© 2006 Netconcepts Getting Started with Marketing by Stephan Spencer, Founder & President of Netconcepts

© Netconcepts

Poll Question #1  What is your level of experience with marketing, on a scale from 1 to 5?  (1=Never done it, 5=Expert)

© Netconcepts Poll Question #2  What are your most pressing concerns about marketing? Check all that apply: –Getting and keeping permission –Getting the right offer –Targeting the right audience –Copywriting –Design –Tracking & reporting –Getting it to “go viral”

© Netconcepts Why Market via ?  Critical mass : reaches 93% of internet users (Jupiter Research)  Response rates : 10x greater than direct mail (DMA)  Lower costs: 1/10 the cost per communication (Andersen)  Relationship builder : 80% of visitors never return (eMarketer)

© Netconcepts Reaching Today’s Consumer  Corporate scandals erode trust  Growing marketing resistance  Receives 100 s a day (10-20 from people you know)  Want to be treated as people, not a mass market  Spam is in the eye of the beholder

© Netconcepts Coping with the Deluge  32% of messages are official SPAM (Radicati Group)  Costs $8.9 billion in lost productivity annually (Ferris Research)  Spam filters in Outlook, Hotmail, AOL etc.; Anti-spam tools at the ISPs; Corporate firewalls  15% of permission-based marketing messages are wrongly blocked (Assurance Systems)

© Netconcepts (Nothing reeks of SPAM more than a message claiming not to be SPAM.)

© Netconcepts Define Business Objectives  Audience –Prospects, customers, advocates, partners  Goals –Registrations, Signups, Sales  Content –Newsletter, Promotions, Reminders, Invitations  Metrics –Click through, Registration, Visits, Booking/Purchase

© Netconcepts Spam  Unsolicited Commercial (UCE)  Typical spam has a bogus sender address, bogus unsubscribe instructions, and bogus offers  Spam is in the eye of the beholder  Ensure recipients don’t misconstrue your message as spam

© Netconcepts Get Permission  Opt-in, not opt-out. Get recipient’s consent in advance! –Opt-in: recipient volunteered to receive your –Opt-out: recipient didn’t have the opportunity to avoid receiving your first , only to avoid receiving subsequent ones  “Hand-raisers” are a lot more likely to not only tolerate receiving your s, but also to respond favorably  Read Permission Marketing by Seth Godin

© Netconcepts Improve the Odds that a User Will Join Your List  Provide numerous opt-in opportunities all with low barriers to entry  Make sure the amount of work required to sign up is minimal –Many sites only require the address and all other personal information is optional  Place the list sign-up on all forms on your site, including inquiry, order, and feedback forms –Ok to have the sign-up checkbox ticked in advance?

© Netconcepts Privacy Policy  Builds trust  Address what you’ll be doing with the user’s information, both now and potentially in the future  Post it in an obvious place on your site  Link to it from your campaigns  Abide by it, no exceptions  Don’t revoke or weaken it once you’ve published it

© Netconcepts Distance Yourself from Spammers  Remind recipients that they’ve given you permission to contact them  Provide an easy way to unsubscribe –Unsubscribe urban legend  Be sure reply works  Have it signed by a real person  Publish and abide by a strict privacy policy

© Netconcepts (Thanks United. You make it oh-so- easy to unsubscribe.)

© Netconcepts

Be REAL!  Develop a voice and unique personality  Relate to their problem  First few lines are key (WIIFM)  The ‘gift of education’  Be honest. Full disclosure - No hidden advertorials  Avoid ‘chest pounding’ and promotions  People trust people, not marketing speak

© Netconcepts (Lands’ End’s relaxed tone and voice match the brand. Newsletter delivers entertainment value – not just product promotions)

© Netconcepts Attention to Detail  Shoddy workmanship in your campaign reflects poorly on your business –Typos & grammatical errors –Getting the facts wrong –Formatting problems –Otherwise illegible (font size too small etc.) or unintelligible

© Netconcepts (Typos AND broken links – in a newsletter from an marketing agency, no less!)

© Netconcepts (Jupiter should have tested on multiple clients.)

© Netconcepts Consequences of Spamming  “Flames,” i.e. hate  Harassment from spam vigilantes  Badmouthed in discussion forums  Blacklisted (SpamCop, etc.)  You may even have your Internet privileges revoked by your ISP  Remember, perception is 9/10ths of reality

© Netconcepts Above All, Deliver Value!  should be relevant, timely, and beneficial  “Value" can take the form of: –newsletters, discounts, contests, last minute availability, event reminders, invitations, prizes, memberships, bonuses, coupons/discounts, exclusive sales, free samples, or demos.  Surveys - give free report or enter them in a draw  Go paperless - specs, price lists, statements

© Netconcepts Types of Outbound  Newsletters –Regularly scheduled messages that deliver timely and interesting news, tips, and other informational tidbits  Promotional messages –Inform recipients about special offers  Discussion forum posts –Soft-sell marketing strategy for becoming an accepted and trusted member of your target audience’s online community

© Netconcepts Discussion Forum Posts  Discussion forums include Usenet newsgroups, discussion lists (listservs), and web forums  Often overlooked by e-marketers  Key is to respect the forum’s non-commercial nature  Don’t blatantly advertise –Add value by answering questions in a vendor-neutral manner, then soft-sell solely through your "signature"

© Netconcepts Signature Line  At the bottom of your discussion post  Should be short - no more than 4 lines  Your name  Your company name  Your address (include mailto: in front)  Link to your site (include in front)  Your USP (Unique Selling Proposition)

© Netconcepts Components of an  Subject line –Most important ~35 characters of the . Focus on it!  From line  To line  Message body –A promotional message should contain a compelling offer & call-to-action –An newsletter should contain a header, a table of contents, a welcome, and multiple ‘departments’ –Privacy statement, Disclaimer, and Unsubscribe instructions

© Netconcepts Measure Success  Unsubscribe rate  Bounce rate  Unique open rate  Total open rate  Clickthrough rate –Can separate HTML vs. plaintext clickthroughs  Conversion rate

© Netconcepts The Bane of the Marketer: the Delete Key  The split-second decision - keep it or delete it  The basis of their decision: the From and Subject line  Your open rate may be overstated –Your message may be getting displayed in recipient’s preview pane as he selects it just to delete it

© Netconcepts Frequency  Depends on expectations of target audience  newsletters tend to be weekly or monthly  Monitor number/variety of contacts to avoid burnout

© Netconcepts Timing  Tuesday through Thursday?  10am to 2pm?  Varies depending on your audience!

© Netconcepts Length  In general, keep it short and sweet. Use links.  Weekly newsletter should be no more than five sections, with three or fewer paragraphs each,  Monthly newsletter can be double or triple that.  Promotional messages should be significantly shorter than a newsletter.  Include whole articles or just abstracts with links to the rest?

© Netconcepts Spam Filters  Spam filters built in Outlook, Hotmail, AOL etc.  Corporate firewalls  Don’t trip the spam filters –“Free”, “opt-in”, “!!!”, “forward to a friend”, etc. –‘Bcc’ –‘To’ line doesn’t include recipient’s address –Scripts –Attachments

© Netconcepts  Do it BEFORE sending  Built into some services (like GravityMail)  Or, free tool available from –Aim for < 5 SpamAssassin points –Note: This tool is only indicative. Not everyone’s using SpamAssassin to filter spam. Other filters will interpret your campaign differently. Check Your ‘Spam Score’

© Netconcepts  Play our filter game!  The Rules: –Point out things in the campaign that caused it to be unceremoniously junked by SpamAssassin –Must be something that’s displayed on the slide –The thing must be worth at least 0.4 points –See how many problems you can find Name that SPAM!

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6.2 / things

© Netconcepts / things

© Netconcepts / things

© Netconcepts HTML vs. Plain Text  HTML s typically have twice the clickthroughs  HTML offers more control over layout  HTML looks more ‘polished’ (could be good or bad)  Some old clients can’t do HTML, e.g. Outlook 95  “Sniff” for HTML open or send multiple versions multi- part

© Netconcepts Plain Text s  Precede URLs with “ and s with “mailto:”  Limit the line width to 65 characters  Headlines in ALL CAPS –Reading text in caps is very slow, because people read only the tops of letters. ALL CAPS letters don’t have enough differentiation to them

© Netconcepts HTML s  Tables - to control placement & avoid long lines  Graphics - <30k, will cause the recipient grief if reading while offline, increases download time  Color - color text or color a table background, doesn’t impact download speed  Font - face, size, and color  Forms - embed in the to make it easy for the recipient to respond to an offer, e.g. seminar registration –Auto fill-in as many form fields as possible  Scripts, Flash, Streaming Video - not recommended!

© Netconcepts Your Database  Collect more than just the address –Name (first name should be a separate field) –Zip code, interests, and other relevant demographics –What else? –Also ask for info that you plan to use in the future  ‘Text to Columns’ feature in Excel  In-house lists typically perform much better than purchased or rented lists

© Netconcepts Personalize  Tailor the offer to the individual. Beneficial offers are relevant offers  Provide customized content specific to recipient location and interests  Greet the recipient by first name. Perhaps even in the Subject line too.  To line should specify the recipient’s address  Let the recipient control the contact frequency  Increases the likelihood of being at the right place at the right time with the right value proposition

© Netconcepts (Oops! That’s not my name!)

© Netconcepts Segment Your List  By demographics, psychographics, clickographics (visiting behavior and transaction history)  Target who’s most relevant, most profitable, or most likely to respond

© Netconcepts Buy or Rent Lists?  Avoid the use of purchased lists –Many have actually been “harvested” from web pages, newsgroup discussion posts, or domain contact information (from the “whois” database) – without the knowledge or permission of the affected individuals  Rented lists from reputable list brokers may be worthwhile –Is it double opt-in, fastidiously clean of unsubscribes, and finely segmented?

© Netconcepts A Veritable List Goldmine  addresses of prospects, potential distributors and business partners, journalists  Member lists - associations, clubs, etc.  Find them with Google  Introduce yourself. Be personal and informal.  Careful! Potential spam territory

© Netconcepts Test, Test, Test!  Treat your campaigns like experiments  Have a control group  Vary only one thing at a time  What to test? –The offer, the Subject line, the From line, the message copy, the layout, the message length, the timing, the contact frequency

© Netconcepts Test, Test, Test!  Track response rates of each test by making call-to- action URLs & addresses unique for each test group  Special attention should be given to the frequency –don't allow recipient burnout, particularly with a regular mailing such as an newsletter  Test and refine, test and refine

© Netconcepts Software and ASPs  Reduce the administrative headaches - the bounces and unsubscribe requests, the tracking, reporting, segmenting, and personalizing –Do-it-yourself software. e.g. WorldMerge ( –Or outsource to an service bureau, e.g. GravityMail (

© Netconcepts In Summary  Your subscribers listen to WII-FM  Regular contact is required to stand out  A lot of variables to get right –Such as frequency, length, content  Now you know how to get permission, build your database, personalize, segment, test, measure success

© Netconcepts Further Reading  Successful Marketing by Debbie Mayo-Smith  Marketing With by Shannon Kinnard  Permission Marketing by Seth Godin

© Netconcepts  It’s time for some Q & A! Thank You!