Creating more relevant, more responsive more value Event-triggered Emails
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Dave ChaffeyFollow
Jun. 20, 2013•0 likes•3,430 views
Creating more relevant, more responsive more value Event-triggered Emails
Jun. 20, 2013•0 likes•3,430 views
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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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Creating more relevant, more responsive more value Event-triggered Emails
- 1. 16 Brought to you by: Getting More from Your Event-triggered Behavioural Emails Dr. Dave Chaffey, Publisher, SmartInsights.com
- 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 October http://events.plantoengage.com Welcome to the 3rd edition of IEMS!
- 3. http://events.plantoengage.com About Dave Chaffey Best-practice advice & consulting www.smartinsights.com
- 4. http://events.plantoengage.com Free Guide: How to plan event-triggered campaigns: http://bit.ly/smarteremail
- 5. http://events.plantoengage.com Structure - 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. http://events.plantoengage.com Why am I advising on behavioural emails?
- 9. http://events.plantoengage.com 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
- 11. http://events.plantoengage.com But how does that look on mobile? Use responsive design for single column design
- 13. http://events.plantoengage.com Welcome Tips: 1. Use a Preheader Teaser? 2. Explain your OVP 3. Deploy your best offer
- 14. http://events.plantoengage.com Welcome Tips: 1. Personalise 2. Encourage whitelisting
- 15. http://events.plantoengage.com Welcome Tips: 1. Keep it functional 2. Call out Next Steps / Actions in Right Sidebar?
- 18. http://events.plantoengage.com 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
- 20. http://events.plantoengage.com Using Personas to develop relevance Source: Tim Watson E.G. Receive Bill insert E.G. Receive MMS
- 21. http://events.plantoengage.com Example – combined segments Source:
- 24. http://events.plantoengage.com Open rate Clickthrough rate Before 20.0 1.9% After 18.9 – 27.4% 7.5% - 20.6% Our experience: 3rd welcome : 14d > 2d
- 25. http://events.plantoengage.com B2B: 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 pages Source: Eloqua McAfee case study
- 26. http://events.plantoengage.com 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
- 27. http://events.plantoengage.com Testing offer in an Abandoned shopping cart email sequence • 1. Generic branded follow-up email : +10% conversion rate. • 2. Personalised remarketing email with a promotional code for a 5% discount time limited to 72 hours: +100% conversion rate. • 3. Personalised remarketing email with 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. http://events.plantoengage.com 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
- 29. http://events.plantoengage.com A real welcome to new customers Search “Email Swipe File” on Pinterest
- 31. http://events.plantoengage.com Buildinsocialsharinginto contactstrategies2 Source: eCircle case study
- 34. http://events.plantoengage.com 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
- 35. http://events.plantoengage.com Learning from Amazon Behavioural Email targeting Purchase Dispatched +7d +14d +21d Recognition of purchase Recognition of intent
- 37. http://events.plantoengage.com A “Sense and Respond” flowchart
- 38. http://events.plantoengage.com Email 1: 45% Open 8.4% CTR Email 2: 38% Open 3.5% CTR Intent follow-up – click on Category
- 39. http://events.plantoengage.com 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
- 40. http://events.plantoengage.com Goodnews–weliketoreview: 90,000in2weeks +10%conversion 88%ofallreviews****/***** Source: Original Argos review launch
- 41. http://events.plantoengage.com Assess importance of Navigation elements Source: eCircle case study
- 43. http://events.plantoengage.com 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
- 44. http://events.plantoengage.com You can prove anything you want with average subject line statistics… However for Event-triggered emails: 1. Keep it short. 2. Show specific value early 3. Personalise value where possible
- 45. http://events.plantoengage.com A: <name>, your latest Orange update is here B: Loads of lovely stuff from us to you Source: Tim Watson
- 47. http://events.plantoengage.com Reminders work Timing – 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 to Register Source: Eloqua client published test
- 48. http://events.plantoengage.com 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
- 50. http://events.plantoengage.com 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
- 51. http://events.plantoengage.com Thank you for attending - Let’s Connect! Questions & discussion welcome • Blog www.smartinsights.com/blog • Feeds www.feedburner.com/smartinsight s • Email Newsletter www.smartinsights.com uk.linkedin.com/in/davechaffey www.facebook.com/davechaffey www.twitter.com/DaveChaffey
- 52. http://events.plantoengage.com • Next IEMS presentation at 2pm GMT 3 Key Marketing Principles That Will Increase Conversions In Email Marketing by Kath Pay • Don’t forget to register for our next event: International Digital Marketing Summit, 8 October http://events.plantoengage.com What’s next?
- 53. http://events.plantoengage.com Free Guide: How to plan event-triggered campaigns: http://bit.ly/smarteremail
Editor's Notes
- 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