dynamic email marketing
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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 - PowerPoint PPT PresentationTRANSCRIPT
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 [email protected](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