Best Practice Email Marketing - Steven Bradley


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This presentation is by Steven Bradley for the 2011 Financial Online Summit covering Best Practice Email Marketing.

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Best Practice Email Marketing - Steven Bradley

  1. 1. NRMA email program<br />2010 / 2011<br />And more<br />
  2. 2. E-mail continues to dominate<br />E-mail program 2011<br />
  3. 3. Useage<br />E-mail program 2011<br />
  4. 4. E-mail continues to dominate<br />E-mail program 2011<br />
  5. 5. Day of week and time of day<br />E-mail program 2011<br />E-mail participation rate<br />Source: ReachMail<br />
  6. 6. Time, effort and expense required<br />E-mail program 2011<br />
  7. 7. Desired E-mail Frequency<br />E-mail program 2011<br />On average, how often would you like to receive the following types of permission based email?<br />Source: ReachMail<br />
  8. 8. Reasons for unsubscribing<br />Reasons for unsubscribing<br />E-mail program 2011<br />Why have you unsubscribed?<br />Source: ReachMail<br />
  9. 9. Email collection tactics<br />Email program 2011<br />Registration for downloads, etc.<br />Registration during purchase<br />Level of Effectiveness<br />Online events / webinars<br />Transactional digital partner offers (movie tickets)<br />Mobile<br />Offline events tradeshow<br />Co-registration programs<br />Email forward-to-a friend<br />Paid Search<br />Email Newsletter Subscriptions<br />Social sharing<br />Buttons in email<br />Degree of Difficulty<br />Chart: Three dimensions of email list growth tactics – effectiveness, difficulty and use<br />
  10. 10. Best practice according to me<br />Email program 2011<br />Enhance collection points (retail, online, contact center, events)<br />Simplify storage (agnostic to email technology)<br />Show value with a loyalty program<br />Send triggered messages<br />On behavior<br />On action<br />Incorporate useful content<br />Let users pick the relevant path <br />Create a conversation loop<br />Collect preferences and use them<br />Explicit consent / inferred consent<br />Design for the device they use<br />Define contact rules<br />Never rent a list …<br />
  11. 11. Using images in emails<br />Email program 2011<br />6 Tips<br />Your content should include descriptionsof any pictures featured. This lets readers know what they're missing visually, and encourages them to turn on the images. <br />Test your emails before sendingto see how they look with images on and off. <br />Don't embed or attach images- This can create delivery issues. Instead, have your images hosted on your server or with your email service provider. <br />Fill in the alternative text fieldin your image tags – in some email software this is what will appear where images are turned off. <br />Avoid using one big image- This can result in one big empty email when the images are off! <br />Make use of the pre-text link- Always include a link at the top of your email that clicks through to an online version of the email. If people are online and click this link, they'll automatically see all text AND images<br />Denise Cox - Newsweaver<br />
  12. 12. Be clear<br />Email program 2011<br /><ul><li>Clear offer
  13. 13. Clear action</li></li></ul><li>2010 year in review<br />E-mail program 2011<br />Behind the scenes<br /><ul><li>NRMA M&S and NRMA Travel databases unified
  14. 14. New subscription centre launched
  15. 15. Redesigned newsletter templates launched
  16. 16. Hard bounces auto cleansed</li></ul>In the inbox<br /><ul><li>15,737,890 mailboxes were successfully reached
  17. 17. 5,523,134 opens were recorded
  18. 18. 812,445 click throughs were made
  19. 19. 315 unique email campaigns built</li></ul>NRMA currently has 501,253 email records in the e-marketing database<br />
  20. 20. How we performed overall<br />Key Metrics<br />E-mail program 2011<br />Average open = 24% Average click = 5%Industry open = 20% Industry click = 4% <br />Unsub rate = 0.2% Industry unsub = 1.0%<br />Industry average derived from; Returnity benchmarking report, Vision 6 email metric reports and MailChimp live stats.<br />
  21. 21. The revamp<br />E-mail program 2011<br /><ul><li>Consistent look and feel
  22. 22. Single source for opt in management
  23. 23. Social media sharing function
  24. 24. Content clouding; YouTube, Twitter, Flickr
  25. 25. RSS integration</li></li></ul><li>Click through popularity<br />E-mail program 2011<br />
  26. 26. Global Mobile Data Traffic Forecasts<br />Source: Cisco VNI Mobile, 2011<br />
  27. 27. Get smart phone ready<br />Email program 2011<br />Everything we do in email we do while considering mobile at the same time. Everything, including:<br />- Subscription process- From name- Subject line- Copywriting- Offer- Headline- Banner- Design- Graphics- Call to action- Buttons- Frequency- Testing- Design- Rendering- Links- Landing page- Metrics and benchmarks- Reporting<br />
  28. 28. Mobile ready<br />Email program 2011<br />Your From address must make sense <br />Keep subject lines shorter<br />The headline is now the headliner<br />Design your landing pages (figures …)<br />Be brief when it comes to copy, punchy to the point<br />Its how you use it > make everything shorter, headlines, line lengths, chunks of text<br />Avoid using Flash, replace it with HTML 5 or JavaScript<br />If you really need a form … ask for as little as possible<br />
  29. 29. Mobile<br />The not so good<br /><ul><li>On scroll activates hero hyperlink direct to iTunes.
  30. 30. Not such a good user experience.</li></li></ul><li>Mobile<br />The not so good<br /><ul><li>Ad units …
  31. 31. Giant menus </li></li></ul><li>Mobile<br />And the sort of good<br /><ul><li>Big call to action
  32. 32. Mobile version website</li></li></ul><li>Mobile<br />The not so bad<br /><ul><li>Clean use of text
  33. 33. Optimisedfor mobile</li></li></ul><li>Future of E-mail<br />E-mail program 2011<br />The challenges<br />Portable inboxes; iphone, android, tablets... etc<br />ISP facilitated inbox management<br />Email delivery based on engagement – e.g Microsoft will soon start using behaviour to determine whether an email will end up in your inbox or junk. (“Bacn”)<br />Coming soon to NRMA Motoring & Services<br /><ul><li>Targeting social media recipients with exclusive content and asking them to share it
  34. 34. Mobile device specific templates
  35. 35. Fully automated campaigns based on recipients preference and behavioural data</li></li></ul><li>Suggested reading<br />Email program 2011<br />ReturnPath Blog<br /><br />ExactTarget's House of Email Marketing<br /><br />StrongMail Email Marketing Insight Blogs<br /><br />BrontoBlog<br /><br />Silverpop's The Quiet Revolution in Email Marketing<br />