Sign-Up.to Discovery Morning presentation - London and Manchester April 2015

1. Welcome
Discovery Morning

2. Objectives
Why are we here?
Not software training
Not a sales pitch!

3. Discovery
Discovery (dɪˈskʌv(ə)ri) - the process of gaining knowledge
Objectives
• Theory and implementation of Permission Marketing
• Explore 12 key competence areas
• Add some useful insights
• Self-assessment
• Practical steps for improvement

4. 12 Key Competencies
Agenda
The essentials
Challenges
Permission
Data
Design
Delivery
Performance
The next level
Social
Integration
Automation
Profiling
Personalisation
Capability
Break

5. Your Assessment
You decide
0 – don’t know/none
1 – I know it’s bad
2 – not sure
3 – doing OK I think
4 – pretty good
5 – 100% sorted
X
X

6. Your Assessment
You decide
0 – don’t know/none
1 – I know it’s bad
2 – not sure
3 – doing OK I think
4 – pretty good
5 – 100% sorted

7. 1. Challenges

8. Email? Really?
70
241
277
359
1,200
3,300
0 875 1,750 2,625 3,500
Pinterest
Twitter
LinkedIn
Google+
Facebook
Email
Millions of active users

9. Are you sure?
Email marketing was ranked as the best channel for
return on investment
Source: Econsultancy - Email Marketing Industry Census 2014
68%
“good” or “excellent” ROI

10. There were 3 times more emails sent in
2013 than stars in the Milky Way
(838,000,000,000,000 emails)

11. 69.6%
of email sent in 2013 was classed as spam
Source: Kapersky Lab

12. Where are we?
48%
of digital marketers consider themselves proficient
40%
think their marketing is effective
Challenges
Source: Adobe - What keeps marketers up at night?

13. Marketing challenges
Reaching customers (strategy, process)
Understanding, demonstrating DM effectiveness (results, value)
Budget, defence, justification, demonstrating ROI (investment)
Using digital marketing tools effectively (features/skills)
Keeping up with changes & trends (knowledge)
Understanding the business benefits (value)
Lack of proficiency in strategy (strategy, expertise)
Low level of skills/knowledge in tools/features (features, support)
Integration into overall marketing environment (strategy)
Low confidence in effectiveness (results, performance, value)
Limited in-house time & resources (time, resources)
Complimenting in-house systems/applications (integration)
Scale/quality of subscriber data (data management)
Managing data (data management)
Improving campaign effectiveness (results, performance)
Professionalism of communications (quality)
Permission, best-practices, compliance (expertise)
Source: Adobe - What keeps marketers up at night?

14. Marketing challenges
82%
Effectively reaching customers
79%
Understanding if campaigns are working
75%
Demonstrating Return On Investment
Source: Adobe - What keeps marketers up at night?

15. Business challenges
• Revenue - growth, pipeline, market share, profitability
- Costs - budgeting, cash-flow, forecasting, justification, ROI
• - Strategy - mission, CSFs, strategy, tactics, risk
- Performance - measurement, review, continuous improvement
• - Execution - workflow, speed, efficiency, resources, contingency
- Rationalisation - lean, streamlining, agility, optimisation
- Harmonisation - integration, legacy protection
• - Assets - IP, data/skills, employee development, security
• - Positioning - brand, identity, perception, competitiveness
- Quality - customer satisfaction, retention

16. Assessment
To what extent is your
current marketing
activity ‘mission critical’
to the overall
objectives of your
business?
0 – not at all
1
2
3
4
5 – absolutely essential

17. 2. Permission
Right Person. Right Place. Right Time.

20. What is Permission Marketing?
“the privilege (not the right) of delivering anticipated,
personal and relevant messages to people who actually want
to receive them”
Permission
Turning strangers into friends and friends into customers

21. Why is it important?
• It’s the law!
• You must get explicit permission from recipient, unless…
• Obtained details via a sale, and
• You’re marketing similar products, and
• Opt-out available at point of collection, and
• Opt-out available in all emails sent, and
• Last transaction/contact less than 12 months ago
• Must include company legal name, registration number, address
& contact details in every message
• You need to be registered with the ICO as a data controller
Permission

22. Why is it important?
• But more importantly…
• Without permission, a message is just spam
• Permission is all about trust
• 90% of consumers subscribe to emails of trusted brands (DMA)
• Loyal customers account for 80% of company profit
• The most successful companies look at the sale as a way of
earning a lifelong customer (Sage)
Permission
71% of worldwide email traffic is considered as ‘spam’

23. How do you get it?
• Ask! Permission can only be given directly
• Can’t come from a 3rd party
• Must be active: opt-in, not opt-out
• Has to be fresh
• Sell it!
• You’re asking for their most valuable resource (time)
• Set expectations
• Let people know how often you’ll be in touch
Permission

24. Assessment
How would you class
the permission
credentials of your
current marketing?
0 – oh dear!
1
2
3
4
5 – spotless

25. 3. Data
There is no value in data, only in how it is used.

26. Some things to think about…

27. More than a zettabyte of data now circulates
around the internet (KPMG)
1,000,000,000 x

28. The volume of business data is increasing by
40%
every year

29. High performing businesses don’t simply gather data,
they gain insights
from the data they already possess. (KPMG)

30. Collecting contact data
• Use easy to find, fill and submit forms
• Promote opt-in everywhere
• Link to forms from your emails, websites
and social channels
• Keep it short, keep it simple
• Make it clear what you are collecting data for
• Promote trust - tell subscribers how you will
protect their data
• Offer an incentive and give value
• Have a clear, compelling call to action
Collecting permission data takes effort – but is worth it

32. Use welcome emails!
• The most read emails you will ever send
• 4x more opens, 5x more clicks!
• Use a compelling subject line
• Have a clear goal:
• Incentivise purchase
(discount or prompt)
• Whitelisting
(add to address book)
• Capture additional data
(competition)

33. No really!
Use welcome emails
• 85% open rate
• 52% click through
• £1.08 additional revenue per
email!

34. Building high quality data
• Use data to understand your customers
• Start simply - get what you need and add more later
• More effort = less completion
• Collect more than data – collect insights
• Gather behavioural data (inferred)
• Geo-location
• Clicks
• Website activity
• Purchases
• Use your insight to segment and target
your subscribers
Profiling is the key to creating targeted communications

35. Managing your data
• Organise your data into lists
• Manage your unsubscribes/do not contacts
• Integrate your data applications
• … more about integration later
More about integrating your data applications later!

36. Assessment
To what extent does
your current data
strategy include usable
insights into your
customers’ situation?
0 – not at all
1
2
3
4
5 – we know our customers
better than they do

37. 4. Design
Stand out in the inbox.

38. Key considerations
• The importance of mobile
• Is design important?
• Content is King
• Testing
Design

39. The importance of mobile
27% of email opens were mobile in 2011
(Knotice, H2 2011)
27%
73%
Mobile
Desktop

40. The importance of mobile
53% of email opens are mobile today
(Sign-Up.to, Feb ’15)
53%47%
Mobile
Desktop

41. of emails are optimised for mobile!
only

42. 80%
will be deleted if
they cant be read!
and

43. Designing for mobile
• Use responsive design! (it’s a must-have)

44. Designing for mobile
• Nb. Scalable vs Responsive design
Scalable Responsive

45. Scalable vs Responsive design

46. Desktop Mobile

47. Designing for mobile
• Short attention span
• Small viewing area
• Single column content
(works best)
• Clear call-to-action
• Large interaction area
• Ah...Check your website too!

48. Is design important?
250%
more clicks

49. Is design important?
300%
more revenue

50. Content is King
• Copywriting
• Calls to action
• Style, brand, consistency
• Subject line

51. Be Remarkable!
• Talk to people individually
• Have something worth saying
• Add personality to your messages
• Remember - they don’t care about you
They care about themselves!

52. Add personality

53. Make things easy
for people
Make things easy

54. Test, Test, Test!
• Preview
• Inbox testing
• Split (A/B) test
- Test to sample audiences
- Assess results
- Send the best performer

55. Assessment
How well do you feel
your current email
design supports your
objectives and needs?
0 – not at all
1
2
3
4
5 – perfectly

56. 5. Delivery
Maximising your chances of successful delivery

57. What should you expect?
Delivery
97%+
Open Rate
24(.45)%

58. What impacts getting to the inbox?
• Reputation
• Recipient activity (opens, clicks)
• Complaints (“this is spam”)
• Recipient Whitelisting (add to address book)
Delivery

59. What impacts getting to the inbox?
Email Content
• If it sounds like spam…
• Link destinations
• Reply address
• HTML code quality
Delivery

60. What impacts getting to the inbox?
Infrastructure
• Authentication (SPF, DKIM etc.)
• IP address history
• ESP whitelisting & throttling
Delivery

61. What impacts getting read?
• Sender recognition
• Subject line appeal
• Relevance
• Timing
• What impacts getting really read?
• Content – interest, value, benefit
Opens

62. Sender recognition
• From name / email address consistency
• Use a valid reply-to address
Opens

63. Subject line appeal
• First 30 - 50 characters readable on most devices
• Why? Give a clear benefit to the reader
• Don’t be cryptic (often)
• Include C2A?
- can affect actions taken when reading
• Open may not be needed for brand benefit
Opens

64. Subject A: 4.3% CTO
The Exit Festival Newsletter
Subject B: 4.8% CTO
Get to Exit Festival this July for the ultimate festival experience
Subject C: 7.0% CTO
Make this summer unforgettable - check out Exit Festival!
Subject line split test

65. Relevance
• Use audience segmentation and personalisation
• Write for the reader’s perspective
Opens (and beyond)

66. Optimising…
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

67. Day: Thursday
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Opens Clicks
Optimising…

68. However…
Optimising…

69. Let the reader decide
Neat idea

70. Assessment
How happy are you
with your current
delivery rates?
0 – not at all
1
2
3
4
5 – they’re great

71. 6. Performance
17% of email marketers never review or analyse their results

72. 1st Viscount Leverhulme
(William Lever)
“I know half my
advertising isn't
working, I just don't
know which half.”

73. What can be measured?
Performance
Delivered
Opens
Clicks
Shares
Goals
Unsubs

74. Click-to-open rate
unique clickers ÷ unique openers
• Proportion of people who opened the email
and then clicked
• Better way to assess the relative performance
of an email

75. Performance

76. Tracking after the click
• Google Analytics (anonymous)

77. Tracking after the click
• Goal Tracking & Audience Insights (specific)

78. Limitations
• Open tracking requires image load
• Open ≠ read!
• Goal Tracking & AI require cookies

79. Choose the right metrics for you
• What’s your goal?
• eCommerce:
goals - revenue
• website visits:
clicks
• brand awareness:
opens (delivered)
Delivered
Opens
Clicks
Shares
Goals
Unsubs

80. Benchmarking
2015 Benchmark Report
• 1.5bn UK email sends over 2014
• All permission based
• 25 sectors
Averages
• Open rate: 24.45%
• Click-through rate: 3.13%
• Unsubscription rate: 0.55%
• Click-to-open rate: 10.79%
• Unsubscribe-to-open rate: 2.68%

81. Benchmarking
2015 Benchmark Report

82. Assessment
How well do your
current campaigns
compare with the
average UK open rate
of 24.45%?
0 – much lower
1
2
3
4
5 – better

83. Coffee Break
Starbucks spends around $150 million a year on marketing
and was an early adopter of social media channels
We’ll talk about social media next…

84. 12 Key Competencies
Agenda
The essentials
Challenges
Permission
Data
Design
Delivery
Performance
The next steps
Social
Integration
Automation
Profiling
Personalisation
Capability

85. 7. Social
The next step – or an essential tool?
93% of marketers already use social media for business

86. 2 billion internet users

87. Social media penetration

88. Why go social?
70
241
277
359
1,200
0 300 600 900 1200 1500
Pinterest
Twitter
LinkedIn
Google+
Facebook
Millions of active users

89. Before you start
• What’s your objective?
• How can you support your brand?
• What channels are your customers using?
• Are they already talking about you?
• How can you join in the conversation?
• Do you have enough resource?

90. Source: conversationprism.com

91. Social considerations
• You don’t control the conversation
• You don’t control the relationship
• Don’t worry about vanity metrics
• Think before you (automate) your posts…

92. Shakira’s facebook followers >100m

93. Integrating social
• Incentivise followers to connect by other
channels (e.g. email)
• Facebook apps
• Twitter competitions
• LinkedIn whitepaper downloads
• Fans/followers → direct connections
• Encourage sharing of email content
• Increase relevant reach

95. Assessment
To what extent do you
currently use social
media to extend your
audience reach ?
0 – not at all
1
2
3
4
5 – extensively

96. 8. Integration
Turn data into revenue by integrating your services

97. What does integration do?
• Aligns marketing with other business functions
• Updates your subscriber lists and profiles automatically
• Powers real-time automation,
audience insight
and behavioural targeting
Integration

98. Why is integration important?
• Efficiency
• Reduce manual processes and errors
• Data available immediately across the business
• Consistency
• Up-to-date information
• Multiple validation points
• Effectiveness
• Better understanding of customer
• Makes real-time & behavioural marketing possible
Integration

99. What can you integrate?
• CRM
• eCommerce
• Booking data
• Vouchering
• Ticketing
• Analytics
• Social media
• Custom applications
Integration

100. CRM
• Sync customer data
• Contact details
• Preferences
• Update CRM details
• Campaigns sent
• Activity - clicks, bounces etc.
Examples

101. eCommerce
• Sync customer data
• Contact details
• Purchase history
• Behavioural re-targeting
• Abandoned basket recovery
• Post-purchase reminders
Surveys
Upsell - Referall
Examples

102. • Powering integrations
• Open, standards compliant API
• Pre-built libraries - PHP, Python, C#, Node.js etc.
The PM API

103. Assessment
To what extent is your
marketing data
integrated with your
other business
functions and
applications?
0 – not at all
1
2
3
4
5 – extensively

104. 9. Automation

105. What is Marketing Automation?
Improving marketing efficiency and consistency
by using rules to trigger
automated one-to-one messaging

106. How does Marketing Automation work?
Input/trigger (eg. added to a list)
|
Response/Action (eg. send a welcome email)
|
Timescale (eg. do it now!)
It can be a single process
or a more complex, multiple, chained process

107. • It’s ideal for
• Birthday messaging
• Welcome emails
• Shopping basket recovery
• Post-dining surveys
• Sales team notifications
• etc…
Automation Examples

108. • Automation sequence – Event invitation
1. Send invitation email
2. Openers (browse only) – send follow-up (incentive)
3. Non-openers – add to list, schedule a resend (re-title)
4. Registrants –send thank you & confirmation
- joining instructions
5. Registrants – send internal notification alert
6. Registrants – add to list for a reminder email
7. Attendees – send thank you (& content)
8. Non-attendees – send sorry we missed you (re-book)
Automation Examples

109. Benefits for you
• Reduce workload by automating repetitive tasks
• Improve results by reacting to individual actions
and circumstances
• Ensure consistency of response
• Avoid missed opportunities

110. Benefits for your customers
• React to their specific needs
• Send the right message,
- at the right time
• Improve the customer experience

111. Challenges
• Identify opportunities for automation
• Good data collection practices
• Design appropriate rules
• Monitor success
• Refine

112. Assessment
To what extent are you
using marketing
automation in your
marketing campaigns?
0 – not at all
1
2
3
4
5 – extensively

113. 10. Profiling

114. Hmmm?

115. Precision marketing

116. Collect insights, not just data
• Standard
• Name
• Email
• Profile information– eg. Birthday, gender…
• Advanced
• 7 profiling ‘dimensions’
• Location, engagement, profiles, lists, frequency, date,
domain – (and combinations of)
• Device type
• Behaviour (Audience Insights)
Dimensions & Audiences

117. Geo-location
Audience Dimensions
• Sources
• Direct: Postcode
• Indirect: IP Address
• Benefits
• Restaurant chain:
2x opens, 4x clicks

118. Engagement
• Understand how engaged your contacts really are
• Multi-factor algorithm
• Allows you to
• Reward engagement - encourage word-of-mouth
• Segment and reactivate least engaged contacts
Audience Dimensions

119. Engagement
Engagement scoring algorithm
• Fully automatic
• Measures quality of relationship over time
• Based on multiple parameters including ..
• Frequency of interaction
• Quantity of interaction
• Type/quality/depth of interaction
Audience Dimensions

120. Engagement
Engagement scoring algorithm
• 5* Highly engaged
• 1* Disengaged
• Initial subscription score = 3*
• Score increases with positive behaviour
• Score decreases with negative behaviour
… and time
Audience Dimensions

121. Engagement characteristics
• Disengaged
• Irregular communication
• Engagement diminishing over
time
• Engaged
• Lots of very engaged subscribers
• Proportion of highly-engaged
subscribers increasing over time

122. Disengaged

123. Engaged

124. Benefits of engagement scoring
• Quantitative measure of an abstract concept
• Multi-input algorithm provides a holistic view
• Automated process
• Rating is dynamic – results are continuous
• Legacy data included from replayed historic
campaigns
• Available for use in segmenting
data and targeting future campaigns
Audience Dimensions

125. Using Engagement
• Reward, nurture and re-engage
• Use to reward and progress engaged subscribers
- Loyalty schemes, VIP offers
• Use to nurture average engagement subscriber
• - Entice with upsell promotions
• Use to re-connect with disengaged subscriber
• - re-engagement campaigns, different messaging,
offers, returning discounts, welcome emails
Audience Dimensions

126. Re-engagement example

127. VIP engagement example

128. Device
Other insights

129. Audience Insights
• Profiling insight by subscriber behaviour
• Goes beyond goal-based tracking
• From campaign through to online activity
• Insight into browsing, preferences, purchases
• Tracks individual subscribers not campaigns
• Active over a prolonged period
• Provides behavioural insight for subsequent
targeting
Behavioural targeting

130. Audience Insights – how it works
Behavioural targeting

131. Applications
For eCommerce
• Understand the product categories customers are
browsing and buying – or not!
• Identify opportunities for up/ cross-selling
• Personalise campaigns on spend, last visit and
frequency
For publishing
• Understand topics of most interest
• Make updates and advertising more relevant
Behavioural targeting

132. Assessment
To what extent do you
currently use profiling
to gain insight from
your subscriber data?
0 – not at all
1
2
3
4
5 – extensively

133. 11. Personalisation
There is no B2B or B2C - just H2H

134. Why personalise?
• Relevance is a fundamental of Permission Marketing
• It’s polite – talk to your customers as individuals
• Personalisation can create differentiation → attention
• Familiarisation generates trust
(incorrect personalisation does the opposite!)
• Engaged subscribers are more likely to become loyal
customers
• Personalisation is the reason for profiling
Personalisation

135. What can you do?
• Simple
• Based on standard data fields
• Insert data into email
(Dear first name)
• Advanced
• Based on customer profiling
and insight
• Display content based on recipient
profile
• Dynamic content
Personalisation

136. Example Applications
• Sector - display industry specific content
• Audience - different products/pricing to B2B/B2C readers
• Gender - display women’s clothing to female subscribers
• Location - only display items at the subscriber’s local store
• Engagement - include vouchers depending on loyalty points
• Preference - display meat-free menus to vegetarians
• Behaviour - show the call to action which has been most
successful with that subscriber in the past
Personalisation

137. I love this!
• Personalisation
• Purchase history
• Browsing interests
• Location specific
• Behavioural insight

138. Assessment
To what extent do you
currently use insight
from customer
profiling to customise
your communications ?
0 – not at all
1
2
3
4
5 – extensively

139. 12. Capability
That’s all great, but…

140. Implementation
• Challenges
• Permission
• Data
• Design
• Delivery
• Performance
• Social
• Integration
• Automation
• Profiling
• Personalisation
• Capability
Reaching customers (strategy, process)
Understanding, demonstrating DM effectiveness (results, value)
Budget, defence, justification, demonstrating ROI (investment)
Using digital marketing tools effectively (features/skills)
Keeping up with changes & trends (knowledge)
Understanding the business benefits (value)
Lack of proficiency in strategy (strategy, expertise)
Low level of skills/knowledge in tools/features (features, support)
Integration into overall marketing environment (strategy)
Low confidence in effectiveness (results, performance, value)
Limited in-house time & resources (time, resources)
Complimenting in-house systems/applications (integration)
Scale/quality of subscriber data (data management)
Managing data (data management)
Improving campaign effectiveness (results, performance)
Professionalism of communications (quality)
Permission, best-practices, compliance (expertise)

141. Implementation
• Challenges
• Permission
• Data
• Design
• Delivery
• Performance
• Social
• Integration
• Automation
• Profiling
• Personalisation
• Capability

142. Implementation
• Integration
• Profiling
• Audience insights
• Automation
• Personalisation
• Responsive (of course)
Implementation

143. Implementation
• Challenges
• Permission
• Data
• Design
• Delivery
• Performance
• Social
• Integration
• Automation
• Profiling
• Personalisation
• Capability
• Resources
- dedicated or
multi-tasking
- focus, urgency
- time management
- meeting deadlines
• Expertise
- direction
- legal/compliance
- best-practice
- current trends
- competition

144. Assessment
To what extent do you
feel you have the
resources and expertise
to achieve your
marketing objectives?
0 – not at all
1
2
3
4
5 – extensively

145. Discovery

146. Discovery

147. Next steps…
• Assess current capability
• Evaluate against your goals
• Identify key areas for improvement
• Develop an implementation plan
• Execute on your plan
• Test, refine, repeat
www.signupto.com

148. Additional resources…
• Sign-Up.to blog
• http://www.signupto.com/news/

149. Additional resources…
• Sign-Up.to news, tips & tricks
• http://www.signupto.com/contact/

150. Additional resources…
• Permission Marketing Diagnostic
• Email Benchmark Report
• Online platform walkthrough
• Advanced reporting
- Device open report
- Engagement report

151. Thank you!
www.signupto.com