Effective-Email-Marketing-DaveChaffey.pptVIP

Are you right touching?forEmail Reaction Power Morning17th May 2007 Presenter: Dave Chaffey E-mail marketing works! How are you doing? Why Right Touching? What is “Right Touching”? Right Touching is: A Multi-channel Communications Strategy Customised for Individuals Which… Delivers the Right Value Proposition Accompanied by the Right Message With the Right Tone At the Right Time With the Right Frequency and Interval Using the Right Media / Communications channels To achieve… Right balance of value between both parties Agenda Contact strategies Segmentation targeting Optimising your email templates Optimizing deliverability About Dave 1. Contact strategies Timing 1Q. Is there a best time to send an email? Q. How refined is your touch / contact strategy or policy How do we deliver relevance? Control through defining: Aims and outcomes Key messages “Institutional” and campaign-related Frequency – minimum and maximum… Number per period – month/year Interval – minimum and maximum… Gap between messages E-mail type - content and offers Do e-newsletters integrate with e-campaigns? Priorities for individual promotions Integration with offline communications (direct mail, phone) Use a ‘focal point’ Integrated touch strategy formats Event triggered e-mails examples Delivering value in an E-newsletter B2B Make my work easier Help me develop Make me look good Give me a great deal Right-touching with E-mail:Combining with offline communications E-mail Right TouchingA multi-message e-mail campaign:Re-mailing to opening non-converters Multichannel right touching example - company event Evaluating right touching - the hard metrics Monitor through time From time of signup For each segment Outcomes Opens Clicks Unsubscribes Revise touch strategy Evaluating right touching - softer metrics 2. Segmentation and targeting How targeted? Q. Which targeting factors give best response? Online targeting and personalisation options Targeting by lifecycl