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									Email Marketing Success
    Presented to Aceware Users

     Dan Belhassen
    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

  – Developers of “”
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
  –   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
    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

 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
                                 #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
  – Send subject 1 to group A
  – Send subject 2 to group B
  – Send the “winning” subject line to the remaining
                              #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

• 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

• Use your statistics to improve your success          17%

                            #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
  – Send a targeted follow up
• Sample initial promo
                     #4 Targeted Follow ups

• Sample follow up
                             #5 Measure Results

• Most systems will provide a reporting

• 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
Sample Marketing Plan

• Promote list through website
  – Show example of past editions
  – Ask for as little information as possible
  – Set expectations on frequency

• Promote newsletter through brochure
  – “Want to learn about new courses? Sign up

  – “Learn about hot new courses first with our email

  – “Enter to win your course for free at www…”

• Provide an incentive
  – Draw or contest
     • One “reader” per month wins?
     • One “new subscriber” per month wins?

  – Free course? Gift certificate?

• Train staff
   – “Always be asking” for permission
   – How to handle questions

• Modify procedures
      • Opportunities to gain permission
      • Phone calls, course evaluations, registration methods

• 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”

• 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

• Third to Fourth week (3-4 weeks out)
  – Emails spotlighting new courses

• 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

• Second Week
  – Email about classes starting in November

• 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:
  – 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?
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         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!

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