Sådan mestrer og måler du B2B marketing med LinkedIn

LinkedIn er verdens største og eneste globale sociale medie indenfor Business-to-business og flere har beskrevet netværket som “verdens største cocktailparty”.

LinkedIn giver virksomheder der sælger B2B helt enestående muligheder for branding, salg, forretningsudvikling, markedsanalyse og kundedialog, igennem en lang række funktioner og muligheder.

Men hvordan er det lige, at man får høstet gevinsterne, på den mest målrettede og tidsbesparende måde? Og hvordan måler man om, om indsatsen i det hele taget giver den effekt, man forventer?

Bliv inspireret og få konkrete råd og tips, i dette gratis 1-times webinar,
afholdt af Morten Baggesen fra DigiSalg.

På seminaret vil du høre om:

• LinkedIn firmasider: hvordan man laver den mest optimale side, og hvad skal der til for at markedsføre og vedligeholde den?
• LinkedIn grupper: Hvad kan de bruges til, i B2B-marketing?
• LinkedIn Answers, Polls, Events: tips og tricks
• Øvrige LinkedIn Apps og funktionalitet, som er relevant for B2B-marketing
• Måling af effekten: hvordan måles effekten i Google Analytics?

Tilmeld dig dette gratis web seminar idag så du er sikker på at få en plads.

[hr]Du kan deltage gratis på disse dage:

• Torsdag den 8 marts 2012 kl. 10:30 – 12:00
• Torsdag den 10 maj 2012 kl. 10:30 – 12:00

[hr]Om Morten Baggesen & DigiSalg

Morten Baggesen har 15 års erfaring med international og national marketing, fra industrien og konsulentbranchen. Morten er Cand.Merc.Int i international afsætningsøkonomi, og certificeret i Google Analytics (GAIQ).

Mød Morten på Linkedin her


DigiSalg skaber salg og branding for små og mellemstore virksomheder igennem rådgivning, undervisning og praktisk drift af digital markedsføring. DigiSalg fokuserer på LinkedIn og Googles digitale platforme, samt understøtter og underviser i brug af Google Analytics, så effekten kan måles og optimeres.

Vær opmærksom på dette før du tilmelder dig:

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Vigtigt! Du vil modtage login informationer senest én dag før web seminaret finder sted

Udfyld formularen nedenfor for at tilmelde dig webinaret

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1. Tell us about what you do, and what you did before then?

Guy Powell: Currently I run two companies. One, DemandROMI, is the consulting arm providing marketing services and training to large corporations on how to use marketing ROI to improve their strategic and tactical decision making.
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As part of this effort, I’ve now trained over two thousand marketers around the world on Marketing ROI and now Social Marketing ROI. My expertise in these areas led to the authoring of two recent books: Marketing Calculator: Measuring and managing your return on marketing investment and ROI of Social Media: How to improve the return on your social marketing investment.

My other company develops consumer centric marketing decision support software with the brand name, MarketSim. Combined with DemandROMI consulting services MarketSim has been used by many brands around the world delivering a strategic advantage in accelerated growth and profit through improved marketing decision making.

2. You have written three books related to Return on Marketing Investment. Can you give marketers one piece of advice from each book ?

Guy Powell: I think the one piece of advice that is woven throughout all books is the importance of building a measurement culture in marketing.
About 6 years ago I held my first marketing ROI workshop and at the end of the session one of the participants came up to me and said

‘Guy, this is all great stuff, but I don’t have the data.’

My response to her was to use the concepts presented to start measuring now so that twelve months from now you’ll have the data in place be able to begin building a marketing analytics infrastructure. Sure enough after 18 months she called me up and said, ‘Guy, we’re ready. Let’s start figuring out how we can use this data to deliver more profit from our marketing investments’.

In the meantime, we have been working with this company and have increased their bottom line by a few percentage points (of revenue) in increased profit. So the message is; begin measuring now. Figure out what the right things are to measure and start measuring.

You can meet Guy Powell at this  free webinar  or come to Lisbon to attend the ROI in marketing masterclass

3. Marketers seem to be a bit reluctant to begin measuring marketing ROI – is that your experience too and what does it take to get started?

Guy Powell: Yes, this is my experience. As I consult and facilitate marketing ROI workshops, I’ve found that about 80% to 90% of the marketers in the world haven’t figured out how to measure their success from marketing.

It doesn’t matter whether they are B2B marketers or B2C, they simply haven’t made the cultural change that measurement is just as important as the development of a TV, print or Internet campaign. One thing that I always bring up when talking with marketers is that an infrastructure of marketing measurement and analysis can deliver the same or better gains that they can receive from their best media activities – and I can prove it !!

To get started in measuring marketing ROI is simple. It requires a cultural shift at the top level that marketing measurement is just as important a marketing discipline as any other. We’ve worked with so many companies, especially in Asia, that are now making that shift. All it took was the desire to start measuring.

4. At your Masterclass in Lisbon you will be talking about ROI on social media. What are the most important lessons for ROI in social media?

Editor: Guy Powell will be teaching a one day masterclass about ROI in marketing and social media. It takes place in Lisbon on 14 October 2011. Go here to stay tuned. 

Guy Powell: Certainly measurement is important, but with social media, because there is so much data, the important thing is to measure the right things. To put them into a framework that shows the increased value for the individual, the consumer and the company that social media can bring.

To this end, we developed a Media Engagement Framework, that structures the key data elements to build and support great social media strategies. We also put together three tenets of social media that underlie how marketers need to think of social media.

They are:
1. Social media is an equal to traditional and digital media in delivering increment revenue, profit, brand and share for the company
2. Social media has two key elements: Inbound listening to support functions, such as customer service and market research and outbound messaging to support the brand image and position.
3. Social media is more than just one media channel. It is instead made up of many different channels, whether it’s Facebook or QQ, Twitter or Sina, YouTube or Tao Bao or many other types of social media channels found around the globe.

5. Can you mention any particular successful marketing ROI case studies?

Guy Powell: Yes, there are many. I think one in particular is with a gas utility in using marketing analytics to drive down the level of churn. Through the analytics we’ve done, we were able to drive the annual churn rate down from about 6% to 5% (these numbers are disguised).
For an Asian FMCG we were able to help them deliver short term value in their marketing actions worth 2% of sales, and long term deliver brand imagery growth worth 1% to 2% of sales. For a global software and services provider we’ve helped them find the 50% of their marketing that wasn’t working. The actual number was so close to 50% that it was uncanny.

6. Finally, please tell us why marketers should consider attending any of your presentations about marketing ROI?

Guy Powell: If you want to deliver more value for your customers/consumers through improved delivery of better messages and brand statements, if you want to deliver more revenue, profit, brand and share for your company or if you want to earn more and accelerate your career, then a clear understanding of marketing ROI will do it.

Our marketing ROI workshop will show you how to understand how your consumers make purchase decisions to significantly increase your marketing ROI, how you can turn this into value for your company and then lastly connect the dots between improved marketing ROI and your career.

Are you ready? Are you ready to make a major leap forward for you, your company and your consumers? If you are then you need to attend these sessions on Marketing ROI! Go here to learn more about Guy Powell’s marketing ROI masterclass in Lisbon.

Want more like this?  Here is what you can do if you want to hone your marketing skills
- See if we offer a free webinar about marketing ROI and related topics
-  Check if there is a conference, workshop or masterclass about this topic
- You can see a recent interview with acquisition marketing expert Rui M. Nunes here

1. What is your current job function and what was your background prior to that?

I’m the Portuguese Country Manager of MediaResponse Group, which is the leading online direct marketing firm in the Portuguese and Spanish speaking languages with a myriad of complementing companies such as Canalmail, LeadtoLead, NewBriefing, EfficientTarget and HOTWords.

My background always have been in the marketing and advertising business (offline and online media), from a simple communications designer to a creative director, and finally more sales oriented account manager to climb the ladder to Country Manager of the entire operation.

1A . Do you work internationally as well?
As a top executive – which is the link between the country’s strategy and the company’s worldwide administration – my responsibilities reach the entire organization since I’m one of the members of the international board where we discuss the worldwide strategy and future developments. As a commercial insight, a great deal of sales are from foreign countries, so my approach is always worldwide and we develop targeted campaigns without boundaries.

2. What are some of the techniques you and your company have found to be most effective for lead acquisition?
Our techniques are always evolving and adapting to trends and to users behaviors. For instance, right now, the technique which is being most profitable has been to send specially designed email pieces for each target, and those pieces have special landing-pages to correspond to the entire communication.

Let me explain:  We set 7 to 10 different email designs (each one dedicated to a special target), and each email, with clear call-to-actions embedded are directed to the same line of communication landing-page of the previous email. Then we set different automatic auto-responders which besides engaging several thousands of people at the same time, gives the client a filter to reach the more interesting leads and then convert a lot better. More than just leads it’s almost a complete e-commerce solution in some cases.

See here if Markedu has a free webinar about marketing for lead acquisition 

3. How are you feelings about targeting – are new solutions coming into the market that will help advertisers target their audience more precisely?
Technology is always evolving and these days with even more speed. Actually, I think the biggest problem for someone to choose the best solutions to send targeted campaigns is the quantity and noise of several products with similar functions and capabilities. It’s very hard to understand which is better for each problem.

One of the solutions we’re developing is EfficientTarget, which is precisely a targeting communication product that’s transversal to the media to be used. For instance, there are several million users on databases around the world from whom we know a great deal, like gender, occupation, industry sector, age, location and so on… at the same time, we’ve got one of the largest partner network in Portuguese and Spanish language.

Then, why not offer CPM display campaigns to clients who wish to target users that we really know that they’ve got 25 years, from Lisbon, an executive with interest in Bank Loans and Credit solutions? This way, the budget doesn’t go to waste and the client knows that the communication is reaching the right people, even if the site doesn’t usually have that kind of segment.

4. What are the keys to good lead acquisition – for example to acquire newsletter subscribers – do you have any advice you’d like to share?
My advice for that is quite simple and it’s divided in a few steps, but I’m going to focus on a newsletter subscribing campaign:

4.1. Make a clear message about what are the real value for the subscriber to register to that newsletter. What is he going to get with that? Is it some sort of flash news/ instant, vital messages? Do they’ve got access to special discounts and offers? It’s about the quality of the information? Wherever the purpose, make clear and simple to understand.

4.2. Make the subscribing easy and avoid messy programming code (which doesn’t work in the majority of browsers) and huge forms (you can always ask more data in future messages).

See here if Markedu has a free webinar about email marketing and subscription forms 

4.3. Make very clear for whom this newsletter is oriented, even if that means that you are going to get less conversions. Why? Because it’s much better to have 20 good and enthusiastic readers than 2000 who don’t connect or give a damn about your product. This is basic, but often forgotten specially by the specialized leads gathering companies that are paid per lead (so it’s in their best interest to grab the most they can).

4.4. Activate auto-responders that can use some of the best content you’ve already sent previously and these new subscribers didn’t get the chance to read it. This creates more impact and engagement.

4.5. Make it clear to the users how to unsubscribe at all times. The reasons are simple: ethics, brand reputation and the because you just want to engage with people who care about what you’re saying (I know I’m repeating myself, but it’s never enough to say it).

5. What do you believe are the current trends in lead profiling – are advertisers more likely to focus on building profiles with including more information than just the basic data?
This is a paradigm. In countries like Spain, England, France and México I notice a will to increase the profiling of their users to engage with them with targeted messages. Obviously creates more responsiveness, their attention and good will if you like. But in Portugal, Italy, Brazil and some other countries in Latin America I notice that companies just want to have the biggest database they can find, not much caring about profiling or targeting their messages. It’s broadcast like a TV or Radio Ad.

See here if Markedu has a free webinar about current marketing trends

6. Last but not least; what do you see as the biggest changes in this industry this and next year?
The biggest change it’s clearly the absolute somersault that marketers need to face. What do I mean by that?

We cannot continue to push our message down the users throats and expect them to buy our product. Mass communication have their advantages in some media and markets, but for a digital direct marketing strategy, we need to respect our consumer and that means to first we bother to ask them or filling down their interests, think about what they really want and then provide valid, quality information. Then, we need to send them just what they ask for it. Respect their wishes and interests. This way we gain their mutual respect and above all, their beloved trust.

What I mean by that it’s obviously to have a transversal system that knows and gather information about their claiming in social networks, in their blogs, in our surveys, in our newsletter tracking system. Show them, that we’re listening.

If you want to interact with mr. Rui M. Nunes of Media Response Group, you can do that here
- find Rui M. Nunes on Linkedin, on Twitter, on Facebook
- visit Media Response Group’s website here

Get Markedu’s free marketing event newsletter here or see the list of current marketing webinars here

Influencers, key success factor in modern B2B Marketing and Account Management

In today’s B2B environment, most potential buyers have a very low tolerance for marketing talk and unsolicited commercial contacts. At the same time they actively look for information from sources they trust: peers – people with the same jobs – recognized journalists and analysts, or leading experts.

This means that B2B marketers must be able to engage and leverage those who influence buy decision the so-called influencers. In parallel, in the area of sales, the traditional notion of “buying center” must be revisited in order to take this shift into account.

Last but not least, influencers-focused marketing, sales, and Key Account Management must be integrated into a unified process with two complementary goals: relationship building and revenue generation.


In this webinar, Dr. Olivier Rivière presents:

• A proven and pragmatic methodology to drive a shift in ways marketing and sales are driven.
• Real-life examples are presented as well as the best technique to analyze a business environment offline and online.
• Influence-building oriented marketing and account management techniques are discussed as well as ways to create synergies between marketing and sales.

You can join this web seminar on these dates:

• 11 July 2011 at 10:30 CET
• 6 October 2011 at 10:30 CET

Time Zones (09:30 London / 10:30 Berlin / 10:30 Cairo / 12:30 Moscow / 17:30 Singapore)

About Dr. Olivier Rivière

Dr. Olivier Rivière hast two complementary areas of specialty; the development of high performance and high spirit organisations, and the implementation of influence-oriented marketing and account management systems. He has over 30 years international experience in R&D, Marketing, Communications, Business Development, Key Account Management, and Operations.

Dr. Olivier Rivière has worked for international companies from various origin. Since end 2008 he works has an Interim Manager and a Consultant. He also teaches at SKEMA, a French Business School and regularly writes articles on management, B2B marketing, and Key Account Management.

www.olivierriviere-consulting.com / www.atoem-consulting.com

Forøg kampagne- og salgsresultater gennem bedre målgruppe kvalitet

Business information er ikke bare for økonomifolket. Marketing og salgsafdelinger kan opnå bedre resultater gennem en øget fokus på viden om målgrupper og bedre håndtering af de informationer du kan få til rådighed i databasen. Dette gratis web seminar viser hvordan.

På dette web seminar kan du høre om:

* hvad betyder profilering for dine salgs- og marketing aktiviteter og hvorfor skaber fokus på profilering bedre resultater?

* hvordan definerer du dine målgruppe profiler mhp. at forøge effekten af dine kampagne aktiviteter
* se eksempler på hvordan mere information om dine målgrupper kan hjælpe dig til bedre segmentering og dermed også øget respons for både online og offline kommunikation

Marketing manden Michael Leander vil med baggrund i hans mange års erfaring med CRM og marketing automatisering vise dig konkrete metoder til at forøge både marketing og salgsarbejdet. Michael Wagner fra Bisnode vil give dig indblik i nogle praktiske løsninger.

Web seminaret henvender sig både til dig, der arbejder med marketing og salg. Både virksomheder indenfor B2B og B2C kan deltage.
[hr]Web seminaret finder sted som følger

7 juni 2011 kl. 10:30 – 12:00 (gratis deltagelse)
23 august 2011 kl. 10:30 – 12:00 (gratis deltagelse)
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Om indlægsholderne

Michael Leander er en international anerkendt marketing specialist.

Både som marketing ansvarlig og siden som direktør for CRM selskaber har han oparbejdet en unik erfaring, der betyder at han betragtes som ekspert i samspillet mellem data og kommunikation.
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Michael Wagner er salgschef hos Bisnode – Danmarks største udbyder af Business Information.

Med mere end 20 års erfaring i branchen har han rådgivet et utal af danske virksomheder om emner, der relaterer sig til business information.
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Om Bisnode

Bisnode is a leading provider of digital business information in Europe, with a complete offering of solutions for marketing, credit and business information. Bisnode’s services help companies maximise sales, minimise business risks and make better business decisions. Learn more about Bisnode here
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De momento, a Linkedin é a melhor rede social para profissionais com mais de 85 milhões de utilizadores espalhados por todo o mundo.

A Linkedin continua a ser mais orientada para mercados de produtos business-to-business (B2B) mas as empresas com produtos business-to-consumer (B2C) apresentam também actividades associadas à ligação com agentes, fornecedores, distribuidores e outros parceiros.

Neste webinar, terá a oportunidade de avaliar as novas funcionalidades criadas para as empresas no Linkedin.

Apresentado pelo autor e consultor na plataforma Linkedin – Pedro Caramez – este webinar dará um enorme contributo à presença da sua empresa no Linkedin.

Garanta o seu lugar
Registe-se para o Seminário Online dia 20 de Dezembro às 10:00 e habilite-se a ganhar uma cópia autografada do livro de Pedro Camarez “Linkedin – como rentabilizar a sua presença online”

Assista a este webinar gratuito se pretende compreender como:

1. Optimizar o seu perfil Linkedin e dos seus colaboradores
2. Criar um perfil da sua empresa no Linkedin
3. Organizar os produtos e serviços da sua empresa no Linkedin
4. Como solicitar recomendações sobre os produtos e serviços da empresa
5. Como desenvolver contactos na sua área de especialidade

Este webinar vai oferecer aos participantes estratégias de sucesso na utilização desta plataforma, procurando aumentar o nível de proactividade das empresas e seus colaboradores e o aumento de contactos e referências.

Leia atentamente antes de se registar:

• Só serão aceites os registos com email de trabalho válido
• Não terá acesso à gravação nem os slides se não participar no seminário on-line.

Por favor preencha o formulário para registar-se no seminário on-line

 
We value your privacy – your details are safe with us

Legendary Drayton Bird has a way with words. If you have read his most popular book – Commonsense Direct and Interactive Marketing – you will know that he is a writer with an enormous talent. But you will also know that he knows more about direct marketing than probably any other living person. And what’s more; he has proven his expertise time and time again working with clients all over the world in a vast array of different industries.

So how do you become as good a marketer as Drayton Bird?
If you ask him, he would say; read a lot of book and never stop studying the trade For direct and interactive marketing that is particularly true. There are so many details involved in making a direct and/or interactive marketing campaign successful. An that is exactly why Markedu are happy to recommend EADIM.  Not only has one of our colleagues been a student of EADIM (in fact that’s how he scored the job), but many of our best cooperation partners have attended EADIM in the past. You can learn more about EADIM right here.

To give you a preview of EADIM, we snatched two videos.

How often should you communicate with customers and prospects?
The first one is with Drayton Bird providing answer to a question he is often asked by direct and interactive marketers; How often should you communicate with customers and prospects. Good and sound advice in this video:

How long should your blog post be  – how much are people prepared to read?
This short video from EADIM 2009 in London. The speaker – Michael Leander -  will be coming back to teach at EADIM for the third time.  Interestingly, Drayton Bird’s Commonsense Direct Marketing is what got him interested in direct marketing initially. Hear what he has to say;

You can learn more about EADIM – or attend the free introduction web seminar in October 2010 here

Após uma primeira edição bem sucedida, a Markedu repetiu a dose a pedido dos que não puderam comparecer na primeira edição em Abril. E os participantes foram novamente os ingredientes para o sucesso da 2ª Edição!

A 2ª Edição da Masterclass de Email Marketing decorreu no passado dia 1 Julho no SANA Hotel Lisboa e contou com cerca de 55 Marketers que compuseram uma audiência atenta, perspicaz e participativa, que, aliada à apresentação cativante de Michael Leander, tornou um dia inteiro de formação numa experiência única.

Michael Leander

Como orador principal do evento Michael Leander demonstrou o seu à-vontade em palco e “savoir faire”, cativando a audiência ao longo do dia. Reconhecido como um dos melhores oradores da actualidade por profissionais de marketing, Michael Leander correspondeu uma vez mais às expectativas e deu uma lição essencial sobre email marketing para qualquer profissional da área.

Moldado para audiência

A adequação dos exemplos práticos da sua apresentação às diferentes áreas dos formandos (Banca, Seguros, TI, Retalho, Telecomunicações, entre outros) deu asas a uma interacção e dinâmica entre público e orador. A sua preocupação pelos interesses dos participantes demonstra o quão habituado está a lidar com diferentes públicos e a abordá-los da melhor forma.

Oradores convidados

Para além de Michael Leander tivemos o prazer de ouvir o Dr. Pietro Nigra, Managing Director da Acxiom com o tema “Intelligent Leads” e Ernesto Ferreira da E-GOI com o tema “Marketing Multicanal”.

Apoio dos nossos parceiros e patrocinadores

Uma vez mais a Markedu contou com o apoio dos seus parceiros e patrocinadores para a realização do evento e eles se deve parte do sucesso. A Kodak, Informa D&B, ACEPI, E-GOI e Acxiom foram nossos principais patrocinadores da 2ª Edição da “Michael’s Leander Email Marketing Masterclass”. Desde já o nosso agradecimento pela presença dos seus colaboradores no evento.

Saiba mais sobre os próximos Eventos

Para que possa receber informações sobre a Tour da Masterclass de Email Marketing 2010, sobre outros eventos de Marketing Directo e Marketing Interactivo, ou sobre webinars gratuitos subscreva aqui à nossa newsletter.

O que é um bom CTR e o que não é?

Na década de noventa e no início deste século, os marketers conseguiam facilmente um CTR acima dos 20%. Até os email marketers nos mercados B2C. Mas nos dias que correm é raro que consigam o mesmo CTR. Mesmo os email marketers nos mercados B2B. Embora a Michael Leander Company disponha de dados de benchmark em email marketing sobre vários mercados em diferentes países, infelizmente, os valores das métricas em email marketing tendem a diminuir a cada ano.

Que tal uma regra de ouro para as métricas de email marketing?

Perguntam-me isto frequentemente. E para que possa orientá-lo terei que ter por base indicações médias globais. Mas primeiro deixem que vos dê alguns detalhes:

- Nos países onde não existe legislação de email marketing de permissão, os números são quase sempre muito baixos. Claro que existem algumas excepções – por exemplo, um Banco do Egipto mostrou-me uma campanha durante uma Masterclass de Email Marketing no Cairo. Se a memória não me falha, o CTR foi de 20%.

- Nos países em que o governo tem dificuldades em aplicar a legislação, os números são, também, quase sempre muito baixos – os permission marketers que utilizam o email marketing mas com respeito pelo receptor, e com o propósito de fornecer conteúdo relevante no momento exacto, os valores de CTR poderão ser bons e por vezes superiores a 20%.

- Alguns países poderão ter valores CTR significantemente elevados de spam nos ISP’s (Internet Service Providers) e nos servidores da empresa. Isto terá um impacto sobre as taxas de recepção que, consequentemente, terão impacto no seu CTR. O motivo, claro, é que se o spam é um grande problema, as empresas tomam medidas para evitar spam nas suas caixas de e-mail.

O valor mínimo de CTR que deve procurar

Se está no mercado B2B e tem consentimento activo (permissão) para enviar emails de comunicação, diria que o seu CTR poderá chegar aos 9%. Se está no mercado B2C, o seu CTR deve ser 7%. Mas tenha em conta que estes números podem variar de país para país. Por exemplo: na Escandinávia os valores de CTR serão mais elevados, e no Médio Oriente e na Ásia os valores CTR serão um pouco mais baixos.

Subscreva as newsletters de Michael Leander

Para receber mais artigos sobre como aumentar o seu CTR e outros artigos relacionados com email marketing

http://www.michaelleander.com/

Não adivinhe – verifique se sabe exactamente o que é o CTR:

http://www.michaelleander.com/2010/01/17/email-marketing-metrics-click-through-rate-ctr-relevant-to-email-marketing-measurement/

O que é um bom CTR e o que não é?

Na década de noventa e no início deste século, os marketers conseguiam facilmente um CTR acima dos 20%. Até os email marketers nos mercados B2C. Mas nos dias que correm é raro que consigam o mesmo CTR. Mesmo os email marketers nos mercados B2B. Embora a Michael Leander Company disponha de dados de benchmark em email marketing sobre vários mercados em diferentes países, infelizmente, os valores das métricas em email marketing tendem a diminuir a cada ano.

Que tal uma regra de ouro para as métricas de email marketing?

Perguntam-me isto frequentemente. E para que possa orientá-lo terei que ter por base indicações médias globais. Mas primeiro deixem que vos dê alguns detalhes:

- Nos países onde não existe legislação de email marketing de permissão, os números são quase sempre muito baixos. Claro que existem algumas excepções – por exemplo, um Banco do Egipto mostrou-me uma campanha durante uma Masterclass de Email Marketing no Cairo. Se a memória não me falha, o CTR foi de 20%.

- Nos países em que o governo tem dificuldades em aplicar a legislação, os números são, também, quase sempre muito baixos – os permission marketers que utilizam o email marketing mas com respeito pelo receptor, e com o propósito de fornecer conteúdo relevante no momento exacto, os valores de CTR poderão ser bons e por vezes superiores a 20%.

- Alguns países poderão ter valores CTR significantemente elevados de spam nos ISP’s (Internet Service Providers) e nos servidores da empresa. Isto terá um impacto sobre as taxas de recepção que, consequentemente, terão impacto no seu CTR. O motivo, claro, é que se o spam é um grande problema, as empresas tomam medidas para evitar spam nas suas caixas de e-mail.

O valor mínimo de CTR que deve procurar

Se está no mercado B2B e tem consentimento activo (permissão) para enviar emails de comunicação, diria que o seu CTR poderá chegar aos 97%. Se está no mercado B2C, o seu CTR deve ser 7%. Mas tenha em conta que estes números podem variar de país para país. Por exemplo: na Escandinávia os valores de CTR serão mais elevados, e no Médio Oriente e na Ásia os valores CTR serão um pouco mais baixos.

Subscreva as newsletters de Michael Leander

Para receber mais artigos sobre como aumentar o seu CTR e outros artigos relacionados com email marketing

http://www.michaelleander.com/

Não adivinhe – verifique se sabe exactamente o que é o CTR:

http://www.michaelleander.com/2010/01/17/email-marketing-metrics-click-through-rate-ctr-relevant-to-email-marketing-measurement/

O que é um bom CTR e o que não é?

Na década de noventa e no início deste século, os marketers conseguiam facilmente um CTR acima dos 20%. Até os email marketers nos mercados B2C. Mas nos dias que correm é raro que consigam o mesmo CTR. Mesmo os email marketers nos mercados B2B. Embora a Michael Leander Company disponha de dados de benchmark em email marketing sobre vários mercados em diferentes países, infelizmente, os valores das métricas em email marketing tendem a diminuir a cada ano.

Que tal uma regra de ouro para as métricas de email marketing?

Perguntam-me isto frequentemente. E para que possa orientá-lo terei que ter por base indicações médias globais. Mas primeiro deixem que vos dê alguns detalhes:

- Nos países onde não existe legislação de email marketing de permissão, os números são quase sempre muito baixos. Claro que existem algumas excepções – por exemplo, um Banco do Egipto mostrou-me uma campanha durante uma Masterclass de Email Marketing no Cairo. Se a memória não me falha, o CTR foi de 20%.

- Nos países em que o governo tem dificuldades em aplicar a legislação, os números são, também, quase sempre muito baixos – os permission marketers que utilizam o email marketing mas com respeito pelo receptor, e com o propósito de fornecer conteúdo relevante no momento exacto, os valores de CTR poderão ser bons e por vezes superiores a 20%.

- Alguns países poderão ter valores CTR significantemente elevados de spam nos ISP’s (Internet Service Providers) e nos servidores da empresa. Isto terá um impacto sobre as taxas de recepção que, consequentemente, terão impacto no seu CTR. O motivo, claro, é que se o spam é um grande problema, as empresas tomam medidas para evitar spam nas suas caixas de e-mail.

O valor mínimo de CTR que deve procurar

Se está no mercado B2B e tem consentimento activo (permissão) para enviar emails de comunicação, diria que o seu CTR poderá chegar aos 97%. Se está no mercado B2C, o seu CTR deve ser 7%. Mas tenha em conta que estes números podem variar de país para país. Por exemplo: na Escandinávia os valores de CTR serão mais elevados, e no Médio Oriente e na Ásia os valores CTR serão um pouco mais baixos.

Subscreva as newsletters de Michael Leander

Para receber mais artigos sobre como aumentar o seu CTR e outros artigos relacionados com email marketing

http://www.michaelleander.com/

Não adivinhe – verifique se sabe exactamente o que é o CTR:

http://www.michaelleander.com/2010/01/17/email-marketing-metrics-click-through-rate-ctr-relevant-to-email-marketing-measurement/

O que é um bom CTR e o que não é?

Na década de noventa e no início deste século, os marketers conseguiam facilmente um CTR acima dos 20%. Até os email marketers nos mercados B2C. Mas nos dias que correm é raro que consigam o mesmo CTR. Mesmo os email marketers nos mercados B2B. Embora a Michael Leander Company disponha de dados de benchmark em email marketing sobre vários mercados em diferentes países, infelizmente, os valores das métricas em email marketing tendem a diminuir a cada ano.

Que tal uma regra de ouro para as métricas de email marketing?

Perguntam-me isto frequentemente. E para que possa orientá-lo terei que ter por base indicações médias globais. Mas primeiro deixem que vos dê alguns detalhes:

- Nos países onde não existe legislação de email marketing de permissão, os números são quase sempre muito baixos. Claro que existem algumas excepções – por exemplo, um Banco do Egipto mostrou-me uma campanha durante uma Masterclass de Email Marketing no Cairo. Se a memória não me falha, o CTR foi de 20%.

- Nos países em que o governo tem dificuldades em aplicar a legislação, os números são, também, quase sempre muito baixos – os permission marketers que utilizam o email marketing mas com respeito pelo receptor, e com o propósito de fornecer conteúdo relevante no momento exacto, os valores de CTR poderão ser bons e por vezes superiores a 20%.

- Alguns países poderão ter valores CTR significantemente elevados de spam nos ISP’s (Internet Service Providers) e nos servidores da empresa. Isto terá um impacto sobre as taxas de recepção que, consequentemente, terão impacto no seu CTR. O motivo, claro, é que se o spam é um grande problema, as empresas tomam medidas para evitar spam nas suas caixas de e-mail.

O valor mínimo de CTR que deve procurar

Se está no mercado B2B e tem consentimento activo (permissão) para enviar emails de comunicação, diria que o seu CTR poderá chegar aos 97%. Se está no mercado B2C, o seu CTR deve ser 7%. Mas tenha em conta que estes números podem variar de país para país. Por exemplo: na Escandinávia os valores de CTR serão mais elevados, e no Médio Oriente e na Ásia os valores CTR serão um pouco mais baixos.

Subscreva as newsletters de Michael Leander

Para receber mais artigos sobre como aumentar o seu CTR e outros artigos relacionados com email marketing

http://www.michaelleander.com/

Não adivinhe – verifique se sabe exactamente o que é o CTR:

http://www.michaelleander.com/2010/01/17/email-marketing-metrics-click-through-rate-ctr-relevant-to-email-marketing-measurement/

An Email Marketing Survey conducted by Markedu in association with e-Goi and ACEPI, reveals that Portuguese marketers are trailing the rest of Europe when it comes to understanding the permission marketing legislation. More than 20% of Portuguese marketers are not confident that their email marketing activities are in compliance compared to 6,9% in the rest of the EU.

In the EU marketers are required to receive an active consent in order to send email or mobile marketing communication to consumers and business buyers. A recent survey conducted by Markedu indicates that one fifth Portuguese marketers not are in compliance with the current legislation. International permission email marketing expert and chairman of FEDMA’s Interactive Marketing Council, Michael Leander, says “I am surprised that the number is that high, but it is a common problem in many countries where marketers have become accustomed to collecting emails and using those randomly collected emails to communicate without consent. We know from experience that relevant government agencies need to liaise with industry bodies and associations related to direct marketing, electronic commerce, distance selling and telemarketing to spread the word about the legislation in place in Portugal in order to increase awareness of the topic “.

Michael Leander will be presenting his Email Marketing Masterclass in Lisbon on the 1^st of July this year. The Email Marketing Masterclass aims to teach Portuguese marketers how to effectively integrate email marketing as part of their marketing mix. The seminar will also present an update on the current legislation related to Portugal.

Portuguese marketers may be missing out on a great opportunity
The Email Marketing Survey Portugal also reveals that Portugal may be trailing the rest of Europe in terms of adoption of email marketing. Says Michael Leander: “many studies have revealed that email marketing is the single most productive marketing instrument. In fact US DMA numbers indicate an average Return on Marketing Investment (ROMI) of more than USD 40 for each one dollar spent. So it is surprising that this survey reveals that only 55% of the marketers in Portugal find email marketing very important or somewhat important compared to 88% in the rest of the EU.”

Need for education in the field of email marketing in Portugal
The Email Marketing Survey also reveals a need for marketers to acquire more information about how to effectively and responsibly utilize email marketing. In that respect Michael Leander says “frequency is really important for email marketers, but even more important to the consumers and business buyers whom subscribe to email communication. The survey reveals that more than 50% of email marketers in Portugal do not state the frequency in conjunction with their opt-in (subscription) form on their websites and elsewhere.

Markedu
e-Goi
ACEPI
Michael Leander