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  • 1

    MASTERING EMAIL MARKETING WITH ANDY BARGERY, DIRECTOR, KLAXON

    Event Marketing Certificate Webinar Series:

    Email Marketing and Conversion

    10 October, 2012

  • 2

    TODAY’S SPEAKERS

    Guest Speakers

    Andy Bargery

    Director

    Klaxon

    Ana Jesus

    Marketing Manager

    Active Network

    Moderator

    Nicolas Stevens

    Manager, Client Services

    Active Network

    ADD

    PHOTO

  • 3

    4:05PM: Mastering Email Marketing for Events

    4:45PM: Q&A – Email Marketing

    4:55PM: Implementing your email marketing campaigns with RegOnline

    5:20PM: Q&A – RegOnline email tool

    AGENDA

  • 4

    Ideas for How To Use Email

    Marketing to Drive Event

    Attendance

    Prepared for Active Network.

    Delivered online, October 2012.

  • 5

    SESSION OBJECTIVES

    1. Getting the basics right

    2. Understanding testing

    3. Review automation & social media

  • 6

    WHO IS ANDY?

    Marketer & Agency Director

    Events

    Lead Generation

    Digital & social media

    PR & Communications

  • 7

    1. GETTING THE

    BASICS RIGHT?

  • 8

    THE BASICS

    Objectives

    Design

    Copy

    Calls to Action

    Data

    Landing pages

    Timing

    Measurement

  • 9

    OBJECTIVES

    Driving Registrations

    But also:

    Building relationships

    Cross promoting content

    Encouraging referrals

    Selling event merchandise

    Promoting apps

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    DESIGN

    HTML and Plain text

    Above the fold

    Use images sparingly

    Desktop, mobile and tablet

    Best practice footer

    Attachments X

    Video X

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    Encourage

    sharing

    Call to action

    Key benefits of

    attending Highlight key

    features &

    USPs

    Call to action Call to action Logistics

    Consistent

    branding

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    Personalised

    Call to action

    above the fold

    Brand

    Endorsement

    Call to action

    Encourage

    social sharing

    Easy

    unsubscribe

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    Personalised

    Call to action

    Terms /

    Subscription

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    Call to action

    above the fold

    Social media

    integration

    Online version

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    COPY: THE BODY

    Objectives

    Key messages

    Benefits not features

    Long vs Short form

    Bullets, sub-headings, bolds

    Headline & personalise

    Sender name

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    COPY: CALLS TO ACTION

    Clearly labeled

    Link volume

    Consistent landing page

    Click to Register

    Download the App

    View the agenda

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    COPY: THE SUBJECT LINE

    Understanding your customer

    Clear & concise

    Newspaper headline

    Verbs to drive action

    Personalise

    Align with body copy

  • 18

    DATA

    List management

    Segmentation

    Permission & opt-in

  • 19

    LANDING PAGES

  • 20

    TIMING

    Tailored to your audience

    16 week promotion cycle

    Regular emails

    Link to purchase stage

  • 21

    TIMING: TIME OF DAY

    Mail Chimp research

    http://mailchimp.com/resources/research/

  • 22

    TIMING: DAY OF WEEK

    Mail Chimp research

    http://mailchimp.com/resources/research/

  • 23

    MEASUREMENT & ANALYTICS

    Delivery

    In email

    Post click

    Sharing

    Analytics to optimise

  • 24

    BENCHMARKS

    Type of Company Open Rate Click Rate

    Soft Bounce

    Rate

    Hard Bounce

    Rate

    Abuse

    Complaint Rate

    Unsubscribe

    Rate

    Education and Training 16.64% 3.41% 1.42% 2.09% 0.06% 0.20%

    Entertainment and Events 16.09% 2.98% 0.85% 1.55% 0.08% 0.19%

    Health and Fitness 20.96% 5.73% 3.14% 6.30% 0.06% 0.30%

    Hobbies 18.45% 4.33% 1.13% 2.08% 0.12% 0.40%

    Home and Garden 28.20% 4.38% 2.93% 2.68% 0.02% 0.41%

    Music and Musicians 13.95% 2.43% 0.68% 1.07% 0.06% 0.18%

    Restaurant 20.07% 2.41% 0.70% 1.11% 0.09% 0.30%

    Retail 17.80% 3.54% 0.61% 1.00% 0.08% 0.24%

    Social Networks and

    Online Communities 22.37% 2.85% 6.94% 5.44% 0.11% 0.74%

    Sports 19.54% 4.77% 0.86% 1.53% 0.08% 0.24%

    Travel and Transportation 14.50% 2.71% 0.84% 0.83% 0.05% 0.17%

    MailChimp Email Marketing Benchmarks by Industry, December 2010

  • 25

    BENCHMARKS

    Sign-up.to Email Marketing Benchmark Report 2012

    http://www.sign-up.to/email-marketing-benchmarks/email-benchmark-2012/

    Open Rate: 13.02% Click rate: 1.48% Unsubscribe: 0.12%

  • 26

    POST CLICK

  • 27

    2. UNDERSTANDING

    TESTING

  • 28

    TESTING 2.

  • 29

    SIMPLE TESTS

    Time of day / day of week

    Frequency

    Intervals

    Personalisation

    HTML vs Plain text

  • 30

    A/B SPLIT TESTING

    Subject line

    Copy

    Calls to Action

    Personalisation

    Creative

  • 31

    MULTIVARIATE TESTING

    Subject line

    Copy

    Calls to Action

    Personalisation

    Creative

    Subject line

    Copy

    Calls to Action

    Personalisation

    Creative

  • 32

    3. USING AUTOMATION

    & SOCIAL MEDIA

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    AUTOMATED EMAIL

    Event driven email

    e.g. welcome emails

    A sequence of automatic emails

    Objective: engage, motivate, cross sell, drive attendance

  • 34

    SOCIAL MEDIA

    Embed sharing buttons

    Share web version on twitter

    Event registration on social platforms

    Email to cross promote social

    Email sign-up on social profiles

  • 35

    SOCIAL MEDIA

  • 36

    THANKS

    Andy Bargery

    Managing Director

    Klaxon

    Telephone: +44 (0)20 7193 6627

    Mobile: +44 (0)7951 025 029

    Email: [email protected]

    Twitter: @andybargery

    Blog: http://www.klaxonmarketing.co.uk/blog

  • 37

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    Implementing your email

    marketing campaigns with

    RegOnline

  • 39

    SESSION OBJECTIVES

    1. Preparing emails on RegOnline

    2. Using templates

    3. Email automation

    4. Email tracking

  • 40

  • 41

    THANK YOU FOR ATTENDING

    Special thanks to

    Andy Bargery, Klaxon Marketing