1. Email Marketing

2. Delivering commercial messages to an
audience.

3. Why email marketing?

4. Targeted and
Cost
Customisable
effective
Measurable

5. Consider the different ways in which a
company contacts you.

6. •Transaction emails: request a
quote, submit a form etc.
•Newsletters: provide
information, keep people informed

7. 2 types of commercial emails:
1. Promotional
•Encourage immediate action

8. 2. Retention based
emails:
•Newsletters
•Build long-term
relationships

9. Consider the steps to running an email
campaign

11. Strategic planning:
What goals do you want to achieve?

12. Decide on key performance indicators
(KPIs)

13. Promotional emails have immediate
goals:
•Make a purchase
•Download a whitepaper
•Request further information

14. Newsletters have long-term goals

15. KPIs are important:
•Open rate
•Click-through rate
•Number of emails forwarded
•ROI
•Number of social shares
•Database growth rate
•Conversion rate
•Delivery or bounce rate

16. Create and retain a long-term
relationship

17. To get started, grow a database

18. •Permission must be explicitly given
•Genuine opt-in
•Gather information over time (drip
irrigation)

19. You only need the email address but
consider other information.

20. •Name, surname, title
•Date permission granted
•Source of permission
•Gender
•Country
•Telephone number
•Date of birth
•Frequency of email communication

21. But be careful not to ask for too much.
They may not sign up!

22. To attract prospects:
•Offer something for free (white
paper, gift voucher, music)
•Offer a subscribe box at the checkout
point
•Use all interactions such as trade
shows

23. Make sure the
sign-up form is
above the fold
and visibleon
your website

24. Use a double opt-in process to
safeguard your database.

25. Creative execution is key!

26. Two types of email: HTML or text

27. Plain text emails are smaller and
plainer – copy counts!

29. HTML emails are more complex
Can contain:
•Images
•Different fonts
•Hyperlinks
•Videos

31. Give subscribers the choice of how to
view your email.

32. Parts of an email
•Preheader
•Header
•Subject line
•Personalised greeting
•Body
•Footer
•Unsubscribe link

34. Preheader:
•Text appearing at the very top of your
email
•May be the only thing readers see in
the preview pane
•Consider including a call to action

35. Headers provide opportunity to build
relationships:
•Personalise the “reply” field and the
“from” address
•This builds trust

36. Use subject lines that help identify
the email and build familiarity.
Avoid #2$%&^^%### or !!!!!
characters.

37. Personalise the greeting

38. Don’t use too many images in the
body and make sure important text is
not on the image – it may not load!

39. Use standard footers to build
consistency.
Include the unsubscribe link – it is
mandatory.

40. What about email templates?

41. •Predesigned
structures to use for
each email
•Ready-made
templates or custom
designed
•Must represent
your brand

42. When designing – design for the
preview pane.
Typically 600px (width) x 300px
(height)

43. Many users are busy and don‟t open
emails.
Image and layout must be tested for
this.

44. Users read in an F shape
Image credit: Jakob Nielsen http://www.useit.com/alertbox/reading_pattern.html

45. Plan content placement according to
reader flow.

46. Balance image and text in emails.

47. Images:
•Can reinforce copy
•Are not always displayed by email
clients
•Must not be central to your email
message

49. Vs.

51. Design emails to support a Call to
Action button.

52. Remember, there is no guarantee your
email will display on mobile phones but
keep the header image width under
600px.

53. Email Content should be:
•Relevant
•Valuable

54. Newsletters can offer:
•Humour
•Research
•Information
•Promotions
•Exclusive content

55. Put together a recurring content
structure

56. Test for display and deliverability

57. Integrate the campaign with other
channels.

58. •Reinforce brand‟s message
•Increase responses

59. Database segmentation allows one to
one marketing on a macro scale.

60. Start by using the recipients name and
send HTML or text emails based on
preference...
Then tailor further.

61. Consistent deployment fosters trust
and fulfils expectations.

62. Email reputation can determine
whether your email is regarded as
spam.

63. It is based on the general opinion of the
ISPs, anti-spam community and
subscribers.

65. •Cleanse lists regularly to avoid bounce
backs
•Ask subscribers to update their
details
•Be diligent in maintaining a current
opt-in database

66. When to send emails

67. •Definitely not on Monday morning or
Friday afternoon
•Try to be action based
•Keep the mails regular
•Test to find the best time for your
database

68. Email analytics is key to
tracking, analysing and optimising

69. Key measurables include:
•Emails delivered
•Bounces
- Hard (address no longer exists)
- Soft (inbox was full)
•Unsubscribes
•Pass on rate
•Clickthrough rate

70. Pay attention to what activity takes
place on an email

71. Look at what the numbers reveal and
use this to improve on your next
email

72. Use split testing to enable optimisation

73. Test the open and clickthrough rates
using:
•Different subject lines
•Different days of the week and times
of the day
•Different copy styles and email
length
Refine the content and construction to
your audiences tastes!

74. Remember to meet the requirements of
the rules and regulations regarding
email in your country.

75. Further Reading?
www.quirk.biz/emarketingtextbook

76. Online Advertising

77. What is online advertising?

78. Advertising on the Internet via mobile
phones, tablets and personal computers.

79. Encompasses adverts:
•On the SERPs
•Placed in emails
•On social networks
•On websites, mobi sites, tablets
•In ‘please call me’s, sms, mms
•In other ways advertisers use the
Internet

80. Used to achieve marketing or business
goals
Image Credit: Creative commons, AMagill

81. Its major advantage: it can be tracked

82. Early banner advert for AT&T:
It took users to a landing page

83. In 1994 this was cutting edge

84. Now online adverts
can be interactive,
incorporating games,
video, Flash etc.
The only limit is your imagination!

85. Whether online or offline, advertising
can have a number of objectives.

86. •Building brand awareness
•Reaching new customers and creating
demand
•Showing consumers that advertisers
can satisfy that demand and build
brand loyalty
•Driving direct response and sales

87. Build brand awareness to gain
customer’s trust and patronage.

88. Create consumer demand:
•Inform
•Persuade
•Remind
Use unique selling points (USPs)

89. Then meet that demand!

90. Drive responses and sales by turning the
potential customer into an actual
customer right there and then.
The beauty of the Internet!
People online are people with spending
power.

91. So how can you show your message?

92. Interstitial banners can be shown
between pages on a website.
Although these are not widely used
anymore.

93. Pop-ups and pop-unders:
•Pop up or under the web page being
viewed
•Were prominent in the early days
•Usually have a high click through rate
(CTR), but only because people
accidentally click on them to close them

94. •Conversion rate is very low
•They can easily annoy
•Now we have „pop-up blockers‟

95. Wallpaper adverts or skins change
the background of the web page being
viewed.
•You can’t usually click through it
unless you use a click tag
•Its main purpose? Branding

96. Wallpaper Advert

97. Map adverts are placed within online
mapping solutions

98. e.g. Google Maps

99. A banner advert is a graphic image or
animation displayed on a website.
•Static banners – GIFs or JPEGs
•Animated, non interactive banners -
animated GIFs
•Interactive or rich media:
Flash, video, JavaScript, HTML5 etc.

100. Banner advert

101. Create banners to suit different
standard banner sizes – this means
the advert will suit many websites.
Most popular sizes are:
300x250px, 300x600px, 468x120px, 16
0x600px and 728x90px

103. Rich media – interactive media

104. Encompasses adverts like:
•Page take overs
•Peel overs
•Road blocks
•Floaters
•Expanding banners
•Video banners
•Dynamic data ads

105. The major advantage?
Interactions can be tracked!

106. Page Peel
Source: MediaMind Creative Zone -
http://creativezone.mediamind.com/?ItemName=Nissan%20Micra%20Page%20Peel#ItemNa
me=Nissan%20Micra%20Page%20Peel

107. Floating adverts appear in layers over
the content.
•Usually these can be closed - best
practice says this should be an option
•Created in DHTL or Flash
•High CTR but a low conversion rate
(should be used sparingly and cleverly)

108. Floating advert

109. Have a look at some more rich media
adverts...
Page take overs
•Harry Potter:
http://www.mediamind.com/creative_zone/Harry7/index.html
•Alien:
http://www.mediamind.com/creative_zone/Alien/index.html
Interaction
•Avatar: http://demo.eyeblaster.com/avataripad/demo.html
Expander
•Diesel:
http://origin.demo.mediamind.com/Europe/Spain/demos/diesel/
diesel_sidekcik_msn/

110. Test to find out what works best for
your brand.
Pause the adverts that are not
working - this will help CPC, CTR and
CPA.

111. Payment options also differ

112. CPI or CPM:
•Cost per impression or thousand
impressions
CPC:
•Cost per click

113. CPA:
•Cost per acquisition
Flat rate:
•Fixed cost for a period of time

114. Cost per interaction:
•User initiated rollover

115. What is an advertising network?

116. •Group of websites on which adverts
can be purchased
•Same publisher: e.g. CNN, AOL
•Or an affiliation of sites

117. What are advertising exchanges?

118. •Where unsold inventory is placed by
publishers for bidding

119. What are adservers?

120. •Servers that store adverts and serve
them to web pages
•Locally run or third-party ad servers
•e.g. MediaMind, DoubleClick, Atlas and
AdTech

121. Why use ad servers?

122. You don’t need to send out copies of
each piece of advertising to each
publisher or media buyer – you just send
out a line of code!

123. They also make adverts easier to
track, make comparison easier and
allows for targeted advertising.

124. Tracking is key!
Particularly post click tracking -
tracking up to conversion.

125. Information that can be tracked:
•Impressions
•Clicks
•Connection type
•Browser
•Operating System
•Time of day
•Conversions
•And much more!

126. Cookies are small text files that allow
a website to capture information about a
user.
Photo credit:
http://flickr.com/photos/712177
25@N00/

127. Cookies enable tracking of post view
data as well.
...When a user sees an advert, does not
click on it, but goes to the website after
viewing the advert (either by typing in
the URL, or searching for the site).
But you must have conversion
tracking enabled.

128. Ad servers offer advertisers the ability to
track and optimise.

129. •Frequency capping: limit views of an
advert for a user
•Sequencing: adverts shown in a set
order
•Exclusivity: adverts from direct
competitors are not shown on the same
page
•Roadblocks: an advertiser can own
100% of the advertising inventory on a
page

130. Adverts can be targeted using:

131. •Geo-targeting
•Network/browser type
•Connection type
•Day and time
•Social serving
•Behavioural targeting
•Contextual targeting

132. But be careful, contextual advertising
can be problematic!

134. When planning a campaign always
determine your goal.

135. Then identify your key performance
indicators (KPIs).

136. Make sure adverts are placed in front
of the audience that they are likely to
convert.

137. Online adverts should:
•Attract attention
•Convey a message
•Entice action

138. Be concise and directional.
Use a call to action:
•“phone now for the best deals on
insurance”
•“click here for fast home delivery”
•“donate now”

139. Some advantages to online advertising

140. •Banner adverts bridge the
advertising divide between traditional
and online advertising
•Images can offer a rich brand
building experience

141. •The can be interactive
•They‟re measurable and provide data

142. What about the disadvantages?

143. •Technical obstacles may arise (ad
blockers etc.)

144. •Consumers experience advertising
fatigue. So remember to update your
ads regularly

145. •Connection speed can impact
interaction(but if you use a third party
ad server, you only pay for impressions
that were shown)

146. •Some third party ad servers can also
determine your connection speed

147. Further Reading?
www.quirk.biz/emarketingtextbook

148. This work is licensed under a Creative
Commons Attribution-NonCommercial-
ShareAlike 3.0 Unported License.
You may copy or modify the work as
long as you attribute Quirk Education. It
may not be used for commercial
purposes. If you alter, transform, or
build upon this work, you may distribute
the resulting work only under the same
or similar license to this one.

149. Affiliate Marketing

150. What is affiliate marketing?

151. Word of mouth marketing...
Hey Jim, you
should try the
pizza at Thanks Eddie I
ThePizzaRestaur think I‟ll take
ant. It‟s the best my wife there
in town! tonight!
Yeah, Eddie
This is a
recommende
great
d it.
restaurant
Jim.

152. Now imagine if that restaurant gave
Eddie 10% of the bill for every referral
he made? That‟s a finders fee for new
customers.

153. In an online context this system of
reward for referral is called affiliate
marketing.

154. Affiliates become an extended sales
force!
Image credit: creative commons, Vector Graphics

155. Where did it begin?

156. Started in the adult industry.
But most notably, Amazon.com
introduced Amazon Associates.
Referrers are rewarded for successful
sales that occur as a result of their
marketing efforts.

157. Estimates are that in 2012, affiliate
marketing spend will reach $3.3 billion!

158. It is a simple process

159. 1. An affiliate refers potential
customers to a merchant‟s website
2. Some of those customers perform a
desired action
3. The merchant rewards the affiliate
for each desired action resulting from
the affiliate‟s referral

161. In other words: action and reward

162. Actions and the types of commission
are:

163. CPA (Cost per Action)
CPL (Cost per Lead)

164. Revenue Share (also CPS or Cost Per
Sale)
CPC (Cost per Click)

165. The key to affiliate marketing is
tracking!

166. This means the merchant can award the
correct affiliate the correct
commission.

167. Tracking software allows each affiliate
to have a unique identifier in the URL.
Cookies are then placed on the
customer‟s computer.

168. A URL for a product without tracking:
http://www.firebox.com/product/1201

169. The same product with affiliate
tracking:
http://scripts.affiliatefuture.com/AFClick.asp?affi
liateID=238&merchantID=214&progr
ammeID=3897&mediaID=0&tracking=cube_wor
ld&url=http://www.firebox.com/index.
html?dir=firebox&action=product&pid=1201&us
g=AFQjCNGdHpzAasCefzDnyUBPxnagxqzvTA

170. What are cookies?

171. Text files sent by a server to a web
browser, and then sent back
unchanged by the browser each time it
accesses that server.

172. They can authenticate, track and
maintain specific information about
users, e.g. contents of their electronic
shopping carts.

173. How long do cookies last?

174. •The merchant decides what the
cookie period should be
•A standard cookie period is 30 to 60
days but merchants offer 999 day
cookies, or even lifetime cookies

175. But consumers get nervous when they
hear about tracking and often delete
cookies.

176. Merchants also need to ensure there are
no clashes with their cookies and
tracking software.
Test, test, test.

177. Affiliate tracking software collects
information even if no action is
completed.
Information collected includes:
•Impressions
•Clicks
•Conversions

178. All this information helps to build up
data in order to strengthen the
campaign.

179. If anything goes wrong in the tracking
process, the affiliate suffers.

180. Standard practise is that the most
recent referral is awarded the
commission.

181. Types of affiliates include:
•Personal websites
•Content and niche sites
•Email lists
•Loyalty sites
•Coupon and promotions sites
•Comparison shopping
•Search affiliates

182. Loyalty sites

183. Personal Blogs and Websites

184. Niche content

185. Comparison sites

186. Affiliates will find any means possible
to promote offers.
Goodsearch.com shares proceeds from
affiliate links with charities.

187. Affiliate networks act as a gateway
between merchants and affiliates.

188. Some leading affiliate networks:

189. Retailers should have a product feed,
either XML or CSV.
•Product name
•Product URL
•Product picture
•Product price
•Description
•Shipping price
•Stock status: in stock / out of stock

190. Merchants need to create banners and
buttons to place on affiliate websites.
468 x 60 (banner)
125 x 125 (square)
120 x 60 (button)
120 x 600 (skyscraper)

191. Why use an affiliate network?

192. •Tracking solutions and reporting
•Recruiting merchants and affiliates
•Quality control of affiliates and brand
compatibility
•One payment solution for
merchants/commission handling
•Tracking the market e.g. search
developments, new technology etc

193. Setting up a campaign

194. Define your goals and unique selling
points (USPs)

195. Will you run your own progamme or
use a network?

196. If you are using a network consider:
•Where your competitors are
•Who has the kind of affiliates you
want
•What the joining fees and monthly
fees are
•How much support they can offer you
•What countries the network is in

197. Do a competitor analysis

198. Prepare the basics:
•Product feed
•Banners etc

199. Tips in a performance market:
•Pay affiliates as much as possible
•Focus on conversion optimisation
•Niche products can benefit
•Go global (if possible)

200. Pros
•Merchants are only paying for growth
•The merchant sales force just got
bigger
•There is a very low barrier to entry
for both affiliates and merchants

201. Cons
•There are seldom contracts in place
between affiliates and merchants
•There is still little to no industry
regulation
•Some merchants fear a loss of brand
control
•Affiliate programmes are not easily
scalable

202. Affiliate marketing is a key tool for any
website seeking growth.
The most essential elements are
tracking growth and ongoing
communication between merchants
and affiliates.

203. Further Reading?
www.quirk.biz/emarketingtextbook