Next Step Email MarketingLouise Stephens ACIMHead of Email MarketingLittle Green Plane@lgplane @loulou1987x

Agenda• Status of email• Audience profiling• Design• Analytics, follow-ups & re-engagement

Break

• Year of the mobile• Group task

Who are we?

• Email Service Provider• Email product of Itineris Ltd• Established in 2001• 6th fastest growing digital agency in the UK

What about you?

Status of email

• In 2013 the ROI from email is £24.24 for every £1 spent.

• There are 3.6 billion email accounts.• By 2016 this number will rise to 4.3 billion.• Apple iPhone is the most widely used email

client.

Strategy stats

• 44% of email recipients made at least one purchase from a promotional email.

• 33% of recipients opened an email based on subject line alone.

• Emails that include social sharing get 158% higher CTR.

Audience Profiling

Why?

To help you communicate and engage with your target market.

DemographicsA Higher management, bankers, lawyers, doctors and other professionals

B Middle management, teachers, creative and media people e.g. graphic designers…

C1 Office supervisors, junior managers, nurses, specialist clerical staff – white collar

C2 Skilled manual workers, plumbers, builders – blue collar

D Semi-skilled and unskilled manual workers

E Unemployed, students, pensioners and casual workers.

PsychographicsMainstreemers SEEKS SECURITY – Tend to be domestic, conformist, conventional, sentimental – favour value

for money brands. Nearly always the largest group.

Aspirers SEEK STATUS – Materialistic, acquisitive, oriented to image and appearance, persona and fashion. Style over substance. Typically younger people, clerical and sales jobs.

Succeeders SEEK CONTROL – Strong goals, confidence, high work ethic, organised, supports stability. Brand choice based on self-reward and quality. Typically higher management and professionals

Resigned SEEKS SURVIVAL – Rigid and authoritarian values, traditional. Brand choice stresses safety, familiarity and economy. Typically older people.

Explorers SEEKS DISCOVERY – High energy, individualism, experience and adventure. Brand choice highlights satisfaction and instant effects. The first to try new brands. Typically younger people and students.

Strugglers Unemployed, students, pensioners and casual workers.

Reformers SEEKS ENLIGHTENMENT – Freedom of restrictions and personal growth. Socially aware, independent judgement. Anti-materialistic and aware of good taste. Has attended higher education and selected products for quality.

Task…

Pair up and create profiles of each other.

Design

Serious design: #1

If you don’t know where you’re going you can’t take your audience there!

Serious design: #2

Craft your subject line

Subject line 101

• 80% of your time on your subject line• Be useful and ultra specific• Test – Urgency, questions, symbols• Make it stand out• Front load your subject line• Digits – 20% off / £30 voucher• Use verbs (action words)

Serious design: #3

Maximise your golden real estate

Top left rule

• Branding• Hook• CTA

Serious design: #4

Guide your audience through your email

Hicks Law

Describes the time it takes for a person to make a decision as a result of the possible choices he or she has.

Serious design: #5

Call to action

Rules of CTA

• Use them or there will be no action!• Word them properly - Push• Don’t be mysterious• Follow the line of sight

Analytics, re-engagement & follow ups

Analytics

What do you do with your analytics?

Opens

• When did they open?• Did they go on to click?

Clicks

• What did they click on?• When did they click?• Send follow up email with more specific

content.• Call them?

Bounces

• A hard bounce doesn’t mean they have gone• Call and ask:

• Where have they gone?• Who has replaced them?

Turn one ‘lost’ subscriber into two new ones!

Re-engagement

Re-engagement

Re-engagement

Re-engagement

Follow ups

Tips

• Use behaviour as a way to segment your audience.

• Send relevant content based on clicks.• Highlight where they are in their buying cycle.• Cleanse your database

Break Time!

Next Step Email MarketingLouise Stephens ACIMHead of Email MarketingLittle Green Plane@lgplane @loulou1987x

Agenda• Status of email• Audience profiling• Design• Analytics, follow-ups & re-engagement

Break

• Year of the mobile• Group task

Mobile

2013 really is the year of the mobile!

What’s your strategy?

Stats

• By 2017 mobile marketing is set to be worth £6 billion.

• 44% of all email sent is opened on a mobile.• Accessing email is the most popular activity on

a smartphone.• 69.7% will delete an email that doesn’t look

good on a mobile device.

Responsive design is your friend

What is responsive design?Creates an optimal viewing platform across all devices.

Why go responsive?

• 21% of all traffic to websites globally is coming from tablets and smartphones.

• Gives your audience a consistent and optimised journey regardless of device.

• Your competitors are probably doing it.

Group Task

Part 1

Audience profiling

Create profiles for the various audiences for your businesses.

Part 2

Email design

Take a look at the emails your company sent, does it follow best practice?

Part 3

Analytics

Create a follow up campaign from the stats provided.

Review

Resources

Twitter: @lgplane or @loulou1987xLinkedIn: Louise Stephens ACIM

Groups: East Anglia Email Marketing Forum Email Marketing Forum

www.littlegreenplane.com

Thank you