email marketing
DESCRIPTION
TRANSCRIPT
Email MarketingMaking It Work For You
Lars Helgeson
Co-Founder
Overview
• Define email marketing
• Why email marketing works
• Email and your marketing mix
• Design & sending tips
• Choosing a vendor
• Tracking & feedback
• Case studies
What is Email Marketing?
• Targeted, relevant communication
• Goals– Generate sales– Improve awareness– Provide valuable information– Strengthen your brand– Build relationship with clients
What is Spam?
• Opt-in Marketing vs Spam– Spam = Negative perception of spammer
• Comprises 8% of emails in 2001, 32% in 2002
• Estimated 50% in 2003
– Opt-in = Higher responses, builds relationship• 100-1000x ROI vs spam
• Spam is illegal in most states– Now a felony in Virginia
Courtesy Hormel Corporation
Spam ExampleCourtesy “Just For You Network” (Dirty SPAMMER)
Applications of Email
No relationshipNo permissionHarvesting
No relationship3rd party permission
Weak relationshipStale contact
Existing relationshipPermission to contact
Existing relationshipPermission to contactOpt-in record
SPAM COOL
Why Email Marketing is Effective
• Automation = low deployment costs– Design time (custom vs templates)
– Database management
– Email delivery
– Tracking and analysis
• Targeting = better responses– Reads = 30-60% (average is 38%*)
– Clicks = 2-10% (average is 7.1%*)
– Average online conversion rate is 4.3%*
* Source: DoubleClick Email Marketing Trend Report, 2Q2002
Customer Acquisition Cost
• Example10,000 email recipients
– Build = 4 hours x $90/hr = $360
– Send = $100– Tracking & Analysis = 2
hours x $90/hr = $180– 5% click, 4% conversion
= 20 sales for $640
– Acquisition cost = $32
• Example10,000 direct mail recipients
– Build = 4 hours x $90/hr = $360
– Send = $6,000 (60 cents per mail piece)
– 2% action, 10% conversion = 20 sales for $6,360
– Acquisition cost = $318
Your Marketing Mix
• Develop brand, strategy (marketing is a means to an end => sales)
• Print (brochures, pamphlets)• Direct mail• Radio/TV• Networking• Event sponsorships• Email
Generate awarenessPositive perceptionOvercome risk of purchaseSatisfy the customerGet feedback
How do you Email Market?
• Decide in-house vs outsource
• Gather client / prospects list
• Develop strategy, combine with other efforts
• Build email
• Send email
• Track email
• Refine marketing strategy
Email Marketing Visually
Strategy
Content Master List
Distribution
Tracking
Clients Website
Lists
In-House vs Outsourcing
• In-House Infrastructure– Designers
– List management
– Email servers & ISP
– Tracking & analysis
• Do-It-Yourself Tools– Templates– Easy-to-use interface
• Managed Services– Experienced designers– Analysts to improve
marketing strategy
• MarketingSherpa.com• In all cases, look at
track record & clients!
Custom Design Template
Choose the Right Vendor
• Examine features– Building tools (templates, libraries, personalization)
– Integration (website, CRM, surveys)
– List management (segmenting)
– Sending (capacity, automatic bounce / unsubscribe)
– Tracking (detail and summary in realtime)
– Private labeling
– Account management (multiple users, access rights)
• Ease of use is important!
Choose the Right Vendor
• Time to set up account and send emails• Costs
– Setup– Cost-per-email or CPM vs Storage
• Customer support– Email, phone, business hours– Dedicated account manager?
• Reputation (Privacy/Anti-Spam Policy)– SenderBase.com, DNSstuff.com
Email Marketing Tips
• Do not rent lists from someone you don’t know and trust – high risk of spam
• Carefully choose subject line (call to action, targeted)• Recognizable to recipients (“From” line)• Make content relevant to audience & personalize• Don’t use spam-trap words• Time of day, day of week• Frequency of communication• Short, concise messages
Using Tracking & Feedback
• Watch your email campaigns– Read rates– Click-thru rates– What users click on– Follow post-click if possible
• Generate new lists based on recipient behavior– Send targeted follow-ups
Case Study #1Get Connected Breakfast
• Marketing goals– Create awareness about event– Who / What / Where / When / Why– Promote value in coming to event
• Focus on what customers want– Valuable information
Case Study #1Campaign 1 - Simple Design
Call toaction
Case Study #1Campaign 1 Results
4200 Recipients
40.8% Read
1.8% Clicked- 95 flyer downloads
2 Send-to-Friends
0.2% Unsubscribed
Case Study #1Campaign 2 – Improved Design
3 calls to action
Consistent branding{
Case Study #1Campaign 2 Results
4700 Recipients
42% (2000) read
1.8% (87) clicked- 51 registrations- 48 flyers- 10 maps
3 send-to-friends
Case Study #2Yahoo! Resumix
• Marketing goals– Increase attendance at seminar (Campaigns 1-3)– Increase awareness of Resumix services with
newsletter (Campaign 4)
• Campaign results– 11% total response rate (phone/email)– 42% response by company
Campaign 1
ColorfulSimple call to action in 2 places2% click-through
Campaign 2
Simpler formatSingle call to action4.6% click-through
Campaign 3
Attendance Interest via Email Survey4.3% confirmationUsed more successful design
Campaign 4
Newsletters generate interest3.5% click-through
The Bottom Line
• Email marketing works• Coordinate with marketing strategy• Use feedback from campaign performance• Stay current on marketing technology
– Anti-spam issues– Economic conditions– Networking groups (Chamber of Commerce,
Connect, SDiMarketers)
Thank You
Presentation online at:
http://www.cooleremail.com/emailoverview.ppt
Key Points
Email Marketing Tips IV- Learn from your tracking information- Segment your lists by recipient demographics
and behavior- Gather surveys from your recipients- Send follow-up emails
Email Marketing Tips III- Send during the week, during the day if
targeting businesses- Be conscious of your sending frequency- Test your lists (random sampling)
Vendor Selection III (Pricing)- Setup fees- Price per email sent vs stored- Long-term contracts, minimum billing- Consulting services
Email Marketing Tips II- Relevant, informational content- Clear call to action, if applicable- Don’t make email too long, or too busy
Vendor Selection II (Business)- Blacklist reputation (SenderBase.com and
DNSstuff.com) and anti-spam policy- Privacy policy and data protection- Client list- Customer service
Opt-In (GOOD) vs. Spam (BAD)- Established relationship with client- Permission to send to recipient- Honor unsubscribe requests- Maintain opt-in/opt-out records
Email Marketing Tips I
- Integrate email with overall strategy- Don’t rent suspicious lists- Carefully consider your subject line- Be honest with your “From” line- Don’t look like spam (avoid keyword traps)
Vendor Selection I (Technology)- Templates and/or upload your own HTML- List management & segmentation- Sending capacity- Summary and detail-level tracking
Goals of email marketing- Build relationships with clients- Improve brand awareness- Communicate valuable information- Generate revenues
© 2003 CoolerEmail Inc., http://www.cooleremail.com