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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:

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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

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About Tim Watson 3

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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

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$690 million 5

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POLL - radio button single select How long has your email programme been running?  1-3 years  4-7 years  Over 8 years 6

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Drains up review 7

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Want more? 8

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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

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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

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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

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Email reach 12

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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

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Source: Lucky Voice / Emailvision 14

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Look at all offline touch points Cash register receipts In store posters Paper catalogues Events Exhibitions Packaging 15

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Improve what you’ve got 16

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A B Source: Padiact 17

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Intelligent popups 18

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Automation 19

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Automation & triggers Welcome series Browse abandon Basket abandon Transactional cross sell Product review/ratings request Replenishment 20

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Sent the day before visiting 21

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Behavioural segmentation Email open/click Web browsed Purchases Basket abandon Wishlist 22

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A simple behavioural email Opened1st send Re-send Not opened 23

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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

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 Population: 6.9 billion PCs: 1 billion TVs: 2 billion Mobiles: 5 billion 25

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Responsive 28

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Share With Your Network (SWYN) 29

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Instagram pictures 31

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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

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OptimisationA or B > 20% 35

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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

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Test one thing at a time? Photo courtesy Marko_k Flickr 38

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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

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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

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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