Combined Software & Job Skills Training – E Mail & Fax Marketing Inovar UK October 2002.
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Transcript of Combined Software & Job Skills Training – E Mail & Fax Marketing Inovar UK October 2002.
Programme Objectives
• Learn how to send email and fax campaigns from your desktop and stop wasting money printing and posting marketing materials to your customers
• Divided into two main sectionsAM - Electronic Marketing TheoryPM - Using the software to implement
Technical Set Up
• Once configured the user will not need to worry
• You need Customer FOCUS
• PC or Web Based
• Winfax or Faxaway (Need to sort)
• An ISP or mail server - need name - how to find in Outlook
Sending formats
• E-mail can be plain text - safest
• E-mail can be HTML - avoid imbedded
• Flash for the maximum impact
• Faxmailers need to be Bitmap, Jpegs or GIFs
Fax - what works
• What is the fps
• Special offers
• Stock clearance
• Special arrangements eg opening times
• Database cleaning
E-mail- what works
• Technical updates
• New product releases
• Website ammendments
• Do not send too often
• Opt in or Opt Out
Faxmailer Content
• Not too black• Not too many images• Be direct - simple message• Test should take approx 60-90 seconds• Some examples• Lets try an example - we will typeset• Offer opt out
Copy writing an e-mail
• Subject Line is critical• Never send from sales@• Keep it short• Include Website links• Avoid attachments unless to customers - virus & time• Offer an opt out• Lets try an example
HTML E-mails
• Look better
• Only 60% can receive
• Avoid imbedded images - dial up
• Can create own html
• Appear odd if you cannot recieve
Responses
• Separate e-mail box?
• Update database and use lead tracking
• Use products of interest
• Measure website click though
Case Study
• LBJ Fabrications
• Text based e-mail newsletter to architect for their range of louvres
• Pointing to specifica areas on the website
• Had 1000 names and purchased 2000 more
Case Study Results
• 10-20% Bounceback is normal• 5% requested to unsubscribe• More than 75% were interested!• 5% Phone call response• 10% E-Mail Response• At least five new specs• Now carry out on a bi-monthly basis
Data Quality
• As good as your data quality
• Do you ask for e-mail?
• Cleaning options
• Purchasing options
Decide your timetable
• You can set up a whole years proposed activity
• Add something everytime you have an idea
• Run campaign option
Segmentation - Data Source
• Segmentation Systems
• SIC , Business Class, POI etc etc
• Query Functions
• Current data segmentation
Creating a data source
• Exporting
• Care of formatting in excel
• Saving as a csv
• Attaching to a campaign