Presentation for Supercharge Your Email Marketing Workshop

1. Helping people
send better email marketing
since 2003
supercharge your email marketing

2. Stafford Sumner
• Managing Director
• 15 years email marketing experience
• Advisor for SMEs to Multinational Corporations
• Likes Land Rovers and cake
Let us introduce
ourselves…

3. Let us introduce
ourselves…
Jay Wicks
• Client Success Manager
• Email marketing mentor
• Former bookkeeper, PR and lifeguard
• Also, likes cake…

4. The current landscape…
The time is now

5. Dynamic content
The sending of one email, with variable content depending
on the data you hold for your database

6. Segmentation
The filtering of recipients based on their profile
and previous behaviour
Full database
Only include anyone who has:
- Opened an email in the last 12 months
- Has a postcode beginning with ‘TR’
Targeted email to engagers in the local area

7. Mobile first
Opens on mobile devices have never been higher and
this is expected to grow – are your templates mobile-first?
Based on 4,684,926 emails sent from a study of 10 Jarrang clients
vs
35%
65%

8. What’s new in
email marketing in 2017?
What’s on the horizon

9. Marketing automation
Sit back and relax whilst an automated journey takes care of
nurturing your new sign ups…
Online form entry Triggered email 2 day delay Follow up email

10. Marketing
automation
Three considerations of automation include:
• Data
• Rulesets
• Content
Let’s look at these in more detail…

11. Data
Without the right data, there are no ‘triggers’ to send an automated email!

12. • Having great data is one thing but it’s
ineffective unless you map out the
consumer journey
• When to send and who to?
• What’s the end point?
Rulesets

13. Content
Choose your content wisely, send relevant information to your recipients and reach your goals.

14. Take automation
to the next level
Let’s walk through this journey
step by step…

15. Shopping cart
abandonment
Here’s an example of how email
automation can be used to capture
potential lost revenue by people leaving
their baskets before completing the
sales process.
Products shown in email
Email triggered featuring products
Leave page without purchasing
Fill carts / baskets with products
Checkout form entry

16. Practical tips for building
your email database
Getting good quality subscribers who engage

17. Database
building
Three ways of building your database:
• Entice / Seduce!
• Giveaways and partnerships
• Offline
Remember: size isn’t everything…

18. • Give people a reason to sign up to
your emails
• Show subscribers exclusivity
• Offer discounts
• Make them feel loved
Entice and
seduce

19. Giveaways and partnerships
One of the oldest tricks in the book…

20. Offline data capture
Keep an eye on what’s in front of you…

21. That’s not all,
folks!
Here are some other ways to capture data:
• Social media promotion with incentive
• Popup boxes e.g. SumoME
• Optimise landing pages for conversions
e.g. Unbounce
• Nurture journey triggered after form
submission

22. A look ahead…
GDPR and what it means for you
and your email marketing

23. GDPR
• It’s serious, but keep calm
• Good practice, clarifications, better terminology
• GDPR is far reaching – we’re just looking at email
• Final interpretations still to be published
• Every organisation is different – not one size fits all
• Audit your data – look down the back of the sofa!

24. GDPR
• OUT - Bought-in lists, including B2B
• OUT - Lapsed data
• GREY – “Current” customers

25. GDPR
What might need to be updated/ reviewed:
• Privacy notices
• Customer & prospect data (stored and sourced)
• Service providers (storage, processing, marketing)

26. That’s it
from us…
Time to answer your
questions