mcgill email marketing 2012
DESCRIPTION
TRANSCRIPT
![Page 1: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/1.jpg)
EMail MarketingIain Davenport 2008
Tuesday, October 25, 2011
![Page 2: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/2.jpg)
92%of all marketers
employ email marketing
Tuesday, October 25, 2011
![Page 3: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/3.jpg)
Tuesday, October 25, 2011
![Page 4: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/4.jpg)
What most influenced your decision to visit this
retailer’s website?
Tuesday, October 25, 2011
![Page 5: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/5.jpg)
Influencer %
Familiarity with brand 30%
Internet advertising 14%
TV, radio, print 12%
Promotional email from the company 12%
Search engine results 10%
Friend recommendation – in person 8%
Tuesday, October 25, 2011
![Page 6: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/6.jpg)
Influencer %
Familiarity with brand 30%
Internet advertising 14%
TV, radio, print 12%
Promotional email from the company 12%
Search engine results 10%
Recommendation from someone I know 8%
Tuesday, October 25, 2011
![Page 7: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/7.jpg)
Acquisition Source %
Shopping comparison sites 2%
Advertising on a social network 2%
Product review site 2%
Blogs or discussion forums 1%
Friend recommendation on social network 1%
Mobile phone advertising 0%
Tuesday, October 25, 2011
![Page 8: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/8.jpg)
Satisfaction
Familiarity with brand 80
Promotional email from the company 79
Friend recommendation on social network 79
Friend recommendation – in person 78
Internet advertising 77
TV, radio, print advertising 77
Tuesday, October 25, 2011
![Page 9: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/9.jpg)
Satisfaction
Familiarity with brand 80
Promotional email from the company 79
Friend recommendation on social network 79
Friend recommendation – in person 78
Internet advertising 77
TV, radio, print advertising 77
Tuesday, October 25, 2011
![Page 10: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/10.jpg)
Likelihood to buy online in the future
Familiarity with brand 78
Promotional email from the company 76
Had a gift card 76
Friend recommendation on social network 76
Internet advertising 75
Product review website 75
Tuesday, October 25, 2011
![Page 11: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/11.jpg)
Likelihood to buy online in the future
Familiarity with brand 78
Promotional email from the company 76
Had a gift card 76
Friend recommendation on social network 76
Internet advertising 75
Product review website 75
Tuesday, October 25, 2011
![Page 12: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/12.jpg)
Tuesday, October 25, 2011
![Page 13: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/13.jpg)
5 ways email
changed marketing
Tuesday, October 25, 2011
![Page 14: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/14.jpg)
Direct Mail Overload
Tuesday, October 25, 2011
![Page 15: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/15.jpg)
Very Expensive
Tuesday, October 25, 2011
![Page 16: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/16.jpg)
1. Massive individualized distribution…
Tuesday, October 25, 2011
![Page 17: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/17.jpg)
…for very low cost
Tuesday, October 25, 2011
![Page 18: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/18.jpg)
pro:great sales driver
Tuesday, October 25, 2011
![Page 19: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/19.jpg)
Tuesday, October 25, 2011
![Page 20: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/20.jpg)
con:sometimes made us lazy
Tuesday, October 25, 2011
![Page 21: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/21.jpg)
126average number of emails received per day by corporate users in 2007
Tuesday, October 25, 2011
![Page 22: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/22.jpg)
20% of all emails are ‘Junked’ by spam filters
Tuesday, October 25, 2011
![Page 23: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/23.jpg)
4. Send too many emails. Frequency is a key component of a healthy email marke9ng strategy. The key is the find the right frequency for your business. Every industry is different. You can do this by crea9ng different cohorts and following them through 9me. By measuring the key metrics (such as Open rates, CTR, Conv rates, sales, GM and unsubscribers to name a few), you will be able to determine the right frequency for you company. Our test show a 43% increase is open rates by reducing the frequency, a 25% increase in CTR and a 47% reduc9on in unsubscribers.Over Loading
Tuesday, October 25, 2011
![Page 24: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/24.jpg)
Overlapping offers
Overlapping offersOverlapping
Tuesday, October 25, 2011
![Page 25: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/25.jpg)
43% Open Rate 25% increase in CTR
Tuesday, October 25, 2011
![Page 26: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/26.jpg)
25% increase in CTR
Tuesday, October 25, 2011
![Page 27: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/27.jpg)
25% increase in CTR
47% reduction in unsubscribes.
Tuesday, October 25, 2011
![Page 28: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/28.jpg)
2. Much easier way to build
customer lists
Tuesday, October 25, 2011
![Page 29: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/29.jpg)
Growing your list
Tuesday, October 25, 2011
![Page 30: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/30.jpg)
Online
Tuesday, October 25, 2011
![Page 31: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/31.jpg)
Tuesday, October 25, 2011
![Page 32: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/32.jpg)
Tuesday, October 25, 2011
![Page 33: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/33.jpg)
Tuesday, October 25, 2011
![Page 34: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/34.jpg)
Tuesday, October 25, 2011
![Page 35: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/35.jpg)
pro:many more people potentially getting our messages
Tuesday, October 25, 2011
![Page 36: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/36.jpg)
Tuesday, October 25, 2011
![Page 37: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/37.jpg)
Tuesday, October 25, 2011
![Page 38: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/38.jpg)
con:reduced quality of our customer listsTuesday, October 25, 2011
![Page 39: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/39.jpg)
Tuesday, October 25, 2011
![Page 40: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/40.jpg)
3. Significant reduction in lead time
Tuesday, October 25, 2011
![Page 41: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/41.jpg)
Show how we can product to market quicker
Tuesday, October 25, 2011
![Page 42: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/42.jpg)
Tuesday, October 25, 2011
![Page 43: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/43.jpg)
pro:enabled more flexibility in offers and features
Tuesday, October 25, 2011
![Page 44: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/44.jpg)
Tuesday, October 25, 2011
![Page 45: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/45.jpg)
con:reduced discipline in creating thoughtful promotion plans
Tuesday, October 25, 2011
![Page 46: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/46.jpg)
4. Dynamic
personalization capabilities like never
before
Tuesday, October 25, 2011
![Page 47: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/47.jpg)
Tuesday, October 25, 2011
![Page 48: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/48.jpg)
pro:individualized messaging greatly improved relevanceTuesday, October 25, 2011
![Page 49: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/49.jpg)
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%
Tuesday, October 25, 2011
![Page 50: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/50.jpg)
Segmentation
Tuesday, October 25, 2011
![Page 51: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/51.jpg)
15% increase in conversion rates vs mass mailings.
30%
Tuesday, October 25, 2011
![Page 52: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/52.jpg)
15% increase in conversion rates
Tuesday, October 25, 2011
![Page 53: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/53.jpg)
con:raised expectations for delivering relevant messagesTuesday, October 25, 2011
![Page 54: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/54.jpg)
5. Far more measureable than anything previously
Tuesday, October 25, 2011
![Page 55: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/55.jpg)
Tuesday, October 25, 2011
![Page 56: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/56.jpg)
pro:we can really know how our customers are interacting with our messaging and our sites
Tuesday, October 25, 2011
![Page 57: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/57.jpg)
5. Not paying aSen9on to the data. The data holds so much valuable informa9on. Take the 9me to analyze it, understand it and then implement it. No need to make a quick decision on preliminary results. Pa9ence is a virtue
Analyze
Tuesday, October 25, 2011
![Page 58: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/58.jpg)
Tuesday, October 25, 2011
![Page 59: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/59.jpg)
con:all that data breeds overconfidence in what we actually “know”Tuesday, October 25, 2011
![Page 60: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/60.jpg)
1. Massive individualized distribution for very low costs
2. Much easier way to build customer lists
3. Significant reduction in lead time
4. Dynamic personalization capabilities like never before
5. Far more measureable than anything previously
Tuesday, October 25, 2011
![Page 61: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/61.jpg)
Marketers face tough competition
Tuesday, October 25, 2011
![Page 62: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/62.jpg)
Maintaining lists:
•Keep it clean – bounce the bounces
•Opt in vs. double opt in
•Let them unsubscribe
•Don’t become spam
Tuesday, October 25, 2011
![Page 63: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/63.jpg)
Email Reputation ScoreDefinition: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.
Tuesday, October 25, 2011
![Page 64: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/64.jpg)
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
Tuesday, October 25, 2011
![Page 65: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/65.jpg)
These could be affecting your reputation score
Tuesday, October 25, 2011
![Page 66: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/66.jpg)
Email users savvier than you think
Tuesday, October 25, 2011
![Page 67: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/67.jpg)
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
Tuesday, October 25, 2011
![Page 68: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/68.jpg)
So what makes a campaign successful?
Tuesday, October 25, 2011
![Page 69: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/69.jpg)
Tuesday, October 25, 2011
![Page 70: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/70.jpg)
Planning
Tuesday, October 25, 2011
![Page 71: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/71.jpg)
Who are your target audience?
Tuesday, October 25, 2011
![Page 72: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/72.jpg)
grow a targeted database
Genuine opt-in Explicit permission granted Information can be gathered over
time
Tuesday, October 25, 2011
![Page 73: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/73.jpg)
What are your objectives?
Tuesday, October 25, 2011
![Page 74: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/74.jpg)
2 types of commercial emails
• Promotional– Entice immediate action
• Retention based emails– Newsletters– Build long term relationships
Tuesday, October 25, 2011
![Page 75: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/75.jpg)
Promotional emails
Immediate goal for user
Action taken by user Purchase Download Request information
Tuesday, October 25, 2011
![Page 76: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/76.jpg)
Promotional emails: entice the user to take action through purchase or sign up
Tuesday, October 25, 2011
![Page 77: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/77.jpg)
Retention emails
Longer term goalsKPIs important
Open Rate Click-through rate ROI
Tuesday, October 25, 2011
![Page 78: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/78.jpg)
Your database
Only one entry required: prospect's email address
but
more information can lead to improved customization
Tuesday, October 25, 2011
![Page 79: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/79.jpg)
Retention based emails: information of value to create a long term relationship with the
reader
Tuesday, October 25, 2011
![Page 80: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/80.jpg)
Increase customer value
Tuesday, October 25, 2011
![Page 81: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/81.jpg)
relevance
Tuesday, October 25, 2011
![Page 82: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/82.jpg)
• 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.
Tuesday, October 25, 2011
![Page 83: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/83.jpg)
•! 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
Tuesday, October 25, 2011
![Page 84: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/84.jpg)
Avoiding the ‘Pitfalls’
Tuesday, October 25, 2011
![Page 85: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/85.jpg)
Assuming images
will work!
Tuesday, October 25, 2011
![Page 86: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/86.jpg)
Tuesday, October 25, 2011
![Page 87: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/87.jpg)
Not designing forpreview panes
Tuesday, October 25, 2011
![Page 88: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/88.jpg)
Tuesday, October 25, 2011
![Page 89: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/89.jpg)
Over selling and cheap tricks = SPAM
Tuesday, October 25, 2011
![Page 90: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/90.jpg)
SHOUTDON’T
Tuesday, October 25, 2011
![Page 91: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/91.jpg)
DON’T OVER ‘EMPHASIZE !!! ’
Tuesday, October 25, 2011
![Page 92: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/92.jpg)
AVOID HARD SELL
Tuesday, October 25, 2011
![Page 93: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/93.jpg)
Too many imagesnot enough textCertain spam filters place the "image vs. text ratio" criteria even higher than the "spam keywords" criteria
Tuesday, October 25, 2011
![Page 94: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/94.jpg)
Subject lines
Tuesday, October 25, 2011
![Page 95: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/95.jpg)
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.
Tuesday, October 25, 2011
![Page 96: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/96.jpg)
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.
Tuesday, October 25, 2011
![Page 97: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/97.jpg)
Tuesday, October 25, 2011
![Page 98: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/98.jpg)
Tuesday, October 25, 2011
![Page 99: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/99.jpg)
Tuesday, October 25, 2011
![Page 100: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/100.jpg)
BEST PRACTICES
Tuesday, October 25, 2011
![Page 101: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/101.jpg)
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.
Tuesday, October 25, 2011
![Page 102: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/102.jpg)
3.Creative execution
Tuesday, October 25, 2011
![Page 103: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/103.jpg)
Two types of email
Plain text emails
HTML emails
Tuesday, October 25, 2011
![Page 104: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/104.jpg)
Plain text email
Text only No hyperlinks or
images Smaller file size Looks the same
across all platforms
Tuesday, October 25, 2011
![Page 105: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/105.jpg)
HTML email
Contains images, different fonts and hyperlinks
File size is much larger
Can render differently
Tuesday, October 25, 2011
![Page 106: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/106.jpg)
Parts of an email
• Header• Subject line• Personalized greeting• Body• Footer• Unsubscribe link
Tuesday, October 25, 2011
![Page 107: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/107.jpg)
Platform testing
Tuesday, October 25, 2011
![Page 108: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/108.jpg)
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/
Tuesday, October 25, 2011
![Page 109: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/109.jpg)
Tuesday, October 25, 2011
![Page 110: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/110.jpg)
4. Integrate campaign with other channels
Tuesday, October 25, 2011
![Page 111: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/111.jpg)
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
Tuesday, October 25, 2011
![Page 112: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/112.jpg)
• Reinforce brand’s message
• Increase responses
Tuesday, October 25, 2011
![Page 113: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/113.jpg)
Tuesday, October 25, 2011
![Page 114: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/114.jpg)
5. Personalization
Tuesday, October 25, 2011
![Page 115: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/115.jpg)
Mass customization
• One to one marketing on a macro scale
• Simple personalization can improve results
• Segment database
Tuesday, October 25, 2011
![Page 116: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/116.jpg)
• 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
Tuesday, October 25, 2011
![Page 117: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/117.jpg)
Tuesday, October 25, 2011
![Page 118: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/118.jpg)
Tuesday, October 25, 2011
![Page 119: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/119.jpg)
Tuesday, October 25, 2011
![Page 120: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/120.jpg)
6. Deployment
Tuesday, October 25, 2011
![Page 121: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/121.jpg)
When should I send?
Try and be action based.
Common sense and testing.
Regularly…like the milk man
Tuesday, October 25, 2011
![Page 122: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/122.jpg)
Tuesday, October 25, 2011
![Page 123: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/123.jpg)
7. Interaction handling
Tuesday, October 25, 2011
![Page 124: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/124.jpg)
Show you’re on top of everything.
Utilize all touch points for calls to action / up-sell
Generate emails in response to actions
Tuesday, October 25, 2011
![Page 125: Mcgill email marketing 2012](https://reader033.vdocuments.site/reader033/viewer/2022051110/54c892094a7959cf7d8b467b/html5/thumbnails/125.jpg)
http://www.seomoz.org/beginners-guide-to-seo
Next week
Chapter 1-5
Tuesday, October 25, 2011