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Email marketing tips 2012

This talk at Technology for marketing 2012 covers six tactics for email marketing which are key trends for 2012.

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Essential email marketing tips for your 2012 direct marketing campaign Dr Dave Chaffey Download: SmartInsights.com/tfma2012 1
About Dave Chaffey  Books  Best-practice advice & consulting www.smartinsights.com 2
YOUR EMAIL MARKETING JOURNEY: Assessing your email marketing capability Email marketing A. Goal setting & B. Contact C. Segmentation, D. Email marketing E. Test & learn maturity stage evaluation strategy and targeting & integration & policy personalisation governance Stage 1. Initial None None; Enewsletter / 0 Segments Limited integration Limited „Pray and Spray‟ Solus emails of broadcasts and data Stage 2. Managed List growth Basic contact 2-6 Segments Campaign Subject line Improving Segmented strategy and rules Basic contact integration (DM or Offer testing relevance response strategy phone) Stage 3. Defined Marketing outcomes Basic lifecycle Simple event- ESP, web analytics Template layouts Segmented “Beyond the click” communications triggered & social media relevance Welcome reactivate integration Stage 4. Subscriber Individualised Recency, Auto-triggers based Individual / segment Quantitative engagement contact strategy Frequency, Value on web behaviour testing Contextual relevance Stage 5. Integrated web and Integrated online & Multi-layered Right-channeling Real-time and Optimising multichannel offline contacts Dynamic content based on value & multivariate Optimised insertion preference relevance 3
The main barriers to effective email marketing in 2012? 4
Agenda 6 Tactics that will matter most in 2012?  1 Engagement  2 Mobile Email  3 Email contact strategies  4 Channel integration  5 Social-email marketing  6 Email marketing optimisation 5
Tactic 1: Engagement strategies Key questions:  Q. How do you measure engagement?  Q. Are you getting the sell-inform-entertain balance right?  Q. Do you have the publishing resources to create engaging content? 6
3 more advanced ways of measuring email engagement  How do you measure engagement with email?  Open/clicks/CTOR is NOT good enough, instead…  Opens/clicks/CTOR/revenue:  1. At position in lifecycle  2. By segment  3. By offer / email type  4. Aggregated over a longer time period 7
Measuring list activity – email engagement/disengagement These “hurdle rates” are for whole list. Repeat: TIP: Measure the overall health of your list  By segment through activity / inactivity levels over time  By product categories purchased Measure Period Number of Subscribers % of list total Never Open All time 48,000 16.0% Last 6 Months 168,000 56.0% Never Click All time 96,000 32.0% Last 6 Months 144,000 48.0% Never Bought All time 48,000 16.0% Last 6 Months 192,000 64.0% Never Bought Online All time 96,000 32.0% Last 6 Months 216,000 72.0% 8
Start with the customer! Getting the sell-inform-entertain balance right http://www.ruderfinn.com/rfrelate/intent/intent-index.html 9
Every business is a multi-channel publisher now 10
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Tactic 2: mobile marketing Key questions:  Q. How important is mobile email use for your audience?  Q. Is user mobile email experience satisfactory?  Q. Is mobile driving commercial outcomes? 12
The rise and rise of mobile marketing Source: Campaign Monitor, 3 billion emails, 2011 13
The desktop in decline…? Share of device page traffic for News category (weekday) Source: comScore Custom Analytics, U.S., August 2011 14
British Airways e-Dialog helped BA launch a new suite of mobile applications in late July/early August. The campaign was prompted by an increasing penetration of smartphones, and an analysis of the devices most commonly used by members to access standard Executive Club emails. Innovation in Email Marketing Winner: e-Dialog and British Airways About the winning entry: To promote the launch and maximise downloads of the Executive Club mobile application, BA and e-Dialog developed a unique strategy, using historical customer data to target smartphone users in a highly targeted email-to-mobile campaign. Judge‟s comments: A smart and progressive email marketing campaign that – as well as being innovative in its scope – generated some great results. 15
Mobile Email Design Tips  A narrow email width  Single column layout  Super subject line  Large headlines & CTAs  Bullet proof buttons  Graceful Degradation 16
17 Smart Insights - Style Summary
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Tactic 3: Channel integration Key questions:  Q. How does email work with other channels to drive results?  Q. Have we reviewed attribution?  Q. Are we using email to drive offline outcomes? 19
Multi-message example Email campaign 1 Remailing to opening-non converters Response increases by 25% for campaign First Campaign, Second Campaign, Open rate, 8 to Open rate, 50 to 10% 75% CCR = 0.2% CCR = 0.2% 20 Source: E-consultancy Masterclass - BCA
Remailing with urgency Response increases by 40% for campaign Second First Campaign, Campaign, CCR = 0.2% CCR = 0.2% Source: E-consultancy Masterclass BCA 21
Response increases, 100% for direct mail piece. Teaser e-mail. No online response Direct Mail Combined response from e-mail and direct mail is 125% better than no e- mail. Pre-mail, with online response Direct Mail Source: E-consultancy Masterclass 2005 - BCA 22 22
Telemarketing (list creation) E1 E2 E3 (29) (17) (14) M1 M2 M3 M4 (15) (14) (16)(11 ) Jan Feb Mar April E-mail (E1-3) Direct mail mailer (M1-4) CRM product launch event Explanatory notes: 1. Each list member received 4 mails and 3 e-mails unless they responded. 2. Number of individuals who attended event from each „wave‟ in brackets. 3. Total list size unavailable. 4. M1 generated 100 visits to site, E1 120 visits to site. 5. Offer and creative varied for each wave. 23
http://www.smartinsights.com/analytics-conversion-optimisation-alerts/qr-codes-location-demographic-statistics/ 24
Is Blippar relevant? 25
Tactic 4: Contact strategies Key questions:  Q. Is our layered segmentation effective?  Q. Have we optimised our triggered emails?  Q. How do we grow value? 26
Relevance! 27
Common Email targeting options Targeting approaches Method 1. Classic profile-based demographic Target customer groupings according to their segmentation characteristics & motivations 2. Customer value Assess customers by current and future value potential 3. Web design personas Target 2-10 typical customer journeys 4. Customer lifecycle Target messages according to length of time using online services 5. Purchase and response Use “sense and respond” behavioual targeting based behaviour on RFM 6. Channel preference Communicate with customer in their preferred media (and according to value) 7. Tone and style preference Communicate with customers according to their tastes inferred from demographics or behaviour. 28
Tip – create a layered segmentation An example from eBay Static Demographic Gender, Geography Consumer/Business Transactional Value Segmentation Derived Propensity Models Behavioural Kids Tech Fashion Cars & Parts Category clusters Last Last Keyword Keyword Recent Activity Recent purchase category personas 29
Do you send out emails based on the following triggers? 30
Integrating SMS into email campaigns Confused.com Renewal Reminder  Confused.com is the UK‟s comparison site of choice for car, home, travel, life, and more.  Keeps its customers up-to- date with guides, tips and information and renewal advice  To extend email‟s impact they followed it with an SMS using our platform to send both email and SMS Contains two custom published fields: first name and the lowest messages. price offer for insurance. 31
Tactic 5: social-email Key questions:  Q. Are social sharing links and social content effective?  Q. Do you cross-promote social channel OVPs?  Q. Do you have a plan for social sign-on / email integration? 32
Social email marketing is much more than SWYN… 33
Integrating social into Enews Source: http://www.retailemailblog.com/2011/09/am-inbox-pulling-social-content-into.html 34
Tactic 6: Email optimisation Key questions:  Q. How advanced is our incentive optimisation?  Q. How structured is our creative optimisation?  Q. Mobile optimisation? © e-Dialog Inc. All Rights 35 Reserved.
Offer optimisation Summary  A simple, generic (branded-only) retargeting email achieved a 10 percent uplift in online conversions  A bespoke retargeting email that offered a 5% discount via a time- limited promotional code of 72 hours, more than doubled this conversion rate  A bespoke retargeting email with the same discount, but this time with a time-limited code of 48 hours quadrupled the original conversion rate 36 http://www.smartinsights.com/email-marketing-ecrm-alerts/email-remarketing-an-example-of-how-to-test/
Creative optimisation Test version A Test version B Main Broadcast Send Volume: 10,000 Send Volume: 10,000 Send Volume: 180,000 Sample criteria: Random Sample criteria: Random Click through rate: 5.8% Click through rate: 6.1% Click through rate: 4.5% 37
Let’s Connect! Questions & discussion welcome Download: SmartInsights.com/tfma2012  Blog uk.linkedin.com/in/davechaffey www.smartinsights.com/blog  Feeds www.feedburner.com/smartinsi www.facebook.com/davechaffey ghts  Email Newsletter www.smartinsights.com www.twitter.com/DaveChaffey 38