Presentation Transcript

1. Email marketing

   MARK 430
2. eMail usage by organizations Inbound – part of CRM Firms need clear policies for provision of email addresses to customers Clear processes for ensuring that inbound email is dealt with fully and promptly eMail is a key part of customer service Outbound – part of IMC Many advantages as a direct marketing medium Increasingly problematic for marketers to manage Source: eMarketingeXcellence. 2012. Smith &Chaffey
3. Direct marketing using eMail - Advantages Push medium – it appears in customer’s email inbox Good for retaining customers and maintaining relationships Direct response - deep link to website landing page (url need not be memorized or copied) Easy to quantify effectiveness Cheaper to send than print Lower creative costs than print Fast execution time Fast response time Source: eMarketingeXcellence. 2012. Smith &Chaffey
4. Disadvantages of eMail Bad reputation – SPAM (90%+) Deliverability – eMail filters (both personal and mailbox provider) Very poor for acquiring new customers (requires opt-in for success) Must compete with lots of clutter in in-box Bad list data - multiple eMail addresses and churn Source: eMarketingeXcellence. 2012. Smith &Chaffey
5. eMail metrics – methods of measuring effectiveness Delivery rate / bounce rate Open rate – for html messages only How do we know whether the email has been opened? Problems? Preview pane Image blocking Click rate Source: eMarketingeXcellence. 2012. Smith &Chaffey
6. SPAM Traditional definition of SPAM Unsolicited commercial email sent in bulk(UCE) New Canadian Anti-Spam legislation (CASL) broadens the definition to: Spamming: “the sending of unsolicited commercial electronic messages (“CEMs”) whether in the form of e-mail, text messages, social media or other means of telecommunication”
7. How much SPAM is there? Marketers have abused and misused email The Spamhaus Project estimates that 90% of incoming email traffic is spam in North America, Europe or Australasia. By June 2008 96.5% of e-mail received by businesses was spam (at VIU it is around 98%).
8. Why does SPAM continue? Cost to sender is minimal Very low response rate required to make SPAM profitable. Spammers are turning a profit despite only getting one response for every 12.5m e-mails they send. Nature of the worldwide global network enables SPAM Spamhaus project (spamhaus.org) Legal penalties difficult to enforce US law – the “Can Spam” Act – came into force on Jan 1, 2004 Requirements for commercial emailers Canada is in the process of introducing comprehensive anti-spam legislation – How to Comply with CASL
9. Canadian Anti-Spam regulations (not yet in force) Guidelines on the interpretation of the Electronic Commerce Protection Regulations (CRTC) Guidelines on the use of toggling as a means of obtaining express consent under Canada’s anti-spam legislation Even without the legislation there are prosecutions Recent large fine for Facebook Spam
10. How ethical marketers manage in the SPAM era Permission marketing (opt-in versus opt-out direct marketing) – applies particularly to email marketing Ask people what they are interested in Ask permission to send them information Then do it in an entertaining, educational, or interesting manner Source: eMarketingeXcellence. 2012. Smith &Chaffey
11. eMail marketing challenges Even with permission marketing and opt-in, there are considerable challenges in: Getting email addresses (NEVER buy a list from a third-party firm) Getting your email to the recipient (spam filters etc) Getting them to open it when they get it Source: eMarketingeXcellence. 2012. Smith &Chaffey
12. Some tactics to help get your email delivered and opened Use “affirmative consent” - double opt-in subscription process No pre-checked boxes Visible and useful “update email preferences” link Make sure the email is expected A recognized, consistent sender name “Branded” subject lines and subject line content Consistency between subject line and content Based on DMA “eMail Delivery Best Practices”
13. Some tactics to help get your email delivered and opened (cont’d) Be aware of how content (spam) filtering works Message proofing and pre-testing Think about images instead of text (downside!) Manage user expectations Select appropriate send time Include physical address, link to privacy policy DMA Chart showing what to look for in a commercial eMail (use this for your project to make sure that your sample emails comply) Authenticate your email (Sender ID Framework) Authentication identifies authorized outbound email servers by listing their IP addresses Receiving email systems verify if messages originate from authenticated email servers Based on DMA “eMail Delivery Best Practices”
14. eMail marketing success factors: CRITICAL Creative – design, colours, images etc Relevance – does it meet my needs? Incentive (or offer) – Benefit? What’s in it for me? Targeting and timing – is it tailored just for me and my interests. Does it arrive at a useful time? Related to any other event? Integration (with other campaigns) – does it fit? Consistent brand and message? Copy – structure style and explanation of the offer, including location of hyperlinks Attributes (of the email) – subject line, text or html? Landing page (or microsite) – appropriate, engaging? Source: eMarketingeXcellence. 2012. Smith &Chaffey
15. Software for managing eMail – a couple of examples Mailchimp – offers software to help create, track, and analyze email for businesses and organizations Salesforce.com – part of their CRM software suite