email marketing - aim conference 2009
DESCRIPTION
How to get the most out of your email marketing program including ensuring deliverability, growing your lists, and measuring ROI. Steve LionaisISL Web Marketing & DevelopmentTRANSCRIPT
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E-mail MarketingYour Highest ROI Marketing ToolSteve Lionais
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Why Bother?• Easy to get started• Cost effective• Relationship
management• Lead generation• Direct marketing• $48.29 return for every $1
spent– DMA 2008
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Lead Generation Tactics
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Spending Trends
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Email Service Providers• Dedicated IP Address• SPF and Sender ID
compliance• Reporting Tools• ISP and mailbox
relationships
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Deliverability
• Mailing Behaviour• SPAM Score• List Maintenance• White List/Black List• Utilize test accounts
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Influence Performance• Relevancy• Frequency• Segmentation• Customer Choice• From Name/Address• Subject Line• Email Design
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Email Design
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Email DesignB2C• Mostly images = 7.1%• All text = 4.7%• Mostly text = 5.3%• Equal text/images = 6.3%B2B• All text = 5.4%• Mostly text = 4.8%• Equal text/images = 3.5%
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Email Design
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What & When• Send as much as you can
– Newsletters– Marketing offers– Reminders– Confirmations
• Give users choice– Topics– Frequency
• Automate your program• Test & Measure
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Grow Your List• Be bold• Co-registration• Go social• PPC campaigns• Offline
– Tradeshows– Sales staff
• Provide value
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Recap• Service provider• Deliverability• Design• Grow your list• Test & improve