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Essential emailmarketing tips for your 2012 direct marketing campaign

Dr Dave ChaffeyDownload:

SmartInsights.com/tfma2012

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About Dave Chaffey

Books

Best-practice advice & consultingwww.smartinsights.com

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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

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The main barriers to effective email marketing in 2012?

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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

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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?

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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

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Measuring list activity – email engagement/disengagement

These “hurdle rates” are for whole list. Repeat:

By segment By product categories purchased

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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%

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Start with the customer!Getting the sell-inform-entertain balance right

http://www.ruderfinn.com/rfrelate/intent/intent-index.html

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Every business is a multi-channel publisher now

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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?

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The rise and rise of mobile marketing

Source: Campaign Monitor, 3 billion emails, 2011

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The desktop in decline…?Share of device page traffic for News category (weekday)

Source: comScore Custom Analytics, U.S., August 2011

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British Airwayse-Dialog 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. 

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Mobile Email Design Tips

A narrow email width Single column layout Super subject line Large headlines & CTAs Bullet proof buttons Graceful Degradation

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Smart Insights - Style Summary

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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?

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Response increases by 25% for campaign

First Campaign,

Open rate, 8 to 10%

CCR = 0.2%

Second Campaign,

Open rate, 50 to 75%

CCR = 0.2%

Multi-message example Email campaign 1

Source: E-consultancy Masterclass - BCA

Remailing to opening-non converters

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Response increases by 40% for campaign

First Campaign,

CCR = 0.2%

Second Campaign,

CCR = 0.2%Source: E-consultancy Masterclass BCA

Remailing with urgency

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Combined response from e-mail and direct mail is 125% better than no e-mail.

Pre-mail, with online response

Response increases, 100% for direct mail piece.

Teaser e-mail. No online response Direct Mail

Direct Mail

Source: E-consultancy Masterclass 2005 - BCA

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Jan Feb April

CRM product launch event

E-mail (E1-3)

Direct mail mailer (M1-4)

Mar

M1(15)

M2(14)

M3(16)

M4(11 )

E1(29)

E2(17)

E3(14)

Explanatory notes:1. Each list member received 4 mails and 3 e-mails unless they responded.2. Number of individuals who attended event from each ‘wave’ in brackets.3. Total list size unavailable.4. M1 generated 100 visits to site, E1 120 visits to site.5. Offer and creative varied for each wave.

Telemarketing (list creation)

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http://www.smartinsights.com/analytics-conversion-optimisation-alerts/qr-codes-location-demographic-statistics/

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Is Blippar relevant?

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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?

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Relevance!

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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.

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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

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Do you send out emails based on the following triggers?

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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

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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?

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Social email marketing is much more than SWYN…

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Integrating social into Enews

Source: http://www.retailemailblog.com/2011/09/am-inbox-pulling-social-content-into.html

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Tactic 6: Email optimisation

Key questions: Q. How advanced is our incentive

optimisation? Q. How structured is our creative

optimisation? Q. Mobile optimisation?

35 © e-Dialog Inc. All Rights Reserved.

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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 rate

http://www.smartinsights.com/email-marketing-ecrm-alerts/email-remarketing-an-example-of-how-to-test/

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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%

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Let’s Connect! Questions & discussion welcome

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