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How to grow your business with email marketing for delegates at Jarrold Training, Norwich, Norfolk
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Email marketing masterclass
30 May 2012 Jarrold Training
Introductions
Who we work with
You?
• Industry stats
• The business benefits
• Setting objectives
• Growing your list
• Task: structure, design & content
• BREAK
• The pitfalls of Outlook
• Creative campaigns & types
• Deliverability
• The legals
• Task: creating a plan
• The 10 email commandments
What we’re going to cover today
What’s in it for you?
The business benefits
Reporting
Integration
Cost
Benefits
¼ page advert in Business in East Anglia
Press release Event (room hire & refreshments)
SEO & PPC Email marketing
£450 £250-£450 £200 From £200 a month
£45 a year*
No stats No stats Stats Stats Stats
*Based on little green plane’s PAYG scheme with free template sending up to 200 emails a month
1. Cost comparison
2. Reporting
• Press releases
• Events
• White papers
• Blog posts
• Case studies
• Direct mail
• Competitions
3. Integration
Email marketing objectives?
• Opens
• Clicks
• OTC rate
• # enquiries
• # sales
• Forward to a friend rates
• Retention rates
• Re-engagement rates
• Event attendees
• Doc/guide downloads
• Brand awareness
• Obtain feedback
Growing your list
The blight of bought lists
A starter for ten
Send an opt-in
Growing your list
Networking LinkedIn Request
Networking
Growing your list
Sign up form on home page
Specific URL www.littlegreenplane.com/milehighclub
Use your website
Add checkbox to any existing form
Email signatures
Pop-up
Social media
Facebook fan page tab Twitter auto message
QR codes
Flyers at events
• From: relationship entity
• To: only one recipient
• Subject: direct and below 49
characters
• Address the reader
• Above the fold: call to action
• 3 snippets max – links back to
site
• Send to a Friend
• Social media integration
• Unsubscribe function
TASK: structure
Image only emails Creative design First impressions
Getting it right
Designing for mobile
• Chunkier call to action buttons
• Single column
• Keep images small to minimise download time
• Social media sharing
BREAK
Mile High Club… sign-up sheet
The benefits of using a professional service over
Outlook
Why Microsoft Outlook should be outlawed
• Less reporting
• No testing before send
• Going into the spam folder
• Problems with larger volumes
• Using ‘to’ field – Data Protection Act
• Risk of being blacklisted using BCC
• No method of managing unsubscribes
• No corporate branding
• Duplications
Avoiding Outlook
Making it work for you
Creative campaigns & types
Newsletters
Events
Surveys
Abandonment
Voucher
Re-engagement
Data cleanse
Competitions
Avoiding the spam folder
Deliverability
Spam filters Inbox Website Emails
Deliverability
Deliverability
4 levels of spam filtering
1. ISP spam filter
2. Company spam filter
3. Email client spam filter
4. Human spam filter
Avoiding the spam folder
• Repeats
• Exclamation marks!!!!!!
• USING ALL CAPS, WHICH IS LIKE YELLING IN EMAIL
• Colouring fonts bright red, or green
• Sloppy HTML coding
• One big image, with little or no text
• Using a noreply@ email address
Deliverability tips
• Good content and data
• Use pre-send tests provided by your ESP
• Send preview emails & set up test list
• Remove hard bounces
• Add an unsubscribe mechanism
• Review delivery stats – unsubscribes, spam complaints, bounces
The legals
The legals
Data Protection Act 1998
(Privacy and Electronic Communications Regulations)
• You must provide a valid unsubscribe mechanism
• You must list your company details on your emails
• You must not use competitions to gather email lists unless
participants have also said they are happy to receive updates
• If you are collecting data you must explain how you will handle it
AND provide user access, ideally in a Privacy Policy
PLAN: What are your email marketing objectives?
SEGMENTATION: Who are your email target audiences?
SIGN-UP INCENTIVE: “What’s in it for me?” for people joining?
DATA: Where are you getting your data from?
Will you need to do a data cleanse? How often?
How will you grow your list?
CONTENT: What types of email will you send?
How frequently? Tone? Call to action?
DESIGN: How will you design your template?
MEASUREMENT: How will you measure success?
Task…creating a plan
Ones to remember
10 email marketing commandments
• Thou shalt use an opt-in
• Thou shalt cultivate an organic data list
• Thou shalt use email marketing to listen as well as talk
• Thou shalt tie into other marketing initiatives
• Thou shalt test and evaluate
• Thou shalt not spam
• Thou shalt keep it short
• Thou shalt be regular
• Thou shalt cleanse your data
• Thou shalt give value to your subscribers
10 email marketing commandments
BIG guide to email marketing