Email MarketingFor b tob
Presented by
Lee Chadwick
Managing DirectorCommuniGator
www.communigator.co.ukwww.communigator.co.uk
The Key Learning PointsThe Key Learning Points
1. Clicks are good, conversions are great. (Opens – who cares!)
2. Feed your signups and they will stay for 2 years
3. Check your spam score before sending
4. Design for Preview
5. Dynamic content will double your click through rate
Who are we…Who are we…
Email Marketing Specialists– Delivering over 20 million emails per week– Technology Platform or Managed Service – Either buy it or we will host it for you
Independent and Privately Owned– Based in Surrey, UK– Young and Dynamic– Commercial Terms for all Budgets– Project and Product Delivery– Best Practice as well as Technology– Dedicated Account Manager for All– Unlimited Technical Support– The HTML Doctor (14th October)
So Who Is Emailing AlreadySo Who Is Emailing Already
So Who Is Emailing AlreadySo Who Is Emailing Already
The Key Learning PointsThe Key Learning Points
1.Clicks are good, conversions are great. (Opens – who cares!)
Are You Any Good
Source: UK Email Council Conversion is what you needConversion is what you need
3 tents £7103 tents £710 7 White Papers7 White Papers
Are You Any Good
Econsultancy 2009Econsultancy 2009
Google Analytics Integration
•utm_source=referring URL e.g. communigatormail.co.ukutm_source=referring URL e.g. communigatormail.co.uk•utm_medium=type i.e. emailutm_medium=type i.e. email•utm_campaign=campaign name i.e. Google Analyticsutm_campaign=campaign name i.e. Google Analytics•utm_term=subject line i.e. testutm_term=subject line i.e. test•utm_content=Gator contact IDutm_content=Gator contact ID
2. Conversion is what you need2. Conversion is what you need
Gator Data
Job Title Count £ Cost CPR 2%CTR
CPC
List One HR Manager / Director
22,000 £3,000 14p 440 £6.80 - 1 Send£1.13 - 6 Sends£0.56 - 12 Sends
List Two Sales Manager / Director
25,000 £3,000 14p 440 £6.80 - 1 Send£1.13 - 6 Sends£0.56 - 12 Sends
List Three Marketing Manager
25,000 £3,000 14p 440 £6.80 - 1 Send£1.13 - 6 Sends£0.56 - 12 Sends
List Four Finance Manager / Director
14,000 £2,000 14p 280 £7.14 - 1 Send£1.19 - 6 Sends£0.60 - 12 Sends
List Five Director 500,000 £10,000 5p 10,000 £1.00 - 1 Send£0.16 - 6 Sends£0.08 - 12 Sends
List Six IT Managers 18,000 £4,000 22p 360 £11.11 - 1 Send£1.85 - 6 Sends£0.93 - 12 Sends
List Building and Preference Setting
Organically grown lists outperform any other data gathering 5:1
Others work at it
Others work at it
Others work at it
Others work at it
Daily emails? Why not.
Daily emails? Why not.
Daily emails? Why not.
Use Your Web Site
How many unique visitors do you get everyday?You should aim to convert 10% into subscribed audience members. Once you get 10% aim for 20%
Sign up here does not work, you have to sell it!!
Some Have it Easy
Some Have it Easy
Sign up Sign up Sign up + 1Sign up + 1
Sign up + 2Sign up + 2
Deliverability is Dull and BoringDeliverability is Dull and Boring
40% of Europe's email marketers don't know if 40% of Europe's email marketers don't know if their email messages are being successfully their email messages are being successfully delivered. [Source: Return Path, July 2009] delivered. [Source: Return Path, July 2009]
It’s what you pay us to do so you really don’t need It’s what you pay us to do so you really don’t need to worry about it!!to worry about it!!
Meet the SPAM filter
Over 75% of undelivered email isblocked by filters
B2B Mail BlockersB2B Mail Blockers
Dodge the SPAM filter
B2B Mail BlockersB2B Mail Blockers
I know an IT Solution to subjectivity
Spammers:
• Spend a lot of time researching the spam filter scoring system
• Insert words which make no sense, to lower their score
Remember the Preview Pane:
- Don’t ‘waste it’ on a very large image
- Use meaningful text that people will see
- The average measurement for this area is
300 pixels
- Stick the house keeping somewhere else
First 6 LinesFirst 6 Lines
Disabled Images Ruin Impact
Disabled Images Ruin Impact
Disabled Images Ruin Impact
Disabled Images Ruin Impact
At least let an image improve itAt least let an image improve it
Now that worksNow that works
Action in a preview pane
Even the DMA are having a goEven the DMA are having a go
No pictures
Preview but no click
Now that worksNow that works
Opening
Now that worksNow that works
Rule of ThumbRule of Thumb
1.5 1.5 inchinch
1.5 1.5 inchinch
>10% >10% activityactivity
Dynamic Content will double the click through Dynamic Content will double the click through rate – FACT!!rate – FACT!!
• You need to know who you’re talking to?You need to know who you’re talking to?• You need to know what you would speak to You need to know what you would speak to each of them differently?each of them differently?
1% Click 1% Click through, 1 size through, 1 size fits allfits all
Double the Click throughDouble the Click through
3% click traffic3% click trafficFrom the make From the make over and over and segmentationsegmentation
6% click traffic 6% click traffic when the content when the content becomes becomes dynamicdynamic
Eye tracking effects LayoutEye tracking effects Layout
7% UU7% UU156 clickers156 clickers
If this is your prime real estate
Why not match it to preferences!
Question & Answers
Q & A
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