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Effective Email Marketing Presentation

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  • First specific talk on E-mail marketing at E-metrics?
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    The most famous Touch of all
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    Doubleclick US B2C campaigns
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    E-mail marketing Excellence – JD Edwards launch CRM system using an integrated campaign
    Campaign objectives
    Software supplier JD Edwards wanted to launch its CRM programme into the UK. A ‘Window into the World of CRM’ event was organised for 21st March 2002 with a minimum of 30 attendees required from the direct marketing campaign.
    Campaign tactics
    An integrated campaign using four direct mail and three direct mail campaigns was produced (Figure 3‑9). All messages were each received by each list member. These were supported by a microsite to gather customer details. Telemarketing was used throughout the campaign to gain prospects. Those contacted were offered the choice of hearing about a new product and hearing from independent experts on CRM. Those contacted included both JD Edwards customers and prospects obtained from a bought-in list.
    Creative
    A series of high impact direct mail pieces using key statements and imagery related to a Valentines day theme were used. The background of the e-mail was red to fit in with the theme and to achieve high impact. The following images and strap lines were used:
     Mailer One / E-mail 1 - Man wrapped in rope: ‘There Are Other Ways Of Keeping Your Customers.’
     Mailer Two - Cheesecake: ‘Keep Them Coming Back For More.’
     Mailer Three / E-mail 2 - Man in straight jacket: ‘Once You’ve Got Them You’ll Want To Keep Them.’
     Mailer Four /E-mail 3 - Heart shaped chocolate box: ‘Keep Them Sweet.’
    Results
    The target of 30 attendees was exceeded with 80 registrations achieved via the microsite (see Figure 3‑9). Over 200 prospects showing an active interest in the product were also gained. The e-mail was more effective at generating visits to microsite than the direct mail, but not significantly so, e.g. Mailer 1 generated 100 visits to the site while E-mail 1 generated 120 visits.
    Source: Philippa Edwards, Anderson Baillie Marketing (www.andersonbaillie.com)
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    This is what Bryan Eisenberg, author of “Call-to-action”, says about scanning and skimming.
    Scanning
    ‘A visitor arrives and her eyes immediately begin scoping out the situation to determine if she's in the right place. First, she'll scan the visible screen for prominent elements, determining if they mesh with her mental image of her mission. As she scans, in addition to collecting top-level clues such as headlines, she'll evaluate larger-scale issues, such as legibility, arrangement, and accessibility. This is where more prominent features, including type size, page layout, and color use come into play. You want to help her to minimize the time she spends finding, sorting, and selecting information and to engage her in the conversion process. If she doesn't find top-level clues she's in the right place or if she finds the page hard to deal with, she's back on her horse, galloping to another site.’
    Skimming
    ‘Skimming is the second, but equally important, activity. It's reading based, a refinement of the information-gathering process. When a visitor has a fairly good idea of the lay of the land, she's going to start engaging with the copy. She's not ready to stop and read anything thoroughly -- yet. She's not sure if it's worth her while. She'll start with a superficial skim, looking for highlights and important keywords that help direct further involvement. This is where bold keywords, bullets, short text blocks, strong first and last sentences in each paragraph, legible fonts, and even effective hyperlink use make a difference.’
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    Use text blocks such that the message and offer are still clear and encourage pictures to be downloaded.
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    Use text blocks such that the message and offer are still clear and encourage pictures to be downloaded.
    Mailer-Mailer June 2006 surveys shows that response rate is 2.71% for Text and 3.31% for HTML.
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  • Transcript

    • 1. Are you right touching? for Email Reaction Power Morning 17th May 2007 Presenter: Dave Chaffey www.davechaffey.com
    • 2. E-mail marketing works! How are you doing? Source: UK DMA National Benchmarking Survey (www.dma.org.uk)
    • 3. The most famous touch Why Right Touching?
    • 4. What is “Right Touching”? Right Touching is: A Multi-channel Communications Strategy Customised for Individuals Which… Delivers the Right Value Proposition Accompanied by the Right Message With the Right Tone At the Right Time With the Right Frequency and Interval Using the Right Media / Communications channels To achieve… Right balance of value between both parties
    • 5. Agenda 1. Contact strategies 2. Segmentation & targeting 3. Optimising your email templates 4. Optimizing deliverability
    • 6. guru ‘a religious leader or teacher in the Hindu or Sikh religion or, more generally, a person who is respected for their knowledge of a particular subject and who gives advice’ About Dave
    • 7. 1. Contact strategies
    • 8. “Permission marketing is… anticipated, relevant and personal” + timely
    • 9. Timing 1 Q. Is there a best time to send an email? Source: eROI
    • 10. Timing 2 Q. What is the best frequency for email marketing? Source: UK DMA National Benchmarking Survey (www.dma.org.uk)
    • 11. Q. How refined is your touch / contact strategy or policy ► How do we deliver relevance? ► Control through defining: ► Aims and outcomes ► Key messages ► “Institutional” and campaign-related ► Frequency – minimum and maximum… ► Number per period – month/year ► Interval – minimum and maximum… ► Gap between messages ► E-mail type - content and offers ► Do e-newsletters integrate with e-campaigns? ► Priorities for individual promotions ► Integration with offline communications (direct mail, phone) ► Use a ‘focal point’
    • 12. Integrated touch strategy formats Message type Interval /trigger condition Outcomes required Medium for message /Sequence 1 Welcome message Guest site membership signup Immediate •Encourage trial of site services •Increase awareness of range of commercial and informational offerings E-mail, Post transaction page 2 Engagement message 1 month: Inactive (i.e. < 3 visits) •Encourage use of forum (good enabler of membership) •Highlight top content E-mail, home page, side panels deep in site 3 Initial cross-sell message 1 month active •Encourage membership •Ask for feedback E-mail. 4 Conversion 2 days after browsing content Use for range of services for guest members or full members Phone or E-mail.
    • 13. Event triggered e-mails examples B2C quote reminder + 1d B2B registration follow-up + 14d
    • 14. Delivering value in an E-newsletter ► B2B ► Make my work easier ► Help me develop ► Make me look good ► Give me a great deal ► B2C ► Make my life easier ► Help me learn / have fun ► Make me look good ► Give me a great deal
    • 15. Combined response from e-mail and direct mail is 125% better than no e- mail. Pre-mail, with online response Response increases, 100% for direct mail piece. Teaser e-mail. No online response Direct Mail Direct Mail Right-touching with E-mail: Combining with offline communications Source: E-consultancy Masterclass 2005 - BCA
    • 16. Response increases by 25% for campaign First Campaign, Open rate, 8 to 10% CCR = 0.2% Second Campaign, Open rate, 50 to 75% CCR = 0.2% E-mail Right Touching A multi-message e-mail campaign: Re-mailing to opening non-converters Source: E-consultancy Masterclass 2005 - BCA
    • 17. Multichannel right touching example - company event Jan Feb April CRM product launch event E-mail (E1-3) Direct mail mailer (M1-4) Mar M1 (15) M2 (14) M3 (16) M4 (11 ) E1 (29) E2 (17) E3 (14) 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. Telemarketing (list creation)
    • 18. ► Monitor through time ► From time of signup ► For each segment ► Outcomes ► Opens ► Clicks ► Unsubscribes ► Revise touch strategy Evaluating right touching - the hard metrics
    • 19. Evaluating right touching - softer metrics
    • 20. 2. Segmentation and targeting
    • 21. How targeted?
    • 22. Q. Which targeting factors give best response?
    • 23. Online targeting and personalisation options Targeting approach Method 1. Classic profile-based demographic segmentation Target customer groupings according to their 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 behaviour Use “sense and respond” targeting based 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.
    • 24. Targeting by lifecycle personalisation of content in web or e-mail pods
    • 25. 5 Targeting communications using RFM analysis 1 2 3 4 5 Recency Frequency Monetary 1 2 3 4 5 1 2 3 4 5 Each R decile contains 20% of all customers Recency: Time since customer completed an action e.g. click, visit, log-in, new purchase Frequency: Number of times action completed in period Monetary value: Amount transacted, average balance in period HIGHEST Lowest Note alternative term: Frequency Recency Amount Category = FRAC analysis See www.dbmarketing.com, www.jimnovo.com for approach details Phone E-mail/web only Direct mail 1 3 4
    • 26. A RF(M) segmentation example for a theatre Oncers Definition Recent oncers attended <12 months Rusty oncers attended >12<36 months Very rusty oncers attended 36+ months Twicers Recent twicer attended < 12 months Rusty twicer attended >12, < 36 months Very rusty twicer attended in 36+ months 6+ subscribers Current subscribers Booked 6+ events in current season Recent Booked 6+ last season Very rusty Booked 6+ more than a season ago
    • 27. 3. Optimizing your templates
    • 28. ► Do you have templates: ► For different marketing activities? ► That are scannable and skimmable? ► Structured around key outcomes required? ► That support your brand – explain your proposition? ► With pods or blocks for tailoring content? That prioritise offers? ► With full range of relevant standard features? ►Prompts to add to whitelist, view in browser ►Table of contents ►Search and category browse on site ►Update profile ►Printing ►Forward to a friend ► Templates that work in the inbox? ► That don’t look like templates…
    • 29. Scanning, Skimming and multi-column formats ► To scan: ► “To look over quickly and systematically” ► “To look over or leaf through hastily” ► To skim: ► “To read or glance through quickly or superficially” Multi-column formats work well Scan headline The main message is here. Key messages at start Of paragraphs. Scan sub-head As you skim read the main column Secondary messages Are here You also skim this Scanning is helped by tinted panels (HTML background) Apply the “test of 2s”  What stands out in 2 seconds  What stands out, 2 metres from screen
    • 30. Using Eyetracking research to improve Email marketing 1. Heading and subhead copy critical • First 2-3 words most important • Make hyperlinked 2. Large fonts work well 3. Images often missed • Use text link calls-to-action 4. Readers scan down the left of an E-mail 5. First part of para important • F shape eyetrack 6. Email intros skipped • Use to personalise and engage e.g. with hyperlinks Need to deliver Scannability and Skimmability
    • 31. HP E-newsletter ticks the boxes
    • 32. B2B E-newsletter – clear dividers & links
    • 33. E-mail response mechanism examples Acquisition (’04) Retention (’06)
    • 34. Q. Is your email clear within the preview pane? Ensure email width < 500 pixels, key messages on left…
    • 35. Templates that work in the inbox – beware image blocking
    • 36. Get all 3 versions of your email right… Plain Text Version No images Full HTML The MIME standard (Multipart Internet Mail Extension) defines how text and image versions of Email are formatted.
    • 37. Recommendation – use E-postcards for impact Source: HSBC Presented to MAD conference with permission
    • 38. 4. Optimizing Deliverability Getting your email into the inbox
    • 39. Deliverability – what I can do to avoid blocking? ► Content: ► Limit use of spam keyphrases ► Test e-mail against filters – spam reports ► Reputation: ► Educate users about how to add to safe senders list (whitelist) ► Remove bounces from list ► Respond to complaints to reduce blacklisting ► Review user-generated blacklists, e.g. AOL, Cloudmark ► Review authentication and accreditation options: ► Microsoft Sender ID / SPF , Yahoo! DomainKeys, Bonded Sender, Habeas, GoodMail ► Both: ► Use test accounts with all major ISPs or Lyris Email Adviser ► Review deliverability, opens, clicks by ISP.
    • 40. Spam Filter examples (5 or 15 points = SPAM) See http://spamassassin.apache.org/tests.html See http://office.microsoft.com/en-gb/help/HA010450051033.aspx
    • 41. Whitelist instructions
    • 42. Thank you! ►Questions ►Go to www.davechaffey.com/emailreaction to: ►Download this presentation ►Subscribe to E-marketing Essentials: A monthly E-mail briefing of 5 “must-read” articles on improving digital marketing for UK/European marketers: ►Any other questions, do e-mail me: ►dave.chaffey@marketing-insights.co.uk

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