Email marketing

Email marketing

1. Testing and evaluation

   • Tracking Codes - allow you to filter site behaviour
   • Measuring the value of the activity
     • value per 1000 emails. How many were delivered, opened, responded to traffic
   • Vouchers and codes
   • Pre testing
     • Taken randomly from the list
     • one feature or variable is changed for each test cell
       • test cells should be labelled with keycodes
   • Live split testing or A/B Testing
     • creative treatments are tested
       • control group is established
   • Advanced cross campaign testing
     • For large numbers - Multivariate testing

2. Permissions

   • Need a persmission database
   • Permission based communications are anticipated, personal and relevant.
   • Methods to gain permission
     • Website - registration function
     • • Advertise in a third party enewsletter
     • • Online advertising /offline
     • • PPC – Google adwords
     • Ultralase – compelling permission based offers
   • Opt-in
     • Privacy and Electronic Communications Regulations 2003
       • need opt-in for email
       • Need a transparent notice of purpose
       • Shouldn`t conceal your identity
       • Provide a valid address for opt outs.
       • Tesco has done away with the tick box and replaced it with a green YES checkmark
     • Don't ask too many questions
     • Magic words - we won't share your data

3. • Creating an email proposition • Targeting and personalisation • Deliverability • Renderability • Achieving inbox cut through – calls for action need to be achieved AIDCA • Email marketing integration • Getting the frequency right • Testing and measuring • Resourcing email marketing

4. Advantages

   • Low dispatch costs
   • Encourages immediate action
   • Fast campaign deployment
   • Easy to personalise
   • Flexible for option testing
   • Effective when integrated with other personalised direct media

5. Disadvantages

   • Deliverability
     • SPAM - Lyris checker
   • Render ability
   • Email response decay – difficult to keep them engaged
   • managing their preferences
   • Resourcing intensity

6. Types of email

   • Dedicated email
     • white paper, free seminar. They provide a highly focused call to action, fast turn around.
   • Email newsletters
     • reinforces brand awareness. They can also be multi-purpose – supportin existing customers and attracting new ones.
   • email digest
     • provides summaries of existing information – linked to lists of popular topics. They are great for testing content to segments.
   • lead nurturing
     • building relationships with potential clients . can be basic actions like providing information about a product or service update .
   • Sponsored emails
     • paying or arranging for your message to be included in another business email activity.
   • Transactional emails
     • Triggered by a specific interaction like confirmed order

7. Trust, Integrity, rights of privacy

8. Third party email system - ESP

   • Charges
     • Set up costs
     • Setting up creative versions
     • Hosting landing pages
     • Testing
     • Sending it out
     • Returning cleaned lists

9. Growing your list

   • Buying external lists
   • Request marketing/ Notifications and alerts
     • New products
     • Amazon encourage customers for email notification once a product is in
     • Product updates
     • Service updates
     • Contract renewal approaching
     • Public advertising and promotions
   • Incentivising opt-in
     • Create a value exchange for different personas
       • Competitions
       • Incentives – free samples
       • Access to a VIP area in the website
       • A whitepaper or report

10. Goals and objectives

    • Start with a clear vision - what are you trying to achieve?
      • Purpose, Action. Benefit
    • Increase sales
    • Repeat business
    • Shorten sales Cycles -distributing key info
    • Lower costs through automation reduction in print.

11. Supporting strategies

    • Contact strategies
      • Right touching
        • Sense and respond and adjust
    • Targeting and segmentation
      • Lifecycle
      • Profile
      • Preferences