grow your business with email marketing suffolk chamber 03may12
TRANSCRIPT
Grow your business with
email marketing
Suffolk Chambers of Commerce
Who we are
What we do
Software
Design
Training & education
Consultancy
Content
• Why use email?
• Content
• Growing your list
• Getting it delivered
• BREAK
• Costs
• Legal considerations
• Measuring success
• Resources
• Questions
Why use email?
1. Low cost
2. Reporting – proper ROI
3. Portability
Why email?
Why email?
480m email
users
Facebook & Twitter
250 million ROI £42.08 for every £1
New accounts
2011
480 million
Statistics taken from the Direct Marketing Association
Why email?
What it can be used for:
• Communication
• Sales
• Re-engagement
• Cross selling
• Research
What it shouldn’t be used for:
• Bulk mailing
• One-way communication
• Scattergunning
• Sending irrelevant information
Content
Content: planning
How regular are you
planning to send
your email
campaigns?
How will you
grow your
database?
What content/
incentives will you
offer in your
emails?
Who will be
responsible for
your e-shots?
What tone will
you use? Can you segment
your audience?
Content: setting objectives
• Opens
• Clicks
• OTC rate
• Enquiries
• Sales
• Forward to a friend
• Retention rates
• Re-engagement numbers
• Event attendees
• Guide downloaded
Content: types of email
Newsletters
Events
Surveys/polls
Abandonment
Re-engagement
Voucher
Data cleanse
Competitions
Content: subject lines
• 49 characters or less
• Focussed
• Time limit, offer, be specific
• Test it
The good
The good
The bad
The bad
The ugly
The ugly
Occasionally newsletters are worth reading... this is one of them
Growing your list
Never assume… if in doubt send an opt-in
Be a good egg…
Ask permission and be upfront
Growth methods
Networking
Networking LinkedIn Request
“Can I sign you up to our e-news?
Use sign-up forms (free!)
…but keep it simple
Our forms
Sign up form on
home page
Specific URL www.littlegreenplane.com/milehighclub
Pop-up
Social media
Facebook fan page tab Twitter auto message
QR – print & presentations
Flyers at events
Getting it delivered
Avoiding the spam folder
Spam filters Inbox Website Emails
4 layers of spam filtering
ISP spam filter
Company spam filter
Email client spam filter
Human spam filter
Spam – things to avoid
• Phrases like "Click here!" or "Once in a
lifetime opportunity!“
• Repeats
• Exclamation marks!!!!!!
• USING ALL CAPS, WHICH IS LIKE YELLING
IN EMAIL
• Colouring fonts bright red, or green
• Sloppy HTML coding
• One big image, with little or no text
• Using a noreply@ email address
Deliverability tips
• Good content and data
• Use pre-send tests provided by your ESP
• Send preview emails & set up test list
• Remove hard bounces
• Add an unsubscribe mechanism
• Review delivery stats
BREAK
Costs
Costs
¼ page
advert in
Business in
East Anglia
Press
release
Event
(room hire &
refreshments)
SEO & PPC Email
marketing
(self
service)
£450 £250-£450 £200 From £200
a month
£45 a year*
No stats No stats Stats Stats Stats
*Based on little green plane’s PAYG scheme with free template sending up to 200 emails a month
Costs
Self service versus consultancy
Self service, from £45
Go it alone:
• Artwork
• List upload
• Pre-send tests
• Deployment
• Reports
Just pay for credits
www.littlegreenplane.com/pricing
Starter pack, £595
• Bespoke template
• 5,000 credits
• Face-to-face training
• Uploading data
• Managed send
• Custom report
Just pay for credits
www.littlegreenplane.com/pricing
Legal considerations
Data Protection
Data Protection Act 1998
(Privacy and Electronic Communications Regulations)
• You must provide a valid unsubscribe mechanism
• You must list your company details on your emails
• You must not use competitions to gather email lists unless
participants have also said they are happy to receive updates
• If you are collecting data you must explain how you will handle it
AND provide user access, ideally in a Privacy Policy
Privacy policy
• Privacy and Electronic Communications
Regulations
• How THEY can get access
• Explain the security procedures you use when
handling info you collect
• Blog: 10 vital ingredients for your Privacy Policy
10 essential ingredients
1. Explain what personal data is to be collected, how it is to be collected, by
whom and how they can opt-in and opt-out
2. State your physical address and explain the structure of your group (if
relevant)
3. Ensure your policy complies with the Data Protection Act 1998
4. State you use tracking data for marketing & experience purposes
5. State how your customers can get access to their personal data
6. Explain the security procedures you use when handling the information
you collect
7. State if you are going to use customer purchase history
8. If you have any external links on your site explain that they will not be
governed by your privacy statement
9. If you are going to pass on data to third parties, state it
10.Ensure you provide a contact section in case of questions
Measuring success
Evaluation
1.Results against original objectives
2.Sharing/forwarding
3.Revenue
4.List growth/subscription rate
Testing & improving
• Demographics (age, sex, location)
• Time (hour, day, month, seasons,
holidays)
• Personalisation
• Subject line (questions, facts,
commands)
• Design (length, layout, call to action
location)
• Offer (type, time frame, % off versus
cash)
• From names and address (sex,
seniority, info@ versus real person)
Resources
Questions