Email marketing insight 2013, why now is the time for email marketing!

1. Deborah Anderson
Email
Marketing
Insight
Email Marketing Insight

2. LinkedIn Connect with me
Twitter @DeborahAnderson
Email Marketing Insight
Connect with me
Growth for IKEA Dublin

3. Email Marketing Insight
Agenda
•Why use email?
• Email Marketing facts
and figures
•Email campaigns
•Questions

4. Email Marketing Insight
Email acts as a cost effective
channel to reach consumers,
especially at a time when
marketing budgets are decreasing.

5. Email Marketing Insight
Why Now is the time
for E-Mail Marketing!
- Indispensible channel for marketers to sustain relationships with core audience
- Opportunity to give personalised content
- Manage and use “Marketing Data” effectively
- Amplify social media marketing activities
- Track and measure email marketing campaigns
- A clear relationship between marketing activities and ROI

6. Email Marketing Insight
Why use email?
The power of PUSH marketing
- Lead generation
- Sales
- Customer relationship management tool
- Internal communications

7. • 67% use some form of advanced
email software to conduct email
marketing campaigns
• Open rate & click through rates
are most popular metrics
• 55.3% have a database of less
than 5000 email addresses
• Since 2011, 4.2% increase in
email personalisation and 3.5%
increase in the use of dynamic
content
Email Marketing Insight
Facts and FiguresSource MII E-marketing insight
2012/2013

8. • Companies using dynamic content
are considerably more likely to
have open rates between 20 –
50% compared to these using
less or no personalisation
• Swamped inboxes and spam
eroding trust in email, are
perceived to be the biggest
challenges in email marketing
• 12.8% increase in numbers using
social media in their emails (since
2011)
• Spend less than 5% of their
budgets on e-mail marketing
Email Marketing Insight
Facts and FiguresSource MII E-marketing insight
2012/2013

9. • Average email open rate: 17%
• Average click through rate:17%
• Use of social media within email:
B2B 78.7% link to LinkedIn
B2C 90% link to facebook
Email Marketing Insight
Facts and FiguresSource MII E-marketing insight
2012/2013

10. Email Marketing Insight
Email
Checklist

11. Email Marketing Insight
Elements of success
Offer
List
Creative
Tools
Product, incentive, content...
Think about what do you want the
recipient to do?
Permission is KEY!
The right person at the RIGHT time...
Copy, design and development
Follow up
Use a reputable email content site

12. Email Marketing Insight
Ask yourself?
Who is the target audience?
Age profile, demographic, new customers, lapsed customers,
employees, suppliers etc..
What is the purpose of your email?
Increase traffic to website, brand awareness, sales, in store visits,
Event ....
How will you measure success?
Open rate, click through rate, control groups, incremental sales
What are you testing?
A/B testing, subject line testing, send time, clicked panels

13. Email Marketing Insight
Does your message
provide value?
Put yourself into the mind of the reader
What is the email about?
What do you want the reader to do?
What’s in it for the reader?
What makes your email stand out of the billions sent
everyday?

14. Email Marketing Insight
Value of the Pre-Header
Are you linking to an online version?
Are you including a teaser in your email?
Address email issues

15. Email Marketing Insight
Optimise for the
preview pane
What is visible in the top 400 x 300 pixels?
And what does this look like without images?
Does this tease the reader to open the email?
Offer, table of contents

16. Is your copy scanable?
Email Marketing Insight
Can I understand the message in 5 seconds?
Is there a clear call to action CTA?
Keep paragraphs short and to the point
Do you use sub headers and bullet points?
Is the email understandable without images?
Are you using ALT – Tags?

17. Is it obvious what
you want the reader to do?
Email Marketing Insight
Is the CTA placed above the fold?
Is there a CTA on the bottom of the email?
Are you linking to your CTA more than once?
Is your CTA an image? (be aware of
blocked images)
Have you tested the wording of the CTA?
For example instead of CLICK HERE:
"click to register for your free report"
"review colors and styles"
"click to learn more"

18. What did you put in
the footer of your email?
Email Marketing Insight
Did you put an unsubscribe link?
Include contact details
Include social media and or website links
Inform readers WHY they are receiving this email
Ask to add email to address book to prevent spam
Include offer terms and conditions

19. Email Marketing Insight

20. Don’t forget the
Landing page:
Email Marketing Insight
Make a list of all elements that need to be addressed
On landing page
Don’t just link to your home page
Keep forms as short as possible
Test and optimise for conversion – ensure information is
Relevant to the email

21. Email Marketing Insight

22. E-mail strategy example
Email Marketing Insight
Email send frequency
Who gets the emails?
Are recipients receiving email segmented depending on your
message?

23. Key points
Email Marketing Insight
- Ensure briefing form is clear and detailed
- Ensure images fit your message
- Be personal and use local language (ie. Mummy vs Mammy)
- Do not presume the agency or email creator knows what you want
- Proof with members of your team and outside
- Good proofing will take 3 – 4 rounds
- Test email for different browsers and mobile
- Test links match messages
- Test subject lines
- Review historical email data
Remember!
You don’t need a big database or analyst to perform good emails.
Be clever – emails can be measured in a way that
Suits your business!

24. Email Marketing Insight
Useful sites
Email Marketing Data Protection Regulations Ireland
http://www.dataprotection.ie/documents/legal/SI336of2011.pdfM
Mail Chimp
FREE and paid email resource
http://mailchimp.com/
Marketing Institute of Ireland
Email insight report
http://www.mii.ie/emailmarketing/

25. Email Marketing Insight
Thank you!
Questions?