© presenter: catriona walsh march 2007 osd ltd. ©
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Presenter: Catriona Walsh
March 2007 OSD Ltd. ©
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Catriona Walsh
Founder OSD Ltd.
Founder eMarketing.ie Services (Online Marketing Agency)
Introduction
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According to Jupiter Research
93% of U.S. Internet users consider email their top online activity.
Why because Email is:•Fast•Inexpensive•Effective way to communicate
– Prospects– Customers– Vendors
Intro to eMail Marketing
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This year we have donated to FocusIreland and encourage you to do the
same.Focus Ireland aims to advance the
right of people-out-of-home to live in aplace they call home through quality
services, research, and advocacy.http://www.focusireland.ie/
Happy Christmas and Best wishes for 2007 !!!
Catriona ~ Marie ~ Victor
Graham & Mary
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1. Have a Strategy 2. Build an OPT IN Database3. Develop Effective Content4. Develop a Design Approach5. Execute Professional Email Delivery6. Measurement / Metrics
• Data Protection Checklist • SPAM Do’s and Don’ts
Overview
6 Top Tips
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Tip 1- Email StrategyIntegrate Email into your Marketing StrategyRemember Consistency = Familiarity = Improved ResponseConsider – could email act as a Sales Channel for your businessCommunicate Strategy throughout the organisationThink strategically – e.g. what’s the most effective response handling methodOnline to reduce sales-handling costs ORBy telephone Design response mechanisms to suit this
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Tip 2 Building an OPT IN Database
Integrate Email Collection inc. opt-in into your business processesCreate incentive driven opt-ins on your website-freebies/special offers/discounts etc.Offer best deals via emailDevelop specific campaign with timeline/target no. of email addresses etc
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Tip 2 Building a Database
Remember email is a numbers gameBest practice Do it legally opt-in for B2C & B2B emailsPreferred Method Double opt-inRegister with the Data Protection Commissioner on www.dataprivacy.ieFee €
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Tip 3 Develop Effective Content
Revert to ObjectiveKnow Your Audience KISS - Keep it Simple StupidUse Winning Words (Robert Hayes McCoy) You/Win/New/Offer/Special Start with flattery or appeal to greed……What works offline??Most people interested in one of 3 thingsWhat do you think they are ???
ThemselvesGetting more biz/cut costsSaving money
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Tip 4 - Develop a Design Approach
Sales Shots Branding is vital Then Image / Headline / DetailKeep size exc. Images below 30k max.Max width usually 570 pixels to avoid scrollingUse Sales Hot Spot – Top RightPersonalise emails
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Tip 5 – Manage an Email DatabaseSplit databases - target marketing
- acceptable frequency rates - testing (1,000 reasonable test in Irish context)
Allow Opt out & Keep Suppression List
Use Sniffer technology (A program and/or device that monitors data traveling )
(plain text & html versions) Personalise Sender
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Tip 5 - Effective Email Delivery
Use dedicated email software - In-house or Outsource Consider Subject Heading carefully – remember familiarity – use brand
Use forward to a friend (Viral Marketing)
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Top Tip 6 – Measurement / Metric
Access tracking on a live link
Test and compare results
Be sure to track by - number of openings
- clicks on each link - person who clicked on each - ideally follow through to live tracking
on site
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Data Protection Checklist
Have you ?
1. Registered with www.dataprivacy.ie2. Created opt in Lists or better double opt in3. Stated the purpose for which the data is
being collected4. Always allow opt – out and implement
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SPAM Do’s and Don’t
1. Get Opt In 2. Allow Opt Out 3. State policy on site – sample policy
check out www.openup.ie4. Watch frequency of mail outs5. Consider Subject Headings carefully
– remember familiarity – use brand
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Back in the Office!1. Subscribe to relevant Ezines e.g.competitors2. Implement email collection into your business
processes3. Document & communicate an email strategy4. Register with Data Commissioner5. Use testing & build your email marketing skills6. Research software, services and tools on the
internet Examples of local eMarketing orientated companies Do it yourself: Infacta – Group mail & Group MetricsDone for you: eMarketing.ie
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Thank You!For Further Information Contact:
Catriona Walsh [email protected]
071 91 700 24086 814 24 24
www.emarketing.ie