Its not spam but are you cooking bacn | EMSA 2011

EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland

It’s not Spam – but are you cooking bacon?

Matthew JohnsonEDM Specialist

Vision6


Bacon???


3 little pigs of email marketing

UnwantedNo consent



Un-interestedGave consent once

UnwantedNo consent



WantedConsent given

UnwantedNo consent

Un-interestedGave consent once


Come on in!

Put time and effort into building solid relationships with subscribers

The moral of the story


Bacon and your database

1. Building your database the right way

2. Collecting the right type of information in your database and then using it

3. Keeping your database in shape so it continues to work hard for your business


Email the right people

Made a general enquiry over email

Purchased a holiday package

Subscribed to receive promotional deals


It all begins with your database

Email 1 Email 2 Email 3 Email 40

10

20

30

40

50

60

Open rates (%)

How do I improve the open rates on this campaign?


Avoid purchased or rented lists

No relationship

= poor results

= spam complaints

= damaged reputation

= compromised future deliverability

It’s just not worth it!


Effective email list growth tactics


Focus on the right things

Between 20 – 30% of your database contacts will churn each year

• Don’t sacrifice quality for quantity

• List growth must be aligned with your business objectives

vs


Focus on the right things

After 6 months, research suggests 60% of subscribers become in-active

• Reactivating these people is verydifficult

• Focus energy on attracting theright people first and then keeping them engaged


Refer a friend initiatives

• Leverage existing database as a source for growth

• Remember to build relationships with new subscribers beyond the competition


Incentivised growth initiatives

60days later


Build relationships


Build relationships

“Great relationships are built on trust. And trust is gained by delivering on clear expectations”

• Provide a consistent experience

• Set expectations around message frequency and content

• Communicate the benefits (WIIFM)


Building relationships in action


Collect the right information

• Keep it simple

• Only ask for information you’ll use

• Explain how providing more information will benefit the subscriber


Keep it simple


Ask nicely


Make it easy to provide info


And then use it


Build profiles across platforms

CRM Website e-Commerce POSEmail System


Maintain a clean database

• Allow subscribers to easily update their profile

• Run dedicated campaigns and surveys and incentivise for best results

• Use preference centres for complex or infrequent campaigns


Some people will unsubscribe

Top 3 reasons why people unsubscribe:

• Emails came too frequently

• Content became repetitive and boring

• Receive too many emails


Make it easy to do so

67% - Click the link to unsubscribe

17% Delete emails as they arrive

8% Click spam or junk button

6% Nothing, just ignore the emails

2% Setup a filter in my email program


Final thought

What are you dishing up to your database?


Thank you

Matthew Johnson – EDM Specialist

[email protected]

www.vision6.com.au

Education

Its not spam but are you cooking bacn | EMSA 2011