Marc Munier presents "10 things you can do today to improve your email marketing" at the World Travel Market 2010

1. Marc Munier 10 things you can do today to improve your email marketing results

2. A little about me “ There are 20,000 dots on this page, that is the number of hours that I have worked in email marketing for. Apparently it is also the number of hours it takes to become an expert in any given field so that’s why I’m talking to you today.”

4. Focus on what you can achieve It doesn’t have to be hard!

7. #1 Capture “ You need to strike a balance between asking for information and capturing data, if you ask for too much people will get bored. 40% of visitors will complete a signup form if they perceive a benefit in doing so. Provide a small incentive at the second stage to increase completion rates.”

8. #1 Capture

10. #1 Capture They downloaded the Pizza Express voucher so in this case pizza is what they like!

12. #1 Capture

13. #1 Capture

16. #2 Manage Expectations “ You need to make it clear what they will be receiving right from the word go.”

21. #3 Build the relationship - welcome Source: Econsultancy best practice guide “ Get them on board while they really care about your brand and are most engaged. Response rates drop just hours after sign up so make sure you get in touch quick. The first stage of this is to send them a welcome email.”

23. #3 Welcome example Case Study – Park Holidays Welcome mailings “ Here’s Pure360 client Park Holidays demonstrating a text book sign up process – well done!”

26. #4 Personalise “ Using the recipient’s name in the subject field could increase your open rate by 20%.”

27. #4 Personalise “ Birthdays are an emotive time so if you can use them in emails.”

31. #5 Design for the preview pane “ Use design in the preview pane and use a call to action in the alt text at the top of the page this will lead to more open and click through rates... not like this...

32. #5 Design for the preview pane ...like this! As you can see there is a clear call to action which will lead to higher click through rates.”

35. 6# Conversions “ Pure360 have a sexy integration with Google Analytics which means once you’ve set up Google goal tracking you can track conversions per campaign from within Pure360.”

38. #7 Use social “ Use email as a channel into social media.”

39. #7 Use social “ Use social media as a way to draw people to your newsletter, in order to stengthan the relationship.”

41. 8# Provide clear call to actions No call to action. Case Study – Club med

42. 8# Provide clear call to actions “ I’ve clicked through to the site and there’s still no call to action!”

43. 8# Provide clear call to actions “ Websites can crash so it’s really important to capture data as early as possible. Get their name and telephone number ASAP – people will give it to you if they are really interested.”