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Internet Credit Union
Training
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(Do a PRINT SCREEN of this page if you are attending the next ICUT on-line class)
Annual Membership Per CU $199.95 Visit http://www.cuSchool.com
ICUT Presents
What is it? Where is it at? Why use it? Keys to Success The Future – Spoiled e-Mail Permission Marketing What is it? e-Mail customer agreed to receive Single or multi-message communication A killer app!? Permission vs. e-Mail Permission Marketing – Definitions Single Opt-in Confirmed Opt-in Double Opt-in Opt-out Double Opt-In Example POLL Time CAN SPAM Compliance Example Menu for Today… What is it? Where is it at? Why use it? Keys to Success The Future – Spoiled e-Mail in the e-Marketing Mix e-Mail in the e-Marketing Mix What about members? The Good 61% prefer marketing via e-mail 77% open e-mail from trusted source 76% want to receive relevant e-mail 67% more likely to visit website Benchmark Study, 11/06 What about members? The Bad 75% of e-mail is delivered 55% of consumers don’t trust e-mail 71% use filters 16% permission e-mail ends Spam Growing or Shrinking? Menu for Today… What is it? Where is it at? Why use it? Keys to Success The Future – Spoiled Why Use Permission Marketing? Why Use Permission Marketing? Member Service Crisis Communications Education Highlight Products & Services Invitations Launch New Website Research Technical Support Example – Customer Service Example – Member Communication Example – Crisis Communications Example – Member Education Example – Trade Show Invitation Customer Service Why Use Permission Marketing? Cross- or Up-Selling New Product Introductions Renewal or Repeat Sales Special Offers Viral Marketing Example – Commerce Example – Multi-channel Commerce Example – Multi-channel Commerce Up-selling Potential Why Use Permission Marketing? Lower Marketing Costs Accelerated Time to Release Re-purpose Creative Lower Operational Costs Example – Lower operational costs Menu for Today… What is it? Where is it at? Why use it? Keys to Success The Future – Spoiled Keys to Success – Managed Process Keys to Success Why are you e-mailing? Who are your members? What is in it for the member? What members want what? What are competitors doing? How will you support Keys to Success Good List Personal or Recognized Sender Sent from consistent address Effective and Short Subject Line (relevancy!) Headings and Subheads Good Reputation
Keys to Success
E-Mail Marketing Lists
List Building E-Mail Marketing Lists
List Management – ECOA List Management – E-Mail Append Example – Seeking Permission Example – Building Whitelist Example – Building Whitelist Example – List Renewal List Management – Frequency Examples – Ineffective Examples – Effective Subject Lines? POLL Time Example – Personalized e-Mail Example – Poorly Targeted Mail Example – Creative Example – Creative Example – Viral Marketing Example – Keys to Success – Technology Integrated with CRM System Manages list Un-subscribes, new subscribers Bouncebacks (hard & soft) De-dupes list prior to mailing Content personalization or customization Multi-part delivery (text, html, rtf) Pre-delivery spam checked Keys to Success – Technology Flexible creation tools Multi-part delivery (text, html, rtf) Tracks results Integration with web analytics
Example – e-Mail Marketing Technology Low Cost D-I-Y Services Constant Contact Cooler e-Mail DigitalMailer Got Marketing iContact Lyris SparkList e-Mail Marketing Technology POLL Time Example – Formatting Problem Example – Salutation Error Example – Unsubscribe Problem Keys to Success – Testing Where – IP Address, Work or Home When – Timing, Frequency Style – Creative, Layout, Formats Content – Subject line, Sender, Keys to Success – Measurement Performance Delivery (filtered, bounce backs - soft & hard) Unique Open Rates (30 – 50%)Relative Read Rates (total opens ÷ # recipients) CTR Conversion Overall list build Verify Delivery Delivery Auditing Service Provider Enhance Rate Return Path Piper Software Pivotal Veracity Menu for Today… What is it? Where is it at? Why use it? Keys to Success The Future – Spoiled What’s Next? "Spoofing" and "Phishing" Reputation Management Sender Authentication SPF – Sender Policy Framework E-Mail Caller ID Trusted or Bonded Sender Certified e-mail (Goodmail) Do Not e-Mail Electronic Brochures What’s Next? Demographic Preferences Changing RSS Blogs Instant Messaging Social Networks Wikis
Problem – "Phishing" & Spoofing Work Around Spam Filters
Electronic Brochures RSS – Really Simple Syndication RSS reader or aggregator (desktop or web-based) checks site's RSS feed and presents viewer with a single aggregated list of what's new RSS Readers RSS Feed through Bloglines e-Mail Alternative – RSS E-Mail Alternative – RSS Menu for Today… What is it? Where is it at? Why use it? Keys to Success The Future – Spoiled The Players – General AIM – Association for Interactive
Marketing DMA – Direct Marketing Association IAB – Interactive Advertising Bureau NAI – Network Advertising Initiative The Players – Specific APWG – Anti-Phishing Work Group EEC – e-Mail Experience Council ESPC – E-Mail Service Providers Coalition http://www.espcoalition.org/FSTC – Financial Services Technology Consortium http://www.fstc.org/MAAWG – Messaging Anti-Abuse Work Group Q & A
Grand Door Prize Winner?
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