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The 10 Biggest Email Marketing Mistakes Companies Make and how to avoid them

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Title: The 10 Biggest Email Marketing Mistakes Companies Make and how to avoid them


1
The 10 Biggest Email Marketing Mistakes
Companies Make (and how to avoid them)
  • Presented by David Herscott
  • 4-2-03

2
Discussion 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

3
Special 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)

4
The Research
  • Industry Research (varies depending on
    relationship)
  • Open rates 15-40
  • Click rates 1-8
  • Biggest issues SPAM, blacklists, data capture,
    dynamic messaging, ROI
  • Email Fact Book 2002 opt-in-news
  • MEA Digital Proprietary Study
  • Biggest issues ROI, qualified list

5
Whats In It For You
  • Validate what youre doing right
  • New strategies to consider
  • New tactics to try
  • Learn from others mistakes
  • Specific take-aways

6
Why Me
  • Online Marketing Veteran since 1995
  • (Modem Media, CDNow, MP3, Pointcast)
  • UCSD Extension marketing instructor
  • Columnist (www.optinnews.com)
  • Managing Partner MEA Digital

7
Mistake 1 No Email Plan
  • Have you developed an email marketing strategy?
  • Objectives
  • Data management
  • Message
  • Implementation
  • Measurement

8
Remedy 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
9
Mistake 2 No Clear Message Strategy
  • Do you have a content plan?
  • Informative/promotional
  • Resources
  • Communication frequency

10
Remedy 2 Use a Creative Brief
Objectives
Relationship
Action
Think Now
New Perception
Ammo (Incentive)
Message
11
Mistake 3 No Success Metrics
  • Costs
  • Cost per sale
  • Cost per lead
  • Cost per subscriber
  • Feedback
  • Surveys
  • Content interaction (opens, clicks)
  • Churn

12
Remedy 3 Use Metrics As Benchmark
13
Mistake 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.

14
Remedy 4 Technology Audit
15
Mistake 5 No Test Plan
  • Direct Marketing is about making incremental
    improvements.
  • Test subject lines, offers and lists by sending
    to a small sub-segment to identify the best
    variables.

16
Remedy 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
17
Mistake 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.

18
Remedy 6 Respond to Feedback
BEFORE TESTING
AFTER TESTING
Increased click-through by over 20
19
Mistake 7 No QA
  • The email (client application) market is
    extremely fractured not to mention version
    control issues
  • Outlook
  • AOL
  • Yahoo
  • Hotmail
  • Eudora
  • Lotus Notes
  • Netscape mail
  • Do not assume that the multi-part messaging
    capability will address all these different
    standards.

20
Remedy 7 QA Lab
Eudora
Outlook
https//roomres.aladdincasino.com/CGI-BIN/LANSAWEB
?PROCFUNRAWRA16RESFUNCPARMSUP(A2560)seml?
21
Mistake 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.

22
Remedy 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!

23
Mistake 9 No Fulfillment
Email Promotion
Links to home page
24
Remedy 9 Landing Pages/Micro Sites
1) Email
2) Dedicated (and pre-populated) landing page
25
Mistake 10 No Data Analysis
  • Go beyond open and click rate (the devil IS in
    the details)…
  • Churn rate
  • Click-throughs by URL
  • Click stream analysis
  • Time spent per article
  • Cross-tabs
  • Cell-test results
  • Industry standards

26
Remedy 10 Analyze the Data
eNewsletter
Response by customer segments
27
Recap 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

28
Take-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 PTO (plan, test, optimize).
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