Effective E Marketing

Effective E-Marketing

Presented by Simon Judd ● Apollo Internet Media ● www.apollo-media.com ● [email protected] ● 023 8087 9105

NFBP ICT Conference 16th February 2006

Overview> E-marketing in Perspective

Search Engines> Search Engine Optimisation> Pay-per-Click

Email Marketing> Benefits> Solutions> Data Management> Legal Issues and Considerations



E-Marketing in Perspective

Acquisition> Continuously attract quality new prospects to your site at the right time

Engagement> Engage the visitor, make them more receptive and promote a response

Conversion> Convert online prospects into customers

Retention> Engender customer loyalty and extend their lifetime value to your business



Search Engines: Interesting Facts

> 85% of all searches undertaken online are done via search engines*

> 75% of users never look further than page one*

> Google uses over 100 different criteria to rank your site

> Over 6 million web pages uploaded each day*

> 55% of users use search engines with the intention of buying a product*

> Indexing takes between 2wks and 6mths depending on the search engine

> Only 30% of sites submitted are successful in being indexed

*Source: Georgia Institute of Technology



Search Engines: Top 10 UK Search Engines



Search Engines: What are the options?

Search Engine Optimisation

The art of fixing, improving and optimising your web site so that there is a good chance your web pages will appear at the top of natural or free search engine listings for selected keywords and phrases.

Pay-Per-Click

A search engine marketing technique that requires you to pay a fee every time someone clicks to your website from an advert you have placed in the search engine’s results list for a particular keywords and phrase.



Search Engines: Example

Sponsored Pay-Per-ClickListings

Ordinary RankedListings

Sponsored Pay-Per-Click

Listings



Search Engines: Example




Listings



Search Engines: Optimisation

> Different search engines will rank sites higher because of particular attributes. Each search engine has an algorithm that assesses the site content and indexes accordingly

> It is worth remembering that each search engine has a help section to help users understand what they are looking for

> Some search engines offer paid inclusion programs. These are sold on the basis of providing site owners with a certainty that content will be crawled at a set frequency over time.



Search Engines: Optimisation Criteria

> Page Title> Meta Tags

KeywordsDescription

> Text Content > Text Links> Flash

> ALT Tags> Non-framed sites> Site Map> Domain Names> Reciprocal Links

Link:www.domainname.com

Apply fundamentals, appear much higher



Search Engines: Pay-per-Click

> Site owners can bid for the highest rank positions in the leading search engines

> Site owners will only incur a cost, when a visitor clicks through to their website

> Overture (Yahoo, Lycos, Altavista, Wanadoo, MSN, Infospace)

> Google Adwords™ (Google, Ask Jeeves, NTL)



Search Engines: Overture PPC Example




Listings



Search Engines: Google Adwords™ PPC Example




Listings



Search Engines: Pay-per-Click Basics

> You can set daily / monthly budgets

> Your maximum cost-per-click dictates your ranking

> Click throughs can cost as little as a few pence, however popular

> search terms can cost a lot more

> Overture provides you with previous months traffic, existing > >

> bidder details and anticipated spend

> Overture - minimum spend of £20 per month

> Google – no minimum spend

> Ad campaigns can be geographically specific

> Conversion tools available

> Full monitoring and auditing services in-built



Search Engines: Resources

Overture Online Advertisingwww.overture.com

Overture Keyword Search Assistant (UK)http://inventory.uk.overture.com/d/searchinventory/suggestion/

Google Adwordswww.google.co.uk/ads

Search Engine Information Sourceswww.searchenginewatch.com www.searchengineguide.comwww.searchengineforums.com www.payperclickguide.com



Email Marketing: Considerations

> Benefits of email marketing

> Managing the target data

> Designing the email

> Sending the email

> Monitoring the response

> Legal issues and considerations

KEY TO SUCCESS – RESPECT THE PEOPLE YOU ARE EMAILING TO



Email Marketing: Benefits

> Low Cost (approximately 1/10th of Direct Mail)

> Speed of delivery and response

> Personalised communications

> Accountability

> Proven to work (CTR of 15% are not uncommon)

> Branding; Customer Retention; Cross Selling; Up Selling;

> Customer Acquisition



Email Marketing: Managing the Data

> Rent data

> Build own data

> Offline vs. online management of data

> Profile data in a detailed way

> Forms: use radio buttons, drop-downs

> Free text cannot be used



Email Marketing: Designing the Email

> First impressions count

> Select your subject title with care

> Make the call to action clear

> Always offer an incentive

> Personalise the email (sender/receiver)

> Bear in mind the fold and email without graphics

> Avoid overuse of graphics and animation <25kb



Email Marketing: Designing the Email



Email Marketing: Sending the Email

> Email clients

> Email list vendors

> Email bureaus

> Timing

> Frequency

> ISP delays and blocking



Email Marketing: Monitoring the Response

> Sent

> Delivered

> Hard and soft bounces

> Unique opens

> Link Responses

> TEXT Click through

> HTML click through

> % click of open

> Unsubscribes

> Time and day of open

> Sales, Sales value

> ROI

> Cleansing data!!



Email Marketing: Data Protection Act

8 rules of good practice regardless of the channel

> Fairly and lawfully processed

> Processed for limited purposes

> Adequate, relevant and not excessive

> Accurate (cleansed annually)

> Kept no longer than necessary

> Processed in accordance with the data subjects rights

> Not transferred to countries without adequate

protection

> Clear privacy statement



Email Marketing: Privacy & Electronic Coms Act

Rule 1 – the sender must not conceal their identity and must give a valid email address for opt-outs

Rule 2 – sender must not send emails without prior consent

Soft opt-ins can be used

Legacy Data (data collected prior to Dec 2003)● collection method must be legal● must have contacted consumer in last 12 months● consumer has not requested to be removed



Email Marketing: Resources

DTI eCommunications Informationwww.dti.gov.uk/industries/ecommunications

Data Protection Actwww.informationcommissioner.gov.uk

Direct Marketing Associationwww.dma.org.uk

Email Bureau Sourceswww.ipt-ltd.co.uk www.ecircle-uk.com www.emailvision.co.ukwww.responsys.com



Simon Judd

Apollo Internet Media

www.apollo-media.com

023 8087 9105

Effective E Marketing

Business

search engine

data gt

site owners

response gt

email gt

search engines

open gt

email marketing