Introduction to marketing Understand the basics of marketing April 2013

Section I page 2 Aim of 1 = 1 goal!!! Informative Generate brand awareness Generate leads Generate sales Tracking, tracking, tracking

Section I page 3 Tracking your results with Google URL builder Production should insert a tracking code so that every is tracked and clients can measure success of campaigns

Section I page 4 Best Practices Sender name must be easily identified Optimize your subject line A good subject line = lots of opens subject-lines subject-lines Avoid “spam” words (e.g. Free, Win, Special offer) and capital letters Make it short and to the point Maximum of 45 characters

Section I page 5 Best Practices Do not use only pictures as they are likely to be blocked by most mailers as they cannot scan what the contains

Section I page 6 Best Practices It is recommended to use text and pictures

Section I page 7 Have a clear call to action Best Practices

Section I page 8 Use bullets points Users scan s in less than 3 seconds before deciding if they read the content or not, so be short, concise and highlight the important keywords s don’t generate conversions, they first need to generate clicks before generating conversion Best Practices

Section I page 9 Best Practices Good examples (of FRIENDly s):

Section I page 10 Best Practices The future? Responsive design

Section I page 11 Target your audience

Section I page 12 Segment your target list Why? Whenever possible it is recommended to segment your list, the more targeted you are the better your response rate Don’t worry about the total number of recipients, worry about the possible number of conversions You can segment: By demographics (geographical area, job title, company name, etc.) By behaviour (opened a previous but did not take action, etc.)

Section I page 13 Segmenting with Neolane You can segment (include or exclude) by: Job title, department, industry, company name Country, postcode Users that have clicked, opened, not clicked or not opened previous s Mix several subscriptions and de-duplicate users

Section I page 14 Be extra careful with sending frequency Why? Every industry reacts differently to s, but they all have one thing in common: they already receive too many s. Commercial pressure should be taken into account when booking a slot for a client When? Time of the day and day of the week have an importance on the responsiveness. NEVER SEND TWO S THE SAME DAY.

Section I page 15 Analyse and measure your results

Section I page 16 Delivered s, opens, clicks, conversions Classic metrics (bad ones): Unique open rate = unique opens / s delivered Unique click rate = unique clicks / s delivered New metrics (good ones): Delivery rate = s delivered / s sent Click to open rate = unique clicks / unique opens Conversion rate = total number of conversions / s delivered

Section I page 17 sent to 20,500 users Delivered to 20,000 users Delivery rate = 97.5% Open rate = 15% Click rate = 5% C2OR = 33% Conversion rate = 0.1% 3,000 unique opens 1,000 unique clicks 20 conversions Delivered s, opens, clicks, conversions