This document provides an overview of email marketing, including some of its key challenges and opportunities. It discusses the importance of permission-based marketing and collecting high-quality customer data. It also outlines best practices for the design, delivery, and performance tracking of email campaigns, emphasizing the need for responsive design, subject line testing, segmentation, and ongoing analysis of campaign metrics. The goal is to help marketers improve their email strategy and maximize results.

1. Discovering
Email Marketing

2. The essentials
Challenges
Permission
Data
Design
Delivery
Performance
Agenda
12 Key Competencies
The next level
Social
Integration
Automation
Profiling
Personalisation
Capability

3. 1. Challenges

4. Email? Really?
70
241
277
359
1,200
3,300
0 875 1,750 2,625 3,500
Pinterest
Twitter
LinkedIn
Google+
Facebook
Email
Millions of active users

5. Are you sure?
68%
“good” or “excellent” ROI
Email marketing was ranked as the best channel
for return on investment
Source: Econsultancy - Email Marketing Industry Census 2014

6. 48%
of digital marketers consider themselves proficient
40%
think their marketing is effective
Challenges
Where are we?
Source: Adobe - What keeps marketers up at night?

7. 82%
Effectively reaching customers
79%
Understanding if campaigns are working
75%
Demonstrating Return On Investment
Marketing Challenges
Source: Adobe - What keeps marketers up at night?

8. Business Challenges
Increasing revenue and profits
Growing customer base and market share
Boosting brand and reputation
Compliance, risk and regulatory issues
Enhancing the customer experience

9. 2. Permission
Right Person. Right Place. Right Time.

11. “the privilege (not the right) of delivering anticipated,
personal and relevant messages to people who actually
want to receive them”
Permission
What is permission marketing?
Turning strangers into friends
and friends into customers

12. Permission
Why is it important?
It’s the law!
You must get explicit permission from recipient, unless…
Obtained details via a sale, and
You’re marketing similar products, and
Opt-out available at point of collection, and
Opt-out available in all emails sent, and
Last transaction/contact less than 12 months ago
Must include company legal name, registration number, address
& contact details in every message
You need to be registered with the ICO
as a data controller

13. Permission
Why is it important?
But more importantly…
Without permission, a message is just spam
Permission is all about trust
90% of consumers subscribe to emails of trusted brands (DMA)
Loyal customers account for 80% of company profit
The most successful companies look at the sale as a way of
earning a lifelong customer (Sage)
71% of worldwide email traffic is considered as ‘spam’

14. Permission
How do you get it?
Ask! Permission can only be given directly
Can’t come from a 3rd party
Must be active: opt-in, not opt-out
Has to be fresh
Sell it!
You’re asking for their most valuable resource (time)
Set expectations
Let people know how often you’ll be in touch

15. 3. Data
There is no value in data, only in how it is used.

16. More than a zettabyte of data now circulates
around the internet (KPMG)
1,000,000,000 x

17. The volume of business data is increasing by
40%
every year

18. High performing businesses don’t simply gather data,
they gain insights
from the data they already possess. (KPMG)

19. Collecting contact data
How do you get it?
Use easy to find, fill and submit forms
Promote opt-in everywhere
Link to forms from your emails, websites and social channels
Keep it short
Make it clear what you are collecting data for
Promote trust - tell subscribers how you will protect their data
Offer an incentive and give value
Have a clear, compelling call to action
Collecting permission data takes effort – but is worth it

21. Use welcome emails
The most read emails you will ever send
4x more opens, 5x more clicks!
Use a compelling subject line
Have a clear goal
Incentivise purchase (discount or prompt)
Whitelisting (add to address book)
Capture additional data (competition)

22. No, really! Use welcome emails
85% open rate
52% click through
£1.08 additional revenue per email!

23. Building high quality data
Use data to understand your customers
Start simply - get what you need and add more later
More effort = less completion
Collect more than data – collect insights
Gather behavioral data
Profiling is the key to creating targeted communications
Geo-location
Clicks
Website activity
Purchases
Use your insight to segment and target your subscribers

24. 4. Design
Stand out in the inbox.

25. Design
Key considerations
The importance of mobile
Is design important?
Content is King
Testing

26. The importance of mobile
27% of email opens were mobile in 2011
(Knotice, H2 2011)
27%
73%
Mobile
Desktop

27. The importance of mobile
51% of email opens are mobile today (Sign-Up.to, Jan 2015)
51%49%
Mobile
Desktop

28. Only
18%of emails are optimised for mobile!

29. Designing for mobile
Use responsive design! (it’s a must-have)

30. Desktop Mobile

31. Is design important?
250% more clicks

32. Is design important?
300% more revenue

33. Content is King
Copywriting
Calls to action
Style, brand, consistency
Subject line

34. Be Remarkable!
Talk to people individually
Have something worth saying
Add personality to your messages
Remember - they don’t care about you
They care about themselves!

35. Add Personality

36. Make things easy for people

37. Test, test, test!
Preview
Inbox testing
Split (A/B) test
- Test to sample audiences
- Assess results
- Send the best performer

38. 5. Delivery
Maximizing your chances of
successful delivery

39. Delivery
97%+
Open rate
22.8%+
What should you expect?

40. Delivery
Reputation
Recipient activity (opens, clicks)
Complaints (“this is spam”)
Recipient Whitelisting (add to address book)
What impacts getting to the inbox?

41. Delivery
Email Content
If it sounds like spam…
Link destinations
Reply address
HTML code quality
What impacts getting to the inbox?

42. Delivery
Sender recognition
Subject line appeal
Relevance
Timing
Content
What impacts getting read?

43. Delivery
First 30 - 50 characters readable on most devices
Why? Give a clear benefit to the reader
Don’t be cryptic (often)
Can affect actions taken when reading
Subject line appeal

44. Delivery
Subject A: 4.3% CTO
The Exit Festival Newsletter
Subject B: 4.8% CTO
Get to Exit Festival this July for the ultimate
festival experience
Subject C: 7.0% CTO
Make this summer unforgettable - check out
Exit Festival!
Subject line appeal

45. Delivery
Relevance
Use audience segmentation and personalisation
Write for the reader’s perspective

46. Delivery
Time of day: 3pm
12am 2am 4am 6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm
Opens Clicks

47. Delivery
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Opens Clicks
Day: Thursday

48. Delivery
However

49. Delivery
Let the reader decide

50. 6. Performance
17% of email marketers never review
or analyze their results

51. 6. Performance
17% of email marketers never review
or analyze their results

52. Performance
What can be measured
Delivered
Opens
Clicks
Shares
Goals
Unsubs

53. Click-to-open rate
unique clickers ÷ unique openers
Proportion of people who opened the email and then clicked
Better way to assess the relative performance of an email

54. Tracking after the click
unique clickers ÷ unique openers
Google Analytics (anonymous)
Goal Tracking & Audience Insights (specific)

55. Choose the right metrics for you
What’s your goal?
eCommerce: goals – revenue
website visits: clicks
brand awareness: opens
Delivered
Opens
Clicks
Shares
Goals
Unsubs

56. Next steps…
Assess current capability
Evaluate against your goals
Identify key areas for improvement
Develop an implementation plan
Execute on your plan
Test, refine, repeat

57. Thank you!