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6 Critical Steps to Maximise Email ROI Presenter: David Shiell Founding Partner, Web Liquid Group 15 th  April 2008
Contents ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
1. Structure & Design ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Marketers have only three seconds to catch a readers interest ! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Relevance “ Maybe nobody goes to your Website because its about you.”
1. Brand & Design ,[object Object],[object Object],[object Object],[object Object],[object Object]
1. Brand & Design ,[object Object],[object Object],[object Object],[object Object],[object Object],No ALT Tags ALT Tags
1. Brand & Design ,[object Object],[object Object],[object Object],Horizontal Preview Pane Vertical Preview Pane
2. List Maintenance ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],With email out performing offline direct by 17 percent, data quality is of vital importance to marketers  - Internet Retailer
3. Segmentation Strategies Simply put, people care about what’s relevant to them, and they don’t have the time or inclination to weed through what’s not.   ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],KNOWLEDGE ACQUISITION GROWTH RETENTION
3. Segmentation Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
3. Segmentation Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
4. Compliance ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The regulatory codes complement the law, and are not a substitute.
4. Compliance ,[object Object],[object Object],[object Object],[object Object],[object Object],The crucial consideration for compliance is that individuals must fully appreciate that they are consenting and what they are consenting to.
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],4. Compliance
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],4. Compliance
4. Compliance ,[object Object],[object Object],[object Object],[object Object],[object Object]
4. Compliance ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
5. Metrics ,[object Object],[object Object],[object Object],Viewing every aspect of your program - from the initial registration to the unsubscribe - can point to countless optimisation aspects.  Auto Preview + image enabled = opened?  Preview panes can give false positives!  Images disabled can give false negatives! Disabled Images = Not opened?
5. Metrics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
5. Metrics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
6. Test, Review & Expand ,[object Object],[object Object],[object Object],It’s better to make progress in small, manageable steps than to wait and plan for a long-term change that never comes to fruition.  ,[object Object],[object Object],[object Object],[object Object],[object Object]
6. Test, Review & Expand ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Systematic Approach PHASE 1 ,[object Object],Information Gathering  ,[object Object],[object Object],PHASE 2 ,[object Object],Reactive & Targeted  ,[object Object],[object Object],PHASE 3 ,[object Object],[object Object],Proactive & Personalised
David Shiell t: 020 7253 4133 e:  david@webliquidgroup.com  More information available at   webliquidgroup.com

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Six Critical Steps for Successful eMail Marketing

  • 1. 6 Critical Steps to Maximise Email ROI Presenter: David Shiell Founding Partner, Web Liquid Group 15 th April 2008
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  • 23. David Shiell t: 020 7253 4133 e: david@webliquidgroup.com More information available at webliquidgroup.com