EmailUsage The number of marketing emails sent by US retailers and - - PowerPoint PPT Presentation

The number of marketing emails sent by US retailers and wholesalers this year will hit 158 Billion and grow 63% to 258 billion in 2013 – Forrester’s US Email Marketing Volume Forecast (2008) More than 90% of internet users between 18-72 years said they send and receive email, making it the top line activity just ahead of search engines – Pew Internet & American Life Project (Feb 2009) Subscribe / sign up to email newsletters 31% (use regularly) 24%, (used not reg) 1.5% (growth) – Nielsen Internet & Technology Report 2009/2010 Email is top online activity: Email 97% (use regular) 2% (used not reg) 0.2% (growth)

• Nielsen Internet & Technology Report 2009/2010

EmailUsage

Source: BRW – Australian Online Advertising Trends 2008

OnlineMarketing Trends - Australia

Tacticsused toimprove effectiveness

• 38.8% are triggering e-mail marketing messages

based on behaviors or events

• 36.5% are personalizing messages
• 28.2% are adding Forward-to-Friend links
• 22.7% are leveraging transactional messaging

for marketing communications.

• 18.4% are providing multiple options (eg, opting
• ut of promotional e-mails but remaining on the

e-newsletter list) during the opt-out process.

• 17.6% are including customer reviews
• 14.1% are adding Share This links to social

networks

• 13.3% are adding more video-related content.

Inside Retailer, May 2009

EmailWorks - Australia

• 44% of email users said email inspired at least
• ne online purchase and 41% said it prompted

results to clients own database:

• 66% of those surveyed said they had made a

purchase because of a marketing message received through email. - ExactTarget, "2008 Channel Preference Survey" (2008)

• As a direct result of receiving email, 71% of

respondents researched a specific offer online. - Epsilon (Oct 2008)

• email marketing increases brand awareness by

Relevancy

• Make e-mail marketing messages more

relevant to customers

• Do we have their name?
• Do we personalize it?
• Do we know their past purchase history?
• Can we segment based on age or gender?
• As soon as retailers invest in relevancy they

see conversion rates rise

Source: JupiterResearch 04/05, JupiterResearch Executive Survey, 3/05, n=250 (US only)

Undifferentiated Identity (Broadcast Mailings)

Quasi Personalization (Segmented Campaigns) Context (Targeted Campaigns)

Roughly 24% of the market Roughly 65% of the market Roughly 11% of the market

Relevancy

Usinge -mailrelevantly

DatabaseManagement

Treat your customers the way you would like to be treated if you were the customer Build Your Database

• Competitions, Refer a Friend, surveys, website, feedback, profiling

personal information including complaints, payment history

• Only collect data you will use

Segmentation

• Gender
• Age
• Interest
• Purchasing history
• Customer life time duration

Database Cleansing

• Keep it clean & updated
• Comply with Spam Act

DatabaseManagement

Tracking

• How did your consumer respond to your

communication?

• Increased traffic to website
• Transactional follow through
• Behavourial patterns
• Analysis
• Important to conduct profitability analysis to

identify:

– Which customers are most profitable – Which customers are most likely to be profitable – Which prospects are most likely to become

Profiling

Segmentation

Predictivemodelling

Horsesfor Courses

Whatare thekey email marketingmetrics andhow do youmeasure them?

Keyemail marketingmetrics

Standard Reporting

• Opened
• Delivered/undelivered
• Bounced(hard and soft)
• Bounced(r ule based)
• Unsubscribe
• Clicked on link

Further Analysis Campaign Detail Open Detail Activity Detail Unsubscribe Detail Bounce back Detail

EmailDistribution Monitoring

• Manage delivery issues with ISPs and email recipients
• monitor real-time delivery and bandwidth statistics
• utbound domain & bounce status
• client email and data activity
• campaign schedules

CampaignDashboard

Reporting: Campaign Snapshot

Reporting –DrillingDeeper

Reporting –DrillingDeeper

Deliverabilityand Reputation

• Deliverabilityrepresents the ability to

consistentlydeliver emails to a recipients inbox with full HTML or Text functionality as indicatedby the recipientin his/her preference

• Reputationrepresents the evolution of

processes employedby an email sender in adheringto emailmarketing best practices

Optimisingtools

Delivery Tracker

• Objective3rd party trackingof whole

email delivery processto the inbox DesignOptimiser

• Tests the rendering,validity of HTML,

links and load time for all major browsers ContentScorer

• Analyses contentfor deliverabilityand

potentialspam problems

Deliverytracker

Total accounting of the delivery process:

• percentage delivered vs discarded
• percentage of your mail actually reaching the user's inbox instead of bulk or

junk boxes

• when and where specifically (e.g. what ISP, webmail provider) are the problems
• ccurring.

Designoptimiser

AOL.com AOL 9.0 Lotus Notes Gmail MSN Hotmail Outlook 2003 /2007 Yahoo MAC Outlook XP And others

Single view to monitor what your clients will see….

• View your message in all major desktop and webmail
• Validate your links and minimize load times.
• Maximize “above the fold” space within preview & full message panel
• Discover rendering problems

Content Scorer analyses your:

• Sending infrastructure
• Reputation
• Email content
• Identifies the problems

that may trigger your legitimate email to be considered spam

• Advise on the specific

actions needed to resolve them prior to mailing your communications

Contentscorer

Resources

Email Newsletters

• E-consultancy
• ClickZ
• Emarketer daily

Industryinformation

• Gartner
• Forrester

BestPractice

• Review the full range of options for outbound email:

– Regular newsletters – Email discussion lists – 3rd party purchased lists – Viral emails

• Select appropriate frequency

– Newsletter – monthly, weekly or daily – Event related – e.g. product launch – Multi stage messaging – 1 day, 3 days, 10 days, 30 days after registering interest

• Creative Design for your audience

– Images –v- text – multi-variant testing

• Subject Line Testing

– Short –v- long – Offers, promotions, competitions – Product –v- discount

BestPractice (cont)

• Sender Information

– Can your customer recognise & trust your domain name?

• Select appropriate time – day of the month,

time of the day

• Be relevant, brief & stand out from the crowd

– create a little curiosity, give them a good email headline

• Call to Action

– Don’t forget you’re asking your customer to do something, make sure they know what that is

• Campaign Support - Website, call centre,

IndustryAverages

TheSpam actand the emarketingcode of practice

Exercise:How welldo youknow theSPAM act? (Orstaying outof troublein nine easyquestions)

Q1.

You send an email to an individual without their consent and, following a complaint by them, you receive an infringement notice. What size penalty per infringement could you expect? $550 $1,100 $1,550 $2,200 $3,500 If the customer took you to court and you lost the case what size fine could you expect? $1,550 $2,200 $3,500 $7,500 $11,000 What is the maximum daily fine you could receive? $50,000 $100,000 $250,000 $550,000 $1,100,000

Q2.

Consider the following statements used to obtain consent from subscribers: a) “By supplying your email address or mobile phone number you are agreeing that x company can use it to keep you informed about future products & services.” b) “x company would like to contact you by email or SMS to keep you informed about future products & services. Please tick the box if you would like to receive this information.” Which one is “Express consent” and which one is called “Conditional consent”? Which one gives you the greater degree of permission? When you use the second consent statement (b) are you allowed to present the subscriber with a pre-ticked box? What is inferred or implied consent?

a: - CONDITIONAL b: EXPRESS . NEITHER NO 1.WHERE YOU HAVE AN ON-GOING EXISTING BUSINESS RELATIONSHIP WITH AN INDIVIDUAL

• 2. THE CONSPICUOUS PUBLICATION OF A WORK-RELATED ELECTRONIC ADDRESS.

Q3.

A customer phones you and complains they have received promotional emails from your organisation without their consent and demands to know when and how you obtained their consent. Are you required by law to give them proof of how and when you obtained their permission?

YES

Q4.

• Another company you work with runs a competition.

Competition entrants provide their email addresses when entering the competition. The manager of the company

• ffers you the email addresses for a promotion you are
• running. Under what circumstances are you allowed to

use the email addresses?

ONLY IF THE COMPETITION ENTRANT GAVE THEIR CONSENT TO PASS ON THE EMAIL TO 3RD PARTIES FOR THEIR OWN MARKETING COMMUNICATIONS – YOU CAN USE IT.

Q5.

• You run a competition of your own and collect email addresses

from entrants. Unfortunately you forget to ask for consent to use their email addresses in future marketing activity. What can you do to overcome this problem? Pick one or more of the following

• ptions.

Email them with an option to unsubscribe. If they do not unsubscribe you infer (assume) that you now have their consent. You email them to explain your mistake and ask for their consent to send marketing emails in future. You phone them or write to them (assuming you have their phone number & mailing address) and ask for their permission You can do nothing

Q6& 7.

• 6. You run a “refer-a-friend” promotion and some

recipients send you the emails of their friends to email

• n their behalf. Are you allowed to do this?

7. You send out an email to a subscriber with their consent but decided to use a celebrity’s name as the sender without identifying it as coming from your

• rganisation would it be classified as spam?

NO YES

Q8& 9

8. Every email must contain a functional unsubscribe facility which of the following examples are acceptable? a) “Unsubscribe: If you no longer want to receive messages from us, simply reply to this email with the word “unsubscribe” in the subject line.” b) “If you no longer want to receive these messages, please click the ‘unsubscribe’ button below.” c) “To request details to be removed please go to www.companyname.com/unsubscribe” d) “To unsubscribe to this email please call 02 9000 5000 during office hours and ask to speak to the internet manager” 9. How much time are you allowed to honour the request?

2 working days 5 working days 10 working days 15 working days

ALL OF THEM ARE ACCEPTABLE – d. WOULD NOT BE ACCEPTABLE BY ITSELF BECAUSE THE RECIPIENT WOULD INCUR A COST & GO TO UNNECESSARY EFFORT

Fundamentalsof theSPAM Act

• 1. Commercial communications must not be

sent without consent

• 2. All commercial communications must

include accurate sender details

• 3. All commercial communications must

contain a ‘functional’ unsubscribe facility Details in the ADMA “Understanding the Spam Act” pdf in your manuals

ACMAis startingto getbusy ….

Client :- $110,000 fine Agency :- $22,000 fine Carrier :- 25 cent refund per message plus 12 months mandatory reporting

http://www.acma.gov.au/WEB/STANDARD/pc=PC_310869

StudentSurgery

ResourceCentre

• Forrester Research: www.forrester.com/
• Campaign Monitor: www.campaignmonitor.com/
• Returnity: www.returnity.com.au
• Mail Hub: www.mail-hub.net/
• Traction: www.tractionplatform.com
• E-consultancy: econsultancy.com/
• ClickZ: www.clickz.com/
• Emarketer daily: www.emarketer.com/
• Gartner: www.gartner.com/
• ACMA: http://www.acma.gov.au/WEB/STANDARD/pc=PC_310294