Mighty Mouse

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Mighty Mouse

• Effective email marketing
• Hans de Kretser

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Mighty Mouse

• Customer lifecycle

Solution providers
Building your lists
Planning Campaigns
Creative and content
Measuring success
What next?
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Customer Lifecycle

• Acquisition

Website registrations
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Customer Lifecycle

• Acquisition

3rd Party Lists and Promotions
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Customer Lifecycle

• Acquisition

Viral Marketing
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Customer Lifecycle

• Conversion

The newsletters are very good. It has allowed me
to see dance companies that I would not have
known about. Subscriber to Dance Consortiums
website
Information Newsletters
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Customer Lifecycle

• Conversion

Money off vouchers to try service
Software discounts after trial period
Offers Incentives
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Customer Lifecycle

• Service

After sales email
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Customer Lifecycle

• Service

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Customer Lifecycle

• Retention
• Whats the bait?
• Seth Goding, Permission Marketing

Content that rewards the reader Marketing as a
form of entertainment But most of all Messages
that are relevant
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Customer Lifecycle
Retention

• Unsubscribe rates of around 1 are common
  but
• Can be reduced to 0.1 to 0.2 by improving
  relevance of the emails and by improving the
  design and copy. E-consultancy, Online
  Marketing Benchmarks, 2004, UK

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Customer Lifecycle

• Extension

First timers and follow ups
Welcome back from Oslo
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Customer Lifecycle
Extension

• Multi-buy schemes

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Customer Lifecycle

• Extension

Profile enhancement
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Customer Lifecycle

• Recommendation

Sample from VA newsletter
Sample from Hampstead Theatre newsletter
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Solution Providers
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Solution Providers

• X X Strategy
• X X Media Buying
• X X X Email Creative
• X X X Web-site design
• X X X Data Management
• X X X E-mail Broadcast
• X X X Tracking

Adapted from Dave Chaffey Total E-mail Marketing
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Solution Providers
Adapted from Dave Chaffey Total E-mail Marketing
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Solution Providers

• ESP Check List

• Support all three modules
• Connects with databases
• Easy to add data captured offline
• Easy to segment based on form fields
• Broadcast module send Plain text and HTML
• Easy to send test emails

• Database fields merged into subject line
• Body of message personalised
• Recovers after interrupted delivery
• Handles bounces
• Reports on bounces, opens, clicks etc
• Cost

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Building Lists

• Permission Marketing by Seth Godin
• People are bombarded with interruption style
  marketing
• Some people want to control what marketing
  communications they receive
• An incentive in return for personal information
  which is reinforced over time

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Building Lists

• The legal framework
• Governed by the Privacy and Electronic
  Communications (EC Directive) Regulations 2003

Senders cannot send such messages unless they
have the recipients prior consent to do so.
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Building Lists

• The legal framework
• This strict opt-in rule is relaxed if three
  exemption criteria are satisfied

• The recipients email address was collected in
  the course of a sale or negotiations for a sale
  i.e. online booking

• The sender only sends promotional messages
  relating to their similar products and services
  AND

• When the address was collected, the recipient was
  given the opportunity to opt-out which they
  didnt take. The opportunity to opt-out must be
  given with every subsequent message.

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Building Lists

• Online Ticketing

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Building Lists

• Website sign-up forms

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Building Lists

• Website sign-up forms

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Building Lists

• Website sign-up forms

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Building Lists
Broadway Barking
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Building Lists
Lowry
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Building Lists
Lowry
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Building Lists

• How much information to ask

Sadlers Wells
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Building Lists
Sadlers Wells
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Building Lists

• What to ask
• Name (title/first/last name)
• Email address
• Geographical location (touring companies)
• Art form interest
• HTML/Plain Text
• Opt in to sms text messages
• Frequency

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Building Lists

• Reassure potential subscribers with
• Privacy Policy
• How to opt out
• What and how often
• Examples of previous emails

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Building Lists
West Yorkshire Playhouse
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Building Lists

• Soft-opt in

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Building Lists

• True-opt in

GetLive.co.uk
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Building Lists

• Double opt-in

Tate
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Building Lists

• Notified opt-in

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Building Lists

• Make it compelling
• Sign up to our free email list and receive
  monthly newsletters about what's happening at
  Hampstead Theatre, the latest news, competitions
  and special offers.

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Building Lists

• Use viral techniques

Sample from VA newsletter
Sample from Hampstead Theatre newsletter
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Building Lists

• Incentives

WorldWideDanceUK.com
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Building Lists

• Premium online content

Promoting your e-lists
LondonDance.com
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Building Lists

• More Online Opportunities
• Online Surveys
• Partnerships
• Offline Opportunities
• Programmes and brochures
• Return postcards
• Surveys

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Building Lists

• List house-keeping
• Email data capture verification
• Make updating opt-out easy
• Use software to clean databases
• Use bounce back management
• Keep humans involved
• Measure churn

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Building Lists

• Managing opt-out
• Make it easy
• Offer to change their frequency/profile
• Remind them of the benefits and that they can opt
  in again later
• Confirm opt-out
• Check unsubscribed from all lists

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Building Lists

• Reducing opt-out
• Monitor churn
• Create compelling content thats relevant
• Include incentives
• Keep it fresh

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Campaign Planning

• Setting Objectives
• Sell a show or exhibition
• Customer lifecycle
• Promote a new website/online feature
• Get feedback

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Campaign Planning

• Reward opt-in
• Priority information
• Offers or incentives
• Features and articles

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Campaign Planning

• Email format
• Newsletters link
• E-fliers link
• Messages

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Campaign Planning

• Online supporting information
• Updates on website
• Micro sites
• Online trailers

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Campaign Planning

• Lists
• Who are the most profitable leads to be made
  aware of the event?
• Focus on how many of the right people there are

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Campaign Planning
Lists
Targeting the message
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Campaign Planning

• Lists

Better response
Acquisition
Cheaper
Volume
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Campaign Planning
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Campaign Planning
Lists
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Campaign Planning
Lists
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Campaign Planning

• Timing and Frequency
• Newsletters
• Frequency
• Consistency
• Solus / e-fliers
• Day of the week
• Follow up

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Campaign Planning
Timing and Frequency
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Campaign Planning

• Integrating offline/online marketing
• Creative
• Timing

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Campaign Planning

• Monitoring and Evaluation
• AB Testing

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Creative Content
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Creative Content

• From Address
• 88 of consumer respondents respond better to
  emails with clear company names. Easily, 2005
• Over 50 will delete an email without opening if
  it is from a company they dont recognise.
  E-consultancy, Online Marketing Benchmarks,
  2004, UK

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Creative Content

• Subject Line
• Keep it short ( about 30 characters)
• Think AIDA
• Tease, event tie-in, direct, personalise
• Dont attract the SPAM cops (!s, CAPITALS,
  keywords like free, sex etc)

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Creative Content
Subject Line
Based on 23,475 emails sent by more than 650
EmailLabs Clients
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Creative Content

• Email Format
• HTML vs Plain Text

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Creative Content

• HTML generally generates 20-40 more response
  than plain text version. E-consultancy, Online
  Marketing Benchmarks, 2004, UK 
• 90 95 of people can see HTML.
  E-consultancy, Online Marketing Benchmarks,
  2004, UK

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Creative Content

• Plain Text
• More robust on different platforms
• Smaller bandwidth to receive
• Cheaper and quicker to produce
• Easier to read offline
• Better deliverability

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Creative Content

• HTML
• Better Response Rates
• Easier to track response
• Branding and formatting control

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Creative Content

• HTML design
• What to consider
• Width of email
• Image to text ratio
• Background colours

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Creative Content

• WOS consistency and HTML/plaintext ratio
  peacock version

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Creative Content
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Creative Content

• Test designs
• Hotmail
• Yahoo
• AOL
• Google mail
• Outlook
• Mac/PC

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Creative Content
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Creative Content
Outlook
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Creative Content
Yahoo Mail
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Creative Content
Hotmail
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Creative Content

• The Email Heading
• Grab attention in Preview Pane
• Re-assure with branding
• Inform what the email is about

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Creative Content

• Preview Pane
• Sadlers

Reassure
Grab attention
Inform
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Creative Content

• Personalisation Salutation
• Implies relevance
• Can increase response rates
• Think about tone

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Creative Content
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Creative Content
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Creative Content

• Preview PaneWhat to keep above the fold
• Organisation name and logo
• Tagline
• Issue and Date
• Table of contents
• Significant headlines
• Salutation if personalising

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Creative Content

• Email Body
• Lead copy main summary with links to more
  information with main proposition above the
  fold
• Main copy room for detail and clear
  instructions

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Creative Content

• Copy
• Follow good DM copywriting rules but most of all
• Make it scannable
• Make it relevant
• Keep it brief

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Creative Content

• Links
• Use as the call to action
• Tracking system
• Use variety of link techniques
• click here
• text links
• graphic links

e.g.googlewhack
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Creative Content
Links
Based on 23,475 emails sent by more than 650
EmailLabs Clients
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Creative Content

• What makes it Viral?
• Make it easy to spread
• Quality Content
• Inside information/advance warning
• Humour and games
• Incentives and special offers
• Originality

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Measuring Success

• Simple Techniques
• Offline methods the traditional way
• Landing pages with web logs
• Including images in HTML emails
• Query strings

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Measuring Success

• Query Strings
• www.website.com/page.htm?codeid

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Measuring Success
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Measuring Success
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Measuring Success
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Measuring Success
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Measuring Success
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Measuring Success

• What to measure
• Open rate
• Click through rate
• Bounce backs
• Unsubscribes
• Capture rate
• Conversion rate

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Measuring Success

• The Lowry
• February Email sent to 37k subscribers

Cost 746
Views 44
Clickthroughs 14
Sales 8,420 - 11,645
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Measuring Success

• Things to test
• Lists (previous purchases)
• Offer
• From Address
• Subject line
• Format, layout, design
• Content copy, style, tone, structure
• Call to action copy and position of link
• Day of the week time of day
• Landing page

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Where next?

• Email marketing to continue growing
• Good return on investment
• Ingrained in our culture
• Spam filters getting better
• Emails to house lists best online marketing
• Here to stay

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Where next?

• Rich Media
• Audio, animation and video
• Still in infancy technical issues
• Rich media in advertising success

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Where next?

• Rich Media

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Where next?

• RSS Feeds

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Where next?

• Podcasts

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Where next?

• Podcasts

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What next?

• Multiple platformsMobile and Wireless

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Mighty Mouse

• Effective email marketing
• Hans de Kretser
• hans_at_dekretser.com