Jenifer Davis and Emily Burgess Guide Dogs UK www.charitycomms.org.uk/events

1. Enhance Your Email Marketing
Seminar
26 April, 2012
www.charitycomms.org.uk
#CCEmailTips

2. Segmenting and Targeting
How do I send emails to people who
want them?
Jenifer Davis, Digital Media Manager
Emily Burgess, Creative Services Manager

3. Why segment?

4. 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

5. Tip: Data is paramount
•Existing data
•New data
•Incentivise
•Integrate social data
•Data strategy
•Contact strategy

6. Tip: Start with the quick wins
Ask 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?

7. 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

8. Tip: There are no limits
Sparkle

9. Tip: Get personal
Hitting the mark
Readers are 10% more likely to respond to personalised
direct marketing than non-personalised*
* GI Solutions Group, 2009

10. Tip: Think outside the
creative box!
•Advertising spots
•Imagery
•Forward to a friend
•Fold line
•Other campaigns
•Keep it short
•Subject line
•Click data

11. Tip: Think mobile
This is a target market of it’s own!

12. 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

13. Tip: Key to success
Marketer’s View:
Right content
Right audience
Right time
Recipients View:
Who is it from?
What’s in it for me?
What do I do next?

14. Thank you
Any questions?