Post on 09-May-2015
description
transcript
Enhance Your Email Marketing Seminar
26 April, 2012
www.charitycomms.org.uk
#CCEmailTips
Jenifer Davis, Digital Media ManagerEmily Burgess, Creative Services Manager
Segmenting and Targeting
How do I send emails to people who want them?
Why segment?
Marketing Sherpa 2011(Email Marketing Benchmark Report)
Respondents said one of the most significant challenges to email marketing effectiveness is:
Targeting recipients with highly relevant content
Tip: Data is paramount
•Existing data•New data•Incentivise •Integrate social data•Data strategy•Contact strategy
Tip: Start with the quick winsAsk yourself:
• Who or what is the most relevant target for this message?
• What action do I want them to take?• What will motivate them to take it?
Tip: Be guided by subscribers
You can overcome some of your campaign hurdles right away by expanding subscriber preferences:
• Format• Content • Mobile version• Delivery preferences
Tip: There are no limits
Sparkle
Tip: Get personal
Hitting the markReaders are 10% more likely to respond to personalised direct marketing than non-personalised*
* GI Solutions Group, 2009
Tip: Think outside the creative box!
•Advertising spots•Imagery•Forward to a friend•Fold line•Other campaigns•Keep it short •Subject line•Click data
Tip: Think mobile
This is a target market of it’s own!
Tip: Automation works
Trigger emails:• Relevant, valuable and timely• Message tailored to a defined action• Service aspect increases the value
= more likely to break barriers and get a response
Tip: Key to success
Marketer’s View:
Right contentRight audienceRight time
Recipients View:Who is it from? What’s in it for me? What do I do next?
Thank you Any questions?