The document discusses engaging email marketing strategies and integrating email with social media. It includes tips on measuring email subscriber engagement, developing engagement strategies, making email campaigns more engaging through elements like interactivity and urgency, optimizing email templates, and providing examples of integrating email with social networks like Facebook and Twitter.

1. iPod Touch prize draw. Enter and subscribe to our marketing tips newsletter, text smarter followed by your email address to 60060Engaging Customers with Email Marketing and Social MediaDr Dave ChaffeyPresented at Technology for Marketing 23rd February 2010We will not share your details with any third party. SMS will becharged at your normal network rate. Competition open to UK residents of 18 years and over. Limited to one entry per person.Closing date 25/2/2010.

2. About Dave ChaffeyAdvice andlearning

3. Search and conversion

4. Email marketingBest practiceQualificationsBooks

5. Let’s Connect! Questions & discussion welcomeuk.linkedin.com/in/davechaffeywww.facebook.com/davechaffeywww.twitter.com/DaveChaffeyBlogwww.smartinsights.comPresentationswww.smartinsights.com/presentationsEmail Newsletterwww.smartinsights.com

6. Email still works incredibly well!But social growing rapidly…The ASOS.com EFT ratioEFT = Email : Facebook : TwitterEFT = 100 to 8 to 1 (Nov 2009)Currently (from published figures):2 million email registered users 1.2 million active email customers (bought within the past six months).Facebook = 206,000 (161,000)Twitter = 28,000 (19,000 November)http://www.davechaffey.com/blog/online-pr/social-media-dont-believe-the-hype

7. AgendaQ. How engaged are our email subscribers?Suggestions for measuring and goal-setting for engagementQ. How can we increase relevance?Recommendations on email engagement strategyQ. What will make our campaign more engaging?5 ingredients of an engaging campaignQ. How can we make our email templates more effective?Practical tips for an engaging templateQ. How can we integrate email and social media?Examples of email and social media integration

8. Q1. How engaged are our email subscribers?

9. Q. How do you measure your email subscriber engagement?Campaign open/clicks/CTOR is only a starting point, instead…Opens/clicks/CTOR/sales:1. At position in lifecycle2. By segment3. By offer / email type4. Aggregated over a longer time period7

10. Measuring list activity – email engagementUse “hurdle rates” are for whole list. Repeat:By segmentBy product categories purchasedTip. Measure the overall health of your list through activity / inactivity levels over time

11. Define standard email tracking codes in GA – example:Name: &utm_campaign=SBI210809CSource: &utm_source=ES_BI_EmailMedium: &utm_medium=EmailContent: &utm_content=SBIT210809C_ImageTip: Use Advanced Segments, conversion goals andbounce rate in Google Analytics to assess email effectivenessAdding codes automatic within SMART Marketer eChannel

12. Using predictive modeling based on RFM to nurture best customersSome variables used to identify “best buyer profile” include:Total # of purchasesThe more the betterTime on fileThe younger the betterMonths since first purchaseThe more the betterMonths since last purchaseThe less (or more recent) the betterTotal e-mails clicked on over the past yearThe more the betterTotal e-mails opened over the past yearThe more the better… though not always predictive

13. Q2. How can we engage more through email? Developing an engagement strategyTargeting is key, as well as a lot more cost effective. There is a definite law of diminishing returns in that you can only ‘Spray & Pray’ with untargeted, mass, generic email broadcasts for so long before you start to see a negative impact on your opens, clicks, conversions and unsubscribes. Think about your industry, what it is you sell, relevancy for the customer and what level of frequency of contact is appropriate. Grant Baillie Multi-channel Customer Retention Manager Argos.co.ukDMA Info Box : http://email.dma.org.uk/_attachments/resources/5665_S4.html

14. Example of development of engagement strategyPresented by Grant Baillie of Argos at 2008 Email marketing conference, with permission

15. Example of dynamic content insertionPresented by Grant Baillie of Argos at 2008 Email marketing conference, with permissionTip. Change order of offers or featuresaccording to segment to increase relevance

16. Your email marketing journey:Assessing your email marketing capabilityhttp://www.davechaffey.com/blog/email-marketing/how-advanced-is-your-email-marketing

17. 15Q. How are using event-triggered emailsto support the customer lifecycle?Source:

18. Advanced SegmentationPresented at TFMFebruary 2009

19. Branded welcome, registration triggered e-mails“Learn more through time”“Watch, don’t ask”

20. Email Campaigns that Build…Welcome EmailTime-limited offerOffer Extension

21. 19Triggered birthday email

22. BT - It’s all about past actions… “Recognition of activity”Recognition ofprevious purchasePurchase Dispatched +7d+14d+21d

23. Browse, don’t buy examples

24. Example reactivation emails

25. Q3. What will make our email campaign more engaging?What should you try to build into every campaign?

26. Key campaign ingredient 1?24

27. Buzz = Engaging + ParticipativeExample engagement devices:Search boxes Questions QuizzesPollsCalculatorsInteractive Q&ACall-backsViral games25

28. Key e-campaign ingredient 2?26

29. Continuous campaign exampleswww.tourismirelandtaxichallenge.comTip. Give your campaign momentum, inertia!27

30. Key e-campaign ingredient 3?28

31. Multi-message example29Remailing with urgency to openersResponseincreases by40% for campaignFirst Campaign,Conversion rate = 0.2%Second Campaign, Conversion rate = 0.2%Source: E-consultancy Masterclass 2005 - BCATip. Use time-limited offers

32. Q4. How can we make our email templates more engaging? Practical template tipsWe’re our own worst critics and spend a lot of time analysing our own email templates to make them work harder. Using customer research and eyetracking studies against our own and competitor templates has enabled us to really understand the journey a customer goes through – from the moment they see an email in their inbox to the moment they click through on it – we are constantly optimising our templates to reflect this.Grant Baillie Multi-channel Customer Retention Manager Argos.co.ukDMA Info Box : http://email.dma.org.uk/_attachments/resources/5665_S4.html

33. Most important rule of template design:Highlight value = your “Online Value Proposition”B2B OVPMake my work easier Help me develop Make me look good Give me a great deal B2C OVP

34. Make my life easier

35. Help me learn / have fun

36. Make me look good

37. Give me a great dealUsing Eyetrackingresearch to improve Email marketingNeed to deliver Scannability and SkimmabilityHeading and subhead copy criticalFirst 2-3 words most important

38. Make hyperlinkedLarge fonts work wellImages often missedUse text link calls-to-actionReaders scan down the left of an E-mailFirst part of para importantF shape eyetrackEmail intros skippedUse to personalise and engagee.g. with hyperlinksReview your template layout carefullyTip: Check email works with images blockedand within preview pane

39. Don’t give too much choice?!Six different jams. 40% of the customers stopped to taste. 30% of those bought. Twenty-four different jams. 60% of the customers stopped to taste. But only 3% bought! http://sivers.org/jam

40. Engaging B2C example

41. Engaging B2B template example

42. 37Tip: optimise your “pre-headers”!

43. Presented at TFMFebruary 2009Test! Test! Test! “Data trumps intuition”Shinn Chen, Marketing Manager, Salesforce.com, shared the results of his team’s template redesign. Call-to-action was moved from a small box on right side of messages to just below the message’s headline and subhead, in line with the rest of the body copy. Clickable buttons were made much larger Results: CTR increased 26%-27%Recent example: http://www.marketingsherpa.com/article.php?ident=31530#

44. Q5. How can we integrate Email and social mediaPractical tipsandexamples

45. How social are we?

46. http://www.ruderfinn.com/rfrelate/intent/intent-index.html

48. Integrating your email newsletter with social media:a virtuous circle1. BlogAutomatic feedwith FeedburnerCherrypickmost populartopicsTrack with Google Analytics2. RSS Feed5. EmailNewsletterTrack with Feedburner& Google AnalyticsManual updateor automaticwithTwitterfeedTrack with GA or ESP system4. FacebookFan page3. Company TwitterAutomatic withTwitter appTrack with bit.lyTrack with bit.ly

49. Tip: Recruit to Twitter via EmailRecruiting to Twittervia a prize draw promoted in Twitter

50. Recruiting to encourage purchase

51. …And exclusive Facebook Benefits

53. Thank you!iPod Touch prize draw. Enter and subscribe to our marketing tips newsletter, text smarter followed by your email address to 60060We will not share your details with any third party. SMS will becharged at your normal network rate. Competition open to UK residents of 18 years and over. Limited to one entry per person.Closing date 25/2/2010.