Date post: | 12-Dec-2014 |
Category: |
Self Improvement |
Upload: | vision6 |
View: | 382 times |
Download: | 1 times |
The Ultimate Email Marketing Makeover
Lisa Renneisen, Marketing Manager, Vision 6
Matthew Johnson, Channel Resource Manager, Vision 6
What this competitionwas all about
Meet our winner …
MS Queensland is a non-profit organisation that aims to promote research to cure multiple sclerosis and to facilitate equitable, high-quality and specialised services for the benefit of people with MS.
‘We use email marketing for all of our events, lotteries and fundraisers. It is effective, but I suspect it could
be much more efficient.’
Shannon Molloy | MS Queensland
Step 1: Start with your context
MS Queensland’s Context
• Not for profit organisation
• Limited budget
• Small but dedicated team
Step 2: Look at the areas where you can make an impact
Step 3: Identify the quick wins
Quick wins for everyone
• Spam Compliance
• HTML / Plain Text Emails
• Welcome Emails
• View Online Links
Quick wins for MS Queensland
• Remove permanent bounces
• Include subscribe links in all emails
• Use image alt text
• Link to a Privacy Policy
What are your quick wins?
Step 4: Work through the bigger changes systematically and
logically
Focus 1: List Growth
What we looked at …
• The importance of list growth to MS QLD
• Where and how email addresses were being captured
• How captured addresses are being used
What we discovered …
• There is very little focus on email address acquisition
• Easy acquisition opportunities were being missed
• Everything is strictly in silos
What we recommend …
• Ask for an email address at every opportunity
• Ask recipients if they would like to receive information about other MS activities
• Consider that email might actually be a preference for some recipients
Focus 2: Database Practices
What we looked at …
• Contact Management
• Database Structure
• Database Maintenance
What we discovered …
A new database is being created for every single email campaign• Bounces are not being updated anywhere• Email reporting does not demonstrate any
level of subscriber engagement• Large numbers of unnecessary databases
What we recommend …
InternalDatabase
New EmailDatabase
Send Email
Reports andBounces
Focus 3: Email Message Design
• Many more images throughout
• Articles are clearly separated
• Designed with for reusability and flexibility
Focus 4: Automation (Sending)
What we looked at …
• Where are multiple messages being sent?
• Where does automation make sense?
• Where are similar tasks being conducted?
What we discovered…
• Not much automation currently exists
• Re-capture time by automating event campaigns
• Automation is not “all or nothing”– Start small– Automate a single message
• Less than 50% of email marketers automate their email marketing
What we recommend …
• Difficult• Time consuming to setup• Difficult• Time consuming to setup
• Less than 50% of email marketers automate their email marketing
Invitation A
Invitation B
Invitation C
Invitations
Registered?
Email A Email B Email C
Rider Communications
Email A Email B Email C
Last Chance Messages
Feedback
Post Event
Step 5: Benchmark and review and then keep reviewing
• Acknowledge where you are starting from and use this as your benchmark
• Try to be as rational and scientific as possible in your measurement
• Let go of the ideas that aren't working and move on
To Recap …
Step 1: Start with your context
Step 2: Look at the areas where you can make an impact
Step 3: Identify the Quick Wins
Step 4: Work through the bigger changes systematically and logically
Step 5: Benchmark and review and then keep reviewing
Questions?