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
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)
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?
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
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
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
31.
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
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!
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!
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)
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
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
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?
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…
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
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
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
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
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
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
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
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
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
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
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
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