Transcript Slide 1

Top 20 Best Practices for
Top 20 Best Practices for
Email Marketing
Email Marketing
Why Email Marketing
Why Email Marketing?
1. Email can be tracked, forwarded, linked
and measured.
2. Obtain a higher response rate than print
advertising
3. Economical
Permission is not optional.
Think of your list into two parts
Opt-in Names: Opt-in mail that is explicitly requested by the
recipient. You have obtained their permission to email them.
Raw names: Email address that your company has in its possession but the
person associated with that email address has not given you permission to
send them marketing communication. In other words they have not
subscribed.
The CAN-SPAM Act: A Compliance Guide for Business
7 Main Requirements see them here
http://www.ftc.gov/bcp/edu/pubs/business/ecommerce/bus61.shtm .
Why do You Need
A Subscriber
Acquisition
Strategy?
INTERACTIVE MARKETING HUB
“The mix of media
channels has shifted
from a one-way
broadcast model to a
set of dynamic twoway media forums.”
Source: Booz Allen Hamilton
HD Marketing 2010: Sharpening the
Conversation
“Those who buy
products
marketed through
email spend 138%
more than nonreaders of email.”
Source: Forrester Research
“E-Mail Marketing Comes of Age.”
“Service is the new currency of
selling. And email is the #1 tool
for serving
customers.”
Joseph Jaffe
SUBSCRIBER ACQUISITION: BEST PRACTICES
• Attract
– Use SEO (Organic) and Paid Search to attract potential
subscribers
– Leverage social networks
• Engage
– Design your landing page to make opt-in simple
– Provide a “reason” to subscribe
• Convert
– Send Welcome Email to confirm email registration
– Provide “Thank You” offer for new subscribers
WHAT’S WORKING, WHAT’S NOT
TARGET YOUR TACTICS TO YOUR AUDIENCE
LIST GROWTH TIPS
PROMOTE YOUR NEWSLETTER: WEB SITE
Promote on:
- Landing pages
- Confirmation
emails
PROMOTE YOUR NEWSLETTER: TO LEADS
Goal: identify when to send
promotion to leads
Test: segment based on age of
the lead
- Less than 2 weeks
- 23 to 28 days
- 1 year
PROMOTE YOUR NEWSLETTER : TO LEADS
Results:
- 23 to 28 days > 5% conversion
- All other age segments <1%
ENCOURAGE SHARING
PROMOTE ACROSS NETWORKS
Marketing Spend Continues To Shift
Toward Digital Channels – Track It
With Microsoft Dynamics CRM
http://ow.ly/1q464B
Call-to-action:
- Attend The TM Group’s Vision 2010 Conference
- Download the ExactTarget Marketing Budgets in 2010 Report
PROMOTE ACROSS NETWORKS
Marketing Spend Continues To Shift
Toward Digital Channels – Track It
With Microsoft Dynamics CRM
http://ow.ly/1q464B
Results:
- The TM Group – increased exposure for Vision 2010
- ExactTarget – New leads from the white paper download
“BRAND FANS”
ARE NOW
YOUR BEST MARKETERS
www.
EXACTTARGETinACTION
.com
1. SERVE INDIVIDUALS
THE FAN-CENTRIC
presents
20
www.
www.FANMAILMARKETING
EXACTTARGETinACTION.com
.com
2. HONOR THEIR
PREFERENCES
COMMUNICATION
CONTENT
FREQUENCY
CHANNEL
THE FAN-CENTRIC
presents
21
www.
www.FANMAILMARKETING
EXACTTARGETinACTION.com
.com
3. DELIVER TIMELY,
RELEVANT CONTENT THAT
IMPROVES THEIR LIVES
THE FAN-CENTRIC
presents
22
www.
www.FANMAILMARKETING
EXACTTARGETinACTION.com
.com
Scott Roth
Director, Integrated Partners
[email protected]
Be prepared for churn.
Fact: 30% of email addresses churn
each year. Make sure you keep your list
engaged.
Design for the Inbox.
• Test sample messages
• Try putting you company name in the FROM line for fast
recognition
• Use a “Grabber” subject line – 50 characters or less
• Use teaser text and HTML colors and layout rather than an image
so readers can get an immediate “preview” of your email even if
images are disabled
• Put in the important content – the offer, call to action, newsletter
contents - at the top of the email for immediate viewing.
Define your email value proposition (EVP)
Your EVP should:
• Be unique to your company and tie
back to your company’s business
and/or marketing objectives
• Clearly define the value your email
message brings to subscribers
Be prepared for mobile devices and social
media
B2B Marketing: Most email messages
will be viewed on mobile devices – and
your carefully designed HTML email
will look like gibberish on most of
them.
Integrate email into your complete
marketing mix
• Design keyword-rich landing pages
that will help with SEO efforts
• Promote newsletter content across
multiple marketing points
• Use social media to increase opt-ins
to your emails
• Remember mobile marketing
Metrics
Open Tracking
Emails that are “opened” are tracked by hosting images on a server and embedding
the hosted images in the body of the email.
Click Tracking
When someone clicks on a link in your email, you can track the link.
Forward Tracking
Forward tracking is when someone forwards the email through the HTML code.
Hard to track forwarding if you forward using Outlook.
Unsubscribe Tracking
When someone wants to be removed from your email list.
SPAM Tracking
When someone reports your email as SPAM.
Tie into Web analytics
1. Better and more robust ROI tracking
2. Link Placement
3. Effective targeting of prospects
4. Integration with other sources of
information
Allocate necessary resources
Email marketing is different than it
used to be. You must allocate
adequate budget, resources, and
know-how to do the job right and
achieve ROI goals.