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Reviewing email marketing capabilties

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I presented this review in May 2014 at the Messe Frankfurt Email marketing exhibition. It reviews 7 key areas of email marketing to improve detailed in our 7 Steps to Email marketing success guide.

Published in: Business, Technology

Reviewing email marketing capabilties

  1. 1. 1 Integrated Email Marketing 2014 Improving your Email capabilities Dr Dave Chaffey SmartInsights.com
  2. 2. 2 About Dave Chaffey About Dave Chaffey • Author of 5 bestselling marketing books now working on 6th editions • Editor at SmartInsights.com a freemium marketing advice site with 60,000 Basic members and Expert members in over 50 countries • Insights Director at search conversion agency ClickThrough MarketingFree Basic member download: http://bit.ly/smarteremail
  3. 3. 3 Is your e-mail marketing efficient AND effective?  Effectiveness=Strategy:  “Doing the right thing”  Supporting business objectives  Leads, Sales, ROI  Relevance through content, targeting and timing  Efficiency=Tactics:  “Doing the thing right”  Maximising delivery  Maximising opens/clicks  Mobile platforms  Legal compliance
  4. 4. 4 Applying Capability Maturity Models (CMM) for Software Development Source: SQAJI
  5. 5. 5 Your email marketing journey? Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission
  6. 6. 6 1. Initial 2. Managed 3. Defined 4. Quantitative 5. Optimising A. Email capabilities and evaluation Simple ESP Response tracking + Regular report of opens/clicks + ‘Beyond the click’ tracking + Segment tracking + Value reporting + Hurdle rates and activity levels + Response data > CRM system/warehous e B. List quality Not managed List-building options increased + List quality improved + Reactivation and removal + Preference centres C. Targeting (Relevance) None: ‘Pray and Spray’ + Demographics + Basic triggers + Full lifecycle sequences + Additional sequences added D. Proposition and communications strategy Newsletter and Eblasts + Increased frequency + Content marketing integration + Social integration + Optimised frequency E. Creative and templates + Simple headers + Multiple template + Dynamic content + video review + mobile optimised + Advanced techniques F. Delivery Not reviewed + Reported + Reported by ESP + Feedback loops and delivery service + Continuous monitoring G. Optimisation None Experiments with different offers/subjects Structured offer/subject testing + Layout reviews + AB testing + Multivariate testing Email marketing capabilities
  7. 7. 7 Integrated Email Marketing 2014 A. EMAIL MARKETING EVALUATION
  8. 8. 8 How do you evaluate your email marketing?  1. Campaign open, click, delivery rate?  2. Value of leads and sales?  3. Long-term subscriber engagement? 1. ‘Hurdle rates’ of % active – response and purchase 2. RFM: “Recency, Frequency of response and purchase 3. At position in lifecycle 4. By segment 5. By offer / email type
  9. 9. 9 Measuring list activity – email engagement / disengagement These “hurdle rates” are for whole list. Repeat:  By segment  By product categories purchased TIP: Measure the overall health of your list through activity / inactivity levels over time Measure Period Number of Subscribers % of list total Never Open All time 48,000 16.0% Last 6 Months 168,000 56.0% Never Click All time 96,000 32.0% Last 6 Months 144,000 48.0% Never Bought All time 48,000 16.0% Last 6 Months 192,000 64.0% Never Bought Online All time 96,000 32.0% Last 6 Months 216,000 72.0%
  10. 10. 10 Integrated Email Marketing 2014 B. LIST QUALITY
  11. 11. 11 List quality matters!  Profile % affects targeting  Disclosed preferences  Inferred ‘click preferences’ – S&R example  % inactives affects deliverability  % list growth needs to be worked on…
  12. 12. 12 Email 1: 45% Open 8.4% CTR Email 2: 38% Open 3.5% CTR Intent follow-up – click on Category
  13. 13. 13 An example of list growth Source: Tim Watson
  14. 14. 14 Using SMS to encourage subscriptions Source: Tim Watson
  15. 15. 15 Integrated Email Marketing 2014 C. TARGETING AND RELEVANCE
  16. 16. 16 16 Q. Which targeting factors give best response? Unknown Demographic profile data Lifestyle & psychographics Attitude & preferences Behaviour q Past purchase q Search term entered q Offer clicked Targetingvariablemost predictiveofresponse
  17. 17. 17 Tip – create a layered segmentation - an example from eBay Source: Smart Insights
  18. 18. 18 Customer value-based targeting
  19. 19. 19 Add social data to increase relevance Source: Latest data - Smart Insights
  20. 20. 20 Example Birthday email + Social Data
  21. 21. 21 Integrated Email Marketing 2014 D. COMMUNICATIONS STRATEGY
  22. 22. 22 Source: UK DMA Email Marketing Benchmark Email frequency Email segmentation
  23. 23. 23 Why send more emails?
  24. 24. 24 Starting with a welcome!
  25. 25. 25 How sophisticated is your Marketing Automation?
  26. 26. 26 Buildinsocial sharingintocontact strategies 2 6 Source: Teradataa / eCircle case study
  27. 27. 27 easyJet get the Sell : Inform : Entertain balance right with “Inspire Me” 2 7
  28. 28. 28
  29. 29. 29 Apply the Content marketing matrix to your email marketing Criteria?  Rev/visit  Demand+ lead ge  Amplify  Brand fit  SEO  Longevity  Authority/Though Leadership  Individual pain po  Repurposeability  Risk/reward
  30. 30. 30 Which content gets shared?
  31. 31. 31 Location: Published / Surveyed: Sample: Source: Original source: Worldwide February 2014 Collected from 290 million email opens Litmus % Mobile operating system adoption Litmus blog
  32. 32. 32 Integrated Email Marketing 2014 E. CREATIVE AND TEMPLATES
  33. 33. 33 Location: Published / Surveyed: Sample: Source: Original source: Worldwide February 2014 Collected from 290 million email opens Litmus % Email opens across desktop and mobile Litmus blog New
  34. 34. 34 Lovely Litmus Responsive B2B mail
  35. 35. 35 CXM for Email? Source: Lyris Holiday Look Book
  36. 36. 36 Source: Lyris Holiday Look Book
  37. 37. 37 Video in emails? Video in email marketing techniques Source: Lyris Holiday Look Book
  38. 38. 38
  39. 39. 39 Integrated Email Marketing 2014 F. DELIVERY
  40. 40. 40 The impact of Gmail’s new Tabbed inbox? Source: Return Path
  41. 41. 41 Integrated Email Marketing 2014 F. OPTIMIZATION
  42. 42. 42 Test version B Send Volume: 10,000 Sample criteria: Random Click through rate: 4.5% Main Broadcast Send Volume: 180,000 Click through rate: 5.8% Source: Test version A Send Volume: 10,000 Sample criteria: Random Click through rate: 6.1%
  43. 43. 43 MVT Email testing! Source: Philips presenting on PlantoEngage.com webinar
  44. 44. 44 Using event-triggered emails – Marketing Automation / Re-marketing example  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: Smart Insights: Email re-marketing http://bit.ly/smarteremail
  45. 45. 45 1. Initial 2. Managed 3. Defined 4. Quantitative 5. Optimising A. Email capabilities and evaluation Simple ESP Response tracking + Regular report of opens/clicks + ‘Beyond the click’ tracking + Segment tracking + Value reporting + Hurdle rates and activity levels + Response data > CRM system/warehous e B. List quality Not managed List-building options increased + List quality improved + Reactivation and removal + Preference centres C. Targeting (Relevance) None: ‘Pray and Spray’ + Demographics + Basic triggers + Full lifecycle sequences + Additional sequences added D. Proposition and communications strategy Newsletter and Eblasts + Increased frequency + Content marketing integration + Social integration + Optimised frequency E. Creative and templates + Simple headers + Multiple template + Dynamic content + video review + mobile optimised + Advanced techniques F. Delivery Not reviewed + Reported + Reported by ESP + Feedback loops and delivery service + Continuous monitoring G. Optimisation None Experiments with different offers/subjects Structured offer/subject testing + Layout reviews + AB testing + Multivariate testing Email marketing capabilities
  46. 46. 46 Let’s Connect! Questions & discussion welcome SmartInsights.com:: Plan | Manage | Optimize Free, Basic member tools  Managing Digital Marketing 2014 report  Sample planning templates  Planning infographics www.smartinsights.com/membership Premium, Expert member learning  7 Step Guides to all digital marketing  Online courses  DIY Planning and optimisation templates in Word, Excel and Powerpoint  www.smartinsights.com/membership/expert- member-reasons uk.linkedin.com/in/davechaffey www.facebook.com/davechaffey www.twitter.com/DaveChaffey https://plus.google.com/+DaveChaffeyUK/

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