1. Introduction to email marketingDr Philip Alford (Bournemouth University) School of Tourism

2. Group discussion What email marketing do you currently do? What data do you currently hold about customers? How do you capture customer data? Where do you store it? What do you do with it? What objectives do you set (if any)? How do you analyse campaigns? What technology do you use to enable emailmarketing? 3. Why email? Other/ Internet/ TV Print DM E-mailcatalogs SEO2009 spending($billions)$65.1 $62.7$54.5 $59.6$11.4$1.4ROI for every $1spent (2009)N/A N/A$7.32 $15.22$21.85 $43.62Sent to segments?NO Sometimes NO NOPersonalized?NONO NO NOClick to order?NONO NONOCustomers do NONO NONOresearch?Triggered NONO NO NOmessages?Transaction NONO NONO NOMessages?Measured NONO NOeffectiveness? 4. The Golden Email Rule.Dont say anything unlessyou have somethinguseful/interesting/importantto say.- Promotion- Competition- New (exciting) products- Added value content 5. LifecyclemarketingNothing beats atimely messagebased on whatyou know about acustomerPLUS transactionalshave a typical 70%open rate. Makesure they getdelivered, andutilised!! 6. Email and social turning friends intocustomers*Integrate or die:The ROI ofsocial media isthat yourbusiness will stillexist in 5 years.Eric Qualman Socialnomics 7. Case study - Filofax Integrating email and social media http://www.youtube.com/watch?v=A-iH6wC7QOs 8. Data capture BIG BUCKETS! (or, data = dollars) 9. Grow list ateverycontactpoint 10. What are they signingup for?Incentive for sign up 11. Forward to a friend 12. 90% of people have access to email once a day* 44% of people have continuous access to email* An average person receives 365 email per week* Limited number of complaints Only 1 Civil case in the UKBUT consumer behaviour is changing:B2B and B2C recipients are changing their perceptions of and responsiveness to emailmarketing- they are becoming more web savvyFuture Implications Consumers will become more enlightened and empowered Consumers will become more Slippery It will become even easier to report SPAMMERS Legislation will become more stringent and more cases will be heard13 13. Deliverability 87.1 % of email sent in 2009 was SPAM. Hotmail sees 8m new IP addresses everyday. Good? Bad? Deliverability myths message structure Deliverability Facts - Reputation is Key. Manage your IP reputation. Volume,Frequency, message structure. 14. Deliverability Data Management Remove hard bounces after 1 attempt,deal with complaints, manage softbounces, honour unsubscribes Dont mail to very old lists Validate by sending welcome messagesor double opt in. Revalidate regularly. 15. Deliverability Volume consistencyISPs evaluate your volumes every 24hoursFamiliarity is keySend regular volumesSend at regular intervalsUse same IP 16. Email campaign Objectives Reinforce your brand Viral marketing Convert prospects to customers Cross sell/up sell Develop loyalty Drive web traffic Subscription renewals Educate & inform Communicate with channels or other businesspartners 17. Measuring Success Clickthroughs on embedded URLs Conversion to purchase Database growth Unsubscribes/bad records/bouncebacks 18. Creating Value Personalise every message, with a name if possible Ensure your From name is recognisable Discounts, special email only offers Keep it brief If you need more detail entice to a website or microsite Relevant creative Develop follow up messages based on behaviour Make sure your messages fit with your other marketingchannels Use both Text & HTML Remind the recipients why they are getting this email Include user friendly instructions Keep the subject line brief 19. The new rules of email marketingThe old way The new wayInterruptionAnticipationList size Active recipientsSubject lineFrom fieldProspecting for leads Relationships with customersLifetime valueCampaign successRecipient controlMaximum frequency ofRecipient control (preferences)campaignsEmail is less expensive than otherCommunicate anything you want mediumsEmail is virtually free Customer CommunicationEmail marketing Management 20. E-newsletters - http://coolum.regency.hyatt.comVisually appealing sign- upTarget marketing Permission- basedmarketing 21. E-newsletters - http://coolum.regency.hyatt.com Make onlyessentialfields mandatory Re-affirmingpermission aspects builds trust 22. E-newsletters - http://coolum.regency.hyatt.com 23. Doubleopt-in 24. E-newsletter - www.egypt.travelTakes a lot of space usefulness? Clear choices builds trust Too manyfields to completeDifficult to un- subscribe 25. E-newsletter - www.egypt.travel No images tosell thedestinationImpersonal No link toconfirmsubscription 26. Identify yourself as the sender 27. The subject line1. The Subject line: the most important sentence in email marketing2. Max 40 characters and place the most important words at the beginning of the sentence.3. Write as if you are talking to a friend, ask a question, dont broadcast an announcement.4. Give a clear insight to the content of the email, but leave an element of mystery.5. Should convey something important, timely or valuable. 28. The opening think above the fold 29. Relevance The more relevant the campaign, thebetter your response rates andreturn on investment. ONLY use opt-in lists and segmentyour lists. Ensure your email lists are regularlycleaned and maintained. 30. THE ACTION What is the aim?Make a purchase Why take action?15 off Why do it now?Only valid until 2ndSept What to do? Clickthe book button 31. Top Ten Tips1.Define your goals and stay focussed2.Spend time on your Subject Line. Use a grabbing headline or question inthe subject to get people to open it.3. Approach copywriting as a customer.4. Discuss your ideas with your web designer.5. Build up a library of e-mailers, good and bad.6. Tailor your content - segment and personalise.7. Keep your contact regular and ongoing, no less then 1 a month. Alwaysfocus on helping your audience and youll have a good response.8. Get your subscribe process right and use incentives to increase opt-insubscribers9. Statistically Tuesday and Wednesday give best response rates10. Test, Test, Test! 32. Contact detailspalford@bournemouth.ac.ukTel: 01202 961646Twitter: @philipalfordWeb: www.budigitalhub.co.ukFacebook: http://www.facebook.com/BUDigitalHub