Email

Why email

It’s low cost
It’s fast
It’s measurable
It works

We need an email list

Existing database
Collect through a website but you won’t get something for nothing!
Build up more detailed information over time
Rent a list – talk to Bob

Opting in

Positive opt in – crystal clear by ticking a box that they are opting in to receive emails.
Double opt in – confirm their agreement by them responding to a follow-up email to give their consent again.

Segmentation

Explicitly expresses preference
Inferred preferences which you learn through their behaviours
Use the information to tailor the offer and the content to each recipient or groups of recipients
See Nick Owen

Creative copy

KISS – Keep It Short and Snappy
From line – can it be a real person?
Subject line – “50 iPods up for grabs today” or pose a question
Subject line no more than 46 characters otherw…
Make it easy to scan,  use bullets and…

Free Sex and Phishing
Beware of spam filters
Check email against spam filters
ESP (Email Server Provider) Blue Streak

Pay attention to the design
Brand it
Join it up
Pictures paint a thousand words (but not everyone will see your pictures)
Above the fold

Great copy, great design what could go wrong?
Nothing but you need Mark and Dan
Correct coding, Hosting images
Testing the email (Hotmail, Outlook, AOL, Yahoo, Gmail)
Keeping the size of the email down (less than 27k)
Plain text, Html and Multi-part emails

Legal issues
Data Protection Act 1998
Privacy & Electronic Communications Regulations (Dec 2003)
Best Practice DMA (Membership)
Privacy statements – how the data is held and used. Are you using cookies?
 
Timing and Frequency
I don’t like Mondays or Fridays
Unless you’re an online bookmaker
High value items towards the end of the month
Monthly or weekly?

Campaign Integration
Other media will build positive brand awareness – increases the chances of it being opened
Keep creative consistent
Direct mail vs email
Email teaser > direct mail offer > email kicker

Campaign Measurement
Bounce rates
Soft bounces
Open rate
Click-through rate
_____________________
Click to purchase
Click to conversion
Post click and post impression
UK email statistics
Bounce rates 11.4%
Soft bounces 5.47%
Open rate 35.6%
Click-through rate 8.9%
Source: DoubleClick, 2006

Emails People Like
1. Coupons/ gift certificates
2. Opportunities for free samples
3. Special offers/ sales announcements
4. Order status
5. Product updates
6. Event reminders
7. Service reminders
8. Company updates
Source: ClientHelpDesk.com