Not Your Mother s . Presented by: Joseph G. Scott, MAS VP Scott & Associates, Inc.

Transcription

1 Not Your Mother s Presented by: Joseph G. Scott, MAS VP Scott & Associates, Inc.

2 What is Your Mother s ? Using Outlook, Gmail or Kerio Server groups Being restricted to s/24 hours Copy/Pasting a Word Document into an No Automatic Unsubscribe No Analytics (bounces, opens, clicks, unsubs, ) No Auto Link to Social Media Accounts

3 What You Will Learn CAN SPAM Act of 2003 What's New (to you?) in Marketing? Tracking Web Activity & Proving Results Driving Traffic to Social Media, Text and Web Increasing Your business w/e mail Marketing Selling e mail Marketing Services

4 According to the Radicati Group 52 Trillion s were sent in Million s were sent per day 3.3 Billion users world wide (14% US) 850 Million Corporate; 2.5 Consumer 480 Million new users each year 89.1% of all s are Spam 262 Billion Spam s per day

5 According to the Radicati Group 730 Mobile Users 34% of total Mobile Device users 2.7 Billion Social Media users world wide 2.7 Billion Instant Messaging Accounts

6 CAN SPAM Act of 2003 Controlling the Assault of Non Solicited Pornography And Marketing Act OK: send unsolicited, commercial Messages, if: Unsubscribe mechanism in all s Unsubscribe requests are honored within 10 days Unsubscribe list is only use for compliance records Accurate from line, i.e., Relevant subject lines that support the body copy Legitimate address of sender

7 CAN SPAM Act of states have anti spam laws CAN SPAM Act: Privacy policies: Work with an attorney Audit & train employees on best practices Conduct regular audits assure compliance

8 CAN SPAM Act of 2003 (cont.) OK: send unsolicited, commercial Messages, if: ing existing customers Those who have inquired about product/service Considered relationship messages Misdemeanor to send with false header info From irs.gov when really from Preempts State anti SPAM laws Follow the rules, check with your attorney

9 What's New (to you?) in Marketing? Automatic Unsubscribe Automatic Opt In Analytics: Opens, Bounces, Unsubs, Clicks Clicks create Lists from Lists Integration with Social Media How to Track Increased Web Traffic

10 Some Services marketing service review.toptenreviews.com/

11 Tracking Web Activity & Proving Results Sign up for Mobile Marketing Sign up for twitter Sign up for Facebook Go to Featured Product Page

12 Featured Product Page

13 Web Traffic/Orders sent Tuesday, November 23, 2010 Traffic Visitors/day 68 orders 7 orders Sales Orders/day

14 Create Greater Relevance via Segmentation Lack of relevance is #1 reason for unsubscribes The more that your message speaks to the needs of the recipient, the better the response Take the folks who Click on a particular offer and make a sub list

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17 Segmenting Lists All of these folks clickedthrough to a particular product of interest on the site and are segmented into separate lists Note: 135 Clicks and 166 Click throughs indicates multiple areas of interest

18 Segmenting Lists These folks clicked through to look at Holiday Gift Ideas are segmented into a separate list. The will receive a separate Holiday Gift Idea .

19 Best Practices

20 Build Trust & Response Ask permission Set expectations at the point of opt in Deliver on promise We ll be sending you one per month Make sure all of your links work Maintain your list: Clean up! Delete Bounces

21 Best Practices Privacy Policy Preference Center

22 Build Trust & Response Offer a Preference Center to allow them to manage their subscription unsubscribe & share, format Text or HTML, frequency Higher response rate, lower churn We will never give your information to anyone else, without your permission. + a link to your full policy on your web site

23 List Building & Maintenance Position yourself where your clients are Segment your list based upon interest Preferences stated at opt in Create content that matches the recipient s preferences Clean up your list (Bounces & Unsubscribes)

24 Personalize

25 9 in 10 Have Unsubscribed According to a report from Exact Target and CoTweet Social Media Breakup 18% of users say they never open from companies 77% of all US online consumers say they have become more cautious in the past year about giving their addresses to companies.

26 Design for the Inbox Test sample messages small audience Company name in the From Add a great subject line use teaser HTML text and layout not images most are viewed in the preview pane place important content (offer) at the top for immediate viewing

27 Messaging & Campaign Design Use alt tags for all images, especially in the header describe the image Use obvious links for response Link to privacy policy and opt out Remember: only 76% of s get delivered Source: Lyris HQ

28 Best Practices

29 Don t forget mobile devices Design for the small screen ComScore study shows Mobile e mail up 36% in 11/12 and web e mail down 6% Click here if you are viewing this on a mobile device Consider text messages, instead Get them to opt in to text from the

30 Don t forget mobile devices

31 Deliverability Manage your online reputation Follow the laws and best practices Test for deliverability and spam filters ISPs watch the behavior of your recipients Online audit of all campaigns

32 Increasing Your Business w/ Marketing Get an account with an service Upload your client addresses Follow Best Practices Send your first with a really good special Segment your list Rinse & Repeat!

33 Selling e mail Marketing Services Ask if your client uses marketing Sign up on their web site for s Find out which service (if any) they use Understand their objectives Offer to manage their marketing Bill for your time

34 Common Objectives