email marketing presentation 1

EMail MarketingIain Davenport 2008

Thursday, November 19, 2009

92%of all marketers

employ email marketing

•! Highly Targeted: dynamic, personalized content

•! Immediate: shorter lead times

•! Test and Refine: ensuring optimal results through

continues improvement.

•! Measurable: effectiveness of campaigns (ROI).

Greater insight into customer behavior.

•! Reach: unlimited distribution globally, infinitely scalable

•! Better conversion rates: seamless – uninterrupted process

from prospect to customer in a matter of clicks.

•! Cost effective: fast acting, flexible focused campaigns

equals maximum return on investment.

The Benefits

Marketers face tough competition

126average number of emails received per day by corporate users in 2007

20% of all emails are ‘Junked’ by spam filters

Maintaining lists:

•Keep it clean – bounce the bounces

•Opt in vs. double opt in

•Let them unsubscribe

•Don’t become spam

Email Reputation Score

Definition:The general opinion of the ISPs, the anti-spam community, and your own subscribers towards a sender’s IP address, sending domain, or both.

If the sender’s score falls within the ISP’s thresholds, a sender’s messages will be delivered to the inbox; if not, the sender’s emails may arrive in the bulk folder, be quarantined, or be bounced back to the sender.

Email Reputation score

Control your score

•ISPs offer various sender authentication standards such as SPF (sender policy framework) and DomainKeys.

•Keep the list clean by removing hard bounces after 3 deliveries (ISPs don’t like e-mail broadcasters who have a high bounce rate)

•Respond to complaints and unsubscribe requests

•Educate users about whitelists

These could be affecting your reputation score

Email users savvier than you think

83%: Used the Report Spam button

80%: Use it without opening the message73%: Base decision on the "from" line

69%: Base decision on subject line20%: Use the spam button to unsubscribe

So what makes a campaign successful?

Planning

Who are your target audience?

grow a targeted database

Genuine opt-in Explicit permission granted Information can be gathered over

Growing your list:

Use every available interaction

•Incentives to sign up (white paper, gift voucher, music) ‏

•Subscribe options during retail process

•Viral marketing

•Offline interactions and promos

What are your objectives?

2 types of commercial emails

• Promotional– Entice immediate action

• Retention based emails– Newsletters– Build long term relationships

Promotional emails

Immediate goal for user

Action taken by user Purchase Download Request information

Promotional emails: entice the user to take action through purchase or sign up

Retention emails

Longer term goalsKPIs important

Open Rate Click-through rate ROI

Your database

Only one entry required: prospect's email address

more information can lead to improved customization

Retention based emails: information of value to create a long term relationship with the

reader

CHOICE

Targeting

Segment

Personalize

Un-targeted broadcast emails

Open rate: 20%Avg. CTR: 9.5%Avg. conversion rate: 1.1%

User-triggered campaigns

Life cycle messaging campaigns

Clickstream-based campaigns

Open rate: 33%Avg. CTR: 14%Avg. conversion rate: 3.9%

Source Marketing Sherpa 2007

Increase customer value

relevance

• Take a holistic view of customer relationships

• Transactions shows you a series of frames

• Transitions play you a movie

• Take a step-by-step, wait and respond approach

• Define specific transitions that trigger customer dialogues

• Sync communications to transition moments

• Identify communications you make with customers in a batch fashion.

• Ask what events could trigger these communications to make them timely.

• Prepare a distinct message for each customer situation

• Increase involvement by adding a call to action to each message

• Prepare a message for each possible response to your previous message.

Avoiding the ‘Pitfalls’

Assuming images

will work!

Not designing forpreview panes

Over selling and cheap tricks = SPAM

SHOUTDON’T

DON’T OVER ‘EMPHASIZE !!! ’

AVOID HARD SELL

Too many imagesnot enough textCertain spam filters place the "image vs. text ratio" criteria even higher than the "spam keywords" criteria

Subject lines

Creating subject lines• It’s not rocket science, remember K.I.S.S. (keep it simple stupid)

• The best subject lines are not ‘Flashy’ or ‘Pushy’.

• Your subject line should simply, clearly and concisely

describe the purpose/content of your email - its that simple!

• Its a process, and it starts with the opt-in always set your subscribers’ expectations during the opt-in process regarding the type and frequency of the emails they will recieve.

•! Anatomy of an email: fields (to, from, subject), body copy, landing page

•! Set a single objective: one message presented in a strong, clear and direct manner

•! Write to target: develop a thorough understanding of the needs and sensibilities of your target market before you write.

•! Get to the point: sluggish fulfillment leads to dissatisfied customers.

•! Build the relationship: email marketing is not hit and run medium. It works best when you build sustainable relationships.

How your email marketingmessage is structured willdetermine 50% of its success

In just one-twentieth of a second, less time than it takes to blink, people make aesthetic judgments that will influence their experience of your landing page.

BEST PRACTICES

Customer Centric

•! Customer-based approach:

Measurement of individual customer response

rather than overall campaign performance

•! Event triggered emails

e.g. first purchase, abandoned cart

•! Focus on frequency/contact strategy:

monitoring the impact of frequency

to maximize results

•! Data capture is a process:

It’s a value exchange between you and your

prospects. As you serve up value they’ll

reciprocate by sharing information.

•! Rich preference capabilities:

frequency, channel, format, opt-in,

opt-out preferences

•! Proactive communication:

specific, relevant and timely.

Integrate•! Cross channel integration:

integrated marketing strategy, combines

online and offline channels to maximize

marketing impact

•! Co-ordinate and unify

mailing lists:

centralized customer data

•! Integrate and centralize

customer data:

in order to leverage customer knowledge

3.Creative execution

Two types of email

Plain text emails

HTML emails

Plain text email

Text only No hyperlinks or

images Smaller file size Looks the same

across all platforms

HTML email

Contains images, different fonts and hyperlinks

File size is much larger

Can render differently

Parts of an email

• Header• Subject line• Personalized greeting• Body• Footer• Unsubscribe link

Platform testing

Video in email?

Increase click-through rates up to 25%.

Florist’s conversions jumped from 1.35% to 2.8%.

Remember:• include a link, host outside message• Remember that many viewers watch videos for the “entertainment” value. Keep videos short, light and relevant.

Sources: https://www.marketingsherpa.com/barrier.html?ident=30200http://inspireaction.mindandmedia.com/index.php/2007/11/15/hey-its-got-video-it-must-be-cool/

4. Integrate campaign with other channels

• Reinforce brand’s message

• Increase responses

5. Personalization

Mass customization

• One to one marketing on a macro scale

• Simple personalization can improve results

• Segment database

• Give consumers what they want

• Send different content to different

people

• Insert ‘dear first name’ greeting, where

appropriate

• Personalize forms within email/landing

page – only ask a question once

6. Deployment

When should I send?

Try and be action based.

Common sense and testing.

Regularly…like the milk man

7. Interaction handling

Show you’re on top of everything.

Utilize all touch points for calls to action / up-sell

Generate emails in response to actions

email marketing presentation 1

emails campaignsopen

retention emails

emails newsletters

average number of emails

score isps

senders score

havea high bounce rate

user action

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