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Comprehensive tutorial for clients when discussing email marketing
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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
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