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Email Campaign Tactics and Strategy

Introductions

Sample Email Ads

The Email Deployment System

Your eList

Deliverability

Deployment Times

Calls-to-Action, Links & Landing Pages

Schedules, Costs, Pricing and Your USP

Campaign Ideas

Q & A

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7-BEST DEALS!We found the Best of the BEST money-saving Deals from LOCAL businesses!

Local Reach

Your Endorsement

Click thru Traffic

Top-of-Mind Awareness

Leads and Sales

67% of US internet users say the motivation

behind giving their email address to a

company is to receive discounts and

promotions.

-ExactTarget "Email X-Factor Study" (2010)

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Local Reach

Timeliness

Website Traffic

Top-of-Mind Awareness

Leads and Sales

89% of retailers cited email as the most

mentioned successful tactic overall.

- Merkle "View From The Inbox" (2009)

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Click-thru Traffic

Phone Calls

Top-Of-Mind Awareness

Day Part Targeting

New Customers

50% said they're more likely to buy

products from companies who send them

email, whether their purchases are online

or at a place of business.

- Epsilon "Branding Survey" (Feb 2009)

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Retention

Reactivation

Acquisition

Online Orders

Day Part Targeting

Email is delivering sales at an average cost

per order of less than $7, compared to

$71.89 for banner ads, $26.75 for paid

search and $17.47 for affiliate programs. -

Shop.org, State of Retailing Online 2007 report

(Sept. 2007)

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ISP

DECISION

BLOCK, ACCEPT OR

TAG AS JUNK OR

SUSPECTED SPAM BASED

ON THE REPUTATION

OF THE IP ADDRESS

INTERNET SERVICE

PROVIDER: SERVER THAT PROCESSES

EMAIL MESSAGES TO

AND FROM DOMANS (@AOL,

@YAHOO,ETC.)

IP234

IP901

IP248

IP123

SENDER

OPEN, RESPOND,

IGNORE,DELETE,

UNSUBSCRIBE* OR COMPLAIN

*UNSUBSCRIBE IS RETURNED TO SENDER’S SYSTEM AND SORTED TO A “DO NOT MAIL” FILE

The Email Deployment System

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List Building Tactics … It’s important to warm customers into a

program. Welcome emails attempt to educate the customer or

reinforce the value …. Not only does it create goodwill between the

customer and the brand, but it also creates a one-to-one dialog …. “

 

"A key part of a well thought out acquisition is a well thought out

welcome program,” Michetti said. “You have a tremendous story to

tell about the value of being part of a list.”

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Email_MAM First Last Address City State Zip2

00sam@fuse.net Paul Provchy 5867 Keystone Ct Liberty Twp OH 45011

010306@sssnet.com Danny Weekley 2675 Columbus Rd Wooster OH 44691

01sunday@alltel.net Samuel Hinkle 1293 Bluejack Ln Heath OH 43056

061connie@roadrunner.com Kenneth Schwan 4807 Williston Rd Northwood OH 43619

08roxy05@gmail.com Douglas Fitchett 560 Colony Park Dr Pickerington OH 43147

08stacy@vbstudents.net Jim Stacy 15333 Township Road 212 Findlay OH 45840

09butterfly@live.com Thomas Luckett 42 Curtis Ave Newark OH 43055

0myraalbertmarymack@yahoo.com Myra Mcleod 707 Market St Apt 603 Steubenville OH 43952

0piechan@att.net Marvin Taylor 417 La Jolla Dr Toledo OH 43615

0scbec@aol.com Royal Chambers 3480 1St Ave Grove City OH 43123

100status@mocospace.com James Kennedy 164 Benita Ave Youngstown OH 44505

100willi@core.com Willy Kulick 100 Bryan Dr Zanesville OH 43701

1025famiy@yahoo.com Dennis Cline 1025 Village Dr Marysville OH 43040

103buffyhashman@yahoo.com Buffy Hashman 126 E Woodrow Ave Columbus OH 43207

103simmons-doris@sbcglobal.net Donald Simmons 3064 Fairgarth Cir Columbus OH 43207

1076crystal@sbcglobal.net Sandra Eakin 1733 Roosevelt Ave Ne Canton OH 44705

10goldengirl@email.com Tommy Hatton 3443 S Dixie Hwy Lima OH 45804

10martin20@gmail.com Daryl Martin 8235 Caymen Ct Canfield OH 44406

111@cybrtown.com Pat Villasana 521 Gay St Bucyrus OH 44820

11hemld@wapak.org Timothy Hemleben 15421 Bachman Rd Wapakoneta OH 45895

11shawnmiller@gmail.com Shawn Miller 135 Ross St Delaware OH 43015

11sommk@wapak.org Tad Sommers 410 S Rauthland Ave Wapakoneta OH 45895

1209northside@comcast.net Billie Shaw 1209 Northside Ave East Liverpool OH 43920

1210831918o@gmail.com Bernard Montella 2523 Albrecht Ave Akron OH 44312

12345@yahoo.com Rhonda Jacks 22 Ashton Dr Ashville OH 43103

123shae@gmail.com Keithette Graft 6423 Whims Rd Canal Winchester OH 43110

1269dmb@sbcglobal.net Scott Tucker 1676 W 2Nd St Xenia OH 45385

YOUR eLIST

Double opt-in, according to the EEC, is “a process that requires new list

joiners to take an action (such as clicking on an emailed link to a personal

confirmation page) in order to confirm that they do want to be on the list.”e-marketing

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YOUR eLIST

Target by zip code, County or the entire MSA

- Businesses- Consumers- Income- Age- Kids- Homeowner

75% of respondents say lack of relevance is the biggest

reasons subscribers choose to opt out, followed closely by

sending too frequently (73%). - Merkle Interactive Services

(2009)

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YOUR eLIST

Dear Sandra,

We are about to launch a series of promotional messages with special offers and money-saving deals from local businesses. All of these businesses are located near zip code 44705 in Canton which is why we think that you might be especially interested in receiving our messages.

We look forward to sending you these special offers from local business owners who we have known for many, many years. If you would like to register to make sure that you receive our offers please click here and complete our registration form.

Thank you.

John Smith, CEOCity Publications of Greater AnytownJohn@citypublicatIons.com

Forward a Message to Someone with this link

To unsubscribe, please use this link

Of Greater Anytown

1076crystal@sbcglobal.net Sandra Eakin 1733 Roosevelt Ave Ne Canton OH 44705

The First Message …

79% of the respondents said

they hit the "report spam"

button when they don't know

who the sender is.

- Email Sender and Provider

Coalition (2007)

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YOUR eLIST

Dear Sandra,

I hope you were able to take advantage of the special offers we sent to you last month. Next … watch for “The 10 Best Restaurants in Anytown”. This is an exciting new feature coming your way! Read our restaurant reviews and see complete menus … plus get two-for-one lunch and dinner deals – enjoy the best food in Columbus at half the price!

Bon Appetite!

John Smith, CEOCity Publications of Greater AnytownJohn@citypublicatIons.com

PS If you would like to make sure that you receive our offers please click here and complete our registration form.

Forward a Message to Someone with this link

To unsubscribe, please use this link

Of Greater Anytown

The average open rate was

27% when using a company

name or product in the from

line while emails that had a

person's name (such as the

company CEO) had an

average of 30% open rate. - Silverpop (Dec 2006)

1076crystal@sbcglobal.net Sandra Eakin 1733 Roosevelt Ave Ne Canton OH 44705

Sender Transparancy…

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YOUR eLIST

Dear Sandra,

You have been receiving a number of our special offers from Columbus area businesses and we hope you are finding them valuable.

We look forward to sending you more offers, but – we want to make certain that we’re not bothering you. So, please let us know. But, if you would like to make sure that you receive our offers simply click here and complete our registration form.

Thank you.

John Smith, CEOCity Publications of Greater AnytownJohn@citypublicatIons.com

Forward a Message to Someone with this link

To unsubscribe, please use this link

Of Greater Anytown

1076crystal@sbcglobal.net Sandra Eakin 1733 Roosevelt Ave Ne Canton OH 44705

BuildingYour eList…

51.2% cited previously

opening an email from the

sender and finding it valuable

as the top reason for opening

a message, making the

marketer's previous behavior

the No.2 consideration. - Return

Path (2007)e-marketing

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CLICKERS OPENED IGNORED

YOUR PROSPECT

LIST

REGISTEREDONLINE

UNSUBSCRIBED

ORCOMPLAINED

x

HARDBOUNCES

x

Building Your Email List

YOURFOLLOWERS

YOUR eLIST

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DELIVERABILITY

Paint The Target With A Broad Brush

Between the U.S. and Canada, more than 20% of commercial,

permission-based email doesn't reach the inboxes of intended

subscribers. - Return Path (2009)

DIRECT MAIL eMAIL

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38.4% of email marketers think that AOL has the lowest deliverability.

- Dot Email (2007)

7.1% of email marketers think that Google's Gmail had the lowest.

- Dot Email (2007)

17% of email marketers thought Earthlink had bad delivery and 16 percent

thought it was Yahoo according to the poll. - Dot Email (2007)

Permission-based emails are reaching consumer inboxes about 75% of the time. -

Lyris, Q2 Email Advisory Report Card (2007)

DELIVERABILITY

BOUNCES

OPENS

CLICKS

OPT-OUTS

COMPLAINTS

The email message “bounces” back … cannot be delivered

Recipient opens or views the message in a preview pane

Recipient clicks on a call-to-action link in the email

Recipient unsubscribes to a particular Sender

Recipient feels that they are being spammed and report you as a spammer

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40.2% of marketers report deliverability rates between 90.1% to 100%

19.1% of marketers report deliverability rates between 80.1% to 90%

14.8% of marketers report deliverability rates between 70.1% to 80%

9.6% of marketers report deliverability rates between 55.1% to 70%

16.3% of marketers report deliverability rates between 55% and below

DELIVERABILITY

BOUNCES

OPENS

CLICKS

OPT-OUTS

COMPLAINTS

10%

3% to 15%

1%

3%

0

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DELIVERABILITY

Subject: 30 minutes of massage FREE

Messages are validated after HTML conversion …

http://validator.w3.org/#validate_by_uri

HTML code and content affect deliverability …

- % of images to text- Words like FREE!- All caps- Some colors- Applies to subject lines

Commercial email servers achieved average

delivery rates of 88%, with 9% rejected and

0.71% filtered. - Return Path (2008)

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DELIVERABILITY

Subject: 30 minutes of massage FREE

Subject: ABC Salon’s October Offer

Subject: You Deserve A Massage Today

Subject: City Publications Picks Of The Week

Subject: The Best Restaurants in Cincinnati

Subject: 12 Home Improvement Doorbusters

Subject: 8 Ways To Save On Remodeling

Subject: Save Up To 50% On Home Decor

Subject Lines affect

Deliverability

And Readership …

Personalization in subject lines

dramatically reduces both open rates

and click through rates -- with open

rates of 6.7% (compared to 11.2%

overall) and click through rate of 1.2%

(compared to 1.6%). -MailerMailer

"Email Marketing Metrics Report" (July

2010)e-marketing

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DELIVERABILITY

Subject: 30 minutes of massage FREE

Subject: ABC Salon’s October Offer

Subject: You Deserve A Massage Today

Subject: City Publications Picks Of The Week

Subject: The Best Restaurants in Cincinnati

Subject: 12 Home Improvement Doorbusters

Subject: 8 Ways To Save On Remodeling

Subject: Save Up To 50% On Home Decor

7 out of 10 marketers report regularly testing

subject lines.- MarketingSherpa, Email Marketing Benchmark Guide

(2006)

- identify the sender

- state the savings and offer

- entice but don’t titillate

- create urgency

- offer benefits

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DEPLOYMENT TIMES

People are receptive to

marketing emails during

the first hour of their work

day. Pure360 reports

16.5% of emails in the

study were opened

between 9 a.m. and 10

a.m.

- Pure360 (2009)

Tuesday was retailers' favorite day to email, followed by Thursday, Monday,

Friday, Wednesday, Sunday and Saturday. While 33% of retailers email on

Tuesdays, only 8% sent emails on Saturdays.

- Email Experience Council/RetailEmail.Blogspot, "Choosing The Best Day Of The Week To Email" (July 5,

2007)

TUE Aug

3

WED Aug

4

THU Aug

5

FRI Aug

6

SAT Aug

7

SUN Aug

8

MON Aug

9

TUE Aug 10

WED Aug 11

THU Aug 12

FRI Aug 13

0

10

20

30

40

50

60

70

1

63

31

8

0

7 8

2622

36

28

Total Responses

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CALLS-TO-ACTION AND LANDING PAGES

Emails with 20 or more links got about

twice as many clicks as those with

fewer links. - MailerMailer (2008)

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Your USP …

The Unique SellingPropositionTo Your Clients

Typical cost of an email campaign … Mass Emailing the same message to an identified audience (ie. your list) costs: $.06 per email for the first 5,000 recipients, and $.03 per email beyond that number ($60 and $30 per m).

“The fee includes customer consultation, obtaining approval from data custodian, contracting with other DoIT areas if programming is required, scheduling, network/server monitoring, customer follow-up, and routine cleanup.”

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Vendor rates for sending 100,000 messages range from $3000 to $6000+

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CAMPAIGN IDEAS

The 7 BEST PlacesTo Eat in Baltimore …

Ten Ways To Increase Your Home’s Value

HOW TO SAVE BIGIN BALTIMORE …

SHOP SMALL! Support Chicago’s Small Businesses

STOP! DON’T DINE OUT! READ OUR REVIEWS

BEFORE YOU CHOOSE

Earn Trust, Engage ReadersWith A Series Of Themed Ads …

- Emphasize “local”

- Include Reviews & Comments

- Inform and Be Helpful

- Entertain

When asked why recipients stopped

subscribing to opt-in emails, more than

one-half said the content was no

longer relevant, and 40% said they

were getting too many offers.

- Jupiter Research (2007)

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eQuestions

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