1. Click to start Improve Your Response Rates Dawn Sims EMAIL MARKETING:

2. FULFILMENT & DIRECT MARKETING RESEARCH & MYSTERY SHOPPING EMARKETING & DESTINATION RESOURCES MAILING STORAGE & DISTRIBUTION CUSTOMER CONTACT CENTRE www.thecarriergroup.co.uk

3. Email Marketing: Improve Your Response Rates The elements that affect response rates How to increase conversions Evaluating your results Our top ten tips

4. RESPONSE RATES The elements that affect

5. www.thecarriergroup.co.uk Set Your Goal: Know what you want to accomplish Each campaign MUST have a clear purpose, for example: –Encourage more website visits –Advertise special offers –Promote an event or product –Send out news or announcements?

6. www.thecarriergroup.co.uk Set Your Goal: Know what you want to accomplish

7. www.thecarriergroup.co.uk Identity: Clearly identify yourself as the sender

8. www.thecarriergroup.co.uk Identity: Think about the landing page

9. www.thecarriergroup.co.uk Check your Design: See your email from your customers point of view  Consider the tone of your copy – does it relate to your audience?  What would catch your eye?  Could the design be better?  Who is it from?  What’s in it for me?  What do I do next?

10. www.thecarriergroup.co.uk Frequency & Delivery: Send regular planned emails How often to send –Create a schedule –Include frequency in online sign-up “Monthly Newsletter” –Coordinate for maximum impact –Newsletters (monthly / quarterly) –Announcements / Event Invitations (as needed) When to send –When is your audience most likely to read it? –Day of week (Tuesday & Wednesday) –Time of day (10am to 3pm) –Test, test, test

11. www.thecarriergroup.co.uk Summary The elements that affect response rates Know what you want to accomplish Identify yourself as the sender Customers point of view Regular planned emails Improved Response Rates

12. CONVERSIONS How to increase

13. www.thecarriergroup.co.uk The Subject line: The most important sentence in email marketing  Max 40 characters and place the most important words at the beginning of the sentence.  Write as if you are talking to a friend, ask a question, don’t broadcast an announcement.  Give a clear insight to the content of the email, but leave an element of mystery.  Should convey something important, timely or valuable.

14. www.thecarriergroup.co.uk The Subject line: Spam Filters Avoid using words "free" or "discount“ Avoid unnecessary punctuation (lots of !!!) Avoid using all CAPITAL LETTERS

15. www.thecarriergroup.co.uk The Opening Think above the fold Dawn, can’t see this email? Click here to view the online version

16. Branded banner Main Heading and details of offer (text) Personalised lead copy (text) Clear link to main call-to-action Alternative Message and link to find out more Sign-off Footer Text link to on- line version Phone number for offline calls Alternative image call-to-action Additional links

17. www.thecarriergroup.co.uk The Relevance The more relevant the campaign, the better your response rates and return on investment. ONLY use opt-in lists Ensure your lists are regularly cleaned and maintained. Segment your lists

18. www.thecarriergroup.co.uk The Relevance: ONLY use opt-in lists, online email acquisition How to encourage people to subscribe: Offer an incentive Include a privacy statement/link Show an example Short & long registration options

19. www.thecarriergroup.co.uk The Relevance: Collect email addresses everywhere… 19 Customer/ Prospect Database Website signup On printed publications On enquiry calls At events Competition entry forms

20. www.thecarriergroup.co.uk The Relevance: Ensure your lists are regularly cleaned & maintained Data cleaning –remove duplicates –email address format corrections –remove bounces One in three people change their email address once a year

21. www.thecarriergroup.co.uk The Relevance: Segmentation delivers better results Tailor the content in your email to match preferences or interests. Use your sign up form on your website to collect their interests. Look at their click- through, what sections of your site are they visiting?

22. www.thecarriergroup.co.uk The Action  What is the aim? Make a purchase  Why take action? £15 off  Why do it now? Only valid until 2 nd Sept  What to do? Click the book button

23. www.thecarriergroup.co.uk Summary: How to increase conversions The subject line The opening The relevance The action Increased Conversions

24. RESULTS How to evaluate your

25. www.thecarriergroup.co.uk Evaluate Your Results: Highly Measurable Real time statistics What influences the open rate? Why did people click through? What are they interested in? Tailor the content of future campaigns

26. www.thecarriergroup.co.uk Evaluate Your Results: Real time statistics Delivered Opened Clicked Converted Top-level Metrics

27. www.thecarriergroup.co.uk Evaluate Your Results: What influences the open rate? What influences the open rate? –From/Subject line –Delivery day/time –List overuse, age or quality –Personal/business addresses? 27

28. www.thecarriergroup.co.uk Evaluate Your Results: What did people do and why? Why did people click through? –Call-to-action or offer –Copy 28

29. www.thecarriergroup.co.uk Evaluate Your Results: What did people do and why? What are they interested in? –What links did they click on? –Did they go on to view other pages of your site? –Did they send an enquiry from your website? –Did they call you? Build customer profiles 29

30. www.thecarriergroup.co.uk Summary: Evaluating your results Real time statistics What influences the open rate? Why did people click through? What are they interested in? Build customer profiles Successful email Campaigns

31. www.thecarriergroup.co.uk Our Top Ten Tips  Define your goals and stay focussed  Spend time on your Subject Line. Use a grabbing headline or question in the subject to get people to open it.  Approach copywriting as a customer.  Discuss your ideas with your web designer.  Tailor your content - segment and personalise.  Keep your contact regular and ongoing, no less then 1 a month. Always focus on helping your audience and you'll have a good response.  Get your subscribe process right and use incentives to increase opt-in subscribers  Statistically Tuesday and Wednesday give best response rates  Always evaluate your results  Test, Test, Test!

32. Thank you FULFILMENT & DIRECT MARKETING RESEARCH & MYSTERY SHOPPING EMARKETING & DESTINATION RESOURCES MAILING STORAGE & DISTRIBUTION CUSTOMER CONTACT CENTRE www.thecarriergroup.co.uk