Email Marketing | Peter Abraham, Econsultancy.com

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

10 Feb 2010 iStrategy - Email Marketing
Welcome
Who are Econsultancy.
10 years old
Global independent community-based publisher, focused on best practice digital
marketing and ecommerce.
80,000+ members worldwide
We help clients build their internal capabilities via a combination of research,
reports and how-to guides, training etc.
Our members make better decisions, build business cases, find the best suppliers,
accelerate their careers and lead the way in best practices and innovation.
More here: http://econsultancy.com.
*Don’t forget your free copy of our Managing Digital Channels report
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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.
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• 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?
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ROI of Digital Channels
| 134
Source: Email Marketing Census 2009: in association with Adestra (ESP): Econsultancy.com

Who killed email? - Wall St Journal...
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• R
Who killed email?
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Email has a widely-aged audience?
| 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?
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Integrate this stuff with your email

10 Feb 2010 iStrategy - Email Marketing05 March 2008 Advanced Email Marketing
1. Your Email Marketing
capabilities and a plan to
excellence
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Email staged capability matrix.
Where are you on here?
1
2
3
4
5
| 134
Source: Email Marketing Best Practice Guide: Econsultancy.com

Your email capabilities...
| 134
Source: Econsultancy Email Marketing
Best Practice Guide

Your email capabilities...
| 134

2. Email Marketing budget
allocation and ROI, how
they compare to other
media.
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• 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?
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Spend on Email Marketing
| 134

ROI of EMail
| 134

Budgets are moving from print to
online - how much are you grabbing?
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Conversion model for email response
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3. Challenges that affect
email marketing success...
...and thoughts on how to
improve them - back to
basics...
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Who said email was easy?
It’s taken 20yrs!
| 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
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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!
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Where do you need focus?
| 137

Sending less - better targeted?
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Getting your message delivered
I
| 137

Improve Reputation Management -
Clean your Data and up your ROI!
- Remove bounces
- Removes complainers
- Remove un-subscribes
- Your list gets smaller but the returns will be
better
| 144

A
A
| 134

Does it need to be image rich?
No images required, just the facts

Would you prefer text…as part of
registration process?
| 135

Here’s a Blacklist checker…
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Source: http://www.mxtoolbox.com/blacklists.aspx
Or get your Email provider to do it.

Self service - Adjust number of
messages/alerts received
| 134

Self service - announce other
channels available
| 134

More self service...reminders
| 20
Gives you an excuse to bring them back

Alert me when in stock
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Clear navigation - don’t make me think
- assists customer journey
Good analytical insight - feedback

If your product is complex...assist!
7 days of free training by email...Day 7

Landin page - Lazy marketing...you
know me!!
| 115
So pre-fill please - don’t make me think

Triggered
| 134
• Use
Behavioural
data

What did I ask you again?
Repeat back what the user asked...
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Freemium model? Up click rates
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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!
Simple changes...
| 134
Source: Experian Cheetahmail Case study

ReMarketing
| 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
| 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
| 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.

Mobile - your email list just got bigger.
| 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
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Source: http://stylecampaign.com/

Mobile and Social - drive traffic
| 134

Make life easier for them and you...
| 134

Announcements -
Offers to your mobile
| 134

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.
Mobile and Social
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Local personalisation
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Email and crowd sourcing
| 134
• Email assists
product
marketing

Demonstrate functionality - search
| 134
• From the ‘don’t make
me think’ school of
marketing

Mobile and Social
| 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
| 134

Multi-channel
| 134

Multi-channel - TV & Email
| 134

Dual landing pages
| 134

Different landing pages
| 134

How many calls to action?
Think! What do you want them to do?
| 134

Plenty of data...
Registration Data
Transactional Data
Click-stream data
Do more analysis!
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Be Strategic. have an email testing
programme
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
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Forget about averages.
You are where you are.
You can’t beat your own data.
- Last campaign is benchmark
- Keep testing
- Keep measuring
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Email as Business Intelligence
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• 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!
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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
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Thanks for your time
...why not Email your questions to me:
peter.abraham@econsultancy.com
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.
| 154

Email Marketing | Peter Abraham, Econsultancy.com

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