Who to Choose?
    23. 23. Steps to Email Marketing •Form on website •Event attendees •Existing/for mer customers Build list/s E.g. Constant Contact, MailChimp etc. Select email platform •Select designer •Create format (eg.Newsletter ,acquisition, etc.) Create template •Match messaging •Look/feel •Call to action Develop landing page •Catchy •Non- spammy •Create desire to open Create subject line Best day/time Schedule launch •Open Rates •Click rates •Etc. Measure results Test elements: •Subject line •Look/feel •Call to action Optimize
    24. 24. Email IS:  Low cost marketing channel  Highest ROI of any direct marketing channel  Nice complement to other marketing channels  Easy testing  Easy targeting  Easy personalization  Measurable results  Cross sell and upsell  Easy share options
    25. 25. THANK YOU! CONNECT WITH ME ONLINE Wave Marketing: Proprietary and Confidential