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Refreshing your E-mail Marketing Campaigns:Getting Back to BasicsThursday, October 1, 2009Sponsored by:

WelcomeBob FelsenthalPublisherBtoB magazine, BtoBonline.com

Our Sponsorwww.campaigner.com

Ellis BookerEditor, BtoB andBtoBonline.com

HousekeepingSubmit Questions

HousekeepingDownload Slides

Refreshing your E-mail Marketing CampaignsCHALLENGE: Inevitably, most e-mail programs becomeless effective over time. E-mail marketers constantlystruggle with diminishing response rates, declining salesand lack of engagement.

Live Polling QuestionHow often do you review the performance of your e-mailmarketing campaigns?a.Dailyb.Weeklyc.Monthlyd.Annuallye.I do not actively track my e-mail marketing campaigns.

Wendy LoweDirector, Campaigner Product MarketingProtus

AgendaEvaluating youremail marketingcampaignsTracking MetricsTestinga/b split testsWhat to testGetting Back to BasicsSetting ObjectivesThe Email Marketing PlanFrom and Subject LineDesignCopyPersonalizationSegmentation

Refreshing your emailmarketing campaigns Track campaign metrics Focus on the basic best practices Test! Test! Test!

Email Evaluation

Take Stock Have results hit a plateau? Have response rates waned? Have sales declined? Have unsubscribe rates increased? Is there a lack of engagement?

Look Familiar?Email Campaign ReportDateNumber Number Number Number Total Unique Unsubscribes Unsubscribe Bounce Open Click ThruSent Delivered Bounced Opened Click ClickRate(%) Rate (%) Rate (%) Rate (%)Thrus 981365421.01%0.50%18.18%2.02%

Nearly 20% of emailmarketers do not knowhow their email marketingcampaigns perform.Source: eROI survey of over 500 email marketers

TrackingCampaignMetrics

Importance of Tracking See where you can improve What’s working?What’s not? Learn about your audiences’preferences Personalization Maintain a healthy contact list CAN-SPAM compliance

Why aren’t we paying moreattention? Lack of time Compiling and analyzing dataImplementing changes Analysis Paralysis! Lack of resources No dedicated team to manage email marketing Automated campaigns can be “out of sight,out of mind” Don’t know the benefits Don’t have the tools

What should I measure?Reputation, MessageEnvelope, Timeliness,Infrastructure Open rateHard bouncesSoft bouncesDate and timesentCreative Content Click-through rateTargeting andPositioning Unsubscribe rate Links clicked Positive vs.Negative clicks Subject Line From Line Response by listsegmentCampaignEffectiveness Conversion Rate Track CampaignSource Sales RevenueSource: eROI

Metrics ReportSource: MarketingSherpa

AgendaEvaluating youremail marketingcampaignsTracking MetricsTestinga/b split testsWhat to testGetting Back to BasicsSetting ObjectivesThe Email Marketing PlanFrom and Subject LineDesignCopyPersonalizationSegmentation

Get Back to Basics

SettingObjectives

What are you trying toaccomplish? Increase sales? From NameBest day to send Promote your business? Launch a new product? Convert websiteleads? Creative/Layout Subjectline Improve customerloyalty? Copy Attract new customers? All of the above? Landing pages Calls to action Creative/Layout Subject line Best time to send From Name Calls to Action Subject line Copy From Name

What type of communication? Newsletter Promotion Press Release Welcome Email Creative/Layout Letterhead Subject line Copy Invitation Landing pages Calls to action Creative/Layout Subject line Best time to send From Name Calls to Action Subject line Copy From Name

Planning From Name Best day to send Subject line Best time to send Creative/Layout Subject line Copy From Name Calls to Action Landing pages Calls to action Creative/Layout

Key elements of an emailcampaign From line Subject line Content and Design Contact List

1. Read Now2. Read Later

From Line – 3 Principles1. Include your brand name or name ofrecognized person in the company2. Keep a consistent “from” name3. Consider entire “email envelope” whencrafting from nameSource: Marketing Sherpa

From Line- Familiar- TrustedSource: Marketing Sherpa

From Line – Test IdeasMelanie @CampaignerIBMProtusCustomerServiceElaine Stewart,Office SupplyDepotDPTRWorkshopReminderBlackBerry

Subject Lines40,400,000

There is noguaranteedformula!

Subject Line Tips Write your subject line first You have 50 characters to work with For mobile devices and PDAs: 19 Be consistent with your brand’s tone Consider from name and subject line together Describe what’s in the email No misleading or deceptive subject lines Address recipients’ pain points - WIIFM

Subject Line Tips List key info first: most important words are thefirst two Convey a sense of urgency. Use deadlines. Use action words Avoid spam filter trap words Test! Test! Test! Scrutinize the results Repeat what worksMeasure the effect on all results

Subject Line Test IdeasAsk prospect to takeaction“Get your freedownload”Test Long vs. Short vs.Super short subjectlines(short 35-45characters or less)Make an offer“Save 100 on taxservices from Boyd’sFinancial”Include news or timesensitive information“Recent Update:Changes in technologyfunding”Use a “hot” word inyour subject line“Renew your Businessmagazine subscriptionfor 30% offPersonalization“Jason, readCampaigner’s JuneNewsletter”Source: Marketing Sherpa

Design

The Preview Pane – Horizontal viewSource: Marketing Sherpa

The Preview Pane – Vertical ViewSource: Marketing Sherpa

The “Golden Triangle”Source: Marketing Sherpa

Design Tipsfor Preview Panels Most important message needs to be near the top(within first inch or two) Avoid large image headers, logos, images Instead, display table of contents or your offer with smalllogo underneath Call-to-action Test location – above the fold Test different design treatmentsSource: Marketing Sherpa

Design Tipsfor Preview Panels Don’t think of your email as paper letterhead Don’t match your email design to your websitedesign Use easy-to-scan, bulleted copy Remove far-right columns (people don’t see them)Source: Marketing Sherpa

Blocked Images - Before

Blocked Images - After

Images on/off by defaultSource: MarketingSherpa, Consumer Media Survey, September 2008 N 1,438

ALT-Text Tags

Email Copy

What are you trying toaccomplish?Fromcustomer’sName Put yourself in yourshoes Subject line Bestday to send Best time to send Aim is to triggeran action Coupons, special offers or promotions? Valuable informationand practical tips? Creative/Layout From Name Subjectline Best newsletters include a mix of sales with expert opinions Calls to Actionand advice. Copy Landing pages Calls to action Creative/Layout Subject line Copy From Name

Voice/Tone Make sure itreflects yourbrand Introduceyourself and setexpectations Say thank youSource: MarketingSherpa

Calls to Action Clear Above the fold One per email Examples Visit the store or officeCall a sales repRead moreBuy onlineGet a quick quoteWatch this online seminarEvent invitationDownload this free widgetSource: MarketingSherpa

Offer Ideas Limited time discount Downloads Free shipping Buy one, get one (free, % off) Free gift Free services Invitation “First to See” New product launch

Length No best practice More frequent, less copy “Provide enough copy tomake it relevant to therecipient and to get the actionyou want.”Source: MarketingSherpa

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Use simple language Use bullet points – make it easy to scan White space!Source: MarketingSherpa

Personalize Think like a customer WIIFM – speak to customer’s needs andinterests Reviews and Testimonials Encourage Feedback Ask about what they want to hear Images Use personalizationSource: MarketingSherpa

Inserting a person's name into an emailincreases open rates by as much as 10%.Dear Michael,Source: Jupiter Research (2006)

Segmentation

Relevancy – 3 steps1. Capture as much information as you can2. Test to achieve the best creative and offer Watch out for burn out, intrigue and entertain, shake things up3. Get the right frequency No right answer. Ask your customersSource: Marketing Sherpa

Geography

PreferencesYou prefer to buy in Marchbecause it coincides with yourgovernment buying cycle.Buy 1 license, get 1 free.Buy:Get:Free

Past purchasesYou bought thesesupplies in storein September is it time for apaper, toner orink refill?

Action come to our nextwebinar on social media.You attended our lastwebinar on emailmarketing

LoyaltyYou’ve been aloyal customer ofour trainingservices for 5years, here is a25% discount onour latest course