This presentation is by Steven Bradley for the 2011 Financial Online Summit covering Best Practice Email Marketing.

1. NRMA email program 2010 / 2011 And more

2. E-mail continues to dominate E-mail program 2011

3. Useage E-mail program 2011

4. E-mail continues to dominate E-mail program 2011

5. Day of week and time of day E-mail program 2011 E-mail participation rate Source: ReachMail

6. Time, effort and expense required E-mail program 2011

7. Desired E-mail Frequency E-mail program 2011 On average, how often would you like to receive the following types of permission based email? Source: ReachMail

8. Reasons for unsubscribing Reasons for unsubscribing E-mail program 2011 Why have you unsubscribed? Source: ReachMail

9. Email collection tactics Email program 2011 Registration for downloads, etc. Registration during purchase Level of Effectiveness Online events / webinars Transactional digital partner offers (movie tickets) Mobile Offline events tradeshow Co-registration programs Email forward-to-a friend Paid Search Email Newsletter Subscriptions Social sharing Buttons in email Degree of Difficulty Chart: Three dimensions of email list growth tactics – effectiveness, difficulty and use

10. Best practice according to me Email program 2011 Enhance collection points (retail, online, contact center, events) Simplify storage (agnostic to email technology) Show value with a loyalty program Send triggered messages On behavior On action Incorporate useful content Let users pick the relevant path Create a conversation loop Collect preferences and use them Explicit consent / inferred consent Design for the device they use Define contact rules Never rent a list …

11. Using images in emails Email program 2011 6 Tips Your content should include descriptionsof any pictures featured. This lets readers know what they're missing visually, and encourages them to turn on the images. Test your emails before sendingto see how they look with images on and off. Don't embed or attach images- This can create delivery issues. Instead, have your images hosted on your server or with your email service provider. Fill in the alternative text fieldin your image tags – in some email software this is what will appear where images are turned off. Avoid using one big image- This can result in one big empty email when the images are off! Make use of the pre-text link- Always include a link at the top of your email that clicks through to an online version of the email. If people are online and click this link, they'll automatically see all text AND images Denise Cox - Newsweaver

14. New subscription centre launched

15. Redesigned newsletter templates launched

17. 5,523,134 opens were recorded

18. 812,445 click throughs were made

19. 315 unique email campaigns builtNRMA currently has 501,253 email records in the e-marketing database

20. How we performed overall Key Metrics E-mail program 2011 Average open = 24% Average click = 5%Industry open = 20% Industry click = 4% Unsub rate = 0.2% Industry unsub = 1.0% Industry average derived from; Returnity benchmarking report, Vision 6 email metric reports and MailChimp live stats.

22. Single source for opt in management

23. Social media sharing function

24. Content clouding; YouTube, Twitter, Flickr

26. Global Mobile Data Traffic Forecasts Source: Cisco VNI Mobile, 2011

27. Get smart phone ready Email program 2011 Everything we do in email we do while considering mobile at the same time. Everything, including: - Subscription process- From name- Subject line- Copywriting- Offer- Headline- Banner- Design- Graphics- Call to action- Buttons- Frequency- Testing- Design- Rendering- Links- Landing page- Metrics and benchmarks- Reporting

28. Mobile ready Email program 2011 Your From address must make sense Keep subject lines shorter The headline is now the headliner Design your landing pages (figures …) Be brief when it comes to copy, punchy to the point Its how you use it > make everything shorter, headlines, line lengths, chunks of text Avoid using Flash, replace it with HTML 5 or JavaScript If you really need a form … ask for as little as possible

34. Mobile device specific templates