Creating more relevant, more responsive more value Event-triggered Emails

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Created for the International Email Marketing Summit, this webcast explains the options for creating more relevant automated emails - one of the biggest missed opportunities in Email marketing. It covers the types of emails and how to optimise them using the CRITICAL framework we use in the Smart Insights Guide to Email Marketing.

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  • Dell is a little better than a plain text mail.
  • Using Sapphire as an example of best practice for a major event. Admire templates for a long-time feature the key attributes
  • Creating more relevant, more responsive more value Event-triggered Emails

    1. 1. 16Brought to you by:Getting More fromYour Event-triggeredBehavioural EmailsDr. Dave Chaffey, Publisher, SmartInsights.com
    2. 2. http://events.plantoengage.com• A big thank you to our sponsors:• Twitter hashtag: #IEMS• Don’t forget to register for our next event:International Digital Marketing Summit, 8 Octoberhttp://events.plantoengage.comWelcome to the 3rd edition of IEMS!
    3. 3. http://events.plantoengage.comAbout Dave Chaffey Best-practice advice & consultingwww.smartinsights.com
    4. 4. http://events.plantoengage.comFree Guide: How to plan event-triggered campaigns:http://bit.ly/smarteremail
    5. 5. http://events.plantoengage.comStructure - CRITICAL factors for success• Creative – Content - Copy• Relevance – Personalisation• Incentive – Value proposition• Timing – Interval and Frequency• Integration – Use of other media?• Conversation – two way dialogue and social sharing• Attributes – use of header and subject lines• Landing pages – or microsites
    6. 6. http://events.plantoengage.comWhy am I advising on behavioural emails?
    7. 7. http://events.plantoengage.com
    8. 8. http://events.plantoengage.com
    9. 9. http://events.plantoengage.comCRITICAL factors for success• Creative – Content - Copy• Relevance – Personalisation• Incentive – Value proposition• Timing – Interval and Frequency• Integration – Use of other media?• Conversation – two way dialogue and social sharing• Attributes – use of header and subject lines• Landing pages – or microsites
    10. 10. http://events.plantoengage.comEffectivetemplates?
    11. 11. http://events.plantoengage.comBut how does that look on mobile?Use responsive design for single column design
    12. 12. http://events.plantoengage.comWelcome email examples
    13. 13. http://events.plantoengage.comWelcome Tips:1. Use a PreheaderTeaser?2. Explain your OVP3. Deploy your bestoffer
    14. 14. http://events.plantoengage.comWelcome Tips:1. Personalise2. Encourage whitelisting
    15. 15. http://events.plantoengage.comWelcome Tips:1. Keep it functional2. Call out Next Steps /Actions in RightSidebar?
    16. 16. http://events.plantoengage.com
    17. 17. http://events.plantoengage.com
    18. 18. http://events.plantoengage.comCRITICAL factors for success• Creative – Content - Copy• Relevance – Personalisation• Incentive – Value proposition• Timing – Interval and Frequency• Integration – Use of other media?• Conversation – two way dialogue and social sharing• Attributes – use of header and subject lines• Landing pages – or microsites
    19. 19. http://events.plantoengage.com
    20. 20. http://events.plantoengage.comUsing Personas to develop relevanceSource: Tim WatsonE.G.ReceiveBill insertE.G.ReceiveMMS
    21. 21. http://events.plantoengage.comExample – combined segmentsSource:
    22. 22. http://events.plantoengage.comDynamic email: iPhone segment
    23. 23. http://events.plantoengage.comBirthday emails?
    24. 24. http://events.plantoengage.comOpen rate ClickthroughrateBefore 20.0 1.9%After 18.9 – 27.4% 7.5% -20.6%Our experience: 3rd welcome : 14d > 2d
    25. 25. http://events.plantoengage.comB2B: Build-in lead-scoring• Lead scoring events:– Email click through +5– Downloaded asset + 20– Title given, up to +50– Total Employees number given, up to +15• Campaign assets– 6 product tracks– 7 whitepapers– 2 case studies– 8 forms– 3 high value web pagesSource: Eloqua McAfee case study
    26. 26. http://events.plantoengage.comCRITICAL factors for success• Creative – Content - Copy• Relevance – Personalisation• Incentive – Value proposition• Timing – Interval and Frequency• Integration – Use of other media?• Conversation – two way dialogue and social sharing• Attributes – use of header and subject lines• Landing pages – or microsites
    27. 27. http://events.plantoengage.comTesting offer in an Abandoned shoppingcart email sequence• 1. Generic branded follow-up email :+10% conversion rate.• 2. Personalised remarketing emailwith a promotional code for a 5%discount time limited to 72 hours:+100% conversion rate.• 3. Personalised remarketing emailwith a promotional code for a 5%discount time limited to 48 hours:+200% conversion rate.Source: http://www.smartinsights.com/email-marketing-ecrm-alerts/email-remarketing-an-example-of-how-to-test/
    28. 28. http://events.plantoengage.comCRITICAL factors for success• Creative – Content - Copy• Relevance – Personalisation• Incentive – Value proposition• Timing – Interval and Frequency• Integration – Use of other media?• Conversation – two way dialogue and social sharing• Attributes – use of header and subject lines• Landing pages – or microsites
    29. 29. http://events.plantoengage.comA real welcome to new customersSearch “Email Swipe File” on Pinterest
    30. 30. http://events.plantoengage.comBuildinsocialsharingintocontactstrategies2: eCircle case study
    31. 31. http://events.plantoengage.comBuildinsocialsharingintocontactstrategies2Source: eCircle case study
    32. 32. http://events.plantoengage.comSource: eCircle case study
    33. 33. http://events.plantoengage.comSource: eCircle case study
    34. 34. http://events.plantoengage.comCRITICAL factors for success• Creative – Content - Copy• Relevance – Personalisation• Incentive – Value proposition• Timing – Interval and Frequency• Integration – Use of other media?• Conversation – two way dialogue and social sharing• Attributes – use of header and subject lines• Landing pages – or microsites
    35. 35. http://events.plantoengage.comLearning from Amazon Behavioural Email targetingPurchaseDispatched +7d+14d+21dRecognition ofpurchaseRecognition ofintent
    36. 36. http://events.plantoengage.comPlanning a sequence
    37. 37. http://events.plantoengage.comA “Sense and Respond” flowchart
    38. 38. http://events.plantoengage.comEmail 1: 45% Open8.4% CTREmail 2: 38% Open3.5% CTRIntent follow-up – click on Category
    39. 39. http://events.plantoengage.comCRITICAL factors for success• Creative – Content - Copy• Relevance – Personalisation• Incentive – Value proposition• Timing – Interval and Frequency• Integration – Use of other media?• Conversation – two way dialogue and social sharing• Attributes – use of header and subject lines• Landing pages – or microsites
    40. 40. http://events.plantoengage.comGoodnews–weliketoreview:90,000in2weeks+10%conversion88%ofallreviews****/*****Source: Original Argos review launch
    41. 41. http://events.plantoengage.comAssess importance of Navigation elementsSource: eCircle case study
    42. 42. http://events.plantoengage.comSource: eCircle case study
    43. 43. http://events.plantoengage.comCRITICAL factors for success• Creative – Content - Copy• Relevance – Personalisation• Incentive – Value proposition• Timing – Interval and Frequency• Integration – Use of other media?• Conversation – two way dialogue and social sharing• Attributes – use of header and subject lines• Landing pages – or microsites
    44. 44. http://events.plantoengage.comYou can prove anything you want with averagesubject line statistics…However for Event-triggered emails:1. Keep it short.2. Show specific value early3. Personalise value where possible
    45. 45. http://events.plantoengage.comA: <name>, your latest Orange update is hereB: Loads of lovely stuff from us to you Source: Tim Watson
    46. 46. http://events.plantoengage.com
    47. 47. http://events.plantoengage.comReminders workTiming – 43% webinar subscribers within 24 hours• 2 weeks out = 21 submissions– Subject Line: Register Today• 1 week out = 55 submissions– Subject Line: There’s Still Time to Register• 3 days out = 34 submissions– Subject Line: Last Chance to Register• 1 day out = 37 submissions (19%)– Subject Line: You Have 24 Hours Left to Register• Day of Webinar (24%)– 46 submissions -- Subject Line: You Have 30 Minutes Left toRegisterSource: Eloqua client published test
    48. 48. http://events.plantoengage.comCRITICAL factors for success• Creative – Content - Copy• Relevance – Personalisation• Incentive – Value proposition• Timing – Interval and Frequency• Integration – Use of other media?• Conversation – two way dialogue and social sharing• Attributes – use of header and subject lines• Landing pages – or microsites
    49. 49. http://events.plantoengage.comLanding page:Campaign-specificConsistentCTAMobile
    50. 50. http://events.plantoengage.comCRITICAL factors for success• Creative – Content - Copy• Relevance – Personalisation• Incentive – Value proposition• Timing – Interval and Frequency• Integration – Use of other media?• Conversation – two way dialogue and social sharing• Attributes – use of header and subject lines• Landing pages – or microsites
    51. 51. http://events.plantoengage.comThank you for attending - Let’s Connect!Questions & discussion welcome• Blogwww.smartinsights.com/blog• Feedswww.feedburner.com/smartinsights• Email Newsletterwww.smartinsights.comuk.linkedin.com/in/davechaffeywww.facebook.com/davechaffeywww.twitter.com/DaveChaffey
    52. 52. http://events.plantoengage.com• Next IEMS presentation at 2pm GMT3 Key Marketing Principles That Will IncreaseConversions In Email Marketing by Kath Pay• Don’t forget to register for our next event:International Digital Marketing Summit, 8 Octoberhttp://events.plantoengage.comWhat’s next?
    53. 53. http://events.plantoengage.comFree Guide: How to plan event-triggered campaigns:http://bit.ly/smarteremail

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