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Mighty Mouse

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Title: Out of the Box Author: Hans de Kretser Last modified by: hdekretser Created Date: 6/30/2005 6:09:28 AM Document presentation format: On-screen Show – PowerPoint PPT presentation

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Title: Mighty Mouse


1
Mighty Mouse
  • Effective email marketing
  • Hans de Kretser

2
Mighty Mouse
  • Customer lifecycle

Solution providers
Building your lists
Planning Campaigns
Creative and content
Measuring success
What next?
3
Customer Lifecycle
  • Acquisition

Website registrations
4
Customer Lifecycle
  • Acquisition

3rd Party Lists and Promotions
5
Customer Lifecycle
  • Acquisition

Viral Marketing
6
Customer Lifecycle
  • Conversion

The newsletters are very good. It has allowed me
to see dance companies that I would not have
known about. Subscriber to Dance Consortiums
website
Information Newsletters
7
Customer Lifecycle
  • Conversion

Money off vouchers to try service
Software discounts after trial period
Offers Incentives
8
Customer Lifecycle
  • Service

After sales email
9
Customer Lifecycle
  • Service

10
Customer Lifecycle
  • Retention
  • Whats the bait?
  • Seth Goding, Permission Marketing

Content that rewards the reader Marketing as a
form of entertainment But most of all Messages
that are relevant
11
Customer Lifecycle
Retention
  • Unsubscribe rates of around 1 are common
    but
  • Can be reduced to 0.1 to 0.2 by improving
    relevance of the emails and by improving the
    design and copy. E-consultancy, Online
    Marketing Benchmarks, 2004, UK

12
Customer Lifecycle
  • Extension

First timers and follow ups
Welcome back from Oslo
13
Customer Lifecycle
Extension
  • Multi-buy schemes

14
Customer Lifecycle
  • Extension

Profile enhancement
15
Customer Lifecycle
  • Recommendation

Sample from VA newsletter
Sample from Hampstead Theatre newsletter
16
Solution Providers
17
Solution Providers
H A S






  • X X Strategy
  • X X Media Buying
  • X X X Email Creative
  • X X X Web-site design
  • X X X Data Management
  • X X X E-mail Broadcast
  • X X X Tracking

Adapted from Dave Chaffey Total E-mail Marketing
18
Solution Providers
Adapted from Dave Chaffey Total E-mail Marketing
19
Solution Providers
  • ESP Check List
  1. Support all three modules
  2. Connects with databases
  3. Easy to add data captured offline
  4. Easy to segment based on form fields
  5. Broadcast module send Plain text and HTML
  6. Easy to send test emails
  1. Database fields merged into subject line
  2. Body of message personalised
  3. Recovers after interrupted delivery
  4. Handles bounces
  5. Reports on bounces, opens, clicks etc
  6. Cost

20
Building Lists
  • Permission Marketing by Seth Godin
  • People are bombarded with interruption style
    marketing
  • Some people want to control what marketing
    communications they receive
  • An incentive in return for personal information
    which is reinforced over time

21
Building Lists
  • The legal framework
  • Governed by the Privacy and Electronic
    Communications (EC Directive) Regulations 2003

Senders cannot send such messages unless they
have the recipients prior consent to do so.
22
Building Lists
  • The legal framework
  • This strict opt-in rule is relaxed if three
    exemption criteria are satisfied
  • The recipients email address was collected in
    the course of a sale or negotiations for a sale
    i.e. online booking
  • The sender only sends promotional messages
    relating to their similar products and services
    AND
  • When the address was collected, the recipient was
    given the opportunity to opt-out which they
    didnt take. The opportunity to opt-out must be
    given with every subsequent message.

23
Building Lists
  • Online Ticketing

24
Building Lists
  • Website sign-up forms

25
Building Lists
  • Website sign-up forms

26
Building Lists
  • Website sign-up forms

27
Building Lists
Broadway Barking
28
Building Lists
Lowry
29
Building Lists
Lowry
30
Building Lists
  • How much information to ask

Sadlers Wells
31
Building Lists
Sadlers Wells
32
Building Lists
  • What to ask
  • Name (title/first/last name)
  • Email address
  • Geographical location (touring companies)
  • Art form interest
  • HTML/Plain Text
  • Opt in to sms text messages
  • Frequency

33
Building Lists
  • Reassure potential subscribers with
  • Privacy Policy
  • How to opt out
  • What and how often
  • Examples of previous emails

34
Building Lists
West Yorkshire Playhouse
35
Building Lists
  • Soft-opt in

36
Building Lists
  • True-opt in

GetLive.co.uk
37
Building Lists
  • Double opt-in

Tate
38
Building Lists
  • Notified opt-in

39
Building Lists
  • Make it compelling
  • Sign up to our free email list and receive
    monthly newsletters about what's happening at
    Hampstead Theatre, the latest news, competitions
    and special offers.

40
Building Lists
  • Use viral techniques

Sample from VA newsletter
Sample from Hampstead Theatre newsletter
41
Building Lists
  • Incentives

WorldWideDanceUK.com
42
Building Lists
  • Premium online content

Promoting your e-lists
LondonDance.com
43
Building Lists
  • More Online Opportunities
  • Online Surveys
  • Partnerships
  • Offline Opportunities
  • Programmes and brochures
  • Return postcards
  • Surveys

44
Building Lists
  • List house-keeping
  • Email data capture verification
  • Make updating opt-out easy
  • Use software to clean databases
  • Use bounce back management
  • Keep humans involved
  • Measure churn

45
Building Lists
  • Managing opt-out
  • Make it easy
  • Offer to change their frequency/profile
  • Remind them of the benefits and that they can opt
    in again later
  • Confirm opt-out
  • Check unsubscribed from all lists

46
Building Lists
  • Reducing opt-out
  • Monitor churn
  • Create compelling content thats relevant
  • Include incentives
  • Keep it fresh

47
Campaign Planning
  • Setting Objectives
  • Sell a show or exhibition
  • Customer lifecycle
  • Promote a new website/online feature
  • Get feedback

48
Campaign Planning
  • Reward opt-in
  • Priority information
  • Offers or incentives
  • Features and articles

49
Campaign Planning
  • Email format
  • Newsletters link
  • E-fliers link
  • Messages

50
Campaign Planning
  • Online supporting information
  • Updates on website
  • Micro sites
  • Online trailers

51
Campaign Planning
  • Lists
  • Who are the most profitable leads to be made
    aware of the event?
  • Focus on how many of the right people there are

52
Campaign Planning
Lists
Targeting the message
53
Campaign Planning
  • Lists

In-house 3rd Party

Better response
Acquisition
Cheaper
Volume
54
Campaign Planning
55
Campaign Planning
Lists
56
Campaign Planning
Lists
57
Campaign Planning
  • Timing and Frequency
  • Newsletters
  • Frequency
  • Consistency
  • Solus / e-fliers
  • Day of the week
  • Follow up

58
Campaign Planning
Timing and Frequency
59
Campaign Planning
  • Integrating offline/online marketing
  • Creative
  • Timing

60
Campaign Planning
  • Monitoring and Evaluation
  • AB Testing

61
Creative Content
62
Creative Content
  • From Address
  • 88 of consumer respondents respond better to
    emails with clear company names. Easily, 2005
  • Over 50 will delete an email without opening if
    it is from a company they dont recognise.
    E-consultancy, Online Marketing Benchmarks,
    2004, UK

63
Creative Content
  • Subject Line
  • Keep it short ( about 30 characters)
  • Think AIDA
  • Tease, event tie-in, direct, personalise
  • Dont attract the SPAM cops (!s, CAPITALS,
    keywords like free, sex etc)

64
Creative Content
Subject Line
Subject Lineby number of characters Open Rate
0-49 27.0
50 23.7
Based on 23,475 emails sent by more than 650
EmailLabs Clients
65
Creative Content
  • Email Format
  • HTML vs Plain Text

66
Creative Content
  • HTML generally generates 20-40 more response
    than plain text version. E-consultancy, Online
    Marketing Benchmarks, 2004, UK 
  • 90 95 of people can see HTML.
    E-consultancy, Online Marketing Benchmarks,
    2004, UK

67
Creative Content
  • Plain Text
  • More robust on different platforms
  • Smaller bandwidth to receive
  • Cheaper and quicker to produce
  • Easier to read offline
  • Better deliverability

68
Creative Content
  • HTML
  • Better Response Rates
  • Easier to track response
  • Branding and formatting control

69
Creative Content
  • HTML design
  • What to consider
  • Width of email
  • Image to text ratio
  • Background colours

70
Creative Content
  • WOS consistency and HTML/plaintext ratio
    peacock version

71
Creative Content
72
Creative Content
  • Test designs
  • Hotmail
  • Yahoo
  • AOL
  • Google mail
  • Outlook
  • Mac/PC

73
Creative Content
74
Creative Content
Outlook
75
Creative Content
Yahoo Mail
76
Creative Content
Hotmail
77
Creative Content
  • The Email Heading
  • Grab attention in Preview Pane
  • Re-assure with branding
  • Inform what the email is about

78
Creative Content
  • Preview Pane
  • Sadlers

Reassure
Grab attention
Inform
79
Creative Content
  • Personalisation Salutation
  • Implies relevance
  • Can increase response rates
  • Think about tone

80
Creative Content
81
Creative Content
82
Creative Content
  • Preview PaneWhat to keep above the fold
  • Organisation name and logo
  • Tagline
  • Issue and Date
  • Table of contents
  • Significant headlines
  • Salutation if personalising

83
Creative Content
  • Email Body
  • Lead copy main summary with links to more
    information with main proposition above the
    fold
  • Main copy room for detail and clear
    instructions

84
Creative Content
  • Copy
  • Follow good DM copywriting rules but most of all
  • Make it scannable
  • Make it relevant
  • Keep it brief

85
Creative Content
  • Links
  • Use as the call to action
  • Tracking system
  • Use variety of link techniques
  • click here
  • text links
  • graphic links

e.g.googlewhack
86
Creative Content
Links
Number of Links CTR
0-24 3.4
25 4.4
Based on 23,475 emails sent by more than 650
EmailLabs Clients
87
Creative Content
  • What makes it Viral?
  • Make it easy to spread
  • Quality Content
  • Inside information/advance warning
  • Humour and games
  • Incentives and special offers
  • Originality

88
Measuring Success
  • Simple Techniques
  • Offline methods the traditional way
  • Landing pages with web logs
  • Including images in HTML emails
  • Query strings

89
Measuring Success
  • Query Strings
  • www.website.com/page.htm?codeid

90
Measuring Success
91
Measuring Success
92
Measuring Success
93
Measuring Success
94
Measuring Success
95
Measuring Success
  • What to measure
  • Open rate
  • Click through rate
  • Bounce backs
  • Unsubscribes
  • Capture rate
  • Conversion rate

96
Measuring Success
  • The Lowry
  • February Email sent to 37k subscribers

Cost 746
Views 44
Clickthroughs 14
Sales 8,420 - 11,645
97
Measuring Success
  • Things to test
  • Lists (previous purchases)
  • Offer
  • From Address
  • Subject line
  • Format, layout, design
  • Content copy, style, tone, structure
  • Call to action copy and position of link
  • Day of the week time of day
  • Landing page

98
Where next?
  • Email marketing to continue growing
  • Good return on investment
  • Ingrained in our culture
  • Spam filters getting better
  • Emails to house lists best online marketing
  • Here to stay

99
Where next?
  • Rich Media
  • Audio, animation and video
  • Still in infancy technical issues
  • Rich media in advertising success

100
Where next?
  • Rich Media

101
Where next?
  • RSS Feeds

102
Where next?
  • Podcasts

103
Where next?
  • Podcasts

104
What next?
  • Multiple platformsMobile and Wireless

105
Mighty Mouse
  • Effective email marketing
  • Hans de Kretser
  • hans_at_dekretser.com
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