Mkt460 W eek 4
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Email Marketing
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Transcript of Mkt460 W eek 4
Email Marketing
Delivering commercial messages to an audience.
Why email marketing?
Cost effective
Targeted and Customisable
Measurable
Consider the different ways in which a company contacts you.
•Transaction emails: request a quote, submit a form etc.
•Newsletters: provide information, keep people informed
2 types of commercial emails:
1. Promotional
•Encourage immediate action
2. Retention based emails:
•Newsletters•Build long-term relationships
Consider the steps to running an email campaign
Strategic planning:
What goals do you want to achieve?
Decide on key performance indicators (KPIs)
Promotional emails have immediate goals:
•Make a purchase•Download a whitepaper•Request further information
Newsletters have long-term goals
KPIs are important:
•Open rate•Click-through rate•Number of emails forwarded•ROI•Number of social shares•Database growth rate•Conversion rate•Delivery or bounce rate
Create and retain a long-term relationship
To get started, grow a database
•Permission must be explicitly given•Genuine opt-in•Gather information over time (drip irrigation)
You only need the email address but consider other information.
•Name, surname, title •Date permission granted•Source of permission•Gender•Country•Telephone number•Date of birth•Frequency of email communication
But be careful not to ask for too much. They may not sign up!
To attract prospects:
•Offer something for free (white paper, gift voucher, music)•Offer a subscribe box at the checkout point•Use all interactions such as trade shows
Make sure the sign-up form is above the fold and visible on your website
Use a double opt-in process to safeguard your database.
Creative execution is key!
Two types of email: HTML or text
Plain text emails are smaller and plainer – copy counts!
HTML emails are more complex
Can contain:
•Images•Different fonts•Hyperlinks•Videos
Give subscribers the choice of how to view your email.
Parts of an email
•Preheader •Header•Subject line•Personalised greeting•Body•Footer•Unsubscribe link
Preheader:
•Text appearing at the very top of your email•May be the only thing readers see in the preview pane•Consider including a call to action
Headers provide opportunity to build relationships:
•Personalise the “reply” field and the “from” address•This builds trust
Use subject lines that help identify the email and build familiarity.
Avoid #2$%&^^%### or !!!!! characters.
Personalise the greeting
Don’t use too many images in the body and make sure important text is not on the image – it may not load!
Use standard footers to build consistency.
Include the unsubscribe link – it is mandatory.
What about email templates?
•Predesigned structures to use for each email
•Ready-made templates or custom designed
•Must represent your brand
When designing – design for the preview pane.
Typically 600px (width) x 300px (height)
Many users are busy and don’t open emails.
Image and layout must be tested for this.
Users read in an F shape
Image credit: Jakob Nielsen http://www.useit.com/alertbox/reading_pattern.html
Plan content placement according to reader flow.
Balance image and text in emails.
Images:
•Can reinforce copy•Are not always displayed by email clients•Must not be central to your email message
Vs.
Design emails to support a Call to Action button.
Remember, there is no guarantee your email will display on mobile phones but keep the header image width under 600px.
Email Content should be:
•Relevant•Valuable
Newsletters can offer:
•Humour•Research•Information•Promotions•Exclusive content
Put together a recurring content structure
Test for display and deliverability
Integrate the campaign with other channels.
•Reinforce brand’s message•Increase responses
Database segmentation allows one to one marketing on a macro scale.
Start by using the recipients name and send HTML or text emails based on preference...
Then tailor further.
Consistent deployment fosters trust and fulfils expectations.
Email reputation can determine whether your email is regarded as spam.
It is based on the general opinion of the ISPs, anti-spam community and subscribers.
•Cleanse lists regularly to avoid bounce backs•Ask subscribers to update their details•Be diligent in maintaining a current opt-in database
When to send emails
•Definitely not on Monday morning or Friday afternoon•Try to be action based•Keep the mails regular•Test to find the best time for your database
Email analytics is key to tracking, analysing and optimising
Key measurables include:
•Emails delivered•Bounces - Hard (address no longer exists) - Soft (inbox was full)•Unsubscribes•Pass on rate•Clickthrough rate
Pay attention to what activity takes place on an email
Look at what the numbers reveal and use this to improve on your next email
Use split testing to enable optimisation
Test the open and clickthrough rates using:
•Different subject lines•Different days of the week and times of the day•Different copy styles and email length
Refine the content and construction to your audiences tastes!
Remember to meet the requirements of the rules and regulations regarding email in your country.
Online Advertising
What is online advertising?
Advertising on the Internet via mobile phones, tablets and personal computers.
Encompasses adverts:
On the SERPsPlaced in emailsOn social networksOn websites, mobi sites, tabletsIn ‘please call me’s, sms, mmsIn other ways advertisers use the Internet
Used to achieve marketing or business goals
Image Credit: Creative commons, AMagill
Its major advantage: it can be tracked
Early banner advert for AT&T:
It took users to a landing page
In 1994 this was cutting edge
Now online adverts can be interactive, incorporating games, video, Flash etc.
The only limit is your imagination!
Whether online or offline, advertising can have a number of objectives.
Building brand awarenessReaching new customers and creating demandShowing consumers that advertisers can satisfy that demand and build brand loyaltyDriving direct response and sales
Build brand awareness to gain customer’s trust and patronage.
Create consumer demand:
InformPersuadeRemind
Use unique selling points (USPs)
Then meet that demand!
Drive responses and sales by turning the potential customer into an actual customer right there and then.
The beauty of the Internet!
People online are people with spending power.
So how can you show your message?
Interstitial banners can be shown between pages on a website.
Although these are not widely used anymore.
Pop-ups and pop-unders:
Pop up or under the web page being viewedWere prominent in the early daysUsually have a high click through rate (CTR), but only because people accidentally click on them to close them
Conversion rate is very lowThey can easily annoyNow we have ‘pop-up blockers’
Wallpaper adverts or skins change the background of the web page being viewed.
You can’t usually click through it unless you use a click tagIts main purpose? Branding
Wallpaper Advert
Map adverts are placed within online mapping solutions
e.g. Google Maps
A banner advert is a graphic image or animation displayed on a website.
Static banners – GIFs or JPEGsAnimated, non interactive banners - animated GIFsInteractive or rich media: Flash, video, JavaScript, HTML5 etc.
Banner advert
Create banners to suit different standard banner sizes – this means the advert will suit many websites.
Most popular sizes are:300x250px, 300x600px, 468x120px, 160x600px and 728x90px
Rich media – interactive media
Encompasses adverts like:
Page take oversPeel oversRoad blocksFloatersExpanding bannersVideo bannersDynamic data ads
The major advantage?Interactions can be tracked!
Source: MediaMind Creative Zone - http://creativezone.mediamind.com/?ItemName=Nissan%20Micra%20Page%20Peel#ItemName=Nissan%20Micra%20Page%20Peel
Page Peel
Floating adverts appear in layers over the content.
Usually these can be closed - best practice says this should be an optionCreated in DHTL or FlashHigh CTR but a low conversion rate (should be used sparingly and cleverly)
Floating advert
Have a look at some more rich media adverts...
Page take oversHarry Potter: http://www.mediamind.com/creative_zone/Harry7/index.htmlAlien: http://www.mediamind.com/creative_zone/Alien/index.html
InteractionAvatar: http://demo.eyeblaster.com/avataripad/demo.html
ExpanderDiesel: http://origin.demo.mediamind.com/Europe/Spain/demos/diesel/diesel_sidekcik_msn/
Test to find out what works best for your brand.
Pause the adverts that are not working - this will help CPC, CTR and CPA.
Payment options also differ
CPI or CPM:
Cost per impression or thousand impressions
CPC:
Cost per click
CPA:
Cost per acquisition
Flat rate:
Fixed cost for a period of time
Cost per interaction:
User initiated rollover
What is an advertising network?
Group of websites on which adverts can be purchasedSame publisher: e.g. CNN, AOLOr an affiliation of sites
What are advertising exchanges?
Where unsold inventory is placed by publishers for bidding
What are ad servers?
Servers that store adverts and serve them to web pagesLocally run or third-party ad serverse.g. MediaMind, DoubleClick, Atlas and AdTech
Why use ad servers?
You don’t need to send out copies of each piece of advertising to each publisher or media buyer – you just send out a line of code!
They also make adverts easier to track, make comparison easier and allows for targeted advertising.
Tracking is key!
Particularly post click tracking - tracking up to conversion.
Information that can be tracked:
ImpressionsClicksConnection typeBrowserOperating SystemTime of dayConversions And much more!
Cookies are small text files that allow a website to capture information about a user.
Photo credit: http://flickr.com/photos/71217725@N00/
Cookies enable tracking of post view data as well.
...When a user sees an advert, does not click on it, but goes to the website after viewing the advert (either by typing in the URL, or searching for the site).
But you must have conversion tracking enabled.
Ad servers offer advertisers the ability to track and optimise.
Frequency capping: limit views of an advert for a userSequencing: adverts shown in a set orderExclusivity: adverts from direct competitors are not shown on the same pageRoadblocks: an advertiser can own 100% of the advertising inventory on a page
Adverts can be targeted using:
Geo-targetingNetwork/browser typeConnection typeDay and timeSocial servingBehavioural targetingContextual targeting
But be careful, contextual advertising can be problematic!
When planning a campaign always determine your goal.
Then identify your key performance indicators (KPIs).
Make sure adverts are placed in front of the audience that they are likely to convert.
Online adverts should:
Attract attentionConvey a messageEntice action
Be concise and directional. Use a call to action:
“phone now for the best deals on insurance”“click here for fast home delivery”“donate now”
Some advantages to online advertising
Banner adverts bridge the advertising divide between traditional and online advertisingImages can offer a rich brand building experience
The can be interactiveThey’re measurable and provide data
What about the disadvantages?
Technical obstacles may arise (ad blockers etc.)
Consumers experience advertising fatigue. So remember to update your ads regularly
Connection speed can impact interaction(but if you use a third party ad server, you only pay for impressions that were shown)
Some third party ad servers can also determine your connection speed
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License.
You may copy or modify the work as long as you attribute Quirk Education. It may not be used for commercial purposes. If you alter, transform, or build upon this work, you may distribute the resulting work only under the same or similar license to this one.
Affiliate Marketing
What is affiliate marketing?
Hey Jim, you should try the pizza at ThePizzaRestaurant. It’s the best in town!
Thanks Eddie I think I’ll take my wife there tonight!
This is a great restaurant Jim.
Yeah, Eddie recommended it.
Word of mouth marketing...
Now imagine if that restaurant gave Eddie 10% of the bill for every referral he made? That’s a finders fee for new customers.
In an online context this system of reward for referral is called affiliate marketing.
Affiliates become an extended sales force!
Image credit: creative commons, Vector Graphics
Where did it begin?
Started in the adult industry. But most notably, Amazon.com introduced Amazon Associates.
Referrers are rewarded for successful sales that occur as a result of their marketing efforts.
Estimates are that in 2012, affiliate marketing spend will reach $3.3 billion!
It is a simple process
1. An affiliate refers potential customers to a merchant’s website
2. Some of those customers perform a desired action
3. The merchant rewards the affiliate for each desired action resulting from the affiliate’s referral
In other words: action and reward
Actions and the types of commission are:
CPA (Cost per Action)
CPL (Cost per Lead)
Revenue Share (also CPS or Cost Per Sale)
CPC (Cost per Click)
The key to affiliate marketing is tracking!
This means the merchant can award the correct affiliate the correct commission.
Tracking software allows each affiliate to have a unique identifier in the URL. Cookies are then placed on the customer’s computer.
A URL for a product without tracking:http://www.firebox.com/product/1201
The same product with affiliate tracking:
http://scripts.affiliatefuture.com/AFClick.asp?affiliateID=238&merchantID=214&programmeID=3897&mediaID=0&tracking=cube_world&url=http://www.firebox.com/index.html?dir=firebox&action=product&pid=1201&usg=AFQjCNGdHpzAasCefzDnyUBPxnagxqzvTA
What are cookies?
Text files sent by a server to a web browser, and then sent back unchanged by the browser each time it accesses that server.
They can authenticate, track and maintain specific information about users, e.g. contents of their electronic shopping carts.
How long do cookies last?
The merchant decides what the cookie period should beA standard cookie period is 30 to 60 days but merchants offer 999 day cookies, or even lifetime cookies
But consumers get nervous when they hear about tracking and often delete cookies.
Merchants also need to ensure there are no clashes with their cookies and tracking software.
Test, test, test.
Affiliate tracking software collects information even if no action is completed.
Information collected includes:ImpressionsClicksConversions
All this information helps to build up data in order to strengthen the campaign.
If anything goes wrong in the tracking process, the affiliate suffers.
Standard practise is that the most recent referral is awarded the commission.
Types of affiliates include:
Personal websitesContent and niche sitesEmail listsLoyalty sitesCoupon and promotions sitesComparison shoppingSearch affiliates
Loyalty sites
Personal Blogs and Websites
Niche content
Comparison sites
Affiliates will find any means possible to promote offers.
Goodsearch.com shares proceeds from affiliate links with charities.
Affiliate networks act as a gateway between merchants and affiliates.
Some leading affiliate networks:
Retailers should have a product feed, either XML or CSV.
Product nameProduct URLProduct pictureProduct priceDescriptionShipping priceStock status: in stock / out of stock
Merchants need to create banners and buttons to place on affiliate websites.
468 x 60 (banner)125 x 125 (square)120 x 60 (button)120 x 600 (skyscraper)
Why use an affiliate network?
Tracking solutions and reportingRecruiting merchants and affiliatesQuality control of affiliates and brand compatibilityOne payment solution for merchants/commission handlingTracking the market e.g. search developments, new technology etc
Setting up a campaign
Define your goals and unique selling points (USPs)
Will you run your own progamme or use a network?
If you are using a network consider:
Where your competitors areWho has the kind of affiliates you wantWhat the joining fees and monthly fees areHow much support they can offer youWhat countries the network is in
Do a competitor analysis
Prepare the basics:
Product feedBanners etc
Tips in a performance market:
Pay affiliates as much as possible
Focus on conversion optimisation
Niche products can benefit
Go global (if possible)
Pros
Merchants are only paying for growthThe merchant sales force just got biggerThere is a very low barrier to entry for both affiliates and merchants
Cons
There are seldom contracts in place between affiliates and merchantsThere is still little to no industry regulationSome merchants fear a loss of brand controlAffiliate programmes are not easily scalable
Affiliate marketing is a key tool for any website seeking growth.
The most essential elements are tracking growth and ongoing communication between merchants and affiliates.
