mcgill email marketing 2012
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EMail MarketingIain Davenport 2008
Tuesday, October 25, 2011
92%of all marketers
employ email marketing
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What most influenced your decision to visit this
retailer’s website?
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Influencer %
Familiarity with brand 30%
Internet advertising 14%
TV, radio, print 12%
Promotional email from the company 12%
Search engine results 10%
Friend recommendation – in person 8%
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Influencer %
Familiarity with brand 30%
Internet advertising 14%
TV, radio, print 12%
Promotional email from the company 12%
Search engine results 10%
Recommendation from someone I know 8%
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Acquisition Source %
Shopping comparison sites 2%
Advertising on a social network 2%
Product review site 2%
Blogs or discussion forums 1%
Friend recommendation on social network 1%
Mobile phone advertising 0%
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Satisfaction
Familiarity with brand 80
Promotional email from the company 79
Friend recommendation on social network 79
Friend recommendation – in person 78
Internet advertising 77
TV, radio, print advertising 77
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Satisfaction
Familiarity with brand 80
Promotional email from the company 79
Friend recommendation on social network 79
Friend recommendation – in person 78
Internet advertising 77
TV, radio, print advertising 77
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Likelihood to buy online in the future
Familiarity with brand 78
Promotional email from the company 76
Had a gift card 76
Friend recommendation on social network 76
Internet advertising 75
Product review website 75
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Likelihood to buy online in the future
Familiarity with brand 78
Promotional email from the company 76
Had a gift card 76
Friend recommendation on social network 76
Internet advertising 75
Product review website 75
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5 ways email
changed marketing
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Direct Mail Overload
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Very Expensive
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1. Massive individualized distribution…
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…for very low cost
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pro:great sales driver
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con:sometimes made us lazy
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126average number of emails received per day by corporate users in 2007
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20% of all emails are ‘Junked’ by spam filters
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4. Send too many emails. Frequency is a key component of a healthy email marke9ng strategy. The key is the find the right frequency for your business. Every industry is different. You can do this by crea9ng different cohorts and following them through 9me. By measuring the key metrics (such as Open rates, CTR, Conv rates, sales, GM and unsubscribers to name a few), you will be able to determine the right frequency for you company. Our test show a 43% increase is open rates by reducing the frequency, a 25% increase in CTR and a 47% reduc9on in unsubscribers.Over Loading
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Overlapping offers
Overlapping offersOverlapping
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43% Open Rate 25% increase in CTR
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25% increase in CTR
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25% increase in CTR
47% reduction in unsubscribes.
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2. Much easier way to build
customer lists
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Growing your list
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Online
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pro:many more people potentially getting our messages
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con:reduced quality of our customer listsTuesday, October 25, 2011
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3. Significant reduction in lead time
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Show how we can product to market quicker
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pro:enabled more flexibility in offers and features
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con:reduced discipline in creating thoughtful promotion plans
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4. Dynamic
personalization capabilities like never
before
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pro:individualized messaging greatly improved relevanceTuesday, October 25, 2011
Un-targeted broadcast emails
Open rate: 20%Avg. CTR: 9.5%Avg. conversion rate: 1.1%
User-triggered campaigns
Open rate: 27%Avg. CTR: 9.3%Avg. conversion rate: 2.3%
Life cycle messaging campaigns
Open rate: 26%Avg. CTR: 9.3%Avg. conversion rate: 2.3%
Clickstream-based campaigns
Open rate: 33%Avg. CTR: 14%Avg. conversion rate: 3.9%
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Segmentation
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15% increase in conversion rates vs mass mailings.
30%
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15% increase in conversion rates
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con:raised expectations for delivering relevant messagesTuesday, October 25, 2011
5. Far more measureable than anything previously
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pro:we can really know how our customers are interacting with our messaging and our sites
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5. Not paying aSen9on to the data. The data holds so much valuable informa9on. Take the 9me to analyze it, understand it and then implement it. No need to make a quick decision on preliminary results. Pa9ence is a virtue
Analyze
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con:all that data breeds overconfidence in what we actually “know”Tuesday, October 25, 2011
1. Massive individualized distribution for very low costs
2. Much easier way to build customer lists
3. Significant reduction in lead time
4. Dynamic personalization capabilities like never before
5. Far more measureable than anything previously
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Marketers face tough competition
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Maintaining lists:
•Keep it clean – bounce the bounces
•Opt in vs. double opt in
•Let them unsubscribe
•Don’t become spam
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Email Reputation ScoreDefinition:The general opinion of the ISPs, the anti-spam community, and your own subscribers towards a sender’s IP address, sending domain, or both.
If the sender’s score falls within the ISP’s thresholds, a sender’s messages will be delivered to the inbox; if not, the sender’s emails may arrive in the bulk folder, be quarantined, or be bounced back to the sender.
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Email Reputation score
Control your score
•ISPs offer various sender authentication standards such as SPF (sender policy framework) and DomainKeys.
•Keep the list clean by removing hard bounces after 3 deliveries (ISPs don’t like e-mail broadcasters who have a high bounce rate)
•Respond to complaints and unsubscribe requests
•Educate users about whitelists
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These could be affecting your reputation score
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Email users savvier than you think
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83%: Used the Report Spam button
80%: Use it without opening the message73%: Base decision on the "from" line
69%: Base decision on subject line20%: Use the spam button to unsubscribe
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So what makes a campaign successful?
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Planning
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Who are your target audience?
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grow a targeted database
Genuine opt-in Explicit permission granted Information can be gathered over
time
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What are your objectives?
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2 types of commercial emails
• Promotional– Entice immediate action
• Retention based emails– Newsletters– Build long term relationships
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Promotional emails
Immediate goal for user
Action taken by user Purchase Download Request information
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Promotional emails: entice the user to take action through purchase or sign up
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Retention emails
Longer term goalsKPIs important
Open Rate Click-through rate ROI
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Your database
Only one entry required: prospect's email address
but
more information can lead to improved customization
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Retention based emails: information of value to create a long term relationship with the
reader
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Increase customer value
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relevance
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• Identify communications you make with customers in a batch fashion.
• Ask what events could trigger these communications to make them timely.
• Prepare a distinct message for each customer situation
• Increase involvement by adding a call to action to each message
• Prepare a message for each possible response to your previous message.
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•! Anatomy of an email: fields (to, from, subject), body copy, landing page
•! Set a single objective: one message presented in a strong, clear and direct manner
•! Write to target: develop a thorough understanding of the needs and sensibilities of your target market before you write.
•! Get to the point: sluggish fulfillment leads to dissatisfied customers.
•! Build the relationship: email marketing is not hit and run medium. It works best when you build sustainable relationships.
How your email marketingmessage is structured willdetermine 50% of its success
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Avoiding the ‘Pitfalls’
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Assuming images
will work!
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Not designing forpreview panes
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Over selling and cheap tricks = SPAM
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SHOUTDON’T
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DON’T OVER ‘EMPHASIZE !!! ’
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AVOID HARD SELL
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Too many imagesnot enough textCertain spam filters place the "image vs. text ratio" criteria even higher than the "spam keywords" criteria
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Subject lines
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Creating subject lines• It’s not rocket science, remember K.I.S.S. (keep it simple stupid)
• The best subject lines are not ‘Flashy’ or ‘Pushy’.
• Your subject line should simply, clearly and concisely describe the purpose/content of your email - its that simple!
• Its a process, and it starts with the opt-in always set your subscribers’ expectations during the opt-in process regarding the type and frequency of the emails they will recieve.
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In just one-twentieth of a second, less time than it takes to blink, people make aesthetic judgments that will influence their experience of your landing page.
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BEST PRACTICES
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Customer Centric
•! Customer-based approach:
Measurement of individual customer response
rather than overall campaign performance
•! Event triggered emails
e.g. first purchase, abandoned cart
•! Focus on frequency/contact strategy:
monitoring the impact of frequency
to maximize results
•! Data capture is a process:
It’s a value exchange between you and your
prospects. As you serve up value they’ll
reciprocate by sharing information.
•! Rich preference capabilities:
frequency, channel, format, opt-in,
opt-out preferences
•! Proactive communication:
specific, relevant and timely.
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3.Creative execution
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Two types of email
Plain text emails
HTML emails
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Plain text email
Text only No hyperlinks or
images Smaller file size Looks the same
across all platforms
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HTML email
Contains images, different fonts and hyperlinks
File size is much larger
Can render differently
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Parts of an email
• Header• Subject line• Personalized greeting• Body• Footer• Unsubscribe link
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Platform testing
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Video in email?
Increase click-through rates up to 25%.
Florist’s conversions jumped from 1.35% to 2.8%.
Remember:• include a link, host outside message• Remember that many viewers watch videos for the “entertainment” value. Keep videos short, light and relevant.
Sources: https://www.marketingsherpa.com/barrier.html?ident=30200http://inspireaction.mindandmedia.com/index.php/2007/11/15/hey-its-got-video-it-must-be-cool/
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4. Integrate campaign with other channels
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Integrate•! Cross channel integration:
integrated marketing strategy, combines
online and offline channels to maximize
marketing impact
•! Co-ordinate and unify
mailing lists:
centralized customer data
•! Integrate and centralize
customer data:
in order to leverage customer knowledge
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• Reinforce brand’s message
• Increase responses
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5. Personalization
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Mass customization
• One to one marketing on a macro scale
• Simple personalization can improve results
• Segment database
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• Give consumers what they want
• Send different content to different
people
• Insert ‘dear first name’ greeting, where
appropriate
• Personalize forms within email/landing
page – only ask a question once
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6. Deployment
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When should I send?
Try and be action based.
Common sense and testing.
Regularly…like the milk man
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7. Interaction handling
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Show you’re on top of everything.
Utilize all touch points for calls to action / up-sell
Generate emails in response to actions
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http://www.seomoz.org/beginners-guide-to-seo
Next week
Chapter 1-5
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