Driving websuccess email_2


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With an open rate of 11.5% and a clickthrough rate of 2%, we are looking at averages that rival what would be considered above average in regular print-based direct marketing. But the
clickthrough rate does not tell the whole story. Email effectiveness cannot be separated from overall site effectiveness. They’ve got to work together to achieve the desired result. Therefore, every marketer needs to understand where email sits in the overall conversion engine.

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  • I’m not going to pretend it’s simple or easy to get this tracking done. Let’s first assume that somewhere in the organization, someone is already doing web analytics, and that it’s at least in a semi-mature state. It’s fairly typical for something to be in place. A couple of technical challenges here, and an organizational one, too. Take these notes back to your IT people, because they will need to be involved. You need to establish proper campaign identification—it’s a nomenclature issue; putting ID tags on your campaigns so they can be tracked through the web site. And then there’s campaign attribution. Let’s say it took three campaigns to get someone to convert. Does the last email you sent get all the credit? It should not. Knowing how to parcel out the influence of each campaign is really important in understanding what actually led to the success. Then there’s the issue of getting your creative team behind the idea of optimization: in a way, its about learning from what didn’t work and moving incrementally towards what does work.
  • Driving websuccess email_2

    1. 1. 10/31/11 Driving Email Success: Technology Leaders, LLC www.technologyleaders.com 230 Park Ave. New York, NY 10169 (212) 808-3058 Measuring Beyond the Clickthrough 10/31/11
    2. 2. Email is Useless! If it doesn’t convert.
    3. 3. Email Today: Familiar. . . <ul><li>93% of online consumers are subscribers </li></ul><ul><ul><li>(have provided their info to a brand) </li></ul></ul><ul><li>88% of online consumers check email every day </li></ul><ul><li>50% of consumers make purchases b/c of email </li></ul>93% 88% 50%
    4. 4. Email Today: Familiar but Flawed <ul><li>Consumers dislike spam intensely </li></ul><ul><li>Consumers fear viruses/have privacy concerns </li></ul><ul><li>Miscommunication: difficult to convey tone; graphics are taking over? </li></ul><ul><li>Marketers cite uncertainty that email measurement data is accurate </li></ul><ul><li>Email in a vacuum works less well than when surrounded by other marketing efforts </li></ul>
    5. 5. Email Common Definitions: Open rate: how many TOTAL opens Uniques: How many Recipients Opened it. Hard Bounce: Incorrect address, No recipient (cull from list) Soft Bounce: No server space, fell into spam, other blockage Clickthrough: Clicked on a link Conversion: Led to desired action
    6. 6. Email Key Rates: <ul><li>*historically this is similar to a good direct mail response rate </li></ul>Open: 11.5% Clickthru: 2%
    7. 7. Effective Email: Gaining Trust <ul><li>Most email users “trust” about 16 companies and will open their emails </li></ul><ul><li>Opt-in is best way to become part of it </li></ul>Trusted Circle of Companies 16
    8. 8. Effective Email: Create an Environment <ul><li>Email campaigns not as successful in a vacuum </li></ul>Landing Page Editorial Mentions email Online Ads Affiliation Search Blog Trusted email Opt-in Offer Targeted Campaign
    9. 9. Effective Email: Create an Environment <ul><li>Focus Efforts on Collecting Email Addresses </li></ul>Landing Page Editorial Mentions email Online Ads Affiliation Search Blog Trusted email Opt-in Offer Targeted Campaign
    10. 10. Effective Email: Create your best offer <ul><li>Lots of Bandwidth (Larger Company): Offer can be continuing: market reports; seminar series </li></ul>Offer <ul><li>Little Bandwidth (Smaller Company): Offer can be one-time, like a white paper </li></ul>
    11. 11. Effective Email: Opt-in Much Superior <ul><li>Opt-in = 500% better clickthrough than non-opt-in </li></ul><ul><li>List churn = 30% per year </li></ul><ul><li>Therefore the effort needs to continue in order to maintain list effectiveness </li></ul>500%
    12. 12. Effective Email: Measure Thru Conversion Trusted email Targeted Campaign ? What happened to my Clickthroughs? Web site
    13. 13. Effective Email: Drive to Conversion <ul><li>Followup emails to drive towards conversion </li></ul><ul><ul><li>Email content needs to educate not “hard sell” </li></ul></ul><ul><ul><li>Describe Problem/Propose Solution </li></ul></ul><ul><ul><li>Construct site to drive conversion </li></ul></ul>Targeted Campaign Web Site MUST Convert to Sale
    14. 14. Effective Email: What will people read? Email? <ul><li>People are busy with other things </li></ul><ul><li>Get to key info quickly </li></ul><ul><li>Think text PLUS graphic </li></ul><ul><li>Use bullets and lists </li></ul><ul><li>Short, punchy paragraphs </li></ul><ul><li>Hyperlinks in moderation </li></ul>
    15. 15. Effective Email: Structuring Content <ul><li>Attention (subject line) </li></ul><ul><li>Problem: Ran out of books to read for fall </li></ul><ul><li>Solution: 3 for the price of 2 </li></ul><ul><li>Proof: the books themselves </li></ul><ul><li>Call to Action: Shop BN </li></ul>Subject Line: A Tale of 3 Sales -- Paperbacks, DVDs, and NOOK
    16. 16. Effective Email: Structuring Content <ul><li>Subject line: 2x better open rate with less than 40 characters </li></ul><ul><li>Get your hyperlink near the top of the content </li></ul><ul><li>Close with a second chance to click the link </li></ul><ul><li>Always include “unsubscribe” </li></ul><ul><li>Include social media buttons </li></ul>
    17. 17. Technology Leaders: &quot;Driving Web Success&quot; Working with a Provider: Can Help Avoid Common Pitfalls Technology Leaders: &quot;Driving Web Success&quot; <ul><li>Manually run email campaigns quickly become hard to manage </li></ul><ul><li>Look for a reputable provider that will create comprehensive performance reports for each message. </li></ul>
    18. 18. Working with a Provider: Avoiding the Spam folder <ul><li>“ spam index” for your emails </li></ul><ul><li>The index will help you with words to avoid--beyond “pharmacy” or “viagra”* </li></ul><ul><li>Indexing will also help limit the number of links in your email; and suggest that you only link to websites that have an anti-spam policy </li></ul>*Money-back, extra income, cards accepted, guarantee, special promotion, $$, 100%, check or money order--and others!
    19. 19. Targeting Email Messages: Always seek relevance Segment Your Lists Focus Your Message To Each List Provide Value in Every Message What are the Needs and Desires of My subscribers?
    20. 20. Remember the Goal: CONVERSION
    21. 21. Email Measurement From open to conversion
    22. 22. Email Measurement Examples: <ul><li>Number of email shares/social media </li></ul><ul><li>Number of forwards </li></ul><ul><li>Number of unsubscribes v. new subscribes </li></ul><ul><li>Track Re-Tweets </li></ul><ul><li>. . .and yes, how many clickthroughs </li></ul><ul><li>Set goals beyond the most common: for instance--how about “revenue generated per email”?* </li></ul>*requires web analytics
    23. 23. What happens after Clickthrough? <ul><li>Without Measurement--mostly a vast unknown </li></ul><ul><li>Did they do anything once they got to your conversion pages? </li></ul><ul><li>Did your site do a good job of converting? </li></ul><ul><li>How can you tell? </li></ul>
    24. 24. <ul><li>Requires web analytics </li></ul><ul><li>Tracks behavior beyond clickthrough </li></ul><ul><li>. . .and into the site </li></ul><ul><li>Essential to understanding email effectiveness </li></ul>More Meaningful Measures:
    25. 25. Meaningful Measures: Analytics Challenges <ul><li>Establishing proper campaign identification </li></ul><ul><li>Establishing proper campaign attribution </li></ul><ul><li>Aligning feedback loop for optimization </li></ul>
    26. 26. 10/31/11 Email Function in the Sales Funnel REACH ENGAGE CONVERT $$$ RETAIN EMAIL EMAIL WEB SITE CUSTOMERS
    27. 27. <ul><li>Content </li></ul><ul><li>E-Commerce </li></ul><ul><li>Lead Generation </li></ul><ul><li>Self-Service/ Information </li></ul>Apples, Oranges, Pears and Kumquats (the 4 types of sites and how to measure them)
    28. 28. You’ll want to improve. . . <ul><li>Stickiness </li></ul><ul><li>Direct Sales </li></ul><ul><li>Customer Contacts </li></ul><ul><li>Efficiency/ Productivity </li></ul><ul><li>Content </li></ul><ul><li>E-Commerce </li></ul><ul><li>Lead Generation </li></ul><ul><li>Self-Service/ Information </li></ul>If you are a______site. . . Conversions for each site type
    29. 29. <ul><li>Reach (Campaigns--like email!) </li></ul><ul><li>Engage (Landing Page/Other Convincing Content) </li></ul><ul><li>Convert (Visitor performed desired action) </li></ul><ul><li>Retain (Re-target, up-sell, cross-sell) </li></ul>For ALL sites. . . Stages of Conversion
    30. 30. Email is a REACH mechanism, feeding leads to your site
    31. 31. Framework for Analytics ROI <ul><ul><li>e5o: (eBusiness 5-Step Optimization) provides a framework for total Web ROI. Properly deployed, it is a complete, repeatable feedback loop targeted at success. </li></ul></ul>
    32. 32. Full Cycle Email Measurement: 10/31/11 Define Drivers Set of goals and targets for web optimization project Clear understanding of success factors for web site Activity Deliverable Benefit Build Metrics Create measurement criteria plus tool configuration Gain critical insight into web performance Plan Actions Map of improvements, based on analytics Targeted, achievable improvement goals Create Changes Development and delivery of actual improvements A web site that responds to quantifiable critique Measure Success Evidence of improvement by percentage Proof that the process resulted in. . . . . . Better Web ROI
    33. 33. Putting it All Together. . .
    34. 34. Andrew Edwards [email_address] Phone: (212) 808-3058 @Aedwards_TL www.technologyleaders.com Thank You!