Tips & tricks to boost your email marketing campaigns

Tips & tricks to boost your
email marketing campaigns
June 30, 2010

Online Marketing Show
MarketingWeeklive! 2010

CONTACTLAB IN NUMBERS

An ESP and an agency: technology, strategy,
and full service day-to-day campaign management

Over 800 clients, Italian and international, from all
fields

400 campaigns and 25 million emails
broadcast daily

11 years of Internet experience
Over 70 email marketing specialists
5 offices in Milan, London, Madrid, Paris and Munich

ContactLab @ Online Marketing Show London 2010

CONTACTLAB: what we do
We believe in the power of email marketing to build brand reputation, deliver
value-added content, engage with clients and prospects, and generate
business
We bring our expertise to all the steps in an email marketing program
o Strategy: competitive benchmarking, client audit, email marketing action
plan, testing calendar, data analysis
o Creativity: art direction and copywriting
o Production: html coding
o Broadcasting: ContactLab is Italy’s leading ESP and a rising player in
Europe with a multichannel (email, sms, fax) platform developed in-
house
o Ad hoc programming
Where relevant we extend our activities beyond email to surveys, mobile
marketing, social media, mini-sites, online competitions


SOME OF OUR CLIENTS


TIPS & TRICKS
TO BOOST YOUR EMAIL MARKETING CAMPAIGNS

1. deliverability
2. relevance messaging
3. complementary tools
4. split testing
5. ROI


EMAIL MARKETING CHALLENGES IN 2010


1/ DELIVERABILITY: are your messages reaching the inbox?

Some spam
Spam has a high messages reach
cost for ISPs Only 4.4% of the inbox
(resources, ISPs increase emails sent
software, spam filtering actually reach
bandwidth, their destination* Other messages
electricity, etc) don’t, even if they
aren’t spam

*Source: Enisa, European Network and Information Security Agency, 2010


1/ DELIVERABILITY: a shared responsibility

Both ESPs and their clients are responsible for deliverability, as together
they determine

o reputation and authentication
o database hygiene
o broadcast frequency
o content
o engagement

Source: Factors used by ISPs to measure reputation,
Listrak 2010


2/ RELEVANCE MESSAGING: personalize and automate!

Automated messaging cycles are increasingly easy to implement
o personalization and relevance
o time saving

Identify Define
available segments Create Implement Launch
and potential and scenarios data synch automation
data messages

To create the scenarios, simply put yourself in your subscribers’ shoes and
imagine their expectations and needs in various steps of their interaction with
your brand
o just signed up
o made a purchase
o never open nor click


2/ RELEVANCE MESSAGING: some examples
WHAT WHO WHEN WHY
Welcome New contacts After sign up  Make a good first
impression
Post-click Clicked on a link / category A few days later  Seize opportunity: a
of links click indicates interest

Abandoned cart Almost purchased A few hours / days later  Recover purchase

Order confirmation Just purchased Immediately after  Thank
 Confirm
 Up / cross sell
Recommendations Purchased Post purchase  Up / cross sell

Gratification Engaged clients Reach threshold  Thank and reward
 Build loyalty
Reactivation Don’t open - click 6 – 12 months  Motivate
 Freeze
Birthday Recipients who are Date of birth  Build loyalty
celebrating a birthday  Up / cross sell


2/ RELEVANCE MESSAGING: action / reaction

UP/CROSS-
SELLING

ORDER
Purchases CONFIRMATION
RECOMMENDATION

Clicks Doesn’t purchase POST-CLICK EMAIL SURVEY

REMARKETING
Opens Abandons cart EMAIL

Broadcast Doesn’t click Monitor over time LAPSING EMAIL

Doesn’t open Monitor over time LAPSING EMAIL


2/ RELEVANCE MESSAGING: post-purchase series

Itinerary and
Upselling Useful information recommendations Survey


2/ RELEVANCE MESSAGING: results

IT WORKS!
advanced personalization techniques yield a 57% rise in
average order value
BUT
96% of organizations believe that email personalization can improve
email marketing performance
only16% implement it

WHY?
lack of data >> go get it! 
inability to create personalized content >> take it step by step

Source: "Email Marketing: Get Personal with Your Customers”,
Aberdeen Group, 2008


3/ EMAIL AT THE CENTER OF 1 TO 1 DIALOG

EM@IL
MARKETING


3/ EMAIL MARKETING + SURVEYS

ask
listen
reward
act
supplement db

Share results
with participants
Rather than ask recipients to
define their tastes,
show them photos to choose
from and use this data


3/ EMAIL MARKETING + BLOGS

extend newsletter reach
open content to dialog and
interaction
bring readers to the blog
and subscribers to the
newsletter

Email marketing is not only about selling!

3/ EMAIL MARKETING + MOBILE

13% of UK Internet users use at
least one mobile device to
access email
(ContactLab E-mail Marketing
Consumer Report 2009)

IKEA PADOVA
Cucine IKEA:
risparmio immediato!
Fino al 3 aprile IKEA
Padova ti offre uno
sconto del 10% sulla
tua cucina.
Condizioni dell’offerta
in negozio

Mobile version of
the newsletter:
adapting the
message to the
Drive in-store traffic via channel
quick follow-up sms alerts


3/ EMAIL MARKETING + SOCIAL NETWORKS

Complementary or in competition?

o Social media users check their personal email more often: 42% do so
4 times a day or more vs. 27% of non users (Merkle 2010 View from the
Social Inbox)

o 75% of daily social media users believe email is the best way for
companies to communicate with them vs. 65% of all email users
(Marketing Sherpa)

o 49% of Twitter users have made an online purchase because of an
email vs. 33% of all email users (Marketing Sherpa)

What do you think?


3/ EMAIL MARKETING + SOCIAL NETWORKS

Ask recipients
to share Choose the right
but also follow networks
24% average increased reach
Silverpop, Emails gone viral


4/ SPLIT TESTING: practice makes perfect

EXAMPLE KPIs
Sender Company – store – person Open rate

Subject Direct or teaser Open & click-through rate

Content: Open & click-through rate
- text Formal or informal
- graphics General layout, CTA buttons
- content order Informative or promotional
- offers Absolute value or %
- images One for all or segmented
- length Brief or detailed

Landing page Fields in form Web analytics data
Images Resulting DB / actions
Time of broadcast Week / weekend / am / pm Open & click rate


4/ SPLIT TESTING: practice makes perfect

Version B performed better
o Opens: + 0,18 points
o Clicks/opens: + 4 points
o Average sale+ € 2

Version A Version B


5/ BEYOND EMAIL METRICS:
email is more and more widely used because it works!

7 out of 10 marketers
expect expenditure on
email marketing to increase
over the next 12 months

Direct Marketing Association
(DMA) National Client Email
Survey report – Nov. 2009

Datran Media – Annual Marketing & Media Survey – Dec. 2009
5,000 marketing executives from Fortune 500 companies


5/ BEYOND EMAIL METRICS: ROI

Thanks to the integration with web analytics solutions, look beyond standard
email metrics to analyze real conversions: ROI

Sales from email marketing campaign
$ 5 000

- Campaign cost
$ 1 000

/ Campaign cost
$ 4 000 / $ 1 000

= ROI 400%
$ 4 for each $ spent


5/ BEYOND EMAIL METRICS: ROI

Average ROI for email marketing in 2009 =
$43.52
(Direct Marketing Association)

Do you know yours ?


IN A NUTSHELL

1. Take deliverability seriously

2. Create engagement via relevant messaging: the right message to the right
person at the right time

3. Mix & match email with other channels

4. Test, learn, optimize… and re-test

5. Look beyond traditional email metrics and focus on ROI


Q&A


Thank you! 
ContactLab
e-mail & e-marketing evolution

Download this slidedeck on www.en.contactlab.com/speeches

Arianna Galante, Account Director - arianna.galante@contactlab.com


Tips & tricks to boost your email marketing campaigns

Recommended

Recommended

More Related Content

What's hot

What's hot (10)

Viewers also liked

Viewers also liked (8)

Similar to Tips & tricks to boost your email marketing campaigns

Similar to Tips & tricks to boost your email marketing campaigns (20)

More from Contactlab

More from Contactlab (20)

Recently uploaded

Recently uploaded (20)

Tips & tricks to boost your email marketing campaigns