email marketing and e-crm david hughes co-founder, the email academy [email protected]
TRANSCRIPT
![Page 2: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/2.jpg)
The 2 minute summary...
• Be relevant and engaging– Segment– Personalise– Triggered messages– Lifecycle marketing
• Keep improving– Test– Optimise
![Page 3: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/3.jpg)
“How nice of them to think of me”
Drayton Bird
![Page 4: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/4.jpg)
• Adaptable to all stages in lifecycle• Cuts costs – direct mail, telemarketing• Offers short time to market• Short test to roll cycles• Infinitely personalisable• Delivers best Return on Investment.
Why all the excitement?
![Page 5: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/5.jpg)
Here is the DMA USA
• For 2009, an investment of $1 in direct marketing advertising expenditures is predicted to return, on average, $11.65 in incremental revenue across all industries
DMA USA “The Power of Direct Forecast”, August 2009.
![Page 6: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/6.jpg)
...and for Email Marketing
$43.62 for every dollar spent
DMA USA “The Power of Direct Forecast”, August 2009.
![Page 7: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/7.jpg)
What about Benchmarks?
![Page 8: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/8.jpg)
Most email tracking may be wrong!
• Email open rate tags can be disabled• Forwarded emails carry the original recipients’
DNA
![Page 9: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/9.jpg)
Not opened, but clicked?
![Page 10: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/10.jpg)
Forget about Averages...
10
Prospects2%
Customers 10%
Average5%
Records
Response
![Page 11: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/11.jpg)
“Average” Conversion Rates?
![Page 12: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/12.jpg)
More Averages – so what?
• Average Open Rate: 22.2%Average Click-Through Rate: 5.9%Epsilon Q2 2009 Email Trends and Benchmark (Oct 2009)
![Page 13: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/13.jpg)
![Page 14: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/14.jpg)
You are where you are
• Last campaign is benchmark• Things you can’t control• Keep testing• Keep measuring
![Page 15: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/15.jpg)
Find the right broadcast partner
• Prices start at £20 a month• Handle most of your delivery problems• Keep email data in one place• Reduce your campaign turnaround times• Access to segmentation and personalisation tools• Web-based reporting• Resources available at the DMA and Econsultancy
![Page 16: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/16.jpg)
http://econsultancy.com/reports/email-marketing-buyers-guide
![Page 17: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/17.jpg)
What are the challenges?
David Hughes,
after Sean Kelly, Comhra Ltd
Shouting
Segmenting
Triggered Programs
Planning Complexity
Data Complexity
![Page 18: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/18.jpg)
What does good bad look like?
![Page 19: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/19.jpg)
Stop SHOUTING at me.
![Page 20: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/20.jpg)
I’m a CUSTOMER, remember?
![Page 21: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/21.jpg)
One big image – no Personalisation
![Page 22: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/22.jpg)
It’s a poster, not an email…
![Page 23: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/23.jpg)
And then there is message rendering...
![Page 24: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/24.jpg)
Bad Email Marketing can be Good Email Marketing
(A message you can send to everybody?)
![Page 25: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/25.jpg)
Assemble the creative assets
![Page 26: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/26.jpg)
Craft the copy
![Page 27: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/27.jpg)
“We literally made the decision to go to sale
on the Thursday morning, and by Friday
lunchtime, it looked like we were on for the
biggest single day in Howies history!”
www.nonlineblogging.com
![Page 28: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/28.jpg)
Non-Line Marketing
Don’t wave good-bye to direct mail
![Page 29: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/29.jpg)
• Those who received both the print and email communications were twice as likely to visit their personalised web pages.– 6% who received only email– 12% who received both email and direct mail
• From customers who received both– Twice the conversion rate– Twice the revenue
www.nonlineblogging.com
![Page 30: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/30.jpg)
Segmentation and Personalisation
• Registration data• Transactional data• Click-stream data
![Page 31: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/31.jpg)
Registration
A critical part of email marketing
![Page 32: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/32.jpg)
3 Elements to Registration
• Visibility– Can people see it?– On every page?
• Value– Why should they bother?
• Ease– How long will it take?– Does it look painful?
![Page 33: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/33.jpg)
Roadblock Registration!
![Page 34: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/34.jpg)
| 34
![Page 35: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/35.jpg)
Less beer, more value
| 35
![Page 36: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/36.jpg)
Ease
| 36
![Page 37: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/37.jpg)
Progressive Registration
![Page 38: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/38.jpg)
Email driven by registration
![Page 39: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/39.jpg)
£4m revenue in 2006
![Page 40: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/40.jpg)
You’ve got content
![Page 41: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/41.jpg)
Transactional Data
The best you can get!
![Page 42: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/42.jpg)
Recency, Frequency and Value
Frequency
Recency
Value
![Page 43: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/43.jpg)
Shouting, Shouting and Shouting
Frequency
Recency
Value
Monthly Newsletter
![Page 44: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/44.jpg)
![Page 45: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/45.jpg)
Relevant and timely? Lovely.
Amsterdam
Budapest
![Page 46: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/46.jpg)
Points over
Points over
“Dynamic” <Insert>
“Conditional”<If – Then – Else>
![Page 47: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/47.jpg)
It’s about Lifecycle Marketing
![Page 48: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/48.jpg)
More Shouting
Monthly Newsletter
![Page 49: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/49.jpg)
I Choose
I Need
I Become
AwareI Buy
I Use
I Enjoy
I Want
Sony Welcome programme
![Page 50: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/50.jpg)
Survey information said:
• Within the 1st 30 days of ownership Digital Still Camera users want added memory, camera accessories, batteries, shooting kits, advice etc.
• Within the 2nd 30 days users are more likely to be interested in PRINTING their photos
![Page 51: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/51.jpg)
Messages or Programmes?
Welcome programme
• Thank you• How was it for you?• How’s the new camera?• Want some help?• Need some memory?• How about printing?
Welcome Message
• Thank you
![Page 52: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/52.jpg)
Click-stream Data
Watch, don’t ask.
![Page 53: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/53.jpg)
Recency-driven Campaigns
![Page 54: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/54.jpg)
![Page 55: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/55.jpg)
![Page 56: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/56.jpg)
Average Conversion Rates?
| 56
![Page 57: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/57.jpg)
Successful Outcomes
• What do you want people to do?• How clear is the call to action?• Why should somebody do it, now?• What happens after the click...
![Page 58: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/58.jpg)
![Page 59: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/59.jpg)
So its more about the landing page
• Do you need to build one?• How can you personalise it?• How can you remove barriers to the
outcome?
![Page 60: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/60.jpg)
Lazy marketing...you know me!!
![Page 61: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/61.jpg)
Pre-population of Landing Page
![Page 62: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/62.jpg)
Lovely!
![Page 63: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/63.jpg)
Landing Pages – Multiple Elements
• Heading• Page layout• Images• Long or short copy• Calls to action – phone numbers or “Call Me”
![Page 64: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/64.jpg)
Optimost was able to prove that the winning page recipe generated a
26.7% increase in conversions from landing page through to the order process, which in
turn led to a
10.7% increase in subscription revenue.
![Page 65: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/65.jpg)
5 Variables...what could we improve?
![Page 66: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/66.jpg)
This one that works 14% better.
![Page 67: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/67.jpg)
Google offer it for free…
![Page 68: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/68.jpg)
Think about the customer journey
• The email needs to be relevant and engaging• The call to action needs to be strong• The successful outcome needs to be easy• You can’t pay your staff with clicks!
![Page 69: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/69.jpg)
Email Creative
It’s NOT a web page.
| 69
![Page 70: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/70.jpg)
Web Page can – email can’t
• Advanced Cascading Style Sheets• Background images• Scripting (Java, shockwave, video etc)• Animated GIFs• Images disabled by default...
![Page 71: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/71.jpg)
Images are not displayed by default...
![Page 72: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/72.jpg)
http://www.campaignmonitor.com/css/
Background Images?
![Page 73: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/73.jpg)
Get testing - This is what Pivotal Veracity offers
• Full message, above the fold & preview pane rendering.
• Automatically identifies missing alt-tags and allows you to view your email in all email clients with images on and off.
![Page 74: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/74.jpg)
Beautiful
![Page 75: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/75.jpg)
Beautiful. Not.
![Page 76: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/76.jpg)
Oh dear...
![Page 77: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/77.jpg)
Who needs images anyway?
Marketing Sherpa 2008
![Page 78: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/78.jpg)
![Page 79: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/79.jpg)
![Page 80: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/80.jpg)
![Page 81: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/81.jpg)
First 6 lines
• Remember the Preview Pane• Don’t lob a big image in there• Try and get some text that people will see
![Page 82: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/82.jpg)
Fantastic use of preview pane
![Page 83: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/83.jpg)
And pre-headers...
![Page 84: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/84.jpg)
Use words and HTML Code
Tables of colour Logo as
Text
Text, not images
Text Personalisation
Lost images, but so what?
![Page 85: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/85.jpg)
A few words about persuasion
![Page 86: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/86.jpg)
![Page 87: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/87.jpg)
Use persuasive words
• Gain their attention• Ask questions• Sell benefits• Break down the cost• Use pace• Excitement• Fear, uncertainty and doubt
![Page 88: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/88.jpg)
![Page 89: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/89.jpg)
![Page 90: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/90.jpg)
How Testing will Improve your Email Marketing Performance
![Page 91: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/91.jpg)
John Caples, Tested Advertising Methods 1932
"In planning an advertising campaign, the first step should be to clear the decks of all opinions …
…the next step should be to find a scientific method of testing."
![Page 92: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/92.jpg)
• Price points• Discount in value or %• Bundles• From Field• Subject line• First 6 lines• Day of week• Time of day• Text v HTML
That’s a lot of opinions...• Segmentation• Design and Layout• Tone of Voice• Long/short Copy• Personalisation
• Number of links• Landing Page• Frequency• Follow-up
![Page 93: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/93.jpg)
Statistical Validity
• Could this have happened by chance?
http://www.emarketingdynamics.com/email-test-sample-size-calculator.asp
![Page 94: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/94.jpg)
![Page 95: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/95.jpg)
Test simple or complex variables
Test Simple Variables
What response rate will a 20% discount give me?
Does a different “From” field increase open rate?
Test Complex Variables
Does this new newsletter template work better than the old one?
Will campaigns based on trigger dates work better than monthly campaigns?
![Page 96: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/96.jpg)
Testing should help resolve problems
Not opened. Not clicked. Not bought.
![Page 97: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/97.jpg)
So where can testing help?
Your first problem is probably delivery
![Page 98: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/98.jpg)
Some testing options using format
• What happens to my campaigns when I send a text only version?– Click-through for the first time ever at bigcompany.com– People clicking through for the first time ever
• Why did it happen?– HTML message may have been perceived as SPAM– Text version renders properly in Lotus Notes, on a
Blackberry
![Page 99: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/99.jpg)
Declining Open Rates?
![Page 100: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/100.jpg)
Get their attention
From Field Subject Line
Preview Pane
![Page 101: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/101.jpg)
CONTROLFrom : PriceMinister
Advice
Click-Through rate: Index100
TEST
From : Sophie at PriceMinister
Click-Through rate : Index 156
What’s in a Name? 56% more traffic.
![Page 102: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/102.jpg)
Subject Line?
![Page 103: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/103.jpg)
First 6 lines – Email Labs test
![Page 104: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/104.jpg)
Their re-designed version…
![Page 105: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/105.jpg)
To summarise
• Testing will help you improve• Testing can be quick and very easy• Testing can deliver huge business benefits
If you don’t fall off, you’re not trying hard enough!
![Page 106: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/106.jpg)
Email and Social Media
![Page 107: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/107.jpg)
Driving traffic? That’s the old way
![Page 108: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/108.jpg)
The beating heart pushing content out...
StaffJournalistsCustomers
NewsAlerts
Updates
CompetitionsDiscussion
Connection
NewsletterAlerts
Updates
![Page 109: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/109.jpg)
“This is what we’re all talking about”
![Page 110: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/110.jpg)
If they can do it...
![Page 111: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/111.jpg)
The future of viral?
www.silverpop.com
![Page 112: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/112.jpg)
www.silverpop.com
![Page 113: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/113.jpg)
Here is Silverpop’s view...
http://www.silverpop.com/downloads/white-papers/Silverpop-Engage-S2S-Study.pdf
![Page 114: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/114.jpg)
Spam Spam Spam
Its about your deeds not your words
![Page 115: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/115.jpg)
Argos have a cracking reputation
![Page 116: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/116.jpg)
Why do all these get to my Inbox?
![Page 117: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/117.jpg)
Reputation Look-up
![Page 118: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/118.jpg)
Reputation Management
• Authentication• Accreditation• Blacklisting• Mailing history• Complaints
![Page 119: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/119.jpg)
![Page 120: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/120.jpg)
Spamassassin Tests
![Page 121: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com](https://reader036.vdocuments.site/reader036/viewer/2022062421/56649dc95503460f94abede8/html5/thumbnails/121.jpg)
To summarise
• Gather the right data to drive campaigns• Segment and personalise using all your data– Registration– Transactional– Click-stream
• Look beyond the email
“How nice of them to think of me!”