Agenda

IntroductionWhy use emailJargon bustingBuilding listsCreating your campaigns

PlanningCreating contentGoing mobileMonitoring results

Why are we here?

Marketing, by email?

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What is email marketing?

‘A form of direct marketing, which uses email as a means of communicating commercial

messages to an audience. With the purpose of enhancing the relationship of an organisation with its contacts, email encourages customer

loyalty and repeat business’or

‘Every email you will ever send to a customer or potential customer’

Why do email marketing?

Email allows you to reach customers and keep them coming back. It’s great at…

• Gaining new business through nurturing prospects

• Retention and relationship marketing

• Proving return on investment

Marketing, by email?

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Why do email marketing?

Practical reasons why we think it’s a good choice…• cost effective• immediate• flexible• personal• measureable• easy to share• environmentally friendly

Marketing, by email?

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The world of email marketing

Fully managed agency• Lower time investment• Higher cost

Self service• High time investment• Lower cost

Marketing, by email?

BrandingEmail marketing is not

Outlook

Operational capabilitiesEmail is not Outlook

ReportingEmail marketing is not

Outlook

Jargon busting

Email vendors / Email service provider (ESP)

e.g. MailAway – your professional email marketing service (i.e. not Outlook!)

Email Clients Outlook, Yahoo, Hotmail, Gmail…

What does it all mean?

Jargon busting

Deliverability Getting into the inbox

Relevance Offering a mix of value, information, entertainment and promotion

What does it all mean?

Jargon busting

Call to action (CTA)What you want the recipient to do once they have opened your email in order to meet your objective

What does it all mean?

Rules and regulations

Privacy and Electronic Communications Act (2003)

• Anyone receiving your marketing must have previously opted in  

The only time opt-in is not necessary is when:

• There is already an established relationship

• Products are of a similar nature

There must always be a valid unsubscribe

Obeying the rules

The Cookies Law May 26 2012

Protecting consumer’s personal information

Does not currently cover email marketing however you must ensure your website is up to scratch

The monster

Without data…

…you can’t email anyone

Start collecting now, even if you’re not sending

Be open and honest about your intentions

Keep it simple

Building a list

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Data capture

Collect email addresses at point of purchase or enquiry• On and offline

Website signups• Link directly to the database for

easy subscriber management• Promote across platforms

Building a list

Incentives and Competitions 

Offering an incentive in exchange for data.

A prize draw is a definite winner but there are others e.g. special guides or downloads

Building a list

Events / face to face

The incentive schemes can also be used at events to encourage data collection

Take caution the incentive is relevant for the event

Building a list

Storing data – csv filesBuilding a list

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Exercise:The website signup

• Chose a sign up form• Critique• Be creative and make your

own!

Building a list

Summary – web forms should

• Be above the fold • Have a CTA on every page• Include a dedicated landing

page• Clearly explain the benefits• Incentivise where

necessary• Integrate with other

platforms• Link clearly to the privacy

policy

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What do you think?Building a list

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Information vs conversionBuilding a list

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Strategy, planning and objective setting

What do you want to achieve?

• Brand awareness?• Make sales?• Relationship building?• Event registration?

How to get started

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Design, content and outcomes will differ depending on your aims and objectives

Strategy, planning and objective setting

AimsObjectivesStrategy

• Data collection• Frequency• Content• Tone of voice• Social Media integration• Schedule• Monitoring success

Lets get started

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Getting the right lookHow to get started

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Catalogue

Newsletter

Postcard

Creating relevant content

Essentially it boils down to…•Who you are you sending it to?•What do you want to tell them?•Why will they be interested?•What do you expect them to do as a result?

How to get started

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Exercise:Email design

Pick an email and consider• What are they trying to

achieve?• What is good about this

design?• What is bad about it?

How to get started

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Spam and why it is a problem

Spam is the opposite of good quality email marketing!

Spammers:• Hide their identity• Accept a minimal conversion

rate• Rip people off and disappear

Legitimate Email Marketers:• Use email to build their brand• Send messages that are of

value to recipients• Build long-term, mutually

beneficial relationships

We are not spam

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Avoiding filtersWe are not spam

- Triggers- Punctuation!!!!- CAPITALS- Suspicious sender - No reply to address

Getting technical is fun!

Segment your databaseAdd personalisationSend automated emails based on custom fields

• purchases• previous behaviour (website

or email)• other demographic

information

Segmentation and targeting

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Testing campaigns

AB split testsSubject lines, from addresses, content

MVTAs many variations as you like!

Testing

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Testing

Eye tracking showed viewers

followed the baby’s gaze

Source: Smashing Magazine

ExerciseUnderstanding reports

Reports and analytics

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ExerciseUnderstanding reports

What do these reports mean?How would you improve campaign performance?

Reports and analytics

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ExerciseUnderstanding reports

Reports and analytics

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Keep an eye on the bigger picture

Reports and analytics

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Spot the emailsReporting and analytics

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Get started

• Know your audience• Collect email addresses• Create a plan and schedule• Make it relevant• Join up with other

marketing• Analyse the results and

improve• Experiment with more

advanced techniques

Summary

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Don’t take my word for it

‘We’ve had lessons booked within two minutes of the email being sent’ Chris, Harlyn Surf School

‘Our email made a weeks’ worth of sales in one day!’Jen, Origin Coffee Roasters

Summary

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And the offer

Save £100 on MailAway set up if you sign up before 31st July 2012

Summary

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