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

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