1. Successful Email Marketing: The
latest strategies and tactics from
leading brands
Philip Storey - eCircle
Sponsored by: Organised by:

2. Running the Digital Relay 2012
Morgan Goford - Experian
CheetahMail
Sponsored by: Organised by:

3. 2012 Strategies: Using customer
intelligence to make
communications that count
Samual Ricard - Lyris
Sponsored by: Organised by:

4. KITBAG.COM
Case study: iPhone optimisation
4 Lyris Ltd – Confidential

5. Kitbag.com
• Kitbag.com is Europe's leading online
sports retailer
• Lyris customer for 9 years – Currently
using Lyris HQ
• Exclusive rights to operate the official
online stores of Manchester United,
Chelsea, Real Madrid, Barcelona, Everton
and Celtic
• Online and offline direct mailings /
catalogues, call centre operations, and
pick pack parcel distribution and
warehousing
5 Lyris Ltd – Confidential

6. Why are mobile devices important to email
marketers?
• Morgan Stanley predicted that the
population of mobile users will exceed
desktop internet users within five years.
• Mobile e-commerce is ramping up faster
than online e-commerce, now making up
4% of total retail sales
• Research by Nielsen shows that Email
accounts for 42 percent of mobile internet
time (compared to just 10.5 percent using
social media, for example).
6 Lyris Ltd – Confidential –

7. What are the main issues?
 What does your email look like on a small
screen?
 Is it hard to click on links?
 Do your subscribers have to zoom in to read the
content?
 If you have optimised the email for a mobile
device, what does it look like on a large screen?
7 Lyris Ltd – Confidential –

8. Testing method
• Litmus email analytics tags added to Kitbag emails from December 2011 –
February 2012
• Top email clients analysed – Apple iPhone was used by 22.49% of recipients
making it the most popular email client among Kitbag subscribers
• Apple iPhone subscribers flagged within Lyris HQ
• Lyris and Kitbag develop iPhone optimised email templates which are 400
pixels wide rather than 750 pixels wide
• 50% of flagged iPhone users are sent a regular sized version of the Kitbag
newsletter and 50% are sent the iPhone optimised version
8 Lyris Ltd – Confidential

9. KEY STATS

10. Popularity of reading environments
among Kitbag.com subscribers
35% of opens from
Kitbag.com subscribers
come from a mobile
device
10 Lyris Ltd – Confidential

11. Top email clients used by Kitbag.com
subscribers
11 Lyris Ltd – Confidential

12. Top mobile email clients used by
Kitbag.com subscribers
66% of Kitbag’s mobile
opens come from the
Apple iPhone
12 Lyris Ltd – Confidential

13. Top email clients used by iPhone users
98% of iPhone users
view their emails
with the built-in mail
client
13

14. Engagement across email clients
Desktop Mobile Webmail
14 Lyris Ltd – Confidential

15. OPTIONS FOR OPTIMISING

16. Option 1 – Removing fixed width tables
One of the most widely used solutions to this issue is having a table that is
equal to 100%. This means the email will automatically fill 100% of the
screen it is being viewed on.
Pros Cons
• Easy to do • Not appropriate for image only
• Usually looks good on mobile emails
devices • Can look very bad on larger
screens
• Doesn’t always look good on a
mobile device, especially if there
are images
16 Lyris Ltd – Confidential –

17. Option 1 – Removing fixed width tables
Example of an email with 100% table fully open in Outlook
17 Lyris Ltd – Confidential –

18. Option 2 – Add a view on mobile link to
your email
Add a link to the top of an email which points to a mobile friendly version of
the email.
Pros Cons
• Easy to do • Requires subscriber to click on a
• Looks good on mobile devices link to view
• Takes longer to code the email
• Often gets overlooked because
the link is usually quite small on
a mobile device
18

19. Option 3 – Intelligent CSS
Use CSS media queries to remove unnecessary elements of your email
when viewed on a small screen.
Pros Cons
• Allows you to change the look of • Requires a coder to implement
the email depending on screen • Not effective for image only
size emails
• Looks good on large and small • Can take longer to code
screens • Adds weight to email due to
• Gives you the ability to remove extra code
unnecessary parts of your email • Doesn’t work in Gmail’s Android
app
19 Lyris Ltd – Confidential –

20. Option 3 – Intelligent CSS
Outlook iPhone iPhone
without CSS with CSS
20 Lyris Ltd – Confidential –

21. Option 4 – Design your email for mobile users
Reduce the width of your current email to between 300 – 500 pixels and use
a single column layout. Ensure the email text is large enough to read on a
mobile and the call to action is easy to click.
Pros Cons
• Not hard to do • Could look slightly strange when
• Easy to read on a mobile without viewed on a large screen
having to zoom in
• Links are easy to tap
21

22. HOW DID WE OPTIMISE KITBAG’S EMAILS

23. Regular email design – Within iPhone
• 750 pixels wide
• Very small pre-header text
• Small navigation buttons
• Multi-column layout
• Unreadable text
• Small calls to action – can be
hard to click through on
desired link
23 Lyris Ltd – Confidential

24. iPhone optimised email design
• 400 pixels wide
• No pre-header text
• No navigation buttons
• Single column layout
• Larger text
• Large calls to action that are
easy to tap
• Unnecessary content has been
removed
• Main message is clearly visible
at the top of the email
24 Lyris Ltd – Confidential

25. TEST RESULTS

26. Non-iPhone users
Full size emails sent to all non-iPhone users
Key Metrics Results
Average unique open rate 12.3%
Average unique click rate 2.3%
Average click to open rate 19.11%
26

27. iPhone users sent full size email
Full size emails sent to 50% of iPhone users
Key Metrics Results
Average unique open rate 39.8%
Average unique click rate 5.3%
Average click to open rate 13.31%
27

28. iPhone users sent optimised email
Optimised email sent to 50% of iPhone users
Key Metrics Results
Average unique open rate 43.4%
Average unique click rate 4.9%
Average click to open rate 11.37%
28

29. Average unique open rates
29

30. Higher open rates for mobile optimised emails?
Why would the mobile optimised emails
consistently have a higher open rate?
30 Lyris Ltd – Confidential

31. Size matters!
Average Email weight Average open rate
Full size version of email 17.42 KB 39.84%
iPhone optimised version of email 9.35 KB 43.38%
Light weight emails =
Higher open rates on mobile devices
Internet download speeds can vary greatly on mobile
devices so it makes sense that the faster downloading
email would have a higher open rate on a mobile.
31 Lyris Ltd – Confidential

32. How about conversions?
Although we received great open rates from our iPhone segment we did not see
an increase in conversion rates. There could be several reasons for this:
• Kitbag.com does not have a mobile optimised version of their website
• Subscribers are most probably not in a position to purchase when viewing your
emails on their mobile
Kitbag.com on an iPhone
32 Lyris Ltd – Confidential

33. Why bother?
Why bother optimising for mobile devices if
conversion rates are not higher?
We believe that it’s still important to optimise for mobile devices because:
• Open rates from mobiles are much higher than other email clients
• Having a clear mobile optimised email design will encourage these subscribers to
return directly to your website or shop at a later date – via their desktop or tablet
33

34. THANK YOU

35. Best Practices to ‘Socialize’ your
Email Marketing Campaign in the
Age of Social Media
Alan Keller - VerticalResponse
Sponsored by: Organised by:

36. How Lucky Voice grew their email
database 100% in 12 months to
200K
Tim Watson - Emailvision
Dan Pilkington - Lucky Voice
Sponsored by: Organised by:

37. The Global SaaS Leader in Relationship Marketing
Lucky Voice
Growing an audience by 100%
28th February 2012
Dan Pilkington
Tim Watson
www.emailvision.co.uk

38. Size is important
30%
of revenue is driven from email
www.emailvision.co.uk

39. Who are Lucky Voice
www.emailvision.co.uk

40. Who are Lucky Voice
www.emailvision.co.uk

41. Objective and Challenge
Objective: double the size
Partnerships of our database in a year
10%
Walk ins
10%
100,000
Social media
3% Word of mouth 100,000
40%
90,000
Search
80,000
7%
70,000
60,000 50,000
CRM 50,000
40,000
30% 30,000
20,000
10,000
0
www.emailvision.co.uk

42. Objective and Challenge
The Challenges
‒ To reach new bars customers
‒ Average bar group of 10 people – we get the booker’s email address but
nine people are unknown. How do we reach them?
‒ To get as much useful data from new sign ups as possible so we can
use clever segmentation in Campaign Commander
www.emailvision.co.uk

43. Growth strategies
9 2
www.emailvision.co.uk

44. Growth strategies – what worked!
Number 1:
Incentivised sign up on the website – 92% increase in sign ups
Collected
email, nearest
bar, day and month
of birthday – perfect
for birthday
communications.
www.emailvision.co.uk

45. Growth strategies – what worked!
Number 2:
Social sign up rather than registration form – 40% increase in sign ups
www.emailvision.co.uk

46. Growth strategies – what worked!
Number 3:
Online competitions – added over 12,000 email addresses
www.emailvision.co.uk

47. Growth strategies – what worked!
Online competitions – prizes that our ideal bars customer would want
www.emailvision.co.uk

48. Growth strategies – what worked!
Online competitions
- Tracked this new segment in Campaign Commander – no drop off
- Welcome campaign to introduce them to the brand with offer
www.emailvision.co.uk

49. Growth strategies – what worked!
Number 4:
Encourage booker to share details of the group – over 1,500 new contacts
- Use confirmation email to encourage sharing to get discount card
www.emailvision.co.uk

50. Growth strategies – what worked!
Deliver value to the customers in exchange for email address – not monetary
- Build a playlist online for your bars visit
www.emailvision.co.uk

51. Growth strategies – what worked!
Delivering value in exchange for email address
- Welcome campaign to introduce them to the brand with offer
www.emailvision.co.uk

52. Growth strategies – what worked!
Number 5:
Partnerships – leveraging our white label to add to our bars database
- Added over 15,000 email addresses based on location and age
www.emailvision.co.uk

53. Growth strategies – what worked!
Partnerships
- Use segmentation in Campaign Commander to deliver relevance to this new group
www.emailvision.co.uk

54. Growth strategies – what worked!
Number 6:
Facebook Welcome offer – over 1,000 email addresses added
www.emailvision.co.uk

55. Growth strategies – what worked!
Facebook Welcome offer – bounce back Welcome email
www.emailvision.co.uk

56. Growth strategies – what worked!
Number 7:
Facebook voting app – over 2,500 email addresses
www.emailvision.co.uk

57. Growth strategies – what worked!
Facebook voting app – viral effect guaranteeing friend get friend
www.emailvision.co.uk

58. Growth strategies – what worked!
Number 8:
Events in our bars – over 1,000 email addresses
- Raffle entry in exchange for email address
www.emailvision.co.uk

59. Growth strategies – what worked!
Number 9:
Cross-selling bars to our online database – over 5,000 addresses added
- Using Campaign Commander to provide relevance to potential bars customers
www.emailvision.co.uk

60. Growth strategies – what didn’t work!
In bar promotions to get email addresses
- Shots offered, console at Reception – poor address quality and low take up
www.emailvision.co.uk

61. Growth strategies – what didn’t work!
Post-visit survey
- We’re looking at the incentive on this – possible charity donation from us
www.emailvision.co.uk

62. Results
47,688 to 101,178 =
120000
100000
112% increase
80000
60000
40000
20000
0
The best thing is the quality and engagement of our list has remained
identical to 2010 – size is important but only if linked to quality!
www.emailvision.co.uk

63. Results – Where did they come from?
Events
3%
Facebook voting app From online
Web sign ups with
5% service
incentive
10%
13%
Facebook Welcome
2%
Social sign up
14%
Partnerships Online competitions
28% 23%
Friend get friend
2%
www.emailvision.co.uk

64. Results
Average open rate from new subscribers: 19%
Average click through rate from new subscribers: 3%
Average open rate across all subscribers: 16%
Average click through across all subscribers: 2%
www.emailvision.co.uk

65. What have we learned?
‒ Pre-event collection works better than post-event
‒ Essential to collect useful data alongside email address – location and
birthday
‒ Choose incentives carefully for the right audience (including prizes)
‒ Leverage partnerships and other data more effectively
www.emailvision.co.uk

66. What next
1. Social sign-in and notifications
2. Playlist building
3. Online booking
4. Looking at how social and email can work together
Social as first touch point, build brand awareness, first step to email which
drives revenue.
www.emailvision.co.uk

67. Questions
www.emailvision.co.uk

68. Thanks!
Thank you for listening
If you’ve more questions
about today’s presentation
or wish to find out more
about Emailvision come for
a chat on stand E16
www.emailvision.co.uk

69. Some of our 3000 + clients
www.emailvision.co.uk

71. It's Not a Phone: A future of
mobile marketing
Mark Blayney Stuart - Chartered
Institute of Marketing
Sponsored by: Organised by:

72. It’s not a phone:
A future of mobile marketing
Mark Blayney Stuart
Head of Research
The Chartered Institute of Marketing

73. It’s not a phone:
a future of mobile marketing
Everything should be
made as
simple
as possible,
but not simpler

74. It’s not a phone:
a future of mobile marketing
Mobile is not replacing…

75. It’s not a phone:
a future of mobile marketing
Why?
• Because it’s always on
• Because it’s not a device, it’s part of our lives
• It knows what you like
• It knows where you are
• It’s never more than three feet away
• It’s as simple as possible, but not simpler

76. It’s not a phone:
a future of mobile marketing
Location location location

77. It’s not a phone:
a future of mobile marketing
Not technology for its own sake

78. It’s not a phone:
a future of mobile marketing
People want recommendations…
… not choices

79. It’s not a phone:
a future of mobile marketing
restaurant
in soho
decent
restaurant
in soho

80. It’s not a phone:
a future of mobile marketing
Choice paralysis

81. It’s not a phone:
a future of mobile marketing
Why this works

82. It’s not a phone:
a future of mobile marketing
Incentivisation
“to succeed ,
it has to be a
literally unbeatable offer”
Guy Beresiner
Head of Commercial Development, Yahoo! UK & Ireland

83. It’s not a phone:
a future of mobile marketing

84. It’s not a phone:
a future of mobile marketing
Eye-openers
• Morgan Stanley expects mobile internet usage to overtake
desktop usage by 2015
• People with smartphones up from 9% to 24% in 1 year
• Globally, more people have mobile phones than bank
accounts
Sources: Strategy + Business; Morgan Stanley; International Telecommunication Union; Mintel.

85. It’s not a phone:
a future of mobile marketing
Mobile cash

86. It’s not a phone:
a future of mobile marketing
QR tags potential
under-exploited

87. It’s not a phone:
a future of mobile marketing

88. It’s not a phone:
a future of mobile marketing
Creativity –
but answering
a need

89. It’s not a phone:
a future of mobile marketing
B2B
key phrases
segmentation data
spot trends
identifies what people are talking about

90. It’s not a phone:
a future of mobile marketing
Make the app free – sometimes

91. It’s not a phone:
a future of mobile marketing
Things people want – not intrusive ads
How interested would you be to receive the following on your smartphone?
Source: compete.com

92. It’s not a phone:
a future of mobile marketing
Future of mobile?

93. It’s not a phone:
a future of mobile marketing
Key take-outs (1)
• We don’t ‘love the technology’. We love having our
problem solved.
• Mobile is no longer a channel.
• Websites optimised, not just enabled.
• Marketing that doesn’t seem like marketing
• Capitalise on impulse
• Fast payments

94. It’s not a phone:
a future of mobile marketing
Key take-outs (2)
• Incentivisation
• Speed to market
• Location and timing-sensitive
• Usage patterns are changing
• QR tags when automatically installed
• We’re only one click away from anything
• Resist assumptions about privacy
• Anything potentially intrusive, position as choice

95. It’s not a phone:
a future of mobile marketing

96. It’s not a phone:
a future of mobile marketing

97. It’s not a phone:
a future of mobile marketing

98. It’s not a phone:
a future of mobile marketing

99. Thank you
Mark Blayney Stuart
Head of Research
The Chartered Institute of Marketing
linkedin.com/in/markblayneystuart www.cim.co.uk