Tips & tricks to boost your email marketing campaigns

Tips & tricks to boost your email marketing campaigns June 30, 2010 Online Marketing Show MarketingWeeklive! 2010

CONTACTLAB IN NUMBERS An ESP and an agency: technology, strategy, and full service day-to-day campaign management Over 800 clients, Italian and international, from all fields 400 campaigns and 25 million emails broadcast daily 11 years of Internet experience Over 70 email marketing specialists 5 offices in Milan, London, Madrid, Paris and Munich ContactLab @ Online Marketing Show London 2010

CONTACTLAB: what we do We believe in the power of email marketing to build brand reputation, deliver value-added content, engage with clients and prospects, and generate business We bring our expertise to all the steps in an email marketing program o Strategy: competitive benchmarking, client audit, email marketing action plan, testing calendar, data analysis o Creativity: art direction and copywriting o Production: html coding o Broadcasting: ContactLab is Italy’s leading ESP and a rising player in Europe with a multichannel (email, sms, fax) platform developed in- house o Ad hoc programming Where relevant we extend our activities beyond email to surveys, mobile marketing, social media, mini-sites, online competitions ContactLab @ Online Marketing Show London 2010

SOME OF OUR CLIENTS ContactLab @ Online Marketing Show London 2010

TIPS & TRICKS TO BOOST YOUR EMAIL MARKETING CAMPAIGNS 1. deliverability 2. relevance messaging 3. complementary tools 4. split testing 5. ROI ContactLab @ Online Marketing Show London 2010

EMAIL MARKETING CHALLENGES IN 2010 ContactLab @ Online Marketing Show London 2010

1/ DELIVERABILITY: are your messages reaching the inbox? Some spam Spam has a high messages reach cost for ISPs Only 4.4% of the inbox (resources, ISPs increase emails sent software, spam filtering actually reach bandwidth, their destination* Other messages electricity, etc) don’t, even if they aren’t spam *Source: Enisa, European Network and Information Security Agency, 2010 ContactLab @ Online Marketing Show London 2010

1/ DELIVERABILITY: a shared responsibility Both ESPs and their clients are responsible for deliverability, as together they determine o reputation and authentication o database hygiene o broadcast frequency o content o engagement Source: Factors used by ISPs to measure reputation, Listrak 2010 ContactLab @ Online Marketing Show London 2010

2/ RELEVANCE MESSAGING: personalize and automate! Automated messaging cycles are increasingly easy to implement o personalization and relevance o time saving Identify Define available segments Create Implement Launch and potential and scenarios data synch automation data messages To create the scenarios, simply put yourself in your subscribers’ shoes and imagine their expectations and needs in various steps of their interaction with your brand o just signed up o made a purchase o never open nor click ContactLab @ Online Marketing Show London 2010

2/ RELEVANCE MESSAGING: some examples WHAT WHO WHEN WHY Welcome New contacts After sign up  Make a good first impression Post-click Clicked on a link / category A few days later  Seize opportunity: a of links click indicates interest Abandoned cart Almost purchased A few hours / days later  Recover purchase Order confirmation Just purchased Immediately after  Thank  Confirm  Up / cross sell Recommendations Purchased Post purchase  Up / cross sell Gratification Engaged clients Reach threshold  Thank and reward  Build loyalty Reactivation Don’t open - click 6 – 12 months  Motivate  Freeze Birthday Recipients who are Date of birth  Build loyalty celebrating a birthday  Up / cross sell ContactLab @ Online Marketing Show London 2010

2/ RELEVANCE MESSAGING: action / reaction UP/CROSS- SELLING ORDER Purchases CONFIRMATION RECOMMENDATION Clicks Doesn’t purchase POST-CLICK EMAIL SURVEY REMARKETING Opens Abandons cart EMAIL Broadcast Doesn’t click Monitor over time LAPSING EMAIL Doesn’t open Monitor over time LAPSING EMAIL ContactLab @ Online Marketing Show London 2010

2/ RELEVANCE MESSAGING: post-purchase series Itinerary and Upselling Useful information recommendations Survey ContactLab @ Online Marketing Show London 2010

2/ RELEVANCE MESSAGING: results IT WORKS! advanced personalization techniques yield a 57% rise in average order value BUT 96% of organizations believe that email personalization can improve email marketing performance only16% implement it WHY? lack of data >> go get it!  inability to create personalized content >> take it step by step Source: "Email Marketing: Get Personal with Your Customers”, Aberdeen Group, 2008 ContactLab @ Online Marketing Show London 2010

3/ EMAIL AT THE CENTER OF 1 TO 1 DIALOG EM@IL MARKETING ContactLab @ Online Marketing Show London 2010

3/ EMAIL MARKETING + SURVEYS ask listen reward act supplement db Share results with participants Rather than ask recipients to define their tastes, show them photos to choose from and use this data ContactLab @ Online Marketing Show London 2010

3/ EMAIL MARKETING + BLOGS extend newsletter reach open content to dialog and interaction bring readers to the blog and subscribers to the newsletter Email marketing is not only about selling! ContactLab @ Online Marketing Show London 2010

3/ EMAIL MARKETING + MOBILE 13% of UK Internet users use at least one mobile device to access email (ContactLab E-mail Marketing Consumer Report 2009) IKEA PADOVA Cucine IKEA: risparmio immediato! Fino al 3 aprile IKEA Padova ti offre uno sconto del 10% sulla tua cucina. Condizioni dell’offerta in negozio Mobile version of the newsletter: adapting the message to the Drive in-store traffic via channel quick follow-up sms alerts ContactLab @ Online Marketing Show London 2010

3/ EMAIL MARKETING + SOCIAL NETWORKS Complementary or in competition? o Social media users check their personal email more often: 42% do so 4 times a day or more vs. 27% of non users (Merkle 2010 View from the Social Inbox) o 75% of daily social media users believe email is the best way for companies to communicate with them vs. 65% of all email users (Marketing Sherpa) o 49% of Twitter users have made an online purchase because of an email vs. 33% of all email users (Marketing Sherpa) What do you think? ContactLab @ Online Marketing Show London 2010

3/ EMAIL MARKETING + SOCIAL NETWORKS Ask recipients to share Choose the right but also follow networks 24% average increased reach Silverpop, Emails gone viral ContactLab @ Online Marketing Show London 2010

4/ SPLIT TESTING: practice makes perfect EXAMPLE KPIs Sender Company – store – person Open rate Subject Direct or teaser Open & click-through rate Content: Open & click-through rate - text Formal or informal - graphics General layout, CTA buttons - content order Informative or promotional - offers Absolute value or % - images One for all or segmented - length Brief or detailed Landing page Fields in form Web analytics data Images Resulting DB / actions Time of broadcast Week / weekend / am / pm Open & click rate ContactLab @ Online Marketing Show London 2010

4/ SPLIT TESTING: practice makes perfect Version B performed better o Opens: + 0,18 points o Clicks/opens: + 4 points o Average sale+ € 2 Version A Version B ContactLab @ Online Marketing Show London 2010

5/ BEYOND EMAIL METRICS: email is more and more widely used because it works! 7 out of 10 marketers expect expenditure on email marketing to increase over the next 12 months Direct Marketing Association (DMA) National Client Email Survey report – Nov. 2009 Datran Media – Annual Marketing & Media Survey – Dec. 2009 5,000 marketing executives from Fortune 500 companies ContactLab @ Online Marketing Show London 2010

5/ BEYOND EMAIL METRICS: ROI Thanks to the integration with web analytics solutions, look beyond standard email metrics to analyze real conversions: ROI Sales from email marketing campaign $ 5 000 - Campaign cost $ 1 000 / Campaign cost $ 4 000 / $ 1 000 = ROI 400% $ 4 for each $ spent ContactLab @ Online Marketing Show London 2010

5/ BEYOND EMAIL METRICS: ROI Average ROI for email marketing in 2009 = $43.52 (Direct Marketing Association) Do you know yours ? ContactLab @ Online Marketing Show London 2010

IN A NUTSHELL 1. Take deliverability seriously 2. Create engagement via relevant messaging: the right message to the right person at the right time 3. Mix & match email with other channels 4. Test, learn, optimize… and re-test 5. Look beyond traditional email metrics and focus on ROI ContactLab @ Online Marketing Show London 2010

Q&A ContactLab @ Online Marketing Show London 2010

Thank you!  ContactLab e-mail & e-marketing evolution Download this slidedeck on www.en.contactlab.com/speeches Arianna Galante, Account Director - arianna.galante@contactlab.com ContactLab @ Online Marketing Show London 2010

Tips & tricks to boost your email marketing campaigns

by ContactLab on Jul 21, 2010

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