Econsultancy: Email Marketing

iStrategy - Email Marketing 10 February 2010 Peter Abraham Econsultancy.com

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10 Feb 2010 iStrategy - Email Marketing | 3

Today - Three sections...
1. Your Email Marketing capabilities and a plan to excellence.
2. Email Marketing budget allocation and ROI, how they compare to other media.
3. Challenges that affect email marketing success and some thoughts on improving.
Interactive.

People are used to it - use it every day
Adaptable to all stages in lifecycle
Cuts costs – direct mail, telemarketing
Offers short time to market
Short test to roll cycles
Infinitely personalisable
Delivers best Return on Investment...
Agree?
Why is Email still hot? 10 Feb 2010 iStrategy - Email Marketing | 6

ROI of Digital Channels 10 Feb 2010 iStrategy - Email Marketing | 134 Source: Email Marketing Census 2009: in association with Adestra (ESP): Econsultancy.com

Who killed email? - Wall St Journal... 10 Feb 2010 iStrategy - Email Marketing | 6

R
Who killed email? 10 Feb 2010 iStrategy - Email Marketing | 6

Email has a widely-aged audience? 10 Feb 2010 iStrategy - Email Marketing | 137 Source:

RSS? - hasn’t gone mass market
SMS? - no links
Twitter - maybe? But we’re still on the adoption curve
Social networks? - maybe? still rely on email
iPhone apps? - maybe? When the walls come down
So actually Email is alive and well!
It’s why you’re here isn’t it?
Who killed email? 10 Feb 2010 iStrategy - Email Marketing | 6 Integrate this stuff with your email

10 Feb 2010 iStrategy - Email Marketing 05 March 2008 Advanced Email Marketing 1. Your Email Marketing capabilities and a plan to excellence | 5

Email staged capability matrix. Where are you on here? Where are you on here?
1
2
3
4
5
10 Feb 2010 iStrategy - Email Marketing | 134 Source: Email Marketing Best Practice Guide: Econsultancy.com

Your email capabilities... 10 Feb 2010 iStrategy - Email Marketing | 134 Source: Econsultancy Email Marketing Best Practice Guide

Your email capabilities... 10 Feb 2010 iStrategy - Email Marketing | 134 Source: Email Marketing Best Practice Guide: Econsultancy.com

10 Feb 2010 iStrategy - Email Marketing 05 March 2008 Advanced Email Marketing 2. Email Marketing budget allocation and ROI, how they compare to other media. | 5

Email Marketing Calculator - calculate the value of your email database
http://www.emailcenteruk.com/email-marketing-knowledge/calculator.php
What’s an Email address worth to your business? Do you know? 10 Feb 2010 iStrategy - Email Marketing | 6

Spend on Email Marketing 10 Feb 2010 iStrategy - Email Marketing | 134 Source: Email Marketing Census 2009: in association with Adestra (ESP): Econsultancy.com

ROI of Digital Channels 10 Feb 2010 iStrategy - Email Marketing | 134 Source: Email Marketing Census 2009: in association with Adestra (ESP): Econsultancy.com

ROI of EMail Source: Email Marketing Census 2009: in association with Adestra (ESP): Econsultancy.com 10 Feb 2010 iStrategy - Email Marketing | 134

Spend on Email Marketing 10 Feb 2010 iStrategy - Email Marketing | 134 Source: Email Marketing Census 2009: in association with Adestra (ESP): Econsultancy.com

Budgets are moving from print to online - how much are you grabbing? 10 Feb 2010 iStrategy - Email Marketing | 6

Conversion model for email response 10 Feb 2010 iStrategy - Email Marketing | 134 Source: Email Marketing Best Practice Guide: Econsultancy.com

10 Feb 2010 iStrategy - Email Marketing 05 March 2008 Advanced Email Marketing 3. Challenges that affect email marketing success... ...and thoughts on how to improve them - back to basics... | 5

Who said email was easy? It’s taken 20yrs! It’s taken 20yrs! 10 Feb 2010 iStrategy - Email Marketing | 134 Source: The Email Best Practice Guide: Econsultancy.com

Concentrate on three things...
Deliverability, measurement and monitoring!
Good old fashioned marketing.
If it gets delivered your half way home.
If you’re measuring you’ll see trends and patterns
If you’re monitoring you’ll know when to change tact

What do YOU want ME to do as a customer?
- Go to the website or other medium?
- Register?
- Buy stuff?
- Turn up again soon?
- Give you some feedback?
- Keep the relationship alive?
- Keep coming back?
- Recommend you?
- Keep coming back - in person and online!

Where do you need focus? 10 Feb 2010 iStrategy - Email Marketing | 137 Source: Email Marketing Census 2009: in association with Adestra (ESP): Econsultancy.com

Sending less - better targeted? 10 Feb 2010 iStrategy - Email Marketing | 137 Source: Email Marketing Census 2009: in association with Adestra (ESP): Econsultancy.com

Getting your message delivered
I
10 Feb 2010 iStrategy - Email Marketing | 137 Source: Email Marketing Census 2009: in association with Adestra (ESP): Econsultancy.com

Improve Reputation Management - Clean your Data and up your ROI! Clean your Data and up your ROI!
- Remove bounces
- Removes complainers
- Remove un-subscribes
- Your list gets smaller but the returns will be better

A
A

Does it need to be image rich? No images required, just the facts No images required, just the facts 10 Feb 2010 iStrategy - Email Marketing

Would you prefer text…as part of registration process? 10 Feb 2010 iStrategy - Email Marketing | 135

Here’s a Blacklist checker… 10 Feb 2010 iStrategy - Email Marketing | 150 Source: http://www.mxtoolbox.com/blacklists.aspx Or get your Email provider to do it.

Self service - Adjust number of messages/alerts received 10 Feb 2010 iStrategy - Email Marketing | 134

Self service - announce other channels available 10 Feb 2010 iStrategy - Email Marketing | 134

More self service...reminders 10 Feb 2010 iStrategy - Email Marketing | 20 Gives you an excuse to bring them back

Alert me when in stock 10 Feb 2010 iStrategy - Email Marketing | 66

Clear navigation - don’t make me think - assists customer journey 10 Feb 2010 iStrategy - Email Marketing Good analytical insight - feedback

If your product is complex...assist! 7 days of free training by email...Day 7 7 days of free training by email...Day 7 10 Feb 2010 iStrategy - Email Marketing

Landin page - Lazy marketing...you know me!! 10 Feb 2010 iStrategy - Email Marketing | 115 So pre-fill please - don’t make me think

Triggered 10 Feb 2010 iStrategy - Email Marketing | 134
Use Behavioural data
Source: Email Marketing Best Practice Guide: Econsultancy.com

What did I ask you again? Repeat back what the user asked... Repeat back what the user asked... 10 Feb 2010 iStrategy - Email Marketing | 134

Freemium model? Up click rates 10 Feb 2010 iStrategy - Email Marketing | 134 Source: Email Marketing Best Practice Guide: Econsultancy.com

Simple changes...
Test factorsNew Origin subscribers
Test group slit 50/50 AB - 50 to receive the "add to address book"
Each subscriber remained in test group for three months after sign-up
Hang on...say...
4.5%
x AOV £25
x 2,000
= £50k Wow!
10 Feb 2010 iStrategy - Email Marketing | 134 Source: Experian Cheetahmail Case study

ReMarketing 10 Feb 2010 iStrategy - Email Marketing | 134
30% of UK shoppers admit that they would go back online and complete their purchases if something as simple as a small discount or free postage and packing was offered to them
Test factorsFollow-up emails to registered customers who abandon their shopping basketReminder emails about an existing shopping basketFollow-up emails to registered customers that received a system error during checkoutTargeted promotions based on an item a visitor browsedIncentive promotions for out-of-stock or back-ordered items Source: Experian Case study

Free Shipping = Higher transactions 10 Feb 2010 iStrategy - Email Marketing | 134 But it doesn’t have to be a small purchase! Bigger bundles. Source: Smith-Harmon_Retail_Email_Guide_to_Multichannel_Engagement.pdf

Free Shipping = Higher transactions 10 Feb 2010 iStrategy - Email Marketing | 134 Some of the best-performing campaigns are sent to small, highly targeted segments of subscribers , with both the product and free shipping offers geared to the selected audience AND The use of dynamic content to automatically populate the most relevant product images and copy also can significantly strengthen this tactic and make it easier to employ. Source: Smith-Harmon_Retail_Email_Guide_to_Multichannel_Engagement.pdf

Mobile - your email list just got bigger. 10 Feb 2010 iStrategy - Email Marketing | 134
Email usage on mobile devices has nearly doubled since 2004 according to AOL, and the Email Experience Council predicts that 60% of emails will be read outside of the inbox by 2009.
To cater to this rising demographic, create a text-only version of each email you send this year and link to it at the very top of the template, above any logos or images. Accompany this link with copy such as, “Viewing on a PDA? Click here to view this email in text.”
Source: Cheetahmail Case study

Mobile - sms alert in email 10 Feb 2010 iStrategy - Email Marketing | 134 Source: http://stylecampaign.com /

Mobile and Social - drive traffic 10 Feb 2010 iStrategy - Email Marketing | 134 Source: http://stylecampaign.com /

Make life easier for them and you... 10 Feb 2010 iStrategy - Email Marketing | 134 Source: http://stylecampaign.com /

Announcements - Offers to your mobile Offers to your mobile 10 Feb 2010 iStrategy - Email Marketing | 134 Source: http://stylecampaign.com /

Mobile and Social Just because it’s email doesn’t mean you should forget all those other channels - conversion is your goal! It’s all about Joined up marketing. 10 Feb 2010 iStrategy - Email Marketing | 134 Source: http://stylecampaign.com /

Local personalisation 10 Feb 2010 iStrategy - Email Marketing | 134 Source: Smith-Harmon_Retail_Email_Guide_to_Multichannel_Engagement.pdf

Email and crowd sourcing 10 Feb 2010 iStrategy - Email Marketing | 134
Email assists product marketing
Source: Smith-Harmon_Retail_Email_Guide_to_Multichannel_Engagement.pdf

Demonstrate functionality - search 10 Feb 2010 iStrategy - Email Marketing | 134
From the ‘don’t make me think’ school of marketing

Mobile and Social 10 Feb 2010 iStrategy - Email Marketing | 134
Use keyword insight from onsite and search engine searches to assist purchasing.
Use Analytics to provide popular categories
Feed back email to site customer experience team

Mobile and Social = Kickstart Viral 10 Feb 2010 iStrategy - Email Marketing | 134 Source: Smith-Harmon_Retail_Email_Guide_to_Multichannel_Engagement.pdf

Multi-channel 10 Feb 2010 iStrategy - Email Marketing | 134 Source: Cheetahmail Case study Source: Cheetahmail Case study

Multi-channel - TV & Email 10 Feb 2010 iStrategy - Email Marketing | 134

Dual landing pages 10 Feb 2010 iStrategy - Email Marketing | 134

Different landing pages 10 Feb 2010 iStrategy - Email Marketing | 134

How many calls to action? Think! What do you want them to do? Think! What do you want them to do? 10 Feb 2010 iStrategy - Email Marketing | 134 Source: Email Marketing Best Practice Guide: Econsultancy.com

Plenty of data...
Registration Data
Transactional Data
Click-stream data
Do more analysis!

Be Strategic. have an email testing programme 10 Feb 2010 iStrategy - Email Marketing Q1 tests Registration incentives From Fields Subject Lines Q2 tests Frequency testing Personalisation Price tests Q3 tests Automated campaigns Re-activation strategies Q4 tests Segmentation models Churn analysis New format | 52

Forget about averages. You are where you are. You can’t beat your own data. You can’t beat your own data. You can’t beat your own data.
- Last campaign is benchmark
- Keep testing
- Keep measuring

Email as Business Intelligence 10 Feb 2010 iStrategy - Email Marketing | 6
These guys monitor email campaigns from across the US...and now twitter too

It’s all about seeing the bigger picture…
There are only a few critical areas to measure
- Segmentation size!
- Open rate
- Click-through rate
- Conversion Rate
- Average Order Value!

Summary
- Deliverability, measurement & monitoring and testing are critical to ROI!
- Know the true value of your data, if your Email has the highest ROI, go for more budget
- Have a plan to excellence. Keep learning and assess that learning as the discipline evolves - people with skills are key, technology is only an enabler! Remember 90/10

Thanks for your time
...why not Email your questions to me:
[email_address]
For good resources - check the sources or drop me an email.
Econsultancy is a global independent community -based publisher, focused on best practice digital marketing and ecommerce. Our hub has 80,000+ members worldwide from clients, agencies and suppliers alike with over 90% member retention rate. We help our members build their internal capabilities via a combination of research reports and how-to guides, training and development, face-to-face conferences , forums and professional networking .
For the last 10 years, our resources have helped members learn, make better decisions, build business cases, find the best suppliers, accelerate their careers and lead the way in best practices and innovation.
Join Econsultancy today at http://econsultancy.com .

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Econsultancy: Email Marketing

by iStrategy on Feb 12, 2010

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