Slide show of my recent seminar at business south west 2009

1. email marketing making the most of By – Darren Hepburn copyright DesitNet 2009 www.newzapp.co.uk

2. what is email marketing? “ The process of delivering relevant , engaging and timely marketing messages about your products and services to a pre-defined group of recipients via electronic mail.” email marketing copyright DesitNet 2009 www.newzapp.co.uk

3. what’s involved in email marketing? copyright DesitNet 2009 www.newzapp.co.uk design reporting data delivery

4. Its all just spam, isn’t it? What is spam? copyright DesitNet 2009 www.newzapp.co.uk

5. spam What is spam? copyright DesitNet 2009 www.newzapp.co.uk Spam is a luncheon meat product created in 1937 in Austin, Minnesota. It’s a mixture of SP ices and h AM Why is it called spam?

6. spam What is spam? copyright DesitNet 2009 www.newzapp.co.uk Spam is a luncheon meat product created in 1937 in Austin, Minnesota. It’s a mixture of SP ices and h AM Why is it called spam? The Monty Python sketch in the restaurant with the singing Vikings 1 st junk email on record is the 3 rd of May 1978

7. what’s involved in email marketing? copyright DesitNet 2009 www.newzapp.co.uk design reporting data delivery

8. stage 1 - data the key areas of data: your current database building databases how much should you collect? segmentation copyright DesitNet 2009 www.newzapp.co.uk

9. BAD DATA your database if you haven’t cleaned it today - it’s out of date! every time you send you should clean focus on quality not quantity full data and clean can you group it in some way? we’ll come back to segmentation lose the bad data even if they’re customers bad data e.g bounces need to be deleted or corrected x copyright DesitNet 2009 www.newzapp.co.uk 1 3 2

11. collection and segmentation how much should you collect? segmentation enough but not too much … only what you’ll use or need greed causes drop outs – split your collection starting with “must have” ensure your data collection supports your segmentation 1 2 3 4 segmentation should lead to targeting you can segment based on… demographic, geography, behaviour, life cycle and more copyright DesitNet 2009 www.newzapp.co.uk

12. stage 2 - design subject line and ‘from’ coding text and image balance call to action spam filters expectation vs. experience above the fold copyright DesitNet 2009 www.newzapp.co.uk

13. first impressions count subject line ‘ from’ details above the fold - fit the preview screen - most important info first - introduce content - engage the reader - avoid personalisation? - first thing they see on left - most recognisable - brand or person - check images on and off - easy to see who its from - call to action / Johnson box - ask to add you to safe list - link to online version first to be seen? copyright DesitNet 2009 www.newzapp.co.uk

16. text to image balance how will your email look without images or in a text only format? normally you’ll want a 70% - 30% balance in favour of text too much text is boring, too many images risk being junked or deleted try to avoid over using images at the top of the email - remember the fold copyright DesitNet 2009 www.newzapp.co.uk

17. spam filters spam filters what they look for… - phrases - coding - header structure - phishing - image/text balance - reputation ISP filter corporate filter inbox filter some phrases, words and styles to watch out for … (visit spamassassin.apache.org ) ‘ FREE’ ‘ HOT’ ‘ CLICK HERE’ BOLD TEXT ‘ STOCK’ ‘ ENHANCED’ SHOUTING ( using all caps ) very large & very small text font colour copyright DesitNet 2009 www.newzapp.co.uk

18. call to action and expectations if you don’t ask you wont get! position in top, middle and bottom use both text and image based links is your call to action realistic and enticing? expectations vs. experiences call to action does the experience meet the expectation? no prizes for surprises! this runs from collection point, through delivery and into response take everyone on a journey copyright DesitNet 2009 www.newzapp.co.uk

19. stage 3 – campaign delivery the key areas of delivery: when to deliver? how to deliver copyright DesitNet 2009 www.newzapp.co.uk

21. and finally…5 things you must remember be relevant : if it’s not, you won’t succeed you’re not Barry Scott : HI IM BARRY SCOTT… no you’re not email data goes out of date : clean regularly, use it or lose it don’t be afraid : try new things, don’t worry about unsub – test everything an email lives forever : once it’s out there, it’s out there shouting can get you junked ( try not to look spammy ) copyright DesitNet 2009 www.newzapp.co.uk