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Enterprise nation presentation 120215

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Discovering Email Marketing
Transcript
Page 1: Enterprise nation presentation 120215

DiscoveringEmail Marketing

Page 2: Enterprise nation presentation 120215

The essentials

Challenges PermissionDataDesignDeliveryPerformance

Agenda

12 Key Competencies

The next level

SocialIntegrationAutomationProfilingPersonalisationCapability

Page 3: Enterprise nation presentation 120215

1. Challenges

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Email? Really?Pinterest

Twitter

LinkedIn

Google+

Facebook

Email

0 875 1,750 2,625 3,500

70

241

277

359

1,200

3,300

Millions of active users

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Are you sure?

68%“good” or “excellent” ROI

Email marketing was ranked as the best channel for return on investment

Source: Econsultancy - Email Marketing Industry Census 2014

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48%of digital marketers consider themselves proficient

40%think their marketing is effective

Challenges

Where are we?

Source: Adobe - What keeps marketers up at night?

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82%Effectively reaching customers

79%Understanding if campaigns are working

75%Demonstrating Return On Investment

Marketing Challenges

Source: Adobe - What keeps marketers up at night?

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Business Challenges

Increasing revenue and profits

Growing customer base and market share

Boosting brand and reputation

Compliance, risk and regulatory issues

Enhancing the customer experience

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2. PermissionRight Person. Right Place. Right Time.

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“the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually

want to receive them”

Permission

What is permission marketing?

Turning strangers into friends and friends into customers

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Permission

Why is it important?It’s the law! You must get explicit permission from recipient, unless… Obtained details via a sale, and You’re marketing similar products, and Opt-out available at point of collection, and Opt-out available in all emails sent, and Last transaction/contact less than 12 months ago Must include company legal name, registration number, address & contact details in every message You need to be registered with the ICO as a data controller

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Permission

Why is it important?But more importantly…

Without permission, a message is just spam

Permission is all about trust

90% of consumers subscribe to emails of trusted brands (DMA)

Loyal customers account for 80% of company profit

The most successful companies look at the sale as a way of

earning a lifelong customer (Sage)

71% of worldwide email traffic is considered as ‘spam’

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Permission

How do you get it?Ask! Permission can only be given directly Can’t come from a 3rd party Must be active: opt-in, not opt-out Has to be fresh

Sell it! You’re asking for their most valuable resource (time)

Set expectations Let people know how often you’ll be in touch

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3. DataThere is no value in data, only in how it is used.

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More than a zettabyte of data now circulates

around the internet (KPMG)

1,000,000,000 x

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The volume of business data is increasing by

40%every year

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High performing businesses don’t simply gather data,

they gain insights

from the data they already possess. (KPMG)

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Collecting contact data

How do you get it?Use easy to find, fill and submit forms

Promote opt-in everywhere

Link to forms from your emails, websites and social channels

Keep it short

Make it clear what you are collecting data for

Promote trust - tell subscribers how you will protect their data

Offer an incentive and give value

Have a clear, compelling call to action

Collecting permission data takes effort – but is worth it

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Use welcome emailsThe most read emails you will ever send

4x more opens, 5x more clicks!

Use a compelling subject line

Have a clear goal

Incentivise purchase (discount or prompt)

Whitelisting (add to address book)

Capture additional data (competition)

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No, really! Use welcome emails

85% open rate

52% click through

£1.08 additional revenue per email!

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Building high quality data

Use data to understand your customersStart simply - get what you need and add more laterMore effort = less completionCollect more than data – collect insightsGather behavioral data

Profiling is the key to creating targeted communications

Geo-locationClicksWebsite activityPurchasesUse your insight to segment and target your subscribers

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4. DesignStand out in the inbox.

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Design

Key considerationsThe importance of mobileIs design important?Content is KingTesting

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The importance of mobile

27% of email opens were mobile in 2011(Knotice, H2 2011)

27%

73%

MobileDesktop

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The importance of mobile

51% of email opens are mobile today (Sign-Up.to, Jan 2015)

51%49%

Mobile

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Only

18%of emails are optimised for mobile!

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Designing for mobile

Use responsive design! (it’s a must-have)

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Desktop Mobile

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Is design important?

250% more clicks

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Is design important?

300% more revenue

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Content is King

Copywriting

Calls to action

Style, brand, consistency

Subject line

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Be Remarkable!

Talk to people individually

Have something worth saying

Add personality to your messages

Remember - they don’t care about you

They care about themselves!

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Add Personality

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Make things easy for people

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Test, test, test!

Preview

Inbox testing

Split (A/B) test

- Test to sample audiences

- Assess results

- Send the best performer

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5. DeliveryMaximizing your chances of

successful delivery

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Delivery

97%+Open rate

22.8%+

What should you expect?

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Delivery

Reputation

Recipient activity (opens, clicks)

Complaints (“this is spam”)

Recipient Whitelisting (add to address book)

What impacts getting to the inbox?

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Delivery

Email Content

If it sounds like spam…

Link destinations

Reply address

HTML code quality

What impacts getting to the inbox?

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Delivery

Sender recognition

Subject line appeal

Relevance

Timing

Content

What impacts getting read?

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Delivery

First 30 - 50 characters readable on most devices

Why? Give a clear benefit to the reader

Don’t be cryptic (often)

Can affect actions taken when reading

Subject line appeal

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Delivery

Subject A: 4.3% CTOThe Exit Festival Newsletter

Subject B: 4.8% CTOGet to Exit Festival this July for the ultimate festival experience

Subject C: 7.0% CTOMake this summer unforgettable - check out Exit Festival!

Subject line appeal

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Delivery

Relevance

Use audience segmentation and personalisation

Write for the reader’s perspective

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Delivery

Time of day: 3pm

12am

1am 2am 3am 4am 5am 6am 7am 8am 9am 10am

11am

12pm

1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm

11pm

Opens Clicks

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Delivery

Monday Tuesday Wednesday Thursday Friday Saturday SundayOpens Clicks

Day: Thursday

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Delivery

However

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Delivery

Let the reader decide

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6. Performance17% of email marketers never review

or analyze their results

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6. Performance17% of email marketers never review

or analyze their results

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Performance

What can be measured Delivered

Opens

Clicks

Shares

Goals

Unsubs

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Click-to-open rateunique clickers ÷ unique openers

Proportion of people who opened the email and then clicked

Better way to assess the relative performance of an email

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Tracking after the clickunique clickers ÷ unique openers

Google Analytics (anonymous)

Goal Tracking & Audience Insights (specific)

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Choose the right metrics for you

What’s your goal?

eCommerce: goals – revenue

website visits: clicks

brand awareness: opens

Delivered

Opens

Clicks

Shares

Goals

Unsubs

Page 56: Enterprise nation presentation 120215

Next steps…Assess current capability

Evaluate against your goals

Identify key areas for improvement

Develop an implementation plan

Execute on your plan

Test, refine, repeat

Page 57: Enterprise nation presentation 120215

Thank you!


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