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RPC-EmailMarketingSession
This document provides an overview of email marketing best practices. It discusses how email marketing works by allowing targeting and segmentation, being data driven, and driving direct sales. It also covers where to start with email marketing by preparing objectives and plans. The document then discusses email service providers, growing email lists, email design, content, and common mistakes. It provides tips for subjects lines, delivery, permissions, social media, and A/B testing to improve email campaigns. The overall document gives a comprehensive look at developing and optimizing an email marketing strategy.
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RPC-EmailMarketingSession
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- 18. Why does emailmarketing workAllows Targeting & Segmentation – right prospectsIs Data Driven –you can focus campaigns on measurable prior behaviourDrives Direct Sales – attribute post-click action with eCommerce activities and sign-upsBuilds Loyalty, Relationships and Trust – frequent meaningful communication helps stay “top of mind”Support Sales Through Other Channels – influence and drive offline activitiesHelps Customer Acquisition and Customer Retention
- 19. Where To StartPrepare,Plan and Set ObjectivesWhat are you trying to accomplish – goals/objectivesHow will you measure success – clicks, post-click actions?What do your customers really want and need from youAre you offering special prices and promotions?How can you offer more value to your customersMap Out Your Email Marketing PlanDevise a schedule to help you reach subscribers with the right info and right timeDecide what types of email campaigns will be sent when and why
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- 21. Email Service ProvidersMailChimp – www.mailchimp.comConstant Contact – www.constantcontact.comVertical Response – www.verticalresponse.comTriggerMail – www.triggermail.comCheetahMail – www.cheetahmail.comBlue Sky Factory – www.blueskyfactory.comAweber – www.aweber.comCampaign Monitor – www.campaignmonitor.comExactTarget – www.exacttarget.com
- 22. Should You UseESP or In-houseBenefits of using ESPAdvance reporting to help measure successManagement of subscription lists, opt-outs, bounces and SPAM reportsAvoid delays on your mail own serverWhitelisting and feedback loopsMonitor and manage blacklistsAdvance feature and & toolsESP focus 100% on email – they are experts in this area
- 23. Selecting an ESPThingsto Consider when choosing an ESPTemplates and ease of useDeliverability assuranceDedicated or shared IP addressCustomer training and supportReporting capabilitiesManaging subscribers, lists and segmentationA/B Testing and other advanced featuresSPAM ComplianceMail Box ViewerIntegration with Social Media
- 24. Growing Your DatabaseHowTo Build Out Your DatabaseAdd an opt-in form to every page of your websites (you want people to subscribe)Add an opt-in page to your facebook business welcome landing pageCapture opt-ins in off line channels – phone, direct mail, conferences etc…Direct offline users to specific sign-up landing pages to gauge how successful these activities are
- 25. Email Design andLayoutClear User Outcome Focused DesignUse Multipart-Alternative MIME formatsSends HTML version and plain text version (depending on the recipient mail server settings)Design attractive, simple and easy to use templatesEnsure branding is consistent across all campaignsMake sure design is easy to follow, articulates a defined thought sequence and has clear calls to actionTest your mail to ensure that it renders across all email clientsDon’t Embed image files in emails – link to external serversUse inline CSS rather than relative CSS links in header
- 26. First Impression CountYourfirst email should be a welcome emailIntroduce your company and benefits of receiving the emailOn your email sign-up form - tell users what they will get and how oftenTell user that your goals is top provide value for themSpecial offers for signing-up to your email newsletterThe To: field should be the persons name – not their email address – you can customise thisProvide an obvious opt-out link for the userLink to your privacy policyClearly show your physical address – you’re a real business
- 27. Its All AboutContentContent is KingMap out content for your next few campaignsEach email should provide clear valueDon’t try and do all your selling with your email copy – what you want is the user to “click” through to landing pageAlways meet the expectations that you set in the opt-in stage (and you should be setting expectations at that stage)One or two “Clear Calls to Action” per email (no more)Relevant (right audience with right content), Timely, Targeted and value driven (from users perspective)
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- 29. Opt-In FormEasy tofind opt-in form on every pageShort, sweet and easy to fill out formNo sneaky pre-checked boxes (surreptitiously signing users up to content)Always answer the question “WIIFM? – What’s In It For Me?”Show a thumbnail of a sample email (increases sign-ups)Always confirm subscription immediately with a Thank You Email or Confirmation Email (Receny)
- 30. Send a WelcomeEmail Should be immediate (within 15 minutes) – recency is incredibly important Welcome email should set the tone and frame for all email to comeExplain the benefits of subscribingRe-iterate the content and frequency users can expectAlways provide links back to your website – with some clear prominent links to clickAlways provide a link to opt-out and update preferences
- 31. The Subject LineThemost important part of your mailIf a user does not open your mail, you cannot sell or communicate to them at all45.2% of users open email based on the subject line alone Test and transmit clear value propositions in your email subject lines
- 32. Best Practices –Subject LineKeep it 35 Characters or lessConsider using brand or business nameAvoid Spammy words – BUY NOW, CLICK HERE, FREE etc… (look bad and get caught by spam catchers)Mimize use or don’t use symbols and special characters – (!!!)Don’t use misleading headlines – you’ll annoy people (plus its illegal in the CAN-SPAM Act)Time delimit offers Add in prices of special offers
- 33. The From: LineShouldbe clearly and easily recognisable to your subscriberUse you company’s name versus a persons nameAvoid using [email protected] - people don’t respond well to automatically generated emailsBe consistent with the From Name and From AddressMonitor replies to your From and Reply To AddressSet up specific email address on your domain for email campaigns
- 34. Creative DesignDesign forthe email Inbox – its not a webpageEnsure consistent branding and design across all campaigns (users need to recognise you ALWAYS)Keep your email width under 650 pixelsMake sure main key elements are “above the fold”Use a balanced image-to-text ratioKeep your email content brief, use teaser blurbsCreate a clear scent trail to your landing pageDon’t try and sell everything on the emailTest for Mobile renderingHave a forward to Friend and SWYN links
- 35. Creative DesignsHTML CodingTipsCode by handSimplicity is keyUse inline stylesheetsAvoid using background imagesAvoid using javascript and rich mediaEach email client has its own email rendering engine – you need to test each email campaign in different viewersUse an Inbox Preview ToolComes with most ESP tool
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- 37. Common MistakesUsing Javascript,embedding movies and audio in email – by and large don’t workBeing overly ambitious with design – again, be simple and clear avoid DIVs,Complex CSS etc..Linking to CSS in Header Tags – these get removed by most email clientsLetting your database go stale – too long since last communicationSending without permission – SPAM – don’t do itNot testing – always small errors – TEST
- 38. Tips to AvoidSpam FiltersExcessive use of bright font colours, special characters, styles and formattingAvoid use of exclamation marks!!!!!!!!Don’t use ALL CAPSDon’t use phrases like “Click Here”, “Click Here Now”, “Act Now” etc..Poor HTML code, can trigger SPAM filtersAvoid using dummy text “lorem ipsum” etc… even in test emailsNever use “Test” in your email subject line
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- 40. A/B TestsContinually improveupon your email campaigns by performing A/B TestsYou can test various areas of your email program:Subject LinesData/Time SendEmail FrequencyCreative Design/Image PlacementCall-to-action variations (Free-Shipping Vs % discount)Call to Action PlacementLanding Pages
- 41. DeliverabilityWork with yourtech team and/or ESP to continually monitor your email deliverability and IP address reputationSet up authentication records (Sender ID, SPF, Domain Keys)Use a dedicated Mail ISP – ideally one which is whitelisted (ESPs use these)Don’t send your email from Dynamic IP address – like your office based one
- 42. Permission Based EmailMarketingThe Key to Email MarketingSend relevant, timely, targeted and valuable emails to subscribers who have asked for themAcceptable ways to build a listList Append (eCommerce etc..)Opt-inOpt-in rental (rent a temporary list fromo a partner who has permission to rent out)Unacceptable ways to build listNon opt-in list referralNot adhering to opt-outs
- 43. Social MediaEmail isthe glue for Social MediaUse Social Media channels to build subscription listsEncourage and enable email sharing with social tools from within the email itself (SWYN)Use your email list to build your social media network
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