Email Marketing Presentation

EMail Marketing

1

92%of all marketers employ

email marketing

2

3

•! Highly Targeted: dynamic, personalized content

•! Immediate: shorter lead times

•! Test and Refine: ensuring optimal results through

continues improvement.

•! Measurable: effectiveness of campaigns (ROI).

Greater insight into customer behavior.

•! Reach: unlimited distribution globally, infinitely scalable

•! Better conversion rates: seamless – uninterrupted process

from prospect to customer in a matter of clicks.

•! Cost effective: fast acting, flexible focused campaigns

equals maximum return on investment.

The Benefits

4

Marketers face tough competition

5

126 average number of emails received per day by corporate users in 2007

6

20% of all emails are ‘Junked’ by spam filters

7

Email users savvier than you think

8

83%: Used the Report Spam button80%: Use it without opening the message73%: Base decision on the "from" line69%: Base decision on subject line20%: Use the spam button to unsubscribe

9

So what makes a campaign successful?

10

Planning

11

Who are your target audience?

12

What are your objectives?

13

CHOICE

14

Targeting

15

Segment

16

Personalize

17

Un-targeted broadcast emails

Open rate: 20%Avg. CTR: 9.5%Avg. conversion rate: 1.1%

User-triggered campaigns

Open rate: 27%Avg. CTR: 9.3%Avg. conversion rate: 2.3%

Life cycle messaging campaigns

Open rate: 26%Avg. CTR: 9.3%Avg. conversion rate: 2.3%

Clickstream-based campaigns

Open rate: 33%Avg. CTR: 14%Avg. conversion rate: 3.9%

18

relevance

19

• Take a holistic view of customer relationships

• Transactions shows you a series of frames

• Transitions play you a movie

20

• Take a step-by-step, wait and respond approach

• Define specific transitions that trigger customer dialogues

• Sync communications to transition moments

21

• Identify communications you make with customers in a batch fashion.

• Ask what events could trigger these communications to make them timely.

• Prepare a distinct message for each customer situation

• Increase involvement by adding a call to action to each message

• Prepare a message for each possible response to your previous message.

22

Avoiding the ‘Pitfalls’

23

Assuming images will work!

24

25

Not designing forpreview panes

26

27

Over selling and cheap tricks = SPAM

28

DON’T

SHOUT29

DON’T OVER ‘EMPHASIZE !!! ’

30

AVOID HARD SELL

Once in a life time CHANCE!

31

Too many imagesnot enough text

Certain spam filters place the "image vs. text ratio" criteria even higher than the "spam keywords" criteria

32

Subject lines

33

•! Its not rocket science, remember K.I.S.S.

•! The best subject lines are not ‘Flashy’ or ‘Pushy’

•! Your subject line should simply, clearly and concisely

describe the purpose/content of your email – its that simple!

•! It’s a process, and it starts with the opt-in

Always set your subscribers' expectations during

the opt-in process about what kinds of emails

they'll be receiving

Creating subject lines

34

•! Anatomy of an email: fields (to, from, subject), body copy, landing page

•! Set a single objective: one message presented in a strong, clear and direct manner

•! Write to target: develop a thorough understanding of the needs and sensibilities of your target market before you write.

•! Get to the point: sluggish fulfillment leads to dissatisfied customers.

•! Build the relationship: email marketing is not hit and run medium. It works best when you build sustainable relationships.

How your email marketingmessage is structured willdetermine 50% of its success

35

In just one-twentieth of a second, less time than it takes to blink, people make aesthetic judgments that will influence their experience of your landing page.

36

37

38

39

BEST PRACTICES

40

Customer Centric

•! Customer-based approach:

Measurement of individual customer response

rather than overall campaign performance

•! Event triggered emails

e.g. first purchase, abandoned cart

•! Focus on frequency/contact strategy:

monitoring the impact of frequency

to maximize results

•! Data capture is a process:

It’s a value exchange between you and your

prospects. As you serve up value they’ll

reciprocate by sharing information.

•! Rich preference capabilities:

frequency, channel, format, opt-in,

opt-out preferences

•! Proactive communication:

specific, relevant and timely.

41

Integrate•! Cross channel integration:

integrated marketing strategy, combines

online and offline channels to maximize

marketing impact

•! Co-ordinate and unify

mailing lists:

centralized customer data

•! Integrate and centralize

customer data:

in order to leverage customer knowledge

42

43