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Why E-mail?
“E-mail is the fastest, most flexible, cost efficient, personalized and targeted communication medium in the world today.”
– Peppers & Rogers Group
“E-mail is not something you read, it’s something you do.” – Jim Sterne, Target Marketing
Maintaining lists:
• Keep it clean – bounce the bounces
• Opt in vs. double opt in
• Let them unsubscribe
• Don’t become spam
Email Reputation Score
Definition:The general opinion of the ISPs, the anti-spam community, and your own subscribers towards a sender’s IP address, sending domain, or both.
If the sender’s score falls within the ISP’s thresholds, a sender’s messages will be delivered to the inbox; if not, the sender’s emails may arrive in the bulk folder, be quarantined, or be bounced back to the sender.
Email Reputation score
Control your score
•ISPs offer various sender authentication standards such as SPF (sender policy framework) and DomainKeys.
•Keep the list clean by removing hard bounces after 3 deliveries (ISPs don’t like e-mail broadcasters who have a high bounce rate)
•Respond to complaints and unsubscribe requests
•Educate users about whitelists
83%: Used the Report Spam button
80%: Use it without opening the message
73%: Base decision on the "from" line
69%: Base decision on subject line
20%: Use the spam button to unsubscribe
grow a targeted database
Genuine opt-in Explicit permission granted Information can be gathered over
time
Growing your list:
Use every available interaction
• Incentives to sign up (white paper, gift voucher, music)
• Subscribe options during retail process
• Viral marketing
• Offline interactions and promos
Acquisition TechniquesOffline
In-storeCall centresCustomer eventsWarranty cardsDirect mailContests and mail-insWeb address on marketing material
2 types of commercial emails
• Promotional– Entice immediate action
• Retention based emails– Newsletters– Build long term relationships
Promotional emails
Immediate goal for user
Action taken by user Purchase Download Request information
Your database
Only one entry required: prospect's email address
but
more information can lead to improved customization
Un-targeted broadcast emails
Open rate: 20%Avg. CTR: 9.5%Avg. conversion rate: 1.1%
User-triggered campaigns
Open rate: 27%Avg. CTR: 9.3%Avg. conversion rate: 2.3%
Life cycle messaging campaigns
Open rate: 26%Avg. CTR: 9.3%Avg. conversion rate: 2.3%
Clickstream-based campaigns
Open rate: 33%Avg. CTR: 14%Avg. conversion rate: 3.9%
Source Marketing Sherpa 2007
• Identify communications you make with customers in a batch fashion.
• Ask what events could trigger these communications to make them timely.
• Prepare a distinct message for each customer situation
• Increase involvement by adding a call to action to each message
• Prepare a message for each possible response to your previous message.
Too many imagesnot enough textCertain spam filters place the "image vs. text ratio" criteria even higher than the "spam keywords" criteria
Creating subject lines
• It’s not rocket science, remember K.I.S.S.
(keep it simple stupid)
• The best subject lines are not ‘Flashy’ or ‘Pushy’.
• Your subject line should simply, clearly and concisely
describe the purpose/content of your email - its that simple!
• Its a process, and it starts with the opt-in always set your
subscribers’ expectations during the opt-in process regarding
the type and frequency of the emails they will recieve.
In just one-twentieth of a second, less time than it takes to blink, people make aesthetic judgments that will influence their experience of your landing page.
Plain text email
Text only No hyperlinks or
images Smaller file size Looks the same
across all platforms
HTML email
Contains images, different fonts and hyperlinks
File size is much larger
Can render differently
Parts of an email
• Header• Subject line• Personalized greeting• Body• Footer• Unsubscribe link• Adress (canadian law)
Video in email?
Increase click-through rates up to 25%.
Florist’s conversions jumped from 1.35% to 2.8%.
Remember:• include a link, host outside message• Remember that many viewers watch videos for the “entertainment” value. Keep videos short, light and relevant.
Sources: https://www.marketingsherpa.com/barrier.html?ident=30200http://inspireaction.mindandmedia.com/index.php/2007/11/15/hey-its-got-video-it-must-be-cool/
Mass customization
• One to one marketing on a macro scale
• Simple personalization can improve results
• Segment database
• Give consumers what they want
• Send different content to different people
• Insert ‘dear first name’ greeting, where
appropriate
• Personalize forms within email/landing
page – only ask a question once
Show you’re on top of everything.
Utilize all touch points for calls to action / up-sell
Generate emails in response to actions
What To Test?
To From Subject Offer Core message Selects Link attributes Day of week Time of day Frequency
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