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					Hi & Welcome!

Email Marketing
Catriona Walsh
28th April, 2005 - IIA
 Introduction

• Catriona Walsh

• Founder OSD Ltd.

•Founder eMarketing.ie Services
 (Online Marketing Agency)
    Overview
      6 Top Tips
1.    Have a Strategy
2.    Build an OPT IN Database
3.    Develop Effective Content
4.    Develop a Design Approach
5.    Execute Professional Email Delivery
6.    Track Results

•     Data Protection
•     SPAM Do’s and Don’ts
Tip 1- Email Strategy
  Integrate Email into your Marketing Strategy
  Remember Consistency = Familiarity = Improved Response
  Consider – could email act as a Sales Channel for your
  business
  Communicate Strategy throughout the organisation
  Think strategically –
  e.g. what’s the most effective response handling method
  Online to reduce sales-handling costs OR
  By telephone to upsell?
  Design response mechanisms to suit this
Tip 2 Building an OPT IN Database
 Integrate Email Collection inc. opt-in into your
 business processes
 Create incentive driven opt-ins on your website
 -freebies/special offers/discounts etc.
 Offer best deals via email
 Develop specific campaign with
 timeline/target no. of email addresses etc
    Tip 2 Building a Database

Use auto signatures
Remember email is a numbers game
Do it legally – opt-in for B2C emails
Best practice opt-in for B2B emails
Register with the Data Protection
Commissioner on www.dataprivacy.ie
  Tip 3 Develop Effective Content
Revert to Objective
Know Your Audience
   KISS - Keep it Simple Stupid
Use Winning Words (Robert Hayes McCoy)
   You/Win/New/Offer/Special
   Start with flattery or appeal to greed……
What works offline??
Most people interested in one of 3 things
  Themselves
  Getting more biz/cut costs
  Saving money
  Tip 4 - Develop a Design Approach

Sales Shots
   Branding is vital
   Then Image / Headline / Detail
Keep size exc. Images below 30k max.
Max width usually 570 pixels to avoid scrolling
Use Sales Hot Spot – Top Right
Personalise emails
      Tip 5 – Manage an Email Database
Split databases
     - target marketing
     - acceptable frequency rates
     - testing (1,000 reasonable test in Irish context)

Allow Opt out & Keep Suppression List

Use Sniffer technology (A program and/or device that
monitors data traveling )
(plain text & html versions)

Personalise Sender
     Tip 5 - Effective Email Delivery

Use dedicated email software
   - In-house or Outsource

Consider Subject Heading carefully –
 remember familiarity – use brand

Use forward to a friend
      Top Tip 6 - Results Tracking

Access tracking on a live link

Test and compare results

Be sure to track by
   - number of openings
   - clicks on each link
   - person who clicked on each
   - ideally follow through to live tracking
    on site
Data Protection

1. www.dataprivacy.ie
2. use opt in Lists
3. For Opt in technically should be double opt in?
4. State the purpose for which the data is being
   collected
5. Always allow opt – out and implement
6. Register with Data Commisioner
SPAM Do’s and Don’t

1. Get Opt In
2. Allow Opt Out
3. State policy on site – sample policy check
   out www.openup.ie
4. Watch frequency of mail outs
5. Consider Subject Headings carefully –
   remember familiarity – use brand
Back in the Office!

1. Subscribe to relevant Ezines e.g.competitors
2. Implement email collection into your business
   processes
3. Document & communicate an email strategy
4. Register with Data Commissioner
5. Use testing & build your email marketing skills
6. Research software, services and tools on the
   internet
Examples of local eMarketing orientated companies
Do it yourself: Infacta – Group mail and Group Metrics
Done for you: eMarketing.ie
Back in the Office!

1. Subscribe to relevant Ezines e.g.competitors
2. Implement email collection into your
   business processes
3. Document & communicate an email strategy
5. Register with Data Commissioner
6. Use testing & build your email
   marketing skills
Back in the Office!

1. Subscribe to relevant Ezines e.g.competitors
2. Implement email collection into your
   business processes
3. Document & communicate an email strategy
5. Register with Data Commissioner
6. Use testing & build your email
   marketing skills
Back in the Office!

1. Subscribe to relevant Ezines e.g.competitors
2. Implement email collection into your
   business processes
3. Document & communicate an email strategy
5. Register with Data Commissioner
6. Use testing & build your email
   marketing skills
Thank You!
For Further Information Contact:
Catriona Walsh
catriona@emarketing.ie
071 91 49819
www.emarketing.ie

				
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