Online Marketing 101. Introduction to Marketing. TwistofLime.biz

Transcription

1 Online Marketing 101 Introduction to Marketing TwistofLime.biz

2 marketing 101 Why use for marketing? At its best, marketing blends art and science, and an marketing star can wear both hats equally. True permission marketing success occurs when a marketer delivers a relevant message on target with the audience's needs. Simms Jenkins; imedia Connection Create a message that speaks to what your subscribers signed up for, what they expect, and what they want. A recycled offer of your newspaper ad or direct mail piece will not accomplish this.

3 Have you ever...?... sent a marketing only to wonder who, or if anyone, opened it?... wondered if anyone clicked through to your site?... sent an to a large group only to get back a raft of auto-responses and mailer daemons?... spent hours updating an Excel spreadsheet after each campaign?... scrambled to get your list together before sending out an campaign?

4 If you answered yes to any of the above you should use an Service Provider (ESP).

5 The numbers Direct Marketing Association study

6 vs. other marketing Pay-per-click search ads rank 1st for ROI, followed by marketing to house lists in second place. December 2008 survey, MarketingSherpa to house lists beat paid ads in terms of ROI, with 42% describing as having "great ROI outperforms other tactics." Only SEO and behavioral targeting (which you can also do with ) scored higher. December 2007 survey, MarketingSherpa 58.7% cited marketing as one of the Internet marketing formats that generate the best results and highest ROI survey of hotel marketers, Hospitality ebusiness Strategies

7 lists Where did you get your list? Bad Purchased somewhere. Obtained it from a partner organization without express permission from people on that list. Scraped from other Web sites. List is more than 1 year old.

8 lists Where did you get your list? Good Your list of customers who purchased from you in the past 6 months Customers who have interacted with you in some manner and indicated they are willing to receive from you. People who have specifically signed up on your Web site. * Even if those on your list belong to one of the above three points, it s always a good idea to ask them to opt in again.

9 Opt in or opt out? Law requires you give recipients a way to opt out and then really do it. Best practices dictate opt-in is best some say double opt-in.

10 FTC CAN-SPAM Act CAN-SPAM Act: Requirements for Commercial ers Bans false or misleading header information. Prohibits deceptive subject lines. Requires that you give recipients an opt-out method. Requires that commercial be identified as an advertisement and include the sender's valid physical postal address.

11 Inbox identification Why people delete s: don t recognize the name not interested at the time too busy

12 Inbox identification Subject line Avoid spammy subject lines Save, Save, Save!! Act now and get 85% off! You could be a winner! Put the real subject in the subject line This Valentine s Day, say it all with ipod Touch Order Christmas cards by Nov. 15 and get free shipping

13 Spam filter triggers Common things that raise red flags: low ratio of text to image area subject is all caps You registered with a partner... quotation marks in subject line toll free number in subject line cloaking words (cloaked words look like th*s)

14 Words that can trigger spam filters Apply Online As seen on "100% free" Call free Call now Contains word "ad" Direct Direct marketing double your income Earn $ Earn extra cash Extra income Free Fast cash Free gift Free info Free membership Free offer Free sample Gift certificate Great offer Guarantee Incredible deal Info you requested Information you requested Limited time offer Make $ Money back No cost No credit check No purchase necessary Offers coupon Offers extra cash Save $ * Spam filters are a moving target!

15 image usage

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17 campaign tips supply a way to view in a browser tell why I m receiving the (permission reminder) include forward to a friend link include links to your site use analytics tracking leave out the kitchen sink don t market in a silo - social networking - mobile

18 Common mistakes to avoid not branding your message using images for your messages using attachments for your messages not tailoring your list not getting permission not providing contact information not providing a way to opt out

19 Beyond direct Welcome messages (often under-utilized) Trigger (generally higher open rate) - post-purchase - birthday - forward to a friend referrals - wish lists - customer service Unsubscribe - let users change frequency - provide communication alternatives (RSS, offline) - thank them; other offer?

20 Test, test, test... Does your campaign pass the spam test? - AOL Postmaster: Conditions for Gaining Whitelist Status - Yahoo! Help: As a Sender, How Can I Ensure Uninterrupted SMTP Access and Prioritized Delivery?

21 Test, test, test... What aspects of your campaign should you test? subject line message creative offer time of day day of week cross-platform compatibility How to test? A/B split

22 Test, test, test... Do you segment your campaign based on data? gender new vs. returning customer ZIP code

23 Test, test, test... How do you treat subscribers based on performance? users who clicked users who didn t open users who signed up in the past 30 days And how do you follow up based on this performance?

24 Thank You! Chris Hansen Twist of Lime Marketing & Content Services call me: me: get more info: TwistofLime.biz read my blog: MarketGreener.com find me on Facebook: facebook.com/people/chris-hansen/ link to me on LinkedIn: linkedin.com/in/christopherrhansen follow me on Twitter twitter.com/twistoflime