New developments in email marketing September 2012

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B2B Email Marketing presentation by Louise Stephens, little green plane at CIM B2B Digital Marketing Bootcamp, 14 September UH Hatfield

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New developments in email marketing September 2012

  1. 1. New developments inemail marketingPresented By: Louise StephensEmail Marketing Consultant at little green planeFollow: @lgplane & @loulou1987x
  2. 2. Agenda:• Email objectives • Email & Social• Knowing your audience • Analytics influences• Design & content • Case study - SAA• Mobile strategy
  3. 3. Introductions
  4. 4. Status of email marketing• Email brought in a staggering £25.75 for every £1 spent in 2011• The DMA projects email to drive £42.4 billion in sales in 2012 and £51.5 billion in sales in 2016• Last year 3.1 billion new email accounts were created, this is more than Facebook, LinkedIn and Twitter combined.
  5. 5. How do you send your emails? CRM System Outlook • Issues with high • Using own server volume • Deliverability • Lack testing • No testing facilities • Little reporting • Basic reporting • No automated unsubscribe Purchased Software Email Service Provider • Issues with • On going cost deliverability • Using your own server
  6. 6. Setting objectives Weak objectives = Weak campaigns
  7. 7. What are your objectives?
  8. 8. Customer acquisition…
  9. 9. Customer retention…
  10. 10. Re-engagement
  11. 11. Knowing your audienceEnables you to tailor campaigns to their specific needs…• Content – What are they interested in?• Tone – How do you communicate to them?• Design – Is the design correct for your audience?• Incentivise – With what?• Purchase – Where are they in their buying cycle?
  12. 12. John.Personal:• Aged 45, married 20 years to Emily.• Enjoys golf and camping.• Risk adverse, logical thinker.Work:• Role: Technical Director in Engineering firm.• Vast understanding of industry.• Involved in strategic decisions and supply change management.Issues:• Dealing with rapid change and re-structuring.• Ensuring his team keep up with changes.• Meeting KPIs.Key Messages:• Needs confidence / credentials in his field.• Need top line information only. (but access to detail)• Accreditations and quality standard mean a lot.
  13. 13. SophiePersonal:• Aged 18, single• Loves socialising with friends and partying.• Heavy web user and enjoys taking photos and uploading them to Instagram• Bright, bubbly individual who participates in everything.Career:• Interested in working in fashion.• Enjoys finding out about new products and getting a good price on them.Issues:• Wants more experience.• Need qualifications to accelerate her career.Key Messages:• Messaging can be more laid back / informal• Passion, creative and innovative.
  14. 14. Design and Content
  15. 15. TemplateA. B. Top banner Top banner Text • Bullet 2 1 Text • Bullet 1 • Bullet 3 Button Button 2 3 4 5
  16. 16. The winner… B. Top banner• Focussed• No distractions Text• Not text/ image heavy • Bullet• CTA buttons • Bullet• Short and sweet • Bullet Button Button
  17. 17. John
  18. 18. Sophie
  19. 19. Rendering…
  20. 20. Be consistent…Keep them on the scent…
  21. 21. How do we look at emails?
  22. 22. Top left is thefirst place welook• Preview panes• Clear call to action• Branding• Message
  23. 23. Eyetracking…
  24. 24. Design v’s content• Keep it short - people DON’T read emails…• Don’t try and be all things to all men, (try segmenting)• Tone of voice to match audience• Email structure / layout• Clear call to actions• Be legal
  25. 25. The rise & rise of mobile…
  26. 26. Number of mobile email users? • 480m - Econsultancy: ‘Email Marketing Census 2012’ • UK – 67% of people with smart phones use them to access their emails
  27. 27. By 2015, more internet users will access the web through mobile devices than through PCs.(econsultancy 2012)
  28. 28. Return Path 2012Mobile device
  29. 29. What is your mobile strategy?
  30. 30. Enlarged fonts Get to the pointCall to action button Finger targets Size of images Layout
  31. 31. Not Optimised Optimised
  32. 32. Responsive templates
  33. 33. Return Path 2012What if you are not optimised? • 41% of Europeans will close or delete an email not optimised for mobile • 29 % would read later on a PC or laptop
  34. 34. Email & Social
  35. 35. Social media needs email! You can’t even create an account without and email address!
  36. 36. Social sharing…Getting your subscribers to do some of the leg work and spread the word!
  37. 37. Social connecting…Step 1.Ask people to share your email…
  38. 38. Social connecting…Step 2.
  39. 39. Social connecting…Step 3.
  40. 40. Social connecting…Step 4.
  41. 41. Social connecting…Step 4.
  42. 42. More… a) 250 4 Tweet b) 120 c) 300 d) 5502,500 contacts a) 400 = Total potential outreach: 4,205 2 likes b) 85
  43. 43. AnalyticsWhat influences them…
  44. 44. Open rates Time & day From Subject line
  45. 45. Open rates
  46. 46. Clicks DesignCalls to action Content
  47. 47. Clicks
  48. 48. Measuring effectivenessSplit testing – Subject Line Campaigns Sent % Opens % Click Website Conversion Thru 20% Email A 5,000 40% = 2000 5% = 100 20 Purchases Email B 5,000 12% = 600 1% = 6 1.2 PurchasesSplit testing – Subject Line A & New Email Content Campaigns Sent % Opens % Click Website Conversion Thru 20% Email C 5,000 40% = 2000 4% = 80 16 Purchases Email D 5,000 40% = 2000 18% = 360 72 Purchases
  49. 49. Other tests to consider • Location • Behaviour based segmentation • Sex • Age • Time and day Size doesn’t matter!
  50. 50. The Society for all Artists Case study.
  51. 51. Brief• Increase audience engagement.• Create a re-useable template design• Educate on best practice• Increase ROI
  52. 52. Strategy• Analyse existing data• Design• Content• Set realistic objectives• Educate
  53. 53. Execution • Re- design of template – large emphasis on call to actions. • Full data analysis to understand their audience and set tone • Location based segmentation • Google analytics conversion tracking • 2 hour training session to educate on best practice and analysing data.
  54. 54. Result• 33.2% increase in open rates• 11.5% increase in click through rates• A staggering £111 return for every £1 spent“The analysis and education has enabled us to be much more proactive in creating anddelivering our e-news campaigns. With the new template giving our emails better focus andless distractions we are now able to target our audience in a much more precise manner.The support and service from the little green plane team has been excellent and the returnon our investment has been outstanding as a result.”Jessica Reynolds, marketing co-ordinator at the SAA
  55. 55. Resources…Littlegreenplane.com - Blogs - GuidesLinkedIn Groups - Email Marketing Forum - East Anglia Email Marketing Forum - Email Marketing GroupTwitter - @lgplane
  56. 56. New developments inemail marketingPresented By: Louise StephensFollow: @lgplane & @loulou1987x

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