E-mail mkt.

E-mail mkt.

1. Power

   • Cost Effective
   • Highly targeted
   • Customisable mass scale
   • Measurable
   • Dir. mkt
   • CRM tool

2. Use

   • Drive retention
   • Acquisition
   • Mobile strat.
   • Social Media

3. Goals (Immediate)

   • Purchase
   • Dowonload
   • Request further info

4. Newsletter: useful KPIs

   • Open rate
   • CTR
   • # FW
   • ROI
   • # Social shares
   • Database growth
   • Conversion rate
   • Delivery on bounce rate
   • Pass on rate
   • Drive traffic to web

5. Considerations

   • Easy to use
   • Upload & migrate contact list
   • Self service / managed
   • How does reporting work?
   • Deliverability
   • Endorsed?
   • How data stored, processed, secured?
   • Who owns data?

6. Best practices

   • Sign up form, above fold
   • State anti-spam
   • What used for? Who from?
   • Clear CTA
   • Personalize
   • Header, Body, Content, Footer, Unsubscribe
     • Subject line NB: Help ID, Entice to open, Content
     • Balance text & images
   • Read in F shape
     • Informative, short to the point

7. For mobile

   • Screen & OS
   • 1+ device
   • Inputs vary (touch vs key)
   • Best practice
     • 600px wide
     • design in grid system
     • Alt text
     • Most NB info left (displayed 1st)
     • Design for touch (15px around)
     • Button links (44px min)

8. Testing

   • A/B Split test (two different versions)
     • Test: Subj line, send times, best time of day, layout, text vs button links, CTA, database segmentation