Building relationships using email marketing

Email MarketingHow to build relationships with Email

August 2010

Why Choose Email for Marketing?

• Cost Effective

• Immediate• Flexible

• Interactive• Measurable• Environmentally

Friendly

Planning, Strategy & Objective Setting

Essentially it boils down to…

• Who you are you sending it to?• What do you want to tell them?• Why will they be interested?• What do you expect them to do as a result?

Types of Email MarketingEmail can be used to meet a number of

different objectives; sales, brand building, events...

Examples:• Newsletter• Catalogue• Postcard • Brand

Can’t Anybody Do It?

Technically yes, but you need to consider:

• Time• Data Protection• Reporting• Creative

Software Options

• Self service– Low cost per message– Time intensive– Entry level to Enterprise– e.g. MailAway

• Fully managed– Potentially higher cost– Hassle Free– More professional output– e.g Jarrang

Customer Opt-In

If you haven’t already got suitable data on your

customers you’ll need to start collecting it.

Opt in suggestions:

• Data capture• Incentives and competitions• Website signup• Member get member

Data Capture Forms

Correlation Between Information Requested &

Sign-Ups

Behaviour, not demographics

Spam and Why It’s a Problem

Spam is the opposite of good quality email marketing!

Spammers:• Hide their identity• Accept a minimal conversion rate• Rip people off and disappear

Legitimate Email Marketers:• Use email to build their brand• Send messages that are of value to recipients• Build long-term, mutually beneficial relationships

Over 80% of sent email is

estimated to be spam

Creating Relevant & Engaging Content

Although you may have permission to send

someone email, the real question is will they want to receive it?

• Spam is not just a legal issue• Put yourself in your customers shoes

–How would I feel?–Content should reflect the personal

nature of email

Relevance and interaction

Some tactics

• Dependant on your customer base• Balance sell/ inform/ entertain• Implement welcome messages• Offer something worthwhile (relevance)• Encourage feedback and interaction• Link to social media and sharing

Tracking and Reporting Results

Email reports contain a number of important terms

which explain the most recent results for each campaign you send

• Sent• Bounced• Delivered• Opened/Read• Clicks• Unsubscribes

Monitor, review and

improve

Tracking and Reporting Results

Analysing and Improving Performance

Learn from the results:

• Low sent % - issues with data quality e.g duplicates• High bounce % - issues with data entry/age of data• Low open % - quality of content and relevance• Low click % - layout and quality of offer• Unsubscribes - expected initially - later on an early

warning your emails don’t add value - look at content and frequency before you lose your list!

Taking Reporting Further

Taking Reporting Further

Any Questions?