2009 Dave Chaffey Digital Marketing National B2B Centre

1. Email Marketing Best Practice Six BIG questions to improve results presented to: E-business 2009 Conference, The National B2B Centre 17 th September 2009 Dave Chaffey, Marketing Insights Limited www.davechaffey.com/presentations www.twitter.com/DaveChaffey

2. About Dave Chaffey

5. Agenda – Email Marketing Best Practice: 6 questions to improve your results Image blocking, banner blindness 5 Is our creative effective? Event-triggers, dynamic content insertion 4 Are our emails contextual? Reputation 2 Are our messages REALLY getting through? Google Analytics, Bounce rates 6 Are we tracking “after the click”? Activity levels 3 How engaged are our audiences? Run-of-site, Value-led call-to-action 1 Are we maximising signup and profiling? Key theme Email question

6. Question 1 Are we maximising signup and profiling?

7. Use a run-of-site, above the fold sign-up

8. Use a run-of-site, above the fold sign-up

9. Capture key profile fields Tips: 1. KISS 2. WIFM 3. Identify 2-3 key fields for lead qualification and targeting. Make mandatory. 4. Pre-tick sign-up – implied opt-in under Privacy and Electronic Communications Regulations 5. Use incentives or show value to maximise signup.

11. “ Learn more through time”: “Watch or Ask”

12. Question 2 Are our messages REALLY getting through? Not bounce rate, but Inbox deliverability

15. Question 3. How engaged are our audiences?

18. Source: http://www.slideshare.net/gamages/advertising-fireworks-social-bonfires

20. Integrating your email newsletter with social media: a virtuous circle 1 Blog 3. Company Twitter 5. Email Newsletter 2. RSS Feed 4. Facebook Fan page Track with bit.ly Track with bit.ly Track with Google Analytics Track with Feedburner Track with GA or ESP system Manual update or automatically withTwitterfeed Automatic feed with Feedburner Most popular topics selected Auto Update With App

22. Question 4 Are our emails contextual?

23. Why Right Touching? The most famous touch

25. Examples of basic registration triggered e-mails B2B registration follow-up B2C brand education

26. BT - It’s all about past actions… “Recognition of activity” and dynamic content insertion Purchase Dispatched +7d +14d +21d Recognition of previous purchase

27. More Amazon triggered examples Recognition of previous category browsing Recognition of previous category browsing

28. 5 Is our creative effective?

30. Test! Test! Test! “Data Trumps Intuition” Test version A Send Volume: 10,000 Sample criteria: Random Click through rate: 6.1% Test version B Send Volume: 10,000 Sample criteria: Random Click through rate: 4.5% Main Broadcast Send Volume: 180,000 Click through rate: 5.8% Source:

31. Which layouts do you use / work? Source:

32. Effective B2B Enewsletter template layout

35. How many links should we have? Source:

36. Get seen! Beware image blocking

38. What makes email recipients click?

39. 6 Are we tracking “after the click”?