Econsultancy Adv Email Marketing Roundtable June 2009


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I'm currently editing a new best practice report on Email Marketing for Econsultancy.

As part of the research for this report we invited client-side email marketers to discuss the main challenges of email marketing and also to validate a diagnostic tool for assessing email marketing capability.

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Econsultancy Adv Email Marketing Roundtable June 2009

  1. 1. Email Marketing roundtable 13:00 - 15:00 4th June 2009 Facilitators: Dave Chaffey, Marketing Insights Ltd Peter Abrahams, Econsultancy
  2. 2. The biggest challenge in Email marketing?
  3. 3. Today’s topic: improving engagement and value
  4. 4. How refined is your email marketing capability? Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission
  5. 5. Agenda - Discussion topics <ul><li>Benchmarking Best Practice – What is your current capability? </li></ul><ul><li>A. Goal setting for email marketing – what are your KPIs for recipient engagement and value? </li></ul><ul><li>B. Customer Insight and email analytics – sophistication of customer analysis </li></ul><ul><li>C. Segmentation, targeting and personalisation – layers of segmentation? </li></ul><ul><li>D. Marketing integration – integration with direct mail </li></ul><ul><li>E. Test and Learn – use of structured testing and evaluation </li></ul><ul><li>Discussion, sharing experiences of current advanced Email marketing techniques including </li></ul><ul><ul><li>Segmentation </li></ul></ul><ul><ul><li>Behavioural Targeting through event-triggered emails </li></ul></ul><ul><ul><li>Dynamic content insertion </li></ul></ul><ul><ul><li>Testing and Optimisation of creative including new approaches such as social email, video email and pre-headers. </li></ul></ul><ul><ul><li>Your top &quot;Advanced Email Marketing Tips&quot; </li></ul></ul><ul><li>Other email marketing challenges / opportunities? </li></ul><ul><li>Deliverability – still a headache? What developments here? Ever more sophistication needed (throttling by ISP, SenderScore, multiple IP ranges etc.) </li></ul><ul><li>Email challenges with range of email clients e.g. issues with Office 2007? </li></ul><ul><li>Multi-channel marketing e.g. e-mail / DM – any progress / developments here? </li></ul><ul><li>List building – developments in best practice? How to grow list of quality customers most effectively? </li></ul>
  6. 6. What’s working well for you? <ul><li>Please give your top </li></ul><ul><li>&quot;Advanced Email Marketing Tips“ </li></ul><ul><li>Obvious or less obvious. Examples: </li></ul><ul><li>- Triggered email following on-site search </li></ul><ul><li>- Reviewing conversion rates of different features </li></ul><ul><li>- Broadcasting according to last opened/clicked </li></ul>
  7. 7. Email capability model review
  8. 8. Q. Which targeting factors give best response?
  9. 9. Example of dynamic content insertion Presented by Grant Baillie of Argos at 2008 Email marketing conference,, with permisssion Tip. Change order of offers or features according to segment to increase relevance
  10. 10. The Argos approach: Identifying “unfulfilled intent” Tip. Identify Next best “hero” product for each category
  11. 11. Personalised British Airways Trip Guide Personalized with customer name Direct link to “My booking” area of Search fields pre-populated with customer travel dates and destination Customized destination information including sightseeing and airport info Source:
  12. 12. Targeting customers according to value Customer potential Customer quality high low low high One time shoppers with low potential Average customers Good customers Very good customers 15 % 15 % 60 % 10 % Indicators for customer quality Indicators for customer potential <ul><li>Order value per received catalogue </li></ul><ul><li>Order value per season </li></ul><ul><li>Gross margin in % of net sales </li></ul><ul><li>Returns in % of order value </li></ul><ul><li>Last date of purchase </li></ul><ul><li>Number of active seasons </li></ul><ul><li>Channel usage score </li></ul><ul><li>Number of different product categories </li></ul>Source: Chris Poad, Otto, E-consultancy Masterclass 2006
  13. 13. The eBay approach: segmentation layers
  14. 14. Behavioural Email development Entry level 5 - 8 triggers Medium level 17 – 30 triggers Upper level 20 – 50 triggers Nirvana 50 – 500 triggers Nursery program Site Activity program Full marketing email program Customer service emails Source: Customers Welcome email Behavioural Cross sell Regular marketing emails Site segmented Activity flagging RFM Predictive Lapsed / Churn By product Site down apology Birthday / Xmas Emails Repeat abandoner Future Release alert Back in stock alert Lapsed Activity Non cross sell Not returned in 14 days Not re-purchased in 14 days Process abandonment X-sell programme By product Newsletter Not transacted By content group visited Content triggers
  15. 15. “ Learn more through time…”
  16. 16. Incentivising multichannel purchase
  17. 18. The Argos approach: Identifying “unfulfilled intent” Tip. Identify Next best “hero” product for each category
  18. 19. Q. How can I build in testing – Sixteen testing ideas <ul><li>Testing copy in e-mail headers – different subject lines and from addresses. </li></ul><ul><li>Making “Pre-headers” more persuasive </li></ul><ul><li>Different offers – does 10% discount or £50 off work best – it is usually the latter. Are secondary offers useful in elevating the overall response? </li></ul><ul><li>Different template layout designs </li></ul><ul><li>Timing of broadcast on different days of the week, times of day </li></ul><ul><li>Text vs HTML , Embedded versus linked images </li></ul><ul><li>Tone of voice in copy / personality of e-mail. </li></ul><ul><li>Long vs short copy </li></ul><ul><li>Calls-to-action (number and location of links) </li></ul><ul><li>Personalisation for targeting and dynamic messaging </li></ul><ul><li>Use of video and animation </li></ul><ul><li>Incorporating social media and customer involvement </li></ul><ul><li>Integration with other media (e.g. e-mail teaser before DM or response mechanism after DM). </li></ul><ul><li>Which newsletter or solus e-mail template is most effective? </li></ul><ul><li>Which frequency interval for a newsletter maximises revenue (while avoiding perceptions of SPAM) </li></ul><ul><li>Touch strategy for event triggered e-mail – which sequence of offers and intervals between them work best? </li></ul>
  19. 20. Test video
  20. 21.
  21. 22. Make your emails social! <ul><li>Web 2.0 = Participation + Interactivity + dialogue : </li></ul><ul><li>Creation of user generated content – users can comment on blogs or upload videos and are updated by feeds. </li></ul><ul><li>Rating of content and online services – social bookmarking services such as deli-cious and Traceback comments on some blogs. </li></ul><ul><li>Mashups – Different types of content are merged, for example YouTube videos or Google Maps can be integrated into a web site. Widgets or gadgets can be integrated into users home pages on social networks or personalised home pages like Netvides or iGoogle ( ). </li></ul>
  22. 26. Optimise your “pre-headers”!
  23. 27. Make your Emails mobile
  24. 29. <ul><li>Please complete the feedback forms </li></ul><ul><li>Any questions, any time, do e-mail me: </li></ul><ul><ul><ul><li>[email_address] </li></ul></ul></ul><ul><li>Subscribe to my E-marketing Essentials, monthly briefing in What‘s New in Digital Marketing </li></ul><ul><ul><li> /blog </li></ul></ul><ul><li>Stay in contact through: </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>Thank you!