Email marketing tips 2012

Essential emailmarketing tipsfor your 2012direct marketingcampaignDr Dave ChaffeyDownload:SmartInsights.com/tfma2012 1

About Dave Chaffey Books  Best-practice advice & consulting www.smartinsights.com 2

YOUR EMAIL MARKETING JOURNEY: Assessing your email marketing capabilityEmail marketing A. Goal setting & B. Contact C. Segmentation, D. Email marketing E. Test & learnmaturity stage evaluation strategy and targeting & integration & policy personalisation governanceStage 1. Initial None None; Enewsletter / 0 Segments Limited integration Limited„Pray and Spray‟ Solus emails of broadcasts and dataStage 2. Managed List growth Basic contact 2-6 Segments Campaign Subject lineImproving Segmented strategy and rules Basic contact integration (DM or Offer testingrelevance response strategy phone)Stage 3. Defined Marketing outcomes Basic lifecycle Simple event- ESP, web analytics Template layoutsSegmented “Beyond the click” communications triggered & social mediarelevance Welcome reactivate integrationStage 4. Subscriber Individualised Recency, Auto-triggers based Individual / segmentQuantitative engagement contact strategy Frequency, Value on web behaviour testingContextualrelevanceStage 5. Integrated web and Integrated online & Multi-layered Right-channeling Real-time andOptimising multichannel offline contacts Dynamic content based on value & multivariateOptimised insertion preferencerelevance 3

The main barriers to effective email marketing in 2012? 4

Agenda6 Tactics that will matter most in 2012? 1 Engagement 2 Mobile Email 3 Email contact strategies 4 Channel integration 5 Social-email marketing 6 Email marketing optimisation 5

Tactic 1: Engagement strategies Key questions:  Q. How do you measure engagement?  Q. Are you getting the sell-inform-entertain balance right?  Q. Do you have the publishing resources to create engaging content? 6

3 more advanced ways ofmeasuring email engagement How do you measure engagement with email? Open/clicks/CTOR is NOT good enough, instead… Opens/clicks/CTOR/revenue:  1. At position in lifecycle  2. By segment  3. By offer / email type  4. Aggregated over a longer time period 7

Measuring list activity – email engagement/disengagement These “hurdle rates” are for whole list. Repeat: TIP: Measure the overall health of your list  By segment through activity / inactivity levels over time  By product categories purchasedMeasure Period Number of Subscribers % of list totalNever Open All time 48,000 16.0% Last 6 Months 168,000 56.0%Never Click All time 96,000 32.0% Last 6 Months 144,000 48.0%Never Bought All time 48,000 16.0% Last 6 Months 192,000 64.0%Never Bought Online All time 96,000 32.0% Last 6 Months 216,000 72.0% 8

Start with the customer!Getting the sell-inform-entertainbalance right http://www.ruderfinn.com/rfrelate/intent/intent-index.html 9

Every business is a multi-channel publisher now 10

Tactic 2: mobile marketingKey questions: Q. How important is mobile email use for your audience? Q. Is user mobile email experience satisfactory? Q. Is mobile driving commercial outcomes? 12

The rise and rise of mobile marketing Source: Campaign Monitor, 3 billion emails, 2011 13

The desktop in decline…?Share of device page traffic for News category (weekday) Source: comScore Custom Analytics, U.S., August 2011 14

British Airwayse-Dialog helped BA launch a new suite ofmobile applications in late July/earlyAugust. The campaign was prompted byan increasing penetration ofsmartphones, and an analysis of thedevices most commonly used bymembers to access standard ExecutiveClub emails.Innovation in Email MarketingWinner: e-Dialog and British AirwaysAbout the winning entry: To promote the launch and maximise downloads of the ExecutiveClub mobile application, BA and e-Dialog developed a unique strategy, using historicalcustomer data to target smartphone users in a highly targeted email-to-mobile campaign.Judge‟s comments: A smart and progressive email marketing campaign that – as well asbeing innovative in its scope – generated some great results. 15

Mobile Email Design Tips A narrow email width Single column layout Super subject line Large headlines & CTAs Bullet proof buttons Graceful Degradation 16

17Smart Insights - Style Summary

Tactic 3: Channel integrationKey questions: Q. How does email work with other channels to drive results? Q. Have we reviewed attribution? Q. Are we using email to drive offline outcomes? 19

Multi-message example Email campaign 1Remailing to opening-non converters Response increases by 25% for campaignFirst Campaign, Second Campaign,Open rate, 8 to Open rate, 50 to10% 75%CCR = 0.2% CCR = 0.2% 20 Source: E-consultancy Masterclass - BCA

Remailing with urgency Response increases by 40% for campaign SecondFirst Campaign, Campaign,CCR = 0.2% CCR = 0.2% Source: E-consultancy Masterclass BCA 21

Response increases, 100% for direct mail piece. Teaser e-mail. No online response Direct Mail Combined response from e-mail and direct mail is 125% better than no e- mail.Pre-mail, with onlineresponse Direct Mail Source: E-consultancy Masterclass 2005 - BCA 22 22

Telemarketing (list creation) E1 E2 E3 (29) (17) (14) M1 M2 M3 M4 (15) (14) (16)(11 ) Jan Feb Mar April E-mail (E1-3) Direct mail mailer (M1-4) CRM product launch event Explanatory notes: 1. Each list member received 4 mails and 3 e-mails unless they responded. 2. Number of individuals who attended event from each „wave‟ in brackets. 3. Total list size unavailable. 4. M1 generated 100 visits to site, E1 120 visits to site. 5. Offer and creative varied for each wave. 23

http://www.smartinsights.com/analytics-conversion-optimisation-alerts/qr-codes-location-demographic-statistics/ 24

Is Blippar relevant? 25

Tactic 4: Contact strategiesKey questions: Q. Is our layered segmentation effective? Q. Have we optimised our triggered emails? Q. How do we grow value? 26

Relevance! 27

Common Email targeting optionsTargeting approaches Method1. Classic profile-based demographic Target customer groupings according to theirsegmentation characteristics & motivations2. Customer value Assess customers by current and future value potential3. Web design personas Target 2-10 typical customer journeys4. Customer lifecycle Target messages according to length of time using online services5. Purchase and response Use “sense and respond” behavioual targeting basedbehaviour on RFM6. Channel preference Communicate with customer in their preferred media (and according to value)7. Tone and style preference Communicate with customers according to their tastes inferred from demographics or behaviour. 28

Tip – create a layered segmentation An example from eBayStatic Demographic Gender, Geography Consumer/Business Transactional Value Segmentation Derived Propensity Models Behavioural Kids Tech Fashion Cars & Parts Category clusters Last Last Keyword Keyword Recent ActivityRecent purchase category personas 29

Do you send out emails based on the following triggers? 30

Integrating SMS into email campaignsConfused.com Renewal Reminder  Confused.com is the UK‟s comparison site of choice for car, home, travel, life, and more.  Keeps its customers up-to- date with guides, tips and information and renewal advice  To extend email‟s impact they followed it with an SMS using our platform to send both email and SMS Contains two custom published fields: first name and the lowest messages. price offer for insurance. 31

Tactic 5: social-emailKey questions: Q. Are social sharing links and social content effective? Q. Do you cross-promote social channel OVPs? Q. Do you have a plan for social sign-on / email integration? 32

Social email marketing ismuch more than SWYN… 33

Integrating social into Enews Source: http://www.retailemailblog.com/2011/09/am-inbox-pulling-social-content-into.html 34

Tactic 6: Email optimisation Key questions:  Q. How advanced is our incentive optimisation?  Q. How structured is our creative optimisation?  Q. Mobile optimisation?© e-Dialog Inc. All Rights 35Reserved.

Offer optimisationSummary A simple, generic (branded-only) retargeting email achieved a 10 percent uplift in online conversions A bespoke retargeting email that offered a 5% discount via a time- limited promotional code of 72 hours, more than doubled this conversion rate A bespoke retargeting email with the same discount, but this time with a time-limited code of 48 hours quadrupled the original conversion rate 36 http://www.smartinsights.com/email-marketing-ecrm-alerts/email-remarketing-an-example-of-how-to-test/

Creative optimisationTest version A Test version B Main BroadcastSend Volume: 10,000 Send Volume: 10,000 Send Volume: 180,000Sample criteria: Random Sample criteria: Random Click through rate: 5.8%Click through rate: 6.1% Click through rate: 4.5% 37

Let’s Connect! Questions & discussion welcome Download: SmartInsights.com/tfma2012  Bloguk.linkedin.com/in/davechaffey www.smartinsights.com/blog  Feeds www.feedburner.com/smartinsiwww.facebook.com/davechaffey ghts  Email Newsletter www.smartinsights.comwww.twitter.com/DaveChaffey 38

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Email marketing tips 2012

by Dave Chaffey

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