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Mapping Out Your Email Calendar
 

Mapping Out Your Email Calendar

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    Mapping Out Your Email Calendar Mapping Out Your Email Calendar Presentation Transcript

    • Brunch & Learn: Mapping Out Your Email Calendar – How to plan ahead so you can send the right message at the right time for maximum results January 29, 2014 A special thank you to: Thank you for joining us – we will be starting at 12:30 PM ET/9:30 AM PT If you are unable to hear music at this time, please make sure that your computer speakers are turned on and that your system has not been muted. #DMIQWebinar
    • Tips for Webinar Attendees • Technical difficulties? Let us know by using the “Q and A” box, or trouble-shoot by clicking the “Help” widget below → Quick tip: Common problems (like loss of sound and/or stall in the slides) can often be fixed by a quick refresh of your browser. • Have a question for today’s speaker? Submit via the “Q and A” box • Please disable pop-up blockers • See what this console can do! Click on the “Tips for Attendees” widget for the complete rundown. Don’t forget to “share” this webinar! #DMIQWebinar
    • Today’s Speaker Reggie Brady President Reggie Brady Marketing Solutions Moderator Peggy Hatch President/Publishing Director Direct Marketing IQ #DMIQWebinar
    • bit.ly/Email2014
    • Agenda • Why calendars are a valuable to increase relevance • Frequency –how many emails do I send? • Getting to relevance – beyond batch and blast • Subject lines and relevance
    • Why do I need a calendar? • A calendar is a vital planning tool - - Helps you to organize the upcoming themes, products or categories of products to be featured Allows you to shape the flow of your email program • A calendar ensures your program has variety • A calendar allows you to plan for the introduction of new products and services • And, a calendar makes sure you take advantage of seasonal holidays Image source:http://www.clarkisit.com/dates-remember-2014-holidays-events-
    • Calendars – holidays are important Transaction rates on holidays vs. regular mailings Experian – 2011 Digital Marketer Benchmark and Trend Report
    • Calendars as a planning tool • Map out at a high level your upcoming plan   Just bullet points Include those elements that are important to you -  • Sales New product launches Direct mail/catalog drops Seasonal merchandise to be promoted Include any holidays or special events Be clever
    • Take advantage of events Superbowl tie-in Subject line: Get Ready for the Big Game with these Big Deals from HP
    • Take advantage of events Inauguration tie-in Subject line: Mrs. Obama and Barneys LOVE...
    • Take advantage of events Daylight savings tie-in Subject line: Don't Be Late! Daylight Savings up to 30% DisneyShopping takes advantage of their characters Like the promo code DAYLIGHT
    • Take advantage of events Daylight savings tie-in from Brookstone Subject line: Never worry about Daylight Savings Time again! Nice tip at bottom – a good example of value-added content
    • Take advantage of events Oscar tie-in Vivre – an upscale fashion retailer featured Oscar de la Renta items to past Oscar de la Renta buyers – good segmentation! Opens: 38.2% Clicks: 15.9% Conversions: 8.9% MarketingSherpa 11/19/06
    • Take advantage of events Geo-targeting to let subscribers know about a heavy snowstorm expected Subject line: Heavy snow is forecasted in your area – be prepared
    • Take advantage of events April Fool‟s Day tie-in Subject line: Runner! New INVISIBLE Running Shoes Are Outta Sight!
    • The Frequency Conundrum There is no perfect answer
    • Frequency how much is too much? 5 times a month 12 times a month
    • What’s the Potential Impact of Over-Mailing? The positives Activity/Metric 5X 12X 500,000 500,000 Emails delivered per year 29,931,600 89,769,000 Email revenues $ 6,584,952 $ 14,363,040 Revenue per email $ 0.22 $ 0.16 Unique buyers 23,466 36,553 Subscribers at start of year Arthur Middleton Hughes Internet Retailer – October 2008 – Finding the right email frequency for maximum profit
    • What’s the Potential Impact of Over-Mailing? The negatives Activity/Metric 5X 12X Monthly Unsubscribe Rate 0.74% 1.87% Monthly Spam Complaint Rate 0.05% 0.64% Monthly Bounces+Unsubs+Complaints 1.54% 3.44% 12 months List Churn 13.7% 46.2% Lost subscribers 68,400 231,000 $957,600 $3,234,000 $1,257,000 375,000 19.1% 2.6% Cost to replace lost subs @$14 Annual profits from email Profit % Arthur Middleton Hughes Internet Retailer – October 2008 – Finding the right email frequency for maximum profit
    • Frequency is a reason for opt outs Exact Target - 4-11
    • Unsubscribe Best Practices Opt-down This practice is used by many email marketers that mail more than once a week.
    • Frequency the flip side of the coin
    • Testing the impact of frequency on engagement A company that sent a monthly newsletter tested increasing frequency in a 4-way test to equal groups Newsletter & resend Twice monthly & resend A 3-month picture Source: Dela Quist – Alchemy Wokrx 3-13
    • Testing the impact of frequency on engagement A look at percentages for opens and clicks Based on percentage analysis the once a month strategy wins by a large margin! Source: Dela Quist – Alchemy Worx 3-13
    • Testing the impact of frequency on engagement And a look at the numbers Group 4 (bi weekly + resends) had the lowest overall open rate … but the highest total opens. Different people open at different times. And Group 4 had the highest purchase rate Source: Dela Quist – Alchemy Worx 3-13
    • One idea on frequency • • Send more frequently to those who have opened and clicked in past 90 days Send once per week to those who are less active
    • Another idea on frequency Subject line: Want to receive fewer emails?
    • Frequency is OK with relevance injected
    • Relevance Make each customer feel special Image source - http://getittogethermedia.com/one2one.html
    • Relevance Preferences and purchase history Motorcycle Superstore • Segment on type of bike • • interest Purchase history Click activity Results • Opens went from 18.5% to 38.6% • CTR from 6.2% to 20.6% MarketingSherpa 3/26/08
    • Relevance Personalized content Localized content – shows closest locations based on where the subscriber opens the message Movable Ink
    • Relevance Geographic content National Hockey league • • • 800,000 fan database Segment on zip & favorite team 60% of fans don‟t live in the city of their favorite team A Boston Bruins fan living in Boston receives an email with Bruins imagery and the Bruins first 7 home games A Bruins fan living in Philadelphia receives Bruins imagery, but the game schedule only has info on games in which the Bruins were playing the Philadelphia Flyers in Philadelphia. The NHL believes this system increased single ticket game sales by 31% eDialog 7-10
    • Relevance Email behavior American Meadows sends a weekly email. Now they send an additional email 3 days after main email.   Those who click on a product receive an email with a call-toaction based on the product clicks Those who did not click receive an email based on the most popular product Results: • Behavioral segmentation increased revenue by 14% Bronto website
    • Subject lines
    • Stand out in the inbox overload Image source: http://www.compliancesolution.com/ComplianceSolution/Web%20pages/Subpage%20Unsafe/Overloading.htm
    • Subject lines Shorter may be better! • As a general rule of thumb, 8 in 10 will read the subject line and From line • That means you have to spend time on your subject line • Some copywriters believe you should spend ½ your time on this Epsilon – 1/09
    • Top 15 most used words Source: Experian The 2010 Digital Marketer: Benchmark & Trend Report
    • Impact of words Green means that the word has a positive impact on results Red means the word has a negative impact on results Source: 2013 Adestra Subject Line Report
    • Impact of words Green means that the word has a positive impact on results Red means the word has a negative impact on results Source: 2013 Adestra Subject Line Report
    • Which test won? Which subject line got better deliverability? A. Free Guide – plus 3 mentions of the word free in the email B. SEO Guide – and no mention of the word free in the email MarketingProfs: Email – 10-24-12
    • Which test won? Which subject line got better deliverability? A. Free Guide – plus 3 mentions of the word free in the email Version A was delivered to 99.3% of recipients Version B was delivered to 99.2% of recipients However, Version B had a 17% higher CTR. Free won‟t harm delivery rates … but make sure it resonates with your audience. MarketingProfs: Email – 10-24-12
    • Which test won? Which subject line increased opens and engagement for B2B services company? A. Live today: Next Generation Desktop Summit B. Live tomorrow: Next Generation Desktop Summit Which Test Won – Email Testing Gold Award 2012
    • Which test won? Which subject line increased opens and engagement for B2B services company? A. Live today: Next Generation Desktop Summit Version B had more clickthroughs and opens, but Version A had more completed registrations. This test was run on 2 different lists, a home grown list, List 1, and an acquired list, List 2. „Live Tomorrow:…‟ won in opens and clickthrough for both List 1 & List 2. However, “Live Today:…” increased registrations on List 1 by 232% and increased registrations on list 2 by 121%. Which Test Won – Email Testing Gold Award 2012
    • Which test won? Which subject line increased opens for an email services company? A. Improve Deliverability in Two Simple Steps B. Amanda, Improve Deliverability in Two Simple Steps Which Test Won – Email Gold Award 2012
    • Which test won? Which subject line increased opens for an email services company? B. Version B increased opens by 5.13% and increased CTR by 17.36%. Amanda, Improve Deliverability in Two Simple Steps In order to eliminate the chance that the content reflected in the email affected open rates, AWeber ran this test on 7 different blog emails. All emails used the same email templates and directed users to the new blog posts. Which Test Won – Email Gold Award 2012
    • Subject line personalization • • Expedia tested personalization in the salutation and had the email come from Cathy Cruiser Results:    • • 0.5% higher opens 23% higher clicks Less likely to unsubscribe or report as spam Then they tested subject line personalization - "Dave, Your 7 Day Alaskan Cruise Awaits.“ Results:  10% increase in opens Email Sherpa – 5/26/12
    • Take aways • Use a calendar • Frequency – monitor your metrics and look at both numbers and percentages • Getting to relevance – go beyond batch and blast • Strategically use subject lines
    • Questions? Reggie Brady President Reggie Brady Marketing Solutions Reggie Brady reggie@reggiebrady.com (203) 838-8138
    • Question & Answer Session If you haven‟t done so already, please take this time to submit questions to our speakers using the “Q&A” box on your console. Enjoying this webinar? There’s so much more where this came from! Click the publication widget below to sign up for a FREE subscription to Who’s Mailing What! Report. #DMIQWebinar
    • Thank You Thank you for taking the time to attend our Webinar today. For additional information about our Webinar series, check out the following Website: www.directmarketingiq.com/webinar Please take a moment to fill out our feedback survey. (It will open in a new browser window/tab momentarily!) #DMIQWebinar