Reaching your true (email) potential
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Presentation by Danielle Woolley, Head of Customer Success, Adestra
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Reaching your true (email) potential
- 1. 1
- 2. Email is #1 for ROI Figure 9: How do you rate the following channels or disciplines in terms of return on investment?
- 3. Cross-tabulation of responses for ‘Which practices are part of your email marketing efforts?’ (advanced segmentation) and ‘How do you rate the following channels (email marketing) in terms of return on investment?’ Marketers who employ advanced techniques get better ROI Excellent Good Average Poor We do this 37% 52% 11% 0% Planning this 33% 38% 22% 7% We don’t do this 17% 45% 31% 7%
- 4. Advanced email tactics – like a box of chocolates… • Basic and advanced segmentation • Mobile responsive templates • Encouraging social sharing • Re-marketing • Use of video content • Multi-channel triggers • Content personalization • Location-based content • Lead nurturing • Lifecycle programs • Promoting customer ratings and reviews • Dynamic content • Behavioural targeting • Lead scoring • Dynamic social feeds • Real-time content • Progressive profiling
- 5. 5
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- 7. • Review current performance • Identify gaps • Revenue-driving opportunities • Define objectives • KPIs • Identify enablers • Prioritisation exercise • Develop Success Plan • Regular review meetings • Assess performance against objectives • Tackle challenges • Re-prioritise Adestra’s approach to Customer Success
- 8. Adestra 8 Marketing Success Pillars 8
- 10. A Systematic Approach RpK Audience (delivered emails) OR CTR CR AOV Delivered Emails x Open Rate x Click Through Rate x Conversion Rate x Order Value = Revenue per 1000 Sent
- 11. Identifying the Influencers • Deliverability • Send From name • Subject line • Pre-header • DoW / ToD 11 • Symbols & emojis • Length • Personalisation • Basic human direct response drivers: Urgency, Scarcity, Curiosity, Exclusivity, Savings, FOMO, Status
- 12. Results • Increase of 12% for revenue per 1000 emails sent (RpK) • Overall increase in revenue attributed to email of 74%
- 15. Personalization throughout the lifecycle Cross-sell programs Replenishment Abandon Basket Re-engagement Winback Breed-specific CRM Tailored Welcome Programs 1st purchase incentive (welcome journey) Welcome Convert Nurture Repeat purchase Re-activation £ Pre- and Post- journey (travel) Ratings & Reviews (travel)
- 17. Results • 60% open rates • 50% click-to-open rates • 3 - 10x higher conversion rates
- 18. 1. Start with the customer 2. Be clear on your goals 3. Get buy-in
- 19. Final Points • Invest. Your email ROI will thank you • Do what’s right for your customer and your business (tactics are just tools, not an end in themselves) • Start small and build on it
Editor's Notes
- Hello and welcome What you can do to develop your email programs and reach your true potential! Customer success at Adestra The approach we take to help our clients achieve their digital marketing goals And a couple of case studies looking at different strategies to improve email performance
- This is from a study we run annually with eConsultancy – 2018 is the 12th year. Hot – not even on the press yet. 2018 was its 11th year. Once again, email marketing has emerged from the Email Census as the most highly rated marketing channel or discipline for return on investment, with nearly three-quarters (74%) of client-side marketers rating it as either ‘excellent’ or ‘good’ in this context. We’ve seen over the years highlighting the gap between the average proportion of sales attributed to the email marketing vs. average proportion of total marketing budgets (that’s spent on email). And this year we saw that while 22% of sales came from email, this was with just 15% of budget.
- Advanced segmentation correlates even more strongly with ROI from email. Businesses using this tactic are more than twice as likely to rate their ROI from email marketing as excellent than those who do not. So if you look at this cross tabulation which means that we compared two questions against each other, we can see that when marketers use advanced techniques such as advanced segmentation & automation, they are more likely to report an excellent ROI So what we see here is that the 38% of marketers that say they carry our advanced segmentation report excellent ROI versus companies that don’t carry out advanced segmentation reporting excellent ROI from their marketing efforts. And also you can see that those companies that don’t carry out advanced segmentation were much more likely to report average or poor ROI on their marketing efforts. So this is a good example that demonstrates that spending extra time and money on email marketing has a multiplier effect where ROI will be higher
- So what are these advanced tactics? Here’s a whole host of stuff that the eConsultancy Survey asks about…. This is like a tick list of everything you ‘should’ be doing – but that’s exactly the wrong way to look at it. These are tools – not the solution. They all come back to personalisation – segmentation, re-marketing, location-based content, lead nurturing, dynamic content, lifecycle programs, optimising email for their device - and driving a better, more relevant and engaging experience for your customer
- E-commerce leader in Europe for all eyewear categories – prescription glasses, contact lenses and sunglasses We have shipped over 280 million contact lenses and 7 million glasses and sunglasses As you can imagine they send a lot of email. They do some great automation around the journey of purchasing your new specs, but this case study is about their optimisation strategy for BAU emails to ensure continual improvement on ROI through email
- Head of CRM Elisabeth Forseth spoke at the Summit about how they approached this optimisation. She used this funnel to explain. Each of these metrics influences their ultimate KPI – revenue per 1000 emails. And by optimising each one of these metrics they will achieve the best possible RPK. So that’s what they did. She took the basecamp through examples from each one of these metrics, with some really interesting insight. Unfortunately I don’t have time to go through all of them, so I’ve pick a couple of examples – open rate and conversion rate.
- For each metric they identified the influencers – things that you can manipulate to have an impact Focussing on subject line & pre-header See some examples here.
- They have learnt a tremendous amount about what works for their audience. Comparing YOY – across 3 top brands – all the hard work they’ve put in has added up to a massive difference to their bottom line. This shows that what can seem like very small improvements all add up Systematic approach really pays off. Glasses Direct An overall increase in revenue attributed to email of 74% An increase of 12% for revenue per 1000 emails sent (RpK) Overall order value (minus returns) has increased by 33%
- PetsPyjamas – are a pets lifestyle website. Selling pet products and pet-friendly travel Understand that pets are a member of the family That they see themselves not as ‘dog owners’ but as ‘jack Russell’ owners The way to their hearts and to their pockets was via their beloved pets. Something Pets Pyjamas do really well is identifying opportunities across the lifecycle to collect data and deliver personalised experiences They have tailored welcome programs depending on you found out about petsPjyamas (they do a lot of work with partners) As part of the welcome journey they ask you to fill in your pet profile Birthday email – not for you, for your pet! If you’ve bought a lead, they recommend collars Replenishment reminding to you treat your pouch to a new jacket And re-engagement – when you become a ‘sleeping dog’
- Welcome/nurture key focus – glasses are a considered purchase. Not like fashion. What is your AOF? ATM relying too much on your BAU How we nurture people during this – reassure them (only 5% of glasses purchases are online). When people come to your website they are in the market for buying a new pair glasses (they may already have a prescription, etc.) – how you nurture them at this highly engaged stage is critical to maximising successful conversions
- I’ve included this one as it’s a really good example of how focussing on the welcome experience for new customers & having a really good strategy can have a big impact on commercial results. Who they are…
- 1. Start with the customer – because at the end of the day they are the ones who receive our marketing and who we want to influence. Map the customer journey – how can personalisation help them? What are the stages they go through in making the decision to purchase, and what are our touchpoints with them? What are your goals? What is the point of your efforts? What are you hoping to achieve – happier, more loyal customers, improved conversions, higher revenue, etc. How will success be measured? Get buy-in from everyone across the business. Be aligned on what personalisation means for your business, and what it means for the customer. Make sure the board & management team are behind you in your vision as that will make it a whole lot easier to secure budget & resource for what you want to do.