Marketing. Agenda. Leveraging the Inbox Privilege. 1. Why use marketing? 8. Build your business. 9. Group to recoup

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1 COPYING OR SHARING THIS CONTENT IS AN INFRINGEMENT OF COPYRIGHT Marketing Leveraging the Inbox Privilege Hokitika 19 June 2014! Debbie Roberts Indigo Marketing Agenda 1. Why use marketing? 2. Attracting recipients 3. Legal considerations 4. Message anatomy 5. Landing pages 6. marketing systems 8. Build your business 9. Group to recoup 10. Editorial imperatives 11. Clock watching 12. Measure the treasure 13. Mastering mobile 7. Top Tips 2

2 Why use marketing? Continuum of Trust Casual F Considered Twitter Committed Facebook Marketing

3 Remain Front of Mind Periodic reminders Support sales process Add value Communicate brand values Be there at point of need Remain shareable 5 Highly Targeted Communications Personally addressed One-to-one Profiled by interest Timed to perfection Customised by response Low cost per customer

4 Attracting recipients Who do you need to reach? Existing Customers Prospects Interested Parties

5 Customers Existing Customers Easiest sales opportunity Brand or product user Possible enthusiast Potential evangelist Cross sell Upsell Product replacement Prospects Prospects Product / service range Specific product / service Need more information Brand curious Category newbies Exploratory phase Ready to buy

6 Interested Parties Potential employees Media Interested Parties Suppliers Distributors Competitors Local community Industry bodies Getting them to sign up Sign up form on web site Sign up offered at product purchase Prize draw or competition Sign up form on Facebook / Tweeted Form link in your signature Tell them what they ll get Make it easy Allow them to select options

7 Legal Considerations Opt-in Sign up form on web site Sign up offered at product purchase Prize draw or competition Sign up form on Facebook / tweeted Form link in your signature Tell them what they ll get Make it easy Allow them to select options Double opt-in preferred

8 Unsubscription Unsubscribe option mandatory Make it clear in every message No cost to unsubscribe You must unsubscribe those who choose it Avoid Buying lists without permission Passing on anyone s personal information without explicit permission Assuming existing contacts have given permission Using contact information provided by a third party without explicit permission

9 Anti-Spamming Fines $200,000 for an individual $500,000 for an organisation Message Anatomy

10 Message Anatomy From (sender) Message Subject Line Salutation Primary Content Secondary Content Hygiene Content Senders, Subjects & Salutations From (sender) Message Subject Line Salutation Who s this from? Do I know them? Can I trust them? Missing = Rude Dear Customer = Ugh Dear Debbie = Friendly Is this interesting? Is enticing enough to make me want to open straight away? What s in it for me?

11 Message Anatomy Primary Content Is this delivering on the subject? Is the headline compelling? Does it quickly get to the point? Is there a link to read more? What should I do next? Is this also interesting and relevant for me? Does it relate to the subject line and other content? Is it adding value? What should I do next? Secondary Content Message Anatomy How did they get my address? Why are they ing me? Who are they and how do I contact them? What might they do with my information? How do I unsubscribe Hygiene Content

12 Landing Pages Landing Pages Headline Hero Shot Benefits Product or service in use Request for data Call to action Secondary Offer

13 Landing Pages Headline Is this the same as in the ? Is it compelling? Is it differentiating? Hero Shot Benefits Does it grab my attention? Does it connect with me emotionally? Is it relevant to the product or service? What s so great about this product or service? What can it really do for me? What makes it different or special to my other choices? Landing Pages How is it used? Who else uses it? What benefits have they derived from using it? Am I willing to give them my data? What am I going to get in return? What should I do next? Why should I do it? How do I do it? Product or service in use Request for data Call to action

14 Landing Pages I m not so interested in the main offer, what else do they have? How can I find out more? Secondary Offer Marketing Systems

15 Why use an marketing system? Professional message designs Multiple message formats Manage lists Manage subscriptions Response data Choosing a system Free trial Pricing structure No term contract Legislative compliance List segmenting Message testing Support & training Easy to use Good reporting

16 Popular Systems Top Tips

17 10 Top Tips Don t bombard them Deliver on your promise Develop a content plan Monitor your results Keep testing Keep your lists clean Focus on quality not quantity Segment your lists Comply with the law Tie-in to other marketing Build Your Business 34

18 What are your goals? Growing sales Driving online commerce Increasing enquiries Enhancing awareness Improving understanding Increasing connections Sales-related goals Growing sales Driving online commerce Increasing enquiries Prices Customers Incentivise referrals Persuade customers of value Increase prices Drive more frequent purchase More product Show them more uses Existing customers Different product New customers Introduce complementary products Similar customers New type of customer Show them higher value products Promote sharing Make introductory offers Drive list development

19 Sales-related goals Growing sales Driving online commerce Increasing enquiries Increase clickthroughs Promote online purchasing Provide online purchase incentives Promote product benefits Provide teasers to added value content Offer exclusive discounts Make compelling offers Sales-related goals Growing sales Driving online commerce Increasing enquiries Provide screening content Improve quality Make enquiring easy Offer excellent product information Click to contact or book Make contact invitations

20 Positioning-related goals Enhanced awareness Improved understanding Increasing connections Expand network New network Ask contacts to spread Prices the word Invite people to events Positioning-related goals Enhanced awareness Improved understanding Increasing connections Produce case studies Products Knowledge Experience Provide product articles Offer How to Guides Provide white papers Offer to solve problems Provide FAQ answers

21 Positioning-related goals Enhanced awareness Improved understanding Increasing connections Increase content value-add Deepen connections Grow new connections Give reasons to migrate to Ask for referrals Put sign up forms on all connection points Group to Recoup

22 Why do they sign up? To get useful tips & advice To save money To save time To be entertained To stay up to date Because it was recommended What do they NOT sign up for? To buy stuff To read corporate drivel To be spammed To be sent irrelevant content To wade through dry material To read lots on screen To be bored by their inbox contents

23 YOUR challenge To balance what your business wants......with what your subscribers want. Get to know them better Demographics Geographics Psychographics

24 Demographics Measurabl e Age Gender Household income Personal income Industry Role Customer or not Geographics Where are they? Work Home City Region Country International Mobile

25 Psychographics Enthusiast Opinion former Thoughts beliefs & opinions Sceptic Tyre kicker Brand curious Silent lurker Segmenting Customer Prospect New subscriber Specific product buyer Local International

26 Editorial Imperatives Mix it up Combine what you want with what they want

27 21 Content ideas revisited Solutions to problems Case Studies Previews How to guides Seasonal content Response to feedback News Reviews Event Information Opinion or analysis Useful links Fun or cartoons Future gazing Surveys Top tips Inspirational stories Interviews Statistics Special offers Quizzes Lists Formats Text Cartoon Graphic Image Interactive Audio Video

28 Welcome s 4 x open rates 5 x times click rates 9 x times transaction rates Higher transaction and revenue per rates with offers Free shipping and 15% off produced the highest revenues per Welcome elements Promptness Short, simple and actionable subject line Simple, direct, actionable copy Easy to redeem offer Well-planned follow up

29 Personalisation Tailor communications Name Company name Location Interests Birthday Content planning Launches Targets Events Holidays Seasons

30 Clock Watching When to send? No magic rule for frequency Higher click through rates at the weekend Early morning s get the best response Peak at 6am No difference B2C to B2B

31 Measure the Treasure Key Metrics Bounce rate Unsubscribes Open rate Click through rate Link popularity

32 } A/B Testing 10% 10% A B 80% Untested Segment Test Segment Subject lines Content Offers Personalisation Mastering Mobile

33 Mobile marketing Most common use of smartphones Around 15% of subscribers Need specific mobile templates Smaller & lighter images Shorter content Single column copy Thank you Debbie Roberts Indigo Marketing! INDIGO /

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