Event Director s Best Practices Webinar Series In collaboration with Puresend, presents EM@IL Essentials Driving event revenue through email marketing By Cliff Seltzer, General Manager September 22 nd 2010
Today s Speakers Moderator Guest Speaker Rohan Lawton Industry Manager, Sports Active Network Cliff Seltzer General Manager Puresend
In the time it takes you to read this sentence, some 20 million emails entered cyberspace.
Email Essentials Agenda The Power of Email Six Critical Phases for Email 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
The Power of Email Cost effective Improved customer engagement and service Timeliness and quick deployment Broad reach Targeting capabilities Measurable results
6 Critical Phases for Email Success Strategy & Planning Test, Revise, & Repeat List Building & Segmentation em@il essentials Analysis & Reporting Design & Content Deliverability
Design & Content
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
Strategy and Planning (cont.) Develop an email campaign plan, process, timeline and milestones
List Building & Segmentation
Building Your Database Leverage all opportunities to grow your email 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
List Building Best Practices Permission-based emails 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 email regulations List hygiene Update and scrub your database regularly Remove duplicates Collect data to segment and target your audience
Subscriber Opt-in Preferences
Targeting Know Your Audience Segment and target for best results Age Gender Interests Prior registrations and activities Geo-targeting Other characteristics
Design & Content
5 Stages of Viewing Emails First Impressions From Subject Preview Pane Open Email (Above the Fold) Full Email Source: ExactTarget
5 Stages of Viewing Emails: From Name From The From field is what people use most often to determine whether to delete an email Subject Preview Pane Ensure your From name ( friendly name ) is instantly recognizable Open Email (Above the Fold) From email address should also be legitimate and recognizable Full Email
5 Stages of Viewing Emails: Subject Line From Subject The Subject line is what actually motivates people to open the email 80/20 Rule 80% will scan your subject line, less than 20% will read or take action on your email Preview Pane Open Email (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: Email Sender and Provider Coalition Full Email
5 Stages of Viewing Emails: Subject Line From Subject Preview Pane Open Email (Above the Fold) Full Email
5 Stages of Viewing Emails: Subject Line From Subject Preview Pane Open Email (Above the Fold) Full Email Call-to-Action Personalized Time-sensitive & offer to save Time-sensitive Question
5 Stages of Viewing Emails: Subject Line From Subject Preview Pane Open Email (Above the Fold) Full Email Do Don t Keep it concise and descriptive 40-50 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 email 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.)
5 Stages of Viewing Emails: Preview Pane From Subject Preview Pane Open Email (Above the Fold) Full Email Top left 4-5-inch square is key Between 288-360 pixels Ensure your call-to-action is visible Test in various email 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 email messages. Source: Jupiter Research
5 Stages of Viewing Emails: Preview Pane No preview pane
5 Stages of Viewing Emails: Open Email From Anatomy of an Email Pre-Header Subject Header Preview Pane Headline Salutation Fold Open Email (Above the Fold) Content (Body) Full Email
5 Stages of Viewing Emails: Open Email From Pre-Headers Very valuable real estate Subject Preview Pane Open Email (Above the Fold) Full Email 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
5 Stages of Viewing Emails: Open Email From Pre-Headers Subject Preview Pane Open Email (Above the Fold) Full Email
5 Stages of Viewing Emails: Open Email From Subject Preview Pane Above the Fold Headline Call-to-action and links Salutation personalisation Image-blocking Open Email (Above the Fold) Full Email 59% of online customers routinely block images. Source: MarketingSherpa
Anatomy of an Email From Anatomy of an Email Subject Calls-to Action (links) Branding Preview Pane Graphics (links) Open Email (Above the Fold) Full Email
Anatomy of an Email (cont.) From Anatomy of an Email Content Links Subject Preview Pane Branding Open Email (Above the Fold) Full Email Footer: Organizational Info Privacy Policy Unsubscribe
5 Stages of Viewing Emails: Full Email From Subject Preview Pane Scrolling Length Image-blocking Actions Download Open Email (Above the Fold) Full Email Register Visit Website Forward, Share Save
Types of Emails Different tone and content based on goals of email News, updates, informational, enewsletters, offers, promotional, transactional, receipts, etc.
Getting Results Simple, timely text emails work!
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.)
Getting Results Triggered Emails Based on a specific action, behavior or event
Getting Results Triggered emails based on an action, behaviour or event Memberships Welcome message to new registrants Renewal emails 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 e-mail invitations for future events to participants who attended previous ones For those who registered for an event, send an email reminding them that they can purchase event merchandise
Getting Results HP Welcome Email with Offer Followed by Campaign Track
Getting Results Campaign Track Scheduled campaigns, drip campaigns
Content Best Practices Concise, clear copywriting Relevant, informative Build relationships with participants (loyalty) Links and calls-to-action Personalisation, dynamic content Testing
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
Design Best Practices Images Host images Use Alt tags Define the image size Alt Tags & HTML coding None
Design Best Practices Test content rendering
Design Best Practices Test content rendering
Deliverability
Manage Your Online Reputation Follow CAN-SPAM laws and stay compliant ACMA in Australia: www.acma.gov.au DIA in NZ: www.dia.govt.nz SSCRC in Singapore: www.spamcontrol.org.sg/ 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
Timing When should you send emails? 80% of emails you send are opened within 48 hours of delivery. Source: MarketingSherpa
Analysis & Reporting
Metrics: What Should You Track? Delivered Bounces Opens Click-thru rate Unsubscribes
Reporting
Advanced Reporting Listed by specific click-thru urls
Advanced Reporting
Test, Revise & Repeat
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
What s Next?
What s Next? Relevancy Dynamic targeting and dynamic content relevant to each subscriber Content based on interests and actions Improved landing pages Mobile email Social media integration
Leveraging Social Media Build email subscriptions through social media Links within emails to grow fan base and followers Enable sharing opportunities
Questions? Email Essentials Webinar Contacts: Cliff Seltzer CEO, Co-Founder Puresend, part of the Active Network cliff.seltzer@activenetwork.com Rohan Lawton Industry Manager Active Network Rohan.lawton@activenetwork.com
Resources Email Industry Resources: Active Network Contacts for Products: Email Experience: http://www.emailexperience.org/ MarketingSherpa: http://www.marketingsherpa.com/ Marketing Profs: http://www.marketingprofs.com/ Puresend (Email Service Provider): inquiry@puresend.com Deliverability and Reputation Return Path: http://www.returnpath.net/ Deliverability.com: http://blog.deliverability.com/ Active Network Online event management services Marketing.global@activenetwork.com CAN-SPAM ICO: https://www.ico.gov.uk EuroCAUCE: http://www.euro.cauce.org
Thank you for attending! Questions or suggestions for future webinars? E-mail them to: marketing.global@activenetwork.com Special thanks to