Email MarketingFor b tob

Presented by

Lee Chadwick

Managing DirectorCommuniGator

www.communigator.co.ukwww.communigator.co.uk

The Key Learning PointsThe Key Learning Points

1. Clicks are good, conversions are great. (Opens – who cares!)

2. Feed your signups and they will stay for 2 years

3. Check your spam score before sending

4. Design for Preview

5. Dynamic content will double your click through rate

Who are we…Who are we…

Email Marketing Specialists– Delivering over 20 million emails per week– Technology Platform or Managed Service – Either buy it or we will host it for you

Independent and Privately Owned– Based in Surrey, UK– Young and Dynamic– Commercial Terms for all Budgets– Project and Product Delivery– Best Practice as well as Technology– Dedicated Account Manager for All– Unlimited Technical Support– The HTML Doctor (14th October)

So Who Is Emailing AlreadySo Who Is Emailing Already

So Who Is Emailing AlreadySo Who Is Emailing Already

The Key Learning PointsThe Key Learning Points

1.Clicks are good, conversions are great. (Opens – who cares!)

Are You Any Good

Source: UK Email Council Conversion is what you needConversion is what you need

3 tents £7103 tents £710 7 White Papers7 White Papers

Are You Any Good

Econsultancy 2009Econsultancy 2009

Google Analytics Integration

•utm_source=referring URL e.g. communigatormail.co.ukutm_source=referring URL e.g. communigatormail.co.uk•utm_medium=type i.e. emailutm_medium=type i.e. email•utm_campaign=campaign name i.e. Google Analyticsutm_campaign=campaign name i.e. Google Analytics•utm_term=subject line i.e. testutm_term=subject line i.e. test•utm_content=Gator contact IDutm_content=Gator contact ID

2. Conversion is what you need2. Conversion is what you need

Gator Data

Job Title Count £ Cost CPR 2%CTR

CPC

List One HR Manager / Director

22,000 £3,000 14p 440 £6.80 - 1 Send£1.13 - 6 Sends£0.56 - 12 Sends

List Two Sales Manager / Director

25,000 £3,000 14p 440 £6.80 - 1 Send£1.13 - 6 Sends£0.56 - 12 Sends

List Three Marketing Manager

25,000 £3,000 14p 440 £6.80 - 1 Send£1.13 - 6 Sends£0.56 - 12 Sends

List Four Finance Manager / Director

14,000 £2,000 14p 280 £7.14 - 1 Send£1.19 - 6 Sends£0.60 - 12 Sends

List Five Director 500,000 £10,000 5p 10,000 £1.00 - 1 Send£0.16 - 6 Sends£0.08 - 12 Sends

List Six IT Managers 18,000 £4,000 22p 360 £11.11 - 1 Send£1.85 - 6 Sends£0.93 - 12 Sends

List Building and Preference Setting

Organically grown lists outperform any other data gathering 5:1

Others work at it

Others work at it

Others work at it

Others work at it

Daily emails? Why not.

Daily emails? Why not.

Daily emails? Why not.

Use Your Web Site

How many unique visitors do you get everyday?You should aim to convert 10% into subscribed audience members. Once you get 10% aim for 20%

Sign up here does not work, you have to sell it!!

Some Have it Easy

Some Have it Easy

Sign up Sign up Sign up + 1Sign up + 1

Sign up + 2Sign up + 2

Deliverability is Dull and BoringDeliverability is Dull and Boring

40% of Europe's email marketers don't know if 40% of Europe's email marketers don't know if their email messages are being successfully their email messages are being successfully delivered. [Source: Return Path, July 2009] delivered. [Source: Return Path, July 2009]

It’s what you pay us to do so you really don’t need It’s what you pay us to do so you really don’t need to worry about it!!to worry about it!!

Meet the SPAM filter

Over 75% of undelivered email isblocked by filters

B2B Mail BlockersB2B Mail Blockers

Dodge the SPAM filter

B2B Mail BlockersB2B Mail Blockers

I know an IT Solution to subjectivity

Spammers:

• Spend a lot of time researching the spam filter scoring system

• Insert words which make no sense, to lower their score

Remember the Preview Pane:

- Don’t ‘waste it’ on a very large image

- Use meaningful text that people will see

- The average measurement for this area is

300 pixels

- Stick the house keeping somewhere else

First 6 LinesFirst 6 Lines

Disabled Images Ruin Impact

Disabled Images Ruin Impact

Disabled Images Ruin Impact

Disabled Images Ruin Impact

At least let an image improve itAt least let an image improve it

Now that worksNow that works

Action in a preview pane

Even the DMA are having a goEven the DMA are having a go

No pictures

Preview but no click

Now that worksNow that works

Opening

Now that worksNow that works

Rule of ThumbRule of Thumb

1.5 1.5 inchinch

1.5 1.5 inchinch

>10% >10% activityactivity

Dynamic Content will double the click through Dynamic Content will double the click through rate – FACT!!rate – FACT!!

• You need to know who you’re talking to?You need to know who you’re talking to?• You need to know what you would speak to You need to know what you would speak to each of them differently?each of them differently?

1% Click 1% Click through, 1 size through, 1 size fits allfits all

Double the Click throughDouble the Click through

3% click traffic3% click trafficFrom the make From the make over and over and segmentationsegmentation

6% click traffic 6% click traffic when the content when the content becomes becomes dynamicdynamic

Eye tracking effects LayoutEye tracking effects Layout

7% UU7% UU156 clickers156 clickers

If this is your prime real estate

Why not match it to preferences!

Question & Answers

Q & A