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Dynamic Email Marketing Dan Ogdon, Director of Marketing - Swiftpage April 2008.

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Presentation on theme: "Dynamic Email Marketing Dan Ogdon, Director of Marketing - Swiftpage April 2008."— Presentation transcript:

1 Dynamic Marketing Dan Ogdon, Director of Marketing - Swiftpage April 2008

2 Preferred Vendor Program Sage Software has evaluated and recommends the Preferred Vendors –Over 35 PVs added, many offer regional and product expertise –Preferred Vendor scorecards PV gets rated based on BP feedback –Exclusive Co-op Debit Program Co-op Debit Program: Simplified co-op process with Preferred Vendors –No paperwork! No need to request pre-approval or submit claim reimbursement –With Preferred Vendors you only pay up to 40% out of pocket based on available co-op funds –The remaining amount is automatically deducted from your co-op account Contact Information Lan Chu (Go to generate leads tab and click on Preferred Vendors)

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4 4 Blacklist of your sending IP address Why Third Party ESP’s?

5 5 Send limit restrictions: 50 – 100 s through your systems Why Third Party ESP’s?

6 6 Third Parties Are in the Know – Providing metrics that matter: Opens Clicks Bounced Suppressed And more… Why Third Party ESP’s?

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8 8 Set objectives, goals and expectations: What do I want out of this campaign? Ie: 30% open rate, 5% click rate, 75% attendance It All Starts with the List

9 9 Define your targets – Segment your list appropriately Know who you’re sending to It All Starts with the List

10 10 Take the time to clean your list: Old addresses Invalid addresses Incomplete addresses It All Starts with the List

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12 12 Is your content relevant? Do your recipients want to receive what you’re sending them? A Message with Meaning

13 13 Personalize each message: From Address Branding in subject line Contact Info in Body Merge Custom Fields (Hi Dan,) A Message with Meaning

14 14 Keep your message short – Put long descriptions on landing pages A Message with Meaning

15 15 Demand attention: Subject Lines Titles like the ‘Times Strong Relevant Imagery A Message with Meaning

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17 17 Use Stock imagery: Istockphoto.com Photos.com Gettyimages.com Killer Creative | Unmistakable Action

18 18 Make A Bold Statement Killer CreativeKiller Creative | Unmistakable Action

19 19 Call to Action Above and Below the Fold – but test: Placement Text Link Button Link Color Scheme Be forward and shameless Killer CreativeKiller Creative | Unmistakable Action

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21 21 Landing page should carry the same theme: Imagery Colors Language Tone - Familiarity Killer CreativeKiller Creative | Unmistakable Action

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23 23 Are you making it to the Inbox? Industry standards: Open Rate – 30% Click Rate – 3% Get Ready to hit Inboxes

24 24 Authentication: Safe Sender ID – SPF Domain Keys - DKIM Get Ready to hit Inboxes

25 25 Are you Trusted? Whitelist Safe Sender List Address Book Get Ready to hit Inboxes

26 26 Will spam filters junk your ? Free tools to find out: Swiftpage.com/spamcheck Spamcop.com Spamcheck.sitesell.com Get Ready to hit Inboxes

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28 28 Umm……now what? Now what? Metrics that Matter

29 29 What you should look for: Open Rate (Delivered/opens) Click Rate (Opens/Clicks) Delivered Vs. Sent Bounced Opted Out Now what? Metrics that Matter

30 30 Small changes can make improvements: Subject lines CTA placement Content Relevancy Length Now what? Metrics that Matter

31 31 Test, Test, Test Now what? Metrics that Matter

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33 33 Links clicked aren’t just links clicked – they give you valuable, actionable data: Know what’s most interesting Know who’s most interested Becomes Your Foundation

34 34 Intelligently update your database Becomes Your Foundation

35 35 Becomes Your Foundation

36 36 Questions? Contact Information: Tim Meile – Sales Director x 112


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