This document provides best practices for email marketing. It discusses how to segment lists based on open and click-through rates, the importance of testing subject lines and content, and using analytics to improve email performance. Key metrics include open rates of 5-50% for a good list and typical benchmarks of 36% open and 13% click-through rates. The document stresses personalization, timing of emails, and integrating email with websites and CRM systems.

1. Email Marketing Best Practice
Daniel Rowles

2. Who Am I?
• Daniel Rowles
• CIM Course Director
• 14 Years experience in digital marketing
– Both client and agency side
• @danielrowles

3. What I’ll Cover
• Email in Perspective
• Data and Segmentation
• Design Issues
• Measurement
3

4. Email in perspective
• 96% skip any introductory copy on an email
?
• The first ? words of a headline are read on
2
average
• Average time spent reading an email is 21
?
seconds
• Around 2% of visitors will read your email in full
?

5. Good practice
www.amazon.co.uk

6. Advanced targeting

7. Do users value email marketing?
• 94% of internet users receive opt-in permission
based email.
• 89% of internet users prefer email over offline
media to gain information about products of
specific interest to them.
• 93% of internet consumers believe that email is
the best way for existing suppliers to
communicate with them.

9. Setting your expectations
• A good offer, with an appropriate call to action, at the right time to a
good list should yield.
5 – 50% clickthrough
• Best Practice yielding 36% open 13% Click (MailChimp 2012).
• If you are not getting this level of response:
• Adjust one or more components.
• Test and try again.

10. CRM principles
Single view of Connect all customer data
the customer
Create relevancy Prospect and customer get content they need at that time based on their data and
for customer profile
Manage Manage the amount of communication customers receive
Frequency
Ratio
commercial and
non-commercial Don’t only take but help and give back to customer
content

11. Collection of data
24%# 22%#
54%#
No#data#collected#
Info#collected#at#registra5on#
Info#collected#by#poll#

12. What is personalisation?
No personalisation Broadcast
Format optimisation Text or HTML
Personal salutation “Dear Mary”
Segmented content Preference, behaviour, demo
One to one Unique, dynamic e-mail

13. Dear Rich B**tard!

14. Segmentation based on open rates
Open%
Av.CTR Possible action:
Possible action: Raise frequency
stimulate CTR (controlled)
These recipients
open more then Email champions
average but click
less
2. 4. Av. Open%
1. 3. This group
Opens and
Possible clicks of this opens less than Possible action:
action: group are average but they stimulate open
Reactivation are more likely to
below average rate
or Switch click
channels
CTR (=click through rate)

15. Inbox Testing – Litmus.com

16. Mobile devices
http://campmon.createsend.com/screens/y/D8D6697793A2E7DF

17. Subject line
Silicon.com Weekly Roundup
Is this you?
Latest Offers from Asus
NUA Internet Newsletter June 5th

18. Splitting your list
www.mailchimp.com

19. Things to test
1. Subject lines
2. Headings
3. Image/placement
4. Copy length
5. Call to action
6. Links
7. Time of day
8. Day of week

20. Spam check Sending

21. Timing of an e-mailout
• After 10am
• Late morning ideal
• Tuesday to Thursday
recommended
• Friday afternoon effect
• International considerations

22. Commercial insight
Email Website Conversion
Reporting Analytics Tracking

23. Analytics and email
• If you don t add tracking code, email traffic looks
like direct traffic
• Email System has reporting but no end to end
• Search “URL Tool”

24. Bounce rate
Bounce = visitors who enter and exit site on same
page.
Visitor clicks on an email link
Example
Visitor enters on landing page
Visitor leaves site without visiting another page

25. Page optimisation
• A/B Testing
• Multivariate testing
right, talk later
• Intelligence reports

26. A/B testing
A B
Conversion
Test multiple versions of the page to see which
version achieves the most conversions.

27. Multivariate testing
Heading
Images
Text
Combinations
Test multiple versions of elements of a page to see which
combination achieves the most conversions.

28. Conclusions
• Create Relevance through segmentation
• Consider scanning behaviour
• Look at analytics
• Test and Improve

29. Thank you
• @DanielRowles
• danielrowles@me.com
• www.targetinternet.com