E mail marketing
description
Transcript of E mail marketing
![Page 1: E mail marketing](https://reader036.fdocuments.in/reader036/viewer/2022070316/555818a1d8b42a25588b476c/html5/thumbnails/1.jpg)
eMail Marketing
Chad Miller
![Page 2: E mail marketing](https://reader036.fdocuments.in/reader036/viewer/2022070316/555818a1d8b42a25588b476c/html5/thumbnails/2.jpg)
eMail Marketing, the marketing tool you can't afford to ignore.
![Page 3: E mail marketing](https://reader036.fdocuments.in/reader036/viewer/2022070316/555818a1d8b42a25588b476c/html5/thumbnails/3.jpg)
“e-Mail Marketing is the wave of the future. Fast and cost-effective, e-mail must become an important part of your integrated marketing and media plan.”
Peppers & Rogers Group
![Page 4: E mail marketing](https://reader036.fdocuments.in/reader036/viewer/2022070316/555818a1d8b42a25588b476c/html5/thumbnails/4.jpg)
Answering the WHAT? WHY? and HOW?
What is eMail Marketing?
Why does it work?
How to do it?
![Page 5: E mail marketing](https://reader036.fdocuments.in/reader036/viewer/2022070316/555818a1d8b42a25588b476c/html5/thumbnails/5.jpg)
What Is Email Marketing?
• Utilizing email to deliver professionalcommunications to an interestedaudience containing information therecipient finds valuable in order to:• establish regular, on going relationship• educate• promote identity awareness• stay “top-of-mind” with subscribers• spark immediately action• broaden your audience
![Page 6: E mail marketing](https://reader036.fdocuments.in/reader036/viewer/2022070316/555818a1d8b42a25588b476c/html5/thumbnails/6.jpg)
Common e-Mail Marketing Objectives
• Build brand awareness• Acquire new leads/ registrants/ customers/ clients• Drive immediate sales• Enhance customer retention• Build stronger relationships with existing customers/clients• Provide company or product information• Increase revenues by up-selling to existing
customers/clients• Post-order targeted e-mails
• As part of an integrated marketing strategy
![Page 7: E mail marketing](https://reader036.fdocuments.in/reader036/viewer/2022070316/555818a1d8b42a25588b476c/html5/thumbnails/7.jpg)
Top Interest Areas for Permission e-Mail Users in the US
• Specials/offers from online merchants• Specials/offers from local retailers or restaurants• Household tips/recipes/crafts• Humor• Travel• Entertainment• Weather• Local news• Tech/business news• Finance/stock information• Sports
![Page 8: E mail marketing](https://reader036.fdocuments.in/reader036/viewer/2022070316/555818a1d8b42a25588b476c/html5/thumbnails/8.jpg)
Why eMail Marketing?• Cost Savings• Quick Response Cycles• Generates Revenues• Popular Medium • Effective Medium• Results are Measurable• Builds Customer Relations
![Page 9: E mail marketing](https://reader036.fdocuments.in/reader036/viewer/2022070316/555818a1d8b42a25588b476c/html5/thumbnails/9.jpg)
Top reasons why US Internet users respond to e-mail offers
• Know and trust brand• Relevant information• Good prices• Friend has recommended• Price/coupon/reward• Timely• Compelling subject• Entertaining
![Page 10: E mail marketing](https://reader036.fdocuments.in/reader036/viewer/2022070316/555818a1d8b42a25588b476c/html5/thumbnails/10.jpg)
Cost Savings due to eMail Usage among US companies, 2002
76% 75%
60%
37%
16%
Postal Costs MarketingCosts
Time Costs Call CenterCosts
Other
Source: AIM, April 2002, n=110 companies
![Page 11: E mail marketing](https://reader036.fdocuments.in/reader036/viewer/2022070316/555818a1d8b42a25588b476c/html5/thumbnails/11.jpg)
Revenue Generated through eMail Usage among US companies, 2002
30%
9%
18%
22%
64%
0% 20% 40% 60% 80%
Other
Opt-in List Rental
Self-banner ads
Sponsored e-newsletters
Transactions generated fromemail
Source: AIM, April 2002, n=110 companies
![Page 12: E mail marketing](https://reader036.fdocuments.in/reader036/viewer/2022070316/555818a1d8b42a25588b476c/html5/thumbnails/12.jpg)
Effectiveness of Marketing Techniques used by US Marketers to drive web-site traffic
2.52.62.62.72.72.8
3.13.2
3.43.8
4.1
0 1 2 3 4 5
eMail to opt-in lists
Newspapers
Radio
Sponsorships
Magazines
Banners
Public Relations
Television
Direct Mail
Affiliate Programs
eMail to Customers
Source: Forrester Research, March 2001
![Page 13: E mail marketing](https://reader036.fdocuments.in/reader036/viewer/2022070316/555818a1d8b42a25588b476c/html5/thumbnails/13.jpg)
Online Marketing Methods used for effective acquisition versus retention
Acquisition Retention
Search engine positioning 94% 6%
Banner ads 91% 9%
Referral/viral programs 85% 15%
Affiliate programs/ sponsorships 75% 25%
Incentive programs 51% 49%
E-Mail Marketing 37% 63%
Source: DMA- April, 2002
![Page 14: E mail marketing](https://reader036.fdocuments.in/reader036/viewer/2022070316/555818a1d8b42a25588b476c/html5/thumbnails/14.jpg)
Why Does “Good” Email Work?Because people open emailfrom businesses they know and trust…
![Page 15: E mail marketing](https://reader036.fdocuments.in/reader036/viewer/2022070316/555818a1d8b42a25588b476c/html5/thumbnails/15.jpg)
It’s a multi-step process…•Make a connection and buildpermission-based lists
•Nurture the connection to form a relationship through your email Campaigns
•Invest in the relationship to build trust (evaluate your results and refine yourprocess)
![Page 16: E mail marketing](https://reader036.fdocuments.in/reader036/viewer/2022070316/555818a1d8b42a25588b476c/html5/thumbnails/16.jpg)
Step 1: Making the Connection
![Page 17: E mail marketing](https://reader036.fdocuments.in/reader036/viewer/2022070316/555818a1d8b42a25588b476c/html5/thumbnails/17.jpg)
Step 2: Nurture the Connection
![Page 18: E mail marketing](https://reader036.fdocuments.in/reader036/viewer/2022070316/555818a1d8b42a25588b476c/html5/thumbnails/18.jpg)
Step 3: Invest in the Relationship
![Page 19: E mail marketing](https://reader036.fdocuments.in/reader036/viewer/2022070316/555818a1d8b42a25588b476c/html5/thumbnails/19.jpg)
•Why Use an Email Service?
•Permission and SPAM
•Targeting and Segmentation
•Format and Frequency
•Getting Email Opened
Email Marketing Tips: Strategy and Techniques
![Page 20: E mail marketing](https://reader036.fdocuments.in/reader036/viewer/2022070316/555818a1d8b42a25588b476c/html5/thumbnails/20.jpg)
Standard Email Programs (e.g. Outlook, Hotmail)
•Limited # of emails sent at one Time
•No formatting control
•List break up more susceptible to Filters
•No cohesive branding
•No tracking and reporting of email results
Email Service vs. Outlook
![Page 21: E mail marketing](https://reader036.fdocuments.in/reader036/viewer/2022070316/555818a1d8b42a25588b476c/html5/thumbnails/21.jpg)
Email marketing services automate best practices
•Provide easy-to-use templates•Reinforce brand identity•Email addressed to recipient only•Manage lists – adding new subscribers, handling bouncebacks, removing unsubscribes•Ensure email delivery, tracksresults and obeys the law
Email Service vs. Outlook
![Page 23: E mail marketing](https://reader036.fdocuments.in/reader036/viewer/2022070316/555818a1d8b42a25588b476c/html5/thumbnails/23.jpg)
Types of permissionExplicit: Opt in from your website or storefront• “Join our mailing list”•Single vs. Double Opt-in
Implicit: Requests for information /registration forms, existing
customer relationship•No Permission: Don’t do it! While itmay seem tempting, it will have anegative impact on your business.
Permission – What is It?
![Page 24: E mail marketing](https://reader036.fdocuments.in/reader036/viewer/2022070316/555818a1d8b42a25588b476c/html5/thumbnails/24.jpg)
CAN-SPAM Act Compliance:US Federal Requirements
• “real” (clearly identified) Sender Address
• real, working “Reply To” address
• clearly defined content (reason to contact recipient)
• real, working unsubscribe link
• clearly identified Corporate Address
• you can find more information at www.ftc.gov/spam
Be a Trusted Sender
![Page 25: E mail marketing](https://reader036.fdocuments.in/reader036/viewer/2022070316/555818a1d8b42a25588b476c/html5/thumbnails/25.jpg)
Spam or Unsolicited Commercial Email(no relationship / no permission)
•List purchase, CD-ROMs
•Directory crawling
•Monitor your email frequency
Ask Yourself:
•Do they know you?
•Do they want your email?
Spam – What is It?
![Page 26: E mail marketing](https://reader036.fdocuments.in/reader036/viewer/2022070316/555818a1d8b42a25588b476c/html5/thumbnails/26.jpg)
A spam complaint happens when someone on your list clicks a button identifying your mail as unwanted
•Alternate way to unsubscribe
• No longer interested in your content
•Don’t recognize your name / brand
•Don’t remember subscribing
•By accident (while junking all the real spam)
What is a SPAM Complaint?
![Page 27: E mail marketing](https://reader036.fdocuments.in/reader036/viewer/2022070316/555818a1d8b42a25588b476c/html5/thumbnails/27.jpg)
Targeting and Segmentation
![Page 28: E mail marketing](https://reader036.fdocuments.in/reader036/viewer/2022070316/555818a1d8b42a25588b476c/html5/thumbnails/28.jpg)
Define objectives: “I want to…”• Motivate purchases•Enhance customer / brand awareness•Interact with my customers•Increase event attendance•Bring visitors back to my website•Obtain donations for my nonprofit
Use objectives to determine:•What information to collect•Communication type•Communication frequency•Measuring success
Setting Objectives
![Page 29: E mail marketing](https://reader036.fdocuments.in/reader036/viewer/2022070316/555818a1d8b42a25588b476c/html5/thumbnails/29.jpg)
Gathering Your Contact’s Interests
Where do I sign up? ~ Make it Easy to Subscribe
•Add your own logo and message to subscribers.
•Use data collected to send your customers only what
they want
•Learn about your customers’ interests
•Collect names to personalize emails
•Determine your own interest categories and other
data required.
![Page 30: E mail marketing](https://reader036.fdocuments.in/reader036/viewer/2022070316/555818a1d8b42a25588b476c/html5/thumbnails/30.jpg)
• “Join my email list” sign-up box on Website
•Website Contests—give away snowboards, tickets to
•Give prizes to an event, etc. to get people to join invite members who forward the newsletter to friends and get them to sign up.
How Do They Grow Their List?
![Page 31: E mail marketing](https://reader036.fdocuments.in/reader036/viewer/2022070316/555818a1d8b42a25588b476c/html5/thumbnails/31.jpg)
Format and Frequency
![Page 32: E mail marketing](https://reader036.fdocuments.in/reader036/viewer/2022070316/555818a1d8b42a25588b476c/html5/thumbnails/32.jpg)
Frequency: monthly / quarterly• Lots of educational content• Most encompassing format for communication
Promotions• Frequency: event-driven• 2, 4, 6 product promotions, coupons• Focus on promotion / limited content
Announcements and Invitations• Frequency: event-driven• Educational with targeted message• Invitations, special events, internal communication
Determine Appropriate Format Newsletters
![Page 33: E mail marketing](https://reader036.fdocuments.in/reader036/viewer/2022070316/555818a1d8b42a25588b476c/html5/thumbnails/33.jpg)
• Create a master schedule• Include frequency in online sign-up “Monthly
Newsletter”• Coordinate timing for maximum impact• Newsletters (monthly / quarterly)• Announcements / Event Invitations (as needed)
When to send• When is your audience most likely to read it?
• Day of week (Tuesday & Wednesday)• Time of day (10am to 3pm)
• Test, test, testMaximum impact with minimum intrusion
How often to send
![Page 34: E mail marketing](https://reader036.fdocuments.in/reader036/viewer/2022070316/555818a1d8b42a25588b476c/html5/thumbnails/34.jpg)
Create a Schedule
Email Frequency Planner
![Page 35: E mail marketing](https://reader036.fdocuments.in/reader036/viewer/2022070316/555818a1d8b42a25588b476c/html5/thumbnails/35.jpg)
Getting Email Opened
![Page 36: E mail marketing](https://reader036.fdocuments.in/reader036/viewer/2022070316/555818a1d8b42a25588b476c/html5/thumbnails/36.jpg)
• Keep it short and simple
• You have 3 seconds or less
• 30-40 characters including spaces (5-8 words)
• Incorporate a specific benefit
• Include your brand
• Branding in the subject line can increase open rates by as
much as 60% (Source: SilverPop)
• Capitalize and punctuate carefully Click-through rates for
subject lines with 49 or fewer characters were 75 percent
higher than for those with 50 or more…Source: Returnpath
The “Subject” line
![Page 37: E mail marketing](https://reader036.fdocuments.in/reader036/viewer/2022070316/555818a1d8b42a25588b476c/html5/thumbnails/37.jpg)
•Use a name the recipient will recognize• Include your company name or brand• The clearer the better•The shorter the better•Be consistent60% of consumers say the"from" line most oftendetermines whether they open an email or delete it.Source: DoubleClick
The “From” line
![Page 38: E mail marketing](https://reader036.fdocuments.in/reader036/viewer/2022070316/555818a1d8b42a25588b476c/html5/thumbnails/38.jpg)
• The words: free, guarantee,spam, credit card etc.• ALL CAPITAL LETTERS• Excessive punctuation !!!, ???• Excessive use of “click here”• $$, and other symbols• [email protected] or• [email protected] as “From:” address• Misleading subject lines•Alternate for the word Free Since “free” causes Spam Filters totrap your message, try thesealternatives:• On the House• Our Treat• Be Our Guest• Giveaway• Zero Cost
The Dos and Don’ts
![Page 39: E mail marketing](https://reader036.fdocuments.in/reader036/viewer/2022070316/555818a1d8b42a25588b476c/html5/thumbnails/39.jpg)
Creating Compelling Content
![Page 40: E mail marketing](https://reader036.fdocuments.in/reader036/viewer/2022070316/555818a1d8b42a25588b476c/html5/thumbnails/40.jpg)
The Email “Body”• Justify your place in their Inbox by providing relevant
valuable Information• Be clear and concise• Use appropriate graphics• Use white space effectively• Include “Call to Action” links• Create sense of urgency• Capitalize and punctuate Carefully• Proofread• Design for “above the fold”
Getting Email Read
![Page 41: E mail marketing](https://reader036.fdocuments.in/reader036/viewer/2022070316/555818a1d8b42a25588b476c/html5/thumbnails/41.jpg)
Getting Email ReadThe Email “Body”•Justify your place in their Inbox by providing relevant valuable information•Be clear and concise•Use appropriate graphics•Use white space effectively•Include “Call to Action” links•Create sense of urgency•Capitalize and punctuate carefully•Proofread•Design for “above the fold”
Free Content Article ResourcesAmazines – www.amazines.comEzineArticles - www.ezinearticles.comGo Articles – www.goarticles.comIdea Marketers – www.ideamarketers.comiSnare Articles – www.isnare.com
![Page 42: E mail marketing](https://reader036.fdocuments.in/reader036/viewer/2022070316/555818a1d8b42a25588b476c/html5/thumbnails/42.jpg)
Evaluating Your Campaign Results
![Page 43: E mail marketing](https://reader036.fdocuments.in/reader036/viewer/2022070316/555818a1d8b42a25588b476c/html5/thumbnails/43.jpg)
What Gets Tracked?Lots of Things…
• Number Sent• Bounced Messages• Delivery Rate• Opens• Clicks• Forwards• Unsubscribes• Spam Complaints
![Page 44: E mail marketing](https://reader036.fdocuments.in/reader036/viewer/2022070316/555818a1d8b42a25588b476c/html5/thumbnails/44.jpg)
Evaluating Your Results
Why does email bounce?
• Email addresses are no longer Valid
• Servers are down
• Mailboxes are full
• Email is blocked
• Clean bad addresses out of your list!
![Page 45: E mail marketing](https://reader036.fdocuments.in/reader036/viewer/2022070316/555818a1d8b42a25588b476c/html5/thumbnails/45.jpg)
Evaluating Your ResultsWhy does email bounce?
• Email addresses are no longer valid• Servers are down• Mailboxes are full• Email is blocked• Clean bad addresses out of your list!
What influences the open rate?• From / Subject line• Delivery day / time• List overuse, age, or quality• Device people are using• Images disabled
Watch your trends over time
![Page 46: E mail marketing](https://reader036.fdocuments.in/reader036/viewer/2022070316/555818a1d8b42a25588b476c/html5/thumbnails/46.jpg)
Evaluating Your Results
Why did people click through?
•Call-to-action
•Copy
•Offer
What were they interested in?
![Page 47: E mail marketing](https://reader036.fdocuments.in/reader036/viewer/2022070316/555818a1d8b42a25588b476c/html5/thumbnails/47.jpg)
Evaluating Your ResultsWhy did people click through?
• Call-to-action• Copy• Offer
What were they interested in? What next?Just getting started?1) Start building your list2) Learn how to create a campaignBeen doing it a while?1) Is your subject line inviting?2) Does your content leave yourreaders wanting more?3) Attend an webinar on contentcreationThink you are an expert?1) Test multiple subject lines, days ofthe week, time of day.2) Check out the CC community toshare ideas with other experts.
![Page 48: E mail marketing](https://reader036.fdocuments.in/reader036/viewer/2022070316/555818a1d8b42a25588b476c/html5/thumbnails/48.jpg)
Coupon Download for Dryel...
Coupon Downloa for Dryel...
Thank you for requesting a Dryel coupon!Click here to download your coupon!Please make sure you have a pdf reader (such as Adobe Acrobat Reader, available at http://www.acrobat.com and a color printer.Please note, some retailers may not accept downloaded coupons. Check with your store first to be sure. And remember, you can always come back and request that a coupon be mailed to you. Just go to http://www.dryel.com/get-free-coupons and fill in your name and mailing address, and you will receive one via mail within 4-6 weeks. Thank you for your interest in Dryel!© Copyright 2010 The OneCARE Co. All Rights Reserved. All copy and claims valid only in the U.S.Dryel and its related logos are trademarks of The Procter & Gamble Company, Cincinnati, OH 45202 used under license by The oneCARE Company, West Chester, OH 45069.Privacy Policy | Contact Us
![Page 49: E mail marketing](https://reader036.fdocuments.in/reader036/viewer/2022070316/555818a1d8b42a25588b476c/html5/thumbnails/49.jpg)
![Page 50: E mail marketing](https://reader036.fdocuments.in/reader036/viewer/2022070316/555818a1d8b42a25588b476c/html5/thumbnails/50.jpg)
![Page 51: E mail marketing](https://reader036.fdocuments.in/reader036/viewer/2022070316/555818a1d8b42a25588b476c/html5/thumbnails/51.jpg)
Senior marketing idea
• Offer free/discount for # of referrals• Collect emails• Market to friends • Offer same offer to new clients• Repeat pattern / tweak as needed
![Page 52: E mail marketing](https://reader036.fdocuments.in/reader036/viewer/2022070316/555818a1d8b42a25588b476c/html5/thumbnails/52.jpg)
Thank You!