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Executing an E-Mail Campaign

Executing an E-Mail Campaign. Terry Miller, CIO Sam Houston Area Council Boy Scouts of America. Agenda. Glossary of Terms Why Use E-Mail Campaigns? Content-Writing Rules Customization Business Process Integration. Glossary of Terms. landing page – Destination page of links in the e-mail

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Executing an E-Mail Campaign

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  1. Executing an E-Mail Campaign Terry Miller, CIO Sam Houston Area CouncilBoy Scouts of America

  2. Agenda • Glossary of Terms • Why Use E-Mail Campaigns? • Content-Writing Rules • Customization • Business Process Integration

  3. Glossary of Terms landing page – Destination page of links in the e-mail click-through rate (CTR) – Percentage of e-mail recipients who “click” a link in the e-mail conversion rate – Percentage of e-mail recipients who perform the target action or behavior impressions per thousand (CPM) – Online advertisers purchase banner advertising in CPM for ads placed on Web sites.

  4. Why Use E-Mail? E-mail is • 60 to 65 percent more cost-effective than direct mail (Yankee Group). • Easier to customize for target audiences. • Easier to track effectiveness over other methods.

  5. Why Use E-Mail? E-Mail vs. Other Online Media Source: IMT Strategies

  6. Why Use E-Mail? Average Daily Internet Activities Source: Pew Internet & American Life Project

  7. Is E-Mail Appropriate for Your Message? • Who is your target audience? • Do they have e-mail access? (What percentage?) • What action or behavior do you want to inspire? • What is your budget? Access Target Action Budget

  8. What Are the Demographics of Your Target Audience? • Special interest groups? • Household consumers? • Executives? • Women? • High school students? • Children under 13? Access Target Action Budget

  9. Content-Writing Rules • Keep it short and sweet. • Personalize your message. • Use HTML. • Write “spam free” content. • Graphics must have purpose and must relate to content. Source: www.marketingpower.com and Terry Miller

  10. Keep It Short and Sweet • Develop an appropriate subject line. • Use active instead of passive voice. • Use short and meaningful sentences. • Limit text to an average of 100 words, two sentences per paragraph. • Avoid clichés and idiomatic speech. • Avoid “graphic dependent” content. Source: www.ewriteonline.com and Terry Miller

  11. Personalize Your Message • Use the recipient’s first and last names in the body. • Use language and graphics appropriate to the audience. • Solicit actions appropriate for the audience. Source: www.spurdigital.com and Terry Miller

  12. “Spam Free” Content Amazing stuff As seen on national TV! Attempts to disguise mundane words used in porn Attempts to disguise porn words Attempts to disguise the word “viagra” Be your own boss Character set indicates a foreign language Claims compliance with spam regulations Claims to honor removal requests Claims you registered with a partner Claims you wanted this ad Click to be removed Compete for your business Source: http://spamassassin.apache.org/tests.html

  13. Sample E-Mails

  14. Sample E-Mails

  15. Sample E-Mails

  16. Sample E-Mails

  17. Customization • Several e-mail marketing tools offer customization: • www.constantcontact.com • www.exacttarget.com • www.cooleremail.com • www.pubpoint.com

  18. Integrate With Business Processes • Adhere to Can Spam Act (unsolicited e-mails). • Align with other campaigns and channels (TV, radio, newspaper, magazine, affiliate advertising, online advertising, etc.). • Measure ROI (cost per lead, per click-through, per conversion). • Business follow-through processes connected to action. • Study effectiveness, modify, and re-execute.

  19. Summary • E-mail campaigns are cost-effective and easy to measure. • Adhere to best practices for content writing. • Use tools that offer capabilities to manage campaigns. • Integrate campaigns with business processes. • Send feedback to terry.miller@shac.org.

  20. More Information • White papers: • www.marketingpower.com • www.ewriteonline.com • www.spurdigital.com

  21. More Information • Articles: • Database Hygiene: • http://www.towerdata.com/company/news/ database_hygiene-agency.com.pdf • How to Avoid Common E-Mail Delivery Problems: • http://chiefmarketer.com/crm_loop/custom/ delivery-problems-112305/

  22. More Information • Courses: • U of H – Marketing Certificate Shirley Sheridan, phone 713-743-1190, fax 713-743-1203, ore-mail ssheridan@uh.edu • Spur Digital Web Marketing 101 Course – www.spurdigital.com

  23. More Information • Tools: • www.pubpoint.com • www.constantcontact.com • www.exacttarget.com • www.cooleremail.com

  24. More Information • Consultants: • www.spurdigital.com

  25. More Information • Organizations: • Houston Interactive Marketing Association.Contact Will Rhodes – will@spurdigital.com. • American Marketing AssociationHouston Chapter http://houston.marketingpower.com

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