Breathing new life into your
email campaign
Philip Storey
Global Head of Strategic Services
Lyris

London • 10–13 February...
London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris

What some marketers might think of
email marketing
London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris

Email is still the consumer connector
of everythin...
London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris

Today…
• Quick tips to improve your email strategy...
London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris

Quick tips to improve your
email marketing strateg...
London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris

Embrace automation
London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris

For many, it is
relatively
unexplored…
London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris

But the opportunity is huge
8%
Welcome Programme

...
London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris

There are the obvious ones…
•
•
•
•
•

Welcome pro...
London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris

Embrace
automation
Then the less
adopted, but
succ...
London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris

Embrace
automation
Then the less
adopted, but
succ...
London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris

Embrace
automation
Then the less
adopted, but
succ...
London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris

Embrace
automation
Then the less
adopted, but
succ...
London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris

Embrace
automation
Then the less
adopted, but
succ...
London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris

Automation – case study
Background
Kitbag is Europ...
London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris

Automation – case study
The results

45%

Campaign...
London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris

Automation “as a series”

SMS
London | 10–13 February 2014 | #SESLON | @SESConf

Simple three-phase
welcome programme

1
Subject line:
Welcome to SmithM...
London | 10–13 February 2014 | #SESLON | @SESConf

Simple three-phase
welcome programme

2
Subject line:
Have you explored...
London | 10–13 February 2014 | #SESLON | @SESConf

Simple three-phase
welcome programme

3
Subject line:
Stay Connected: F...
London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris

Listening.
The secret weapon
of email is hugely
un...
London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris

What are we listening for?
•
•
•
•
•
•
•
•
•
•

Em...
London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris

Maximise the use of campaign data
• Feed data back...
London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris

Make the right offer at the right time
• Every cus...
London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris

Make the right offer at the right time
• Every cus...
London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris

Geolocation: help
customers find you
It is possibl...
London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris

Geolocation: help
customers find you
It is possibl...
London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris

Use email to bridge data gaps
•

Dynamic content t...
London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris

Use email to understand sentiment

•

Evans Cycles...
London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris

Use email to
collect reviews
•

Amazon collect rev...
London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris

•

Amazon collect reviews, right
there in the inbo...
London | 10–13 February 2014 | #SESLON | @SESConf

Seduce with
personalised, dyna
mic content
Fuelled by:
• Customer trans...
London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris

Design for the channel, design to win
London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris

Always follow the three core elements
of content (...
London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris

Headline
Proposition
in essence
Call to action

Pr...
London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris

Design for image blocking
Desktop

Webmail

Mobile...
London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris

Design for image blocking
London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris

Video in email

It’s here…
London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris

Video in email – it’s here
London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris

Video in email – it’s here
Email Client
Outlook

S...
London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris

You can restrict video content to
devices that can...
London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris

Video in email:
in action
•

Before the video load...
London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris

Video in email:
in action
•

Sweaty Betty, a high-...
London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris

Key considerations when using
video in email
•

Vi...
London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris

Integrate
social, mobile
and email
The benefits to...
London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris

Mobile responsive design is no longer
just optiona...
London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris

Mobile
responsive
design is no
longer just
optiona...
London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris

Mobile
responsive
design is no
longer just
optiona...
London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris

Facebook acquisition strategy
London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris

Facebook acquisition strategy
London | 10–13 February 2014 | #SESLON | @SESConf

Develop a twitter to email
acquisition strategy

•

Discover new audien...
London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris

Allow recipients
to pin, share and
tweet your emai...
London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris

Allow recipients
to pin, share and
tweet your emai...
London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris

Allow recipients
to pin, share and
tweet your emai...
London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris

Utilise custom audiences

•

Invite email subscrib...
London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris

Thank you
Breathing new life into your
email campa...
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Breathing New Life Into Your Email Marketing Campaign: SES London / Click Z

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At SES London, I talked about how marketers can leverage the potential of email marketing through case studies and examples of successful strategies.

If you want to see how Lyris can transform the performance of your email marketing strategy, drop me a message

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  • A lot of marketers look at email, as the cassette tape of marketing. It’s OLD SKOOL, it’s kind of ANALOGUE. But do you even realise just what you can do with email? It’s incredible. And today I’ll share why this is, and exactly what you can do with this channel
  • It is still the one thing you are asked for in a retail store, on a website, on a social network. It is central to most customer experience. And us email marketers, believe it or not, have been innovating just as much as the rest of the marketing world. Seriously. And today, I hope I can convince you to agree with me. Email is the consumer connector of everything
  • So massively underused. Some think it’s ugly, but if used correctly and appropriately, it can be incredible
  • All effective and useful to many brands, but you can take things way further
  • Simulate in-store retail experience
  • Lots of brands do this, but they don’t automate it. They’re missing a trick. Efficiency
  • No automation strategy should ever be considered as one message. That approach = guaranteed failure. Automation is a series, by defaultDon’t just consider the number of messages. Consider all of the available channels. If you’re an email marketer, don’t be trapped by channel ‘silo’
  • The listening channel
  • One of the most common things I see, is email marketing behavioural data sitting in a silo at their ESP. Sequential messaging
  • Your favourite things in your size, and in stock. Conversion rate soars
  • Proposition is never hidden – maximum exposure = maximum clicks
  • No automation strategy should ever be considered as one message. That approach = guaranteed failure Don’t just consider the number of messages. Consider all of the available channels. If you’re an email marketer, don’t be trapped by channel ‘silo’
  • Did you know that you can specify where you want video to play, and where you do not want it to play? It can be device-specific
  • Breathing New Life Into Your Email Marketing Campaign: SES London / Click Z

    1. 1. Breathing new life into your email campaign Philip Storey Global Head of Strategic Services Lyris London • 10–13 February 2014 • #SESLON @SESConf
    2. 2. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris What some marketers might think of email marketing
    3. 3. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Email is still the consumer connector of everything
    4. 4. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Today… • Quick tips to improve your email strategy • Design for the channel, design to win • Integrating social, mobile and email
    5. 5. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Quick tips to improve your email marketing strategy
    6. 6. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Embrace automation
    7. 7. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris For many, it is relatively unexplored…
    8. 8. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris But the opportunity is huge 8% Welcome Programme 10% 51% 4% Nursery Programme 44% 52% 10% 12% Registered Not Purchased 63% 13% Basket Abandon Follow-up 37% 67% 18% Basket Abandonment 27% 64% 0% 10% 20% Conversion Rate 30% Avg. Click Rate 40% 50% Avg. Open Rate Source: Econsultancy report – December 2012 60% 70% 80%
    9. 9. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris There are the obvious ones… • • • • • Welcome programme Basket abandonment Product browse follow-up Category browse follow-up Registered not purchased
    10. 10. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Embrace automation Then the less adopted, but successful programmes
    11. 11. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Embrace automation Then the less adopted, but successful programmes
    12. 12. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Embrace automation Then the less adopted, but successful programmes
    13. 13. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Embrace automation Then the less adopted, but successful programmes
    14. 14. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Embrace automation Then the less adopted, but successful programmes
    15. 15. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Automation – case study Background Kitbag is Europe’s leading online sports retailer working with some of the world’s largest sporting brands – including Manchester United, Manchester City, Real Madrid and Chelsea The Solution A series of automated programs for a large number of its accounts and for its own Kitbag.com brand including: • Welcome & nursery programme • Cart Abandonment • Birthday (treat yourself) Programme • Various lifecycle messages
    16. 16. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Automation – case study The results 45% Campaign Emails 55% • • Automated Emails Automated strategies account for 45% of email marketing revenue Automated strategies account for < 10% of email marketing resource
    17. 17. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Automation “as a series” SMS
    18. 18. London | 10–13 February 2014 | #SESLON | @SESConf Simple three-phase welcome programme 1 Subject line: Welcome to SmithMicro Sent: Immediately @philipstorey @Lyris
    19. 19. London | 10–13 February 2014 | #SESLON | @SESConf Simple three-phase welcome programme 2 Subject line: Have you explored SmithMicro yet? Sent: 3 days after sign-up @philipstorey @Lyris
    20. 20. London | 10–13 February 2014 | #SESLON | @SESConf Simple three-phase welcome programme 3 Subject line: Stay Connected: Follow & Like us! Sent: 6 days after sign-up @philipstorey @Lyris
    21. 21. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Listening. The secret weapon of email is hugely underused
    22. 22. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris What are we listening for? • • • • • • • • • • Email open Email click Email reply Preference centre activity Survey responses Website search Basket abandonment Page browse Product purchase Everything, all of the time
    23. 23. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Maximise the use of campaign data • Feed data back to your CRM platform • Use campaign engagement data to measure sentiment • Use campaign data to trigger campaigns through other channels • Make sure that data is “actionable”
    24. 24. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Make the right offer at the right time • Every customer sees a slightly different offer • Real-time countdown timer showing exactly how long before the offer expires
    25. 25. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Make the right offer at the right time • Every customer sees a slightly different offer • Real-time countdown timer showing exactly how long before the offer expires
    26. 26. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Geolocation: help customers find you It is possible to show the nearest store to for specific location of every individual customer, in real-time
    27. 27. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Geolocation: help customers find you It is possible to show the nearest store to for specific location of every individual customer, in real-time
    28. 28. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Use email to bridge data gaps • Dynamic content to identify gender • Can be used for anything
    29. 29. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Use email to understand sentiment • Evans Cycles use email as a way of surveying within the inbox • eBay also utilise this approach to collecting feedback on their email content
    30. 30. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Use email to collect reviews • Amazon collect reviews, right there in the inbox through a simple HTML form
    31. 31. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris • Amazon collect reviews, right there in the inbox through a simple HTML form 53% Of consumers are more likely to purchase from brands that use personalisation
    32. 32. London | 10–13 February 2014 | #SESLON | @SESConf Seduce with personalised, dyna mic content Fuelled by: • Customer transaction feed • Product stock feed • Customer preferences (explicit) • Customer behaviour (engagement) • Customer transactions Solution: • Completely personalised content • Only sent when content is relevant to the individual @philipstorey @Lyris
    33. 33. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Design for the channel, design to win
    34. 34. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Always follow the three core elements of content (Storey 2010) Headline Proposition in essence Call to action
    35. 35. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Headline Proposition in essence Call to action Primary section Always follow the three core elements of content (Storey 2010) The fold
    36. 36. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Design for image blocking Desktop Webmail Mobile 67% 90% 80% 67% of major desktop clients block images by default 90% of major webmail clients block images by default 80% of mobile operating systems block images by default
    37. 37. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Design for image blocking
    38. 38. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Video in email It’s here…
    39. 39. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Video in email – it’s here
    40. 40. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Video in email – it’s here Email Client Outlook Support for HTML5 PC: Support for Animated gifs Mac: Apple Mail iPhone iPad Gmail Outlook.com Yahoo AOL Thunderbird Android • Less viable for B2B • Becoming more widely supported all of the time
    41. 41. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris You can restrict video content to devices that can play it • Targeted serving of video • Doesn’t impact on the user experience in other viewing environments
    42. 42. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Video in email: in action • Before the video loads, you see the fall back image • If the video cannot load, you still see the fall back image and you can still engage with the content
    43. 43. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Video in email: in action • Sweaty Betty, a high-end women’s sportswear brand use video in email to communicate the features of their highly technical products
    44. 44. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Key considerations when using video in email • Videos should be in MP4 format • Videos should be no longer than 30 seconds • Use the auto-play feature • Where possible, don’t use sound • Make sure your video is above the fold • Always make sure you have a fall back image • Just embed one video per email • Host the video on your site and link to it from your email and make the video clickable
    45. 45. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Integrate social, mobile and email The benefits to you and your customers, are huge
    46. 46. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Mobile responsive design is no longer just optional • 51% of emails are now opened on mobile devices • Responsive design is critically important to the success of your email campaigns Source: Litmus Report– January 2014
    47. 47. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Mobile responsive design is no longer just optional
    48. 48. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Mobile responsive design is no longer just optional
    49. 49. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Facebook acquisition strategy
    50. 50. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Facebook acquisition strategy
    51. 51. London | 10–13 February 2014 | #SESLON | @SESConf Develop a twitter to email acquisition strategy • Discover new audiences and generate new subscribers through Twitter • Lead generation cards are being described as the “new best friend” of every email marketer @philipstorey @Lyris
    52. 52. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Allow recipients to pin, share and tweet your email content • Go beyond standard social links • Allow people to truly engage with specific content
    53. 53. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Allow recipients to pin, share and tweet your email content • Go beyond standard social links • Allow people to truly engage with specific content
    54. 54. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Allow recipients to pin, share and tweet your email content • Go beyond standard social links • Allow people to truly engage with specific content
    55. 55. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Utilise custom audiences • Invite email subscribers to like / fan your page • Target any email database / segment with any proposition in Facebook
    56. 56. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Thank you Breathing new life into your email campaign Philip Storey Global Head of Strategic Services Lyris

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