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E-mail Marketing

E-mail Marketing. Do users value Email Marketing?. 91% of Internet users receive opt-in permission based email 84% of Internet users prefer email over offline media to gain information about products of specific interest to them

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E-mail Marketing

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  1. E-mail Marketing

  2. Do users value Email Marketing? • 91%of Internet users receive opt-in permission based email • 84%of Internet users prefer email over offline media to gain information about products of specific interest to them • 76%of Internet consumers believe that email is the best way for existing suppliers to communicate with them NFO Interactive, 2009

  3. A word of caution • 100 billion+ e-mail advertising messages per day sent 2009* • 200 billion+ predicted in 2010 * • Spam accounts for 97% of e-mail worldwide** KEY * Wikipedia April 2010 **Microsoft 2009

  4. Legal issues • Spam • Privacy (including EU Privacy Directive) • Include Privacy and Security Links from your site and your subscription pages.

  5. Best practice • A small targeted list is more valuable than a large inaccurate one • Challenge list members to unsubscribe or confirm commitment to you • Restrict the number of newsletters you send to each individual, but increase the segmentation • Build an opt-in list from your existing database • Offer something of value as an incentive

  6. Subscribers Connoisseurs after a certain variety Price conscious buyers Varied purchasers wine.com • Used customer behaviour to predict future buying decisions • Monitored clickthrough from newsletter to sales • Wine.com segmented visitors based on their purchases (visitors did not choose)

  7. wine.com results • Compared segmented e-mail campaign to a Control Group • Clickthrough +25% • Clickthrough-to-buy +10% • Order size +5% • Revenue per e-mail +40% • Planning to combine segmenting with customer selected preferences

  8. Not the best practice...

  9. Setting your expectations • A good offer, with an appropriate call to action, at the right time to a good list should yield 5 – 50% clickthrough • Best practice yielding 12 – 18% (Forrester Research 2010) • If you are not getting this level of response: • Adjust one or more components • Test and try again

  10. Collection of demographic information

  11. Viral campaigns Plain text versus HTML Email writing Email Structure Personalisation

  12. Viral marketing • Costs nothing to the user • Is of value to the user and others

  13. www.officeflirttest.com/

  14. www.officeflirttest.com/

  15. Viral marketing • How do you get visitors to take tangible action? • What makes a message likely to be passed on? • Brand image issues • Target audience

  16. http://lc3.law5.hotmail.passport.com.cgi-bin/login

  17. hotmail.com • Launched 1995 • Estimated 100 million subscribers • Fastest growing subscriber base of all time • Total marketing and advertising spend $500,000 • Turned down Microsoft’s offer of $20,000,000 • Six months later accepted $500,000,000

  18. HTML vs. plain text • Plain text with hyperlinks • HTML • More visually appealing, higher clickthrough, improved visitor tracking, consistent branding • Slower downloading, reader incompatibility, requires knowledge of HTML to create the newsletter

  19. Response rates SOURCE: SHARPER IMAGE

  20. No personalisation Broadcast Format optimisation Text or HTML Personal salutation “Dear Mary” Segmented content Behaviour, demographic One to one Unique, dynamic e-mail What is personalisation?

  21. Subject line • Maximum of 30 - 40 characters • Make you want to open the email • Make it clear it’s not spam

  22. Defining your ‘Excuse to Contact’ • Reader’s choice of twelve must-read articles from past issues • Reader’s choice of twelve must-read articles from recent issues • 17% increase with 2nd version!

  23. Newsletter

  24. Announcement/acquisition

  25. Email jargon and issues • Open rates • Clickthrough rates • Hard bounces • Soft bounces • Manual list management • Users who cannot follow unsubscribe instructions • Integration to other systems

  26. Spam filters • Working on a points basis • ISP level • Firewall • Email client

  27. www.mxtoolbox.com http://www.mxtoolbox.com/

  28. http://www.mxtoolbox.com/SuperTool.aspx

  29. http://office.microsoft.com/assistance/9798/newfilters.aspx

  30. http://response.pure360.com

  31. http://response.pure360.com

  32. Spam check

  33. Inbox inspector

  34. Timing of an e-mailout • After 10am • Late morning ideal • Response during lunch break • Tuesday to Thursday recommended • Friday afternoon effect • Consider activity spikes immediately following delivery • International considerations

  35. www.diesel.com

  36. What to measure? • Open rates • Clickthrough rates • Forward rates • When opened/clicked • Hits/pages/visitors • Pages with most traffic • What countries • Time of day • Click analysis • Conversions

  37. http://response.pure360.com

  38. http://response.pure360.com

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