Email marketing is more than a collection of best practises. A solid review of your email marketing is the first step to recharge and maximize your email programs' potential. In this presentation from the email marketing day at your desk, Jordie van Rijn talks about: >>> The elements of your email marketing to review >>> How you can use a review to shape strategy and gain internal leverage For more information, go to http://www.markedu.com

1. Review and Recharge
your emailmarketing
Jordie van Rijn- Email day at your desk
Oktober 2011

2. Presentation
from Markedu’s
Email Marketing
Day @Your Desk
Get Markedu’s Event Alert to be notified about
» the free Email Marketing Day @Your Desk
» the free Social Media Marketing Day @Your Desk
» the free Direct Marketing Day @Your Desk
» See webinars here

3.  Independent E-mail Marketing
consultant
 Trainer & Speaker
 www.emailmonday.com
 www.emailvendorselection.com
Jordie van Rijn  Twitter: @jvanrijn
jvrijn@emailmonday.com

4. Today
Email marketing challenges
Becoming an Email Audit Einstein
Elements of an Email Marketing Audit
Q&A
jvrijn@emailmonday.com

5. But first… the Email Marketing Audit
 An Email Marketing Audit is an evaluation your total
email marketing and includes a rating to indicate its
relative merit.
It gives actionable insight:
 How we are performing
 Where to focus on and
 How to stay on course
jvrijn@emailmonday.com

6. Today
Email marketing challenges
Becoming an Email Audit Einstein
Elements of an Email Marketing Audit
Covering the first Audit Challenge
Questions
jvrijn@emailmonday.com

7. Crowded inbox
?
jvrijn@emailmonday.com

8. Par changes
?
Relevance, Mark Brownlow
jvrijn@emailmonday.com

9. Possibilities and tech
 10 - 30 % of your emails are opened  A new social media platform was
on a mobile device. launched: Google Plus
 That was 3,2% last year  G+ had 25 million users 1 month,
 77% of emails opened on mobile this took Facebook 3 years
aren’t opened on desktop or web  Linkedin has grown from 11mil to
>20 mil users in Europe alone.
jvrijn@emailmonday.com

10. Email in crossmedia campaigns
Combination of dialogue media most often utilized within
one crossmedia campaign
Source: DMBarometer 2011 (DDMA)
jvrijn@emailmonday.com

11. Marketers Challenges
What are the biggest challenges your
marketing department is facing today?
Source: Marketers Benchmark 2011 (Focus )
jvrijn@emailmonday.com

12. Resources
=( Conversion
)
Resources = (People + Time + Money)
jvrijn@emailmonday.com

13. Email marketing challenges
 Crowded inbox
 Par changes
 Performance measurement
 Possibilities and tech changes
 Crossmedia management
 Market / products change
 Consumer behaviors change
 Best practices change
jvrijn@emailmonday.com

14. Today
Become an Email Audit Einstein
jvrijn@emailmonday.com

15. Different forms of Review
5. Optimization & Split testing
4. Customer (data) research
Actionable
3. Email Marketing Audit Insight for
Improvement
2. Email and Web Analytics
1. Testing
jvrijn@emailmonday.com

16. 1.Testing
Does everything look, behave and work like we
intended?
Did you know that
.www was still free?
Prepare and schedule the mail the day before sending
Use a preflight checklist: Mail & Website
Monitor your automation & forms & revisit periodically
jvrijn@emailmonday.com

17. 2. Email and web analytics
jvrijn@emailmonday.com

18. 3. Email Audit
Provides overview:
Closer look at all the elements of email
marketing and how they are tied together
How we are performing,
where to focus on and
how to stay on course
jvrijn@emailmonday.com

19. Email Audit
How we are performing,
where to focus on and
how to stay on course
 Scoring & Benchmark
 Shows Strength / weaknesses
 Captured thinking
 Updated elements
jvrijn@emailmonday.com

20. Email Audit
Step away from the vehicle
day-to-day business
jargon
assumptions
Comfortzone
jvrijn@emailmonday.com

21. Elements to review
Become an Email Audit Einstein
jvrijn@emailmonday.com

22. Email Influence model
Purpose and
objectives
Email Put your resources
Marketing to work!
Results
© Emailmonday, Reproduction prohibited before previous consent
jvrijn@emailmonday.com

23. Email Influence model (ext)
Content
Organisational Purpose and Strategy
objectives
Analytics & Segmentation
Measurement & Profiling
Email
Marketing
Results List Growth /
Triggered &
Transactional Acquisition
Legal
ESP
alignment
Design and
Creative Interestability
Deliverability
Multichannel
Tactics
© Emailmonday, Reproduction prohibited before previous consent
jvrijn@emailmonday.com

24. Email Audit web
© Emailmonday, Reproduction prohibited before previous consent
jvrijn@emailmonday.com

25. Email Audit web
 Identify strong and weak points
 Quick wins
 Progress over time
 New focus points
jvrijn@emailmonday.com

26. Challenge #1
“ 80 percent of succes is showing up.
- Woody Allen
”
jvrijn@emailmonday.com

27. Timeline
Kick off Half year Annual
audit check up Review
Start One year NEXT
Continuous Monitoring
Mail by mail Tracking
Periodical and Campaign based
jvrijn@emailmonday.com

28. Kick off Audit planning tips
 Put the Kick off Audit on your calendar right away
 As soon as you can, but def. within the next few months Kick off
audit
 Give it a name: “Kick off audit” is already good
 Get an accomplice
Not needed for putting it on your calendar:
 Any type of excuses
 The answers before you start
jvrijn@emailmonday.com

29. More information on…
emailmonday.com Emailvendorselection.com
My contact details: Jordie van Rijn
Email jvrijn@emailmonday.com
twitter @jvanrijn

30. Questions?
Review and Recharge
your emailmarketing
Jordie van Rijn- Email day at your desk
Oktober 2011