Marketing Clinic:Email Marketing Strategies

Soleilles Cowork, ParisNovember 19, 2012

Agenda

• Getting started• Some practical pointers and examples• Are you a spammer?• Customer Acquisition• More examples• Participant example

What are your objectives?

Who are your customers?

Test, test, testDesignSubject

Offer

Measuring performance

• Open rate: average 20 – 30%• Determine optimal send

for your list• Track which links work best• Check unsubscribe rate with each mailing • Check traffic to your web site, revenues,

downloads etc.• Dashboard with KPIs in line with your

objectives

Email Segmentation – One size does not fit all!

Create multiple lists/segments

• Keep messages pertinent– Interests, frequency, actions

• Make sure timing is right – Just purchased, renewal coming up…

• Don’t forget segments evolve– ex. Prospect becomes client, downloads a white paper…

• Test messages for each segment

Better click rates, better ROI!

HTML for email pointers

• Use templates or text editor • No css!• 500 or 600 pixels wide• Very basic layouts using tables work best• No flash or javascript

• Keep it simple!

Some examples…

Images turned off by default

They go hand in hand!EMAIL LANDING PAGE

http://www.fouganza.com/fr/

Are you a spammer?

Are you spam?

• Always have permission• Don’t let your permission

get outdated– If it’s been a long time send a

re-invite• Make it easy to opt-out• Make it look like you sent it

Deliverability

• Healthy balance of image and text• Avoid getting blacklisted! It’s hard to

get off• Ask customers to add you to their

whitelist • Clean html• Avoid:

– Bright red fonts, CAPS and !!!!!– Spammy words

http://blog.hubspot.com/blog/tabid/6307/bid/30684/The-Ultimate-List-of-Email-SPAM-Trigger-Words.aspx

– Free! Click here! Click here now!

Double opt-in

• Customer signs-up for list• He receives an email to

confirmation• He is not added to the list

until the confirmation link is clicked

• Ensures everyone on your list wants to hear from you.

What’s legal, what’s not…

• Different rules in France– BtoC

• No message with out permission:Opt-in is mandatory!

• Exceptions: – messages to customers for similar products– Not transactional - charity

– BtoB• Opt-out is ok• Need to be informed what the address

will be used for at time of collect

– Register your web sites, Databases in France

– Declaration on CNIL web site

– Express form– Examples of

texts

– http://www.cnil.fr/vos-responsabilites/

CNIL web site provides examplesRéutilisation d'adresses électroniques pour proposer des biens ou des

services analoguesVous êtes susceptibles de recevoir des offres commerciales de notre société

pour des produits et services analogues à ceux que vous avez commandés. Si vous ne le souhaitez pas, cochez la case ci-contre. Mention générale pour formulaire………………………… (Veuillez indiquer l’identité du responsable du traitement) « Les informations recueillies font l’objet d’un traitement informatique destiné

à … (Veuillez préciser la finalité). Les destinataires des données sont :……………………… (précisez).

Conformément à la loi « informatique et libertés » du 6 janvier 1978 modifiée en 2004, vous bénéficiez d’un droit d’accès et de rectification aux informations qui vous concernent, que vous pouvez exercer en vous adressant à …………………………………… (Veuillez préciser le service et l’adresse).

Vous pouvez également, pour des motifs légitimes, vous opposer au traitement des données vous concernant. http://www.cnil.fr/vos-

responsabilites/informations-legales/

Customer acquisition

Customer acquisition

• Sign-up on your web site• Share with a friend

Customer Acquisition - Contest

• Nuance France had no database to use

• Created acquisition campaign• Promoted with e-buzzing and

Advertise-Me campaigns• Tell-a-friend for viral

• Results:+68K opt-ins au concours!

Customer Acquisition - Webinars

Great tool in BtoB• Webinars• White papers

• Include opt-out in sign-up process

• Reminder of webinar

• Follow-up email

Buying emails (purchase or rental)

Disadvantages• Hard to find quality list

– Opt-in only– Targeted– Recent

• Getting flagged as a spammer (purchase)

Advantages• Large numbers available• Pay per conversion (per opt-in, per click)• If good list, can be targeted

Building your own list

Advantages:• Less expensive • More effective • Ownership

Disadvantage - it takes time to build the list

Co-registration

• Trusted Sender• Targeted• Inexpensive• Scalable• Multiple sources• Higher conversion

rates

http://www.advertise-me.fr/

Some tools

• Free (or basically) : MailChimp, Constant Contact

• Enterprise: MailPerformance, CheetahMail, EmailVision, Dolist

More examples…

…and even more examples

• Email Institute:– Examples: Email Gallery • http://www.emailinstitute.com/email-gallery

• Marketing Profs – Best practices: Email Marketing • http://www.marketingprofs.com/marketing/library/

17/email-marketing

Participantexample

Participant example - Birdeo• Notre métier : Identifier et accompagner les Experts du développement

durable que ce soit pour des missions ou du recrutement.• Les services proposés: Recrutement, Placement de consultant, portage

salarial.• Quelques références : Accor, LVMH, EuroRSCG, Balenciaga, Nexity,

Bonneterre • Notre base de données contient plus de 3 000 Experts/candidats

Participant example - BirdeoUne double cible:-- Les candidats, les experts (B to C)-- Les entreprises susceptibles d'utiliser nos services (B to B)

Objectif auprès de la cible des candidats et des experts-- Notoriété-- Attirer des bon candidats/ Experts-- Vendre nos services de portage

Emailing auprès de cette cible :-- Une newsletter mensuelle (depuis sept 2011) informative sur les métiers, les compétences en DD et l'actualité de Birdeo-- Un email envoyé le 1er nov sur nos services de portage salarial

Participant example - Birdeo

Feel free to contact us!

Stephanie Kidderskidder@wanadoo.fr

+33 6 80 91 98 85

Noel Thevenetnoel@petiteplanetmarketing.com

+33 6 20 12 77 91