1 / 21

email marketing

email marketing. Overview . Basic Calculations Building your list Choosing a mailing company Designing an email Mailing frequency List selection and segmentation Specialty emails. Basic Calculations . It’s important to know what your customers are worth

marvel
Download Presentation

email marketing

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. email marketing

  2. Overview • Basic Calculations • Building your list • Choosing a mailing company • Designing an email • Mailing frequency • List selection and segmentation • Specialty emails

  3. Basic Calculations • It’s important to know what your customers are worth • Customer Life Time Value “CLTV” – see last page for links to calculations • Simple Calculation - Say the average customer buys for 2 years.   Therefore, we define the LifeTime of a customer as 2 years. Over 2 years, the average customer makes 10 purchases. 10 x $2.50 Profit per Unit = $25.00 LTV of the average customer • Once you know what your customers are worth you can start to work on the value of new members • If 10% of your members become customers than the value of a member is 10% of $25 or $2.50 (don’t forget to reduce out the cost of getting them to buy) • Using analytics determine what % of your business is New vs Existing Customers • Existing business varies based on the industry and the products understand your industries retention rate and assess your companies rate vs the industry • Example – Appliances 15% vs Cosmetics 50% • You can spend more to acquire new customers as you increase your CLTV

  4. Building Your List • Buyers – everyone who buys should be added to your email list • Members – membership sign up should be prominent and aggressive • 2 Step Process email ONLY in step one • More data in step 2 but only collect what you really need • Partnership and Business Development – find win / win partnerships where you don’t pay for members – use your products as prizes for another company’s contest and share the data • 3rd Party Data • Once you know the CLTV of a member you can test out 3rd party list rental an co-reg programs - it is important to ALWAYS analyze new members by source – outside sources can be worth 10% of the value of a member on your site Buying Lists - Not an acceptable practice - some lists can be shared but be careful and mindful of the CAN SPAM Laws

  5. Registration Process

  6. Choosing a Mailing Company • If Your List Size is under 5,000 use Constant Contact – it’s self service and easy to use • If Your List Size is over 5,000 decide If you want a full service or a self service company • Self service approx $2 per 1,000 emails sent • Full Service approx $6 per 1,000 emails sent • Rates decrease significantly with monthly volume – mailing volume of 100 million per year can be as cheap as $1.00 per 1,000

  7. Designing an email • Create a Template • Determine what you want to promote and make sure the message is clear • Make sure there is a clear Call to Action • Make sure the design is consistent with your brand and entertaining • Cover the basics – navigation, unsubscribe link and address, footer with company information and all disclaimers • HTML – Pre Header so if viewed on a mobile device with images off the message is still there • Types of emails • Welcome • Promotion • Newsletter • Notification (Final Notice) • Site abandon • Cart Abandon

  8. Terms • Basic I

  9. Before You Send • Come Up With More than One Version of the Promotion – 25 % OFF vs Buy One Get One 50% OFF • Test Multiple Subject Lines • The Difference between a 12% Open Rate and a 15% Open Rate is NOT 3% - it’s 20% • Test in multiple browser settings using the ESP tool for testing • Send yourself a test email

  10. Reading Test Results

  11. Segmentation and Mailing Frequency • Create and Follow a Promotional Schedule • Monitor Open and Click Rates • Open Rates Should Average Above 10% • Click Rates Should Average Above 15% of Opens • Segment Your List and Market to Responders More Frequently • Vary Your email Type if You Mail More than 2x a Week

  12. Terms • Basic Industry Terms • ISP - Internet Service Provider AOL, MSN, Yahoo • ESP – email service provider deliver the email to the ISP • SPAM – unwanted email • Opt In Registration – must check a box to Opt IN • Double Opt In – must check a box and confirm usually via email • Opt Out – automatically signed up must Opt Out to get off of the list • Unsubscribe – ask to be removed from list • Black List – complainer –NEVER Mail even if re-subscribe • CLTV – Customer Life Time Value • Open Rate - % of people who receive an email that open • Click to Open Rate - % of People that Open an email that Click • Click to Sent Rate - % of People that are sent an email that Click • Click through Rate- ask for a definition it can be one of the 2 above • Conversion Rate - % of people that click that make a purchase • Unsubscribe Rate - % of people that are sent an email that unsusbscribe

  13. Helpful Links • CLTV Calculation • http://hbsp.harvard.edu/multimedia/flashtools/cltv/index.html • http://www.jimnovo.com/LTV.htm • http://en.wikipedia.org/wiki/Customer_lifetime_value • Spam Law • http://www.spamlaws.com/federal/can-spam.shtml • http://en.wikipedia.org/wiki/CAN-SPAM_Act_of_2003 • SellUp Blog • http://www.etailsales.blogspot.com/

  14. Questions & Answers • For More Information • visit: • http://www.etailsales.blogspot.com/ • connect: • http://www.linkedin.com/in/allanlevy1 • follow: https://twitter.com/#!/allanlevy1 Allan Levy CEO www.sellup.net allan@sellup.net

More Related