Post on 01-Nov-2014
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Email Marketing
Presented By: Louise Stephens Email Marketing Consultant at little green planeFollow: @lgplane & @loulou1987x
• Status of email
• Email objectives
• Data
• Design & content - Task
• What is SPAM?
• Rise & rise of mobile
• Email & Social
• Analytics influencers
• Case Study
• Setting a strategy - Task
Agenda:
• Digital Marketing Agency
• Offices in London and Suffolk
• Established for over 10 years
• 6th Fastest growing digital marketing agency in the UK
• Winners of the best digital B2B campaign at Europe's largest awards
Who we work with…
What about you?
Status of email marketing
• Email is expected to produce a ROI of £24.24 for every £1 spent in 2013
• The DMA projected email to drive £42.4 billion in sales in 2012 and £51.5 billion in sales in 2016
• Last year 3.1 billion new email accounts were created, this is more than Facebook, LinkedIn and Twitter combined.
How do you send your emails?
CRM System
• Issues with high volume
• Lack testing facilities
• Basic reporting
Email Service Provider• On going cost
Purchased Software
• Issues with deliverability
• Using your own server
Outlook
• Using own server• Deliverability• No testing• Little reporting• No automated unsubscribe
Setting objectives
Weak objectives = Weak campaigns
What are your objectives?
Customer acquisition…
Customer retention…
Re-engagement
Data
Growing your list…
The best way to grow your data is to use an incentive…
Knowing your audience
Enables you to tailor campaigns to their specific needs…
• Content – What are they interested in?• Tone – How do you communicate to them?• Design – Is the design correct for your audience?• Incentivise – With what?• Purchase – Where are they in their buying cycle?
John.Personal:• Aged 45, married 20 years to Emily. • Enjoys golf and camping.• Risk adverse, logical thinker.
Work: • Role: Technical Director in Engineering firm. • Vast understanding of industry.• Involved in strategic decisions and supply chain management.
Issues:• Dealing with rapid change and re-structuring.• Ensuring his team keep up with changes.• Meeting KPIs.
Key Messages: • Needs confidence / credentials in his field.• Need top line information only. (but access to detail) • Accreditations and quality standard mean a lot.
SophiePersonal:• Aged 18, single• Loves socialising with friends and partying.• Heavy web user and enjoys taking photos and uploading them to Instagram• Bright, bubbly individual who participates in everything.
Career: • Interested in working in fashion. • Enjoys finding out about new products and getting a good price on them.
Issues:• Wants more experience.• Need qualifications to accelerate her career.
Key Messages: • Messaging can be more laid back / informal• Passion, creative and innovative.
Design and Content
TemplateA. B.
Text
Top banner
1
2 543
Button
Text• Bullet• Bullet• Bullet
Top banner
Button
12
3
The winner…
Text• Bullet• Bullet• Bullet
Button Button
Top bannerB.
• Focussed• No distractions• Not text/ image heavy• CTA buttons• Short and sweet
John
Sophie
Rendering…
Be consistent… Keep them on the scent…
How do we look at emails?
Top left is the first place we look
• Preview panes
• Clear call to action
• Branding
Eye tracking…
Design v’s content
• Keep it short - people DON’T read emails…
• Don’t try and be all things to all men, (try segmenting)
• Tone of voice to match audience
• Email structure / layout
• Clear call to actions
• Be legal
Email Marketing LawData Protection Act 1998
• You must supply an unsubscribe mechanism• Full company details must provided• Any commercial motives must not be hidden• Recipients must have opted in• You must not use competitions as a way of harvesting data unless consent
has been given for marketing• You must have a clear Privacy Policy explaining how their data is stored and
used
5 Minutes…
Things to consider:
• Structure• Content• Design• Best practice
Task
Break
Follow: @lgplane & @loulou1987xTweet: #growyourbusiness
Grow your business withemail marketing
Presented By: Louise Stephens Email Marketing Consultant at little green planeFollow: @lgplane & @loulou1987x
Agenda:
• Status of email
• Email objectives
• Data
• Design & content - Task
• BREAK
• What is SPAM?
• Rise & rise of mobile
• Email & Social
• Analytics influencers
• Case Study
• Setting a strategy - Task
What is SPAM?
SPAM or bust?
FREE FREE FREE FREE FREE FREE FREE FREE FREE FREE FREE FREE FREE FREE FREE FREE
GUESS WHAT….?IT’S FREE!
From: jbloggs@mybusiness.comSubject: Grow your portfolio with our investments…
Viagra
My business is amazing!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
AMAZING FREE EMAIL MARKETING SEMINAR!!!!!
Your invite to a priceless email marketing event…
Company Filter
ISP FilterEmail Client Filter
Human Filter
4 levels of SPAM filtering
The rise & rise of mobile…
• 480m - Econsultancy: ‘Email Marketing Census 2012’
• UK – 67% of people with smart phones use them to access their emails
Number of mobile email users?
By 2015, more internet users will access the web through mobile
devices than through PCs.
(econsultancy 2012)
Return Path 2012
Mobile device
What is your mobile strategy?
Call to action button
Enlarged fontsGet to the point
Layout
Finger targets
Size of images
Not optimised Optimised
Responsive templates
Return Path 2012
What if you are not optimised?
• 41% of Europeans will close or delete an email not optimised for mobile
• 29 % would read later on a PC or laptop
Email & Social
Social media needs email!
You can’t even create an account without and email address!
Social sharing…Getting your subscribers to do some of the leg work and spread the word!
Social connecting…Step 1.Ask people to share your email…
Social connecting…Step 2.
Social connecting…Step 3.
Social connecting…Step 4.
Social connecting…Step 4.
More…
2,500 contacts
4 Tweet
2 likes
a) 250b) 120c) 300d) 550
a) 400b) 85
= Total potential outreach: 4,205
AnalyticsWhat influences them…
Open ratesTime & day
Subject line
From
Open rates
Clicks
Calls to action
Design
Content
Clicks
Measuring effectiveness
Campaigns Sent % Opens % Click Thru
Website Conversion 20%
Email A 5,000 40% = 2000 5% = 100 20 Purchases
Email B 5,000 12% = 600 1% = 6 1.2 Purchases
Campaigns Sent % Opens % Click Thru
Website Conversion 20%
Email C 5,000 40% = 2000 4% = 80 16 Purchases
Email D 5,000 40% = 2000 18% = 360 72 Purchases
Split testing – Subject Line
Split testing – Subject Line A & New Email Content
Other tests to consider
• Location• Behaviour based segmentation• Sex• Age• Time and day
Size doesn’t matter!
Case study.
The Society for all Artists
Brief
• Increase audience engagement.• Create a re-useable template design• Educate on best practice• Increase ROI
Strategy
• Analyse existing data• Design• Content• Set realistic objectives• Educate
Execution• Re- design of templates – large
emphasis on call to actions.
• Full data analysis to understand their audience and set tone
• Behaviour based segmentation
• Where they are in the buying cycle
• Google analytics conversion tracking
• 2 hour training session to educate on best practice and analysing data.
Result
• 33.2% increase in open rates
• 11.5% increase in click through rates
• A staggering £111 return for every £1 spent
“The analysis and education has enabled us to be much more proactive in creating and delivering our e-news campaigns. With the new template giving our emails better focus and less distractions we are now able to target our audience in a much more precise manner. The support and service from the little green plane team has been excellent and the return on our investment has been outstanding as a result.”Jessica Reynolds, marketing co-ordinator at the SAA
Strategy…Task – 5mins
Things to consider:
• How often• Content• Objectives• Grow your data
• Type of email• Design• Tone• Segmentation
Resources…
Littlegreenplane.com - Blogs - Guides
LinkedIn Groups - Email Marketing Forum - East Anglia Email Marketing Forum - Email Marketing Group
Twitter - @lgplane
Grow your business withemail marketing
Presented By: Louise StephensFollow: @lgplane & @loulou1987x