Email + social marketing

NetGains Technologies Pvt. Ltd., at NetGains Technologies Pvt. Ltd.
Mar. 29, 2015

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Email + social marketing

  1. 3 © e-Dialog Inc. All Rights Reserved.
  2. 4 © e-Dialog Inc. All Rights Reserved.
  3. 5 © e-Dialog Inc. All Rights Reserved.
  4. 6 © e-Dialog Inc. All Rights Reserved. India Digital Advertising Total Online Ads Spend (2011 - 13)
  5. 7 © e-Dialog Inc. All Rights Reserved. India Digital Advertising Industry Ads Spend (2010 - 12)
  6. 8 © e-Dialog Inc. All Rights Reserved.
  7. 9 © e-Dialog Inc. All Rights Reserved. Email marketing lifecycle management
  8. RoI 10 © e-Dialog Inc. All Rights Reserved.
  9. Your email marketing journey: Assessing your email marketing capability Email marketing maturity stage A. Goal setting & evaluation B. Contact strategy and policy C. Segmentation, targeting & personalisation D. Email marketing integration & governance E. Test & learn Stage 1. Initial ‘Pray and Spray’ None None; Enewsletter / Solus emails 0 Segments Limited integration of broadcasts and data Limited Stage 2. Managed Improving relevance List growth Segmented response Basic contact strategy and rules 2-6 Segments Basic contact strategy Campaign integration (DM or phone) Subject line Offer testing Stage 3. Defined Segmented relevance Marketing outcomes “Beyond the click” Basic lifecycle communications Simple event- triggered Welcome reactivate ESP, web analytics & social media integration Template layouts Stage 4. Quantitative Contextual relevance Subscriber engagement Individualised contact strategy Recency, Frequency, Value Auto-triggers based on web behaviour Individual / segment testing Stage 5. Optimising Optimised relevance Integrated web and multichannel Integrated online & offline contacts Multi-layered Dynamic content insertion Right-channeling based on value & preference Real-time and multivariate
  10. 12 © e-Dialog Inc. All Rights Reserved.
  11. 13 © e-Dialog Inc. All Rights Reserved.
  12. 14 © e-Dialog Inc. All Rights Reserved.
  13. 15 © e-Dialog Inc. All Rights Reserved.
  14. 16 © e-Dialog Inc. All Rights Reserved.
  15. The main barriers to effective email marketing in 2011?
  16. Agenda 6 Tactics that will matter most in 2015 1 Engagement 2 Mobile Email 3 Email contact strategies 4 Channel integration 5 Social-email marketing 6 Email marketing optimisation 18 © e-Dialog Inc. All Rights Reserved.
  17. Tactic 1: Engagement strategies Key questions: Q. How do you measure engagement? Q. Are you getting the sell-inform-entertain balance right? Q. Do you have the publishing resources to create engaging content? 19 © e-Dialog Inc. All Rights Reserved.
  18. 3 more advanced ways of measuring email engagement How do you measure engagement with email? Open/clicks/CTOR is NOT good enough, instead… Opens/clicks/CTOR/revenue: 1. At position in lifecycle 2. By segment 3. By offer / email type 4. Aggregated over a longer time period 20
  19. Measuring list activity – email engagement/disengagement These “hurdle rates” are for whole list. Repeat: By segment By product categories purchased 21 TIP: Measure the overall health of your list through activity / inactivity levels over time Measure Period Number of Subscribers % of list total Never Open All time 48,000 16.0% Last 6 Months 168,000 56.0% Never Click All time 96,000 32.0% Last 6 Months 144,000 48.0% Never Bought All time 48,000 16.0% Last 6 Months 192,000 64.0% Never Bought Online All time 96,000 32.0% Last 6 Months 216,000 72.0%
  20. Start with the customer! Getting the sell-inform-entertain balance right
  21. Every business is a multi-channel publisher now
  22. Email Engagement: 25 What motivates Consumers to Opt In (UK) Source: e-Dialog research August 2011
  23. Email Engagement: Where do Consumers Opt In (UK) Source: e-Dialog research August 2011
  24. Creating a content “hub” 1. Be relevant. Understand the content that will appeal to different audiences. 2. Create an editorial calendar. Your social media marketing will be more effective if you produce content on a regular, consistent schedule. 3. Offer distribution choices, but keep a focus. Offer choice to alert subscribers to content using different types of channels since they will have different preferences. 5 rules SMO – Rohit Bharaava
  25. Creating a content “hub” 4. Syndicate through partners. Identify partner sites and networks who may publish your content, either in it’s original form or tailored for their audiences. 5. Make communications two-way. Don’t just treat the channels as an alert or update service. Engage! 5 rules SMO – Rohit Bharaava
  26. Missed potential?
  27. Tactic 2: mobile marketing Key questions: Q. How important is mobile email use for your audience? Q. Is user mobile email experience satisfactory? Q. Is mobile driving commercial outcomes?
  28. The rise and rise of mobile marketing Source: Campaign Monitor, 3 billion emails, 2011
  29. The desktop in decline…? Share of device page traffic for News category (weekday) Source: comScore Custom Analytics, U.S., August 2011
  30. An early mobile adopter!
  31. British Airways We helped BA launch a new suite of mobile applications in late July/early August. The campaign was prompted by an increasing penetration of smartphones, and an analysis of the devices most commonly used by members to access standard Executive Club emails. Innovation in Email Marketing Winner: e-Dialog and British Airways About the winning entry: To promote the launch and maximise downloads of the Executive Club mobile application, BA and e-Dialog developed a unique strategy, using historical customer data to target smartphone users in a highly targeted email-to-mobile campaign. Judge’s comments: A smart and progressive email marketing campaign that – as well as being innovative in its scope – generated some great results.
  32. Still variable by country… Mobile share of non-computer traffic for select market Source: comScore Device Essentials, August 2011
  33. Targeting customer by Device After launching in 2010, the Skype App on Android & iPhone grew fast, becoming number 6 in Apple’s most popular app list in 2010. e-Dialog recognised that an analysis of the devices used to view emails would allow Skype to target owners of specific devices Email campaign CTA drove straight to iTunes for app download Skype’s Mobile App Downloads
  34. Targeting customer by Device Results Click through Target = 5%, Achieved 9% Open rates were as high as the mid 40s (%) The average across all markets was up from 31% to 38%, for the volumes sent this is a significant increase Skype’s Mobile App Downloads
  35. Mobile Email Design Best Practices A narrow email width Single column layout Super subject line Large headlines & CTAs Bullet proof buttons Graceful Degradation
  39. iPad Optimised Video in Email e-Dialog planned, designed and executed a campaign that specifically targets iPad owners to drive digital subscriptions to the Times websites and iPad editions.
  40. Tactic 3: Channel integration Key questions: Q. How does email work with other channels to drive results? Q. Have we reviewed attribution? Q. Are we using email to drive offline outcomes?
  41. Source: Forrester eBusiness research in collaboration with GSI Commerce Holiday Season Marketing Attribution Research Touchpoints
  42. Source: Forrester eBusiness research in collaboration with GSI Commerce Holiday Season Marketing Attribution Research Email & search
  43. Case study Understanding multichannel behaviour – implications? Research Online, Purchase Offline (ROPO) Mobile Buyer Mobile Buyer Mobile Buyer
  45. Is Blippar relevant?
  46. Tactic 4: Contact strategies Key questions: Q. Is our layered segmentation effective? Q. Have we optimised our triggered emails? Q. How do we grow value?
  47. Relevance!
  48. Common Email targeting options Targeting approaches Method 1. Classic profile-based demographic segmentation Target customer groupings according to their characteristics & motivations 2. Customer value Assess customers by current and future value potential 3. Web design personas Target 2-10 typical customer journeys 4. Customer lifecycle Target messages according to length of time using online services 5. Purchase and response behaviour Use “sense and respond” behavioual targeting based on RFM 6. Channel preference Communicate with customer in their preferred media (and according to value) 7. Tone and style preference Communicate with customers according to their tastes inferred from demographics or behaviour. 51
  49. Tip – create a layered segmentation An example from eBay Static Recent BehaviouralDerivedDemographic Gender, Geography Consumer/Business Transactional Value Segmentation Propensity Models Kids Last purchase Tech Fashion Cars & Parts Last category Keyword Keyword personas Category clusters Recent Activity
  50. Do you send out emails based on the following triggers?
  51. Retargeting– do Amazon get it right? Purchase Dispatched +7d +14d +21d Recognition of previous purchase
  52. RCI Monthly Account Statement The RCI Monthly Account Statement mails to 30 regions across Europe and Asia, in over 25 languages.
  53. Integrating SMS into email campaigns is the UK’s comparison site of choice for car, home, travel, life, and more. Keeps its customers up-to-date with guides, tips and information and renewal advice To extend email’s impact they followed it with an SMS using our platform to send both email and SMS messages. Contains two custom published fields: first name and the lowest price offer for insurance. Renewal Reminder
  54. Summary: targeting options Purchase behaviour: Buyer vs non-buyer One-time vs multiple Email activity Active vs inactive clicker Number of clicks on email Web activity Visited, never visited Browsed, not bought Channel activity Web vs Store vs Catalogue RFM Proportional Hard-coded Category purchased Appending lifestyle data Value
  55. Tactic 5: social-email Key questions: Q. Are social sharing links and social content effective? Q. Do you cross-promote social channel OVPs? Q. Do you have a plan for social sign-on / email integration?
  56. Social email marketing is much more than SWYN…
  57. SYWN prominent above fold In this May 1, 2011 email, Macy’s places the share call-to-action in the same content block as the “Friends & Family” promotion. This positioning is much more prominent and compelling than the usual placement in the header or footer. In this Feb. 2, 2011 email, Kohl’s asks their customers to nominate a kid in the community to receive a scholarship. There’s a prominent secondary call-to- action to “Share this on Facebook” to try to broaden the reach of the campaign.
  58. Social channel OVP TIP: Recruit to Twitter or Facebook via Email
  59. Integrated campaign example
  60. Integrating social into Enews Source:
  61. Social sign-on The new preference centre
  62. Tactic 6: Email optimisation Key questions: Q. How advanced is our incentive optimisation? Q. How structured is our creative optimisation? Q. Mobile optimisation? 65 © e-Dialog Inc. All Rights Reserved.
  63. Offer optimisation Summary A simple, generic (branded-only) retargeting email achieved a 10 percent uplift in online conversions A bespoke retargeting email that offered a 5% discount via a time-limited promotional code of 72 hours, more than doubled this conversion rate A bespoke retargeting email with the same discount, but this time with a time-limited code of 48 hours quadrupled the original conversion rate
  64. Creative optimisation Test version A Send Volume: 10,000 Sample criteria: Random Click through rate: 6.1% Test version B Send Volume: 10,000 Sample criteria: Random Click through rate: 4.5% Main Broadcast Send Volume: 180,000 Click through rate: 5.8%
  65. Source: Craig Sullivan @OptimiseorDie http://www.smartinsights./analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/
  66. Timing optimisation May sound simplistic, but finding the right day to send to our customers has significantly improved our revenue and engagement rates To find the right time, we undertook significant day of the week testing, with some interesting results
  67. Subject line optimisation Subject line testing has been one of our most powerful ways of increasing channel engagement Every eBay DM is tested against at least three different subject lines with test cells sent 4-8 hours before main cells are sent Subject line optimisation can increase response rates by up to 20-40%
  68. 71 © e-Dialog Inc. All Rights Reserved. Email Deliverability Components NetGains Expertise
  69. 72 © e-Dialog Inc. All Rights Reserved.72 © e-Dialog Inc. All Rights Reserved.
  70. eSigner.NET proposed features… SMS integration – User will be able to request for Digital Contacts through 2 way SMS. Service Oriented Architecture means easy interface with any third party application. Built-in Email validation API – email address validated for syntex and validity at the time of entering into database. ClientViewer For added security and also will be useful for tracking the Location, IP of the viewer. Reports: Open report, click reports, Enhanced bounce reports Customer wise report. 73 © e-Dialog Inc. All Rights Reserved.
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