Materi Pelatihan Email marketing untuk pemula, bisa dipraktekan

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Transcript of Materi Pelatihan Email marketing untuk pemula, bisa dipraktekan

  • EMAIL MARKETINGBEST PRACTICES

    PRESENTED BY: K.A NCHUS

  • (BUSINESS STRATEGIST & CO-FOUNDER FATIH SOLUTIONS)NAME IS K.A NCHUS

    Nchus spent 12 years (2004 2016) in Majalah Marketing.

    He was succeed in nurturing digital business in the group such as e-magazine, online media (Marketing.co.id, Youth Marketers e-Magz, GosBiz.com), and e-mail marketing service

  • SOCIAL MEDIA VS EMAIL MARKETING

    ! Social Media, Online Advertising are more famous than email marketing

    Social Media Online Advertising Email Marketing

    ! Will Email Be Dead?

    ! 1971 - Ray Tomlinson sent first email . now

  • Email marketing is a serious revenue producer, with a 3800% ROI and $38 for every $1. [Campaign Monitor]

    Email is 40 times more effective at acquiring new customers than Facebook or Twitter. [McKinsey]

    74% of marketers say targeted personalization increases customer engagement, and generates 58% of all revenue. [eConsultancy & Experian]

    Open rate is highest when companies send two emails per month. [Database Marketing Institute]

    Emails triggered by behavior were responsible for 30% of revenue in 2014, up from 17% in 2013. [DMA]

    Source: https://www.campaignmonitor.com/blog/email-marketing/2016/01/70-email-marketing-stats-you-need-to-know/

    https://www.campaignmonitor.com/blog/email-marketing/2016/01/70-email-marketing-stats-you-need-to-know/https://www.campaignmonitor.com/blog/email-marketing/2016/01/70-email-marketing-stats-you-need-to-know/

  • WHAT IS EMAIL MARKETING?

    Permission Marketing Targeted Audience Two-Way-Marketing

  • TREND OF EMAIL MARKETING

    Mobile Fiendly Email

    Triggered & Automated Email

    Dynamic, Animated & Real Time Content in Email

  • EMAIL MARKETING EVOLUTION

  • EMAIL MARKETING PROCESS FLOW

    Email Service Provider

  • WHY EMAIL MARKETING?

  • WHY EMAIL MARKETING?

    Target (Sesuai sasaran) Segment (Mengelaskan) Refine (membersihkan/menyaring)

  • Membangun Kepercayaan Membangun Hubungan Menaikkan brand awareness

    BUILD BRAND IMAGE

  • Pagi kirim email, siang/sore sudah ada yang telpon/WA

    DRIVES SALES

    Pagi kirim email, siang/sore sudah closing

  • TETAP MENJAGA POPULARITAS MEREK

  • MERENCANAKAN & MEMBUAT KAMPANYE EMAIL

  • MESSAGE

    DATABASE/ LIST EMAILMEDIA

    MONEY

    MEA

    SUREM

    ENT

    MISSION

    GOAL-STRATEGY-ACTION

    *Cara mendapatkanya

    *Target & Segmentasi

    Objective harus jelas: Awareness, retain, atau sales

    Penggunaan bahasa di konten sesuai audiencenya

    ESP yang akan digunakan

    budget email

    *Awareness = seberapa banyak merek kita dibicarakan *Dampaknya terhadap sales *Retain = engaging

  • TRANSACTION EMAIL BULK EMAIL

    email informasi/edukasi

    email promosi

    JENIS EMAIL

  • Informational / Educational Newsletter Blog Post / Ebook / Report Video / Webinar / Multimedia Content Update / Announcement

    Offer/Promotion Sale / Money-Driven Deal Other Special Promotion

    Transactional / Triggered Registration / Pending Invite Order Confirmation Drip Campaign

  • EMAIL PROVIDER

  • PLANNING

    sebelum kampanye email email yang akan dikirimkan

  • 1. PLAN CONTENT

    Blog Artikel Penawaran/kupon Tips Review buck Event Research

  • BEBERAPA IDE KONTEN

  • 1. PLAN CONTENT

    Siapa yang bertanggungjawab menulis Siapa yang bertanggungjawab mengirimkan

    email Bagaimana mengintegrasikan dengan

    channel lain Bagaimana mendapatkan database Siapa yang mengupdate database

  • 2. DESAIN

    Matching dengan identitas brand Layoutnya rapid Test sebelum dikirim Pastikan sesuai dengan kaidah anti-spam Minta saran

  • 2. DESAIN

  • 2. DESAIN

  • 2. DESAIN

  • 2. DESAIN

  • 2. DESAIN

  • 3. MEMBUAT KONTEN

    menulis artikel/blog posting

    content emailreview buku/list event

    follow upkampanye email

    postingfollow up

    test emaildesain email

    JADWALKAN SEMUANYA

  • CONTENT EMAIL MARKETING PLANNING

  • SAMPLE OF EMAIL MARKETING

  • 4. REVIEW, PROOFREAD, TEST

    Proofread Check links/landing page Send test

    Set up your email content Choose a template Prepare the content within your chosen

    provider Optimize images / graphics

    Test it appropriately Send a test email to yourself,

    to ensure that all looks in perfect order View it on different devices and browsers

  • 5. JADWAL PENGIRIMAN

    Waktu terbaik untuk mengirim email: HARI dan JAM

  • 5. SEND: WHEN ALL IS READY, BLAST IT OUT

  • GET & MAINTAIN YOUR LIST/DATABASE

  • Discounts, upon Penawaran khusus Valuable information (hasil

    research, tips, ebook, dll) Event list contact email pribadi

    Alamat Email/kontak

  • Single Opt-In Definition: User is added to your

    database right away, and begins receiving emails

    Pros: Easier on user Faster way to build a list

    Cons: Greater risk

    Double Opt-In Definition: User receives an email to

    confirm interest in further contact

    Pros: Less risk Better quality protection Higher level of

    engagement

    Cons: Slower list growth

    OPT-IN IS POWERFUL

  • Build your customer lists Import existing lists Create new ones, linked to opt-in forms

    Segment customers, for more targeted focus Build out separate lists based on various

    characteristics: Relationship to your company Interests Geographic location / language / culture

    Allows you to deliver much more customized messaging to each set of users

    SEGMENTASI

  • SEGMENTASI

    Filter Description

    Profile Target messages based on Profile data stored in the Profile Fields of a Mailing List.

    Click through Target messages based on previous Clickthrough behavior.

    Recency of response

    - Last Open Date - Last Purchase Date - Last Click Date

    Pass Along Target messages to subscribers based on whether they have or have not Passed a previous message along.

  • Active In-Active

    2emails/month 3emails/month

    4emails/month 2emails/month4emails/month

    Bucketingrulestoberevisedevery4months

    Earlierbucketsofsegmentation Proposedbucketsofsegmentation

    Activelyonwebsite

    Active4timeopener

    In-ActiveNeveropened

    Active2-3timeopener

    Active1timeopener

    OptimizingFrequencyWithAdvancedActivityBasedSegmentation

  • REPORT, DATA & MEASUREMENT

  • KEY EMAIL MARKETING METRICS

  • 1.Make the content great. 2.Use design that enhances your brand. 3.Get the frequency right. 4.Test.

    CONCLUSION

  • MESSAGE

    DATABASE/ LIST EMAILMEDIA

    MONEY

    MEA

    SUREM

    ENT

    MISSION

    LATIHAN

    Database: cara mendapatkanya

    Mission: Objectivenya apa Message: Konten tentang

    apa? Media: ESP yang akan dipilih MOney: budget berapa? Measurement: dampak thd

    sales/awareness (estimasi)

    Membuat Jadwal pembuatan konten tuk 1 bulan

    Membuat jadwal email marketing untuk 1 bulan

  • LATIHAN TAMBAHAN

    Collect Database your email contact Rapihkan

    Sign up di Mailchimp Import database Kampanye:

    Pilih template Create kampanye

    Analisa report email