Combined Software & Job Skills Training – E Mail & Fax

Marketing

Inovar UK

October 2002

Programme Objectives

• Learn how to send email and fax campaigns from your desktop and stop wasting money printing and posting marketing materials to your customers

• Divided into two main sectionsAM - Electronic Marketing TheoryPM - Using the software to implement

Technical Set Up

• Once configured the user will not need to worry

• You need Customer FOCUS

• PC or Web Based

• Winfax or Faxaway (Need to sort)

• An ISP or mail server - need name - how to find in Outlook

Cost Comparisons

• Visit - £50

• Telephone - £1

• Mail - 50p

• Fax - 2p

• E-Mail - 0.1p

Sending formats

• E-mail can be plain text - safest

• E-mail can be HTML - avoid imbedded

• Flash for the maximum impact

• Faxmailers need to be Bitmap, Jpegs or GIFs

Fax - what works

• What is the fps

• Special offers

• Stock clearance

• Special arrangements eg opening times

• Database cleaning

E-mail- what works

• Technical updates

• New product releases

• Website ammendments

• Do not send too often

• Opt in or Opt Out

Faxmailer Content

• Not too black• Not too many images• Be direct - simple message• Test should take approx 60-90 seconds• Some examples• Lets try an example - we will typeset• Offer opt out

Copy writing an e-mail

• Subject Line is critical• Never send from sales@• Keep it short• Include Website links• Avoid attachments unless to customers - virus & time• Offer an opt out• Lets try an example

HTML E-mails

• Look better

• Only 60% can receive

• Avoid imbedded images - dial up

• Can create own html

• Appear odd if you cannot recieve

Responses

• Separate e-mail box?

• Update database and use lead tracking

• Use products of interest

• Measure website click though

Case Study

• LBJ Fabrications

• Text based e-mail newsletter to architect for their range of louvres

• Pointing to specifica areas on the website

• Had 1000 names and purchased 2000 more

Case Study Results

• 10-20% Bounceback is normal• 5% requested to unsubscribe• More than 75% were interested!• 5% Phone call response• 10% E-Mail Response• At least five new specs• Now carry out on a bi-monthly basis

Case Study 2

• AB example

Data Quality

• As good as your data quality

• Do you ask for e-mail?

• Cleaning options

• Purchasing options

Campaign Planner

• What you will need to run a campaign

• An objective

• A data source

• Content

Decide your timetable

• You can set up a whole years proposed activity

• Add something everytime you have an idea

• Run campaign option

Segmentation - Data Source

• Segmentation Systems

• SIC , Business Class, POI etc etc

• Query Functions

• Current data segmentation

Creating a data source

• Exporting

• Care of formatting in excel

• Saving as a csv

• Attaching to a campaign

E-shot Database

• Write in word spell check then cut and paste

• Use word count

• Check web links

Sending a campaign

Adding to schedule

Error Reporting

Data Counts

• Use the mailshot option

Running a faxmailer

Measuring Response Options