4. The Benefits
•! Highly Targeted: dynamic, personalized content
•! Immediate: shorter lead times
•! Test and Refine: ensuring optimal results through
continues improvement.
•! Measurable: effectiveness of campaigns (ROI).
Greater insight into customer behavior.
•! Reach: unlimited distribution globally, infinitely scalable
•! Better conversion rates: seamless – uninterrupted process
from prospect to customer in a matter of clicks.
•! Cost effective: fast acting, flexible focused campaigns
equals maximum return on investment.
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5. Marketers face
tough competition
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6. 126
average number of
emails received per
day by corporate
users in 2007
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7. 20%
of all emails
are ‘Junked’
by spam filters
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8. 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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9. Email Reputation Score
Definition:
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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10. 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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11. These could be affecting
your reputation score
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13. 83%: Used the Report Spam button
80%: Use it without opening the message
73%: Base decision on the "from" line
69%: Base decision on subject line
20%: Use the spam button to unsubscribe
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14. So what makes a
campaign successful?
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17. Who are your
target audience?
Thursday, November 19, 2009
18. grow a targeted database
Genuine opt-in
Explicit permission granted
Information can be gathered over
time
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19. Growing your list:
Use every available interaction
• Incentives to sign up (white paper,
gift voucher, music)
• Subscribe options during retail
process
• Viral marketing
• Offline interactions and promos
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21. What are your
objectives?
Thursday, November 19, 2009
22. 2 types of commercial emails
• Promotional
– Entice immediate action
• Retention based emails
– Newsletters
– Build long term relationships
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23. Promotional emails
Immediate goal for user
Action taken by user
Purchase
Download
Request information
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24. Promotional emails: entice the user to take
action through purchase or sign up
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25. Retention emails
Longer term goals
KPIs important
Open Rate
Click-through rate
ROI
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26. Your database
Only one entry required: prospect's
email address
but
more information can lead to
improved customization
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27. Retention based emails: information of value
to create a long term relationship with the
reader
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35. • Take a holistic view of
customer relationships
• Transactions shows
you a series of frames
• Transitions play
you a movie
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36. • Take a step-by-step,
wait and respond
approach
• Define specific
transitions that trigger
customer dialogues
• Sync communications
to transition moments
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37. • 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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47. Too many images
not enough text
Certain spam filters place the
"image vs. text ratio" criteria
even higher than the "spam
keywords" criteria
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49. 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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50. How your email marketing
message is structured will
determine 50% of its success
•! 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.
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51. 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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56. 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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57. 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
Thursday, November 19, 2009
65. 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=30200
http://inspireaction.mindandmedia.com/index.php/2007/11/15/hey-its-got-video-it-must-
be-cool/
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71. Mass customization
• One to one marketing on a macro
scale
• Simple personalization can improve
results
• Segment database
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72. • 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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80. Show you’re on top of everything.
Utilize all touch points for calls to
action / up-sell
Generate emails in response to actions
Thursday, November 19, 2009
