iPod Touch prize draw. Enter and subscribe to our marketing tips newsletter, text smarter followed by your email address t...
About Dave Chaffey<br /><ul><li>Advice andlearning
Search and conversion
Email marketing</li></ul>Best practice<br />Qualifications<br />Books<br />
Let’s Connect! Questions & discussion welcome<br />uk.linkedin.com/in/davechaffey<br />www.facebook.com/davechaffey<br />w...
Email still works incredibly well!But social growing rapidly…<br />The ASOS.com EFT ratio<br />EFT = Email : Facebook : Tw...
Agenda<br />Q. How engaged are our email subscribers?<br />Suggestions for measuring and goal-setting for engagement<br />...
Q1. How engaged are our email subscribers?<br />
Q. How do you measure your email subscriber engagement?<br />Campaign open/clicks/CTOR is only a starting point, instead…<...
Measuring list activity – email engagement<br />Use “hurdle rates” are for whole list. Repeat:<br />By segment<br />By pro...
Define standard email tracking codes in GA – example:<br />Name: &utm_campaign=SBI210809C<br />Source: &utm_source=ES_BI_E...
Using predictive modeling based on RFM to nurture best customers<br />Some variables used to identify “best buyer profile”...
Q2. How can we engage more through email? <br />Developing an engagement strategy<br />Targeting is key, as well as a lot ...
Example of development of engagement strategy<br />Presented by Grant Baillie of Argos at 2008 Email marketing conference,...
Example of dynamic content insertion<br />Presented by Grant Baillie of Argos at 2008 Email marketing conference, with per...
Your email marketing journey:Assessing your email marketing capability<br />http://www.davechaffey.com/blog/email-marketin...
15<br />Q. How are using event-triggered emailsto support the customer lifecycle?<br />Source:<br />
Advanced Segmentation<br />Presented at TFM<br />February 2009<br />
Branded welcome, registration triggered e-mails<br />“Learn more through time”<br />“Watch, don’t ask”<br />
Email Campaigns that Build…<br />Welcome Email<br />Time-limited offer<br />Offer Extension<br />
19<br />Triggered birthday email<br />
BT - It’s all about past actions… “Recognition of activity”<br />Recognition ofprevious purchase<br />Purchase <br />Dispa...
Browse, don’t buy examples<br />
Example reactivation emails<br />
Q3. What will make our email campaign more engaging?<br />What should you try to build into every campaign?<br />
Key campaign ingredient 1?<br />24<br />
Buzz = Engaging + Participative<br />Example engagement devices:<br />Search boxes <br />Questions <br />Quizzes<br />Poll...
Key e-campaign ingredient 2?<br />26<br />
Continuous campaign examples<br />www.tourismirelandtaxichallenge.com<br />Tip. Give your campaign momentum, inertia!<br /...
Key e-campaign ingredient 3?<br />28<br />
Multi-message example<br />29<br />Remailing with urgency to openers<br />Responseincreases by40% for campaign<br />First ...
Q4. How can we make our email templates more engaging? <br />Practical template tips<br />We’re our own worst critics and ...
Most important rule of template design:Highlight value = your “Online Value Proposition”<br />B2B OVP<br />Make my work ea...
Make my life easier
 Help me learn / have fun
 Make me look good
 Give me a great deal</li></li></ul><li>Using Eyetrackingresearch to improve Email marketing<br />Need to deliver Scannabi...
Make hyperlinked</li></ul>Large fonts work well<br />Images often missed<br /><ul><li>Use text link calls-to-action</li></...
Don’t give too much choice?!<br />Six different jams. 40% of the customers stopped to taste. 30% of those bought. <br />Tw...
Engaging B2C example<br />
Engaging B2B template example<br />
37<br />Tip: optimise your “pre-headers”!<br />
Presented at TFM<br />February 2009<br />Test! Test! Test! “Data trumps intuition”<br />Shinn Chen, Marketing Manager, Sal...
Q5. How can we integrate Email and social media<br />Practical tipsandexamples<br />
How social are we?<br />
http://www.ruderfinn.com/rfrelate/intent/intent-index.html<br />
Integrating your email newsletter with social media:a virtuous circle<br />1. Blog<br />Automatic feed<br />with Feedburne...
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Integrating email and social media

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Presented by Dave Chaffey at Technology for Marketing and Advertising 2010 for SmartFOCUS.

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  • ASOS a smartFOCUS customer.Drop the (‘a distinctly less impressive’), meaning won’t be lost and due to our ASOS relationship would prefer not to sound negative.
  • Call to actions to... (as Suzanne flyer sent to you).Visit smartFOCUS on stand E14 Chance to win iPod touch and subscribe to tips newsletter - Text smarter and email address to 60060 Go to our website to grab whitepapers from ‘resources’. Including yours and more such as optimisation.
  • Integrating email and social media

    1. 1. iPod Touch prize draw. Enter and subscribe to our marketing tips newsletter, text smarter followed by your email address to 60060<br />Engaging Customers with Email Marketing and Social Media<br />Dr Dave Chaffey<br />Presented at Technology for Marketing <br />23rd February 2010<br />We will not share your details with any third party. SMS will be<br />charged at your normal network rate. Competition open to UK residents of 18 years and over. Limited to one entry per person.<br />Closing date 25/2/2010.<br />
    2. 2. About Dave Chaffey<br /><ul><li>Advice andlearning
    3. 3. Search and conversion
    4. 4. Email marketing</li></ul>Best practice<br />Qualifications<br />Books<br />
    5. 5. Let’s Connect! Questions & discussion welcome<br />uk.linkedin.com/in/davechaffey<br />www.facebook.com/davechaffey<br />www.twitter.com/DaveChaffey<br />Blogwww.smartinsights.com<br />Presentationswww.smartinsights.com/presentations<br />Email Newsletter<br />www.smartinsights.com<br />
    6. 6. Email still works incredibly well!But social growing rapidly…<br />The ASOS.com EFT ratio<br />EFT = Email : Facebook : Twitter<br />EFT = 100 to 8 to 1 (Nov 2009)<br />Currently (from published figures):<br />2 million email registered users <br />1.2 million active email customers (bought within the past six months).<br />Facebook = 206,000 (161,000)<br />Twitter = 28,000 (19,000 November)<br />http://www.davechaffey.com/blog/online-pr/social-media-dont-believe-the-hype<br />
    7. 7. Agenda<br />Q. How engaged are our email subscribers?<br />Suggestions for measuring and goal-setting for engagement<br />Q. How can we increase relevance?<br />Recommendations on email engagement strategy<br />Q. What will make our campaign more engaging?<br />5 ingredients of an engaging campaign<br />Q. How can we make our email templates more effective?<br />Practical tips for an engaging template<br />Q. How can we integrate email and social media?<br />Examples of email and social media integration<br />
    8. 8. Q1. How engaged are our email subscribers?<br />
    9. 9. Q. How do you measure your email subscriber engagement?<br />Campaign open/clicks/CTOR is only a starting point, instead…<br />Opens/clicks/CTOR/sales:<br />1. At position in lifecycle<br />2. By segment<br />3. By offer / email type<br />4. Aggregated over a longer time period<br />7<br />
    10. 10. Measuring list activity – email engagement<br />Use “hurdle rates” are for whole list. Repeat:<br />By segment<br />By product categories purchased<br />Tip. Measure the overall health of your list <br />through activity / inactivity levels over time<br />
    11. 11. Define standard email tracking codes in GA – example:<br />Name: &utm_campaign=SBI210809C<br />Source: &utm_source=ES_BI_Email<br />Medium: &utm_medium=Email<br />Content: &utm_content=SBIT210809C_Image<br />Tip: Use Advanced Segments, conversion goals and<br />bounce rate in Google Analytics to assess email effectiveness<br />Adding codes automatic within SMART Marketer eChannel<br />
    12. 12. Using predictive modeling based on RFM to nurture best customers<br />Some variables used to identify “best buyer profile” include:<br />Total # of purchases<br />The more the better<br />Time on file<br />The younger the better<br />Months since first purchase<br />The more the better<br />Months since last purchase<br />The less (or more recent) the better<br />Total e-mails clicked on over the past year<br />The more the better<br />Total e-mails opened over the past year<br />The more the better… though not always predictive<br />
    13. 13. Q2. How can we engage more through email? <br />Developing an engagement strategy<br />Targeting is key, as well as a lot more cost effective. There is a definite law of diminishing returns in that you can only ‘Spray & Pray’ with untargeted, mass, generic email broadcasts for so long before you start to see a negative impact on your opens, clicks, conversions and unsubscribes. <br />Think about your industry, what it is you sell, relevancy for the customer and <br />what level of frequency of contact is appropriate. <br />Grant Baillie Multi-channel Customer Retention Manager Argos.co.uk<br />DMA Info Box : http://email.dma.org.uk/_attachments/resources/5665_S4.html<br />
    14. 14. Example of development of engagement strategy<br />Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission<br />
    15. 15. Example of dynamic content insertion<br />Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission<br />Tip. Change order of offers or featuresaccording to segment to increase relevance<br />
    16. 16. Your email marketing journey:Assessing your email marketing capability<br />http://www.davechaffey.com/blog/email-marketing/how-advanced-is-your-email-marketing<br />
    17. 17. 15<br />Q. How are using event-triggered emailsto support the customer lifecycle?<br />Source:<br />
    18. 18. Advanced Segmentation<br />Presented at TFM<br />February 2009<br />
    19. 19. Branded welcome, registration triggered e-mails<br />“Learn more through time”<br />“Watch, don’t ask”<br />
    20. 20. Email Campaigns that Build…<br />Welcome Email<br />Time-limited offer<br />Offer Extension<br />
    21. 21. 19<br />Triggered birthday email<br />
    22. 22. BT - It’s all about past actions… “Recognition of activity”<br />Recognition ofprevious purchase<br />Purchase <br />Dispatched +7d<br />+14d<br />+21d<br />
    23. 23. Browse, don’t buy examples<br />
    24. 24. Example reactivation emails<br />
    25. 25. Q3. What will make our email campaign more engaging?<br />What should you try to build into every campaign?<br />
    26. 26. Key campaign ingredient 1?<br />24<br />
    27. 27. Buzz = Engaging + Participative<br />Example engagement devices:<br />Search boxes <br />Questions <br />Quizzes<br />Polls<br />Calculators<br />Interactive Q&A<br />Call-backs<br />Viral games<br />25<br />
    28. 28. Key e-campaign ingredient 2?<br />26<br />
    29. 29. Continuous campaign examples<br />www.tourismirelandtaxichallenge.com<br />Tip. Give your campaign momentum, inertia!<br />27<br />
    30. 30. Key e-campaign ingredient 3?<br />28<br />
    31. 31. Multi-message example<br />29<br />Remailing with urgency to openers<br />Responseincreases by40% for campaign<br />First Campaign,<br />Conversion rate = 0.2%<br />Second Campaign, <br />Conversion rate = 0.2%<br />Source: E-consultancy Masterclass 2005 - BCA<br />Tip. Use time-limited offers<br />
    32. 32. Q4. How can we make our email templates more engaging? <br />Practical template tips<br />We’re our own worst critics and spend a lot of time analysing our own email templates to make them work harder. <br />Using customer research and eyetracking studies against our own and competitor templates has enabled us to really understand the journey a customer goes through – from the moment they see an email in their inbox to the moment they click through on it – we are constantly optimising our templates to reflect this.<br />Grant Baillie Multi-channel Customer Retention Manager Argos.co.uk<br />DMA Info Box : http://email.dma.org.uk/_attachments/resources/5665_S4.html<br />
    33. 33. Most important rule of template design:Highlight value = your “Online Value Proposition”<br />B2B OVP<br />Make my work easier<br /> Help me develop<br /> Make me look good<br /> Give me a great deal <br /><ul><li>B2C OVP
    34. 34. Make my life easier
    35. 35. Help me learn / have fun
    36. 36. Make me look good
    37. 37. Give me a great deal</li></li></ul><li>Using Eyetrackingresearch to improve Email marketing<br />Need to deliver Scannability and Skimmability<br />Heading and subhead copy critical<br /><ul><li>First 2-3 words most important
    38. 38. Make hyperlinked</li></ul>Large fonts work well<br />Images often missed<br /><ul><li>Use text link calls-to-action</li></ul>Readers scan down the left of an E-mail<br />First part of para important<br /><ul><li>F shape eyetrack</li></ul>Email intros skipped<br /><ul><li>Use to personalise and engagee.g. with hyperlinks</li></li></ul><li>Review your template layout carefully<br />Tip: Check email works with images blockedand within preview pane<br />
    39. 39. Don’t give too much choice?!<br />Six different jams. 40% of the customers stopped to taste. 30% of those bought. <br />Twenty-four different jams. 60% of the customers stopped to taste. But only 3% bought! http://sivers.org/jam<br />
    40. 40. Engaging B2C example<br />
    41. 41. Engaging B2B template example<br />
    42. 42. 37<br />Tip: optimise your “pre-headers”!<br />
    43. 43. Presented at TFM<br />February 2009<br />Test! Test! Test! “Data trumps intuition”<br />Shinn Chen, Marketing Manager, Salesforce.com, shared the results of his team’s template redesign. <br />Call-to-action was moved from a small box on right side of messages to just below the message’s headline and <br />subhead, in line with the rest of the body copy. <br />Clickable buttons were made much larger <br />Results: CTR increased 26%-27%<br />Recent example: http://www.marketingsherpa.com/article.php?ident=31530#<br />
    44. 44. Q5. How can we integrate Email and social media<br />Practical tipsandexamples<br />
    45. 45. How social are we?<br />
    46. 46. http://www.ruderfinn.com/rfrelate/intent/intent-index.html<br />
    47. 47.
    48. 48. Integrating your email newsletter with social media:a virtuous circle<br />1. Blog<br />Automatic feed<br />with Feedburner<br />Cherrypick<br />most popular<br />topics<br />Track with <br />Google Analytics<br />2. RSS Feed<br />5. Email<br />Newsletter<br />Track with <br />Feedburner& Google Analytics<br />Manual update<br />or automatic<br />with<br />Twitterfeed<br />Track with <br />GA or ESP system<br />4. Facebook<br />Fan page<br />3. Company <br />Twitter<br />Automatic withTwitter app<br />Track with bit.ly<br />Track with bit.ly<br />
    49. 49. Tip: Recruit to Twitter via Email<br />Recruiting to Twitter<br />via a prize draw <br />promoted in Twitter<br />
    50. 50. Recruiting to encourage purchase<br />
    51. 51. …And exclusive Facebook Benefits<br />
    52. 52.
    53. 53. Thank you!<br />iPod Touch prize draw. Enter and subscribe to our marketing tips newsletter, text smarter followed by your email address to 60060<br />We will not share your details with any third party. SMS will be<br />charged at your normal network rate. Competition open to UK residents of 18 years and over. Limited to one entry per person.<br />Closing date 25/2/2010.<br />
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