Email: Cut Through the Clutter


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Email: Cut Through the Clutter

  1. 1. Email >>Cut Through the Clutter & Get Better Results Presented by: Penny Greening
  2. 2. 5 things you want to know about this presentation…1. 45 minutes (including Q&A)2. Send your questions through GoToWebinar at any time during the presentation3. We will answer timely questions during the presentation and save the rest for Q&A period4. If we run out of time, additional questions can be answered through our blog post5. After the webinar, we will send you a link to the recording + a PDF of slides presented
  3. 3. Marqui’s approach to email1. Each campaign should support business goals2. Use analytics to improve future campaigns3. The rules of email are always evolving, stay on top of industry standards
  4. 4. What We’ll Cover Today• 3 Reasons To Revisit Your Strategy• Permission Marketing, List Collection Best Practices and Spam Reduction• Writing Subject Lines that Cut Through the Inbox Clutter (1 of 7 characteristics of an effective email)• Deeper Segmentation >> Better Customer Relations• Maximizing Viral Growth >> Email & Social Media• A/B Split Testing for Improved Campaign Success• Basics of Campaign Metrics
  5. 5. 3 reasons to revisit yourEmail Marketing Communications Strategy Campaign Growth Non-Revisited Email Campaign
  6. 6. 1 customers own their inbox and areincreasingly less tolerant of “time-wasters”
  7. 7. 2 just because email is low costit’s only effective if you’re trackingthe customer’s responseCreative is perfect, but results are saying something else?Ask yourself:• Are we using campaign metrics to measure success?• Are we benchmarking against industry standards?• Did we OFFER something tangible to the customer for their efforts?
  8. 8. 3 you may have lost trackwhy you’re using email in the first place “If Search is the Key to Acquisition, Email is the Queen of Retention.” Quoting eMarketer Digital Intelligence
  9. 9. Customer Retention through Direct EmailThe customer gave you permission to build on your reputationwith them “one-to-one” when they signed-up. You can createthe perception of one-to-one through segmentation. Don’t blowit with “batch & blast” email tactics. Find ways to segment toyour niche markets.
  10. 10. Campaign Success is….. Reaching & Engaging your Target• HOW? compelling and relevant subject line, design and landing page that speaks to the PREFERENCES of your LIST• WHAT is a LIST? Individual PEOPLE with Thoughts, Feelings and Needs (remember?)• WHY care about PREFERENCES once you have their email? Because the consumer told you what they wanted when they signed-up and THEY are the masters of their inbox.• ME-mail
  11. 11. What is Permission Marketing?It’s a process, not an event.Marketer’s Assumption: “They opted-in! Now I can send what I want.”Reality: You need to ask their permission • “How often would you like to receive email?” • “Which one of our (niche) offerings do you want to hear/read about?”Provide tools to allow for personal preference changes.
  12. 12. How Marketer’s see the Clutter Web Site In Store Promotions Promotions Email Newsprint CAMPAIGNSocial Media Radio PPC Mobile TV
  13. 13. How Consumers see the Clutter Fun & Health & Fitness ObligationsLeisure WorkFriends LIFE School Pets Children Spouses Parents Housekeeping Vacation (Bills, Chores etc.)
  14. 14. How is Permission Marketing Relevant?It forces you to ask:• What does our customer want to know about our product or service? (VS. What do we want to tell them?)• How can we deliver what they want in a way that’s meaningful to their lives?
  15. 15. How Marketer’s Can Use Permissionto Cut through the Clutter Marketer’s Consumers’ Campaign Preferences (I asked for that – you listened.) Channel = Message = Direct EMail Specific Offer Relevant to MY LIFE
  16. 16. PermissionImproves response rates and conversions based on a morepersonalized approach
  17. 17. List Collection Best Practices• Email segmentation begins with understanding customer preferences• Remember to provide multiple options with choices the customer will remember – Think of Category Subsets you can offer – Ask their preferred Email Frequency (weekly, bi-weekly)• Once you have the email, don‘t batch & blast
  18. 18. If the consumer doesn’t recall signing up,they’re more apt to flag your email as SPAM or assign it to their JUNK FOLDER.Be memorable and specific to their needs.
  19. 19. Timing Isn’t Everything But It HelpsDay of WeekMonday (now more popular over Tuesday and Thursday)Time of Day8am - 10am or 4pm - 6pm(Avoid high volume times between 10am & 2pm)FrequencyFollow customers expectations . Don’t try to guess this.Remember – it’s a Consumer-Centric ME-Mail space. If you don’tknow, survey them to find out.
  20. 20. List Collectionto Reduce Spam FlaggingOpt-In = single click sign-upDouble Opt-In = enhanced permissionbased sign-up
  21. 21. Canada’s FISA Bill C-28FISA | Fighting Internet and Wireless Spam ActBy September 2011 Bill C-28 is expected to be passed intoLegislature. It requires senders of email within or into Canada tohave, or to obtain, explicit permission from their intendedrecipients. Protect your business with proper opt-in andunsubscribe procedures.
  22. 22. The funny thing aboutCommunications and People(About understanding Target Audience Needs)“ Men wont read any email from a woman thats over 200 words long. ” - Douglas Coupland(About writing a better Call-to-Action)“ I dont believe in email. Im an old-fashioned girl. I prefer calling and hanging up. ” - Sarah Jessica Parker
  23. 23. what does “cut through the clutter” look like in action?How do we influence ACT NOW?
  24. 24. 7 Characteristics of an effective email1. understand & respect target audience needs2. respect the list3. subject line has a clear call-to-action4. compelling content | design best practices5. test on multiple email ‘clients’6. enhance tracking with landing & goal pages7. measure and improve when needed
  25. 25. 1. Understand & Respect target audience needsProvide subscribers with detailed sign-upoptions so they have a clear idea of what theywill receive. Sometimes subscribers drivecomplaints because they aren’t receiving thecontent they wanted or expected.
  26. 26. 2. Respect the listDon’t “Batch & Blast” and you’ll:• Build a sense of mutual respect (Brand Marketer: I understand you… now will you love me back?)• Lower unsubscribes• Reduce spam complaints
  27. 27. 3.Subject Line has a clear call-to-actionWays to Get Noticed 1. Write a compelling Benefit Message (It’s ME-Mail – think like the consumer) 2. Write a clear Call-to-Action 3. Include the name of your brand 4. Personalize, using first name, whenever possible
  28. 28. Email inbox competition is heavy andconsumers OWN their Inbox.Make the Benefit Message crystal clear in yourSubject Line to optimize your chance of gettingnoticed.
  29. 29. 4.Contains compelling content• General Rule of Thumb | Keep it Simple• Email creative must align with subject line• Write for the Customer| What’s the benefit message?• Is there a sense of urgency in the headline?• Does the campaign creative embed your overall brand creative?• Avoid SPAM triggers: include unsubscribe link and company contact information• Add any relevant social media icons and links
  30. 30. 5.Test on multiple mail clients• Not all email clients display the same• Test your email for Google, Yahoo, Hotmail, Outlook (2003, 2010) & Apple Mail• Be sure to preview the email as it appears with images turned ON & OFF
  31. 31. Outlook Hotmail Gmail
  32. 32. 5.Test on multiple mail clientsDO DON’T• Preview email client window panes • Forget you can’t control email client with images turned off AND on resolution. Vision challenged• Test multiple email clients customers always have the ability to “zoom in” and break the layout , but fortunately as they are causing the zoom effect, they typically know they are the cause of this visual effect.
  33. 33. 6.Enhance tracking with landing & goal pages• Real lead nurturing happens beyond the “read”• Landing page metrics are more reliable than reads• The Landing Page is a place used to collect more data (eg. through forms)• The Goal Page is a place where the end-goal transaction occurs (eg. sign-up for other offer, download or commit to sale)• A good CMS allows you to connect all of the above into one campaign and accurately measure the campaign from release to transactional response metrics
  34. 34. 6.Enhance tracking with landing & goal pagesDO DON’T• Ensure consistency. The landing page • Collect data on the landing page with no should apply same call-to-action apparent reward (copy & design) as email creative • Collect more data than you need or that• Ideally, make the only clickable area the the consumer will perceive as call-to-action itself (and the logo “unnecessary” (builds trust) to return to “home”)• Supply the opportunity to capture more data in return for the offer on the landing page• Ensure the goal page delivers on the final offer (free or paid download, etc.)
  35. 35. 7.measure & improve when neededIf you don’t have a benchmark it’s difficult tomeasure success.Improve existing results incrementally:Define, Measure, Analyze, Improve, Repeat
  36. 36. Deeper Segmentation• In email marketing relevance drives success• Smaller, more targeted lists perform better• Tap into your data sources• Making your emails more relevant allows customer to feel heard and drives engagement• If you don’t segment your data now, think about ways you CAN
  37. 37. Deeper Segmentation CampaignBatch & Blast Method Segmented Method Personalized / UniqueGeneric Message Messages (to: single list) (to: various sub-lists) MY Preferences were Less Relevant to ME considered
  38. 38. Deeper Segmentation through Drip Email• Helps you to further classify your segment based on actions & preferences which they aren’t TELLING you about, but they’re DOING• Allows you to automate campaigns based on intervals: – Timed – Specific response (eg. Click-through activity or web downloads)
  39. 39. Drip Email & Lead Nurturing Automated through Marqui Email Campaign Email #1 Landing Page Goal Page Customer Ideal Call-to-action Action Taken Conversion Ready to Convert Complete or Ready for Opportunity FunnelNurturingCustomerRequires Email #2 Email #3 Reminder after They abandoned the 1 week campaign at the landing page and didn’t convert…
  40. 40. Maximizing Viral Growth eMail & Social Media“The combination of social and e-mail is significantlymore powerful than either channel on its own.” - Kristen Hersant, Director of Corporate Marketing, StrongMail, in an interview with eMarketer, February 2010 Referencing eMarketer Digital Intelligence, White Paper on “Maximizing the E-Mail/Social Media Connection”
  41. 41. eMail & Social Media• 63% of social media users used the same email address for permission e-mail and social network sign-on.• Even though there are practical and conceptual differences between the two marketing channels, there is a direct link in the minds of consumers. Referencing eMarketer Digital Intelligence, White Paper on “Maximizing the E-Mail/Social Media Connection”
  42. 42. Social, Email or BOTH?• Consumers need e-mail to use social media sites as this is where they receive notifications. Frequent social network users tend to be more frequent e-mail users. These same inboxes, in most cases, are the ones Marketer’s are trying to reach.• Promote your social media presence in your e-mail marketing, by including Facebook or Twitter logos that link directly back to your profile page, or ask e-mail recipients to become fans or followers. Referencing eMarketer Digital Intelligence, White Paper on “Maximizing the E-Mail/Social Media Connection”
  43. 43. A/B Split Testing for Improved Campaign Success• Classic Direct Mail tactic to test variables of a marketing piece to determine what’s working and change what’s not.• Variables tested focus on design elements: call-to-action placement | images | colour | layout
  44. 44. A/B Split Testing for Improved Campaign SuccessWHICH TEST WON?
  45. 45. The Basics of Campaign Metrics STARTS Open/Read Click-Through Goal Page Landing Page (Converts to Sale, Download, Survey Response, etc) ENDS
  46. 46. Types of Open RatesEach Email Service Provider calculates OPENSbased on different settings. The basicdifferences are:• % opened based on # of emails delivered• % opened based on # of emails sentSome calculate open rates only after REMOVINGemails that bounced.
  47. 47. What does Open/Read REALLY mean?• ESP’s use an invisible tracking image• If Recipient’s browser or email client displays the email on the screen, even if only for an instant, it’s labeled a READ by tracking standards• Thus, it’s not a true measure of engagement with your email• Click-through’s and Conversions are more authentic and reliable metrics
  48. 48. What’s a Good Click-Though Rate? For Email Campaigns 10%• With proper opt-in, email should be at least 10% CTR• The most successful campaigns are those that are highly targeted and can see results of 20% CTR• Direct to consumer mailings are typically lower than direct to business customer CTR’s• CTR is not a game that one wins, but one that requires constant work and improvement. Source:
  49. 49. Calculating Cost-per-ClickFor 10,000 emails sent in 1 campaignHUMAN COSTWeb Editor |1 hour at $60/hour = $60Graphic Designer | 3 hours at $75/hour = $225Total Human Cost = $285TECHNOLOGY COSTHosting (Landing Page), CMS License + Email Delivery = $542.50*CAMPAIGN COST = $285 + $542.50 = $827.50CPC =If your 10,000 emails received 1,000 clicks (CTR of 10%)your Cost Per Click is $827.50/1000 or $0.83*Technology Cost sample pricing based on Marqui Campaigns Express. $13,000 annually /26 campaigns a year(with a campaign delivery rate, for this particular campaign, once every 2 weeks) = $500/campaign. PLUS100,000 emails/month package at a rate of $425/10 = $42.50. Thus: $827.50.
  50. 50. Summary of “Cut Through the Clutter”• Revisit Email Marketing Strategy (Quarterly or Bi-Annually)• For Better Response Rates: – Understand customer needs – Get permission before you send – Personalize content (starting with the Subject Line) – Segment your list by • Preferences (which they share with you on sign-up) • Actions (which can have automated “custom” responses)• Incorporate Your Social Media Channels• Test Your Assumptions About What Works (A/B)• Use Campaign Metrics to – Gain Insights – Increase Value of your Email Marketing Spend
  51. 51. Thank You! Web Design Trends Summary of 2011 1. HTML 5 andblog at Follow our CSS 3 2. Using typography as a design element Follow us on Twitter @Marqui_CMS 3. Editorial-style layouts 4. Minimalist layouts and color schemes 5. Large and interactive website headersContact me! 6. Link-rich footersPennyMobile compatible websites 7. Greening, Key Account Manager 8. Wide 9. Full image backgrounds604.484.8541