Presentation at Making Links Conference 2010 in Perth, Western Australia. www.makinglinks.org.au

1. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010
”KielVan Daal & Paul Armstrong
Email Campaigning

2. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010
”•The basics
•Tools and costs
• Common mistakes
• Reporting /Tracking
• CMS integration
• Communication strategy
• Questions
Agenda

3. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010
”Email Campaigning, it really is basic!
The basics

4. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010
”Email Campaigning, it really is basic!
The basics
Really!

5. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010
”Email Campaigning, it really is basic!
The basics
Really!
•What is “Email Campaigning”

6. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010
”Email Campaigning, it really is basic!
The basics
Really!
•What is “Email Campaigning”
•How do you get started

7. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010
”Email Campaigning, it really is basic!
The basics
Really!
•What is “Email Campaigning”
•How do you get started
•Templates, PSDs, HTML/CSS - what does this all mean

8. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010
”Email Campaigning, it really is basic!
The basics
Really!
•What is “Email Campaigning”
•How do you get started
•Templates, PSDs, HTML/CSS - what does this all mean
•Managing data and making it work for you

9. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010
”Email Campaigning, it really is basic!
The basics
Really!
•What is “Email Campaigning”
•How do you get started
•Templates, PSDs, HTML/CSS - what does this all mean
•Managing data and making it work for you
•Reporting, tracking, integration and on going communication strategies

10. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010
”
Tools and costs
The first step is the most important, choosing the right tool

11. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010
”•First things first, try avoiding confusing bolt on platforms that claim
to be “Email Service Platforms”
Tools and costs
The first step is the most important, choosing the right tool

12. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010
”•First things first, try avoiding confusing bolt on platforms that claim
to be “Email Service Platforms”
Tools and costs
The first step is the most important, choosing the right tool
•Your chosen ESP will be a long term relationship, so make the right
choice at the start

13. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010
”•First things first, try avoiding confusing bolt on platforms that claim
to be “Email Service Platforms”
Tools and costs
The first step is the most important, choosing the right tool
•Your chosen ESP will be a long term relationship, so make the right
choice at the start
•So what makes a good and affordable tool

14. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010
”
Tools and costs

15. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010
”
Tools and costs Campaign
segmentation

16. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010
”
Tools and costs
Eye catching
designs and
editable
templates
Campaign
segmentation

17. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010
”
Tools and costs
Eye catching
designs and
editable
templates
Campaign
segmentation
Reporting
and tracking

18. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010
”
Tools and costs
Eye catching
designs and
editable
templates
Campaign
segmentation
Reporting
and tracking
Spam and
cross client
testing

19. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010
”
Tools and costs
Eye catching
designs and
editable
templates
Campaign
segmentation
Reporting
and tracking
Spam and
cross client
testing
Expected costs
$5/campaign
1 cent/email sent

20. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010
”
Common mistakes
Less is more!

21. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010
”•Too much copy, too many images and call to actions will kill any EDM
Common mistakes
Less is more!
Electronically
delivered mail

22. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010
”•Too much copy, too many images and call to actions will kill any EDM
Common mistakes
Less is more!
Electronically
delivered mail
•Think quality not quantity with your data

23. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010
”•Too much copy, too many images and call to actions will kill any EDM
Common mistakes
Less is more!
Electronically
delivered mail
•Think quality not quantity with your data
•Test, test and re test - you only have 1 shot!

24. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010
”•Too much copy, too many images and call to actions will kill any EDM
Common mistakes
Less is more!
Electronically
delivered mail
•Think quality not quantity with your data
•Test, test and re test - you only have 1 shot!
•Your content should speak to your audience not to you

25. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010
”

26. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010
” Too much copy

27. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010
” Too much copy
No CTAs

28. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010
” Too much copy
No CTAs
No images

29. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010
” Too much copy
No CTAs
No imagesFeels
cluttered

30. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010
” Too much copy
No CTAs
No images
TOO
C
ONFUS
ING
AND
IM
POS
S
IBLE
TO
D
IGES
T!
Feels
cluttered

31. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010
”

32. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010
”
Easy on the eye

33. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010
”
Easy on the eye
Good use of
imagery

34. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010
”
Easy on the eye
Good use of
imagery
CTAs

35. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010
”
Easy on the eye
Good use of
imagery
CTAs
Use of white
space

36. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010
”
Easy on the eye
Good use of
imagery
CTAs
Use of white
space
C
LEAR
,C
ONC
IS
E
AND
EFFEC
TIVE!

37. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010
”
Reporting /Tracking
How are your email campaigns helping your brand?

38. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010
”•Opens, bounces, clicks, unsubs, spam - what do these all mean and what
do they mean to your brand
Reporting /Tracking
How are your email campaigns helping your brand?

39. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010
”•Opens, bounces, clicks, unsubs, spam - what do these all mean and what
do they mean to your brand
Reporting /Tracking
How are your email campaigns helping your brand?
•How can you track the effectiveness of a campaign

40. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010
”•Opens, bounces, clicks, unsubs, spam - what do these all mean and what
do they mean to your brand
Reporting /Tracking
How are your email campaigns helping your brand?
•How can you track the effectiveness of a campaign
•Results over time will help with the direction of your future campaigns

41. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010
”•Opens, bounces, clicks, unsubs, spam - what do these all mean and what
do they mean to your brand
Reporting /Tracking
How are your email campaigns helping your brand?
•How can you track the effectiveness of a campaign
•Results over time will help with the direction of your future campaigns

42. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010
”
CMS integration
Streamline the process, maximise the results

43. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010
”
CMS integration
Streamline the process, maximise the results
•If your CMS “does” EDMs, still evaluate other tools

44. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010
”
CMS integration
Streamline the process, maximise the results
•If your CMS “does” EDMs, still evaluate other tools
•Automate your EDM content from your CMS’s content

45. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010
”
CMS integration
Streamline the process, maximise the results
•If your CMS “does” EDMs, still evaluate other tools
•Automate your EDM content from your CMS’s content
•Integrate signups from your CMS driven site into your member database

46. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010
”
CMS integration
Streamline the process, maximise the results
•If your CMS “does” EDMs, still evaluate other tools
•Automate your EDM content from your CMS’s content
•Integrate signups from your CMS driven site into your member database
•Use your CMS target specific demographics and increase signups

47. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010
”
Communication strategy
Let’s think long term

48. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010
”•What is a communication strategy
Communication strategy
Let’s think long term

49. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010
”•What is a communication strategy
Communication strategy
Let’s think long term
•How do you create one for your brand / company / organisation

50. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010
”•What is a communication strategy
Communication strategy
Let’s think long term
•How do you create one for your brand / company / organisation
•What are the benefits

51. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010
”•What is a communication strategy
Communication strategy
Let’s think long term
•How do you create one for your brand / company / organisation
•What are the benefits
•What does a communication strategy look like

52. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010
”

53. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010
”

54. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010
”

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”

56. MAKING LINKS CONFERENCE 15TH - 17th NOVEMBER 2010
”Do you have any or have we just made things worst?
Questions