Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Email marketing priorities 2013

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.

  • Login to see the comments

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 www.smartinsights.com 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 SmartInsights.com: 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: www.smartinsights.com/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 www.emarketingdynamics.com 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! http://www.smartinsights.com/answers 41

×