Integrated Email Marketing 2014 Improving your Email capabilities Dr Dave Chaffey SmartInsights.com 1
About Dave Chaffey About Dave Chaffey Author of 5 bestselling marketing books now working on 6 th editions Editor at SmartInsights.com a freemium marketing advice site with 60,000 Basic members and Expert members in over 50 countries http://www.slideshare.net/davechaffey And Free Basic member downloads: http://bit.ly/smarteremail Insights Director at search conversion agency ClickThrough Marketing 2
Is your e-mail marketing efficient AND effective? Efficiency=Tactics: Doing the thing right Maximising delivery Maximising opens/clicks Mobile platforms Legal compliance Effectiveness=Strategy: Doing the right thing Supporting business objectives Leads, Sales, ROI Relevance through content, targeting and timing 3
Applying Capability Maturity Models (CMM) for Software Development Source: SQAJI 4
Your email marketing journey? Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission 5
Email marketing capabilities 1. Initial 2. Managed 3. Defined 4. Quantitative 5. Optimising A. Email capabilities and evaluation Simple ESP Response tracking + Regular report of opens/clicks + Beyond the click tracking + Segment tracking + Value reporting + Hurdle rates and activity levels + Response data > CRM system/warehous e B. List quality Not managed List-building options increased C. Targeting (Relevance) D. Proposition and communications strategy E. Creative and templates None: Pray and Spray Newsletter and Eblasts + Simple headers + Demographics + Increased frequency + Multiple template + List quality improved + Basic triggers + Content marketing integration + Dynamic content F. Delivery Not reviewed + Reported + Reported by ESP G. Optimisation None Experiments with different offers/subjects Structured offer/subject testing + Reactivation and removal + Full lifecycle sequences + Social integration + video review + mobile optimised + Feedback loops and delivery service + Layout reviews + AB testing + Preference centres + Additional sequences added + Optimised frequency + Advanced techniques + Continuous monitoring + Multivariate testing 6
Integrated Email Marketing 2014 A. EMAIL MARKETING EVALUATION 7
How do you evaluate your email marketing? 1. Campaign open, click, delivery rate? 2. Value of leads and sales? 3. Long-term subscriber engagement? 1. Hurdle rates of % active response and purchase 2. RFM: Recency, Frequency of response and purchase 3. At position in lifecycle 4. By segment 5. By offer / email type 8
Measuring list activity email engagement / disengagement These hurdle rates are for whole list. Repeat: TIP: Measure the overall By segment health of your list through activity / inactivity levels By product categories purchased over time Measure Period Number of Subscribers % of list total Never Open All time 48,000 16.0% Last 6 Months 168,000 56.0% Never Click All time 96,000 32.0% Last 6 Months 144,000 48.0% Never Bought All time 48,000 16.0% Last 6 Months 192,000 64.0% Never Bought Online All time 96,000 32.0% Last 6 Months 216,000 72.0% 9
Integrated Email Marketing 2014 B. LIST QUALITY 10
List quality matters! Profile % affects targeting Disclosed preferences Inferred click preferences S&R example % inactives affects deliverability % list growth needs to be worked on 11
Email 1: 45% Open 8.4% CTR Email 2: 38% Open 3.5% CTR Intent follow-up click on Category 12
An example of list growth Source: Tim Watson 13
Using SMS to encourage subscriptions Source: Tim Watson 14
Integrated Email Marketing 2014 C. TARGETING AND RELEVANCE 15
Q. Which targeting factors give best response? Targeting variable most predictive of response 16 16
Tip create a layered segmentation - an example from ebay Source: Smart Insights 17
Customer value-based targeting 18
Add social data to increase relevance Source: Latest data - Smart Insights 19
Example Birthday email + Social Data 20
Integrated Email Marketing 2014 D. COMMUNICATIONS STRATEGY 21
Email frequency Email segmentation Source: UK DMA Email Marketing Benchmark 22
Why send more emails? 23
Starting with a welcome! 24
How sophisticated is your Marketing Automation? 25
Build in social sharing into contact strategies Source: Teradataa / ecircle case study 26 2 6
easyjet get the Sell : Inform : Entertain balance right with Inspire Me 27 2 7
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Criteria? Rev/visit Demand+ lead gen Amplify Brand fit SEO Longevity Authority/Thought Leadership Individual pain points? Repurposeability Risk/reward Apply the Content marketing matrix to your email marketing 29
Which content gets shared? 30
% Mobile operating system adoption Location: Published / Surveyed: Sample: Source: Worldwide February 2014 Collected from 290 million email opens Litmus Original source: Litmus blog 31
Integrated Email Marketing 2014 E. CREATIVE AND TEMPLATES 32
% Email opens across desktop and mobile New Location: Published / Surveyed: Sample: Source: Worldwide February 2014 Collected from 290 million email opens Litmus Original source: Litmus blog 33
Lovely Litmus Responsive B2B mail 34
CXM for Email? Source: Lyris Holiday Look Book 35
Source: Lyris Holiday Look Book 36
Video in emails? Video in email marketing techniques Source: Lyris Holiday Look Book 37
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Integrated Email Marketing 2014 F. DELIVERY 39
The impact of Gmail s new Tabbed inbox? Source: Return Path 40
Integrated Email Marketing 2014 F. OPTIMIZATION 41
Test version A Send Volume: 10,000 Sample criteria: Random Click through rate: 6.1% Source: Test version B Send Volume: 10,000 Sample criteria: Random Click through rate: 4.5% Main Broadcast Send Volume: 180,000 Click through rate: 5.8% 42
MVT Email testing! Source: Philips presenting on PlantoEngage.com webinar 43
Using event-triggered emails Marketing Automation / Re-marketing example 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 44
Email marketing capabilities 1. Initial 2. Managed 3. Defined 4. Quantitative 5. Optimising A. Email capabilities and evaluation Simple ESP Response tracking + Regular report of opens/clicks + Beyond the click tracking + Segment tracking + Value reporting + Hurdle rates and activity levels + Response data > CRM system/warehous e B. List quality Not managed List-building options increased C. Targeting (Relevance) D. Proposition and communications strategy E. Creative and templates None: Pray and Spray Newsletter and Eblasts + Simple headers + Demographics + Increased frequency + Multiple template + List quality improved + Basic triggers + Content marketing integration + Dynamic content F. Delivery Not reviewed + Reported + Reported by ESP G. Optimisation None Experiments with different offers/subjects Structured offer/subject testing + Reactivation and removal + Full lifecycle sequences + Social integration + video review + mobile optimised + Feedback loops and delivery service + Layout reviews + AB testing + Preference centres + Additional sequences added + Optimised frequency + Advanced techniques + Continuous monitoring + Multivariate testing 45
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