Email marketing best practices workshop walter penfold
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Transcript of Email marketing best practices workshop walter penfold
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Powerful Email Marketing
everlytic.latam
everlytic_latam
www.everlytic.com.ar
Presenter:
Walter PenfoldManaging Director, Everlytic
Your Photo Here
BESTPRACTICEWORKSHOP
Email Marketing
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Database• Your own
Content• Meaningful
Design• Effective
Delivery• Get it into the
inbox
Analytics• Measure
Everything
Case Studies • What others have
done
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“How you build yours reflects directly on the values of your business”
Database
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Acquiring Databases?
Permission
Assumption
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Online
Website – Subscription forms
Single Opt In vs Double Opt in
Forward to a friend
Mobile
Social networks, etc
Offline
Business Cards
Point of Sale
Events
Telephone / Call Centre
Hard Copy Forms
Resources in organisation
Clients
Potential Clients
Helpdesk
Departments
Invitation
Opt in
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Database Cleaning
Role Accounts
Wrong/ Bad address’s
Duplicates
• support@domain• accounts@domain• sales@domain
• @gmil.com• spambox@• abuse@
• Some ESPs will automatically remove
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Dat
abas
e G
row
th
Invite Contacts
Competitions
Advertise Content
Refer a friend
Social Sharing
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The Campaign
Kick-Start Challenge
Opt-in Programme
Social Media encouraged registrations
Email alert to existing subscribers
Weekly Email over 4 Week Time Period
The Results79.51 % Unique Open
Rate
71.06% Click Rate (Highest Click Rate)
Relevant email content resulted in email being read more than once
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Key
Lear
ning
's Fully Opted in Database
Extended invite to current newsletter subscribers
Quality Data oppose to Quantity Data
Shape Case Study
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Content
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A friend referred it to me The information is relevant to me Well known and trusted brand
29.92%
74.28%
61.78%
Which of the following would make you more likely to subscribe to a newsletter / commercial mail
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Relevant Subject
From Name | Recipients respond to a brand
Be concise / Keep it short
Have something to say / Relevant Content / Clear Purpose
Check your spelling
Check your tone
Demonstrate that you value your readers
Get the basics right
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Test
1st - 15% off
2nd - Free Delivery
3rd - R50.00 off
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Design
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Design Considerations
HTML Design
Images in email
Call to Action Links
Landing Pages
Spam Related Issues
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Width: About 500 to 600 pixelsHTMLPreview Pane
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HTML
Flash: compatibility issues (movies)
JavaScript: compatibility issues along with security warning issues.
Forms: we suggest you rather host your forms online.
Background Images: Certain email clients do not render background images properly.
CSS: Will be stripped out in most web clients
HTML Format Simple Tables and Layouts work best
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Images in emailKeep image files sizes small
Animated gifs and email
Include plain text
Use Absolute URLs to Link to Your Images
Use alt text
Avoid Using Background Images
Embedding Images
What about Videos?
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Call to action links
Location
Presentation
Important Links
Tracking
Test
NB Links:Unsubscribe
View in web browser
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Landing Pages
“35% of the landing pages analyzed didn't match the
emails' look”
Brand consistency
Transparency
Don't Be Redundant
Correct Landing Page
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Spam Filters
Bright red fonts
Too many colours
Don’t yell with !!!!!!
DON’T JUST USE CAPS
FREE, LIMITED OFFER, ACT NOW
Balance Image and Text
Plain text alternative
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Delivery
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Main focus of Email marketing – Reaching the Inbox!!!!
SPF = Sender Policy FrameworkDKIM = DomainKey Identified Mail
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The Email Ecosystem is Constantly Changing
ISP Regulations
Web Clients
No Tolerance
Reputation Management Requirement
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Bounce rate increase
Spam Score increases
Delivery issuesRead Rate / Click rate decreases
Loss of data
Consequences of Blacklists
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Analytics
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Grow Database
Increase Read Rates and Click
Rates
Drive Traffic to Websites
Brand Awareness
SalesConversions
Retain Existing Clients
(Loyalty)
Measure / TrackHave I met my
objectives?
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Average Email Marketing Metrics(emerging markets)
Overall
15% Open Rate
3% Click Rate
Magazine Publications
20% Open Rate
5.6 % Click Rate
News Publications
14% Open Rate
7% Click Rate
Ecommerce
13% Open Rate
2.6% Click Rate
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Reporting
Single Contact
Message
List
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Opens (reads) | Clicks | Social Opens | Unsubscribes | Bounces | Complaints
Metrics to track:
Campaign Reports
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New Metrics: Engagement Rate
Opens and clicks per campaign are great, but an engagement rate tells you how individuals are interacting with your email campaigns across messages and over time
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Email Communications
Every Tuesday and Friday reminder
Each Mail contains a unique coupon code
Free Delivery | R50 Off | 10% or 15% off
Coupons are used to track conversions
Tracking: Integration with Google Analytics Everlytic
Reporting
The Results
4% - 5% of total website traffic comes from email
marketing campaigns
10% - 11% of total Sales are generated from email
For every $1 spend Wantitall.co.za receives $3
in return on profits.
© 2012 Prefix Technologies | pMailer
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Key
Lear
ning
's
Clearly define your email marketing objectives in order to implement right measuring tools
Measurement is crucial to establish whether you are meeting your objectives
Your measurement needs to follow through the whole sales funnel in order to establish your ROI.
First to know
Special offers /
discounts
Exclusive content
Tip: Make subscribers feel special
© 2012 Prefix Technologies | pMailer
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Source: http://www.smartinsights.com/email-marketing/email-communications-strategy/email-social-roi/
Email highest ROI
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Strategy
Active Growth of List
Segment bySubscriber Behaviour
Segment byDemographics
Automation
Test (A/B Split Testing)
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The Campaign
A/B Split Testing
Subscriber Behaviour
2 Templates
Database Split
Strong Call-to-Action
Content was Identical
Moved Best Buys Section and change in colour palette
The Results
Newsletter A had:246% more leads
Newsletter A had:61% Click Rate
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Key
Lear
ning
's
Valuable and Reliable Content
Promote content → result in Sales
A/B Split Testing
Subscriber Behavior
Insights on suitable
elements
Tips
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Build your own
database
Create meaningful
content
Balance great
design with
practicality
Manage your
sender reputation
Measure and
optimise campaigns
Best Practice Email Marketing
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Powerful Email Marketing
everlytic.latam
everlytic_latam
www.everlytic.com.ar
Presenter:
Walter PenfoldManaging Director, Everlytic
Your Photo Here
BESTPRACTICEWORKSHOP
Email Marketing