Download - Building relationships using email marketing
Email MarketingHow to build relationships with Email
August 2010
Why Choose Email for Marketing?
• Cost Effective
• Immediate• Flexible
• Interactive• Measurable• Environmentally
Friendly
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?
Types of Email MarketingEmail can be used to meet a number of
different objectives; sales, brand building, events...
Examples:• Newsletter• Catalogue• Postcard • Brand
Can’t Anybody Do It?
Technically yes, but you need to consider:
• Time• Data Protection• Reporting• Creative
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
Customer Opt-In
If you haven’t already got suitable data on your
customers you’ll need to start collecting it.
Opt in suggestions:
• Data capture• Incentives and competitions• Website signup• Member get member
Data Capture Forms
Correlation Between Information Requested &
Sign-Ups
Behaviour, not demographics
Spam and Why It’s 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
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 personal
nature of email
Relevance and interaction
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
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
Tracking and Reporting Results
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 don’t add value - look at content and frequency before you lose your list!
Taking Reporting Further
Taking Reporting Further
Any Questions?