Secrets of Email Marketing


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Secrets of email marketing seminar presented at the Marketing Institute of Singapore, 11 January 2012. Plan your email marketing campaign to achieve greater response rates and higher impact.

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Secrets of Email Marketing

  1. 1. Secrets of Email Marketing Date: 11 Jan 2012 By: Thomas Murrell MBA
  2. 2. Multiple Reputational Platforms Corporate Story via Social Media Organisation Investor Relations Enabling – Direct Engagement Diffused Issues Management – Respond More Quickly Functional Output Functional Input Marketing Communication Lower cost Authentic Better targetting Employee Communication - Create community Normative – Two Way Conversation Public Affairs Figure 1: Benefits of Social Media in Corporate Communication. Source: Adapated van Riel C.B.M. & Fombrun C.J. 2007, Essentials of Corporate Communication . Routledge, Abingdon
  3. 3. Objectives <ul><li>Plan your email marketing to achieve greater response rates. </li></ul><ul><li>Understand how people read and act on information in emails. </li></ul><ul><li>Learn how to use permission marketing to build customer loyalty. </li></ul><ul><li>Use the 8 essential rules of email marketing. </li></ul><ul><li>Develop a workable email marketing plan. </li></ul>
  4. 4. Marketing Is…… <ul><li>What you do to ultimately get and a keep a customer </li></ul><ul><li>About positioning </li></ul><ul><li>About process </li></ul><ul><li>Entering and new paradigm. It means structuring every activity you do to meet the needs of your customer </li></ul>
  5. 5. How Does Email Differ From Traditional Marketing Media? <ul><ul><ul><li>Brand Awareness </li></ul></ul></ul>Consumer Response Emotional Rational <ul><li>Long Term Objectives </li></ul><ul><ul><li>Create Brand Awareness </li></ul></ul><ul><ul><li>Richness of Information </li></ul></ul><ul><li>Short Term Objectives </li></ul><ul><ul><li>Precipitating Action </li></ul></ul><ul><ul><li>Involving audience </li></ul></ul>TV Outdoor / Billboards Point of Purchase Telemarketing Personal Presentations Seminars & Workshops Direct Mail Press Newsletters Trade Journals Magazines Email
  6. 6. Nine Persuasive Reasons To Have an Email Marketing Plan. <ul><li>Excellent for Conveying Information and Detail. </li></ul><ul><li>Cost Effective. </li></ul><ul><li>Rational Medium. </li></ul><ul><li>Effective Call To Action. </li></ul><ul><li>Effective for Both Short & Long Term Promotional Objectives. </li></ul>
  7. 7. Nine Persuasive Reasons To Have an Email Marketing Plan. <ul><li>A Good Substitute for Direct Mail. </li></ul><ul><li>Complementary with Other Main Media. </li></ul><ul><li>Unique. </li></ul><ul><li>Excellent at Capturing Information, Building Loyalty and Implementing Permission Marketing Strategies. </li></ul>
  8. 8. Marketing Is……
  9. 9. Case Study – Dr Jamie Murphy UWA <ul><li>Email to 212 Educational Institutions </li></ul><ul><li>Only 3 out 4 responded! </li></ul><ul><li>No systems, no priority, no idea! </li></ul>
  10. 10. 5 POWER P’S <ul><li>P rompt </li></ul><ul><li>P olite </li></ul><ul><li>P rofessional </li></ul><ul><li>P romotional </li></ul><ul><li>P ersonal </li></ul>
  11. 11. 8 Essential Rules of Email Marketing <ul><li>Mission </li></ul><ul><li>Metrics </li></ul><ul><li>Mechanics </li></ul><ul><li>Marketing </li></ul><ul><li>Management </li></ul><ul><li>Maintenance </li></ul><ul><li>Money </li></ul><ul><li>Murphy’s Law </li></ul>
  12. 12. Marketing Is……
  13. 13. Marketing Is……
  14. 14. Marketing Is……
  15. 15. Atlas Iron – Personal, Direct, Simple
  16. 16. Resource Mining Corporation (ASX:RMI) – Message from MD, Corporate Social Responsibility, Links to Media, Podcast
  17. 17. Fortescue Metals Group – email self management
  18. 18. Web with E-Newsletter – regular communication LinkedIn – Groups, Staff Profiles Corporate Blog, Twitter - Advocacy Networks, Feedback - +ve & -ve YouTube & Slideshare for presentations Must Meet Regulations for Disclosure Communications should engage stakeholders at points of highest potential ROSMI Acquisition Retention Awareness Interest Desire Action Reinforcement Upsell Commitment Devotion Source: Adapted Mariann Coleman 2007 Customising Effective Online Branding Strategies Leverage the Message
  19. 19. 8M Social Media Method Social Media Aspirations Social Media Objectives Social Media Resource – Internal & External Audiences Create Social Media Narrative & Voice - Snap Audit, Distill Essence, Internal Alignment Internal Audiences Culture Change Evaluation 8M Social Media Methodology
  20. 20. Practical Application + Method SMART Goals Target Stakeholders Communication Channels, themes & 12 month plan/timeline Structure/Messages Regulation, Relationships, Reputation Social Media Health Check + Evaluation Workshop Email Plan
  21. 21. Seven Centres of Influence 1. Social Capital 4. Investor Presentations 6. Media Third Party External Reputation: Credibility and Visibility 3. Aligned Values Strong Internal Reputation 7. Legacy Build, Brand & Sustain Reputation Capital Internal Reputation: Consensus and Character 2. Visibility & Voice 5. Writing – web, e-newsletter, Reports, Investor Updates Community and Champions
  22. 22. Ten Reasons to Consider E-newsletters <ul><li>Relationship Building. </li></ul><ul><li>Ready to Buy. </li></ul><ul><li>Higher Response Rates. </li></ul><ul><li>Interactive. </li></ul><ul><li>Consumers Feel In Control. </li></ul>
  23. 23. 10 Reasons to Consider Permission Marketing <ul><li>Targeted & Cuts Through Noise & Clutter. </li></ul><ul><li>Avoids Cynicism of “Interruption” Marketing. </li></ul><ul><li>Tailored Message. </li></ul><ul><li>Cost Effective. </li></ul><ul><li>Increases Profits Through Repeat Business . </li></ul>
  24. 24. Permission Marketing Must Do’s <ul><li>Ask Permission to Communicate. </li></ul><ul><li>Offer Rich Content and Real Value. </li></ul><ul><li>Collect Data and Build Database. </li></ul><ul><li>Well Written Messages. </li></ul><ul><li>Communicate Frequently. </li></ul>
  25. 25. 5 Deadly Sins of Permission Marketing <ul><li>Spamming </li></ul><ul><li>Boring, Uninteresting & Outdated Content. </li></ul><ul><li>Selling Database to Third Party. </li></ul><ul><li>No System to Collect Information. </li></ul><ul><li>Poorly Written & Unfocused Messages. </li></ul>
  26. 26. E-Myths <ul><li>“ I don’t understand the technology… </li></ul><ul><li>But you don’t have to… </li></ul><ul><li>You have to understand what it can do for you” </li></ul><ul><li>K. Rupert Murdoch, </li></ul><ul><li>Chairman & Chief Executive, News Corporation </li></ul>
  27. 27. Why Good Email Writing Skills are Important! <ul><li>C ommunicate Ideas </li></ul><ul><li>L asting Record – Potential! </li></ul><ul><li>E nhance Details </li></ul><ul><li>A rrange Your Points Logically </li></ul><ul><li>R einforce Your Message </li></ul>
  28. 28. Five Sure Fire Ways to Improve Your Email Writing Skills <ul><li>Use short words </li></ul><ul><li>Prefer a familiar word to the fancy </li></ul><ul><li>Be Specific, don’t waffle </li></ul><ul><li>Use the active instead of passive </li></ul><ul><li>If it is possible to cut a word, always cut it out </li></ul>
  29. 29. Brevity <ul><li>“ The best words are the short ones, and the best short ones are the old ones.” </li></ul><ul><li>Winston Churchill </li></ul>
  30. 30. Eight Ways to Write Business Building E-Newsletters <ul><li>Write for Scanners </li></ul><ul><li>Write Short </li></ul><ul><li>Write Friendly </li></ul><ul><li>Bite Size Chunks of Information </li></ul>
  31. 31. Eight Ways to Write Business Building E-Newsletters <ul><li>Single Concepts </li></ul><ul><li>Easy Distribution </li></ul><ul><li>Low Cost </li></ul><ul><li>Newsy & Relevant </li></ul>
  32. 32. Five Common Mistakes <ul><li>Using Fillers </li></ul><ul><li>Not Asking Permission </li></ul><ul><li>Running Unrelated Ads or Advertorial </li></ul><ul><li>Not Respecting my Time #1 </li></ul><ul><li>Not Respecting my Time #2 </li></ul>
  33. 33. A Word on Privacy <ul><li>Compliance </li></ul><ul><li>Coverage </li></ul><ul><li>Collection </li></ul><ul><li>Collation </li></ul><ul><li>Co-operation </li></ul>
  34. 34. 10 Secrets of Email Marketing <ul><li>Build Repeat Business </li></ul><ul><li>Gain New Customers </li></ul><ul><li>Enhance Service Experience </li></ul><ul><li>Customise </li></ul><ul><li>Increase Your Credibility </li></ul>
  35. 35. 10 Secrets of Email Marketing <ul><li>Cross market </li></ul><ul><li>Add value </li></ul><ul><li>Educate </li></ul><ul><li>Ask permission </li></ul><ul><li>Slash Costs </li></ul>