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Email Marketing Best PracticeDaniel Rowles
Who Am I?        •  Daniel Rowles        •  CIM Course Director        •  14 Years experience in digital marketing        ...
What I’ll Cover      •    Email in Perspective      •    Data and Segmentation      •    Design Issues      •    Measureme...
Email in perspective•  96% skip any introductory copy on an email   ?•  The first ? words of a headline are read on       ...
Good practice                www.amazon.co.uk
Advanced targeting
Do users value email marketing?•  94% of internet users receive opt-in permission   based email.•  89% of internet users p...
Setting your expectations•  A good offer, with an appropriate call to action, at the right time to a   good list should yi...
CRM principles   Single view of                           Connect all customer data   the customerCreate relevancy Prospec...
Collection of data              24%#          22%#                     54%#                                   No#data#coll...
What is personalisation? No personalisation    Broadcast Format optimisation   Text or HTML Personal salutation   “Dear Ma...
Dear Rich B**tard!
Segmentation based on open rates                Open%                                     Av.CTR                          ...
Inbox Testing – Litmus.com
Mobile devices   http://campmon.createsend.com/screens/y/D8D6697793A2E7DF
Subject lineSilicon.com Weekly RoundupIs this you?Latest Offers from AsusNUA Internet Newsletter June 5th
Splitting your list                      www.mailchimp.com
Things to test1.    Subject lines2.    Headings3.    Image/placement4.    Copy length5.    Call to action6.    Links7.  Ti...
Spam check   Sending
Timing of an e-mailout              •  After 10am              •  Late morning ideal              •  Tuesday to Thursday  ...
Commercial insight        Email        Website     Conversion       Reporting     Analytics    Tracking
Analytics and email•  If you don t add tracking code, email traffic looks   like direct traffic•  Email System has reporti...
Bounce rateBounce = visitors who enter and exit site on samepage.               Visitor clicks on an email linkExample    ...
Page optimisation•  A/B Testing•  Multivariate testing                        right, talk later•  Intelligence reports
A/B testing          A                            B                      Conversion    Test multiple versions of the page ...
Multivariate testing                               Heading                     Images                              Text   ...
Conclusions  •    Create Relevance through segmentation  •    Consider scanning behaviour  •    Look at analytics  •    Te...
Thank you    •  @DanielRowles    •  danielrowles@me.com    •  www.targetinternet.com
Email webinarnov12
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Email webinarnov12

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Email Marketing Webinar from CIM event on 28th November 2012

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Email webinarnov12

  1. 1. Email Marketing Best PracticeDaniel Rowles
  2. 2. Who Am I? •  Daniel Rowles •  CIM Course Director •  14 Years experience in digital marketing –  Both client and agency side •  @danielrowles
  3. 3. What I’ll Cover •  Email in Perspective •  Data and Segmentation •  Design Issues •  Measurement3
  4. 4. Email in perspective•  96% skip any introductory copy on an email ?•  The first ? words of a headline are read on 2 average•  Average time spent reading an email is 21 ? seconds•  Around 2% of visitors will read your email in full ?
  5. 5. Good practice www.amazon.co.uk
  6. 6. Advanced targeting
  7. 7. Do users value email marketing?•  94% of internet users receive opt-in permission based email.•  89% of internet users prefer email over offline media to gain information about products of specific interest to them.•  93% of internet consumers believe that email is the best way for existing suppliers to communicate with them.
  8. 8. Setting your expectations•  A good offer, with an appropriate call to action, at the right time to a good list should yield. 5 – 50% clickthrough•  Best Practice yielding 36% open 13% Click (MailChimp 2012).•  If you are not getting this level of response:•  Adjust one or more components.•  Test and try again.
  9. 9. CRM principles Single view of Connect all customer data the customerCreate relevancy Prospect and customer get content they need at that time based on their data and for customer profile Manage Manage the amount of communication customers receive Frequency Ratio commercial and non-commercial Don’t only take but help and give back to customer content
  10. 10. Collection of data 24%# 22%# 54%# No#data#collected# Info#collected#at#registra5on# Info#collected#by#poll#
  11. 11. What is personalisation? No personalisation Broadcast Format optimisation Text or HTML Personal salutation “Dear Mary” Segmented content Preference, behaviour, demo One to one Unique, dynamic e-mail
  12. 12. Dear Rich B**tard!
  13. 13. Segmentation based on open rates Open% Av.CTR Possible action: Possible action: Raise frequency stimulate CTR (controlled) These recipients open more then Email champions average but click less 2. 4. Av. Open% 1. 3. This group Opens andPossible clicks of this opens less than Possible action:action: group are average but they stimulate openReactivation are more likely to below average rateor Switch clickchannels CTR (=click through rate)
  14. 14. Inbox Testing – Litmus.com
  15. 15. Mobile devices http://campmon.createsend.com/screens/y/D8D6697793A2E7DF
  16. 16. Subject lineSilicon.com Weekly RoundupIs this you?Latest Offers from AsusNUA Internet Newsletter June 5th
  17. 17. Splitting your list www.mailchimp.com
  18. 18. Things to test1.  Subject lines2.  Headings3.  Image/placement4.  Copy length5.  Call to action6.  Links7.  Time of day8.  Day of week
  19. 19. Spam check Sending
  20. 20. Timing of an e-mailout •  After 10am •  Late morning ideal •  Tuesday to Thursday recommended •  Friday afternoon effect •  International considerations
  21. 21. Commercial insight Email Website Conversion Reporting Analytics Tracking
  22. 22. Analytics and email•  If you don t add tracking code, email traffic looks like direct traffic•  Email System has reporting but no end to end•  Search “URL Tool”
  23. 23. Bounce rateBounce = visitors who enter and exit site on samepage. Visitor clicks on an email linkExample Visitor enters on landing page Visitor leaves site without visiting another page
  24. 24. Page optimisation•  A/B Testing•  Multivariate testing right, talk later•  Intelligence reports
  25. 25. A/B testing A B Conversion Test multiple versions of the page to see which version achieves the most conversions.
  26. 26. Multivariate testing Heading Images Text CombinationsTest multiple versions of elements of a page to see whichcombination achieves the most conversions.
  27. 27. Conclusions •  Create Relevance through segmentation •  Consider scanning behaviour •  Look at analytics •  Test and Improve
  28. 28. Thank you •  @DanielRowles •  danielrowles@me.com •  www.targetinternet.com

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