Essentials Driving event revenue through marketing

Transcription

1 Event Director s Best Practices Webinar Series In collaboration with Puresend, presents EM@IL Essentials Driving event revenue through marketing By Cliff Seltzer, General Manager September 22 nd 2010

2 Today s Speakers Moderator Guest Speaker Rohan Lawton Industry Manager, Sports Active Network Cliff Seltzer General Manager Puresend

3 In the time it takes you to read this sentence, some 20 million s entered cyberspace.

4 Essentials Agenda The Power of Six Critical Phases for Success 1. Strategy and Planning 2. List Building and Segmentation 3. Design and Content 4. Deliverability 5. Analysis and Reporting 6. Test, Revise and Repeat What s Next? Q&A

5 The Power of Cost effective Improved customer engagement and service Timeliness and quick deployment Broad reach Targeting capabilities Measurable results

6 6 Critical Phases for Success Strategy & Planning Test, Revise, & Repeat List Building & Segmentation essentials Analysis & Reporting Design & Content Deliverability

7 Design & Content

8 Strategy and Planning Establish measurable goals Incorporate your brand Dedicate budget and resources Internal and external (ESPs) Integrate with other marketing efforts Implement metrics to track results

9 Strategy and Planning (cont.) Develop an campaign plan, process, timeline and milestones

10 List Building & Segmentation

11 Building Your Database Leverage all opportunities to grow your list Your website (not just the home page) During registrations In person, point-of-sale On the phone Partner websites Forward to a friend Social media Offer promotions, discounts, incentives Focus on quality of your list

12 List Building Best Practices Permission-based s Opt-in, double opt-in, unsubscribe, privacy policy Set expectations and send only to those who want to hear from you Compliance CAN-SPAM and other regulations List hygiene Update and scrub your database regularly Remove duplicates Collect data to segment and target your audience

13 Subscriber Opt-in Preferences

14 Targeting Know Your Audience Segment and target for best results Age Gender Interests Prior registrations and activities Geo-targeting Other characteristics

15 Design & Content

16 5 Stages of Viewing s First Impressions From Subject Preview Pane Open (Above the Fold) Full Source: ExactTarget

17 5 Stages of Viewing s: From Name From The From field is what people use most often to determine whether to delete an Subject Preview Pane Ensure your From name ( friendly name ) is instantly recognizable Open (Above the Fold) From address should also be legitimate and recognizable Full

18 5 Stages of Viewing s: Subject Line From Subject The Subject line is what actually motivates people to open the 80/20 Rule 80% will scan your subject line, less than 20% will read or take action on your Preview Pane Open (Above the Fold) At least 40% of the reader s decision to open or take action is based on the from field + the subject line Source: Sender and Provider Coalition Full

19 5 Stages of Viewing s: Subject Line From Subject Preview Pane Open (Above the Fold) Full

20 5 Stages of Viewing s: Subject Line From Subject Preview Pane Open (Above the Fold) Full Call-to-Action Personalized Time-sensitive & offer to save Time-sensitive Question

21 5 Stages of Viewing s: Subject Line From Subject Preview Pane Open (Above the Fold) Full Do Don t Keep it concise and descriptive characters (7-8 words) Make it relevant and compelling Offer value, benefits Include a call-to-action Make it time-sensitive Ask a question, teaser 69% of recipients decide whether to report as spam based on the subject line. Source: ESPC Mislead or make it vague Use words or characters blocked by spam filters (words like free, excessive CAPS and punctuation!!!, etc.)

22 5 Stages of Viewing s: Preview Pane From Subject Preview Pane Open (Above the Fold) Full Top left 4-5-inch square is key Between pixels Ensure your call-to-action is visible Test in various clients Preview panes vary widely across ISPs Vertical vs. horizontal preview panes Image-blocking Fewer than one-fourth of people (21%) turn on images in messages. Source: Jupiter Research

23 5 Stages of Viewing s: Preview Pane No preview pane

24 5 Stages of Viewing s: Open From Anatomy of an Pre-Header Subject Header Preview Pane Headline Salutation Fold Open (Above the Fold) Content (Body) Full

25 5 Stages of Viewing s: Open From Pre-Headers Very valuable real estate Subject Preview Pane Open (Above the Fold) Full Align left for vertical preview panes Consider using it for your main messaging, callsto-action, content summary Other functional uses Link to a web or mobile version Forward to a friend Unsubscribe link or update preferences

26 5 Stages of Viewing s: Open From Pre-Headers Subject Preview Pane Open (Above the Fold) Full

27 5 Stages of Viewing s: Open From Subject Preview Pane Above the Fold Headline Call-to-action and links Salutation personalisation Image-blocking Open (Above the Fold) Full 59% of online customers routinely block images. Source: MarketingSherpa

28 Anatomy of an From Anatomy of an Subject Calls-to Action (links) Branding Preview Pane Graphics (links) Open (Above the Fold) Full

29 Anatomy of an (cont.) From Anatomy of an Content Links Subject Preview Pane Branding Open (Above the Fold) Full Footer: Organizational Info Privacy Policy Unsubscribe

30 5 Stages of Viewing s: Full From Subject Preview Pane Scrolling Length Image-blocking Actions Download Open (Above the Fold) Full Register Visit Website Forward, Share Save

31 Types of s Different tone and content based on goals of News, updates, informational, enewsletters, offers, promotional, transactional, receipts, etc.

32 Getting Results Simple, timely text s work!

33 Getting Results Driving action and participation Learn what resonates with your customers Calls-to-Action Links Viral Active voice Multiple, descriptive links (not just click here ) One click to registration or your website Forward to a Friend, Share on Facebook, etc. Reminders, resends Confirmations, receipts Additional opportunities for actions and interactions (e.g., thank you coupon, survey, etc.)

34 Getting Results Triggered s Based on a specific action, behavior or event

35 Getting Results Triggered s based on an action, behaviour or event Memberships Welcome message to new registrants Renewal s Birthday greeting Participation or Attendance Tip: Considering adding discounts or other incentives Automatically send a reminder to attendees of the previous year s event Send special early bird invitations for future events to participants who attended previous ones For those who registered for an event, send an reminding them that they can purchase event merchandise

36 Getting Results HP Welcome with Offer Followed by Campaign Track

37 Getting Results Campaign Track Scheduled campaigns, drip campaigns

38 Content Best Practices Concise, clear copywriting Relevant, informative Build relationships with participants (loyalty) Links and calls-to-action Personalisation, dynamic content Testing

39 Design Best Practices Consistent branding and clean layout Multiple links No attachments Web, text and mobile versions Templates Landing pages Use standard HTML More HTML, fewer images Validate your HTML code Use W3C standards Avoid CSS

40 Design Best Practices Images Host images Use Alt tags Define the image size Alt Tags & HTML coding None

41 Design Best Practices Test content rendering

42 Design Best Practices Test content rendering

43 Deliverability

44 Manage Your Online Reputation Follow CAN-SPAM laws and stay compliant ACMA in Australia: DIA in NZ: SSCRC in Singapore: Provide an opt-out method Provide a valid postal address ISPs determine what is considered spam to a large extent Authentication Pay attention to bounces and unsubscribes

45 Timing When should you send s? 80% of s you send are opened within 48 hours of delivery. Source: MarketingSherpa

46 Analysis & Reporting

47 Metrics: What Should You Track? Delivered Bounces Opens Click-thru rate Unsubscribes

48 Reporting

49 Advanced Reporting Listed by specific click-thru urls

50 Advanced Reporting

51 Test, Revise & Repeat

52 Test, Test, Test A/B testing Test only one element at a time Test different elements to see what works in your environment Timing Subject lines CTA s Links Layout / Graphics Landing pages

53 What s Next?

54 What s Next? Relevancy Dynamic targeting and dynamic content relevant to each subscriber Content based on interests and actions Improved landing pages Mobile Social media integration

55 Leveraging Social Media Build subscriptions through social media Links within s to grow fan base and followers Enable sharing opportunities

56 Questions? Essentials Webinar Contacts: Cliff Seltzer CEO, Co-Founder Puresend, part of the Active Network Rohan Lawton Industry Manager Active Network

57 Resources Industry Resources: Active Network Contacts for Products: Experience: MarketingSherpa: Marketing Profs: Puresend ( Service Provider): Deliverability and Reputation Return Path: Deliverability.com: Active Network Online event management services CAN-SPAM ICO: EuroCAUCE:

58 Thank you for attending! Questions or suggestions for future webinars? them to: Special thanks to