Creating more relevant, more responsive more value Event-triggered Emails

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Created for the International Email Marketing Summit, this webcast explains the options for creating more relevant automated emails - one of the biggest missed opportunities in Email marketing. It …

Created for the International Email Marketing Summit, this webcast explains the options for creating more relevant automated emails - one of the biggest missed opportunities in Email marketing. It covers the types of emails and how to optimise them using the CRITICAL framework we use in the Smart Insights Guide to Email Marketing.

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  • Dell is a little better than a plain text mail.
  • Using Sapphire as an example of best practice for a major event. Admire templates for a long-time feature the key attributes

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  • 1. 16Brought to you by:Getting More fromYour Event-triggeredBehavioural EmailsDr. Dave Chaffey, Publisher, SmartInsights.com
  • 2. http://events.plantoengage.com• A big thank you to our sponsors:• Twitter hashtag: #IEMS• Don’t forget to register for our next event:International Digital Marketing Summit, 8 Octoberhttp://events.plantoengage.comWelcome to the 3rd edition of IEMS!
  • 3. http://events.plantoengage.comAbout Dave Chaffey Best-practice advice & consultingwww.smartinsights.com
  • 4. http://events.plantoengage.comFree Guide: How to plan event-triggered campaigns:http://bit.ly/smarteremail
  • 5. http://events.plantoengage.comStructure - CRITICAL factors for success• Creative – Content - Copy• Relevance – Personalisation• Incentive – Value proposition• Timing – Interval and Frequency• Integration – Use of other media?• Conversation – two way dialogue and social sharing• Attributes – use of header and subject lines• Landing pages – or microsites
  • 6. http://events.plantoengage.comWhy am I advising on behavioural emails?
  • 7. http://events.plantoengage.com
  • 8. http://events.plantoengage.com
  • 9. http://events.plantoengage.comCRITICAL factors for success• Creative – Content - Copy• Relevance – Personalisation• Incentive – Value proposition• Timing – Interval and Frequency• Integration – Use of other media?• Conversation – two way dialogue and social sharing• Attributes – use of header and subject lines• Landing pages – or microsites
  • 10. http://events.plantoengage.comEffectivetemplates?
  • 11. http://events.plantoengage.comBut how does that look on mobile?Use responsive design for single column design
  • 12. http://events.plantoengage.comWelcome email examples
  • 13. http://events.plantoengage.comWelcome Tips:1. Use a PreheaderTeaser?2. Explain your OVP3. Deploy your bestoffer
  • 14. http://events.plantoengage.comWelcome Tips:1. Personalise2. Encourage whitelisting
  • 15. http://events.plantoengage.comWelcome Tips:1. Keep it functional2. Call out Next Steps /Actions in RightSidebar?
  • 16. http://events.plantoengage.com
  • 17. http://events.plantoengage.com
  • 18. http://events.plantoengage.comCRITICAL factors for success• Creative – Content - Copy• Relevance – Personalisation• Incentive – Value proposition• Timing – Interval and Frequency• Integration – Use of other media?• Conversation – two way dialogue and social sharing• Attributes – use of header and subject lines• Landing pages – or microsites
  • 19. http://events.plantoengage.com
  • 20. http://events.plantoengage.comUsing Personas to develop relevanceSource: Tim WatsonE.G.ReceiveBill insertE.G.ReceiveMMS
  • 21. http://events.plantoengage.comExample – combined segmentsSource:
  • 22. http://events.plantoengage.comDynamic email: iPhone segment
  • 23. http://events.plantoengage.comBirthday emails?
  • 24. http://events.plantoengage.comOpen rate ClickthroughrateBefore 20.0 1.9%After 18.9 – 27.4% 7.5% -20.6%Our experience: 3rd welcome : 14d > 2d
  • 25. http://events.plantoengage.comB2B: Build-in lead-scoring• Lead scoring events:– Email click through +5– Downloaded asset + 20– Title given, up to +50– Total Employees number given, up to +15• Campaign assets– 6 product tracks– 7 whitepapers– 2 case studies– 8 forms– 3 high value web pagesSource: Eloqua McAfee case study
  • 26. http://events.plantoengage.comCRITICAL factors for success• Creative – Content - Copy• Relevance – Personalisation• Incentive – Value proposition• Timing – Interval and Frequency• Integration – Use of other media?• Conversation – two way dialogue and social sharing• Attributes – use of header and subject lines• Landing pages – or microsites
  • 27. http://events.plantoengage.comTesting offer in an Abandoned shoppingcart email sequence• 1. Generic branded follow-up email :+10% conversion rate.• 2. Personalised remarketing emailwith a promotional code for a 5%discount time limited to 72 hours:+100% conversion rate.• 3. Personalised remarketing emailwith a promotional code for a 5%discount time limited to 48 hours:+200% conversion rate.Source: http://www.smartinsights.com/email-marketing-ecrm-alerts/email-remarketing-an-example-of-how-to-test/
  • 28. http://events.plantoengage.comCRITICAL factors for success• Creative – Content - Copy• Relevance – Personalisation• Incentive – Value proposition• Timing – Interval and Frequency• Integration – Use of other media?• Conversation – two way dialogue and social sharing• Attributes – use of header and subject lines• Landing pages – or microsites
  • 29. http://events.plantoengage.comA real welcome to new customersSearch “Email Swipe File” on Pinterest
  • 30. http://events.plantoengage.comBuildinsocialsharingintocontactstrategies2: eCircle case study
  • 31. http://events.plantoengage.comBuildinsocialsharingintocontactstrategies2Source: eCircle case study
  • 32. http://events.plantoengage.comSource: eCircle case study
  • 33. http://events.plantoengage.comSource: eCircle case study
  • 34. http://events.plantoengage.comCRITICAL factors for success• Creative – Content - Copy• Relevance – Personalisation• Incentive – Value proposition• Timing – Interval and Frequency• Integration – Use of other media?• Conversation – two way dialogue and social sharing• Attributes – use of header and subject lines• Landing pages – or microsites
  • 35. http://events.plantoengage.comLearning from Amazon Behavioural Email targetingPurchaseDispatched +7d+14d+21dRecognition ofpurchaseRecognition ofintent
  • 36. http://events.plantoengage.comPlanning a sequence
  • 37. http://events.plantoengage.comA “Sense and Respond” flowchart
  • 38. http://events.plantoengage.comEmail 1: 45% Open8.4% CTREmail 2: 38% Open3.5% CTRIntent follow-up – click on Category
  • 39. http://events.plantoengage.comCRITICAL factors for success• Creative – Content - Copy• Relevance – Personalisation• Incentive – Value proposition• Timing – Interval and Frequency• Integration – Use of other media?• Conversation – two way dialogue and social sharing• Attributes – use of header and subject lines• Landing pages – or microsites
  • 40. http://events.plantoengage.comGoodnews–weliketoreview:90,000in2weeks+10%conversion88%ofallreviews****/*****Source: Original Argos review launch
  • 41. http://events.plantoengage.comAssess importance of Navigation elementsSource: eCircle case study
  • 42. http://events.plantoengage.comSource: eCircle case study
  • 43. http://events.plantoengage.comCRITICAL factors for success• Creative – Content - Copy• Relevance – Personalisation• Incentive – Value proposition• Timing – Interval and Frequency• Integration – Use of other media?• Conversation – two way dialogue and social sharing• Attributes – use of header and subject lines• Landing pages – or microsites
  • 44. http://events.plantoengage.comYou can prove anything you want with averagesubject line statistics…However for Event-triggered emails:1. Keep it short.2. Show specific value early3. Personalise value where possible
  • 45. http://events.plantoengage.comA: <name>, your latest Orange update is hereB: Loads of lovely stuff from us to you Source: Tim Watson
  • 46. http://events.plantoengage.com
  • 47. http://events.plantoengage.comReminders workTiming – 43% webinar subscribers within 24 hours• 2 weeks out = 21 submissions– Subject Line: Register Today• 1 week out = 55 submissions– Subject Line: There’s Still Time to Register• 3 days out = 34 submissions– Subject Line: Last Chance to Register• 1 day out = 37 submissions (19%)– Subject Line: You Have 24 Hours Left to Register• Day of Webinar (24%)– 46 submissions -- Subject Line: You Have 30 Minutes Left toRegisterSource: Eloqua client published test
  • 48. http://events.plantoengage.comCRITICAL factors for success• Creative – Content - Copy• Relevance – Personalisation• Incentive – Value proposition• Timing – Interval and Frequency• Integration – Use of other media?• Conversation – two way dialogue and social sharing• Attributes – use of header and subject lines• Landing pages – or microsites
  • 49. http://events.plantoengage.comLanding page:Campaign-specificConsistentCTAMobile
  • 50. http://events.plantoengage.comCRITICAL factors for success• Creative – Content - Copy• Relevance – Personalisation• Incentive – Value proposition• Timing – Interval and Frequency• Integration – Use of other media?• Conversation – two way dialogue and social sharing• Attributes – use of header and subject lines• Landing pages – or microsites
  • 51. http://events.plantoengage.comThank you for attending - Let’s Connect!Questions & discussion welcome• Blogwww.smartinsights.com/blog• Feedswww.feedburner.com/smartinsights• Email Newsletterwww.smartinsights.comuk.linkedin.com/in/davechaffeywww.facebook.com/davechaffeywww.twitter.com/DaveChaffey
  • 52. http://events.plantoengage.com• Next IEMS presentation at 2pm GMT3 Key Marketing Principles That Will IncreaseConversions In Email Marketing by Kath Pay• Don’t forget to register for our next event:International Digital Marketing Summit, 8 Octoberhttp://events.plantoengage.comWhat’s next?
  • 53. http://events.plantoengage.comFree Guide: How to plan event-triggered campaigns:http://bit.ly/smarteremail