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Top 20 Best Practices for Email Marketing. Top 20 Best Practices for Email Marketing. Your Presenter:. The Partner Marketing Group is a marketing consulting resource for Microsoft partner organizations. Virginia Weinstein Virtual Marketing Director [email protected]. - PowerPoint PPT Presentation
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Top 20 Best Practices forEmail Marketing
Top 20 Best Practices for
Email Marketing
Your Presenter:The Partner Marketing Group is a marketing consulting resource for Microsoft partner organizations.
Virginia Weinstein Virtual Marketing Director [email protected]
Why Email Marketing
Why Email Marketing?1. Email can be tracked, forwarded, linked and measured.
2. Obtain a higher response rate than print advertising
3. Economical
Permission is not optional.
Think of your list into two partsOpt-in Names: Opt-in mail that is explicitly requested by the recipient. You have obtained their permission to email them.
Raw names: Email address that your company has in its possession but the person associated with that email address has not given you permission to send them marketing communication. In other words they have not subscribed.
The CAN-SPAM Act: A Compliance Guide for Business7 Main Requirements see them herehttp://www.ftc.gov/bcp/edu/pubs/business/ecommerce/bus61.shtm .
Guest Speaker:
Exact Target is on-demand email marketing and one-to-one digital communication platform.
Scott RothDirector, Integrated [email protected]
Why do You Why do You Need Need
A Subscriber A Subscriber Acquisition Acquisition Strategy? Strategy?
INTERACTIVE MARKETING HUB
“The mix of media channels has shifted from a one-way broadcast model to a set of dynamic two-way media forums.”
Source: Booz Allen HamiltonHD Marketing 2010: Sharpening the Conversation
“Those who buy products marketed through email spend 138% more than non-readers of email.” Source: Source: Forrester Forrester ResearchResearch
““E-Mail Marketing E-Mail Marketing Comes of Age.”Comes of Age.”
“Those who buy products marketed through email spend 138% more than non-readers of email.” Source: Source: Forrester Forrester ResearchResearch
““E-Mail Marketing E-Mail Marketing Comes of Age.”Comes of Age.”
“Service is the new currency of selling. And email is the #1 tool for serving customers.” Joseph JaffeJoseph Jaffe
“Service is the new currency of selling. And email is the #1 tool for serving customers.” Joseph JaffeJoseph Jaffe
SUBSCRIBER ACQUISITION: BEST PRACTICES
• Attract– Use SEO (Organic) and Paid Search to attract potential
subscribers– Leverage social networks
• Engage– Design your landing page to make opt-in simple– Provide a “reason” to subscribe
• Convert– Send Welcome Email to confirm email registration– Provide “Thank You” offer for new subscribers
WHAT’S WORKING, WHAT’S NOT
TARGET YOUR TACTICS TO YOUR AUDIENCE
LIST GROWTH TIPS
PROMOTE YOUR NEWSLETTER: WEB SITE
Promote on:- Landing pages- Confirmation emails
PROMOTE YOUR NEWSLETTER: TO LEADS
Goal: identify when to send promotion to leads
Test: segment based on age of the lead - Less than 2 weeks - 23 to 28 days - 1 year
PROMOTE YOUR NEWSLETTER : TO LEADS
Results: - 23 to 28 days > 5% conversion - All other age segments <1%
ENCOURAGE SHARING
PROMOTE ACROSS NETWORKS
Marketing Spend Continues To Shift Toward Digital Channels – Track It With Microsoft Dynamics CRM http://ow.ly/1q464B
Call-to-action: - Attend The TM Group’s Vision 2010 Conference - Download the ExactTarget Marketing Budgets in 2010 Report
PROMOTE ACROSS NETWORKS
Marketing Spend Continues To Shift Toward Digital Channels – Track It With Microsoft Dynamics CRM http://ow.ly/1q464B
Results: - The TM Group – increased exposure for Vision 2010 - ExactTarget – New leads from the white paper download
“BRAND FANS” ARE NOW
YOUR BEST MARKETERS
“BRAND FANS” ARE NOW
YOUR BEST MARKETERS
EXACTTARGETinACTION .com
www.
THE FAN-CENTRIC presentpresent
ssFANMAILMARKETING.com
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1. SERVESERVE INDIVIDUALS
EXACTTARGETinACTION .com
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THE FAN-CENTRIC presentpresent
ssFANMAILMARKETING.com
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2. HONORHONOR
THEIR PREFERENCES
COMMUNICATION
CONTENTFREQUENCY
CHANNEL EXACTTARGETinACTION .com
www.
THE FAN-CENTRIC presentpresent
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3. DELIVERDELIVER TIMELY, RELEVANT CONTENT THAT IMPROVES THEIR LIVES
EXACTTARGETinACTION .com
www.
Scott RothScott RothDirector, Integrated PartnersDirector, Integrated [email protected] [email protected]
Be prepared for churn.
Fact: 30% of email addresses churn each year. Make sure you keep your list engaged.
Design for the Inbox.• Test sample messages• Try putting you company name in the FROM line for fast recognition• Use a “Grabber” subject line – 50 characters or less• Use teaser text and HTML colors and layout rather than an image so readers can get an immediate “preview” of your email even if images are disabled• Put in the important content – the offer, call to action, newsletter contents - at the top of the email for immediate viewing.
Define your email value proposition (EVP)Your EVP should:• Be unique to your company and tie back to your company’s business and/or marketing objectives
• Clearly define the value your email message brings to subscribers
Be prepared for mobile devices and social media
B2B Marketing: Most email messages will be viewed on mobile devices – and your carefully designed HTML email will look like gibberish on most of them.
Integrate email into your complete marketing mix
• Design keyword-rich landing pages that will help with SEO efforts• Promote newsletter content across multiple marketing points• Use social media to increase opt-ins to your emails• Remember mobile marketing
MetricsOpen TrackingEmails that are “opened” are tracked by hosting images on a server and embedding the hosted images in the body of the email.
Click TrackingWhen someone clicks on a link in your email, you can track the link.
Forward TrackingForward tracking is when someone forwards the email through the HTML code. Hard to track forwarding if you forward using Outlook.
Unsubscribe TrackingWhen someone wants to be removed from your email list.
SPAM TrackingWhen someone reports your email as SPAM.
Tie into Web analytics1. Better and more robust ROI tracking2. Link Placement3. Effective targeting of prospects4. Integration with other sources of information
Allocate necessary resources
Email marketing is different than it used to be. You must allocate adequate budget, resources, and know-how to do the job right and achieve ROI goals.
Showcasing Technology
Want to become your own email marketing guru?
If you text DYNAMICS and your email address to 38767 you can see the
program in action.
Thank you to Exact Target and Scott
Roth for being a guest speaker during this webcast and helping partners
grow their opt-in list.
Scott [email protected]
For more information:
For more information please email Virginia Weinstein at [email protected]
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