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Get more bang for
your email
marketing buck
SMS
Email
Facebook
Google+
LinkedIn
Tumblr
Twitter
Pinterest
0 1,750 3,500 5,250 7,000
2103 Active Users (Millions) 2012
I...
67%
of marketers say email is their most
successful digital marketing activity
(CMO Council)
@signupto #tbec2013
Email is mobile
marketing
@signupto #tbec2013
27% of email opens were mobile in 2011
(Knotice, H2 2011)
73%
27%
Mobile Desktop
@signupto #tbec2013
47% of email opens are mobile today
(Litmus, Sept ’13)
53%
47%
Mobile Desktop
@signupto #tbec2013
but this will reach 60% by late 2014
40%
60%
Mobile Desktop
@signupto #tbec2013
50%+
of all mobile purchases are triggered by email
(Exact Target)
@signupto #tbec2013
but...
33% use mobile to screen their emails(STEEL)
70% of users will just delete if it doesn’t look good (Blue Hornet)
@signupto...
18%of emails are optimised for mobile
(Experian)
@signupto #tbec2013
Designing for mobile
•Short attention span
•Small viewing area
•Clear CTA / large interaction area
•Make sure your site wo...
@signupto #tbec2013
Data
@signupto #tbec2013
Find clever ways to capture data from
browsers as well as buyers.
@signupto #tbec2013
•Appears only once
•Waits 15 seconds
•Compelling
proposition (free stuff)
•2.4% response rate
Then turn them into buyers.
@signupto #tbec2013
Use welcome emails
•The most read emails you will ever send
•4x more opens, 5x more clicks!
•Compelling subject line
•Have...
•85% open rate
•52% click through
•£1.08 additional
revenue per person
@signupto #tbec2013
Customers love promotions and
discounts, but that’s hard to sustain.
@signupto #tbec2013
So be worth reading.
@signupto #tbec2013
Be remarkable!
•Talk to people individually
•Add personality to your messages
•Make sure you have something worth saying
•...
@signupto #tbec2013
@signupto #tbec2013
When’s best to send?
@signupto #tbec2013
We looked at a few billion emails and...
@signupto #tbec2013
12am 1am 2am 3am 4am 5am 6am 7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm
Opens Clicks
Time of...
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Opens Clicks
Day of week - Thursday
@signupto #tbec2013
But even better...
@signupto #tbec2013
@signupto #tbec2013
Let people decide when’s best for them
@signupto #tbec2013
1stViscount Leverhulme
(William Lever)
“I know half my
advertising isn't
working, I just
don't know which
half.”
Email is great because you can know.
@signupto #tbec2013
Test everything!
•A/B testing is your friend
•Always be testing
•You need to do it properly though...
@signupto #tbec2013
How not to mess up a test
•Test one thing at a time
•Make sure your sample size is large enough
•Understand what your goal...
Testing in action
•Subject A:
The Exit Festival Newsletter
•Subject B:
Get to Exit Festival this July for the ultimate fes...
Testing in action
•Subject A:
The Exit Festival Newsletter
4.3% CTO
•Subject B:
Get to Exit Festival this July for the ult...
Look for ways to make things easy for
your customers.
@signupto #tbec2013
Make things easy
for people
@SIGNUPTO
#TBEC2013
WWW.SIGN-UP.TO
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Get more bang for your email marketing buck

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Simple examples of ways to improve your email marketing results. As presented at The Big eCommerce Conference 2013

Published in: Technology, Business
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Get more bang for your email marketing buck

  1. 1. Get more bang for your email marketing buck
  2. 2. SMS Email Facebook Google+ LinkedIn Tumblr Twitter Pinterest 0 1,750 3,500 5,250 7,000 2103 Active Users (Millions) 2012 Is email still relevant? @signupto #tbec2013
  3. 3. 67% of marketers say email is their most successful digital marketing activity (CMO Council) @signupto #tbec2013
  4. 4. Email is mobile marketing @signupto #tbec2013
  5. 5. 27% of email opens were mobile in 2011 (Knotice, H2 2011) 73% 27% Mobile Desktop @signupto #tbec2013
  6. 6. 47% of email opens are mobile today (Litmus, Sept ’13) 53% 47% Mobile Desktop @signupto #tbec2013
  7. 7. but this will reach 60% by late 2014 40% 60% Mobile Desktop @signupto #tbec2013
  8. 8. 50%+ of all mobile purchases are triggered by email (Exact Target) @signupto #tbec2013
  9. 9. but...
  10. 10. 33% use mobile to screen their emails(STEEL) 70% of users will just delete if it doesn’t look good (Blue Hornet) @signupto #tbec2013
  11. 11. 18%of emails are optimised for mobile (Experian) @signupto #tbec2013
  12. 12. Designing for mobile •Short attention span •Small viewing area •Clear CTA / large interaction area •Make sure your site works well on mobile! @signupto #tbec2013
  13. 13. @signupto #tbec2013
  14. 14. Data @signupto #tbec2013
  15. 15. Find clever ways to capture data from browsers as well as buyers. @signupto #tbec2013
  16. 16. •Appears only once •Waits 15 seconds •Compelling proposition (free stuff) •2.4% response rate
  17. 17. Then turn them into buyers. @signupto #tbec2013
  18. 18. Use welcome emails •The most read emails you will ever send •4x more opens, 5x more clicks! •Compelling subject line •Have a clear goal (purchase incentive, whitelisting, additional data) @signupto #tbec2013
  19. 19. •85% open rate •52% click through •£1.08 additional revenue per person @signupto #tbec2013
  20. 20. Customers love promotions and discounts, but that’s hard to sustain. @signupto #tbec2013
  21. 21. So be worth reading. @signupto #tbec2013
  22. 22. Be remarkable! •Talk to people individually •Add personality to your messages •Make sure you have something worth saying •Remember - they don’t care about you, they care about them @signupto #tbec2013
  23. 23. @signupto #tbec2013
  24. 24. @signupto #tbec2013
  25. 25. When’s best to send? @signupto #tbec2013
  26. 26. We looked at a few billion emails and... @signupto #tbec2013
  27. 27. 12am 1am 2am 3am 4am 5am 6am 7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm Opens Clicks Time of day - 3pm @signupto #tbec2013
  28. 28. Monday Tuesday Wednesday Thursday Friday Saturday Sunday Opens Clicks Day of week - Thursday @signupto #tbec2013
  29. 29. But even better... @signupto #tbec2013
  30. 30. @signupto #tbec2013
  31. 31. Let people decide when’s best for them @signupto #tbec2013
  32. 32. 1stViscount Leverhulme (William Lever) “I know half my advertising isn't working, I just don't know which half.”
  33. 33. Email is great because you can know. @signupto #tbec2013
  34. 34. Test everything! •A/B testing is your friend •Always be testing •You need to do it properly though... @signupto #tbec2013
  35. 35. How not to mess up a test •Test one thing at a time •Make sure your sample size is large enough •Understand what your goal is •Allow enough time to gather your results @signupto #tbec2013
  36. 36. Testing in action •Subject A: The Exit Festival Newsletter •Subject B: Get to Exit Festival this July for the ultimate festival experience •Subject C: Make this summer unforgettable - check out Exit Festival!
  37. 37. Testing in action •Subject A: The Exit Festival Newsletter 4.3% CTO •Subject B: Get to Exit Festival this July for the ultimate festival experience 4.8% CTO •Subject C: Make this summer unforgettable - check out Exit Festival! 7.0% CTO @signupto #tbec2013
  38. 38. Look for ways to make things easy for your customers. @signupto #tbec2013
  39. 39. Make things easy for people
  40. 40. @SIGNUPTO #TBEC2013 WWW.SIGN-UP.TO

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