Direct Marketing Theatre: Essential Email Marketing Tips for Your 2012 Direct Marketing CampaignPresentation Transcript
Essential Email Marketing Tips for Your 2012 Direct Marketing Campaign Dr Dave Chaffey - SmartInsights.comSponsored by: Organised by:
Essential emailmarketing tipsfor your 2012direct marketingcampaignDr Dave ChaffeyDownload:SmartInsights.com/tfma2012 2
About Dave Chaffey Books Best-practice advice & consulting www.smartinsights.com 3
YOUR EMAIL MARKETING JOURNEY: Assessing your email marketing capabilityEmail marketing A. Goal setting & B. Contact C. Segmentation, D. Email marketing E. Test & learnmaturity stage evaluation strategy and targeting & integration & policy personalisation governanceStage 1. Initial None None; Enewsletter / 0 Segments Limited integration Limited„Pray and Spray‟ Solus emails of broadcasts and dataStage 2. Managed List growth Basic contact 2-6 Segments Campaign Subject lineImproving Segmented strategy and rules Basic contact integration (DM or Offer testingrelevance response strategy phone)Stage 3. Defined Marketing outcomes Basic lifecycle Simple event- ESP, web analytics Template layoutsSegmented “Beyond the click” communications triggered & social mediarelevance Welcome reactivate integrationStage 4. Subscriber Individualised Recency, Auto-triggers based Individual / segmentQuantitative engagement contact strategy Frequency, Value on web behaviour testingContextualrelevanceStage 5. Integrated web and Integrated online & Multi-layered Right-channeling Real-time andOptimising multichannel offline contacts Dynamic content based on value & multivariateOptimised insertion preferencerelevance 4
The main barriers to effective email marketing in 2012? 5
Agenda6 Tactics that will matter most in 2012? 1 Engagement 2 Mobile Email 3 Email contact strategies 4 Channel integration 5 Social-email marketing 6 Email marketing optimisation 6
Tactic 1: Engagement strategies Key questions: Q. How do you measure engagement? Q. Are you getting the sell-inform-entertain balance right? Q. Do you have the publishing resources to create engaging content? 7
3 more advanced ways ofmeasuring email engagement How do you measure engagement with email? Open/clicks/CTOR is NOT good enough, instead… Opens/clicks/CTOR/revenue: 1. At position in lifecycle 2. By segment 3. By offer / email type 4. Aggregated over a longer time period 8
Measuring list activity – email engagement/disengagement These “hurdle rates” are for whole list. Repeat: TIP: Measure the overall health of your list By segment through activity / inactivity levels over time By product categories purchasedMeasure Period Number of Subscribers % of list totalNever Open All time 48,000 16.0% Last 6 Months 168,000 56.0%Never Click All time 96,000 32.0% Last 6 Months 144,000 48.0%Never Bought All time 48,000 16.0% Last 6 Months 192,000 64.0%Never Bought Online All time 96,000 32.0% Last 6 Months 216,000 72.0% 9
Start with the customer!Getting the sell-inform-entertainbalance right http://www.ruderfinn.com/rfrelate/intent/intent-index.html 10
Every business is a multi-channel publisher now 11
Tactic 2: mobile marketingKey questions: Q. How important is mobile email use for your audience? Q. Is user mobile email experience satisfactory? Q. Is mobile driving commercial outcomes? 13
The rise and rise of mobile marketing Source: Campaign Monitor, 3 billion emails, 2011 14
The desktop in decline…?Share of device page traffic for News category (weekday) Source: comScore Custom Analytics, U.S., August 2011 15
British Airwayse-Dialog helped BA launch a new suite ofmobile applications in late July/earlyAugust. The campaign was prompted byan increasing penetration ofsmartphones, and an analysis of thedevices most commonly used bymembers to access standard ExecutiveClub emails.Innovation in Email MarketingWinner: e-Dialog and British AirwaysAbout the winning entry: To promote the launch and maximise downloads of the ExecutiveClub mobile application, BA and e-Dialog developed a unique strategy, using historicalcustomer data to target smartphone users in a highly targeted email-to-mobile campaign.Judge‟s comments: A smart and progressive email marketing campaign that – as well asbeing innovative in its scope – generated some great results. 16
Mobile Email Design Tips A narrow email width Single column layout Super subject line Large headlines & CTAs Bullet proof buttons Graceful Degradation 17
18Smart Insights - Style Summary
Tactic 3: Channel integrationKey questions: Q. How does email work with other channels to drive results? Q. Have we reviewed attribution? Q. Are we using email to drive offline outcomes? 20
Multi-message example Email campaign 1Remailing to opening-non converters Response increases by 25% for campaignFirst Campaign, Second Campaign,Open rate, 8 to Open rate, 50 to10% 75%CCR = 0.2% CCR = 0.2% 21 Source: E-consultancy Masterclass - BCA
Remailing with urgency Response increases by 40% for campaign SecondFirst Campaign, Campaign,CCR = 0.2% CCR = 0.2% Source: E-consultancy Masterclass BCA 22
Response increases, 100% for direct mail piece. Teaser e-mail. No online response Direct Mail Combined response from e-mail and direct mail is 125% better than no e- mail.Pre-mail, with onlineresponse Direct Mail Source: E-consultancy Masterclass 2005 - BCA 23 23
Telemarketing (list creation) E1 E2 E3 (29) (17) (14) M1 M2 M3 M4 (15) (14) (16)(11 ) Jan Feb Mar April E-mail (E1-3) Direct mail mailer (M1-4) CRM product launch event 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. 24
Tactic 4: Contact strategiesKey questions: Q. Is our layered segmentation effective? Q. Have we optimised our triggered emails? Q. How do we grow value? 27
Common Email targeting optionsTargeting approaches Method1. Classic profile-based demographic Target customer groupings according to theirsegmentation characteristics & motivations2. Customer value Assess customers by current and future value potential3. Web design personas Target 2-10 typical customer journeys4. Customer lifecycle Target messages according to length of time using online services5. Purchase and response Use “sense and respond” behavioual targeting basedbehaviour on RFM6. 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. 29
Tip – create a layered segmentation An example from eBayStatic Demographic Gender, Geography Consumer/Business Transactional Value Segmentation Derived Propensity Models Behavioural Kids Tech Fashion Cars & Parts Category clusters Last Last Keyword Keyword Recent ActivityRecent purchase category personas 30
Do you send out emails based on the following triggers? 31
Integrating SMS into email campaignsConfused.com Renewal Reminder Confused.com is the UK‟s comparison site of choice for car, home, travel, life, and more. Keeps its customers up-to- date with guides, tips and information and renewal advice To extend email‟s impact they followed it with an SMS using our platform to Contains two custom published fields: first name and the lowest send both email and SMS price offer for insurance. messages. 32
Tactic 5: social-emailKey questions: Q. Are social sharing links and social content effective? Q. Do you cross-promote social channel OVPs? Q. Do you have a plan for social sign-on / email integration? 33
Social email marketing ismuch more than SWYN… 34
Integrating social into Enews Source: http://www.retailemailblog.com/2011/09/am-inbox-pulling-social-content-into.html 35
Offer optimisationSummary A simple, generic (branded-only) retargeting email achieved a 10 percent uplift in online conversions A bespoke retargeting email that offered a 5% discount via a time- limited promotional code of 72 hours, more than doubled this conversion rate A bespoke retargeting email with the same discount, but this time with a time-limited code of 48 hours quadrupled the original conversion rate 37 http://www.smartinsights.com/email-marketing-ecrm-alerts/email-remarketing-an-example-of-how-to-test/
Creative optimisationTest version A Test version B Main BroadcastSend Volume: 10,000 Send Volume: 10,000 Send Volume: 180,000Sample criteria: Random Sample criteria: Random Click through rate: 5.8%Click through rate: 6.1% Click through rate: 4.5% 38
A Hairy Yorkshireman on the Important Things in Direct Mail: Cool new stuff and saving money Simon Biltcliffe - Webmart LtdSponsored by: Organised by:
Improving Customer Communication with the Power of the PURL John Noble - Pro-ActiveSponsored by: Organised by:
How to Build a Payment System That Supports and Enhances Your Response Channels Brian Weekes - PacNet Services LtdSponsored by: Organised by:
Go Get Growth! How to power your business expansion with international marketing that works Shane Redding - CyanceSponsored by: Organised by:
Go Get Growth!How to power your business expansion with international marketing that works Shane Redding
What I shall cover• What are the key trends in international b2b marketing today?• Planning and executing successful b2b campaigns• A case study showing how leading US IT company, Kensington used integrated marketing to grow across Europe• Top tips on how to find and exploit overseas markets using tried and tested DM techniques
Key trends• International marketing more important than ever before as companies seek growth outside their flat or declining home markets• Digital Marketing is making it easier (and more difficult!) than ever before• “glocalisation” is tried and tested with central marcoms departments controlling strategy, brand, campaign planning and even execution, but content, target audience and media are locally customised
Key trends• International marketing more important than ever before as companies seek growth outside their flat or declining home markets
Planning and executing campaigns• Allow enough time – from initial research to planning and then allow even more time for your campaigns• Analyse your data - Do you already have international customers that you didn‟t know about? Use your database and website analytics• Test small – and avoid expensive mistakes (markets, price, product, media)• Talk to people who have been there, done it and got the T shirt!
Top Tips for International Success• Understand the media your target market responds to• Integrate online and offline for best successVistaprint an online print and marketing company used PAR todeveloping its direct mail campaign. “The target group of new andsmall firms can be difficult to access via email broadcasting. Marketerscan assume that everyone is sitting at a computer all day like them, buttaxi drivers and hairdressers don‟t do that. Also, small businessesgenerally are so short of time that you soon get filtered out.”
Quality counts• Use specialist suppliers with expertise in international data management, mail fulfilment and distribution
Market Research is key• Don‟t skimp on investing in market research. It will pay back dividends in the longer term, by ensuring you don‟t make costly mistakes• Don‟t underestimate the importance of taking account of local culture in your marketing communications• Always use local in country native speakers for all language work
IT Channel Marketing Case Study
The Company and the ChallengePhysical laptop securityPeople don‟t think beyondEncryptionHigh sales targetsof 30,000 units across EuropeNo idea who was goingto buy them!Unknown brand
The First Step?Research the marketsFound that global laptop losswas dramatically increasing notonly damagingbrands, destroying share valuebut hugecompliance risk as well as impacton bottom lineNow we understood the NEEDand the pain so we could get themessaging rightBut we also found that weneeded to target the boardroomnot just the IT buyer
The AnswerCyance 360 developed and delivereda highly successful, multi-channelmarket awareness and leadgeneration campaign across UK,France, Germany and Benelux.We used email, social media, web &telemarketing channels to raiseawareness, increase demand,generate & nurture leads on behalfof all channel partners acrossEurope.We created all campaign contentand delivered multi-channel leadnurturing campaigns, exceedingyear 1 targets by month 4
Lead Generation Process Localized for each Geo1. Set target 2. Build tailored 3. Build a channel 4. Execute marketingcustomers offerings marketing hub campaigns • Gain partner • Use insight to • Build a multi- • Deliver targeted Insight, find out build tailored channel multi-channel how they want to campaigns and marketing hub for campaigns with a engage and tailor channel each partner with strong call to campaigns resources. Offer centralised action; nurture , support & high value shared leads and build communication incentives to the services, with full the sales funnel. channel analytics to measure ROI
We created original, premium content that positions Kensington as a thought leader and given the brand a voice to reach the hard-to-reach CxO audienceEmail, blog, social and web assets allcontain strong CtA’s. The design optimizedto attract traffic, capture behaviour andnurture via every stage of the buyingprocess.
Nurturing in line with buying stage Not aware of risk/impact Not aware of Assessing value Benchmarking or risk/impact/value vs.solutions Purchasing
Key Learnings• Email marketing is the biggest contributor in terms of volume and has the best conversion rate• Over the last six months, Organic Search contributed 16% of leads• Direct Traffic and Referrals remain relatively low• Social Media is generating a 60% increase in web traffic and increasing reach/awareness into the C suite• We are improving lead quality by scoring and nurturing marketing leads and working with Sales to ensure they get sales ready leads• The result over 9 months have generated in excess of £2,677,000 lead value
Where to go for more help andadvice• Email me firstname.lastname@example.org• Download these slides from www.cyance.com• Talk to international exhibitors here today• Read DMI and join the Global Marketing Alliance!
The GMA (Global Marking Alliance)• Is the top-level online business community for international marketers• Includes quality content – relevant news and expert views – powered by DMI• Connects brands and buyers with providers and suppliers• Is a unique resource, linking like-minded executives on a global scale• Hosts „eve-of-show‟ networking events and show hall „lounge zones‟ (Stand F70 here today)
DM Meets Online and Digital - integration for maximum impact Phil Woodford - CIMSponsored by: Organised by:
DM MEETS ONLINE AND DIGITAL- Integration for maximum impact
Many people believe that digital communication isreplacing „traditional‟ media.
In many respects, direct marketing was born before its time.
We have too many silos in the world of marketing.
Business problems don‟t fit into neat categories. Neither should our solutions.
It‟s rare for one medium, technique or channel to work in isolation.
Today, when we employ „traditional‟ direct marketing techniques, an obvious objective is to drive traffic to the web. Success is driven by intelligent use of data and innovative creative.
The TIME test• Timely• Informed• Memorable• Engaging
It’s only now that we are beginning toglimpse the full potential of direct marketing.