Date post: | 01-Sep-2014 |
Category: |
Business |
Upload: | iain-davenport |
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EMail Marketing
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92%of all marketers employ
email marketing
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•! Highly Targeted: dynamic, personalized content
•! Immediate: shorter lead times
•! Test and Refine: ensuring optimal results through
continues improvement.
•! Measurable: effectiveness of campaigns (ROI).
Greater insight into customer behavior.
•! Reach: unlimited distribution globally, infinitely scalable
•! Better conversion rates: seamless – uninterrupted process
from prospect to customer in a matter of clicks.
•! Cost effective: fast acting, flexible focused campaigns
equals maximum return on investment.
The Benefits
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Marketers face tough competition
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126 average number of emails received per day by corporate users in 2007
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20% of all emails are ‘Junked’ by spam filters
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Email users savvier than you think
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83%: Used the Report Spam button80%: Use it without opening the message73%: Base decision on the "from" line69%: Base decision on subject line20%: Use the spam button to unsubscribe
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So what makes a campaign successful?
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Planning
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Who are your target audience?
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What are your objectives?
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CHOICE
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Targeting
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Segment
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Personalize
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Un-targeted broadcast emails
Open rate: 20%Avg. CTR: 9.5%Avg. conversion rate: 1.1%
User-triggered campaigns
Open rate: 27%Avg. CTR: 9.3%Avg. conversion rate: 2.3%
Life cycle messaging campaigns
Open rate: 26%Avg. CTR: 9.3%Avg. conversion rate: 2.3%
Clickstream-based campaigns
Open rate: 33%Avg. CTR: 14%Avg. conversion rate: 3.9%
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relevance
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• Take a holistic view of customer relationships
• Transactions shows you a series of frames
• Transitions play you a movie
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• Take a step-by-step, wait and respond approach
• Define specific transitions that trigger customer dialogues
• Sync communications to transition moments
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• Identify communications you make with customers in a batch fashion.
• Ask what events could trigger these communications to make them timely.
• Prepare a distinct message for each customer situation
• Increase involvement by adding a call to action to each message
• Prepare a message for each possible response to your previous message.
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Avoiding the ‘Pitfalls’
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Assuming images will work!
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Not designing forpreview panes
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Over selling and cheap tricks = SPAM
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DON’T
SHOUT29
DON’T OVER ‘EMPHASIZE !!! ’
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AVOID HARD SELL
Once in a life time CHANCE!
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Too many imagesnot enough text
Certain spam filters place the "image vs. text ratio" criteria even higher than the "spam keywords" criteria
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Subject lines
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•! Its not rocket science, remember K.I.S.S.
•! The best subject lines are not ‘Flashy’ or ‘Pushy’
•! Your subject line should simply, clearly and concisely
describe the purpose/content of your email – its that simple!
•! It’s a process, and it starts with the opt-in
Always set your subscribers' expectations during
the opt-in process about what kinds of emails
they'll be receiving
Creating subject lines
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•! Anatomy of an email: fields (to, from, subject), body copy, landing page
•! Set a single objective: one message presented in a strong, clear and direct manner
•! Write to target: develop a thorough understanding of the needs and sensibilities of your target market before you write.
•! Get to the point: sluggish fulfillment leads to dissatisfied customers.
•! Build the relationship: email marketing is not hit and run medium. It works best when you build sustainable relationships.
How your email marketingmessage is structured willdetermine 50% of its success
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In just one-twentieth of a second, less time than it takes to blink, people make aesthetic judgments that will influence their experience of your landing page.
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BEST PRACTICES
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Customer Centric
•! Customer-based approach:
Measurement of individual customer response
rather than overall campaign performance
•! Event triggered emails
e.g. first purchase, abandoned cart
•! Focus on frequency/contact strategy:
monitoring the impact of frequency
to maximize results
•! Data capture is a process:
It’s a value exchange between you and your
prospects. As you serve up value they’ll
reciprocate by sharing information.
•! Rich preference capabilities:
frequency, channel, format, opt-in,
opt-out preferences
•! Proactive communication:
specific, relevant and timely.
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Integrate•! Cross channel integration:
integrated marketing strategy, combines
online and offline channels to maximize
marketing impact
•! Co-ordinate and unify
mailing lists:
centralized customer data
•! Integrate and centralize
customer data:
in order to leverage customer knowledge
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