Smartinsights - Event triggered emails
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  • Dell is a little better than a plain text mail.
  • Using Sapphire as an example of best practice for a major event. Admire templates for a long-time feature the key attributes

Smartinsights - Event triggered emails Smartinsights - Event triggered emails Presentation Transcript

  • 16 Brought to you by: Getting More from Your Event-triggered Behavioural Emails Dr. Dave Chaffey, Publisher, SmartInsights.com
  • http://events.plantoengage.com • A big thank you to our sponsors: • Twitter hashtag: #IEMS • Don’t forget to register for our next event: International Digital Marketing Summit, 8 October http://events.plantoengage.com Welcome to the 3rd edition of IEMS!
  • http://events.plantoengage.com About Dave Chaffey  Best-practice advice & consulting www.smartinsights.com
  • http://events.plantoengage.com Free Guide: How to plan event-triggered campaigns: http://bit.ly/smarteremail
  • http://events.plantoengage.com Structure - CRITICAL factors for success • Creative – Content - Copy • Relevance – Personalisation • Incentive – Value proposition • Timing – Interval and Frequency • Integration – Use of other media? • Conversation – two way dialogue and social sharing • Attributes – use of header and subject lines • Landing pages – or microsites
  • http://events.plantoengage.com Why am I advising on behavioural emails?
  • http://events.plantoengage.com
  • http://events.plantoengage.com
  • http://events.plantoengage.com CRITICAL factors for success • Creative – Content - Copy • Relevance – Personalisation • Incentive – Value proposition • Timing – Interval and Frequency • Integration – Use of other media? • Conversation – two way dialogue and social sharing • Attributes – use of header and subject lines • Landing pages – or microsites
  • http://events.plantoengage.com Effective templates?
  • http://events.plantoengage.com But how does that look on mobile? Use responsive design for single column design
  • http://events.plantoengage.com Welcome email examples
  • http://events.plantoengage.com Welcome Tips: 1. Use a Preheader Teaser? 2. Explain your OVP 3. Deploy your best offer
  • http://events.plantoengage.com Welcome Tips: 1. Personalise 2. Encourage whitelisting
  • http://events.plantoengage.com Welcome Tips: 1. Keep it functional 2. Call out Next Steps / Actions in Right Sidebar?
  • http://events.plantoengage.com
  • http://events.plantoengage.com
  • http://events.plantoengage.com CRITICAL factors for success • Creative – Content - Copy • Relevance – Personalisation • Incentive – Value proposition • Timing – Interval and Frequency • Integration – Use of other media? • Conversation – two way dialogue and social sharing • Attributes – use of header and subject lines • Landing pages – or microsites
  • http://events.plantoengage.com
  • http://events.plantoengage.com Using Personas to develop relevance Source: Tim Watson E.G. Receive Bill insert E.G. Receive MMS
  • http://events.plantoengage.com Example – combined segments Source:
  • http://events.plantoengage.com Dynamic email: iPhone segment
  • http://events.plantoengage.com Birthday emails?
  • http://events.plantoengage.com Open rate Clickthrough rate Before 20.0 1.9% After 18.9 – 27.4% 7.5% - 20.6% Our experience: 3rd welcome : 14d > 2d
  • http://events.plantoengage.com B2B: Build-in lead-scoring • Lead scoring events: – Email click through +5 – Downloaded asset + 20 – Title given, up to +50 – Total Employees number given, up to +15 • Campaign assets – 6 product tracks – 7 whitepapers – 2 case studies – 8 forms – 3 high value web pages Source: Eloqua McAfee case study
  • http://events.plantoengage.com CRITICAL factors for success • Creative – Content - Copy • Relevance – Personalisation • Incentive – Value proposition • Timing – Interval and Frequency • Integration – Use of other media? • Conversation – two way dialogue and social sharing • Attributes – use of header and subject lines • Landing pages – or microsites
  • http://events.plantoengage.com Testing offer in an Abandoned shopping cart email sequence • 1. Generic branded follow-up email : +10% conversion rate. • 2. Personalised remarketing email with a promotional code for a 5% discount time limited to 72 hours: +100% conversion rate. • 3. Personalised remarketing email with a promotional code for a 5% discount time limited to 48 hours: +200% conversion rate. Source: http://www.smartinsights.com/email-marketing-ecrm-alerts/email-remarketing-an-example-of-how-to-test/
  • http://events.plantoengage.com CRITICAL factors for success • Creative – Content - Copy • Relevance – Personalisation • Incentive – Value proposition • Timing – Interval and Frequency • Integration – Use of other media? • Conversation – two way dialogue and social sharing • Attributes – use of header and subject lines • Landing pages – or microsites
  • http://events.plantoengage.com A real welcome to new customers Search “Email Swipe File” on Pinterest
  • http://events.plantoengage.com Buildinsocialsharinginto contactstrategies2 : eCircle case study
  • http://events.plantoengage.com Buildinsocialsharinginto contactstrategies2 Source: eCircle case study
  • http://events.plantoengage.comSource: eCircle case study
  • http://events.plantoengage.comSource: eCircle case study
  • http://events.plantoengage.com CRITICAL factors for success • Creative – Content - Copy • Relevance – Personalisation • Incentive – Value proposition • Timing – Interval and Frequency • Integration – Use of other media? • Conversation – two way dialogue and social sharing • Attributes – use of header and subject lines • Landing pages – or microsites
  • http://events.plantoengage.com Learning from Amazon Behavioural Email targeting Purchase Dispatched +7d +14d +21d Recognition of purchase Recognition of intent
  • http://events.plantoengage.com Planning a sequence
  • http://events.plantoengage.com A “Sense and Respond” flowchart
  • http://events.plantoengage.com Email 1: 45% Open 8.4% CTR Email 2: 38% Open 3.5% CTR Intent follow-up – click on Category
  • http://events.plantoengage.com CRITICAL factors for success • Creative – Content - Copy • Relevance – Personalisation • Incentive – Value proposition • Timing – Interval and Frequency • Integration – Use of other media? • Conversation – two way dialogue and social sharing • Attributes – use of header and subject lines • Landing pages – or microsites
  • http://events.plantoengage.com Goodnews–weliketoreview: 90,000in2weeks +10%conversion 88%ofallreviews****/***** Source: Original Argos review launch
  • http://events.plantoengage.com Assess importance of Navigation elements Source: eCircle case study
  • http://events.plantoengage.com Source: eCircle case study
  • http://events.plantoengage.com CRITICAL factors for success • Creative – Content - Copy • Relevance – Personalisation • Incentive – Value proposition • Timing – Interval and Frequency • Integration – Use of other media? • Conversation – two way dialogue and social sharing • Attributes – use of header and subject lines • Landing pages – or microsites
  • http://events.plantoengage.com You can prove anything you want with average subject line statistics… However for Event-triggered emails: 1. Keep it short. 2. Show specific value early 3. Personalise value where possible
  • http://events.plantoengage.com A: <name>, your latest Orange update is here B: Loads of lovely stuff from us to you Source: Tim Watson
  • http://events.plantoengage.com
  • http://events.plantoengage.com Reminders work Timing – 43% webinar subscribers within 24 hours • 2 weeks out = 21 submissions – Subject Line: Register Today • 1 week out = 55 submissions – Subject Line: There’s Still Time to Register • 3 days out = 34 submissions – Subject Line: Last Chance to Register • 1 day out = 37 submissions (19%) – Subject Line: You Have 24 Hours Left to Register • Day of Webinar (24%) – 46 submissions -- Subject Line: You Have 30 Minutes Left to Register Source: Eloqua client published test
  • http://events.plantoengage.com CRITICAL factors for success • Creative – Content - Copy • Relevance – Personalisation • Incentive – Value proposition • Timing – Interval and Frequency • Integration – Use of other media? • Conversation – two way dialogue and social sharing • Attributes – use of header and subject lines • Landing pages – or microsites
  • http://events.plantoengage.com Landing page: Campaign-specific Consistent CTA Mobile
  • http://events.plantoengage.com CRITICAL factors for success • Creative – Content - Copy • Relevance – Personalisation • Incentive – Value proposition • Timing – Interval and Frequency • Integration – Use of other media? • Conversation – two way dialogue and social sharing • Attributes – use of header and subject lines • Landing pages – or microsites
  • http://events.plantoengage.com Thank you for attending - Let’s Connect! Questions & discussion welcome • Blog www.smartinsights.com/blog • Feeds www.feedburner.com/smartinsight s • Email Newsletter www.smartinsights.com uk.linkedin.com/in/davechaffey www.facebook.com/davechaffey www.twitter.com/DaveChaffey
  • http://events.plantoengage.com • Next IEMS presentation at 2pm GMT 3 Key Marketing Principles That Will Increase Conversions In Email Marketing by Kath Pay • Don’t forget to register for our next event: International Digital Marketing Summit, 8 October http://events.plantoengage.com What’s next?
  • http://events.plantoengage.com Free Guide: How to plan event-triggered campaigns: http://bit.ly/smarteremail