Jarrold training 30 May 12

Email marketing masterclass

30 May 2012 Jarrold Training

Introductions

Us

Who we work with

You?

• Industry stats

• The business benefits

• Setting objectives

• Growing your list

• Task: structure, design & content

• BREAK

• The pitfalls of Outlook

• Creative campaigns & types

• Deliverability

• The legals

• Task: creating a plan

• The 10 email commandments

What we’re going to cover today

Industry stats

480m mobile

email users

ROI £42.08 for every £1

Versus social

What’s in it for you?

The business benefits

Reporting

Integration

Cost

Benefits

¼ page advert in Business in East Anglia

Press release Event (room hire & refreshments)

SEO & PPC Email marketing

£450 £250-£450 £200 From £200 a month

£45 a year*

No stats No stats Stats Stats Stats

*Based on little green plane’s PAYG scheme with free template sending up to 200 emails a month

1. Cost comparison

2. Reporting

• Press releases

• Events

• White papers

• Blog posts

• Case studies

• Direct mail

• Competitions

3. Integration

Email marketing objectives?

• Opens

• Clicks

• OTC rate

• # enquiries

• # sales

• Forward to a friend rates

• Retention rates

• Re-engagement rates

• Event attendees

• Doc/guide downloads

• Brand awareness

• Obtain feedback

Growing your list

The blight of bought lists

A starter for ten

Send an opt-in

Growing your list

Networking LinkedIn Request

Networking

Growing your list

Sign up form on home page

Specific URL www.littlegreenplane.com/milehighclub

Use your website

Add checkbox to any existing form

Email signatures

Pop-up

Social media

Facebook fan page tab Twitter auto message

QR codes

Flyers at events

• From: relationship entity

• To: only one recipient

• Subject: direct and below 49

characters

• Address the reader

• Above the fold: call to action

• 3 snippets max – links back to

site

• Send to a Friend

• Social media integration

• Unsubscribe function

TASK: structure

Image only emails Creative design First impressions

Getting it right

Designing for mobile

• Chunkier call to action buttons

• Single column

• Keep images small to minimise download time

• Social media sharing

BREAK

Mile High Club… sign-up sheet

The benefits of using a professional service over

Outlook

Why Microsoft Outlook should be outlawed

• Less reporting

• No testing before send

• Going into the spam folder

• Problems with larger volumes

• Using ‘to’ field – Data Protection Act

• Risk of being blacklisted using BCC

• No method of managing unsubscribes

• No corporate branding

• Duplications

Avoiding Outlook

Making it work for you

Creative campaigns & types

Newsletters

Events

Surveys

Abandonment

Voucher

Re-engagement

Data cleanse

Competitions

Avoiding the spam folder

Deliverability

Spam filters Inbox Website Emails

Deliverability

Deliverability

4 levels of spam filtering

1. ISP spam filter

2. Company spam filter

3. Email client spam filter

4. Human spam filter

Avoiding the spam folder

• Repeats

• Exclamation marks!!!!!!

• USING ALL CAPS, WHICH IS LIKE YELLING IN EMAIL

• Colouring fonts bright red, or green

• Sloppy HTML coding

• One big image, with little or no text

• Using a noreply@ email address

Deliverability tips

• Good content and data

• Use pre-send tests provided by your ESP

• Send preview emails & set up test list

• Remove hard bounces

• Add an unsubscribe mechanism

• Review delivery stats – unsubscribes, spam complaints, bounces

The legals

The legals

Data Protection Act 1998

(Privacy and Electronic Communications Regulations)

• You must provide a valid unsubscribe mechanism

• You must list your company details on your emails

• You must not use competitions to gather email lists unless

participants have also said they are happy to receive updates

• If you are collecting data you must explain how you will handle it

AND provide user access, ideally in a Privacy Policy

PLAN: What are your email marketing objectives?

SEGMENTATION: Who are your email target audiences?

SIGN-UP INCENTIVE: “What’s in it for me?” for people joining?

DATA: Where are you getting your data from?

Will you need to do a data cleanse? How often?

How will you grow your list?

CONTENT: What types of email will you send?

How frequently? Tone? Call to action?

DESIGN: How will you design your template?

MEASUREMENT: How will you measure success?

Task…creating a plan

Ones to remember

10 email marketing commandments

• Thou shalt use an opt-in

• Thou shalt cultivate an organic data list

• Thou shalt use email marketing to listen as well as talk

• Thou shalt tie into other marketing initiatives

• Thou shalt test and evaluate

• Thou shalt not spam

• Thou shalt keep it short

• Thou shalt be regular

• Thou shalt cleanse your data

• Thou shalt give value to your subscribers

10 email marketing commandments

BIG guide to email marketing

[email protected]

www.littlegreenplane.com

@lgplane

@rechendasmith