Optimise webinar series 2014

Transcription

1 Optimise webinar series 2014 Webinar 5: marketing that converts to revenue Presented by John Voight, mail2 / L2 Interactive Wednesday 28 May, 2014

2 Helen Bartle Senior Adviser, Audience Development & Capability Building Creative New Zealand John Voight On-Boarding Specialist, mail2 / L2 Interactive

3 What to expect of marketing Fundamental elements that drive success

4 Expectations The golden rule of marketing Send relevant content to patrons who want it Clear permission statement so patrons know what to expect Sending frequency consistent with permission statement Fear not the unsubscribe! Monitor spam complaints closely

5 Expectations An extension of your website The website tells the whole story of the organization gets patrons attention & leads them to the site Use just enough content in & trust in click-throughs Coordination between web content management & marketing

6 Expectations The almighty click-to-open ratio The percentage of recipients that opened the and then clicked to visit the website Quick look at potential business being transacted on the website The key performance indicator for your marketing program Clickers are your most engaged patrons

7 Expectations Monetizing your marketing efforts Use Google Analytics Ecommerce Tracking Connect your marketing system to GA

8 Traits of effective marketing Five best practices to get the most out of your program

9 Best Practice Contact engagement is key Insist on quality over quantity How much are you shouting at the void? Annual re-engagement campaign & purge

10 Best Practice Simpler is better Redesign s to be less text-intensive We re conditioned to look for what & focus on what interests us Images, teaser text & action links in place of full blown articles inside the Again, is just a slice or two while the web site is the whole bakery

11 Best Practice Cross-functional coordination Our departments don t coordinate marketing very well. Can you help? Establish content & frequency rules consistent with your permission statement Editorial calendar that incorporates all department s communications to patrons creation & sending process for ensuring quality, consistency & timeliness

12 Best Practice Automate what makes sense Free up valuable resource time with automation Welcome s & drip campaigns for new patrons Recurring calendar of events s Pre-show reminders Post-show follow ups Other specialized s such as subscriber reminders, donor acknowledgments, etc.

13 Best Practice Segment, target & test Avoid the e-blast mentality Provide some opt in choices, but don t get carried away Targeted communications to different patron segments Targeted re-marketing to engaged responders Use Multivariate (A/B) Split testing to find what drive opens & clicks

14 Best Practice Measure, measure, measure Measure & communicate what matters

15 Questions so far?

16 marketing in a mobile world What s the impact on your program?

17 Mobile Impact Understand the mobile trend Mobile opens & clicks will eventually overtake desktop NZ compared to US

18 Mobile Impact Optimize for mobile Use of responsive design is on the rise

19 Mobile Impact Is desktop dead? Recent Campaign Monitor study 41% of opens now happen on mobile devices 87% of clicks will happen when a reader opens an for the first time, but only 78% of clicks on mobile devices happen on the first open Mobile readers who open s a second time from their computer are 65% more likely to click through Bottom line: Send relevant content to patrons who want it - they ll come back on a second open!

20 Examples from around the world Successful campaigns from high-performing programs

21 Great Examples E-Newsletters

22 Great Examples Targeted Campaigns

23 Great Examples Automated Campaigns

24 Any more questions?

25 Resources Google Analytics Ecommerce Tracking - Campaign Monitor - Previous Optimise webinars -

26 John Voight mail2 On-Boarding Specialist mail2 - L2 Interactive