Future of email marketing figaro email seminar may 2011 andrew abram


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The Adestra and Econsultancy Email Marketing Industry Census highlighted some key areas of how email marketing has changed over the last five years, but also areas where marketers feel they need to improve. In this case study led session Andrew will cover the four key areas of the report highlighted as the future of email marketing: Deliverability, Automation, Relevance & Social Media. The presentation will contain real world examples showing the strategy behind them, how they were implemented and what made them a success.

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  • And in online magazines…. Example here of ipadmag with inbuilt signup form that uses API
  • Future of email marketing figaro email seminar may 2011 andrew abram

    1. 1. Andrew Abram<br />Account Director<br />Andrew.abram@adestra.com<br />Future of Email Marketing<br />
    2. 2. Introductions<br />Deliverability<br />Automation<br />Relevance<br />App/tablet integration with email<br />Agenda<br />
    3. 3. Me:<br />6 years Email & Digital Marketing experience<br />Adestra:<br />Advanced email marketing platform supporting 4,500+ marketers<br />Creative, design and build services<br />Deliverability analysis <br />Training and consultancy<br />A little bit about…<br />
    4. 4. Who We Work With<br />
    5. 5. Deliverability<br />
    6. 6. 64% of respondents believe clean and up-to-date lists are key to deliverability<br />Deliverability<br />
    7. 7. Few organisations are adopting a focused, strategic approach to deliverability…<br />
    8. 8. Who?<br />The definite and interactive way of shopping online<br />Luxurious brands products and designer goods available to purchase online.<br />Why?<br />Many webmail addresses<br />Use of classic “SPAM” terms (free, offer, money off….)<br />Many email blasts to generate revenue<br />What?<br />Improved data collection process<br />Optimized email templates <br />SheerLuxe.com<br /><ul><li>Preference Centre
    9. 9. Reactivation Campaigns</li></li></ul><li>Data collection<br />
    10. 10. Data collection<br />
    11. 11. Improvements<br />Welcome Programme?<br />
    12. 12.
    13. 13. Preference centre<br />High quality data<br />Better targeting<br />Linked automatically to dynamic templates held in ESP<br />Helps when looking to get sender score certification<br />
    14. 14. Reactivation campaign<br />
    15. 15. Inbox placement of 98.8%<br />Weekly news emails increase of 3% clicks on attempted<br />Results<br />
    16. 16. Automation<br />
    17. 17. More than half of companies say that disconnected systems/technologies are the single biggest barrier to effective email integration.<br />
    18. 18. Who?<br />Haymarket Publishing, leading consumer publishing house<br />Autosport magazine worlds leading authority on international motorsport<br />Why?<br />Newsletters have to generate large numbers to the website<br />Newsletter content has to be varied as wide range of subjects covered by the magazine<br />Hugely time consuming for marketing team to put together<br />What?<br />Automatic content generation<br />Xml feed of content<br /><ul><li> Subscriber data integration
    19. 19. Automated campaigns</li></li></ul><li>Haymarket<br />
    20. 20. Website to email<br />
    21. 21. Haymarket<br />
    22. 22. Reduction in email campaign creation by 80%. <br />Click through rate of 22%. <br />Results<br />
    23. 23. Relevance<br />
    24. 24. Sorry, no picture this time....<br />
    25. 25. Barriers to Effective Email Marketing<br />
    26. 26. Who?<br />RM – leading supplier of software and hardware to UK & EU schools<br />Why?<br />Large shift from face-to-face to ecommerce sales<br />Needed to increase ROI from email campaigns without spending extra time on them<br />Target ROI 12:1<br />What?<br />Reactivate lapsed customers<br />Increase underperforming customer groups<br />Targeted using historical transactional and email behaviour<br />Real-time link up with analytics and email responses to further trigger campaigns<br />RM Education<br />
    27. 27. Analyse historical email data for non openers and purchases over past 6/9/12 months<br />Analyse previous transactional history for up-sell, cross-sell and new products <br />Pair with target audience (Heads, teachers, specialist subjects)<br />Total of 156 segments<br />Strategy<br />
    28. 28. Reactivation - heads<br />Dynamic wording based on job role<br />
    29. 29. Cross-sell<br />Dynamic wording based on job role<br />Content based on previous purchase of ‘Mobile 1’<br />
    30. 30. Abandoned basket<br />
    31. 31. Results<br />
    32. 32. Mobile / App integration<br />
    33. 33. Companies not doing or even planning to do…<br />
    34. 34. Who?<br />BBC Worldwide Magazines<br />BBC Focus Magazine leading technology and science title<br />Why?<br />BBC rolling out heavily to digital magazines targeted at the tablet market<br />Expected large uptake in subscribers <br />An additional stream of email subscribers for marketing and cross sell<br />What?<br />API integration with digital magazines/apps<br />Linked to a welcome programme for cross sell<br />One time API integration rolled out to other titles<br />BBC Worldwide<br />
    35. 35. There has been an 81% growth in mobile email viewership in the last 6 months<br />People are more likely to view your email on a mobile device over the weekend <br />iPad email viewership has increased 15% in just a few months<br />Source: Return Path – the future of mobile messaging<br />http://www.returnpath.net/downloads/reports/returnpath_thefutureofmobilemessaging.pdf<br />BBC Worldwide<br />
    36. 36. BBC Worldwide<br />
    37. 37. Results<br />
    38. 38. Constantly monitor your deliverability<br />Spend less time sending and more time analysing and testing<br />Look at what work you seem to replicate and see if there is a way for you to streamline these processes<br />Speak to your ESP about your campaigns and where content is generated<br />You have data at your fingertips – spending time planning your strategy to deliver relevant content can reap great rewards<br />Plan for Mobile – use it as a multi-model way of pushing subscribers to digital content and gaining new email subscribers. Test what works<br />In Summary<br />