Going beyond traditional email marketing
 

Going beyond traditional email marketing

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Fiona Robson, Rocketseed

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

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Going beyond traditional email marketing Going beyond traditional email marketing Presentation Transcript

  • Breakout H: Going beyondtraditional email marketingFiona RobsonManaging Director, RocketseedMember of DMA Email Marketing Council
  • 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% unsubscribe• 21% uplift seen from people who didn’t click – emailsalso stimulate other behaviourData provided courtesy of
  • 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)
  • 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 plan whatyou put in your email campaigns
  • 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 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.
  • 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
  • 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 customer wants to talk to you• every email is a brand & revenue opportunity• trusted emails from people you know
  • 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?
  • 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 1,200,000200 2,400,0001,000 12,000,000
  • 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
  • spotlight on the British Red Cross
  • every email relevant for audienceEventsteamEducationteamTargeted, segmented, relevant marketingMarketingteamFundraisingteam
  • 050001000015000200002500030000BritishRedCrossEmail volumes and clicks by month5000100015000Unique recipients ClicksOptimising results from employee email
  • 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.More effective than other marketing?
  • 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 data
  • 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
  • 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