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A4U EXPO Europe:
Successful Email
Campaigns for the
Multi-Channel Age
CONTENT
• IMPORTANCE OF MOBILE
• DATA
• TIMING YOUR SENDING
• TRACKING & PAYMENT MODELS
• INBOX OPTIMISATION
• DESIGN
04/0...
OVERVIEW
• Employs a team of 24 results-driven individuals
• Manages c15m UK email addresses & 500,000
B2B email addresses...
IMPORTANCE OF MOBILE
04/07/2013Freemax Media 4
30%
30%
42%
44%
46%
50%
59%
61%
67%
72%
Researching Restaurants
Researching...
IMPORTANCE OF MOBILE
04/07/2013Freemax Media 5
More email is read on Mobile than on a desktop email client or via webmail....
IMPORTANCE OF MOBILE
04/07/2013Freemax Media 6
Freemax Media – May ‘13
Mobile
Desktop
DATA
• Do I need to identify mobile users to run mobile
optimised campaigns?
• How do I identify if somebody has opened an...
IDENTIFYING MOBILE USERS
Benefits:
• Understand whether it is worth investing in a mobile
optimised creative
• Can ascerta...
IDENTIFYING CONVERSIONS BY DEVICE
Opens/Clicks:
• Most email sending platforms will have the functionality
to do this and ...
IDENTIFYING CONVERSIONS BY DEVICE
04/07/2013Freemax Media 10
Conversions by Mobile Device – May ‘13
Android
Tablet
iPhone
...
MOBILE PERFORMANCE BY VERTICAL
04/07/2013Freemax Media 11
Adobe Digital Publishing Report – Jan ‘13
MOBILE PERFORMANCE BY VERTICAL
04/07/2013Freemax Media 12
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Percentage of Mo...
SENDING TIME
04/07/2013Freemax Media 13
SENDING DAY
04/07/2013Freemax Media 14
SETTING UP THE CAMPAIGN
• While use of mobile is clearly growing, users are not
necessarily adopting the same behaviour as...
PAYOUTS – CPD Vs. CPA/L/C/M
04/07/2013Freemax Media 16
Individual opens email directing them
‘download an app’ on desktop
...
TRACKING
04/07/2013Freemax Media 17
TRACKING
04/07/2013Freemax Media 18
= 3 X CPA
= 1 X CPA
Advertisers can use Google Analytics new feature Universal Analyti...
REVENUE BY PAYMENT METRIC
04/07/2013Freemax Media 20
Mobile Revenue %
CPA
CPC
CPD
CPL
CPM
PRE-HEADERS
04/07/2013Freemax Media 21
PRE-HEADERS
04/07/2013Freemax Media 22
Having the right pre
header, which passes spam filters
such as Cloudmark, can:
• In...
PRE-HEADERS
04/07/2013Freemax Media 23
Bad Good
Find out how much your injury claim
could be worth We work on a no-win, no...
DISPLAY BY DEVICE
04/07/2013Freemax Media 25
RESPONSIVE DESIGN
Responsive design - is an approach aimed at crafting emails to provide an
optimal viewing experience—eas...
RESPONSIVE DESIGN
Responsive design - is an approach aimed at crafting emails to provide an
optimal viewing experience—eas...
RESPONSIVE DESIGN
Responsive design - is an approach aimed at crafting emails to provide an
optimal viewing experience—eas...
RESPONSIVE DESIGN
Responsive design - is an approach aimed at crafting emails to provide an
optimal viewing experience—eas...
RESPONSIVE DESIGN
Responsive design - is an approach aimed at crafting emails to provide an
optimal viewing experience—eas...
DESIGN - SLICING
04/07/2013Freemax Media 31
DESIGN - SLICING
04/07/2013Freemax Media 32
Creative Open % CTR % ECPM
No Slicing 3% 5% £1.64
Sliced 6% 7% £3.46
Increase ...
DESIGN - SLICING
04/07/2013Freemax Media 33
DESIGN – STYLE ALT TAGS
04/07/2013Freemax Media 34
DESIGN – STYLE ALT TAGS
0
2
4
6
8
10
12
14
Style Alt Tag Mobile optimised Not optimised
Bright House
Conversions
04/07/201...
DESIGN - ANDROID
Why can’t I get the design to render
right on an Android?
- Gmail app on Android doesn’t
support Media Qu...
DESIGN - ANDROID
How to design for an Android?
- Use a fluid layout to adjust to
any viewport size
- Put the main ‘Call to...
IMPORTANCE OF MOBILE
04/07/2013Freemax Media 38
Mobile email will account for 15 to
65% of email opens, depending on
your ...
DESIGN – ALWAYS MOBILE OPTIMISED?
04/07/2013Freemax Media 39
0
2
4
6
8
10
Mobile Optimised Not Optimised
1Click Life Insur...
DESIGN – NON MOBILE OPTIMISED
04/07/2013Freemax Media 40
Call to action – large &
clear
Scale – ideally no more
than 320-5...
SUMMARY
• Mobile is now an integral part of any email campaign
• Mobile purchase decisions are most influenced by emails
f...
QUESTIONS?
Suzanna Chaplin – schaplin@freemaxmedia.com
Warrick Lambert – wlambert@freemaxmedia.com
04/07/2013Freemax Media...
Successful Email Campaigns for the Multi-Channel Age - Suzanna Chaplin & Warrick Lambert. Freemax Media
Successful Email Campaigns for the Multi-Channel Age - Suzanna Chaplin & Warrick Lambert. Freemax Media
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Successful Email Campaigns for the Multi-Channel Age - Suzanna Chaplin & Warrick Lambert. Freemax Media

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Transcript of "Successful Email Campaigns for the Multi-Channel Age - Suzanna Chaplin & Warrick Lambert. Freemax Media "

  1. 1. A4U EXPO Europe: Successful Email Campaigns for the Multi-Channel Age
  2. 2. CONTENT • IMPORTANCE OF MOBILE • DATA • TIMING YOUR SENDING • TRACKING & PAYMENT MODELS • INBOX OPTIMISATION • DESIGN 04/07/2013Freemax Media 2
  3. 3. OVERVIEW • Employs a team of 24 results-driven individuals • Manages c15m UK email addresses & 500,000 B2B email addresses • Generate 15,000 clicks per day • Built and manages a ESP capable of sending in excess of 10million emails per day • In-house design and technical team, used by the likes of Sky, The Times and British Airways • In-house lead generation platform and call centre 04/07/2013Freemax Media 3
  4. 4. IMPORTANCE OF MOBILE 04/07/2013Freemax Media 4 30% 30% 42% 44% 46% 50% 59% 61% 67% 72% Researching Restaurants Researching Travel Watching Films Shopping Listening to Music Reading News Reading Books Facebook Playing Games Email 20% 20% 24% 26% 37% 48% 52% 58% 78% 79% Shopping Twitter Researching Restaurants Photo Management Reading News Playing Games Listening to Music Facebook Phone Calls Email • For which of the following do you regularly use a: Smartphone Tablet Adobe Digital Publishing Report – Jan ‘13
  5. 5. IMPORTANCE OF MOBILE 04/07/2013Freemax Media 5 More email is read on Mobile than on a desktop email client or via webmail. Stats say 43% of email is now opened on a mobile device Litmus –”Email Analytics” (Mar ‘13)
  6. 6. IMPORTANCE OF MOBILE 04/07/2013Freemax Media 6 Freemax Media – May ‘13 Mobile Desktop
  7. 7. DATA • Do I need to identify mobile users to run mobile optimised campaigns? • How do I identify if somebody has opened and converted on a mobile device? • Are there certain verticals or offers which perform better on email? • Should you alter the day/time you send for mobile? 04/07/2013Freemax Media 7
  8. 8. IDENTIFYING MOBILE USERS Benefits: • Understand whether it is worth investing in a mobile optimised creative • Can ascertain which devices are the most important to you – however remember iPhones always download images and therefore will always appear to open more • Identify data pools which opens on a mobile device more regularly, allowing you demand higher CPL/M/A and access a mobile budget • Can tailor your sending strategy by reacting to mobile user’s behaviour & preferences 04/07/2013Freemax Media 8
  9. 9. IDENTIFYING CONVERSIONS BY DEVICE Opens/Clicks: • Most email sending platforms will have the functionality to do this and will often be know as the ‘user agent’. • User agent details the device/browser/application an email was opened on • Again, beware opens are always higher on iPhones as images are downloaded as a default – though they remain the dominant device for engaging with email via mobile • Currently these tracking platforms show you conversions by device: 04/07/2013Freemax Media 9
  10. 10. IDENTIFYING CONVERSIONS BY DEVICE 04/07/2013Freemax Media 10 Conversions by Mobile Device – May ‘13 Android Tablet iPhone Other
  11. 11. MOBILE PERFORMANCE BY VERTICAL 04/07/2013Freemax Media 11 Adobe Digital Publishing Report – Jan ‘13
  12. 12. MOBILE PERFORMANCE BY VERTICAL 04/07/2013Freemax Media 12 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% Percentage of Mobile Clicks – May ‘13
  13. 13. SENDING TIME 04/07/2013Freemax Media 13
  14. 14. SENDING DAY 04/07/2013Freemax Media 14
  15. 15. SETTING UP THE CAMPAIGN • While use of mobile is clearly growing, users are not necessarily adopting the same behaviour as they would on a desktop • Successful email campaigns need to be setup with this in mind • What does that mean? • Looking beyond CPA to monetise your email traffic • Cost per download • CPC • CPM • CPL 04/07/2013Freemax Media 15
  16. 16. PAYOUTS – CPD Vs. CPA/L/C/M 04/07/2013Freemax Media 16 Individual opens email directing them ‘download an app’ on desktop You hope they then reopen on their phone to download so you can be paid on CPD However the majority will bypass and go straight to the app store.
  17. 17. TRACKING 04/07/2013Freemax Media 17
  18. 18. TRACKING 04/07/2013Freemax Media 18 = 3 X CPA = 1 X CPA Advertisers can use Google Analytics new feature Universal Analytics which uses a UID to cross track across multiple devices.
  19. 19. REVENUE BY PAYMENT METRIC 04/07/2013Freemax Media 20 Mobile Revenue % CPA CPC CPD CPL CPM
  20. 20. PRE-HEADERS 04/07/2013Freemax Media 21
  21. 21. PRE-HEADERS 04/07/2013Freemax Media 22 Having the right pre header, which passes spam filters such as Cloudmark, can: • Increase delivery by 8.13% • Increase opens by 123% • Double ECPM Terms to Avoid your Earn (money) get Subscribe cash Lose Weight claim Act Now! Dear __FIRSTNAME__ $$$ or £££ credit Make money Guaranteed Thousands At no cost Money back guarantee satisfaction CAPITAL LETTERS
  22. 22. PRE-HEADERS 04/07/2013Freemax Media 23 Bad Good Find out how much your injury claim could be worth We work on a no-win, no fee basis WIN FREE laser eye surgery in June and enjoy summer without the hassle of glasses/contact lenses Win free laser eye surgery in June and enjoy summer without the hassle of glasses/contact lenses Find out in 30 seconds how much you can claim. Find out now! Find out in 30 seconds how much compensation you're entitled to Get your FREE issue now Sample the next issue of Homes & Garden free If you have taken out a mortgage or personal loan in the last 10 years or a credit card in the last 6 years. If you have taken out a mortgage or personal loan in the last 10 years
  23. 23. DISPLAY BY DEVICE 04/07/2013Freemax Media 25
  24. 24. RESPONSIVE DESIGN Responsive design - is an approach aimed at crafting emails to provide an optimal viewing experience—easy reading and navigation with a minimum of resizing, panning, and scrolling—across a wide range of devices 04/07/2013Freemax Media 26
  25. 25. RESPONSIVE DESIGN Responsive design - is an approach aimed at crafting emails to provide an optimal viewing experience—easy reading and navigation with a minimum of resizing, panning, and scrolling—across a wide range of devices 04/07/2013Freemax Media 27
  26. 26. RESPONSIVE DESIGN Responsive design - is an approach aimed at crafting emails to provide an optimal viewing experience—easy reading and navigation with a minimum of resizing, panning, and scrolling—across a wide range of devices 04/07/2013Freemax Media 28
  27. 27. RESPONSIVE DESIGN Responsive design - is an approach aimed at crafting emails to provide an optimal viewing experience—easy reading and navigation with a minimum of resizing, panning, and scrolling—across a wide range of devices 04/07/2013Freemax Media 29
  28. 28. RESPONSIVE DESIGN Responsive design - is an approach aimed at crafting emails to provide an optimal viewing experience—easy reading and navigation with a minimum of resizing, panning, and scrolling—across a wide range of devices 04/07/2013Freemax Media 30
  29. 29. DESIGN - SLICING 04/07/2013Freemax Media 31
  30. 30. DESIGN - SLICING 04/07/2013Freemax Media 32 Creative Open % CTR % ECPM No Slicing 3% 5% £1.64 Sliced 6% 7% £3.46 Increase 85% 39% 111%
  31. 31. DESIGN - SLICING 04/07/2013Freemax Media 33
  32. 32. DESIGN – STYLE ALT TAGS 04/07/2013Freemax Media 34
  33. 33. DESIGN – STYLE ALT TAGS 0 2 4 6 8 10 12 14 Style Alt Tag Mobile optimised Not optimised Bright House Conversions 04/07/2013Freemax Media 35
  34. 34. DESIGN - ANDROID Why can’t I get the design to render right on an Android? - Gmail app on Android doesn’t support Media Queries - While Android's default email client and browser do a superior job at rendering HTML email, the Gmail app for Android is popular - 500 screen sizes in the Android Family - When zoomed can trigger media queries which is not desired. 04/07/2013Freemax Media 36
  35. 35. DESIGN - ANDROID How to design for an Android? - Use a fluid layout to adjust to any viewport size - Put the main ‘Call to Actions’ on the left to avoid side swiping - Stick to a one-column layout - Use large text and simple layout - Balance text to image, as images our not downloaded as a default, unlike iPhones. 04/07/2013Freemax Media 37
  36. 36. IMPORTANCE OF MOBILE 04/07/2013Freemax Media 38 Mobile email will account for 15 to 65% of email opens, depending on your target audience, product and email type. eMailmonday - “Party safe mobile email stats” (2013) Only 3% of users will view a single email in more than one environment. Meaning you only have one opportunity to capture them Users who have recently read email on their mobile will do so again about 45% of the time – Litmus “Saving Email for Later: Opens Across Devices & Environments” (2012)
  37. 37. DESIGN – ALWAYS MOBILE OPTIMISED? 04/07/2013Freemax Media 39 0 2 4 6 8 10 Mobile Optimised Not Optimised 1Click Life Insurance Mobile Conversions
  38. 38. DESIGN – NON MOBILE OPTIMISED 04/07/2013Freemax Media 40 Call to action – large & clear Scale – ideally no more than 320-500 px wide Layout – single column templates are more mobile friendly Short, concise messaging Avoid javascript etc which is not supported by mobile devices Font Size – should be slightly larger than standard – 14px body/22 px headline
  39. 39. SUMMARY • Mobile is now an integral part of any email campaign • Mobile purchase decisions are most influenced by emails from companies (only friend’s recommendations are more powerful) • It’s estimated that 78% of emails will be read on mobile by 2017 • Mobile optimised creatives are the future for everyone but in the meantime you need to at least ensure your designs are mobile friendly 04/07/2013Freemax Media 41
  40. 40. QUESTIONS? Suzanna Chaplin – schaplin@freemaxmedia.com Warrick Lambert – wlambert@freemaxmedia.com 04/07/2013Freemax Media 42
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