The document outlines strategies for improving email marketing effectiveness and efficiency, emphasizing the importance of a structured approach to evaluation, list quality, targeting, and communication strategies. It discusses the stages of email marketing maturity and offers insights into optimizing email campaigns through testing and segmentation. The role of creative content and delivery mechanisms, as well as the impact of mobile accessibility, are also highlighted.

1. 1
Integrated Email Marketing 2014
Improving your Email capabilities
Dr Dave Chaffey
SmartInsights.com

2. 2
About Dave Chaffey
About Dave Chaffey
• Author of 5 bestselling
marketing books now
working on 6th editions
• Editor at
SmartInsights.com a
freemium marketing
advice site with 60,000
Basic members and
Expert members in over
50 countries
• Insights Director at
search conversion
agency ClickThrough
MarketingFree Basic member download:
http://bit.ly/smarteremail

3. 3
Is your e-mail marketing efficient AND effective?
 Effectiveness=Strategy:
 “Doing the right thing”
 Supporting business objectives
 Leads, Sales, ROI
 Relevance through content,
targeting and timing
 Efficiency=Tactics:
 “Doing the thing right”
 Maximising delivery
 Maximising opens/clicks
 Mobile platforms
 Legal compliance

4. 4
Applying
Capability
Maturity
Models
(CMM)
for
Software
Development
Source: SQAJI

5. 5
Your email marketing journey?
Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission

6. 6
1. Initial 2. Managed 3. Defined 4. Quantitative 5. Optimising
A. Email capabilities
and evaluation
Simple ESP
Response
tracking
+ Regular
report of
opens/clicks
+ ‘Beyond the
click’ tracking
+ Segment
tracking
+ Value reporting
+ Hurdle rates
and activity levels
+ Response data
> CRM
system/warehous
e
B. List quality Not managed List-building
options
increased
+ List quality
improved
+ Reactivation
and removal
+ Preference
centres
C. Targeting
(Relevance)
None: ‘Pray
and Spray’
+
Demographics
+ Basic
triggers
+ Full lifecycle
sequences
+ Additional
sequences added
D. Proposition and
communications
strategy
Newsletter
and Eblasts
+ Increased
frequency
+ Content
marketing
integration
+ Social
integration
+ Optimised
frequency
E. Creative and
templates
+ Simple
headers
+ Multiple
template
+ Dynamic
content
+ video review
+ mobile
optimised
+ Advanced
techniques
F. Delivery Not reviewed + Reported + Reported by
ESP
+ Feedback
loops and
delivery service
+ Continuous
monitoring
G. Optimisation None Experiments
with different
offers/subjects
Structured
offer/subject
testing
+ Layout reviews
+ AB testing
+ Multivariate
testing
Email marketing capabilities

7. 7
Integrated Email Marketing 2014
A. EMAIL MARKETING EVALUATION

8. 8
How do you evaluate
your email marketing?
 1. Campaign open, click, delivery rate?
 2. Value of leads and sales?
 3. Long-term subscriber engagement?
1. ‘Hurdle rates’ of % active – response and purchase
2. RFM: “Recency, Frequency of response and purchase
3. At position in lifecycle
4. By segment
5. By offer / email type

9. 9
Measuring list activity – email
engagement / disengagement
These “hurdle rates” are for whole list. Repeat:
 By segment
 By product categories purchased
TIP: Measure the overall
health of your list through
activity / inactivity levels
over time
Measure Period Number of Subscribers % of list total
Never Open All time 48,000 16.0%
Last 6 Months 168,000 56.0%
Never Click All time 96,000 32.0%
Last 6 Months 144,000 48.0%
Never Bought All time 48,000 16.0%
Last 6 Months 192,000 64.0%
Never Bought Online All time 96,000 32.0%
Last 6 Months 216,000 72.0%

10. 10
Integrated Email Marketing 2014
B. LIST QUALITY

11. 11
List quality matters!
 Profile % affects
targeting
 Disclosed preferences
 Inferred ‘click
preferences’ – S&R
example
 % inactives affects
deliverability
 % list growth needs
to be worked on…

12. 12
Email 1: 45% Open
8.4% CTR
Email 2: 38% Open
3.5% CTR
Intent follow-up – click on Category

13. 13
An example of list growth
Source: Tim Watson

14. 14
Using SMS to encourage subscriptions
Source: Tim Watson

15. 15
Integrated Email Marketing 2014
C. TARGETING AND RELEVANCE

16. 16
16
Q. Which targeting factors give
best response?
Unknown
Demographic profile data
Lifestyle &
psychographics
Attitude &
preferences
Behaviour
q Past purchase
q Search term entered
q Offer clicked
Targetingvariablemost
predictiveofresponse

17. 17
Tip – create a layered segmentation
- an example from eBay
Source: Smart Insights

18. 18
Customer value-based targeting

19. 19
Add social data to
increase relevance
Source: Latest data - Smart Insights

20. 20
Example Birthday email
+ Social Data

21. 21
Integrated Email Marketing 2014
D. COMMUNICATIONS STRATEGY

22. 22
Source: UK DMA Email Marketing Benchmark
Email frequency
Email segmentation

23. 23
Why send more emails?

24. 24
Starting with a welcome!

25. 25
How sophisticated is your Marketing Automation?

26. 26
Buildinsocial
sharingintocontact
strategies
2
6
Source: Teradataa / eCircle case study

27. 27
easyJet get the
Sell : Inform :
Entertain balance
right with
“Inspire Me”
2
7

28. 28

29. 29
Apply the Content marketing matrix to your
email marketing
Criteria?
 Rev/visit
 Demand+ lead ge
 Amplify
 Brand fit
 SEO
 Longevity
 Authority/Though
Leadership
 Individual pain po
 Repurposeability
 Risk/reward

30. 30
Which content gets shared?

31. 31
Location: Published / Surveyed: Sample: Source:
Original source:
Worldwide February 2014 Collected from 290 million
email opens
Litmus
% Mobile operating system adoption
Litmus blog

32. 32
Integrated Email Marketing 2014
E. CREATIVE AND TEMPLATES

33. 33
Location: Published / Surveyed: Sample: Source:
Original source:
Worldwide February 2014 Collected from 290 million
email opens
Litmus
% Email opens across desktop and mobile
Litmus blog
New

34. 34
Lovely Litmus Responsive B2B mail

35. 35
CXM for Email?
Source: Lyris Holiday Look Book

36. 36
Source: Lyris Holiday Look Book

37. 37
Video in emails?
Video in email marketing techniques
Source: Lyris Holiday Look Book

38. 38

39. 39
Integrated Email Marketing 2014
F. DELIVERY

40. 40
The impact of Gmail’s new Tabbed inbox?
Source: Return Path

41. 41
Integrated Email Marketing 2014
F. OPTIMIZATION

42. 42
Test version B
Send Volume: 10,000
Sample criteria: Random
Click through rate: 4.5%
Main Broadcast
Send Volume: 180,000
Click through rate: 5.8%
Source:
Test version A
Send Volume: 10,000
Sample criteria: Random
Click through rate: 6.1%

43. 43
MVT Email testing!
Source: Philips presenting on PlantoEngage.com webinar

44. 44
Using event-triggered emails –
Marketing Automation / Re-marketing example
 1. Generic branded follow-up
email :
+10% conversion rate.
 2. Personalised remarketing
email with a promotional code
for a 5% discount time limited
to 72 hours:
+100% conversion rate.
 3. Personalised remarketing
email with a promotional code
for a 5% discount time limited
to 48 hours:
+200% conversion rate.
Source: Smart Insights: Email re-marketing
http://bit.ly/smarteremail

45. 45
1. Initial 2. Managed 3. Defined 4. Quantitative 5. Optimising
A. Email capabilities
and evaluation
Simple ESP
Response
tracking
+ Regular
report of
opens/clicks
+ ‘Beyond the
click’ tracking
+ Segment
tracking
+ Value reporting
+ Hurdle rates
and activity levels
+ Response data
> CRM
system/warehous
e
B. List quality Not managed List-building
options
increased
+ List quality
improved
+ Reactivation
and removal
+ Preference
centres
C. Targeting
(Relevance)
None: ‘Pray
and Spray’
+
Demographics
+ Basic
triggers
+ Full lifecycle
sequences
+ Additional
sequences added
D. Proposition and
communications
strategy
Newsletter
and Eblasts
+ Increased
frequency
+ Content
marketing
integration
+ Social
integration
+ Optimised
frequency
E. Creative and
templates
+ Simple
headers
+ Multiple
template
+ Dynamic
content
+ video review
+ mobile
optimised
+ Advanced
techniques
F. Delivery Not reviewed + Reported + Reported by
ESP
+ Feedback
loops and
delivery service
+ Continuous
monitoring
G. Optimisation None Experiments
with different
offers/subjects
Structured
offer/subject
testing
+ Layout reviews
+ AB testing
+ Multivariate
testing
Email marketing capabilities

46. 46
Let’s Connect!
Questions & discussion welcome
SmartInsights.com:: Plan | Manage | Optimize
Free, Basic member tools
 Managing Digital Marketing 2014 report
 Sample planning templates
 Planning infographics
www.smartinsights.com/membership
Premium, Expert member learning
 7 Step Guides to all digital marketing
 Online courses
 DIY Planning and optimisation templates in
Word, Excel and Powerpoint
 www.smartinsights.com/membership/expert-
member-reasons
uk.linkedin.com/in/davechaffey
www.facebook.com/davechaffey
www.twitter.com/DaveChaffey
https://plus.google.com/+DaveChaffeyUK/