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Email Marketing - The 2-Year Story
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Transcript of Email Marketing - The 2-Year Story
Email Marketing in 2008
Taking Your
Email Marketing Pulse:
Organization Readiness
What Every Company Should Know
December 11, 2008 | Shaun Holloway | Association of Strategic Marketing
Tell’em what you’re gonna tell’em
• Establish a Baseline– understand your own methods
• Listen to the Doctor– learn your audiences’ needs
• Get Healthier– maximize current processes & tools
• Undergo a Makeover– sell next steps to management
• Prepare to Show Results– demonstrate success & the future
December 11, 2008 | Shaun Holloway | Association of Strategic Marketing
Background Story
December 11, 2008 | Shaun Holloway | Association of Strategic Marketing
• My Personal Background
• Personal Experience
– previous employer • 2 year email marketing performance study
– current employer• beginning the process again
1. Establish a Baseline
December 11, 2008 | Shaun Holloway | Association of Strategic Marketing
• Understand your own madness
– target audiences• 5 distinct audience segments• BASE = 2 chosen as base to improve
1. Establish a Baseline
December 11, 2008 | Shaun Holloway | Association of Strategic Marketing
• Understand your own madness
– internal production process• track from creation to broadcast• origin and review of all content• email assembly process• BASE = 2 WEEKS!!
1. Establish a Baseline
December 11, 2008 | Shaun Holloway | Association of Strategic Marketing
• Understand your own madness
– inventory content of messages• length of message and the pieces• language and calls to action• purpose and fundamentals• BASE = long text, no links, info pushed
1. Establish a Baseline
December 11, 2008 | Shaun Holloway | Association of Strategic Marketing
• Understand your own madness
– method of delivery• system of choice – internal or external• complexity and professionalism• BASE = internal email system, 6 hours
1. Establish a Baseline
December 11, 2008 | Shaun Holloway | Association of Strategic Marketing
• Understand your own madness
– format of message• text-based and code-base• BASE = text email to HTML webpage
1. Establish a Baseline
December 11, 2008 | Shaun Holloway | Association of Strategic Marketing
• Understand your own madness
– measurable activity• click throughs, open rates, etc • BASE =
– only data collectible from webpage analytics – primary performance indicator – click-through rate percentage = started at 2.7%
Baseline Performance Analysis
December 11, 2008 | Shaun Holloway | Association of Strategic Marketing
Click-through Rate
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
3.0%
Jan-06 Feb-06 Mar-06 Apr-06
2. Listen to the Doctor
December 11, 2008 | Shaun Holloway | Association of Strategic Marketing
• Learn your audiences’ needs
– What does the audience value– What does the audience want to do– What do you want the audience to do
2. Listen to the Doctor
December 11, 2008 | Shaun Holloway | Association of Strategic Marketing
• Learn your audiences’ needs
– Frequency of touch points– Centralization of efforts– Timing of broadcast by day and hour– Opt-in collection methods
Projected Touchpoints
December 11, 2008 | Shaun Holloway | Association of Strategic Marketing
Email Marketing Email Forecast
Source# of sends
Sent Per Month Months
Send Per Year
Time of Month Sent
Audiencee-News 1 1.5 20,000 12 360,000 1st of month
Audiencee-News 2 1.0 4,000 12 48,000 15th of month
Audiencee-News 3 1.0 2,000 12 24,000 1st of month
Audiencee-News 4 3.0 500 12 18,000 Random
Audiencee-News 5 1.0 300 6 1,800 Random
Audiencee-News 6 1.0 100 12 1,200 TBD
Total 453,000
3. Get Healthier
December 11, 2008 | Shaun Holloway | Association of Strategic Marketing
• Maximize current processes
• Must understand how to get the most out of current tools and gather data to support advanced decisions
3. Get Healthier
December 11, 2008 | Shaun Holloway | Association of Strategic Marketing
• Content & Format
– Who creates content– Who reviews content– Gear messaging to audience– Provide a service through action
Results of Improving Current Systems
December 11, 2008 | Shaun Holloway | Association of Strategic Marketing
• 14 day process down to 8 days– Reduced redundancy
– Gave more authority
– Time invested = 14 months
Process improvement results
Base Improvement Now
Content 2 weeks 8 days 5 days
Broadcast 6 hours 5 hours 6 minutes
Click-through 2.70% 4.30% 22.40%
Open Rate unknown unknown 30.10%
Performance Analysis Continued
December 11, 2008 | Shaun Holloway | Association of Strategic Marketing
Click-through RateShowing an average increase and leveling
0.0%1.0%2.0%3.0%4.0%5.0%6.0%7.0%8.0%9.0%
5/1/
2006
6/1/
2006
7/1/
2006
8/1/
2006
9/1/
2006
10/1
/200
6
11/1
/200
6
12/1
/200
6
1/1/
2007
2/1/
2007
3/1/
2007
4/1/
2007
5/1/
2007
6/1/
2007
4. Undergo a Makeover
December 11, 2008 | Shaun Holloway | Association of Strategic Marketing
• Sell next steps to management
– Discuss performance data– Monetize the performance for both time and process– Stress on current systems– Show strengths of current processes– Demonstrate additional improvement requires additional investment
4. Undergo a Makeover
December 11, 2008 | Shaun Holloway | Association of Strategic Marketing
• Connect with organization
– Mission and vision– Marketing strategy and goals– Web/digital strategy and goals
4. Undergo a Makeover
December 11, 2008 | Shaun Holloway | Association of Strategic Marketing
• Connect with organization
– Key is…– planned integration of tactics – accountability– compliance with standards and laws
4. Undergo a Makeover
December 11, 2008 | Shaun Holloway | Association of Strategic Marketing
• Identify champions & stakeholders
• Understand the new organizational processes from the data collected
• Define requirements and look for a solution that aligns with the processes and culture
Comparison of Improved vs. New
December 11, 2008 | Shaun Holloway | Association of Strategic Marketing
Old version focusing on content and getting the messaging effective.
New version building off of tweaks focusing on look and feel.
Font size: 12pt
Font Color: #006983
Photo Size
185w x 94h
Article Photo
137 max w x vary h
Link Image
Valign = Left
Halign = 10
Insert image above text – Title will appear above image
Article Title will auto format using the text in the “Title” Field
Journalist Feature Article
Tool
Font size: 12pt
Font Color: #1F344C
Macros can be used
Side Article Photo Sizes
150w x 94h
Image can be less than 150
Main/Side Articles
Make sure to delete all “<p>” and “</p>” tags in each article to ensure spacing
Font size: 11pt
Font Color: #1F344C
NO BOLD
Main Article Photo
137w x varied h Link image
Image Properties: Valign = left
Side Header
Font size: 14pt
Color: 006983
BOLD
LOGO
Preparing Instructions for Content
December 11, 2008 | Shaun Holloway | Association of Strategic Marketing
Footer
Operates as two columns: “Footer Left” and “Footer Right” ; Footer Left = Arial size 10pt
5. Prepare to Show Results
December 11, 2008 | Shaun Holloway | Association of Strategic Marketing
• Share the results!
• Perform comparison analysis
– show the cost savings
– show the recipient actions
– connect results to organizational goals and the bottom line
Results of the 2-year Study
December 11, 2008 | Shaun Holloway | Association of Strategic Marketing
• Understood how we do business before taking the leap to new system
• Justified recommendations with data and use of current tools
Results of the 2-year Study
December 11, 2008 | Shaun Holloway | Association of Strategic Marketing
A drastic improvement!
Base Improvement Now
Content 2 weeks 8 days 5 days
Broadcast 6 hours 5 hours 6 minutes
Click-through 2.70% 4.30% 22.40%
Open Rate unknown unknown 30.10%
New Performance Results
December 11, 2008 | Shaun Holloway | Association of Strategic Marketing
UNIQUE Click-through Rate
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
Unique Open Rate
Unique Click-throughs
Example Report to Management
December 11, 2008 | Shaun Holloway | Association of Strategic Marketing
Started using the system
in October 2007
Data is now centralized!
The Future
December 11, 2008 | Shaun Holloway | Association of Strategic Marketing
• Focus on email list growth
– opt-in opportunities
– clean up current lists
The Future
December 11, 2008 | Shaun Holloway | Association of Strategic Marketing
• Continuously adjust messages
– review analytics
– perform segmentation analysis
– follow-up with response by behavior
– change mentality of organization
Establish a New Baseline
December 11, 2008 | Shaun Holloway | Association of Strategic Marketing
• Adjust marketing strategy
– learn from the audiences
– take action
– share results with the sales team
Establish a New Baseline
December 11, 2008 | Shaun Holloway | Association of Strategic Marketing
• Be creative with approach– expand functionality and media
– inspect deliverability
Tell’em what you told’em
December 11, 2008 | Shaun Holloway | Association of Strategic Marketing
• Understand your own methods
• Understand your audience needs
• Maximize current processes & tools
• Sell next steps to management
• Demonstrate success & the future
Thank You!
Taking Your
Email Marketing Pulse:
Organization Readiness
Questions and Discussion
December 11, 2008 | Shaun Holloway | Association of Strategic Marketing