Breaking down barriers to email marketing success
 

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Breaking down barriers to email marketing success Presentation Transcript

  • 1. Breaking down barriers to email marketing success Five key areas that will help improve your email marketing results
  • 2. This is me Lucy Wilsdon Senior Email Marketing ConsultantSpecial interest: shopping for lovely things, cooking and eating good food, drinking quality red wine Things I am not quite so interested in: growing vegetables, four square and star signs
  • 3. Just for fun...You could win this… During the presentation I will quote three very famous Michael Jackson lyrics At the end the first person to shout out the three songs that the lyrics come from wins this book!
  • 4. Email Marketing – What should we be doing?
  • 5. Email marketing – what should we bedoing?• Welcome campaigns• Social share• Mobile email Bonus sessions• Abandoned cart• Responding to reporting
  • 6. Welcome campaigns“Probably the most underrated tool in email marketing”
  • 7. What’s a welcome message?• A welcome campaign gives you the opportunity to set the tone of the ongoing relationship• Whats your strategy? Reflect this in your welcome campaign• Change your welcome campaign to reflect your seasonality and brand• Your welcome campaign will get a higher open rate than your day to day campaigns
  • 8. Welcome campaigns• Tech stuff first• Don’t use a different from and reply address to your marketing campaigns• Make this the ownership of marketing• This is not just an auto responder, you have a captive audience, value the space• Dynamic content• This is the start of the relationship, first impressions count
  • 9. Welcome campaigns
  • 10. Welcome campaignsToday’s action points4. Review your campaign6. Review the from and reply address8. What fields do you capture and how is this reflected in a campaigns?10. If you are not happy with the above – “make that change”
  • 11. Social“Probably the most discussed topic in marketing ever”
  • 12. Do you have a social presence?• Do you have a presence on Twitter and Facebook?• Think beyond just content share• How do you monetise Social Media?• How does social reporting effect your email campaigns?
  • 13. Integrating your email and socialmedia• The most effective marketing is cross channel. Think social, email and SMS• If you value email addresses, then use any method to gain more• Close the loop on social, data capture is as important here as it is on your home page• Give social a value and then benchmark against that value
  • 14. What can we cover socially?Today’s action points3. Understand how your email content can support yoursocial presence4. Encourage your clients to engage with your email andconsider what channel would best support thisengagement6. Review your reporting and use this to change youremail content
  • 15. Mobile“My personal favourite subject”
  • 16. Mobile and devices• What devices are your clients using? 27% of emails are opened on a mobile• Do you consider devices when you are deciding on your strategy and content? If you don’t “you are not alone”• Do you use is it to influence your data capture?• If I am using an iphone when is best to send me an email?
  • 17. We are not all using desktops!
  • 18. What’s the benefit of devicereporting?89% of mobile revenue is from ipads
  • 19. MobileToday’s action points3. Know what devices your clients are using4. If the content that you send does not render in thesedevices then that is “Bad bad, really really bad”6. If your best customers use iphone, track the responseto your welcome campaigns and incentivise accordingly8. Device reporting will give you the most accurate statsto decide whether there would be value in your investingin a mobile app
  • 20. Top tipsWelcome Campaigns Social•Review your campaign •Encourage customers to engage with your email & consider what channel•What fields do you capture would best support thisand how is this reflected in engagementcampaigns?Mobile•Know what devices your clients are using•If your best customers use iphones, track theresponse to your welcome campaigns & incentiviseaccordingly
  • 21. Thanks for listening!Thanks for listening!Follow us @ pure360Email me lucy.wilsdon@ pure360.comOr even call me 01273 647871... Who wins the book?!
  • 22. ‘Lucy bonus’ session• Abandoned cart• Reporting
  • 23. Abandoned cart“Another opportunity”
  • 24. What is the implication ofabandoned cart?•You have gained the click and conversion. The userhas decided on a purchase and gone through to thebasket, but the transaction does not complete•You have committed fully to resourcing that sale•You had a captive audience
  • 25. Why use abandoned cart?•There is nothing other than benefits in recovering lostbaskets•Consider the positive implication of recovering 20% ofyour abandoned baskets•Use the message to test different content/concepts andideas•43% of baskets abandoned due to not having your‘contact us’ details on the basket page
  • 26. Abandoned cartToday’s action points5. Implement an abandoned cart solution!
  • 27. Reporting“A powerful tool”
  • 28. What do you do with yourreporting?• What matters to you? Opens, clicks, bounces, revenue?• What was the last change that you made for your future campaigns that was influenced by your reporting?• Does post click analytics effect your campaign?• Most marketers want reporting but don’t use it
  • 29. ReportingToday’s action points3. View your heat maps post send to see where peopleare clicking5. If your templates and layout are effecting your sendschange them!7. Use the tools that are available to you8. Capture your reporting data in a database
  • 30. Final top tipsWelcome Campaigns Social•Review your campaign •Encourage customers to engage with your email & consider what channel would best support this engagement•What fields do you capture and how isthis reflected in campaigns? Abandoned cartMobile •Implement abandoned cart•Know what devices your clients are Reportingusing •View your heatmaps post send•If your best customers use iphones,track the response to your welcomecampaigns & incentivise accordingly •If your templates and layout are effecting your sends change them •Capture your reporting data in a database if you can
  • 31. Thanks for listening!Thanks for listening!Follow us @ pure360Email me lucy.wilsdon@ pure360.comOr even call me 01273 647871... Who wins the book?!