Who Am I? • Daniel Rowles • CIM Course Director • 14 Years experience in digital marketing – Both client and agency side • @danielrowles
What I’ll Cover • Email in Perspective • Data and Segmentation • Design Issues • Measurement3
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 ?
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.
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.
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
Collection of data 24%# 22%# 54%# No#data#collected# Info#collected#at#registra5on# Info#collected#by#poll#
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
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)