Lee Chadwicks's B2B Email Marketing presentation was performed for InBlackandWhite's B2B Digital Strategies seminar in Manchester. http://inblackandwhite.tv/upcoming-events/b2b-digital-strategies-manchester/

2. Email Marketing For b tob Presented by Lee Chadwick Managing Director CommuniGator www.communigator.co.uk

3. The Key Learning Points 1. Clicks are good, conversions are great. (Opens – who cares!) 2. Feed your signups and they will stay for 2 years 3. Check your spam score before sending 4. Design for Preview 5. Dynamic content will double your click through rate

5. So Who Is Emailing Already

6. So Who Is Emailing Already

8. Are You Any Good Source: UK Email Council Conversion is what you need 3 tents £710 7 White Papers

9. Are You Any Good Econsultancy 2009

11. 2. Conversion is what you need

12. Gator Data Job Title Count £ Cost CPR 2% CTR CPC List One HR Manager / Director 22,000 £3,000 14p 440 £6.80 - 1 Send £1.13 - 6 Sends £0.56 - 12 Sends List Two Sales Manager / Director 25,000 £3,000 14p 440 £6.80 - 1 Send £1.13 - 6 Sends £0.56 - 12 Sends List Three Marketing Manager 25,000 £3,000 14p 440 £6.80 - 1 Send £1.13 - 6 Sends £0.56 - 12 Sends List Four Finance Manager / Director 14,000 £2,000 14p 280 £7.14 - 1 Send £1.19 - 6 Sends £0.60 - 12 Sends List Five Director 500,000 £10,000 5p 10,000 £1.00 - 1 Send £0.16 - 6 Sends £0.08 - 12 Sends List Six IT Managers 18,000 £4,000 22p 360 £11.11 - 1 Send £1.85 - 6 Sends £0.93 - 12 Sends

14. Others work at it

15. Others work at it

16. Others work at it

17. Others work at it

18. Daily emails? Why not.

19. Daily emails? Why not.

20. Daily emails? Why not.

21. Use Your Web Site How many unique visitors do you get everyday? You should aim to convert 10% into subscribed audience members. Once you get 10% aim for 20% Sign up here does not work, you have to sell it!!

22. Some Have it Easy

23. Some Have it Easy Sign up Sign up + 1 Sign up + 2

24. Deliverability is Dull and Boring 40% of Europe's email marketers don't know if their email messages are being successfully delivered. [Source: Return Path, July 2009] It’s what you pay us to do so you really don’t need to worry about it!!

31. Disabled Images Ruin Impact

32. Disabled Images Ruin Impact

33. Disabled Images Ruin Impact

34. Disabled Images Ruin Impact

35. At least let an image improve it

36. Now that works Action in a preview pane

37. Even the DMA are having a go No pictures

38. Preview but no click Now that works

39. Opening Now that works

40. Rule of Thumb 1.5 inch 1.5 inch >10% activity

42. 1% Click through, 1 size fits all

43. Double the Click through 3% click traffic From the make over and segmentation 6% click traffic when the content becomes dynamic

44. Eye tracking effects Layout 7% UU 156 clickers

45. If this is your prime real estate

46. Why not match it to preferences!

47. Question & Answers Q & A