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9/18/2012
1
Section Title State of the Email Marketing Industry
Speaker
• Loren McDonald– VP, Industry Relations
– Twitter: @LorenMcDonald
– Google+: +LorenMcDonald
9/18/2012
2
Email is Strong
Opt‐in Everywhere
Automation
ContentInactives
Design for Mobile
Q & A
Agenda
1. Industry performance is strong - email still rocks
9/18/2012
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Email is thriving by ALL accounts!
Email is bringing in $40.56 for every dollar spent on it.
Source: DMA
9/18/2012
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User Base Still Growing
9/18/2012
5
20.1% Open Rate ‐ Average
43.7% Open Rate ‐Top Quartile
8.0% Open Rate ‐ Bottom Quartile
Open Rate – Select Industries (WW)
Vertical
Retail
Leisure, Sport & Recreation
Media
Banks / Fin. Services
Mean
17.12%
16.18%
20.91%
22.62%
Top Quartile
30.60%
32.61%
47.98%
48.91%
9/18/2012
6
5.2% Click‐through Rate‐ Average
16.6% WW: CTR ‐Top Quartile
0.7% CTR ‐ Bottom Quartile
CTR – Select Industries (WW)
Vertical
Retail
Leisure, Sport & Recreation
Media
Banks / Fin. Services
Mean
3.09%
2.31%
8.87%
3.46%
Top Quartile
6.21%
5.29%
31.67%
9.88%
9/18/2012
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19.3% Click‐to Open Rate‐ Average
40.0% CTOR ‐Top Quartile
6.7% CTR ‐ Bottom Quartile
2. Capturing opt-ins and data everywhere your customers are
9/18/2012
8
Popovers: A Bit Annoying –But They Work!!!
Pop‐overs = 200‐400% lift
16
38% of Americans would rather
clean their toilet than create another
Username/password combination!
9/18/2012
9
What types of data are available?
9/18/2012
10
Facebook Timeline Email Sign Up
Tablet/Kiosk Opt‐in Collection
9/18/2012
11
SMS to Email Opt‐in
• POS• Garden Center Tips
• Video Alerts• Return/Info. center
• Store Signage• Events
QR Codes to Email Opt‐in
• POS• Garden Center Tips
• Video Alerts• Return/Info. center
• Store Signage• Events
9/18/2012
12
State of QR Code Usage/Awareness – Still A Little Early
3. The shift from broadcast to automation + behavior
9/18/2012
13
Pounding isn’t the answer, because…
…Hope is not an marketing strategy.
9/18/2012
14
Individual relevance is increasingly the key to deliverability
Manual
Automated
Response Rates/Engagement
Marketin
g Soph
istication
Behavior‐basedMessages(Multi‐Track)
Time‐based Messages(Drip, Simple Nurture)
Targeted Mailings based on Segmentation
Mass Mailing to a broad database
Broadcast to BehaviorBto1IndividualMessages
9/18/2012
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Relevant Emails Rock!
Note: Metrics and salary costs based on JupiterResearch executive survey. Broadcast assumes $3 CPM, and all others assume $4.5 CPM. All assume $89 AOV, 50 percent product margin, and 2.8 million pieces of mail per month.
9x
Low Volume, High ROI!
59.8 %BatchCampaigns
40.2%TriggeredCampaigns95.9 %
Batch Campaigns
4.1%TriggeredCampaigns
Sales GeneratedVolume of Emails sent
9/18/2012
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Demo‐graphics
Behavior
Automation
Explicit data
Implicit data
Programs – Mass Personal
9/18/2012
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Browse Behavior
Browse Behavior
Customer viewed “Joint Supplements” landing page Sent SmartFlexFinder email
9/18/2012
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Message A – 1 day after
Message B – 3 days after
9/18/2012
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Message C – 5 days after
DEMCO Cart Results
Cart Email ADay 1
Cart Email BDay 3
Cart Email CDay 5 AVERAGE
Open Rate 40% 39% 32% 37%
Click-to-Open 44% 47% 28% 41%Click-thru-Rate 18% 18% 9% 15%Conversion Rate 22% 15% 24% 20%Sales/email $8.60 $8.40 $5.04 $7.46
9/18/2012
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4. Content and personality plays a bigger role
[get pur‐suh‐nl]
1. Marketing content that speaks with a “human” voice.
2. Targeted, personally relevant messaging based on consumer preferences, demographics and behavior.
3. Dude, lose the corporate speak.
9/18/2012
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• Aaron -Real person• Service tone• 50% conversion rate
“Human” Cart abandonment
9/18/2012
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Let Customers Do the Selling
30+% Increase in Orders and Sales
9/18/2012
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How‐to video
46
Important Dates Reminder Email
9/18/2012
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Your dates trigger an email…
21 days before occasion
Personalised with name
Occasion w/ date
Coupon code
10% Off
31% CTRHighest revenue generating email
5. Inactives become the biggest challenge
9/18/2012
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Inactives Are a HUGE IssueInactives Are a HUGE Issue
Typical Actives vs. Inactives Ratio
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Impact of InactivesLost potential revenue
Inefficiencies/Reduced ROI
Fuzzy metrics
Potential reduced deliverability
Hypothetical Revenue LossActives Inactives
# Subscribers 250,000 200,000
Average Revenue Per Email Delivered $0.12
4 X week X 53 weeks ~ 212 emails $6.4M
Potential Lost Revenue $5.1M
9/18/2012
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Reactivation & List Cleansing
• Data cleansing by implementing a Re Engagement Program• Contacts who have had no mailing activity for 9 months• Have not opted in within the last 3 months
Re‐engagement Email 1
Birmingham Airport: Hello There!
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3 weeks later…Re‐engagement Email 2
Birmingham Airport: We Miss You!
2 more weeks later…Final Email
Birmingham Airport: Details deleted
9/18/2012
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Data Cleansing
Upon receiving Email 3 contacts are track routed to ‘To Be Removed from Database’ track and then get purged by the client
Upon receiving Email 3 contacts’ profiles get date stamped under ‘Inactive’ date database field which makes them easy to query off
The best reactivation strategy
is to minimize inactives
to begin with.
9/18/2012
30
Typical Reactivation Rate: 1%‐2%
High Performers: 10%+
Automate: Activate Early InactivesNew subscribers don’t
open/click first XX messages/X weeks
Move these early inactives into “activation” track
Send survey, different offers; best of, diff subject lines,
testimonials, etc.
9/18/2012
31
Opt‐in process
Expectation mgmt.
Welcome / Onboarding
Targeted / Relevant Content
Preference mgmt.
Minimize!
6. Designing for mobile is no longer optional
9/18/2012
32
Going Mobile / Screensize‐apalooza
Q4 2010
Smartphone Sales Pass PC Sales
9/18/2012
33
U.S. Smartphone Penetration –Nielsen 2/2012
369M2016
Source: Gartner, April 2012
Tablets…
9/18/2012
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35% of email subscribers are opening your emails on their
mobile device!
Where is Your Email Being Read?
9/18/2012
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So Context Means…
Scannable
Singular calls to action
Larger fonts
Single columns
Bullet‐proof / large CTA buttons
Design for touch …
Old mouse New mouse
The New Design Challenge
9/18/2012
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Source: StyleCampaign.com, Litmus
Do Your Email’s Have the Touch?
Know Your Audience
Source: Unica Corporation/Pivotal Veracity
9/18/2012
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Mobile64% higher
CTR
Regular
A/B test sent to frequent mobile openers
Thanks / Q & A
Loren [email protected]
@LorenMcDonaldGoogle+: LorenMcDonald
9/18/2012
1
Anatomy of an Email
Marketing Program
• Introductions
• Rules
• State of the Email Industry & Top Challenges
• Foundational Program Overview – Acquisition
– Welcome
– Promotion
– Transactional
– Opt-Out
• Conclusion
Agenda
9/18/2012
2
Teach you how to optimize your foundational programs so that you can be effective at advanced strategies
Goal for Today
You are here
You need to be here
100k
50k
25k
Ground Level
9/18/2012
3
• Industry Experience – Director, Email Marketing & Acquisition at
Sears Holdings – Responsible for East Coast Operations at
Responsys – Director, Email Marketing & Online
Advertising at infoGROUP, Inc
• Thought Leadership
– DM News : Email Gets Personal (Cover Story)
– Keynote address – March 2012, EEC12 – Recent Article: Changing Consumer
Perceptions of the Email Channel, Simms Jenkins - bit.ly/RP_P1
– Co-Chair of the EEC List Growth & Engagement Roundtable
– Member of:
Ryan Phelan Vice President, Strategic Services
Various Email Discussion Groups on:
Hello, my name is Ryan
Hello, my name is Damian
What I do
• Oversee Strategy, Creative, Deliverability, Integration, Accounts and Campaign Management
• Focus on retention marketing
• If I do my job, then we have a lot of happy clients with great email programs
Thought Leadership
• Speaker at Email Insider Summit 2011 and 2012, Email Evolution 2012, Casual Connect 2012
Damian Borichevsky SVP, Professional Services PulsePoint
9/18/2012
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• Opinions are welcome
• This is a discussion, not presentation
• You know your business, share it
• All opinions, debates, questions, leaps of faith, gut feelings are valid
Rules
What’s really happening out there
A Look at the Marketplace
9/18/2012
5
Dispel the myth
Why do marketers believe that every message we send evokes this reaction?
Marketing Rationalization
9/18/2012
6
Challenges for Email Marketers
• Deliverability – Challenges with Yahoo!
across the industry
– Changes in how “Spam” is defined
• Relevancy and the a relationship to the consumer
• Time, Resources, Money and Smart Marketing
STOP THE INSANITY!
9/18/2012
7
1,000 consumers were surveyed…
• U.S. Based Consumers
• 77% own a smartphone
• Selected ages between 18 and 45
• 79% were employed
• Diverse ethnic mix
• 77% earned $35,000+
• 35% live in urban area; 65% in suburb
How many email addresses do
you have?
© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
9/18/2012
8
How many times a day do you
check your personal email?
© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
Why do you sign up for email?
© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
9/18/2012
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Change must happen
Consumers will continue to grow weary of the email onslaught
What is Engagement Marketing?
9/18/2012
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Engagement Marketing
The combination of customer disclosed preference with behavioral based data to form an actionable picture of the customer that allows the marketer to answer the needs of the consumer through active communication.
Simply put, engagement
marketing is selling
without looking like you’re
selling
Giftcertificates.com
Primary message is thankful, not BUY, BUY, BUY!
9/18/2012
11
Getting on the path to success
Foundational Email Programs
Email Program Development
Low Hanging Fruit: Those quick fixes that can correct a programs
bad path. Revenue Impact: Minimal
Foundational Programs: Those programs that are common and
expected from the consumer Revenue Impact: Substantial
Strategic Planning: Advanced programs that rely on big data
and progressive thinking. Revenue Impact: Extreme
Calls To Action, Cadence, Design, Capture, Opt-In, Shopping Cart, Product Placement, Rules and Legislation
Welcome, Transactional, Opt-Down, Basic Acquisition, Basic Segmentation, Promotional, Cadence Guidelines, List Usage Rules, Testing
Persona Development, Cluster Analysis, Next Logical Product, Behavioral Segmentation, Attitudinal, Dynamic Messaging, Shopping cart abandonment, Transactional Messaging,
Video in Email, Preference Center Phase 2, Segmentation, Differentiated Welcome Messaging, Social Messaging
9/18/2012
12
Agenda • Foundational Program
Optimization
– Acquisition
– Welcome
– Promotion
– Transactional
– Opt-Out
Providing the food for your program
Acquisition
9/18/2012
13
Acquisition Defined
Generically…
• Acquisition (a-kwə-ˈzi-shən): coming into possession or
control of often by unspecified means (Merriam-Webster)
In the context of Email…
• Subscriber Acquisition (səb-ˈskrīb-ər a-kwə-ˈzi-shən):
Convincing people to provide both their email address
and their consent for you to distribute content to that
address. (Borichevsky-Phelan)
Where Should You Look?
• Who are you trying to acquire?
• What are you willing to pay for a subscriber?
• How fast are you trying to grow?
• Where is your quality vs. quantity slider?
9/18/2012
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Channel Options
• Email – Effective…if you do it right
• Display – Make sure you are contextually targeting your ad
• Social – Very cost effective, but be wary of adding a bunch of
people who just want to win something
• Co-Registration – Make sure you find a white hat provider
• Appending – Not a best practice – You are assuming consent
What should you collect?
• Email address – get this before you ask for
anything else to reduce drop-off
• Only ask for data that you will use
• On subsequent screens, ask for secondary and
tertiary information
– Demographics
– Interests
• Offer additional subscriptions
9/18/2012
15
When to Act
• It’s a strategy, not a tactic
• Don’t wait until your existing list shrinks to
nothing to start thinking about acquisition
• Constantly have a line in the water
• Set multiple lines around key events – Holidays if you are in retail
– Big PR announcements
– Other brand building campaigns
A real world example – New York Magazine
Doing it Right
9/18/2012
16
Give yourself a few chances
Quick and to the point
9/18/2012
17
Once you get a bite…
Expectations
Options
Go Social
9/18/2012
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A real world example – Permission Data Co-Reg
Doing it Right
Main Registration Path
9/18/2012
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Co-Registration Options
Think of it as a first date
Welcome
9/18/2012
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Now What?
• Once you get an email and consent, what should
you do?
9/18/2012
21
Why are you yelling??
• This is a crucial time…
– Your subscriber is online
– You can direct them to their inbox to look for your message
– Your brand is top of mind
– They are expecting to hear from you
And make sure it’s a 10
• Welcome messages typically enjoy great open rates
• This is your only chance to make a first impression
9/18/2012
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What to include
• Clear branding that will match the bulk of your campaigns
• Well thought-out, concise copy
– Welcome them to your program
– Set expectations, especially for the first week
– Talk about value…
Membership has its privileges
• Your subscription better offer some value. This is your first chance to tell them about it.
– Relevant content
– Relevant promotions
– Relevant updates
(See the theme???)
9/18/2012
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Goals for your Welcome Program
1. Establish your branding
2. Drive engagement
3. Promote your program’s value
4. Set expectations
5. Retention
6. Provide value
Some examples of what to do
Doing it right
9/18/2012
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9/18/2012
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9/18/2012
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Make it a Series
• Appropriate when you have a lot of content – send smaller, easily digestible pieces
• Repetition builds habits
• Multiple sends increases likelihood of at least one open
• 3 to 5 messages over the first week is not overwhelming
In any investment, you expect to have fun
and make money.
-Michael Jordan
Promotion
9/18/2012
27
Why do we send email?
• The underlying goal of all email marketing programs is the same…
Show me the Money
• Email is about providing good content…
– So people create more impressions on your site
• Email is about building our brand…
– So people buy more of your product
• Email is about providing value through transactional messages…
– So your service is more valuable and people remain customers and spend more money
9/18/2012
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What Makes it “Promotional”
• A message is considered promotional or commercial if the message has a primary purpose of advertising or promoting a commercial product or service
Core Components - Header
• Assume that your from address and subject line are the only parts of your message that someone will see.
– Let them know what is inside
– Make it relevant
– Don’t waste characters overpersonalizing
– Don’t send from “[email protected]”
9/18/2012
29
Doing it Right – Subject Lines
• 40% off pants tonight! Happy hours are here again (Banana Republic)
• Dinner Out Tonight - $25 Gift Certificate for Just $4 (RetailMeNot)
• Rory McIlroy Trusts Titleist to Capture Deutsche Bank Championship
(Titleist)
• Everyone wants one of these
(HockeyMonkey)
• You deserve a bag you can’t live without (eBags)
Not Quite There – Subject Lines
• Ideas for you
– Vague
– I have a feeling these are probably ideas for everyone, not just me
• Big Savings on New Cars
– Sounds like a cars salesman…
• Damian, here are your top deals of the week
– Personalization adds nothing here
– Travel site should have said “Top Deals from Austin for the week”
9/18/2012
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Core Components - Branding
• If it’s a 3rd party promotion, keep your branding prevalent
• Keep the core offer as high on the screen as possible
• Don’t have all your branding in images
Core Components - Offer
• Balance of text and images
• You have less than 5 seconds…make it obvious
• Strong Call To Action and several placements
• Create a sense of urgency
• Dazzle them with numbers (50% Off, 2 for 1)
9/18/2012
31
Finding the Balance
• A great program has a balance between promotional, content and transactional messages
• Your subscribers will tell you where that balance should be
• It is different for everyone
Some examples of what to do
Doing it right
9/18/2012
32
Banana Republic
• Clear branding
• 40% offer jumps off the page
• Links to web
• Clever theme
• Urgency
The New Yorker
• Good text to image balance
• Pre-header
• Social sharing featured
9/18/2012
33
Southwest
• Southwest branding, partner offer
• Tied to a transaction
• Subject identifies it as a promotional message
Enabling everything else you want to do while adding huge value to the subscriber
Transactional
9/18/2012
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The Money Tree Does Exist
Transactional Email
• Look to HTML based emails that provide all relevant information
• Transactional messages have +60% open rate and can represent significant revenue
9/18/2012
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20% promotional content space
Amazon.com
• Gift Cards is the only promotional message
– They pioneered the cross sell
9/18/2012
36
Starbucks
Perfect opportunity for cross sell to coffee, cups or gift certificates
Norton/Symantec
Upgrade to a suite product
9/18/2012
37
Costco
• Why not try to sell me 5,000 asprin
McAfee
Text? Really?
9/18/2012
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Wine.com
No glasses, no similar wines
Transactional Based Email Programs
Pro
du
ct
Rec
om
me
nd
atio
n
Ab
and
on
C
art
Dynamic product
recommendation
s enhance both a
promotional and
transactional
message
NLP Triggers
Replenishment
Survey
Stra
tegy
9/18/2012
39
Groupon
OMG – so excited…for 5 seconds
Browse Remarketing
Stop with the Kitchen Sink marketing tactics
9/18/2012
40
Let me out of here!
Opt-Out
From the voice of the consumer
Why would you unsubscribe from an email list?
9/18/2012
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What are the primary reasons for unsubscribing from an email list?
© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
From the voice of the consumer
Could a company change your mind when you have decided to opt-out?
9/18/2012
42
Would you opt-down if given the
option when unsubscribing?
© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
Opt-Down
• Provides the consumer a choice of communication based on common reasons for attrition
– Frequency
– Relevancy
– Subscription Choice
9/18/2012
43
We miss you!
Bonus: Win-Back Programs
9/18/2012
44
What is a Win-Back Program
Win-Back programs are inactive customer engagements designed to re-activate the customer to an active communication relationship
Why should I care?
The landscape has changed dramatically based on reductions in force and changes in ISP business models • Rules for engagement
– Active engagement – Reactive suppression of inactive – Relevancy
9/18/2012
45
Deliverability Risks
As subscribers age, their emails change, especially when we see inactivity. We recommend a short window of engagement with consumer to protect
your overall deliverability.
Low Risk
2012 2011 2010 2009 2008
Deliverability Risk
Med Risk High Risk Critical Risk Low Risk
Win-Back Programs
• Sample process is a series of 3 emails over a short period of time
• Short term Win-Back can be 1 or 2 emails
9/18/2012
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Win-Back Programs
• Non-Offer Based – Content sites
• Offer based – Aggressive
– Limited duration
– Exclusive coupons to prevent viral coupon use
– Segment that population out of the normal stream
What to do next
Putting it all Together
9/18/2012
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Your To-Do List
1. Compare your acquisition program to your overall program objectives
2. Make sure you take advantage of engaged subscribers during that first week to ten days
3. Find the right balance of promotional messages 4. Take advantage of transactions to send highly engaging
messages 5. Be smart about keeping your list clean. Don’t send to
people who tell you they don’t want to hear from you. 6. Review all aspects of you program, all the time.
Contact
Damian Borichevsky
Ryan Phelan
9/18/2012
1
Master The World of Email Lists And DatabasesFine tune, take action and transform lists and databases into high‐performance business drivers
AgendaState of Affairs
Acquiring Subscribers
The Quest for Data
Fine‐tuning Your List into a High Performance Business Driver
Maintaining a Healthy List
Monetizing your List Through Other Means
Closing: Resources, Exam Prep, Feedback
9/18/2012
2
State of Affairs
• Email still rocks• The shift from broadcast to automation• “Inactives” are the #1 deliverability challenge• Designing for mobile is no longer optional• List rental is going old school• Programmatic buying for email newsletter advertising
How can I add new prospects / customers to my database effectively?
Streamline the signup processBest practices for permissionSet proper expectationsAcquisition channels and methods
Acquiring Subscribers
9/18/2012
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Acquiring New Subscribers
Website registration is still #1
9/18/2012
4
Three Methods To Increase Opt‐in
• The problem: There is a better way to introduce new users to your service than imposing registration on them before they get to the main features.
• Make registration easy, intuitive and valuable for the customer.
• Give the customer control of how much information they want to share with you.
• Start with basic questions and ask for deeper information gradually.
Make Registration Easy• Make the sign‐up box ubiquitous.
• Offer Social Connect:
– Yahoo
– WordPress
• Remove unnecessary fields
9/18/2012
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Registration Value Proposition
• Clearly explain the benefits of registering and the value that you intend to provide through your email program
• Set expectations about what the customer can expect from your email program
• Make sure your emails deliver on that promise
Best Practices for Permission
The old saying that double opt‐in is best may be true for some, but for others it can be harmful to growth
Create less friction by reducing the user’s responsibility for permission, but be aware of the cost.
9/18/2012
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Building Your List
Building Your List• Growth Hacking (Virality)
– “If you create content that stirs emotions, causes laughter or inspires recipients in some practical or meaningful way; they will probably want to share it with others in their life." Tom O'Leary
• Buying has risks• Go organic!• Location, location, location• Increase the value proposition of registering• Customer acquisition methods and channels
– Focus on the audience– Focus on the channel– Focus on the creative and message
Bring it all together; a consistent message and creative elements targeted to the right audience, through proper channels that set the right tone for your brand.
9/18/2012
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Four types of dataEnhancing your dataExample: Welcome program with enhanced dataPreference centers
The Quest for Data
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The Quest for Data
Segmentation is primarily driven from four types of data
Four Types of Data• Endemic
- Data unique to a particular record - e.g. B2B -Job title, company name, vertical industry; Demographic info
• Transactional- Data captured during any transaction an opt-in has with your brand- e.g. financial, opt-in landing page, subscriber’s IP address
• Behavioral- Data captured during any interaction with subscriber- e.g. website clicks, email clickthroughs, calls into technical service
• Computed- Data is the outcome when one or more variables are used to create a
third variable- e.g. The distance to subscriber’s home from your retail store, RFM
9/18/2012
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Enhancing Data
• Third-party profile append
• Progressive profiling tactics for
self-stated attributes
• Device and engagement
patterns from raw tracking data
• Advanced attribution analyses
Welcome Program With Enhanced DataThe ChallengeCustomers are heavily engaged at the onset of a subscription, a time when marketers know the least about the customer
The SolutionLeverage a real-time data append and interactive content elements to better understand new subscribers, creating a more relevant and effective Welcome experience
The ResultA relevant first-impression is delivered to the customer creating a greater likelihood of ongoing engagement long-term
9/18/2012
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Step 1Customer Subscribes
Step 2Data is submitted and run real‐time against an integrated third‐party database to overlay available demo/psychographic data elements
Step 3All data elements are passed into the appropriate database
Step 4The first Welcome Message in a defined series is triggered
Step 5Content is generated dynamically based on the third‐party data provided ‐ if no match exists a default communication will be sent
Step 6An Interactive Poll will also be delivered within the content of the first message to collect additional profile information about the customer. Questions will be dynamically generated and driven by presence or lack of overlay data
Step 7Upon response to the Poll, data submitted will be written back to customer database for future targeting
Step 8Remainder of series will be automatically deployed – including content and poll questions dynamically served up and driven by previous engagement or lack thereof
Welcome Program With Enhanced Data
Preference CentersIn addition to demographics and attitudes, include:
• A way to declare communication preferences: type, frequency, device (e.g., mobile-friendly)
• A clear and easy way to unsubscribe (or subscribe) from all mailings
• A mechanism for password change
• A mechanism for email change of address
• Drive targeted communications with this self‐reported menu of “likes” and “dislikes”
• Only ask for information you plan to use
• Determine how much control you can give recipients without offering an unmanageable number of preferences
• Evolve preference options along with your segmentation opportunities
• Occasionally ask customers to refresh their preferences, as preferences change over time
9/18/2012
11
Success starts with segmentationPopular segmentation strategiesTailoring to the customer lifecycleTriggered emailsIndividual exercise
Fine-tuning Your List into a High Performance Business Driver
Success Starts with Segmentation
Like learning money saving
tipsI look forward to coupons
Evaluate purchasing options
Enjoy reading what the CEO
thinks I recently changed jobs
The good news is most marketers realize not all subscribers are alike
9/18/2012
12
Popular Segmentation Strategies
Use segments to– Understand how
different groups within your email database respond
– Provide your audiences with appropriate content and offers
Case Study
ChallengeNeeded to send 2 million emails/day with precisely targeted promotions
SolutionImproved email targeting with data mining for more customized and personalized emails
ResultIncreased from 3‐5 sales events per day to 18 per day across 7 categories based upon subscriber engagement
7% increase in subscriber engagement with 12% increase in open rates and 25% increase in click‐through rates
9/18/2012
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Case Study
Campaign Objective
Drive member engagement and purchase conversion.
Campaign Strategy
Targeted email that notifies members that their favorite brand is back, two hours before event launches.
Key Metrics Tracked
Open Rates, Click‐through rates, Purchase Conversion, Revenue/Email Delivered.
Case StudyDescription
Triggered email alerting members when their favorite brands are back on HauteLook.
Goal
Drive purchase/repeat purchase and engagement.
Target Audience
Members who have purchased or carted an item from targeted brand.
Frequency ‐ Daily
Why it works
• One‐to‐one marketing. It doesn’t get much more relevant than this!
9/18/2012
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Case Study
ResultsCompared to category‐level targeted emails, brand affinity emails drive:
• 52% more opens• 32% more clicks• 2x more purchases/click• 3.5X higher revenue/email delivered
What’s NextScale and automate this campaign!
Opens Clicks Click to Purchase Rev/Email Delivered
52% 32%
216%
343%Brand vs. Category Level Targeting
Tailoring to the Customer LifecycleAcquisitionAcquisition ConversionConversion GrowthGrowth RetentionRetention ReactivationReactivation
1 2
34
1. Email Appends
2. Preference Centers
3. Subscription Management
4. Mobile Acquisition
1. Email Appends
2. Preference Centers
3. Subscription Management
4. Mobile Acquisition
5. Welcome Programs
6. Shopping Cart Abandonment
7. Landing Pages
8. Click-stream Triggered Messages
5. Welcome Programs
6. Shopping Cart Abandonment
7. Landing Pages
8. Click-stream Triggered Messages
5
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8
9. Welcome Programs
10.Enhanced Transactional Email
11.Sharing to Social Networks
9. Welcome Programs
10.Enhanced Transactional Email
11.Sharing to Social Networks
9
10101111
12. Editorial Wrapping
13. Lifecycle Programs
14. Surveys
12. Editorial Wrapping
13. Lifecycle Programs
14. Surveys
1212
13131414
15.Reactivation Programs
16.List Hygiene
17.Win-back Programs
15.Reactivation Programs
16.List Hygiene
17.Win-back Programs
1515
16161717
Acquisition Conversion Growth Retention Reactivation
1 2
34
1. Email Appends
2. Preference Centers
3. Subscription Management
4. Mobile Acquisition
5. Welcome Programs
6. Shopping Cart Abandonment
7. Landing Pages
8. Click-stream Triggered Messages
5
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8
9. Welcome Programs
10.Enhanced Transactional Email
11.Sharing to Social Networks
9
1011
12. Editorial Wrapping
13. Lifecycle Programs
14. Surveys
12
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15.Reactivation Programs
16.List Hygiene
17.Win-back Programs
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Case Study
ChallengeMature email list with 60%+ unengaged (no opens, clicks, site browses) in last 12 months
SolutionTarget unengaged segment with enticing subject line and compelling offer
TestSubject Line A: “Save an additional 10% for a limited time only.”
Case Study
Results• Customers responded to a valued customer message over generic
• Subject line test generated a 10% lift
• A 15% offer increased CTO ratio by 2.3%
What’s NextScaled and automated ‐‐Win‐Back has become a regular at Travelocity
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Triggered Emails
A single or series of emails created by a defined set of rules based on dates, events or behaviors that are automatically sent to a subscriber
Consistently achieve higher open rates due to timing and relevancy
Popular Triggered Campaigns
11%
13%
16%
17%
22%
24%
26%
32%
48%
54%
63%
Shopping cart abandonment
Triggered based on website behavior
Event countdown
Win back/ reengagement
Date triggered (e.g. renewals, reorder)
Activation (e.g. how to)
Upsell (e.g. product recommendations)
Post purchase (e.g. product review)
Transactional (e.g. bills, receipts)
Thank you
Welcome
Source: ©2011MarketingSherpa Email Marketing Benchmark Survey Methodology: Fielded July 2011, N=2,735
63% of marketers send automated welcome email messages
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Effectiveness of Relevancy Improving Tactics
Triggered emails are the top
relevancy tactic
Case Study
ChallengeWanted to convert Active Shoppers to “Purchasers” by sending triggered low fare alerts for price drops, targeting consumers who previously shopped but didn’t book their trip
Solution• Leverage triggered‐alerts• Feature relevant offers based on a specific city pair and date combination
• Integrated relevant cross‐sell offers with built‐in search functionality
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Case Study
ResultsWhile a small fraction of overall email volume, this email drives 12% of overall bookings
2‐3x of average email open and click‐through rates
Low Fare Alert generates conversions that are 300% ‐ 400% higher than other conversion programs
Individual Exercise
• List data points you store that could help drive segmentation
• Write down 3 new segments your company is not targeting today and develop a high‐level plan for how you would target them
• Consider:– Demographics– Geography– Psychographics– Business and Behavioral History, including Lifecycle– Trigger opportunities
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What is a healthy list?Is your list healthy?Methods to improve your list healthCase study
Maintaining a Healthy List
Less Email is Being Delivered (Inbox)
ReturnPath, The Global Email Deliverability Benchmark Report, 2H 2011
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State of Affairs
ReturnPath, The Global Email Deliverability Benchmark Report, 2H 2011
What is a Healthy List
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The three indicators of a healthy list
Revenue Engagement Growth
Is My List Healthy?
Focus on Engagement
• Inbox Placement Rate (IPR) is the rate at which the ISPs deliver the mail received from you to their customers’ mailboxes
• IPR is determined by your sender reputation, which can largely be measured at SenderScore.org
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It’s all About Sender Reputation...
* Silverpop & ReturnPath Keynote, 2012
According To Return Path..
Return Path, The Sender Reputation Report, 2011
Senders with better reputation metrics have cleaner lists. Unknown User rates above 1% for legitimate email is considered problematic.
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More Fun Metrics
• Average Complaint Rate: <0.18• Average Open Rate: 8%• Average List Depreciation: 20% annually• IP reputation and how to measure
– SenderScore.org– Senderbase.org
How to improve the health of a list
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List Hygiene
List Hygiene
• The Unengaged
• Send more mail. Like rain, the more you mail the cleaner your list becomes. But at what cost?
• Sign up for feedback loops and remove complaints and hard bounces
• 3rd party validation and hygiene
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Managing Preferences
Consider opt‐down options to let subscribers put your emails on pause
List Hygiene – ExampleBACKGROUND• Major company in the publishing industry who sends1‐3 million emails a day• Regular (bad) habit of purchasing lists• Ended up with 40% bounce rate which triggered a spamhouse listing as
someone who buys lists or does appending• ISP's decide how they want to deal with you but most ISP's use the spamhouse SDL
listing to just block you outright... even internationally
IMPACT• Blocked!
– 30% of hotmail blocked– 75% of yahoo blocked– Also blocked at comcast and gmail
• Spent a lot of time and money remediating these issues– Cut back frequency to unengaged subscribers and took 8 months to clean it up
THE BOTTOM LINE• Spam is about 80‐90% of emails sent. Purchased address have the same problems
as a piece of spam ‐‐ the email was not requested. • If you end up on a Spamhouse listing, even those recipients who DO want email
from you will not get your messages.• Easier to start off right than try to get back to right.
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Monetizing your List
The Email Advertising Opportunity
Email Ad Opportunity
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NewsletterAds
Dedicated List Rental
Offer
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Hybrid Newsletter / Dedicated
Other Monetization Methods
• Monetize data assets– Connect audience intelligence across channels – Online/Offline/cross‐property
data aggregation, segmentation, etc.– Monetize data assets any way you want – you sell, we sell, public, custom,
private, etc.– Provide seamless media integration for data activation– Access to marketers/buyers
• Affiliate links• Facebook retargeting ads?
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Contact
Amanda HinkleStrategy Team Lead, [email protected]‐421‐7125
Craig SwerdloffFounder & CEO, [email protected]‐648‐6838@swerd
Exam Questions
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Acquiring Subscribers
• What is the #1 most effective method to drive list growth?• What is more effective, incented or non‐incented site
registration for driving list growth?• Does Facebook Social Connect provide email by default?• What is the #1 most important disclosure at signup?• True or false: Collect as much information as you can during
the email signup process so you can more effectively target your communications moving forward– False
• Name a common email permission type– Any one of the following will work: Single, Double, Pending
The Quest For Data
• Name the four classifications of data discussed in the class– Endemic, behavioral, transactional, computed
• Who is the regulatory body governing CAN‐SPAM?– The FTC
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Fine‐Tuning Your List
• The majority of organizations report being able to segment subscriber data based on what transactional data type?– Purchase history
• Name the five stages in the customer lifecycle– Acquisition, conversion, growth, retention, reactivation
• Name the type of message that is created by a defined set of rules based on dates, events or behaviors and are automatically sent to a subscriber.– Triggered
• What is the most popular type of triggered campaign?– Welcome
Maintaining a Healthy list
• True or False: Immediately remove individuals from your email file if they have not clicked a message in the past 12 months.– False
• According to Return Path, what % of mail is being delivered into the inbox? – 25%, 75%, 50%, 100%?
• How much does the average list depreciate in size per year?• What % of “unknown users” or hard bounces does Return Path say is
problematic?• What the average rate of complaints for senders?
– 2%, 1.6%, 0.16%, or 2.6%• What is the generally accepted average open rate?
– 5%, 10%, 8%, 12%• Fill in the blank: Opt‐down is an alternative you could offer to a customer
opting ___.– out
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Monetizing your List
• According to Return Path, what % of mail is being delivered into the inbox? – 25%, 75%, 50%, 100%?
• How much does the average list depreciate in size per year?
• What % of “unknown users” or hard bounces does Return Path say is problematic?
• What the average rate of complaints for senders? – 2%, 1.6%, 0.16%, or 2.6%
• What is the generally accepted average open rate? – 5%, 10%, 8%, 12%
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Email MarketingPart 4: Produce Engaging
Creative, Every Time
1
dma2012.org
In this session you will learn:How to use a foundation email best practice principles to craft the most engaging content for your email program, campaign and individual message.
Using these guidelines will ensure optimal performance for your email, whether your audience is interacting with your message in a traditional desktop environment or an on-the-go mobile device.
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dma2012.org
CreativeBest Practices
Effective Email Content
In this session we will cover:
• Understanding the Channel• Defensive Design• Copywriting Tips• The Mobile Inbox
• Layout• Animation• Video• Teasers• Dialogue Starters• Cross-Channel Tips
What makes good email creative?
The Email Channel
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dma2012.org 5dma2012.org
Magazine Layout
Direct Mail Postcard
Acknowledge the Channel• What works for print does not
translate well into email
• Recipients don’t often view the email in its entirety, they scroll through micro experiences and scan copy looking for highlights
• Print relies heavily on imagery, email can’t always count on that creative element to tell its story
• Size matters, emails download progressively, viewers miss out on content in heavy files
dma2012.org 6
The principles of web design often apply to email, but with notable exceptions
• Email clients are very restrictive and lack standards, rendering fidelity is a challenge
• Rich media including forms, scripting and Flash won’t work properly and can effect deliverability
• Don’t worry! We will cover what you can do soon
Website
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dma2012.org 7dma2012.org
The Inbox MindsetWords to work byAn email is like a store window; it needs to reveal just enough to compel visitors to enter and explore• Interacting with an email is different from browsing online
• Viewers aren’t necessarily looking for something
• Email recipients need to be engaged quickly and be pulled vigorously through the content
Viewers will take 2-5 seconds to decide if the email message is relevant
dma2012.org
vv
8
Embrace email best practices, otherwise...
you design this…
but your audience experiences this!
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dma2012.org 9
1. Defensive Design2. Copywriting 3. The Mobile Inbox
Let’s talk about three key email best practice topics:
Defensive Design
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Default Image Suppression
email client default images on? default links on? default changeable?
AOL 9.0 software no no yes
AOL.com, AIM.com web yes yes yes
Gmail web no yes yes
Hotmail web yes yes yes
Lotus Notes software yes yes yes
.Mac web yes yes no
Outlook 2009, 2010 software no yes yes
Yahoo web no yes yes
The trend towards disabled images is growing
dma2012.org 12
• 9 of 10 users have a preview pane • 7 of 10 say they frequently or always use
it• Up to 60% of desktop viewers have
images blocked and the trend is growing• Up to 50% of users don’t make a habit of
scrolling
• People generally read right left to right, top to bottom
• The reading order is typically headline, bullet, CTA, then paragraph copy
• Remember, mobile devices clip heavy files
Optimize for the Preview Pane
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dma2012.org 13
Optimize for the Preview PaneEvery recipient should be able to answer the following three questions whether or not images are blocked:
• WHAT do you want me to do?• WHY should I do that?
• WHO are you?
dma2012.org 14
Three ways to beat disabled images
Smart Work Around Tips
Images disabled
Images enabled
1. Use HTML instead of graphical text2. Include preheader and alt tags3. Employ the Bulletproof Button
Images enabled
Images disabled
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dma2012.org 15
Optimize for the (Mobile) Preview Pane
• Many of the most popular mobile devices display images by default
• You must answer the who, what & why question in a smaller space
• Heavy messages can be clipped
dma2012.org 16
HEADER
PREHEADER
NAVIGATION
TABLE OF CONTENTS
PRIMARY MESSAGE
SECONDARY MESSAGE
TERTIARY MESSAGE
RECOVERY MODULE
FOOTER
• Preheader • Header• Navigation• Table of Contents
(preview pane banner)• Primary message• Submessage(s)• Side rail• Recovery module• Footer
Email Anatomy
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dma2012.org 17
• Snippet text appears in Outlook and Gmail• Only 21% of major retailers have optimized their email for snippet
Email Anatomy
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Email Anatomy• Preheader • Header• Navigation• Primary message• Submessage(s)• Recovery module• Footer
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Email AnatomyMapping a hierarchy is a great place to start, but don’t stop there! Use it as a framework for compelling and creative content.
Copywriting
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Subject Lines
Subject line best practices can vary depending on the audience, test and refine based on your audience’s response
• Optimize length for limited preview space• Be specific about the content in the email• Test what works
– Personalization– Brand name– Mention product and/or category– Benefit of opening email– Urgency / deadlines– “Teasers” that tempt subscribers to open– Call out big savings
dma2012.org 22
• Headlines should be short and punchy
• Use bullet points for maximum scannable
• Include action language within body copy, and hyperlink those words or phases
• Take the landing experience into account, your conversion metrics will thank you
Craft Effective Copy
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dma2012.org 23
Calls-to-Action
The 3c’s of calls-to-action:1. Clear2. Concise3. Clickable
• Keep it short (10-20 characters)• Create urgency with words like “Now”• Set expectations: tell the user where
they’ll be taken whey they click• Use specific action verbs
dma2012.org 24
Copywriting Make-Over
Longchamp Your Very Own Le Pliage Longchamp’s famous foldable nylon bag is now completely customizable. Take your pick of sizes from a petite clutch to a hefty weekender, then choose the colors, handles, hardware, and, of course, the monogram. Comes in 15 colors.
Now Longchamp’s famous foldable nylon bagis completely customizable
Design Your Bag Now
beforebefore
afterafter
email sample
Your Longchamp®, Your StyleNow Longchamp’s famous foldable nylon bagis completely customizable
• Choose from petite clutches to a hefty weekenders
• Pick your own handles & hardware• Select from one of 15 colors• Don’t forget your monogram
Design Your Bag Now
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The Mobile Inbox
dma2012.org 26
Mobile Optimization
- Shorten subject lines
- Set scale to screen
- Streamline content
- Think “fat fingers”, enlarge fonts & add whitespace to clickable regions
- Consider one column layout view
- Increase color palate contrast
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dma2012.org 27
Responsive Layout• Responsive layout is a
new approach to the mobile inbox conundrum
• Using the CSS rule ‘@media’ to read screen dimensions we are able send one file but display a unique layout for each experience
• This technique works best on native mail apps for each device
Mobile Device ViewDesktop View
dma2012.org
• Optimize the preview pane payload, answer the three W’s without relying on images
• Each email needs a clear hierarchy, map the anatomy of the message before diving into design and copy
• Copy be scannable, remember the 3C’s of calls-to-action
• Consider the mobile experience, edit for the small screen
Best Practices Summary
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dma2012.org 29
Now that we understand the foundation of email best practices, let’s learn how to make a message that activates your audience!
Effective ContentCrafting engaging creative
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dma2012.org 31
The “S” Curve Layout
• Lay the groundwork for the next scroll
• Use image placement to create dynamic flow
• Draw viewers through micro experiences with a flowing curved layout
dma2012.org 32
Horizontal Scroll Layout
• Horizontal emails are perfect for mobile touch screen interaction
• Crop content to encourage exploration• Panoramic layouts match well with the luxury
brand experience
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dma2012.org 33
Modular Content Layout• Template modules allow you to test content
dma2012.org 34
Animation• Simple and easy way to
stand out in the inbox
• Gifs supported by nearly every email client
• Creates a richer experience and drives engagement
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dma2012.org 35
Animation Accents• Draw attention to important details, such as offers and gift guides• Act as small accent to delight users, great with seasonal themes
dma2012.org 36
Animation as Feature• Motion can tell a story
quickly• Jazz up simple promos with
a fun theme• Compliment the overall
brand experience
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dma2012.org 37
Animation for Personalization• Personalization is a great
way to pop out in the inbox• Easy way to convey a benefit• Increases the surprise and
delight factor
dma2012.org 38
Video Spoofs• Demonstrate products
• Instruct viewers
• Preview web content
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dma2012.org 39
Video Simulations• Effective way to use the power of
motion without the worry of deliverability and play back issues
• Create a memorable brand experience that stands out
• Kick off a media rich cross-channel campaign
dma2012.org 40
Embedded Video• Send video directly to
the inbox
• Unless protocols are set properly the experience may suffer
• Several services help facilitate the compressions and delivery of video to the inbox
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dma2012.org 41
Teasers• Interrupt the normal flow
of an email
• User teaser content to prompt exploration
• Try a unique take on brand voice
dma2012.org 42
• Opportunities to share
• Surveys and polls
• Request for feedback or ratings
• Customer reviews and quotes
Dialogue Drivers
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• Email can be a great promotional tool for your social acquisition and lifecycle goals
• Social can be a great channel for research for your email content
– What’s most active on your Facebook page, Twitter feed, YouTube channel or Pinterest boards?
– Social channels are an easy way to gauge interest in a topic
– Look at your customer’s behaviors in social to customize email content per user or segment
• Remember that your email exists in a larger social landscape, make it part of the conversation
Cross-Channel Tip
dma2012.org
• Ensure that your message is built on a solid best practice foundation
• Email is the beginning, content should drive to next step
• Motion drives engagement, test different approaches to find the best response rate
• Use dialogue drivers to open up the conversation
• Leverage the social channels to read your audience and draw content assets
Content Summary
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dma2012.org 45
Bonus Round!
Email Creative AssessmentLet’s judge some emails!
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Non-Optimized Creative Optimized Creative
PREVIEWPANE
PREVIEWPANE
Email Creative Assessment
dma2012.org 48
PREVIEWPANE
PREVIEWPANE
Email Creative Assessment
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dma2012.org
Email Creative Assessment
49
iPhone iOS scales content
Android OS smartphone –top left view & ‘Images on’
iPhone iOS
Non-Optimized Optimized
dma2012.org 50
Email Creative Assessment
• Clarity of message• Strength of calls to
action• Use of whitespace• Message hierarchy
Compare and Contrast
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The Art and Science of Email Testing
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Training Goals
Agenda• Getting started • Setting up a test• What to test• Common testing pitfalls• Tools for testing• Wrap up
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Why Test? • Gain insights quickly • Measureable• Learn and improve • More ROI!
How to establish the foundation for a successful testing program
7 Steps to Getting Started
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#1 Get Executive Buy-in
#2 Make it a Team Effort
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#3 Gather Data• Analytics platform• Social Media sites • Search keywords • Customer data fields available • Your own knowledge • Teammates
#4 Establish the Infrastructure
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#5 Track and Share Results
#6 It’s OK to Miss the Mark
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#7 There is no such thing as a bad test
…..it needs to be implemented correctly.
7 Steps to Getting Started
1. Get Executive Buy‐in 2. Make it a Team Effort3. Gather Data4. Establish the Infrastructure5. Track and Share Results6. It’s Ok to Miss the Mark7. There is no such thing as a bad test
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Setting Up a TestHow to set up an email test correctly
Determine Your Objective
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Establish a Hypothesis
Define the Success Metric
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Sample Success Metrics
1. Inbox Placement Rate2. Open rate3. Click thru rate4. Conversion rate 5. Revenue generated (total; per subscriber)6. Shares/forwards
Determine Test Audience 1. Randomized sample 2. Test cells of the same size3. Ensure the cells are statistically significant
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Statistical Significance
Sample size = (Z squared *p(1‐p))/c squared
• where:– Z = Z value (e.g., 1.96 for 95% confidence level)– p = percentage picking a choice, expressed as decimal (0.5 used for
sample size needed)– c = confidence interval, expressed as decimal (e.g., 0.04 = ±4)
Statistical Significance• The confidence level tells you how sure you can be. It is expressed as a
percentage and represents how often the true percentage of the population who would pick an answer lies within the confidence interval. Most researches use the 95% confidence level.
• The confidence interval is the plus‐or‐minus figure usually reported in newspaper or television opinion poll results. For example, if you use a confidence interval of 4 and 47% percent of you sample picks an answer you can be 'sure' that if you had asked the entire relevant population between 43% (47‐4) and 51% (47+4) would have picked that answer.
• Population Size: How many people are there in the group your sample represents. Population size is only likely to be a factor when you work with a relatively small and known group of people
• The larger your sample, the more sure you can be that their answers truly reflect opinion of the population.
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Too Many Numbers??
Online Sample Size Tools
NOTE: 2,000 ‐3,000 individuals per test cell is a good general rule
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Implement emails that test hypotheses
Run the Test
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Analyze the Results
Send the Winner
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Test. Improve. Test Again.
Testing Checklist1. Determine the objective2. Establish a hypothesis 3. Define the success metric 4. Determine test audience 5. Implement test emails6. Run the test 7. Analyze results8. Send the winner
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What to Test
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Testing Theories
JUST TEST
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What to Test: Categories
Easiest Tests
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Subject Lines
Subject LinesSubject Line Open Click The Renault Mégane GT rolls out 15% 25%Introducing the New Mégane GT 24% 23%The New Mégane GT hits the road 0% 0%The New Mégane GT and GT Line, bring it on! 0% 20%Tight, taut and tuned! 70% 86%
Subject Line Open Click The Renault Mégane GT rolls out 15% 25%Introducing the New Mégane GT 24% 23%The New Mégane GT hits the road 0% 0%The New Mégane GT and GT Line, bring it on! 0% 20%Tight, taut and tuned! 70% 86%
Stats above measured in terms of upliftwhen measured against worstperforming cell.
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Other Subject Line Tests• Length of subject line• Offer/discount
– aggressive, limited duration, exclusive
• Keywords • Inclusion/exclusion (i.e., price) • Tone (formal vs. playful) • Format (question vs. statement)
Placement of CreativeMetric Open ClicksImage before copy 100 100Copy before image 101 102Metric Open ClicksRPC : Image before copy
100 100
RPC : Copy before image
100 100
Metric Open ClicksNon‐RPC : Image before copy
100 100
Non‐RPC : Copy before image
105 107
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Placement of CreativeContent Variation
Open Rates(Base Index
= 100)
Click Rates(Base Index
= 100)
Offer Above
Facebook Promotion
113 107
Facebook Promotion Above Offer
100 100
Metric Open ClicksBefore refresh 100 100After refresh 102 197
Creative Refresh
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Other Creative Tests • Content
– Sequence– Tone/style – Headlines – Length– Copy
• Vocabulary (e.g., free vs. no cost) • Use of punctuation• Tag line• Guarantees• Testimonials• Call‐outs• Use of all CAPS
Images• Size• Position • Number of images • Text only vs. HTML
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Call to Action• Location • Color • Size/Shape • Language• Text link vs. button • Contrast
Timing• Time of Day • Day of Week • Month of Year • Seasonality • Holidays
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More Difficult Tests
From: RenaultSport [[email protected]]To: Guy HansonCc:Subject: Renault Clio: Vive le Va Va Voom
From: RenaultSport [[email protected]]To: Guy HansonCc:Subject: Guy - Renault Clio: Vive le Va Va Voom
Personalization
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Personalization
Female Segment
Male Segment
Gender
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Localization
Additional Tests • Existing Customer Data
– Interests – Age – Personas
• Video – Static images vs. animated gif vs. imbedded
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Most Difficult Tests
46%
38%
16%
66%
29%
5%
Active InactiveCampaign Response
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Metric Open ClicksRegular newsletter 100 100With email follow‐up 185 238With SMS follow‐up 172 460
There was a 100% uplift in call centreactivity from combined approach
Follow-Up Communication
Metric Open ClicksEmail only 100 100Email following initial DM 101 228
Multi-Channel
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Metric Opens ClicksNo previous interest in Dubai 100 100
Previous interest in Dubai 187 307
Transactional Behavior
Additional Tests• Audience Segments• Lifecycle Stage • Purchase and Response Behavior • Triggered Campaigns • Offers
– Pricing, type of offer, % of vs. reduced price
• Device • Frequency/Cadence
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Testing Outside the Email
Common Testing PitfallsWhat to avoid to run a successful testing program
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Pitfall #1: Timing
Pitfall #2: Hidden Variables
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Pitfall #3: Unintended Consequences
Pitfall #4: Interpreting Results Too Soon
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Pitfall #5: Not Statistically Relevant
Pitfall #6: Testing More than 2 Variables Incorrectly
• Limit the total number of multivariate combinations to 25 or fewer
• Use multivariate testing for refining and optimizing an existing design
• Decide which elements are most worthy of inclusion • Preview all combinations
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Multivariate Example• Scenario:
– 2 subject lines– 2 copy version– 2 image types
• How many cells needed?• How big should each test cell be if we have a file of 250,000?
• How many total subscribers will be in the test audience?
Multivariate Example
8 cells needed for this test
Cell Subject Line Images Copy
1 No Price Small Image Long copy
2 No Price Large Image Long copy
3 No Price Small Image Short copy
4 No Price Large Image Short copy
5 Price Included Large Image Long copy
6 Price Included Large Image Short copy
7 Price Included Small Image Short copy
8 Price Included Small Image Long copy
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Multivariate Example• 8 cells X 2378 = 19024 individuals needed
Tools for Testing
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Sample Testing Plan
Sites for Inspiration
• Which Test Won (www.whichtestwon.com)• Abtests.com (www.abtests.com)• A/b ideafox(www.visualwebsiteoptimizer.com/ideafox.php)
• Marketingexperiments.com• Your competition
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Testing Tools• Your ESP Platform• Your Web Analytics Platform
• Google Content Experiments• Adobe Test&Target• Webtrends Optimize
Sample Size Calculators•Creative Research Systems http://www.surveysystem.com/sscalc.htm•Raosofthttp://www.raosoft.com/samplesize.html•Macorrhttp://www.macorr.com/ss_calculator.htm
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Review
Set Yourself Up for Success
1. Get Executive Buy‐in 2. Make it a Team Effort3. Gather Data4. Establish the Infrastructure5. Track and Share Results6. It’s Ok to Fail 7. There is no such thing as a bad test
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Build a Successful Test1. Determine the objective2. Establish a hypothesis 3. Define the success metric 4. Determine test audience 5. Implement test emails6. Run the test 7. Analyze results8. Send the winner
Watch out for Pitfalls1. Timing2. Hidden Variables 3. Unintended Consequences4. Interpreting Results too Soon5. Statistical Relevance6. Testing more than 2 Variables
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Just Test!
Questions?
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Stand Out from the Crowd
Over a Decade of Email Expertise• Leader in email monitoring, deliverability,
certification, and anti-phishing solutions
• 300+ dedicated email professionals
• Offices in New York, Denver, San Francisco, London, Paris, Hamburg, Sydney, and Sao Paolo , Toronto
Proven Data Infrastructure• Over 2 billion inboxes comprise our
certification program
• 26 million IPs scored daily by Return Path
• Nearly 300 ISP partners globally
Delivering Measurable ROI• Over 12 years of shaping and driving
the email ecosystem
• Serving over 2,000 leading brands across retail/eCommerce, publishing, social media and financial services sectors
Sampling of our clients
Testing Results Executive Summary Sample
Objective: To generate more revenue from the weekly sales emails.
Hypothesis: Including some benefit copy next to the image will increase revenue generated.
Success Metric(s): Revenue generated.
Approach: Test cell A received the image only with no benefit copy. Test cell B received creative that includes benefit copy.
Results: Test cell B generated $7,432.32 in total revenue with an average order value of $103.23.
Insights:
Creative with benefit copy:
View this email as a webpage | Please add [email protected] to your address book.
Feature 1
Feature 1 Image
Morbi dapibus, est sit amet porttitor convallis
Massa tellus tempor quam, a lacinia orci
Lacus sed tellus. Duis malesuada posuere
Your account: trpr01128610
Status: Platinum
Feature 2Tuesday thru Wednesday get a
30% bonus on your first purchase
up to $600 Rules and conditions
Feature 3
Image
Feature 3
How it works copy.
Morbi dapibus, est sit
amet porttitor convallis Massa tellus tempor
quam, a lacinia orci
lacus.
Rules copy. Massa
tellus tempor quam, a
lacinia orci lacus sed.
Duis malesuada osuere
sed tellus duis.
Promotion 1 Image
Promotion 1
Morbi dapibus, est sit amet porttitor
convallis Massa tellus tempor quam.
How it works
Content
Content Image
Morbi dapibus, est sit
amet porttitor convallis
Massa tellus tempor
quam, a lacinia orci lacus.
Lacus sed tellus.
Brand
ActionPromotion 2Morbi dapibus, est sit amet porttitor convallis.
Morbi dapibus, est sit amet porttitor convallis Massa tellus tempor quam, a lacinia orci
lacus. Lacus sed tellus. Duis malesuada posuere.
Creative with no benefit copy:
View this email as a webpage | Please add [email protected] to your address book.
Feature 1
Feature 1 Image
Morbi dapibus, est sit amet porttitor convallis
Massa tellus tempor quam, a lacinia orci
Lacus sed tellus. Duis malesuada posuere
Your account: trpr01128610
Status: Platinum
Feature 2Tuesday thru Wednesday get a
30% bonus on your first purchase
up to $600 Rules and conditions
Feature 3
Image
Feature 3
How it works copy.
Morbi dapibus, est sit
amet porttitor convallis Massa tellus tempor
quam, a lacinia orci
lacus.
Rules copy. Massa
tellus tempor quam, a
lacinia orci lacus sed.
Duis malesuada osuere
sed tellus duis.
Promotion 1 Image
Promotion 1
Morbi dapibus, est sit amet porttitor
convallis Massa tellus tempor quam.
How it works
Content
Content Image
Morbi dapibus, est sit
amet porttitor convallis
Massa tellus tempor
quam, a lacinia orci lacus.
Lacus sed tellus.
Brand
ActionPromotion 2Morbi dapibus, est sit amet porttitor convallis.
Morbi dapibus, est sit amet porttitor convallis Massa tellus tempor quam, a lacinia orci
lacus. Lacus sed tellus. Duis malesuada posuere.
Date Test Group A Test Group B
Test Element Test Element A Test Element B Test Cell Size 2,500 2,500 # Bounce Backs 24 13 % Bounce Backs 1.0% 0.5%# of Opens 265 315Open Rate 10.7% 12.7%# Unique clicks 151 102 Unique Click Through Rate 6.1% 4.1%# Total clicks 175 125Total Click Through Rate 7.1% 5.0%# of Conversions 50 72Conversion Rate 2.0% 2.90%Total Revenue Generated $5,224.00 $7,432.32Average Order Value $104.48 $103.23
Element being Tested (subject line, creative, CTA button, etc.) Test 1 ‐ Name of Test
Date Segment Campaign Name Testing Element Subject Line Winner Qty Sent Bounced Bounce % Complaints Complaint %Net Qty Delivered
Opens Open % ClicksClick‐to‐Open %
Click‐to‐Del %
Unsubs Unsub % ConversionsConv‐Mail
%Conv‐Open %
Key Learning