Email marketing

Email marketing

Testing and evaluation
1. Tracking Codes - allow you to filter site behaviour
2. Measuring the value of the activity
  1. value per 1000 emails. How many were delivered, opened, responded to traffic
3. Vouchers and codes
4. Pre testing
  1. Taken randomly from the list
  2. one feature or variable is changed for each test cell
    1. test cells should be labelled with keycodes
5. Live split testing or A/B Testing
  1. creative treatments are tested
    1. control group is established
6. Advanced cross campaign testing
  1. For large numbers - Multivariate testing
Permissions
1. Need a persmission database
2. Permission based communications are anticipated, personal and relevant.
3. Methods to gain permission
  1. Website - registration function
  2. • Advertise in a third party enewsletter
  3. • Online advertising /offline
  4. • PPC – Google adwords
  5. Ultralase – compelling permission based offers
4. Opt-in
  1. Privacy and Electronic Communications Regulations 2003
    1. need opt-in for email
    2. Need a transparent notice of purpose
    3. Shouldn`t conceal your identity
    4. Provide a valid address for opt outs.
    5. Tesco has done away with the tick box and replaced it with a green YES checkmark
  2. Don't ask too many questions
  3. Magic words - we won't share your data
• 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
Advantages
1. Low dispatch costs
2. Encourages immediate action
3. Fast campaign deployment
4. Easy to personalise
5. Flexible for option testing
6. Effective when integrated with other personalised direct media
Disadvantages
1. Deliverability
  1. SPAM - Lyris checker
2. Render ability
3. Email response decay – difficult to keep them engaged
4. managing their preferences
5. Resourcing intensity
Types of email
1. Dedicated email
  1. white paper, free seminar. They provide a highly focused call to action, fast turn around.
2. Email newsletters
  1. reinforces brand awareness. They can also be multi-purpose – supportin existing customers and attracting new ones.
3. email digest
  1. provides summaries of existing information – linked to lists of popular topics. They are great for testing content to segments.
4. lead nurturing
  1. building relationships with potential clients . can be basic actions like providing information about a product or service update .
5. Sponsored emails
  1. paying or arranging for your message to be included in another business email activity.
6. Transactional emails
  1. Triggered by a specific interaction like confirmed order
Trust, Integrity, rights of privacy
Third party email system - ESP
1. Charges
  1. Set up costs
  2. Setting up creative versions
  3. Hosting landing pages
  4. Testing
  5. Sending it out
  6. Returning cleaned lists
Growing your list
1. Buying external lists
2. Request marketing/ Notifications and alerts
  1. New products
  2. Amazon encourage customers for email notification once a product is in
  3. Product updates
  4. Service updates
  5. Contract renewal approaching
  6. Public advertising and promotions
3. Incentivising opt-in
  1. Create a value exchange for different personas
    1. Competitions
    2. Incentives – free samples
    3. Access to a VIP area in the website
    4. A whitepaper or report
Goals and objectives
1. Start with a clear vision - what are you trying to achieve?
  1. Purpose, Action. Benefit
2. Increase sales
3. Repeat business
4. Shorten sales Cycles -distributing key info
5. Lower costs through automation reduction in print.
Supporting strategies
1. Contact strategies
  1. Right touching
    1. Sense and respond and adjust
2. Targeting and segmentation
  1. Lifecycle
  2. Profile
  3. Preferences

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	Created by lisa.morris about 9 years ago