Discuss principles of effective e-marketing. Challenges & solutions for improved reader response

Transcription

1 Agenda Discuss principles of effective e-marketing Challenges & solutions for improved reader response Keys to greater e-deliverability Presentation of deliverability advantages to ESPs highlighted through the ASAE Endorsed MagnetMail Program 1

2 Key foundation questions Is marketing the most important component of our communication and outreach efforts? What results should we expect? How do we benchmark success? What resources do we need to do an effective job? Battle for inbox attention Average person gets 274 personal s a week Average person gets 304 business s a week That s 578 s per week or s each day 87% of consumers online time is spent reading s How will your s Stand Out and Get Read? 2

3 Attention Challenges - reaching recipients Poll question Do you manage your e-marketing as one enterprise or as separate departments? 3

4 Poll question Do you segment your database and send unique or dynamic content to each subset to ensure relevancy? Poll question Do you provide a preference page to empower each recipient to choose content most meaningful to them? 4

5 Poll question Do you run an A/ B Test and send the version of the that performs the best to your entire list? Poll question Has your organization gone to an opt-in only policy for sending s? 5

6 Defining customer-centric e-marketing Applying digital technologies to form online channels Web, , online conferencing, community and social media These channels should be part of a marketing mix to: Achieve profitable programming, acquisition, member/client retention Improve knowledge of profiles, behaviors, values, loyalty drivers Doing so, delivers integrated, targeted communications and online services to match individual needs Leveraging data for effective communication Interaction with with Opens Opens Clicks Clicks Unsubscribe Expressed Preferences Examples: Survey Survey Subscription page page AMS Recipient Profiles Purchase History Products Services Demographic Information Examples: Age Age Gender Income Income 6

7 Poll question Those that receive ASAE e-publications; Are you more likely to spend time reading the In Touch newsletter that goes to the entire ASAE Membership or your Section Newsletter? Leveraging data for effective communication The sum of these data points provides tremendous insight into your members interests Objective: aggregate all of the data to build member profiles Remember: it s for THE MEMBER s benefit NOT yours! 7

8 Battle for inbox attention Relevancy = right content + right recipient + right time Content: Purely Promotional Content: Monthly newsletter with helpful information using dynamic content Content: Series of targeted messages delivered only to new members Highly Irrelevant Highly Relevant Higher Open and Click-through Rates A single organization e-marketing calendar to plan and execute as a single enterprise 8

9 The real investment print vs. electronic Electronic costs: List segmentation Content editing Layout/template design Process management e-distribution Spam management Subscription management Bounce management Delivering custom content 2 dimensions to delivering custom content Know or make assumptions about what members want Have the technology to deliver highly customized content 3 opportunities to compel recipients to open your message all MUST be relevant: From field (branding opportunity for recurring messages such as newsletters) Subject line Preview pane content 9

10 Delivering custom content Send DIFFERENT messages to different members: Legislative alerts Product standard updates Workshop, conference and Webinar invitations Send the SAME message with customized content: Personalized or customized subject line Different Top Story for different members List segmentation Most successful campaigns (opens, clicks, conversions) are the ones sent to the SMALLEST lists This DOES NOT mean taking your membership list of 50,000 and breaking it into 10 lists of 5,000 Create unique lists based on one or more member profile data points, such as: All members from California Recent attendees to a workshop Anyone who clicked on a combination of links in past s Those who expressed interest in legislative developments Anyone who opened an but has NOT clicked on a link 10

11 Branding Consistent branding in every message you send Understand rendering challenges and how to overcome them Branding for PDAs How do I decide whether to read an ? Scan the From field first Scan the Subject line Scan the first 3-4 lines of copy Newsletter Branding Colors instead of images Headlines at the top Variety of content Enhanced navigation Resources for the reader Short outgoing message 11

12 Branding Effective use of white space Simple design Focused content / message Customizing member preferences through an enhanced subscription page or RSS Text or HTML Subject preferences Updating of information 12

13 Data-driven applications The more you show you know about me, the more I will respond to your efforts: List segmentation Interest profiling Integration of data Automated campaigns Careful analysis Data-driven applications Sample Campaign: New Member Orientation New Members receive a series of messages over a period of 6 months 13

14 Best Practices what you can do to improve deliverability Overview of the problem Legitimate, opt-in s can get caught in this process resulting in False Positives 5-22% of legitimate s are not delivered to the inbox Analyst firm Jupiter Research estimates the cost of s sent, but not delivered, will nearly double to $419 million in

15 Spam filters Internetbasebased filters filters Internet- Examples: Examples: Postini Postini Brightmail Brightmail Gateway Gateway (ISP) (ISP) based based filters filters Examples: Examples: AOL AOL Earthlink Earthlink Desktopbasebased filters filters Desktop- Examples: Examples: McAfee McAfee Norton Norton Spam filters filtered lists A blacklist is a list of IP addresses identified as Spam sources ISPs & corporate filters use blacklists to prevent unsolicited bulk If the sending server is on a blacklist, the can be: Quarantined Sent into a Spam / junk folder Deleted Bounced back to the sender Blacklists are still a very common method for blocking unwanted mail 15

16 Spam filters filtered lists There are 100s of blacklists in use important ones include: Spamhaus MAPS SpamCop SORBS SURBL It s easy to get put on a blacklist & extremely difficult to be removed Impact on Deliverability: High Spam filters content analysis Sophisticated filters analyze content to determine if it s Spam Filters examine the subject line & the message body for: Specific words Phrases Ratio of HTML to text Ratio of images to text 16

17 Spam filters content analysis Messages identified as Spam can be: Deleted Quarantined Diverted to Junk / bulk folder Delivered to the recipient s inbox with the subject line re-written to include the word Spam According to a recent study, message content is not a major factor causing s to be filtered Impact on Deliverability: Medium Spam filters authentication Authentication ensures the integrity of the sender vs. Spoofed Two major authentication schemes: Sender ID or SPF (Sender Policy Framework) Domain keys Sender ID authenticates the identity of inbound messages that fail Sender ID are more likely to be Spam: 43% of Hotmail is legitimate inbound (source: Hotmail) 42% of all Internet (source: IronPort) As of April 2007, 8 million domains worldwide have adopted Sender ID technology (source: Microsoft) 17

18 Spam filters authentication DomainKeys is an authentication system designed to verify the DNS domain of an sender & the message integrity: 37% of Yahoo! s legitimate (Source: Yahoo!) 14% of all Internet (Source: IronPort) Impact on Deliverability: High Spam filters volume filtering Some ISPs will filter if they detect too much traffic from a specific source Impact on Deliverability: Low 18

19 Spam filters complaint monitoring ISPs carefully monitor the number of complaints they receive If a certain threshold is met, the sender s messages could be routed to the junk folder, or temporarily suspended from being delivered Most ISPs provide a method for users to report messages as Spam Some ISPs provide feedback to senders when a user reports an as Spam, the ISP notifies the sender via Large ISPs (e.g., AOL, Hotmail, Yahoo!, Juno, Earthlink) have a Feedback Loop, automatically notifying the sender of a Spam report Impact on Deliverability: High Spam filters reputation ISPs are now looking at the reputation of the sender, which can include many of the filtering methods just discussed: Have you sent into their domain before? How much do you send? What is the frequency / consistency of your broadcasts? How many complaints have been registered? What type of content are you sending? How clean is your list? Reportedly 77% of filtered is a result of reputation analysis Impact on Deliverability: High 19

20 Questions? Online go to the Chat box at the bottom left of your Webinar screen. Type your question and click send. Phone: Dial *1 to be placed in queue, to speak to a presenter (all participants will hear your call) Note: *1 won t work if you re using a speaker phone; you must pick up the handset before selecting *1 provided by 20

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23 Additional Deliverability Features 1. Campaigns for trigger based messaging 2. A / B Testing 3. Dynamic Content 4. Private IP Address for Each Client 5. Hosted Domain 6. Deliverability Testing 7. Exam Advanced Deliverability Module 8. Focus on Association and Non Profits 9. Integrated / fax / RSS / e-survey / e-forms tool 23

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26 Integrated , RSS & fax Opt for integrated messages that allow recipients to choose how they receive content (RSS, HTML , text , or fax) Real-time & RSS tracking data overall stats & individual usage history: Feeds published # summary opens # full-article opens 26

27 Detailed recipient history Shows how each recipient responds to your campaigns Comprehensive view of , forms & faxes Verification of delivery Forms & surveys Embed branded surveys in s up to 40% higher response rates! Publish surveys / forms to your Web site Flexible format use for polls, satisfaction surveys, membership renewal, seminar registration, etc. Easy-to-use modify existing pre-set questions or create surveys from scratch 27

28 Powerful survey reporting Graphs / charts display results in real time Summarizes feedback from openended-questions Individual reporting identifies each responder's results Cross-b analysis pinpoints specific outcomes Advanced database-driven reporting shows results by users custom fields AMS & CRM integration Seamless list management tool Secure member data transfer between AMS & MagnetMail Valuable e-marketing tracking data can be imported into AMS member records 28

29 Enterprise management controlled e-marketing for organizations with multiple users Approved sender status Customized user permissions Single administrator login to all user accounts Advanced tools section with programmable settings Faxing part of a solid marketing mix Manage fax & broadcasts from MagnetMail Automatically sends fax messages if delivery fails Full personalization Standard or fine fax resolution modes Automatic retries (no charge) 29

30 e-templates the process starts with your template design CommPartners designers work with you, to create e-newsletter, e-survey & e-form templates that reinforce your brand Templates can mimic the look of your Web site, for a seamless user experience e-marketing professionals working for you Professional design group Advanced programmers Experienced trainers Seasoned customer support Association specialists Affinity marketing team 30

31 Benefits overview Easy to create & manage e-marketing campaigns - s / faxes / surveys / forms Fully integrated with imis & Avectra member databases Valuable tracking data lets you know messages success rates - use bounce data to hone lists Web-based application for anywhere-access ASAE-endorsed content management program Trusted ASAE-endorsed technology ASAE members-only benefits: Versatile, customized solutions Reduced set-up fees Flexible billing options Free training Ongoing support 31

32 For more information: Call Web 32