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Email Marketing Excellence - Dave Chaffey GetResponse Smart Insights

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  • 1 1

    Email Marketing Excellence

    Dr Dave ChaffeySmartInsights.comDigital marketing strategy advice

    Michael LeszczynskiGetResponse.comWorlds Easiest Email Marketing

    #SmartGR

  • 2 2

    Agenda: Email Marketing Excellence

    The CRITICAL areas of Email marketing that boost response

    How your email marketing compares with other businesses

    The options for improving targeting to deliver more responsive emails

    Examples to inspire improvements to your email creative and content

    Email marketing optimization Masterclass. Proven techniques towards email marketing sophistication.

  • 3 3

    About Dave

    About Dave Chaffey

    o Consultant and trainer in Digital since 1997

    o Author of 5 bestselling digital marketing books

    o CEO and Editor of SmartInsights.com - a marketing advice site with Expert (Pro) members in over 80 countries using our templates, planning guides and online courses to improve results.

  • 4 4

    How does your Email marketing compare?

  • 5 5

    Optimizing Email Matters 1

  • 6 6

    Optimizing Email Matters 2

  • 7 7

    The CRITICAL factors for success C R I T I C A L

  • 8 8

    The CRITICAL factors for success CREATIVE R I T I C A L

  • 9 9

    Which Test Won?

  • 10 10

    Test version BSend Volume: 10,000

    Sample criteria: Random

    Click through rate: 4.5%

    Main BroadcastSend Volume: 180,000

    Click through rate: 5.8%

    Test version ASend Volume: 10,000

    Sample criteria: Random

    Click through rate: 6.1%

  • 11 11

    Q. How creative is your creative?

  • 12 12

    The CRITICAL factors for success CREATIVE RELEVANCE I T I C A L

  • 13 13

    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

    50%here

    E-CRM and Marketing AutomationWhere do you fit?

    Source:MichaelLeander

  • 14 14

    How relevant are your emails?

  • 15 15

    Email 'Type' Customer Lifecycle Segmentation

    Prospects Nursery Development Lapsing Lapsed

    Lifecycle P2C programme Nursery programme Spot the winnersPrevent Lapsing

    programme Lapsed programme

    Behavioural Triggered by customer behaviour: ABBA, BnB, Accessories etc (max.1 email per week for each programme)

    Newsletter Sent wk. 1 each month to all contacts with personalised contentFeature Email

    Sent wk. 2 each month to all contacts

    Offers and Deals

    Sent wk. 3 each month to all contacts

    NPI Sent wk. 4 each month to all contacts

    Content insertion Automation exampleMonthly Planning Framework

    Source: Harriet Mitchell Smart Insights Digital Impact conference

  • 16 16

    The RS NewsletterHero banner

    Customised content: (Customer Profile) EDE (Electronic Design Engineers) Non-EDE (Electronic Design Engineers) Promo Excluded (Key and Corporates)

    CLC Module

    Customised content: (Customer Lifecycle) Nursery Development Acquisition

    BEH ModuleCustomised content: (Behavioural data) Abandoned Baskets Browsed Not Bought Propensity to Buy (A recommendations

    model) Top Sellers

    Local Module

    Product modules can vary in number and format. Maximum of 8 modules per email.

    ProductModules

    Optional modules for any local

    activity/information.

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    The CRITICAL factors for success CREATIVE RELEVANCE INCENTIVE T I C A L

  • 18 18

    Example Abandoned Cart Test

    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

  • 19 19

    The CRITICAL factors for success CREATIVE RELEVANCE INCENTIVE TARGETING or TIMING INTEGRATION through Time C A L

  • 20 20

    Q. Are you using the full range of email options?

  • 21 21

    : eCircle case study

    Email contact strategy - BEFORE

  • 22 22

    : eCircle case study

    Email contact strategy - AFTER

  • 23 23

    The CRITICAL factors for success CREATIVE RELEVANCE INCENTIVE TARGETING or TIMING INTEGRATION through Time CONVERSATION A L

  • 24 24

    Integrating social into Enews

    Source: http://www.retailemailblog.com/2011/09/am-inbox-pulling-social-content-into.html

  • 25 25

    The CRITICAL factors for success CREATIVE RELEVANCE INCENTIVE TARGETING or TIMING INTEGRATION through Time CONVERSATION ATTRIBUTES Subject, From L

  • 26 26

    The CRITICAL factors for success CREATIVE RELEVANCE INCENTIVE TARGETING or TIMING INTEGRATION through Time CONVERSATION ATTRIBUTES Subject, From LIST MANAGEMENT, (LANDING PAGES),

    DELIVERABILITY

  • 27 27

    Pop-ups work (unfortunately)

    Source: Kath Pay on Smart Insights

  • 28 28

  • 29 29

  • 30 30

    Are you proactive in managingyour subscriber list?

  • 31 31

    See how your business compares

    http://www.smartinsights.com/howgood

  • 32 32

    See how your business compares

    http://www.smartinsights.com/howgood

  • 33 33

    Lets 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 Guide to B2B 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/

  • 34 34

    Proven techniques towards email marketing sophistication

  • 35 35

    How sophisticated are you?

  • 36 36

    How it links to performance

  • 37 37

    How it links to performance

  • 38 38

    Step 1. Track more

    Avoid focusing on vanity metrics

    Use basics e.g. Open Rates, CTR

    But also: Bounces, Unsubscribe Rate, Complaint Rate, ROI, CPA, Sales

  • 39 39

    Step 2. Manage your lists

    Grow through multiple channels

    Maintain list hygiene Automate Test Update

  • 40 40

    Step 3. Target wisely

    Content Marketing Institute

  • 41 41

    Step 4. Manage deliverability

    Frequency Message format Content List building ESP

  • 42 42

    Step 5. Optimise your messages

    Make sure you know the audience and prove it in your emails

  • 43 43

    Step 5. Optimise your messages

    Understand your objective and make it clear throughout the message

  • 44 44

    Step 5. Optimise your messages

    Cross-sell, up-sell and reactivate to increase sales, cut costs and deliver more relevant content

    If 68% of carts are abandoned

  • 45 45

    Step 5. Optimise your messages

    Embrace urgency, play on power of loss aversion, and offer something on top

  • 46 46

    Step 5. Optimise your messages

    Exceed expectations and consider creative approach

  • 47 47

    Q&A

  • 48 48

    Want more inspiration?

    Getresponse.tv/webinars/ Blog.getresponse.com https://twitter.com/getresponse

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