1. Email Marketing
(A whistle-stop tour!)
John Owens

2. Agenda
•
•
•
•
•
Why email marketing?
Getting it read – “deliverability”
Best practice and the law
Next steps - MailChimp demo
Questions
Agenda

3. Why email marketing?
Cost per lead
across various
direct marketing
methods
£6.00
£5.00
Search
£4.00
Email
£3.00
Yellow Pages
Banner Ads
£2.00
Direct Mail
£1.00
£Search
Email
Yellow
Pages
Banner
Ads
Direct
Mail
Source: Piper Jaffrey & Co 2011

4. Customers
• 6-7 times more expensive to gain
a customer than to retain a
customer
• 5% increase in retention yields
profit increases of 25 to 100%
• Repeat customers spend 67%
more
• After 10 purchases, a customer
has already referred up to 7
people
Source: Harvard Business Review

5. Why do customers leave?
• Because you haven‟t given
them a reason to stay
• Indifference – haven‟t heard
from you for 6 weeks or more
• Lots of different ways to talk
with them (+ integrate)
• BUT email marketing is very
cost effective
See “How To Win Customers &
Keep Them For Life”
by Michael Le Boeuf

6. Permission
• More than just opt-ins
• “Explicit” versus “Implicit”
• Quality a priority
• “Permission marketing”
• + legal aspect in UK /USA
P. S - think Is your “targeted message” my “you’re sending me
spam… (again)”?

7. Strategy
• How will email marketing contribute to your business
development?
• How does it tie in with your other activities (social media,
web, printed etc.)?
• Be realistic (it takes time to build a trust relationship with
your „targets‟)
• Email marketing is a „long game‟ – it takes time

8. Getting it read....
Use a commercial service
• Don‟t try to use your own email package
• Measurable results – so measure!

9. Don‟t use your own email system...

10. Getting it read....
Have a clean database
• No point in sending to dead
addresses + ISPs don‟t like it
• Collect emails whenever you can
– and get them to opt-in
• If you buy email data, use good
sources
• Named individuals if possible!
• Multiple use or single use?

11. Getting it read....
Who is going to write it?
• What‟s the key message?
• What action do you want
them to do because of reading
it?
How often?
• When you have something to
say
• Better if consistent

12. What time of day?
Business to Business
•
Avoid weekends and
after 4pm
•
But best time for a
“head-hunter” was
Monday morning
•
And lots of commuters
check emails on mobiles
on way into work now
Day
Best Time Open rate
Tuesday /
Wednesday
/Thursday
Friday
Weekends
Around
9:30am
50-62%
or 1:30 pm
9:30am
18%
2%
Source: Constant Contact & iContact

13. What time of day?
Day
Business to Consumer
Tuesday /
Wednesday
/Thursday
Friday
Weekends
(to Sunday
afternoon)
Best Time Open rate
Circa 5:00
pm to
8:00 pm
5:00 pm
onwards
40-45%
30-40%
30-45%
Source: Constant Contact & iContact

14. Best practice
• Only send emails to people who have requested them
• Only include relevant content
• Be consistent with your sending frequency & “From” name
• Have both a plain text and HTML version
• Watch out for spam filters – ALL CAPS, free, !!!!!!!,
Viagra, F.R.E.E etc…..
• Build your list everywhere you can
“The money is in the list”

15. The Law
Data Protection Act 1998
• You may need to register –
www.ico.gov.uk (£35 p.a.)
Privacy and Electronic Communications
(EC Directive) Regulations 2003
• “You can not transmit unsolicited marketing
email to an individual subscriber unless
they have previously notified you that they
consent, for the time being, to receiving
such communications”
•
“Soft Opt-in”

16. MailChimp – www.MailChimp.com
Sign – up and registration
(Free – don‟t need a credit card)

17. FREE – up to:
• 2,000 subscribers
• 12,000 emails per
month

18. Create a new list

19. Build up lists of
subscribers
• Via importing a
spreadsheet list
• Via collecting
from a from
embedded on
your site
• Manual entry

20. What sort of
campaign?

22. Here‟s one I
made earlier!

23. Testing via sending
to my email box

24. Getting ready to
automate sending

25. Monitor the
response rate

26. Questions