The document provides an overview of an email marketing masterclass. It discusses industry statistics, the business benefits of email marketing, objectives, growing email lists, creative campaign types, deliverability, legal requirements, and a 10-point plan for email marketing success. Attendees are guided through exercises on structuring emails, designing for mobile, and creating an email marketing plan. The presentation emphasizes growing an engaged subscriber list and providing value to recipients over spamming or buying lists.

1. Email marketing masterclass
30 May 2012
Jarrold Training

2. Introductions

3. Us

4. Who we work with

5. You?

6. What we’re going to cover today
• Industry stats • The pitfalls of Outlook
• The business benefits • Creative campaigns & types
• Setting objectives • Deliverability
• Growing your list • The legals
• Task: structure, design & content • Task: creating a plan
• BREAK • The 10 email commandments

7. Industry stats
ROI
£42.08 for 480m mobile
every £1 Versus social email users

8. The business benefits
What’s in it for you?

9. Benefits
Cost Reporting
Integration

10. 1. Cost comparison
¼ page advert Press release Event SEO & PPC Email
in Business in (room hire & marketing
East Anglia refreshments)
£450 £250-£450 £200 From £200 a £45 a year*
month
No stats No stats Stats Stats Stats
*Based on little green plane’s PAYG scheme with free template sending up to 200 emails a month

11. 2. Reporting

12. 3. Integration
• Press releases
• Events
• White papers
• Blog posts
• Case studies
• Direct mail
• Competitions

13. Email marketing objectives?
• Opens
• Clicks
• OTC rate
• # enquiries
• # sales
• Forward to a friend rates
• Retention rates
• Re-engagement rates
• Event attendees
• Doc/guide downloads
• Brand awareness
• Obtain feedback

14. Growing your list

15. The blight of bought lists

16. A starter for ten
Send an opt-in

17. Growing your list
Networking
Networking LinkedIn Request

18. Growing your list
Use your website
Sign up form on
home page
Specific URL
www.littlegreenplane.com/milehighclub

19. Add checkbox to
any existing form

20. Email signatures

21. Pop-up

22. Social media
Facebook fan page tab Twitter auto message

23. QR codes

24. Flyers at events

25. TASK: structure
• From: relationship entity
• To: only one recipient
• Subject: direct and below 49
characters
• Address the reader
• Above the fold: call to action
• 3 snippets max – links back to
site
• Send to a Friend
• Social media integration
• Unsubscribe function

26. Image only emails
Creative design First impressions

27. Getting it right

28. Designing for mobile
• Chunkier call to action buttons
• Single column
• Keep images small to minimise download time
• Social media sharing

29. BREAK

30. Mile High Club… sign-up sheet

31. Why Microsoft Outlook should be outlawed
The benefits of using a professional service over
Outlook

32. Avoiding Outlook
• Less reporting
• No testing before send
• Going into the spam folder
• Problems with larger volumes
• Using ‘to’ field – Data Protection Act
• Risk of being blacklisted using BCC
• No method of managing unsubscribes
• No corporate branding
• Duplications

33. Creative campaigns & types
Making it work for you

34. Newsletters

35. Events

36. Surveys

37. Abandonment

38. Voucher

39. Re-engagement

40. Data cleanse

41. Competitions

42. Deliverability
Avoiding the spam folder

43. Deliverability
Emails Spam filters Inbox Website

44. 1. ISP
Deliverability spam filter
4 levels of spam filtering 2. Company
spam filter
3. Email client
spam filter
4. Human
spam filter

45. Avoiding the spam folder
• Repeats
• Exclamation marks!!!!!!
• USING ALL CAPS, WHICH IS LIKE YELLING IN EMAIL
• Colouring fonts bright red, or green
• Sloppy HTML coding
• One big image, with little or no text
• Using a noreply@ email address

46. Deliverability tips
• Good content and data
• Use pre-send tests provided by your ESP
• Send preview emails & set up test list
• Remove hard bounces
• Add an unsubscribe mechanism
• Review delivery stats – unsubscribes, spam complaints, bounces

47. The legals

48. The legals
Data Protection Act 1998
(Privacy and Electronic Communications Regulations)
• You must provide a valid unsubscribe mechanism
• You must list your company details on your emails
• You must not use competitions to gather email lists unless
participants have also said they are happy to receive updates
• If you are collecting data you must explain how you will handle it
AND provide user access, ideally in a Privacy Policy

49. Task…creating a plan
PLAN: What are your email marketing objectives?
SEGMENTATION: Who are your email target audiences?
SIGN-UP INCENTIVE: “What’s in it for me?” for people joining?
DATA: Where are you getting your data from?
Will you need to do a data cleanse? How often?
How will you grow your list?
CONTENT: What types of email will you send?
How frequently? Tone? Call to action?
DESIGN: How will you design your template?
MEASUREMENT: How will you measure success?

50. 10 email marketing commandments
Ones to remember

51. 10 email marketing commandments
• Thou shalt use an opt-in
• Thou shalt cultivate an organic data list
• Thou shalt use email marketing to listen as well as talk
• Thou shalt tie into other marketing initiatives
• Thou shalt test and evaluate
• Thou shalt not spam
• Thou shalt keep it short
• Thou shalt be regular
• Thou shalt cleanse your data
• Thou shalt give value to your subscribers

52. BIG guide to email marketing

53. rechenda.smith@littlegreenplane.com
www.littlegreenplane.com
@lgplane
@rechendasmith