dynamic email marketing dan ogdon, director of marketing - swiftpage april 2008

Dynamic Email Marketing

Dan Ogdon, Director of Marketing - Swiftpage

April 2008

Preferred Vendor Program

• Sage Software has evaluated and recommends the Preferred Vendors– Over 35 PVs added, many offer regional and product expertise– Preferred Vendor scorecards

• PV gets rated based on BP feedback– Exclusive Co-op Debit Program

• Co-op Debit Program: Simplified co-op process with Preferred Vendors– No paperwork! No need to request pre-approval or submit claim reimbursement– With Preferred Vendors you only pay up to 40% out of pocket based on available co-op funds– The remaining amount is automatically deducted from your co-op account

Contact InformationLan ChuLan.chu@sage.com949-790-2077www.sagepartnermarketing.com(Go to generate leads tab and click on Preferred Vendors)

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Blacklist of your sending IP address

Why Third Party ESP’s?

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Send limit restrictions:

50 – 100 emails through your systems

Why Third Party ESP’s?

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Third Parties Are in the Know – Providing metrics that matter:OpensClicksBouncedSuppressedAnd more…

Why Third Party ESP’s?

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Set objectives, goals and expectations:

What do I want out of this campaign?

Ie: 30% open rate, 5% click rate, 75% attendance

It All Starts with the List

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Define your targets – Segment your list appropriately

Know who you’re sending to

It All Starts with the List

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Take the time to clean your list:

Old email addressesInvalid email addressesIncomplete email addresses

It All Starts with the List

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Is your content relevant?

Do your recipients want to receive what you’re sending them?

A Message with Meaning

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Personalize each message:

From AddressBranding in subject lineContact Info in BodyMerge Custom Fields (Hi Dan,)

A Message with Meaning

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Keep your message short – Put long descriptions on landing pages

A Message with Meaning

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Demand attention:

Subject LinesTitles like the ‘TimesStrong Relevant Imagery

A Message with Meaning

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Use Stock imagery:

Istockphoto.comPhotos.comGettyimages.com

Killer Creative | Unmistakable Action

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Make A Bold Statement

Killer CreativeKiller Creative | Unmistakable Action

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Call to Action Above and Below the Fold – but test:

PlacementText LinkButton LinkColor Scheme

Be forward and shameless

Killer CreativeKiller Creative | Unmistakable Action

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Landing page should carry the same theme:

ImageryColorsLanguageTone - Familiarity

Killer CreativeKiller Creative | Unmistakable Action

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Are you making it to the Inbox?

Industry standards:Open Rate – 30%Click Rate – 3%

Get Ready to hit Inboxes

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Email Authentication:

Safe Sender ID – SPFDomain Keys - DKIM

Get Ready to hit Inboxes

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Are you Trusted?

WhitelistSafe Sender ListAddress Book

Get Ready to hit Inboxes

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Will spam filters junk your email? Free tools to find out:

Swiftpage.com/spamcheckSpamcop.comSpamcheck.sitesell.com

Get Ready to hit Inboxes

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Umm……now what?

Now what? Metrics that Matter

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What you should look for:

Open Rate (Delivered/opens)Click Rate (Opens/Clicks)Delivered Vs. SentBouncedOpted Out

Now what? Metrics that Matter

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Small changes can make improvements:

Subject linesCTA placementContent RelevancyEmail Length

Now what? Metrics that Matter

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Test, Test, Test

Now what? Metrics that Matter

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Links clicked aren’t just links clicked – they give you valuable, actionable data:

Know what’s most interestingKnow who’s most interested

Email Becomes Your Foundation

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Intelligently update your database

Email Becomes Your Foundation

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Email Becomes Your Foundation

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Questions?

Contact Information:Tim Meile – Sales Director

877.228.8377 x 112