Roundtable 2007 bright_01

Email marketing

Our Journey…so far

e-marketing and how to avoid becoming just another spam’er

Part 1: Planning

Manage the customers e-experience with RepublicMEDIA

e-mail marketing: Part of RepublicMEDIA e-strategy

All electronic experiences:

azcentral

Drive repeat traffic to site

Build brand as a destination

email marketing

Sell our products

Deliver qualified leads to advertisers

Generate revenue via advertising

e-transactions

Recognize customer interactions

Retain or renew existing customers

First the bad news…

Spam, on a

typical

afternoon.. 94% of what you see in the in-box is spam.

Source: Postini 1/10/07

Spam reports in 24hrs

Source: http://www.spamcop.net/spamgraph.shtml?spamstats

Spam is BAD

e-mail Marketing is GOOD!

Decision point

e-mail marketing: Not worth the trouble, stop?

or

e-mail marketing: Must do as a part of changed business model?

The e-mail Marketing Experience

Advertising Customer

The e-mail Marketing Experience

Internal Product Promotion

The e-mail Marketing Experience Newsletters

Many Questions to Ask entering e-marketing

Dedication/commitment of resources?

Brand consistency?

What is the company’s goal and purpose of using email marketing?

Do you use email authentication or not?

Formal deliverability management team?

Do you formalize delivery testing methodology?

Who will manage ISP relationships?

Is content tested across major in-boxes?

How clean are data practices (opt-in/out, address sharing)?

Is permission asked to mail the customer?

How frequently to mail?

Response measurements in place?

Are messages guiding recipients to manage their address book?

What brand is used for the “From” (azcentral or The Arizona Republic)?

Spam filter avoidance techniques in place?

Developing a RepublicMEDIA e-mail strategy

• Identify qualitative goals

• Analyze the current situation

• Simplify current processes

• Complete a competitive analysis

• Define the target audience

• Determine which types of e-mail meet our needs

• Develop a content strategy

• Set the frequency and send schedule

• Create quantitative goals

• Compile budget and ROI projections

• Evaluate results and tweak strategy accordingly

Identify qualitative goals

• Sell and our products

• Generate revenue via advertising

• Deliver qualified leads to advertisers

• Entice people to register for events.

• Drive repeat traffic to azcentral

• Build our reputation as a trusted source

• Keep azcentral top of mind with prospects

e-mail marketing goals:

All qualitative goals revolve around one of two things:

Acquiring new customers and/or revenue

Retaining or renewing existing customers and/or revenue










• List control




Analyze current situation

e-mail sent each week:

• Breaking Newsletters

• Internal Marketing communication

• Advertising communication

Delivery tools:

• Relationals

• Maestro

• Exact Target

• Lotus Notes

• Recruitment Advertising

• Real Estate Advertising

• Marketing/Business Development (via Digital Media group)

• Digital Media group

• Circulation

• Individual sales reps

Delivered by:

Analyze current situation

How many email addresses do we have:

• Newsletter/breaking news subscribers:

•Opt-in for commercial email:

•Circulation subscribers/ex-subscribers:

•Businesses:

• Real Estate:

• Recruitment:

• General business:

• Classified: (Transient)

• No more than X a X per e-address for commercial

• ???? times per month per e-address for newsletters/breaking news

• Weekly sends for Real Estate/Recruitment

Frequency of email:

Analysis (in some areas) based on:

• Sends

• Opens

• Bounces

• Click thru

• Sales generated (attempt to do)

Our Opt-in List (Opt-in for advertising)

As of March 2007

Our list: Advertising Opt-in List










• List control




Current processes

SAOE Mactive

Relationals

Opt-out scrub

Opt out Request

Maestro

Opt-out scrub

Opt out Request

SAOE Mactive

(B 2 B) (B 2 B and B 2 C)

Breaking News

(B 2 Anyone)

Exact Target

Opt-out scrub

Circ2000

Maestro

Opt-out scrub

(B 2 Anyone)

Quickclick

Advertising/Business Development/On-line Circulation Info Center

Opt out Request Opt out Request

Current Process

Updated Process

SAOE Mactive

Relationals Exact Target

Opt-out scrub

Opt out Request

SAOE Mactive

(B 2 B) (B 2 C)

Breaking News

(B 2 Anyone)

Circ2000

(B 2 Anyone)

Quickclick

Advertising/Business Development/On-line Circulation Info Center

Step 3: Add cross system opt-out Final view










• List control




Competitive analysis

• Who is the competition

• Local

• B 2 B

• Job sites

• Television sites

• Radio

• National

• B 2 B

• Job sites

• News sites (search engines)










• List control




Target Audience

• Generational /Age based

– Boomers

– Gen X

– Millennial (Gen Y)

• Interests

– Newsletters

– Advertising Opt-in

– Page view history to predict/align advertising (future)

– Print Interests










• List control




Types of emails

meeting needs

------------------------------------------------------

You are currently subscribed to receive exclusive offers, announcements and information from azcentral.com

at [email protected]. You may modify your email options or unsubscribe at any time by

signing in with your email address and password. Please read our privacy policy. Request to unsubscribe

from azcentral emails may take 10 business days to process. Please do not attempt to respond to this

message. We cannot accept electronic replies to this email. Written inquires may be sent to:

azcentral.com/The Arizona Republic * 200 E. Van Buren * Phoenix, Arizona 85004 * USA

To ensure that azcentral can continue to email exclusive offers to your inbox (and not inadvertently diverted

to a bulk or junk e-mail folder by spam filters), be sure to add [email protected] to your e-mail

address book or contact list.

© 2007 The Arizona Republic. All rights reserved.

Please add our "From" address ([email protected]) to your e-mail address book. Details below.

TO ENSURE CONTINUED DELIVERY OF EXCLUSIVE OFFERS AND INFORMATION

Business to Consumer

HTML with

Text underlay

Optimized for

top three in-boxes

mailto:[email protected]

Types of emails

meeting needs

Business to Business

Text Optimized for

top three in-boxes

Future build to

introduce HTML

Types of emails

meeting needs

Newsletter

Text Optimized for

top three in-boxes

Future build to

introduce HTML










• List control




Content Strategy

• The over riding principle of our email

marketing efforts:

• Build our reputation as a trusted source

• Keep RepublicMEDIA top of mind with prospects










• List control




Email frequency

• Commercial mail no more than .

• A single advertiser no more than .

• A RepublicMedia promotional piece at least once a month. – To keep brand and company name top of mind.

• Take lead from readers. – Monitor opt in/out trends

– Give readers a choice

• Watch trends – Declining response, open and click-thru rates can be signs of

contact fatigue. Don’t assume – people prefer to forward to spam/delete folders rather than unsubscribe.










• List control




List control

• Circulation list – Subscriber/Ex-subscriber list

– E-billing (future)

– Transactional (future: stop/start/vacation/missed delivery)

• azcentral list – Newsletter subscribers

– Advertising opt-in list

• Advertising list – Relationals (Contract businesses)

– Mactive (Transient)

• Overlapping addresses – Opportunity for duplication of messages: over-sending










• List control




Qualitative Next Steps: Measures

•Reporting metrics

• Sends

• Bounces

• Opens (identify consistent non-opening addresses)

• Unsubscribes

• Click thru

• Sales

Tracking The Consumer Experience

Campaign Planning process

• Advertiser Needs

• Customer Behaviour

Post Campaign Analysis

• Advertising Result

• Customer Behaviour

Budget and ROI projections

Sorry……….you’re on your own.

Monitor and learn

Greg Bright 602.444.8226

[email protected]

Roundtable 2007 bright_01

Business

Transcript of Roundtable 2007 bright_01