Comprehensive tutorial for clients when discussing email marketing

1. Email Marketing Chris Sietsema June 2011

2. Quick Background

3. Why Email Marketing Problem: Solution: http://goo.gl/cLrwC

4. Why Email Marketing

5. 5 Acquiring new customers can cost five times more than satisfying and retaining current customers. Why Email Marketing

6. Goals for Today What is Email Marketing, Really? When to Apply It? General Concepts (Hopefully) Interesting Specifics

7. This is the primary reason businesses utilize email marketing.

8. When Email Marketing You Are Here

9. Retention ATTRACT CONVERT RETAIN

10. Buying Lists

11. Buying Lists UNINVITED

12. Closing the Loop

13. Campaign Types TRACKS TRIGGERS CAMPAIGNS MESSAGE 1 WEEK 1 IF ONGOING MESSAGES CAMPAIGNS CAMPAIGNS MESSAGE 2 WEEK 2 THEN MESSAGE 3 WEEK 3

17. Tracks

19. Example:

20. If New, Then Welcome

21. If Question, Then Response

22. If Trial, Then Purchase

23. If Purchase, Then You Might Like

24. If Visit, Then Come Back

25. If Expire, Then RenewTRIGGERS IF THEN

27. Triggers

28. Triggers

30. Example:

31. Here’s What Is New

32. Attend Our Event

33. Specials, Coupons, PromotionsCAMPAIGNS ONGOING MESSAGES CAMPAIGNS CAMPAIGNS

35. Campaigns

36. Campaigns

37. Re-Engagement Just gimme another chance?

38. Re-Engagement

39. Creating Email @

40. Email Design Basics

41. Email Design Basics

42. Email Design Basics

43. Email Design Basics

44. Simple HTML

45. Simple HTML Limited opportunity for: Background images with gradients & patterns Rotating graphics Video Dynamic content Pyrotechnics Laser light shows Fog machines

46. Simple HTML OK. Maybe it’s really not that “simple”

47. Simple HTML OK. Maybe it’s really not that “simple”

48. The most important area of an email design or template is the top left thanks to this feature popular in email clients.

49. Preview Pane

50. Preview Pane

51. Preview Pane 250 250

52. Content Elements Anatomy of an Email PREHEADER HEADER NAVIGATION PRIMARY MESSAGE SECONDARY MESSAGE TERTIARY MESSAGE RECOVERY / FOOTER CAN-SPAM / DISCLAIMER

53. It’s Like a Sandwich PREHEADER HEADER PRIMARY MESSAGE SECONDARY MESSAGE TERTIARY MESSAGE RECOVERY / FOOTER CAN-SPAM / DISCLAIMER

54. CAN SPAM

55. CAN SPAM CAN SPAM Clearly Defined Physical Address Unsubscribe Option No Deception Your From Name No Funny Subject Lines SPAM

56. CAN SPAM

57. Phishing

58. CAN SPAM

59. Sample Designs

60. Sample Designs

61. Sample Designs

62. Sample Designs

63. Sample Designs

64. Sample Designs

65. Sample Designs

66. Horizontal Scrolling

67. Testing

68. Testing Econsultancy Email Marketing Census – March 2011

69. Testing Processes A/B Split Multivariate A B

70. These are all great reasons to employ testing in email campaigns.

71. 4P’s Why Test? PRODUCT PRICE PLACE PROMOTION PEOPLE (actually, more like 5 P’s)

72. Why Test? Improve results Avoid attrition or list fatigue Learn more about audience And individuals within it Determine what resonates Educate other marketing operations

74. Testing Procedures From Name Subject Line Content Headlines Copy Graphics Promotion Layout

75. Multivariate Testing Testing Procedures Subject Line From Line Promotion

76. Testing Procedures Subject Line 1 Subject Line 1 From Line 1 From Line 2 Promotion 1 Promotion 2 Subject Line 2 Subject Line 2 From Line 1 From Line 2 Promotion 2 Promotion 1

77. Testing Procedures Subject Line 1 Subject Line 1 From Line 1 From Line 2 8.0% 6.0% Promotion 1 Promotion 2 Subject Line 2 Subject Line 2 From Line 1 From Line 2 9.0% 4.0% Promotion 2 Promotion 1

78. “Taguchi Says…” Influence 9.09 63.64 27.27 Subject Line 1 From Line 1 Winner, Winner, Chicken Dinner! Promotion 2

79. At this crucial point in your email campaign you should STOP testing.

80. Segmentation

81. Geese vs. Owls

82. Geese vs. Owls

83. Segmentation JangoMail Email Marketing Survey - August 2010

84. Segmentation Interests Motivations Purchase Behavior Product / service type Time Price point Location Demographics

85. Segmentation Beware of “Bucketing” your way to inefficiency ROI > Time + Resources This formula must be true for each individual bucket Seek methods for dynamic inclusion & automation

86. Measurement

87. Delivery How many made it through? List Quality CAN SPAM Compliance Sender Reputation Authentication * Wait! What is authentication?

88. Delivery

89. Opens From Subject Time Factors

90. Clicks Relevance Design & Layout Content Structure Call to Action

93. Email Marketing Tools

94. When to Use Enterprise Tools? Automation is necessary Data segmentation is a priority Client list size warrants serious testing You have the budget

95. Other Tools of the Trade Spam Filter Tests

96. SPAM Filters FREE! Eliminate Debt Satisfaction Guaranteed Cash Bonus Information You Requested Meet Singles Join Millions While Supplies Last

97. Other Tools of the Trade

98. Other Tools of the Trade

99. Other Tools of the Trade SenderScore.org

100. Other Tools of the Trade Competitive Intelligence

101. Other Tools of the Trade

102. These are just a few of the challenges email marketers face daily.

103. List Quality Garbage In Garbage Out

104. Double Opt-In

105. List Fatigue Open Rate Time

106. Data Synchronization

107. Synchronizing Data Email Messages Customer Records {Interactions & Behaviors} {Needs & Motivations}

108. Managing the Lifecycle Here’s More Info Welcome Purchase Come Back You Might Also Like

109. Choosing the Right Message Up-Sell or Cross-Sell Quid Pro Quo Customer Demand ReMarketing Welcome Customer Record

110. Choosing the Right Message Reactivation Reactivation Time “Thank You” or Survey ReMarketing Customer Record

111. Choosing the Right Message Up-Sell or Cross-Sell Quid Pro Quo Customer Demand ReMarketing Welcome Customer Record “Thank You” Or Survey ReMarketing Time Reactivation Reactivation

112. Choosing the Right Message Up-Sell or Cross-Sell Quid Pro Quo Up-Sell or Cross-Sell “Share” Customer Demand ReMarketing Welcome ReMarketing Customer Record Loyalty “Thank You” Or Survey ReMarketing Time Reactivation Reactivation

113. Human Resources Creative Development Strategy 101

114. Questions What are you still dying to know about? hello@teachtofishdigital.com 480.389.5435