E-mail Marketing Trends and Best Practices - revisited Rene Kulka Optivo
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E-mail Marketing Trends and Best Practices - revisited Rene Kulka Optivo - Webrazzi Summit 2015
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E-mail Marketing Trends and Best Practices - revisited Rene Kulka Optivo
- 1. Email Marketing Trends and Best Practices revisited - Getting into the Inbox - Data & Automation - Dynamic Content
- 2. - Email Marketing Evangelist - Corporate Blogger www.optivo.com/de/blog www.emailmarketing.de - Author of amzn.to/emailBuch About René Kulka
- 3. - 1.300 customers - 150 employees - 4 locations (Berlin, Warsaw, Amsterdam, Istanbul) - 6 languages (German, English, Polish, Turkish, French, Dutch) About optivo Founded in 2001 todayOmnichannel Marketing Email, Print, Push, Text Messages, Fax, Social Company of Deutsche Post DHL Group since June 2013
- 4. State of Email: Alive & Kicking Data: Eurostat 2014 Email usage > Social usage
- 5. Transactions per Channel (%) Data: Custora E-commerce Pulse Q2 2015 20.7 22.6 17.2 15.6 17 5.1 1.1 0.8 0 5 10 15 20 25 Direct Organic Search Email Affiliate Other Social Display x10
- 6. Mobile Openings Increasing Data: EmailClientMarketShare.com
- 7. Share of Mobile Users Data: EmailClientMarketShare.com
- 8. Responsive Design is a Must
- 9. Wearables
- 10. Wearables
- 12. What‘s SPAM? Electronic spamming is the use of electronic messaging systems to send unsolicited messages […] (Wikipedia)
- 13. SPAM Volume Increases Data: Cisco SenderBase AverageDailyEmailVolume(Billions)
- 14. Emails come too frequently Securing Deliverability I “think” I never subscribed I don‘t recognize the sender Offensive content I‘m “no longer” interested Newsletter looks horrible No spam complaints No spam trap hits Bounce management High user engagement Other mailing practices SPAM GOOD REPUTATION
- 15. Securing Deliverability GOOD REPUTATION Emails come too frequently Offensive content I‘m “no longer” interested SPAM I “think” I never subscribed I don‘t recognize the sender Newsletter looks horrible No spam complaints No spam trap hits Bounce management High user engagement Other mailing practices
- 16. Sender guidelines.Follow the Guidelines https://support.google.com/mail/answer/81126?hl=en “Each user on your distribution list should opt to receive messages from you in one of the following ways (opt-in): • Through an email asking to subscribe to your list. • By manually checking a box on a web form, or within a piece of software. We also recommend that you verify each email address before subscribing them to your list.”
- 17. Sender guidelines.Orgas? More Guidelines https://www.spamhaus.org/whitepapers/mailinglists/
- 18. Three Types to Opt-in Single Confirmed Double SOI COI DOI Recommended by ISPs and Antispam Orgas
- 19. Double Opt-in is Worth it 0% 5% 10% 15% 20% 25% 30% Opens 0% 1% 2% 3% 4% 5% 6% 7% Clicks 0% 1% 1% 2% 2% 3% 3% Hard Bounces 0.0% 0.2% 0.4% 0.6% 0.8% 1.0% 1.2% Soft Bounces 0.32% 0.32% 0.33% 0.33% 0.34% 0.34% 0.35% 0.35% 0.36% Unsubscribes Double Opt-in (DOI) vs. Single Opt-in Source: MailChimp, sample from 30,000 users who’ve sent at least 10 campaigns and who had list sizes from 500 to 1.5 million.
- 21. Segmentation & Analytics Active Churn Inactive A B C
- 22. Segmentation & Analytics A B C Reactivation campaign with SMS follow up Active Churn Inactive
- 23. Reactivation & SMS follow up Inactivity Email: Reactivate 1 Wait 3 days Email: Reactivate 2 SMS: Reactivate 2 1. B, C follow up 2. ‚No response ‚A‘ follow up We miss you! TheClub-Fashion
- 24. RFM-like segmentation A B C Automated mailing with 10 € incentive + reminder mailing + Push follow up Active Churn Inactive
- 27. Reactivation: in 20 Languages
- 28. Recipient list & send out time Automation: Easy & Effective Market selection Match content
- 29. Automation: Easy & Effective Controlling
- 30. Results Ø OR 21% Ø CTR 7%
- 33. Countdowns
- 37. Takeaways 1. Mailbox providers set the rules for deliverability. Follow Google’s recommendation: Double Opt-In! 2. Database segmentation plus omnichannel automation to dispatch individual messages. 3. Dynamic contents increase relevance and purchases.
- 38. Questions?
- 39. Contact Teşekkür ederim! Our partner in Turkey Metricsotuzdört Bilişim Hizmetleri ve Ticaret A.Ş. Maslak Mah. Akasya Sok. Mashattan B2/32 34398 Sarıyer Istanbul www.metrics34.com | info@metrics34.com | +90 212 330 34 01
Editor's Notes
- MOBILE = "Apple iPad" "Apple iPhone" "Google Android„, DESKTOP = AOL Mail, Apple Mail, Gmail, Live Hotmail, Outlook, Outlook.com, Thunderbird, Windows Live Mail, Windows Mail, Yahoo! Mail, Yahoo! Mail Classic
- MOBILE = "Apple iPad" "Apple iPhone" "Google Android„, DESKTOP = AOL Mail, Apple Mail, Gmail, Live Hotmail, Outlook, Outlook.com, Thunderbird, Windows Live Mail, Windows Mail, Yahoo! Mail, Yahoo! Mail Classic
- Tchibo define which content should be also seen in the mobile version and which content has been only send for the desktop version The layout is optimised for mobile devices
- Hormel product
- Approx. 382.76 billion emails per day in August 2015, 87% SPAM Mailbox providers get stricter to ban SPAM from Inboxes The filter algorithms are secret and complex statistical models Only market best practices can guarantee deliverability Und wie sieht es mit Spam aus? Hier lohnt ein Blick auf Ciscos SenderBase.org, das weltweit größte Monitoring-Netzwerk für E-Mail- und Web-Traffic. Ausgefeilten Postfach-Filtern sei Dank bekommen wir vom Großteil der weltweit versandten Mails - bald 9 von 10 sind Spam - nicht viel mit. Woher allerdings der plötzliche Anstieg um den Faktor 2.9 (Januar 2015 vs. Januar 2014) rüht, ist ist unklar. http://blogs.cisco.com/security/spam-hits-three-year-high-water-mark
- Validation of email addresses during sign-up: A secondary field to confirm/match the typed email address. This will help prevent fat-fingered address typos. Double opt-in: This will allow for a confirmation of the email addresses validity and acceptance into your program. Setting appropriate expectations: From the start, let the subscriber know the type and frequency of email they’ll be receiving. Preference center: Allow subscribers to modify the frequency and type of email they want to receive. Give subscribers an easy way to unsubscribe from your program, but it’s ok to make a final attempt to maintain a cordial relationship by giving them other options in case they’re still interested in the program.
- Common misconception: Deliverability is an ESP thing If it’s measurable, then it’s managable Unknown users: An unknown user is generated when a sender deploys mail to a recipient that never existed, is no longer active by choice, or was abandoned by the end user. The rate of calculated unknown users is for a rolling seven day period and is calculated by dividing the number of 5xx error messages by the attempted volume of mail found in the reputation network. Most senders should be able to find their 5xx error messages in their SMTP bounce logs. Message filtered: A filtered message indicates mail that was either filtered into the bulk/spam/junk folder or not delivered at all (aka “dropped on the floor”). The rate of message filtered is calculated in the reputation network for the past seven days. Infrastructure: Infrastructure represents the hardware used to deploy emails or are deployed on your behalf (email service provider). Return Path’s reputation network reviews two key components to determine a pass/fail metric: reverse DNS and host type. Volume: Volume refers to the numbers of emails seen by the reputation network over the past seven days. Keep in mind the number you see for volume might be lower than expected, because the number does not reflect the mailbox providers not included in Return Path’s reputation network. Calculating volume metrics will focus on sending patterns, consistency, and cadence. Sender rejected: Rejected mail is mail that is taken from the incoming STMP logs of mailbox providers and is defined as a message blocked at any time during the SMTP conversation. Mail is primarily rejected due to factors such as: complaints, spam traps, unknown users, and blacklists. The rate of rejected mail is calculated over a rolling seven day period. Spam traps: Spam traps are a key metric in Reputation Monitor which calculates both recycled and pristine traps that were hit over the past seven days. However, trap hits over the past 30 days can affect sender score as well. Pristine traps are email addresses created for the sole purpose of catching spammers. These addresses were never owned by a real person and are often found as embedded links hidden in the background of websites. Recycled traps are email addresses that were once addresses but have since been abandoned and are no longer in use. Blacklists: A list of IPs that spam filtering companies, mailbox providers, or anti-spam organizations report as “known” sources of spam. Frequent spam traps hits or complaints might prompt a blacklist organization to add that IP to a blacklist. Complaints: Complaints are end user spam complaints that are calculated against the amount of mail you have sent for the past seven days. A complaint could be produced when an end user clicks on the “spam” or “junk” button within their inbox. ISP bulk rate: The ISP bulk rate is the rate at which an IP is seen in the junk/spam folder. It is calculated by dividing the total email sent by what mail landed in the junk/spam folder for that particular ISP.
- Available in Q4: optivo implements push notifications as another channel in its cloud-based platform optivo® broadmail. Integrated mass broadcast of text-based push notifications via the integrated Content Management System and Marketing Automation Suite Mobile preview of push notification drafts in real-time: notification are displayed as preview on IOS and Android devices as well as in different notification types (for example “banner” or “badge”) Availability in all 6 language versions of optivo® broadmail Requirements regarding a Push Notification broadcast via optivo Mobile Push: Senders will need an app, which receives the push notifications on the recipient’s mobile device. In addition, the app must enable push notifications as option within the configuration of operation software (IOS or Android). User should be able to active and deactivate the option of receiving notifications at any time. Senders will need a server component, which is able to send push notifications. Such as a service can be provided by external providers or via company-owned solutions.
- Visualisierte zeitliche Verknappung Wirkt effektiver Fallstudien Schafft Handlungsdruck
- Another feature of optivo® broadmail is called recommendations and it will help you to make your emails more relevant and thus increase your conversion rate. I‘d like to present it with a little example. <CLICK> Imagine a prospective customer browsing your online shop. He decides to buy those swimming trunks and puts them into the basket. <CLICK> Within the purchasing process he subscribes to the newsletter and receives it in a week‘s time. It looks something like this and includes some sales specials. Those are nice, but we don´t know whether or not they are of any interest for our customer. So how could we make the newsletter more relevant? <CLICK> What would be some appropriate product suggestions? As we know, he bought some swimming trunks. On the basis of this knowledge our recommendation engine configures recommendations perfectly tailored to your visitor, using state-of-the-art reinforcement algorithms. <CLICK> In our case, the customer receives some sunglasses, some flip flops and a cap. When configuring the recommendations we constantly review the availability of your products. Thereby your customer always receives the latest products that are actually available. With optivo® Recommendations your customer receives highly relevant content, which provides a truly one-to-one communication.