Es tiempo de monetizar las redes sociales diego keller
Email marketing best practices workshop walter penfold
1. Powerful Email Marketing
Presenter:
Your
Photo Walter Penfold everlytic.latam
Here Managing Director, Everlytic
everlytic_latam
www.everlytic.com.ar
2.
3. Database Content Design
• Your own • Meaningful • Effective
Delivery Analytics Case Studies
• Get it into the • Measure • What others have
inbox Everything done
7. Resources in
Online Offline
organisation
Website – Subscription forms Business Cards Clients
Single Opt In vs Double Opt in Point of Sale
Potential Clients
Forward to a friend Events
Helpdesk
Mobile Telephone / Call Centre
Social networks, etc Hard Copy Forms Departments
Invitation
Opt in
8. Database Cleaning
• support@domain
Role Accounts • accounts@domain
• sales@domain
• @gmil.com
Wrong/ Bad • spambox@
address’s • abuse@
• Some ESPs will
Duplicates automatically remove
10. The The
Campaign Results
Kick-Start Challenge
79.51 % Unique Open
Rate
Opt-in Programme
Social Media encouraged 71.06% Click Rate
registrations (Highest Click Rate)
Email alert to existing
subscribers
Relevant email content
resulted in email being
Weekly Email over 4 read more than once
Week Time Period
11. Shape Case Study
Fully Opted in Database
Key Learning's
Extended invite to current newsletter
subscribers
Quality Data oppose to Quantity Data
13. Which of the following would make you more likely
to subscribe to a newsletter / commercial mail
74.28%
61.78%
29.92%
A friend referred it to me The information is relevant to me Well known and trusted brand
14. Get the basics right
Relevant Subject
From Name | Recipients respond to a brand
Be concise / Keep it short
Have something to say / Relevant Content / Clear Purpose
Check your spelling
Check your tone
Demonstrate that you value your readers
15. 1st - 15% off
2nd - Free
Delivery
3rd - R50.00 off
17. HTML
Design
Spam
Images in
Related
email
Issues
Design
Considerations
Call to
Landing
Action
Pages
Links
18. HTML Width: About 500 to 600 pixels
Preview Pane
19. HTML Format
HTML Simple Tables
and Layouts
work best
Flash: compatibility issues (movies)
JavaScript: compatibility issues along with
security warning issues.
Forms: we suggest you rather host your forms
online.
Background Images: Certain email clients do not
render background images properly.
CSS: Will be stripped out in most web clients
20. Images in email
Keep image files sizes small
Animated gifs and email
Include plain text
Use Absolute URLs to Link to Your
Images
Use alt text
Avoid Using Background Images
Embedding Images
21. Call to action links
Location
Presentation
Tracking
Test
Important Links
NB Links:
Unsubscribe
View in web browser
24. Spam Filters
Bright red fonts
Too many colours
Don’t yell with !!!!!!
DON’T JUST USE CAPS
FREE, LIMITED OFFER, ACT NOW
Balance Image and Text
Plain text alternative
30. Measure / Track
Have I met my
objectives?
Increase Retain
Grow Read Rates Drive Traffic Brand Sales Existing
Database and Click to Websites Awareness Conversions Clients
Rates (Loyalty)
31. Average Email Marketing Metrics
(emerging markets)
Magazine News
Overall Ecommerce
Publications Publications
15% Open 20% Open 14% Open 13% Open
Rate Rate Rate Rate
3% Click 5.6 % 7% Click 2.6% Click
Rate Click Rate Rate Rate
33. Campaign Reports
Metrics to track:
Opens (reads) | Clicks | Social Opens | Unsubscribes | Bounces | Complaints
34. New Metrics: Engagement Rate
Opens and clicks per campaign are great, but an engagement rate tells you how
individuals are interacting with your email campaigns across messages and over time
38. Active Growth
of List
Segment by
Test (A/B Split
Testing) Subscriber
Behaviour
Strategy
Segment by
Automation
Demographics
39. The The
Campaign Results
A/B Split Testing
Subscriber Behaviour Newsletter A had:
246% more leads
2 Templates
Database Split
Strong Call-to-Action
Newsletter A had:
Content was Identical 61% Click Rate
Moved Best Buys Section and
change in colour palette
40. Key Learning's
Valuable and Reliable Content
Promote content → result in Sales
Insights on
A/B Split Subscriber
suitable
Testing Behavior
elements
41. Best Practice Email Marketing
Balance
Manage Measure
Build your Create great
your and
own meaningful design
sender optimise
database content with
reputation campaigns
practicality
42. Powerful Email Marketing
Presenter:
Your
Photo Walter Penfold everlytic.latam
Here Managing Director, Everlytic
everlytic_latam
www.everlytic.com.ar
Hinweis der Redaktion
I am Walter Penfold, Managing Director of Everlytic, an global email marketing software platform for emerging markets based out of South AfricaToday we will talk about email marketing best practiceEmail marketing has been around for a long time, but because of the changing landscape of email and email delivery, the way we execute email marketing campaigns is changing. In this workshop I will share some insights into methods of getting the best ROI out of your campaigns.The statistics and insights in this workshop were gained out of analysing the last billion emails we sent in South Africa and other emerging markets
Email marketing is no different to other forms of marketingBecause it is relatively cheap to do, people don’t spend enough time on email marketing and drop the ballWe encourage people to look at email marketing a necessary channel in your marketing mix and to approach it in the same way you would other marketing activitiesToday we will talk about the five key elements of email marketing, Building and managing a database of contacts, ensuring your content is relevant to the target audience, designing emails that look great and get the necessary attention, making sure your emails get to the inbox and tracking and measuring your results to continually optimise your campaigns. Throughout the presentation I will illustrate some of the principles with case studies we have done and statistics from our own experience sending for some of the top brands in the countries we are in
Typical email marketing used to start by buying a database of email addresses and broadcasting messages to themThis method of building a database is old school and no longer worksToday you need to build your database organically and proactively to get engaged subscribers.Remember, when you interact with people via email your brand is at stakeHow you respect them and there personal information is important for your brand reputationIf you spam them you damage your brand
So the bottom line is you shouldn’t buy databases, unless you are 100% sure that these people have given their permission to receive email from youAssuming your have permission is not enough, you have to get specific consent from them to send.There are also other problems with buying databases like spamtraps which I will go into in more detail later
We did research which is representative of the entire online population of South Africa and then compared this to our experience in other emerging markets.The results showed that people are generally scared, or couldn’t be bothered to unsubscribe from a nesletter. Most will just ignore or delete the emailThis means that a large proportion of your subscribers could actually not be interested in the content your are sending outThe problem with this is that you create negative brand association with these people which could be damaging to your brandIn addition to this you could get complaints from these people which will affect the delivery of emails, especiually in web-based clients such as gmail and yahoo who have built in feedback loops for spamThe other reason, of course, is that you pay for these emails to be delivered, but are getting no ROI out of those people who are not engaged.These days email marketing is more about quality than quantity
Start internally building your databaseSingle vs double opt in – submit and you are automatically subscribed – double opt in a confirmation mail goes to your inbox (double is better)Always send an invitation first and get them to opt inAll the people that you interact with as an organisation could be potential subscribers
Most email service providers will do this for you or provide tools to do this – abuse@% (wild cards)Doesn’t go to one specific person, and those people haven’t specifically signed up for those communicationsIncorrectly spelt email addresses will bounce – esp will take bounces off automaticallyEsps will dedupe for you but if they don’t make sure you clean these off first
Proactice – advertising, competitions, etc.
Health magazineEveryone ate to much ice cream and food over holidays4 week program with exercise and health tipsExtended an invite to all subscribers, fans and followers to get them to opt in Highest unique read rate was 79% which is way above average
Don’t sent to entire base because of brand reputation, and it will cost you money (IOL – culled there database – better return on investment)Everyone who hasn’t read a mail in the last 6 months was sent a reconfirmation mail
Amazon of South AfricaCoupons (you get all three, choose which one you want)Valuable insights about recipient needs
Don’t send PDF (many ISP’s will block pdf’s, it is not a great experience for the user having to open an attachment, and emails tend to be too big)The best emails these days are designed in HTMLMake sure width fits preview pane with logo and nice portion of mailOpen mails don’t want to be scrollingProperties of table in wiziwig
Images as images and text as text (needs to be a balance – 60% text 40% images)Compatibility with receiving clientsWeb clients – event forms not always compatibleCascading Style Sheet – every heading has to be this font, etc. (convert to inline styles) – gmail trips style sheets out
What about videos? Not a problem sending it out but the receiving server can’t render it (outlook uses words – can’t render animated gifs, videos)Have an image in your email and take them online to let them view itKeep size small - When images don’t want to download it is unprofessional (100 kb for total message max – ideally 30-60 kb)Include plain text because certain organisations don’t allow HTML and people may have HTML switched off in clientReference to fetch image (absolute path – http:) Use alt text – if image doesn’t display then text describes itSome clients strip background imagesEmbedding images – not a good idea – triples size of mail and doubles spam score – mails go out slower and load slowerNot everyone will understand but designers will understand
Location, where is it can people see itImage and text should have links (if images don’t display then text can still be clicked)Links should be a different colourImportant – view message online, unsubscribe, update profile
Landing pages very important – what is a landing page?Where are they sending people to once they click on a linkBrand consistency so they don’t fee lossTransparency – don’t change the offer or alter a message from email to landing pageRedundant – have the whole article in email and onlineCorrect landing pages: Click on camera
Send me directly to the landing page relevant to the image you clicked onIf you send me to the home page then I will get lost trying to find the camera on the websote
Who is the mail coming from and what is the subject line (trusted source) – content has some relation to subject lineScan through content (pluses and minuses for good and bad) – higher score the more likely you will be rejectedEach receiving server works differently but these are generic tipsProblem with mail – whole email is one image (no content to read – we don’t trust it)
Not too technical – but how do you get it into the inboxAuthentication (SPF and DKIM) – name must be associated with IP address (Sender Policy Framework) – Prevents spoofing: create a SPF record on the DNS which identifies which domains can end from which IP addresses – recently in the news a guy stole the identity of Larry Page and sent an email on his behalf to Sergey Brin – google quickly picked this up and increased their email securityDomain Keys Identified Mail (encrypts header and content with private key which receiver decrypts with public key on DNS – ensures that the message was not altered during transit and that the sender is the actual originator)Most email service providers will have the tools in their product to allow you to set this upLet’s talk about reputation – this refers to your sender reputation and especially how ISP’s trust your IP address and domain name which the emails were sent fromIf you have poor quality data with bad email addresses in them or if you get too many complaints your sender reputation will diminish and ISP’s will block your emails – what they call blacklistingOne of the sure fire ways to get blacklisted is too hit a spam trap – explain spam trapsContent filtering – spam looking mails
Snowball effect
News publications – daily mails – but high engagement rateEcommerce – conversion will be higher
Engagement rate – period of 3 months
When we talk about measurement, the one thing you mustn’t forget is to track ROI – this is especially true for ecommerce customersWorked it out on profit not revenueClearly defined objectivesTrack the whole sales funnelSpecial discounts and exclusive content
Email marketing has the highest ROI of all marketing channels – but only if you do it rightCompanies such as Groupon would not exist without email marketing – their entire strategy revolves around it
Targeting mails – perfume to femalesAutomating – triggersSubscriber behaviour – series of mail second mail doesn’t go to anyone who didn’t open mail (based on whoever clicked on toyota – send them more info on that topic)
Financial content sight – can compare products with each otherContent advice on financeA/B split testing over 3 weeksNewsletter A had articles at the topNewsletter B best buy at the topPeople are interested in content first, and sales secondNewsletter A people read the entire mail