Bmma session adr2013 benoit


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Bmma session adr2013 benoit

  1. 1. 10 lundispourrattraperle train dudigitalDirect marketing at digital ageBenoît De
  2. 2. 10 lundispourrattraperle train dudigitalAgenda• Introduction : the state of the e-mail market• How to design good e-mails• Enhance the ROI of your campaigns by improving relevance• E-CRM & Digital enable a Customer Centric Approach• Business Case2
  3. 3. 10 lundispourrattraperle train dudigitalOf e-mail and Zombies : a living dead
  4. 4. 10 lundispourrattraperle train dudigitalRumors of e-mail’s death
  5. 5. 10 lundispourrattraperle train dudigitalRumors of e-mail’s death...aregreatly exaggerated(worlwide stats)e-mail Statistics Report, 2010Editor: Sara Radicati, PhD
  6. 6. 10 lundispourrattraperle train dudigitalTHE BELGIAN E-MAIL MARKET, BY THE NUMBERSRESULTS OF THE 2012 ACTITO SURVEY
  7. 7. 10 lundispourrattraperle train dudigitalUse of e-mail vs other on-line media99947040 38Has a website Use e-mailMarketingUse Social Media Use MobileMarketingUse SEM/SEO
  8. 8. 10 lundispourrattraperle train dudigitalReasons for using e-mail MarketingReduced cost ofcontactEasy to set up Easy to integratewith other mediaHigh ROI0%10%20%30%40%50%60%70%80%
  9. 9. 10 lundispourrattraperle train dudigitalTypology of e-mail marketing usesNewsletters Trafic buildingon websiteLead generation Transactionnale-mailsE-couponing0%10%20%30%40%50%60%70%80%
  10. 10. 10 lundispourrattraperle train dudigitalShare of marketing budget invested in e-mail(in% of total marketing budget)61%17%8%3%2%5%2% 2%20120-920-2930-3940-4950-5960-6980-89More than 89
  11. 11. 10 lundispourrattraperle train dudigital• It is right to copy : inspire yourself of othernewsletters in your business area• Create low-fidelity prototypes with paper andpencils or a wireframing software: place textand image blocks on your drawing• Do not forget to place e-mail “essential add-ons” : pre-header, header, footer…• Circulate your drawings among colleagues andgather feedback from users• Only then, ask a Web designer to create aworking prototypeGreat e-mail designs start with a good process
  12. 12. 10 lundispourrattraperle train dudigital• An e-mail is not a website : some web conventions do not workin an e-mail• Remember the fold (depends from the mail reader) : place youCall to Action in the most visible part of your e-mail• Images are blocked by default on many e-mail readers: designyour mail so that it will display correctly even with images off• Limit the size of banners• Position your images in order to create a rythm in your design• Use bullet points and paragraphs to structure textDesign Constraints
  13. 13. 10 lundispourrattraperle train dudigitalKeep the Image / Text balance
  14. 14. 10 lundispourrattraperle train dudigital• Maybe the most important part of your E-mail– Drives Opening Rates and has a important impact on spam scores• Make your point in less than 50 characters :– Depending of your e-mail reader, it is possible than more than 50 characters areallowed so, bring the most important aspects in the first part of the subject line.– Do not repeat the name of the sender in the subject line (already in the From)– Avoid to break In the middle of a word or an idea• State clearly what’s in it for the reader– Be short and relevant– Do not overstate the real interest of the mail• Use A/B testing:– Test different wordings– Use different metrics (opening rates, click-through, final conversion).Subject lines
  15. 15. 10 lundispourrattraperle train dudigital• Pre-sells the CTA -> increases the opening rate• Increases the visibility of online version• Increases the visibility on mobile readers• Increases deliverability scores• Serves as reminder in the mailboxImportance of the pre-headerOntdek in deze nieuwbrief, in ons eerste artikel, onze postbatibouw lenteactie!Dacht ook u dat een sleutel-op-de-deur
  16. 16. 10 lundispourrattraperle train dudigitalCall to Actions (CTA)• “Click here” is not a CTA : be clear on what the consumer willget by clicking : ex: “buy now”, “get your free copy here”• Location, Location, Location : place the CTA before the fold• Have at least a TEXT version of your CTA in case images are notdisplayed• Font Size : put the CTA in bold letters so that it is clearly legible• Replicate the same CTA at various places in your copy and offeralternative CTA
  17. 17. 10 lundispourrattraperle train dudigitalCall to Actions ExamplesPrimary CTA Primary CTAAlternativeCTARepeat CTAAlternativeCTAFold
  18. 18. 10 lundispourrattraperle train dudigitale-mail Add-onsMandatory:UnsubscribeDisclaimer/privacy statementContact linkNice to haveLibrary of previous newslettersTable of contentsEssential:Profile update formPreference CenterPersonalisationForward to a FriendShare on your networks
  19. 19. 10 lundispourrattraperle train dudigitalOpt-in procedures : show what peoplewill receive
  20. 20. 10 lundispourrattraperle train dudigitalOpt-in procedures : engage subscribersimmediately after opt-in
  21. 21. 10 lundispourrattraperle train dudigitalPreferences Center• A preferences Centerallows to segment yourlist based on readersinterests• Process must bestraightforward• The “preference” centerpage must be accessiblefrom every mail• Add a “snooze” functionto allow your contacts totemporarely modify theirpreferences as they canchange over time.
  22. 22. 10 lundispourrattraperle train dudigitalUnsubscribe procedures• Good unsubscribe procedures are key to your reputation anddeliverability : you must facilitate unsubscribing to avoid thatpeople declare your mails as spam.• Gold rule : KISS (Keep it Simple and …) : the process must bestraightforward. Ex: do not require a password to unsubscribes• Make your unsubscribe link visible : put in in the pre-header ifyou have problems of e-mail reputation• Act first, ask after: if you want to ask you subscribers to tell thereasons of your unsubscription, do it only after havingregistered their unsubscription.
  23. 23. 10 lundispourrattraperle train dudigitalTest, test, test….
  24. 24. 10 lundispourrattraperle train dudigitalIntegrate User Generated content24• To create a sense ofcommunity with yoursubscribers add reactionscoming from yourcomment forms or fromsocial networks• This type of content mustbe curated to avoidnegative impact of somecomments.• Be cautious not to selectonly overly positivecomments.• Add a possibility tocomment these comments
  25. 25. 10 lundispourrattraperle train dudigitalAgenda• Introduction : the state of the e-mail market• How to design good e-mails• Enhance the ROI of your campaigns by improving relevance• E-CRM & Digital enable a Customer Centric Approach• Business Case25
  26. 26. 10 lundispourrattraperle train dudigitale-mail relevance becomes a vital issue What’s in a word? Relevance is easier to define by its contrary :irrelevance As their inbox are flooded by irrelevant e-mails, people tend toconsider messages as spam because: The timing of the message is not adapted The frequency of the message is too high The content is not differentiated The design does not fit the browser or the device (iphone...) specificities In short : the future of mass e-mailing is not too rosy. But itssiblings have good chances to survive.
  27. 27. 10 lundispourrattraperle train dudigitalRelevance...Beyond Deliverability• Relevance is NOT– A synonym of deliverability– A technological-onlyproblem• Even if you manageto put 100% of yourmessage in yourreaders mailboxes,you still have anissue with relevance• However improvingrelevance is a keyelement to betterdeliverability
  28. 28. 10 lundispourrattraperle train dudigitalIf you don’t tackle irrelevance,someone will do it• People who consider your e-mails as irrelevant are moresusceptible to declare your mail as spam to their ISP• Internet Service Providers track the opening rates of yourmails. Low opening rates influence your spam scores. It canlead to blacklisting.«Because at the end of the day, the goal is to have marketers send messages thatconsumers want. At the end of the day, it really becomes a lot less about permission, andmore about what consumers are asking for.»Charles Stiles, AOL’s postmatser, in DMNEWS, october 30
  29. 29. 10 lundispourrattraperle train dudigitalHow to improve relevance?– Opt-in procedures– Segmentation anpersonalisation– Lifecycle management– Triggered campaigns– Testing andmeasurement
  30. 30. 10 lundispourrattraperle train dudigitalSegmentation and personalisation• Problem :– Less than 20% of marketeers use segmentation because of• limited creative ressources (70%)• lack of data (50%)• lack of time (50%)• Consequence:– Mass e-mailing still prevails– People consider mails as «bulk mail» and unsubscribe or report as spam• Solution :– Segmentyour database at registrationmoment– Enrich your database with surveys– Track what customers do• Links click history• Web analytics• Buying habits• ...
  31. 31. 10 lundispourrattraperle train dudigitalEnrich your database with customerfeedback and surveys• Consumers are generally willing to share their feedback about yourmessages, so it is advisable to regularely ask them questions.• Add a quick link to a feedback form.• Reward feedback with feedback : if you change something on thebasis of users feedback, do not hesitate to tell them.
  32. 32. 10 lundispourrattraperle train dudigital• Enrich your databases with information on your customershabits– Clicked links history– Survey participations– Web analytics data– Buying history– Social Network activity– ...Track what customers do
  33. 33. 10 lundispourrattraperle train dudigitalExample of segmentation patterns• Explicit preferences and interests : the most obvious and underused way to segment.• Implicit preferences based on open rate and click through rate : give a score to links in youre-mails and segment accordingly• Prospects vs Clients : nothing is a counterproductive as sending the same message toprospects and clients containing better deals that what the former client got.• Time preferences segmentation : people tend to open their e-mails at a given time. It is wiseto follow the same pattern. For example : phone users tend to read their e-mails in themorning, Ipad users read their e-mails in front of TV in the evening.• Acquisition channels : people coming from a call centre or co-registration must be treateddifferently than people who have opted in on your site...• Geography : people receive specific offers targeted to their region.
  34. 34. 10 lundispourrattraperle train dudigitalExample of geographic / time segmentation• Customers receive an offer that is tailored to the weatherpredictions in their city
  35. 35. 10 lundispourrattraperle train dudigitalLifecycle management• Lifecycle-based e-mail campaigns can create important touchpoints that will keep customer engaged and enable to achieve alasting relationship.• Welcome programs.• First-time buyer programs.• Loyalty programs.• Ambassador programs.• Re-activation programs.
  36. 36. 10 lundispourrattraperle train dudigitalExample of a lifecyclemanagement programCustomerbuys productPost purchaseSatisfaction SurveyLifecycle ManagementCross-sell offerWarranteerenewal offerReplacementoffer- 4 m - 2m TD Day 0 Day 7 +1 Month +2 Years +5 yearsAcquistion ManagementFirst webvisitInteraction & callto actionEvent Capture DB enrichmentRelationshipScenarioCampaignCreation & sendingonlineofflineReportingCouponscanningtestdriveSource:
  37. 37. 10 lundispourrattraperle train dudigitalTriggered campaigns/ Marketing Automation• Triggered e-mail are the most susceptible to be considered asrelevant by the addressee as they closely follow the userstatus.• Key success factors :– Use with care. Be certain to recognizewhere it’s appropriate to create trigger based campaignsand where there may be little benefit.– Set FrequencyLimits. Don’t send too often, but do not under-send. When was the last time thecustomeror prospect received something from you?– Think customerfirst. Don’t be fooled by the capabilities of your marketing automationtool.– Keep it simple and manageable.It is unlikely that the campaign will immediatelydeliver results. Beprepared to polish your work over time.
  38. 38. 10 lundispourrattraperle train dudigitalTesting and measurement• Use control groups. Take a small group of profiles who willnot be affected by the relevance improvement. Monitor thedifference between this group and the groups on which youtest your relevance improvement strategies.• Don’t test too many (max 3) variables to avoid any risk ofconfusion and non representative numbers.• Be systematic. Test every message you send to your audience.You can use automated split testing mechanisms.• Keep track of your experiments. Information gatheredthrough testing can help you setting the blueprints for futuresuccessful campaigns.
  39. 39. 10 lundispourrattraperle train dudigitalAgenda• Benchmarks : interesting numbers from the field• Tips for better e-mail Design• Enhance the ROI of your campaigns by improving relevance• E-CRM & Digital enables a Customer Centric Approach• Business Case39