Next Step Email Marketing
Louise Stephens ACIM

Head of Email Marketing
Little Green Plane
@lgplane @loulou1987x
Agenda
•
•
•
•

Status of email
Audience profiling
Design
Analytics, follow-ups & re-engagement

Break

• Year of the mobi...
Who are we?
•
•
•
•

Email Service Provider
Email product of Itineris Ltd
Established in 2001
6th fastest growing digital ...
What about you?
Status of email
•

•
•
•

In 2013 the ROI from email is £24.24 for every £1
spent.
There are 3.6 billion email accounts.
B...
Strategy stats
•

•
•

44% of email recipients made at least one
purchase from a promotional email.
33% of recipients open...
Audience Profiling
Why?
To help you communicate and engage with your
target market.
Demographics
A

Higher management, bankers, lawyers, doctors and other professionals

B

Middle management, teachers, crea...
Psychographics
Mainstreemers

SEEKS SECURITY – Tend to be domestic, conformist, conventional, sentimental – favour value
f...
Task…
Pair up and create profiles of each other.
Design
Serious design: #1
If you don’t know where you’re going you can’t
take your audience there!
Serious design: #2
Craft your subject line
Subject line 101
•
•
•
•
•
•
•

80% of your time on your subject line
Be useful and ultra specific
Test – Urgency, questio...
Serious design: #3
Maximise your golden real estate
Top left rule
• Branding
• Hook
• CTA
Serious design: #4
Guide your audience through your email
Hicks Law
Describes the time it takes for a person to make a
decision as a result of the possible choices he or she
has.
Serious design: #5
Call to action
Rules of CTA
•
•
•
•

Use them or there will be no action!
Word them properly - Push
Don’t be mysterious
Follow the line o...
Analytics, re-engagement & follow ups
Analytics
What do you do with your analytics?
Opens
• When did they open?
• Did they go on to click?
Clicks
•
•
•
•

What did they click on?
When did they click?
Send follow up email with more specific content.
Call them?
Bounces
• A hard bounce doesn’t mean they have gone
• Call and ask:
• Where have they gone?
• Who has replaced them?
Turn ...
Re-engagement
Re-engagement
Re-engagement
Re-engagement
Follow ups
Tips
• Use behaviour as a way to segment your
audience.
• Send relevant content based on clicks.
• Highlight where they ar...
Break Time!
Next Step Email Marketing
Louise Stephens ACIM

Head of Email Marketing
Little Green Plane
@lgplane @loulou1987x
Agenda
•
•
•
•

Status of email
Audience profiling
Design
Analytics, follow-ups & re-engagement

Break

• Year of the mobi...
Mobile
2013 really is the year of the mobile!
What’s your strategy?
Stats
• By 2017 mobile marketing is set to be worth £6
billion.
• 44% of all email sent is opened on a mobile.
• Accessing...
Responsive design is your friend
What is responsive design?
Creates an optimal viewing platform across all
devices.
Why go responsive?
• 21% of all traffic to websites globally is coming
from tablets and smartphones.
• Gives your audience...
Group Task
Part 1
Audience profiling
Create profiles for the various audiences for your
businesses.
Part 2
Email design
Take a look at the emails your company sent, does
it follow best practice?
Part 3
Analytics
Create a follow up campaign from the stats
provided.
Review
Resources
Twitter: @lgplane or @loulou1987x
LinkedIn: Louise Stephens ACIM

Groups: East Anglia Email Marketing Forum
Emai...
Thank you
Advanced Email Marketing Seminar
Advanced Email Marketing Seminar
Advanced Email Marketing Seminar
Advanced Email Marketing Seminar
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Advanced Email Marketing Seminar

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We've given you all the basics with our 'Grow Your Business' events, now it's time to take the next step in your email marketing journey...

Topics to be covered:
• Customer profiling
• Segmentation
• Mobile email
• Analytics, follow up's & re-engagement
• Integrating a 360º digital marketing strategy

Published in: Technology, Business
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Advanced Email Marketing Seminar

  1. 1. Next Step Email Marketing Louise Stephens ACIM Head of Email Marketing Little Green Plane @lgplane @loulou1987x
  2. 2. Agenda • • • • Status of email Audience profiling Design Analytics, follow-ups & re-engagement Break • Year of the mobile • Group task
  3. 3. Who are we? • • • • Email Service Provider Email product of Itineris Ltd Established in 2001 6th fastest growing digital agency in the UK
  4. 4. What about you?
  5. 5. Status of email • • • • In 2013 the ROI from email is £24.24 for every £1 spent. There are 3.6 billion email accounts. By 2016 this number will rise to 4.3 billion. Apple iPhone is the most widely used email client.
  6. 6. Strategy stats • • • 44% of email recipients made at least one purchase from a promotional email. 33% of recipients opened an email based on subject line alone. Emails that include social sharing get 158% higher CTR.
  7. 7. Audience Profiling
  8. 8. Why? To help you communicate and engage with your target market.
  9. 9. Demographics A Higher management, bankers, lawyers, doctors and other professionals B Middle management, teachers, creative and media people e.g. graphic designers… C1 Office supervisors, junior managers, nurses, specialist clerical staff – white collar C2 Skilled manual workers, plumbers, builders – blue collar D Semi-skilled and unskilled manual workers E Unemployed, students, pensioners and casual workers.
  10. 10. Psychographics Mainstreemers SEEKS SECURITY – Tend to be domestic, conformist, conventional, sentimental – favour value for money brands. Nearly always the largest group. Aspirers SEEK STATUS – Materialistic, acquisitive, oriented to image and appearance, persona and fashion. Style over substance. Typically younger people, clerical and sales jobs. Succeeders SEEK CONTROL – Strong goals, confidence, high work ethic, organised, supports stability. Brand choice based on self-reward and quality. Typically higher management and professionals Resigned SEEKS SURVIVAL – Rigid and authoritarian values, traditional. Brand choice stresses safety, familiarity and economy. Typically older people. Explorers SEEKS DISCOVERY – High energy, individualism, experience and adventure. Brand choice highlights satisfaction and instant effects. The first to try new brands. Typically younger people and students. Strugglers Unemployed, students, pensioners and casual workers. Reformers SEEKS ENLIGHTENMENT – Freedom of restrictions and personal growth. Socially aware, independent judgement. Anti-materialistic and aware of good taste. Has attended higher education and selected products for quality.
  11. 11. Task… Pair up and create profiles of each other.
  12. 12. Design
  13. 13. Serious design: #1 If you don’t know where you’re going you can’t take your audience there!
  14. 14. Serious design: #2 Craft your subject line
  15. 15. Subject line 101 • • • • • • • 80% of your time on your subject line Be useful and ultra specific Test – Urgency, questions, symbols Make it stand out Front load your subject line Digits – 20% off / £30 voucher Use verbs (action words)
  16. 16. Serious design: #3 Maximise your golden real estate
  17. 17. Top left rule • Branding • Hook • CTA
  18. 18. Serious design: #4 Guide your audience through your email
  19. 19. Hicks Law Describes the time it takes for a person to make a decision as a result of the possible choices he or she has.
  20. 20. Serious design: #5 Call to action
  21. 21. Rules of CTA • • • • Use them or there will be no action! Word them properly - Push Don’t be mysterious Follow the line of sight
  22. 22. Analytics, re-engagement & follow ups
  23. 23. Analytics
  24. 24. What do you do with your analytics?
  25. 25. Opens • When did they open? • Did they go on to click?
  26. 26. Clicks • • • • What did they click on? When did they click? Send follow up email with more specific content. Call them?
  27. 27. Bounces • A hard bounce doesn’t mean they have gone • Call and ask: • Where have they gone? • Who has replaced them? Turn one ‘lost’ subscriber into two new ones!
  28. 28. Re-engagement
  29. 29. Re-engagement
  30. 30. Re-engagement
  31. 31. Re-engagement
  32. 32. Follow ups
  33. 33. Tips • Use behaviour as a way to segment your audience. • Send relevant content based on clicks. • Highlight where they are in their buying cycle. • Cleanse your database
  34. 34. Break Time!
  35. 35. Next Step Email Marketing Louise Stephens ACIM Head of Email Marketing Little Green Plane @lgplane @loulou1987x
  36. 36. Agenda • • • • Status of email Audience profiling Design Analytics, follow-ups & re-engagement Break • Year of the mobile • Group task
  37. 37. Mobile
  38. 38. 2013 really is the year of the mobile! What’s your strategy?
  39. 39. Stats • By 2017 mobile marketing is set to be worth £6 billion. • 44% of all email sent is opened on a mobile. • Accessing email is the most popular activity on a smartphone. • 69.7% will delete an email that doesn’t look good on a mobile device.
  40. 40. Responsive design is your friend
  41. 41. What is responsive design? Creates an optimal viewing platform across all devices.
  42. 42. Why go responsive? • 21% of all traffic to websites globally is coming from tablets and smartphones. • Gives your audience a consistent and optimised journey regardless of device. • Your competitors are probably doing it.
  43. 43. Group Task
  44. 44. Part 1 Audience profiling Create profiles for the various audiences for your businesses.
  45. 45. Part 2 Email design Take a look at the emails your company sent, does it follow best practice?
  46. 46. Part 3 Analytics Create a follow up campaign from the stats provided.
  47. 47. Review
  48. 48. Resources Twitter: @lgplane or @loulou1987x LinkedIn: Louise Stephens ACIM Groups: East Anglia Email Marketing Forum Email Marketing Forum www.littlegreenplane.com
  49. 49. Thank you

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