Introduction to Email Marketing Workshop
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Slides for introduction to email marketing workshop. Includes vendor options, data collection best practice , strategy creation and
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Introduction to Email Marketing Workshop
- 2. Why are we here? Agenda Introduction Why use email Jargon busting Building lists Creating your campaigns Planning Creating content Going mobile Monitoring results
- 5. Marketing, by email? What is email marketing? ‘A form of direct marketing, which uses email as a means of communicating commercial messages to an audience. With the purpose of enhancing the relationship of an organisation with its contacts, email encourages customer loyalty and repeat business’ or ‘Every email you will ever send to a customer or potential customer’
- 6. Marketing, by email? Why do email marketing? Email allows you to reach customers and keep them coming back. It’s great at… • Gaining new business through nurturing prospects • Retention and relationship marketing • Proving return on investment
- 7. Marketing, by email? Why do email marketing? Practical reasons why we think it’s a good choice… • cost effective • immediate • flexible • personal • measureable • easy to share • environmentally friendly
- 8. Marketing, by email? The world of email marketing Fully managed agency • Lower time investment • Higher cost Self service • High time investment • Lower cost
- 10. Email marketing is not Outlook Branding
- 11. Email is not Outlook Operational capabilities
- 12. Email marketing is not Outlook Reporting
- 14. What does it all mean? Jargon busting Email vendors / Email service provider (ESP) e.g. MailAway – your professional email marketing service (i.e. not Outlook!) Email Clients Outlook, Yahoo, Hotmail, Gmail…
- 15. What does it all mean? Jargon busting Deliverability Getting into the inbox Relevance Offering a mix of value, information, entertainment and promotion
- 16. What does it all mean? Jargon busting Call to action (CTA) What you want the recipient to do once they have opened your email in order to meet your objective
- 18. Obeying the rules Rules and regulations Privacy and Electronic Communications Act (2003) • Anyone receiving your marketing must have previously opted in The only time opt-in is not necessary is when: • There is already an established relationship • Products are of a similar nature There must always be a valid unsubscribe
- 19. The monster The Cookies Law May 26 2012 Protecting consumer’s personal information Does not currently cover email marketing however you must ensure your website is up to scratch
- 21. Without data… Building a list …you can’t email anyone Start collecting now, even if you’re not sending Be open and honest about your intentions Keep it simple
- 22. Building a list Data capture Collect email addresses at point of purchase or enquiry • On and offline Website signups • Link directly to the database for easy subscriber management • Promote across platforms
- 23. Building a list Incentives and Competitions Offering an incentive in exchange for data. A prize draw is a definite winner but there are others e.g. special guides or downloads
- 24. Building a list Events / face to face The incentive schemes can also be used at events to encourage data collection Take caution the incentive is relevant for the event
- 25. Storing data – csv files Building a list
- 26. Building a list Exercise: The website signup • Chose a sign up form • Critique • Be creative and make your own!
- 27. Summary – web forms should • Be above the fold • Have a CTA on every page • Include a dedicated landing page • Clearly explain the benefits • Incentivise where necessary • Integrate with other platforms • Link clearly to the privacy policy
- 28. Building a list What do you think?
- 29. Building a list Information vs conversion
- 31. How to get started Strategy, planning and objective setting What do you want to achieve? • Brand awareness? Design, content • Make sales? and outcomes will • Relationship building? differ depending on • Event registration? your aims and objectives
- 32. Lets get started Strategy, planning and objective setting Aims Objectives Strategy • Data collection • Frequency • Content • Tone of voice • Social Media integration • Schedule • Monitoring success
- 33. How to get started Getting the right look Catalogue Newsletter Postcard
- 35. How to get started Creating relevant content Essentially it boils down to… • Who you are you sending it to? • What do you want to tell them? • Why will they be interested? • What do you expect them to do as a result?
- 36. How to get started Exercise: Email design Pick an email and consider • What are they trying to achieve? • What is good about this design? • What is bad about it?
- 38. We are not spam Spam and why it is a problem Spam is the opposite of good quality email marketing! Spammers: • Hide their identity • Accept a minimal conversion rate • Rip people off and disappear Legitimate Email Marketers: • Use email to build their brand • Send messages that are of value to recipients • Build long-term, mutually beneficial relationships
- 39. We are not spam Avoiding filters - Triggers - Punctuation!!!! - CAPITALS - Suspicious sender - No reply to address
- 41. Segmentation and targeting Getting technical is fun! Segment your database Add personalisation Send automated emails based on custom fields • purchases • previous behaviour (website or email) • other demographic information
- 42. Testing Testing campaigns AB split tests Subject lines, from addresses, content MVT As many variations as you like!
- 43. Testing Eye tracking showed viewers followed the baby’s gaze Source: Smashing Magazine
- 45. Reports and analytics Exercise Understanding reports
- 46. Reports and analytics Exercise Understanding reports What do these reports mean? How would you improve campaign performance?
- 47. Reports and analytics Exercise Understanding reports
- 48. Reports and analytics Keep an eye on the bigger picture
- 49. Reporting and analytics Spot the emails
- 51. Summary Get started • Know your audience • Collect email addresses • Create a plan and schedule • Make it relevant • Join up with other marketing • Analyse the results and improve • Experiment with more advanced techniques
- 52. Don’t take my word for it Summary ‘We’ve had lessons booked within two minutes of the email being sent’ Chris, Harlyn Surf School ‘Our email made a weeks’ worth of sales in one day!’ Jen, Origin Coffee Roasters
- 53. Summary And the offer Save £100 on MailAway set up if you sign up before 31 st July 2012
Notas do Editor
- This would be compared with post
- EU Privacy and Communications Directive May 26th 2012 Who does it affect?Everyone who has a website and runs cookies on it. Site owners are liable, not suppliers/ hosts.What do I have to do to comply?In basic terms it statesYou must obtain explicit consent from site visitors before setting cookies to work i.e. they must opt in to have them turned onMust tell visitors what cookies are used on the siteSites should have ‘opt in’ on every page of website (only exception is when a cookie is ‘strictly necessary for a service requested by the user’ e.g. to fulfill a shopping cart order)Google Analytics is included although;The focus of the directive is on high level of intrusiveness and risk of harm to individualsThere is a sliding scale of intrusiveness of cookies; the more intrusive (high/medium), the more important it is to gain express consent and, if you don’t, the more likely enforcement action will be taken against you.Play the waiting game?No matter what your business size, you could still face enforcement action for high to medium intrusive cookies and failure to comply can result in fines up to £500,000.
- Explain the aim of the exerciseNot just about sticking a form on the websiteShould be thought throughPizza express – long but send very good emails. Explains why some of the information is required. Trusted brand so can get away with it?Superdry – poor link to privacy policy, doing segmentation on sign up, doesn’t explain the benefits.PE doesn’t do fb – Superdry’s is awesome!!
- Data collection – high unsub rate