No Slide Title

Report
eMail Newsletters - Steps to Success
Copyright © 2002 ComputerLogic Inc. All Rights Reserved
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Planning Process
Strategy & Planning
Building the List
Copyright © 2002 ComputerLogic Inc. All Rights Reserved
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Planning Process
 Determining Objective(s)
• Target market(s)
• Scheduling, features, content, success metrics
 Setting Success Metrics
• Tracking and analysis, solution capabilities,
database input
(i.e. fields, profiles)
 Deciding the Database Solution
• Hosting, management, broadcasting
• Features, capabilities, user-friendly, cost
 Building the List
• Budget allocation, audience profile, tools,
necessary resources, existing marketing
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What is the Objective?
 Build customer loyalty and retention
 Improve brand image
 Gain customer feedback and insights
 Stimulate referrals
 Generate sales or leads
 ROI
 Advertising opportunities
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Setting Success Metrics
 Click-throughs
 Conversion events (sales, leads)
 List growth (new subscribers)
 Attrition (unsubscribes)
 Post-click website activity
 Viral marketing (i.e. send to a friend/pass-alongs)
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Key Factors
 Relevant and valuable content
 Who is your market?
 Targeted and timely
 Segmentation, delivery, frequency and
content
 Customer-centric
 Personalized based on target, preferences
and prior behavior
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Key Factors
 User-friendly
 Easy to understand language, clean design, clear
instructions
 Consistent with other marketing
 Design, tone, language
 Tracks response activity
 Clicks, conversions, sales, open-rate, pass-alongs
 Meets ROI objectives
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Planning Process
Decision Points
Building the List
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Who is the Target Market?
 New Customers
 Existing Customers
 Business Partners
 Vendors
 Site Visitors
 Sales Leads from other channels
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What Delivery Format is Best?
Give subscribers the option for
Plain Text or HTML.
Consider your:
Audience
 Plain Text
Relative Cost
 HTML
Objectives
 AOL Version
Brand image
 Rich Media or Flash
Copyright © 2002 ComputerLogic Inc. All Rights Reserved
and other
variables
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Relative Costs
 Make sure to consider the relative cost
of the various delivery formats when
making a decision about rich-media vs.
plain text or HTML emails.
• For example – if the expected response rate
for a rich-media campaign is double that of a
traditional eMail campaign – you might not
want to pay three times the price.
Copyright © 2002 ComputerLogic Inc. All Rights Reserved
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Plain Text Format
Pros:
Cons:
• Lowest Costs
• Generally lower response
rates
• Can be read by almost
everyone
• Can include trackable
links
• No color
• No stylized fonts
• No images
• No open rate data
• Displays full URLs
• Hyperlink problems with
AOL users
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HTML Format
Pros:
Cons:
• Generally better
response rates
• Higher costs
• More control over the
delivery of your message
(color, fonts, images)
• Should be read online
• Can create a seamless
experience with website
• Complications with
message forwarding
• Control of hyperlinks
• Can not be viewed in
AOL versions 4.0 and 5.0
• Open rate data
• Not viewable by everyone
• Usually larger file sizes
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Rich Media Format
Pros:
Cons:
• Even better response
rates
• Increased Cost
• The creation of a
television-like
experience
for branding impact
• Must be read online
• Not viewable by everyone
• Complications with
message forwarding
• AOL recipients must read
outside of the AOL client
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AOL Issue
TEXT
HTML
AOL 4 & 5
AOL 6.0
Caveat – While AOL 6.0 handles text, the AOL 4 &
5 formatting for hyperlinks (rich text) will not work.
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Conversion Tips
 Link to micro-site or targeted
landing page.
• Meets expectations.
• Creates more interaction and measurement
opportunities.
 Include direct-response driven/call
to action copy.
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Design and Content
 Design
• Conveys positive image
• Is right for audience
• Neat and uncluttered
• Personalization
 Content
• Meets objectives
• Has value
• Targeted to audience segment(s)
• Full articles/tips or abstracts with
links
• Informational
• Promotional
Should be
consistent with
other marketing
communications
while taking
advantage of the
unique
capabilities of
email database
marketing.
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Content Tips
 Welcome Message
• Introductions, set expectations
•
•
•
•
•
•
Contact information
Location of newsletter archives
Unsubscribe Instructions
Profile management instructions
Viral Marketing
Cross Promotion (partner
sites/lists)
Important!
Clear
unsubscribe
instructions
Privacy Policies
• Privacy policy and copyright
information
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Content Tips
 Unsubscribe
• Confirmation of unsubscribe
• Re-subscribe instruction
• Opportunity to solicit
feedback
• Alternative Delivery Options
(less frequent)
Important!
Don’t make the
user jump
through hoops to
unsubscribe!
• Contact Information
Copyright © 2002 ComputerLogic Inc. All Rights Reserved
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Data Collection
 Determine profile data
• Email address (required)
• Contact information
(name, address,etc.)
• Interests
Objectives
Drive Data
Collection
• Sales data
• Other
 Clearly state benefit and purpose of
data to subscriber.
Copyright © 2002 ComputerLogic Inc. All Rights Reserved
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List Segmentation
 Custom messaging
 Optimizing response
 Detailed reporting
 Behavior trending
Segment your list
into smaller, more
identifiable groups
for special
messaging and
easier response
reporting.
Copyright © 2002 ComputerLogic Inc. All Rights Reserved
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Planning Process
Decision Points
Building the List
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Sign-Up on Website
 Call out the Sign-up.
 Promote benefits of subscribing.
 Place above the fold (nav bars).
 Add to basic site template so sign-up
box or link appears on all pages.
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Promotion
 Banner advertising
 Sponsorships
 Search engine optimization
 Offline marketing efforts
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Promotion
 At all points of contact with customers
 Confirmation emails
 Sales counters
 Email signatures
 Business cards
 Hold messages
Copyright © 2002 ComputerLogic Inc. All Rights Reserved
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Any Questions
Copyright © 2002 ComputerLogic Inc. All Rights Reserved
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4951 Forsyth Road
Macon, GA 31210
478/474-5593
478/474-2603
computerlogic.com
Sign Up to Receive Our Information-Packed Email Newsletter
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