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Email Marketing
The document discusses email marketing best practices. It covers email elements, types of emails, laws regulating email marketing, metrics for measuring email campaign performance like open rates and click-through rates, ways to build email lists, how to create effective emails, and tips for testing emails. It emphasizes the importance of obtaining permission, having a clear goal for campaigns, and testing emails before sending to large audiences.
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Email Marketing
- 1. Email marketing MeelisOjasild Partner altex marketing Innovative Internet Marketing TM Internet Marketing
- 2. Email elements Subjectline From name From address To address Reply-to address Content/creative/body Attachment Innovative Internet Marketing TM Internet Marketing
- 3. How does emailwork? At first only in English as ASCII text Pictures, styles (font styles etc.) and attachments will be transferred into text and back to “readable” email again upon receiving (reading) Email is still being read by text-only email services such as one.lt, one.lv, Pine (in Linux) etc. Innovative Internet Marketing TM Internet Marketing
- 4. Types of emailOpt-in Unconfirmed Confirmed (double opt-in) Spam Innovative Internet Marketing TM Internet Marketing
- 5. Laws that regulateemail marketing Infoühiskonna Teenuse Seadus (in Estonia) Advertising Law Data Protection Law § 6. Commercial email transmission (1) Physical persons can be targeted by commercial emails only : 1) with a prior permission from the recipient ; 2) if the recipient is made aware of how to opt out from further commercial messages; Innovative Internet Marketing TM Internet Marketing
- 6. Emails perceived as spam: 56% - “it doesn’t interest me” 50% - “I receive too many emails from companies I know” 31% - “it was once useful but not anymore” Source: Spam Complainers Survey by Q Interactive and Marketing Sherpa Innovative Internet Marketing TM Internet Marketing
- 7. Ways to reachto people/companies Email list rental (example: hot.ee, mail.ee, inbox.lv ...) – e.g. third party campaigns Co-operation with other lists (example: Kaubamaja & Zara joint campaign) Advertising in third party newsletters (banners, sponsorship, paid article) Innovative Internet Marketing TM Internet Marketing
- 8. The terms usedin email marketing Total email opens Shows how many emails were opened. Not a unique number (some of the recipients might have opened the email several times). Open rate Opening percentage. Example: if 100 emails were sent out and 20 of them were opened then the open rate is 20%. Unique email opens Shows how many unique emails were opened. Unique open rate Unique opening percentage. Innovative Internet Marketing TM Internet Marketing
- 9. The terms usedin email marketing Total email click-throughs Shows how many times the links in email got clicked. Click through rate (CTR) Shows the click percentage. Example: 12% CTR means that out of 100 emails there were 12 clicks on the links. Unique email click-throughs Shows how many unique recipients clicked on links Unique click through rate Unique percentage of the clicks compared to the emails sent out Innovative Internet Marketing TM Internet Marketing
- 10. The terms usedin email marketing Bounce Shows the number of emails that bounce back (because the inbox is full, the email address doesn’t exist anymore etc.). Bounce rate Shows the percentage of bounces compared to the number of emails sent out. Innovative Internet Marketing TM Internet Marketing
- 11. The terms usedin email marketing Campaign page E.g. the whole campaign site (registration, rules etc). Landing page The first page (on the campaign site) on which recipients land after clicking a link in the email. Innovative Internet Marketing TM Internet Marketing
- 12. The terms usedin email marketing Conversions Shows the number of people who “participated” in a concrete action. Example: if the goal is to get new newsletter subscribers then every person who joins the newsletter is 1 conversion. Conversion rate Percentage of conversions compared to the people who visited the web page - it shows how well the website is performing Example: if 100 people visited the campaign page and only 3 subscribed to the newsletter then the conversion rate is 3%. Innovative Internet Marketing TM Internet Marketing
- 13. Which numbers reallycount? How many people filled out a form? (conversion rate) How many people actually bought something? How much did I pay per purchase (incl. the time that went to building the campaign site)? Innovative Internet Marketing TM Internet Marketing
- 14. What happens afterthe click? Google Analytics: www.google.com/analytics/ Google Analytics URL Builder: http://www.google.com/support/analytics/bin/answer.py?hl=en&answer=55578 Innovative Internet Marketing TM Internet Marketing
- 15. What happens afterthe click? Innovative Internet Marketing TM Internet Marketing
- 16. What happens afterthe click? Innovative Internet Marketing TM Internet Marketing
- 17. Email campaign planningWhat is the goal of the campaign? Which offers/endorsements can be used? How can we segment the list to send out an offer that’s relevant? Can we integrate the campaign with other marketing channels? How will we measure the results and how will it improve the next campaigns? Innovative Internet Marketing TM Internet Marketing
- 18. Strategy One-off campaignsbring one-off results Think about long term goals – would it make sense to build your own email database? Use other channels to collect emails (example: feedback forms in hotels) Set concrete goals and measure them! Innovative Internet Marketing TM Internet Marketing
- 19. Email marketing softwarebenefits Full control over the visual aspects of the email Statistics Segmentation Personalisation Efficiency (send out 10,000 emails in a couple of minutes) Automatic responses (example: “Thanks for subscribing!”) Automatic list management (takes care of bounces, unsubscriptions, subscriptions etc.) Testing Innovative Internet Marketing TM Internet Marketing
- 20. How to createa proper email? Innovative Internet Marketing TM Internet Marketing
- 21. How to createa proper email? Innovative Internet Marketing TM Internet Marketing
- 22. Why does itmatter? 19% Revenue increase from changin the picture height According to Äripäev campaign Innovative Internet Marketing TM Internet Marketing
- 23. 2 rules +an option Simple Consistent (email and other marketing channels > website ) Individualistic (written very personally) Innovative Internet Marketing TM Internet Marketing
- 24. Test before yousend it out... Innovative Internet Marketing TM Internet Marketing
- 25. What to test?Subject lines Sender’s name & address Content (copy) Visual design Call-to-action Landing page Innovative Internet Marketing TM Internet Marketing
- 26. What to test?Innovative Internet Marketing TM Internet Marketing subject line: Chill out – whereever you please! New prizes every month! Do you want to? London awaits – for free! Loser – don’t click! You’re invited to the winners club! Free trip to London plus allowance! Free vacations, free tickets (it’s all for you) Choose an event and have fun for free! Take your friends out for fun for free! Win a trip to London! Win a Sportland gift card!
- 27. What to test?Innovative Internet Marketing TM Internet Marketing subject line: open rate clicks CTR Free vacations, free tickets (it’s all for you) 26.6% 75 7,5% You’re invited to the winners club! 33.9% 74 7,4% Win a Sportland gift card! 26.6% 62 6,2% Do you want to? 29.0% 56 5,6% Take your friends out for fun for free! 25.0% 52 5,2% London awaits – for free! 23.2% 51 5,1% Free trip to London plus allowance! 27.7% 46 4,6% Choose an event and have fun for free! 21.8% 44 4,4% Win a trip to London! 20.8% 42 4,2% New prizes every month! 24.4% 36 3,6% Chill out – whereever you please! 19.9% 27 2,7% Loser – don’t click! 27.5% 22 2,2%
- 28. Where to testHave a look at your list first – sort by domain Innovative Internet Marketing TM Internet Marketing
- 29. Where to testin Estonia? Firefox with Hot.ee MS Outlook Innovative Internet Marketing TM Internet Marketing
- 30. Where to testin Latvia & Lithuania? Firefox with Inbox.lv (.lt) One.lv (.lt) MS Outlook Innovative Internet Marketing TM Internet Marketing
- 31. Before you sendit out... Send a test to a colleague or a friend It it going to right people? Have they give you the permission? Does the email say where did you get the permission? Does the email say how to opt out? Are there any spelling mistakes? Is it the right subject line? Is it the right sender (sender’s name and address)? Do the links work? Is the email consistent with the campaign page? Can the message be simpler? Innovative Internet Marketing TM Internet Marketing
- 32. How to askan offer? What is the price per contact (specify the segmentation options and budget if possible) ? Can the service provider prove that all email are opt-in (ask for guarantee or links to appropriate places where the permission was given)? What results can we expect based on previous campaigns? Start with a smaller test audience Innovative Internet Marketing TM Internet Marketing
- 33. Questions? Innovative InternetMarketing TM Internet Marketing
- 34. Practical work... Source: Fresh Spam Innovative Internet Marketing TM Internet Marketing
- 35. Practical work... Loginat: http://email.epostel.eu Username: [email_address] Password: training Innovative Internet Marketing TM Internet Marketing
- 36. Practical work... TASK:Create an introductory ( welcome ) email to others about your organisation with links to the most important sources of information and social networks (e.g. how to connect/interact with real people related to your organisation) Innovative Internet Marketing TM Internet Marketing
- 37. [email_address] skype: atjackiejohnswww.altex.ee Innovative Internet Marketing TM Internet Marketing