secrets of email marketing

© 8M Media & Communications 2012 www.8mmedia.com

The National Body for Sales and Marketing

Secrets of Email Marketing

Date: 11 Jan 2012Date: 11 Jan 2012By: Thomas Murrell MBABy: Thomas Murrell MBA


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


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.

3


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

4


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

Email


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.

6


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.

7


Marketing Is……


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!

9


5 POWER P’S

Prompt

Polite

Professional

Promotional

Personal

10


8 Essential Rules of Email Marketing

1. Mission

2. Metrics

3. Mechanics

4. Marketing

1. Management

2. Maintenance

3. Money

4. Murphy’s Law

11


Marketing Is……


Marketing Is……

13


Marketing Is……


Atlas Iron – Personal, Direct, Simple

15


Resource Mining Corporation (ASX:RMI) – Message from MD, Corporate Social Responsibility, Links to Media, Podcast

16


Fortescue Metals Group – email self management

17


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

18


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


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


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


Ten Reasons to Consider E-newsletters

1. Relationship Building.

2. Ready to Buy.

3. Higher Response Rates.

4. Interactive.

5. Consumers Feel In Control.

22


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.

23


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.

24


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.

25


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

26


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

27


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

28


Brevity

“The best words are the short ones, and the best short ones are the old ones.”

Winston Churchill

29


Eight Ways to Write Business Building E-Newsletters

1. Write for Scanners

2. Write Short

3. Write Friendly

4. Bite Size Chunks of Information

30


Eight Ways to Write Business Building E-Newsletters

1. Single Concepts

2. Easy Distribution

3. Low Cost

4. Newsy & Relevant

31


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

32


A Word on Privacy

1. Compliance

2. Coverage

3. Collection

4. Collation

5. Co-operation

33


10 Secrets of Email Marketing

1. Build Repeat Business

2. Gain New Customers

3. Enhance Service Experience

4. Customise

5. Increase Your Credibility

34


10 Secrets of Email Marketing

1. Cross market

2. Add value

3. Educate

4. Ask permission

5. Slash Costs

35

secrets of email marketing

Education

traditional marketing

workable email marketing

benefits of social media

social media narra

main media

conveying information

customer loyalty

staff profiles corporate