Benefits of Campaign Monitor

Why Campaign Monitor should be more widely used to send out emails for clients.

Transcript

1. Campaign Monitor
2. Topics I. What is Campaign Monitor and why use it? II. Subscribers III. Campaigns IV. Reporting V. Costs involved VI. Briefing an email build
3. Campaign Monitor? • Email Marketing Tool • Capable of sending millions of emails • Manages subscribers lists • Ability to offer access to clients • Uses templates meaning anyone can prepare and send emails
4. • WAA • Selco • GDS • Warwick Conferences • Make It Cheaper • and many more.... Clients already benefiting
5. Why use it? • Very cheap • Fully WAA branded • Easy to use interface for us/clients • Many measurements for ROI calculations
6. Subscribers I. Do’s & Don’ts II. Terminology III. Features of subscriber lists IV. Methods of importing V. Information we store
7. Do’s & Don’ts with Subscriber Data
8. Terminology • Active Subscribers - Address stored in a subscriber list which no restrictions • Unconfirmed Subscribers - Stored in a subscriber list but has not completed the ‘double opt-in’ process • Unique Opens - Number of unique subscribers who have opened an email • Open rate - Percentage of unique opens • Clickthrough - Number of clicks on links in an email • Unsubscribed - Subscribers who have requested to be removed from the subscriber list • Marked as spam - ISP’s are increasingly adding spam reporting facilities that allow their customers to mark emails they don't remember opting in for as spam. For example, AOL features a “Report SPAM” button into their email software
9. Terminology: Email Bounces • Soft Bounce - an email message that gets as far as the recipient's mail server but is bounced back undelivered before it gets to the intended recipient. A soft bounce might occur because the recipient's mailbox is full, the server is down or swamped with messages, or the message is too large. • Hard Bounce - an email message that has been returned to the sender and is permanently undeliverable. Causes include invalid addresses (domain name doesn't exist, typos, changed address, etc.)
10. Feature: Custom Fields All subscriber lists have 2 default fields: Name and Email Address. Any additional fields (up to 20) in your list are called custom fields. Custom fields are used to store additional information such as: • Country • Phone Number • Interests • Birthday
11. Feature: Segments A segment is a subset of one of your existing subscriber lists. For example, instead of emailing everyone on your 'Prospects' list, you might only want to send an email to the subscribers operating in the UK. By combining a Custom Field and a Segment this is easy to do. Other examples include: • A second chance offer to people who did not click through on your last campaign • Offer special prices to frequent purchasers • Send emails to people interested in certain topics
12. Feature: Auto Responders What is an 'autoresponder'? An autoresponder is the term for one or more emails you can automatically have sent to your subscribers based on certain rules. A common example of an autoresponder is a series of emails that are automatically sent to each new subscriber after they sign up to a list. Triggers 1. When a new person joins the subscriber list 2. When the anniversary of a particular date occurs 3. On a specific date Reporting is available on all autoresponders detailing open rates and clickthroughs Auto Responders are charged for, so credit must be on our account at all times
13. • Manually type Useful if entering under 10 addresses to a list • Spreadsheet/CSV Upload large quantities of addresses that have been exported from a database/CRM • Subscribe via form on website Embed a form on clients website that saves data straight in to a Subscriber List • API Fully integrate Campaign Monitor in to a CMS/CRM. Useful if we need to store data in a websites database as well as a Subscriber List Methods of importing
14. Extra Information we track • Date added to list and by what means (CSV import, form or API) • History of all activity on all email messages sent to the subscriber • Email clients used to view all previous email messages • Last known location when reading previous email message!
15. Campaigns I. Type of email build II. A/B Split Campaigns
16. Type of email build • Static 1. Use for one-off emails that we won’t be re-using 2. Quicker to build 3. HTML & Assets can be given to client for re-use • Template 1. Build once and re-use over and over 2. Can give clients access to Campaign Monitor to send their own emails.
17. A/B Split Campaigns A/B testing (also called split testing) is a way of working out which of two different options will be the most effective. Why? A/B testing offers a simple way for you to get the most opens and clicks from your campaigns. With A/B testing you could: • Test two subject lines, to see which one results in the most opens or clicks • Test two completely different designs to see which one gets the best results • Test a “Free Shipping” promotion versus a “15% Off” promotion • Test two different “from names” to see which generates the most opens
18. Reporting • Live Results • Worldview • Stat totals • Link Activity • Email Client Usage • Bounce Summary
19. Costs
20. Options available 1. Pay per campaign • $5 campaign charge + • 1¢ per email Bulk credit is available to reduce cost per email. Useful for campaigns > 50,000 subscribers 2. Pay monthly for unlimited campaigns • Pay based on number of subscribers in all lists • Limits are in place to restrict number of emails sent per month
21. How to brief an email build
22. Information Required • Subject • From Address • From Name • Reply-to Address * • Subscriber lists to be used • Sending Time * • Location of design and any assets • Copy (with an order if required) * optional
23. Demo