2. Workshop Agenda Technical Issues Email Marketing Overview How to integrate email into your marketing mix 1 2 3 4 Moving up the email marketing food chain
3. “ The process of delivering relevant , engaging and timely marketing messages about your products and services to a specific group of recipients via electronic mail.” Email Marketing gives you unprecedented access to your audience … (office, sitting room, kitchen, car … via laptop, iPad, mobile) Killing Time via Mobile – make mobile content that fits! Main advantages over other mediums: - High ROI - Low Cost - Flexibility - Low barriers to entry - Traceability - Speed - Accessibility - Impact What is Email Marketing?
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5. Statistics Email marketing generated an ROI of €48 for every euro spent on it in 2010. Outperforming all other direct marketing channels. Total Revenue from Email 2010 = € 400bn!! 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 marketing - more than any other online communication channel.
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7. Average Open Rates in Ireland – 2009 Popular Question : what is the average open rate ? Realistic Answer : There is no real average !!
8. Evolution of Email Marketing Plain Text with attachment Image Based with tracking Optimised, Automated..
18. 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 - But what if images don ’ t download?
19. Example Email With & Without Images 70% of people will see this Only 30% will view the images automatically
25. Planning : Why - Who – How If doing a monthly email, map out 6 - 9 months in advance with at least two stories / creative / offers for each month. Integrate with in-house calendar of events (summer, Christmas, Religious holidays etc). Goals : Method – Measurement – ROI Be clear in your objectives. In order to really measure success, it is vital to know why you are using email marketing, what you hope to achieve by using this method of communication and decide what the value is to your customer. Once you have set your goals, you can then prepare a method of measurement. Security : Data Protection Data protection laws are in place to protect the customer and it is highly important to respect the laws surrounding the collection and storage of data. Permission : Acquisition of Subscribers Just because a customer bought a product from you in the past, does not necessarily mean that you can add them to all your mailing lists and send them content whenever you deem appropriate. It is better practice to notify them that you will be adding them to a mailing list Top Ten Tips
26. Content : Seasonal , Relevant The world is suffering from information overload, with messages being sent via social media, billboards, direct mail, publications and more. This means that the message you deliver must be informative, entertaining and engaging with a focus on the target audience. Sending content that matters will increase engagement, interest and help you achieve your end goals. Database Growth : Methods and Incentives Your message must be relevant, but remember that your database should be too! Keeping your data relevant and up to date is a key way of ensuring that the right message gets to the right people. Data Segmentation : Importance of testing Your message may be relevant to different sections of your database, and this is why segmentation of your database is vital. There are various different ways to segment data and this will depend on the data, the service or product and the type of message you will be sending. Top Ten Tips
27. Preparation : Timing is everything Once you have collated your data and segmented it accordingly, set clear goals for your campaign and created engaging content, an email marketing strategy will structure the campaign and allow for those “unknown issues” to be dealt with easily. Test the market – preparation and planning Social Media : Benefits and Pitfalls The emergence of social media has changed the face of communication for ever. Rather than choose between email and social media, combine these powerful mediums to your advantage. Incorporate Twitter, blog updates, Facebook links and video with your email and generate user content which can then be used in future mailings. The more involved customers are in your email marketing campaign, the higher your interaction rates will be and this will benefit your end goal. Delivery : Things to watch Now that the message is ready to go, the next challenge is getting into the inbox of your intended target customer. Testing, good planning and optimised content all help towards getting the message to the inbox. There are no shortcuts you can take to avoid the spam filters, but with the assistance of your email marketing provider, they can ensure your message does not fall into the spam folder. Top Ten Tips
28. Effort : The biggest decline in campaign interaction occurs two months after opt in Email Marketing does not stop once the email has been sent – review and refine constantly Make sure that your message is always targeted, relevant, interesting, engaging and useful Remember : The better the email marketing campaign, the better the return Aim : Why are you engaging with your customers in the first place? Remember: Email marketing does not stop once the message has been sent. The better the email marketing campaign, the better the return – this, after all, is why we should engage with your customer. Some Additional Pointers
29. Sample Email Marketing Plan Week 1 Week 2 Week 3 Week 4 Month1 Month 2 Month 3 Quarter 1 Quarter 2 Quarter 3 Strategy Plan Analyse Improve Set Up Design Report Deliver Set Up Split Test 1 Split Test 2 Execute Campaign Analyse Results Run Multiple Campaigns Review & Update Strategy Train & Design Reset KPI’s Campaign Review CRM Systems Cleanse & Consolidate Customer Data Consolidate Campaigns Segment & Analyse Segment & Analyse Segmentation Integration Integrate Google Track & Report Results Affiliate Program
30. Define the Types of Campaigns New Business Campaign Loyalty Campaign Touch Campaign Special Offer Campaign Reawakening Campaign Viral Campaign Strategy Plan Analyse Improve Design
31. Define Creative for different segments / campaigns Strategy Plan Analyse Improve Design
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33. List Building & Data Management Top Tip Subscriber option to choose which information they want to receive (after email capture)
34. List Building & Data Management Don’t ask for too much personal info & make it easy to use
38. Data Growth Auto Responder = Conversions Facebook Subscription Module – Grow your database
39. Social Media v Email Marketing 51 years since the first website 40 years since the first email 17 Years since the first social networking site (geocities) A newsletter goes into the inbox and sits there, whereas social networks use a stream-based interface metaphor, where new postings constantly replace old ones.
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41. Incorporate this into Subject Line, similar to ‘mail merge’ e.g. Company Law Seminar @ the G Hotel – Galway on Tue 17th Why Segment your Data
45. 4. Test, compare and pick a winner 3. Choose the right testing methodology 1 . Decide what to test 2. Determine how to measure success The Testing Process
47. 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 01/17/2011 Mon - 14.30 11.32 01/17/2011 Mon - 19.30 10.99 01/18/2011 Tue - 10.30 9.49 01/18/2011 Tue - 14.30 10.17 01/18/2011 Tue - 19.30 10.67 01/19/2011 Wed - 10.30 9.9 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 01/20/2011 Thur - 19.30 9.73 01/21/2011 Fri - 10.30 9.86 01/21/2011 Fri - 14.30 9.94 01/21/2011 Fri - 19.30 9.94 01/22/2011 Sat - 10.30 9.82 01/22/2011 Sat - 14.30 10.82 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
48. Other Test Variables : Subject Line, Sender Name, Content (4 Stories V 2), Frequency, Segmentation 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
49. 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 track what happens after the subscriber clicks through to your site Real ROI Measurement Integrate with Google Analytics and “close the loop..” Use email marketing to help your SEO
50. 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? Viral Email Marketing..
51. 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 !
53. 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%
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