Email marketing priorities 2013


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Email consultant Tim Watson showed how to get more from using Email marketing with a review across email marketing techniques including integrating list growth across channels; driving emails with behaviour; Increasing mobile consumer impact; social integration; optimisation; evaluation and metrics.

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  • I do email, over 8 years solely focussed on email. More time doing email than most others…Regular blogger and Email Expert Commentator for Smart Insights.DMA; Email Council member & Chair of Email Best Practice hubIDM trainer.Through my company I provide email marketing strategic support to my clients, training and consultancy services.
  • In case you missed the news, this is the amount the Obama email campaign raised in donations for the 2012 Obama campaignThey reported most of this came from fundraising emails
  • POLL how long has your email programme been running?1-3 years4-7 yearsOver 8 years programmes mature nowEvolved piecemeal over the last yearsTime to lift the cover and take lookWhere does opportunity lie?What’s missing?Is activity aligned to marketing and business objectives?What are business challenges?How could email be used to solve? EGUtility purchase and occasional use > keep in contact strategyWhat’s working?What’s not working?
  • So all businesses want this.Simply more revenue is the objective, need to be specificFind more customersFind customers more cheaplyGet customers to pay moreGet customers to buy moreGet customers to increase purchase frequencyGet customers to increase lifetime
  • Which of these is the biggest challenge?Which could most easily be improved?Once found customers already stick around for a long time -> get more customers, increase basketsvsNew customers are acquired but only buy once -> increase lifetime-> Can’t answer the question? Take home, need to improve customer insight data.
  • Simple fairly generic view. Your journey may vary, to reflect the important stages and uniqueness of your business.Need to split Regular purchase into segments for, frequency & basket size.Marketing nudges to move customers to regular purchase and in regular purchase to increase value and keep them longer.Nudges…Prospect may need a money offer voucherRegular is spending, use an offer to get bigger basket or new product categoryThen start to overlay metrics and data to understand where opportunities lie.Just looking at segment sizesScenario 1.Move one time purchasers to regular, cross & upsell regular.Scenario 2.Move prospects to first purchase, cross & upsell regular, recover lapsed.In this scenario if 10% lapsed recovered = 2500 people, 20% of current actives.Where as in scenario 1, just 500 = 3% of active.This is a simple model, needs more digging.The metrics will vary, look at all questions.This is just a starting point, keep digging. EGWhat about regular customer with no email address or permission?What about revenue values?What about numbers by sign up source?
  • Simple model to illustrate principle.Better to do with revenue amounts rather than customer counts.That was only a couple of scenarios… consider many more.What about cross and upsell to regular customers?How much could that do in comparison.80/20 rule. 80% of effort into marketing to customers.
  • List growth very often in need of a spring clean.Most day to day effort and focus is on campaigning, leaving little time to stand back and look at email address acquisitionRemember that $690? Obama list size in excess of 10 million people.
  • Facebook – AppTwitter – profile page and specific tweets
  • Lucky Voice list growth.Permission collection during purchase and website signup very important – but not the only route.Used 7 different acquisition sources. Actually used 9 but two didn’t yield much.
  • How many contacts are there?How engaged is the customer with you at that point?Fish bowls to win an iPhone vs just purchased
  • Optimising your existing sign up processes. Often still at ‘version 1’ status – what was originally put in place and never touch since.Normal page optimisation, preferably with split testing – signup volume permitting.ChangeLocationProminenceCopyNumber of fieldsCall to actionIncentiveUsing incentive for Lucky Voice on website almost doubled signups-> Use right incentiveLanguage, call to action, layout and copy changesUsing a double opt-in process? (about 6% do)How many fail to confirm opt-in?Check why; bad address, double opt-in email clarity, poor messaging re need to double opt-in on landing.Bad address on purpose or accidentally?I normally find the following metrics are missingHow many people see the signup form each month?How many start the signup processHow many complete signup - in the case of a multi-step processOr in the case of signup through purchase; how many tick to opt-out?
  • Version A got 40% more signups.Nobody wants to signup for a newsletter, they want what the newsletter delivers. Benefit.Not just copy but-Layout-Number of form fields-Subscribe CTA button-Social proof-3rd party – tick box for T&C’s?Source
  • Automated or triggered emails and sequencesMost common, but still underused, the welcome email.Nurture sequences, particularly high value and complex sales.- Typically B2B but in B2C items such as cars need nurtureOverlay into bulk campaign email programmeSee also
  • Talk through each of them…Why do itWhat should be doneEgsReplenishment; renewals (insurance, online services), product (contact lens, consumables)Others too…X days after whitepaper downloadPre / post event or travelBirthday or anniversary?Add nurture sequence slide?
  • Nice points:-Educates about what you can do during visit (interactive guides on tablets in capsules)-Add-on free extra 4D experience-Plus the cross sell 10% merchandise Signup for emails
  • Use same data as for automation/triggers to drive bulk segmentation and dynamic content.Key here is need to integrate web tracking and email solutions.Needs more initial technology planning.
  • Two emails always beat one.Very often see response of second email is 50% of the first.Could be a bad idea to do for every campaign email.
  • Mobile trend
  • Emails are read on multiple devices: NO.Generally read on just one, just you can have no idea ahead of time on which.The only time on multi-devicesSource:
  • Taking the same email and reducing the width, increasing the length and otherwise doing nothing is not making a mobile friendly email.
  • What is responsive designEmail that auto-adapts to device for best UXAlternative is to design skinny and lightweight on compromise.May get easier with time, mobile dominant then just worry about mobile.The landing page and website is a bigger issue still.If email drives traffic into place that can’t execute…
  • Throwing in SWYN is NOT social integration and is also questionable.From campaign analysis, such SWYN get typically fewer clicks than unsubscribe links!Two key points; focus of CTA and wrong place to get the share – do that on the landing page.Just like any other CTA.Want customer engagement you need to work harder.-Really want to get people from email into social, give same focus and effort as any offer-Share content from social into emails-Using social data for segmentation and targeting – just gender or more… Social CRM.-Social Connect to get subscribers on your website
  • Real content integrationIncorporating a story from Facebook back into email and then inviting readers to Facebook to comment too.
  • Use of Social content in emails.Email most interesting when sent immediately after event, needed automatic insertion.People may see themselves or others at the event they know.Risk of less desirable pictures accepted!Source:
  • Classic gated win competition to get Facebook involvement.And Pin to win.
  • Using Facebook ConnectProsMore signupsAccess to customer dataConsLimitations by FacebookYou will not directly or indirectly transfer any data you receive from us, including user data or Facebook User IDs, to (or use such data in connection with) any ad network, ad exchange, data broker, or other advertising or monetization related toolset, even if a user consents to such transfer or use. By indirectly we mean you cannot, for example, transfer data to a third party who then transfers the data to an ad network. By any data we mean all data obtained through use of the Facebook Platform (API, Social Plugins, etc.), including aggregate, anonymous or derivative data.Just as Facebook have change Edgerank and offeredbrands to pay to reach fans.And what about Facebook letting your competitors advertise targeted to your fans. Who says they won’t?Future use of social CRM for segmentation and targeting.
  • Seen wrong conclusion reached due to incorrect test process.Typically see a 20%+ uplift on tests.Sample size most commonly got wrong.Often needed around 5000 per cell. Circa 20% uplift on 5% rate
  • Optimisation metricOpen rateClick rate*Conversions*Move prospects to customersShare to social and likesConversion revenueHighest profit marginUp-sell and cross-sellCall back requestsBooking enquiresWhitepaper downloadsWeb-form completion-> Measure as close as possible to your marketing objectiveHypothesisPlain text is more effective for this type of messageCustomers are filtering on the from nameAn incentive is beneficial in gaining responseStrong irregular shapes capture attentionShort copy is more effectiveIncreasing calls to action drives trafficSubject line with emotional tone will increase responseReview what and whyBank the results.Simple spreadsheet, type of test, date, results, learning, reference to more info.
  • This is what to test.More or less testing everything is effective.FavouritesSubject linesCalls to actionLanding page – also consistency with email messageChart misses offers…Discount, free shipping, size of discount (Obama tested size of suggested donation)
  • Testing one thing provides great evolutionary performance.Getting to a graceful animal that can swim…Sometimes a fundamental re-think. Start from a blank sheet and a different angle.Not enough data, time and resource to do everything one at a time. Do multiple sometimes.The same precision as in nuclear experiments is not required in marketing.Swan photo source
  • If you tick other by all means message what with chat window
  • Focus on CUSTOMER metrics and over time.Not per campaign metrics.Map to revenue.Got specific objectives? Develop metrics to measure progress.EGIncrease cross sell between product categories, then measure %customer who do.Reduce double opt-in leakage, then how many fall at step in the process.
  • Email marketing priorities 2013

    1. 1. Email Marketing Priorities 2013 Tim Watson Email Marketing Consultant Zettasphere Ltd Improve performance in 2013, including strategy and setting priorities, list growth, automation & triggers, social integration and optimisationDigital Marketing Priorities 2013 Summit 11th January 2013. Brought to you by:
    2. 2. About Dave Chaffey  Books  Digital marketing advice, training and consulting About Dave Chaffey • Author of 5 bestselling marketing books first published in 2000, now in their 4th and 5th editions • Online marketing consultant and trainer since 1997 • Manages a marketing advice site with Expert members in over 50 countriesJanuary Offer: Free copy of Emarketing Excellence for first 50 new Expert-level membersSmart Insights Expert membership:
    3. 3. About Tim Watson 3
    4. 4. Agenda How to get more Integrating list growth across channels Driving emails with behaviour Mobile consumer impact Social integration (and what this isn’t) Optimisation Evaluation and metrics Please interact using the BrightTALK buttons: 4
    5. 5. $690 million 5
    6. 6. POLL - radio button single select How long has your email programme been running?  1-3 years  4-7 years  Over 8 years 6
    7. 7. Drains up review 7
    8. 8. Want more? 8
    9. 9. Specifically? Find more customers Find customers more cheaply Get customers to pay more Get customers to buy more each visit Get customers to increase purchase frequency Get customers to increase lifetime 9
    10. 10. Focus where it counts One Regular purchase purchase Lapsing Prospect Signup LapsedScenario 1 1,000 7,000 15,000 2,000 5,000Scenario 2 10,000 1,000 12,000 2,000 25,000 10
    11. 11. Scenario 1 vs 2 Scenario 1Scenario 2Win-back lapsed Lapsed 5000 25000 5% 250 1250 Existing regular 15000 12000 New regular 15250 13250Convert one time toregular One purchase 7000 1000 15% 1050 150 Existing regular 15000 12000 New regular 16050 12150 11
    12. 12. Email reach 12
    13. 13. POLL – check box multi select Which acquisition sources do you use?  Purchase process  Own website home page  Own website all pages  Partners  Facebook  Twitter  Recommend a friend  Offline forms  Events  Support and corporate emails footers 13
    14. 14. Source: Lucky Voice / Emailvision 14
    15. 15. Look at all offline touch points Cash register receipts In store posters Paper catalogues Events Exhibitions Packaging 15
    16. 16. Improve what you’ve got 16
    17. 17. A B Source: Padiact 17
    18. 18. Intelligent popups 18
    19. 19. Automation 19
    20. 20. Automation & triggers Welcome series Browse abandon Basket abandon Transactional cross sell Product review/ratings request Replenishment 20
    21. 21. Sent the day before visiting 21
    22. 22. Behavioural segmentation Email open/click Web browsed Purchases Basket abandon Wishlist 22
    23. 23. A simple behavioural email Opened1st send Re-send Not opened 23
    24. 24. Poll – checkbox multi-select What are your mobile plans  Website is fully mobile device compliant  Website has limited mobile device support  Plan to develop mobile website  Emails work well on mobile devices already  Plan to develop emails for mobile devices  No mobile device plans 24
    25. 25.  Population: 6.9 billion PCs: 1 billion TVs: 2 billion Mobiles: 5 billion 25
    26. 26. 26
    27. 27. 27
    28. 28. Responsive 28
    29. 29. Share With Your Network (SWYN) 29
    30. 30. 30
    31. 31. Instagram pictures 31
    32. 32. 32
    33. 33. 33
    34. 34. POLL radio button single select How much do you test  Never run email split tests  Run tests on the minority of campaigns  Run tests on the majority of campaigns  All campaigns include a test 34
    35. 35. OptimisationA or B > 20% 35
    36. 36. Repeatable learn process Define Objective Develop Execute and Review Create test and tests and report what and hypothesesoptimisation define cells results why metric Ensure results are valid 36
    37. 37. 37
    38. 38. Test one thing at a time? Photo courtesy Marko_k Flickr 38
    39. 39. POLL check box – all that apply Which metrics do you USE to evaluate email  Open rate  Click rate  Conversion rate  Revenue (eg per campaign or per 1000 emails)  Unsubscribe rate  Bounce rate  Complaint rate  Other (please chat what) 39
    40. 40. Metrics and evaluation %Customer who opened in last month Revenue per customer per month Total email revenue per month Value of an email address %new customer in last month %unsubscribed in last month %bounced not contactable in last month 40
    41. 41. Thank you for your participation Your questions please Please ask questions and rate this webcast For more Answers to your Digital Marketing Questions use our free community Best wishes for 2013! 41