email marketing presentation 1
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TRANSCRIPT
EMail MarketingIain Davenport 2008
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92%of all marketers
employ email marketing
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•! Highly Targeted: dynamic, personalized content
•! Immediate: shorter lead times
•! Test and Refine: ensuring optimal results through
continues improvement.
•! Measurable: effectiveness of campaigns (ROI).
Greater insight into customer behavior.
•! Reach: unlimited distribution globally, infinitely scalable
•! Better conversion rates: seamless – uninterrupted process
from prospect to customer in a matter of clicks.
•! Cost effective: fast acting, flexible focused campaigns
equals maximum return on investment.
The Benefits
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Marketers face tough competition
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126average number of emails received per day by corporate users in 2007
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20% of all emails are ‘Junked’ by spam filters
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Maintaining lists:
•Keep it clean – bounce the bounces
•Opt in vs. double opt in
•Let them unsubscribe
•Don’t become spam
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Email Reputation Score
Definition:The general opinion of the ISPs, the anti-spam community, and your own subscribers towards a sender’s IP address, sending domain, or both.
If the sender’s score falls within the ISP’s thresholds, a sender’s messages will be delivered to the inbox; if not, the sender’s emails may arrive in the bulk folder, be quarantined, or be bounced back to the sender.
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Email Reputation score
Control your score
•ISPs offer various sender authentication standards such as SPF (sender policy framework) and DomainKeys.
•Keep the list clean by removing hard bounces after 3 deliveries (ISPs don’t like e-mail broadcasters who have a high bounce rate)
•Respond to complaints and unsubscribe requests
•Educate users about whitelists
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These could be affecting your reputation score
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Email users savvier than you think
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83%: Used the Report Spam button
80%: Use it without opening the message73%: Base decision on the "from" line
69%: Base decision on subject line20%: Use the spam button to unsubscribe
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So what makes a campaign successful?
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Planning
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Who are your target audience?
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grow a targeted database
Genuine opt-in Explicit permission granted Information can be gathered over
time
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Growing your list:
Use every available interaction
•Incentives to sign up (white paper, gift voucher, music)
•Subscribe options during retail process
•Viral marketing
•Offline interactions and promos
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What are your objectives?
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2 types of commercial emails
• Promotional– Entice immediate action
• Retention based emails– Newsletters– Build long term relationships
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Promotional emails
Immediate goal for user
Action taken by user Purchase Download Request information
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Promotional emails: entice the user to take action through purchase or sign up
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Retention emails
Longer term goalsKPIs important
Open Rate Click-through rate ROI
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Your database
Only one entry required: prospect's email address
but
more information can lead to improved customization
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Retention based emails: information of value to create a long term relationship with the
reader
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CHOICE
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Targeting
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Segment
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Personalize
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Un-targeted broadcast emails
Open rate: 20%Avg. CTR: 9.5%Avg. conversion rate: 1.1%
User-triggered campaigns
Open rate: 27%Avg. CTR: 9.3%Avg. conversion rate: 2.3%
Life cycle messaging campaigns
Open rate: 26%Avg. CTR: 9.3%Avg. conversion rate: 2.3%
Clickstream-based campaigns
Open rate: 33%Avg. CTR: 14%Avg. conversion rate: 3.9%
Source Marketing Sherpa 2007
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Increase customer value
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relevance
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• Take a holistic view of customer relationships
• Transactions shows you a series of frames
• Transitions play you a movie
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• Take a step-by-step, wait and respond approach
• Define specific transitions that trigger customer dialogues
• Sync communications to transition moments
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• Identify communications you make with customers in a batch fashion.
• Ask what events could trigger these communications to make them timely.
• Prepare a distinct message for each customer situation
• Increase involvement by adding a call to action to each message
• Prepare a message for each possible response to your previous message.
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Avoiding the ‘Pitfalls’
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Assuming images
will work!
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Not designing forpreview panes
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Over selling and cheap tricks = SPAM
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SHOUTDON’T
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DON’T OVER ‘EMPHASIZE !!! ’
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AVOID HARD SELL
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Too many imagesnot enough textCertain spam filters place the "image vs. text ratio" criteria even higher than the "spam keywords" criteria
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Subject lines
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Creating subject lines• It’s not rocket science, remember K.I.S.S. (keep it simple stupid)
• The best subject lines are not ‘Flashy’ or ‘Pushy’.
• Your subject line should simply, clearly and concisely
describe the purpose/content of your email - its that simple!
• Its a process, and it starts with the opt-in always set your subscribers’ expectations during the opt-in process regarding the type and frequency of the emails they will recieve.
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•! Anatomy of an email: fields (to, from, subject), body copy, landing page
•! Set a single objective: one message presented in a strong, clear and direct manner
•! Write to target: develop a thorough understanding of the needs and sensibilities of your target market before you write.
•! Get to the point: sluggish fulfillment leads to dissatisfied customers.
•! Build the relationship: email marketing is not hit and run medium. It works best when you build sustainable relationships.
How your email marketingmessage is structured willdetermine 50% of its success
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In just one-twentieth of a second, less time than it takes to blink, people make aesthetic judgments that will influence their experience of your landing page.
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BEST PRACTICES
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Customer Centric
•! Customer-based approach:
Measurement of individual customer response
rather than overall campaign performance
•! Event triggered emails
e.g. first purchase, abandoned cart
•! Focus on frequency/contact strategy:
monitoring the impact of frequency
to maximize results
•! Data capture is a process:
It’s a value exchange between you and your
prospects. As you serve up value they’ll
reciprocate by sharing information.
•! Rich preference capabilities:
frequency, channel, format, opt-in,
opt-out preferences
•! Proactive communication:
specific, relevant and timely.
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Integrate•! Cross channel integration:
integrated marketing strategy, combines
online and offline channels to maximize
marketing impact
•! Co-ordinate and unify
mailing lists:
centralized customer data
•! Integrate and centralize
customer data:
in order to leverage customer knowledge
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3.Creative execution
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Two types of email
Plain text emails
HTML emails
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Plain text email
Text only No hyperlinks or
images Smaller file size Looks the same
across all platforms
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HTML email
Contains images, different fonts and hyperlinks
File size is much larger
Can render differently
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Parts of an email
• Header• Subject line• Personalized greeting• Body• Footer• Unsubscribe link
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Platform testing
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Video in email?
Increase click-through rates up to 25%.
Florist’s conversions jumped from 1.35% to 2.8%.
Remember:• include a link, host outside message• Remember that many viewers watch videos for the “entertainment” value. Keep videos short, light and relevant.
Sources: https://www.marketingsherpa.com/barrier.html?ident=30200http://inspireaction.mindandmedia.com/index.php/2007/11/15/hey-its-got-video-it-must-be-cool/
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4. Integrate campaign with other channels
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• Reinforce brand’s message
• Increase responses
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5. Personalization
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Mass customization
• One to one marketing on a macro scale
• Simple personalization can improve results
• Segment database
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• Give consumers what they want
• Send different content to different
people
• Insert ‘dear first name’ greeting, where
appropriate
• Personalize forms within email/landing
page – only ask a question once
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6. Deployment
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When should I send?
Try and be action based.
Common sense and testing.
Regularly…like the milk man
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7. Interaction handling
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Show you’re on top of everything.
Utilize all touch points for calls to action / up-sell
Generate emails in response to actions
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