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Presentation from KBB exhibition February 2012
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Email Marketing
Presented byDaniel Rowles
Who Am I? Econsultancy Trainer and Consultant Trainer/Consultant for IAB and CIM 14 Years experience in digital marketing Both client and agency side
Clients like Vodafone, BBC, MasterCard, Boots, DuPont, Warner Bros, Lego, Tesco, John Lewis
Domestics 1 Hour
• Email Marketing in Perspective• Email Best Practice• Collecting and Segmenting Data• Email Design• Spam Filters
Handouts Questions
Show of Hands?
Collects email data? Currently sending email campaigns?
A/B testing
Using Social MediaFacebookTwitter
Social Media in Perspective
96% skip any introductory copy on an email
The first 2 words of a headline are read on average
Average time spent reading an email is 21 seconds
Around 2% of visitors will read your email in full
All Stats from http://www.google.co.uk/intl/en/landing/internetstats/
5
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Good practice?
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Do users value email marketing? 95% of internet users receive opt-in permission based email 85% of internet users prefer email over offline media to gain information about products of specific interest to them 90% of internet consumers believe that email is the best way for existing suppliers to communicate with them
Econsultancy, 2011Econsultancy, 2011
A word of caution 100 billion+ e-mail advertising messages per day sent 2010* Spam accounts for 95% of e-mail worldwide**
KEY* Wikipedia Dec 2010**Microsoft 2010
Setting your expectations A good offer, with an appropriate call to action, at the right time to a good list should yield
5 – 50% clickthrough Best Practice yielding 36% open 13% Click (MailChimp 2012)
If you are not getting this level of response: Adjust one or more components Test and try againWhat CTR (Click Through Rate)are you getting?
Case study
200k email addresses Challenged unsubscribe Lost 90%! Same response rates
Collection of Data
Marketing Sherpa 2010
What is personalisation?
No PersonalisationNo Personalisation
Format OptimisationFormat Optimisation
Personal SalutationPersonal Salutation
Segmented ContentSegmented Content
One to OneOne to One
BroadcastBroadcast
Text or HTMLText or HTML
“Dear Mary”“Dear Mary”
Old, New or PotentialOld, New or Potential
Unique, dynamic e-mailUnique, dynamic e-mail
Defining your ‘excuse to contact’ Reader’s Choice of Twelve Must-Read Articles From Past Issues Reader’s Choice of Twelve Must-Read Articles From Recent Issues
17% increase with 2nd version!
Splitting your list
www.mailchimp.com
www.mxtoolbox.com
http://www.mxtoolbox.com/
http://www.mxtoolbox.com/SuperTool.aspx
http://office.microsoft.com/en-us/support/
www.pure360.com/
Spam check
Timing of an e-mailout
After 10am Late morning ideal Tuesday to Thursday recommended Friday afternoon effect Consider activity spikes immediately following delivery
International considerations
What Have You Done?
Commercial insight
Email Reporting
Website Analytics
ConversionTracking
