email marketing
DESCRIPTION
Presentación de Julián Drault sobre Email MarketingTRANSCRIPT
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1. Fundamentos
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Nombre Apellido Mail Promo 1 Promo 2 Texto especial Link 1
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. de partida campañas
conversionfunnel
base de contactos
mails enviados
aperturas
clicks
viral
clickstream
ESP
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http://www.google.com/support/analytics/bin/answer.py?hl=en&answer=55578
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t
visitas
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Base
Enviados
• desuscriptos• garbage• duplicados
DesuscriptosVirales
• formulario• reenvío
Clickeados
Rebotes• hard• soft
Efectivos No efectivos Missing
Abiertos
• únicos• múltiples
No enviados
Spam
• ofertas
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2. Personalización
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vicente lopez
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Martín
Marcela Diego Marcos
los Martes tenemos la agenda vacía
Mails ofrezcamos un 25% de descuento por el baño
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Todos los Martes del mes te damos un 25% de descuento en el baño de tu mascota !!!
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Martín
• Nombre ?• Apellido ?• Nombre Mascota ?• Ultimo baño / corte?• Dirección ?• Casa / Depto ?• Atendido por ?• Tipo de corte ?
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Nombre Apellido Mascota Nacimiento
Ultimo Baño
Domicilio Casa / Depto
Atendido x
Tipo de corte
Foto
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De: Marcela - de Pluto Coiffeur Subject: Jorge, tenemos tu regalo perfecto para Daisy
Jorge,
Quería avisarte que éste y todos los Martes del mes vas a poder traer a Daisy a darse un baño y corte americano con un 25% de descuento.
Si estás interesado, confirmame al 4141.4141 o a mi mail así arreglo con Marcos que lo pase a buscar por tu depto de Rivadavia 881 a la hora que dispongas.
Sds. y un beso para Daisy.
MarcelaPluto Coiffeur
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•Armado de contenido•Base de Datos•Políticas de actualización•Análisis de Resultado•Depuración BBDD•Estrategia y Planificación•Desarrollo de landings•Campaña integral (+1 mail)•etc
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3. SPAM / Deliverability
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6.8 billones de personas
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1.7 billones de usuarios internet(25% población)
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123 mails promedio x día(210 billones de mails diarios)
85% mail es SPAM
20 mails promedio x día al INBOX
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2015 => 507 billones mails x día(+2x)
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34%
66% false positives
correctamente id
85% mail es SPAM
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filtros
35%
11% 6%
29%blacklist
otros
mix
métodos de depuración del correocontenidos HTML (puntuación) - volumen - spam traps - listas negras
reputación ?
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Forgot Password
The information needed to reset your password has been posted to your
email address. Please be sure to check your junk mail / spam filter if
you do not see the message in your Inbox.
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chatsms redes
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herramienta que mejor performa (ROI)
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Jun 2009
A survey on Marshal Limited's website (an e-mail and Internet content security company) showed that 9.3% of the 622 respondents had bought something from a spam email.
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+ -
+
-
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OR 1.5%(105 personas)
1 venta = $70.- (equilibrio)
x 7000($0,01.- x mail)
$70.-mailbasura
ROI
lamentable ...
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• Deliver Rate (DR)• Bounce Rate (BR)• Open Rate (OR)• Click Through (CTR)• Click to Open Rate (CTOR)• Viral Rate (VR)• Viral to Open Rate (VTOR)
CONVERSION RATE
$$
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enviar emails e-mail marketingvs
invertir en recursosimportancia contenidoconstrucción sudorosa BBDDsegmentación BBDD (interés, momento)personalización (conocer cliente)aprendizaje cíclico (BI)depuraciónetc.
$
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• La Base (BBDD)
• La Pieza• El Servicio• Periodicidad• Tamaño base• etc.
t
complejidad
flyer
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Reflexión: SPAM, envío de mails o email mk ?
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Acciones “humanas” para prevenir SPAM
• Tener una BBDD actualizada• Personalizar los mails (TODO)• TESTEAR > enviar Mails a todos los clientes de mail• HTML verifiers (Postini, Barracuda, Spam Assasin, etc)• Cumplir expectativas (contenido y frecuencia)• Segmentación
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Mitos y realidades
• Existe un bati-fono para contactar ISPs (Blacklist)• Autenticación del email = INBOX• Lista de palabras mágicas (free, sex) => reputación• Cumplir con CAN-SPAM = no es SPAM• Cai en Blacklist = delivery es cero• El ESP es RESPONSABLE de performance => socio
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Los 5 pilares del Deliverability
• Probar tu identidad• SPF (abierta)• SENDER IR (Microsoft)• Dk / DKIM (Yahoo, AOL)
1
• ISP Feedback• Manejo proactivo de quejas (FBloop)
2
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Los 5 pilares del Deliverability
• Reputación de Marca• Dirección IP (dedicada)• Prácticas y Políticas de email• Sitio Web• Campañas online (SEO / SEM / Redes Soc)• Contenido de terceros
3
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Los 5 pilares del Deliverability
• Reputación de email• Proceso de suscripción (form)• Expectativas de frecuencia y contenido• infraestructura IT (certificados)• volumen mails• quejas de email• spam traps• desuscripción• “engagement” (interés contenido)• manejo de rebotes
4
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Los 5 pilares del Deliverability
• CAN - SPAM• Mecanismo de desuscipción• Contenido (asunto y cuerpo)• Dirección física legítima• NO open relay• NO cuentas “from” falsificadas
5
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Esfuerzos x herramientas de reputación
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- Incentivos x reputación (server / descuentos ?)- Cabezal común (Like / Dislike / Remover / SPAM)- Feedback Loops -> remoción compulsiva- Email tests (Litmus)
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Pilares de emBluepara el Deliverability
Certificaciones
• Microsoft Sender ID• SPF• Domain Key (DK, DKIM)
Reglas SMTP
• Entrega balanceada• Timing de delivery• Distribución de conexiones
Touch Rules
• Desuscripción• Remoción automática x acuse SPAM• Feedback LOOPS, JMPR
Infraestructura IT
• DNS Reverso• Dominios propios• Múltiples rangos de IP• Balanceo inteligente por reputación IPs• Herramientas Monitoreo RBL• Microsoft SNDS
Depuración Inteligente
• Revisión de performance histórica• Eliminación de Hard Bounces• Reglas de rebotes configurables
Partner estratégico
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4. El HTML
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CSS inline
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Video en el email ?
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El “render” de los mails
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+
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5. Piezas de email
•SI / NO•Por qué ?•Justificar el “depende”
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probaron con texto “simple” ??
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6. Reportes
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Indicadores de efectividad
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VR
VTOROR
DR [vs BR]
CTOR
• DR: Deliver Rate
• BR: Bounce Rate
• OR: Open Rate
• CTR: Click through• CTOR: Click to Open Rate
• VR: Viral Rate
• VTOR: Viral to Open Rate
CTR
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0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
Oct 08 Nov 08 Dic 08 Ene 09 Feb 09 Mar 09 Abr 09 May 09 Jun 09 Jul 09 Ago 09 Set 09 Oct 09
Bounce Rate (BR)
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0%
2%
4%
7%
9%
11%
13%
15%
18%
20%
22%
Oct 08 Nov 08 Dic 08 Ene 09 Feb 09 Mar 09 Abr 09 May 09 Jun 09 Jul 09 Ago 09 Set 09 Oct 09
Open Rate (OR)
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0%
1%
2%
3%
4%
5%
6%
Oct 08 Nov 08 Dic 08 Ene 09 Feb 09 Mar 09 Abr 09 May 09 Jun 09 Jul 09 Ago 09 Set 09 Oct 09
Click Through (CTR)
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0%
2%
4%
7%
9%
11%
13%
15%
18%
20%
22%
Oct 08 Nov 08 Dic 08 Ene 09 Feb 09 Mar 09 Abr 09 May 09 Jun 09 Jul 09 Ago 09 Set 09 Oct 09
Click to Open Rate (CTOR)
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7. Ejercicio
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•Evento de evangelización MKT Online•1.000 personas•Dentro de las temáticas: “email marketing”•Contamos con MAIL / NOM / APE / EMPRESA de c/ participante
Escenario
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Transformar estos PROSPECTSen CLIENTES de la plataforma emBlue
Objetivo
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•Formar equipos de 4 integrantes•Diseñar la estrategia de campaña•Elegir “delegado”:10 minutos de presentación
Consigna
•Calendario (timing de acciones)•Cantidad y variedad de piezas•Contenido clave a comunicar en cada pieza•Criterios de segmentación pre / post•Qué acciones disparo a partir de fback ? (aperturas, no aperturas, click, reenvío, desuscripción)•Seguimiento post-click ?
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8. Campañas
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• BBDD 240.000 contactos
• 180.000 enviados (75%)
• 12.000 desuscriptos
• 18% OR (últimos 3 meses)
• 13% BR últimas 10 campañas
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emBl
ue
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emBl
ue
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emBl
ue
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emBl
ue
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1 2 3
4
5
7
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emBl
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< abrir PPT redusers >
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www.emblue.com.ar/promo
Caso 1: relación cercana con cliente
userpassword
[LOGIN]
[ $ ]
1 2 3 4 5 6 7
seo / sememail mktbanner revistaevento
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www.emblue.com.ar/promo
Caso 1: relación cercana con cliente
userpassword
[LOGIN]
[ $ ]
1 2 3 4 5 6 7
seo / sememail mktbanner revistaevento
dónde intervenir para comunicarse con el cliente ?
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• Usuarios registrados no confirmadosSuponemos que tuvo inconvenientes en la llegada del mail
=> Verificación de llegada de la notificación de altaSi no activó su cuenta 48hs -> mail (le llegó el mail correctamente ?)Si no activó su cuenta 96hs -> EC lo contacta x teléfono
• Usuarios confirmados que no completaron su primer campañaSuponemos que tuvieron inconvenientes de uso
=> Mail con ayuda en la instancia que se detuvo
• Usuarios que probaron y pasaron 2 meses sin compra
=> Llamada de parte de un EC
• Usuarios que compraron y pasaron 2 meses sin comprar
=> Mail con incentivo a compra (descuento)
• Usuarios que compraron y pasaron 3 meses sin comprar
=> Llamada de parte de un EC
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Usuarios no confirmados
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Confirmado, sin confección aún de campaña
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Mail c/ ayuda en instancia que se detuvo: estado 1
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Mail c/ ayuda en instancia que se detuvo: estado 3
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Dos meses sin haber realizado compra alguna
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• 85% activación del servicio
• 70% de prospects terminan como clientes (tras prueba)
• 45% cientes compra + créditos
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bien o mal ?
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1. Planificar las acciones
2. Mantener el diseño de la comunicación acorde al motivo.
3. Armar el mapa de la campaña de comunicación.
4. Armar un calendario de envíos, frecuencia y mensaje.
5. Los mensajes simples y claros funcionan.
6. Reutilizar los resultados de las campañas, ejemplo : reenviar el email a los No Abiertos 4 ó 5 días después, enviar un nuevo email a los clicks, tratamiento especial a los virales.
7. Que las áreas clickeables sean visibles.
8. Que los links lleven al lugar que uno espera.
9. Usar formularios y RSVP
10. Personalizar los mensajes lo más posible.
11. Buscar acciones de cobranding con beneficios para las comunidades.
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Como tiene q ser el SUBJECT ?
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