6 Email marketing tips


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2009 Dave Chaffey Digital Marketing National B2B Centre

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  • The most famous Touch of all
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  • 6 Email marketing tips

    1. 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. 2. About Dave Chaffey
    3. 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
    4. 6. Question 1 Are we maximising signup and profiling?
    5. 7. Use a run-of-site, above the fold sign-up
    6. 8. Use a run-of-site, above the fold sign-up
    7. 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.
    8. 11. “ Learn more through time”: “Watch or Ask”
    9. 12. Question 2 Are our messages REALLY getting through? Not bounce rate, but Inbox deliverability
    10. 13. Why don’t your messages get through <ul><li>According to a DMA UK National Benchmarking report ( www.dma.org.uk ) average hard bounce rates are around 3%. The typical breakdown for an email bounce is: </li></ul><ul><ul><li>Address does not exist, c30% </li></ul></ul><ul><ul><li>Invalid address syntax, c15% </li></ul></ul><ul><ul><li>Invalid domain, c25% </li></ul></ul><ul><ul><li>Mailbox full, c15% </li></ul></ul><ul><ul><li>Message too large, c2% </li></ul></ul><ul><ul><li>Blocked as spam, c8% </li></ul></ul>www.returnpath.net for US and Canada
    11. 14. Actions to help delivery <ul><ul><li>1. Before you send email (Content) </li></ul></ul><ul><ul><li>A. Limit use of spam keyphrases </li></ul></ul><ul><ul><li>B. Test e-mail against spam checker, use: www.lyris.com/resources/contentchecker </li></ul></ul><ul><ul><li>See www.spamassassin.org </li></ul></ul><ul><ul><li>C. Test delivery / renderability in ISPs/Firewalls </li></ul></ul><ul><ul><li>D. Educate your list members to whitelist you </li></ul></ul><ul><ul><li>E. Setup Email server with best practice: Use subdomain: http://email.domain.com , SPF, SenderID, etc </li></ul></ul><ul><ul><li>2. After you send Email (Reputation): </li></ul></ul><ul><ul><li>A. Remove bounces after 3 times (automatic) </li></ul></ul><ul><ul><li>B. Track complaints through ‘closed-looped systems’ </li></ul></ul><ul><ul><li>C. Track Opens and Clicks across web mail companies and main corporate clients </li></ul></ul>
    12. 15. Question 3. How engaged are our audiences?
    13. 16. 3 advanced ways of measuring email engagement <ul><li>How do you measure engagement with email? </li></ul><ul><li>Open/clicks/CTOR is NOT good enough, instead… </li></ul><ul><li>Measure % Activity = Opens/clicks/CTOR/sales: </li></ul><ul><ul><li>1. At position in lifecycle </li></ul></ul><ul><ul><li>2. By segment </li></ul></ul><ul><ul><li>3. By offer / email type </li></ul></ul><ul><ul><li>4. Aggregated over a longer time period </li></ul></ul>
    14. 17. Measuring list activity – email engagement <ul><li>These “hurdle rates” are for whole list. Repeat: </li></ul><ul><ul><li>By segment </li></ul></ul><ul><ul><li>By product categories purchased </li></ul></ul>Tip. Measure the overall health of your list through activity / inactivity levels over time
    15. 18. Source: http://www.slideshare.net/gamages/advertising-fireworks-social-bonfires
    16. 19. E-newsletter success is all about relevant content <ul><li>B2B </li></ul><ul><ul><li>Make my work easier </li></ul></ul><ul><ul><li>Help me develop </li></ul></ul><ul><ul><li>Make me look good </li></ul></ul><ul><ul><li>Give me a great deal </li></ul></ul><ul><li>B2C </li></ul><ul><ul><li>Make my life easier </li></ul></ul><ul><ul><li>Help me learn / have fun </li></ul></ul><ul><ul><li>Make me look good </li></ul></ul><ul><ul><li>Give me a great deal </li></ul></ul>See http://snipurl.com/26g8j
    17. 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
    18. 22. Question 4 Are our emails contextual?
    19. 23. Why Right Touching? The most famous touch
    20. 24. What is “Right Touching”? <ul><li>Right Touching is: </li></ul><ul><li>A Multi-channel Communications Strategy </li></ul><ul><li>Customised for Individuals </li></ul><ul><li>Which… </li></ul><ul><li>Delivers the Right Value Proposition </li></ul><ul><li>Accompanied by the Right Message </li></ul><ul><li>With the Right Tone </li></ul><ul><li>At the Right Time </li></ul><ul><li>With the Righ t Frequency and Interval </li></ul><ul><li>Using the Right Media / Communications channels </li></ul><ul><li>To achieve… </li></ul><ul><li>Right balance of value between both parties </li></ul>Tip: Automate email touches, targeting and content where practical
    21. 25. Examples of basic registration triggered e-mails B2B registration follow-up B2C brand education
    22. 26. BT - It’s all about past actions… “Recognition of activity” and dynamic content insertion Purchase Dispatched +7d +14d +21d Recognition of previous purchase
    23. 27. More Amazon triggered examples Recognition of previous category browsing Recognition of previous category browsing
    24. 28. 5 Is our creative effective?
    25. 29. Using eyetracking research to inform Email design <ul><li>Heading and subhead copy critical </li></ul><ul><ul><li>First 2-3 words most important </li></ul></ul><ul><ul><li>Make hyperlinked </li></ul></ul><ul><li>Large fonts work well </li></ul><ul><li>Images often missed </li></ul><ul><ul><li>Use text link calls-to-action </li></ul></ul><ul><li>Readers scan down the left of an E-mail </li></ul><ul><li>First part of para important </li></ul><ul><ul><li>F shape eyetrack </li></ul></ul><ul><li>Email intros skipped </li></ul><ul><ul><li>Use to personalise and engage e.g. with hyperlinks </li></ul></ul>Need to deliver Scannability and Skimmability
    26. 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:
    27. 31. Which layouts do you use / work? Source:
    28. 32. Effective B2B Enewsletter template layout
    29. 33. Before After <ul><li>Aims: </li></ul><ul><li>Use left column </li></ul><ul><li>Disrupt symmetry </li></ul><ul><li>Use scannable headlines </li></ul><ul><li>Introduce editorial </li></ul>
    30. 34. Don’t give too much choice?! <ul><li>Six different jams. 40% of the customers stopped to taste. 30% of those bought. </li></ul><ul><li>Twenty-four different jams. 60% of the customers stopped to taste. But only 3% bought! http://sivers.org/jam </li></ul>
    31. 35. How many links should we have? Source:
    32. 36. Get seen! Beware image blocking
    33. 38. What makes email recipients click?
    34. 39. 6 Are we tracking “after the click”?
    35. 40. <ul><li>Define standard email tracking codes – example: </li></ul><ul><li>Name: &utm_campaign=SBIT210809C </li></ul><ul><li>Source: &utm_source=ES_BITE_Email </li></ul><ul><li>Medium: &utm_medium=Internal_Email </li></ul><ul><li>Content: &utm_content=SBIT210809C_Cabaret_Image </li></ul>Tip: Use conversion goals and bounce rate to assess effectiveness
    36. 41. Thank you! <ul><li>Download this presentation from: </li></ul><ul><ul><li>www.davechaffey.com /presentations </li></ul></ul><ul><li>Any questions, do e-mail me: </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><li>Subscribe to my E-marketing Essentials, monthly briefing on what‘s new in E-marketing </li></ul><ul><ul><li>www.davechaffey.com </li></ul></ul><ul><li>Follow me on Twitter </li></ul><ul><ul><li>www.twitter.com/DaveChaffey </li></ul></ul>