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Email webinarnov12
This document provides best practices for email marketing. It discusses how to segment lists based on open and click-through rates, the importance of testing subject lines and content, and using analytics to improve email performance. Key metrics include open rates of 5-50% for a good list and typical benchmarks of 36% open and 13% click-through rates. The document stresses personalization, timing of emails, and integrating email with websites and CRM systems.
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Email webinarnov12
- 1. Email Marketing BestPractice Daniel Rowles
- 2. Who Am I? • Daniel Rowles • CIM Course Director • 14 Years experience in digital marketing – Both client and agency side • @danielrowles
- 3. What I’ll Cover • Email in Perspective • Data and Segmentation • Design Issues • Measurement 3
- 4. Email in perspective • 96% skip any introductory copy on an email ? • The first ? words of a headline are read on 2 average • Average time spent reading an email is 21 ? seconds • Around 2% of visitors will read your email in full ?
- 5. Good practice www.amazon.co.uk
- 6.
- 7. Do users valueemail marketing? • 94% of internet users receive opt-in permission based email. • 89% of internet users prefer email over offline media to gain information about products of specific interest to them. • 93% of internet consumers believe that email is the best way for existing suppliers to communicate with them.
- 9. Setting your expectations • A good offer, with an appropriate call to action, at the right time to a good list should yield. 5 – 50% clickthrough • Best Practice yielding 36% open 13% Click (MailChimp 2012). • If you are not getting this level of response: • Adjust one or more components. • Test and try again.
- 10. CRM principles Single view of Connect all customer data the customer Create relevancy Prospect and customer get content they need at that time based on their data and for customer profile Manage Manage the amount of communication customers receive Frequency Ratio commercial and non-commercial Don’t only take but help and give back to customer content
- 11. Collection of data 24%# 22%# 54%# No#data#collected# Info#collected#at#registra5on# Info#collected#by#poll#
- 12. What is personalisation? No personalisation Broadcast Format optimisation Text or HTML Personal salutation “Dear Mary” Segmented content Preference, behaviour, demo One to one Unique, dynamic e-mail
- 13.
- 14. Segmentation based onopen rates Open% Av.CTR Possible action: Possible action: Raise frequency stimulate CTR (controlled) These recipients open more then Email champions average but click less 2. 4. Av. Open% 1. 3. This group Opens and Possible clicks of this opens less than Possible action: action: group are average but they stimulate open Reactivation are more likely to below average rate or Switch click channels CTR (=click through rate)
- 15. Inbox Testing –Litmus.com
- 16. Mobile devices http://campmon.createsend.com/screens/y/D8D6697793A2E7DF
- 17. Subject line Silicon.com WeeklyRoundup Is this you? Latest Offers from Asus NUA Internet Newsletter June 5th
- 18. Splitting your list www.mailchimp.com
- 19. Things to test 1. Subject lines 2. Headings 3. Image/placement 4. Copy length 5. Call to action 6. Links 7. Time of day 8. Day of week
- 20. Spam check Sending
- 21. Timing of ane-mailout • After 10am • Late morning ideal • Tuesday to Thursday recommended • Friday afternoon effect • International considerations
- 22. Commercial insight Email Website Conversion Reporting Analytics Tracking
- 23. Analytics and email • If you don t add tracking code, email traffic looks like direct traffic • Email System has reporting but no end to end • Search “URL Tool”
- 24. Bounce rate Bounce =visitors who enter and exit site on same page. Visitor clicks on an email link Example Visitor enters on landing page Visitor leaves site without visiting another page
- 25. Page optimisation • A/BTesting • Multivariate testing right, talk later • Intelligence reports
- 26. A/B testing A B Conversion Test multiple versions of the page to see which version achieves the most conversions.
- 27. Multivariate testing Heading Images Text Combinations Test multiple versions of elements of a page to see which combination achieves the most conversions.
- 28. Conclusions • Create Relevance through segmentation • Consider scanning behaviour • Look at analytics • Test and Improve
- 29. Thank you • @DanielRowles • [email protected] • www.targetinternet.com