MASTERING EMAIL MARKETING WITH ANDY BARGERY, DIRECTOR, KLAXON Event Marketing Certificate Webinar Series: Email Marketing and Conversion 10 October, 2012 1
TODAY S SPEAKERS Moderator Guest Speakers ADD PHOTO Ana Jesus Marketing Manager Active Network Andy Bargery Director Klaxon Nicolas Stevens Manager, Client Services Active Network 2
AGENDA 4:05PM: Mastering Email Marketing for Events 4:45PM: Q&A Email Marketing 4:55PM: Implementing your email marketing campaigns with RegOnline 5:20PM: Q&A RegOnline email tool 3
Ideas for How To Use Email Marketing to Drive Event Attendance Prepared for Active Network. Delivered online, October 2012. 4
SESSION OBJECTIVES 1. Getting the basics right 2. Understanding testing 3. Review automation & social media 5
WHO IS ANDY? Marketer & Agency Director Events Lead Generation Digital & social media PR & Communications 6
1. GETTING THE BASICS RIGHT? 7
THE BASICS Objectives Design Copy Calls to Action Data Landing pages Timing Measurement 8
OBJECTIVES Driving Registrations But also: Building relationships Cross promoting content Encouraging referrals Selling event merchandise Promoting apps 9
DESIGN HTML and Plain text Above the fold Use images sparingly Desktop, mobile and tablet Best practice footer Attachments X Video X 10
Consistent branding Encourage sharing Call to action Highlight key features & USPs Key benefits of attending Logistics Call to action 11
Call to action above the fold Personalised Call to action Easy unsubscribe Brand Endorsement Encourage social sharing 12
Personalised Call to action Terms / Subscription 13
Online version Call to action above the fold Social media integration 14
COPY: THE BODY Objectives Key messages Benefits not features Long vs Short form Bullets, sub-headings, bolds Headline & personalise Sender name 15
COPY: CALLS TO ACTION Clearly labeled Link volume Consistent landing page Click to Register Download the App View the agenda 16
COPY: THE SUBJECT LINE Understanding your customer Clear & concise Newspaper headline Verbs to drive action Personalise Align with body copy 17
DATA List management Segmentation Permission & opt-in 18
19 LANDING PAGES
TIMING Tailored to your audience 16 week promotion cycle Regular emails Link to purchase stage 20
TIMING: TIME OF DAY 21 Mail Chimp research http://mailchimp.com/resources/research/
TIMING: DAY OF WEEK Mail Chimp research http://mailchimp.com/resources/research/ 22
MEASUREMENT & ANALYTICS Delivery In email Post click Sharing Analytics to optimise 23
BENCHMARKS Type of Company Open Rate Click Rate Soft Bounce Rate Hard Bounce Rate Abuse Complaint Rate Unsubscribe Rate Education and Training 16.64% 3.41% 1.42% 2.09% 0.06% 0.20% Entertainment and Events 16.09% 2.98% 0.85% 1.55% 0.08% 0.19% Health and Fitness 20.96% 5.73% 3.14% 6.30% 0.06% 0.30% Hobbies 18.45% 4.33% 1.13% 2.08% 0.12% 0.40% Home and Garden 28.20% 4.38% 2.93% 2.68% 0.02% 0.41% Music and Musicians 13.95% 2.43% 0.68% 1.07% 0.06% 0.18% Restaurant 20.07% 2.41% 0.70% 1.11% 0.09% 0.30% Retail 17.80% 3.54% 0.61% 1.00% 0.08% 0.24% Social Networks and Online Communities 22.37% 2.85% 6.94% 5.44% 0.11% 0.74% Sports 19.54% 4.77% 0.86% 1.53% 0.08% 0.24% 24 Travel and Transportation 14.50% 2.71% 0.84% 0.83% 0.05% 0.17% MailChimp Email Marketing Benchmarks by Industry, December 2010
BENCHMARKS Open Rate: 13.02% Click rate: 1.48% Unsubscribe: 0.12% Sign-up.to Email Marketing Benchmark Report 2012 http://www.sign-up.to/email-marketing-benchmarks/email-benchmark-2012/ 25
26 POST CLICK
2. UNDERSTANDING TESTING 27
2. TESTING 28
SIMPLE TESTS Time of day / day of week Frequency Intervals Personalisation HTML vs Plain text 29
A/B SPLIT TESTING Subject line Copy Calls to Action Personalisation Creative 30
MULTIVARIATE TESTING Subject line Copy Calls to Action Personalisation Creative Subject line Copy Calls to Action Personalisation Creative 31
3. USING AUTOMATION & SOCIAL MEDIA 32
AUTOMATED EMAIL Event driven email e.g. welcome emails A sequence of automatic emails Objective: engage, motivate, cross sell, drive attendance 33
SOCIAL MEDIA Embed sharing buttons Share web version on twitter Event registration on social platforms Email to cross promote social Email sign-up on social profiles 34
35 SOCIAL MEDIA
THANKS Andy Bargery Managing Director Klaxon Telephone: +44 (0)20 7193 6627 Mobile: +44 (0)7951 025 029 Email: andybargery@klaxonmarketing.co.uk Twitter: @andybargery Blog: http://www.klaxonmarketing.co.uk/blog 36
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38 Implementing your email marketing campaigns with RegOnline
SESSION OBJECTIVES 1. Preparing emails on RegOnline 2. Using templates 3. Email automation 4. Email tracking 39
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THANK YOU FOR ATTENDING Special thanks to Andy Bargery, Klaxon Marketing 41