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/
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