View
361
Download
1
Category
Tags:
Preview:
DESCRIPTION
Citation preview
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
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
• List control
• Create quantitative goals
• Compile budget and ROI projections
• Evaluate results and tweak strategy accordingly
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
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
• List control
• Create quantitative goals
• Compile budget and ROI projections
• Evaluate results and tweak strategy accordingly
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
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
• List control
• Create quantitative goals
• Compile budget and ROI projections
• Evaluate results and tweak strategy accordingly
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)
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
• List control
• Create quantitative goals
• Compile budget and ROI projections
• Evaluate results and tweak strategy accordingly
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
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
• List control
• Create quantitative goals
• Compile budget and ROI projections
• Evaluate results and tweak strategy accordingly
Types of emails
meeting needs
------------------------------------------------------
You are currently subscribed to receive exclusive offers, announcements and information from azcentral.com
at your.name@youremailaddress.com. 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 azcentral@azcentral.com to your e-mail
address book or contact list.
© 2007 The Arizona Republic. All rights reserved.
Please add our "From" address (azcentral@azcentral.com) 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
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
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
• List control
• Create quantitative goals
• Compile budget and ROI projections
• Evaluate results and tweak strategy accordingly
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
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
• List control
• Create quantitative goals
• Compile budget and ROI projections
• Evaluate results and tweak strategy accordingly
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.
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
• List control
• Create quantitative goals
• Compile budget and ROI projections
• Evaluate results and tweak strategy accordingly
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
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
• List control
• Create quantitative goals
• Compile budget and ROI projections
• Evaluate results and tweak strategy accordingly
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
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
Budget and ROI projections
Sorry……….you’re on your own.
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
Monitor and learn
Greg Bright 602.444.8226
greg.bright@pni.com
Recommended