e mail marketing
TRANSCRIPT
E-Mail MarketingEIS 2350
Thursday, March 21, 13
E-Mail MarketingEmail is the “oldest” digital marketing technique, but has it’s threats:
Thursday, March 21, 13
E-Mail MarketingEmail is the “oldest” digital marketing technique, but has it’s threats:
Thursday, March 21, 13
E-Mail MarketingEmail is the “oldest” digital marketing technique, but has it’s threats:
NEW COMMUNICATION TOOLS:
Thursday, March 21, 13
Social Networks are a great place to gather email addresses (contests on facebook, youtube, D2F, links in twitter)
Embed Email Subscription link WHERE EVER possible.
E-Mail Marketing
Thursday, March 21, 13
E-mail CaptureFACEBOOK APPS - BANDPAGE
TWEET FOR A TRACK - TWITTER
TOPSPIN - YOUTUBE
Thursday, March 21, 13
E-mail Capture
AND ALWAYS THE WEBSITE
Thursday, March 21, 13
Brief Sidebar:COPPA COMPLIANCE
WHO CAN WE GET EMAIL ADDRESSES FROM AND MARKET TO LEGALLY
The Children's Online Privacy Protection Act, effective April 21, 2000, applies to the online collection of personal information from children under 13. The new rules spell out what a Web site operator must include in a privacy policy, when and how to seek verifiable consent from a parent and what responsibilities an operator has to protect children's privacy and safety online.
Thursday, March 21, 13
online merchandise sales
ticket sales (but not AEG, Live Nation, or Ticketmaster)
merch stands at shows
street team (tablet or mobile signups)
E-mail CaptureOTHER PLACES FOR EMAIL CAPTURE
Thursday, March 21, 13
E-Mail MarketingINBOX OVERLOAD
Thursday, March 21, 13
E-Mail MarketingINBOX OVERLOAD
Thursday, March 21, 13
E-Mail MarketingINBOX OVERLOAD
GMAIL INBOX MANAGEMENT
Thursday, March 21, 13
E-Mail MarketingDIRECT COMPETITION FROM “EMAIL KILLERS”
Thursday, March 21, 13
Email has been pronounced “dead” at least four times since I started my career in technology.
Thursday, March 21, 13
Email has been pronounced “dead” at least four times since I started my career in technology.
Thursday, March 21, 13
Email has been pronounced “dead” at least four times since I started my career in technology.
MYSPACE MESSAGING
Thursday, March 21, 13
Email has been pronounced “dead” at least four times since I started my career in technology.
MYSPACE MESSAGING
BLOGGING / RSS FEEDS
Thursday, March 21, 13
Email has been pronounced “dead” at least four times since I started my career in technology.
MYSPACE MESSAGING
BLOGGING / RSS FEEDS
Thursday, March 21, 13
Email has been pronounced “dead” at least four times since I started my career in technology.
MYSPACE MESSAGING
BLOGGING / RSS FEEDS
FACEBOOK MESSAGING
Thursday, March 21, 13
However, E-Mail Marketing Continues to be a major player in “moving the dial” and getting fans to act.
Thursday, March 21, 13
E-Mail MarketingFACT:
Thursday, March 21, 13
E-Mail MarketingFACT:
“58% of people start their online day by reading emails ”
– ExactTarget’s Email X-Factor Study, 2010
Thursday, March 21, 13
E-Mail MarketingFACT:
“58% of people start their online day by reading emails ”
– ExactTarget’s Email X-Factor Study, 2010The shift comes on how we’re viewing these emails... Stats say 43% of email is now opened on a mobile device
Litmus –”Email Analytics” (March 2013)
Thursday, March 21, 13
Thursday, March 21, 13
E-Mail Marketing
Email continues to evolve
Subscribers to Email lists are more likely to “buy” a product
Most email marketers are still REALLY bad
WHAT WE KNOW:
Thursday, March 21, 13
E-Mail MarketingHOW TO BE SUCCESSFUL:
Spray&and&pray&is&dead!&
Thursday, March 21, 13
E-Mail MarketingSCREEN SIZES AND DEVICE COMPATIBILITY
UP TO 60% OF EMAIL BLASTS ARE READ ON SOMETHING OTHER THAN A COMPUTER MONITOR.
Thursday, March 21, 13
E-Mail MarketingHOW TO BE SUCCESSFUL:
NARROWCASTING: aiming media messages at specific segments of the public defined by values, preferences, or demographic attributes.
AS OPPOSED TO
BROADCASTING:
Thursday, March 21, 13
E-Mail MarketingHOW TO BE SUCCESSFUL:
NARROWCASTING: aiming media messages at specific segments of the public defined by values, preferences, or demographic attributes.
AS OPPOSED TO
BROADCASTING:WHO ARE YOUR SUBSCRIBERS?
AGE? LOCATION? OPEN RATE?PURCHASED TICKETS / MERCH?
Thursday, March 21, 13
E-Mail MarketingHOW TO BE SUCCESSFUL:
SET A FREQUENCY RATE
THIS WILL HELP WITH SUBSCRIBER EXPECTATION
Thursday, March 21, 13
E-Mail MarketingHOW TO BE SUCCESSFUL:
Thursday, March 21, 13
E-Mail Marketing
Integrate with Social Networks to continue the conversation
Allow your messages to go viral
Give subscribers a chance to participate in the message
HOW TO BE SUCCESSFUL:
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E-Mail MarketingHOW TO BE SUCCESSFUL:
MEASURE MEASURE MEASURE MEASURE
Thursday, March 21, 13
E-Mail MarketingHOW TO BE SUCCESSFUL:
MEASURE MEASURE MEASURE MEASURE
IF YOU’RE NOT MEASURING
YOU’RE GUESSING!
Thursday, March 21, 13
E-Mail Marketing
None of this matters without quality content
HOW TO BE SUCCESSFUL:
Thursday, March 21, 13
E-Mail Marketing
None of this matters without quality content
HOW TO BE SUCCESSFUL:
WHAT IS QUALITY CONTENT?
Thursday, March 21, 13
What is the purpose of your message?
Is the Message clear?
How are you presenting the message?
E-Mail MarketingTHINGS TO KEEP IN MIND
Thursday, March 21, 13
What is the purpose of your message?
Is the Message clear?
How are you presenting the message?
E-Mail MarketingTHINGS TO KEEP IN MIND
ALWAYS HAVE A CALL TO ACTION!!!!
(sounds testable)
Thursday, March 21, 13
E-Mail MarketingTHINGS TO KEEP IN MIND
What is the Layout of the Message?
Where is your call to action (Is it above the “fold”)?
Optimize for the “Preview Pane” 400x300 pixels
Are you incorporating HTML and images, does this matter?
Thursday, March 21, 13
Thursday, March 21, 13
E-Mail MarketingIs your copy “scannable”
Can I understand the message in 5 seconds
Are you using action-oriented language
Are your paragraphs a max of 3 lines long
Is your email understandable WITHOUT the images?
Thursday, March 21, 13
E-Mail MarketingIs your copy “scannable”
Can I understand the message in 5 seconds
Are you using action-oriented language
Are your paragraphs a max of 3 lines long
Is your email understandable WITHOUT the images?
Thursday, March 21, 13
E-Mail MarketingIs your copy “scannable”
Can I understand the message in 5 seconds
Are you using action-oriented language
Are your paragraphs a max of 3 lines long
Is your email understandable WITHOUT the images?
Thursday, March 21, 13
E-Mail MarketingONCE YOU’VE GOT THE MESSAGE WHERE ARE YOU SENDING THEM?
Push to a Landing Page (a page that is dedicated to your message or that supports the email)
Make sure the graphics are similar (where have you heard this before?)
Make sure the actions are easy and quick(don’t make me click around... UI)
Thursday, March 21, 13
E-Mail MarketingHOW DO YOU KNOW IF IT’S WORKING?
A-B TESTING
Thursday, March 21, 13
E-Mail MarketingWHAT COMPANY SHOULD I USE?
THERE ARE SEVERAL
Thursday, March 21, 13
E-Mail MarketingWHAT COMPANY SHOULD I USE?
THERE ARE SEVERAL
BUT...
Thursday, March 21, 13
MY EMMA - NASHVILLE BASEDPRETTY EXPENSIVE
CONSTANT CONTACT - LARGE POOR LAYOUTS, REALLY CORPORATE
MAIL CHIMP - SCALABLE, INTUITIVEFREE EMAILS UNDER LISTS OF 2,000
Thursday, March 21, 13
easy DO’s and DON’Tsallow for volunteer subscribers(don’t poach a list from a friend’s band and spam them)
allow for an easy to find “unsubscribe” link
If you’re not using an email “gun” BCC (blind copy) all recipients
Never send Attachments(we like your music, but we don’t need an 8MB Mp3 in our inboxes)
Thursday, March 21, 13
Finally...Get to know your fanbase.
What do they respond to in emails?
What gets high or low click through rates
How are you measuring your email success
ROI?
Clicks
Information going viral?
Thursday, March 21, 13
Measure... Measure... Measure...
(YOU’RE GOING TO GET TIRED OF ME TALKING ABOUT ANALYTICS)
...AND THEN REPORT ON WHAT YOU’VE MEASUREDTAKE THAT KNOWLEDGE AND DO IT BETTER NEXT TIME
Thursday, March 21, 13