A presentation given to third and fourth year Business students on Email Marketing at Niagara College, as presented by Real Email Consulting. Learn about the basics behind Email Marketing, including where Email fits in Online Marketing, response curves, the metrics available, and the basics behind managing an Email Campaign.

1. George Adamidis MBA
Real Email Consulting

2. Agenda
About Your Presenter
A Brief Overview of Email Marketing
Email and Social Media
On Planning, Execution and Reporting
About Email Testing Rules
The Quarterly Business Review

3. About Your Presenter
George Adamidis has been helping the Top 2% of Email
Marketers for the past 12 years.
In that time, he has worked across every vertical, and
launched virtually every conceivable email campaign.
10,000,000,000+ emails managed.
$400,000,000+ sold in online revenue.
Managed $25,000,000+ in email revenue.

4. A Brief Overview Email Marketing
Constant Change , Consolidation, and Evolution
2000 2011
Volume Millions Billions
Creative Text, AOL, HTML HTML only
Type Batch and Blast 1 to 1
Testing A/B Testing Multivariate Analysis
Legislation None PIPEDA + CANSPAM +
FISA* (*given royal assent)
Delivery Easy Difficult
Integration with Web Not available Full integration
Integration with Social What’s Social? Many integration points

5. Where Email Fits in Online Marketing
Email is one part of a three-part approach to Online Marketing.
Search
Online Marketing
Web / Social Email

6. Email Marketing is still relevant!
3X as many email accounts as
facebook & twitter combined.
Total posts on facebook and
twitter = 0.2% of all email
traffic.
Total searches on Google, Bing
and Yahoo! = 1.1% of all email
traffic.
Nearly 4X as many emails are
sent daily in comparison to all
facebook/twitter updates and
searches on Google, Yahoo!
and Bing... and this excludes
spam!

7. Email Marketing is still effective!
“Those who buy products marketed through
email spend 138% more than non-readers of
email”.
Forrester Research – Email Marketing Comes of Age

8. Why Email Marketing?

9. Why Email Marketing?
Low cost, measurable & highest ROI
Email drives $42.08 in business for each $1 spent (DMA 2010)
People prefer email.
75% of Social media user say email is the best way for companies
to communicate with them (MarketingSherpa 2010).
50% of all shared content is shared via email.
Email is a key cog in the social engine (ShareThis 2009).
Email is cost effective.
A January 2011 survey by BtoB Magazine found 63% of respondents
were likely to increase spending on email in 2011 (second only to
websites) with 29% keeping spend constant.

10. Why Email Marketing is Here to Stay
Everyone has an email address.
Email is a universal protocol – no one “owns” email.
Email drives users to the web and in-store.
Email is measurable, actionable and easily optimized.
Email provides instant gratification.

11. Three Top Considerations in Email Marketing
Be RELEVANT
If you have the data, use it.
Customers always ask “what’s in it for me”?
Be TIMELY
Welcome immediately.
Send confirmations immediately.
Campaigns should reflect time of year.
Be PERSONAL
Personalize with your data.
Make it conversational.

12. A Brief Overview Email Marketing
Email Marketing has consistent engagement patterns.
The IWEARR model of Email Engagement
REWARD
INITIATE WELCOME
ADVOCATE
ENHANCE
RECONNECT
Courtesy : Digital Cement

13. A Brief Overview Email Marketing
Email Marketing has become a true 1 to 1 experience
Personalization and Dynamic Content is now possible on:
User-defined data (first name, favourite sport)
Customer engagement (opened, clicked, where clicked)
Date/time data (when joined, how long on file)
Purchase history (did not buy, bought long ago)
Multiple Campaign Types have been developed:
Welcome (most important campaign)
Drip / Step (event or time based)
Confirmation / Notifications (purchases, alerts)
Automated (birthday, abandoned cart)

14. A Brief Overview Email Marketing
Email Marketing allows for ongoing optimization
Testing is a “must have” for any sophisticated email program.
Subject Line Testing (personalized, special offer)
Creative Testing (imagery, template)
Day and Time Testing (when to send)
Multivariate Testing (combines 000s of A/Bs in 16 emails or less)

15. A Brief Overview Email Marketing
Email Marketing has consistent engagement patterns.
Campaigns return results immediately.
Campaigns receive 90+% of engagement in first 48 hours.
After 72 hours, a campaign can be considered completed.
ENGAGEMENT
TIME

16. Email and Social Media
Social Media has changed how Email Marketing works, but it
complements, not replaces, communication to customers.
Social Media is a means of communicating to the masses, and is a wonderful tool for
disseminating information quickly; however, the reporting and personalization is no
where near as sophisticated as email...yet!
Three quarters of people prefer to receive email as a means of communication from an
organization (Marketing Sherpa, 2010) in which they conduct some form of business.
Social Media can drive email behaviour and vice versa.
Sharing content from an email program is ubiquitous within Email newsletters (the Like
button, Share With Your Network, Post to Twitter, etc), and some social networks are
allowing email subscription to occur within their platform.

17. Email and Social Media
Social Media has changed how Email Marketing works, but it
complements, not replaces, communication to customers.
Sunglass Hut and Babies R Us place their “Share”
call-outs at the very top of their newsletters.
The Gap places their SWYN call-out at the bottom
of their email.
It’s often said that a click on a SWYN link is the
equivalent of, on average, 10 forwards of an
email.

18. Email and Social Media
Social Media has changed how Email Marketing works, but it
complements, not replaces, communication to customers.
Email Marketing is best used to send personalized content and offers to your existing
customers.
Facebook is best used to communicate to your target market – whether they are a
customer or not – because it has the greatest ‘reach’ of all networks. It’s also a great
tool for creating communities of evangelists.
Twitter is best used as a tool for communicating “real time” information for
product/service issues, interactive contests and interacting with customers. While this
also builds a community, it’s not as rich an experience like facebook.
Google + is not quite there but it will grow quickly in the next year.

19. Planning
By failing to prepare, you are preparing to fail
Planning is essential to success, regardless of the desired outcome.
If you don’t plan, how would you know that you have succeeded?
Start with the end in mind; what are your goals for email marketing?
- awareness? - sales?
- news? - notifications?
Find out what your current email marketing program is made of.
Understand what data you have in the database.
Subscribe to your competitor’s emails.

20. Example: Planning
Understand what data you have in the database.
A client had collected “birthday” as part of their regular subscription form, but
only used the data to verify subscribers were at least 13 years of age.
What are your goals for email marketing?
You want to sell, sell and sell some more of your product online.
What is your current email marketing program is made of?
The existing program did not use the Birthday data, so we proposed a “Happy
Birthday” email campaign.

21. Execution
Ideas are easy.
It's the execution that really separates the sheep from the goats.
Execution represents the day-to-day activities that ensure you are mailing regularly with
the best usage of tools and the best format for reporting.
Understand Your Email Deployment tools.
Clearly define your campaign structure.
Develop rules for testing programs.

22. Example: Execution
Understand Email Deployment tools.
We advised the client of tools available that will automatically generate an
email each day and deploy only to those who had a birthday that day.
Clearly define your campaign structure.
We proposed different messaging for Men versus Women.
As such, we created a campaign for the men and a campaign for the women.

23. Email Reporting
Language is not simply a reporting device for experience,
but a defining framework for it.
Reporting is the biggest reason customers use email marketing. There is ‘instant
gratification’ versus traditional methods of advertising, and more robust and accurate
metrics are available for interpretation.
Understand what metrics are available and why they are important.
Understand how reporting feeds back into Planning and Execution stages.
Each week, create a weekly snapshot of the previous week’s email results.
Benchmark your results, compare/contrast results against others in the space.
Summarize results and develop actionable insight.

24. Reporting
Email Marketing is full of data points for a marketer to review.
Delivery Rate Share Rate
Bounce Rate Forward Rate
Open Rate Click Zones
Click Rate Clicks by Domain
Unique Opens Opens by Domain
Unique Clicks Click Indexing by Domain
Click : Open Ratio Open Indexing by Domain
Total Revenue Click Indexing by Source
Revenue per email Open Indexing by Source
Subscription Rates In-Store Traffic Index
Abandon Rates Email Revenue per Dollar Spend
Abuse Rates YoY, MoM, and any other trending data
and then some!

25. Example: Reporting
Understand what data are available and why they are important.
We let the client know how much revenue was generated by the campaign, and
used a measure of REV$ / EMAILS PUSHED to determine success.
Understand how reporting feeds Planning and Execution.
If the program was successful, we would need to update creative annually.
As well, we would need to consider breaking up campaigns by timeframe.
Create a weekly snapshot and benchmark results
Data was provided, for all campaigns, in weekly reporting and the Birthday
campaign was benchmarked against all other client mailing activities.

26. Results
Birthdays generate twice the client’s average revenue/email.
The client’s average campaign generated $0.09 per email pushed, versus the
Birthday email campaign which generated $0.19 per email pushed.
It was determined that one group outperformed the other.
Men spent more money using their birthday email offer than Women. This
presents additional opportunities to sell more strategy development and
analysis.
The client was ecstatic they 2X revenue with better targeted mail.
Some clients need to see the results of your recommendations to really
understand best practices in email. This also builds trust and a better
relationship.

27. About Campaign Structure
The structure of your campaigns should reflect, as closely as
possible, your internal reporting structure.
Email campaigns should be created to mirror how a business internally reports their
success in marketing. This can take two different paths – either by date or by program.
Determine how your business evaluates reporting internally.
Recommend a campaign structure that mirrors the reporting.
Once emails deploy, reporting will require less manipulation to be impactful.
Examples: Q1_BabyClothes Holiday_2009
Christmas2009_Special_Offers Monthly_Newsletter_2009

28. About Email Testing Rules
Marketers want to ensure they are doing the best work possible.
Our job is to help guide business down the right path.
Define the rules for testing; poorly planned testing is a wasted effort.
Start with the end in mind; what are your goals for email marketing?
Every email is an opportunity to learn; make testing part of the normal email process.
Start small; subject line testing is the easiest to grasp, execute and learn from.
There is a right way and a wrong way to conduct Subject Line testing. For results to be
repeatable, create subject line “themes” such as Personalized, Dollar-Off, Percentage-Off,
Long, Short, Compelling News, Limited-Time Offer, etc.

29. The Quarterly Business Review
The number one tool for providing real value to an email
marketing program is the Quarterly Business Review (QBR).
QBRs provide a basis for comparison. Understanding how well you are doing provides
great comfort and insight, and provides you with an opportunity to increase your
response and revenue.
Determine what industry vertical you belong to and find published metrics*.
Pull all emails sent, by campaign and in aggregate, and calculate their averages.
Run your figures against the benchmarks and understand how you compare.
* Epsilon publishes benchmarks for a number of verticals and is publically available at www.emailinstiture.com

30. The Quarterly Business Review

31. The Quarterly Business Review

32. The Quarterly Business Review

33. Thank you!
George Adamidis MBA
Real Email Consulting
george@realemail.ca
www.realemail.ca
http://ca.linkedin.com/in/gadamidis