This document provides an overview of email marketing best practices. It discusses the advantages and disadvantages of email marketing, as well as common challenges like legal compliance, deliverability issues, and growing an engaged email list. It provides tips for effective email content, including using personalized content, segmentation, calls to action, and social sharing. It also discusses optimizing email campaigns through testing send times, frequency, and integration with social media. The goal is to help marketers improve their email marketing strategy and metrics like open and click-through rates.
2. About Today
Opportunities and Challenges of Email Marketing!
Growing your email lists the right way
Effective email newsletters – Top 10 Tips
Legal compliance
4. “Email marketing is directly marketing a
commercial message to a group of people
using email.
It usually involves using email to send ads,
request business, or solicit sales or donations,
and is meant to build loyalty, trust, or brand
awareness.”
What is Email
Marketing?
5. Very cost effective means of marketing
Engaged audiences
Over 50% check email every day
Great for regular promotions / news / sales etc
Can track RoI – esp in ecommerce
Advantages
6. Spam laws – consent issues
Deliverability still an issue
Many organisations promoting poor content
Disadvantages
19. Email
Maturity
Stage
A. Goal
Setting
A. Contact
strategy
A. Segmentation A. Integration A. Test and
Learn
Stage 3:
Managed /
Improving
Relevance
Basic List
growth
activity
Basic 2-3 segments Direct Mail of
Phone / but no
social
Test offers and
times etc
Managed /
Improved
Relevance
22. FeaturesCreate and manage email marketing
campaigns
Integrate a database / Add contacts
Integrate with social media and website etc
Good quality templates
Send out email campaigns
Management and metrics
Benefit from scale: quality, delivery issues etc
28. Email Marketing
and the Law
It is best practise not to send email newsletters
to people without their consent!
So, obtain consent before emailing a prospect or
customer
29. Opt-in, opt out
….
Opt-out: where the email recipient has been given
the opportunity to opt-out from receiving the emails,
and has not done so (e.g. by not ticking a box in an
HTML form).
Opt-in: The email recipient has specifically indicated a
desire to receive the emails at the point at which the
contact information was submitted (e.g. by ticking a
box in an HTML form).
Source: SEQ Legal
30. Soft Opt-in
Soft Opt-in: There is also a special form of consent
under the Privacy Regulations called the "soft opt-in".
This applies where –
(i) An email address was obtained in the course of the
sale or negotiations for the sale of a product or
service to that recipient
(ii) the direct marketing is in respect of similar
products and services.
Source: SEQ Legal
31. Confusion about what kind of consent is required for
sending marketing emails.
Data Protection Act 1998: Opt-out consent is thought
to be sufficient in the case of marketing emails
involving non-sensitive personal data.
Consent
Source: SEQ Legal
33. Option 1.
Upload your contacts, opt in or not
Most email providers will let you upload contacts without
having to send out another confirmation of subscription
email or without proof of opt in.
Pros - you can use your contacts
Cons - you may get spam reports, abuse reports &
unsubscriptions which (in vast quantities can lead to being
marked as a spam sender and blocked from gmail/hotmail
etc.)
Its pot luck on who complains
34. Option 2.
Emails you've collected from sales/delivery/online correspondence
Advice: Upload them to your email marketing software as a separate list, and
upon upload, send them out a confirmation of subscription email.
Pros - you get to use the contacts you have got
Cons - Majority of people will not opt in
35. Option 3.
Don't use those contacts obtained without opt in and put one in
place.
Add an opt in or opt out box and the bottom of all contact forms.
Pro's - You're working to best practice and should have no problems
with spam reports/abuse/unsubscribes
Con's - you've lost your data
36. .
Unsubscribes
• Provide a simple unsubscribe option from each mail
• Provide a valid physical address that can be
contacted to assist with removal
• Deliver opt-out within a "reasonable time"
72. Segmentation is very important for email marketing success
28% decrease in dropout rates
Higher click-throughs
Recommend: Gaining segmentation information at sign up
stage + info from CRM tool or company data.
73. 6. Value
Proposition /
Context
What: Giving them a reason to read
Why: Leads to a rise in actions
Examples:
‘five free downloadable email templates’
80. 65% of people prefer emails with
mostly images rather than text
90% of information transmitted to
the brain is visual.
Visuals are processed 60,000X faster
in the brain than text. (3M
Corporation and Zabisco)
90. Raise interest (in 25
words or less!
News segments
/ offers
Call to
action
91. “Dear Mr A N Other
We at Norwich Union are proud of the fact that we offer
our customers instant online cover. Because of recent
investments in our technology, we are now able to offer
selected premium policy holders access to life cover, also
online. For example, we can provide customers with
cover of £100,000 for less than 20p per day.
We!
92. You!
You already know how easy it is to get instant online
insurance cover from Norwich Union. But did you
know that Norwich Union can also offer you online
access to low-cost life-cover. For example, £100,000
would cost you as little as 20p* per day
[Apply Now Button)
93. • Use bullet points
• Not large clumps of text
• Etc
118. Exercise
What are the top 3 areas of email
marketing you need to review?
How might you go about improving
each area?
What challenges will this raise?
How big a problem is it?can be upwards of 50% of a list who are "emotionally unsubscribed", i.e. they are not actually subscribed, but rarely open or click, suggesting that email is not an effective communications channel. hidden danger of emailing inactive subscribers he says: "Old (inactive) addresses can be used by ISP‟s as traps to monitor spam-like behaviour, What to do about it?Remove?Re-engage
See Hubspot guide
Traditional ‘We’ voice
Traditional ‘We’ voice
Modern ‘You’ focus
Textvs images!Advice:Keep text to a minimum Plenty of images with links
Hands down the most popular cycle for newsletters is monthly. Many companies send regular offer flyers/alerts in between newsletters -- with content based on newsletter activity. These flyers/alerts are particularly effective when the content and offers inside are unique to the subscriber, and reflect previous behaviour or interest levels (e.g. purchases, downloads, clicks, etc.). Within a company‘s mailing cycles there can often be periods where emails are sent more frequently than at other times. Examples of more frequent mailing cycles: around key selling times for the products or services, renewal dates, seasonal activities or holidays".