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Email Marketing Workshop Presented By: Don Farrell Email: firstname.lastname@example.org Workshop Agenda 1 Email Marketing Overview 2 How to integrate email into your marketing mix 3 Technical Issues 4 Practical Example of using an Email Marketing Solution 5 Moving up the email marketing food chain What is Email Marketing? “The process of delivering relevant, engaging and timely marketing messages about your products and services to a specific group of recipients via electronic mail.” With Email marketing you are going to them (into their office, sitting room, kitchen, bedroom, car ..) Main advantages over other mediums: - ROI - Flexibility - Traceability - Speed Email V’s other Direct Channels Email marketing generated an ROI of $48 for every dollar spent on it in 2009. Outperforming all other direct marketing channels. Total Revenue Generated in 2009 …….$500bn !! Serious ? 75% of online consumers prefer to receive promotional messages via email More than half of online consumers have made a purchase as the direct result of an email more than any other online communication channel. Have you ? Ireland – 2011 Email continues to be the most popular online marketing format Used by 67% of Irish marketers.. But in general is not being used properly !! Evolution of Email Marketing Plain Text with attachment Image Based with tracking Optimised, Automated.. What do Companies use email marketing for ? Future of the medium ? Positive Negative 74% of Marketers believe the Spam – we hate spam ! content is getting more relevant Inbox Overload 58% see email as an integral part of their multichannel activities Abuse of the medium 44% believe customers prefer email as a marketing channel How to successfully integrate email into your marketing mix Select the types of emails your going to use Alerts, press releases, tip of the day or week and product launches Short editorial - These messages are short and to the point. - They inform your subscribers about news and tips - The content should be focused on editorial rather than promotion. A suggested balance is around 70% editorial 30% promotion. “THIS IS NOT A SALES HAMMER” Email newsletters, long press releases and industry guides. – Long Editorial - Allows you to write a little bit more - Many companies choose to send long form editorial to customers & prospects. - This is not a sales pitch - You can utilise space to promote offers and buying information. Short Promotional E-Cards, sale announcement and reminders. - Keep this type of email short and sweet. - The aim is to get the reader off the email as quick as possible - Take one key message and promote it. - Must have a clear benefit to the recipient. Sales Letter and Catalogue email. Long Promotional - Allows you to present many benefits of your product or service. - Also allows you to present many products on one email. - Ideal for products or services that require more explanation. - Direct sales driven so your copy should reflect this. Short Promotional – What do you think ? Client: Seat Ireland Campaign: Seat Ibiza Launch Email type: Product Offer Call to action: - Book a Test Drive - Full Specs & prices - Order a Brochure - Send to Friend - Visit Seat website Email Example – Short Editorial Client: RTE Campaign: NSO Season Email Type: Newsletter Call to action: - Multiple Links to RTE.ie - Online Booking - Viral – Send to Friend - Info on events Email Example – Short & ‘Long’ Editorial Pick a Template that suits.. Pick a Template that suits.. Technical Issues - Example of ‘Nice’ Email Marketing.. Technical Issues - But what if images don’t download? Main CTA was Image based – should be HTML Use „Alt Tags‟ to prevent email client from auto inputting text Keep the „T&C‟s‟ short !! Technical Issues - Get a good mix of images & html Images Downloaded – Only Everyone will see this .. 30-40% of people will see this Example Email With & Without Images Only 30-40% of People See This 60-70% of People will see this Optimised HTML Email - With & Without Images Only 30-40% of People See This 60-70% of People will see this Technical Issues - Get a good mix of images & html Images Downloaded – Only 30% of people will see this But at least everyone will see this… So What / Why Bother ? 36% uplift in direct SALES How do people inteact with Email.. People scan emails to determine if the content is relevant. Planning • Develop a plan that clearly demonstrates to management the value and ROI of a strategic email marketing program. • If doing a monthly email, map out 6 - 9 months in advance with at least two stories / creative / offers for each month. •Integrate with inhouse calander of events (summer, xmas etc) • Define specific goals, success metrics and action steps. • Determine whether or not to do personalisation and segmentation. If limited by data quality issues, maybe split your list. • Put effort into the first few months - the biggest decline in campaign interaction is two months after opt in. Sample Email Marketing Plan Strategy Set Up Train & Design Split Test 1 Consolidate Campaigns Plan Split Test 2 Segment & Analyse Execute Campaign Analyse Results Segment & Analyse Set Up Run Multiple Campaigns Review & Update Strategy Report Design Integrate Google Reset KPI’s Track & Report Results Deliver Affiliate Program Review CRM Systems Analyse Cleanse & Consolidate Campaign Improve Customer Data Integration Segmentation Define the Types of Campaigns your going to run New Business Campaign Strategy Plan Loyalty Campaign Retention Campaign Design Viral Campaign Reawakening Campaign Analyse Special Offer Campaign Improve Define Creative for different segments / campaigns Strategy Plan Design Analyse Improve List Building & Data Management Web Signup form 30% Increase - Easy to find - Offer benefit - Easy to use ( show the input field) - Don’t ask for too much info - Send auto responder upon signup List Building & Data Management Great – asking subscriber to specify the type of info they want to receive (AFTER email capture) List Building & Data Management Don’t ask for too much personal info & make it easy to use List Building & Data Management Don’t ask for unnecessary info – Title , Address, Post Code etc Eg. Use a separate form for postal details ? Don’t Forget the auto responder!! List Building & Data Management Other Sources - CRM - Email Clients - Business Card Collection Segment your data by: - Profile (Age, Gender, Location) - Customers / Prospects - Previous behavior (click or buy) Drive Traffic to subscription form your email signatures.. Free & Easy !! Data Segmentation Incorporate this into Subject Line, similar to „mail merge‟ .. Company Law Seminar @ the G Hotel – Galway on Tue 17th Auto Data Segmentation in Circulator Platform Technical Issues – how email works behind the scenes 30 Million Emails Sent Via Circulator – 2008 -> 2010 B2B B2C Notes: - Difference with Corp Domains - Gmail increasing daily What email clients do people use ? Email sent to 27k European Business Addresses – Sector Energy A recent campaign to an ‘Online Marketing’ Audience - 23% opened it on a Smart Phone How does your email appear on a phone ? Unnecessary Clutter Send yourself a test email Subject Line: To the point Intro: No Techie Stuff How does your email look in different clients & browsers ? Average Open Rates in Ireland – 2009 Popular Question: what is the average open rate ? Realistic Answer: There is no real average !! Q – What factors influence open rates ? A – Subject Line, Timing, Quality of previous campaigns, Preceived RELEVANCE When is the best time to send ? Analysis: B2B B2C • B2B - About 80% email opened between 9 am and 5 pm Tue – Thurs test to see 10am - 4pm • B2B - 62% opened between Tuesday and Thursday • Personal email accounts are often checked during evening and weekend What Factors Impact Open Rates ? Relationship with subscriber base Timing Subject Lines Frequency Perceived Relevance Split Testing increases ROI – The Process Why Test ? It makes the messaging more relevant ! Testers achieve higher return.. Up to 60% higher !! Small changes can make a big difference Good news - most marketers don‟t The Testing Process 4. Test, compare and pick a winner 1. Decide what to test 3. Choose the right 2. Determine how testing methodology to measure success Define your KPI – Interaction or Click Through or € B2C Split Testing Results – Jan 2011 Best performing time is Sunday @ 2:30pm which produced a 21.5% interaction (double the campaign average) SendDate Send Day / Time Interaction % 01/17/2011 Mon - 10.30 12.5 25 01/17/2011 Mon - 14.30 11.32 01/17/2011 Mon - 19.30 10.99 01/18/2011 Tue - 10.30 9.49 20 01/18/2011 Tue - 14.30 10.17 01/18/2011 Tue - 19.30 10.67 01/19/2011 Wed - 10.30 9.9 15 01/19/2011 Wed - 14.30 10.44 01/19/2011 Wed - 19.30 9.79 01/20/2011 Thur - 10.30 9.86 01/20/2011 Thur - 14.30 9.67 10 01/20/2011 Thur - 19.30 9.73 01/21/2011 Fri - 10.30 9.86 01/21/2011 Fri - 14.30 9.94 5 01/21/2011 Fri - 19.30 9.94 01/22/2011 Sat - 10.30 9.82 01/22/2011 Sat - 14.30 10.82 0 01/22/2011 Sat - 19.30 14.62 01/23/2011 Sun - 10.30 17.21 01/23/2011 Sun - 14.30 21.58 Average 11.54 Test Results – Variable: Time & Day, KPI: Open Rate Subject Line Time Day : Date Opens % Unsub % Click:Open 10 Things To Remember Before.. 10:30 Mon 18 Jan 21 0.2 34 10 Things To Remember Before.. 14:30 Mon 18 Jan 23 0.2 36 10 Things To Remember Before.. 10:30 Tue 19 Jan 26 0.2 38 10 Things To Remember Before.. 14:30 Tue 19 Jan 31 0.2 38 10 Things To Remember Before.. 10:30 Wed 20 Jan 34 0.2 39 10 Things To Remember Before.. 14:30 Wed 20 Jan 30 0.2 38 10 Things To Remember Before.. 10:30 Thur 21 Jan 28 0.2 36 10 Things To Remember Before.. 14:30 Thur 21 Jan 26 0.2 34 10 Things To Remember Before.. 10:30 Fri 22 Jan 22 0.2 33 10 Things To Remember Before.. 14:30 Fri 22 Jan 14 0.2 32 Other Test Variables: Subject Line, From Name, Content (4 Stories vs 2), Frequency, Segmentation Subject Line Tips Keep it short: 8-10 words - straight to the point. Grab the attention of your reader in < 3 seconds There is no formula - what works well for one company may not work for another Plan and test early - not 5 mins before you send. Review subject-line performance: See which subject lines deliver the action you want: open rate, click-through rate, etc. Watch out for SPAM filters: There's a fine line between "catchy" and "spammy subject lines" Support the "from" line: The "from" line tells the recipient who sent the email, and the subject line sells the recipient on opening. Use email marketing to help your SEO Google loves new relevant content – why not use your email marketing activities to improve your SEO by automatically archiving your messages with 'seo aware' tags. Integrate with Google Analytics and “close the loop..” Integrate with Google Analytics and track what happened after the subscriber clicked through to your site. Real ROI Measurement Viral Email Marketing.. Q: When you want to share something from the Internet with your friends or family, such as a video, link or article, what methods do you use? Allow people to Share your emails.. Don‟t forget email sharing.. “As a result of one person receiving our newsletter, 1000 new people received it.” Why ? The info was relevant ! Coupon Distribution Drives Footfall – Coupons are back !! Coupon Redemption Strategy Multi Tier Viral Campaign - person who subscribes the Plan most friends wins €1000 Design Deliver Increasing brand awareness & Analyse database Improve Use Facebook to Grow your Email Database Integrate Video into your email campaigns US Internet users viewed 14.8 billion online videos in January 2009 Emails containing video - interaction rates up by 150% Pratical Example Of Using an Email Marketing Syetem • Campaign Creation • Data Management • Sending • Reporting & Analytics Questions & Answers Presented By: Don Farrell, Circulator.com Email: email@example.com Web: www.circulator.com LinkedIn: http://www.linkedin.com/in/donfarrellcirculator Ph: 01 7071740
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