Integrating email and social media

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Engaging Customers with Email Marketing and Social Media
Dr Dave Chaffey
Presented at Technology for Marketing
23rd February 2010
We will not share your details with any third party. SMS will be
charged at your normal network rate. Competition open to UK residents of 18 years and over. Limited to one entry per person.
Closing date 25/2/2010.

About Dave Chaffey
Advice andlearning
Search and conversion
Email marketing
Best practice
Qualifications
Books

Let’s Connect! Questions & discussion welcome
uk.linkedin.com/in/davechaffey
www.facebook.com/davechaffey
www.twitter.com/DaveChaffey
Blogwww.smartinsights.com
Presentationswww.smartinsights.com/presentations
Email Newsletter
www.smartinsights.com

Email still works incredibly well!But social growing rapidly…
The ASOS.com EFT ratio
EFT = Email : Facebook : Twitter
EFT = 100 to 8 to 1 (Nov 2009)
Currently (from published figures):
2 million email registered users
1.2 million active email customers (bought within the past six months).
Facebook = 206,000 (161,000)
Twitter = 28,000 (19,000 November)
http://www.davechaffey.com/blog/online-pr/social-media-dont-believe-the-hype

Agenda
Q. How engaged are our email subscribers?
Suggestions for measuring and goal-setting for engagement
Q. How can we increase relevance?
Recommendations on email engagement strategy
Q. What will make our campaign more engaging?
5 ingredients of an engaging campaign
Q. How can we make our email templates more effective?
Practical tips for an engaging template
Q. How can we integrate email and social media?
Examples of email and social media integration

Q1. How engaged are our email subscribers?

Q. How do you measure your email subscriber engagement?
Campaign open/clicks/CTOR is only a starting point, instead…
Opens/clicks/CTOR/sales:
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
Use “hurdle rates” are for whole list. Repeat:
By segment
By product categories purchased
Tip. Measure the overall health of your list
through activity / inactivity levels over time

Define standard email tracking codes in GA – example:
Name: &utm_campaign=SBI210809C
Source: &utm_source=ES_BI_Email
Medium: &utm_medium=Email
Content: &utm_content=SBIT210809C_Image
Tip: Use Advanced Segments, conversion goals and
bounce rate in Google Analytics to assess email effectiveness
Adding codes automatic within SMART Marketer eChannel

Using predictive modeling based on RFM to nurture best customers
Some variables used to identify “best buyer profile” include:
Total # of purchases
The more the better
Time on file
The younger the better
Months since first purchase
The more the better
Months since last purchase
The less (or more recent) the better
Total e-mails clicked on over the past year
The more the better
Total e-mails opened over the past year
The more the better… though not always predictive

Q2. How can we engage more through email?
Developing an engagement strategy
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.
Think about your industry, what it is you sell, relevancy for the customer and
what level of frequency of contact is appropriate.
Grant Baillie Multi-channel Customer Retention Manager Argos.co.uk
DMA Info Box : http://email.dma.org.uk/_attachments/resources/5665_S4.html

Example of development of engagement strategy
Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission

Example of dynamic content insertion
Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission
Tip. Change order of offers or featuresaccording to segment to increase relevance

Your email marketing journey:Assessing your email marketing capability
http://www.davechaffey.com/blog/email-marketing/how-advanced-is-your-email-marketing

15
Q. How are using event-triggered emailsto support the customer lifecycle?
Source:

Advanced Segmentation
Presented at TFM
February 2009

Branded welcome, registration triggered e-mails
“Learn more through time”
“Watch, don’t ask”

Email Campaigns that Build…
Welcome Email
Time-limited offer
Offer Extension

19
Triggered birthday email

BT - It’s all about past actions… “Recognition of activity”
Recognition ofprevious purchase
Purchase
Dispatched +7d
+14d
+21d

Browse, don’t buy examples

Example reactivation emails

Q3. What will make our email campaign more engaging?
What should you try to build into every campaign?

Key campaign ingredient 1?
24

Buzz = Engaging + Participative
Example engagement devices:
Search boxes
Questions
Quizzes
Polls
Calculators
Interactive Q&A
Call-backs
Viral games
25

Key e-campaign ingredient 2?
26

Continuous campaign examples
www.tourismirelandtaxichallenge.com
Tip. Give your campaign momentum, inertia!
27

Key e-campaign ingredient 3?
28

Multi-message example
29
Remailing with urgency to openers
Responseincreases by40% for campaign
First Campaign,
Conversion rate = 0.2%
Second Campaign,
Conversion rate = 0.2%
Source: E-consultancy Masterclass 2005 - BCA
Tip. Use time-limited offers

Q4. How can we make our email templates more engaging?
Practical template tips
We’re our own worst critics and spend a lot of time analysing our own email templates to make them work harder.
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.
Grant Baillie Multi-channel Customer Retention Manager Argos.co.uk
DMA Info Box : http://email.dma.org.uk/_attachments/resources/5665_S4.html

Most important rule of template design:Highlight value = your “Online Value Proposition”
B2B OVP
Make my work easier
Help me develop
Make me look good
Give me a great deal
B2C OVP
Make my life easier
Help me learn / have fun
Make me look good
Give me a great deal

Using Eyetrackingresearch to improve Email marketing
Need to deliver Scannability and Skimmability
Heading and subhead copy critical
First 2-3 words most important
Make hyperlinked
Large fonts work well
Images often missed
Use text link calls-to-action
Readers scan down the left of an E-mail
First part of para important
F shape eyetrack
Email intros skipped
Use to personalise and engagee.g. with hyperlinks

Review your template layout carefully
Tip: Check email works with images blockedand within preview pane

Don’t give too much choice?!
Six different jams. 40% of the customers stopped to taste. 30% of those bought.
Twenty-four different jams. 60% of the customers stopped to taste. But only 3% bought! http://sivers.org/jam

Engaging B2C example

Engaging B2B template example

37
Tip: optimise your “pre-headers”!

Presented at TFM
February 2009
Test! Test! Test! “Data trumps intuition”
Shinn Chen, Marketing Manager, Salesforce.com, shared the results of his team’s template redesign.
Call-to-action was moved from a small box on right side of messages to just below the message’s headline and
subhead, in line with the rest of the body copy.
Clickable buttons were made much larger
Results: CTR increased 26%-27%
Recent example: http://www.marketingsherpa.com/article.php?ident=31530#

Q5. How can we integrate Email and social media
Practical tipsandexamples

How social are we?

http://www.ruderfinn.com/rfrelate/intent/intent-index.html

Integrating your email newsletter with social media:a virtuous circle
1. Blog
Automatic feed
with Feedburner
Cherrypick
most popular
topics
Track with
Google Analytics
2. RSS Feed
5. Email
Newsletter
Track with
Feedburner& Google Analytics
Manual update
or automatic
with
Twitterfeed
Track with
GA or ESP system
4. Facebook
Fan page
3. Company
Twitter
Automatic withTwitter app
Track with bit.ly
Track with bit.ly

Tip: Recruit to Twitter via Email
Recruiting to Twitter
via a prize draw
promoted in Twitter

Recruiting to encourage purchase

…And exclusive Facebook Benefits

Thank you!
iPod Touch prize draw. Enter and subscribe to our marketing tips newsletter, text smarter followed by your email address to 60060
We will not share your details with any third party. SMS will be
charged at your normal network rate. Competition open to UK residents of 18 years and over. Limited to one entry per person.
Closing date 25/2/2010.

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Integrating email and social media

by Dave Chaffey on Feb 23, 2010

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