email campaign tactics and strategy introductions sample email ads the email deployment system your...
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Email Campaign Tactics and Strategy
Introductions
Sample Email Ads
The Email Deployment System
Your eList
Deliverability
Deployment Times
Calls-to-Action, Links & Landing Pages
Schedules, Costs, Pricing and Your USP
Campaign Ideas
Q & A
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7-BEST DEALS!We found the Best of the BEST money-saving Deals from LOCAL businesses!
Local Reach
Your Endorsement
Click thru Traffic
Top-of-Mind Awareness
Leads and Sales
67% of US internet users say the motivation
behind giving their email address to a
company is to receive discounts and
promotions.
-ExactTarget "Email X-Factor Study" (2010)
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Local Reach
Timeliness
Website Traffic
Top-of-Mind Awareness
Leads and Sales
89% of retailers cited email as the most
mentioned successful tactic overall.
- Merkle "View From The Inbox" (2009)
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Click-thru Traffic
Phone Calls
Top-Of-Mind Awareness
Day Part Targeting
New Customers
50% said they're more likely to buy
products from companies who send them
email, whether their purchases are online
or at a place of business.
- Epsilon "Branding Survey" (Feb 2009)
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Retention
Reactivation
Acquisition
Online Orders
Day Part Targeting
Email is delivering sales at an average cost
per order of less than $7, compared to
$71.89 for banner ads, $26.75 for paid
search and $17.47 for affiliate programs. -
Shop.org, State of Retailing Online 2007 report
(Sept. 2007)
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ISP
DECISION
BLOCK, ACCEPT OR
TAG AS JUNK OR
SUSPECTED SPAM BASED
ON THE REPUTATION
OF THE IP ADDRESS
INTERNET SERVICE
PROVIDER: SERVER THAT PROCESSES
EMAIL MESSAGES TO
AND FROM DOMANS (@AOL,
@YAHOO,ETC.)
IP234
IP901
IP248
IP123
SENDER
OPEN, RESPOND,
IGNORE,DELETE,
UNSUBSCRIBE* OR COMPLAIN
*UNSUBSCRIBE IS RETURNED TO SENDER’S SYSTEM AND SORTED TO A “DO NOT MAIL” FILE
The Email Deployment System
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List Building Tactics … It’s important to warm customers into a
program. Welcome emails attempt to educate the customer or
reinforce the value …. Not only does it create goodwill between the
customer and the brand, but it also creates a one-to-one dialog …. “
"A key part of a well thought out acquisition is a well thought out
welcome program,” Michetti said. “You have a tremendous story to
tell about the value of being part of a list.”
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Email_MAM First Last Address City State Zip2
[email protected] Paul Provchy 5867 Keystone Ct Liberty Twp OH 45011
[email protected] Danny Weekley 2675 Columbus Rd Wooster OH 44691
[email protected] Samuel Hinkle 1293 Bluejack Ln Heath OH 43056
[email protected] Kenneth Schwan 4807 Williston Rd Northwood OH 43619
[email protected] Douglas Fitchett 560 Colony Park Dr Pickerington OH 43147
[email protected] Jim Stacy 15333 Township Road 212 Findlay OH 45840
[email protected] Thomas Luckett 42 Curtis Ave Newark OH 43055
[email protected] Myra Mcleod 707 Market St Apt 603 Steubenville OH 43952
[email protected] Marvin Taylor 417 La Jolla Dr Toledo OH 43615
[email protected] Royal Chambers 3480 1St Ave Grove City OH 43123
[email protected] James Kennedy 164 Benita Ave Youngstown OH 44505
[email protected] Willy Kulick 100 Bryan Dr Zanesville OH 43701
[email protected] Dennis Cline 1025 Village Dr Marysville OH 43040
[email protected] Buffy Hashman 126 E Woodrow Ave Columbus OH 43207
[email protected] Donald Simmons 3064 Fairgarth Cir Columbus OH 43207
[email protected] Sandra Eakin 1733 Roosevelt Ave Ne Canton OH 44705
[email protected] Tommy Hatton 3443 S Dixie Hwy Lima OH 45804
[email protected] Daryl Martin 8235 Caymen Ct Canfield OH 44406
[email protected] Pat Villasana 521 Gay St Bucyrus OH 44820
[email protected] Timothy Hemleben 15421 Bachman Rd Wapakoneta OH 45895
[email protected] Shawn Miller 135 Ross St Delaware OH 43015
[email protected] Tad Sommers 410 S Rauthland Ave Wapakoneta OH 45895
[email protected] Billie Shaw 1209 Northside Ave East Liverpool OH 43920
[email protected] Bernard Montella 2523 Albrecht Ave Akron OH 44312
[email protected] Rhonda Jacks 22 Ashton Dr Ashville OH 43103
[email protected] Keithette Graft 6423 Whims Rd Canal Winchester OH 43110
[email protected] Scott Tucker 1676 W 2Nd St Xenia OH 45385
YOUR eLIST
Double opt-in, according to the EEC, is “a process that requires new list
joiners to take an action (such as clicking on an emailed link to a personal
confirmation page) in order to confirm that they do want to be on the list.”e-marketing
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YOUR eLIST
Target by zip code, County or the entire MSA
- Businesses- Consumers- Income- Age- Kids- Homeowner
75% of respondents say lack of relevance is the biggest
reasons subscribers choose to opt out, followed closely by
sending too frequently (73%). - Merkle Interactive Services
(2009)
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YOUR eLIST
Dear Sandra,
We are about to launch a series of promotional messages with special offers and money-saving deals from local businesses. All of these businesses are located near zip code 44705 in Canton which is why we think that you might be especially interested in receiving our messages.
We look forward to sending you these special offers from local business owners who we have known for many, many years. If you would like to register to make sure that you receive our offers please click here and complete our registration form.
Thank you.
John Smith, CEOCity Publications of Greater [email protected]
Forward a Message to Someone with this link
To unsubscribe, please use this link
Of Greater Anytown
[email protected] Sandra Eakin 1733 Roosevelt Ave Ne Canton OH 44705
The First Message …
79% of the respondents said
they hit the "report spam"
button when they don't know
who the sender is.
- Email Sender and Provider
Coalition (2007)
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YOUR eLIST
Dear Sandra,
I hope you were able to take advantage of the special offers we sent to you last month. Next … watch for “The 10 Best Restaurants in Anytown”. This is an exciting new feature coming your way! Read our restaurant reviews and see complete menus … plus get two-for-one lunch and dinner deals – enjoy the best food in Columbus at half the price!
Bon Appetite!
John Smith, CEOCity Publications of Greater [email protected]
PS If you would like to make sure that you receive our offers please click here and complete our registration form.
Forward a Message to Someone with this link
To unsubscribe, please use this link
Of Greater Anytown
The average open rate was
27% when using a company
name or product in the from
line while emails that had a
person's name (such as the
company CEO) had an
average of 30% open rate. - Silverpop (Dec 2006)
[email protected] Sandra Eakin 1733 Roosevelt Ave Ne Canton OH 44705
Sender Transparancy…
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YOUR eLIST
Dear Sandra,
You have been receiving a number of our special offers from Columbus area businesses and we hope you are finding them valuable.
We look forward to sending you more offers, but – we want to make certain that we’re not bothering you. So, please let us know. But, if you would like to make sure that you receive our offers simply click here and complete our registration form.
Thank you.
John Smith, CEOCity Publications of Greater [email protected]
Forward a Message to Someone with this link
To unsubscribe, please use this link
Of Greater Anytown
[email protected] Sandra Eakin 1733 Roosevelt Ave Ne Canton OH 44705
BuildingYour eList…
51.2% cited previously
opening an email from the
sender and finding it valuable
as the top reason for opening
a message, making the
marketer's previous behavior
the No.2 consideration. - Return
Path (2007)e-marketing
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CLICKERS OPENED IGNORED
YOUR PROSPECT
LIST
REGISTEREDONLINE
UNSUBSCRIBED
ORCOMPLAINED
x
HARDBOUNCES
x
Building Your Email List
YOURFOLLOWERS
YOUR eLIST
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DELIVERABILITY
Paint The Target With A Broad Brush
Between the U.S. and Canada, more than 20% of commercial,
permission-based email doesn't reach the inboxes of intended
subscribers. - Return Path (2009)
DIRECT MAIL eMAIL
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38.4% of email marketers think that AOL has the lowest deliverability.
- Dot Email (2007)
7.1% of email marketers think that Google's Gmail had the lowest.
- Dot Email (2007)
17% of email marketers thought Earthlink had bad delivery and 16 percent
thought it was Yahoo according to the poll. - Dot Email (2007)
Permission-based emails are reaching consumer inboxes about 75% of the time. -
Lyris, Q2 Email Advisory Report Card (2007)
DELIVERABILITY
BOUNCES
OPENS
CLICKS
OPT-OUTS
COMPLAINTS
The email message “bounces” back … cannot be delivered
Recipient opens or views the message in a preview pane
Recipient clicks on a call-to-action link in the email
Recipient unsubscribes to a particular Sender
Recipient feels that they are being spammed and report you as a spammer
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40.2% of marketers report deliverability rates between 90.1% to 100%
19.1% of marketers report deliverability rates between 80.1% to 90%
14.8% of marketers report deliverability rates between 70.1% to 80%
9.6% of marketers report deliverability rates between 55.1% to 70%
16.3% of marketers report deliverability rates between 55% and below
DELIVERABILITY
BOUNCES
OPENS
CLICKS
OPT-OUTS
COMPLAINTS
10%
3% to 15%
1%
3%
0
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DELIVERABILITY
Subject: 30 minutes of massage FREE
Messages are validated after HTML conversion …
http://validator.w3.org/#validate_by_uri
HTML code and content affect deliverability …
- % of images to text- Words like FREE!- All caps- Some colors- Applies to subject lines
Commercial email servers achieved average
delivery rates of 88%, with 9% rejected and
0.71% filtered. - Return Path (2008)
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DELIVERABILITY
Subject: 30 minutes of massage FREE
Subject: ABC Salon’s October Offer
Subject: You Deserve A Massage Today
Subject: City Publications Picks Of The Week
Subject: The Best Restaurants in Cincinnati
Subject: 12 Home Improvement Doorbusters
Subject: 8 Ways To Save On Remodeling
Subject: Save Up To 50% On Home Decor
Subject Lines affect
Deliverability
And Readership …
Personalization in subject lines
dramatically reduces both open rates
and click through rates -- with open
rates of 6.7% (compared to 11.2%
overall) and click through rate of 1.2%
(compared to 1.6%). -MailerMailer
"Email Marketing Metrics Report" (July
2010)e-marketing
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DELIVERABILITY
Subject: 30 minutes of massage FREE
Subject: ABC Salon’s October Offer
Subject: You Deserve A Massage Today
Subject: City Publications Picks Of The Week
Subject: The Best Restaurants in Cincinnati
Subject: 12 Home Improvement Doorbusters
Subject: 8 Ways To Save On Remodeling
Subject: Save Up To 50% On Home Decor
7 out of 10 marketers report regularly testing
subject lines.- MarketingSherpa, Email Marketing Benchmark Guide
(2006)
- identify the sender
- state the savings and offer
- entice but don’t titillate
- create urgency
- offer benefits
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DEPLOYMENT TIMES
People are receptive to
marketing emails during
the first hour of their work
day. Pure360 reports
16.5% of emails in the
study were opened
between 9 a.m. and 10
a.m.
- Pure360 (2009)
Tuesday was retailers' favorite day to email, followed by Thursday, Monday,
Friday, Wednesday, Sunday and Saturday. While 33% of retailers email on
Tuesdays, only 8% sent emails on Saturdays.
- Email Experience Council/RetailEmail.Blogspot, "Choosing The Best Day Of The Week To Email" (July 5,
2007)
TUE Aug
3
WED Aug
4
THU Aug
5
FRI Aug
6
SAT Aug
7
SUN Aug
8
MON Aug
9
TUE Aug 10
WED Aug 11
THU Aug 12
FRI Aug 13
0
10
20
30
40
50
60
70
1
63
31
8
0
7 8
2622
36
28
Total Responses
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CALLS-TO-ACTION AND LANDING PAGES
Emails with 20 or more links got about
twice as many clicks as those with
fewer links. - MailerMailer (2008)
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Your USP …
The Unique SellingPropositionTo Your Clients
Typical cost of an email campaign … Mass Emailing the same message to an identified audience (ie. your list) costs: $.06 per email for the first 5,000 recipients, and $.03 per email beyond that number ($60 and $30 per m).
“The fee includes customer consultation, obtaining approval from data custodian, contracting with other DoIT areas if programming is required, scheduling, network/server monitoring, customer follow-up, and routine cleanup.”
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Vendor rates for sending 100,000 messages range from $3000 to $6000+
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CAMPAIGN IDEAS
The 7 BEST PlacesTo Eat in Baltimore …
Ten Ways To Increase Your Home’s Value
HOW TO SAVE BIGIN BALTIMORE …
SHOP SMALL! Support Chicago’s Small Businesses
STOP! DON’T DINE OUT! READ OUR REVIEWS
BEFORE YOU CHOOSE
Earn Trust, Engage ReadersWith A Series Of Themed Ads …
- Emphasize “local”
- Include Reviews & Comments
- Inform and Be Helpful
- Entertain
When asked why recipients stopped
subscribing to opt-in emails, more than
one-half said the content was no
longer relevant, and 40% said they
were getting too many offers.
- Jupiter Research (2007)
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eQuestions
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