13 June Free Email Marketing Event - Torfaen Business Centre

Thursday, 13th June 2013 at, 6pm - 8pm
Unit 16, Torfaen Business Centre
Panteg Way, New Inn
NP4 0LS

Personal Project – Online Seller Meet Up
Tutor – Torfaen, Newport Caerphilly ACL
Digital Marketer – Concord Extra
BIO

WHAT'S ON TODAY ?
1. Does Email Marketing work?
2. How to Get Email Subscribers ?
3. Planning & Delivering Email Campaigns
4. The Science of Email Marketing
5. Integrating Email + Twitter + Facebook
6. Legal Considerations

Presentation Will be Emailed

• 58% having been driven to make a purchase in
a store or over the phone by a marketing e-mail
• Websites are the preferred place for consumers
to opt-in
• Consumers willing to subscribe to e-mail
messages offline, for example when placing a
catalog order (46%), at the point-of-sale (29%),
or via SMS text message (13%).

2. How to Get Email Subscribers ?

3. Planning & Delivering
Email Campaigns

Integrating your Data
• Right Tool
• Segmentation
• Develop Quality Content

Lead Nurturing
• Plan a series of emails to in order to
qualify them for quality sales lead
• Increased conversion by 32.6% with lead
nurturing emails

• Regular Maintenance
• Strict Opt In Process
• Preference Updates
Improving deliverability

1. Define Value for Opting In
2. Send Targeted Emails
3. Use Good Subject Lines
4. Test | Learn | React
Growing & Retaining Subscribers

What is most likely to prompt you to mark email as Spam?

• I suspected them of phishing attack 32%
• Too many (frequency) 19%
• Don’t remember signing up 18%
• Lack of trust in the brand concerned 11%
• Products offered are illegal 10%
• Lack of time to go through the opt-out
procedure 5% (marking as spam is easier)
• The unsubscribe mechanism was too hard 3%
• Don’t like brand 2%
Implications: Get the frequency right, remind
subscribers of how they opted in and make
the opt-out easy.

How many promotional emails do you receive in your
in-box on average each week?

• Over 20: 43%
• 16-20: 9%
• 11-15:11%
• 6-10: 14%
• 3-5: 13%
• 1-2: 6%
• None 5%
Implication: Getting cut-through is going to be hard due to
inbox competition – over half received more than 15 a
day, so maybe reducing frequency or investing more in
creative and offers is needed.
How many promotional emails do you receive in
your in-box on average each week?

Measuring Email Marketing
3 List Growth
Rate
2 Delivery Rate
1 Bounce Rate
4 Click Through
Rate
5 Conversion
Rate
6 Revenue / email
Sent
7 Open Rate 8 Unsubscribe
Rate

236% more Revenue from Email Campaign
When you combine email marketing with a
good idea and solid data, the results can
be tremendous, and those results might
only be the beginning.
Source:

CAMPAIGN
Case-Mate planned to
launch the 12-hour
sale on December 7.

Step #1. Time the launch carefully
Time of day
The flash sale to run from 7 p.m. to 7 a.m.
Day of week
The campaign to launch on Monday, December 7.
Discount level
Determined that 30% off is sweet spot for promotional
offers.

Step #3. Create and send two emails
Planned to send two emails to promote the
sale. The first email was sent at 11 a.m.

Similar second email
The team scheduled the second email to arrive
at 7 p.m., the start of the sale. It was nearly
identical to the first message but had several
important differences.

Here’s how the campaign performed
compared to Case-Mate’s average metrics
from 2012:
51% increase in traffic
50% increase in conversion rate (purchases divided
by visits to the landing page)
236% increase in revenue

4 The Science of Email Marketing

Do you Open Email on your Mobile / Tablets ?

• Find out where your customers are
• Embed Social / Share Links
• Share your email Campaigns
• Send Socially Shareable Emails

• Permission Based
• Soft opt-in applies if
– where you've obtained a person's details in the course of a
sale or negotiations for a sale of a product or service;
– where the messages are only marketing similar products or
services; and
– where the person is given a simple opportunity to refuse
marketing when their details are collected, and if they don't opt
out at this point, are given a simple way to do so in future
messages
• Tell who you are and provide a valid contact address
• You must give a valid unsubscribe address or method of
unsubscription
• Treating competitions etc., as an 'opt in' way of building a mailing
list - recipients must specifically say that they are opting in to
receive promotional emails
6 Legal Considerations

1. Define Your Readers
2. Outline Your Goals
3. Data Integration / Right Tools
4. Think Mobile
5. Create a Content Calendar
6. Determine Your Email Frequency
7. List Hygiene
8. Test, Learn & React

• In classic direct mail, longer copy usually works
better. What copy length rules tend to work best
for email marketing?
• Firstly, what about the great HTML vs. text
debate - which should people use? Are there
cases in which one is preferable to the other?
• Do you recommend that people use a special
landing page? What works best?
• Do double opt-in lists perform better than single
FAQs

• Are there any differences in best creative
practices between B2C and B-to-B ?
• What's the most common mistake marketers
making with email marketing?
• How much does an email campaign cost?
• What sort of things are the most important to
test?
FAQs

1. Creating Email Campaigns with
Mailchimp
2. Creating a Digital Marketing Plan for
your business
3. Social Media for your business
4. Blogging for Business
5. Getting insight out of your website
using Google Analytics

@day2dayebay E: daytodayebay@gmail.com M:0751 8839629
What we Offer?
Help you create Digital Marketing Plan
Digital Marketing Training & Consultancy
Set Up Email Marketing Campaigns

13 June Free Email Marketing Event - Torfaen Business Centre

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