4. The Benefits
•! Highly Targeted: dynamic, personalized content
•! Immediate: shorter lead times
•! Test and Refine: ensuring optimal results through
continues improvement.
•! Measurable: effectiveness of campaigns (ROI).
Greater insight into customer behavior.
•! Reach: unlimited distribution globally, infinitely scalable
•! Better conversion rates: seamless – uninterrupted process
from prospect to customer in a matter of clicks.
•! Cost effective: fast acting, flexible focused campaigns
equals maximum return on investment.
Thursday, November 19, 2009
5. Marketers face
tough competition
Thursday, November 19, 2009
6. 126
average number of
emails received per
day by corporate
users in 2007
Thursday, November 19, 2009
7. 20%
of all emails
are ‘Junked’
by spam filters
Thursday, November 19, 2009
8. Maintaining lists:
• Keep it clean – bounce the bounces
• Opt in vs. double opt in
• Let them unsubscribe
• Don’t become spam
Thursday, November 19, 2009
9. Email Reputation Score
Definition:
The general opinion of the ISPs, the anti-
spam community, and your own
subscribers towards a sender’s IP address,
sending domain, or both.
If the sender’s score falls within the ISP’s
thresholds, a sender’s messages will be
delivered to the inbox; if not, the sender’s
emails may arrive in the bulk folder, be
quarantined, or be bounced back to the
sender.
Thursday, November 19, 2009
10. Email Reputation score
Control your score
•ISPs offer various sender authentication standards
such as SPF (sender policy framework) and
DomainKeys.
•Keep the list clean by removing hard bounces after 3
deliveries (ISPs don’t like e-mail broadcasters who have
a high bounce rate)
•Respond to complaints and unsubscribe requests
•Educate users about whitelists
Thursday, November 19, 2009
11. These could be affecting
your reputation score
Thursday, November 19, 2009
13. 83%: Used the Report Spam button
80%: Use it without opening the message
73%: Base decision on the "from" line
69%: Base decision on subject line
20%: Use the spam button to unsubscribe
Thursday, November 19, 2009
14. So what makes a
campaign successful?
Thursday, November 19, 2009
17. Who are your
target audience?
Thursday, November 19, 2009
18. grow a targeted database
Genuine opt-in
Explicit permission granted
Information can be gathered over
time
Thursday, November 19, 2009
19. Growing your list:
Use every available interaction
• Incentives to sign up (white paper,
gift voucher, music)
• Subscribe options during retail
process
• Viral marketing
• Offline interactions and promos
Thursday, November 19, 2009
21. What are your
objectives?
Thursday, November 19, 2009
22. 2 types of commercial emails
• Promotional
– Entice immediate action
• Retention based emails
– Newsletters
– Build long term relationships
Thursday, November 19, 2009
23. Promotional emails
Immediate goal for user
Action taken by user
Purchase
Download
Request information
Thursday, November 19, 2009
24. Promotional emails: entice the user to take
action through purchase or sign up
Thursday, November 19, 2009
25. Retention emails
Longer term goals
KPIs important
Open Rate
Click-through rate
ROI
Thursday, November 19, 2009
26. Your database
Only one entry required: prospect's
email address
but
more information can lead to
improved customization
Thursday, November 19, 2009
27. Retention based emails: information of value
to create a long term relationship with the
reader
Thursday, November 19, 2009
35. • Take a holistic view of
customer relationships
• Transactions shows
you a series of frames
• Transitions play
you a movie
Thursday, November 19, 2009
36. • Take a step-by-step,
wait and respond
approach
• Define specific
transitions that trigger
customer dialogues
• Sync communications
to transition moments
Thursday, November 19, 2009
37. • Identify communications you make
with customers in a batch fashion.
• Ask what events could trigger these
communications to make them timely.
• Prepare a distinct message
for each customer situation
• Increase involvement by adding
a call to action to each message
• Prepare a message for each possible
response to your previous message.
Thursday, November 19, 2009
47. Too many images
not enough text
Certain spam filters place the
"image vs. text ratio" criteria
even higher than the "spam
keywords" criteria
Thursday, November 19, 2009
49. Creating subject lines
• It’s not rocket science, remember K.I.S.S.
(keep it simple stupid)
• The best subject lines are not ‘Flashy’ or ‘Pushy’.
• Your subject line should simply, clearly and concisely
describe the purpose/content of your email - its that simple!
• Its a process, and it starts with the opt-in always set your
subscribers’ expectations during the opt-in process regarding
the type and frequency of the emails they will recieve.
Thursday, November 19, 2009
50. How your email marketing
message is structured will
determine 50% of its success
•! Anatomy of an email: fields
(to, from, subject), body copy, landing page
•! Set a single objective: one message
presented in a strong, clear and direct manner
•! Write to target: develop a thorough
understanding of the needs and sensibilities
of your target market before you write.
•! Get to the point: sluggish
fulfillment leads to dissatisfied customers.
•! Build the relationship: email marketing
is not hit and run medium. It works best
when you build sustainable relationships.
Thursday, November 19, 2009
51. In just one-twentieth of a second,
less time than it takes to blink, people
make aesthetic judgments that will
influence their experience of your
landing page.
Thursday, November 19, 2009
56. Customer
Centric
•! Customer-based approach:
Measurement of individual customer response
rather than overall campaign performance
•! Event triggered emails
e.g. first purchase, abandoned cart
•! Focus on frequency/contact strategy:
monitoring the impact of frequency
to maximize results
•! Data capture is a process:
It’s a value exchange between you and your
prospects. As you serve up value they’ll
reciprocate by sharing information.
•! Rich preference capabilities:
frequency, channel, format, opt-in,
opt-out preferences
•! Proactive communication:
specific, relevant and timely.
Thursday, November 19, 2009
57. Integrate
•! Cross channel integration:
integrated marketing strategy, combines
online and offline channels to maximize
marketing impact
•! Co-ordinate and unify
mailing lists:
centralized customer data
•! Integrate and centralize
customer data:
in order to leverage customer knowledge
Thursday, November 19, 2009
65. Video in email?
Increase click-through rates up to 25%.
Florist’s conversions jumped from 1.35% to
2.8%.
Remember:
• include a link, host outside message
• Remember that many viewers watch videos for
the “entertainment” value. Keep videos short,
light and relevant.
Sources: https://www.marketingsherpa.com/barrier.html?ident=30200
http://inspireaction.mindandmedia.com/index.php/2007/11/15/hey-its-got-video-it-must-
be-cool/
Thursday, November 19, 2009
71. Mass customization
• One to one marketing on a macro
scale
• Simple personalization can improve
results
• Segment database
Thursday, November 19, 2009
72. • Send different content to different
people
• Insert ‘dear first name’ greeting, where
appropriate
• Personalize forms within email/landing
page – only ask a question once
Thursday, November 19, 2009
80. Show you’re on top of everything.
Utilize all touch points for calls to
action / up-sell
Generate emails in response to actions
Thursday, November 19, 2009