Download - Secrets of Email Marketing
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The National Body for Sales and Marketing
Secrets of Email Marketing
Date: 11 Jan 2012Date: 11 Jan 2012By: Thomas Murrell MBABy: Thomas Murrell MBA
© 8M Media & Communications 2012 www.8mmedia.com
Multiple Reputational Platforms
Corporate Story via Social Media
Organisation
Investor Relations
Enabling – Direct Engagement
Diffused
Issues Management – Respond More Quickly
Functional Output
Functional Input
Marketing Communication
Lower cost
Authentic
Better targetting
Employee Communication
- Create community
Normative – Two Way
Conversation
Public Affairs
Figure 1: Benefits of Social Media in Corporate Communication.
Source: Adapated van Riel C.B.M. & Fombrun C.J. 2007, Essentials of Corporate Communication. Routledge, Abingdon2
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Objectives
• Plan your email marketing to achieve greater response rates.
• Understand how people read and act on information in emails.
• Learn how to use permission marketing to build customer loyalty.
• Use the 8 essential rules of email marketing.• Develop a workable email marketing plan.
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Marketing Is……
• What you do to ultimately get and a keep a customer
• About positioning
• About process
• Entering and new paradigm. It means structuring every activity you do to meet the needs of your customer
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How Does Email Differ From Traditional Marketing Media?
Brand Awareness
Consumer Response
Emotional Rational
Long Term Objectives• Create Brand Awareness• Richness of Information
Short Term Objectives• Precipitating Action• Involving audience
TV
Outdoor / Billboards
Point of Purchase
TelemarketingPersonal Presentations Seminars & Workshops
Direct Mail Press
Newsletters Trade Journals Magazines
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Nine Persuasive Reasons To Have an Email Marketing Plan.
1. Excellent for Conveying Information and Detail.
2. Cost Effective.
3. Rational Medium.
4. Effective Call To Action.
5. Effective for Both Short & Long Term Promotional Objectives.
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Nine Persuasive Reasons To Have an Email Marketing Plan.
1. A Good Substitute for Direct Mail.
2. Complementary with Other Main Media.
3. Unique.
4. Excellent at Capturing Information, Building Loyalty and Implementing Permission Marketing Strategies.
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Marketing Is……
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Case Study – Dr Jamie Murphy UWA
1. Email to 212 Educational Institutions
2. Only 3 out 4 responded!
3. No systems, no priority, no idea!
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5 POWER P’S
Prompt
Polite
Professional
Promotional
Personal
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8 Essential Rules of Email Marketing
1. Mission
2. Metrics
3. Mechanics
4. Marketing
1. Management
2. Maintenance
3. Money
4. Murphy’s Law
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Marketing Is……
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Marketing Is……
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Marketing Is……
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Atlas Iron – Personal, Direct, Simple
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Resource Mining Corporation (ASX:RMI) – Message from MD, Corporate Social Responsibility, Links to Media, Podcast
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Fortescue Metals Group – email self management
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Web with E-Newsletter – regular communication
LinkedIn – Groups, Staff Profiles
Corporate Blog, Twitter - Advocacy Networks, Feedback - +ve & -ve
YouTube & Slideshare for presentations
Must Meet Regulations for Disclosure
Communications should engage stakeholders at points of highest potential ROSMI
Acquisition Retention
Aw
areness
Interest
De
sire Action Reinforcement
Up
sell
Com
mitm
ent
Dev
otio
n
Source: Adapted Mariann Coleman 2007 Customising Effective Online Branding Strategies
Leverage the Message
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Social Social MediaMedia
AspirationsAspirations
Social Media Social Media ObjectivesObjectives
Social Media Social Media Resource – Internal & Resource – Internal & External AudiencesExternal Audiences Create Social Media Create Social Media
Narrative & Voice - Snap Narrative & Voice - Snap Audit, Distill Essence, Audit, Distill Essence,
Internal AlignmentInternal Alignment
Internal Internal AudiencesAudiences
Culture Culture ChangeChange
EvaluationEvaluation
8M Social Media Methodology
8M Social Media Method
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SMART SMART GoalsGoals
Target Target StakeholdersStakeholders
Communication Communication Channels, themes & Channels, themes &
12 month 12 month plan/timelineplan/timeline
Structure/MessagesStructure/Messages
Regulation, Regulation, Relationships, Relationships,
ReputationReputation
Social MediaSocial Media
Health Check Health Check + Evaluation+ Evaluation
Workshop Email Plan
Practical Application + Method
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1. Social 1. Social CapitalCapital
4. Investor 4. Investor PresentationsPresentations
6. Media 6. Media Third PartyThird Party
External Reputation: Credibility and VisibilityExternal Reputation: Credibility and Visibility
3. Aligned 3. Aligned ValuesValuesStrong Strong Internal Internal
ReputationReputation
7. Legacy7. Legacy
Build, Brand & Sustain Reputation Capital
Seven Centres of InfluenceInte
rnal
Intern
al Rep
utation: C
onsen
sus and
Ch
ara
cter
Rep
utation: C
onsen
sus and
Ch
ara
cter
2. Visibility 2. Visibility & Voice& Voice
5. Writing – web, e-newsletter, 5. Writing – web, e-newsletter, Reports, Investor UpdatesReports, Investor Updates
Community and ChampionsCommunity and Champions
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Ten Reasons to Consider E-newsletters
1. Relationship Building.
2. Ready to Buy.
3. Higher Response Rates.
4. Interactive.
5. Consumers Feel In Control.
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10 Reasons to Consider Permission Marketing
• Targeted & Cuts Through Noise & Clutter.
• Avoids Cynicism of “Interruption” Marketing.
• Tailored Message.
• Cost Effective.
• Increases Profits Through Repeat Business.
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Permission Marketing Must Do’s
Ask Permission to Communicate.
Offer Rich Content and Real Value.
Collect Data and Build Database.
Well Written Messages.
Communicate Frequently.
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5 Deadly Sins of Permission Marketing
Spamming
Boring, Uninteresting & Outdated Content.
Selling Database to Third Party.
No System to Collect Information.
Poorly Written & Unfocused Messages.
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E-Myths
“I don’t understand the technology…
But you don’t have to…
You have to understand what it can do for you”
K. Rupert Murdoch,
Chairman & Chief Executive, News Corporation
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Why Good Email Writing Skills are Important!
C ommunicate Ideas
L asting Record – Potential!
E nhance Details
A rrange Your Points Logically
R einforce Your Message
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Five Sure Fire Ways to Improve Your Email Writing Skills
Use short words
Prefer a familiar word to the fancy
Be Specific, don’t waffle
Use the active instead of passive
If it is possible to cut a word, always cut it out
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Brevity
“The best words are the short ones, and the best short ones are the old ones.”
Winston Churchill
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Eight Ways to Write Business Building E-Newsletters
1. Write for Scanners
2. Write Short
3. Write Friendly
4. Bite Size Chunks of Information
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Eight Ways to Write Business Building E-Newsletters
1. Single Concepts
2. Easy Distribution
3. Low Cost
4. Newsy & Relevant
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Five Common Mistakes
1. Using Fillers
2. Not Asking Permission
3. Running Unrelated Ads or Advertorial
4. Not Respecting my Time #1
5. Not Respecting my Time #2
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A Word on Privacy
1. Compliance
2. Coverage
3. Collection
4. Collation
5. Co-operation
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10 Secrets of Email Marketing
1. Build Repeat Business
2. Gain New Customers
3. Enhance Service Experience
4. Customise
5. Increase Your Credibility
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10 Secrets of Email Marketing
1. Cross market
2. Add value
3. Educate
4. Ask permission
5. Slash Costs
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