introduction to email marketing workshop
DESCRIPTION
Slides for introduction to email marketing workshop. Includes vendor options, data collection best practice , strategy creation andTRANSCRIPT
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Agenda
IntroductionWhy use emailJargon bustingBuilding listsCreating your campaigns
PlanningCreating contentGoing mobileMonitoring results
Why are we here?
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Marketing, by email?
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What is email marketing?
‘A form of direct marketing, which uses email as a means of communicating commercial
messages to an audience. With the purpose of enhancing the relationship of an organisation with its contacts, email encourages customer
loyalty and repeat business’or
‘Every email you will ever send to a customer or potential customer’
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Why do email marketing?
Email allows you to reach customers and keep them coming back. It’s great at…
• Gaining new business through nurturing prospects
• Retention and relationship marketing
• Proving return on investment
Marketing, by email?
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Why do email marketing?
Practical reasons why we think it’s a good choice…• cost effective• immediate• flexible• personal• measureable• easy to share• environmentally friendly
Marketing, by email?
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The world of email marketing
Fully managed agency• Lower time investment• Higher cost
Self service• High time investment• Lower cost
Marketing, by email?
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BrandingEmail marketing is not
Outlook
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Operational capabilitiesEmail is not Outlook
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ReportingEmail marketing is not
Outlook
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Jargon busting
Email vendors / Email service provider (ESP)
e.g. MailAway – your professional email marketing service (i.e. not Outlook!)
Email Clients Outlook, Yahoo, Hotmail, Gmail…
What does it all mean?
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Jargon busting
Deliverability Getting into the inbox
Relevance Offering a mix of value, information, entertainment and promotion
What does it all mean?
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Jargon busting
Call to action (CTA)What you want the recipient to do once they have opened your email in order to meet your objective
What does it all mean?
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Rules and regulations
Privacy and Electronic Communications Act (2003)
• Anyone receiving your marketing must have previously opted in
The only time opt-in is not necessary is when:
• There is already an established relationship
• Products are of a similar nature
There must always be a valid unsubscribe
Obeying the rules
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The Cookies Law May 26 2012
Protecting consumer’s personal information
Does not currently cover email marketing however you must ensure your website is up to scratch
The monster
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Without data…
…you can’t email anyone
Start collecting now, even if you’re not sending
Be open and honest about your intentions
Keep it simple
Building a list
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Data capture
Collect email addresses at point of purchase or enquiry• On and offline
Website signups• Link directly to the database for
easy subscriber management• Promote across platforms
Building a list
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Incentives and Competitions
Offering an incentive in exchange for data.
A prize draw is a definite winner but there are others e.g. special guides or downloads
Building a list
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Events / face to face
The incentive schemes can also be used at events to encourage data collection
Take caution the incentive is relevant for the event
Building a list
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Storing data – csv filesBuilding a list
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Exercise:The website signup
• Chose a sign up form• Critique• Be creative and make your
own!
Building a list
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Summary – web forms should
• Be above the fold • Have a CTA on every page• Include a dedicated landing
page• Clearly explain the benefits• Incentivise where
necessary• Integrate with other
platforms• Link clearly to the privacy
policy
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What do you think?Building a list
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Information vs conversionBuilding a list
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Strategy, planning and objective setting
What do you want to achieve?
• Brand awareness?• Make sales?• Relationship building?• Event registration?
How to get started
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Design, content and outcomes will differ depending on your aims and objectives
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Strategy, planning and objective setting
AimsObjectivesStrategy
• Data collection• Frequency• Content• Tone of voice• Social Media integration• Schedule• Monitoring success
Lets get started
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Getting the right lookHow to get started
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Catalogue
Newsletter
Postcard
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Creating relevant content
Essentially it boils down to…•Who you are you sending it to?•What do you want to tell them?•Why will they be interested?•What do you expect them to do as a result?
How to get started
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Exercise:Email design
Pick an email and consider• What are they trying to
achieve?• What is good about this
design?• What is bad about it?
How to get started
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Spam and why it is a problem
Spam is the opposite of good quality email marketing!
Spammers:• Hide their identity• Accept a minimal conversion
rate• Rip people off and disappear
Legitimate Email Marketers:• Use email to build their brand• Send messages that are of
value to recipients• Build long-term, mutually
beneficial relationships
We are not spam
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Avoiding filtersWe are not spam
- Triggers- Punctuation!!!!- CAPITALS- Suspicious sender - No reply to address
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Getting technical is fun!
Segment your databaseAdd personalisationSend automated emails based on custom fields
• purchases• previous behaviour (website
or email)• other demographic
information
Segmentation and targeting
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Testing campaigns
AB split testsSubject lines, from addresses, content
MVTAs many variations as you like!
Testing
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Testing
Eye tracking showed viewers
followed the baby’s gaze
Source: Smashing Magazine
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ExerciseUnderstanding reports
Reports and analytics
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ExerciseUnderstanding reports
What do these reports mean?How would you improve campaign performance?
Reports and analytics
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ExerciseUnderstanding reports
Reports and analytics
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Keep an eye on the bigger picture
Reports and analytics
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Spot the emailsReporting and analytics
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Get started
• Know your audience• Collect email addresses• Create a plan and schedule• Make it relevant• Join up with other
marketing• Analyse the results and
improve• Experiment with more
advanced techniques
Summary
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Don’t take my word for it
‘We’ve had lessons booked within two minutes of the email being sent’ Chris, Harlyn Surf School
‘Our email made a weeks’ worth of sales in one day!’Jen, Origin Coffee Roasters
Summary
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And the offer
Save £100 on MailAway set up if you sign up before 31st July 2012
Summary
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