Welcome to

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Welcome to Advanced eMail Marketing
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Placing the Consumer at the Center of the
Marketing Process
Heather Honea, Ph.D.
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Seminar Format

• Workbooks are for reference only they should
  not be read during the seminar unless the seminar
  leader refers to a particular section.
• This session is interactive you may ask questions
  and the seminar leader will stimulate discussion.

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Schedule

• There Will Be a 20 Minute Break at 1030
• Lunch Is From 12 Noon to 1PM

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eMail Is Different

• Different environment
• Different process
• Different outcomes

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Mass
Targeted
OutdoorAdvertising (Billboards)
Passive
Radio
Statement Stuffers
Television
Direct Mailings
Brochures
Point-of-Purchase Displays
Loyalty Programs
Newspapers
Magazines
Telemarketing
Active
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eMail

• Targeted Personal
• Active Interactive
• Low Control High Control

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Spam

• Degrades legitimate email
• Privacy issues are relevant

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Spam

• Unsolicited
• Recipients personal identity and context are
  irrelevant because the message is equally
  applicable to other recipients
• Recipient has not verifiably granted deliberate,
  explicit and revocable permission for it to be
  sent
• Transmission of the message appears to the
  recipient to give disproportionate benefit to the
  sender

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Spam

• No universal accepted definition
• Spam is in the eye of the beholder
• Expectations
• Costs
• Relevance

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Permission Based Marketing

• New concept in marketing
• Opt-in, opt-out, double opt-in

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Legal Issues

• 22 states have laws
• No federal laws (although there are many bills
  pending in congress)
• Turbulent arena little precedent
• Minor enforcement mostly under existing fraud
  statutes by the federal government, some state
  action.

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To Be Safe

• Use only opt-in lists
• Valid reply address
• Opt-out option
• Dont use misleading offers
• Spread out your campaign dont over do
• Be aware of legislation

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To Be Smart

• Pursue permission based activities
• Privacy policy (protection, use, how to
  discontinue participation)

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To Be Successful

• Know your customer
• Allow the customer to help define the process and
  outcomes
• Create compelling content

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Implementing eMail
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Infrastructure Analysis

• Computer equipment
• Internet connections
• Staff
• Software
• Database
• Budget

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Task Requirements

• Maintaining computer equipment
• Managing a service provider
• Email software (if you do email in-house)
• Managing an ASP (if you outsource)
• Compiling email lists
• Maintaining a database
• Measuring your results

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Advantages to Software Only

• Control over data
• No monthly/per message charge
• Speed
• Better database management

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Disadvantages to Software Only

• Set up program yourself
• Opt-out is time consuming
• Costs
• Strain your infrastructure

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ASP Key Questions

• Can you preview your messages
• Is uploading data simple
• Is there a spell check
• How are bounces handled
• How easy is it to back up data
• What kind of reports are offered
• Is there auto detect for text vs. Html

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ASP Key Questions

• What is the unsubscribe support
• How stable is the company
• Can you manually remove addresses
• What are the billing rates, monthly, message sent
• How simple is the administrative console
• Do they archive your email messages
• How quickly is your email sent
• Auto-response features

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Email Lists

• Outside lists
• House lists
• Harvester lists

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The Good, Bad, and Ugly

• Good data accurate, secure, permission based
• Bad data stale, badly organized,
• Ugly data acquired from unqualified, or unknown
  source used without recipients permission

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Offline Databases Get the Email Address

• Direct mail order forms
• Lead cards from trade shows
• Guest books at retail locations
• Business reply cards
• Invoices and bills
• Customer service bulletins

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Offline Databases Get the Email Address

• Outbound telemarketing
• Customer service representatives
• Seminars and presentations
• Warranty cards
• Surveys
• Receipts
• Newsletters via direct mail

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On-line/On-site List Acquisition

• Newsletter
• Surveys
• Sweepstakes
• Order form
• Free gift or software trial
• Access to members area
• Contact area

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List Broker

• They can tell you where they got the names on
  their lists
• They wont actually hand over the list to you
  (they will send on your behalf)
• They will monitor your message to ensure
  compliance with the requests of the recipients

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Harvesting

• Used primarily for Spam
• Numerous software packages available
• Some legitimate uses
• Spiders sites and files for email addresses

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Planning
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Know Your Customer

• Customer profiles
• Offline success
• Competition
• Research
• Practice

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D and D your Customer

• Define
• (e.g. geographic, demographic, psychographic)
• Describe (who is the customer)

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Determine the objective of your copy.

• Generate inquiries
• Generate sales
• Answer inquiries
• Qualify prospects
• Transmit product information
• Build brand recognition and preference
• Build company image

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Identify your audience and their relationship to
your product.

• What is the customer's main concern? (Price,
  delivery, performance, reliability, service
  maintenance, quality efficiency)
• What is the character of the buyer? What
  motivates the buyer? What is the customer buying
  process?

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Get all previously published material on the
product.

• Previous ads, brochures, press kits and
• catalogs (print and audio-visual)
• Article and press release reprints
• Technical papers and product specifications
• Competitors' ads and literature
• Business and marketing plans
• Reports and proposals

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Design and Copy
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Use ADIA

• Get ATTENTION
• Generate INTEREST
• Create DESIRE
• Call for ACTION

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The Subject Line

• Benefits approach
• Question approach
• Cultural tie-in approach
• Personalized approach

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Email Design

• Quick downloading
• Avoid large blocks of type
• Dont use too many graphics
• Include clear banners and headers
• Dont overdo reverse text
• Make your links clear
• Link everything
• Dont use attachments

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HTML Vs. Plain Text

• 80 can read HTML
• Consider your audience
• Use rich media accordingly

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Design Programs

• Adobe PageMill
• Macromedia Dreamweaver
• Microsoft Front Page

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Measurement and Metrics
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Metrics

• Key issue in planning
• Data dumps
• Useful information, Actionable analysis (related
  to objectives)
• Ad Testing

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Email and Offline Integration

• Coordinate promotions
• Help or hinder offline efforts
• Coordinate promotions
• Maintain design continuity
• Manage expectations
• Use your web address everywhere

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Moving Through the Customer Relationship Stages

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Moving Through the Customer Relationship Stages

• Keep communication short and infrequent
• Begin to personalize

• Increasing level of control for the user

• Banner
• Website

• Provide value for their information, allow them
  to opt-in
• Order confirmation

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Not a Member of the eMA

• Join at this seminar and receive 25.00 off any
  membership category
• Associate
• Professional
• Corporate
• Details at the registration desk

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You have completed the eMail Marketing Seminar
Congratulations!
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Welcome to Advanced Search Engine Marketing
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Schedule

• There will be a break at 300.
• The seminar closes at 5PM.
• There will be an informal no-host networking
  reception in the lounge area following the
  seminar.

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Seminar Format

• Workbooks are for reference only they should
  not be read during the seminar unless the seminar
  leader refers to a particular section.
• This session is interactive you may ask questions
  and the seminar leader will on occasion stimulate
  discussion.

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Chart courtesy of Overture
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Return on Investment (ROI) for Online Advertising
Methods
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Do It Yourself or Pay a Professional

• The focus of this seminar is on the do it
  yourself approach
• Be careful if you are hiring a company to do SEO
  for you

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2500 Submissions for 10.

• 90 of web surfers use the top 10 major engines
  and directories
• Not of much value
• Focus your efforts
• If you are not in the top 20 results you will not
  get much traffic from your listings

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Your Product or Service Makes a Huge Difference

• Sell air-plants and you will have little
  competition for top listings
• Books, software and computer products will be
  much more difficult

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Directory

• Edited by a human reviewer
• Meta tags are not as important
• Difficult to change once listed
• Most allow paid submission
• Quality of site very important

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Search Engine

• Crawled by robot spider
• Meta and title tags are important
• HTML code very important
• Quality of site not as important

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Top Search Directories

• Yahoo
• LookSmart
• Open directory
• AOL

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Hybrid Engines

• Mixed results
• Favors one type of listing over another
• Yahoo! Favors its own directory over crawler
  based results (provided by Google), especially
  for more obscure inquires

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Top Search Engines

• Google
• Alta vista
• Lycos
• HotBot
• Overture

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How Do Search Engines Rank Pages?

• A ranking algorithm
• Formulas change frequently and are kept
  confidential
• All search engines have different methods for
  ranking

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Your SEO Plan

• Site design and navigation
• Privacy policy
• Browser friendly colors
• Good contact page
• Good checkout process (for e-commerce sites)
• Fast loading graphics

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Metrics

• WebTrends live
• Site log analysis
• In-house software solutions
• Analyze relevant actionable data not everything

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Example From WebTrends
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Example From WebTrends
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10 Areas of Concern When Submitting Your Site

1. URL status
2. Frames
3. Keywords meta tag
4. Description meta tag
5. Title tag

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10 Areas of Concern When Submitting Your Site

1. Head section
2. Page copy
3. Hidden text
4. Image tags
5. Spiderable

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Site Design Problems

• Frames
• Flash
• Javascript
• Image maps
• Dynamic URLs

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Frames

• Search engines do not index frames very well
• We recommend against them
• If you must use frames there are some solutions,
  although not using frames is better

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Flash

• Often used on home pages as a splash page
• Search engines cannot index
• Your splash page will not get listed
• If you must use it use as much page copy as
  possible

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Keywords

• Metatags
• Think phrases not keywords
• Pay for click programs (overture)
• Your choices are critical
• Overture keyword generator

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Much Too General

• Shoes
• Men's shoes
• Womans shoes

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Much Better

• Imported Italian shoes
• Mens leather penny loafers
• Woman's aerobic sneakers

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Metatags,titles and Descriptions

• The title is the most important
• Hidden text (no-no)
• Page copy optimization
• Image alt tags
• Text hyperlinks
• Heading tags

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Check Out Your Competitors Meta Tags

• Go to any website and right click your mouse on
  an open (not picture) area of the site. A menu
  will pop up select view source and you will
  be able to see the HTML code for that page

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Text and Graphic Hyperlinks

• Can help improve your listings
• Keywords around hyperlinks
• Text immediately surrounding hyperlinks

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Search Engine Spam

• Background text
• Multiple title tags
• Duplicate site pages
• Submitting more than once in 24 hours
• Keywords that do not relate to your site

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Pay for Inclusion

• Needs to be done manually
• Does not guarentte position
• SEO is important
• Usually guarentees frequent indexing

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Pay for Click

• Get the number one position almost instantly
  without SEO
• PPC budget and strategy is important
• Listing descriptions are critical
• Keyword selection needs to be relevant

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Advertisers' Overall Satisfaction

• c
• Jupiter Media Metrix Online Advertising
  Effectiveness Study, August 2001

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Linking

• Improve your search engine rankings with link
  popularity
• Find sites that link to your comptetion (page 90
  workbook)
• Find sites that accept site submissions
• Outgoing links
• Link keywords

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Reception in Hotel Lounge

• No host
• Informal
• Meet with fellow members and marketers
• 515

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You have completed the Advanced Search Engine
Marketing Seminar Congratulations!
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