little green plane's ten email marketing commandments provide you with the best practice tips and techniques to take your email marketing higher. The best of British email marketing. www.littlegreenplane.com
3. Background
Email
480 million
Facebook & Twitter
250 million
ROI £42.08 New accounts 480m email
for every £1 2010 users
Statistics taken from the Direct Marketing Association
4. The ten email marketing
commandments
x3 Content
x3 Data
x3 Strategy
x1 Legal
20. Other design & content tips
• Keep it short – max three snippets
• Consistent structure & prioritise content
• 600 pixels wide
• Follow corporate guidelines
• Equal image to text ratio
• Mobile considerations
23. Don’t forget mobile
• Chunkier call to action buttons
• Just include the essentials
• Single column- 300 – 400px wide
• Keep images small to minimise download time
• Social media sharing
26. Tell your subscribers…
• What benefits they will receive when signing up
• How often they will receive updates
• How you will handle their data
• How easy it is to do business with you by keeping it simple
27. Incentive ideas
• Free guides, white papers, opinion pieces
• Money off or discount for first order
• Free consultation
• Event information
• Access to VIP materials
28. Privacy policy
• Privacy and Electronic Communications
Regulations
• How THEY can get access
• Explain the security procedures you use when
handling info you collect
• Blog: 10 vital ingredients for your Privacy Policy
35. Why opt-in?
• Transparency and trust
• Better response and conversion rates
• Enhanced advocacy
• Save money and time on people who are JUST NOT
INTERESTED
49. Segmentation… it’s just like football
“I play for a football club with loads of different
players, who all have different abilities.
Trying to get the right formula to win a match can be a
problematic task.
Segmenting your data is like putting the right players in
the right position according to ability and preference; it
helps your marketing run smoother and become more
successful.”
Stuart Bonsall, little green plane sales executive and philosopher
50. Segmentation ideas
• Geographic area
• Sex
• Age
• Last purchase date
• Area of interest – subscription
centre
54. Email marketing objectives
• Content: what and how often?
• Target by audience – tailor your
campaigns
• Set KPIs – opens, clicks, OTC
rate, enquiries, sales, forward to a
friend, retention, re-engagement,
event attendees, guide
downloaded
55. RAF Museum
Brief:
• 5-10 donations
• Increase open rate by 5%
• More than 1,000 clicks
• Re-engage users
Strategy: starter pack
Results
• 2,000 click throughs
• 26 immediate donations
• 40% open rate (was 20%)
• Re-ignited enthusiasm from
disengaged users (80
emails)
• Knock-on effect with the
pick up of museum visitors
• People still using and
sharing the email three
weeks later
57. Testing and refining
• Demographics (age, sex, location)
• Time (hour, day, month, seasons, holidays)
• Personalisation
• Subject line (questions, facts, commands)
• Design (length, layout, call to action location)
• Offer (type, time frame, % off versus cash)
• From names and address
(sex, seniority, info@ versus real person)
63. Deliverability tips
• Good content and data
• Use pre-send spam tests provided by your ESP – Spam
Assassin
• Use pre-send screenshot tests
• Send preview emails & set up test list
• Remove hard bounces
• Add an unsubscribe mechanism
• Review delivery stats
64. Spam – things to avoid
• Phrases like "Click here!" or "Once in a
lifetime opportunity!“
• Repeats
• Exclamation marks!!!!!!
• USING ALL CAPS, WHICH IS LIKE YELLING
IN EMAIL
• Colouring fonts bright red, or green
• Sloppy HTML coding
• One big image, with little or no text
• Using a noreply@ email address
66. Key facts
Data Protection Act 1998
(Privacy and Electronic Communications Regulations)
• Any commercial motives must not be hidden
• You must provide a valid unsubscribe mechanism
• You must list your company details on your emails
• You must not use competitions to gather email lists unless
participants have also said they are happy to receive updates
• If you are collecting data you must explain how you will handle it
AND provide user access, ideally in a Privacy Policy
67. Forward to a friend
• Forward on to relevant/interested parties
only
• You will be liable if people who haven’t
opt-in complain
• You cannot ask for other people's email
addresses due to the Data Protection Act
(and good ESPs will not give you data on
this feature)
FULL GUIDE FOR MARKETERS
69. The ten email marketing
commandments
CONTENT 1. Thou shalt refine your subject line
2. Thou shalt use a prominent CTA
3. Thou shalt give value to your subscribers
DATA 4. Thou shalt use an opt-in approach
5. Thou shalt grow organic data
6. Thou shalt segment your data
STRATEGY 7. Thou shalt set objectives
8. Thou shalt test
9. Thou shalt not spam
LAW 10. Thou shalt be legal