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eMail Marketion Tips & Tactics - Online Retailer Conference 2015

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Online Retailer Conference & E-commerce Expo, Sydney

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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: http://eepurl.com/bsPIvb
  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 http://mailchimp.com/resources/guides/how-to-avoid-spam-filters/html/
  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: psv@salescycle.agency Tel: 1300 88 54 28 http://eepurl.com/bsPIvb
  53. 53. • SumoMe, OptinMonster, Hello Bar • Campaign Monitor, Mailchimp, Aweber, Oracle Responsys • Remarkety.com , Rare.io, Marketo B2C • Lyris.com Useful Email Tools

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