E-mail Marketing / Workshop / February 16, 2006
February 16, 2006
Starting with a brief presentation, the workshop focus will be on email strategies that tie directly to business objectives and ROI, with extra consideration given to the businesses and industries represented by workshop participants.
Entry Filed under: Events, e-mail marketing. .
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1.
Roar [IIMA Treasurer] | February 16, 2006 at 10:30 am
Discussion 1
Why do we use e-mail?
- Cost effective
- ROI / Cost Effective
- Measurable
- Easy to personalize & segment
- Fast
- Environmentally responsible
- Interactive
What do we use it for?
- Lead Generation
- Conversion
- Life Cycle Messaging
- Distribute information
- Build Loyalty & Relationships
- Build Customer Knowledge
- Invitations
- Branding
2.
Roar [IIMA Treasurer] | February 16, 2006 at 10:36 am
Discussion 2:
How do we build a high quality list?
- Integrate online / offline campaigns
- Double Opt-in
- Make use of all points of contact to build list
- Focus on quality not quantity
- Referrals as quality filter
- Event and Trade Show sign ups
- Optimize Landing Pages
- Ask permission
- Forward to a friend (Viral Campaigns)
- Contests on demographically aligned sites
- Contact off-line customers (convert of online by promoting benefits)
- Direct Mails
- Targeted list rentals
- Sign Up forms throughout site
3.
Roar [IIMA Treasurer] | February 16, 2006 at 11:09 am
Discussion 3:
How often should you e-mail?
- depends on industry
- depends on current activity by customer (recent site visits++)
- ask your list
- be consistent in frequency (as you promise)
- segment according to interest
- seasonal issues
- once a month minimum (B2B quarterly?)
- keep an eye on your unsubscribes vs. frequency
- test, test, test
- only when you have something relevant to say
4.
Roar [IIMA Treasurer] | February 16, 2006 at 11:38 am
Discussion 4:
What should it look like?
Newsletter campaigns?
- subject line very important (50 char. max)
- personalization (Dear….)
- optimized for preview panes (Yahoo and Hotmail has preview in BETA. B2B + Outlook = high use of preview)
- good HTML coding, limit pictures – especially high up in e-mail
- text version
- action items (forward, subscribe etc) high up
- 2 columns: reason for subscribing (content) in main, promotional info in side column
- click through to web site from introductory paragraphs
- table of content
- related content link
- landing page relevant to link
- can-spam compliant
Sales Promotions?
- you have a one click opportunity
- relevant content within the reading frame
- sense of urgency
- text and HTML versions
- relevant copy
- great subject line
- show the offer
- clear call to action
- images important for travel promotions
Contests/Invitations?
- clean look
- text/ HTML/ Flash depends on audience
- short and sweet – get to the point
- engaging
- consistent branding
- show the prize
- draw date should be close to e-mail date
- instant win and/or grand prize
- landing page very important
5.
Roar [IIMA Treasurer] | February 16, 2006 at 11:54 am
Discussion 5:
Key Performance Indicators (KPI)
- click troughs (understand what is driving clicks), especially important for information sites
- conversion rate + track source at sales point
- non-activity (no open / no clicks)
- bounce backs
- for contests:
— number of entries
— number of viral forwards
— number of unsubscribes
6.
Roar [IIMA Treasurer] | February 16, 2006 at 12:02 pm
Key take-aways from the panelists:
Loren McDonald, EmailLabs
- think about database in terms of relationships, put your best side forward
- if unsubscribe: use survey, try to keep
- option to update e-mail at unsubscribe
Wayne Carrigan, ThinData
- test, test, test
- what s not happening, who is not clicking
Stefan Eyram, ExactTarget
- plan ahead according to your objectives
- try to think like the customer
- measure!
- use KPIs
- test, test, test
- learn from the professionals
Challa Saunders, Pacific National Exhibition
- keep it simple
- clean navigation
- personalize
Brenda Stewart, Edirect Consultant
- integrate with other media
- landing pages must be relevant
- it’s all about the customer
7.
Roar [IIMA Treasurer] | February 17, 2006 at 9:17 am
While on the e-mail marketing topic. ClickZ has a great article called Clickstream Analysis and E-Mail Marketing.
The article refer to research from JupiterResearch which shows conversion rates from ClickStream e-mails at 3.9% vs. 1.1% for mass e-mail.