Realising your true (email) potential
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This document discusses email marketing and personalization strategies. It contains the following key points: 1. According to a survey, email has the highest return on investment of various marketing channels. Marketers who employ advanced personalization techniques see better ROI. 2. Most marketers are still in the early stages of personalizing their email campaigns. Common challenges include integrating data, lack of resources, and determining where to focus efforts. 3. The document provides advice on developing a successful email personalization strategy, including starting with understanding the customer journey, being clear on goals and metrics, testing different elements, and gaining organizational buy-in for the strategy. Case studies show personalization can significantly increase key metrics like open and
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Realising your true (email) potential
- 1. 1 Danielle Woolley, Head of Customer Success @daniatadestra
- 2. Email is #1 for ROI How do you rate the following channels or disciplines in terms of return on investment? Source: Econsultancy, Email Marketing Industry Census 2018
- 3. Marketers who employ advanced techniques get better ROI Source: 2018 Email Marketing Industry Census, eConsultancy with Adestra
- 4. The majority of marketers are only in the early stages of personalising their campaigns Source: 2018 Email Marketing Industry Census, eConsultancy with Adestra
- 5. 1. Integrating data 2. Lack of resources / time / skills 3. Where to focus 4. Lack of technology 5. Developing processes and rules Challenges
- 6. advanced segmentation mobile responsive templates video content kinetic design multi-channel triggers content personalization location-based content lead nurturing lifecycle automation ratings and reviews dynamic content real-time content progressive profiling dynamic social feeds send time optimization product recommendations predictive modelling multi-variant testing cross-channel orchestration
- 7. 7 • What value do they get from your emails? • Do you understand the customer journey? • How can you use personalisation to enhance that experience? 1. Start with the customer
- 9. Personalization throughout the lifecycle Cross-sell programs Replenishment Abandon Basket Re-engagement Winback Breed-specific CRM Tailored Welcome Programs 1st purchase incentive (welcome journey) Welcome Convert Develop Retain Re-activate £ Pre- and Post- journey (travel) Ratings & Reviews (travel) Birthday
- 10. Results • 60% open rates • 50% click-to-open rates • 3 - 10x higher conversion rates
- 11. 11 • What is the end goal? • How are you going to measure it? • Prioritise based on contribution to this goal 2. Be clear on your goals
- 12. Revenue per 1000 emails Audience (delivered emails) Open Rate Clickthrough Rate Conversion Rate Average Order Value
- 13. Identifying the Influencers • Deliverability • Send From name • Subject line • Pre-header • DoW / ToD 13 • Symbols & emojis • Length • Personalisation • Basic human direct response drivers: Urgency, Scarcity, Curiosity, Exclusivity, Savings, FOMO, Status
- 14. Results • Increase of 12% for revenue per 1000 emails sent (RpK) • Overall increase in revenue attributed to email of 74%
- 15. 15 • Sell your vision • Create a business case • Communicate and collaborate 3. Get buy in
- 16. Convert Develop Retain Re-activate Thank you for your order Birthday Welcome Re-engagement Winback Newsletters Abandon basket Anniversary Price Drop Back in stock Non mailed cross channel
- 17. +80% Email Revenue Email Revenue +91% +23% +17% Email Revenue Conversion Rate +21% +6% +50% Email Revenue Email Traffic +60% +29%
- 18. 18 • As you develop your plan keep in mind the big three: customer, goals, buy-in • Get the foundations right • Start small and build on it Get in touch: danielle.woolley@adestra.com @daniatadestra
- 19. Software and a Service® New York Dallas Oxford Sydney Toronto Auckland London
Editor's Notes
- Thanks for the intro. About me
- Something that’s been true as long as I’ve worked in the industry is that email is streets ahead of other digital channels when its come to trackable ROI. This chart is taken from the annual eConsultancy Email Census. But something else that is also true – email is a bit like the Cinderella of marketing. It works really hard in the background generating solid results, but it doesn’t always get recognition & investment it deserves.
- Another thing that comes out of the Email Census is that markers who are employing advanced tactics such as automation and advanced segmentation, are more likely to report an excellent or good ROI.
- We find out that most marketers are still in the early stages of personalising their email campaigns…. What’s holding us back????
- These are the challenges that marketers report in this order – but I think that no.3 holds the key. If you don’t know where to focus – it is that you want to do, how can you free up time, make a case for securing resource? How do you even know what data you need?
- No wonder we don’t know where to focus –There’s a hell of a lot of things we could be doing to achieve better personalisation & optimise our email marketing. How do we know what’s going to perform best & where we should focus our efforts? At the end of the day these are just tools & tactics – not an end in themselves Its really important to put the groundwork in to ensure you’ve got the vision, the data, the infrastruture & the customer insight to design an effective marketing strategy. And once you’ve got that framework in place, you can layer in some of these technologies to further enhance what you’re doing.
- Value – are you keeping them up-to-date with the latest trends, are you giving them content they love to read, are you helping them get the most from your product or services? Do you understand the customer journey – what are the touchpoints with email? How can you improve that journey? What does your brand mean to the customer? how can personalisation help them? What are the stages they go through in making the decision to purchase, and what are our touchpoints with them?
- Understand their customers – pets are part of the family. They have a clear mission – and they thought about how they can use personalisation to achieve that.
- Surprised and delighted their customers
- What is the end goal? Selling stuff – or more complex e.g. volunteers, support your cause, turn up to your event. happier, more loyal customers, improved conversions, higher revenue, etc. How are you going to measure it? Use a prioritisation matrix – identify
- Improving the effectiveness of their broadcast emails would have the biggest effect on their end goal
- For each metric they identified the influencers – things that you can manipulate to have an impact Focussing on subject line & pre-header See some examples here.
- They have learnt a tremendous amount about what works for their audience. Comparing YOY – across 3 top brands – all the hard work they’ve put in has added up to a massive difference to their bottom line. This shows that what can seem like very small improvements all add up Systematic approach really pays off. Glasses Direct An overall increase in revenue attributed to email of 74% An increase of 12% for revenue per 1000 emails sent (RpK) Overall order value (minus returns) has increased by 33%
- Had some basic lifecycle automations in place together with regular broadcast emails. They wanted to increase repeat purchases/loyalty. But they identified that these were not well optimised for their different customer personas, not well integrated with other touchpoints – website, catalogues. In order to improve that cross-channel integration they worked closely with the catalogue – timings, consistent product selection, offers, etc. amplify Website team on the same things Distribution company – post-purchase journey. Printed voucher off their next purchase. Email program to support that offer was timed around the recept of their parcel.
- Do what’s right for your customer and your business (the tech is just a tool, not an end in itself)
- Finally… a quick snapshot of Adestra round the Globe…