email marketing
DESCRIPTION
Email Marketing - IoF SW - 18/06/09TRANSCRIPT
Sue Fidler
EMAIL MARKETING
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Sue Fidler
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Sue Fidler
Why?
More than 70% of UK population have email
Email is 99% unique
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Why?Great for fast communications, - nearly all opens are within first 24rs
Good for repeat/follow up messages
Good reporting – who and what
Good for calls to action - campaigns and appeals
Forward to a friend
From the invention of direct marketing back in the 1970s when the first databases
were developed the dream has been for fast, cheap, personalised marketing
with instant reporting
• fast – almost instantaneous delivery• easy – adding copy to a template• personalised – with name, details, even drop in pictures and paragraphs like traditional DM• cheap - <1p per email sent• instant reporting
• who received• who opened• who clicked on what and when• who forward it• linked to web tracking to follow visitors around site
What?
• marketing• selling• communicating• fundraising• campaigning
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Sue Fidler
DELIVERYand
COMPLIANCE
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Delivery: The mechanism used to send and deliver bulk emails
Three methods:
• Outlook/Eudora/Lotus/other PC/pop3 based email system
• In-House bulk email broadcast software
• ASP bulk email broadcast software
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Address Book Address Management/history/export/import
Subscriptions Subscribes and unsubscribes – sign up form
Bounces Hard (email not there) and Soft (unavailable)
2 part send HTML and Text versions
Segmentation/
personalisation
Add personal details/info, segment by data in address book or actions
Auto replies Set up replies to sign up, unsubscribe and specific actions/data
Templates Design, WYSIWYG, look and feel management
Reports Open rate, Click throughs, bounces, unsubscribes
HTML HTML email with WYSIWYG editor
SPAM Avoid being blacklisted -
SPF records, Sender ID, registered IP address
Bandwidth Internet access being blocked
IT Angry people…
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OUTLOOK
Purpose X
Address Book X
Subscriptions X
Bounces X
2 part send X
Segment/personalize X
Auto replies X
Templates X
Reports X
HTML X
SPAM X
Bandwidth X
IT X
Fit for purpose X
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OUTLOOKIS BAD
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OUTLOOK In-House s/w
Purpose X
Address Book X
Subscriptions X
Bounces X
2 part send X
Segment/personalize X
Auto replies X
Templates X
Reports X
HTML X
SPAM X X
Bandwidth X X
IT X X
Fit for purpose X X
Sue Fidler
OUTLOOK In-House s/w ASP s/w
Purpose X
Address Book X
Subscriptions X
Bounces X
2 part send X
Segment/personalize X
Auto replies X
Templates X
Reports X
HTML X
SPAM X X
Bandwidth X X
IT X X
Fit for purpose X X
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OUTLOOKIS BAD
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Compliance:
Making your email legal and acceptable
Data Protection Act (DPA)
• OPT IN• PROOF• UNSUBSCRIBE
• RIGHT TO SEE RECORD
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Compliance:
SPAM
• DPA
• Know where the addresses came from
• Send from a registered email broadcast service - NOT YOUR IT SERVER
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Compliance:
Data Control
• Who can get to the data –What might they use it for?
• Are all copies of the address book kept up to date –Update the unsubscribes on all databases
• Who is sending what and when and to whom?• Step 1 – e-comms strategy• step 2 – comms strategy
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Compliance:
Accessibility
• HTML and Text version
• Web version “can’t read click here”
• Alt tags on the images
• Contrast, links underlined
• Unsubscribe and subscription management
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Good Communications…
User Friendly
• Clear layout and branding
• Short copy
• Regular FROM address
• Regular Subject Line
• Links all work
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Good Communications…
User Friendly
• Clear layout and branding
• Short copy
• Regular FROM address
• Regular Subject Line
• Links all work
Integrated Marketing
dM Ask ReminderTeaser
dM or emailAsk
EMAIL Teaser
EMAIL Reminde
rdM Ask
EMAIL Teaser
Online users open email before post
dM AskEMAIL Teaser
EMAIL Reminde
r
Magazine
Shopon
website
Email newsletter
Above the line TV
Storyon
website
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Frequency:
How often can you send?
• Enews – daily, weekly, monthly
• Viral – taster, reminder
• Campaigns – taster, reminder, updates
ASK THE AUDIENCE
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Names: where do you get them?
• Online sign up• Offer email URL on every piece of paper/poster/leaflet• Offer email opt in via EVERY response mechanism; mail, web, phone• Existing paper-based newsletter
• Swap names with peers• Get article in press or other newsletters
• Buying lists – don’t without expert help
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Resources
• Why do enewshttp://www.ictknowledgebase.org.uk/whydoenews
• sending email newsletters http://www.ictknowledgebase.org.uk/bulkemail
• Choosing Bulk Email Software http://www.ictknowledgebase.org.uk/bulkemailsoftware
• building and designing email newsletters http://www.ictknowledgebase.org.uk/buildingnewsletters
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Resources - DPA
• The legal basics • Are you registered as a Data Controller? • Third party email lists • Data protection and viral e-marketing • Writing a user-friendly privacy policy • Data collection guidelines • The Data Protection Act • Increased powers to fine for the Information Commissioner's
Office
• All at http://www.charityemail.co.uk/resources
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Resources
• Hitting the Mark - A benchmark study of retail email
marketing performance http://www.charityemail.co.uk/resources
