Email Marketing Success Presented to Aceware Users Dan Belhassen greatBIGnews.com Modern Earth Inc. About your presenter • Dan Belhassen – Founder and President of Modern Earth Inc., an Internet technology company – Website creators, online software developers, search engine consultants, new media marketing specialists – Developers of “greatBIGnews.com” You use email marketing.. Don’t you? Why not? • Cheapest way of reaching your market • Allows you to make rapid changes • Allows you to do “just in time” marketing Interesting Statistics Interesting Statistics • 66% of those surveyed said they had made a purchase because of a marketing message received through email. - ExactTarget, "2008 Channel Preference Survey" (2008) • Consumers who subscribed to email newsletters generated 34.25% more product sales. - MarketingSherpa in association with ConAgra Foods (2007) Interesting Statistics • Wednesday was the best day of the week in the third quarter of 2007 to send email in terms of click (3.9%) and open rates (25.4%). - eROI (2007) • Average open rates on Tuesdays were 22.6% and clicks were 3.2%; open rates on Thursdays were 23.6% while click rates were 3.7%; open rates on Friday were 23.1% and clicks were 3.1%; and open rates on Sunday were 20.7% while clicks were 2.4%. -eROI (2007) Interesting Statistics • Emails with shorter subject lines significantly outperformed emails with longer subject lines. - MailerMailer (2008) • Emails that had only the subject line personalized (12.4% Open Rate & 1.7% CTR) did worse than those with no personalization at all (13.5% Open Rate & 2.7% CTR). - MailerMailer (2008) Interesting Statistics • Seven in 10 US Internet users said they judged these "from" and "subject" lines when deciding whether to report an email as spam. - E-Mail Sender and Provider Coalition and Ipsos (December 2007) • Including the company name in the subject line can increase open rates by up to 32 percent to 60 percent over a subject line without branding. - Jupiter Research (2007) Interesting Statistics • What Kinds of Subject Lines Most Attract Your Attention? – 55.2% - Clearly State the Offer – 49.6% - Discount or free shipping – 48.8% - Brand name or sender – 33.8% - Curious – 30.3% - Promise immediate answers (download or survey) – 18.7% - Short – 15.2% - Promise to solve a specific problem – 14.1% - Funny – 11.0% - Has my name in it • -Return Path survey evaluating Holiday Subject Lines (2006) Interesting Statistics • Time of day online users check personal emails at work Sporadically 47% First thing in morning 25% At lunchtime 18% During afternoon break 8% Right before end of day 2% Interesting Statistics • When online users check their email First thing in morning 41% Right after dinner 18% Right after work 14% Right before bed 14% Middle of night 40% Interesting Statistics • Where online users check their email In Bed 23% In class 12% In a business meeting 8% Wi-Fi hotspot 6% Beach or pool 6% Bathroom 4% While driving 4% Church 1% Email Study: Moms • Recent study by online retailers • Goal is to understand how moms respond • We can learn from these results… • From Lucid Marketing & Email Labs Email Study: Moms • Subject lines that will motivate moms to open a retail email message Discounted Price 72.5% Free shipping offer 60.1% Special offer mention 37.4% Specific brand mention 26.9% Time-based deadline 21.4% My name 4.3% Family member mentioned 3.3% Email Study: Moms • How often moms would like to be notified by retail emails Daily 3.6% Weekly 35.3% Bi-Weekly 22.6% Monthly 32.9% Quarterly 2.6% Annually 1.5% Other 1.5% Email Study: Moms • Product information in retail emails that will motivate moms to click Displaying price 62.7% Photo of product 61.7% Delivery information 43.7% Brand name 42.4% Displaying dollar savings 36.1% Brief description 36.1% Displaying % savings 24.3% Days left in sale 14.9% Ratings & testimonials 13.0% This presentation assumes.. • You are currently email marketing • You would like to improve your success rate Top 6 ways to Improve Success #1 Create Targeted Lists #1 Create Targeted Lists • Don’t just have one large list! • Target your best (repeat) customers • They are most likely to re-enroll with you #1 Create Targeted Lists • Separate list based on interest area – Attended a course category in last 24 months • Computer, photography, gardening, business, health • or separate by demographic – Senior, Youth, Family • Or both! #1 Create Targeted Lists • Sample “General” template • Sample “GenX” template • Sample “GenY” template #2 Maximize Opens • The “open decision” will be based on – The From address / Identity – The subject line #2 Maximize Opens • From Address – Composed of a NAME and EMAIL ADDRESS – Usually only the name will be visible – Clearly identify who you are – Critical for credibility #2 Maximize Opens Name of Sender #2 Maximize Opens • Assuming credibility is established… – The subject line says what the message is about – Make it clear enough to help the receiver delete it • WHAT? Yes! • They should be trained that the subject line is directly related to content • Overall open rates will improve over time – But what makes a good subject line? #2 Maximize Opens • But, why guess when you can measure? • Take 25% of your list and divide into A/B groups – Send subject 1 to group A – Send subject 2 to group B – Send the “winning” subject line to the remaining group #2 Maximize Opens • But, why guess when you can measure? • Take 25% of your list and divide into A/B groups – Send subject 1 to group A – Send subject 2 to group B – Send the “winning” subject line to the remaining group • Use your statistics to improve your success #2 Maximize Opens • But, why guess when you can measure? • Take 25% of your list and divide into A/B groups – Send subject 1 to group A – Send subject 2 to group B – Send the “winning” subject line to the remaining group • Use your statistics to improve your success 17% 23% #2 Maximize Opens • Which are better for your audience? – Specific deadlines – Price (eg: discounts) – Urgency – Don’t miss out on great fall courses! OR – Fall course calender now available #3 Use “calls to action” • Tell your subscriber what to do! • Clearly communicate the next action they should take #3 Use “calls to action” #3 Use “calls to action” #3 Use “calls to action” Classy art Everything on one page #4 Targeted Follow ups • Most email marketing systems will provide – Everyone who opens a promo – Everyone who clicks on a link • Create a follow up list based on opens and clicks – Send a targeted follow up • Sample initial promo #4 Targeted Follow ups • Sample follow up #5 Measure Results • Most systems will provide a reporting mechanism • See which promos have gotten better results • Example why that is – Try A/B testing with different content #6 Track Conversions • There are three main conversion steps – Are you tracking each step? • Click-through > website • Website > registration form • Registration form > submission #6 Track Conversions • Ultimate conversion tracking – Tie your email marketing to Google Analytics – Use conversion tracking tool – Will show you which links ultimately generated ROI Sample Marketing Plan Preparation • Promote list through website – Show example of past editions – Ask for as little information as possible – Set expectations on frequency Preparation • Promote newsletter through brochure – “Want to learn about new courses? Sign up online!” – “Learn about hot new courses first with our email alerts!” – “Enter to win your course for free at www…” Preparation • Provide an incentive – Draw or contest • One “reader” per month wins? • One “new subscriber” per month wins? – Free course? Gift certificate? Preparation • Train staff – “Always be asking” for permission – How to handle questions • Modify procedures • Opportunities to gain permission • Phone calls, course evaluations, registration methods Preparation • Record of all email promotions – Print outs of promotions – Indication of subject line, open rate, CTR – ROI (number of registrations) Sample Marketing Plan • Community/Recreation Program • Assuming you are starting “from scratch” August • First week (6 weeks out) – Mail brochure – Sent first email announcing brochure • Third week (4 weeks out) – Mail brochure 2nd time to past participants and inquiries • Third to Fourth week (3-4 weeks out) – Emails spotlighting new courses September • First Week (1 week out) – 3rd email send out – Low enrollment classes emailed to best customers – Send email about popular classes • Second week (0 weeks out) – Classes start • Third to Fourth Week – Email about classes starting in October October • Second Week – Email about classes starting in November November-December • Fourth Week November (7 weeks out) – Mail brochure • First to Second Week December (5-6 weeks out) – Send email to full list • Third Week (4 weeks out, after Xmas) – Brochure mailed 2nd time to past participants and inquiries • Fourth Week December-First Week Jan – Email spotlighting new courses • … repeat! How SPAM Filters Work How SPAM Filters Work • Thousands of anti-SPAM systems – Scored (ie: SpamAssassin) – Learned (ie: uses Bayesian Algorithm) – Challenge/Response (ie: SpamArrest) – Greylisting (ie: greylisting.org) – Human Rated (ie: Cloudmark) Avoid being labeled as SPAM • Properly setup email server – Dedicated IP address – Reverse IP DNS entry – SPF (Sender Policy Framework) DNS entry Avoid being labeled as SPAM • Properly setup email server – Dedicated IP address – Reverse IP DNS entry – SPF (Sender Policy Framework) DNS entry Avoid being labeled as SPAM • “Polite” email server – Limit total email volume upon request – Limit emails sent “per connection” • Remove invalid email addresses – Limit undeliverable emails Avoid being labeled as SPAM • Words to Avoid? – Free! 50% off! Click Here Call now! Subscribe Earn $ Discount! Eliminate Debt Double your income You're a Winner! 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Winner Work at home You've been selected Selecting a system • Key features – Deliverability – Tracking (opens, click-throughs) – Import subscribers & prevent duplicates – Capture email from website – Send to a friend w/self sign up option – Design matches your branding Thank you! greatBIGnews.com modernearth.net
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