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... Formulas change frequently and are kept confidential All search engines have different methods for ranking Your SEO Plan ... maps Dynamic URLs ... – PowerPoint PPT presentation

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Title: Welcome to


1
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2
Welcome to Advanced eMail Marketing
3
Placing the Consumer at the Center of the
Marketing Process
Heather Honea, Ph.D.
4
Seminar Format
  • Workbooks are for reference only they should
    not be read during the seminar unless the seminar
    leader refers to a particular section.
  • This session is interactive you may ask questions
    and the seminar leader will stimulate discussion.

5
Schedule
  • There Will Be a 20 Minute Break at 1030
  • Lunch Is From 12 Noon to 1PM

6
eMail Is Different
  • Different environment
  • Different process
  • Different outcomes

7
Mass
Targeted
OutdoorAdvertising (Billboards)
Passive
Radio
Statement Stuffers
Television
Direct Mailings
Brochures
Point-of-Purchase Displays
Loyalty Programs
Newspapers
Magazines
Telemarketing
Active
8
eMail
  • Targeted Personal
  • Active Interactive
  • Low Control High Control

9
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10
Spam
  • Degrades legitimate email
  • Privacy issues are relevant

11
Spam
  • Unsolicited
  • Recipients personal identity and context are
    irrelevant because the message is equally
    applicable to other recipients
  • Recipient has not verifiably granted deliberate,
    explicit and revocable permission for it to be
    sent
  • Transmission of the message appears to the
    recipient to give disproportionate benefit to the
    sender

12
Spam
  • No universal accepted definition
  • Spam is in the eye of the beholder
  • Expectations
  • Costs
  • Relevance

13
Permission Based Marketing
  • New concept in marketing
  • Opt-in, opt-out, double opt-in

14
Legal Issues
  • 22 states have laws
  • No federal laws (although there are many bills
    pending in congress)
  • Turbulent arena little precedent
  • Minor enforcement mostly under existing fraud
    statutes by the federal government, some state
    action.

15
To Be Safe
  • Use only opt-in lists
  • Valid reply address
  • Opt-out option
  • Dont use misleading offers
  • Spread out your campaign dont over do
  • Be aware of legislation

16
To Be Smart
  • Pursue permission based activities
  • Privacy policy (protection, use, how to
    discontinue participation)

17
To Be Successful
  • Know your customer
  • Allow the customer to help define the process and
    outcomes
  • Create compelling content

18
Implementing eMail
19
Infrastructure Analysis
  • Computer equipment
  • Internet connections
  • Staff
  • Software
  • Database
  • Budget

20
Task Requirements
  • Maintaining computer equipment
  • Managing a service provider
  • Email software (if you do email in-house)
  • Managing an ASP (if you outsource)
  • Compiling email lists
  • Maintaining a database
  • Measuring your results

21
Advantages to Software Only
  • Control over data
  • No monthly/per message charge
  • Speed
  • Better database management

22
Disadvantages to Software Only
  • Set up program yourself
  • Opt-out is time consuming
  • Costs
  • Strain your infrastructure

23
ASP Key Questions
  • Can you preview your messages
  • Is uploading data simple
  • Is there a spell check
  • How are bounces handled
  • How easy is it to back up data
  • What kind of reports are offered
  • Is there auto detect for text vs. Html

24
ASP Key Questions
  • What is the unsubscribe support
  • How stable is the company
  • Can you manually remove addresses
  • What are the billing rates, monthly, message sent
  • How simple is the administrative console
  • Do they archive your email messages
  • How quickly is your email sent
  • Auto-response features

25
Email Lists
  • Outside lists
  • House lists
  • Harvester lists

26
The Good, Bad, and Ugly
  • Good data accurate, secure, permission based
  • Bad data stale, badly organized,
  • Ugly data acquired from unqualified, or unknown
    source used without recipients permission

27
Offline Databases Get the Email Address
  • Direct mail order forms
  • Lead cards from trade shows
  • Guest books at retail locations
  • Business reply cards
  • Invoices and bills
  • Customer service bulletins

28
Offline Databases Get the Email Address
  • Outbound telemarketing
  • Customer service representatives
  • Seminars and presentations
  • Warranty cards
  • Surveys
  • Receipts
  • Newsletters via direct mail

29
On-line/On-site List Acquisition
  • Newsletter
  • Surveys
  • Sweepstakes
  • Order form
  • Free gift or software trial
  • Access to members area
  • Contact area

30
List Broker
  • They can tell you where they got the names on
    their lists
  • They wont actually hand over the list to you
    (they will send on your behalf)
  • They will monitor your message to ensure
    compliance with the requests of the recipients

31
Harvesting
  • Used primarily for Spam
  • Numerous software packages available
  • Some legitimate uses
  • Spiders sites and files for email addresses

32
Planning
33
Know Your Customer
  • Customer profiles
  • Offline success
  • Competition
  • Research
  • Practice

34
D and D your Customer
  • Define
  • (e.g. geographic, demographic, psychographic)
  • Describe (who is the customer)

35
Determine the objective of your copy.
  • Generate inquiries
  • Generate sales
  • Answer inquiries
  • Qualify prospects
  • Transmit product information
  • Build brand recognition and preference
  • Build company image

36
Identify your audience and their relationship to
your product.
  • What is the customer's main concern? (Price,
    delivery, performance, reliability, service
    maintenance, quality efficiency)
  • What is the character of the buyer? What
    motivates the buyer? What is the customer buying
    process?

37
Get all previously published material on the
product.
  • Previous ads, brochures, press kits and
  • catalogs (print and audio-visual)
  • Article and press release reprints
  • Technical papers and product specifications
  • Competitors' ads and literature
  • Business and marketing plans
  • Reports and proposals

38
Design and Copy
39
Use ADIA
  • Get ATTENTION
  • Generate INTEREST
  • Create DESIRE
  • Call for ACTION

40
The Subject Line
  • Benefits approach
  • Question approach
  • Cultural tie-in approach
  • Personalized approach

41
Email Design
  • Quick downloading
  • Avoid large blocks of type
  • Dont use too many graphics
  • Include clear banners and headers
  • Dont overdo reverse text
  • Make your links clear
  • Link everything
  • Dont use attachments

42
HTML Vs. Plain Text
  • 80 can read HTML
  • Consider your audience
  • Use rich media accordingly

43
Design Programs
  • Adobe PageMill
  • Macromedia Dreamweaver
  • Microsoft Front Page

44
Measurement and Metrics
45
Metrics
  • Key issue in planning
  • Data dumps
  • Useful information, Actionable analysis (related
    to objectives)
  • Ad Testing

46
Email and Offline Integration
  • Coordinate promotions
  • Help or hinder offline efforts
  • Coordinate promotions
  • Maintain design continuity
  • Manage expectations
  • Use your web address everywhere

47
Moving Through the Customer Relationship Stages

48
Moving Through the Customer Relationship Stages
  • Keep communication short and infrequent
  • Begin to personalize
  • Increasing level of control for the user
  • Banner
  • Website
  • Provide value for their information, allow them
    to opt-in
  • Order confirmation


49
Not a Member of the eMA
  • Join at this seminar and receive 25.00 off any
    membership category
  • Associate
  • Professional
  • Corporate
  • Details at the registration desk

50
You have completed the eMail Marketing Seminar
Congratulations!
51
(No Transcript)
52
Welcome to Advanced Search Engine Marketing
53
Schedule
  • There will be a break at 300.
  • The seminar closes at 5PM.
  • There will be an informal no-host networking
    reception in the lounge area following the
    seminar.

54
Seminar Format
  • Workbooks are for reference only they should
    not be read during the seminar unless the seminar
    leader refers to a particular section.
  • This session is interactive you may ask questions
    and the seminar leader will on occasion stimulate
    discussion.

55
Chart courtesy of Overture
56
Return on Investment (ROI) for Online Advertising
Methods
57
Do It Yourself or Pay a Professional
  • The focus of this seminar is on the do it
    yourself approach
  • Be careful if you are hiring a company to do SEO
    for you

58
2500 Submissions for 10.
  • 90 of web surfers use the top 10 major engines
    and directories
  • Not of much value
  • Focus your efforts
  • If you are not in the top 20 results you will not
    get much traffic from your listings

59
Your Product or Service Makes a Huge Difference
  • Sell air-plants and you will have little
    competition for top listings
  • Books, software and computer products will be
    much more difficult

60
Directory
  • Edited by a human reviewer
  • Meta tags are not as important
  • Difficult to change once listed
  • Most allow paid submission
  • Quality of site very important

61
Search Engine
  • Crawled by robot spider
  • Meta and title tags are important
  • HTML code very important
  • Quality of site not as important

62
Top Search Directories
  • Yahoo
  • LookSmart
  • Open directory
  • AOL

63
Hybrid Engines
  • Mixed results
  • Favors one type of listing over another
  • Yahoo! Favors its own directory over crawler
    based results (provided by Google), especially
    for more obscure inquires

64
Top Search Engines
  • Google
  • Alta vista
  • Lycos
  • HotBot
  • Overture

65
How Do Search Engines Rank Pages?
  • A ranking algorithm
  • Formulas change frequently and are kept
    confidential
  • All search engines have different methods for
    ranking

66
Your SEO Plan
  • Site design and navigation
  • Privacy policy
  • Browser friendly colors
  • Good contact page
  • Good checkout process (for e-commerce sites)
  • Fast loading graphics

67
Metrics
  • WebTrends live
  • Site log analysis
  • In-house software solutions
  • Analyze relevant actionable data not everything

68
Example From WebTrends
69
Example From WebTrends
70
10 Areas of Concern When Submitting Your Site
  1. URL status
  2. Frames
  3. Keywords meta tag
  4. Description meta tag
  5. Title tag

71
10 Areas of Concern When Submitting Your Site
  1. Head section
  2. Page copy
  3. Hidden text
  4. Image tags
  5. Spiderable

72
Site Design Problems
  • Frames
  • Flash
  • Javascript
  • Image maps
  • Dynamic URLs

73
Frames
  • Search engines do not index frames very well
  • We recommend against them
  • If you must use frames there are some solutions,
    although not using frames is better

74
Flash
  • Often used on home pages as a splash page
  • Search engines cannot index
  • Your splash page will not get listed
  • If you must use it use as much page copy as
    possible

75
Keywords
  • Metatags
  • Think phrases not keywords
  • Pay for click programs (overture)
  • Your choices are critical
  • Overture keyword generator

76
Much Too General
  • Shoes
  • Men's shoes
  • Womans shoes

77
Much Better
  • Imported Italian shoes
  • Mens leather penny loafers
  • Woman's aerobic sneakers

78
Metatags,titles and Descriptions
  • The title is the most important
  • Hidden text (no-no)
  • Page copy optimization
  • Image alt tags
  • Text hyperlinks
  • Heading tags

79
Check Out Your Competitors Meta Tags
  • Go to any website and right click your mouse on
    an open (not picture) area of the site. A menu
    will pop up select view source and you will
    be able to see the HTML code for that page

80
Text and Graphic Hyperlinks
  • Can help improve your listings
  • Keywords around hyperlinks
  • Text immediately surrounding hyperlinks

81
Search Engine Spam
  • Background text
  • Multiple title tags
  • Duplicate site pages
  • Submitting more than once in 24 hours
  • Keywords that do not relate to your site

82
Pay for Inclusion
  • Needs to be done manually
  • Does not guarentte position
  • SEO is important
  • Usually guarentees frequent indexing

83
Pay for Click
  • Get the number one position almost instantly
    without SEO
  • PPC budget and strategy is important
  • Listing descriptions are critical
  • Keyword selection needs to be relevant

84
Advertisers' Overall Satisfaction
  • c
  • Jupiter Media Metrix Online Advertising
    Effectiveness Study, August 2001

85
Linking
  • Improve your search engine rankings with link
    popularity
  • Find sites that link to your comptetion (page 90
    workbook)
  • Find sites that accept site submissions
  • Outgoing links
  • Link keywords

86
Reception in Hotel Lounge
  • No host
  • Informal
  • Meet with fellow members and marketers
  • 515

87
You have completed the Advanced Search Engine
Marketing Seminar Congratulations!
88
(No Transcript)
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