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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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 Presentation Transcript

  • 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 04/07/2013Freemax Media 2
  • 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
  • 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
  • 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)
  • 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 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
  • 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
  • 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
  • IDENTIFYING CONVERSIONS BY DEVICE 04/07/2013Freemax Media 10 Conversions by Mobile Device – May ‘13 Android Tablet iPhone Other
  • 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 Mobile Clicks – May ‘13
  • 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 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
  • 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.
  • 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 Analytics which uses a UID to cross track across multiple devices.
  • 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: • 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
  • 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
  • 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—easy reading and navigation with a minimum of resizing, panning, and scrolling—across a wide range of devices 04/07/2013Freemax Media 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 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 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 29
  • 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
  • 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 85% 39% 111%
  • 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 04/07/2013Freemax Media 35
  • 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
  • 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
  • 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)
  • DESIGN – ALWAYS MOBILE OPTIMISED? 04/07/2013Freemax Media 39 0 2 4 6 8 10 Mobile Optimised Not Optimised 1Click Life Insurance Mobile Conversions
  • 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
  • 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
  • QUESTIONS? Suzanna Chaplin – schaplin@freemaxmedia.com Warrick Lambert – wlambert@freemaxmedia.com 04/07/2013Freemax Media 42