email

Slide1: 

1 The Marketing Dance The Marketing Dance

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2

Email Marketing: 

3 Email Marketing “Building and Sustaining Relationships” OR “Fallout From The War On SPAM”

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4 SPAM WARS

The SPAM Wars: 

5 The SPAM Wars Spammers SPAM ISPs try to mitigate the deluge with blocking, filtering, bouncing, suing, moaning, and … The result is…it gets worse WHY? People open and respond to SPAM When ISPs block, spammers just up the volume to get the results they want ~ What’s Going On?

The SPAM Wars: 

6 The SPAM Wars This is not Canada Post. Every ISP has different standards and strategies Each systems administrator has his/her own fifedom to protect and they often over step common sense The Upside. The technology keeps getting stronger and better…we hope! There are strategies and practices that help to get the mail through the ISP gauntlet ~

Email Marketing: 

7 Email Marketing It’s not about the Email

Email Marketing: It’s Not About Email: 

8 Email Marketing: It’s Not About Email Not about the technology. It’s about effective communications Marketing has always been driven by technology. From the printing press to the Internet. Email is a marketing channel. It’s one of many choices you have in your marketing / advertising mix. It offers many advantages over other media ~

Email Marketing: It’s Not About Email: 

9 Email Marketing: It’s Not About Email Contrary to recent reports, it is still the most economical, efficient tool in your arsenal. Useful in both Acquisition and Retention A relationship builder and sustainer it is a BRIDGE to your client / prospect base. It is the perfect compliment to your website Websites are information rich but Passive Email is Proactive with a specific call to action ~

Email Marketing: It’s Not About Email: 

10 Email Marketing: It’s Not About Email Use your website to generate interest and capture contact and profile information Develop Opt-in strategies to build your . . . Email Marketing Strategy Then keep it going. Keep it consistent Frequency builds relationships. ~

99.9% of Marketing is about . . .: 

11 99.9% of Marketing is about . . . Being Remembered The other 99.9% is . . . The Relationship

Frequency and Relevance: 

12 Frequency and Relevance Being Remembered Personal, Engaging and Interactive The Relationship

The Email Marketing Channel: 

13 The Email Marketing Channel What is the value of Email as a channel? A bridge to your base Frequency over Reach How does it compare to other media? Its Strengths are also its Liability Economical Immediate Measurable ~

The Email Marketing Channel: 

14 The Email Marketing Channel Where does it fit in the marketing mix? A compliment to your website Promotions & Events Newsletters, Bulletins, Product/Service Updates Surveys and customer feedback How can it be used most effectively? Consistency Specific call to action Targeted: Segment your lists ~

Some Encouraging Stats: 

15 Some Encouraging Stats

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Deliverability: 

23 Deliverability What’s a Legitimate Marketer to do?

Deliverability: 

24 Deliverability Email is not 100% - No medium is… Filtering: Key words, Fonts etc. Blocking: Spam Lists Bounce Validation: False Negatives Spam Arrest: Blocking machine mail Buddy Lists, Safe Lists etc. They’re on YOUR list. Get on THEIR list! Have your subscribers put you in their add book / safe / buddy list. In Box vs. Bulk Mail: Don’t be offended. Many of the top marketers in the world are happy to reach the bulk mail box. ~

Deliverability: 

25 Deliverability An open rate of 10 – 15% is good! Open and Click Through Rates should be compared to Unsubscribes Open rates are affected by Preview Panes Bulk Mail Deleated Mosty they are just not interested TODAY That’s why you need to be there when they are “In Market.” ~

Deliverability: 

26 Deliverability REPUTATION Content List Hygiene Subject & Message Relevance Permission: Opt-in and double Opt-in ~

Bounce Processing: 

27 Bounce Processing Record Status (Mambo) Unverified / Valid / Invalid Bounce processing is important to list hygiene. Server Spam can hurt your reputation. Hard Bounce vs. Soft Bounce There are no standard server replies. Mambo processes them all It has gotten worse. We have now set hard bounce threshold to 5 hard bounces. False Negatives do occur Re-Validating. Not a 100% answer. ~

Campaign Reports: WaveLit Eg.: 

28 Campaign Reports: WaveLit Eg.

Reports: WaveLit Eg.: 

29 Reports: WaveLit Eg.

Reports: WaveLit Eg.: 

30 Reports: WaveLit Eg.

Rendering: 

31 Rendering

Emails do not render the same across email clients: 

32 Outlook 2003 – Images On Lotus Notes 7 – Images On Emails do not render the same across email clients

The Rendering Challenge: 

33 The Rendering Challenge Different email readers can and do render the exact same email differently. Outlook (2000,2003, 2007), Lotus Notes, AOL, Hotmail, Yahoo, etc. ANSWER: Keep your design simple. Single-minded call to action and one, or just a few links - Don’t email your website. ~ Isn’t what I see what my customers will see?

The Rendering Challenge: 

34 The Rendering Challenge No. In fact, in terms of pure numbers, images are “on” by default in most email readers. Images are “ON” by default in: AIM.com, AOL.com, Cox, Comcast, Earthlink, Outlook 2002, Roadrunner, Lotus Notes, Yahoo’s inbox folder. Images are “OFF” by default in: AOL 9, Gmail, Hotmail, Mozilla Thunderbird, Outlook 2003, Outlook 2007, Outlook Express 6, Windows Live Mail ~ Are images “off” by default in email readers?

The Rendering Challenge: 

35 The Rendering Challenge The on or off state of images doesn’t default the email to a text-only display. The majority of email readers are HTML based ~ If images are off, does the text version of my email show?

The Rendering Challenge: 

36 The Rendering Challenge VERY! Many email readers provide a preview pane to “preview” the message before opening. This affects open rate reports significantly. Recent research shows that more than 9 of 10 email users have access to a preview pane, and 7 of 10 say they frequently or always use it. Also causes problems with rendering – smaller view. Keep your key message above the fold ~ The Preview Pane, is it important?

The Rendering Challenge: 

37 The Rendering Challenge The design of your email can and does impact delivery with most spam filtering programs Keep it simple Does design effect delivery, reputation?

Never Give Up: 

38 Never Give Up Marketing is about establishing and sustaining relationships…a lot like a marriage It’s never easy to always be on But never give up. If you screw up beg forgiveness and get back on track Marketing should never be safe It’s like dancing…

The Marketing Dance: 

39 The Marketing Dance You may not be the greatest dancer but.. She will forgive you for stepping on her toes if you try with sincerity She’ll never forgive for ignoring her or not asking her to dance Marketing is about doing …something … and doing it often, with honest humility, flair and sincerity

Sum & Substance: 

40 Sum & Substance Understand the Value of the Medium Preserve your reputation Keep your lists clean Content and Relevance are fundamental building relationships Use Opt-in and Get on their list too. Keep is simple and direct. Make it interactive. What’s your call to action? Never Give up!

Resources: 

41 Resources Marketing Sherpa Online Media Reports Marketing Profs Media Daily News Experience Email

Slide42: 

42 Does your Marketing

Slide43: 

43 SPAM WARS

Slide44: 

44 The Marketing Dance