Title: The 10 Biggest Email Marketing Mistakes Companies Make (and how to avoid them)
1The 10 Biggest Email Marketing Mistakes
Companies Make(and how to avoid them)
- Presented by Bradley Feuer
- bfeuer_at_meadigital
- www.meadigital.com
- 3-20-03
2Discussion Topics
- Special Thanks (The Cannon)
- What the Research is Telling Us
- Whats in it for You
- Why Me
- The 10 Mistakes (and the 10 remedies)
- Recap
- Take-Aways
- Latest Greatest (if time)
3Special Thanks
- The Cannon - Those who have gone before us
- Seth Godin (Permission Marketing)
- Kim Macpherson (Permission Email Marketing)
- Hans Peter Brondmo (Post Communications)
- Debbie Weil (B2B expert, Clickz)
- Clint Symons (opt-in-news publisher)
4The Research
- Two studies indicate marketers Email Marketing
challenges - MEA Proprietary Research ROI, Qualified lists,
Content, Results
eMarketer 2002
5The Research
- Click Through Rates - Industry Research (varies
depending on relationship)
DoubleClick 2003
6Whats In It For You
- Validate what youre doing right
- New strategies to consider
- New tactics to try
- Learn from others mistakes
- Specific take-aways
7Why Me
- Online Email Marketing Veteran since 1996
(Beyond Interactive, Versity.com,
CollegeClub.com, Pointcast) - Built Email Technology Deployed 100s Campaigns
- Local National Speaker
- Partner MEA Digital
- Email Consumer
8Mistake 1 No Email Plan
- Have you developed an email marketing strategy?
- Current brand objectives
- Data capture management
- Permission
- Message
- Implementation
- Measurement
9Remedy 1 Create a Dialog Map
Opt-in Subscribe eNewsletter
OPWV Central eMarketing database
Opt-in Newsletter
Unqualified Lists
Future mailings/ 3rd Quarterly Newsletter
Data Updates - unsubs bounce
Reports/ Key Findings
2nd Issue Auto- trigger
2nd eNewsletter
Links to Website 1st Issue
2nd Quarterly Newsletter Includes Forward to a
Friend
Qualified Lists
OPWV Central eMarketing database
10Mistake 2 No Clear Message Strategy
- Do you have a content plan?
- Focus relevance
- Media (Text, HTML, Video, Flash)
- Email vehicles
- (Newsletters, Promotions, Catalogs, Coupons,
ect.) - Communication frequency
11Remedy 2 Use a Creative Brief
Objectives
Relationship
Action
Think Now
New Perception
Ammo (Incentive)
Message
12Mistake 3 No Success Metrics
- Costs
- Cost per sale
- Cost per lead
- Cost per subscriber
- Cost per communication
- Feedback
- Analytical tracking surveys
- Content interaction (opens, clicks)
- Churn, list growth
13Remedy 3 Use Metrics As Benchmark
14Mistake 4 No Technology Criteria
- Currently over 2 dozen Email ASP eCRM
technology providers. - They have a wide range of functionality,
scalability and financial stability ?. - Know what you need. Do not buy more do not buy
less.
15Remedy 4 Technology Audit
16Mistake 5 No Test Plan
- Direct Marketing is about making incremental
improvements. - Develop your hypothesis
- Test subject lines, offers and lists by sending
to a small sub-segment to identify the best
variables. - Deploy campaigns based upon test results
17Remedy 5 Use a Cell Matrix
OF1
OF2
OF3
O 29.3 C 4.1
O 31.2 C 4.5
O 34.6 C 5.2
L1
L2
O 42.1 C 6.3
O 47.4 C 6.7
O 33.5 C 5.5
OF Offer L List O Open Rate C Click Thru Rate
18Mistake 6 Complacency
- Use what you learn during cell testing to
optimize response. - Regarding offer and creative - Its not important
what you think of it its what your customers
and prospects think of it.
19Remedy 6 Respond to Feedback
BEFORE TESTING
AFTER TESTING
Increased click-through by over 20
20Mistake 7 No Quality Assurance
- 42 of Email sent are rendered improperly
- The email (client application) market is
extremely fractured not to mention version
control issues - Do not assume that the multi-part messaging
capability will address all these different
standards.
SilverPop 2003
21Remedy 7 QA Lab
Eudora
SilverPop 2003
Outlook
https//roomres.aladdincasino.com/CGI-BIN/LANSAWEB
?PROCFUNRAWRA16RESFUNCPARMSUP(A2560)seml?
22Mistake 8 No A/B Splits
- Any Email technology worth its salt provides
simple A/B split capabilities take advantage of
it. - Keep an archive of subject lines and
corresponding open rates.
23Remedy 8 A/B Splits
- Track subject line response
- The Healthy Alternative.
- It's not too late to say Happy Holidays.
- Premium quality last minute gift ideas.
- Holiday gift giving has never been so easy!
- Make it a fruitful affair for everyone.
- Great gift ideas are now ten percent off!
24Mistake 9 No Fulfillment Plan
- Test web site fulfillment vehicle(s)
- Take the user directly to the desired action
- Optimize the necessary steps involved
Email Promotion
Links to home page
25Remedy 9 Landing Pages/Micro Sites
1) Email
2) Dedicated (and pre-populated) landing page
26Mistake 10 No Data Analysis
- Go beyond open and click rate (the devil IS in
the details) - Final desired action
- Churn rate
- Click-throughs by URL
- Click stream analysis
- Time spent per article
- Cross-tabs
- Cell-test results
DoubleClick 2003
27Remedy 10 Analyze the Data
eNewsletter
Response by customer segments
28Recap Ten To Dos
- Dialog Map
- Message Strategy
- Success Metrics
- Technology Audit
- Cell Testing
- Creative/offer modifications
- QA Lab
- A/B Splits
- Landing Pages
- Data Analysis
29Take - Aways
- This process can (and should) be used for email
retention and email list rental as well as B2C
and B2B email programs. - Email Marketing IS Direct Marketing - with a
number of subtle nuances learn them. - Remember
- Crawl, Walk, Run
- PTO (plan, test, optimize)
- Be ready the email recipients to email you!
30Latest Greatest
31Latest Greatest
- Rich Media (Audio, Video Flash
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33Latest Greatest
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35Latest Greatest