At SES London, I talked about how marketers can leverage the potential of email marketing through case studies and examples of successful strategies.
If you want to see how Lyris can transform the performance of your email marketing strategy, drop me a message
Breathing New Life Into Your Email Marketing Campaign: SES London / Click Z
1. Breathing new life into your
email campaign
Philip Storey
Global Head of Strategic Services
Lyris
London • 10–13 February 2014 • #SESLON @SESConf
2. London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris
What some marketers might think of
email marketing
3. London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris
Email is still the consumer connector
of everything
4. London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris
Today…
• Quick tips to improve your email strategy
• Design for the channel, design to win
• Integrating social, mobile and email
5. London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris
Quick tips to improve your
email marketing strategy
6. London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris
Embrace automation
7. London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris
For many, it is
relatively
unexplored…
8. London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris
But the opportunity is huge
8%
Welcome Programme
10%
51%
4%
Nursery Programme
44%
52%
10%
12%
Registered Not Purchased
63%
13%
Basket Abandon Follow-up
37%
67%
18%
Basket Abandonment
27%
64%
0%
10%
20%
Conversion Rate
30%
Avg. Click Rate
40%
50%
Avg. Open Rate
Source: Econsultancy report – December 2012
60%
70%
80%
9. London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris
There are the obvious ones…
•
•
•
•
•
Welcome programme
Basket abandonment
Product browse follow-up
Category browse follow-up
Registered not purchased
10. London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris
Embrace
automation
Then the less
adopted, but
successful
programmes
11. London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris
Embrace
automation
Then the less
adopted, but
successful
programmes
12. London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris
Embrace
automation
Then the less
adopted, but
successful
programmes
13. London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris
Embrace
automation
Then the less
adopted, but
successful
programmes
14. London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris
Embrace
automation
Then the less
adopted, but
successful
programmes
15. London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris
Automation – case study
Background
Kitbag is Europe’s leading online sports retailer working with some of the world’s
largest sporting brands – including Manchester United, Manchester City, Real
Madrid and Chelsea
The Solution
A series of automated programs for a large number of its accounts and for its own
Kitbag.com brand including:
• Welcome & nursery programme
• Cart Abandonment
• Birthday (treat yourself) Programme
• Various lifecycle messages
16. London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris
Automation – case study
The results
45%
Campaign Emails
55%
•
•
Automated Emails
Automated strategies account for 45% of email marketing revenue
Automated strategies account for < 10% of email marketing resource
17. London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris
Automation “as a series”
SMS
18. London | 10–13 February 2014 | #SESLON | @SESConf
Simple three-phase
welcome programme
1
Subject line:
Welcome to SmithMicro
Sent: Immediately
@philipstorey
@Lyris
19. London | 10–13 February 2014 | #SESLON | @SESConf
Simple three-phase
welcome programme
2
Subject line:
Have you explored
SmithMicro yet?
Sent: 3 days after sign-up
@philipstorey
@Lyris
20. London | 10–13 February 2014 | #SESLON | @SESConf
Simple three-phase
welcome programme
3
Subject line:
Stay Connected: Follow
& Like us!
Sent: 6 days after sign-up
@philipstorey
@Lyris
21. London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris
Listening.
The secret weapon
of email is hugely
underused
22. London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris
What are we listening for?
•
•
•
•
•
•
•
•
•
•
Email open
Email click
Email reply
Preference centre activity
Survey responses
Website search
Basket abandonment
Page browse
Product purchase
Everything, all of the time
23. London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris
Maximise the use of campaign data
• Feed data back to your CRM platform
• Use campaign engagement data to measure sentiment
• Use campaign data to trigger campaigns through other
channels
• Make sure that data is “actionable”
24. London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris
Make the right offer at the right time
• Every customer sees a
slightly different offer
• Real-time countdown timer
showing exactly how long
before the offer expires
25. London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris
Make the right offer at the right time
• Every customer sees a
slightly different offer
• Real-time countdown timer
showing exactly how long
before the offer expires
26. London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris
Geolocation: help
customers find you
It is possible to show the
nearest store to for specific
location of every individual
customer, in real-time
27. London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris
Geolocation: help
customers find you
It is possible to show the
nearest store to for specific
location of every individual
customer, in real-time
28. London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris
Use email to bridge data gaps
•
Dynamic content to identify gender
•
Can be used for anything
29. London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris
Use email to understand sentiment
•
Evans Cycles use email as a way of surveying within the inbox
•
eBay also utilise this approach to collecting feedback on their email content
30. London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris
Use email to
collect reviews
•
Amazon collect reviews, right
there in the inbox through a
simple HTML form
31. London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris
•
Amazon collect reviews, right
there in the inbox through a
simple HTML form
53%
Of consumers are more likely to
purchase from brands that use
personalisation
32. London | 10–13 February 2014 | #SESLON | @SESConf
Seduce with
personalised, dyna
mic content
Fuelled by:
• Customer transaction feed
• Product stock feed
• Customer preferences (explicit)
• Customer behaviour (engagement)
• Customer transactions
Solution:
• Completely personalised content
• Only sent when content is relevant to
the individual
@philipstorey
@Lyris
33. London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris
Design for the channel, design to win
34. London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris
Always follow the three core elements
of content (Storey 2010)
Headline
Proposition
in essence
Call to action
35. London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris
Headline
Proposition
in essence
Call to action
Primary section
Always follow the three core elements
of content (Storey 2010)
The fold
36. London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris
Design for image blocking
Desktop
Webmail
Mobile
67%
90%
80%
67% of major
desktop clients
block images by
default
90% of major
webmail clients
block images by
default
80% of mobile
operating systems
block images by
default
37. London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris
Design for image blocking
38. London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris
Video in email
It’s here…
39. London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris
Video in email – it’s here
40. London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris
Video in email – it’s here
Email Client
Outlook
Support for HTML5
PC:
Support for Animated gifs
Mac:
Apple Mail
iPhone
iPad
Gmail
Outlook.com
Yahoo
AOL
Thunderbird
Android
•
Less viable for B2B
•
Becoming more widely supported all of the time
41. London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris
You can restrict video content to
devices that can play it
•
Targeted serving of video
•
Doesn’t impact on the user
experience in other viewing
environments
42. London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris
Video in email:
in action
•
Before the video loads, you see
the fall back image
•
If the video cannot load, you still
see the fall back image and you
can still engage with the content
43. London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris
Video in email:
in action
•
Sweaty Betty, a high-end
women’s sportswear brand use
video in email to communicate
the features of their highly
technical products
44. London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris
Key considerations when using
video in email
•
Videos should be in MP4 format
•
Videos should be no longer than 30 seconds
•
Use the auto-play feature
•
Where possible, don’t use sound
•
Make sure your video is above the fold
•
Always make sure you have a fall back image
•
Just embed one video per email
•
Host the video on your site and link to it from your email
and make the video clickable
45. London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris
Integrate
social, mobile
and email
The benefits to you and
your customers, are huge
46. London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris
Mobile responsive design is no longer
just optional
• 51% of emails are now opened on mobile devices
• Responsive design is critically important to the success of your email
campaigns
Source: Litmus Report– January 2014
47. London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris
Mobile
responsive
design is no
longer just
optional
48. London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris
Mobile
responsive
design is no
longer just
optional
49. London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris
Facebook acquisition strategy
50. London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris
Facebook acquisition strategy
51. London | 10–13 February 2014 | #SESLON | @SESConf
Develop a twitter to email
acquisition strategy
•
Discover new audiences and
generate new subscribers
through Twitter
•
Lead generation cards are being
described as the “new best
friend” of every email marketer
@philipstorey
@Lyris
52. London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris
Allow recipients
to pin, share and
tweet your email
content
•
Go beyond standard social links
•
Allow people to truly engage
with specific content
53. London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris
Allow recipients
to pin, share and
tweet your email
content
•
Go beyond standard social links
•
Allow people to truly engage
with specific content
54. London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris
Allow recipients
to pin, share and
tweet your email
content
•
Go beyond standard social links
•
Allow people to truly engage
with specific content
55. London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris
Utilise custom audiences
•
Invite email subscribers to like /
fan your page
•
Target any email database /
segment with any proposition in
Facebook
56. London | 10–13 February 2014 | #SESLON | @SESConf
@philipstorey
@Lyris
Thank you
Breathing new life into your
email campaign
Philip Storey
Global Head of Strategic Services
Lyris
Editor's Notes
A lot of marketers look at email, as the cassette tape of marketing. It’s OLD SKOOL, it’s kind of ANALOGUE. But do you even realise just what you can do with email? It’s incredible. And today I’ll share why this is, and exactly what you can do with this channel
It is still the one thing you are asked for in a retail store, on a website, on a social network. It is central to most customer experience. And us email marketers, believe it or not, have been innovating just as much as the rest of the marketing world. Seriously. And today, I hope I can convince you to agree with me. Email is the consumer connector of everything
So massively underused. Some think it’s ugly, but if used correctly and appropriately, it can be incredible
All effective and useful to many brands, but you can take things way further
Simulate in-store retail experience
Lots of brands do this, but they don’t automate it. They’re missing a trick. Efficiency
No automation strategy should ever be considered as one message. That approach = guaranteed failure. Automation is a series, by defaultDon’t just consider the number of messages. Consider all of the available channels. If you’re an email marketer, don’t be trapped by channel ‘silo’
The listening channel
One of the most common things I see, is email marketing behavioural data sitting in a silo at their ESP. Sequential messaging
Your favourite things in your size, and in stock. Conversion rate soars
Proposition is never hidden – maximum exposure = maximum clicks
No automation strategy should ever be considered as one message. That approach = guaranteed failure Don’t just consider the number of messages. Consider all of the available channels. If you’re an email marketer, don’t be trapped by channel ‘silo’
Did you know that you can specify where you want video to play, and where you do not want it to play? It can be device-specific