eMail Marketion Tips & Tactics - Online Retailer Conference 2015


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Online Retailer Conference & E-commerce Expo, Sydney

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  • SumoMe
    Hello Bar
  • Customized Tabs
    Competitions & Social Media Specific Offers
    Add Calls To Action To Posts
    Whisper Codes

  • Customized Tabs
    Competitions & Social Media Specific Offers
    Add Calls To Action To Posts
    Whisper Codes

  • Segments are used for:
    - To pull targeted lists, and send different emails to each segment.
    - To customize a single email for different segments using dynamic content.
  • Segments are used for:
    - To pull targeted lists, and send different emails to each segment.
    - To customize a single email for different segments using dynamic content.

  • Capture basic contact information on the first page of your site, and then ask for more information on subsequent pages.
  • When you recognize repeat Web visitors, ask for new information each time they fill out a form. With each completed form, you progressively add to their profiles.
  • Cons:
    Facebook Login Can Reduces Ecommerce Sales (VWO Case Study)
    Accuracy of data
    Loss of control
    Some users don’t want everything to be connected
    Some people don’t use Facebook
    It doesn’t really simplify anything
    Muddying your brand image
    Added confusion
  • By paying attention to a user’s click path and transaction activity, you can make inferences about his demographics. For example, target gender based on whether a shopper visits the women’s section of the site or the men’s section. But be careful; your buyer might be shopping for a spouse, friend, or significant other!
  • Once customers have subscribed to your email marketing, invite them to your email preference centre, where they can customize their profiles and help you help them.
  • 1) Target new campaigns based on how buyers have responded to prior campaigns. If a consumer always responds to content downloads but never to event invitations, stop targeting her for events. Instead, give her more content to download.
    2) Remailing is like retargeting for email. With it, you give your original email a second chance by sending it again a few (3 to 5) days later, and perhaps with a different subject line, to contacts that did not open it. You could also resend emails to those who opened, but did not click, with a different call to action, or with altered content.
    5) A travel company noticing that a particular customer travels to Paris every April can use transactional data to offer a related discount. Loyal customers require a different message than those merely sampling your goods. Out of all the choices they have, they’ve chosen your company not just once, but many times. Your loyal customers are also the people who with each transaction tell you they want you to succeed. Make sure they understand how important they are to you.
    6) Target customers based on the anniversary of a purchase. Exactly one year after a customer makes her first purchase, she receives an email thanking her for being a loyal customer and offering her a 20% discount off her next order. Or sending a series of email reminders based on crucial dates: when to send invitations, when to think about wedding favours, and when to buy bridal party gifts.
    9) Companies that sell consumable products can predict when buyers will run out by looking at typical usage patterns, and then send an offer to replenish in advance of the predicted date. Mapping customers’ buying cycles is a great tactic for small items, such as hearing aid batteries, as well as big-ticket items, such as car leases.
  • Reactivation
    Major Event
  • 1st Subscription
    Anniversary / Birthday Event
  • Replenishment
    Cart Abandonment
  • noreply@, sales@, marketing@ get picked up by spam filters and are far less personal!CDaQ5
  • The results are clear: less effort and improved sales and user engagement.
    The time to create a newsletter dropped by 30 to 90%.
  • When it comes to subject lines, boring works best. When you write your subject line, don’t sell what’s inside—tell what's inside. Read our study on writing effective subject lines.
    If you want people to open your emails, you have to get past their spam filters first. Avoid using spammy keywords and phrases, and avoid using ALL CAPS or too many exclamation points!!! The best way to avoid spam filters is to learn how they work.
    Too many hard bounces is a sign of an old, stale list. People change email addresses every few months. Make sure you keep in touch with your subscribers regularly (at least once a quarter), so they can stay on your list.
    Soft bounces usually mean the recipient is “temporarily unavailable.” Maybe they’re on vacation, or their mailbox is full. You can keep those emails and try them again later, but MailChimp auto-cleans soft bounces after five failed campaigns.
    Hard bounces mean an email address failed. Maybe it no longer exists, or maybe someone made a typo when they subscribed to a list. But hard bounces might also be spam filter —if you see an abnormally high number of bounces after a campaign, read your bounceback records for any messages or clues from spam filters. Here’s how to do that in MailChimp.
    Abuse complaints happen when recipients click the “This is spam” button in their email programs. That usually means they don’t remember you. Make sure your “From” and “Subject” lines contain your company name, so your subscribers will instantly recognize you. Here are a few more tips for preventing spam complaints.
  • With this slide I’m violating all the rules of presentations….
    Don’t start writing….I’ve done it for you.
  • With this slide I’m violating all the rules of presentations….
    Don’t start writing….I’ve done it for you.
  • Test subject lines and headers first. It doesn’t take a lot of time or creative work to come up with a few simple variants, and the return can be significant.
    If you test more than one element, you won’t be able to tell which variant drove the success.
    If you’re testing other variants, then send on the same day and at the same time to eliminate the timing variant.
  • Test subject lines and headers first. It doesn’t take a lot of time or creative work to come up with a few simple variants, and the return can be significant.
    If you test more than one element, you won’t be able to tell which variant drove the success.
    If you’re testing other variants, then send on the same day and at the same time to eliminate the timing variant.
  • 1) Begin to think of each email campaign you send out as part of an ongoing dialogue with each prospect. The way to keep the conversation going is to listen (how are recipients responding to the campaign), be relevant (what are their profiles and interests), and engage them in meaningful ways (if they visit your product page, your next communication should focus on products, not your blog).
    2) The standard email success metrics are great, but explore all the valuable information available to you. After each email campaign, see where prospects went on your Web site, how often they visit, and whether there are new ways to think about how to segment your prospects based on the behaviours they exhibit.
    4) Your creative strategies are no good if your emails can’t even get through to your prospect’s inbox. Use your email delivery platform to proof how your campaign will look in different email readers and identify if the HTML or content will cause trouble with spam filters before you hit “send.”
    5) Email testing shouldn’t be difficult to execute or understand the results. Testing subject lines should be a standard process to optimize open rates, but try to incorporate A/B testing into your campaigns whenever you can. All you need is two versions of an image, a piece of copy, or a promotion, and you’ll be on your way.
  • eMail Marketion Tips & Tactics - Online Retailer Conference 2015

    1. 1. Email Marketing
    2. 2. Pieter S Verasdonck 10+ years of experience in Digital Marketing Industries: Education, FMCG, Telco, Travel & Tourism, Government, eCommerce & Retail, Real Estate, Fashion, B2B Lead Generation and even Gambling & Adult Entertainment. Featured in: • Smart Startups Magazine, Industry Expert Roundup Blog Articles, SEMRush Webinars • Spoke at: Numerous Meetups, SMX Sydney 2014 - Bootcamp & Advanced Online Marketing Conferences (And now on Online Retailer)
    3. 3. “Email remains the best digital channel for ROI” - Econsultancy, 2014
    4. 4. $54 ROI for every $1 spent
    5. 5. How can I get that kind of ROI?
    6. 6. Lists
    7. 7. eMail List Building “Nee heb je al, Ja kun je krijgen” “If You Don't Ask, You Don't Get!”
    8. 8. Building Your eMail List 1. On website Offers & News Letters:
    9. 9. Building Your eMail List 2. Automatic Opt-in at Checkout:
    10. 10. Building Your eMail List 3. Website Content Pop-up's:
    11. 11. Building Your eMail List 4. “Social Proof Paradox” in Blog Articles:
    12. 12. Building Your eMail List 5. “Single Option Aversion“ Content Pop-up’s:
    13. 13. Building Your eMail List 6. Hack Qualaroo To Build Your List Fast:
    14. 14. Building Your email List 7. Product Alerts & Pre-Order Lists:
    15. 15. Building Your eMail List 8. Facebook Page & Social Media (Twitter , Pinterest, etc): Sign-Up Form tab app Competitions & Offers
    16. 16. Building Your eMail List 9. Gated & Downloadable Content: The Presentation Slides Are Available From:
    17. 17. Keeping Your eMail List 10. Opt-Out Centre:
    18. 18. Segments
    19. 19. “Segmented email campaigns produce 30% more opens than undifferentiated messages.” - Onetate’s Intelligent Email Marketing that Drives Conversions, 2012 “Email marketers estimate 30% of email revenue derives from targeting to specific segments.” - DMA’s National Client Email Report, 2013 Lists Segmentation
    20. 20. 1. Increase Open Rates 2. Increase Click-Through Rates 3. Increase Conversions 4. Decrease Unsubscribes 5. Avoid Spam Filters (Improve delivery rate) 6. Increase General Customer Happiness Why Should I Bother
    21. 21. One Size Doesn’t Fit All
    22. 22. Customer Persona
    23. 23. How to Capture Customers info: 1. The Two Page Form Warning: More form fields = Higher drop off rate
    24. 24. How to Capture Customers info: 2. Progressive Profiling:
    25. 25. How to Capture Customers info: 3. Social Media Login Warning: Provide a choice.
    26. 26. How to Capture Customers info: 4. Analysing Click Paths and Transactions Warning: Your buyer might be shopping for someone else!
    27. 27. How to Capture Customers info: 5. Account Centre
    28. 28. Events & Triggers
    29. 29. 2. What they’ve done: Past Behaviour, Action Triggers Event & Trigger Segmentation “Event-triggered campaigns performed 5x better than traditional batch campaigns.” - Gareth Herschel at Gartner
    30. 30. eMail Triggers: 1. Campaign Response 2. Remailing 3. Content Interactions 4. Non-activity 5. Major Events 6. One-Time Buyers vs. Repeat Buyers 7. Anniversary 8. Replenishment Date 9. Cart Abandonment
    31. 31. Hands on Learning
    32. 32. How To Create a Perfect eMail
    33. 33. Who, What, When, Why
    34. 34. Sender Information Subject Headings
    35. 35. Product Recommendations Articles Most Highly Performing emails: B) Special offers & Discounts (Be wary of Pavlov's Dogs) C) Product Recommendations eMail Template Design
    36. 36. 1. Automatically recommended products had 73% more clicks than hand-selected products. 2. Product recommendations in newsletters generated 46% more revenue than handpicked products.
    37. 37. Best Performance: eMail Sending Times
    38. 38. eMail Deliverability
    39. 39. Devices: PC & Mobiles
    40. 40. How long is a Piece of String?
    41. 41. eMail Tracking • Tracking Pixel: • UTM Tracking Codes: [linkURL] ?utm_medium=email&utm_campaign=Widget+Factory+Annual+Clearance+Sale&utm_content=Wid get+Factory+Annual+Clearance+Sale+CID_2c&utm_source=Email+newsletter+software&utm_term= Buy+a+red+widget Warning: Non-HTML eMails do not have tracking pixel
    42. 42. Measuring The Effectiveness • List Growth Rate • Open rates • Click Through Rates • Unsubscribes • Traffic • Bounces • Location • Device • Deliverability • Sales
    43. 43. Industry Benchmarks Open Click Soft Bounce Hard Bounce Abuse Unsub Agriculture and Food Services 25.70% 3.45% 0.66% 0.51% 0.03% 0.27% Arts and Artists 27.89% 2.98% 0.77% 0.56% 0.03% 0.27% Beauty and Personal Care 19.44% 2.26% 0.51% 0.50% 0.05% 0.33% Computers and Electronics 21.59% 2.57% 1.11% 0.78% 0.03% 0.30% Daily Deals/E-Coupons 13.89% 1.96% 0.13% 0.09% 0.01% 0.09% eCommerce 16.92% 2.61% 0.34% 0.27% 0.03% 0.21% Education and Training 22.59% 2.98% 0.63% 0.54% 0.03% 0.20% Entertainment and Events 21.51% 2.44% 0.56% 0.47% 0.03% 0.26% Gambling 17.83% 2.92% 0.47% 0.52% 0.04% 0.17% Games 22.15% 3.48% 0.56% 0.60% 0.04% 0.23% Health and Fitness 23.29% 3.08% 0.52% 0.51% 0.04% 0.36% Hobbies 29.40% 5.65% 0.39% 0.31% 0.03% 0.23% Home and Garden 25.69% 4.11% 0.72% 0.50% 0.05% 0.37% Medical, Dental, and Healthcare 22.99% 2.70% 0.81% 0.80% 0.05% 0.29% Mobile 21.73% 2.61% 0.78% 0.72% 0.04% 0.40% Music and Musicians 23.05% 2.90% 0.69% 0.52% 0.04% 0.30% Pharmaceuticals 19.51% 2.76% 0.78% 0.68% 0.03% 0.21% Photo and Video 26.96% 4.22% 0.81% 0.68% 0.04% 0.39% Real Estate 22.11% 2.22% 0.77% 0.65% 0.05% 0.33% Restaurant 23.75% 1.51% 0.37% 0.30% 0.03% 0.30% Restaurant and Venue 22.68% 1.47% 0.66% 0.56% 0.04% 0.39% Retail 22.07% 2.83% 0.44% 0.37% 0.03% 0.28%
    44. 44. Know…Don’t Guess
    45. 45. What to Test: 1. Subject line 2. From name 3. Day of the week 4. Time of day 5. Frequency 6. Mostly-images vs. mostly-text 7. Short copy vs. long copy 8. Links vs. buttons 9. Number of links 10. Unsubscribe at the top 11. First name personalization, in the subject line 12. First name personalization, in the email body 13. Animated gifs 14. Font colours 15. Font styles 16. Opt-down 17. Social sharing icons 18. Social connecting icons 19. Delivery by time zone 20. Call to action — number 21. Call to action — placement 22. Post-click landing page 23. Social proof 24. Tone — human vs. corporate 25. Copy length
    46. 46. 1. Start simple. 2. Test one element at a time. 3. Control for time of day and day of the week. Testing Tips:
    47. 47. Expert eMail Marketing Tricks:
    48. 48. Reactivating Sleeping Giants
    49. 49. Increasing Frequency 1. VIP customer events 2. Programme Your Customers: Long-term Selling 3. Lock In Sales In Advance: Stock Reminder emails 4. Bounce Back Offers: Dates, Events, Mile Stones 5. Loyalty Programs: Members-only Offers 6. Price inducements for frequency: % off for volume 7. Endorse other products or services: Cross Sell 8. A mid-job, next-job: What Next
    50. 50. Monetary Value
    51. 51. 1. Forget “batch and blast” technique. 2. Move beyond open & click-through rates and move towards behavioural triggers. 3. Automate what you can and leave more time for creativity and strategy. 4. Take deliverability seriously. 5. Measure your performance. 6. If you’re not testing, you’re guessing. Summary:
    52. 52. Q & A eMail: Tel: 1300 88 54 28
    53. 53. • SumoMe, OptinMonster, Hello Bar • Campaign Monitor, Mailchimp, Aweber, Oracle Responsys • ,, Marketo B2C • Useful Email Tools