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Email Marketing Presentation

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An introduction to email marketing. The presentation provides an overview of email as a marketing tool and looks at the trends, pitfalls and best practices currently employed.

Publicada em: Negócios, Tecnologia

Email Marketing Presentation

  1. 1. EMail Marketing 1
  2. 2. 92% of all marketers employ email marketing 2
  3. 3. 3
  4. 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. 4
  5. 5. Marketers face tough competition 5
  6. 6. 126 average number of emails received per day by corporate users in 2007 6
  7. 7. 20% of all emails are ‘Junked’ by spam filters 7
  8. 8. Email users savvier than you think 8
  9. 9. 83%: Used the Report Spam button 80%: Use it without opening the message 73%: Base decision on the quot;fromquot; line 69%: Base decision on subject line 20%: Use the spam button to unsubscribe 9
  10. 10. So what makes a campaign successful? 10
  11. 11. Planning 11
  12. 12. Who are your target audience? 12
  13. 13. What are your objectives? 13
  14. 14. CHOICE 14
  15. 15. Targeting 15
  16. 16. Segment 16
  17. 17. Personalize 17
  18. 18. Un-targeted Life cycle messaging broadcast emails campaigns Open rate: 20% Open rate: 26% Avg. CTR: 9.5% Avg. CTR: 9.3% Avg. conversion rate: 1.1% Avg. conversion rate: 2.3% User-triggered Clickstream-based campaigns campaigns Open rate: 27% Open rate: 33% Avg. CTR: 9.3% Avg. CTR: 14% Avg. conversion rate: 2.3% Avg. conversion rate: 3.9% 18
  19. 19. relevance 19
  20. 20. • Take a holistic view of customer relationships • Transactions shows you a series of frames • Transitions play you a movie 20
  21. 21. • Take a step-by-step, wait and respond approach • Define specific transitions that trigger customer dialogues • Sync communications to transition moments 21
  22. 22. • 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. 22
  23. 23. Avoiding the ‘Pitfalls’ 23
  24. 24. Assuming images will work! 24
  25. 25. 25
  26. 26. Not designing for preview panes 26
  27. 27. 27
  28. 28. Over selling and cheap tricks = SPAM 28
  29. 29. SHOUT DON’T 29
  30. 30. DON’T OVER ‘EMPHASIZE !!! ’ 30
  31. 31. AVOID HARD SELL Once in a life time CHANCE! 31
  32. 32. Too many images not enough text Certain spam filters place the quot;image vs. text ratioquot; criteria even higher than the quot;spam keywordsquot; criteria 32
  33. 33. Subject lines 33
  34. 34. Creating subject lines •! Its not rocket science, remember K.I.S.S. •! 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! •! It’s a process, and it starts with the opt-in Always set your subscribers' expectations during the opt-in process about what kinds of emails they'll be receiving 34
  35. 35. 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. 35
  36. 36. 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. 36
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  40. 40. BEST PRACTICES 40
  41. 41. 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. 41
  42. 42. 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 42
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