little green plane's ten email marketing commandments
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little green plane's ten email marketing commandments provide you with the best practice tips and techniques to take your email marketing higher. The best of British email marketing. www.littlegreenplane.com
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little green plane's ten email marketing commandments
- 1. The ten email marketing commandments
- 3. Background Email 480 million Facebook & Twitter 250 million ROI £42.08 New accounts 480m email for every £1 2010 users Statistics taken from the Direct Marketing Association
- 4. The ten email marketing commandments x3 Content x3 Data x3 Strategy x1 Legal
- 5. Content
- 6. 1. Thou shalt refine your subject line
- 7. Subject lines • 49 characters or less • Single focus vs multi focus • Question vs command • Time limit • Use personalisation with care
- 8. The good
- 9. The good • Short • Single focus • Time limits • Incentives
- 10. The bad
- 11. The bad • Multi focus • Non-specific • Long • No incentives or CTAs
- 12. The ugly
- 13. The ugly • No opt-in • Repetitive • Non descriptive • Bland
- 14. 2. Thou shalt use a prominent CTA
- 15. Nil point
- 17. Halfords
- 18. LinkedIn
- 20. Other design & content tips • Keep it short – max three snippets • Consistent structure & prioritise content • 600 pixels wide • Follow corporate guidelines • Equal image to text ratio • Mobile considerations
- 21. Image only emails Creative design First impressions
- 22. Getting it right ALT TAG ALT TAGS
- 23. Don’t forget mobile • Chunkier call to action buttons • Just include the essentials • Single column- 300 – 400px wide • Keep images small to minimise download time • Social media sharing
- 24. 3. Thou shalt give value to your subscribers
- 25. What’s in it for me?
- 26. Tell your subscribers… • What benefits they will receive when signing up • How often they will receive updates • How you will handle their data • How easy it is to do business with you by keeping it simple
- 27. Incentive ideas • Free guides, white papers, opinion pieces • Money off or discount for first order • Free consultation • Event information • Access to VIP materials
- 28. Privacy policy • Privacy and Electronic Communications Regulations • How THEY can get access • Explain the security procedures you use when handling info you collect • Blog: 10 vital ingredients for your Privacy Policy
- 29. Keep it simple, stupid! Meh.
- 30. That’s better
- 31. Data
- 32. 4. Thou shalt use an opt-in approach
- 33. Be a good egg… Ask permission and be upfront
- 34. Never assume Networking Business Social card draws
- 35. Why opt-in? • Transparency and trust • Better response and conversion rates • Enhanced advocacy • Save money and time on people who are JUST NOT INTERESTED
- 36. 5. Thou shalt cultivate an organic data list
- 37. The blight of bought lists… Reputation and results
- 38. A starter for ten Send an opt-in “Are we still welcome?”
- 40. Growing your list Networking Networking LinkedIn Request Ask “Can I sign you up to our e-news?
- 41. Growing your list Use your website Hidden Sign-up subscribe Specific form on and Pop-up URL home page unsubscribe pages
- 42. Growing your list Use your website Sign up form on home page Specific URL www.littlegreenplane.com/milehighclub
- 43. Growing your list Subscribe and unsubscribe pages
- 44. Growing your list Use a pop up
- 45. Growing your list Social media Facebook fan page tab Twitter auto message
- 46. Growing your list QR codes – for print and presentations
- 47. Growing your list Forward to a friend snippet
- 48. 6. Thou shalt segment your data
- 49. Segmentation… it’s just like football “I play for a football club with loads of different players, who all have different abilities. Trying to get the right formula to win a match can be a problematic task. Segmenting your data is like putting the right players in the right position according to ability and preference; it helps your marketing run smoother and become more successful.” Stuart Bonsall, little green plane sales executive and philosopher
- 50. Segmentation ideas • Geographic area • Sex • Age • Last purchase date • Area of interest – subscription centre
- 52. Strategy
- 53. 7. Thou shalt set objectives
- 54. Email marketing objectives • Content: what and how often? • Target by audience – tailor your campaigns • Set KPIs – opens, clicks, OTC rate, enquiries, sales, forward to a friend, retention, re-engagement, event attendees, guide downloaded
- 55. RAF Museum Brief: • 5-10 donations • Increase open rate by 5% • More than 1,000 clicks • Re-engage users Strategy: starter pack Results • 2,000 click throughs • 26 immediate donations • 40% open rate (was 20%) • Re-ignited enthusiasm from disengaged users (80 emails) • Knock-on effect with the pick up of museum visitors • People still using and sharing the email three weeks later
- 57. Testing and refining • Demographics (age, sex, location) • Time (hour, day, month, seasons, holidays) • Personalisation • Subject line (questions, facts, commands) • Design (length, layout, call to action location) • Offer (type, time frame, % off versus cash) • From names and address (sex, seniority, info@ versus real person)
- 59. 9. Thou shalt not spam
- 60. Avoiding the spam folder Emails Spam filters Inbox Website
- 61. 4 layers of spam filtering Email Human ISP spam Company client spam filter spam filter spam filter filter
- 62. Human spam testing • Read now? • Keep for later? • Forward? • Delete?
- 63. Deliverability tips • Good content and data • Use pre-send spam tests provided by your ESP – Spam Assassin • Use pre-send screenshot tests • Send preview emails & set up test list • Remove hard bounces • Add an unsubscribe mechanism • Review delivery stats
- 64. Spam – things to avoid • Phrases like "Click here!" or "Once in a lifetime opportunity!“ • Repeats • Exclamation marks!!!!!! • USING ALL CAPS, WHICH IS LIKE YELLING IN EMAIL • Colouring fonts bright red, or green • Sloppy HTML coding • One big image, with little or no text • Using a noreply@ email address
- 65. 10. Thou shalt be legal
- 66. Key facts Data Protection Act 1998 (Privacy and Electronic Communications Regulations) • Any commercial motives must not be hidden • You must provide a valid unsubscribe mechanism • You must list your company details on your emails • You must not use competitions to gather email lists unless participants have also said they are happy to receive updates • If you are collecting data you must explain how you will handle it AND provide user access, ideally in a Privacy Policy
- 67. Forward to a friend • Forward on to relevant/interested parties only • You will be liable if people who haven’t opt-in complain • You cannot ask for other people's email addresses due to the Data Protection Act (and good ESPs will not give you data on this feature) FULL GUIDE FOR MARKETERS
- 68. Revision
- 69. The ten email marketing commandments CONTENT 1. Thou shalt refine your subject line 2. Thou shalt use a prominent CTA 3. Thou shalt give value to your subscribers DATA 4. Thou shalt use an opt-in approach 5. Thou shalt grow organic data 6. Thou shalt segment your data STRATEGY 7. Thou shalt set objectives 8. Thou shalt test 9. Thou shalt not spam LAW 10. Thou shalt be legal
- 70. Email marketing guide (click to download)
- 71. Thanks @lgplane @rechendasmith
Notas do Editor
- 5.3 billion mobile subscribers (that's 77 percent of the world population – mobilethinking.com
- Put your hands up if you check your emails on a handheld? Keep your hands up if you’ve checked your emails on your handheld this morning?
- Put your hands up if you check your emails on a handheld? Keep your hands up if you’ve checked your emails on your handheld this morning?
- Put your hands up if you check your emails on a handheld? Keep your hands up if you’ve checked your emails on your handheld this morning?
- Put your hands up if you check your emails on a handheld? Keep your hands up if you’ve checked your emails on your handheld this morning?
- Put your hands up if you check your emails on a handheld? Keep your hands up if you’ve checked your emails on your handheld this morning?
- Put your hands up if you check your emails on a handheld? Keep your hands up if you’ve checked your emails on your handheld this morning?
- Put your hands up if you check your emails on a handheld? Keep your hands up if you’ve checked your emails on your handheld this morning?
- Put your hands up if you check your emails on a handheld? Keep your hands up if you’ve checked your emails on your handheld this morning?
- Put your hands up if you check your emails on a handheld? Keep your hands up if you’ve checked your emails on your handheld this morning?
- Put your hands up if you check your emails on a handheld? Keep your hands up if you’ve checked your emails on your handheld this morning?
- Put your hands up if you check your emails on a handheld? Keep your hands up if you’ve checked your emails on your handheld this morning?
- Put your hands up if you check your emails on a handheld? Keep your hands up if you’ve checked your emails on your handheld this morning?
- Put your hands up if you check your emails on a handheld? Keep your hands up if you’ve checked your emails on your handheld this morning?
- Put your hands up if you check your emails on a handheld? Keep your hands up if you’ve checked your emails on your handheld this morning?
- Put your hands up if you check your emails on a handheld? Keep your hands up if you’ve checked your emails on your handheld this morning?
- Put your hands up if you check your emails on a handheld? Keep your hands up if you’ve checked your emails on your handheld this morning?
- Put your hands up if you check your emails on a handheld? Keep your hands up if you’ve checked your emails on your handheld this morning?
- Put your hands up if you check your emails on a handheld? Keep your hands up if you’ve checked your emails on your handheld this morning?
- Put your hands up if you check your emails on a handheld? Keep your hands up if you’ve checked your emails on your handheld this morning?
- Put your hands up if you check your emails on a handheld? Keep your hands up if you’ve checked your emails on your handheld this morning?
- Put your hands up if you check your emails on a handheld? Keep your hands up if you’ve checked your emails on your handheld this morning?
- Put your hands up if you check your emails on a handheld? Keep your hands up if you’ve checked your emails on your handheld this morning?
- Put your hands up if you check your emails on a handheld? Keep your hands up if you’ve checked your emails on your handheld this morning?
- Put your hands up if you check your emails on a handheld? Keep your hands up if you’ve checked your emails on your handheld this morning?
- Put your hands up if you check your emails on a handheld? Keep your hands up if you’ve checked your emails on your handheld this morning?
- Put your hands up if you check your emails on a handheld? Keep your hands up if you’ve checked your emails on your handheld this morning?
- Put your hands up if you check your emails on a handheld? Keep your hands up if you’ve checked your emails on your handheld this morning?
- Put your hands up if you check your emails on a handheld? Keep your hands up if you’ve checked your emails on your handheld this morning?
- Put your hands up if you check your emails on a handheld? Keep your hands up if you’ve checked your emails on your handheld this morning?
- Put your hands up if you check your emails on a handheld? Keep your hands up if you’ve checked your emails on your handheld this morning?
- Put your hands up if you check your emails on a handheld? Keep your hands up if you’ve checked your emails on your handheld this morning?
- Put your hands up if you check your emails on a handheld? Keep your hands up if you’ve checked your emails on your handheld this morning?
- Put your hands up if you check your emails on a handheld? Keep your hands up if you’ve checked your emails on your handheld this morning?
- Put your hands up if you check your emails on a handheld? Keep your hands up if you’ve checked your emails on your handheld this morning?
- Put your hands up if you check your emails on a handheld? Keep your hands up if you’ve checked your emails on your handheld this morning?
- Put your hands up if you check your emails on a handheld? Keep your hands up if you’ve checked your emails on your handheld this morning?