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1 Successful Marketing Twitter: susanhallam Web: Blog: LinkedIn: susanhallam Digital Marketing Agency 2011 Hallam Communications Ltd Page 1

2 Today s Agenda Customer touch points Planning your campaign List building Developing content technologies Measuring your success Today s materials Client Area Lincolnshire One Venues: Marketing Password: drillhall 2011 Hallam Communications Ltd Page 2

3 2011: Where is read 2011: Day of the Week 2011 Hallam Communications Ltd Page 3

4 What is Spam? A history of fighting Spam... Source: Hallam Communications Ltd Page 4

5 Why are you marketing? Acquisition Conversion: Engagement Retention and Loyalty Acquisition: Website Call to Action 2011 Hallam Communications Ltd Page 5

6 Some Design Principles... Subscription Forms 2011 Hallam Communications Ltd Page 6

7 Confirmation Confirmation Tracking 2011 Hallam Communications Ltd Page 7

8 Double Opt In Benefits led final confirmation 2011 Hallam Communications Ltd Page 8

9 Acquisition: Integrating with Facebook Acquisition: Integrating with Facebook 2011 Hallam Communications Ltd Page 9

10 Acquisition: signature Conversion: ezines and newsletters 2011 Hallam Communications Ltd Page 10

11 Don t make me think Conversion: Offers and Incentives 2011 Hallam Communications Ltd Page 11

12 Retention & Loyalty: confirmations Retention & Loyalty: Service 2011 Hallam Communications Ltd Page 12

13 Retention & Loyalty Strategy for new customers? Strategy for loyal followers? Retention & Loyalty: Cross Sell & Up Sell 2011 Hallam Communications Ltd Page 13

14 Retention & Loyalty: Referrals Recommendation Sample from V&A newsletter Creative & Content 2011 Hallam Communications Ltd Page 14

15 Exercise: Your key message... What is the purpose of your message? What do you want me to do? Why would anybody want to attend your event? WIIFM? Benefits led copy From Address Building trust Branded address Real person Consitency for white-listing or spam filters Instant recognition 2011 Hallam Communications Ltd Page 15

16 Subject Line Source: Subject Line Keep it short, no more than 50 characters Describe the purpose of your It is not an advertisement Set your user expectations: newsletter, promotion Think AIDA Make it clear Event tie in Don t attract the SPAM cops (! s, CAPITALS, keywords like free, sex etc) 2011 Hallam Communications Ltd Page 16

17 Exercise: Testing Subject Lines Branded Short, or Long Front loaded Witty Factual Questions Promotions Useful Specific Unique Urgent Be careful: Images Off by Default 2011 Hallam Communications Ltd Page 17

18 ... And turning images on Testing for different cients Hotmail Yahoo Googl AOL Outlook Mac/PC 2011 Hallam Communications Ltd Page 18

19 Rendering: Outlook Rendering: Hotmail 2011 Hallam Communications Ltd Page 19

20 Rendering: Yahoo!Mail Preview Tool: on Acid 2011 Hallam Communications Ltd Page 20

21 Personalisation & Segmentation Implies relevance Can increase response rates Think about tone Building Mailing Lists: Legal Issues Governed by the Privacy and Electronic Communications (EC Directive) Regulations 2003 Senders cannot send such messages unless they have the recipient s prior consent to do so Hallam Communications Ltd Page 21

22 Building Lists: Legal Issues This strict opt-in rule is relaxed if three exemption criteria are satisfied: The recipient s address was collected in the course of a sale or negotiations for a sale i.e. online booking The sender only sends promotional messages relating to their similar products and services AND When the address was collected, the recipient was given the opportunity to opt-out which they didn t take. The opportunity to opt-out must be given with every subsequent message. Building Lists: How much to ask for? 2011 Hallam Communications Ltd Page 22

23 Building Lists: Double Opt In Double opt-in Another useful touch point 2011 Hallam Communications Ltd Page 23

24 Building Lists: Housekeeping Building Lists: Opting Out 2011 Hallam Communications Ltd Page 24

25 Marketing Technologies In-house Agency Application Services Provider (ASP) MailChimp Marketing Tool 2011 Hallam Communications Ltd Page 25

26 MailChimp Marketing Tool From around 10 per month for up to 500 addresses in your list; 18 for up to 2500 RSS to feature ( newsletters from Blogs) Conditional Dynamic Content Extensive reporting and data analysis options (Google Analytics integration) One-click spam filter and mail client checking Integration possibilities (API) Full open and click-through tracking. Opt-out suppression and full reporting via web browser Extracting and Importing: Box office data 2011 Hallam Communications Ltd Page 26

27 Campaign Planning: Setting Objectives Sell a show or exhibition Building your lists Customer touchpoints Promote a new website/online feature Get feedback When is the best time to send? Day of the week Time of day Week of the month There is no one size fits all answer 2011 Hallam Communications Ltd Page 27

28 Segmenting Options Recency Frequency Value Measuring Your Success Offline methods the traditional way Broadcaster reports Landing pages Google Analytics Query strings 2011 Hallam Communications Ltd Page 28

29 Google Analytics Tracking Code Measuring Success 2011 Hallam Communications Ltd Page 29

30 Marketing Metrics Measuring Success Open rate Click through rate Bounce backs Unsubscribes Capture rate Conversion rate 2011 Hallam Communications Ltd Page 30

31 Action Planning Marketing 2011 Hallam Communications Ltd Page 31

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