Post on 06-May-2015
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Slide 1 of 148– 44 minutes remaining
Email marketing inspiration: Nail these components for better results
Michael Leander
@michaelleanderwww.michaelleander.memichael@michaelleander.me
The purpose of email marketing is to acquire,
convert, sustain and grow customers whom then in
turn will attract other customers’ through
referrals
From wasted to wanted
Messaging
Customer intelligence
MassCommunication
Demographicdata
Customerhistory
Contact data
PersonalizedCommunication
SegmentedCommunication
TransactionalCommunication
Customertransaction
Intention/behaviour
Data sourceIntegrated Web analytics
Behavioral /web sales
Mailing list/database
CRM systemEnhanced profiling
Customervalue
Potential benefit =Tailored promotions (sales)
Loyalty
Information
Relevantoffers
BehavioralCommunication
Potential benefit =Up-sales/ promotions
Triggers based on behavior
Trigger on transaction
Newsletters, surveys & one-size-fits-all
promotions
Lifecycle emails
Targeted email campaigns/ offers
97% here
TTTThings Take Time
often 3-5 times longer than expected
Drive towards your objectives first ,deadlines second !
See video about being objective driven http://www.youtube.com/watch?v=4mxvy_usWz8
If 95% of your effort is here,
you are wrong !
Unsilo your email marketing activities
Silos
Make
You Suck
Your target prospect is exposed to
6000 advertising messages every
single day
Buyers are becoming more and more cautious
Trust is critical
How do you establish trust?Why should I trust your intentions?
Short attention span, loads of intrusion- how do you cut through the clutter?
Brain filter
Do I know you?Do I need you?
Can I trust you?
MIN
DBO
X
Stop focusing on the inbox,start focusing on the Mind Box
Unique passionateemotionalauthenticfocused
interactivemeaningful…
How to get into the Mind Box?
Significant changes in buying behavior
OTS* high to get a reaction
No sex on the first
date
*OTS = Opportunity to see
Referral & recommendation
Latency increase
incubationtime
Get more inspiration http://www.zeromomentoftruth.com
How much of a dialogue is needed
to persuade your prospects?
Why?
THE COLOSSAL OTS CHALLENGE
Attention Action
Message Message Message Message Message Action
Increase Opportunity To See by multiple of 3, 5, 10
Pre launch phase Hard selling phaseNurture & convince phase
The “it’s all over” phase
Increase OTS for better results – works almost all the time
• Remember: people take longer time to make a decision• Higher frequency will not hurt you as long as you are well
established in the Mind-Box• In email marketing, be sure to differentiate messages based on
open, clicked, no action
See case study – integrated campaign
See the campaign case study here
Quick email marketing IQ
questions
Which reads the most words pr minute – the eye or the ear?
2.500 words per minute 125 words per minute
The eye reads 20 times faster than the ear @michaelleander
We are in the picture
economy
Let’s show the world what real email marketers look like !
• Take a picture of the person sitting next to you
• Your business card or email address gets you the case studies
• Pass the camera around quickly – we only have 35 minutes
• Don’t want your pic on Facebook – cover your face
Trondheim, Norway
Sydney, Australia
The biggest shift you and other email marketers are facing right now
Touch changes everything
Think about how your audience interacts depending on which device they are on
Touch requires new conversion flows for marketers everywhere
In email marketing, what is most important?
Sender name Subject line
Which is often more effective - short copy or long copy ?Copy copy copy copy copy copy copy copy copy copy
Copy copy copy copy copy copy copy copy copy copy Copy copy copy copy copy copy copy copy copy copyCopy copy copy copy copy copy copy copy copy copyCopy copy copy copy copy copy copy copy copy copyCopy copy copy copy copy copy copy copy copy copy
A. Get two brand new articles about branding
B. News in a flash – articles about branding
A -> 32%B -> 42%
Which subject line generated the highest open rate? (A/B Split test)
Which generated the bestCTR (Click Through Rate) ?
A ? B ? C ?
A B C26,22% 5,00% 10,32%
2 links – one soft and one hard call to action
Why is the balance betweensoft- and hard promotion important to your email
marketing?
Divorce your silly preconceived ideas and start testing
Some important areas to test now
• Behavior desktop vs. mobility• Timing desktop vs. mobility• Frequency
Which of these contribute most to the success of an email marketing campaign OR newsletter?
1. The message / the offer2. The target audience3. The creative
Allocation of focus in any direct marketing activity – here specific to email marketing
Message/offer
Target group
CreativeDeliverabilit
y
100%45%
5%
40%
10%
Big Data or Small Data?
If you can’t handle small data – you can forget about big data !
Build your profiles and improve targeting,timing and conversion to last step
36
Data input from
customerBehavioral Transactions
(on/offline)
70-100% accurate 50-100% reliable 90-99% trustworthy
Basic profile
Expanded profile
+ Add behavioral
+ Add transactional
37
Stimulate to get
more info
What are the contents of your
basic profile?
Your idealprofile
Use progressive
profiling
Use lead scoring
Customerpotential
Customerquality
high
low
low high
One time customers with low potential
Average customers
Good customers Very good customers
15 %
15 %
60 %
10 %
Focus on most valuable segments orMost Likely to Buy and measure yoursuccess based on their behavior
Ask these questions• Whom are ”most likely to buy?” (Use RFM with behavioral)• Whom are ”most likely to defect/churn”?
Bang & Olufsenincreased shareof wallet by focusing on ”MostLikely to Buy More”
Grundfos smart profiling (global pump manufacturer)
39
Working areas:
Heating system
s
Water supply (Ground waster, pressure boosting)
Waste water
(Disposal solutions)
Cooling systems
Fire protection (Sprinkler systems)
Frequently 77% 14% 18% 18% 3%
Occasionally
16% 74% 62% 53% 43%
Never 7% 12% 20% 29% 54%
Info. wants:
Energy saving pumps
Time saving pump
selection tools
Product news
Technical product
info.
GFOS seminar
info.
Case stories
Very interested
84% 76% 70% 64% 42% 24%
Quite interested
14% 21% 29% 33% 49% 60%
Not interested
2% 3% 1% 4% 9% 17%
Highly effective method to append relevant information to each profile
Which car best suits your needs?
Once user clicks, the preference is stored in the database. Respondent is taken to a page with more information about the
preferred BMW
40
Pretending gets you in trouble. Know thy recipients or else…
Think about top, mid and end of funneland focus ferociously on the end goal, short and longterm
42
Bottom of funnel is where the action takes place –
engagement need to drive your audience towardsthe bottom of the funnel
Don’t count the customers you reach – Reach those who count
#emexpo @michaelleander
Thin
Which real problem are you solving?
Your Content Concept
Email value proposition
Acquisition activities
Engage audience
Measure & react
First 30 days
Sign-uptactics
Automate
Email MarketingRoadmap
Think like a publisher!
Then ....
Translate your content concept into your Email Value Proposition
Your email value proposition
• Describes– What you deliver– Why your offering is valuable– What the benefits are
• Is used for– Sign-up pages– Any acquisition activity
Summary of the content concept = ESP
(Email Value Proposition)
Bullet list of benefits
gets attention
Showing or linking to a sample works well
In Summary: Own the Experience> Anticipatecustomer needs> Provide timelyservice > Differentiate communication> Personalize communication > Understand preferences
Find the missing movie here on MarketingTelly
Michael Leander is an internationalmarketing speaker. He has spoken in Germanyand more than 40 other countries
Find him herehttp://www.twitter.com/michaelleander Speaking: http://www.michaelleander.me Consulting: http://www.michaelleander.com
Questions, comments: send an email to michael@michaelleander.me
Best practices for personalization
Approach Data prerequisite Barriers
Intent Track, add to profile & store behavior that would indicate buying intent
Difficult to trackNot 100% accurate indication
Past behavior Track clicks & events No integration
RFM Et al Infrastructure is not actionable
Capture profile data you intend to use in communication