Combined Software & Job Skills Training – E Mail & Fax Marketing

Combined Software & Job Skills Training – E Mail & Fax Marketing Inovar UK October 2002

Programme Objectives • Learn how to send email and fax campaigns from your desktop and stop wasting money printing and posting marketing materials to your customers • Divided into two main sections AM - Electronic Marketing Theory PM - Using the software to implement

Technical Set Up • Once configured the user will not need to worry • You need Customer FOCUS • PC or Web Based • Winfax or Faxaway (Need to sort) • An ISP or mail server - need name - how to find in Outlook

Cost Comparisons • Visit - £50 • Telephone - £1 • Mail - 50p • Fax - 2p • E-Mail - 0.1p

Sending formats • E-mail can be plain text - safest • E-mail can be HTML - avoid imbedded • Flash for the maximum impact • Faxmailers need to be Bitmap, Jpegs or GIFs

Fax - what works • What is the fps • Special offers • Stock clearance • Special arrangements eg opening times • Database cleaning

E-mail- what works • Technical updates • New product releases • Website ammendments • Do not send too often • Opt in or Opt Out

Faxmailer Content • Not too black • Not too many images • Be direct - simple message • Test should take approx 60-90 seconds • Some examples • Lets try an example - we will typeset • Offer opt out

Copy writing an e-mail • Subject Line is critical • Never send from sales@ • Keep it short • Include Website links • Avoid attachments unless to customers - virus & time • Offer an opt out • Lets try an example

HTML E-mails • Look better • Only 60% can receive • Avoid imbedded images - dial up • Can create own html • Appear odd if you cannot recieve

Responses • Separate e-mail box? • Update database and use lead tracking • Use products of interest • Measure website click though

Case Study • LBJ Fabrications • Text based e-mail newsletter to architect for their range of louvres • Pointing to specifica areas on the website • Had 1000 names and purchased 2000 more

Case Study Results • 10-20% Bounceback is normal • 5% requested to unsubscribe • More than 75% were interested! • 5% Phone call response • 10% E-Mail Response • At least five new specs • Now carry out on a bi-monthly basis

Case Study 2 • AB example

Data Quality • As good as your data quality • Do you ask for e-mail? • Cleaning options • Purchasing options

Campaign Planner • What you will need to run a campaign • An objective • A data source • Content

Decide your timetable • You can set up a whole years proposed activity • Add something everytime you have an idea • Run campaign option

Segmentation - Data Source • Segmentation Systems • SIC , Business Class, POI etc etc • Query Functions • Current data segmentation

Creating a data source • Exporting • Care of formatting in excel • Saving as a csv • Attaching to a campaign

E-shot Database • Write in word spell check then cut and paste • Use word count • Check web links

Sending a campaign

Adding to schedule

Error Reporting

Data Counts • Use the mailshot option

Running a faxmailer

Measuring Response Options

Combined Software & Job Skills Training – E Mail & Fax Marketing