Email Marketing Julien STAROZINSKI Arthur NAGLE Email Marketing

Email Marketing Julien STAROZINSKI Arthur NAGLE

Email Marketing • Benefits of email marketing • Email Service Providers (ESP) 2

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Benefits of email Cost-effective Email marketing • Benefits • email Service Providers Becoming a trusted sender Quality email list Print mail email Production (or Artwork) $1, 500 Digital Proofing $120 $300 Producing an effective $0 email Printing Binding Adressing $26, 000 $0 Mailing $21, 000 Non-intrusive Total Immediate Making your email $350 content valuable $650 Action$48, 620 (80% are opened) Sources: http: //thewebshoppe. net Gathering feedback Staying on top-of-mind Tracking your email campaign Maximizing email deliverability 4

Email Service Providers Improved email deliverability Email marketing • Benefits • Email Service Providers Becoming a trusted sender Quality email list Producing an effective email Database and list management More professional emails Tracking report Advice and consulting Making your email content valuable Tracking your email campaign Maximizing email deliverability 5

Becoming a trusted sender Understanding SPAM Laws • Asking for Permission • Minimize SPAM Complaints • 6

7 Permission to use/get an email Allow to unsubscribe Stay within the law Have a correct email address Avoid excessive punctuation

Becoming a trusted sender: Understanding spam laws (CAN-SPAM) Email Marketing Becoming a trusted sender • Understanding SPAM Laws • Asking for Permission • Minimize SPAM Complain Quality email list Determining which email have to comply Collecting email addresses legally Producing an effective email Including required content in your email Making your email content valuable Tracking your email campaign More info at: http: //www. business. ftc. gov/documents/bus 61 Maximizing email can-spam-act-compliance-guide-business deliverability 8

Becoming a trusted sender: Asking for permission Becoming a trusted sender • Understanding SPAM Laws • Asking for Permission • Minimize SPAM Complain Quality email list Deciding on a permission level › Level 1: Implied permission › Level 2: Explicit permission › Level 3: Confirmed permission Email Marketing Producing an effective email Making your email content Inheriting a list: Getting permission after the valuable fact Tracking your email campaign Protect your email list! Maximizing email deliverability 9

Becoming a trusted sender: Minimizing spam complain Email Marketing Becoming a trusted sender • Understanding SPAM Laws • Asking for Permission • Minimize SPAM Complain Quality email list Allowing your audience to unsubscribe from receiving email Producing an effective email Making your email content Keeping your email from looking like spam valuable Tracking your email campaign Maximizing email deliverability 10

Quality email list • Database • Collecting Contact Information • Offering Intensives to Increase Signups • Use List Brokers ? 11

Database Email Marketing Becoming a trusted sender Organize and view your list data. Quality easily email list • Database • Collecting Contact Information Sort your list data into categories to send • Incensive to Increase targeted emails Signups • Use list Brokers ? Producing an effective Process and keep track of unsubscribed email contacts Query your list to extract useful reports Making your email content valuable Tracking your email information and campaign Maximizing email deliverability 12

Collecting Contact Information Email Marketing Becoming a trusted sender Quality email list • Database • Collecting Contact Information • Incentive to Increase Signups • Use list Brokers ? Producing an effective email Making your email content valuable Tracking your email campaign Maximizing email deliverability 13

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Collecting Contact Information Email Marketing 3 types of information: Becoming a trusted sender Quality email list • Database • Collecting Contact Essential (email address, ZIP code, 1 st name…) Information › Personalizing email • Incentive to Increase Signups Behavioural (prospects, repeat purchasers, • Use list Brokers ? VICs…) Producing an effective › Forming categories for targeted messages email Personal (gender, family info, preferences…) Making your email content › Sending more relevant information valuable Tracking your email campaign Maximizing email deliverability 15

Collecting Contact Information Email Marketing Becoming a trusted sender Getting to know your prospects better: Quality email list Survey: short and relevant Form and links on website Always ask permission ! • Database • Collecting Contact Information • Incentive to Increase Signups • Use list Brokers ? Producing an effective email Making your email content valuable Tracking your email campaign Maximizing email deliverability 16

Offering Incentives to Increase Email Marketing Signups Becoming a trusted sender Incentives can increase: › Signups › Loyalty Two different incentives: Quality email list • Database • Collecting Contact Information • Incentive to Increase Signups • Use list Brokers ? Producing an effective email › Immediate incentives: Discount, reward points, Making your email content free-trial… valuable Tracking your email › Future incentives: Access to private events campaign Maximizing email deliverability 17

Use List Brokers ? E-mail Marketing Becoming a trusted sender Marketing companies → Sell contacts Quality email list Rented list → risky Very expensive • Database • Collecting Contact Information • Incentive to Increase Signups • Use List Brokers ? Producing an effective email › from $0. 1 to $0. 3 per email address to send 1 Making your email content mail ! valuable Tracking your email campaign Verify broker adhere to permission law Maximizing email deliverability 18

Producing an effective marketing email • • From and Subject line Branding your email to enhance your image Email Layout and Images Including text and links 19

Your time to work ! You are writing an email to convince: Group 1 : › Centrale Students of working for e. Zoom. Book. Group 2 : › Parents/teachers to use the Gamification App. Group 3 : › Internet User to use your “plateforme multisite innovante”. 20

Producing an effective marketing email: Email Marketing Creating from and subject lines that Becoming get a trusted sender noticed Quality email list Filling out the from line › How your audience is most you? Producing an effective email • From and Subject line likely • to recognize Branding your e-mail to enhance your image • Email Layout and Images • Including Text and Links Making your email content valuable From address: @yourcompany. com Writing a subject line: Tracking your email Seminar invitation or Last chance to register? campaign Tips for remodeling your kitchen Maximizing email deliverability 21

Producing an effective marketing email: Branding your email to enhance your image Email Marketing Becoming a trusted sender Quality email list Producing an effective email • From and Subject line • Branding your email to enhance your image • Email Layout and Images • Including Text and Links Making your email content valuable Matching your email to your brand Maintaining brand consistency with multiple email formats Tracking your email campaign Maximizing email 22

Producing an effective marketing email: Email layout and images in e-mails Email Marketing Becoming a trusted sender The ABCs of email layout Quality email list Producing an effective email • From and Subject line • Branding your email to enhance your image • Email Layout and Images • Including Text and Links Making your email content valuable Choosing a file format for your images JPEG (or JPG) GIF PNG Tracking your email campaign Maximizing email deliverability 23

Producing an effective marketing email: including text and links in your e-mails Email Marketing Becoming a Tru)sted Sender Using text links Quality email list Avoid to make your image as an object Producing an effective email Including a table of contents in • your From andemails Subject line • E-mail Layout and Images • Including Text and Links Making your email content valuable Tracking your email campaign Use text only to avoid some filters! Maximizing email deliverability 24

Making your email content valuable 25

Making your e-mail content valuable Email Marketing Sending Valuable Offers: promote new Becoming a trusted sender products cashing in on coupons… Quality email list Producing an effective email Call to action: use action verb (read, register, your email content click, buy…), consumers need. Making directions valuable Ask your ESP ! Tracking your email campaign Maximizing e. Mail Deliverability 26

Activity: action verbs You want your audience to … Foward your email Forward, send, share, refer Visit a physical location Drive, come, attend Read your email Read, look, consider, notice Make a purchase Buy, add, purchase, own, order 27

Tracking the results 28

Tracking your email campaign result: Understanding basic email tracking data Email Marketing Becoming a trusted sender Quality email list Producing an effective email 19, 2 % 23, 6% Making your email content valuable Tracking your email campaign • Understanding basic email tracking • Tracking non-click reponse • Evaluating email click-through data Maximizing email deliverability 29

Tracking your email campaign result: Tracking non-click response Email Marketing Tracking in-store purchases Becoming a trusted sender Quality email list Tracking phone calls Producing an effective email Making your email content valuable Tracking event attendance Tracking email replies Tracking your email campaign • Understanding basic email tracking • Tracking non-click reponse • Evaluating email click-through data Maximizing email deliverability 30

Tracking your email campaign result: Evaluating email click-through data Email Marketing Becoming a trusted sender Qualityyour email list Using click-through data to target email offers Producing an effective email Making your email content valuable Using click-through data for intelligent follow. Tracking your email campaign up • Understanding basic email tracking • Tracking non-click reponse • Evaluating email click-through data Maximizing email deliverability Using click-through data for testing your offers and calls to action 31

Maximizing Email Deliverability • Managing Bounced and Blocked Email • Reducing Filtered Email 32

Avoid Blocked Email Marketing Respond to a challenge response system: Becoming a trusted sender software program which verifies if the Quality emailsender list is human Producing an effective email Making content Avoid spam complaints in order notyour to email be on valuable a block list Tracking your email campaign Avoid spam trap email addresses Maximizing email deliverability • Avoid Blocked email 33 • Reducing Filtered email

Reducing Filtered Email Marketing Send your emails from a reputable email server Becoming a trusted sender Quality email list Avoid generic Subject lines and anonymous Producing an effective From lines email Avoid PDF attachements Avoid excessive promotional Making your email content valuable Tracking your email campaign phrases and words Maximizing email deliverability • Avoid Blocked Email 34 • Reducing Filtered Email

Reducing Filtered Email Marketing Don’t include your subscriber’s. Becoming first name a trusted sender Quality email list Avoid excessive punctuation !!!!!!! Producing an effective email Making your email content valuable DON’T WRITE SENTENCES ONLY IN CAPITAL LETTERS Tracking your email campaign Always include a From line Maximizing email deliverability • Avoid Blocked Email 35 • Reducing Filtered Email

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