Successfully reported this slideshow.

Don’t become your subscriber’s nightmare, Václav Radoň & Matěj Zima

0

Share

1 of 32
1 of 32

Don’t become your subscriber’s nightmare, Václav Radoň & Matěj Zima

0

Share

Download to read offline

Times of carpet bombing in email marketing are gone. Every good digital marketer knows, that getting your communication frequency right is key to boosting your customer’s engagement and eventually their conversions. Google Ads has frequency capping for years now, so why your email campaigns don’t?

Some customers just might not want your weekly newsletters. That’s a fact. Deal with it. Do you know how to spot them before it’s too late and they unsubscribe from all your emails?

More isn’t necessarily more. Which campaigns to keep and which don’t? And how to decide? Marie Kondo your campaigns, focus on the winners and get better results.

Times of carpet bombing in email marketing are gone. Every good digital marketer knows, that getting your communication frequency right is key to boosting your customer’s engagement and eventually their conversions. Google Ads has frequency capping for years now, so why your email campaigns don’t?

Some customers just might not want your weekly newsletters. That’s a fact. Deal with it. Do you know how to spot them before it’s too late and they unsubscribe from all your emails?

More isn’t necessarily more. Which campaigns to keep and which don’t? And how to decide? Marie Kondo your campaigns, focus on the winners and get better results.

More Related Content

More from CzechDreamin

Related Books

Free with a 30 day trial from Scribd

See all

Related Audiobooks

Free with a 30 day trial from Scribd

See all

Don’t become your subscriber’s nightmare, Václav Radoň & Matěj Zima

  1. 1. Don’t become your subscriber’s nightmare by Václav Radoň & Matěj Zima
  2. 2. #CD22 Working with SFMC (Salesforce Marketing Cloud) 5+ years Focus on improving the lives of marketers and clients Václav Radoň Associate Manager
  3. 3. #CD22 Working with SFMC (Salesforce Marketing Cloud) 3 years 5+ years' experience in Marketing Automation and Email Marketing Matěj Zima Salesforce Consultant
  4. 4. #CD22 Do you want this to be your customer? Stop carpet bombing your customers
  5. 5. #CD22 How many emails a week are ok? How many are too many? Stop carpet bombing your customers 3 emails? 5 emails? More??? Source: reallygoodemails.com First of all, not all emails are equal.
  6. 6. #CD22 The answer depends. It depends on many things: your communication strategy, your brand, your customer's life cycle but first and foremost, on the email itself. So again, not all emails are equal. Stop carpet bombing your customers
  7. 7. #CD22 The answer depends. It depends on many things: your communication strategy, your brand, your customer's life cycle but first and foremost, on the email itself. So again, not all emails are equal. Stop carpet bombing your customers Source: reallygoodemails.com
  8. 8. #CD22 The answer depends. It depends on many things: your communication strategy, your brand, your customer's life cycle but first and foremost, on the email itself. So again, not all emails are equal. Stop carpet bombing your customers Source: reallygoodemails.com
  9. 9. #CD22 The answer depends. It depends on many things: your communication strategy, your brand, your customer's life cycle but first and foremost, on the email itself. So again, not all emails are equal. Stop carpet bombing your customers Source: reallygoodemails.com
  10. 10. #CD22 The answer depends. It depends on many things: your communication strategy, your brand, your customer's life cycle but first and foremost, on the email itself. So again, not all emails are equal. Stop carpet bombing your customers Source: reallygoodemails.com
  11. 11. #CD22 ...Google Ads has frequency capping for years now, so why your email campaigns don’t? Stop carpet bombing your customers
  12. 12. #CD22 We say categorize your emails and score them. Stop carpet bombing your customers %%[ VAR @category, @score, @timestamp SET @category = 'newsletter' SET @score = Lookup('category_scores', 'score', 'category', @category) SET @timestamp = Now() UpsertDE('Sent_emails_per_category', 2, 'subscriberkey', _subscriberkey, 'timestamp', @timestamp, 'category', @category, 'score', @score) ]%% Category Score cart 1 newsletter 3 sale 5 DataExtension: category_scores
  13. 13. #CD22 Then calculate "Saturation score" for each Subscriber Stop carpet bombing your customers SELECT SubscriberKey , SUM(score) AS saturationScore FROM sent_emails_per_category WHERE timestamp >= DATEADD(DAY, -7, GETDATE()) GROUP BY SubscriberKey
  14. 14. #CD22 Find eligible contacts for one more send in each category Stop carpet bombing your customers Category Score cart 1 newsletter 3 sale 5 DataExtension: category_scores SELECT SubscriberKey , CASE WHEN saturationScore + 3 < 20 THEN 'true' ELSE 'false' END AS nwl_eligible FROM saturation_score_last7days
  15. 15. #CD22 Find eligible contacts for one more send in each category Stop carpet bombing your customers Category Score cart 1 newsletter 3 sale 5 DataExtension: category_scores SELECT SubscriberKey , CASE WHEN saturationScore + 3 < 20 THEN 'true' ELSE 'false' END AS nwl_eligible FROM saturation_score_last7days 22 Customer Tom
  16. 16. #CD22 Find eligible contacts for one more send in each category Stop carpet bombing your customers Category Score cart 1 newsletter 3 sale 5 DataExtension: category_scores SELECT SubscriberKey , CASE WHEN saturationScore + 3 < 20 THEN 'true' ELSE 'false' END AS nwl_eligible FROM saturation_score_last7days 22 17 Customer Tom Customer Anna
  17. 17. #CD22 Send only to eligible contacts Stop carpet bombing your customers
  18. 18. #CD22 Send only to eligible contacts Stop carpet bombing your customers Check before each email send in the journey. Or not. Depends on each email.
  19. 19. #CD22 Our way is not the only way. Here are some of the others... Stop carpet bombing your customers Count number of emails in XY days Calculate time since last email Use Einstein Engagement Frequency
  20. 20. #CD22 Reduce unwanted communication Source: litmus.com
  21. 21. #CD22 Even the lazy customer can now easily unsubscribe from your emails Reduce unwanted communication Source: litmus.com
  22. 22. #CD22 Know your customers better than they know themself Reduce unwanted communication Select the preferences on behalf of your customer
  23. 23. #CD22 1. Filter the customers with no interest in specific communication category 2. Unsubscribe them from the category 3. Provide them a way how to undo Reduce unwanted communication
  24. 24. #CD22 Filter the customers with low interest in specific communication category (for example doesn’t open any email in the last 90 days) Reduce unwanted communication SELECT sub.SubscriberKey , 'True' AS [newsletter_exclusion] , GETDATE() AS [newsletter_date] , 'Unengaged' AS [newsletter_reason] FROM _subscribers sub INNER JOIN _sent sen ON sub.SubscriberID = sen.SubscriberID LEFT JOIN (SELECT SubscriberID , COUNT(SubscriberKey) AS opens FROM _open GROUP BY SubscriberID ) op ON sub.SubscriberID = op.SubscriberID INNER JOIN _job j ON sen.JobID = j.JobID WHERE op.opens > 0 AND j.EmailName LIKE 'NEW_%’ AND j.SchedTime >= DATEADD(day,-90, GETDATE()) Note: You can use clicks instead as opens are not always reliable
  25. 25. #CD22 Unsubscribe them from the category Reduce unwanted communication
  26. 26. #CD22 Provide them a way how to undo Reduce unwanted communication
  27. 27. #CD22 ● Prevent of global unsubscribes ● Save cost (reduce supermessages) ● Improve the brand image Reduce unwanted communication
  28. 28. #CD22 Clean up your campaigns
  29. 29. #CD22 ● Feasibility of the campaign - control group without campaign ○ Are you using discount codes in your email? Do you know if they work? ○ Is it really the Abandonment cart email, that got your customers to finish their order? ● Always measure performance against set business goals ○ Conversion rate, time spent on page, adoption of new feature, NOT Open rate Clean up your campaigns
  30. 30. #CD22 ● Upgrade instead of create 100 new campaigns ○ Which is better: 1 perfectly performing campaign or 5 campaigns with 20 % unsubscribe rate? ● A/B test the hell out of it ○ Measure and evaluate performance, come up with improvements, test, repeat. Clean up your campaigns
  31. 31. #CD22 Did you disagree with us? That's fair. Stop by at Accenture booth and discuss! Let's talk
  32. 32. Thank you! #CD22

Editor's Notes

  • Be relevant
  • ×