Reviewing email marketing capabilties

transcript

Integrated Email Marketing 2014

Improving your Email capabilities

Dr Dave Chaffey SmartInsights.com

About Dave ChaffeyAbout Dave Chaffey

• Author of 5 bestselling marketing books now working on 6th editions

• Editor at SmartInsights.com a freemium marketing advice site with 60,000 Basic members and Expert members in over 50 countries

• Insights Director at search conversion agency ClickThrough MarketingFree Basic member download:

http://bit.ly/smarteremail

Is your e-mail marketing efficient AND effective?

Effectiveness=Strategy: “Doing the right thing” Supporting business objectives

Leads, Sales, ROI

Relevance through content, targeting and timing

Efficiency=Tactics: “Doing the thing right” Maximising delivery Maximising opens/clicks Mobile platforms Legal compliance

ApplyingCapability Maturity Models (CMM)

for Software

Development

Source: SQAJI

Your email marketing journey?

Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission

1. Initial 2. Managed 3. Defined 4. Quantitative

5. Optimising

A. Email capabilities and evaluation

Simple ESPResponse tracking

+ Regular report of opens/clicks

+ ‘Beyond the click’ tracking+ Segment tracking

+ Value reporting+ Hurdle rates and activity levels

+ Response data > CRM system/warehouse

B. List quality Not managed

List-building options increased

+ List quality improved

+ Reactivation and removal

+ Preference centres

C. Targeting(Relevance)

None: ‘Pray and Spray’

+ Demographics

+ Basic triggers

+ Full lifecycle sequences

+ Additional sequences added

D. Proposition and communicationsstrategy

Newsletter and Eblasts

+ Increased frequency

+ Content marketing integration

+ Social integration

+ Optimised frequency

E. Creative and templates

+ Simple headers

+ Multiple template

+ Dynamic content

+ video review+ mobile optimised

+ Advanced techniques

F. Delivery Not reviewed

+ Reported + Reported by ESP

+ Feedback loops and delivery service

+ Continuous monitoring

G. Optimisation None Experiments with different offers/subjects

Structured offer/subject testing

+ Layout reviews+ AB testing

+ Multivariate testing

Email marketing capabilities

A. EMAIL MARKETING EVALUATION

How do you evaluate your email marketing?

1. Campaign open, click, delivery rate? 2. Value of leads and sales? 3. Long-term subscriber engagement?

1. ‘Hurdle rates’ of % active – response and purchase

2. RFM: “Recency, Frequency of response and purchase

3. At position in lifecycle

4. By segment

5. By offer / email type

Measuring list activity – email engagement / disengagementThese “hurdle rates” are for whole list. Repeat: By segment By product categories purchased

TIP: Measure the overall health of your list through activity / inactivity levels over

Measure Period Number of Subscribers % of list total

Never Open All time 48,000 16.0%

Last 6 Months 168,000 56.0%

Never Click All time 96,000 32.0%

Last 6 Months 144,000 48.0%

Never Bought All time 48,000 16.0%

Last 6 Months 192,000 64.0%

Never Bought Online All time 96,000 32.0%

Last 6 Months 216,000 72.0%

B. LIST QUALITY

List quality matters! Profile % affects

targeting Disclosed preferences Inferred ‘click

preferences’ – S&R example

% inactives affects deliverability

% list growth needs to be worked on…

Email 1: 45% Open8.4% CTR

Email 2: 38% Open 3.5% CTR

Intent follow-up – click on Category

An example of list growth

Source: Tim Watson

Using SMS to encourage subscriptions

Source: Tim Watson

C. TARGETING AND RELEVANCE

Q. Which targeting factors give best response?

Unknown

Demographic profile data

Lifestyle &psychographics

Attitude &preferences

Behaviourq Past purchaseq Search term enteredq Offer clicked

Tip – create a layered segmentation- an example from eBay

Source: Smart Insights

Customer value-based targeting

Add social data to increase relevance

Source: Latest data - Smart Insights

Example Birthday email+ Social Data

D. COMMUNICATIONS STRATEGY

Source: UK DMA Email Marketing Benchmark

Email frequency

Email segmentation

Why send more emails?

Starting with a welcome!

How sophisticated is your Marketing Automation?

ild in

social

sharin

strategies

Source: Teradataa / eCircle case study

easyJet get the Sell : Inform :

Entertain balance right with

“Inspire Me”

Apply the Content marketing matrix to your email marketing

Criteria? Rev/visit Demand+ lead gen Amplify Brand fit SEO Longevity Authority/Thought

Leadership Individual pain points? Repurposeability Risk/reward

Which content gets shared?

Location:

Published / Surveyed: Sample: Source:

Original source:

Worldwide February 2014 Collected from 290 million email opens

Litmus

% Mobile operating system adoption

Litmus blog

E. CREATIVE AND TEMPLATES

Location:

Published / Surveyed: Sample: Source:

Original source:

Worldwide February 2014 Collected from 290 million email opens

Litmus

% Email opens across desktop and mobile

Litmus blog

Lovely Litmus Responsive B2B mail

CXM for Email?

Source: Lyris Holiday Look Book

36Source: Lyris Holiday Look Book

Video in emails?

Video in email marketing techniquesSource: Lyris Holiday Look Book

F. DELIVERY

The impact of Gmail’s new Tabbed inbox?

Source: Return Path

F. OPTIMIZATION

Test version B

Send Volume: 10,000

Sample criteria: Random

Click through rate: 4.5%

Main Broadcast

Send Volume: 180,000

Source:

Test version A

Send Volume: 10,000

Sample criteria: Random

MVT Email testing!Source: Philips presenting on PlantoEngage.com webinar

Using event-triggered emails – Marketing Automation / Re-marketing example

1. Generic branded follow-up email : +10% conversion rate.

2. Personalised remarketing email with a promotional code for a 5% discount time limited to 72 hours: +100% conversion rate.

3. Personalised remarketing email with a promotional code for a 5% discount time limited to 48 hours: +200% conversion rate.

Source: Smart Insights: Email re-marketing

http://bit.ly/smarteremail

1. Initial 2. Managed 3. Defined 4. Quantitative

5. Optimising

A. Email capabilities and evaluation

Simple ESPResponse tracking

+ Regular report of opens/clicks

+ ‘Beyond the click’ tracking+ Segment tracking

+ Value reporting+ Hurdle rates and activity levels

+ Response data > CRM system/warehouse

B. List quality Not managed

List-building options increased

+ List quality improved

+ Reactivation and removal

+ Preference centres

C. Targeting(Relevance)

None: ‘Pray and Spray’

+ Demographics

+ Basic triggers

+ Full lifecycle sequences

+ Additional sequences added

D. Proposition and communicationsstrategy

Newsletter and Eblasts

+ Increased frequency

+ Content marketing integration

+ Social integration

+ Optimised frequency

E. Creative and templates

+ Simple headers

+ Multiple template

+ Dynamic content

+ video review+ mobile optimised

+ Advanced techniques

F. Delivery Not reviewed

+ Reported + Reported by ESP

+ Feedback loops and delivery service

+ Continuous monitoring

G. Optimisation None Experiments with different offers/subjects

Structured offer/subject testing

+ Layout reviews+ AB testing

+ Multivariate testing

Email marketing capabilities

Let’s Connect! Questions & discussion welcome

SmartInsights.com:: Plan | Manage | Optimize

Free, Basic member tools Managing Digital Marketing 2014 report Sample planning templates Planning infographics

www.smartinsights.com/membership

Premium, Expert member learning 7 Step Guides to all digital marketing

Online courses

DIY Planning and optimisation templates in Word, Excel and Powerpoint

www.smartinsights.com/membership/expert-member-reasons

uk.linkedin.com/in/davechaffey

www.facebook.com/davechaffey

www.twitter.com/DaveChaffey

https://plus.google.com/+DaveChaffeyUK/

Reviewing email marketing capabilties

Business