Introduction to email marketing

1. April 2013 Introduction to email marketing Understand the basics of email marketing

2. Aim of email 1 email = 1 goal!!! • Informative email • Generate brand awareness • Generate leads • Generate sales • Tracking, tracking, tracking

3. Tracking your results with Google URL builder http://www.google.com/support/analytics/bin/answer.py?answer=55578 Production should insert a tracking code so that every email is tracked and clients can measure success of campaigns

4. Best Practices Sender name must be easily identified Optimize your subject line • A good subject line = lots of opens • http://kb.mailchimp.com/article/best-practices-in-writing-email-subject-lines • Avoid “spam” words (e.g. Free, Win, Special offer) and capital letters • Make it short and to the point • Maximum of 45 characters

5. Best Practices Do not use only pictures as they are likely to be blocked by most mailers as they cannot scan what the email contains

6. Best Practices It is recommended to use text and pictures

7. Best Practices Have a clear call to action

8. Best Practices Use bullets pointsUsers scan emails in less than 3 seconds before deciding if they read the content or not, so be short, concise and highlight the important keywords Emails don’t generate conversions, they first need to generate clicks before generating conversion

9. Best Practices Good examples (of FRIENDly emails): http://www.smashingmagazine.com/2010/02/15/email-newsletters-guidelines-and-examples/

10. Best Practices The future? Responsive design http://blog.lyris.com/us/email-inspiration-six-great-responsive-email-designs/

11. Target your audience

12. Segment your target list Why? Whenever possible it is recommended to segment your list, the more targeted you are the better your response rate Don’t worry about the total number of recipients, worry about the possible number of conversions You can segment: • By demographics (geographical area, job title, company name, etc.) • By behaviour (opened a previous email but did not take action, etc.)

13. Segmenting with Neolane You can segment (include or exclude) by: • Job title, department, industry, company name • Country, postcode • Users that have clicked, opened, not clicked or not opened previous emails • Mix several subscriptions and de-duplicate users

14. Be extra careful with sending frequency Why? Every industry reacts differently to emails, but they all have one thing in common: they already receive too many emails. Commercial pressure should be taken into account when booking a slot for a client When? Time of the day and day of the week have an importance on the responsiveness. NEVER SEND TWO EMAILS THE SAME DAY.

15. Analyse and measure your results

16. Delivered emails, opens, clicks, conversions Classic metrics (bad ones): • Unique open rate = unique opens / emails delivered • Unique click rate = unique clicks / emails delivered New metrics (good ones): • Delivery rate = emails delivered / emails sent • Click to open rate = unique clicks / unique opens • Conversion rate = total number of conversions / emails delivered

17. Delivered emails, opens, clicks, conversions Email sent to 20,500 users Delivered to 20,000 users Delivery rate = 97.5% Open rate = 15% Click rate = 5% C2OR = 33% Conversion rate = 0.1% 3,000 unique opens 1,000 unique clicks 20 conversions