email marketing week 5. uses of email generating inquiries/sales finding new customers ongoing...
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Email Marketing
Week 5
Uses of Email
Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys Referral Programs Customer Service/Technical Support Branding
Benefits
Immediate Easy test Cost Effective Personalized Highly targeted Higher Response ?
Builds credibility Interactive Measurable Convenient Predictable
Drawbacks
It is getting more difficult to measureIt is easy at first There is a lot of competition in the
mailboxCustomers have high expectations
Key is one voice. Should be sent from and signed by one person who becomes a friend.
Story like.More complete sales pitch. Can be more
aggressiveShould be tailored to the readers needs
and interests.
Make sure to give them a live email address to reply to.
Usually 3/4 -1 printed page length.
Majority of your success will depend on yourFrom Address (male to female, female to
male)Subject line (25-35 characters) Intro copy
50% of the people will decide whether or not to keep reading after the first two sentences so make sure to have a great introduction
Amazon.com
1 to 1 Emails Introduction of new storesAmazon deliversWe recommendWhat is new at Amazon
Prize Email
Give the dog a bone email (often permission based) that gives the reader a reward for completing a specific task. Points Miles CouponsCash
Success is dependent on offer more than anything else.
Prize Mail
Read your results New customer acquisition costsLoyaltyNumber of forwards and pass-longs
Sig Files
A signature file is kind of like a cyber-business card. It's a short sales message, plus your contact info, which is added to the bottom of e-mails. Name& Title Company Name Tagline---Very important Address Phone-Fax URL Provocative message Action--- Tell them what you want them to do and how they
should it NOW
“Spam”
‘Spam’ is Unsolicited Commercial E-mail(UCE) No existing relationship of permission from
recipient. If they visit the booth?
Not sent directly to your email address Mailed in Bulk Commercial in nature Hard (or impossible) to unsubscribe
What is Permission Marketing
An ideal application of emailComplete knowledge and
communication with your customer
Why We Hate Spam
Spam hurts our clients’ reputation Newsgroup chatter: “I hate this company”
Spam can seriously damage our business
Spam clutters the inbox and reduces the effectiveness for legitimate email messages
Opt Out
Practice: A marketer obtains email addresses from customer and mails without prior permission
TheoryWe have an existing relationship It is very simple to unsubscribeThis is just like traditional direct mailThey can always just hit “delete”
Opt-Out
RealityComplaints will be sharp, frequent and may
result in blocking actions by ISP’sDoes not scale
Imagine if every business you ever patronized sent you an email marketing message.
Encourage distrust60% of customers have given false information
when filling out forms ( BCG privacy white paper)
Opt-Out Permission
Pre-checked boxConfirming email ( auto responder) may
or may not be sentDo you wish to receive our free monthly
newsletter
Check here to receive additional valuable offers from selected sponsors & partners
X
X
Opt-In Permission
• Customer must select box
• Confirming email may or may not be sent
Do you wish to receive our free monthly newsletter
Check here to receive additional valuable offers from selected sponsors & partners
Confirmed Opt-In a.k.a Double Opt-in
Customer must select choiceConfirming email will be sentCustomer must verify their addition to
listDo you wish to receive our free monthly newsletter
Check here to receive additional valuable offers from selected sponsors & partners
Double opt-in adds a confirmation step into the subscription process. When an email address is entered into our subscription form, we will respond with a message to that email address.
The potential subscriber must reply to that email in order to actually start receiving our newsletter.
ProblemsNo disclosure of Use on sign-up pageFuture promotions not addresses
Problems:Privacy policyDisclosure
Future Promotions notaddressed
Disclosure
The right wayNot must fill fieldsTrue Opt-InFull Disclosure of use
Please enter your e-mail address ifyou would like to receive special offersand product information via electronicmail. You may unsubscribe from anye-mail communications you receivefrom us at any time.
By filling out and submitting this form you are being added to the Dell mailing list. The Dell mailing list is private and not sold to other merchants.
The Right WayHTML defined,And asked
E-mail Most Effective OnlinePromotional Tool
Email users click on email 3x-10x vs. banners
Survey of online consumers 63% purchased via email promotion38% purchased via banner ad29% purchased via offline advertising
The Email Revolution
Response Rate
0%
2%
4%
6%
8%
10%
12%
Direct Mail Email
Cost Per Unit
$1.25
$0.25
$0.00
$0.20
$0.40
$0.60
$0.80
$1.00
$1.20
$1.40
Direct Mail Email
Response Time
05
10
15202530
354045
Direct Mail Email
Faster Cheaper Better
5-15%
1-2%
Sources : Forrester, DMA, Gartner Group
3-6 Weeks
3 Days
How is e-mail marketing used?
66%
48%
34%
28%
24%
8%
4%
0% 10% 20% 30% 40% 50% 60% 70%
Promotions&Discounts
Newsletter
Product releases
Advertising/Marketing
Alerts/reminders
Market Research
Other
Forrester Research
House List
Prospects
Crafting E-Mail Campaign
Beginning with the basicsDefine your targetEstablish objectivesDevelop a strategy Determine the offerBuild the planTest assumptionsMeasure results
Crafting an E-Mail Campaign
Strategy development
Focus on offer firstDon’t mail unless you have something to
sayUse email for direct response capabilities
rather than brand awareness.Audience more rush than any other medium
Crafting E-Mail Campaign
Free Information Free Service Free give away Sweepstakes Discount offers Rewards Programs Partner promotion No offer
Determine Offer
House File Creation
Ask for email address via every channelPrinted order formsCall centersCustomer Service callsGive customers a reason to register at your
web siteTell them what you will do with their
name
Components of the Message
From LineSubject LineHeader/FooterRemove/UnsubscribeProspect Header issuesPersonalizationBody copy
From LineCNET Digital Dispatch
As short as possibleAs clear as possible It is the envelope, misperceive that you are spam.
You don’t want to be deleted
Components of the Message
Components of the Message
The Don'ts Important Message SUPER SAVER Re: how are you Free Software Unlimited access “Guaranteed” Hi
The Do’s Identify your
company 35 Character or
less Personalization in
subject works Put your company
name
Subject Headings We Can Live Without
Important Message PLS support us Very important
Announcement Protect your health SUPER software sale “Work smarter not
harder” “$4370 a month for life Great mortgage Leads We’ll pay your debts!!!
Start earning money while you are sleeping
RE: How are you doing LOSE 30 POUNDS IN 30
DAYS, GUARANTEED Unlimited Long Distance
Calling for Only $25/month Free web site analysis The Internet Spy! Find out
anything about anyone FRAMELESS BUILDING
CONSTRUCTION
Offers That Work
Free Shipping Free White Papers Discount
Dollars off Percentage
Free Gift Web only sales New Items
Before they are offered to the public Double deadlines
Prefill Forms on Landing Pages
You should use any information you have about the customer to make the transaction a simple experience for them.
Prefill forms with name, shipping address,
and other information you already know.
Pre-filled form
Where did the message come from and why?
From: Our company and or Brand
You are receiving this message because you opted in at your web site to receive new product information. If you do not wish to receive these messages in the future, please click here or follow the instructions
below.
Which name is the customer Likely to recognize
Recipients are more likely to Read your message if you are specific about the relationship
Easy Unsubscribe
From: Our company and or Brand
We only want to send e-mail to those wish to receive it. If you wold not like to receive email from us please go to [email protected] or reply to this message with the word “unsubscribe” in the subject line
The Components of the Message
Body Copy Newsletter Mailings
500-1500 words Prospect mailings
200-500 words Repeat Links
Put your URL everywhere Lots of people read mail from preview. Good for testing
Htm1 Htm2 Htm3
Some quick tips
Include more than one link within mailing Keep it short-no longer than 1 printed page Sign the email from real person…not just a company How often can you mail? Watch your unsubscribe rate carefully…
that will tell you More than once a week is dangerous!
When to mail B2B 10:00 Tuesday thru Thursday works best (before lunch) Consumer anytime?? Within 24 hours you will know the 70% response rate 48 hours 70-80%
Some quick tips
Subject Lines Make sure your subject line is killer Be very careful of the use of FREE Keep your subject line to 35 characters
Personalized mail is guaranteed to out pull First line extremely important
May be displayed within recipients email client 50% decide whether to keep reading after 1st two
sentences.
Rules of Thumb with Email
Make it very clear where the message is coming from and why
Make it very easy to unsubscribe If the customer did not explicitly opt-in,
DO NOT assume they will accept opt-out. Don’t rent your list! Transferring permission is
difficult and should be done cautiously Avoid spammish copy
Writing Effective Email
Before you begin, tell them how to unsubscribe
Begin&End with a hyperlinkTailor message to your audience
Keep it short & SweetRaise excitement, include call to action
Web site, not email, closes the transaction
Crafting an Email Campaign
TargetingPersonalization
In-house list,established relationship-YESProspect list, no relationship – Tread carefully
Could trigger privacy fears Risk may exceed reward
Measuring Success
Maximize ROI
Test MeasureRefine
Before you mail
Segment out HTML, TEXT..Important: Segment AOL users
Steps in Measuring the Campaign-Emails deliveredBounce rate
Retry programsSoft Bounce – [email protected]
A soft bounce occurs most often because of an error in a subscriber's email address. A misspelled name or something as simple as a missing space or dash can cause a soft bounce.
Hard bounce – [email protected] A hard bounce occurs most often because of an error in a subscriber's email
address (wrong host). You should unsubscribe hard bounces from your list.
Steps in Measuring the Campaign
Actual were deliveredHard/soft bounceHotmail and Yahoo issuesRetry programs- How often do you try to re-
mail bouncesSome of your bounces can be fixed.
MeasurementWhat you should be measuring
Lists, Newsletters all emailEmails deliveredCTRTEXT vs. HTML vs. AOLInquiries, Sales or depth of siteTransactionsPass alongs
Yes, Yes, YesHuge benefit of email
High response rate, requires smaller test cells 500 HTML message 1000 text message
75% of responses within 48 hoursCosts to change copy, graphics, inexpensive
Testing
Email Discussion Lists
Similar to newsgroups Moderated, openTopically drivenEarn revenue driven through
sponsorshipsGenerally small….but targetedNot widely known about by marketers so
may be a hidden gem
Newsletter Sponsorships
Niche orientedContent driven
Provide free Free Value-Added benefits to those who want to be informed, educated or entertained
Loyal readershipRevenue driven by sponsorships,text
ads
Put Newsletter Sign-up Boxes on Every Page
Not everybody enters your site on its main page. And not everybody knows from your home page alone that they want to sign up for your newsletter. That's why you should put a newsletter sign-up box on every single page of your site.
Disposable Email Address Services
If you give your email address, you might get spam back.
As soon as you enter your email address in a form on the Web, you lose control of it.
Emailias.comhttp://email.about.com/cs/dispaddrrevs/gr/
emailias.htm
Newsletter Sponsorship
Newsletter Sponsorship Universe
Response is likely to be 25% or less than response from an email list
But costs are lower too. Greater targeting available
Especially BtoB
Newsletter Tips
Develop a planHow many times a year are you going to
send out your newsletter.When will it be dispatched?
First/Last day of the month? Every Tuesday at noon?
What will the topics be? Do you have an editorial calendar you can post in advance?
Newsletters
Use the format that works Header with contact information and reminder they
requested it. Notes with hyperlinks-We have 5 things to talk
about. Welcome message News Sponsorsip reminder Forward this newsletter to a friend Contact Unsubscribe and copyright information
Newsletters
Make sure it is dated Remind reader that they signed up to get the
newsletter at the very beginning Write to be read not printed out.
Short paragraphs Hyperlinks
Tease the next newsletter Ask readers what they want to hear about
every 15 or so issues.
List Exchange
Fastest growing part of Email MarketingList Exchange Policy
From time to time, we exchange member names with other organizations. This allows us to invite new members to join WETA while keeping the cost of acquiring those new members as low as possible. If you prefer that we not exchange your name, please check the box below and fill out the requested information. This information is used only to ensure that we modify the proper membership record in our database.
Standalone Permission Lists
People who have said “Yes I am interested: In the market for something,have a need or interest
in a type of product or service Relevant to lifestyle,household, family need, hobby,
passion etc.
Subscribers have control Marketers get results
Because customers want to receive their information
Standalone Permission Lists
Only use true permission listsUser selection tremendously better than
default opt-in programBe afraid-be very afraidAsk for case studies or referencesFind out how people opted inVerify it.
Never use a list like this
77 million fresh email addresses for only $69
That is right 77 million with no duplications.That is less than $1 per million names. Can you make 1 cent from each of these names?
Standalone Permission Lists
Typical price range: $150 to $500+ CPMCost driven by demandConsumer lists at lower end of pricing rangeB2B lists at upper end of pricing range.Some lists are standalone…although the
source of the list is usually mentioned.
Standalone Permission Lists
Consumer ListsFew response files on the market…most are
lists where people have indicated an interest in a particular subject.
Selects include recency, geographic location, interest area, gender.
B2B ListsVery selectable: SIC codes, title, number of
people in company etc.
Standalone Permission Lists
TargetingLists do’s and don’tsDo not mail unless you are 100%
permission sureDo ask the source-many companies selling
the same listsDo not be cheap-the risks are greatDo scrub list for duplicatesDo provide clear “remove” access
Permission List Networks
LISTS
The big players in business-to-business (B2B) acquisition email can be divided into three categories: list brokers, list managers and list owners.
List Brokers
A good B2B email list broker acts as a consultant who helps you define your marketing objectives and understands your target market and overall business strategy.
List brokers' services include researching dozens or hundreds of B2B email lists based on your campaign objectives, negotiating a price, putting together a recommendation that meets your budget, advising you on segmenting and testing -- and more.
Well-regarded B2B list brokers include 21st Century Marketing, Direct Media Inc., Impower, MeritDirect, and Worldata/WebConnect.
One thing email list brokers do not do is deliver your messages.
List Manager
When you rent a third-party opt-in list, the list manager is the acquisition player who delivers your messages and tracks response rates, including
click-throughs, open rates, bounce-backs and unsubscribes.
Some of the B2B-focused list managers who offer both opt-in email-list rental and e-newsletter networks are B2BWorks, eDirect.com, Engage Business Media, and IDG.
List Owners
Opt-in list owners useful to B2B marketers are publishers who have collected (and therefore "own") the email addresses of their print and/or e-newsletter subscribers and want to rent them out for an additional revenue stream. Respected B2B publishers include
The Industry Standard, CahnersDirect, Business 2.0, internet.com.