The document discusses advancements in email marketing, emphasizing the importance of list segmentation, personalization, and the shift from manual to automated campaigns. It highlights the benefits of using trigger emails over bulk campaigns, showing significant increases in open and click rates. Additionally, it advises on the importance of continuous optimization through split testing and multi-angle reporting for better engagement.

1. London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS
BEYOND BULK
EMAIL CAMPAINGS
EXPERTSENDER.COM

2. London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS EXPERTSENDER.COMBEYOND BULK EMAIL CAMPAINGS
Are your email campaigns
still in Stone Age?

3. London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS
• one generic email that fits all?
• deploying all messages manually?
• dispatch and forget?
Are your email campaigns
still in Stone Age
EXPERTSENDER.COM

4. London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS
List segmentation
send emails that are relevant
Beginners - start by using simple demographic
and behavioral segmentation
Example segments:
• males vs females
• active vs inactive
• customers vs leads
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5. London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS
Intermediate - tag links or entire emails
based on verticals.
Next, segment recipients that engage with certain
type of content. Example segments:
• opened messages tagged "Online games"
• clicked on links tagged "Sport"
• converted after receiving message tagged
"Finance"
List segmentation
send emails that are relevant
EXPERTSENDER.COM

6. London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS
Advanced - leverage entire purchase history
to find your most valuable and loyal customers.
Example segments:
• bought any product from brand "X"
in category "electronics"
• last year bought products for £1000 or more
• last 24 months average order between
£200 and £500
List segmentation
send emails that are relevant
EXPERTSENDER.COM

7. London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS
Have you grown attached
to your email template?
London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS EXPERTSENDER.COM

8. London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS
What to test?
• content
• subject lines
• from fields
• delivery date & time
Split tests
never stop optimizing
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9. London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS
How to test?
• one variable at a time
• up to 5 versions is enough
• don't look for the highest opens or clicks
Split tests
never stop optimizing
Instead ... aim at the highest conversions!
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10. London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS
Manual vs Automated ?
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11. London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS
Compared to manually scheduled
email campaigns:
• 461% higher open rates *
• 200% higher click rates *
Trigger Emails
action-driven email campaigns
* ExpertSender aggregated statistics for July 2013
comparing trigger emails to bulk campaigns
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12. London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS
Trigger actions:
• opening a particular or any previously sent message
• clicking on a particular or any link in previously sent
message
• reaching a set goal after receiving previously sent message
• change of preferences in preference center
• abandoning shopping cart
Trigger Emails
action-driven email campaigns
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13. London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS
Time triggers:
• hours / days passed since the last website visit
• anniversary / monthly recurring date of the past event
Trigger Emails
time-based email campaigns
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Get Personal!
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15. London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS
Using first name tokens to address your customers
in a more direct, friendly way:
• not always have to work
• is a very basic method of email personalization
Email Personalization
beyond [first name] placeholders
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16. London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS
True personalization comes with
Dynamic Content capabilities:
• conditional statements (IF/ELSE/ELSEIF)
• retrieving content from remote servers
(syndicated content)
• retrieving content from Relational Data Tables
(like purchase history)
Email Personalization
beyond [first name] placeholders
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17. London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS
Email Personalization
beyond [first name] placeholders
EXPERTSENDER.COM

18. London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS
Email Personalization
beyond [first name] placeholders
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Find the right perspective
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20. London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS
• go beyond comparing stats for single campaigns
• analyze aggregated stats to find deliverability trends
• compare opens/clicks/conversions among major ISPs
(Yahoo, Gmail) to learn true inbox placement
• check engagement separately for manual
bulk emails and automatic triggers
• find email address collection sources that
produce the best and least performing leads
Multi-angle reporting
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21. London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS
Marcin Luks
Director Business Development
marcin.luks@expertsender.com
THANK YOU
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September 11, 2013
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