Powerful Email Marketing

everlytic.latam

everlytic_latam

www.everlytic.com.ar

Presenter:

Walter PenfoldManaging Director, Everlytic

Your Photo Here

BESTPRACTICEWORKSHOP

Email Marketing

Database• Your own

Content• Meaningful

Design• Effective

Delivery• Get it into the

inbox

Analytics• Measure

Everything

Case Studies • What others have

done

“How you build yours reflects directly on the values of your business”

Database

Acquiring Databases?

Permission

Assumption

Online

Website – Subscription forms

Single Opt In vs Double Opt in

Forward to a friend

Mobile

Social networks, etc

Offline

Business Cards

Point of Sale

Events

Telephone / Call Centre

Hard Copy Forms

Resources in organisation

Clients

Potential Clients

Helpdesk

Departments

Invitation

Opt in

Database Cleaning

Role Accounts

Wrong/ Bad address’s

Duplicates

• support@domain• accounts@domain• sales@domain

• @gmil.com• spambox@• abuse@

• Some ESPs will automatically remove

Dat

abas

e G

row

th

Invite Contacts

Competitions

Advertise Content

Refer a friend

Social Sharing

The Campaign

Kick-Start Challenge

Opt-in Programme

Social Media encouraged registrations

Email alert to existing subscribers

Weekly Email over 4 Week Time Period

The Results79.51 % Unique Open

Rate

71.06% Click Rate (Highest Click Rate)

Relevant email content resulted in email being read more than once

Key

Lear

ning

's Fully Opted in Database

Extended invite to current newsletter subscribers

Quality Data oppose to Quantity Data

Shape Case Study

Content

A friend referred it to me The information is relevant to me Well known and trusted brand

29.92%

74.28%

61.78%

Which of the following would make you more likely to subscribe to a newsletter / commercial mail

Relevant Subject

From Name | Recipients respond to a brand

Be concise / Keep it short

Have something to say / Relevant Content / Clear Purpose

Check your spelling

Check your tone

Demonstrate that you value your readers

Get the basics right

Test

1st - 15% off

2nd - Free Delivery

3rd - R50.00 off

Design

Design Considerations

HTML Design

Images in email

Call to Action Links

Landing Pages

Spam Related Issues

Width: About 500 to 600 pixelsHTMLPreview Pane

HTML

Flash: compatibility issues (movies)

JavaScript: compatibility issues along with security warning issues.

Forms: we suggest you rather host your forms online.

Background Images: Certain email clients do not render background images properly.

CSS: Will be stripped out in most web clients

HTML Format Simple Tables and Layouts work best

Images in emailKeep image files sizes small

Animated gifs and email

Include plain text

Use Absolute URLs to Link to Your Images

Use alt text

Avoid Using Background Images

Embedding Images

What about Videos?

Call to action links

Location

Presentation

Important Links

Tracking

Test

NB Links:Unsubscribe

View in web browser

Landing Pages

“35% of the landing pages analyzed didn't match the

emails' look”

Brand consistency

Transparency

Don't Be Redundant

Correct Landing Page

Spam Filters

Bright red fonts

Too many colours

Don’t yell with !!!!!!

DON’T JUST USE CAPS

FREE, LIMITED OFFER, ACT NOW

Balance Image and Text

Plain text alternative

Delivery

Main focus of Email marketing – Reaching the Inbox!!!!

SPF = Sender Policy FrameworkDKIM = DomainKey Identified Mail

The Email Ecosystem is Constantly Changing

ISP Regulations

Web Clients

No Tolerance

Reputation Management Requirement

Bounce rate increase

Spam Score increases

Delivery issuesRead Rate / Click rate decreases

Loss of data

Consequences of Blacklists

Analytics

Grow Database

Increase Read Rates and Click

Rates

Drive Traffic to Websites

Brand Awareness

SalesConversions

Retain Existing Clients

(Loyalty)

Measure / TrackHave I met my

objectives?

Average Email Marketing Metrics(emerging markets)

Overall

15% Open Rate

3% Click Rate

Magazine Publications

20% Open Rate

5.6 % Click Rate

News Publications

14% Open Rate

7% Click Rate

Ecommerce

13% Open Rate

2.6% Click Rate

Reporting

Single Contact

Message

List

Opens (reads) | Clicks | Social Opens | Unsubscribes | Bounces | Complaints

Metrics to track:

Campaign Reports

New Metrics: Engagement Rate

Opens and clicks per campaign are great, but an engagement rate tells you how individuals are interacting with your email campaigns across messages and over time

Email Communications

Every Tuesday and Friday reminder

Each Mail contains a unique coupon code

Free Delivery | R50 Off | 10% or 15% off

Coupons are used to track conversions

Tracking: Integration with Google Analytics Everlytic

Reporting

The Results

4% - 5% of total website traffic comes from email

marketing campaigns

10% - 11% of total Sales are generated from email

For every $1 spend Wantitall.co.za receives $3

in return on profits.

© 2012 Prefix Technologies | pMailer

Key

Lear

ning

's

Clearly define your email marketing objectives in order to implement right measuring tools

Measurement is crucial to establish whether you are meeting your objectives

Your measurement needs to follow through the whole sales funnel in order to establish your ROI.

First to know

Special offers /

discounts

Exclusive content

Tip: Make subscribers feel special

© 2012 Prefix Technologies | pMailer

Source: http://www.smartinsights.com/email-marketing/email-communications-strategy/email-social-roi/

Email highest ROI

Strategy

Active Growth of List

Segment bySubscriber Behaviour

Segment byDemographics

Automation

Test (A/B Split Testing)

The Campaign

A/B Split Testing

Subscriber Behaviour

2 Templates

Database Split

Strong Call-to-Action

Content was Identical

Moved Best Buys Section and change in colour palette

The Results

Newsletter A had:246% more leads

Newsletter A had:61% Click Rate

Key

Lear

ning

's

Valuable and Reliable Content

Promote content → result in Sales

A/B Split Testing

Subscriber Behavior

Insights on suitable

elements

Tips

Build your own

database

Create meaningful

content

Balance great

design with

practicality

Manage your

sender reputation

Measure and

optimise campaigns

Best Practice Email Marketing

Powerful Email Marketing

everlytic.latam

everlytic_latam

www.everlytic.com.ar

Presenter:

Walter PenfoldManaging Director, Everlytic

Your Photo Here

BESTPRACTICEWORKSHOP

Email Marketing