email marketing david hughes
DESCRIPTION
David Hughes shows how to pracytically stay true to the seven rulesTRANSCRIPT
The 1 minute summary...
• Be relevant and engaging– Segment– Personalise– Triggered messages– Lifecycle marketing
• Keep improving– Test– Optimise
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."
• 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
CONTROLFrom : PriceMinister Advice
Click-Through rate: 100
TEST
From : Sophie at PriceMinister
Click-Through rate : 156
What’s in a Name? 56% more Traffic.
Remember me
Don’t frighten me
Date of Last Transaction
Date of Last Log-in
Web click-stream
“How nice of them to think of me”Drayton Bird
“Just a note to say...”
Email driven by registration
Personalisation
Dynamic and Conditional Content
Conditional
Amsterdam
Budapest
Points over
Points over
“Dynamic” <Insert>
“Conditional”<If – Then – Else>
Surprise People
Don’t sell to them all the time
Get close and stay close
Speak to people differently
It’s about Lifecycle Marketing
Don’t Shout
Monthly Newsletter
I Choose
I Need
I Become
AwareI Buy
I Use
I Enjoy
I Want
Sony Welcome programme
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
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
Driving traffic? That’s the old way
The beating heart pushing content out...
StaffJournalistsCustomers
NewsAlerts
Updates
CompetitionsDiscussion
Connection
NewsletterAlerts
Updates
“This is what we’re all talking about”
If they can do it...
The future of viral?
www.silverpop.com
One Click Beyond
Lazy marketing...you know me!!
Pre-population of Landing Page
Lovely!
