email marketing and e-crm david hughes co-founder, the email academy [email protected]

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Email Marketing and E- CRM David Hughes Co-Founder, The Email Academy [email protected]

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Page 1: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Email Marketing and E-CRM

David HughesCo-Founder, The Email Academy

[email protected]

Page 2: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

The 2 minute summary...

• Be relevant and engaging– Segment– Personalise– Triggered messages– Lifecycle marketing

• Keep improving– Test– Optimise

Page 3: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

“How nice of them to think of me”

Drayton Bird

Page 4: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

• Adaptable to all stages in lifecycle• Cuts costs – direct mail, telemarketing• Offers short time to market• Short test to roll cycles• Infinitely personalisable• Delivers best Return on Investment.

Why all the excitement?

Page 5: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Here is the DMA USA

• For 2009, an investment of $1 in direct marketing advertising expenditures is predicted to return, on average, $11.65 in incremental revenue across all industries

DMA USA “The Power of Direct Forecast”, August 2009.

Page 6: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

...and for Email Marketing

$43.62 for every dollar spent

DMA USA “The Power of Direct Forecast”, August 2009.

Page 7: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

What about Benchmarks?

Page 8: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Most email tracking may be wrong!

• Email open rate tags can be disabled• Forwarded emails carry the original recipients’

DNA

Page 9: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Not opened, but clicked?

Page 10: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Forget about Averages...

10

Prospects2%

Customers 10%

Average5%

Records

Response

Page 11: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

“Average” Conversion Rates?

Page 12: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

More Averages – so what?

• Average Open Rate: 22.2%Average Click-Through Rate: 5.9%Epsilon Q2 2009 Email Trends and Benchmark (Oct 2009)

Page 13: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com
Page 14: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

You are where you are

• Last campaign is benchmark• Things you can’t control• Keep testing• Keep measuring

Page 15: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Find the right broadcast partner

• Prices start at £20 a month• Handle most of your delivery problems• Keep email data in one place• Reduce your campaign turnaround times• Access to segmentation and personalisation tools• Web-based reporting• Resources available at the DMA and Econsultancy

Page 17: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

What are the challenges?

David Hughes, 

after Sean Kelly, Comhra Ltd

Shouting

Segmenting

Triggered Programs

Planning Complexity

Data Complexity

Page 18: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

What does good bad look like?

Page 19: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Stop SHOUTING at me.

Page 20: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

I’m a CUSTOMER, remember?

Page 21: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

One big image – no Personalisation

Page 22: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

It’s a poster, not an email…

Page 23: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

And then there is message rendering...

Page 24: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Bad Email Marketing can be Good Email Marketing

(A message you can send to everybody?)

Page 25: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Assemble the creative assets

Page 26: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Craft the copy

Page 27: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

“We literally made the decision to go to sale

on the Thursday morning, and by Friday

lunchtime, it looked like we were on for the

biggest single day in Howies history!”

www.nonlineblogging.com

Page 28: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Non-Line Marketing

Don’t wave good-bye to direct mail

Page 29: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

• Those who received both the print and email communications were twice as likely to visit their personalised web pages.– 6% who received only email– 12% who received both email and direct mail

• From customers who received both– Twice the conversion rate– Twice the revenue

www.nonlineblogging.com

Page 30: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Segmentation and Personalisation

• Registration data• Transactional data• Click-stream data

Page 31: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Registration

A critical part of email marketing

Page 32: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

3 Elements to Registration

• Visibility– Can people see it?– On every page?

• Value– Why should they bother?

• Ease– How long will it take?– Does it look painful?

Page 33: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Roadblock Registration!

Page 34: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

| 34

Page 35: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Less beer, more value

| 35

Page 36: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Ease

| 36

Page 37: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Progressive Registration

Page 38: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Email driven by registration

Page 39: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

£4m revenue in 2006

Page 40: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

You’ve got content

Page 41: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Transactional Data

The best you can get!

Page 42: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Recency, Frequency and Value

Frequency

Recency

Value

Page 43: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Shouting, Shouting and Shouting

Frequency

Recency

Value

Monthly Newsletter

Page 44: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com
Page 45: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Relevant and timely? Lovely.

Amsterdam

Budapest

Page 46: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Points over

Points over

“Dynamic” <Insert>

“Conditional”<If – Then – Else>

Page 47: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

It’s about Lifecycle Marketing

Page 48: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

More Shouting

Monthly Newsletter

Page 49: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

I Choose

I Need

I Become

AwareI Buy

I Use

I Enjoy

I Want

Sony Welcome programme

Page 50: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Survey information said:

• Within the 1st 30 days of ownership Digital Still Camera users want added memory, camera accessories, batteries, shooting kits, advice etc.

• Within the 2nd 30 days users are more likely to be interested in PRINTING their photos

Page 51: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Messages or Programmes?

Welcome programme

• Thank you• How was it for you?• How’s the new camera?• Want some help?• Need some memory?• How about printing?

Welcome Message

• Thank you

Page 52: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Click-stream Data

Watch, don’t ask.

Page 53: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Recency-driven Campaigns

Page 54: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com
Page 55: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com
Page 56: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Average Conversion Rates?

| 56

Page 57: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Successful Outcomes

• What do you want people to do?• How clear is the call to action?• Why should somebody do it, now?• What happens after the click...

Page 58: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com
Page 59: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

So its more about the landing page

• Do you need to build one?• How can you personalise it?• How can you remove barriers to the

outcome?

Page 60: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Lazy marketing...you know me!!

Page 61: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Pre-population of Landing Page

Page 62: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Lovely!

Page 63: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Landing Pages – Multiple Elements

• Heading• Page layout• Images• Long or short copy• Calls to action – phone numbers or “Call Me”

Page 64: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Optimost was able to prove that the winning page recipe generated a

26.7% increase in conversions from landing page through to the order process, which in

turn led to a

10.7% increase in subscription revenue.

Page 65: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

5 Variables...what could we improve?

Page 66: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

This one that works 14% better.

Page 67: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Google offer it for free…

Page 68: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Think about the customer journey

• The email needs to be relevant and engaging• The call to action needs to be strong• The successful outcome needs to be easy• You can’t pay your staff with clicks!

Page 69: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Email Creative

It’s NOT a web page.

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Page 70: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Web Page can – email can’t

• Advanced Cascading Style Sheets• Background images• Scripting (Java, shockwave, video etc)• Animated GIFs• Images disabled by default...

Page 71: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Images are not displayed by default...

Page 72: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

http://www.campaignmonitor.com/css/

Background Images?

Page 73: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Get testing - This is what Pivotal Veracity offers

• Full message, above the fold & preview pane rendering.

• Automatically identifies missing alt-tags and allows you to view your email in all email clients with images on and off.

Page 74: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Beautiful

Page 75: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Beautiful. Not.

Page 76: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Oh dear...

Page 77: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Who needs images anyway?

Marketing Sherpa 2008

Page 78: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com
Page 79: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com
Page 80: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com
Page 81: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

First 6 lines

• Remember the Preview Pane• Don’t lob a big image in there• Try and get some text that people will see

Page 82: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Fantastic use of preview pane

Page 83: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

And pre-headers...

Page 84: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Use words and HTML Code

Tables of colour Logo as

Text

Text, not images

Text Personalisation

Lost images, but so what?

Page 85: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

A few words about persuasion

Page 86: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com
Page 87: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Use persuasive words

• Gain their attention• Ask questions• Sell benefits• Break down the cost• Use pace• Excitement• Fear, uncertainty and doubt

Page 88: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com
Page 89: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com
Page 90: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

How Testing will Improve your Email Marketing Performance

Page 91: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

John Caples, Tested Advertising Methods 1932

"In planning an advertising campaign, the first step should be to clear the decks of all opinions …

…the next step should be to find a scientific method of testing."

Page 92: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

• Price points• Discount in value or %• Bundles• From Field• Subject line• First 6 lines• Day of week• Time of day• Text v HTML

That’s a lot of opinions...• Segmentation• Design and Layout• Tone of Voice• Long/short Copy• Personalisation

• Number of links• Landing Page• Frequency• Follow-up

Page 93: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Statistical Validity

• Could this have happened by chance?

http://www.emarketingdynamics.com/email-test-sample-size-calculator.asp

Page 94: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com
Page 95: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Test simple or complex variables

Test Simple Variables

What response rate will a 20% discount give me?

Does a different “From” field increase open rate?

Test Complex Variables

Does this new newsletter template work better than the old one?

Will campaigns based on trigger dates work better than monthly campaigns?

Page 96: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Testing should help resolve problems

Not opened. Not clicked. Not bought.

Page 97: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

So where can testing help?

Your first problem is probably delivery

Page 98: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Some testing options using format

• What happens to my campaigns when I send a text only version?– Click-through for the first time ever at bigcompany.com– People clicking through for the first time ever

• Why did it happen?– HTML message may have been perceived as SPAM– Text version renders properly in Lotus Notes, on a

Blackberry

Page 99: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Declining Open Rates?

Page 100: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Get their attention

From Field Subject Line

Preview Pane

Page 101: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

CONTROLFrom : PriceMinister

Advice

Click-Through rate: Index100

TEST

From : Sophie at PriceMinister

Click-Through rate : Index 156

What’s in a Name? 56% more traffic.

Page 102: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Subject Line?

Page 103: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

First 6 lines – Email Labs test

Page 104: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Their re-designed version…

Page 105: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

To summarise

• Testing will help you improve• Testing can be quick and very easy• Testing can deliver huge business benefits

If you don’t fall off, you’re not trying hard enough!

Page 106: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Email and Social Media

Page 107: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Driving traffic? That’s the old way

Page 108: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

The beating heart pushing content out...

StaffJournalistsCustomers

NewsAlerts

Updates

CompetitionsDiscussion

Connection

NewsletterAlerts

Updates

Page 109: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

“This is what we’re all talking about”

Page 110: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

If they can do it...

Page 111: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

The future of viral?

www.silverpop.com

Page 112: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

www.silverpop.com

Page 113: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Here is Silverpop’s view...

http://www.silverpop.com/downloads/white-papers/Silverpop-Engage-S2S-Study.pdf

Page 114: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Spam Spam Spam

Its about your deeds not your words

Page 115: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Argos have a cracking reputation

Page 116: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Why do all these get to my Inbox?

Page 117: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Reputation Look-up

Page 118: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Reputation Management

• Authentication• Accreditation• Blacklisting• Mailing history• Complaints

Page 119: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com
Page 120: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

Spamassassin Tests

Page 121: Email Marketing and E-CRM David Hughes Co-Founder, The Email Academy dhughes@theemailacademy.com

To summarise

• Gather the right data to drive campaigns• Segment and personalise using all your data– Registration– Transactional– Click-stream

• Look beyond the email

“How nice of them to think of me!”