Email Marketing
Andre Strauss
Andre Strauss
Internet Statistics - SA
South African - Internet Statistics
2,400,000 internet users Dec/00.
120% growth
6,800,000 Internet users Dec/10,
13.8% of the population.
3,452,260 Facebook users on
December 31/10, 7.0% penetration
rate. Now over 4 mil
Twitter – approx
Online Retail Statistics - SA• R2-billion for 2010• 30% growth from 2009• Expected 2011 growth 40%
Why?More experienced internet users – 3.6mil on
internet for 5 yearsBy 2015, that figure will be 6.8-million
“Recession - This shows us that online retail growthrepresents not a rise in shopping activity, butrather a shift in shopping activity, from the
physical space to the online space”
EMAIL MARKETING not just anafterthought
Carefully Consider
•Plan•Platforms•Technology•List Management
The basic principle to maintainrelationships!!
Opt inRead BlogFollow on TwitterFirst PurchaseFull subscriptionBackend apps
What to do• Goal - Measurable
• Target – Segment Smaller
• Plan – timing message offer
• Convert – landing pages
• Analyse – reporting & analytics
• Experiment – a/b testing
• Adapt – always adapt
LIST MANAGEMENT
Apply the Electronic Communications andTransactions Act 2002 to your campaign
o Make sure you have “opt out” &“unsubscribe options”
o Be able to identify source of everycontact
Email current customers & ask for opt in Add “forward to friend” links Ask prospects by phone to subscribe Research potential customers online & send
carefully written personalized emails,explaining where info found & reason forapproach
Ensure you have a clear call to action on yourwebsite for visitors to sign up
Add line to your signature informing that yousend out regular correspondence
Source contacts without negative legal implications
Tips for achieving success
Set up separate email addresses for sending email campaigns
Monitor new subscribers
Verify subscribers
Always test a newsletter before sending it
Check your content and spam scores
Plan how you want to segment your mailing list for futureemails
Plan, plan, plan
Track, track, track
A/B testing - Subject line, Imagery, Product selection,Headline, Promotional offer
Email spam
• Make sure emails are professionally checkedso they don’t end up in a recipient’s spamfolder
Email - SPAM
Here's a sample of criteria from SpamAssassin, one of the most popular spam filtersout there:
•Talks about lots of money (.193 points)•Describes some sort of breakthrough (.232points)•Looks like mortgage pitch (.297 points)•Contains urgent matter (.288 points)•Money back guarantee (2.051 points)•Why Pay More? (1.249 points)
Email Best Practices & Standards
o Social Media – Cross-syndication across networks is a MUST tomake real-time conversations, provide feedback & buildrelationships
o Segmentation – Personalize to your subscribers, follow guidelines– information dialogue, colourful text, easily readable content
o Testing – Test newsletters to ensure it’s being delivered properly,accurately & images & HTML are rendering properly – don’t forgettracking codes!
o Crossing Technologies – Friendly to email client, but also readablethrough other devices (e.g. phones, tablets)
Tips for recognition & trust
o Use defining graphic elements
o Include your logo
o Echo the key colours, fonts, image style & layouts
o Update designs according to graphic standards & brandcreative
o Design different templates for different types of emailmessages
• Consistency goes a long way to creating trust & iscritical to ongoing engagement!
Thank you
twitter.com/GraphicMail
facebook.com/GraphicMailESP