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Breakout H: Going beyondtraditional email marketingFiona RobsonManaging Director, RocketseedMember of DMA Email Marketing ...
Rocketseed – who we areRocketseed is a global email media & marketing company
email is evolving
the evolution of emailblast segment lifecycle personaltrigger
which sectors do email well?
DMA Email Tracking Report 2012What % email is interesting or relevant?
factors impeding improvementDMA National Client Email Report 2013
relevance is keyRight ContentRight Channel Right Time
a) Tuesday at 11amb) Wednesday at 2pmc) Sunday at 1pmd) Friday at 10amwhen is the right time to sendan email?
Workshop session• cart abandonment email• email with social• email media via employee email
cart abandonment emailsTrigger based on useronline activity• Recover revenues bysending targeted emailsat the optimum time
cart abandonment emails• 70% abandonment rate in the charity sector• 17% are re-marketable by emailData provided courtesy of
“generic” –customer-service typeemail
Opportunity toinclude products
Example provided by
charity sector success rates• 98% Deliverability• 38% opened• 20% Click-through rate• 15% conversion (re-donate)• 0.15% un...
cart abandonment emails - tips• Optimise your check-out funnel:- requestdata early in the process• Timing – understand nat...
think more widely about email
who shares email via social?DMA National Client Email Report 2013
social posting for right time email?New technology makes email a multi-channel engagement tool
social posting: right time emailNew technology makes email a multi-channel engagement tool
use social to increase email impactanticipation makes it right timeLet reactions of subscribers to social content help pla...
drive sign up through social
add live social content in emailHi,Imagine if every email sent from all your clients arrived at their recipient’s inbox as...
Email and social• Go beyond “share with a friend”• Social posting: post and share newsletters• Boost audience for your ema...
technology turns email into email media
the power of one-to-one email• personal emails – 99% open rate• drive web traffic – up to 21% CTR• engage when the custome...
29PROMOTE SEASONAL CAMPAIGNS AND EVENTSTake control of your owned media to drive traffic & boostdonationsHi,Imagine if eve...
multiple links can boost engagement
42.7% traffic went to the donation page57.3% traffic to the website
How many right time opportunities?# EmployeesPotential # Missed Brand Impressions per Year(Company)10 120,00050 600,000100...
British Red Cross: the challenges• Diverse range of marketing objectives• Limited budget and resources• Wide range of stak...
spotlight on the British Red Cross
every email relevant for audienceEventsteamEducationteamTargeted, segmented, relevant marketingMarketingteamFundraisingteam
050001000015000200002500030000BritishRedCrossEmail volumes and clicks by month5000100015000Unique recipients ClicksOptimis...
Red Cross Week 11.73 per cent…Best Practice – optimise for results
Red Cross Week 23.35 per cent…improved call to action
Red Cross Week 36.7 per centleverage engaging content
facilitate access to relevant content
80 x better CTR thancorresponding cpccampaign4 x more traffic to specificwebsite pages than theirdedicated e-newsletter.Mo...
20 x more likely toengage in donationprocessBut did it deliver?
right time: mobile and apps
integrate email with other channels
Think creatively
Leverage business partnerships
• Take advantageof allopportunities forlist growth• Make sure yourcampaigns arereally having animpactEmail media: valuable...
email media: employee email tips• Understand the brand image you want• Start with the key priorities for your charity• Ide...
67%38% 37%19%16% 15% 13% 12% 11% 11% 10%7% 5% 4% 4% 3% 2%0%10%20%30%40%50%60%70%The ROI of email in the marketing mix
Thank youwww.rocketseed.comfiona.robson@rocketseed.comtwitter @fkrobson @rocketseedTel +44 (0) 207 706 9520
Going beyond traditional email marketing
Going beyond traditional email marketing
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Going beyond traditional email marketing

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Fiona Robson, Rocketseed
Enhance your email marketing workshop
www.charitycomms.org.uk/events

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Transcript of "Going beyond traditional email marketing"

  1. 1. Breakout H: Going beyondtraditional email marketingFiona RobsonManaging Director, RocketseedMember of DMA Email Marketing Council
  2. 2. Rocketseed – who we areRocketseed is a global email media & marketing company
  3. 3. email is evolving
  4. 4. the evolution of emailblast segment lifecycle personaltrigger
  5. 5. which sectors do email well?
  6. 6. DMA Email Tracking Report 2012What % email is interesting or relevant?
  7. 7. factors impeding improvementDMA National Client Email Report 2013
  8. 8. relevance is keyRight ContentRight Channel Right Time
  9. 9. a) Tuesday at 11amb) Wednesday at 2pmc) Sunday at 1pmd) Friday at 10amwhen is the right time to sendan email?
  10. 10. Workshop session• cart abandonment email• email with social• email media via employee email
  11. 11. cart abandonment emailsTrigger based on useronline activity• Recover revenues bysending targeted emailsat the optimum time
  12. 12. cart abandonment emails• 70% abandonment rate in the charity sector• 17% are re-marketable by emailData provided courtesy of
  13. 13. “generic” –customer-service typeemail
  14. 14. Opportunity toinclude products
  15. 15. Example provided by
  16. 16. charity sector success rates• 98% Deliverability• 38% opened• 20% Click-through rate• 15% conversion (re-donate)• 0.15% unsubscribe• 21% uplift seen from people who didn’t click – emailsalso stimulate other behaviourData provided courtesy of
  17. 17. cart abandonment emails - tips• Optimise your check-out funnel:- requestdata early in the process• Timing – understand natural return rate• Choose the right tone for your brand• Personalise and use specific informationrelated to their behaviour• Balance content• Consider option for additional email tothose who don’t open (max 3 total)
  18. 18. think more widely about email
  19. 19. who shares email via social?DMA National Client Email Report 2013
  20. 20. social posting for right time email?New technology makes email a multi-channel engagement tool
  21. 21. social posting: right time emailNew technology makes email a multi-channel engagement tool
  22. 22. use social to increase email impactanticipation makes it right timeLet reactions of subscribers to social content help plan whatyou put in your email campaigns
  23. 23. drive sign up through social
  24. 24. add live social content in emailHi,Imagine if every email sent from all your clients arrived at their recipient’s inbox as a branded marketingmessage much like this one above. Whether it’s new products or services, sales material, customersupport latest news or events, research, PR, season’s greetings or straight corporate or brand identity youcan get ANY message across, drive traffic to your website as well as measure and track the click-throughand response ratios.Live rss feeds can show live progress towards targetedfundraising total.
  25. 25. Email and social• Go beyond “share with a friend”• Social posting: post and share newsletters• Boost audience for your email & drivesign-ups• Leverage real-time content in email –dynamic rss feeds, publish blogs, tweetsemail with social - tips
  26. 26. technology turns email into email media
  27. 27. the power of one-to-one email• personal emails – 99% open rate• drive web traffic – up to 21% CTR• engage when the customer wants to talk to you• every email is a brand & revenue opportunity• trusted emails from people you know
  28. 28. 29PROMOTE SEASONAL CAMPAIGNS AND EVENTSTake control of your owned media to drive traffic & boostdonationsHi,Imagine if every email sent from all your clients arrived at their recipient’s inbox as a branded marketingmessage much like this one above. Whether it’s new products or services, sales material, customersupport latest news or events, research, PR, season’s greetings or straight corporate or brand identity youcan get ANY message across, drive traffic to your website as well as measure and track the click-throughand response ratios.how can you use email media?
  29. 29. multiple links can boost engagement
  30. 30. 42.7% traffic went to the donation page57.3% traffic to the website
  31. 31. How many right time opportunities?# EmployeesPotential # Missed Brand Impressions per Year(Company)10 120,00050 600,000100 1,200,000200 2,400,0001,000 12,000,000
  32. 32. British Red Cross: the challenges• Diverse range of marketing objectives• Limited budget and resources• Wide range of stakeholders / audience toreach• Need to react quickly to events anddisasters
  33. 33. spotlight on the British Red Cross
  34. 34. every email relevant for audienceEventsteamEducationteamTargeted, segmented, relevant marketingMarketingteamFundraisingteam
  35. 35. 050001000015000200002500030000BritishRedCrossEmail volumes and clicks by month5000100015000Unique recipients ClicksOptimising results from employee email
  36. 36. Red Cross Week 11.73 per cent…Best Practice – optimise for results
  37. 37. Red Cross Week 23.35 per cent…improved call to action
  38. 38. Red Cross Week 36.7 per centleverage engaging content
  39. 39. facilitate access to relevant content
  40. 40. 80 x better CTR thancorresponding cpccampaign4 x more traffic to specificwebsite pages than theirdedicated e-newsletter.More effective than other marketing?
  41. 41. 20 x more likely toengage in donationprocessBut did it deliver?
  42. 42. right time: mobile and apps
  43. 43. integrate email with other channels
  44. 44. Think creatively
  45. 45. Leverage business partnerships
  46. 46. • Take advantageof allopportunities forlist growth• Make sure yourcampaigns arereally having animpactEmail media: valuable data
  47. 47. email media: employee email tips• Understand the brand image you want• Start with the key priorities for your charity• Identify key messaging for your departments• Start simply• Change messaging regularly• Keep campaigns fresh• Test and optimise• Mix service links and donation requests
  48. 48. 67%38% 37%19%16% 15% 13% 12% 11% 11% 10%7% 5% 4% 4% 3% 2%0%10%20%30%40%50%60%70%The ROI of email in the marketing mix
  49. 49. Thank youwww.rocketseed.comfiona.robson@rocketseed.comtwitter @fkrobson @rocketseedTel +44 (0) 207 706 9520
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