0
The New Email Best Practices
Knowing when and how to move
to advanced tactics and when
to get back to basics.
Nicole Delma...
Nicole Delma
10 Years in Email and Database Marketing
Consultant & Founder of FOND Group
Previous:
- 3 -
Brands
Adidas
Ann Taylor
American Airlines
Aveeno
Avon
Barclays
Barnes & Noble
Bloomingdales
Bose
Carnival Cruises
C...
- 4 -
The New Email Best Practices
	
  
	
  
Templates	
  
Segmenta-on	
  
Content	
  
Repor-ng	
  
Implemen-ng	
  Best	
 ...
- 5 -
The New Email Best Practices
	
  
EMAIL
1. The most valuable data point
2. The most lucrative channel
- 6 -
The New Email Best Practices
	
  
Source:  Direct Marketing Association, The Power of Direct Marketing, 2011-2012. E...
- 7 -
The New Email Best Practices
	
  
In Brasil, Email is the most popular
channel for brands to engage
consumers
SOURCE...
- 8 -
The New Email Best Practices
	
  
Email heavily influences Brasilian
consumers to purchase
87% check email from a br...
- 9 -
The New Email Best Practices
	
  
Successful brands know that
email is the backbone
of their digital marketing
progr...
- 10 -
The New Email Best Practices
	
  
Yes, email is more complicated
than ever…
But does it need to be?
- 11 -
The New Email Best Practices
	
  
Is Your Program Ready?
Advanced Segmentation
Real-time
rendering
DYNAMIC CONTENT!...
- 12 -
The New Email Best Practices
	
  
Bridal Client wanted FORWARD TO A FRIEND so switched Email providers
Example
- 13 -
The New Email Best Practices
	
  
2out of every 100,000 recipients
ever used FORWARD TO A FRIEND
Example
- 14 -
The New Email Best Practices
	
  
Do you stand to gain?
- 15 -
The New Email Best Practices
	
  
Before we get started…
3 quick notes on marketers
- 16 -
The New Email Best Practices
	
  
#1
Marketers are hooked on the NEW.
- 17 -
The New Email Best Practices
	
  
NEW! NEW! NEW!
features
vendors
channels
releases
devices
campaigns!
reports
part...
- 18 -
The New Email Best Practices
	
  
January 2012 – Bought NEW Bike
- 19 -
The New Email Best Practices
	
  
March 2012 – Big Race, used OLD bike
because I was more comfortable.
- 20 -
The New Email Best Practices
	
  
May 2012 – NEW Distraction.
Buy a Surfboard
- 21 -
The New Email Best Practices
	
  
July 2013 – SOLD
- 22 -
The New Email Best Practices
	
  
What if NEW isn’t always BEST?
Perhaps we should repair our current
programs…
- 23 -
The New Email Best Practices
	
  
#2
Marketers are overloaded with input.
- 24 -
The New Email Best Practices
	
  
When it comes to marketing,
everybody has an opinion.
- 25 -
The New Email Best Practices
	
  
#3
Marketers must think in terms of
systems and goals.
- 26 -
The New Email Best Practices
	
  
We must protect the data asset and
protect the customers from ourselves.
- 27 -
The New Email Best Practices
	
  EXAMPLE
NEW IDEA:
- 28 -
The New Email Best Practices
	
  EXAMPLE
NEW IDEA:
“Let’s send less
promotional emails
and more emails
with style t...
- 29 -
The New Email Best Practices
	
  IMPLEMENTATION:
BEFORE – WEEKLY MAILINGS
7 X PROMOS
AFTER – WEEKLY MAILINGS
4 X PR...
- 30 -
The New Email Best Practices
	
  RESULTS:
• Open rates up by é15%
• Click rates down by ê3%
• Unsubscribe rates u...
- 31 -
The New Email Best Practices
	
  RESULTS:
• Open rates up by é15%
• Click rates down by ê3%
• Unsubscribe rates u...
- 32 -
The New Email Best Practices
	
  
Email marketing is part of an incredibly
complex system.
- 33 -
The New Email Best Practices
	
  
Email marketing is part of an incredibly
complex system.
15 YEARS OF MAILING SALE...
- 34 -
The New Email Best Practices
	
  
Value Prop attracted Customers
Interested in SALES
Ongoing promos further
conditi...
- 35 -
The New Email Best Practices
	
  
Marketers must think in terms of
systems and goals.
- 36 -
The New Email Best Practices
	
  EXAMPLE
NEW IDEA:
“Let’s send less
promotional emails
and more emails
with style t...
- 37 -
The New Email Best Practices
	
  EXAMPLE
NEW IDEA:
CMO GOALS:
1. Reduce dependence on
promotional emails
2. Improve...
- 38 -
The New Email Best Practices
	
  
Email marketing is part of an incredibly
complex system.
15 YEARS OF SALE EMAILS
...
- 39 -
The New Email Best Practices
	
  
rightcustomer@gmail.com	
  
þ Sign up to receive style tips and more!
Attract th...
- 40 -
The New Email Best Practices
	
  
Email success is about meeting
customer goals.
15 YEARS OF SALE EMAILS
STYLE ACQU...
- 41 -
The New Email Best Practices
	
  
Systems Thinking + Goal Matching
= Happy Customers
- 42 -
The New Email Best Practices
	
  
1. Marketers are hooked on the NEW.
2. Marketers are OVERLOADED with input.
3. Ma...
- 43 -
The New Email Best Practices
	
  
How do you know when it is time to
move to the NEW and how do you
approach it?
- 44 -
The New Email Best Practices
	
  
You must know what HAS worked for
you and what IS working for you now.
- 45 -
TEMPLATES
The New Email Best Practices - Templates
	
  
- 46 -
The best templates
make it easy for the recipient
to accomplish their goals.
The New Email Best Practices - Templat...
- 47 -
Recipient Goals and Expectations
•  Adherence to the original value prop
•  Ease of use
•  Consistency
	
  
The New...
- 48 -
Recipients Goals – Stick to the Original Value Prop
- 49 -
New Email Best Practice for
Templates is to build a design
that ‘works’ across all platforms
and all devices.
Recip...
- 50 -
Consistency: Does your email look beautiful
everywhere?
Brand X Domain (Email Client) Breakdown*
The New Email Best...
- 51 -
FY2012	
   FY2013	
  
What devices drive traffic to your site?
The New Email Best Practices - Templates
	
  
- 52 -
Test	
  and	
  measure	
  performance	
  of	
  your	
  templates	
  across	
  	
  
Desktop	
  Email	
  Clients	
  
...
- 53 -
Test	
  and	
  measure	
  performance	
  of	
  your	
  templates	
  across	
  	
  
Web-­‐Based	
  Email	
  Clients	...
- 54 -
Test	
  and	
  measure	
  performance	
  of	
  your	
  templates	
  across	
  	
  
Mobile	
  Email	
  Clients/Devic...
- 55 -
Templates	
  –	
  A	
  Staged	
  Approach	
  to	
  Mobile	
  Op-miza-on	
  
If you aren’t accounting for
rendering,...
- 56 -
Templates	
  –	
  A	
  Staged	
  Approach	
  to	
  Mobile	
  Op-miza-on	
  
We don’t have this tracking in
place, w...
- 57 -
**SOURCE: Onmobile.com, May 2012
Standard Mobile Pixel Count**
68%	
  are	
  240x320	
  	
  
Stage 1 | Optimize for...
- 58 -
Stage 2 | Responsive
Email Design (RED)
optimizes format by
device and screen size.
•  Alt text all images
•  Minim...
- 59 -
Stage 3 | Track device performance data
using ESP or Partner Vendor
Templates	
  –	
  A	
  Staged	
  Approach	
  to...
- 60 -
Stage 4 | Optimize content by device to target
offers and CTAs
Templates	
  –	
  A	
  Staged	
  Approach	
  to	
  M...
- 61 -
KEY	
  TAKEAWAYS	
  ON	
  MOBILE	
  OPTIMIZATION	
  
*SOURCEPew Research Center’s Project for Excellence in Journal...
- 62 -
NEWS
Read Content Within Email
Recipients	
  Goals	
  –	
  Specific	
  	
  
What does the recipient want to accompli...
- 63 -
SEGMENTATION
The New Email Best Practices - Segmentation	
  
- 64 -
Email	
  Best	
  Prac-ces	
  -­‐	
  Segmenta-on	
  
The best segmentation
ensures the recipients goals
are in line ...
- 65 -
Email	
  Best	
  Prac-ces	
  -­‐	
  Segmenta-on	
  
Emails are people.
People build relationships.
People have hist...
- 66 -
Email	
  Best	
  Prac-ces	
  -­‐	
  Segmenta-on	
  
How did you meet?
Where and when did last see each other?
What ...
- 67 -
Email	
  Best	
  Prac-ces	
  -­‐	
  Segmenta-on	
  
The New Best Practice for
Segmentation
focuses on tracking key ...
- 68 -
Email	
  Best	
  Prac-ces	
  -­‐	
  Segmenta-on	
  
EMAIL	
   ORIGINAL	
  
OPTIN	
  SOURCE	
  
ORIGINAL	
  
OPTIN	
...
- 69 -
Explicit Data –
Original Email Source
Recent Email Source - the
most valuable attributes
you will collect
Profile D...
- 70 -
Email	
  Best	
  Prac-ces	
  -­‐	
  Segmenta-on	
  
Keep explicit data lean.
Let the customer show you.
See Appendi...
- 71 -
Implicit Data – Let actions demonstrate
interests (online and offline)
Purchases
Customer Service Inquiries
Store V...
- 72 -
Email	
  Best	
  Prac-ces	
  -­‐	
  Segmenta-on	
  
Frequency should be guided by
engagement. Show, not tell.
See A...
- 73 -
SEGMENTATION KEY TAKEAWAYS
•  Original Email Source is #1
•  Behavior should inform interests & frequency
•  Begin ...
- 74 -
Email	
  Best	
  Prac-ces	
  -­‐	
  Content	
  
CONTENT
- 75 -
Email	
  Best	
  Prac-ces	
  -­‐	
  Content	
  
The best content
ensures the recipient they are a good
match for th...
- 76 -
Email	
  Best	
  Prac-ces	
  -­‐	
  Content	
  
Are you ready to support dynamic content?
- 77 -
Email	
  Best	
  Prac-ces	
  -­‐	
  Content	
  
YES, if you already do the following:
1.  Track email source
2.  Ha...
- 78 -
KEY CONSIDERATIONS PRIOR TO DYNAMIC CONTENT
•  Dynamic content is most successful once
behavioral modeling has been...
- 79 -
Email	
  and	
  Data	
  Best	
  Prac-ces	
  -­‐	
  Repor-ng	
  
REPORTING
- 80 -
Email	
  and	
  Data	
  Best	
  Prac-ces	
  -­‐	
  Repor-ng	
  
The best REPORTING
Shows how well you are
matching ...
- 81 -
Email	
  and	
  Data	
  Best	
  Prac-ces	
  –	
  Repor-ng	
  Vocabulary	
  
Open – Engaging content
Click – Made it...
- 82 -
Email	
  and	
  Data	
  Best	
  Prac-ces	
  -­‐	
  Repor-ng	
  
The New Email Best Practice for
Reporting focuses o...
- 83 -
Industry	
  Benchmarks	
  are	
  self-­‐reported	
  and	
  
can	
  be	
  tremendously	
  unreliable	
  based	
  on	...
- 84 -
•  Track	
  and	
  monitor	
  engagement	
  efforts	
  
•  Stringent	
  list	
  hygiene	
  ensures	
  accurate	
  re...
- 85 -
Engagement	
  	
  
Rates*	
  BRAND	
  X	
  
Current	
  	
  
(69k	
  Circ)	
  
If	
  Trimmed	
  -­‐23%	
  
(57k	
  C...
- 86 -
KEY TAKEAWAYS REPORTING
•  Accurately use reporting terms and know how to
interpret the data
•  Industry Benchmarks...
- 87 -
Email	
  and	
  Data	
  Best	
  Prac-ces	
  -­‐	
  Implementa-on	
  
ImplemenXng	
  Email	
  and	
  Data	
  Best	
 ...
- 88 -
SAMPLE	
  PLAN	
  FOR	
  COMPANY	
  X:	
  Implement	
  Founda-ons	
  of	
  Email	
  and	
  Data	
  Best	
  Prac-ces...
- 89 -
Implemen-ng	
  Best	
  Prac-ces	
  –	
  What	
  to	
  do	
  Now	
  
*SOURCE: Onmobile.com, May 2012
Rolling	
  out	...
- 90 -
More than 60% of emails in the US are opened on a mobile device and Brazil
increases annually.The majority are not ...
- 91 -
Simplify	
  subscrip-on	
  Management:	
  	
   Opt-­‐Down op-ons	
  reduce	
  acri-on	
  and	
  enhance	
  
engagem...
- 92 -
List	
  Cleanup	
  and	
  Reengagement	
  
Current State Proposed Enhancements
•  Dead and dormant emails sit on li...
- 93 -
Improve	
  Online	
  and	
  Offline	
  Email	
  Collec-on	
  
•  Prominent homepage placement touting benefits
•  Pop...
- 94 -
Welcome	
  Series:	
  	
  
A	
  Strong	
  Welcome	
  Email	
  Series	
  Is	
  the	
  First	
  Step	
  to	
  Long-­‐...
- 95 -
Q	
  and	
  A	
  
Email	
  and	
  Data	
  Best	
  PracXces	
  
THANK	
  YOU	
  
CONTACT:	
  nicole@fondgroup.com	
 ...
- 96 -
The	
  Preferences	
  Center	
  –	
  KEEP	
  IT	
  SIMPLE	
  
	
  
•  Keep Email Subscriptions simple, few, accurat...
- 97 -
START	
  with	
  observaXon	
  and	
  form	
  hypotheses	
  you	
  can	
  
test:	
  
	
  
For	
  Example,	
  rank	
...
- 98 -
Design	
  an	
  A/B	
  Subject	
  test	
  to	
  see	
  if	
  ‘Exclusive’	
  or	
  ‘Limited	
  
Time’	
  impact	
  o...
- 99 -
How	
  to	
  determine	
  Sample	
  Size/StaXsXcal	
  Significance?	
  
Use	
  a	
  Widget	
  or	
  other	
  free	
 ...
- 100 -
Content–	
  Tes-ng	
  
When A/B Testing:
•  A/B Testing should be used to prove major hypotheses and
only when ver...
- 101 -
Content–	
  Tes-ng	
  
Multivariate Testing: testing more than one aspect of an
email to get fast response on ‘bet...
- 102 -
Content–	
  Tes-ng	
  
Evaluating Segmentation Test Results:
•  Use Statistical Significance
•  Develop attrition ...
- 103 -
•  A/B	
  tesXng	
  is	
  slow	
  to	
  yield	
  results,	
  again,	
  use	
  only	
  for	
  
tesXng	
  major	
  v...
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The New Email Best Practices - knowing when and how to move to advanced tactics and when to get back to basics

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Nicole Delma, Consultant, Email and Database Marketing, The Huffington Post

Fórum E-Commerce Brasil 2013

Published in: Business, Technology
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Transcript of "The New Email Best Practices - knowing when and how to move to advanced tactics and when to get back to basics"

  1. 1. The New Email Best Practices Knowing when and how to move to advanced tactics and when to get back to basics. Nicole Delma, Founder
  2. 2. Nicole Delma 10 Years in Email and Database Marketing Consultant & Founder of FOND Group Previous:
  3. 3. - 3 - Brands Adidas Ann Taylor American Airlines Aveeno Avon Barclays Barnes & Noble Bloomingdales Bose Carnival Cruises Chevrolet Coach Dove Ducati Estee Lauder Gap Geico Heineken Hermes Hilton H&M Jaguar Kate Spade Lord & Taylor L’oreal Louis Vuitton Marc Jacobs Moet Hennesy Nike Nordstrom PrincessCruises Puma Quantas QVC Red Bull Saks Fifth Avenue Sephora Starbucks Starwood Steve Madden Southwest Air Stoli Target Ticketmaster Toyota Unilever W Hotels Zappos
  4. 4. - 4 - The New Email Best Practices     Templates   Segmenta-on   Content   Repor-ng   Implemen-ng  Best  Prac-ces  
  5. 5. - 5 - The New Email Best Practices   EMAIL 1. The most valuable data point 2. The most lucrative channel
  6. 6. - 6 - The New Email Best Practices   Source:  Direct Marketing Association, The Power of Direct Marketing, 2011-2012. Exchange based on *JUL 29, 2012 Exchange Rates R$1=US$0.44 " “Email is the most successful and profitable marketing channel…” 2012 Marketing Channel and Engagement Benchmark Study, Message Systems" U.S. DIRECT MARKETING BY MEDIA! Channel! 2012 ROI Forecast (US $)! 2012 ROI Forecast ! (R $)* ! Commercial Email" $ 39.40 " R$ 89.55" Internet Display" $ 22.38 " R$ 50.86" Internet Search" $ 19.71 " R$ 44.79" Direct Mail (Non- Catalog)" $ 15.40 " R$ 35.00" Social Media/ Networking" $ 12.90 " R$ 29.31" Mobile" $ 11.37 " R$ 25.84" Insert Media" $ 11.34 " R$ 25.77" Telemarketing" $ 8.26 " R$ 18.77" Direct Mail (Catalog)" $ 7.25 " R$ 16.47"
  7. 7. - 7 - The New Email Best Practices   In Brasil, Email is the most popular channel for brands to engage consumers SOURCE: EXACT TARGET, DIGITAL CARNIVAL POLL 2012
  8. 8. - 8 - The New Email Best Practices   Email heavily influences Brasilian consumers to purchase 87% check email from a brand daily 68% have purchased because of email 53% say they’re more likely to buy after subscribing to a company’s emails SOURCE: EXACT TARGET, DITIAL CARNIVAL POLL 2012
  9. 9. - 9 - The New Email Best Practices   Successful brands know that email is the backbone of their digital marketing programs.
  10. 10. - 10 - The New Email Best Practices   Yes, email is more complicated than ever… But does it need to be?
  11. 11. - 11 - The New Email Best Practices   Is Your Program Ready? Advanced Segmentation Real-time rendering DYNAMIC CONTENT! 360° reporting CrossChannel Device recognition
  12. 12. - 12 - The New Email Best Practices   Bridal Client wanted FORWARD TO A FRIEND so switched Email providers Example
  13. 13. - 13 - The New Email Best Practices   2out of every 100,000 recipients ever used FORWARD TO A FRIEND Example
  14. 14. - 14 - The New Email Best Practices   Do you stand to gain?
  15. 15. - 15 - The New Email Best Practices   Before we get started… 3 quick notes on marketers
  16. 16. - 16 - The New Email Best Practices   #1 Marketers are hooked on the NEW.
  17. 17. - 17 - The New Email Best Practices   NEW! NEW! NEW! features vendors channels releases devices campaigns! reports partners integrations
  18. 18. - 18 - The New Email Best Practices   January 2012 – Bought NEW Bike
  19. 19. - 19 - The New Email Best Practices   March 2012 – Big Race, used OLD bike because I was more comfortable.
  20. 20. - 20 - The New Email Best Practices   May 2012 – NEW Distraction. Buy a Surfboard
  21. 21. - 21 - The New Email Best Practices   July 2013 – SOLD
  22. 22. - 22 - The New Email Best Practices   What if NEW isn’t always BEST? Perhaps we should repair our current programs…
  23. 23. - 23 - The New Email Best Practices   #2 Marketers are overloaded with input.
  24. 24. - 24 - The New Email Best Practices   When it comes to marketing, everybody has an opinion.
  25. 25. - 25 - The New Email Best Practices   #3 Marketers must think in terms of systems and goals.
  26. 26. - 26 - The New Email Best Practices   We must protect the data asset and protect the customers from ourselves.
  27. 27. - 27 - The New Email Best Practices  EXAMPLE NEW IDEA:
  28. 28. - 28 - The New Email Best Practices  EXAMPLE NEW IDEA: “Let’s send less promotional emails and more emails with style tips!”
  29. 29. - 29 - The New Email Best Practices  IMPLEMENTATION: BEFORE – WEEKLY MAILINGS 7 X PROMOS AFTER – WEEKLY MAILINGS 4 X PROMOS 3 X EDITORIAL
  30. 30. - 30 - The New Email Best Practices  RESULTS: • Open rates up by é15% • Click rates down by ê3% • Unsubscribe rates up by é5% • Email sales decline by ê20% • Spam complaints ê25%
  31. 31. - 31 - The New Email Best Practices  RESULTS: • Open rates up by é15% • Click rates down by ê3% • Unsubscribe rates up by é5% • Email sales decline by ê20% • Spam complaints ê25% WHY?
  32. 32. - 32 - The New Email Best Practices   Email marketing is part of an incredibly complex system.
  33. 33. - 33 - The New Email Best Practices   Email marketing is part of an incredibly complex system. 15 YEARS OF MAILING SALE EMAILS
  34. 34. - 34 - The New Email Best Practices   Value Prop attracted Customers Interested in SALES Ongoing promos further condition customers Sudden change in value prop Customer goals not met
  35. 35. - 35 - The New Email Best Practices   Marketers must think in terms of systems and goals.
  36. 36. - 36 - The New Email Best Practices  EXAMPLE NEW IDEA: “Let’s send less promotional emails and more emails with style tips!”
  37. 37. - 37 - The New Email Best Practices  EXAMPLE NEW IDEA: CMO GOALS: 1. Reduce dependence on promotional emails 2. Improve profile of brand by offering better content 3. Increase open rates, decrease spam 4. Maintain or increase revenue
  38. 38. - 38 - The New Email Best Practices   Email marketing is part of an incredibly complex system. 15 YEARS OF SALE EMAILS FAILED MAIL LESS SALE, MORE STYLE
  39. 39. - 39 - The New Email Best Practices   rightcustomer@gmail.com   þ Sign up to receive style tips and more! Attract the right customers for your messages and track them
  40. 40. - 40 - The New Email Best Practices   Email success is about meeting customer goals. 15 YEARS OF SALE EMAILS STYLE ACQUISITION CAMPAIGN MAIL LESS SALE, MORE STYLE SUCCESS
  41. 41. - 41 - The New Email Best Practices   Systems Thinking + Goal Matching = Happy Customers
  42. 42. - 42 - The New Email Best Practices   1. Marketers are hooked on the NEW. 2. Marketers are OVERLOADED with input. 3. Marketers must think in terms of SYSTEMS and GOALS. KEY TAKEAWAYS
  43. 43. - 43 - The New Email Best Practices   How do you know when it is time to move to the NEW and how do you approach it?
  44. 44. - 44 - The New Email Best Practices   You must know what HAS worked for you and what IS working for you now.
  45. 45. - 45 - TEMPLATES The New Email Best Practices - Templates  
  46. 46. - 46 - The best templates make it easy for the recipient to accomplish their goals. The New Email Best Practices - Templates  
  47. 47. - 47 - Recipient Goals and Expectations •  Adherence to the original value prop •  Ease of use •  Consistency   The New Email Best Practices - Templates  
  48. 48. - 48 - Recipients Goals – Stick to the Original Value Prop
  49. 49. - 49 - New Email Best Practice for Templates is to build a design that ‘works’ across all platforms and all devices. Recipients Goals – Ease of Use
  50. 50. - 50 - Consistency: Does your email look beautiful everywhere? Brand X Domain (Email Client) Breakdown* The New Email Best Practices - Templates  
  51. 51. - 51 - FY2012   FY2013   What devices drive traffic to your site? The New Email Best Practices - Templates  
  52. 52. - 52 - Test  and  measure  performance  of  your  templates  across     Desktop  Email  Clients   Recipients Goals – Consistency *SOURCE: LITMUS RENDERING ENGINE
  53. 53. - 53 - Test  and  measure  performance  of  your  templates  across     Web-­‐Based  Email  Clients   Recipients Goals – Consistency *SOURCE: LITMUS RENDERING ENGINE
  54. 54. - 54 - Test  and  measure  performance  of  your  templates  across     Mobile  Email  Clients/Devices   Recipients Goals – Consistency *SOURCE: LITMUS RENDERING ENGINE
  55. 55. - 55 - Templates  –  A  Staged  Approach  to  Mobile  Op-miza-on   If you aren’t accounting for rendering, your test results are all flawed.
  56. 56. - 56 - Templates  –  A  Staged  Approach  to  Mobile  Op-miza-on   We don’t have this tracking in place, what can we do NOW?
  57. 57. - 57 - **SOURCE: Onmobile.com, May 2012 Standard Mobile Pixel Count** 68%  are  240x320     Stage 1 | Optimize for general mobile and tablet so emails ‘work’ on all devices •  640 pixels wide •  Alt text all images •  Minimize images to reduce download time •  Enhance buttons/CTAs (size/color) •  32 x 32 social icon conformance Templates  –  A  Staged  Approach  to  Mobile  Op-miza-on  
  58. 58. - 58 - Stage 2 | Responsive Email Design (RED) optimizes format by device and screen size. •  Alt text all images •  Minimize images to reduce download time •  640 pixels wide adjust to 320 on mobile •  Enhance buttons/CTAs (size/color) •  32 x 32 social icon conformance •  Content areas render dependent on screen size Templates  –  A  Staged  Approach  to  Mobile  Op-miza-on  
  59. 59. - 59 - Stage 3 | Track device performance data using ESP or Partner Vendor Templates  –  A  Staged  Approach  to  Mobile  Op-miza-on  
  60. 60. - 60 - Stage 4 | Optimize content by device to target offers and CTAs Templates  –  A  Staged  Approach  to  Mobile  Op-miza-on  
  61. 61. - 61 - KEY  TAKEAWAYS  ON  MOBILE  OPTIMIZATION   *SOURCEPew Research Center’s Project for Excellence in Journalism (PEJ) released its Future of Mobile News, Oct 2012 **SOURCE: Onmobile.com, May 2012 •  Stage 1 – Optimize for all mobile and tablet so emails ‘work’ on all devices •  Stage 2 –Optimize format by device using Responsive Email Design (RED) to detect and adjust for screen size. •  Stage 3 - Track device performance data using ESP or Partner Vendor •  Stage 4 – Optimize content by device to target offers and CTAs Templates  –  A  Staged  Approach  to  Mobile  Op-miza-on  
  62. 62. - 62 - NEWS Read Content Within Email Recipients  Goals  –  Specific     What does the recipient want to accomplish with this email? ACTION Leave Email and Go to Site ALERT Informative, Take No Action
  63. 63. - 63 - SEGMENTATION The New Email Best Practices - Segmentation  
  64. 64. - 64 - Email  Best  Prac-ces  -­‐  Segmenta-on   The best segmentation ensures the recipients goals are in line with the senders.
  65. 65. - 65 - Email  Best  Prac-ces  -­‐  Segmenta-on   Emails are people. People build relationships. People have history.
  66. 66. - 66 - Email  Best  Prac-ces  -­‐  Segmenta-on   How did you meet? Where and when did last see each other? What happened?
  67. 67. - 67 - Email  Best  Prac-ces  -­‐  Segmenta-on   The New Best Practice for Segmentation focuses on tracking key data that informs the nature of the relationship.
  68. 68. - 68 - Email  Best  Prac-ces  -­‐  Segmenta-on   EMAIL   ORIGINAL   OPTIN  SOURCE   ORIGINAL   OPTIN  DATE   RECENT  OPTIN   SOURCE   RECENT  OPTIN   DATE   HappyCusto mer@gmail. com   Store_53   09/01/2002   World_Cup_ Sweeps   03/08/2013   Optin Source • Shows performance by acquisition • Allows for customized welcome series • Defines relationship • Supports deliverability
  69. 69. - 69 - Explicit Data – Original Email Source Recent Email Source - the most valuable attributes you will collect Profile Data Survey Response Demographics Appended Data Segmenta-on–  Honoring  the  Recipients  Goals  and  Interests  
  70. 70. - 70 - Email  Best  Prac-ces  -­‐  Segmenta-on   Keep explicit data lean. Let the customer show you. See Appendix 1 on Preferences Center
  71. 71. - 71 - Implicit Data – Let actions demonstrate interests (online and offline) Purchases Customer Service Inquiries Store Visits RSVPs Contest Entry Attendance Downloads Opens Clicks Social Media Partner Associations Segmenta-on–  Honoring  the  Recipients  Goals  and  Interests  
  72. 72. - 72 - Email  Best  Prac-ces  -­‐  Segmenta-on   Frequency should be guided by engagement. Show, not tell. See Appendix 1 on Preferences Center
  73. 73. - 73 - SEGMENTATION KEY TAKEAWAYS •  Original Email Source is #1 •  Behavior should inform interests & frequency •  Begin scoring and applying basic modeling •  All email addresses are not created equal. Segmenta-on–  Honoring  the  Recipients  Goals  and  Interests  
  74. 74. - 74 - Email  Best  Prac-ces  -­‐  Content   CONTENT
  75. 75. - 75 - Email  Best  Prac-ces  -­‐  Content   The best content ensures the recipient they are a good match for the information you are offering.
  76. 76. - 76 - Email  Best  Prac-ces  -­‐  Content   Are you ready to support dynamic content?
  77. 77. - 77 - Email  Best  Prac-ces  -­‐  Content   YES, if you already do the following: 1.  Track email source 2.  Have a strong welcome program 3.  Successfully track and target on behavioral data 4.  Are comfortable not mailing when there isn’t a match
  78. 78. - 78 - KEY CONSIDERATIONS PRIOR TO DYNAMIC CONTENT •  Dynamic content is most successful once behavioral modeling has been proven •  Effective lifts can be achieved through strategic targeting and non-mailing •  Prioritize auto-frequency adjustment and reengagement over dynamic •  Move to Dynamic content ONLY when clear financial conversion opportunity is apparent Content  –  Dynamic  or  Sta-c  
  79. 79. - 79 - Email  and  Data  Best  Prac-ces  -­‐  Repor-ng   REPORTING
  80. 80. - 80 - Email  and  Data  Best  Prac-ces  -­‐  Repor-ng   The best REPORTING Shows how well you are matching the recipient goals with the sender goals at different stages.
  81. 81. - 81 - Email  and  Data  Best  Prac-ces  –  Repor-ng  Vocabulary   Open – Engaging content Click – Made it easy to meet a goal Click to Open (CTO)– Attracted the right people Unusbscribe – No longer on target – it’s ok. Unsubs climb as opens do. Abuse/Spam – Destroys deliverability
  82. 82. - 82 - Email  and  Data  Best  Prac-ces  -­‐  Repor-ng   The New Email Best Practice for Reporting focuses on a clean list and internal benchmarks.
  83. 83. - 83 - Industry  Benchmarks  are  self-­‐reported  and   can  be  tremendously  unreliable  based  on  list   hygiene  and  internal  methods  of  calculaXon.     Factors  That  Affect  Rates:   -­‐Age  of  List     -­‐Frequency  of  mailing  to  that  list   -­‐Source  of  emails/quality   -­‐Data  integrity   Repor-ng  –  A  Note  on  Benchmarks  
  84. 84. - 84 - •  Track  and  monitor  engagement  efforts   •  Stringent  list  hygiene  ensures  accurate  reporXng   and  deliverability   Repor-ng  –  Establishing  Benchmarks  to  Monitor  Engagement   SAMPLE: BRAND X Current List Engagement*
  85. 85. - 85 - Engagement     Rates*  BRAND  X   Current     (69k  Circ)   If  Trimmed  -­‐23%   (57k  Circ)   Open   12.48%   16.20%   Click   1.29%   1.67%   SAMPLE  Content  –  Frequency  and  Reengagement  How  to    
  86. 86. - 86 - KEY TAKEAWAYS REPORTING •  Accurately use reporting terms and know how to interpret the data •  Industry Benchmarks are highly unreliable •  Benchmark against yourself •  Before investing in reporting, clean and reengage your lists     Repor-ng  
  87. 87. - 87 - Email  and  Data  Best  Prac-ces  -­‐  Implementa-on   ImplemenXng  Email  and  Data  Best  PracXces   What  to  do  NOW
  88. 88. - 88 - SAMPLE  PLAN  FOR  COMPANY  X:  Implement  Founda-ons  of  Email  and  Data  Best  Prac-ces   Current     Goal   Implica-ons   Template  Op-miza-on   and  Redesign   •  Templates  are  not  opXmized  across  all   devices     •  Designs  are  not  opXmized  based  on  user   goals/data     •  Majority  of  landing  pages  are  not  mobile   compaXble,  hindering  email  engagement   and  performance   •  Redesign  standard  templates  to   adhere  to  best  pracXce   •  OpXmize  specific  business  appeal   templates  based  on  user  and   sender  goals   •  Mobile-­‐opXmize  all  templates  and/ or  (Responsive  Email  Design)   •  Mobile  OpXmize  all  landing  pages   •  IT  prioriXzaXon   •  Editorial/Publishing   Feedback   •  CreaXve  &  UI  resources   Simplify  Subscrip-on   Management   •  SubscripXon  management  is  not   engaging  or  uniform  so  users  are  not   clear  what  exactly  they  will  be  geing   •  Data  isn’t  be  standardized     •  Users  adopXon  is  hindered  by  the  subpar   experience   •  Robust  user-­‐friendly  Preferences   Center  with  interest  opXons       •  User  engagement  is  enhanced  by   user-­‐friendly  design     •  IT  prioriXzaXon   •  CreaXve  &  UI  resources     List  Cleanup  and   Reengagement   •  Dead  and  dormant  emails  sit  on  list,   reducing  performance     •  All  customers  are  mailed  standard   frequency  of  emails  per  week,  regardless   of  whether  they  open  or  click   •  Cleanup  of  lists  and  recalibraXon   of  performance  metrics     •  Reengagement  Series  design  and   execuXon  w/Frequency   management  prompts   •  IT  prioriXzaXon   •  Vendor  Support     •  CreaXve  resources   Improve  Email  Collec-on   and  Welcome  Series   •  Points  of  email  collecXon  are  not   opXmized  for  capture  or  validaXon   •  Offline  and  partner  opportuniXes  are  not   facilitated  through  uniform  forms   •  Lack  of  welcome  series  means  criXcal     opportunity  to  engage  and  cross  sell  is   missed   •  Enhanced  on-­‐site  capture  visibility     •  Enhance  social,  mobile,  partner,   print  callouts   •  Standardize  offline  capture,  bring   online  wherever  possible   •  Email  validaXon  at  capture   •  Triggered  confirmaXon  and     strategic  welcome  messaging   •  IT  prioriXzaXon     •  Vendor  support   •  CreaXve  resources  
  89. 89. - 89 - Implemen-ng  Best  Prac-ces  –  What  to  do  Now   *SOURCE: Onmobile.com, May 2012 Rolling  out  mobile-­‐friendly  templates  and/or  (RED)  templates  and  mobile-­‐friendly   landing  pages  will  immediately  boost  conversion  metrics.  
  90. 90. - 90 - More than 60% of emails in the US are opened on a mobile device and Brazil increases annually.The majority are not uniform or optimized for mobile conversion. •  Most email templates cannot be easily read on mobile devices nor are they are not optimized to maximize conversion based on user goals •  Users receive improperly scaled templates that prohibit easy interaction •  Landing pages deter the conversion process •  First, General Mobile Optimization •  Next, Responsive Email Design (RED) •  Messages work with images turned on or off •  Detailed mobile tracking to evolve and optimize over time •  Mobile-specific messaging to drive mobile conversion Current State Proposed Enhancements 90 Template  Op-miza-on  and  Redesign  
  91. 91. - 91 - Simplify  subscrip-on  Management:     Opt-­‐Down op-ons  reduce  acri-on  and  enhance   engagement  metrics  by  giving  readers  choices  they  want   •  Allow users to proactively manage their email preferences before reaching the point of opt-out •  Prompt to give more information about their interests so we can target them more effectively •  Allow users to provide feedback on why they are opting down/out •  Give users a ‘pause’ option – especially useful for news which people often want to pause while away Current State Proposed Enhancements •  Clearest Choice is Unsub From all emails •  No option to opt-down, collect info from user, pause Resources needed: IT prioritization, Creative & UI Resources ERROR MESSAGE!
  92. 92. - 92 - List  Cleanup  and  Reengagement   Current State Proposed Enhancements •  Dead and dormant emails sit on list, reducing performance •  All customers are mailed standard frequency of emails per week, regardless of whether they open or click •  Metrics are skewed because of the older emails Reactivation Campaign •  Cleanup of lists and recalibration of performance metrics •  Reengagement Series Design and Launch 1.  Auto-reduce frequency for customers who have received multiple messages and have not opened or clicked 2.  Re-incentivize with targeted Reengagement Campaigns 3.  Cross sell to another property
  93. 93. - 93 - Improve  Online  and  Offline  Email  Collec-on   •  Prominent homepage placement touting benefits •  Popover for first time visitors or registrants who are not logged in •  Incentivized subscription with contesting and access to email exclusive content •  Offline standardization and digitization where possible Proposed Enhancements •  Sign-up is hard to find, doesn’t collect data on the spot, not on every page •  Sign-up is not prompted with pop-up •  Value prop isn’t clear and consistent •  Processes are not consistent and doesn’t validate Current State
  94. 94. - 94 - Welcome  Series:     A  Strong  Welcome  Email  Series  Is  the  First  Step  to  Long-­‐Term  Engagement   •  A series of emails that warms up the customer to the email program •  Explains the brand, its email programs and community and what to expect •  Highlights ways customer can interact with the brand Works via social, events, activities •  Cross sells other properties, features, partners, apps when ready •  Confirms valid email and prompts more data capture (profile completion) Current State Proposed Enhancements 94 •  Lack of welcome series means critical opportunity to engage and cross sell is missed
  95. 95. - 95 - Q  and  A   Email  and  Data  Best  PracXces   THANK  YOU   CONTACT:  nicole@fondgroup.com   TWITTER:  fondgroup  
  96. 96. - 96 - The  Preferences  Center  –  KEEP  IT  SIMPLE     •  Keep Email Subscriptions simple, few, accurate •  Keep everything else in a profile/interests section so it can be evolved without re-permissioning •  Preferences  should  generally  NOT  include  frequency   •  Create  an  opt-­‐down  page  and  pause  opXons  shown  at  the   point  of  unsubscribe   APPENDIX  1  –  THE  PREFERENCES  CENTER  
  97. 97. - 97 - START  with  observaXon  and  form  hypotheses  you  can   test:     For  Example,  rank  past  top  performing  subject  lines  to   see  which  phrases  net  the  highest  opens  and  among   which  customers:     1.  Exclusive   2.  Limited  Time   3.  View   4.  Win   5.  Free   APPENDIX  2  –  TESTING  AND  OPTIMIZATION  
  98. 98. - 98 - Design  an  A/B  Subject  test  to  see  if  ‘Exclusive’  or  ‘Limited   Time’  impact  open  rates  or  whether  this  was  due  to   targeXng  and/or  content     1.  Exclusive 2.  Limited Time 3.  View 4.  Win 5.  Free Content  –  Tes-ng  and  Op-miza-on  
  99. 99. - 99 - How  to  determine  Sample  Size/StaXsXcal  Significance?   Use  a  Widget  or  other  free  online  tools     Content  –  Tes-ng  and  Op-miza-on  
  100. 100. - 100 - Content–  Tes-ng   When A/B Testing: •  A/B Testing should be used to prove major hypotheses and only when very large list size is possible •  Determine which criteria you want to test and choose one •  Start from the outside in (segment, subject, header, body, CTA) •  Determine confidence level (95% is common in marketing) •  Determine sample size needed/assess feasibility •  Repeat testing frequently, prioritizing financial risk
  101. 101. - 101 - Content–  Tes-ng   Multivariate Testing: testing more than one aspect of an email to get fast response on ‘better’ in lieu of ‘best’
  102. 102. - 102 - Content–  Tes-ng   Evaluating Segmentation Test Results: •  Use Statistical Significance •  Develop attrition benchmarks to limit overbroad mailing •  Assign $ values to the existing emails on your list •  Determine acquisition cost of a new email
  103. 103. - 103 - •  A/B  tesXng  is  slow  to  yield  results,  again,  use  only  for   tesXng  major  variaXons   •  Get  comfortable  tesXng  mulXple  variables  at  once   •  IdenXfy  a  primary  goal   •  Always  use  staXsXcal  significance     •  Establish  Internal  Benchmarks  and  maintain  strict  list   hygiene  so  they  can  be  accurately  measured     Content  –  Tes-ng  and  Op-miza-on  
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