10 Strategies To Boost Your Email Campaign Performance

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Email has consistently been recognised by digital marketers as one of the leading channels for delivering brand building and direct response campaigns. In numerous surveys, the email channel has been cited as having excellent ROI driving high levels of customer retention and engagement.

However, optimising email campaigns is not always straightforward, mainly due to the numerous variables impacting success.

During this webinar, Tim Watson shares his experience of running successful email marketing campaigns, highlighting 10 essential strategies known to boost email campaign performance.

Published in: Marketing, Technology, Business
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10 Strategies To Boost Your Email Campaign Performance

  1. 1. 10 Email Performance Boosters • Tim Watson • Email Marketing Consultant • 31st January 2014 Page 1 © Emarketeers 2007
  2. 2. Who is this guy? © Emarketeers 2014
  3. 3. Send More © Emarketeers 2014
  4. 4. Send an extra email • Sending once a month? – Divide the content and send twice a month • Sending twice a week? – Try adding a Sunday send © Emarketeers 2014
  5. 5. Lower campaign rates doesn’t mean less Monthly Campaign Size Open Rate Click Rate Opens Clicks 50,000 15% 5% 7500 2500 Fortnightly Campaigns Size Open Rate Click Rate Opens Clicks 50,000 12% 4% 6000 2000 50,000 12% 4% 6000 2000 12000 4000 Totals © Emarketeers 2014
  6. 6. Add Triggers © Emarketeers 2014
  7. 7. Add triggers - Basket Abandon © Emarketeers 2014
  8. 8. Amazon Browse Abandon © Emarketeers 2014
  9. 9. Replenishment © Emarketeers 2014
  10. 10. And other multiple step process • New Account processes • Quote process • … any multiple step online process © Emarketeers 2014
  11. 11. Online List Growth © Emarketeers 2014
  12. 12. Benefit focus and placement © Emarketeers 2014
  13. 13. Don’t be shy to ask © Emarketeers 2014
  14. 14. Immediately after initial engagement © Emarketeers 2014
  15. 15. Improve Relevance Source: KISSMetrics © Emarketeers 2014
  16. 16. Growth driven by asking… • More often – Top/bottom/run of site • In more places – Social channels – Facebook Ads/Twitter Cards – Part of Video call to action • More effectively – Instant gratification – Incentives – Benefit clarity © Emarketeers 2014
  17. 17. Offline List Growth © Emarketeers 2014
  18. 18. Emailed Receipts Source: Yreceipts Almost 40% of in-store customers walk out with an electronic receipt © Emarketeers 2014
  19. 19. Hawkin’s Bazaar Capture Customers Source: emocial © Emarketeers 2014
  20. 20. SMS-2-Subscribe 3.3x more email addresses than publishing a URL Case Study and Solution details http://www.zettasphere.com/SMS-2-Subscribe/ Source: Zettasphere © Emarketeers 2014
  21. 21. Mobile Friendly Design © Emarketeers 2014
  22. 22. Responsive © Emarketeers 2014
  23. 23. Responsive Possibilities • • • • • Hide content on a mobile Change font sizes Change email width Resize images Re-stack row modules into columns • Re-stack horizontal navigation links into vertical button panel © Emarketeers 2014
  24. 24. Is It Worth It? Split test of 12 brands of same creative/offer. True test of responsive vs. non-responsive Client Sector Mortgage Education Education Cash Advance Cash Advance Health Insurance Credit Card Credit Card Credit Card Retailer eRetailer Online Dating Responsive Click Rate Uplift 23% 15% 6% 8% 7% 12% 3% 6% 20% -2% 2% 5% Average 8.75% increase Source: Zetainteractive mobile strategy © Emarketeers 2014
  25. 25. Plain Is Not Dull © Emarketeers 2014
  26. 26. Source: MarkertingSherpa © Emarketeers 2014
  27. 27. © Emarketeers 2014
  28. 28. Subject Line Testing © Emarketeers 2014
  29. 29. Split Test Different Approaches • Clear, specific and simple – Just answer the question “why the email should be read” • Questioning – Create an open loop of thought, hints as to what is revealed by reading on • Intrigue – Create a desire to solve the mystery • Personalised – Name or details to increase relevance © Emarketeers 2014
  30. 30. Clear, specific Open% uplift Click% uplift Love the smell of petrol on the weekend?! 0 0 Are you ready for the World Series by Renault at Silverstone? 45 17 World Series by Renault at Silverstone is just around the corner 56 40 It‟s time for the World Series by Renault at Silverstone 70 77 Subject Line Source: DMA © Emarketeers 2014
  31. 31. Intrigue Subject Line The New Megane GT hits the road The New Megane GT and GT Line, bring it on! Introducing the New Megane GT The Renault Megane GT rolls out Tight, taut and tuned! Open% uplift 0 Click% uplift 0 0 20 24 15 70 23 25 86 Source: DMA © Emarketeers 2014
  32. 32. Questioning Click% uplift Subject Line Quarterbacks aren‟t the only changes being tested in Denver. 0 [Optimization Summit] 3 Days to a Better Website ($300 Off Coupon Inside!) 16 Optimization Summit 2012 – Speakers List Now Up! + Save $300 Today A scientific way to increase your conversions Learn 3 tips that made 10,000 landing pages extremely successful 106 Do your landing pages pass this test? 128 25 59 Source: MarketingExperiments © Emarketeers 2014
  33. 33. Split Testing Sample size • Sample size 3000+ • Use a calculator http://www.zettasphere.com/abcalculator/ © Emarketeers 2014
  34. 34. Add A Segment © Emarketeers 2014
  35. 35. Start Simple • Determine what most easily differentiates customer interests • Make collection of necessary data part of strategy • Segment when you can and use a default „no-segment‟ email to the rest © Emarketeers 2014
  36. 36. Social Share – Done Right © Emarketeers 2014
  37. 37. © Emarketeers 2014
  38. 38. © Emarketeers 2014
  39. 39. © Emarketeers 2014
  40. 40. © Emarketeers 2014
  41. 41. Include Video © Emarketeers 2014
  42. 42. 31 January 2014 © Emarketeers 2014
  43. 43. Source: HubSpot © Emarketeers 2014
  44. 44. Thank you! • See all our courses at: http://www.emarketeers.com/training-courses • Or call us on 0845 680 1235 or follow us… @Emarketeers http://www.facebook.com/Emarketeers http://www.linkedin.com/company/Emarketeers http://plus.google.com/Emarketeers © Emarketeers 2014

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