With the January sales behind us, February is an excellent opportunity to take stock of your email strategy. Email marketing remains a mainstay of the modern marketer's toolkit, but many marketers haven’t kept up with the current capabilities of the channel - this can lead to issues with creativity, consistency and quality. To prevent consumers tuning out, marketers need to ensure they’re not just going through the motions with email. Join our complimentary webinar to hear from email specialist and member of the DMA’s Email Marketing Council, Skip Fidura - In this session we’ll help you tune up your email strategy for 2017 and show you: - What to consider in your creative - from responsive email to subject lines - How to improve deliverability and sender reputation - How to increase automation without sacrificing personalisation - The 6 key metrics for reporting

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2017 Email Tune-Up

2. Today’s Speakers
2017 Email Tune-Up
Brought to you by In association with
James Lawson
Consultant Editor
marketingfinder
Skip Fidura
Digital Director
dotMailer

3. Follow the conversation on Twitter #EmailTuneUp
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2017 Email Tune-Up

4. 4 | 2017 Email Tune-up | @SkipFidura @dotmailer
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

5. 5 | 2017 Email Tune-up | @SkipFidura @dotmailer
Popular with MarketersThis presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

6. 6 | 2017 Email Tune-up | @SkipFidura @dotmailer
Popular with Marketers
95%
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

7. 7 | 2017 Email Tune-up | @SkipFidura @dotmailer
Popular with Marketers
95% 10+:1
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

8. 8 | 2017 Email Tune-up | @SkipFidura @dotmailer
Email is popular with Consumers
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

9. 9 | 2017 Email Tune-up | @SkipFidura @dotmailer
Too Many Emails
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

10. 10 | 2017 Email Tune-up | @SkipFidura @dotmailer
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

11. 11 | 2017 Email Tune-up | @SkipFidura @dotmailer
50%
Of all
77%
Millennials
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

12. 12 | 2017 Email Tune-up | @SkipFidura @dotmailer
Where Can We Improve?
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

13. Quick Poll
Brought to you by In association with
2017 Email Tune-Up

14. 14 | 2017 Email Tune-up | @SkipFidura @dotmailer
Where Can We Improve?
• Data Capture
• Segmentation and
Automation
• Creative and
Copywriting
• Deliverability
• Testing
• Analytics
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

15. 15 | 2017 Email Tune-up | @SkipFidura @dotmailer
Think BIG
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

16. 16 | 2017 Email Tune-up | @SkipFidura @dotmailer
Start Small
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

17. 17 | 2017 Email Tune-up | @SkipFidura @dotmailer
Start Small; Scale Quickly
Scale QUICKLY
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

18. 18 | 2017 Email Tune-up | @SkipFidura @dotmailer
…but where do I start?
BenefitLow High
Cost
High
Low
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

19. 19 | 2017 Email Tune-up | @SkipFidura @dotmailer
…but where do I start?
BenefitLow High
Cost
High
Low
INVESTDON’T BE DISTRACTED
PLAN FOR THE FUTUREIGNORE
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

20. 20 | 2017 Email Tune-up | @SkipFidura @dotmailer
…but where do I start?
BenefitLow High
Cost
High
Low
INVESTDON’T BE DISTRACTED
PLAN FOR THE FUTUREIGNORE
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

21. 21 | Making Your Email Takeoff. | @SkipFidura @dotmailer
Data Capture
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

22. 22 | 2017 Email Tune-up | @SkipFidura @dotmailer
Explicit Data
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

23. 23 | 2017 Email Tune-up | @SkipFidura @dotmailer
Implicit Data
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

24. 24 | 2017 Email Tune-up | @SkipFidura @dotmailer
What Data do you Need?
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

25. 25 | 2017 Email Tune-up | @SkipFidura @dotmailer
What Data do you Have?
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

26. 26 | 2017 Email Tune-up | @SkipFidura @dotmailer
Data has a Shelf Life
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

27. 27 | 2017 Email Tune-up | @SkipFidura @dotmailer
Data has a Shelf Life
• No paper forms
• No Chinese Whispers
• Real-time Validation
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

28. 28 | 2017 Email Tune-up | @SkipFidura @dotmailer
Think About ALL Touch Points
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

29. 29 | 2017 Email Tune-up | @SkipFidura @dotmailer
Fred Perry
Problem:
• No single view of customer
• Not capturing store traffic
Solution:
• Implemented e-receipts at all till
points
• Nightly Feed to combine with
ecommerce data
Results:
• Single view of customer
• List growth
CASE STUDY
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

30. 30 | 2017 Email Tune-up | @SkipFidura @dotmailer
Barbour
CASE STUDY
Background:
• Founded in 1894
• Recently started selling direct –
on and off line
Problem:
- Delivering a luxury brand
experience on-line
- Little direct relationship with
customers
- No real databaseThis presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

31. 31 | 2017 Email Tune-up | @SkipFidura @dotmailer
Barbour
CASE STUDY
Solution
• Implemented Pop-over
after testing alternatives
• Welcome Program to
collect more data
• Implemented basic
segmentation based on
explicit data collected
through a preference
centre This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

32. 32 | 2017 Email Tune-up | @SkipFidura @dotmailer
Barbour
CASE STUDY
Results
• 20,000 new email addresses in
first three months vs. 1,200 in the
previous three months (1,667%
increase)
• Total sales from email has grown
over 600% with some campaigns
generating six figure revenue
• Click to open rates over 30%
• Unique open rate over 40%This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

33. 33 | 2017 Email Tune-up | @SkipFidura @dotmailer
Problem:
• Need to capture language
Solution:
• New data based on page
• Old data had to ask
Results:
• Each list grew by more than
100%
• Open rates nearly doubled
Dune
CASE STUDY
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

34. 34 | Making Your Email Takeoff. | @SkipFidura @dotmailer
Segmentation and Automation
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

35. 35 | 2017 Email Tune-up | @SkipFidura @dotmailer
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

36. 36 | 2017 Email Tune-up | @SkipFidura @dotmailer
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

37. 37 | 2017 Email Tune-up | @SkipFidura @dotmailer
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

38. 38 | 2017 Email Tune-up | @SkipFidura @dotmailer
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

39. 39 | 2017 Email Tune-up | @SkipFidura @dotmailer
Upstream and Downstream
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

40. 40 | 2017 Email Tune-up | @SkipFidura @dotmailer
Upstream Automation
Personalisation
• “Hi Rebecca”
• Could also include
– Loyalty points
– Last destination
Dynamic Content
• Destination articles
• Could also include
– Loyalty tier
– Real-time based on weather
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

41. 41 | 2017 Email Tune-up | @SkipFidura @dotmailer
£/email
Number of Segments & Volume of content
Revenue per email
Cost per email
Point of maximum returns
Increasing
returns
Diminishing
returns
Negative
growth
The relevancy scale
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

42. 42 | 2017 Email Tune-up | @SkipFidura @dotmailer
Downstream Automation
• Account Creation or Welcome
• Birthday
• Abandon Browse
• Abandon Basket
• Post Action
• Recommendations
• ReplenishmentThis presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

43. 43 | 2017 Email Tune-up | @SkipFidura @dotmailer
Account creation or welcome
Email1:
- what’s new
- Online and
offline content
- Push to
purchase
Email3:
- An offer
- Educational
content
Email2:
Relationship
building content
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

44. 44 | 2017 Email Tune-up | @SkipFidura @dotmailer
Account creation or welcome Email4:
- Reassuring tone
- Easy. Secure.
- Helpful guides
- Clear CTA ‘start’
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

45. 45 | 2017 Email Tune-up | @SkipFidura @dotmailer
Account creation or welcome
Emails 5 & 6:
- First offer code
- Urgency
- Tone – ‘don’t miss out’
- Stronger CTA ‘shop
now’
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

46. 46 | 2017 Email Tune-up | @SkipFidura @dotmailer
Birthday
• It is a nice thing to do
• Do not need an offer
• Reason to connect
outside of the booking
season
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

47. 47 | Making Your Email Takeoff. | @SkipFidura @dotmailer
Creative and Copywriting
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

48. 48 | 2017 Email Tune-up | @SkipFidura @dotmailer
Mobile
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

49. TIP 1 - Know your audience
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

50. TIP 2 - Readability
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

51. TIP 3 – Customer-centric copy
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

52. TIP 4 – Actionable language
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

53. TIP 5 – Sell the sizzle
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

54. 54 | Making Your Email Takeoff. | @SkipFidura @dotmailer
Deliverability
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

55. Email Filtering
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

56. 56 | 2017 Email Tune-up | @SkipFidura @dotmailer
MYTH #1
Sending plain text messages to
subscribers is good for your
deliverability, inbox placement rate,
and open rates.
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

57. 57 | 2017 Email Tune-up | @SkipFidura @dotmailer
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

58. 58 | 2017 Email Tune-up | @SkipFidura @dotmailer
MYTH #2
If I get recipients to click links
within my email, the ISPs will see
that I am sending to engaged users
and therefore my deliverability will
be improved.This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

59. 59 | 2017 Email Tune-up | @SkipFidura @dotmailer
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

60. 60 | 2017 Email Tune-up | @SkipFidura @dotmailer
MYTH #3
Subject lines should not exceed a
certain size, nor should they
contain special characters or
certain words.
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

61. 61 | 2017 Email Tune-up | @SkipFidura @dotmailer
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

62. 62 | Making Your Email Takeoff. | @SkipFidura @dotmailer
Testing
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

63. 63 | 2017 Email Tune-up | @SkipFidura @dotmailer
Cardinal Rules of Testing
1. In every campaign
2. One variable at a time
3. Clear hypothesis
4. Defined success and failure metrics
5. Implement learnings and move one
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

64. 64 | Making Your Email Takeoff. | @SkipFidura @dotmailer
Analytics
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

65. 65 | Making Your Email Takeoff. | @SkipFidura @dotmailer
“Half of the money spent on advertising is
wasted; the trouble is I don’t know which
half.”
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

66. 66 | Faster. Better. Smarter. | @TinkTaylor @dotmailer
The Ultimate Irony
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

67. 67 | 2017 Email Tune-up | @SkipFidura @dotmailer
• Time taken to use the platform
• Getting the data in and out
• Lost opportunity cost of not having
time to implement a better
marketing strategy
• Outgrowing system and learning
new tools
The True cost of email is more than CPM
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

68. 68 | 2017 Email Tune-up | @SkipFidura @dotmailer
Traditional Email Metrics
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

69. 69 | 2017 Email Tune-up | @SkipFidura @dotmailer
Opens or Clicks?
Campaign A
Check out our new
British film of the month
Emails delivered: 10,000
Unique opens: 2,000
Open rate: 20%
Campaign B
Check out Benedict Cumberbatch’s
brand new film!
Emails delivered: 10,000
Unique opens: 1,500
Open rate: 10%
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

70. 70 | 2017 Email Tune-up | @SkipFidura @dotmailer
Opens or Clicks?
Campaign A
Check out our new
British film of the month
Emails delivered: 10,000
Unique opens: 2,000
Open rate: 20%
Unique clicks 200
Click through rate 2%
Click to open rate 10%
Campaign B
Check out Benedict Cumberbatch’s
brand new film!
Emails delivered: 10,000
Unique opens: 1,500
Open rate: 15%
Unique clicks 300
Click through rate 3%
Click to open rate 20%
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

71. 71 | Making Your Email Takeoff. | @SkipFidura @dotmailer
The alternative metrics
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

72. 72 | 2017 Email Tune-up | @SkipFidura @dotmailer
Engagement
How does my open rate compare… ?
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

73. 73 | 2017 Email Tune-up | @SkipFidura @dotmailer
Engagement
Camp 1
Open rate 25%
Camp 2
Open rate 25%
Camp 3
Open rate 25%
Camp 4
Open rate 25%
Rates alone can steer us in the wrong direction
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

74. 74 | 2017 Email Tune-up | @SkipFidura @dotmailer
Engagement
Camp 1
Open rate 25%
Camp 2
Open rate 25%
Camp 3
Open rate 25%
Camp 4
Open rate 25%
Rates alone can steer us in the wrong direction
Open Reach 55%
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

75. 75 | 2017 Email Tune-up | @SkipFidura @dotmailer
Customer Value Analysis
This analysis will show you:
• How each channel is performing
• Channel performance relative to the others
• The value of multi-channel customers
• The optimal COA for each channel
• How big a discount should you offer and when
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

76. 76 | 2017 Email Tune-up. | @SkipFidura @dotmailer
Customer Value Example
Both FacebookEmail
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

77. 77 | 2017 Email Tune-up. | @SkipFidura @dotmailer
Customer Value Example
Recipients Purchasers Revenue
Avg
Purchaser
Value
Average
Value
Email 100,000 10,200 £ 159,000 £ 15.59 £ 1.59
Facebook 30,000 1,400 £ 26,000 £ 18.57 £ 0.87
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

78. 78 | 2017 Email Tune-up. | @SkipFidura @dotmailer
Customer Value Example
Both FacebookEmail
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

79. 79 | 2017 Email Tune-up. | @SkipFidura @dotmailer
Customer Value Example
Purchasers Revenue
Avg
Purchaser
Value
Average
Value
Email 100,000 10,200 £ 159,000 £ 15.59 £ 1.59
Facebook 30,000 1,400 £ 26,000 £ 18.57 £ 0.87
Purchasers Revenue
Avg
Purchaser
Value
Average
Value
Email Only 90,000 9,000 £ 135,000 £ 15.00 £ 1.50
Facebook Only 20,000 200 £ 2,000 £ 10.00 £ 0.10
Both 10,000 1,200 £ 24,000 £ 20.00 £ 2.40This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

80. 80 | 2017 Email Tune-up | @SkipFidura @dotmailer
Customer Value Analysis
Spend no more than:
• £1.50 to acquire an email
• £0.10 to acquire a FB fan
• £0.90 for an email recipient to
become a FB fan
• £1.30 to capture the email for a
FB fan
Spend limit to convert:
• £13.50 for email subscribers
• £9.90 for FB fans
• £17.60 for Both email
subscribers & FB fans
Average
Purchaser Value
Average
Value
Email only £15.00 £1.50
Facebook only £10.00 £0.10
Both £20.00 £ 2.40
Ave Value: Total Rev for Channel / Db size
Ave Purchaser Value: Total Rev for Channel / No of
purchasers
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

81. 81 | Making Your Email Takeoff. | @SkipFidura @dotmailer
Conclusion
This presentation is from “2017 Email Tune-Up”, a marketingfinder webinar.
To find out more, or for the on-demand recording, visit https://goo.gl/wtqJ0e

82. Questions
Brought to you by In association with
2017 Email Tune-Up
Skip Fidura
Digital Director
dotMailer
James Lawson
Consultant Editor
marketingfinder

83. 3 Reasons to Complete the Exit Survey
1. You can give us your feedback
2. You can request your free copy of ‘Back to
Basics: Email Marketing’
3. You can send a recording of the webinar to
colleagues
2017 Email Tune-Up

84. Thank You
Brought to you by In association with
2017 Email Tune-Up