Marketing that Works. Anthony Lindsay

Transcription

1 Marketing that Works Anthony Lindsay

2 Marketing: Why Bother?

3 Your Audience is Online 3,042,600 Irish people online

4 Your Audience is Online Time spent online: European average: 12.1 hours a week Irish average:19.4 hours a week

5 Rumours of the demise of have been much exagerated! What do Irish people do online? 1. (96%) 2. Research (86%) 3. Buying / Shopping (53%) 4. Social Networking (52%) 5. Online Banking (51%) 6. Travel Bookings (50%) 7. YouTube (48%)

6 Follow the Money It is where the big boys/girls spend their time and money:

7 Best Return on Investment marketing will generate an ROI of $48 for every dollar spent on it, outperforming all other direct marketing channels. - - Direct Marketing Association

8 The Big Debate: Marketing or Social Media?

9 Integrate your digital channels! Social Media Integrate

10 1.Types of Marketing s newsletters Announcements Sales and promotions Information gathering & crowdsourcing (surveys, calls for suggestions) Press releases

11 How To Send Marketing s

12 Which Marketing Solution? 1. Client (Outlook, GMail, Apple Mail etc.) 2. Customer Relationship Management Solution (CRMs like Salesforce, Microsoft Dynamics, Zoho, CiviCRM, Goldmine etc. ) 3. Online Marketing Solution (Mailchimp, Vertical Response, Constant Contact, Circulator etc.).

13 Reasons to Go with an Online Provider Solid infrastructure - better deliverability Reporting tools Ready made, bullet proof templates Only pay for what you use Built in list management Segmentation tools Better targeting All in one handy package!

14 Mailchimp - a Whistle-stop Tour Mailchimp: Store up to 2,000 subscribers. Send up to 12,000 s per month for free.

15 Audiences: Messaging & Segmentation Who do you want to talk to? Remember: "everybody = nobody" Different audiences need different messages. You can customise: tone language content message & call to action

16 How to Segment Your Audiences The hard way: hand-picking contacts lists for every type of communication The efficient way: 1. Think about the kinds of people in your audiences. 2. What differentiates one group from another? 3. Capture the pertinent data. 4. Store it in a structured and consistent manner, e.g. database or CRM. With this hard work done, the actual segmentation can happen with a few clicks.

17 Exercise 1 Indentify and segment your organisation's audiences: 1. Who are your audiences? 2. How would you segment them? For later What are the defining characteristics of each audience? 2. What data do you need to capture to pull out each segment?

18 How to Build a Contact List Existing data sources? Commecial mailing lists? Sign-ups?

19 Good Practice - Building a List Ideally, opt-in Tell people what they are signing up for Tell them what to expect (frequency, subject)

20 Message Formats There are two kinds of HTML (formatted) Plain-text

21 Killer Content and the Axiom of Value

22 What is Spam? Legal definition: Unsolicited commercial in a business to consumer (B2C) context European Privacy and Electronic Communications Directive Real life definition = stuff the recipient does not want!

23 The Reality Now The power to label someone as a spammer lies in the hands of the recipient. Even if you are legally within your rights to send , if the recipient sees no value to them in your , then they may mark it as spam. Remember the Axiom of Value. There must be a compelling value proposition in each communication.

24 The Penalties for Spamming are Really, Really Bad... If you send illegal spam you can be fined per message sent (fines up to 250,000 or 10% of the offending company's turnover). If labelled a spammer your messages may just end up in junk mail and never be seen. If your ISP thinks you are a spammer they may block your mail and tell you that it is blocked. If your ISP thinks you are really evil, they can send your mail into a black hole and NOT tell you!

25 Opening Mail Why do people open some messages and not others? What do you think?

26 It's all About Me! People like: 1. to get something for free 2. quality, hard to get, relevant content 3. things they have asked for Look at the newsletters you open. What differentiates those from mail you don't open?

27 Subject Lines: Your 50 Character Pitch! The subject is the most important part of your Generate Recognition, Interest, Action (RIA) Recognition: Do I recognise the source and subject? Interest: Is it worth looking at right now? Action: Pave the way for action by creating a sense of urgency.

28 Subject Lines

29 Time to Roll Your Own Can you come up with a good subject line for this ? Dear Bob, We're holding a fundraising quiz night next Thursday, in the community centre at 8:00pm, to raise money to help purchase a bus for our respite care service. We'd love you to come as this service is really important to so many people and in order to make it work, we need your support. Looking forward to seeing you there, John

30 Characteristics of a Good Subject Line 50 characters, or less Create a sense of urgency (use value words) Be specific (do not mislead, EVER) Be straightforward (do not use "salesy" or "pushy" words and phrases) Avoid CAPS, or exclamation marks in your subject lines Personalise and localise

31 The Body Content Dos: Keep it short & concise Have a balance between text and images Make sure the works with no images first Include links to further content Include a clear call to action Don'ts: Put everything in an attachment Attach files (link instead) Rely solely on images

32 What is the Point of Your Marketing ? It should have a single call to action: Click through to your website to complete a transaction Call you Sign up or do something else

33 Analytics - the True Power of Traditional marketing is not trackable - "spray and pray". lets you track: Open rates Click through rates Who is opening and who is clicking!

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35 Test & Refine

36 Free Resources Read MailChimp's Marketing Field Guide For the eager-beavers, there's a whole library of these guides: The Dummies Guide to Retention Marketing

37 A Real Life Example: Putting Together a Campaign

38 Elements of a Good Marketing Target it Personalise it Compelling subject line Simple, short, clear message Striking imagery Works without images Social media integration Unsubscribe tool Incentive Tracking and analytics

39 Target Your Mail We chose: People who'd been to a social media event before (but not an event like this) People working in PR, communications, marketing (including fundraisers, web editors, web admins, some manager etc) It's hard, but try to avoid sending to people who will consider it irrelevant, e.g. the accounts department!

40 Personalise it It's easy to go dear <<Firstname>> Consider other information... e.g. company, job title or other Weave it into your copy (or craft your copy around it!) Create the illusion of a personal one-to-one communication Check the data you've chosen to make sure it exists!

41 Compelling subject line This is your 50 character elevator pitch. These were the option we considered: Learn how to do the right way. is the #1 activity on the internet. Are you doing it right? Connect with your clients through the most used channel on the web - . Build relationships with Getting Ahead with Marketing Permission Based Marketing For Charities marketing - the good, the bad and the evil

42 Short & Clear Your audience's: time is limited attention spans short patience thin Remember that, and write accordingly!

43 Striking Imagery 1. We decided on a theme (cowboys) 2. Did a quick search for cowboy inspiration on Google image search - The Good The Bad & The Ugly 3. Purchased cheap stock imagery (3 items) from istockphoto.com 4. Composed our image in GIMP & saved as a small JPG.

44 You Cannot Rely on Images Remember, images are turned off by default. Your mail has to work without images.

45 Integrate Social Media Links Always include links to your social media presence Increase your brand awareness!

46 Unsubscribe Tool Important - reduces the chances of being canned as spam Mailchimp (and others) include it automatically If you can, it can be a useful opportunity to ask people why they are leaving. A simple form can work wonders.

47 Why are you leaving me? There's no harm in asking! Good opportunity to gather feedback data

48 Include Incentives We offered discounts to: Create some interest. Make people feel valued Make receiving the a little bit special Make people look forward to receiving the next one!

49 Tracking & Analytics We included: open tracking click tracking So we'd be able to follow up on people who opened people who clicked people who didn't

50 s That Suck Learning good practice through looking at bad practice.

51 What's wrong with this picture? no content... just an image

52 Oh dear... Typo in title PDF attachment No content No unsubscribe

53 Tut-tut... They did not check their data integrity.

54 Publisher? Really?

55 Who? who is this addressed to?

56 Look Who's Sending PDF attachment no links bad filename no unsubscribe no content not targetted not personalised

57 A campaign example Better Together 2010 Series of 9 s over a 12 week period Mixture of targeting, personalisation and copy/imagery

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62 And it's good night from me... and it's good night from him! Remember: Opt-in is the way forward The recipient decides what is spam - think before you send is still the most popular use of the internet The rewards can be great Test, refine, adapt!

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