building relationships using email marketing

Download Building relationships using email marketing

Post on 13-Jan-2015




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Seminar for new business start ups on using email for relationships, full also of basic email principles


  • 1. Email Marketing How to build relationships with Email August 2010

2. Why Choose Email for Marketing?

  • Cost Effective
  • Immediate
  • Flexible
  • Interactive
  • Measurable
  • Environmentally Friendly

3. Planning, Strategy &Objective Setting

  • Essentially it boils down to
  • Who you are you sending it to?
  • What do you want to tell them?
  • Why will they be interested?
  • What do you expect them to do as a result?

4. Types of Email Marketing

  • Email can be used to meet a number of different
  • objectives; sales, brand building, events...
  • Examples:
  • Newsletter
  • Catalogue
  • Postcard
  • Brand

5. Cant Anybody Do It?

  • Technically yes, but you need to consider:
  • Time
  • Data Protection
  • Reporting
  • Creative

6. Software Options

  • Self service
    • Low cost per message
    • Time intensive
    • Entry level to Enterprise
    • e.g. MailAway
  • Fully managed
    • Potentially higher cost
    • Hassle Free
    • More professional output
    • e.g Jarrang

7. Customer Opt-In

  • If you havent already got suitable data on your
  • customers youll need to start collecting it.
  • Opt in suggestions:
  • Data capture
  • Incentives and competitions
  • Website signup
  • Member get member

8. Data Capture Forms 9. Correlation Between Information Requested & Sign-Ups Behaviour, not demographics 10. Spam and Why Its a Problem

  • Spam is the opposite of good quality email marketing!
  • Spammers:
  • Hide their identity
  • Accept a minimal conversion rate
  • Rip people off and disappear
  • Legitimate Email Marketers:
  • Use email to build their brand
  • Send messages that are of value to recipients
  • Build long-term, mutually beneficial relationships

Over 80% of sent email is estimated to be spam 11. Creating Relevant& Engaging Content

  • Although you may have permission to send
  • someone email, the real question is will
  • they want to receive it?
  • Spam is not just a legal issue
  • Put yourself in your customers shoes
        • How would I feel?
        • Content should reflect the personalnature of email

Relevance and interaction 12. Some tactics

  • Dependant on your customer base
  • Balance sell/ inform/ entertain
  • Implement welcome messages
  • Offer something worthwhile (relevance)
  • Encourage feedback and interaction
  • Link to social media and sharing

13. Tracking and Reporting Results

  • Email reports contain a number of important terms
  • which explain the most recent results for each
  • campaign you send
  • Sent
  • Bounced
  • Delivered
  • Opened/Read
  • Clicks
  • Unsubscribes

Monitor, review and improve 14. Tracking and Reporting Results 15. Analysing and Improving Performance

  • Learn from the results:
  • Low sent % - issues with data quality e.g duplicates
  • High bounce % - issues with data entry/age of data
  • Low open % - quality of content and relevance
  • Low click % - layout and quality of offer
  • Unsubscribes - expected initially - later on an early warning your emails dont add value - look at content and frequency before you lose your list!

16. Taking Reporting Further 17. Taking Reporting Further 18. Any Questions?


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