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The email marketing alphabet презентация
Содержание
- 1. The email marketing alphabet
- 2. Email has been around for a while
- 3. ... but even if it’s not new,
- 4. 65% of all US email is first
- 5. The email marketing alphabet Be sure to stay ahead of the curve
- 6. A nalyse your data You have a
- 7. B lasting times are over Spamming your
- 8. C onversations are crucial People don’t want
- 9. D eliverability is key Don’t take it
- 10. E xplore your email approach It works
- 11. F ind your vibe Best practices are
- 12. G et to the point The only
- 13. H ave some fun Email is a
- 14. I nject personality Email is very easy
- 15. J ump at moments Email marketing is
- 16. K iss Keep It Simple and Stupid.
- 17. L everage the lifecycle Identifying the right
- 18. M obile optimisation Your message should look
- 19. N ever forget to manage your list
- 20. O pen rates Yes I know that
- 21. P rogressive profiling Learn more from your
- 22. Q ualtity vs quantity The size of
- 23. R elevance Try to personalize as much
- 24. S egment and target Getting down to
- 25. T est, test, test, ... Email marketing
- 26. U se what you know Metrics are
- 27. V erify hypothesis Everyone thinks to know
- 28. W ork through it Not every challenge
- 29. X When designing your email be sure
- 30. Y our responsability Are you sure you
- 31. Z ero excuses If your email marketing
- 32. Want some help with your email marketing?
Email has been around for a while (1971) We all use it For business and pleasure Marketing people love it To create value and conversations
Слайд 2Email has been around for a while (1971)
We all use it
For
business and pleasure
Marketing people love it
To create value and conversations
Marketing people love it
To create value and conversations
Слайд 3... but even if it’s not new, it’s still evolving
Last year
Gmail rolled out the new tab format,
the image grid view is in béta. A snooze button
and email pinning may be the next big thing.
Слайд 465% of all US email is first opened on mobile
What separates
top performers from the underdogs is:
The ability to learn from big data
Act fast on marketing insights
Respond at the right moment
On the right device
With responsive design
The ability to learn from big data
Act fast on marketing insights
Respond at the right moment
On the right device
With responsive design
Слайд 6A nalyse your data
You have a lot of information at your
fingertips.
Opened and click-through rates
Time of opening
Devices
Big data mining
Use it !!!
Opened and click-through rates
Time of opening
Devices
Big data mining
Use it !!!
Слайд 7B lasting times are over
Spamming your list or rented lists is
not a good plan.
Focus on reliable 1-2-1 relationships.
Bring relevant information to people when they expect it.
Think about segmentation and personalization.
Слайд 8C onversations are crucial
People don’t want your sales pitch.
Built a dialogue.
Allow
people to interact.
And this begins with banning the
“noreply” mentality.
Слайд 9D eliverability is key
Don’t take it for granted that your email
always get to destination.
Focus on:
Technical infrastructure
Complaints feedback
Bounce management
Technical infrastructure
Complaints feedback
Bounce management
Слайд 10E xplore your email approach
It works so why change it ??
That’s why:
Your audience loves some change
Technology and standards evolve
Your competitors won’t wait ...
Dare to be different !!!
Your audience loves some change
Technology and standards evolve
Your competitors won’t wait ...
Dare to be different !!!
Слайд 11F ind your vibe
Best practices are great, but know that this
is not a holy grail.
Every market has it’s particularities
Your audience have their habits
Your company has an identity
Every market has it’s particularities
Your audience have their habits
Your company has an identity
Слайд 12G et to the point
The only purpose of an email is
to generate the click.
Be brief and very clear in your email about the CTA
Don’t be afraid to use a direct action button
Rephrase and elaborate on your landing page
Never lose the focus on conversion
Be brief and very clear in your email about the CTA
Don’t be afraid to use a direct action button
Rephrase and elaborate on your landing page
Never lose the focus on conversion
Слайд 13H ave some fun
Email is a very creative medium.
Don’t be afraid
to use it and think out of the box.
Get personal if your brand allows it
Play with top topical emails when possible
Surprise your audience with birthday email ...
Get personal if your brand allows it
Play with top topical emails when possible
Surprise your audience with birthday email ...
Слайд 14I nject personality
Email is very easy to personalize.
Use it wisely!!
Subject line
personalization
First name personalization
Content that fits the needs of your audience
Forget the one size fits all mentality
First name personalization
Content that fits the needs of your audience
Forget the one size fits all mentality
Слайд 15J ump at moments
Email marketing is a very fast way to
communicate.
Use this opportunity to seize the moment.
Last minute commutation
Press releases
Top topicals
Last minute commutation
Press releases
Top topicals
Слайд 16K iss
Keep It Simple and Stupid.
Don’t make your communication to difficult.
Make
it :
Short
To the point
With a clear CTA
Short
To the point
With a clear CTA
Слайд 17L everage the lifecycle
Identifying the right message at the right moment
to the right
person should always be the goal in your communication.
Don’t forget:
The device
Local time of the receiver
Individual habits of your audience
The specific landing page
The device
Local time of the receiver
Individual habits of your audience
The specific landing page
Слайд 18M obile optimisation
Your message should look great on all different kind
of devices.
Responsive or not?
Also don’t forget your landing pages! There is nothing so frustrating to get an optimized email and land on a regular non-optimized page.
Also don’t forget your landing pages! There is nothing so frustrating to get an optimized email and land on a regular non-optimized page.
Слайд 19N ever forget to manage your list
The quality of your list
is crucial in many aspects.
So be sure to:
Handle unsubscribes
Remove bounces
Always use opt-in
Handle unsubscribes
Remove bounces
Always use opt-in
Слайд 20O pen rates
Yes I know that it’s not an exact metric
since it only gives you an
indication of opened if images are rendered, but don’t neglect this
metric.
It will give you a precious insight of your audience involvement and can also be a very good indicator of spam problems.
It will give you a precious insight of your audience involvement and can also be a very good indicator of spam problems.
Слайд 21P rogressive profiling
Learn more from your audience through a variety of
actions.
Built a profile through explicit data by asking progressive questions.
Enhance the profile via implicit data such as open and click-through
rates.
Built a profile through explicit data by asking progressive questions.
Enhance the profile via implicit data such as open and click-through
rates.
Слайд 22Q ualtity vs quantity
The size of your list is not important,
the quality is.
It’s not because lots of people are getting your email that they are
all interested. Focus on the audience that really care and stop
annoying those who don’t.
Слайд 23R elevance
Try to personalize as much as possible to bring your
audience
the content they are really interested in.
Never focus on the “we”, but on the “what can we do for you”.
Never focus on the “we”, but on the “what can we do for you”.
Слайд 24S egment and target
Getting down to the level of pure 1-2-1
communication is almost
impossible. To get as personal as possible try to segment your
target audience in like-minded segments to bring your message.
Слайд 25T est, test, test, ...
Email marketing is the perfect medium to
test, so do it.
You can use A/B testing in different ways:
Subject lines
Time of sending
Personalization
Number of links
...
Subject lines
Time of sending
Personalization
Number of links
...
Слайд 26U se what you know
Metrics are not only there to create
nice looking reports.
Use what you have learned from your metrics over time and keep optimizing your email marketing programs.
Use what you have learned from your metrics over time and keep optimizing your email marketing programs.
Слайд 27V erify hypothesis
Everyone thinks to know what really works for your
email program.
Prove it!!
Benchmarks are useful, but that doesn’t mean that it will be the same in your market approach.
Don’t take benchmarks for granted.
Prove it!!
Benchmarks are useful, but that doesn’t mean that it will be the same in your market approach.
Don’t take benchmarks for granted.
Слайд 28W ork through it
Not every challenge will have an immediate answer
or short term
solution. Especially when it comes down to spam related issues and
IP warm-up. These things take time.
Never give up and work towards a solution!!
Never give up and work towards a solution!!
Слайд 29X
When designing your email be sure to test it against multiple
email
clients.
Don’t forget the first impact your campaign has without the images turned on. Design using as much html as possible.
Don’t forget the first impact your campaign has without the images turned on. Design using as much html as possible.
Слайд 30Y our responsability
Are you sure you are using the right contact
database?
Are all links properly tested?
Did you checked the rendering of your email?
Are there no spelling mistakes in your copy?
...
Are all links properly tested?
Did you checked the rendering of your email?
Are there no spelling mistakes in your copy?
...
Слайд 31Z ero excuses
If your email marketing program is not working the
way it should
be, there is no one else to blame but yourself.
Keep working on it until it’s right!
Keep working on it until it’s right!
Слайд 32Want some help with your email marketing?
Strategic advise
Template design
Email handling
Campaign management
...
Intracto
Digital Agency
Industrielaan 45 2250 Olen Belgium
info@intracto.com
+32 14 28 29 20
Industrielaan 45 2250 Olen Belgium
info@intracto.com
+32 14 28 29 20
