For internal use only / © Siemens AG 2008. All rights reserved.For internal use only / © Siemens AG 2009. All rights reserved.
email Marketing CookbookCorporate Guide for email Marketing
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21. Apr 2023 Email Marketing CookbookPage 2
Table of content
Background
eNewsletter vs. email blast
How to get started
Challenges
Tips and Tricks
Don’t forget the glue
Getting Started
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Statistics
81% of U.S. executives subscribe to industry email newsletters for product information and business intelligence. (Wall Street Journal)
60% of business decision makers said Internet and email are the best ways for advertisers to reach them. (Jupiter Research)
35% of email users open messages because of what's contained in the subject line. (Jupiter Research)
69% of at-work users usually view their emails in preview panes. (Marketing Sherpa)
59% of online consumers routinely block images. (Marketing Sherpa)
70% of enterprises use Outlook. (Marketing Sherpa)
64% of key decision makers are viewing email on their Blackberry. (Marketing Sherpa)
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Statistics
73% of email recipients make the decision to click on the "report spam" or "junk" button using the from line. (Email Sender and Provider Coalition, 2007)
64% of small businesses execs said they decide whether or not to open the (email) newsletter based on who it's from. (Bredin Business Information, 2007)
35% of email users open messages because of what's contained in the subject line. - Jupiter Research (2007)
38 to 47 characters is the average number of characters that show up in the subject line of 57% of all U.S. email recipients' email programs. (Epsilon 2009)
Emails with shorter subject lines significantly outperformed emails with longer subject lines. (MailerMailer 2008)
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Editorial E-Newsletter and E-Mail Blast I/II
One sender Siemens
Two possible sender Siemens Third party (AuntMinnie)
Sender
Subscription
Content
Subscription Siemens channels
Three possible ways Siemens channels Buying of addresses Third party (AuntMinnie)
Information Editorial rather than commercial/marketing Predominantly more than one topic Headline +Teaser + more link to Website
‘Commercial’ Marketing language Often only one topic Headline, often ‘complete’ info + more link to registration, Website
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Editorial E-Newsletter and E-Mail Blast II/II
Regularly Monthly planned
Global eNewsletter
Irregularly e.g. around trade shows, training e.g. around product launches
Examples
Specific Approach useful, if e-mail blasts are accepted in the market
General Approach Combining news from CC, BUs and Countries
Coordination needed
(Topics, Timeline)
Frequency
Siemens: ACC
AuntMinnie: Breast Care
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Getting Started – at the Sector Level I/III
What’s the Law? Most countries have some rules/laws in place around what they
consider to be correct email practices that companies should (minimally) follow.
Most companies (especially the size of Siemens) have a mass email policy that dictates emailing behavior
Such guidelines, more importantly, are what will keep you in your customer’s mailbox
For guidance regarding legal aspects please contact your sector representative (see the end of the document)
Do you have a tool for email distribution? No, you should not email thousands (or even handfuls) of people from
Outlook There are MANY benefits of having a third-party tool
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Getting Started – at the Sector Level II/III
Governance How do you ensure that customers are receiving relevant information
(to them) at an optimal frequency level (again, to them)? How do you govern email messages going out from various areas of
the company? Should email messages go through the same review process as some
of our other communications tools? Who is the over arching governing body? Where does measurement come in when governing email efforts?
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Getting Started – at the Sector Level III/III
Define email Marketing Goals
Assess Metrics to Benchmark
Develop Messaging, Call to Action, and Graphics
Ensure Deliverability
Make it Relevant
Certify Segmentation
Test, Test, and Re-test
Analyze and Optimize
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Challenges
Creating a successful email campaign is complex. Barriers to keep in mind:
tougher filters
more competition for the subscriber’s attention
constantly evolving technology
policies and regulations change
best practices change and new ones develop
process and procedures change
new trends emerge based on behaviors, technology, etc.
time and budget constraints
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Tips & Tricks: Writing a Good email Message I/VI
1. Make sure you know what the objective of you email is (leads, new contacts, branding, etc.)
2. You should test to see how your message looks in different email inboxes, but optimize for most popular one (e.g., Outlook, Lotus Notes, Public email services, handhelds, etc. ,etc.)
3. Watch the volume that you send Sending to more people does not equal success Send less messages that are more valuable Bottom line: your open rate and click through rate should be what
you shoot for NOT # of people/messages
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Tips & Tricks: Writing a Good email Message II/VI
4. Analyze your statistics and make adjustments Monitor your bouncebacks (bad email addresses may have easy
fixes). Monitor your open rate Monitor your most popular links in your messages (and adjust as
needed) – one offer versus many comparison Document (SF.com) “reply to” messages
5. Do segmented emails (e.g., email clients you are “courting” or “big spenders”, etc. their own special campaigns that don’t look like they went to everyone)
6. Consider the length of your copy (keep it short and rely on landing pages for “meat”; newsletters should have paragraphs 4 lines or shorter)
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Tips & Tricks: Writing a Good email Message III/VI
7. Think like a publisher Consider what readers want to read; not what you want to tell
them Don’t pummel readers with “here’s who we are working with
today” or “here is what we did today” Deliver more value than your competitors do. Bring in “fresh
blood” (e.g., guest writers) Look at web site traffic data for ideas for articles
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Tips & Tricks: Writing a Good email Message IV/VI
8. Watch your subject lines! They drive your deliverability and response.
Don’t: Repeat something in the subject line that appears in the from line Give a date (the email is time stamped) Give a issue number; they don’t care. They only what to know
what is in there. Use content flagged by spam filters: "Free!", "Special Offer!", "Call
Now!", and excessive punctuation. Over promise or mislead, it destroys trust and the brand
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Tips & Tricks: Writing a Good email Message V/VI
8. Watch your subject lines! They drive your deliverability and response.
Do: Pay attention to the 3 seconds rule: based on the subject line, the user
must be able to answer the following questions within the first three seconds:
who is the email from why am I receiving this email what is it about.
Front load subject lines with the most important information: The subject line should be action or benefit oriented, ensuring the most important part of the message is within the first 35 characters
Keep your subject line as short as possible. A good practice to follow is about 35 characters or 5-7 words, many email clients start truncating the subject line after 35 characters.
Test, test, test
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Tips & Tricks: Writing a Good email Message V/VI
9. Time when your messages gets delivered for each geographical region
10. Continuously IMPROVE!
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email in the Integrated Campaign
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Landing Page
Content repositioned each month to complement the promotional messaging with robust content
Landing Page
Content repositioned each month to complement the promotional messaging with robust content
Direct Mail
Series of 6 direct mail pieces drop the 1st of each month
Direct Mail
Series of 6 direct mail pieces drop the 1st of each month
Series of 6 complement each direct mail piece and sent the 15th of each month
Series of 6 complement each direct mail piece and sent the 15th of each month
Get to Know Us PortfolioProduct BrochuresCase StudiesLeasing OffersSiemens Financial ServicesCustomer Care/ LifeDesign and ConstructionServiceEducationImages CDDemographic Study Teaser
Get to Know Us PortfolioProduct BrochuresCase StudiesLeasing OffersSiemens Financial ServicesCustomer Care/ LifeDesign and ConstructionServiceEducationImages CDDemographic Study Teaser
Telesales Follow-up
schedule appointments and demo analysis
Telesales Follow-up
schedule appointments and demo analysis
Sales VisitSales Visit
Paid SearchPaid Search
email in the Integrated Campaign
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Key Take Aways I/II
Use statistics to get background on email Marketing in the B2B world
Decide carefully which email Marketing tactic leads to your goal (eNewsletter vs. email blast)
Keep in mind to do important things before you get started (email policy, tool, governance)
Be aware of challenges
Leverage tips and tricks from others
Don’t forget the glue in your integrated campaigns
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Key Take Aways II/II
The key to success is to balance valuable content with the correct amount of email frequency
According to Jupiter Research, “untargeted email campaigns have open rates of only 20%, a click through of only 9.5% and conversion rates of only about 1%. On the other hand, targeted email campaigns have a 33% open rate on average, a 14% click-through rate, and a conversion rate of 3.9%”.
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Planning the email Campaign I/VII
Define email Marketing Goals What do you want to accomplish with your email marketing campaign? How will other marketing tactics complement email and vice versa? What is the key message/value proposition? Is your focus lead generation, web traffic, branding, relationship building, or
direct sales? What metrics define success? Can you fine tune landing pages that support your specific goal? What segmentation meets the needs of your objectives?
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Planning the email Campaign II/VII
Assess Metrics to BenchmarkOpen Rate (OR) = unique opens/emails delivered Measures: relationship, subject line, timing and frequency Challenge: preview pane, blocked images and deliverability Click-through Rate (CTR) = unique clicks/emails delivered Measures: relevance and perceived value of the content Challenge based on total emails deliveredOpen to Read Rate (ORR) = unique clicks/unique opens Measure: Relevancy and value specific to those that opened the email and
eliminates the variable of deliverability and preview pane Deliverability Rate= emails delivered/emails sentBounce Rate= bounces/emails sent Unsubscribe Rate= unsubscribe/emails deliveredConversion Rate = web action/unique click-through
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Planning the email Campaign III/VII
Make it Relevant - Developing Messaging and Call to Action Provide content with value to your audience in their terms. This strengthens the relationship with a high perceived value, and increases brand value.Place the most important information at the beginning. You only have a few seconds for capturing the readers attention. Keep your text short and concise using an active voice. An email should be a call to action, resulting in a conversion to a landing page.Avoid sending attachments. This increases the probability that your email is rated as spam.Link only to a landing page that contains updated content.Use a redirect for communicating the URL of the landing page.
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Planning the email Campaign IV/VII
Use relevant Formats and Graphics Use templates that are within the Siemens design Guideliness, but at the same time are appropiate for the medium:The email template width shouldn’t be wider than 600 pixels. Use static images or animated GIF; no Flashemail file size should be under 100K, less is betterUse ALT attribute for image; most clients block imagesUse Company name in the from line displayDisregarding the layout to be applied, every email has some mandatory parts:
-the header which includes a link for viewing the email as a webpage-the footer which contains the sender information and a link that enables the user to unsubscribe from email communications.
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Planning the email Campaign V/VII
Ensure DeliverabilityMonitor Internet Server Provider changesUnderstand and Monitor Spam Filters and high risk contentSuppress and unsubscribe hard bouncesTuesday through Thursday are optimal B2B days to send
Certify SegmentationComplement the segmentation by ensuring that your message is delivered at the right time, to the right person, with the right content.
Content and offers that are delivered strategically will make an impact
Behavior
Preferences
Demographics
Purchase value of a customer
Product-based
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Planning the email Campaign VI/VII
Test, Test, and Re-test Testing is critical for success. Create different landing pages, offers, call to actions, graphics, and content
allows you to optimize your campaign to its greatest potential. Subject line length, tone, message and brand Content layout, format, style and length Offers List distribution Personalization Graphics
A/B testing: testing one element of a campaign against another. Multivariate Testing: Testing multiple changes simultaneously in a live
environment.
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Planning the email Campaign VII/VII
Analyze and Optimize Determine where there is opportunity to impact performance Adjust the campaign and/or strategy if needed What's next after this campaign?
Creating a successful email campaign is complex. Barriers to keep in mind: tougher mailbox/firewall filters more competition for the subscriber’s attention constantly evolving technology, policies and regulations best practices change and new ones develop process and procedures change new trends emerge based on behaviors, technology, etc. time and budget constraints
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Best practice Example - Energy
This bi-monthly Energy Newsletter provides information from HVDC, FACTS & Grid Access about project highlights, new advances & innovative solutions for the power industry.
The newsletter exists since March 2003
Average Metrics:OR: 38%CTR: 17%
HVDC, FACTS & Grid Access Newsletter
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Best practice Examples - Healthcare
This monthly Healthcare Newsletter provides updates on products, events, case studies, and education offerings.
The newsletter was launched on December 2008 – country versions are constantly being set-up
Average Metrics for the Global Version:
OR= 38%ORR=38%CTR=16%
Siemens Healthcare Newsletter and ist respective country versions:
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Best practice Examples - Healthcare
This monthly email communication is used to stay in contact with subscribers of the print magazine MAGNETOM Flash providing them with clinical cases until the next magazine issue.
Average Metrics for the Global Version of the email:
OR= 39%ORR=41%CTR=17%
MR clinical email:
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Best practice Examples - Industry
Modular newsletter to inform customers and employees about exhibition highlights in the forefront of Hanover fair 2009
Recipients registered themselves on the corresponding website with their individual interests (profile)
Findings:
3 Newsletters were sent (2 before, one during fair)
149 subscribers
Average openings: 70,8%
Newsletter around Hanover Fair 2009:
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Klaus SchmitzEnergy SectorLead Sector Online [email protected]+49 9131 18 85748 (office)
Katja StöckerHealthcare SectorDirector of Interactive [email protected]+49 9131 84 6189 (office)
Jochen SpechtIndustry SectorHead of Online [email protected]+49 (9131) 7-27123
Interested in using email Marketing? Contact your sector Web Managing Board Representative