This document provides an overview of six essential competencies for email marketing: challenges, permission, data, design, delivery, and performance. It discusses the importance of each competency, highlighting key considerations and best practices. For example, it notes that permission is about building trust with subscribers, data should be used to gain insights about customers rather than just being collected, and design must be optimized for both desktop and mobile viewing. Delivery factors like subject lines, timing, and relevance are also covered. The document aims to help marketers improve their email strategy and maximize results.

1. Discovering
Email Marketing

2. Challenges
Permission
Data
Design
Delivery
Performance
Agenda
6 Essential Competencies

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

8. 2. Permission
Right Person. Right Place. Right Time.

10. “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

11. 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 may need to be registered with
the ICO as a data controller

12. 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)

13. 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

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

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

16. 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

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

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

20. 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

21. 4. Design
Stand out in the inbox.

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

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

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

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

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

27. Desktop Mobile

28. Is design important?
250% more clicks

29. Is design important?
300% more revenue

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

31. 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!

32. Add Personality

33. Make things easy for people

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

35. 5. Delivery
Maximizing your chances of
successful delivery

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

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

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

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

40. 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

41. 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

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

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

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

45. Delivery
However

46. Delivery
Let the reader decide

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

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

49. 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

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

51. 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

52. Thank you!