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Presentation to the Better Business Event, Lincoln Chamber, 20 November 2013
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John Owens
© John Owens Associates Ltd 2013
Email Marketing
(A whistle-stop “Top Tips” tour!)
• Why email marketing?• Getting it read – “deliverability”• Best practice and the law• Next steps - MailChimp demo• Questions
Agenda
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Search Email YellowPages
BannerAds
DirectMail
Search
Yellow Pages
Banner Ads
Direct Mail
Cost per lead across various direct marketing methods
Source: Piper Jaffrey & Co 2011
Why email marketing?
Customers
• 6-7 times more expensive to gain a customer than to retain a customer
• 5% increase in retention yields profit increases of 25 to 100%
• Repeat customers spend 67% more
• After 10 purchases, a customer has already referred up to 7 people
Source: Harvard Business Review
Why do your customers leave?
• Often, because you haven’t given them a reason to stay
• Your Indifference – they haven’t heard from you for 6 weeks or more
• Lots of different ways to talk with them (+ integrate)
• BUT email marketing is very cost effective
(See “How To Win Customers & Keep Them For Life”
by Michael Le Boeuf)
Permission
• More than just opt-ins
• “Explicit” versus “Implicit”
• Quality a priority
• “Permission marketing”
• + legal aspect in UK /USA
P. S - think -
Is your “targeted message” my “you’re sending me spam… (again)”?
Strategy
• How will email marketing contribute to your business development?
• How does it tie in with your other activities (social media, web, printed etc.)?
• Be realistic (it takes time to build a trust relationship with your ‘targets’)
• Email marketing is a ‘long game’ – it takes time
Getting it read....Use a commercial service
• Don’t try to use your own email package
• Measurable results – so measure!
Don’t use your own email system...
Getting it read....
Have a clean database
• No point in sending to dead addresses + ISPs don’t like it
• Collect emails whenever you can – and get them to opt-in
• If you buy email data, use good sources
• Named individuals if possible!
• Multiple use or single use?
Getting it read....Who is going to write it?
• What’s the key message?
• What action do you want them to do because of reading it?
How often?
• When you have something to say
• Better if consistent
What time of day?
Day Best Time Open rate
Tuesday / Wednesda
y /Thursday
Around 9:30am
or 1:30 pm
50-62%
Friday 9:30am 18%
Weekends 2%
Business to Business
• Avoid weekends and after 4pm
• But best time for a “head-hunter” was Monday morning
• And lots of commuters check emails on mobiles
on way into work now
Source: Constant Contact & iContact
What time of day?
Day Best Time Open rate
Tuesday / Wednesday /
Thursday
Circa 5:00 pm to 8:00
pm
40-45%
Friday 5:00 pm onwards
30-40%
Weekends (to Sunday afternoon)
30-45%
Business to Consumer
Source: Constant Contact & iContact
Best practice• Only send emails to people who have requested them
• Only include relevant content
• Be consistent with your sending frequency & “From” name
• Have both a plain text and HTML version
• Watch out for spam filters – ALL CAPS, free, !!!!!!!, Viagra, F.R.E.E etc…..
• Build your list everywhere you can
“The money is in the list”
The LawData Protection Act 1998
• You may need to register – www.ico.gov.uk (£35 p.a.)
Privacy and Electronic Communications (EC Directive) Regulations 2003
• “You can not transmit unsolicited marketing email to an individual subscriber unless they have previously notified you that they consent, for the time being, to receiving such communications”
• “Soft Opt-in”
MailChimp – www.MailChimp.com
Sign – up and registration
(Free – don’t need a credit card)
FREE – up to:
•2,000 subscribers
•12,000 emails per month
Build up lists of subscribers
•Via importing a spreadsheet list
•Via collecting from a from embedded on your site
•Manual entry
What sort of campaign?
Here’s one I made earlier!
Testing via sending to my email box
Getting ready to automate sending
Monitor the response rate
Any Questions?
