How to Maximize Returns from Your Email Campaigns


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Presentation from the Webinar on "How to Maximize Returns from Your Email Campaigns "
By Naresh Bhagtani, Managing Director, Niche Software Solutions Pvt Ltd.

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  • Good morning ladies and gentlemen. Hope you're having an excellent Friday and that you're easing into the weekend Thank you for tuning for this webinar How to Maximize Returns from your Email Campaigns You can talk about this webinar using the hash tag juvlon if you are on Twitter
  • That's me. Naresh Bhagtani. I head the company Niche Softwarewhich has created the email marketing product Juvlon. I have contributed to the development of Juvlon since the last 5 years And I've been consulting on email marketing since more than 8 years now That's my picture. Not my best picture. Lets just say this is not my Friday face. But enough about me already, this webinar is not about me. And before I begin to tell you what this webinar is about, let me tell you what this webinar is not about. This webinar is not about email delivery. Its not about list management or list hygiene nor is it about crafting great subject lines. Its not even about best practices in email marketing.
  • This webinar is about getting the most of your existing campaigns that are being delivered. I'm assuming you already have some sort of email marketing programme, you are delivering to your list and following best practices. I'm going to show you how you can make those campaigns more effective and return-oriented by doing simple things. I am not going to ask you to change you programs or revamp your strategy This is about adding some interactive elements to your campaign, integrating mobile within your email campaigns, tweaking your existing content and some other things you can do after you send your campaigns to increase returns. Some of the examples you'll see are from our own clientele and others have researched online for your benefit
  • Interesting... some of you aren't measuring your returns. You must measure your marketing returns be it any medium. And there's good news. Email is highly measurable and return-oriented. But what does return mean?
  • Does it mean money? Yes, it does and it must. As an overall objective it should mean money. But not every email campaign may give you a sale directly. Sales may be the larger goal of your marketing objectives. But that needs to be defined. If you're running a series of emails which form a campaign, please define the objective of the campaign. The objective of each email will be to drive clicks. An email is not simply a display medium. It should be actioned upon. In my experience, I've come across various goals to campaigns. I've got some them listed here.
  • An email campaign can result is footfalls. An email campaign from online stores normally has sales objectives A services company uses emails to create enquiries, generate leads and hence sales We've run campaigns to encourage people to download our Email Trends Report We've used emails to encourage registrations to this webinar. Our return is not direct sales
  • This is probably how most of you registered to this webinar.
  • Here's an interesting case where Tesco did something very fundamental. It asked its customers to add the tesco email to their address books That ensures all future emails from tesco safe passage into the customers inbox IE a clear channel of all future communication between Tesco and its customers! Now, I'd like to know what kind of return oriented campaigns have you done. In fact, I'm sure each of you attending today would like to know what kind of campaigns are others doing.
  • Alright great, those are some encouraging results Many of you have been doing varied campaigns What is interesting is that this shows a lot of you still think email marketing is used primarily at generating direct sales Ok then, let me take you through some examples of doing just that. Generating sales. I'm going to show you 3 campaigns which have been successfully conducted by our clients to clearly see a return from their email marketing
  • We've had to anonymize the client's identity here but the campaign is still relevant This is an example of a retail store who has an active and loyal customer base. The idea here is to get the customer to physically come to the store, ie, increasing footfalls. This is not an e-commerce store example. A customer gets birthday wishes and is entitled to a 20% discount. The customer can send this personalized voucher to his/her own mobile phone and avail the discount at the store. No print-outs necessary and instantaneous Once the customer clicks on the big-yellow button, Yes send me the voucher on my mobile
  • He/she is taken to this landing page to confirm their mobile number or provide their mobile number. If you have the number of the customer you could direclty send them the coupon and take them to a thank you page instead of this landing page. And here's what the customer receives on their mobile phone.
  • The customer John Doe receives an SMS/text message wishing him along with a unique coupon for a 20% discount on his next purchase. So John simply does his shopping and shows this message on the cash counter of the store to get himself a discount on that AXE deo spray he's been dreaming so much about. The retailer gets footfalls and direct sales with complete tracking starting for the email. The retailer also gets updated mobile info of the customer. The customer gets instant gratification. Imagine with smart phones getting popular, he/she can get a coupon while shopping within your store. Ok, coming up next: Event reminders
  • This is an email from a Book Store about an event... a book launch of a children's book. This email was sent about a week before the event. The objective of the campaign was to get people to attend the event. The objective of this email was to get people to mark thei calendars. See the green call-to-action, it says Remind me to attend this event. This takes us to the following landing page
  • Where customers can set themselves a reminder by SMS or email or both. The recipients can also choose to be reminded on the day of the event or earlier. Once they click on the Set Reminder button, they're taken to the thank you page. Say a customer chose to be reminded about the event on the same day of the event. This is what he/she will get on their mobile phone
  • An Sms/text message. Don't forget today at 4pm is the book launch at Phoenix mall. By adding a reminder to your email, you get the fence sitters. Let me explain. We had Enrique Iglesias perfom a couple of days ago here in Pune. If I had got an email about the concert 10 days before the event, I would've thought gathering up some friends and going for the concert. But I wouldn't have booked tickets right away, I'd have to get my friends to come first. I am a fence sitter. By setting a reminder, the promoters of the concert could easily get in touch with me and make sure I get things done before it gets too late. Ok, good stuff yes? Oooh tough crowd huh. Oh that's right, you are all muted! Use the chat window everyone. Ask questions, praise me or criticize. Everything is welcome.
  • Here's something for the service industry. This is an example of a financial services client, a Mutual Fund company to be specific. They wanted to promote their new SIP fund to their existing customers. It was a time-bound promotion hence you see the click to remind me button on the right. But I'd like to drive your attention to the middle button that says Click to receive a call-back. People like to buy from people. Especially financial products needs some consultation/advice. Remember fence-sitters, people who haven't made their decision yet. Here is a way to have that advice.
  • Clicking on Click for Callback would get the customer to this landing page. It confirms the number or asks the customer to update the number. It also sets the customers expectations on the time required to receive a callback. Or if you have the customer's mobile number, this can be skipped and the customer would directly go to a thank you page.
  • On clicking on the call-back button, an SMS is sent to the call center of the mutual fund company not to the customer. The SMS can be sent to any designated number of a sales person too if you don't have a call-center. The idea being the customer can be approached in a matter of 5 minutes. It would only take a minute for you to receive the SMS. The customer is likely to still be on the email. The turn-around-time is reduced tremendously. If your sales team/person is equipped to handle this, you could give the customer the advice he/she needs and possibly close the sale in minutes.
  • These were examples of interactive elements and integrating SMS into your email campaigns to drive returns. Returns that are clearly visible. Such simple facilities can be easily provided by your email marketing provider. Or you can give us a call. There are other easy ways to improve returns on your campaigns too. You need look into the content more closely
  • Content is still king and it will always remain the biggest factor in driving those clicks and hence returns. There are times we try to do too much. We try to pack in a lot of content hoping that one thing or the other may attract the customer. Take a step back. It might be better to get focussed and make things simpler. Don't over-complicate and don't over say. Concentrate on a singular objective. These examples are from Marketing Experiments who I have tremendous respect for the work they do. Their research directory is a treasure trove of case studies on online marketing
  • See this email. Its trying to do too much. This email was getting click-throughs and hence sales on the online store. But it could be better. You see the central offer of the roses and chocolates at 29.99. There are a lot of half-hearted things around it causing friction. The navigation bar for one. This is an email, not a webpage. The navbar competes for attention. The banner at the bottom also vies for the customer's attention. And one can't figure if the banner is a click or not Just by removing these items from the control
  • You can see the treatment provided here. And the results are surprisingly brilliant
  • 140% more click-thoughs on the central offer. Which means if the roses got 100 clicks on the control, the same roses recieved 240 clicks on the treatment. That's amazing and simple. Here's another one for you
  • This is an example of an email from a social network for doctors. They promote this social network to pharmaceutical companies as a means to engage with doctors. Its like a facebook for doctors if you will. Lets call it Docbook for simplicity The value is specified in the second paragraph. The offer itself is a 30-minute demo The call-to-action is non-specific, very generic. It does not call out to you. Lets look at the treatment this control was given
  • The headline was made more effective. The value was clearly specified in the headline. . The text was made more conversational The Call-to-Action was made phenominally more clear You can see the improvement but did it make a positive difference.
  • The treatment received Double the number of clicks. 104% increase in click-through rate. How? By tweaking the existing content. Now this is all good in hindsight. How are you supposed to know what will work well for you and what won't? Truth be told being an expert, even I can predict results and guarantee success between 2 campaigns. But I don't want to predict. I'd rather let a focus group decide and then make the right decision
  • And you have a ready focus group available with you already. Your own list! I'll get to this in a moment. You can also use other tricks of the trade like re-sending to non-opens or non-clickers after the campaign has run. This could give your returns an extra boost. Then you have special campaigns that you should have in your arsenal, like welcome campaigns and triggered campaigns. These are different campaigns for engagement and deserve webinars by themselves. Now getting back to the focus group. We call this A/B testing.
  • There are times when you may have two creatives or two ideas to execute for a campaign and you don't know which will be successful There is a way to take the guesswork out of this situation A/B split testing is the best tool for campaign comparison Take 10-20% of your list and call this your focus group. Send Version A to one half of your focus group and Version B to the other. Whichever control performs better, send it to the rest 80% of your list. Lets get you in on this. You have 2 versions A and B on your screen. Which do you think will perform better?
  • You have Version A of an email on your screen This is an email from a financial house and they're promoting a guide to making good business plans The content features a headline, intro paragraph, 4 key points of value in the guide and a button to download the guide.
  • Now you have Version B of the same email on your screen The headline is different, the text include 3 paragraphs from the guide and a link to view the detailed guide
  • Look carefully now at both versions. In about 10 seconds you will get a screen where you need to vote on the version you think will perform better, ie, will get better click-throughs Ooh tough one for you and interesting for me because I know the answer.
  • Wow, I thought we would have an equal vote for each version. X% of you think Version A was more successful and Y% of the marketers thought Version B was more successful The folks at MarketingExperiments actually conduted this A/B test and found
  • Viola! Version B was actually more successful. Almost 29% more click-throughs. Its all in the headline, content and call-to-action. Tweak Tweak Tweak! That proves. Take the guesswork out before you send out. Let your subscribers decide. Now is there anything you can do after the campaign is sent to improve results, you ask?
  • Send it again! Sounds really simple but a lot of people don't get this right. You should re-send to non-opens. That too quickly. Say just after 2 days of the initial sending. There are times people read and want to come back to the mail but they never do because it gets buried somewhere. Or other times when people want to read and put it off for that time or even when your mail just does not catch their attention. A re-send to non-opens works wonders. Its known to improve open rates by 30% in some cases. This also calls for a follow-up campaign to those who opened but did not click and to those who clicked but did not convert. The abandoned lot.
  • Which means its not enough to talk about email optimization, you really need to know how your landing page is performing. Like I said earlier, your emails objective is to get clicked. The conversion actually occurs on your landing page. There is a whole science to landing page optimizations too and that's for a different webinar. For now what I can tell you is that you need to have some simple analytics on your email and landing pages. Most email marketing products allow you to integrate Google Analytics in your email which can be further used on your landing pages Your landing page should serve as an extension to your email and not a replica. There should be continuity from your email to your landing page and then the call-to-action to convert, like a buy or a small form to register or a download link etc.
  • So what have we learnt in the last 40 minutes. I'll tell you what I've learned. You guys are a really quite lot. You haven't said a word! Hehe... Ok seriously... you need to define your campaign objectives. Not every objective is direct sales or money generated. Add some interactive elements to get clarity of returns. I've given you some examples of SMS integration but much of it can be achieved through response emails as well Look at your existing content and see if it is focussed on your objective. Reduce clutter, reduce friction. Test before you send to get the most optimium results. Re-send campaigns and follow-up campaigns Landing pages are where the conversions happen
  • Once again, thank you for attending. I'm Naresh Bhagtani signing off now and hope to see you at our next event.
  • How to Maximize Returns from Your Email Campaigns

    1. 1. How to Maximize Returns from your Email CampaignsTalk about this webinar #juvlon
    2. 2. Presenter Naresh Bhagtani Managing Director Niche Software Chief product architect of Juvlon email marketing Clients across the world Consulting since 8 years on email
    3. 3. Coming Up Return of Investment (RoI) from your Email Campaigns Adding interactivity to your campaigns Integrating mobile within email campaigns Brick-mortar and Online Cases of RoI focussed campaigns Examples of strategy and numbers
    4. 4. What does return mean? Money Not necessarily, not all the time Objective of the marketing campaign matters Opens and Clicks are a means to an end Ends need to be defined for Campaigns
    5. 5. What does return mean? Depending on your campaign − Footfalls − Enquiries − Sales generated, ie, money − Downloads − Registrations − Data Updates − Social media sign-ups − Traffic generated on landing/web pages
    6. 6. Case 1: Retail Store email
    7. 7. Case 1: Retail Store landing page
    8. 8. Case 1: Retail Store SMS
    9. 9. Case 2: Event Reminder email
    10. 10. Case 2: Event Reminder landing
    11. 11. Case 2: Event Reminder SMS
    12. 12. Case 3: Services email
    13. 13. Case 3: Services landing page Set the customers expecations right here
    14. 14. Case 3: Services SMS This message goes to a designated mobile number or to a call center Same message can be sent as an email too
    15. 15. Case 3: Services SMS This message goes to a designated mobile number or to a call center Same message can be sent as an email too
    16. 16. Content is still king Sometimes its better to dumb things down Dont lose focus, keep it simple Next 2 examples are from Marketing Experiments Research Directory
    17. 17. Content Case 1Control Competing navbar Bottom banner takes attention Banner confusing – link or not?
    18. 18. Example1: Control vs. Treatment
    19. 19. Case 1: Control vs. Treatment
    20. 20. Content Case 2: Control
    21. 21. Content Case 2: Treatment
    22. 22. Content Case 2: Improvement
    23. 23. Ways to improve campaign RoI Pre-test Campaigns (before sending) Resend to non-opens (after sending) Must have campaigns (high response rates) − Welcome campaigns − Triggered campaigns
    24. 24. A/B Split Test, Beat your RoI Compare Campaigns before sending Focus Group: Take 10-20% of your list Send Version A to 1st half of Focus Group Send Version B to 2nd half of Focus Group Send better performing version to rest of List Lets go interactive Thanks to Marketing Experiments again
    25. 25. Version A
    26. 26. Version B
    27. 27. A/B Split Test Result  Version B takes the cake  Almost 29% more click- throughs  Content tweaking  A/B split testing works!
    28. 28. Re-send to Non-opens After you send Cannot influence your customers time to read Same mail to non-opens Gap of 2-3 days Can improve metrics by 30% Keep an eye on unsubscribes and spam complaints
    29. 29. Post Sending Follow-up campaigns to − Opens but not clicked − Clicked but not converted Conversions on Landing Page Analytics for emails and landing pages According to Hubspot, the average landing page conversion is between 5 and 15%
    30. 30. What have we learnt Define your campaign objectives Add simple interactivity to your campaigns Integrate with SMS and get results Introspect your content, tweak it! A/B Split test before sending Re-sending can improve metrics Landing page conversions
    31. 31. Its Q&A time
    32. 32. Thank you for attending Naresh Bhagtani Managing Director Niche Software See you at our next event Try our product