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MASTERING EMAIL MARKETING WITH ANDY BARGERY, DIRECTOR, KLAXON

Event Marketing Certificate Webinar Series:

Email Marketing and Conversion

10 October, 2012

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TODAY’S SPEAKERS

Guest Speakers

Andy Bargery

Director

Klaxon

Ana Jesus

Marketing Manager

Active Network

Moderator

Nicolas Stevens

Manager, Client Services

Active Network

ADD

PHOTO

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4:05PM: Mastering Email Marketing for Events

4:45PM: Q&A – Email Marketing

4:55PM: Implementing your email marketing campaigns with RegOnline

5:20PM: Q&A – RegOnline email tool

AGENDA

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Ideas for How To Use Email

Marketing to Drive Event

Attendance

Prepared for Active Network.

Delivered online, October 2012.

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SESSION OBJECTIVES

1. Getting the basics right

2. Understanding testing

3. Review automation & social media

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WHO IS ANDY?

Marketer & Agency Director

Events

Lead Generation

Digital & social media

PR & Communications

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1. GETTING THE

BASICS RIGHT?

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THE BASICS

Objectives

Design

Copy

Calls to Action

Data

Landing pages

Timing

Measurement

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OBJECTIVES

Driving Registrations

But also:

Building relationships

Cross promoting content

Encouraging referrals

Selling event merchandise

Promoting apps

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DESIGN

HTML and Plain text

Above the fold

Use images sparingly

Desktop, mobile and tablet

Best practice footer

Attachments X

Video X

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Encourage

sharing

Call to action

Key benefits of

attending Highlight key

features &

USPs

Call to action Call to action Logistics

Consistent

branding

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Personalised

Call to action

above the fold

Brand

Endorsement

Call to action

Encourage

social sharing

Easy

unsubscribe

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Personalised

Call to action

Terms /

Subscription

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Call to action

above the fold

Social media

integration

Online version

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COPY: THE BODY

Objectives

Key messages

Benefits not features

Long vs Short form

Bullets, sub-headings, bolds

Headline & personalise

Sender name

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COPY: CALLS TO ACTION

Clearly labeled

Link volume

Consistent landing page

Click to Register

Download the App

View the agenda

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COPY: THE SUBJECT LINE

Understanding your customer

Clear & concise

Newspaper headline

Verbs to drive action

Personalise

Align with body copy

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DATA

List management

Segmentation

Permission & opt-in

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LANDING PAGES

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TIMING

Tailored to your audience

16 week promotion cycle

Regular emails

Link to purchase stage

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TIMING: TIME OF DAY

Mail Chimp research

http://mailchimp.com/resources/research/

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TIMING: DAY OF WEEK

Mail Chimp research

http://mailchimp.com/resources/research/

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MEASUREMENT & ANALYTICS

Delivery

In email

Post click

Sharing

Analytics to optimise

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BENCHMARKS

Type of Company Open Rate Click Rate

Soft Bounce

Rate

Hard Bounce

Rate

Abuse

Complaint Rate

Unsubscribe

Rate

Education and Training 16.64% 3.41% 1.42% 2.09% 0.06% 0.20%

Entertainment and Events 16.09% 2.98% 0.85% 1.55% 0.08% 0.19%

Health and Fitness 20.96% 5.73% 3.14% 6.30% 0.06% 0.30%

Hobbies 18.45% 4.33% 1.13% 2.08% 0.12% 0.40%

Home and Garden 28.20% 4.38% 2.93% 2.68% 0.02% 0.41%

Music and Musicians 13.95% 2.43% 0.68% 1.07% 0.06% 0.18%

Restaurant 20.07% 2.41% 0.70% 1.11% 0.09% 0.30%

Retail 17.80% 3.54% 0.61% 1.00% 0.08% 0.24%

Social Networks and

Online Communities 22.37% 2.85% 6.94% 5.44% 0.11% 0.74%

Sports 19.54% 4.77% 0.86% 1.53% 0.08% 0.24%

Travel and Transportation 14.50% 2.71% 0.84% 0.83% 0.05% 0.17%

MailChimp Email Marketing Benchmarks by Industry, December 2010

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BENCHMARKS

Sign-up.to Email Marketing Benchmark Report 2012

http://www.sign-up.to/email-marketing-benchmarks/email-benchmark-2012/

Open Rate: 13.02% Click rate: 1.48% Unsubscribe: 0.12%

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POST CLICK

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2. UNDERSTANDING

TESTING

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TESTING 2.

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SIMPLE TESTS

Time of day / day of week

Frequency

Intervals

Personalisation

HTML vs Plain text

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A/B SPLIT TESTING

Subject line

Copy

Calls to Action

Personalisation

Creative

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MULTIVARIATE TESTING

Subject line

Copy

Calls to Action

Personalisation

Creative

Subject line

Copy

Calls to Action

Personalisation

Creative

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3. USING AUTOMATION

& SOCIAL MEDIA

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AUTOMATED EMAIL

Event driven email

e.g. welcome emails

A sequence of automatic emails

Objective: engage, motivate, cross sell, drive attendance

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SOCIAL MEDIA

Embed sharing buttons

Share web version on twitter

Event registration on social platforms

Email to cross promote social

Email sign-up on social profiles

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SOCIAL MEDIA

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THANKS

Andy Bargery

Managing Director

Klaxon

Telephone: +44 (0)20 7193 6627

Mobile: +44 (0)7951 025 029

Email: andybargery@klaxonmarketing.co.uk

Twitter: @andybargery

Blog: http://www.klaxonmarketing.co.uk/blog

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Implementing your email

marketing campaigns with

RegOnline

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SESSION OBJECTIVES

1. Preparing emails on RegOnline

2. Using templates

3. Email automation

4. Email tracking

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THANK YOU FOR ATTENDING

Special thanks to

Andy Bargery, Klaxon Marketing