Matt King Email Marketing Core Concepts And Best Practice (Sept09)


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Matt King Email Marketing Core Concepts And Best Practice (Sept09)

  1. 1. Email Marketing - Core Concepts and Best Practice – In association with Best Marketing Riga, Vilnius, Tallinn 16-18th September 2009 Your Speaker: Matt King Chartered Institute of Marketing Course Director Microsoft EMEA Region tutor in digital marketing Founder and Director, Media Safari BA Hons DipM MCIM Chartered Marketer Email Marketing Agenda Welcome and introductions How the world is changing Email – where is it all going wrong? Successful email marketing strategy Email marketing systems Implementing the campaign Measurement and reporting 1
  2. 2. Useful resources… • eMarketing eXcellence, Chaffey / Smith • Successful E-mail Marketing Strategies, Hughes / Sweetser • Meatball Sundae, Godin • Cluetrain Manifesto, Levine / Locke / Searls / Weinberger • Groundswell, Li / Bernoff • The Longtail, Anderson • Citizen Marketers, McConnell / Huba • Crowdsourcing, Howe • • Speaker – Matt King: • Chartered Institute of Marketing (CIM) Course Director • DipM / Member of CIM since 1996 / Chartered Marketer • Founder and Director of Media Safari – Marketing communications consultancy for technology companies • Experienced CIM tutor and corporate trainer • Microsoft EMEA Region Tutor in Digital Marketing • Core competence in integrated marketing communications, branding, PR and digital marketing – Ping! • Find and connect with me: – – – 2
  3. 3. “The same rules still apply: We are just working on a broader canvas with a richer set of colours” Mohan Sawhney, Kellogg School of Management ‘Marketing is an organizational function and a set of adaptive processes by which organizations collaborate with customers and partners to create, deliver and share value to grow revenues, build brands and enhance customer relationships.’ 3
  4. 4. How the World is Changing How the World is Changing “Digital media, online, the internet; call it what you will, it’s not a single ‘channel’ that defines its audience simply through their use of it. Digital today is the context for all consumer behaviour; our presence in this environment doesn’t define us because it’s increasingly assumed. For the first time in advertising’s history, those practising it can no longer buy an audience; instead they have to find ways to connect to individuals.” Yusuf Mehdi, Senior Vice President, Online Audience Business, Microsoft (Source 17/03/09) 4
  5. 5. How the World is Changing From information asymmetry... – Information was scarce – Customers were ill-informed – Exchanges were monologues – Marketing was “command-and-control” … To information democracy – Information is ubiquitous – Customers are well-informed – Exchanges are conversations – Marketing is “connect-and-collaborate” From sales / product led to marketing / customer led Transactional Relationship Collaborative Marketing Marketing Marketing Time Frame 1980s + 1990s + Beyond 2005 View of value Value is associated with a Value is associated with Value is associated company’s offering. customer relationships. with experiences. Maximize value in Maximize lifetime value Maximize value of co- exchanges of relationships created experiences View of market Place where value is exchanged between customers Market as a forum and the firm. Market is separate from the value where value is co- creation process created through interaction and dialogue Role of customer Passive buyers to be Portfolio of relationships Prosumers – active targeted with offerings to be cultivated participants in value co-creation Role of firm Define and create value Attract, develop, and Engage customers in for consumers retain profitable defining and co- customers creating unique value Nature of Survey customers to elicit Observe customers and Active dialogue with Customer needs and solicit learn adaptively about customers and feedback customers communities Interaction 5
  6. 6. How the World is Changing Traditional Marketing Collaborative Marketing “Command and control” “Connect and collaborate” Profiting from transactions Profiting from relationships Delivering value to customers Co-creating value with customers Designing superior products Designing superior experiences Functional silos (4Ps) Connected processes (value-centric) Monolithic organization Networked organization How the World is Changing Interrupt to Engage Push to Pull Viewer to Participant Solitude to Social Networks Authority to Recommendation Brand control to Brand co-creation Quarterly measurement to Intelligence/smartness Intermittent dialogue to Automated relationship = BUZZ WORDS – Engagement, participation, relationships, brand co-creation 6
  7. 7. Vital statistics Founded in 2001 4 fold sales every year - 2005 - $6m $15 a T-shirt / cost less than $4 to make How the World is Changing Yesterday Today 7
  8. 8. How the World is Changing Trends - Implications Presents both opportunities and threats to the marketer: Marketers must embrace new channels of communication to keep up with consumers, they won’t wait for you Customer exchanges should be conversations, not monologue and you have no choice but to participate You must do what you say & say what you do: honesty, authenticity and transparency are essential to survive ‘Command and Control’ is now ‘Connect and Collaborate’ Here’s a few examples… Busts 4 Justice 14,099 members 8
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  12. 12. How the World is Changing • What do these examples illustrate? How the World is Changing • Customers experience your brand through conversations they have among themselves – No option but to participate in these conversations – Need to cede control over the medium & message • Authenticity, honesty & transparency, essential to survive in new environment – Do what you say & say what you do – Face up to negative news - no place to hide 12
  13. 13. Adapted from: ‘meatball sundae’ How new marketing in transforming the business world, Seth Godin Direct communication and commerce between producers and consumers New gatekeepers – Amplification of the no gatekeepers The shift of voice of the consumer how many and independent authorities to who The triumph Need for an authentic of big ideas story as sources increase Key trends that Shifts in scarcity all marketers need Shorter attention and abundance to recognise Spans due to clutter The middle of the Search engines market is changing – and the long tail people want exclusivity or the cheapest Infinite channels Outsourcing of communication Direct communication and commerce between The atomised world – consumers and consumers end-to-end to component based solutions How the World is Changing Trends Now Soon Later / Never 1/ Which trends 2/ Which will have affected you need to how you do consider your marketing? soon? 13
  14. 14. How the World is Changing So where are we? • A bunch of ads online is not going to drive engaging customer dialogue • Digital is having a major impact on the way organisations do marketing • We need to use the increasing number of digital tools to communicate with, not shout at, our customers • Shouting Not listening • The trends of the digital age will have an impact on the management structures within organisations • What are the ramifications for email marketing? Email: Where is it all going wrong? 14
  15. 15. Email: Where is it all going wrong? • How many emails do you receive on average each day? • Roughly how much of that email is relevant, timely and personalised? • How many do you actually respond to? Email: Where is it all going wrong? Summary • Email marketing started about 10 years ago in 1998 • It allows marketers to perform highly targeted and interactive marketing • Capable of producing more bottom line results than any other marketing method • It is a prospect conversion and customer retention tool • It builds loyalty, repeat sales, cross sales and profits • An entirely new and better way to build relationships with customers 15
  16. 16. Email: Where is it all going wrong? Benefits • Cost effective / low cost of fulfilment • Faster campaign deployment & options for testing • Encourages immediate action and (impulsive) response • Enables companies to build customer retention and loyalty • Personalization facilitates real conversations rather than simple promotion • Dialogue and engagement rather than shouting and one way • Email delivers sales at a considerably lower cost per order compared to banner ads, paid for search, affiliate programs… Email: Where is it all going wrong? Email influences all channels 16
  17. 17. Email: Where is it all going wrong? JC Penney US Data Multi channel buyers are more valuable With one of the lowest cost Email: Where is it all going wrong? per order figures 17
  18. 18. Email: Where is it all going wrong? Online & Off Line Sales Registration Year Year Tracking the value of Typical Retailer 52 Year 2 3 E‐mail Subscribers 1,000,000         830,000         697,200 1,000,000 specific Annual Unsubs & Undelivers 17% 16% 15% people over three years. E‐mails Delivered       47,580,000   39,707,200   33,535,320 Open Rate 25% 22% 19% Opens       11,895,000      8,735,584      6,371,711 Conversion Percent of Opens 0.8% 0.9% 1.0% Once a week e-mails; Online Conversions                95,160            78,620            63,717 open rate 25% Off Line Sales due to e‐mails 3.00              285,480          235,861          191,151 Total Purchases              380,640          314,481          254,868 E-mail induced sales from Online and Offline $144 $54,812,160 $45,285,267 $36,701,054 For every online sale Operating Costs 50% $27,406,080 $22,642,634 $18,350,527 there are 3 offline due to Subscriber Acquisition Cost $12.00 $12,000,000 Transaction E‐mails Per Order 3            1,141,920          943,443          764,605 e-mails Total E‐mails Delivered       48,721,920   40,650,643   34,299,925 E‐mail Costs  CPM Incl Creative $6.00 $292,332 $243,904 $205,800 Database & Analytics $0.75 $750,000 $750,000 $750,000 Value of each e-mail Total Costs $40,448,412 $23,636,538 $19,306,327 subscriber is $48.99 Gross Profits $14,363,748 $21,648,730 $17,394,728 Discount Rate 1 1.11 1.15 Net Present Value Profits $14,363,748 $19,503,360 $15,125,850 Cumulative NPV Profits $14,363,748 $33,867,109 $48,992,959 Value of an E-mail Subscriber $14.36 $33.87 $48.99 Email: Where is it all going wrong? • 93% of major corporations use email marketing (Jupiter Research) • 95% of companies use email marketing (Forrester 2008) • All the rest are looking at it, thinking about it and planning it! • 49% of US adults shop online (Pew Internet & American Life Sept’07) • 69% of adults shop online with household incomes of $60-100k • 79% with incomes above $100k • 44% of consumer check their primary email 3 times daily (Merkle) – a rise of 33% from 3 years ago • 52% “couldn’t live without it” • 58% believe it is a great way for companies to stay in touch… 18
  19. 19. Email: Where is it all going wrong? Customers feeling frustrated and confused… “Processes companies have for handling customer feedback are often weak and fragmented and not supported by systems… customers prefer to stand in queues in banks rather than deal with automated telephone systems.” Professor Merlin Stone (2004) Email: Where is it all going wrong? • But customer satisfaction is declining rapidly – Fujitsu have found that 50-70% of calls to call centres are for value restoration e.g. late delivery or poor product quality rather than value creation • Of that 93% (Jupiter), only 31% use click through data to follow up with more targeted messages • Most don’t vary the message based on recipients’ behaviour • Identical emails are sent to millions of unknown subscribers and fail to use the basic principles of segmentation and interactivity to realize the benefits of email marketing • The average company loses about 30% of its email subscribers pa • Even though 27% of emails received by consumers are OPT IN! 19
  20. 20. Causing satisfaction and open rates to fall in equal measure Email: Where is it all going wrong? • Open rates have fallen from 40% (1999) to <12% (2009) • 38% of UK companies ignore incoming customer email (Egain 2007) • 50% of FTSE1000 do not know who their customers are (MORI 2003) • 66% of European companies cannot track customer relationship history (Smith 2004) • 50% of companies lose crucial customer information when staff leave • 50% of CRM projects fail whilst 20% substantially fail to live up to expectations (Gartner 2004) 20
  21. 21. Email: Where is it all going wrong? • Marketers using email like a TV or print ad • Blasting the same thing at everyone and not allowing the recipient to respond or engage in dialogue • Same communiqué sent to buyers and non-buyers • Email Batch and Blast no longer performs • Subscriber boxes overflowing with permission based email that is irrelevant • Failure to deliver on relationship expectations that consumers have • Most just ignore the emails which deflates the efforts to build the relationship and drive sales • One frantic campaign after another… sales down, send another… Every one a newsletter or an e-bulletin 21
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  23. 23. Same newsletter… 4 pages Yawn……. 23
  24. 24. Successful email marketing strategy 24
  25. 25. Successful email marketing strategy • What are your 3 main target markets in order of priority? • For each market, what are the key factors of differentiation? • When was the last time you communicated this and how? Successful email marketing strategy Urus / The aurochs (Bos primigenius) • One of Europe's most famous extinct animals - A very large type of cattle • Evolved in India some two million years ago, migrated into the Middle East and further into Asia, and reached Europe about 250,000 years ago • By the 13th century A.D., the aurochs' range was restricted to Poland, Lithuania, Moldavia, Transylvania and East Prussia • In 1564, 38 animals existed according to a royal survey • The last recorded live aurochs, a female, died in 1627 in the Jaktorów Forest, Poland 25
  26. 26. Successful email marketing strategy Some of the key strategic issues… • Hunting and farming • Integration with other communications channels • Contact strategy • Segmentation and targeting What Subscribers want… Recognition Dear Mr. Sinisalu Identification e.g. People like to identify Service themselves by Order history, NBP Listening creates interest (Sports team). profits by selling Companies can build on this products over the long term Convenience e.g. Remembering details Information for quicker purchase i.e. lots of links as gateway Helpfulness How can I be more helpful to that customer? 26
  27. 27. What Subscribers get… Hunted to extinction…. • Traditional method involving massive identical email campaigns sent to relatively unknown subscribers • Analysed by opens, clicks, conversions and unsubscribers • Hunting for sales – little is known about subscribers except email address • Unaware of age, income, lifestyle, offline purchases, off-spring or anything else • Send out emails into a vast wilderness in the hope of snaring the odd sale • More and more traps, mean less and less sales Successful email marketing strategy Permission Marketing / Opt-in • Gain permission, then trust, and ultimately loyalty • Stick to the principal marketing tenets of identifying, anticipating and relentlessly fulfiling customer requirements…. • In the context of the new digital ecosystem, marketing should be a collaborative affair • Marketers help customers to buy; customers help marketers to sell • B2B, B2C, C2C and C2B (trialogue) • Segmentation and targeting 27
  28. 28. Successful email marketing strategy Jupiter research: Segmentation - With dynamic content produced 5 times more revenue and 16 times more profit than did broadcast campaigns - it can improve conversion rates by up to 355% and increase revenues by as much as 781% Source: e-dialog 2008 Successful email marketing strategy FARMING • Personalised relevant email communications to individual subscribers based on a database of demographic and behavioral information • Each opt-in email subscriber is listed along with a wealth of demographic, behavioral and preference data • Possible to send a different email to each and every one tailored to what you can learn from the customer’s individual details • Emails are interactive and request that the customer explores them in depth • Drive retention and improve results 28
  29. 29. Successful email marketing strategy FARMING • Opportunity to create competitive advantage by adding value to customer experience • Sense, respond & adjust – spend time defining rules and testing automated follow up communications that match the context • Peppers & Rogers – 1 to 1 Marketing (’99) IDIC • Customer Identification • Customer Differentiation - segmentation • Customer Interaction • Customised Communication Successful email marketing strategy Build a Switching to farming subscriber database Make every email interactive Get your customer’s & engaging email addresses, names, demographic data as well as web Keep track of your behaviour data customer’s lifecycle & develop the Create segments and marketing program personalise the for each segment conversation 29
  30. 30. Successful email marketing strategy FARMING • Database – Too much emphasis on growing the list in hunting • This is good but more important is a list of active, interested and motivated subscribers • Focus more on getting a greater response out of your current list • Build the data and segment Source: Lyris Successful email marketing strategy FARMING • Behavioural based segmentation • Different emails to those that have opened to those who have not • Those who have clicked on a specific link • Those who have visited a certain pages on the website • Those who have purchased a particular product 30
  31. 31. Successful email marketing strategy FARMING • Building the data • Capture events • Track everything they do – open, click and purchase • Gather preferences • Ask them what they prefer • Infer preferences • Link categorisation, collaborative filtering, NBP • Append data • AmeriLINK, ACORN… Integrating with other channels Source: eMarketing excellence (Chaffey and Smith) 1/ Search marketing 2/ Online PR 3/ Online partnerships • Search engine optimisation (SEO) • Portal representation • Affiliate marketing • Paid search: Pay per click (PPC) • Social media: blogs, feeds • Sponsorship • Paid for inclusion/feeds and communities • Co-branding • Media alerting services • Link-building • Brand protection • Widget marketing Offline communications Offline communications i/ Advertising vi/ Direct mail ii/ Personal selling Website and vii/ Exhibitions partner iii/ Sales promotion viii/ Merchandising microsites iv/ PR ix/ Packaging v/ Sponsorship x/ Word of mouth 4/ Interactive ads 5/ Opt in email 6/ Viral marketing • Site specific media buys • House list emails • Pass along emails • Ad networks • Cold (rented) lists • Word of mouth • Contra-deals • Co-branded • Buzz marketing • Sponsorship • Ads in 3rd party e-newsletters • Generating media mentions • Behavioural targeting 31
  32. 32. Successful email marketing strategy • Cold email campaign • Rented email lists from a consumer email list provider • Data companies e.g. Experian, Nielsen Claritas • Business email lists e.g. Corpdata • Trade publishers e.g. Dennis, Incisive Media • Co-branded email • Email with an offer from a company they have a reasonably strong affinity with • Third party e-newsletter • A company publicizes itself in a 3rd party communiqué e.g. Warmer editorial or sponsorship Response Cost efficiency Successful email marketing strategy 32
  33. 33. Traditional / offline – BREADTH of coverage R Digital toolset E L DEPTH of coverage T O Deepening the understanding E Y and level of engagement N A T L I T O Y N 33
  34. 34. Successful email marketing strategy Integrating with social networks • Broaden the reach of your content • Drive registrations and build the mailing list • Sound bite Vs depth of message • Use it to gather content for your newsletters by listening to what is said • Use it as a sounding board to decide what content to cover • Turn social media contacts’ questions and comments into content 34
  35. 35. Greg The Architect Organisation: Tibco / Industry sector: SOA (Service oriented architecture) • Aim: To increase awareness and drive subscription to regular newsletter • Target is niche – high level IT buyers • Outcome: To pursue and build relationships • Key competitors are Oracle and IBM • Generated over 147k views • 4 fold increase in subscriptions 35
  36. 36. Successful email marketing strategy Contact Strategies • Determining which kinds of customers and enquirers get which sequence of contacts • Right Touching (Chaffey) • Multi channel communications strategy customised for individuals • Delivers the right value proposition, the right message, the right tone, at the right time • Frequency and interval • Media and channel • Balance of value between both parties Source: eROI Successful email marketing strategy Is there a best time to send an email? 36
  37. 37. Source: UK DMA National Benchmarking Survey ( Successful email marketing strategy What is the best frequency Successful email marketing strategy Control through defining: • Aims and outcomes • Key messages - “Institutional” and campaign-related • Frequency – minimum and maximum… How do we - Number per period – month/year ensure it’s • Interval – minimum and maximum… always - Gap between messages relevant? • E-mail type - content and offers - Do e-newsletters integrate with e-campaigns? • Priorities for individual promotions • Integration with offline communications (direct mail, phone) 37
  38. 38. Source (Hughes & Sweetser) Successful email marketing strategy Segmentation Lifecycle Testing management Factors of relevancy Interactivity Triggers Personalisation Relevance is in Successful email marketing strategy the eye of the recipient, not the sender Relevance and affect on Open Rates Jupiter ‘06 OR CTR CR Av. untargeted email campaign 20% 9.5% 1% Av. Targeted email campaign 33% 14% 3.9% 38
  39. 39. Successful email marketing strategy Integrated Touch Strategy Formats Message type Interval Outcomes required Medium for /trigger message condition /Sequence 1 Welcome Guest site •Encourage trial of site services E-mail, Post message membership •Increase awareness of range of commercial and transaction page signup informational offerings Immediate 2 Engagement 1 month: •Encourage use of forum (good enabler of membership) E-mail, home page, message Inactive •Highlight top content side panels deep in (i.e. < 3 site visits) 3 Initial cross-sell 1 month •Encourage membership E-mail. message active •Ask for feedback 4 Conversion 2 days after Use for range of services for guest members or full Phone or E-mail. browsing members content Successful email marketing strategy 39
  40. 40. Successful email marketing strategy Successful email marketing strategy 40
  41. 41. Source: E-consultancy Masterclass 2005 - BCA Right Touching with email – combining with Successful email marketing strategy offline communications 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 online response Direct Mail Successful email marketing strategy Segmentation and targeting • Basic tenets of good marketing practice • Design custom marketing strategies for each segment • Determining which kinds of customers and enquirers get which sequence of contacts and rewards • Key factors of relevance 41
  42. 42. Successful email marketing strategy Segmentation and targeting • If its sounds daunting, start simple (primitive subscriber segmentation) • Purchase Behaviour - Those who have bought, those that haven’t • By purchase size • Male and female (clothing, costmetics) • Tenure on database • Create segments you understand • Watch and learn • Add demographic and behavioural data • Link to clear objectives • E.g. Increase basket by 20% Successful email marketing strategy Marketing Sherpa research ’08 Financial sector Unsegmented: Av OR 10.5% CTR 1.3% Segmented: Av OR 42.2% CTR 15.6% 42
  43. 43. Actual e-Dialog retail client data Successful email marketing strategy Recognise Status levels Actual e-Dialog retail client data Successful email marketing strategy Create meaningful segments 43
  44. 44. Online targeting and personalisation options Targeting approach Method 1. Classic profile-based Target customer groupings according demographic segmentation to their characteristics & motivations 2. Customer value Assess customers by current and future value potential 3. Web design personas Target 2-10 typical customer journeys 4. Customer lifecycle Target messages according to length of time using online services 5. Purchase and response Use “sense and respond” targeting behaviour based on RFM 6. 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. Segmentation example for event organiser Oncers Definition Acquisition / Recent oncers attended <12 months Re-engagement Rusty oncers attended >12<36 months Very rusty oncers attended 36+ months Twicers Recent twicer attended < 12 months Rusty twicer attended >12, < 36 months Very rusty twicer attended in 36+ months 6+ subscribers Current subscribers Booked 6+ events in current season Retention and loyalty Recent Booked 6+ last season Very rusty Booked 6+ more than a season ago 44
  45. 45. Successful email marketing strategy • Borders UK set up their POS system in May 2006 to collect e-mail addresses at the cash registers • The POS system sent data every night to the Borders ESP. This triggered welcome messages to everyone who signed up the day before • The messages included a discount voucher to prompt a second visit • Results: 38% higher transaction values for e-mail subscribers compared to other members • 13% voucher redemption rate • E-mail subscriber base increased 630,000 in 17 months Source: eMarketing excellence (Chaffey and Smith) Successful email marketing strategy CRITICAL Success Factors: • Creative • Relevance • Incentive • Targeting and timing • Integration • Copy • Attributes • Landing Page (or microsite) 45
  46. 46. Successful email marketing strategy • What are your 3 main target markets in order of priority? • For each market, what are the key factors of differentiation? • When was the last time you communicated this and how? Think of 3 ways that this might now be improved Email marketing systems 46
  47. 47. Reminder • Who is at the centre of good e-marketing practice? • What words describe how companies should approach communications as a result of the new digital ecosystem? (3 words) • What are the basic tenets of good email practice? (3 words) • How is this achieved? Companies should switch from what to what? Email Marketing Systems • Standard Office Software e.g. Outlook • Small lists, limited track-ability, text based, manual processing • Desktop mailing software • Lists are managed and emails broadcast using software (out of a box) running on PC e.g. Infacta or CRM software Goldmine • Low cost, no fee for each email – some track-ability • List server software • For higher volumes of email broadcast from an internal server – offers personalisation, tracking and automation e.g. Lyris • Requires support from IT and deliverability may cause problems if the broadcaster becomes compromised 47
  48. 48. Email Marketing Systems • 3rd party – ESPs (Email service providers) • Web based services that can be used by a client to manage their own email activities • You don’t buy – subscription basis and sits on another server • Provides technical infrastructure that is needed by managed by an outside company • Outsourced to an agency • Templates created, distribution managed etc. • Personalisation, automation and detailed reporting • More costly, loss of control 48
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  54. 54. Import and export to database for content / contact management Compatible with all common sources including Microsoft, Sun, Intuit and Act 54
  55. 55. Email Marketing Systems • Choosing an email service provider • Creating the content • Templates? WYSIWYG editor? Capacity for dynamic content? Can content be archived? • Managing the list • Database integration? Add new fields? Can subscribers / unsubscribes be managed through a website? • Broadcasting the message • Ability to schedule? Can touch strategy emails be set up? Autoresponse notification? Unique IP for each campaign? • Tracking and reporting • What metrics are available? Can responses be tracked at an individual level etc etc. Concentrate on the relationships… …not the technologies 55
  56. 56. Implementing your campaign Implementing your campaign • Review current activity • Legals – CAN-SPAM Act 2003 • Opt in / Double Opt in • Deliverability 56
  57. 57. Make my work easier Help me to be more efficient Make me look good Implementing your campaign Give me a great deal Promotional Triggered Welcome Types B2B / B2C Reactiviation Newsletters Transactional Thank you Surveys Make my life easier Give me a great deal Make me look good Help me learn or have fun Implementing your campaign Tell rather than sell Review of creative and content • Subject line • Length, tone, style, names and call to action • Layout, Format, Length • Have you changed or varied the format? Think like a • How does this compare? customer, not like a • Content Style marketer • Humorous, serious? • Specific messages sent to specific segments? • Incentivised Call-to-action 57
  58. 58. 66% of email users list ‘excessive frequency’ as a reason Implementing your campaign to unsubscribe Review of creative and content • Frequency • About 70% of emails are sent on Tuesday - Thursday • Ask your customers when the best time is – no right or wrong • Consider content and timing – weekends may be preferable • Look to deliver at the same each time – open rates will improve 58
  59. 59. Implementing your campaign Review of creative and content • Design • An easy improvement that can be made to drive better results • Key brand touch point and should reinforce company essence and personality • Test different designs for different audiences • Personalize • At least by name • Aim to tailor to the specific profile and preference of each recipient Examples of Email response mechanism Implementing Your Campaign Acquisition Retention 59
  60. 60. Implementing your campaign Review of creative and content • Testing • The greatest benefit of email marketing • But rarely deployed • Test at least 1 variable in each email campaign • Test variables can be format changes, subject lines, copy style, copy length, offers etc. • Split your list into two random by equal parts (A/B) and test one new variable against an existing constant CAN-SPAM Act 2003 • Controlling the Assault of Non-solicited Pornography and Marketing • Appended under the Sender and Provision Coalition (ESPC) in 2005 and 2008 • “Commercial email must not be sent to an individual unless prior affirmative consent has been obtained” • In brief, you DON’T want your emails to be considered SPAM by an ISP – they’ll add you to a black list and your emails will be filtered as spam – disastrous for OR and CTR, let alone building relationships • You need to ensure you acquire email addresses in a legal, ethical and responsibly way • This includes making Unsubscribe easy – no logging on and offered through a link in ALL commercial email • Physical address on all commercial messages 60
  61. 61. Implementing your campaign Double Opt-in • Those that double opt-in are much more likely to want your emails and will read them and buy your products • You may lose people who fail to click the second time • Double opt-in is sure fire way to make sure new email names are clean • Reduces risk of spam complaints considerably • Ensure you don’t have typos on your list • Short term revenue Vs longer term customer retention and loyalty • Proof of permission – YOU HAVE TO KEEP A RECORD • No definitive answer but be warned… 61
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  63. 63. Implementing Your Campaign • Grab attention! In subject line and body • Be brief and relevant • Personalise it • Hyperlink to site • Clear call to action at start and end • Test it • Operate within legal constraints • Provide opt-out or unsubscribe option by law Implementing Your Campaign Improving deliverability • Content: - Limit use of spam keyphrases - Test e-mail against filters – spam reports • Reputation: - Educate users about how to add to safe senders list (whitelist) - Remove bounces from list - Respond to complaints to reduce blacklisting - Review user-generated blacklists, e.g. AOL, Cloudmark - Review authentication and accreditation options: Microsoft Sender ID / SPF , Yahoo! DomainKeys, Bonded Sender, Habeas, GoodMail • Both: - Use test accounts with all major ISPs or Lyris Email Adviser - Review deliverability, opens, clicks by ISP 63
  64. 64. White list instructions Is your email clear within the preview pane? Ensure email width < 500 pixels, Implementing Your Campaign key messages on left… 64
  65. 65. Implementing Your Campaign Scannable Templates that & skimmable work in the inbox Table of contents Update profile Printing Improve deliverability Structured around Prompts to add to required key outcomes whitelist, view in browser through templates for different activities Forward to a friend Support your brand & explain your proposition That don’t look like templates Search and category browse on site With pods or blocks for With full range of tailoring content and relevant standard prioritising offers features Measurement and reporting 65
  66. 66. Measurement and reporting What can be measured? Measurement and reporting Unsubscribers Web site actions Effectiveness of sender and subject lines Bounce rate Referral rate Number of sales Volume of sales ROI Order size Offer, copy, text placement Effect of email on offline campaigns Emails produced by store visits, web registration Conversions per campaign Value of opt-in email address Revenue per delivered email Opens, click throughs, downloads Cost of delivered email Profits from conversions due to email Campaign success 66
  67. 67. Measurement and reporting Factors to consider • Primary metrics • Go beyond open and click through rates • Find a metric that works for your business • Conversion, order size, referral, demo requests • Consistency • Look for consistency over time • Variances would indicate inconsistency in relevance • Find the high and lows for each metric • Fine tune the delivery Source: HSBC Presented to MAD conference with permission 67
  68. 68. Measurement and reporting Factors to consider • Feedback • Review email feedback form or page on website • Encourage more feedback • Run an incentivized survey • Web site statistics • Analyse navigation and what is read most Measurement and reporting Offer, copy, text placement Effectiveness of sender and subject lines Effect of email on offline campaigns Volume of sales Referral rate Bounce rate ROI Web site actions Order size Number of sales Unsubscribers Conversions Emails produced by per campaign Opens, click throughs, store visits, web registration downloads Revenue per delivered email Value of opt-in email address Cost of delivered email Profits from conversions due to email 68
  69. 69. Measurement and reporting Reporting to Senior Management: • Subject line opening • Person’s Journey • Opens & clicks • Links • Heat maps • Bounce management etc. Campaign overview Measurement and reporting Links Heat Map Person’s Journey 69
  70. 70. Last Word… • In the 1920s two German zookeepers, the brothers Heinz and Lutz Heck, attempted to breed the aurochs back into existence • This was achieved from the domestic cattle that were their descendants today • Their plan was based on the conception that a species is not extinct as long as all its genes are still present in a living population • The result is the breed called Heck Cattle, 'Recreated Aurochs', or 'Heck Aurochs‘ Thank you… for listening to Email Marketing - Core Concepts and Best Practice - in association with Best Marketing Connect with me: Matt King 70