Email Marketing Week 5
“Spam” • ‘Spam’ is Unsolicited Commercial E-mail(UCE) • No existing relationship of permission from recipient. • If they visit the booth • Customer point of view • Sender point of view • Not sent directly to your email address • Mailed in Bulk • Commercial in nature • Hard (or impossible) to unsubscribe
What is Permission Marketing • A “courting ritual” with your customers and prospects • Recognizes the most valuable commodity is attention • An ideal application of email • Complete knowledge and communication with your customer
Why We Hate Spam • Spam erodes our value to ALL of our customers (mail blocking by mail administrators) • Spam hurts our clients’ reputation Newsgroup chatter: “I hate this company” • Spam can seriously damage our business • Spam clutters the inbox and reduces the effectiveness for legitimate email messages
Opt Out • Practice: A marketer obtains email addresses from customer and mails without prior permission • Theory • We have an existing relationship • It is very simple to unsubscribe • This is just like traditional direct mail • They can always just hit “delete”
Opt-Out • Reality • Complaints will be sharp, frequent and may result in blocking actions by ISP’s • Does not scale • Imagine if every business you ever patronized sent you an email marketing message. • Encourage distrust • 60% of customers have given false information when filling out forms ( BCG privacy white paper)
Opt-Out Permission • Pre-checked box • Confirming email ( auto responder) may or may not be sent Do you wish to receive our free monthly newsletter Check here to receive additional valuable offers from selected sponsors & partners X X
Opt-In Permission • Customer must select box • Confirming email may or may not be sent • Do you wish to receive our free monthly newsletter • Check here to receive additional valuable offers from selected sponsors & partners
Confirmed Opt-In Permission • Customer must select choice • Confirming email will be sent • Customer must verify their addition to list • Do you wish to receive our free monthly newsletter • Check here to receive additional valuable offers from selected sponsors & partners Double opt-in adds a confirmation step into the subscription process. When an email address is entered into our subscription form, we will respond with a message to that email address. The potential subscriber must reply to that email in order to actually start receiving our newsletter.
Problems No disclosure of Use on sign-up page Future promotions not addresses
The right way Not must fill fields True Opt-In Full Disclosure of use Please enter your e-mail address ifyou would like to receive special offersand product information via electronicmail. You may unsubscribe from anye-mail communications you receivefrom us at any time. By filling out and submitting this form you are being added to the Dell mailing list. The Dell mailing list is private and not sold to other merchants.
The Right Way HTML defined, And asked
The Email Marketing Spectrum Acceptability
A Grass Roots Call To Action Forward all spam e-mail: Abuse@domain And spamrecycle.com Tell them: E-mail is great marketing medium, but you are not playing by the rules. You are inviting government oversight Practice permission marketing
Netizen Psychology 101 • Advice • Don’t surprise • Show respect • Time • Intelligence • Privacy • Test small
E-mail Most Effective OnlinePromotional Tool • Email users click on email 3x-10x vs. banners ( Ernst&Young 1/00) • Survey of online consumers 12/10 – 12/22 • 63% purchased via email promotion • 38% purchased via banner ad • 29% purchased via offline advertising • Buyersguide.com 1/00
The Email Revolution Faster Cheaper Better 5-15% 3-6 Weeks 1-2% 3 Days Sources : Forrester, DMA, Gartner Group May 25 2000
Email Marketing Spending will Triple by 2004 “How much do you spend on email?” Source: Forrester research (Jan 2000) Based on interviews With email marketing managers from 22 traditional and 28 internet pure plays.
$1+billion E-mail Marketing by 2001 • Marketers will shift Sales&Marketing resources to permission email marketing • Marketers will spend at least $5 per name per year maintaining permission • Email service and solution providers are proliferating • Scale agencies, bureaus and solution suites will emerge to support this market
How is e-mail marketing used? Prospects House List Forrester Research
Email Communication Strategy Daily Newsletter Automated Greetings Specific channel/Service Interest Adhoc Promo Reminders Welcome back Customer feedback Targeted Content Subscriber Advantage Local content Newsletter Target AIM 1.0 users Segmented Flash Emails Contest Follow-up Welcome Registration Surveys Bulk Knowledge of customer behavior and preference
Crafting an E-Mail Campaign • Beginning with the basics • Define your target • Establish objectives • Develop a strategy • Determine the offer • Build the plan • Test assumptions • Measure results
Crafting E-Mail Campaign • Strategy Development Keys to response Postal Email List 50% 30% Offer 25% 25% Format 15% 15% Copy 10% 5%
Crafting E-Mail Campaign • Strategy development Focus on offer first • Don’t mail unless you have something to say • Use email for direct response capabilities rather than brand awareness. • Audience more rush than any other medium
Determine Offer • Free Information • Free Service • Free give away • Sweepstakes • Discount offers • Rewards Programs • Partner promotion • No offer
House File Creation • The pitfalls to avoid • Problem: Details within Privacy • Essential: Disclosure at Time of collection
House File Creation • Ask for email address via every channel • Printed order forms • Call centers • Customer Service calls • Give customers a reason to register at your web site • Tell them what you will do with their name
House File Creation • Audit trail • Protect yourself • Proof of permission • Date • Time • IP address • Proof of confirmation
House File Creation • HTML, TEXT and AOL • Three different environments…
House File Creation • Domain Segmentation • Yahoo, Hotmail, Excite, Mail.com, USA.net ( these represent about 75 % of all HTML enabled email accounts) • “Sniffer” Technology • Identify HTML enabled Email Clients while mail is being sent. • 90 % accurate • The other 10% is a problem
House File Creation • AOL Segmentation • AOL is not TEXT or HTML • Without Tag in AOL • With HREF tag in AOL • AOL can be up to 30% of some consumer mailings.
Components of the Message • From Line • Subject Line • Header/Footer • Remove/Unsubscribe • Prospect Header issues • Personalization • Body copy
Components of the Message • From Line • CNET Digital Dispatch • [CNET_Digital_Dispatch6.firstname.lastname@example.org] • As short as possible • As clear as possible • It is the envelope, misperceive that you are spam. • You don’t want to be deleted
The Don'ts Important Message SUPER SAVER Re: how are you Free Software Unlimited access “Guaranteed” Hi The Do’s Identify your company 35 Character or less Personalization in subject works Put your company name Components of the Message
Important Message PLS support us Very important Announcement Protect your health SUPER software sale “Work smarter not harder” “$4370 a month for life Great mortgage Leads We’ll pay your debts!!! Start earning money while you are sleeping RE: How are you doing LOSE 30 POUNDS IN 30 DAYS, GUARANTEED Unlimited Long Distance Calling for Only $25/month Free web site analysis The Internet Spy! Find out anything about anyone FRAMELESS BUILDING CONSTRUCTION Subject Headings We Can Live Without
The Components of the Message • Header/Footer • Header • This special offer is only sent to fake email list.com registrants who have opted-in to receive information and special offers. This message is delivered to you via Emailtransmitter.com • Footer • Steve@aol.com • If you would like to be omitted from future offers from the fake emaillist.com please reply to offer@fakeemaillist .com with remove in subject line. The to email address
Where did the message come from and why? Which name is the customer Likely to recognize To: email@example.com From: Our company and or Brand You are receiving this message because you opted in at your web site to receive new product information. If you do not wish to receive these messages in the future, please click here or follow the instructions below. Recipients are more likely to Read your message if you are specific about the relationship
Easy Unsubscribe To: firstname.lastname@example.org From: Our company and or Brand We only want to send e-mail to those wish to receive it. If you wold not like to receive email from us please go to leave-online-ads-514079Q@o-a.com or reply to this message with the word “unsubscribe” in the subject line
The Components of the Message • Body Copy • Newsletter Mailings • 500-1500 words • Prospect mailings • 200-500 words • Repeat Links • Put your URL everywhere • Lots of people read mail from preview. • Good for testing • Htm1 • Htm2 • Htm3
Some quick tips • Include more than one link within mailing • Keep it short-no longer than 1 printed page • Sign the email from real person…not just a company • How often can you mail? Watch your unsubscribe rate carefully…that will tell you • More than once a week is dangerous! • When to mail • B2B 10:00 Tuesday thru Thursday works best (before lunch) • Consumer anytime?? • Within 24 hours you will know the 70% response rate • 48 hours 70-80%
Some quick tips • Subject Lines • Make sure your subject line is killer • Be very careful of the use of FREE • Keep your subject line to 35 characters • Personalized mail is guaranteed to out pull • First line extremely important • May be displayed within recipients email client • 50% decide whether to keep reading after 1st two sentences.