Email Marketing Tutorial

Email MarketingChris Sietsema

June 2011

Quick Background

Why Email Marketing

Problem: Solution:

http://goo.gl/cLrwC

Why Email Marketing

Acquiring new customers can cost five times more than satisfying and retaining current customers.5

Why Email Marketing

Goals for Today

• What is Email Marketing, Really?• When to Apply It? • General Concepts• (Hopefully) Interesting Specifics

This is the primary reason businesses utilize email marketing.

When Email Marketing

You Are Here

Retention

ATTRACT

CONVERT

RETAIN

Buying Lists

Buying Lists

UNINVITED

Closing the Loop

CAMPAIGNSCAMPAIGNS

Campaign Types

TRACKS TRIGGERS CAMPAIGNS

MESSAGE 1WEEK 1 IF ONGOING

MESSAGES

MESSAGE 2WEEK 2 THEN

MESSAGE 3WEEK 3

Tracks

• Short Series of Messages• Example:

1. Thanks & Welcome• Welcome – About This Car

2. Directions, Benefits, News• Find A Dealer in Your Area

3. Strong Call to Action, Promotion• You Might Also Like…

TRACKS

MESSAGE 1WEEK 1

MESSAGE 2WEEK 2

MESSAGE 3WEEK 3

Tracks

• Works Well For: TRACKS

MESSAGE 1WEEK 1

MESSAGE 2WEEK 2

MESSAGE 3WEEK 3

Tracks

Triggers

• If This, Then That• Example:

– If New, Then Welcome– If Question, Then Response– If Trial, Then Purchase– If Purchase, Then You Might Like– If Visit, Then Come Back– If Expire, Then Renew

TRIGGERS

IF

THEN

Triggers

• Works Well For: TRIGGERS

IF

THEN

Triggers

Triggers

Campaigns

• Ongoing Provision of Value• Example:

– Here’s What Is New– Attend Our Event– Specials, Coupons, Promotions

CAMPAIGNSCAMPAIGNS

CAMPAIGNS

ONGOINGMESSAGES

Campaigns

• Works Well For:

CAMPAIGNSCAMPAIGNS

CAMPAIGNS

ONGOINGMESSAGES Any business with

a compelling message

Campaigns

Campaigns

Re-Engagement

Just gimme another chance?

Re-Engagement

Creating Email

@

Email Design Basics

Email Design Basics

Email Design Basics

Email Design Basics

Simple HTML

Simple HTML

• Limited opportunity for:– Background images with gradients & patterns– Rotating graphics– Video– Dynamic content

– Pyrotechnics– Laser light shows– Fog machines

Simple HTML

• OK. Maybe it’s really not that “simple”

Simple HTML

• OK. Maybe it’s really not that “simple”

The most important area of an email designor template is the top leftthanks to this featurepopular in email clients.

Preview Pane

Preview Pane

Preview Pane25

0250

Content ElementsAnatomy of an EmailPREHEADER

HEADERNAVIGATION

PRIMARY MESSAGE

SECONDARY MESSAGE

TERTIARY MESSAGE

RECOVERY / FOOTERCAN-SPAM / DISCLAIMER

It’s Like a SandwichPREHEADER

HEADER

PRIMARY MESSAGE

SECONDARY MESSAGE

TERTIARY MESSAGE

RECOVERY / FOOTERCAN-SPAM / DISCLAIMER

CAN SPAM

CAN SPAM

• CAN SPAM Clearly Defined

– Physical Address

– Unsubscribe Option

– No Deception

• Your From Name

• No Funny Subject Lines

SPAM

CAN SPAM

Phishing

CAN SPAM

Sample Designs

Sample Designs

Sample Designs

Sample Designs

Sample Designs

Sample Designs

Sample Designs

Horizontal Scrolling

Testing

Testing

Econsultancy Email Marketing Census – March 2011

Testing Processes

• A/B Split • Multivariate

A

B

These are all greatreasons to employ testing in email campaigns.

4P’sWhy Test?

(actually, more like 5 P’s)

PRODUCT

PRICE

PLACE

PROMOTION

PEOPLE

Why Test?

• Improve results• Avoid attrition or list fatigue• Learn more about audience

– And individuals within it

• Determine what resonates• Educate other marketing operations

Testing Procedures

• From Name• Subject Line• Content

– Headlines– Copy – Graphics

• Promotion• Layout

• Multivariate TestingSubject Line

Testing Procedures

From Line

Promotion

Promotion 1

From Line 1

Subject Line 1

Promotion 2

From Line 2

Subject Line 1

Promotion 2

From Line 1

Subject Line 2

Promotion 1

From Line 2

Subject Line 2

Testing Procedures

Promotion 1

From Line 1

Subject Line 1

Promotion 2

From Line 2

Subject Line 1

Promotion 2

From Line 1

Subject Line 2

Promotion 1

From Line 2

Subject Line 2

Testing Procedures

8.0%

9.0%

6.0%

4.0%

Promotion 2

“Taguchi Says…”

From Line 1

Subject Line 1

Influence

9.09

63.64

27.27

Winner, Winner,Chicken Dinner!

At this crucial pointin your email campaignyou should STOP testing.

Segmentation

Geese vs. Owls

Geese vs. Owls

Segmentation

JangoMail Email Marketing Survey - August 2010

Segmentation

• Interests• Motivations• Purchase Behavior

– Product / service type– Time– Price point

• Location• Demographics

Segmentation

• Beware of “Bucketing” your way to inefficiency

• ROI > Time + Resources• This formula must be

true for each individual bucket

• Seek methods for dynamic inclusion & automation

Measurement

Delivery

• How many made it through?

– List Quality– CAN SPAM Compliance– Sender Reputation– Authentication

* Wait! What is authentication?

Delivery

Opens

• From• Subject• Time Factors

Clicks

• Relevance• Design & Layout• Content Structure• Call to Action

Email Marketing Tools

When to Use Enterprise Tools?

• Automation is necessary• Data segmentation is a priority• Client list size warrants serious testing• You have the budget

Other Tools of the Trade

• Spam Filter Tests

SPAM Filters

– FREE!– Eliminate Debt– Satisfaction Guaranteed– Cash Bonus– Information You Requested– Meet Singles– Join Millions– While Supplies Last

Other Tools of the Trade

Other Tools of the Trade

Other Tools of the Trade

• SenderScore.org

Other Tools of the Trade

• Competitive Intelligence

Other Tools of the Trade

These are just a fewof the challengesemail marketers facedaily.

List Quality

Garbage In Garbage Out

Double Opt-In

List FatigueO

pen

Rate

Time

Data Synchronization

Synchronizing Data

Email Messages Customer Records

{Interactions & Behaviors} {Needs & Motivations}

Managing the Lifecycle

• Here’s • More Info

• Come Back

• Welcome

• Purchase

• You • Might

• Also Like

Choosing the Right MessageCu

stom

er D

eman

d

Customer Record

Welcome

Quid Pro Quo

ReMarketing

Up-Sell orCross-Sell

Choosing the Right MessageTi

me

Customer Record

“Thank You”or Survey

Reactivation

ReMarketing

Reactivation

Choosing the Right MessageCu

stom

er D

eman

d

Customer Record

Welcome

Quid Pro Quo

ReMarketing

Up-Sell orCross-Sell

TimeReactivation

Reactivation

“Thank You” Or Survey

ReMarketing

Choosing the Right MessageCu

stom

er D

eman

d

Customer Record

Welcome

Quid Pro Quo

ReMarketing

Up-Sell orCross-Sell

TimeReactivation

Reactivation

“Thank You” Or Survey

ReMarketing

ReMarketing

Up-Sell orCross-Sell

Loyalty

“Share”

Human Resources

Creative Development Strategy

101

Questions

• What are you still dying to know about?

hello@teachtofishdigital.com480.389.5435