10 things you can do today to improve your email marketing

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Marc Munier presents "10 things you can do today to improve your email marketing" at the World Travel Market 2010

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<ul><li><p>Marc Munier 10 things you can do today to improve your email marketing results</p></li><li><p>A little about meThere are 20,000 dots on this page, that is the number of hours that I have worked in email marketing for. Apparently it is also the number of hours it takes to become an expert in any given field so thats why Im talking to you today.</p></li><li><p>A little about Pure360Cue obligatory splash of clients...</p></li><li><p>Focus on what you can achieveIt doesnt have to be hard!</p></li><li><p>What are the ten thingsCaptureManage ExpectationsWelcomePersonaliseDesign Focus on conversionsUse social mediaProvide clear CTAsIntegrate your channelsGet the basics right</p></li><li><p>#1 CaptureA captured email address is marketing spend banked</p><p>PPC</p><p>SEO</p><p>Social</p><p>Content</p><p>Telemarketing </p><p>Word of Mouth </p><p>You spend lots of money getting people to visitors to your website, if you are lucky 2% of them will convert when they get there. Thats 98% wastage so get those email addresses banked!</p></li><li><p>#1 CaptureYou need to strike a balance between asking for information and capturing data, if you ask for too much people will get bored. 40% of visitors will complete a signup form if they perceive a benefit in doing so. Provide a small incentive at the second stage to increase completion rates.</p></li><li><p>#1 Capture</p></li><li><p>#1 CaptureIf you dont have the data you can watch what theyre interested in by looking at what they click through to on your website.</p></li><li><p>#1 CaptureThey downloaded the Pizza Express voucher so in this case pizza is what they like! </p></li><li><p>#1 Capture If you place your newsletter sign up link in the same place on your website each time then visitors will become blind to it. Make sure you place it in different places around the site with a slightly different call to action each time.</p></li><li><p>#1 Capture</p></li><li><p>#1 Capture</p></li><li><p>1# - Last thought on capturing SubmitSubscribeSignup</p><p>or</p><p>Sign me up Subscribe today Subscribe now and Start Saving</p><p>Make them instructions </p><p>Kudos to Smart Insights </p><p>The use of language can have a massive impact on recipients. So make sure you consider this and use a different call to action each time.</p></li><li><p>What are the ten thingsCaptureManage ExpectationsWelcomePersonaliseDesign Focus on conversionsUse social mediaProvide clear CTAsIntegrate your channelsGet the basics right</p></li><li><p>#2 Manage ExpectationsYou need to make it clear what they will be receiving right from the word go.</p></li><li><p>#2 Manage ExpectationsLink to last newsletterWays to do this</p></li><li><p>#2 Manage Expectations Tell them how often you will contact them Ways to do this</p></li><li><p>#2 Manage ExpectationsTalk about frequency I am really glad the newsletter is back. I missed the informative wit, erudite tips, and easy links to fascinating facts.</p><p>Thanks for your newsletter. I enjoy your commentaries and insights tremendously. You have given me information on books which I have purchased and enjoyed.</p><p>www.mantex.co.uk</p><p> Ways to do this</p></li><li><p>What are the ten thingsCaptureManage ExpectationsWelcomePersonaliseDesign Focus on conversionsUse social mediaProvide clear CTAsIntegrate your channelsGet the basics right</p></li><li><p>#3 Build the relationship - welcomeSource: Econsultancy best practice guideGet them on board while they really care about your brand and are most engaged. Response rates drop just hours after sign up so make sure you get in touch quick. The first stage of this is to send them a welcome email.</p></li><li><p>#3 Welcome reasons to do it </p><p>Dont leave it act now</p><p>Shorten sales cycle</p><p>Reduce discounts </p><p>Increase conversions</p><p>Increase engagement There are lots of benefits of welcome emails...</p></li><li><p>#3 Welcome exampleCase Study Park HolidaysWelcome mailings</p><p>Heres Pure360 client Park Holidays demonstrating a text book sign up process well done!</p></li><li><p>What are the ten thingsCaptureManage ExpectationsWelcomePersonaliseDesign Focus on conversionsUse social mediaProvide clear CTAsIntegrate your channelsGet the basics right</p></li><li><p>#4 PersonaliseIf you have the data it is easy peasy....</p></li><li><p>#4 PersonaliseUsing the recipients name in the subject field could increase your open rate by 20%.</p></li><li><p>#4 PersonaliseBirthdays are an emotive time so if you can use them in emails.</p></li><li><p>#4 PersonaliseLook at what you have:</p><p>Domain?When they signed up?Where they came from?Where there are ?Who are they assigned to?Date of Birth What products are they interested in?</p><p>If you dont have data you need to be a little more creative</p></li><li><p>#4 PersonaliseMarketers in the travel industry have a great opportunity for email campaigns because holidays are emotive, so plan a sequence of emails in the weeks leading up to their holiday, you could include: </p><p> A link to the BBC weather website Information on car hire / airport parking before the holiday Information on photo processing when they return These help can help to increase the holiday experience and provide an extra revenue stream. </p></li><li><p>What are the ten thingsCaptureManage ExpectationsWelcomePersonaliseDesign Focus on conversionsUse social mediaProvide clear CTAsIntegrate your channelsGet the basics right</p></li><li><p>#5 Design for the preview paneUse design in the preview pane and use a call to action in the alt text at the top of the page this will lead to more open and click through rates... not like this...</p></li><li><p>#5 Design for the preview pane...like this! As you can see there is a clear call to action which will lead to higher click through rates.</p></li><li><p>What are the ten thingsCaptureManage ExpectationsWelcomePersonaliseDesign Focus on conversionsUse social mediaProvide clear CTAsIntegrate your channelsGet the basics right</p></li><li><p>6# Conversions - Evolution3,800,000,0000A sponge and a human sponge have been evolving for 3.8 billion years to fulfil different evolutionary niches. As a marketer YOU need to evolve towards conversions. E-marketing is full of numbers; opens, clicks, and analysis. The only thing that really matters is CONVERSIONS. </p></li><li><p>6# ConversionsPure360 have a sexy integration with Google Analytics which means once youve set up Google goal tracking you can track conversions per campaign from within Pure360.</p></li><li><p>What are the ten thingsCaptureManage ExpectationsWelcomePersonaliseDesign Focus on conversionsUse social mediaProvide clear CTAsIntegrate your channelsGet the basics right</p></li><li><p>#7 Use social Learn from it:Heres a link to my blog about what you can learn from social media... http://bit.ly/not1wayThis is a bad example, it needs to be two way thing.</p></li><li><p>#7 Use social Use email as a channel into social media.</p></li><li><p>#7 Use social Use social media as a way to draw people to your newsletter, in order to stengthan the relationship. </p></li><li><p>What are the ten thingsCaptureManage ExpectationsWelcomePersonaliseDesign Focus on conversionsUse social mediaProvide clear CTAsIntegrate your channelsGet the basics right</p></li><li><p>8# Provide clear call to actionsNo call to action. Case Study Club med</p></li><li><p>8# Provide clear call to actionsIve clicked through to the site and theres still no call to action!</p></li><li><p>8# Provide clear call to actionsWebsites can crash so its really important to capture data as early as possible. Get their name and telephone number ASAP people will give it to you if they are really interested.</p></li><li><p>What are the ten thingsCaptureManage ExpectationsWelcomePersonaliseDesign Focus on conversionsUse social mediaProvide clear CTAsIntegrate your channelsGet the basics right</p></li><li><p>#9 Integrate your channelsHow is email like Vodka?Already spoken about social Get your sales teams to work with you 70% uplift possible DMA Use email to test and or augment your more expensive channels Does the job on its own but works better with other things</p></li><li><p>What are the ten thingsCaptureManage ExpectationsWelcomePersonaliseDesign Focus on conversionsUse social mediaProvide clear CTAsIntegrate your channelsGet the basics right</p></li><li><p>#10 Get the basics rightEmail is 80% operations and 20% strategyhttp://bit.ly/emailchecklistWe are all only human and all make mistakes so make sure you use a checklist, this way mistakes are far less likely to occur. </p></li><li><p>What where the ten thingsCaptureManage ExpectationsWelcomePersonaliseDesign Focus on conversionsUse social mediaProvide clear CTAsIntegrate your channelsGet the basics right</p></li><li><p>Questions &gt;&gt;&gt;&gt; Answers</p><p>Follow me @marcmunier and @pure360Email me marc.munier@pure360.co.ukOr even call me 01273 647880Thanks for listening, cant wait to hear all your questions...</p><p>Go on... Ask lots</p><p>40% of visitors will complete a signup form if they perceive a benefit in doing so</p><p>VOTE: Who here has implemented a two stage sign up?*40% of visitors will complete a signup form if they perceive a benefit in doing so***VOTE: How many of you have access to recipient names? And how many of you use them to personalise emails?*VOTE: Are you on Twitter? Do you use your Twitter account to promote your marketing activity?**</p></li></ul>