E mail marketing

E-Mail MarketingEIS 2350

E-Mail MarketingEmail is the “oldest” digital marketing technique, but has it’s threats:NEW COMMUNICATION TOOLS:

Social Networks are a great place to gather email addresses (contests on facebook, youtube, D2F, links in twitter)

Embed Email Subscription link WHERE EVER possible.

E-Mail Marketing

E-mail CaptureFACEBOOK APPS - BANDPAGE

TWEET FOR A TRACK - TWITTER

TOPSPIN - YOUTUBE

E-mail Capture

AND ALWAYS THE WEBSITE

Brief Sidebar:COPPA COMPLIANCE

WHO CAN WE GET EMAIL ADDRESSES FROM AND MARKET TO LEGALLY

The Children's Online Privacy Protection Act, effective April 21, 2000, applies to the online collection of personal information from children under 13. The new rules spell out what a Web site operator must include in a privacy policy, when and how to seek verifiable consent from a parent and what responsibilities an operator has to protect children's privacy and safety online.

online merchandise sales

ticket sales (but not AEG, Live Nation, or Ticketmaster)

merch stands at shows

street team (tablet or mobile signups)

E-mail CaptureOTHER PLACES FOR EMAIL CAPTURE

E-Mail MarketingINBOX OVERLOAD

GMAIL INBOX MANAGEMENT

E-Mail MarketingDIRECT COMPETITION FROM “EMAIL KILLERS”

Email has been pronounced “dead” at least four times since I started my career in technology.

MYSPACE MESSAGING

BLOGGING / RSS FEEDS

TWITTER

FACEBOOK MESSAGING

However, E-Mail Marketing Continues to be a major player in “moving the dial” and getting fans to act.

E-Mail MarketingFACT:

“58% of people start their online day by reading emails ” – ExactTarget’s Email X-Factor Study, 2010The shift comes on how we’re viewing

these emails... Stats say 43% of email is now opened on a mobile device !Litmus –”Email Analytics” (March 2013)

E-Mail Marketing

Email continues to evolve

Subscribers to Email lists are more likely to “buy” a product

Most email marketers are still REALLY bad

WHAT WE KNOW:

E-Mail MarketingHOW TO BE SUCCESSFUL:

Spray&and&pray&is&dead!&

E-Mail MarketingSCREEN SIZES AND DEVICE COMPATIBILITY

UP TO 60% OF EMAIL BLASTS ARE READ ON SOMETHING OTHER THAN A COMPUTER MONITOR.

E-Mail MarketingHOW TO BE SUCCESSFUL:

NARROWCASTING: aiming media messages at specific segments of the public defined by values, preferences, or demographic attributes.

AS OPPOSED TO

BROADCASTING:WHO ARE YOUR SUBSCRIBERS? !

AGE? LOCATION? OPEN RATE? PURCHASED TICKETS / MERCH?

E-Mail MarketingHOW TO BE SUCCESSFUL:

SET A FREQUENCY RATE !

THIS WILL HELP WITH SUBSCRIBER EXPECTATION

E-Mail MarketingHOW TO BE SUCCESSFUL:

E-Mail Marketing

Integrate with Social Networks to continue the conversation

Allow your messages to go viral

Give subscribers a chance to participate in the message

HOW TO BE SUCCESSFUL:

E-Mail MarketingHOW TO BE SUCCESSFUL:

MEASURE MEASURE MEASURE MEASURE

IF YOU’RE NOT MEASURING !

YOU’RE GUESSING!

E-Mail Marketing

None of this matters without quality content

HOW TO BE SUCCESSFUL:

WHAT IS QUALITY CONTENT?

What is the purpose of your message?

Is the Message clear?

How are you presenting the message?

E-Mail MarketingTHINGS TO KEEP IN MIND

ALWAYS HAVE A CALL TO ACTION!!!!

!(sounds testable)

E-Mail MarketingTHINGS TO KEEP IN MIND

What is the Layout of the Message?

Where is your call to action (Is it above the “fold”)?

Optimize for the “Preview Pane” 400x300 pixels

Are you incorporating HTML and images, does this matter?

E-Mail MarketingIs your copy “scannable”

Can I understand the message in 5 seconds

Are you using action-oriented language

Are your paragraphs a max of 3 lines long

Is your email understandable WITHOUT the images?

E-Mail MarketingONCE YOU’VE GOT THE MESSAGE WHERE ARE YOU SENDING THEM?

Push to a Landing Page (a page that is dedicated to your message or that supports the email)

Make sure the graphics are similar (where have you heard this before?)

Make sure the actions are easy and quick(don’t make me click around... UI)

E-Mail MarketingHOW DO YOU KNOW IF IT’S WORKING?

A-B TESTING

E-Mail MarketingWHAT COMPANY SHOULD I USE?

THERE ARE SEVERAL

BUT...

MY EMMA - NASHVILLE BASED PRETTY EXPENSIVE

CONSTANT CONTACT - LARGE POOR LAYOUTS, REALLY CORPORATE

MAIL CHIMP - SCALABLE, INTUITIVE FREE EMAILS UNDER LISTS OF 2,000

easy DO’s and DON’Tsallow for volunteer subscribers(don’t poach a list from a friend’s band and spam them)

allow for an easy to find “unsubscribe” link

If you’re not using an email “gun” BCC (blind copy) all recipients

Never send Attachments(we like your music, but we don’t need an 8MB Mp3 in our inboxes)

Finally...Get to know your fanbase.

What do they respond to in emails?

What gets high or low click through rates

How are you measuring your email success

ROI?

Clicks

Information going viral?

Measure... Measure... Measure...

(YOU’RE GOING TO GET TIRED OF ME TALKING ABOUT ANALYTICS)

...AND THEN REPORT ON WHAT YOU’VE MEASURED TAKE THAT KNOWLEDGE AND DO IT BETTER NEXT TIME