Inntopia email marketing

Email marketingR. A. Burrell

PresidentInternet Honey

Overview• Email Marketing Maturity• What You’ll Need: Solution• How to do it

o Think. Execute. Measure• Best Practices• Q&A

Types of Emails• Transactional Emails: Responses to internet activity

with a single person.o Not subject to CAN-SPAMo Informational, often not in analytics

• Bulk Releases: A common message (perhaps personalized) sent to many people.o Subject to CAN-SPAM, often a stand-alone solution

Email Maturity• The Evolution of

Email Marketingo Blobso Campaign Alignmento 1 to 1

Solutions• What It Will Do:

o All stages of the life cycle: Inquiry, Conversion, Retentiono Handshake with Email Gatewayso Tracking Measuremento HTML Designso SMS and Email Deliveryo Posts email to web page for viewingo Opt-out Automationo CAN-SPAM Act Compliance & IAB Compliance (http://iab.net)

Solution & Architecture

ProcessThink. Execute. Measure.

Think• Planning for Email Marketing• What You’ll Need

Think

• If you know what people wanted, what would you say to them?

• At what point during the customer life cycle are we talking to them? Acquisition? Conversion? Retention? (BTW - this is the difference between CRM and contacts)

• What are your competitors saying to them?• What is the source context?

Execute• Send the email

Measure• Delivery Rate• Open Rate• Click Thru Rate• Conversion Rate

All specific to target & message

Variables to Test

• Depends on the Goal• Must Isolate a Single Variable• Things to Know

o Returning or NotTest: In State and OutTells: Frequency

Variables to Test

• Prone to Promotiono Test: Offero Tells: Minimum for Conversiono Increment by 5%, 10%, 15% or o 5th Night Free, 4th Night Free, o $500 off, $700 off, BOGO

How to Test• Minimum of 600 for Extrapolation• Single Variable• Release to 10% first and test• Then Release to the Rest of population• Survey for Interest

List Management• Objective: Add Data to contacts

o Ways to Define The AudienceBy Traffic SourceBy SurveyBy Website Interests

Best Practices

Test & Test & Test• Priorities

o 1. Incentive Offers: Optimize Conversion Rateso 2. Interest: Optimize Lead Nurturingo 3. Content: Optimize Voice

Monthly Reviews• Standing Meeting for Performance Review• Analyze Trends in Ratios

o Delivery Rate > 90%o Opt-Out Rate is steady, not downward trending

(sign of saturation)

Sources• Review the quality of emails acquired by source to

determine they are

Inntopia email marketing

Technology

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