www.nb2bc.co.uk 21 st july – 10am webinar: e-mail marketing
TRANSCRIPT
www.nb2bc.co.
uk
2121stst July – 10am July – 10am
Webinar: E-mail MarketingWebinar: E-mail Marketing
www.nb2bc.co.
uk
2© 2005 NB2BC
Who we are…Who we are…
Matt Charman
E-business Architect
Wendy Baird
E-business Architect
www.nb2bc.co.
uk
3© 2005 NB2BC
E-mail MarketingE-mail Marketing
www.nb2bc.co.
uk
4© 2005 NB2BC
E-mail MarketingE-mail MarketingAverage response rates for e-mail marketing are 4.7%
(source: E-mail Marketing Weekly, 2002)
Cost per lead from e-mail marketing can be as low as £0.08
(source: eMarketer, 2004)31 billion e-mails sent each day
(source: IDC, 2004)
41% of UK e-mail considered SPAM
(source: MessageLabs, 2004)
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uk
5© 2005 NB2BC
IntroductionIntroduction
After this webinar you will:
be able to plan, create and manage your first e-mail marketing campaign
have answers to your specific e-mail marketing questions
have learnt about our e-marketing toolbox
have participated in a webinar
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Where does e-mail marketing fit in Where does e-mail marketing fit in your business?your business?
Business Planning
• sell more? improve margins?
Marketing Planning
• new or existing customers?
• selling new products?
• communicate through new channels
E-mail Marketing Campaign
• plan
• create
• manage
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Steps to a successful campaignSteps to a successful campaign
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What is the message?
• sell?
• inform?
Who is the audience?
• existing customers
• new customers
How will you present the content?
• newsletter
• e-shot
Planning your Planning your campaigncampaign
Target your audience with relevant content
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Planning your campaign Planning your campaign
Selecting the type of e-mail
e-Newsletter
sent regularly
sent to subscribers
customer retention
high value content
selling vs informing
usually to existing customers
e-Shot
‘one-off’ or event triggered
promotion/selling focus
specific offer
mailing list
• own list
• purchased
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Creating your e-Creating your e-NewsletterNewsletter
objectives
target audience
value proposition
employees
clients or suppliers
readers
freelancer writers
drivers
sources
What content goes in the e-Newsletter?
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Creating your e-Creating your e-NewsletterNewsletter
Compelling subject line
How do I structure and layout the e-Newsletter?
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Creating your e-Creating your e-NewsletterNewsletter
Compelling subject line
Header block
Table of contents
Web site features
Click through to website
Dividers
How do I structure and layout the e-Newsletter?
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Creating your e-Creating your e-NewsletterNewsletter
Compelling subject line
Header block
Table of contents
Web site features
Click through to website
Dividers
Easy unsubscribe
How do I structure and layout the e-Newsletter?
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Creating your e-ShotCreating your e-Shot
objectives
target audience
value offer
internal sources
sales promotions
product launches
marketing initiatives
drivers
sources
What content goes in the e-Shot?
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Creating your e-Creating your e-ShotShot
How do I structure and layout the e-Shot
Compelling subject line
Shell Are you paying too much for your insurance?
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Creating your e-Creating your e-ShotShot
How do I structure and layout an e-Shot?
Compelling subject line
Branded
Event related
Brief but sufficient as a standalone communication
Clear call to action
Effective use of images
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Creating the documentCreating the document
Outlook with plain text e-mail
PC based software application with HTML templates
• E.g. High Impact – see fact sheet
Server based application with HTML templates
• E.g. DotMailer – see fact sheet
Some examples of tools
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Managing your Managing your campaigncampaign
Be consistent
• e-Newsletters should arrive at the same time each week/month
• timings for e-shots will vary
Send on Tuesday or Wednesday or Thursday
• B2B emails should arrive in office hours
• test the timings that work best (open rates can indicate this)
• 73% emails are sent on these days
• don’t send so that it arrives at 9am
When should I send the email?
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Managing your Managing your campaigncampaign
Delivery rate
• indicates up to date e-mail list
Open rate
• indicates good timing and compelling subject line
Click through rates per link
• indicates good/popular content
No. of unsubscribes
• indicates irrelevant or untargeted content
Review objectives
• increased revenue per customer
• increased/repeat visits to website
What measures the success of my campaign?
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Email Marketing SummaryEmail Marketing Summary
Achieving success with e-mail marketing
Plan your campaign
• what do you want to achieve?
• target your audience with a relevant value proposition
Create the e-mail
• provide excellent content
• good layout and structure
Manage the campaign
• decide on timing
• use appropriate measures
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7 Steps to E-mail marketing 7 Steps to E-mail marketing successsuccess
1. Download this presentation from NB2BC toolbox
2. Subscribe to a few e-Newsletters
3. Plan and create your own campaign
4. Targeted and relevant content are key!
5. Test send your campaign to the NB2BC
6. Review NB2BC recommendations
7. Execute the campaign