email webinarnov12
DESCRIPTION
Email Marketing Webinar from CIM event on 28th November 2012TRANSCRIPT
Email Marketing Best Practice Daniel Rowles
Who Am I? • Daniel Rowles • CIM Course Director • 14 Years experience in digital marketing
– Both client and agency side • @danielrowles
• Email in Perspective • Data and Segmentation • Design Issues • Measurement
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What I’ll Cover
Email in perspective • 96% skip any introductory copy on an email
• The first 2 words of a headline are read on average
• Average time spent reading an email is 21 seconds
• Around 2% of visitors will read your email in full
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Good practice
www.amazon.co.uk
Advanced targeting
Do users value email marketing?
• 94% of internet users receive opt-in permission based email.
• 89% of internet users prefer email over offline media to gain information about products of specific interest to them.
• 93% of internet consumers believe that email is the best way for existing suppliers to communicate with them.
Setting your expectations
• A good offer, with an appropriate call to action, at the right time to a good list should yield.
5 – 50% clickthrough • Best Practice yielding 36% open 13% Click (MailChimp 2012).
• If you are not getting this level of response: • Adjust one or more components. • Test and try again.
CRM principles
Prospect and customer get content they need at that time based on their data and profile
Create relevancy for customer
Manage the amount of communication customers receive Manage Frequency
Don’t only take but help and give back to customer
Ratio commercial and non-commercial content
Connect all customer data Single view of the customer
Collection of data
22%#
54%#
24%#
No#data#collected#
Info#collected#at#registra5on#
Info#collected#by#poll#
What is personalisation?
No personalisation
Format optimisation
Personal salutation
Segmented content
One to one
Broadcast
Text or HTML
“Dear Mary”
Preference, behaviour, demo
Unique, dynamic e-mail
Dear Rich B**tard!
Segmentation based on open rates
Av.CTR
Av. Open%
CTR (=click through rate)
Open%
These recipients open more then average but click less
Email champions
This group opens less than average but they are more likely to click
Opens and clicks of this group are below average
Possible action: stimulate CTR
Possible action: Reactivation or Switch channels
Possible action: stimulate open rate
Possible action: Raise frequency (controlled)
1. 2.
3. 4.
Inbox Testing – Litmus.com
Mobile devices
http://campmon.createsend.com/screens/y/D8D6697793A2E7DF
Subject line Silicon.com Weekly Roundup
Is this you? Latest Offers from Asus NUA Internet Newsletter June 5th
Splitting your list
www.mailchimp.com
Things to test
1. Subject lines 2. Headings 3. Image/placement 4. Copy length 5. Call to action 6. Links
7. Time of day 8. Day of week
Spam check Sending
Timing of an e-mailout • After 10am • Late morning ideal • Tuesday to Thursday
recommended • Friday afternoon effect • International considerations
Commercial insight
Email Reporting
Website Analytics
Conversion Tracking
Analytics and email
• If you don’t add tracking code, email traffic looks like direct traffic
• Email System has reporting but no end to end • Search “URL Tool”
Bounce rate
Bounce = visitors who enter and exit site on same page. Example
Visitor clicks on an email link
Visitor enters on landing page
Visitor leaves site without visiting another page
right, talk later
Page optimisation
• A/B Testing • Multivariate testing • Intelligence reports
A/B testing
Conversion
A B
Test multiple versions of the page to see which version achieves the most conversions.
Multivariate testing
Combinations
Text
Images Heading
Test multiple versions of elements of a page to see which combination achieves the most conversions.
Conclusions • Create Relevance through segmentation • Consider scanning behaviour • Look at analytics • Test and Improve
