jarrold training 30 may 12
DESCRIPTION
How to grow your business with email marketing for delegates at Jarrold Training, Norwich, NorfolkTRANSCRIPT
Email marketing masterclass
30 May 2012 Jarrold Training
Introductions
Who we work with
You?
• Industry stats
• The business benefits
• Setting objectives
• Growing your list
• Task: structure, design & content
• BREAK
• The pitfalls of Outlook
• Creative campaigns & types
• Deliverability
• The legals
• Task: creating a plan
• The 10 email commandments
What we’re going to cover today
What’s in it for you?
The business benefits
Reporting
Integration
Cost
Benefits
¼ page advert in Business in East Anglia
Press release Event (room hire & refreshments)
SEO & PPC Email marketing
£450 £250-£450 £200 From £200 a month
£45 a year*
No stats No stats Stats Stats Stats
*Based on little green plane’s PAYG scheme with free template sending up to 200 emails a month
1. Cost comparison
2. Reporting
• Press releases
• Events
• White papers
• Blog posts
• Case studies
• Direct mail
• Competitions
3. Integration
Email marketing objectives?
• Opens
• Clicks
• OTC rate
• # enquiries
• # sales
• Forward to a friend rates
• Retention rates
• Re-engagement rates
• Event attendees
• Doc/guide downloads
• Brand awareness
• Obtain feedback
Growing your list
The blight of bought lists
A starter for ten
Send an opt-in
Growing your list
Networking LinkedIn Request
Networking
Growing your list
Sign up form on home page
Specific URL www.littlegreenplane.com/milehighclub
Use your website
Add checkbox to any existing form
Email signatures
Pop-up
Social media
Facebook fan page tab Twitter auto message
QR codes
Flyers at events
• From: relationship entity
• To: only one recipient
• Subject: direct and below 49
characters
• Address the reader
• Above the fold: call to action
• 3 snippets max – links back to
site
• Send to a Friend
• Social media integration
• Unsubscribe function
TASK: structure
Image only emails Creative design First impressions
Getting it right
Designing for mobile
• Chunkier call to action buttons
• Single column
• Keep images small to minimise download time
• Social media sharing
BREAK
Mile High Club… sign-up sheet
The benefits of using a professional service over
Outlook
Why Microsoft Outlook should be outlawed
• Less reporting
• No testing before send
• Going into the spam folder
• Problems with larger volumes
• Using ‘to’ field – Data Protection Act
• Risk of being blacklisted using BCC
• No method of managing unsubscribes
• No corporate branding
• Duplications
Avoiding Outlook
Making it work for you
Creative campaigns & types
Newsletters
Events
Surveys
Abandonment
Voucher
Re-engagement
Data cleanse
Competitions
Avoiding the spam folder
Deliverability
Spam filters Inbox Website Emails
Deliverability
Deliverability
4 levels of spam filtering
1. ISP spam filter
2. Company spam filter
3. Email client spam filter
4. Human spam filter
Avoiding the spam folder
• Repeats
• Exclamation marks!!!!!!
• USING ALL CAPS, WHICH IS LIKE YELLING IN EMAIL
• Colouring fonts bright red, or green
• Sloppy HTML coding
• One big image, with little or no text
• Using a noreply@ email address
Deliverability tips
• Good content and data
• Use pre-send tests provided by your ESP
• Send preview emails & set up test list
• Remove hard bounces
• Add an unsubscribe mechanism
• Review delivery stats – unsubscribes, spam complaints, bounces
The legals
The legals
Data Protection Act 1998
(Privacy and Electronic Communications Regulations)
• You must provide a valid unsubscribe mechanism
• You must list your company details on your emails
• You must not use competitions to gather email lists unless
participants have also said they are happy to receive updates
• If you are collecting data you must explain how you will handle it
AND provide user access, ideally in a Privacy Policy
PLAN: What are your email marketing objectives?
SEGMENTATION: Who are your email target audiences?
SIGN-UP INCENTIVE: “What’s in it for me?” for people joining?
DATA: Where are you getting your data from?
Will you need to do a data cleanse? How often?
How will you grow your list?
CONTENT: What types of email will you send?
How frequently? Tone? Call to action?
DESIGN: How will you design your template?
MEASUREMENT: How will you measure success?
Task…creating a plan
Ones to remember
10 email marketing commandments
• Thou shalt use an opt-in
• Thou shalt cultivate an organic data list
• Thou shalt use email marketing to listen as well as talk
• Thou shalt tie into other marketing initiatives
• Thou shalt test and evaluate
• Thou shalt not spam
• Thou shalt keep it short
• Thou shalt be regular
• Thou shalt cleanse your data
• Thou shalt give value to your subscribers
10 email marketing commandments
BIG guide to email marketing
