How Often Email Marketing
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First delivered at the DMA's Annual Email Marketing Conference in 2007, this presentation doesn't look at why, not who, nor what but when to send email marketing for the best results!
![How Often is Too Often? Paul Crabtree Director, Velo// [email_address] Delivered at DMA Annual Conference 4 th October 2007 Not why , not who , nor what but when !](https://image.slidesharecdn.com/howoftenistooofteninemailmarketingbywwwvelomarketingcouk-100427113145-phpapp02/85/How-often-is-too-often-in-email-marketing-by-www-velomarketing-co_uk-1-320.jpg)
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How Often Email Marketing
- 1. How Often is Too Often? Paul Crabtree Director, Velo// [email_address] Delivered at DMA Annual Conference 4 th October 2007 Not why , not who , nor what but when !
- 3. What the research tells us
- 4. What does the research say? Open Rates The patterns are different for US and UK
- 5. What does the research say? Click Rates The patterns are different for US and UK
- 6. What does the research say? … .And it differs by sector Source: Email Centre UK The research confuses rather than helps… so going to do our own!
- 7. What governs when to send at the moment…. Timing based on marketer convenience, not the audience
- 8. … . It’s what we’ve always done…. Emails every Friday…. Emails on a Thursday…. Timing based on routine
- 9. What we’ve always done…. Emails at the start of the month…. Timing based on when content is available
- 10. This means we have to work it out for ourselves….
- 13. 1. Watch your recipients Is there an opportunity between sends?
- 15. 1. Watch your recipients RECOMMENDATION: Look when people choose to access your website?
- 17. 3. Watch your competitors RECOMMENDATION: Sign up to all competitors
- 18. 3. Get them to tell you Trigger sends based on recipients … .Reactivations … .Cross Sells
- 19. 3. Get them to tell you … .Auto Responders … . Abandon Carts
- 20. Email 2 - Extra incentive Week 1 Resend (?) Email send Email 3 - Extra incentive Offer ending Non open Unsubs Open, click, subscribe Open, click, subscribe Open, click, subscribe Unsubs Non open Week 2 Week 3 Week 4 Telesales(?) DM(?) Email 5 - Survey Open/Click Abandoned subscribe Open/Click Abandoned subscribe Email 4 - Loyalty Can build into a contact plan RECOMMENDATION: Set up targeted, automated campaigns
- 21. Watch for wear out!
- 22. Need to avoid apathy/ unsubs through overmailing AN APOLOGY Thompson & Morgan, I am wasting your budget and diluting your results