18. 2. Define List
'It is argued by many that the financial
worth of a database should feature on
company accounts in the same way as any
other asset would'
http://technologyweekly.mad.co.uk
19. grow a targeted database
Genuine opt-in
Explicit permission granted
Information can be gathered over
time
20. Your database
Only one entry required: prospect's
email address
but
more information can lead to
improved customisation
21. Your database: more fields
• First name, surname, title (in
separate fields)
• Date of opt-in
• Source of permission
• Gender
• Country
• Date of birth
23. Growing your list:
Use every available interaction
• Incentives to sign up (white paper,
gift voucher, music)
• Subscribe options during retail
process
• Viral marketing
• Offline interactions and promos
24. Web site sign up is key
Above the fold
Tell them what
to expect
34. Parts of an email
• Header
• Subject line
• Personalised greeting
• Body
• Footer
• Unsubscribe link
35.
36. Use the basics to entice
Subject line:
• Helps identify the newsletter and
maintain consistency
• Avoid promotional words like ‘free','
win’ etc and build trust
‘To’, ‘from’ and ‘reply’ fields:
• Perception of familiarity and
authenticity
e.g robert@quirk.biz
40. Images in emails
Images can reinforce copy
Images are not always displayed
by email clients
Make sure your email makes sense
without the images
43. Video in email?
Increase click-through rates up to 25%.
Florist’s conversions jumped from 1.35% to
2.8%.
Remember:
• include a link, host outside message
• Remember that many viewers watch videos for
the “entertainment” value. Keep videos short,
light and relevant.
Sources: https://www.marketingsherpa.com/barrier.html?ident=30200
http://inspireaction.mindandmedia.com/index.php/2007/11/15/hey-its-got-video-
it-must-be-cool/
44. Not everyone reads mails
in the office.
Smart phone adoption is
rapidly increasing
‘Stay informed, not
necessarily to engage’
• Send in multi-part MIME
• Avoid JavaScript on landing
pages (it is not supported by
most mobile browsers)
50. Mass customisation
• One to one marketing on a macro
scale
• Simple personalisation can
improve results
• Segment database
51. • Give consumers what they want
• Send different content to different
people
• Insert ‘dear first name’ greeting,
where appropriate
• Personalise forms within email/landing
page – only ask a question once
56. Email Reputation Score
Definition:
The general opinion of the ISPs, the anti-
spam community, and your own subscribers
towards a sender’s IP address, sending
domain, or both.
If the sender’s score falls within the ISP’s
thresholds, a sender’s messages will be
delivered to the inbox; if not, the sender’s
emails may arrive in the bulk folder, be
quarantined, or be bounced back to the
sender.
58. Email Reputation score
Control your score
•ISPs offer various sender authentication standards
such as SPF (sender policy framework) and
DomainKeys.
•Keep the list clean by removing hard bounces after 3
deliveries (ISPs don’t like e-mail broadcasters who
have a high bounce rate)
•Respond to complaints and unsubscribe requests
•Educate users about whitelists
59. When should I send?
Try and be action based.
Common sense and testing.
Regularly…like the milk man
69. Split test!
This is one of the most basic and important parts of
an email marketing campaign!
Test the open and click through 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!
70.
71. Tools of the trade
Database
Design and content
Test
Display
Deliverability
72.
73. What is spam
• Email spam dates to 1978
• Accounts for 80 - 85% of email
today
• Unsolicited Bulk Email
• Email sent without explicit
permission granted
74. Avoid being a spammer
• Always obtain permission to email
• Make it easy to unsubscribe
• Send relevant emails
• Don’t annoy your database