e mail marketing
DESCRIPTION
Internet Business Mastery class presentation June 2010TRANSCRIPT
eMail Marketing
Chad Miller
eMail Marketing, the marketing tool you can't afford to ignore.
“e-Mail Marketing is the wave of the future. Fast and cost-effective, e-mail must become an important part of your integrated marketing and media plan.”
Peppers & Rogers Group
Answering the WHAT? WHY? and HOW?
What is eMail Marketing?
Why does it work?
How to do it?
What Is Email Marketing?
• Utilizing email to deliver professionalcommunications to an interestedaudience containing information therecipient finds valuable in order to:• establish regular, on going relationship• educate• promote identity awareness• stay “top-of-mind” with subscribers• spark immediately action• broaden your audience
Common e-Mail Marketing Objectives
• Build brand awareness• Acquire new leads/ registrants/ customers/ clients• Drive immediate sales• Enhance customer retention• Build stronger relationships with existing customers/clients• Provide company or product information• Increase revenues by up-selling to existing
customers/clients• Post-order targeted e-mails
• As part of an integrated marketing strategy
Top Interest Areas for Permission e-Mail Users in the US
• Specials/offers from online merchants• Specials/offers from local retailers or restaurants• Household tips/recipes/crafts• Humor• Travel• Entertainment• Weather• Local news• Tech/business news• Finance/stock information• Sports
Why eMail Marketing?• Cost Savings• Quick Response Cycles• Generates Revenues• Popular Medium • Effective Medium• Results are Measurable• Builds Customer Relations
Top reasons why US Internet users respond to e-mail offers
• Know and trust brand• Relevant information• Good prices• Friend has recommended• Price/coupon/reward• Timely• Compelling subject• Entertaining
Cost Savings due to eMail Usage among US companies, 2002
76% 75%
60%
37%
16%
Postal Costs MarketingCosts
Time Costs Call CenterCosts
Other
Source: AIM, April 2002, n=110 companies
Revenue Generated through eMail Usage among US companies, 2002
30%
9%
18%
22%
64%
0% 20% 40% 60% 80%
Other
Opt-in List Rental
Self-banner ads
Sponsored e-newsletters
Transactions generated fromemail
Source: AIM, April 2002, n=110 companies
Effectiveness of Marketing Techniques used by US Marketers to drive web-site traffic
2.52.62.62.72.72.8
3.13.2
3.43.8
4.1
0 1 2 3 4 5
eMail to opt-in lists
Newspapers
Radio
Sponsorships
Magazines
Banners
Public Relations
Television
Direct Mail
Affiliate Programs
eMail to Customers
Source: Forrester Research, March 2001
Online Marketing Methods used for effective acquisition versus retention
Acquisition Retention
Search engine positioning 94% 6%
Banner ads 91% 9%
Referral/viral programs 85% 15%
Affiliate programs/ sponsorships 75% 25%
Incentive programs 51% 49%
E-Mail Marketing 37% 63%
Source: DMA- April, 2002
Why Does “Good” Email Work?Because people open emailfrom businesses they know and trust…
It’s a multi-step process…•Make a connection and buildpermission-based lists
•Nurture the connection to form a relationship through your email Campaigns
•Invest in the relationship to build trust (evaluate your results and refine yourprocess)
Step 1: Making the Connection
Step 2: Nurture the Connection
Step 3: Invest in the Relationship
•Why Use an Email Service?
•Permission and SPAM
•Targeting and Segmentation
•Format and Frequency
•Getting Email Opened
Email Marketing Tips: Strategy and Techniques
Standard Email Programs (e.g. Outlook, Hotmail)
•Limited # of emails sent at one Time
•No formatting control
•List break up more susceptible to Filters
•No cohesive branding
•No tracking and reporting of email results
Email Service vs. Outlook
Email marketing services automate best practices
•Provide easy-to-use templates•Reinforce brand identity•Email addressed to recipient only•Manage lists – adding new subscribers, handling bouncebacks, removing unsubscribes•Ensure email delivery, tracksresults and obeys the law
Email Service vs. Outlook
Types of permissionExplicit: Opt in from your website or storefront• “Join our mailing list”•Single vs. Double Opt-in
Implicit: Requests for information /registration forms, existing
customer relationship•No Permission: Don’t do it! While itmay seem tempting, it will have anegative impact on your business.
Permission – What is It?
CAN-SPAM Act Compliance:US Federal Requirements
• “real” (clearly identified) Sender Address
• real, working “Reply To” address
• clearly defined content (reason to contact recipient)
• real, working unsubscribe link
• clearly identified Corporate Address
• you can find more information at www.ftc.gov/spam
Be a Trusted Sender
Spam or Unsolicited Commercial Email(no relationship / no permission)
•List purchase, CD-ROMs
•Directory crawling
•Monitor your email frequency
Ask Yourself:
•Do they know you?
•Do they want your email?
Spam – What is It?
A spam complaint happens when someone on your list clicks a button identifying your mail as unwanted
•Alternate way to unsubscribe
• No longer interested in your content
•Don’t recognize your name / brand
•Don’t remember subscribing
•By accident (while junking all the real spam)
What is a SPAM Complaint?
Targeting and Segmentation
Define objectives: “I want to…”• Motivate purchases•Enhance customer / brand awareness•Interact with my customers•Increase event attendance•Bring visitors back to my website•Obtain donations for my nonprofit
Use objectives to determine:•What information to collect•Communication type•Communication frequency•Measuring success
Setting Objectives
Gathering Your Contact’s Interests
Where do I sign up? ~ Make it Easy to Subscribe
•Add your own logo and message to subscribers.
•Use data collected to send your customers only what
they want
•Learn about your customers’ interests
•Collect names to personalize emails
•Determine your own interest categories and other
data required.
• “Join my email list” sign-up box on Website
•Website Contests—give away snowboards, tickets to
•Give prizes to an event, etc. to get people to join invite members who forward the newsletter to friends and get them to sign up.
How Do They Grow Their List?
Format and Frequency
Frequency: monthly / quarterly• Lots of educational content• Most encompassing format for communication
Promotions• Frequency: event-driven• 2, 4, 6 product promotions, coupons• Focus on promotion / limited content
Announcements and Invitations• Frequency: event-driven• Educational with targeted message• Invitations, special events, internal communication
Determine Appropriate Format Newsletters
• Create a master schedule• Include frequency in online sign-up “Monthly
Newsletter”• Coordinate timing for maximum impact• Newsletters (monthly / quarterly)• Announcements / Event Invitations (as needed)
When to send• When is your audience most likely to read it?
• Day of week (Tuesday & Wednesday)• Time of day (10am to 3pm)
• Test, test, testMaximum impact with minimum intrusion
How often to send
Create a Schedule
Email Frequency Planner
Getting Email Opened
• Keep it short and simple
• You have 3 seconds or less
• 30-40 characters including spaces (5-8 words)
• Incorporate a specific benefit
• Include your brand
• Branding in the subject line can increase open rates by as
much as 60% (Source: SilverPop)
• Capitalize and punctuate carefully Click-through rates for
subject lines with 49 or fewer characters were 75 percent
higher than for those with 50 or more…Source: Returnpath
The “Subject” line
•Use a name the recipient will recognize• Include your company name or brand• The clearer the better•The shorter the better•Be consistent60% of consumers say the"from" line most oftendetermines whether they open an email or delete it.Source: DoubleClick
The “From” line
• The words: free, guarantee,spam, credit card etc.• ALL CAPITAL LETTERS• Excessive punctuation !!!, ???• Excessive use of “click here”• $$, and other symbols• [email protected] or• [email protected] as “From:” address• Misleading subject lines•Alternate for the word Free Since “free” causes Spam Filters totrap your message, try thesealternatives:• On the House• Our Treat• Be Our Guest• Giveaway• Zero Cost
The Dos and Don’ts
Creating Compelling Content
The Email “Body”• Justify your place in their Inbox by providing relevant
valuable Information• Be clear and concise• Use appropriate graphics• Use white space effectively• Include “Call to Action” links• Create sense of urgency• Capitalize and punctuate Carefully• Proofread• Design for “above the fold”
Getting Email Read
Getting Email ReadThe Email “Body”•Justify your place in their Inbox by providing relevant valuable information•Be clear and concise•Use appropriate graphics•Use white space effectively•Include “Call to Action” links•Create sense of urgency•Capitalize and punctuate carefully•Proofread•Design for “above the fold”
Free Content Article ResourcesAmazines – www.amazines.comEzineArticles - www.ezinearticles.comGo Articles – www.goarticles.comIdea Marketers – www.ideamarketers.comiSnare Articles – www.isnare.com
Evaluating Your Campaign Results
What Gets Tracked?Lots of Things…
• Number Sent• Bounced Messages• Delivery Rate• Opens• Clicks• Forwards• Unsubscribes• Spam Complaints
Evaluating Your Results
Why does email bounce?
• Email addresses are no longer Valid
• Servers are down
• Mailboxes are full
• Email is blocked
• Clean bad addresses out of your list!
Evaluating Your ResultsWhy does email bounce?
• Email addresses are no longer valid• Servers are down• Mailboxes are full• Email is blocked• Clean bad addresses out of your list!
What influences the open rate?• From / Subject line• Delivery day / time• List overuse, age, or quality• Device people are using• Images disabled
Watch your trends over time
Evaluating Your Results
Why did people click through?
•Call-to-action
•Copy
•Offer
What were they interested in?
Evaluating Your ResultsWhy did people click through?
• Call-to-action• Copy• Offer
What were they interested in? What next?Just getting started?1) Start building your list2) Learn how to create a campaignBeen doing it a while?1) Is your subject line inviting?2) Does your content leave yourreaders wanting more?3) Attend an webinar on contentcreationThink you are an expert?1) Test multiple subject lines, days ofthe week, time of day.2) Check out the CC community toshare ideas with other experts.
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Senior marketing idea
• Offer free/discount for # of referrals• Collect emails• Market to friends • Offer same offer to new clients• Repeat pattern / tweak as needed
Thank You!