Email Marketing works The figures shows that it is a cost effective means to acquire new customers It enables you maintain profitable relationships with your existing customers It is trackable so that you can measure return on marketing investment.
Email Marketing Objectives! Reinforce your brand! Viral marketing! Convert prospects to customers! Cross sell/up sell! Develop loyalty! Drive web traffic! Subscription renewals! Educate & inform! Communicate with channels or other business partners
E-newsletters - http://coolum.regency.hyatt.com Visually appealing sign-up Target marketing Permissionbased marketing
E-newsletters - http://coolum.regency.hyatt.com Make only essential fields mandatory Re-affirming permission aspects builds trust
E-newsletters - http://coolum.regency.hyatt.com
Double opt-in
E-newsletter - www.egypt.travel Takes a lot of space usefulness? Clear choices builds trust Too many fields to complete Difficult to unsubscribe
E-newsletter - www.egypt.travel No images to sell the destination Impersonal No link to confirm subscription
Recommendations! LovEgypt newsletter recommendations:! Personalise ( Dear Mr Alford or Dear Philip )! Ask for confirmation of subscription engages recipient! Provide unsubscribe link! Reassure recipient that the relationship is between ETA and him! Link to privacy policy! Provide a call to action to activate the relationship! Offer some value through relevant content or a timely hotel offer! Take the opportunity to ask for more information but offer something in return (e.g. relevant offer)! Make it graphically rich! Link to user generated content e.g. travellers reviews
Designing and Crafting Your Email Professional design software! Outlook! Constant Contact! Campaign Monitor! Campaign Commander by E-mailvision! MailChimp (www.mailchimp.com)
Why mailchimp? 1. Professional performance yet reasonably priced and ideal for small businesses 2. Comes with built-in newsletter templates, but also lets designers use their own code 3. Track and Analyze Campaigns feature 4. Unsubscribes and invalid email addresses are removed automatically 5. you can store up to 2,000 subscribers (customers) and send up to 12,000 emails per month for free
! Overview! Campaign! Report! Autoresponders Take a tour in MailChimp! List Use Segmentation in Maple Communication ltd list Grow list at every contact point - Go to Maple site to sign up mailing list http://www.maplecommunication.co.uk/information/enewsletter-sign-up-form.html
Designing and Crafting Your Email! Deciding a theme (promotional, informational, procedural, relational)! Choosing the right format! Visual design (add visual anchors)! Writing copy that drives action: Starting with headers that get noticed Formulating an identifiable from line Crafting effective subject lines! Personalizing your emails
Subject line!subject line should help to increase your open rate!what is the worst - don't write your subject lines like advertisements!subject line that works: Fit with your recipients expectation Tell what's inside, not sell what's inside.
Steps 1,2,3 to design your own email campaign Step 1: create a trail account here:! http://www.mailchimp.com/signup/h! Use our training account: UKtrainee01, 02, 03, 04, 05 Step 2: Create a new list (Create an electronically customer list and import it into Mailchimp); Step 3: Create campaign Step 4: Test and execute the campaign Step 5: Track and report campaign result
What not to do in your email campaign! EXCESSIVE PUNCTUATION**!!!! Long articles that seem to never end and say the same thing over and over again! Unfamiliar From Address! Click Here links - craft your links into phrases and headlines that call for action! Distracting images! Boring subject lines! Links that surprise the reader! Unfamiliar advertising! Repetitive messages! Cluttered layout! Most of all, if you have nothing valuable to say
You should
Thank You Dr Philip Alford palford@bournemouth.ac.uk Elizabeth Alford maplecommunicationlimited@gmail.com