Email marketing
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WINNING IN EMAIL MARKETING Annmarie Hanlon
description
Email marketing is often perceived as being free. That’s not strictly true as it takes time to organise and manage.I am often asked• How do we go about email marketing?• What are the rules?• How do we build our mailing list?• Should we buy lists?This presentation on slideshare shares the key issues you need to consider. From the Process of Email Marketing to Frequency of email.
Transcript of Email marketing
WINNING IN EMAIL MARKETING
Annmarie Hanlon
Process of Email Marketing
1. Acquisition2. Conversion3. Retention and Loyalty4. Measure Success
Acquisition
• Via Website • Via Stores, Offices – any customer ‘touch points’• Via Facebook Pages
• Double opt-in• Check email addresses
http://www.glocksoft.com/email-verifier
Conversion
• Focus on one message only in newsletter• Try different content and layouts• Don't make me think! Give me the details!• HTML newsletter all pulled from website
Conversion: Creative and Content
• ‘From’ address• Short subject line, less than 50 characters• Factual not zany• Think about tone (brand values)
Conversion: Email Appearance
• Use email for offers and promotions • Headline in red• Include closing date, time limited• State the benefit at top• Test format in different email clients• http://www.emailonacid.com
Retention and Loyalty
• Personalisation and segmentation
• Useful, ‘How To’ info not just sales
• Time of day, day, week in month
Frequency of email• When you've got
something to say• Possibly no more than
every 2 months• Depends on the
audience
Measure Success
• If you get 30% to read your newsletter you're doing very well!
• Actions• Mail reports• Google analytics
Email Rules
1. Permission based marketing only2. Double opt-in to check3. Email must focus on a single, clear purpose4. One size doesn't fit all for newsletters, may need
to vary5. Try different content and different layouts to
increase conversions
Email Rules
6. Must be easy to read7. Use email service, such as mailchimp8. Mobile is a Big Issue – 16% (and growing) of
emails being read on mobiles, so are our messages suitable?
9. Grow email lists via Facebook10.Include easy to unsubscribe in email
Next Steps
• Verify lists• Agree key messages• Create schedule• Prepare content • Test content and formats• Start mailing
About Annmarie Hanlon
• Annmarie Hanlon is a professionally qualified eMarketing Consultant and the author of Quick Win Marketing and Quick Win Digital Marketing, books and iPhone Apps
• She completed a BA in French and Linguistics at the University of London in 1987 and the Chartered Institute of Marketing Diploma in 1991 for which she won the Worship Company of Marketors Award
• In 1997 she gained a Masters in Business Administration from the University of Leicester, followed by the Chartered Institute of Marketing's Professional eMarketing Award in 2003
Contact Annmarie
http://www.facebook.com/Evonomie @annmariehanlon @evonomie
annmariehanlon
Tel: 01543 258522
WINNING IN EMAIL MARKETING
Annmarie Hanlon
