email marketing 101
TRANSCRIPT
Email Marketing 101Using MailChimp for
Agenda
Introductions Email Marketing v’s Spamming 6 Steps to Effective Emails Managing Lists Templates Campaigns Reporting & Optimisation
IntroductionsWho we are, and what we’re hoping to achieve today
Anthony Congdon
rethinkmarketing.com.au
Todays Presentation
bit.ly/MailChimp101
Are you a secret spammer?
A quick guide how not to be a spammer
SPAM ACTwhat the law says…
The Spam Act 2003 prohibits the sending of unsolicited commercial electronic messages—known as spam—with an Australian link. A message has an Australian link if it originates or was commissioned in Australia, or originates overseas but was sent to an address accessed in Australia.
What is a commercial messageaccording to Australian Communications & Media Authority (ACMA)
The Spam Act 2003 defines a commercial electronic message as: offers, advertises or promotes the supply of goods,
services, land or business or investment opportunities advertises or promotes a supplier of goods, services,
land or a provider of business or investment opportunities
helps a person dishonestly obtain property, commercial advantage or other gain from another person.
The in’s and out’s of consenthow not to upset your customers, or break the law
Express consent E.g. filling in a form, ticking a box on a website, over
the phone, face-to-face or by swapping business cards
Inferred consent via an existing business or other relationship, where
there is reasonable expectation of receiving commercial electronic messages
Publicly available email addresses
Consent Pop Quizhow not to upset your customers, or break the law
How do you prove sufficient consent to send messages?
Can you email customers to obtain their consent to send messages?
Can you use pre-ticked boxes to obtain consent to send messages?
Do you have consent if recipients don’t object or unsubscribe?
Can someone subscribe or give consent on someone else’s behalf?
Can you contact someone who has published their email or phone number online?
How does Mailchimp deal with spam? Mailchimp will Freeze or terminate your account if
you trigger any of the following metrics 0.1% of your emails marked as spam >5% of your list bounces
(watch this one for your first campaign) Mandatory unsubscribe You must include your contact information inside
every email
6 Steps to Effective Emails
Getting results by doing the right things
1. Create Compelling Content
Make sure your emails have A compelling subject line One central idea A clear call to action Include social share options Relevance to the reader
2. Use the right toolsin case you we’re wondering no Outlook is not one of them
Modern Email Marketing Systems support
Automated list management
Easy email design & layout
WYSIWIG Testing for different email apps
3. Test Deliverabilitymake sure that your audience can read it
Make sure it works on ALL devices
Offer both a HTML and text version
Check it for SPAM
3.1 Deliverability & DevicesWhat do people read their emails on?
Source Litmus – emailmarketshare.com
4. Segment your audiencebecause everyone is differerent
Match the content of your email to your audience’s interests.
Demographics – e.g location
Psychographics – e.g. values
Behaviours – e.g. purchasing history
5. Its all about timinglearn when best suits your audience
Take the time to learn from your audience the best time for them
Generalisations are generally wrong
6. Do, Learn, Adjust, Iteratemake sure that your audience can read it
No one gets it right first time around
Learn to read your reports
Check it for SPAM
All about MailChimp
And what you can use it for
What is Mailchimp?Quote:
MailChimp helps you design email newsletters, share them on social networks, integrate with services you already use, and track your results. It's like your own personal publishing platform.
What I Say:MailChimp is an email sending and marketing platform that both supports robust email campaigns and touts ease of use.Easy to use web interface – customizable APISPAM Control services help you stay in the white-list.
Main Features Social Network Integration Optional Co-branding Templates A/B Split Testing Custom variable tracking Google Analytics Inbox Inspector Auto Responders Groups / Segments
Who can use Mailchimp? They have all size plans available:
Free Plan Non Profit Discount Up to 3.1 million subscribers / 24.8 million
messages a month
Pricing Options Free Forever
0-2000 Subscribers / 12,000 Month
Unlimited sending plans 500 subscribers / $10 … more Up to 25,000 / $150
Pay as you go (like a stamp r¢ to 3¢ per email)
Free vs. PaidDeliver Forever Free Paid Plans
Mailchimp Branding Autoresponders Spam Filter Diagnostics
Email Client Testing *
Delivery by Time Zone
Share Forever Free Paid Plans
Social Pro * * *
All about listsBuilding, managing and optimising
What’s your approach?
Things to remember Keep your list clean of bounces and
unsubscribes* Ask subscribers add your email address
to their contact list. Use groups for segmentation not lists Try not to delete lists unless necessary Verify the list import
For more details visit eepurl.com/nWdfr
All about templatesBuilding, managing and optimising
Types of templates
Drag & Drop Basic Templates Predesigned Templates AutoConnect Templates RSS-to-Email Templates
For more details visit eepurl.com/gZdq
All about campaignsBuilding, managing and optimising
Start with a subject line Four words to avoid – }
Help, Percent Off, Reminder & Free* Make it personal. Keep it fresh Keep it short (<50 characters) ALWAYS, ALWAYS AVOIDE HYPERBOLE!!! Who’s it from Could you try a question?
For more details visit eepurl.com/nWdfr
The good, the bad & the ugly Music Camp - Important Travel
Information▪ Open Rate – 93%▪ Information I need now
Final reminder for complimentary entry to attend the Bunbury BCI Cluster Conference 2014
▪ Open Rate 0.5%▪ Reminder and subject is too long
Using the subject line researcher
Use the MailChimp Big Data repository to improve your subject line
Reporting made easyBuilding, managing and optimising
What we have covered today
Email Marketing v’s Spamming 6 Steps to Effective Emails Managing Lists Templates Campaigns Reporting & Optimisation