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Email  Marketing  Excellence

Dr Dave  ChaffeySmartInsights.comDigital  marketing  strategy  advice  

Michael  LeszczynskiGetResponse.comWorld’s  Easiest  Email  Marketing

#SmartGR

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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.

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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.

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How  does  your  Email  marketing  compare?

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Optimizing  Email  Matters  1

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Optimizing  Email  Matters  2

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

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

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Which  Test  Won?

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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%

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Q.  How  creative  is  your  creative?

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

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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

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How  relevant  are  your  emails?

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Email 'Type' Customer Lifecycle Segmentation

Prospects Nursery Development Lapsing Lapsed

Lifecycle P2C programme Nursery programme Spot the winners Prevent 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 content

Feature 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

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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

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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

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

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

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: eCircle  case  study

Email  contact  strategy  -­ BEFORE

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: eCircle  case  study

Email  contact  strategy  -­ AFTER

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

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Integrating  social  into  Enews

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

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

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

DELIVERABILITY

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Pop-­ups  work  (unfortunately)

Source: Kath Pay on Smart Insights

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Are  you  proactive  in  managingyour  subscriber  list?

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See  how  your  business  compares

http://www.smartinsights.com/howgood

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See  how  your  business  compares

http://www.smartinsights.com/howgood

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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  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/

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Proven  techniques  towards  email  marketing  sophistication

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How  sophisticated are you?

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How  it links to  performance

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How  it links to  performance

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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

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Step  2.  Manage your lists

¥ Grow  through  multiple  channels

¥ Maintain   list  hygiene¥ Automate¥ Test¥ Update

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Step  3.  Target  wisely

Content Marketing Institute

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Step  4.  Manage deliverability

¥ Frequency¥ Message  format¥ Content¥ List  building¥ ESP

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Step  5.  Optimise your messages

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

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Step  5.  Optimise your messages

¥ Understand  your  objective  and  make  it  clear  throughout  the  message

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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  …

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Step  5.  Optimise your messages

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

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Step  5.  Optimise your messages

¥ Exceed  expectations  and  consider  creative  approach

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Q&A

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Want  more inspiration?

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