Post on 25-Jun-2020
transcript
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MASTERING EMAIL MARKETING WITH ANDY BARGERY, DIRECTOR, KLAXON
Event Marketing Certificate Webinar Series:
Email Marketing and Conversion
10 October, 2012
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TODAY’S SPEAKERS
Guest Speakers
Andy Bargery
Director
Klaxon
Ana Jesus
Marketing Manager
Active Network
Moderator
Nicolas Stevens
Manager, Client Services
Active Network
ADD
PHOTO
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4:05PM: Mastering Email Marketing for Events
4:45PM: Q&A – Email Marketing
4:55PM: Implementing your email marketing campaigns with RegOnline
5:20PM: Q&A – RegOnline email tool
AGENDA
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Ideas for How To Use Email
Marketing to Drive Event
Attendance
Prepared for Active Network.
Delivered online, October 2012.
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SESSION OBJECTIVES
1. Getting the basics right
2. Understanding testing
3. Review automation & social media
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WHO IS ANDY?
Marketer & Agency Director
Events
Lead Generation
Digital & social media
PR & Communications
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1. GETTING THE
BASICS RIGHT?
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THE BASICS
Objectives
Design
Copy
Calls to Action
Data
Landing pages
Timing
Measurement
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OBJECTIVES
Driving Registrations
But also:
Building relationships
Cross promoting content
Encouraging referrals
Selling event merchandise
Promoting apps
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DESIGN
HTML and Plain text
Above the fold
Use images sparingly
Desktop, mobile and tablet
Best practice footer
Attachments X
Video X
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Encourage
sharing
Call to action
Key benefits of
attending Highlight key
features &
USPs
Call to action Call to action Logistics
Consistent
branding
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Personalised
Call to action
above the fold
Brand
Endorsement
Call to action
Encourage
social sharing
Easy
unsubscribe
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Personalised
Call to action
Terms /
Subscription
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Call to action
above the fold
Social media
integration
Online version
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COPY: THE BODY
Objectives
Key messages
Benefits not features
Long vs Short form
Bullets, sub-headings, bolds
Headline & personalise
Sender name
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COPY: CALLS TO ACTION
Clearly labeled
Link volume
Consistent landing page
Click to Register
Download the App
View the agenda
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COPY: THE SUBJECT LINE
Understanding your customer
Clear & concise
Newspaper headline
Verbs to drive action
Personalise
Align with body copy
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DATA
List management
Segmentation
Permission & opt-in
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LANDING PAGES
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TIMING
Tailored to your audience
16 week promotion cycle
Regular emails
Link to purchase stage
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TIMING: TIME OF DAY
Mail Chimp research
http://mailchimp.com/resources/research/
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TIMING: DAY OF WEEK
Mail Chimp research
http://mailchimp.com/resources/research/
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MEASUREMENT & ANALYTICS
Delivery
In email
Post click
Sharing
Analytics to optimise
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BENCHMARKS
Type of Company Open Rate Click Rate
Soft Bounce
Rate
Hard Bounce
Rate
Abuse
Complaint Rate
Unsubscribe
Rate
Education and Training 16.64% 3.41% 1.42% 2.09% 0.06% 0.20%
Entertainment and Events 16.09% 2.98% 0.85% 1.55% 0.08% 0.19%
Health and Fitness 20.96% 5.73% 3.14% 6.30% 0.06% 0.30%
Hobbies 18.45% 4.33% 1.13% 2.08% 0.12% 0.40%
Home and Garden 28.20% 4.38% 2.93% 2.68% 0.02% 0.41%
Music and Musicians 13.95% 2.43% 0.68% 1.07% 0.06% 0.18%
Restaurant 20.07% 2.41% 0.70% 1.11% 0.09% 0.30%
Retail 17.80% 3.54% 0.61% 1.00% 0.08% 0.24%
Social Networks and
Online Communities 22.37% 2.85% 6.94% 5.44% 0.11% 0.74%
Sports 19.54% 4.77% 0.86% 1.53% 0.08% 0.24%
Travel and Transportation 14.50% 2.71% 0.84% 0.83% 0.05% 0.17%
MailChimp Email Marketing Benchmarks by Industry, December 2010
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BENCHMARKS
Sign-up.to Email Marketing Benchmark Report 2012
http://www.sign-up.to/email-marketing-benchmarks/email-benchmark-2012/
Open Rate: 13.02% Click rate: 1.48% Unsubscribe: 0.12%
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POST CLICK
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2. UNDERSTANDING
TESTING
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TESTING 2.
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SIMPLE TESTS
Time of day / day of week
Frequency
Intervals
Personalisation
HTML vs Plain text
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A/B SPLIT TESTING
Subject line
Copy
Calls to Action
Personalisation
Creative
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MULTIVARIATE TESTING
Subject line
Copy
Calls to Action
Personalisation
Creative
Subject line
Copy
Calls to Action
Personalisation
Creative
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3. USING AUTOMATION
& SOCIAL MEDIA
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AUTOMATED EMAIL
Event driven email
e.g. welcome emails
A sequence of automatic emails
Objective: engage, motivate, cross sell, drive attendance
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SOCIAL MEDIA
Embed sharing buttons
Share web version on twitter
Event registration on social platforms
Email to cross promote social
Email sign-up on social profiles
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SOCIAL MEDIA
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THANKS
Andy Bargery
Managing Director
Klaxon
Telephone: +44 (0)20 7193 6627
Mobile: +44 (0)7951 025 029
Email: andybargery@klaxonmarketing.co.uk
Twitter: @andybargery
Blog: http://www.klaxonmarketing.co.uk/blog
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Implementing your email
marketing campaigns with
RegOnline
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SESSION OBJECTIVES
1. Preparing emails on RegOnline
2. Using templates
3. Email automation
4. Email tracking
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THANK YOU FOR ATTENDING
Special thanks to
Andy Bargery, Klaxon Marketing