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Email Marketing Overview
Technical issues
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2
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How to successfully integrate email into your marketing mix
Campaign Planning & Management
Moving up the email marketing food chain
Practical Example of using an Email Marketing Solution 6
What is Email Marketing?
“The process of delivering relevant, engaging and timely marketing messages about your products and services to a specific group of recipients via electronic mail.”
With Email marketing you are going to them (into their office ,sitting room, kitchen, bedroom, car ..)
Main advantages over other mediums:
- ROI - Flexibility- Traceability - Speed
Email V’s other Direct Channels
Email marketing generated an ROI of $48 for every dollar spent on it in 2009. Outperforming all other direct marketing channels.
Total Revenue Generated $500bn
Microsoft x 4
75% of online consumers prefer to receive promotional messages via email
More than half of online consumers have made a purchase as the direct result of an email more than any other online communication channel
If highest ROI why one of lowest spends..?
Email marketing generated an ROI of $48 for every dollar spent on it in 2009. Outperforming all other direct marketing channels.
What do (US.) companies use email marketing for ?
What do (Irish) Companies use Email Marketing for ?
Customer Re-lationships
Generating New Leads
Brand Awareness
Direct Online Sales
0%20%40%60%80%
100%
95% 83% 82%57%
%
%
A 2009 survey of top Irish marketers found 79% rating email marketing as important or very important to their marketing strategy
Some Attitude & Behavioural research – Forrester
“My impression of companies from which I purchase products or services is positively improved when I receive email”
57%
“I like receiving emails from companies that I have registered; it’s good to know that they will be there when I need them”
84%
“I have gone back to emails from a Company that I know days or weeks after I received it”
Male – 65%Female – 72%
“I regularly save emails from Companies in my Inbox and refer to them later when making Purchasing Decisions”
Male – 49%Female – 60%
Increases in Email Marketing Budgets - 2009
Business / Financial Sevices
Education / Healthcare
Manufacturing / Consumer Packaged Goods
Retail / Ecommerce
Computer Hardware / Software
Other Industry
Publishing / Media
Travel / Leisure / Hospitality
0% 10% 20% 30% 40% 50% 60%
Effectiveness V’s Effort
Future of the medium ?
Positive
34% of marketers believe email will become more effective over the next two years … Why ?
74% believe the content is getting more relevant
58% see email as an integral part of their multichannel activities
44% believe customers prefer email as a marketing channel
Negative
Spam – we all hate spam !
Inbox Overload
Ireland – 2009 – Average open rates
17% of Irish Marketers are seeing open rates of over 51%
Q – what factors influence open rates ?
A – Subject Line, Timing, Quality of previous campaigns,RELAVENCE
Implementation of a campaign
Define Customer Segments & Email Messaging Matrix
Sector Department/Segment
Cost
Saving
s
Effecti
ve
Qualit
y
Tria
ls
Time
Saving
Innovation
Brand
Price
Margi
n
Bonus Stock
Range
Servic
e
Reliabl
eFinancial Procurement Dept x x Financial Central Stores x x Financial Dept Managers x x x Financial Team Leaders x x x x Financial CFOs x x x x Financial COO x x x x Pharmacy Pharmacist x x Emergency A&E, Ambulance, Fire x x x xCommunity GP x x x Community Public Health Nurses x x x Industry Health & Safety Dept x x x x Educaltion Schools/Colleges x x x x
Email Marketing - Campaign
Strategy
Plan
Analyse
Improve
Set Up
DesignReport
DeliverNew Business Campaign
Loyalty Campaign
Touch Campaign
Special Offer Campaign
Reawakening Campaign
Affiliate Campaign
Email Marketing – Set Up
Strategy
Plan
Analyse
Improve
Set Up
Day1
Day2
Day3
Day4
Day 5
Day 1
Day 1
Automatic Split Testing
Email Marketing - Design
Strategy
Plan
Analyse
Improve
Design
Email Marketing – Design & Deliver
Strategy
Plan
Analyse
Improve
Design
New Business Campaign
Loyalty Campaign
Touch Campaign
Special Offer Campaign
Reawakening Campaign
Enlist Subscriber Campaign
Viral Campaign
Email Marketing – Design & Deliver
Multi Tier Viral Campaign - person who subscribes the most friends wins €1000
Increasing brand awareness & database
Coupon RedemptionStrategy
Plan
Analyse
Improve
Design
Deliver
Email Marketing - Report
Strategy
Plan
Analyse
Improve
Report
Digital Marketing - Strategy
Strategy
Plan
Analyse
Improve
Set Up
DesignReport
Deliver
Marketing Dashboard
Medium Spend Acquisition Cost
RoI % Quote % Proposal
Television 35% N/M €8 0.5% 25%
Radio 5% N/M €10 0.5% 25%
Print 15% €1.05 €12 0.9% 17%
Email 5% €0.15 €36 3% 25%
Mobile 2% €0.15 €25 3% 20%
Door Drop 25% €1.3 €9 1.5% 15%
Other 3% €1.5 €11 0.8% 10%
Digital Marketing - Plan
Strategy
Plan
Analyse
Improve
Set Up
DesignReport
Deliver
Week 1
Week 2
Week 3
Week 4
Month1
Month 2
Month 3
Quarter 1
Quarter 2
Quarter 3
Set Up
Split Test 1
Split Test 2
Execute Campaign
Analyse Results
Run Multiple Campaigns
Review & Update Strategy
Train & Design
Reset CSFs
Campaign
Review CRM SystemsCleanse & Consolidate
Customer Data
Consolidate Campaigns
Segment & Analyse
Segment & Analyse
Segmentation
Integration
Integrate Google
Track & Report Results
Affiliate Program
Implementation of a campaign
1. Start – now, not tomorrow
2. Adopt a Process - define the ‘who what where when and how’
3. Build an OPT IN Database
4. Piggy Back on other activities
5. Execute Professional Email Delivery
6. Grow your list
7. Test – Refine – Test - Refine
Select the types of emails your going to use
Short editorial
Long Editorial
Short Promotional
Long Promotional
Alerts, press releases, tip of the day or week and product launches - These messages are short and to the point. - They inform your subscribers about news and tips- The content should be focused on editorial rather than promotion. A suggested balance is around 70% editorial 30% promotion. “THIS IS NOT A SALES HAMMER”
Email newsletters, long press releases and industry guides. –- Allows you to write a little bit more- Many companies choose to send long form editorial to customers & prospects. - This is not a sales pitch- You can utilise space to promote offers and buying information.
E-Cards, sale announcement and reminders. - Keep this type of email short and sweet. - The aim is to get the reader off the email as quick as possible- Take one key message and promote it. - Must have a clear benefit to the recipient.
Sales Letter and Catalogue email. - Allows you to present many benefits of your product or service. - Also allows you to present many products on one email. - Ideal for products or services that require more explanation. - Direct sales driven so your copy should reflect this.
Email Example – Short Promotional – What do you think ?
Client: Seat Ireland
Campaign: Seat Ibiza Launch
Email type: Product Offer
Call to action:
- Book a Test Drive- Full Specs & prices- Order a Brochure- Send to Friend- Visit Seat website
Email Example – Short Editorial
Client: RTE
Campaign: NSO Season
Email Type: Newsletter
Call to action:
- Multiple Links to RTE.ie- Online Booking- Viral – Send to Friend- Info on events
Email Example – Short Editorial
Client: Kingspan
Email Type: Newsletter
Call to action:
- Various links to Microsite- Brochure Download- Send to Friend - Link to Kingspan website
Email Example – Long Editorial
Client: SEI
Campaign: SEI News
Call to action:
- Various links to microsite pages- Launch of New Course- Book Review - Event Invitations - Send to Friend - Link to SEI website
Planning
• If doing a monthly email, map out 6 months in advance with at least two stories & creative for each month.
• Define specific goals, success metrics and action steps.
• Develop a plan that clearly demonstrates to management the value and ROI of a strategic email marketing program.
• Determine whether or not to do personalisation and segmentation. If limited by data quality issues, maybe split your list.
Web Signup form-Easy to find- Offer benefit- Easy to use- Don’t ask for too much info- Send auto responder upon signup- Drive traffic to form (signature)
Other Sources- CRM- Email Clients- Business Card Collection
Segment your data by: - Profile ( Age, Gender, Location) - Customers / Prospects - Previous behavior (click or buy)
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32
List Building & Data Management
List Building & Data Management
Good ! Showing subscriber what they can expect to get – Offer Benefit !
List Building & Data Management
Good ! Didn’t ask for too much info
Great – asking subscriber to specify the type of info they want to receive(AFTER email capture)
List Building & Data Management
Don’t ask for too much personal info – or for them to do too much
List Building & Data Management
Don’t ask for unnecessary info – Title , Address, Post Code etc
Use a separate form for postal fulfilment details
?
The End Result
Personal
Main CTA is well positioned and is HTML (people can see / click it even if they don’t download the images)
Clear and well defined supporting cta’s ( also in HTML)
Full Company Details and Opt Out
Creative & Design - Email Examples - The Good
Creative & Design - The Bad & The Really Bad..
Example of ‘Nice’ Email Marketing ..
But what if images don’t download ??
Main CTA was Image based – should be HTML
Use ‘Alt Tags’ to prevent email client from auto inputting text
Keep the ‘T&C’s’ short !!
Image downloading - Get a good mix of images & html
Images Downloaded Images Not Downloaded
People preview email in different ways
How Email Appears to work
Emails sent via Circulator (Ireland 07 - 09)
Domains
Business 62%Hotmail 14%Gmail 8%Yahoo 8%Eircom.net 8%
What email clients do people use ?Email sent to 27k European Business Addresses – Sector Energy - Feb 09
A recent campaign to an ‘Online Marketing’ audience - 10% opened it on an iPhone
Delivery Issues – Spam Filters & Firewalls
What they look for…PhrasesCodingHeader structurePhishingImage/text balanceReputation
ISP Filter
Corporate filter
Inbox filter
Some phrases, words and styles to watch out for(visit spamassassin.apache.org)
BOLD TEXTENHANCED
SHOUTINGUsing all caps Very Large &
small text
Font Colour
When & How to deliver
Always send from a white listed, recognised server with feedback loops
Analysis:
• About 80 percent of email opened between 5 am and 5 pm• Roughly 62 percent opened between Tuesday and Thursday• Business customers most likely to open during working day• Personal email accounts are often checked during the day
How to Deliver:
B2B Tue – Thurs10am - 4pm
B2C test to see
If you’re unsure use a specialist ESP (email service provider)
Consider Delivery Rates & Data Security (where does your data end up ?)
Consider time to deliver
When do you want the traffic?
Factors that impact open rates
Overall Relationship with subscriber base
Timing
Subject Lines
Frequency
Perceived Relevance
Subject Line Tips
There is no formula - what works well for one company may not work for another
Plan and test early - not 5 mins before you send.
Review subject-line performance: See which subject lines deliver the action you want: open rate, click-through rate, etc.
Watch out for SPAM filters: There's a fine line between "catchy" and "spammy subject lines"
Keep it short: 8-10 words - straight to the point. Grab the attention of your reader in < 3 seconds
Support the "from" line: The "from" line tells the recipient who sent the email, and the subject line sells the recipient on opening.
Testing increases ROI – The Process
Why Test ?
Testers achieve 68% higher return
Small changes can make a big difference
Good news - most marketers don’t
Define your KPI – Interaction or Click Through or €
4. Test, compareand pick a winner
3. Choose the righttesting methodology
1. Decide what to test
2. Determine howto measure success
The Testing Process
Test Multiple Variables at once
GraphicsCall to actionImage
ColorOffer DeadlinePrice
DesignIncentiveBenefits
CopyDiscount (%)Description
FormatDiscount (€)Name
CreativeOfferProduct
Testing Tips
• Test subject lines for each campaign• Use a control group to test frequency
• Take best practices with a grain of salt: test everything• Track, document and share your testing results• The key success metric should have a domino effect on
the actions that follow–ie. A lift in open rates should translate into more clicks and moreconversions.
• Test to see how readers read your email• Today’s test results may no longer be valid in 6 months
Example Split Testing Result Set
Subject Line Time Day : Date Opens % Unsub % Click:Open
10 Things To Remember Before.. 10:30 Mon 18 Jan 21 0.2 34
10 Things To Remember Before.. 14:30 Mon 18 Jan 23 0.2 36
10 Things To Remember Before.. 10:30 Tue 19 Jan 26 0.2 38
10 Things To Remember Before.. 14:30 Tue 19 Jan 31 0.2 38
10 Things To Remember Before.. 10:30 Wed 20 Jan 34 0.2 39
10 Things To Remember Before.. 14:30 Wed 20 Jan 30 0.2 38
10 Things To Remember Before.. 10:30 Thur 21 Jan 28 0.2 36
10 Things To Remember Before.. 14:30 Thur 21 Jan 26 0.2 34
10 Things To Remember Before.. 10:30 Fri 22 Jan 22 0.2 33
10 Things To Remember Before.. 14:30 Fri 22 Jan 14 0.2 32
Variable = Time & Day KPI = Open Rate
How to use email marketing to help your SEO
Google loves new relevant content – why not use your email marketing activities to improve your SEO by automatically archiving your messages with 'seo aware' tags.
Integrate with Google Analytics and track what happened after the subscriber clicked through to your site. Real ROI Measurement
Viral Email Marketing..
Q: When you want to share something from the Internet with your friends or family, such as a video, link or article, what methods do you use?
How to grow your list – example of a viral competition
Viral Competition
How to grow your list – example of a viral competition
Auto Email
Enter FriendsEmail
Grow your list – example of a viral competition
Multi Tier Viral Campaign - person who subscribes the most friends wins €1000
Increasing brand awareness & database
Integrate with Social Networking
Integrate Video into your email campaigns
US Internet users viewed 14.8 billion online videos in January 2009Emails containing video - interaction rates up by 150%
Integrate email & mobile marketing
Text ‘Circulator’ followed by your ‘email address’ to 51444
Enter & Win Get info instantly Growing your database Be added to the list
What is Mobile Marketing ?
“Marketing on or with a mobile device, such as a mobile phone”
Types of Mobile Marketing:
Basic SMS (Special Offer)
MMS (Rich Content)
Interactive SMS – Text In
Mobile Internet Advertising
Bluetooth push
Location Based services
Mobile Marketing – Some Stats
42% of 18- to 34-year-olds, and 33% of 35- to 44-year-olds, say they are interested in receiving alerts about sales on their mobile phones from their favourite establishments
It is predicted that European mobile internet penetration will grow significantly, from 13% in 2008 to 39% in 2014. According to research, European mobile internet penetration will be 17% this year and reach 22% in 2010.
A recent survey from ComReg highlighted that (younger) consumers are accessing Facebook more on their mobile than on the PC. The average Facebook user visits the 3.3 times per day on their mobile, compared to 2.3 visits on the PC!
Mobile Marketing – Example CTA
Mobile Internet Marketing – Example Competition
Mobile Internet Marketing – Example Competition
Similar to email Viral Campaign – can use a mixture of sms and email as a medium
Increasing brand awareness, foot fall & database size
Mobile Viral Campaign
ESP’s – Email Service Providers email & mobile marketing
Practical Example of using an ESP
• Campaign Creation
• Data Management
• Sending
• Reporting & Analytics
Q & APresented By: Don Farrell, MD Circulator.com
Email: [email protected]
Web: www.circulator.com
Ph: +353 1 7071740
http://www.linkedin.com/in/donfarrellcirculator
