Email Marketing

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Email Marketing

• Anthony Quigley
• Anthony_at_Online-Marketing.ie
• 086 271 8485

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Overview

• Introduction to Email Marketing
• Why do Email Marketing
• How to build an email marketing database
• Planning and Creating eEmail Campaigns
• Technologies and Costs
• 6 Top Tips
• Getting Your Email Through
• Getting Your Email Opened
• Increasing Click Through
• The Good and the Not So Good

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Introduction

• What is Email Marketing?
• Why is Email Marketing Popular?
• Types
• Direct Email
• Retention Email
• Email in Other Peoples Email
• CRM
• Considerations
• Designing, Delivering, Reading, Responding,
  Measuring, Analysing
• SPAM

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Why?

• Email Marketing Works
• Email generated nearly 60 for every 1 spent in
  2005 (source DMA)
• Why it Works
• It allows targeting
• It is data driven
• It drives direct sales
• It builds relationships, loyalty and trust
• It supports sales through other channels

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Getting Emails Through

• Email Filters
• Up to 20 of Permission Based Email does not get
  through
• Get to Know and Avoid Words and Phrases that
  trigger the filters
• Spam Blacklists
• Server Software Configuration
• Pros and cons of using online services
• If you are hosting internally
• Check RFC compliance
• Use valid reverse DNS
• Use a Secure Server

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Increasing the Open Rates

• From Line
• Who the message comes from!
• Personalise this
• Subject Line
• Entice, Grab Attention, Professional, Personalise
  (without including Name field)
• Avoid Free, , CAPITALS, etc
• Keep it Short

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Increasing the Open Rates (contd)

• To Line
• Personalise
• List Quality
• Build an In-House List
• Gather Names from Interested Parties (off web
  site, from sales people, etc)
• Include a Double Opt-In Process
• Rent a List?

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Increasing the Open Rates (contd)

• Frequency of Emails
• Timing of Delivery
• Text versus HTML
• Manage the Bounces/invalid Emails

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Click Through Rates

• List Quality (again!)
• Target Audience
• Have a compelling Offer or Call to Action
• Be Creative
• Text versus HTML
• Advantages and Disadvantages

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Examples

• AdWords - Perry Marshall
• www.PerryMarshall.com

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Perry Marshall
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Conversion Rates
Sales Conversions can DRAMATICALLY increase with
small changes to Response Rate and Conversion Rate
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Dont

• Top email mistakes
• 1. Not adding a greeting or salutation
• 2. Not adding a signature file
• 3. Using html only
• 4. Sending large attachments
• 5. Not including previous messages
• 6. Expecting an immediate reply
• 8. Not using a spell checker
• 9. Using capitals - SHOUTING
• 10. Using CC (or) BCC
• 11. Marking the email as "urgent" when it is not

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Do!

• From - send email from a person - keep it
  consistent - don't use a free email account
• Subject - grab attention - appeal to your
  target audience - keep it short- avoid spam
  filters
• To - use a persons own email address

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6 Top Tips

• Have a Strategy
• Build an OPT IN Database
• Develop Effective Content
• Develop a Design Approach
• Execute Professional Email Delivery
• Measurement / Metrics

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Strategy

• Integrate Email into your Marketing
  StrategyRemember Consistency Familiarity
  Improved Response
• Consider could email act as a Sales Channel for
  your business?
• Communicate Strategy throughout the
  organisationThink strategically e.g. whats
  the most effective response handling method?
• Online to reduce sales-handling costs or by
  telephone
• Design response mechanisms to suit this

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Opt-In Database

• Integrate Email Collection, including opt-in,
  into your business processes
• Create incentive driven opt-ins on your website
  - freebies/special offers/discounts etc.
• Offer best deals via email
• Develop specific campaign with timeline/target
  no. of email addresses etc
• Remember email is a numbers game
• Best practice - Do it legally opt-in for B2C
  B2B emails
• Preferred Method Double opt-in
• Register with the Data Protection Commissioner on
  www.dataprivacy.ie

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Develop Content

• Revert to Objective
• Know Your Audience KISS - Keep it Simple Stupid
• Use Winning Words (Robert Hayes McCoy)
• http//www.the-real-mccoy.com/robert_hayes.htm
• You/Win/New/Offer/Special
• Start with flattery or appeal to greed
• What works offline??
• Most people interested in one of 3 things
• Themselves
• Getting more business
• Saving money

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Design

• Sales Shots
• Branding is vital
• Then Image / Headline / Detail
• Keep image size below 30k
• Max width usually 570 pixels to avoid scrolling
• Use Sales Hot Spot Top Right/Top Left
• Personalise

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Execute Manage

• Split your database(s)
• target marketing
• acceptable frequency rates
• test
• Allow Opt Out Keep Suppression List
• Offer plain text html versions
• Personalise Sender
• Use dedicated email software
• In-house or Outsource
• Consider Subject Heading carefully
  remember familiarity use brand
• Use forward to a friend (Viral Marketing)

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Measure

• Access tracking on a live link
• Test and compare results
• Be sure to track by number of openings
• clicks on each link
• person who clicked on each

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Email Marketing Tools

• Microsoft Outlook (using Mail Merge function in
  MS Word)
• SpinnakerPro
• Topica
• Newsweaver
• Constant Contact
• eCampaign
• Vertical Response

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Make Sure That You

• Registered with www.dataprivacy.ie
• Created Opt-in Lists or double opt in
• State the purpose for which the data is being
  collected
• Always allow opt out and implement

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Do These Tomorrow!

• Subscribe to relevant Ezines e.g.competitors
• Implement email collection into your business
  processes
• Document communicate an email strategy
• Register with Data Commissioner
• Use testing build your email marketing skills
• Research software, services and tools on the
  internet
• Examples of local eMarketing orientated companies
  
• Do it yourself in-house, or
• Outsource

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Summary

• Manage Your List
• Be Personal
• Give Value
• (and use the right technology!)