Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Transforming
your email marketing
Objectives
Why are we here?
Understand how you can apply email
marketing best practice to grow your business
6 Essential Competencies
Agenda
1. Challenges
2. Permission
3. Data
4. Design
5. Delivery
6. Performance
Your Assessment
Complete the chart to
assess your current
position.


0 – don’t know/none
1 – I know it’s bad
2 – not sure...
Your Assessment
Challenges
Permission
Data
Design
Delivery
Performance
1. Challenges
Email? Really?
Pinterest
Twitter
LinkedIn
Google+
Facebook
Email
Millions of active users
0 875 1,750 2,625 3,500
3,300
1,...
Are you sure?
email marketing was ranked as the best channel for
return on investment
Source: Econsultancy - Email Marketi...
There were 3 times more emails sent in
2013 than stars in the Milky Way
(838,000,000,000 emails)
Where are we?
48%
of digital marketers consider themselves proficient
40%
think their marketing is effective
Challenges
Sour...
Marketing challenges
82%
Effectively reaching customers
79%
Understanding if campaigns are working
75%
Demonstrating Return...
Business challenges
• Increasing revenue and profits
• Growing customer base and market share
• Managing costs, maximising ...
Assessment
To what extent is your
current marketing
activity ‘mission critical’
to the overall objectives
of your business...
2. Permission
Right Person. Right Place. Right Time.
What is Permission Marketing?
!
“the privilege (not the right) of delivering anticipated,
personal and relevant messages t...
Why is it important?
!
• It’s the law!
• You must get explicit permission from recipient, unless…
• Obtained details via a...
Why is it important?
!
• It’s the law!
• But more importantly…
• Without permission, a message is just spam
• Permission i...
How do you get it?
!
• Ask! Permission can only be given directly
• Can’t come from a 3rd party
• Must be active: opt-in, ...
Assessment
How would you class
the permission
credentials of your
current marketing?


0 – oh dear
1
2
3
4
5 – spotless
Ch...
3. Data
There is no value in data, only in how it is used.
Some things to think about…
More than a zettabyte of data now circulates around
the internet (KPMG)
1,000,000,000 x
The volume of business data is increasing by
40%
every year
Winning businesses don’t simply gather
data, they gain insights from what they
already possess. (KPMG)
Collecting contact data
!
• Use easy to find, fill and submit forms
• Promote opt-in everywhere
• Link to forms from your em...
• Displays after 15
seconds
• Only appears
once
• Clear call-to-
action
• Tells people
what’s happening
to their data
Use welcome emails!
!
• The most read emails you will ever send
• 4x more opens, 5x more clicks!
• Use a compelling subjec...
No really.
Use welcome emails!
!
• 85% open rate
• 52% click through
• £1.08 additional revenue per
email!
Building high quality data
!
• Use data to understand your customers
• Start simply: get what you need and add more later
...
Assessment
To what extent does
your current data
strategy include usable
insights into your
customers’ situation?
0 – not ...
4. Design
Stand out in the inbox.
Key considerations
!
• The importance of mobile
• Is design important?
• Content is King
• Testing
Design
The importance of mobile
27% of email opens were mobile in 2011

(Knotice, H2 2011)
73%
27%
Mobile Desktop
The importance of mobile
52% of email opens are mobile today

(Sign-Up.to, Jan ’14)
48% 52%
Mobile Desktop
18%of emails are optimised for mobile!
only
Designing for mobile
!
• Use responsive design
• Short attention span
• Small viewing area
• Single column content
• Clear...
Desktop Mobile
Is design important for your message?
250%
more clicks
Is design important for your message?
300%
more revenue
Content is King
!
• Copywriting
• Calls to action
• Style, brand, consistency
• Subject line
Make things easy for people
Test, Test, Test!
!
• Preview
• Inbox testing
• Split (A/B) test

- Test to sample audiences

- Assess results

- Send the...
Assessment
How well do you feel
your current email
design supports your
objectives and needs?
0 – not at all
1
2
3
4
5 – p...
5. Delivery
Maximising your chances of successful delivery
What’s normal?
!
Delivery
97%+
Open Rate
22.8%
Source: Sign-Up.to 2014 UK Email Marketing Benchmark Report
Why the f**k are my emails going to junk?
• Reputation
• Recipient activity (opens, clicks)
• Complaints (“this is spam”)
...
Why the f**k are my emails going to junk?
• Email Content
• If it sounds like spam…
• Link destinations
• Code quality
Del...
Why the f**k are my emails going to junk?
• Infrastructure
• Authentication (SPF, DKIM etc.)
• IP address history
• ESP wh...
Why won’t they open my emails?
!
• Sender recognition
• Subject line appeal
• Relevance
• Timing
• Content
Delivery
Sender recognition
!
• From name / email address consistency
• Use a valid reply-to address
Delivery
Subject line appeal
!
• First 30 - 50 characters readable on most devices
• Why? Give a clear benefit to the reader
• Don’t...
Relevance
!
• Use audience segmentation and personalisation
• Write for the reader’s perspective
Delivery
Delivery
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 Click...
Day: Thursday
Delivery
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Opens Clicks
However…
Delivery
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
Opens
hour
Opens&by&hour&of&day&
Desktop
M...
Let the reader decide
Delivery
Assessment
How happy are you 

with your current
delivery rates?
0 – not at all
1
2
3
4
5 – they’re great
Challenges
Permi...
6. Performance
17% of email marketers never review or analyse their results
1st Viscount
Leverhulme
(William Lever)
“I know half my
advertising isn't
working, I just don't
know which half.”
What can be measured?
Performance
Delivered
Opens
Clicks
Shares
Goals
Unsubs
Choose the right metrics for you
• What’s your goal?
• eCommerce: revenue
• website visits: clicks
• brand awareness: opens
Click-to-open rate
unique clickers ÷ unique openers
• Proportion of people who opened the email
and then clicked
• Better ...
Tracking after the click
• Google Analytics (anonymous)
!
!
!
!
!
!
• Goal tracking (specific)
Limitations
• Open tracking requires image load
• Open ≠ read!
• Goal tracking requires cookies
Assessment
How well do your
current campaigns
compare with averages
for your sector in our
UK 2014 benchmark
report?
0 – m...
Where next?
www.signupto.com
Sign-Up.to has software, services and
resources that can help you improve your
email marketin...
Transforming your email marketing - 2014
Upcoming SlideShare
Loading in …5
×

Transforming your email marketing - 2014

752 views

Published on

Understand the 6 key competencies of email marketing, assess your current strengths and weaknesses and get practical tips and insights to improve your results.

Published in: Marketing, Business, Technology
  • Be the first to comment

Transforming your email marketing - 2014

  1. 1. Transforming your email marketing
  2. 2. Objectives Why are we here? Understand how you can apply email marketing best practice to grow your business
  3. 3. 6 Essential Competencies Agenda 1. Challenges 2. Permission 3. Data 4. Design 5. Delivery 6. Performance
  4. 4. Your Assessment Complete the chart to assess your current position. 
 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 Challenges Permission Data Design Delivery Performance
  5. 5. Your Assessment Challenges Permission Data Design Delivery Performance
  6. 6. 1. Challenges
  7. 7. Email? Really? Pinterest Twitter LinkedIn Google+ Facebook Email Millions of active users 0 875 1,750 2,625 3,500 3,300 1,200 359 277 241 70
  8. 8. 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
  9. 9. There were 3 times more emails sent in 2013 than stars in the Milky Way (838,000,000,000 emails)
  10. 10. 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?
  11. 11. 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?
  12. 12. Business challenges • Increasing revenue and profits • Growing customer base and market share • Managing costs, maximising investment value • Boosting brand and reputation, increasing competitiveness • Skills shortages and talent management • Compliance, risk, continuity and regulatory issues • Enhancing the customer experience and relationship • Operational excellence and profitability !
  13. 13. 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 Challenges Permission Data Design Delivery Performance
  14. 14. 2. Permission Right Person. Right Place. Right Time.
  15. 15. 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
  16. 16. 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 • In the UK you (probably) need to be registered with the ICO as a data controller Permission
  17. 17. Why is it important? ! • It’s the law! • 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’
  18. 18. 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 the most valuable commodity (time) • Set expectations • Let people know how often you’ll be in touch Permission
  19. 19. Assessment How would you class the permission credentials of your current marketing? 
 0 – oh dear 1 2 3 4 5 – spotless Challenges Permission Data Design Delivery Performance
  20. 20. 3. Data There is no value in data, only in how it is used.
  21. 21. Some things to think about…
  22. 22. More than a zettabyte of data now circulates around the internet (KPMG) 1,000,000,000 x
  23. 23. The volume of business data is increasing by 40% every year
  24. 24. Winning businesses don’t simply gather data, they gain insights from what they already possess. (KPMG)
  25. 25. 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 • Make it clear what you are collecting data for • Promote trust - tell subscribers how you 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
  26. 26. • Displays after 15 seconds • Only appears once • Clear call-to- action • Tells people what’s happening to their data
  27. 27. 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)
  28. 28. No really. Use welcome emails! ! • 85% open rate • 52% click through • £1.08 additional revenue per email!
  29. 29. 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 • Geo-location • Clicks • Website activity • Purchases • Use your insight to segment and target your customers Profiling is the key to creating targeted communications
  30. 30. 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 Challenges Permission Data Design Delivery Performance
  31. 31. 4. Design Stand out in the inbox.
  32. 32. Key considerations ! • The importance of mobile • Is design important? • Content is King • Testing Design
  33. 33. The importance of mobile 27% of email opens were mobile in 2011
 (Knotice, H2 2011) 73% 27% Mobile Desktop
  34. 34. The importance of mobile 52% of email opens are mobile today
 (Sign-Up.to, Jan ’14) 48% 52% Mobile Desktop
  35. 35. 18%of emails are optimised for mobile! only
  36. 36. Designing for mobile ! • Use responsive design • Short attention span • Small viewing area • Single column content • Clear call-to-action • Large interaction area • Check your website too!
  37. 37. Desktop Mobile
  38. 38. Is design important for your message? 250% more clicks
  39. 39. Is design important for your message? 300% more revenue
  40. 40. Content is King ! • Copywriting • Calls to action • Style, brand, consistency • Subject line
  41. 41. Make things easy for people
  42. 42. Test, Test, Test! ! • Preview • Inbox testing • Split (A/B) test
 - Test to sample audiences
 - Assess results
 - Send the best performer
  43. 43. 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 Challenges Permission Data Design Delivery Performance
  44. 44. 5. Delivery Maximising your chances of successful delivery
  45. 45. What’s normal? ! Delivery 97%+ Open Rate 22.8% Source: Sign-Up.to 2014 UK Email Marketing Benchmark Report
  46. 46. Why the f**k are my emails going to junk? • Reputation • Recipient activity (opens, clicks) • Complaints (“this is spam”) • Recipient Whitelisting (add to address book) Delivery
  47. 47. Why the f**k are my emails going to junk? • Email Content • If it sounds like spam… • Link destinations • Code quality Delivery
  48. 48. Why the f**k are my emails going to junk? • Infrastructure • Authentication (SPF, DKIM etc.) • IP address history • ESP whitelisting & throttling Delivery
  49. 49. Why won’t they open my emails? ! • Sender recognition • Subject line appeal • Relevance • Timing • Content Delivery
  50. 50. Sender recognition ! • From name / email address consistency • Use a valid reply-to address Delivery
  51. 51. Subject line appeal ! • First 30 - 50 characters readable on most devices • Why? Give a clear benefit to the reader • Don’t be cryptic (often) • Can affect actions taken when reading Delivery
  52. 52. Relevance ! • Use audience segmentation and personalisation • Write for the reader’s perspective Delivery
  53. 53. Delivery 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
  54. 54. Day: Thursday Delivery Monday Tuesday Wednesday Thursday Friday Saturday Sunday Opens Clicks
  55. 55. However… Delivery 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 Opens hour Opens&by&hour&of&day& Desktop Mobile
  56. 56. Let the reader decide Delivery
  57. 57. Assessment How happy are you 
 with your current delivery rates? 0 – not at all 1 2 3 4 5 – they’re great Challenges Permission Data Design Delivery Performance
  58. 58. 6. Performance 17% of email marketers never review or analyse their results
  59. 59. 1st Viscount Leverhulme (William Lever) “I know half my advertising isn't working, I just don't know which half.”
  60. 60. What can be measured? Performance Delivered Opens Clicks Shares Goals Unsubs
  61. 61. Choose the right metrics for you • What’s your goal? • eCommerce: revenue • website visits: clicks • brand awareness: opens
  62. 62. 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
  63. 63. Tracking after the click • Google Analytics (anonymous) ! ! ! ! ! ! • Goal tracking (specific)
  64. 64. Limitations • Open tracking requires image load • Open ≠ read! • Goal tracking requires cookies
  65. 65. Assessment How well do your current campaigns compare with averages for your sector in our UK 2014 benchmark report? 0 – much lower 1 2 3 4 5 – better Challenges Permission Data Design Delivery Performance
  66. 66. Where next? www.signupto.com Sign-Up.to has software, services and resources that can help you improve your email marketing. ! Find our more at

×