Email Marketing
Jan 12, 2015
Email Marketing
What is email marketing?
• Regular communication to your clients• To stay in contact and re-engage with lapsed
clients• To drive a specific “call to action”• Event invitations, event follow ups• Very cost effective in tough market conditions
like we have at the moment• What audiences?
Audiences
Deliverability
• Take care with subject lines• Do not email from your own Exchange Server
if more than 500 recipients• Clean up bounces• Beware the 5% threshold with 3rd party email
services
EU Cookie Directive
• Although mainly about cookies, it’s actually about ALL privacy and tracking issues
• You need to think carefully about whether tracking “opens” and “click thrus” is in breach
• The guidance from the ICO does not even touch on email marketing
Personalisation
Dear Client,
Dear Mr & Mrs Smith,
Dear Bob,Dear A,
Dear A. Smith (Dec’d),Dear ,
Dear Mr David & Ms Jane Gilroy & Collas
How to save money!
• Law Updates - Andersons Solicitors Business Newsletter – July 2012
• A year in the life: expansion, cake and zombies!
• Last chance to boo!• Your Monthly Legal Update (April/May 2013) • I’m just going to come out and say it!• Weekly News• Could You Survive Without a Job?• Ten Tips for Nurturing your Way to Increased
Sales
Content Design
• Yes, of course your subject matter area!• That’s not what gets read• Make it human, talk about people• Offer a way of interacting with your firm by
drawing people to the website :-– Competitions– Win– Free
• Talk about more than what you do, talk about who you are
• “Funny Bit at the End”
Newsletter Design
Tracking Opens
Privacy Protection
Tracking Clicks
Privacy Protection
Other email marketing
http://www.conscious.co.uk/presentations