For internal use only / © Siemens AG 2008. All rights reserved.For internal use only / © Siemens...

For internal use only / © Siemens AG 2008. All rights reserved.For internal use only / © Siemens AG 2009. All rights reserved.

email Marketing CookbookCorporate Guide for email Marketing

Energy/Healthcare/IndustryFor internal use only / © Siemens AG 2008. All rights reserved.

21. Apr 2023 Email Marketing Cookbook

Table of content

Background

eNewsletter vs. email blast

How to get started

Challenges

Tips and Tricks

Don’t forget the glue

Getting Started



Statistics

81% of U.S. executives subscribe to industry email newsletters for product information and business intelligence. (Wall Street Journal)

60% of business decision makers said Internet and email are the best ways for advertisers to reach them. (Jupiter Research)

35% of email users open messages because of what's contained in the subject line. (Jupiter Research)

69% of at-work users usually view their emails in preview panes. (Marketing Sherpa)

59% of online consumers routinely block images. (Marketing Sherpa)

70% of enterprises use Outlook. (Marketing Sherpa)

64% of key decision makers are viewing email on their Blackberry. (Marketing Sherpa)



Statistics

73% of email recipients make the decision to click on the "report spam" or "junk" button using the from line. (Email Sender and Provider Coalition, 2007)

64% of small businesses execs said they decide whether or not to open the (email) newsletter based on who it's from. (Bredin Business Information, 2007)

35% of email users open messages because of what's contained in the subject line. - Jupiter Research (2007)

38 to 47 characters is the average number of characters that show up in the subject line of 57% of all U.S. email recipients' email programs. (Epsilon 2009)

Emails with shorter subject lines significantly outperformed emails with longer subject lines. (MailerMailer 2008)



Editorial E-Newsletter and E-Mail Blast I/II

One sender Siemens

Two possible sender Siemens Third party (AuntMinnie)

Sender

Subscription

Content

Subscription Siemens channels

Three possible ways Siemens channels Buying of addresses Third party (AuntMinnie)

Information Editorial rather than commercial/marketing Predominantly more than one topic Headline +Teaser + more link to Website

‘Commercial’ Marketing language Often only one topic Headline, often ‘complete’ info + more link to registration, Website



Editorial E-Newsletter and E-Mail Blast II/II

Regularly Monthly planned

Global eNewsletter

Irregularly e.g. around trade shows, training e.g. around product launches

Examples

Specific Approach useful, if e-mail blasts are accepted in the market

General Approach Combining news from CC, BUs and Countries

Coordination needed

(Topics, Timeline)

Frequency

Siemens: ACC

AuntMinnie: Breast Care



Getting Started – at the Sector Level I/III

What’s the Law? Most countries have some rules/laws in place around what they

consider to be correct email practices that companies should (minimally) follow.

Most companies (especially the size of Siemens) have a mass email policy that dictates emailing behavior

Such guidelines, more importantly, are what will keep you in your customer’s mailbox

For guidance regarding legal aspects please contact your sector representative (see the end of the document)

Do you have a tool for email distribution? No, you should not email thousands (or even handfuls) of people from

Outlook There are MANY benefits of having a third-party tool



Getting Started – at the Sector Level II/III

Governance How do you ensure that customers are receiving relevant information

(to them) at an optimal frequency level (again, to them)? How do you govern email messages going out from various areas of

the company? Should email messages go through the same review process as some

of our other communications tools? Who is the over arching governing body? Where does measurement come in when governing email efforts?



Getting Started – at the Sector Level III/III

Define email Marketing Goals

Assess Metrics to Benchmark

Develop Messaging, Call to Action, and Graphics

Ensure Deliverability

Make it Relevant

Certify Segmentation

Test, Test, and Re-test

Analyze and Optimize



Challenges

Creating a successful email campaign is complex. Barriers to keep in mind:

tougher filters

more competition for the subscriber’s attention

constantly evolving technology

policies and regulations change

best practices change and new ones develop

process and procedures change

new trends emerge based on behaviors, technology, etc.

time and budget constraints



Tips & Tricks: Writing a Good email Message I/VI

1. Make sure you know what the objective of you email is (leads, new contacts, branding, etc.)

2. You should test to see how your message looks in different email inboxes, but optimize for most popular one (e.g., Outlook, Lotus Notes, Public email services, handhelds, etc. ,etc.)

3. Watch the volume that you send Sending to more people does not equal success Send less messages that are more valuable Bottom line: your open rate and click through rate should be what

you shoot for NOT # of people/messages



Tips & Tricks: Writing a Good email Message II/VI

4. Analyze your statistics and make adjustments Monitor your bouncebacks (bad email addresses may have easy

fixes). Monitor your open rate Monitor your most popular links in your messages (and adjust as

needed) – one offer versus many comparison Document (SF.com) “reply to” messages

5. Do segmented emails (e.g., email clients you are “courting” or “big spenders”, etc. their own special campaigns that don’t look like they went to everyone)

6. Consider the length of your copy (keep it short and rely on landing pages for “meat”; newsletters should have paragraphs 4 lines or shorter)



Tips & Tricks: Writing a Good email Message III/VI

7. Think like a publisher Consider what readers want to read; not what you want to tell

them Don’t pummel readers with “here’s who we are working with

today” or “here is what we did today” Deliver more value than your competitors do. Bring in “fresh

blood” (e.g., guest writers) Look at web site traffic data for ideas for articles



Tips & Tricks: Writing a Good email Message IV/VI

8. Watch your subject lines! They drive your deliverability and response.

Don’t: Repeat something in the subject line that appears in the from line Give a date (the email is time stamped) Give a issue number; they don’t care. They only what to know

what is in there. Use content flagged by spam filters: "Free!", "Special Offer!", "Call

Now!", and excessive punctuation. Over promise or mislead, it destroys trust and the brand



Tips & Tricks: Writing a Good email Message V/VI

8. Watch your subject lines! They drive your deliverability and response.

Do: Pay attention to the 3 seconds rule: based on the subject line, the user

must be able to answer the following questions within the first three seconds:

who is the email from why am I receiving this email what is it about.

Front load subject lines with the most important information: The subject line should be action or benefit oriented, ensuring the most important part of the message is within the first 35 characters

Keep your subject line as short as possible. A good practice to follow is about 35 characters or 5-7 words, many email clients start truncating the subject line after 35 characters.

Test, test, test



Tips & Tricks: Writing a Good email Message V/VI

9. Time when your messages gets delivered for each geographical region

10. Continuously IMPROVE!



email in the Integrated Campaign



Landing Page

Content repositioned each month to complement the promotional messaging with robust content

Landing Page

Content repositioned each month to complement the promotional messaging with robust content

Direct Mail

Series of 6 direct mail pieces drop the 1st of each month

Direct Mail

Series of 6 direct mail pieces drop the 1st of each month

email

Series of 6 complement each direct mail piece and sent the 15th of each month

email

Series of 6 complement each direct mail piece and sent the 15th of each month

Get to Know Us PortfolioProduct BrochuresCase StudiesLeasing OffersSiemens Financial ServicesCustomer Care/ LifeDesign and ConstructionServiceEducationImages CDDemographic Study Teaser

Get to Know Us PortfolioProduct BrochuresCase StudiesLeasing OffersSiemens Financial ServicesCustomer Care/ LifeDesign and ConstructionServiceEducationImages CDDemographic Study Teaser

Telesales Follow-up

schedule appointments and demo analysis

Telesales Follow-up

schedule appointments and demo analysis

Sales VisitSales Visit

Paid SearchPaid Search

email in the Integrated Campaign



Key Take Aways I/II

Use statistics to get background on email Marketing in the B2B world

Decide carefully which email Marketing tactic leads to your goal (eNewsletter vs. email blast)

Keep in mind to do important things before you get started (email policy, tool, governance)

Be aware of challenges

Leverage tips and tricks from others

Don’t forget the glue in your integrated campaigns



Key Take Aways II/II

The key to success is to balance valuable content with the correct amount of email frequency

According to Jupiter Research, “untargeted email campaigns have open rates of only 20%, a click through of only 9.5% and conversion rates of only about 1%. On the other hand, targeted email campaigns have a 33% open rate on average, a 14% click-through rate, and a conversion rate of 3.9%”.



Planning the email Campaign I/VII

Define email Marketing Goals What do you want to accomplish with your email marketing campaign? How will other marketing tactics complement email and vice versa? What is the key message/value proposition? Is your focus lead generation, web traffic, branding, relationship building, or

direct sales? What metrics define success? Can you fine tune landing pages that support your specific goal? What segmentation meets the needs of your objectives?



Planning the email Campaign II/VII

Assess Metrics to BenchmarkOpen Rate (OR) = unique opens/emails delivered Measures: relationship, subject line, timing and frequency Challenge: preview pane, blocked images and deliverability Click-through Rate (CTR) = unique clicks/emails delivered Measures: relevance and perceived value of the content Challenge based on total emails deliveredOpen to Read Rate (ORR) = unique clicks/unique opens Measure: Relevancy and value specific to those that opened the email and

eliminates the variable of deliverability and preview pane Deliverability Rate= emails delivered/emails sentBounce Rate= bounces/emails sent Unsubscribe Rate= unsubscribe/emails deliveredConversion Rate = web action/unique click-through



Planning the email Campaign III/VII

Make it Relevant - Developing Messaging and Call to Action Provide content with value to your audience in their terms. This strengthens the relationship with a high perceived value, and increases brand value.Place the most important information at the beginning. You only have a few seconds for capturing the readers attention. Keep your text short and concise using an active voice. An email should be a call to action, resulting in a conversion to a landing page.Avoid sending attachments. This increases the probability that your email is rated as spam.Link only to a landing page that contains updated content.Use a redirect for communicating the URL of the landing page.



Planning the email Campaign IV/VII

Use relevant Formats and Graphics Use templates that are within the Siemens design Guideliness, but at the same time are appropiate for the medium:The email template width shouldn’t be wider than 600 pixels. Use static images or animated GIF; no Flashemail file size should be under 100K, less is betterUse ALT attribute for image; most clients block imagesUse Company name in the from line displayDisregarding the layout to be applied, every email has some mandatory parts:

-the header which includes a link for viewing the email as a webpage-the footer which contains the sender information and a link that enables the user to unsubscribe from email communications.



Planning the email Campaign V/VII

Ensure DeliverabilityMonitor Internet Server Provider changesUnderstand and Monitor Spam Filters and high risk contentSuppress and unsubscribe hard bouncesTuesday through Thursday are optimal B2B days to send

Certify SegmentationComplement the segmentation by ensuring that your message is delivered at the right time, to the right person, with the right content.

Content and offers that are delivered strategically will make an impact

Behavior

Preferences

Demographics

Purchase value of a customer

Product-based



Planning the email Campaign VI/VII

Test, Test, and Re-test Testing is critical for success. Create different landing pages, offers, call to actions, graphics, and content

allows you to optimize your campaign to its greatest potential. Subject line length, tone, message and brand Content layout, format, style and length Offers List distribution Personalization Graphics

A/B testing: testing one element of a campaign against another. Multivariate Testing: Testing multiple changes simultaneously in a live

environment.



Planning the email Campaign VII/VII

Analyze and Optimize Determine where there is opportunity to impact performance Adjust the campaign and/or strategy if needed What's next after this campaign?

Creating a successful email campaign is complex. Barriers to keep in mind: tougher mailbox/firewall filters more competition for the subscriber’s attention constantly evolving technology, policies and regulations best practices change and new ones develop process and procedures change new trends emerge based on behaviors, technology, etc. time and budget constraints



Best practice Example - Energy

This bi-monthly Energy Newsletter provides information from HVDC, FACTS & Grid Access about project highlights, new advances & innovative solutions for the power industry.

The newsletter exists since March 2003

Average Metrics:OR: 38%CTR: 17%

HVDC, FACTS & Grid Access Newsletter



Best practice Examples - Healthcare

This monthly Healthcare Newsletter provides updates on products, events, case studies, and education offerings.

The newsletter was launched on December 2008 – country versions are constantly being set-up

Average Metrics for the Global Version:

OR= 38%ORR=38%CTR=16%

Siemens Healthcare Newsletter and ist respective country versions:



Best practice Examples - Healthcare

This monthly email communication is used to stay in contact with subscribers of the print magazine MAGNETOM Flash providing them with clinical cases until the next magazine issue.

Average Metrics for the Global Version of the email:

OR= 39%ORR=41%CTR=17%

MR clinical email:



Best practice Examples - Industry

Modular newsletter to inform customers and employees about exhibition highlights in the forefront of Hanover fair 2009

Recipients registered themselves on the corresponding website with their individual interests (profile)

Findings:

3 Newsletters were sent (2 before, one during fair)

149 subscribers

Average openings: 70,8%

Newsletter around Hanover Fair 2009:

For internal use only / © Siemens AG 2008. All rights reserved.For internal use only / © Siemens AG 2008. All rights reserved.

Klaus SchmitzEnergy SectorLead Sector Online [email protected]+49 9131 18 85748 (office)

Katja StöckerHealthcare SectorDirector of Interactive [email protected]+49 9131 84 6189 (office)

Jochen SpechtIndustry SectorHead of Online [email protected]+49 (9131) 7-27123

Interested in using email Marketing? Contact your sector Web Managing Board Representative

For internal use only / © Siemens AG 2008. All rights reserved.For internal use only / © Siemens...

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