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Going beyond traditional email marketing
The document discusses how email marketing is evolving beyond traditional blasts by becoming more personalized, targeted, and integrated with social media and mobile to engage customers at the right time. It provides examples of how charities have improved email marketing results through segmentation, relevant content, and leveraging employee emails. The British Red Cross case study demonstrates how testing and optimizing email campaigns can significantly increase donations and traffic.
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Going beyond traditional email marketing
- 1. Breakout H: Goingbeyond traditional email marketing Fiona Robson Managing Director, Rocketseed Member of DMA Email Marketing Council
- 2. Rocketseed – whowe are Rocketseed is a global email media & marketing company
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- 4. the evolution ofemail blast segment lifecycle personaltrigger
- 5. which sectors doemail well?
- 6. DMA Email TrackingReport 2012 What % email is interesting or relevant?
- 7. factors impeding improvement DMANational Client Email Report 2013
- 8. relevance is key RightContent Right Channel Right Time
- 9. a) Tuesday at11am b) Wednesday at 2pm c) Sunday at 1pm d) Friday at 10am when is the right time to send an email?
- 10. Workshop session • cartabandonment email • email with social • email media via employee email
- 11. cart abandonment emails Triggerbased on user online activity • Recover revenues by sending targeted emails at the optimum time
- 12. cart abandonment emails •70% abandonment rate in the charity sector • 17% are re-marketable by email Data provided courtesy of
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- 17. charity sector successrates • 98% Deliverability • 38% opened • 20% Click-through rate • 15% conversion (re-donate) • 0.15% unsubscribe • 21% uplift seen from people who didn’t click – emails also stimulate other behaviour Data provided courtesy of
- 18. cart abandonment emails- tips • Optimise your check-out funnel:- request data early in the process • Timing – understand natural return rate • Choose the right tone for your brand • Personalise and use specific information related to their behaviour • Balance content • Consider option for additional email to those who don’t open (max 3 total)
- 19. think more widelyabout email
- 20. who shares emailvia social? DMA National Client Email Report 2013
- 21. social posting forright time email? New technology makes email a multi-channel engagement tool
- 22. social posting: righttime email New technology makes email a multi-channel engagement tool
- 23. use social toincrease email impact anticipation makes it right time Let reactions of subscribers to social content help plan what you put in your email campaigns
- 24. drive sign upthrough social
- 25. add live socialcontent in email Hi, Imagine if every email sent from all your clients arrived at their recipient’s inbox as a branded marketing message much like this one above. Whether it’s new products or services, sales material, customer support latest news or events, research, PR, season’s greetings or straight corporate or brand identity you can get ANY message across, drive traffic to your website as well as measure and track the click-through and response ratios. Live rss feeds can show live progress towards targeted fundraising total.
- 26. Email and social •Go beyond “share with a friend” • Social posting: post and share newsletters • Boost audience for your email & drive sign-ups • Leverage real-time content in email – dynamic rss feeds, publish blogs, tweets email with social - tips
- 27. technology turns emailinto email media
- 28. the power ofone-to-one email • personal emails – 99% open rate • drive web traffic – up to 21% CTR • engage when the customer wants to talk to you • every email is a brand & revenue opportunity • trusted emails from people you know
- 29. 29 PROMOTE SEASONAL CAMPAIGNSAND EVENTS Take control of your owned media to drive traffic & boost donations Hi, Imagine if every email sent from all your clients arrived at their recipient’s inbox as a branded marketing message much like this one above. Whether it’s new products or services, sales material, customer support latest news or events, research, PR, season’s greetings or straight corporate or brand identity you can get ANY message across, drive traffic to your website as well as measure and track the click-through and response ratios. how can you use email media?
- 30. multiple links canboost engagement
- 31. 42.7% traffic wentto the donation page 57.3% traffic to the website
- 32. How many righttime opportunities? # Employees Potential # Missed Brand Impressions per Year (Company) 10 120,000 50 600,000 100 1,200,000 200 2,400,000 1,000 12,000,000
- 33. British Red Cross:the challenges • Diverse range of marketing objectives • Limited budget and resources • Wide range of stakeholders / audience to reach • Need to react quickly to events and disasters
- 34. spotlight on theBritish Red Cross
- 35. every email relevantfor audience Events team Education team Targeted, segmented, relevant marketing Marketing team Fundraising team
- 36. 0 5000 10000 15000 20000 25000 30000 BritishRedCross Email volumes andclicks by month 5000 1000 1500 0 Unique recipients Clicks Optimising results from employee email
- 37. Red Cross Week1 1.73 per cent… Best Practice – optimise for results
- 38. Red Cross Week2 3.35 per cent… improved call to action
- 39. Red Cross Week3 6.7 per cent leverage engaging content
- 40. facilitate access torelevant content
- 41. 80 x betterCTR than corresponding cpc campaign 4 x more traffic to specific website pages than their dedicated e-newsletter. More effective than other marketing?
- 43. 20 x morelikely to engage in donation process But did it deliver?
- 44. right time: mobileand apps
- 45. integrate email withother channels
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- 48. • Take advantage ofall opportunities for list growth • Make sure your campaigns are really having an impact Email media: valuable data
- 49. email media: employeeemail tips • Understand the brand image you want • Start with the key priorities for your charity • Identify key messaging for your departments • Start simply • Change messaging regularly • Keep campaigns fresh • Test and optimise • Mix service links and donation requests
- 50. 67% 38% 37% 19% 16% 15%13% 12% 11% 11% 10% 7% 5% 4% 4% 3% 2% 0% 10% 20% 30% 40% 50% 60% 70% The ROI of email in the marketing mix
- 51. Thank you www.rocketseed.com fiona.robson@rocketseed.com twitter @fkrobson@rocketseed Tel +44 (0) 207 706 9520