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Essential email
marketing tips
for your 2012
direct marketing
campaign
Dr Dave Chaffey
Download:
SmartInsights.com/tfma2012




                  1
About Dave Chaffey
 Books




           Best-practice advice & consulting
             www.smartinsights.com


                                     2
YOUR EMAIL MARKETING JOURNEY:
       Assessing your email marketing capability

Email marketing    A. Goal setting &    B. Contact            C. Segmentation,     D. Email marketing    E. Test & learn
maturity stage     evaluation           strategy and          targeting &          integration &
                                        policy                personalisation      governance
Stage 1. Initial   None                 None; Enewsletter /   0 Segments           Limited integration   Limited
„Pray and Spray‟                        Solus emails                               of broadcasts and
                                                                                   data
Stage 2. Managed   List growth          Basic contact         2-6 Segments         Campaign              Subject line
Improving          Segmented            strategy and rules    Basic contact        integration (DM or    Offer testing
relevance          response                                   strategy             phone)

Stage 3. Defined   Marketing outcomes   Basic lifecycle       Simple event-        ESP, web analytics    Template layouts
Segmented          “Beyond the click”   communications        triggered            & social media
relevance                                                     Welcome reactivate   integration
Stage 4.           Subscriber           Individualised        Recency,             Auto-triggers based   Individual / segment
Quantitative       engagement           contact strategy      Frequency, Value     on web behaviour      testing
Contextual
relevance
Stage 5.           Integrated web and   Integrated online &   Multi-layered        Right-channeling      Real-time and
Optimising         multichannel         offline contacts      Dynamic content      based on value &      multivariate
Optimised                                                     insertion            preference
relevance




                                                                                                         3
The main barriers to effective
  email marketing in 2012?




                           4
Agenda
6 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 of
measuring 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 purchased
Measure               Period          Number of Subscribers   % of list total
Never 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-entertain
balance right




         http://www.ruderfinn.com/rfrelate/intent/intent-index.html
                                                                      9
Every business is
 a multi-channel
  publisher now




              10
11
Tactic 2: mobile marketing
Key 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 Airways
e-Dialog helped BA launch a new suite of
mobile applications in late July/early
August. The campaign was prompted by
an increasing penetration of
smartphones, and an analysis of the
devices most commonly used by
members to access standard Executive
Club emails.

Innovation in Email Marketing
Winner: e-Dialog and British Airways
About the winning entry: To promote the launch and maximise downloads of the Executive
Club mobile application, BA and e-Dialog developed a unique strategy, using historical
customer 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 as
being 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
17
Smart Insights - Style Summary
18
Tactic 3: Channel integration
Key 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 1

Remailing to opening-non converters



                                                        Response
                                                        increases by 25%
                                                        for campaign



First Campaign,                  Second Campaign,
Open rate, 8 to                  Open rate, 50 to
10%                              75%
CCR = 0.2%                       CCR = 0.2%

                                                              20
              Source: E-consultancy Masterclass - BCA
Remailing with urgency


                                                          Response
                                                          increases by 40%
                                                          for campaign



                                   Second
First 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 online
response                               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 strategies
Key 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 options
Targeting approaches                   Method
1. Classic profile-based demographic   Target customer groupings according to their
segmentation                           characteristics & motivations
2. Customer value                      Assess customers by current and future value
                                       potential
3. Web design personas                 Target 2-10 typical customer journeys

4. Customer lifecycle                  Target messages according to length of time using
                                       online services

5. Purchase and response               Use “sense and respond” behavioual targeting based
behaviour                              on RFM

6. 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 eBay
Static
         Demographic
                                     Gender, Geography

                                     Consumer/Business




                              Transactional Value Segmentation
         Derived




                                     Propensity Models
         Behavioural




                       Kids       Tech     Fashion        Cars & Parts   Category clusters


                         Last         Last                   Keyword
                                                Keyword                  Recent Activity
Recent                 purchase     category                 personas


                                                                         29
Do you send out emails based
  on the following triggers?




                         30
Integrating SMS into email campaigns
Confused.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-email
Key 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 is
much 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              35

Reserved.
Offer optimisation
Summary
   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 optimisation




Test version A             Test version B             Main Broadcast
Send Volume: 10,000        Send Volume: 10,000        Send Volume: 180,000
Sample 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


                                          Blog
uk.linkedin.com/in/davechaffey
                                         www.smartinsights.com/blog

                                          Feeds
                                         www.feedburner.com/smartinsi
www.facebook.com/davechaffey
                                            ghts

                                          Email Newsletter
                                         www.smartinsights.com
www.twitter.com/DaveChaffey




                                                              38

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Email marketing tips 2012

  • 1. Essential email marketing tips for your 2012 direct marketing campaign Dr Dave Chaffey Download: SmartInsights.com/tfma2012 1
  • 2. About Dave Chaffey  Books  Best-practice advice & consulting www.smartinsights.com 2
  • 3. YOUR EMAIL MARKETING JOURNEY: Assessing your email marketing capability Email marketing A. Goal setting & B. Contact C. Segmentation, D. Email marketing E. Test & learn maturity stage evaluation strategy and targeting & integration & policy personalisation governance Stage 1. Initial None None; Enewsletter / 0 Segments Limited integration Limited „Pray and Spray‟ Solus emails of broadcasts and data Stage 2. Managed List growth Basic contact 2-6 Segments Campaign Subject line Improving Segmented strategy and rules Basic contact integration (DM or Offer testing relevance response strategy phone) Stage 3. Defined Marketing outcomes Basic lifecycle Simple event- ESP, web analytics Template layouts Segmented “Beyond the click” communications triggered & social media relevance Welcome reactivate integration Stage 4. Subscriber Individualised Recency, Auto-triggers based Individual / segment Quantitative engagement contact strategy Frequency, Value on web behaviour testing Contextual relevance Stage 5. Integrated web and Integrated online & Multi-layered Right-channeling Real-time and Optimising multichannel offline contacts Dynamic content based on value & multivariate Optimised insertion preference relevance 3
  • 4. The main barriers to effective email marketing in 2012? 4
  • 5. Agenda 6 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
  • 6. 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
  • 7. 3 more advanced ways of measuring 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
  • 8. 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 purchased Measure Period Number of Subscribers % of list total Never 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
  • 9. Start with the customer! Getting the sell-inform-entertain balance right http://www.ruderfinn.com/rfrelate/intent/intent-index.html 9
  • 10. Every business is a multi-channel publisher now 10
  • 11. 11
  • 12. Tactic 2: mobile marketing Key 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
  • 13. The rise and rise of mobile marketing Source: Campaign Monitor, 3 billion emails, 2011 13
  • 14. The desktop in decline…? Share of device page traffic for News category (weekday) Source: comScore Custom Analytics, U.S., August 2011 14
  • 15. British Airways e-Dialog helped BA launch a new suite of mobile applications in late July/early August. The campaign was prompted by an increasing penetration of smartphones, and an analysis of the devices most commonly used by members to access standard Executive Club emails. Innovation in Email Marketing Winner: e-Dialog and British Airways About the winning entry: To promote the launch and maximise downloads of the Executive Club mobile application, BA and e-Dialog developed a unique strategy, using historical customer 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 as being innovative in its scope – generated some great results. 15
  • 16. Mobile Email Design Tips  A narrow email width  Single column layout  Super subject line  Large headlines & CTAs  Bullet proof buttons  Graceful Degradation 16
  • 17. 17 Smart Insights - Style Summary
  • 18. 18
  • 19. Tactic 3: Channel integration Key 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
  • 20. Multi-message example Email campaign 1 Remailing to opening-non converters Response increases by 25% for campaign First Campaign, Second Campaign, Open rate, 8 to Open rate, 50 to 10% 75% CCR = 0.2% CCR = 0.2% 20 Source: E-consultancy Masterclass - BCA
  • 21. Remailing with urgency Response increases by 40% for campaign Second First Campaign, Campaign, CCR = 0.2% CCR = 0.2% Source: E-consultancy Masterclass BCA 21
  • 22. 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 online response Direct Mail Source: E-consultancy Masterclass 2005 - BCA 22 22
  • 23. 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
  • 26. Tactic 4: Contact strategies Key questions:  Q. Is our layered segmentation effective?  Q. Have we optimised our triggered emails?  Q. How do we grow value? 26
  • 28. Common Email targeting options Targeting approaches Method 1. Classic profile-based demographic Target customer groupings according to their segmentation characteristics & motivations 2. Customer value Assess customers by current and future value potential 3. Web design personas Target 2-10 typical customer journeys 4. Customer lifecycle Target messages according to length of time using online services 5. Purchase and response Use “sense and respond” behavioual targeting based behaviour on RFM 6. 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
  • 29. Tip – create a layered segmentation An example from eBay Static Demographic Gender, Geography Consumer/Business Transactional Value Segmentation Derived Propensity Models Behavioural Kids Tech Fashion Cars & Parts Category clusters Last Last Keyword Keyword Recent Activity Recent purchase category personas 29
  • 30. Do you send out emails based on the following triggers? 30
  • 31. Integrating SMS into email campaigns Confused.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
  • 32. Tactic 5: social-email Key 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
  • 33. Social email marketing is much more than SWYN… 33
  • 34. Integrating social into Enews Source: http://www.retailemailblog.com/2011/09/am-inbox-pulling-social-content-into.html 34
  • 35. 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 35 Reserved.
  • 36. Offer optimisation Summary  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/
  • 37. Creative optimisation Test version A Test version B Main Broadcast Send Volume: 10,000 Send Volume: 10,000 Send Volume: 180,000 Sample criteria: Random Sample criteria: Random Click through rate: 5.8% Click through rate: 6.1% Click through rate: 4.5% 37
  • 38. Let’s Connect! Questions & discussion welcome Download: SmartInsights.com/tfma2012  Blog uk.linkedin.com/in/davechaffey www.smartinsights.com/blog  Feeds www.feedburner.com/smartinsi www.facebook.com/davechaffey ghts  Email Newsletter www.smartinsights.com www.twitter.com/DaveChaffey 38

Editor's Notes

  1. The Telegraph's hub-and-spokes newsroom has drawn the attention of newspapers worldwide. Department heads sit in the middle of the open floor newsroom. Each of the news sections (business, sports, international…) is lined up on a different ‘spoke’. Adjacent spokes are actually positioned in ‘curves’ of people in charge of either content, or design, production... “Those curves are quite important to us, they kind of work as internal triangles,” said Rhidian Wynn-Davies, consulting editor of the Telegraph. To the sides of the open floor are all the content-producing teams (supplements, magazines, featury content) that are less dependent on news, but also production rooms for video and audio. Upstairs, set apart, sit all commercial and corporate operations.
  2. Learn how to optimize your email for mobile devicesSingle column layout (designing for poor HTML rendering)A slim narrow layout (designing for small screens)Super subject line (designing for disabled images too)Super comment tag (designing for disabled HTML)Bullet proof buttons (designing for disabled images too)Graceful degradation (designing for all above)Jim: So let’s look at your current email campaigns and see what we can do to optimize them for mobile.Rather than cater to wider screen monitors, try a slimmer email that will scale larger on the small screen.Use a single column layout to control the flow of the content downward, and slice all your graphics to 100% of the total email width to avoid images from wrapping and scaling like we saw earlier.Add the super subject line at the top of your email campaigns. It’s a friendly piece of copy that will be the first thing that people read, everywhere, with images off, on old devices that render HTML as textAnd as an extension to the super subject line, try the super comment tag. Some devices like Blackberries don’t have HTML email enabled by default, they have Text. When they receive HTML email, they’ll get the raw code. A comment tag at the top of your code can alert the customer that they need to enable HTML email, or you can include an offer… but they’ll be no clickable links.Less copy, big type and big buttons will help, remember that customers are clicking with their thumbs now.Bullet proof buttonsGraceful degradation