email marketing tactics 2012
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6 key tactics for aSmarter Email Programme
Presented at e-Dialog Aspire 2011 London 03/11/2011
Dave Chaffey, SmartInsights.com
About Dave Chaffey
Books
About Dave Chaffey
Best-practice advice & consultingwww.smartinsights.com
Search & conversion consultingwww.clickthrough-marketing.com
Qualifications: Cert DigM & Dip DigM
Best practice guides
Your email marketing journey:Assessing your email marketing capability
Email marketing maturity stage
A. Goal setting & evaluation
B. Contact strategy and policy
C. Segmentation, targeting & personalisation
D. Email marketing integration & governance
E. Test & learn
Stage 1. Initial‘Pray and Spray’
None None; Enewsletter / Solus emails
0 Segments Limited integration of broadcasts and data
Limited
Stage 2. ManagedImproving relevance
List growth Segmented response
Basic contact strategy and rules
2-6 SegmentsBasic contact strategy
Campaign integration (DM or phone)
Subject line Offer testing
Stage 3. DefinedSegmented relevance
Marketing outcomes “Beyond the click”
Basic lifecycle communications
Simple event-triggeredWelcome reactivate
ESP, web analytics & social media integration
Template layouts
Stage 4. QuantitativeContextual relevance
Subscriber engagement
Individualised contact strategy
Recency, Frequency, Value
Auto-triggers based on web behaviour
Individual / segment testing
Stage 5. OptimisingOptimised relevance
Integrated web and multichannel
Integrated online & offline contacts
Multi-layeredDynamic content insertion
Right-channeling based on value & preference
Real-time and multivariate
The main barriers to effective email marketing in 2011?
6 © e-Dialog Inc. All Rights Reserved.
Agenda
6 Tactics that will matter most in 2012
1 Engagement
2 Mobile Email
3 Email contact strategies
4 Channel integration
5 Social-email marketing
6 Email marketing optimisation
7 © e-Dialog Inc. All Rights Reserved.
Tactic 1: Engagement strategies
Key questions:
Q. How do you measure engagement?
Q. Are you getting the sell-inform-entertain balance right?
Q. Do you have the publishing resources to create engaging content?
8
3 more advanced ways of measuring email engagement
How do you measure engagement with email?
Open/clicks/CTOR is NOT good enough, instead…
Opens/clicks/CTOR/revenue:
1. At position in lifecycle
2. By segment
3. By offer / email type
4. Aggregated over a longer time period
9
Measuring list activity – email engagement/disengagement
These “hurdle rates” are for whole list. Repeat:
By segment
By product categories purchased
TIP: Measure the overall health of your list through activity / inactivity levels 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%
Start with the customer!Getting the sell-inform-entertain balance right
http://www.ruderfinn.com/rfrelate/intent/intent-index.html
Every business is a multi-channel
publisher now
13
Email Engagement:What motivates Consumers to Opt In (UK)
Source: e-Dialog research August 2011
Email Engagement:Where do Consumers Opt In (UK)
Source: e-Dialog research August 2011
Creating a content “hub”
1. Be relevant. Understand the content that will appeal to different audiences.
2. Create an editorial calendar. Your social media marketing will be more effective if you produce content on a regular, consistent schedule.
3. Offer distribution choices, but keep a focus. Offer choice to alert subscribers to content using different types of channels since they will have different preferences. 5 rules SMO – Rohit Bharaava
http://www.smartinsights.com/social-media-marketing-alerts/what-is-social-media-optimisation-smo/
Creating a content “hub”
4. Syndicate through partners. Identify partner sites and networks who may publish your content, either in it’s original form or tailored for their audiences.
5. Make communications two-way. Don’t just treat the channels as an alert or update service. Engage!
5 rules SMO – Rohit Bharaavahttp://www.smartinsights.com/social-media-marketing-alerts/what-is-social-media-optimisation-smo/
Missed potential?
Tactic 2: mobile marketing
Key questions:
Q. How important is mobile email use for your audience?
Q. Is user mobile email experience satisfactory?
Q. Is mobile driving commercial outcomes?
The rise and rise of mobile marketing
Source: Campaign Monitor, 3 billion emails, 2011
The desktop in decline…?Share of device page traffic for News category (weekday)
Source: comScore Custom Analytics, U.S., August 2011
An early mobile adopter!
British Airways
We helped BA launch a new suite of mobile applications in late July/early August. The campaign was prompted by an increasing penetration of smartphones, and an analysis of the devices most commonly used by members to access standard Executive Club emails.
Innovation in Email MarketingWinner: e-Dialog and British Airways
About the winning entry: To promote the launch and maximise downloads of the Executive Club mobile application, BA and e-Dialog developed a unique strategy, using historical customer data to target smartphone users in a highly targeted email-to-mobile campaign.
Judge’s comments: A smart and progressive email marketing campaign that – as well as being innovative in its scope – generated some great results.
Still variable by country…
Mobile share of non-computer traffic for select market
Source: comScore Device Essentials, August 2011
Targeting customer by Device
After launching in 2010, the Skype App on Android & iPhone grew fast, becoming number 6 in Apple’s most popular app list in 2010.
e-Dialog recognised that an analysis of the devices used to view emails would allow Skype to target owners of specific devices
Email campaign CTA drove straight to iTunes for app download
Skype’s Mobile App Downloads
Targeting customer by Device
ResultsClick through Target = 5%, Achieved 9%
Open rates were as high as the mid 40s (%)
The average across all markets was up from 31% to 38%, for the volumes
sent this is a significant increase
Skype’s Mobile App Downloads
Mobile Email Design Best Practices
A narrow email width
Single column layout
Super subject line
Large headlines & CTAs
Bullet proof buttons
Graceful Degradation
http://www.smartinsights.com/email-marketing-ecrm-alerts/email-creative-best-practice-2011-style/
http://www.smartinsights.com/email-marketing-ecrm-alerts/email-creative-best-practice-2011-style/
http://www.smartinsights.com/email-marketing-ecrm-alerts/email-creative-best-practice-2011-style/
iPad Optimised Video in Email
e-Dialog planned, designed and executed a campaign that specifically targets iPad owners to drive digital subscriptions to the Times websites and iPad editions.
Tactic 3: Channel integration
Key questions:
Q. How does email work with other channels to drive results?
Q. Have we reviewed attribution?
Q. Are we using email to drive offline outcomes?
Source: Forrester eBusiness research in collaboration with GSI Commerce Holiday Season Marketing Attribution Research
Source: Forrester eBusiness research in collaboration with GSI Commerce Holiday Season Marketing Attribution Research
http://www.smartinsights.com/email-marketing-ecrm-alerts/email-business-case/
Case studyUnderstanding multichannel behaviour – implications?
http://www.smartinsights.com/analytics-conversion-optimisation-alerts/multichannel-customer-journeys-ropo/
Research Online, Purchase Offline (ROPO)
Mobile Buyer
Mobile Buyer
Mobile Buyer
http://www.smartinsights.com/analytics-conversion-optimisation-alerts/qr-codes-location-demographic-statistics/
Is Blippar relevant?
Tactic 4: Contact strategies
Key questions:
Q. Is our layered segmentation effective?
Q. Have we optimised our triggered emails?
Q. How do we grow value?
Relevance!
39
Common Email targeting options
Targeting approaches Method
1. Classic profile-based demographic segmentation
Target customer groupings according to their characteristics & motivations
2. Customer value Assess customers by current and future value potential
3. Web design personas Target 2-10 typical customer journeys
4. Customer lifecycle Target messages according to length of time using online services
5. Purchase and response behaviour
Use “sense and respond” behavioual targeting based on RFM
6. Channel preference Communicate with customer in their preferred media (and according to value)
7. Tone and style preference Communicate with customers according to their tastes inferred from demographics or behaviour.
Tip – create a layered segmentationAn example from eBay
Static
Recent
Beh
avio
ura
l D
eri
ved
D
em
og
rap
hic
Gender, Geography
Consumer/Business
Transactional Value Segmentation
Propensity Models
Kids
Last purchase
Tech Fashion Cars & Parts
Last category
KeywordKeyword personas
Category clusters
Recent Activity
Do you send out emails based on the following triggers?
Retargeting– do Amazon get it right?
Purchase Dispatched
+7d
+14d +21d
Recognition ofprevious purchase
RCI Monthly Account StatementThe RCI Monthly Account Statement mails to 30 regions across Europe and Asia, in over 25 languages.
Integrating SMS into email campaigns
Confused.com is the UK’s comparison site of choice for car, home, travel, life, and more.
Keeps its customers up-to-date with guides, tips and information and renewal advice
To extend email’s impact they followed it with an SMS using our platform to send both email and SMS messages.
Contains two custom published fields: first name and the lowest price offer
for insurance.
Confused.com Renewal Reminder
Summary: targeting options
Purchase behaviour:Buyer vs non-buyer
One-time vs multiple
Email activityActive vs inactive clicker
Number of clicks on email
Web activityVisited, never visited
Browsed, not bought
Channel activityWeb vs Store vs Catalogue
RFMProportional
Hard-coded
Category purchased
Appending lifestyle data
Value
Tactic 5: social-email
Key questions:
Q. Are social sharing links and social content effective?
Q. Do you cross-promote social channel OVPs?
Q. Do you have a plan for social sign-on / email integration?
Social email marketing is much more than SWYN…
SYWN prominent above fold
In this May 1, 2011 email, Macy’s places the share call-to-action in the same
content block as the “Friends & Family” promotion. This positioning is much more prominent and compelling than the usual
placement in the header or footer.
In this Feb. 2, 2011 email, Kohl’s asks their customers to nominate a kid in the
community to receive a scholarship. There’s a prominent secondary call-to-action to “Share this on Facebook” to
try to broaden the reach of the campaign.
Social channel OVP
TIP: Recruit to Twitter
or Facebook via Email
Integrated campaign example
Integrating social into Enews
Source: http://www.retailemailblog.com/2011/09/am-inbox-pulling-social-content-into.html
Social sign-on The new preference centre
http://www.smartinsights.com/social-media-marketing-alerts/why-social-sign-on-matters/
53 © e-Dialog Inc. All Rights Reserved.
Tactic 6: Email optimisation
Key questions:
Q. How advanced is our incentive optimisation?
Q. How structured is our creative optimisation?
Q. Mobile optimisation?
Offer optimisation
Summary
A simple, generic (branded-only)
retargeting email achieved a 10
percent uplift in online conversions
A bespoke retargeting email that
offered a 5% discount via a time-
limited promotional code of 72 hours,
more than doubled this conversion
rate
A bespoke retargeting email with the
same discount, but this time with a
time-limited code of 48 hours
quadrupled the original conversion
ratehttp://www.smartinsights.com/email-marketing-ecrm-alerts/email-remarketing-an-example-of-how-to-test/
Creative optimisation
Test version A
Send Volume: 10,000
Sample criteria: Random
Click through rate: 6.1%
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%
Source: Craig Sullivan @OptimiseorDie http://www.slideshare.net/sullivac/http://www.smartinsights./analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/
Timing optimisation
May sound simplistic, but finding the right day to send to our customers has significantly improved our revenue and engagement rates
To find the right time, we undertook significant day of the week testing, with some interesting results
Subject line optimisation
Subject line testing has been one of our most powerful ways of
increasing channel engagement
Every eBay DM is tested against at least three different subject lines
with test cells sent 4-8 hours before main cells are sent
Subject line optimisation can increase response rates by up to 20-
40%
Let’s Connect!
Questions & discussion welcome
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