making email the mvp of your integrated marketing strategy · segment: gifted student group: tiger...
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Copyright 2016 Market Data Retrieval
Making Email the MVP of Your integrated Marketing Strategy
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X X O O O
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NEW OLD 2
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Copyright 2016 Market Data Retrieval
7 best practices to improve your email performance TODAY
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Segment Your List: Match Message to Goal to Audience The Power of Personalization: Show ‘em you know ‘em Persuasive Email Content = Engagement Results Matter: Testing & Optimization Good Email Design gets the Click Good Emailer Citizenship: Throttling & Sender Reputation Integrated Campaigns: Right Message, Right Time, Right Channel
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Don’t just take our
word for it…
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Best practice 1
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Segmentation: Goal + Audience + Message
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Put a Face to Your Customers (+Revenue Targets)
I refuse to institutionalize
my kids!
Turning my learner into a leader.
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Segmentation: Goal + Audience + Message
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Use Data to Group Them
Segment: Gifted Student
Group: Tiger Mom
Name: Jane
Age: 47
Kids: One: 13
School: Public
HHI: 100K
Segment: Homeschool
Group: Overprotective
Name: Cathy
Age: 40
Kids: Three: 6, 8, 12
School: Home taught
HHI: 50K
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Segmentation: Goal + Audience + Message
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Send the Right Message at the Right Time
“Turn Your Kitchen Table Into a World of
Learning”
“From a World-renowned Publisher”
SAME PRODUCT
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Best practice 2
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Personalization: Show ‘em You Know ‘em
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Analyze Your Data
Time and again brands report that personalizing the To and From line increases engagement rates
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Dynamic Content: Give ‘em What They Want
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Analyze Your Data
Free Trial Survey? “Can we call you?” – “No”
Automated Free Trial Contact Strategy Starts
Downloads Content Attends Webinar
Automated Math Webinar Invite Email
Free Trial Sign-up —Math
Automated Thank You. Link to Math Content
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0.00%10.00%20.00%30.00%40.00%50.00%
Aug
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Sep
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Oct
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Nov
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Dec
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Jan-
15Fe
b-15
Open Rate
AutomationUnique OpenRate
HMH UniqueOpen Rate 0.00%
1.00%2.00%3.00%4.00%5.00%6.00%
Aug
-14
Sep
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Oct
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Nov
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Dec
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Jan-
15Fe
b-15
Click Through Rate
AutomationUnique Clickthrough
HMH UniqueClickthrough
Dynamic Works: Give ‘Em What They Want We’ve seen consistent improvement in engagement when dynamic is merged with automation.
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Best practice 3
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Create compelling content
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From: 2 fixed email per month dead-end prospects not delivering
To: Decision Tree Email Series: dynamic, data driven, & responsive leads customer through an experience to transaction
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PB&C Challenge: Insights & Customer Segments
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• Focused on increasing multi buyers.
• “One Hit Wonder” ecommerce segment
• Content Lovers — tend to love books and to be more discerning.
• Discount Hunters — tend to buy more on price.
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Direct Response Creative
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• Respect your audience
• Personalize
• Less images • Showcase the books
• More specific wording vs shop now CTA
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Device Responsive
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Copyright 2016 Market Data Retrieval
Bonus Round
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A/B Test 1 A version of the first email with no navigation bar. This might make for a more focused message and boost response
Email 1 “Control” To both target audiences
A/B Test 2 A version of the first email with less copy. This will help us better know the amount of email copy that can work best for TSO
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Results that are Scalable
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PB&C - Leveled Paperbacks
173,631 25,369 15% 3,642 2% 16 0.06% $3,845 Past July effort
One Hit Wonders 14,464 3,500 24% 150 4% 40 26.7% $1,960
non openers 10,964 1,500 14% 90 6% 30 33.3% $1,950 non responders 9,464 800 8% 55 7% 20 36.4% $1,300
Ecomm Only 92,818 35,000 38% 5,000 14% 90 1.8% $6,750 non openers 57,818 20,000 35% 3,500 18% 80 2.3% $5,200 non responders 37,818 10,000 26% 1000 10% 60 6.0% $3,900
Total Series:
$21,060 5X lift over old
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Best practice 4
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The 4 Steps of A/B Testing
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Quantitative =
ANALYZE YOUR DATA
1
Descriptive Data. Data that can be observed, but not measured. (Where to test)
Qualitative = Numerical Data. Data that can be measured. (What to test)
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The 4 Steps of A/B Testing
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FORM A HYPOTHESIS
2 The more targeted and strategic an A/B test is, the more likely it’ll have a positive impact on conversions. “If [Variable], then [Result], because [Rationale].”
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The 4 Steps of A/B Testing
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CONSTRUCT AN
EXPERIMENT
3 Content Design Technology
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The 4 Steps of A/B Testing
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INTERPRET RESULTS
4 You MUST be able to duplicate results. Does your test have statistical significance?
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Metrics Everyone Should Know
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• Open Rate
• Click Thru Rate (CTR)
• Unsubscribe Rate
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Best practice 5
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Copyright 2016 Market Data Retrieval 27
Recommended Best Practices
• Strong Headline with Unique Value Proposition at Top of Email
• Contrast Button Color
• Custom Button Text
OPEN MAIL Get viewer to click to the landing page
8:00 AM >
BUY NOW
• Don’t Confuse the Jobs of the Email’s Different Elements
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RECOMMENDED BEST PRACTICES Recommended Best Practices
• Make it easy to unsubscribe
• Use web-safe standard fonts
• Emails should be 500-700 pixels maximum width
• Design for simplicity STANDARD FONTS
Body copy should be Arial Italic, Arial, Arial Narrow, Comic Sans, Courier New, Georgia, Impact, Tahoma, Times New Roman, and Verdana.
SUBHEAD HERE
HOME | ABOUT US | OUR SERVICES
UNSUBSCRIBE
500-700 Maximum Width
• Have clickable text links look like clickable text links
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Recommended Best Practices
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RECOMMENDED BEST PRACTICES Consider How Email will Display on Different Devices and Email Providers
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Always Remember: The inbox images will not load for vast majority of your subscribers due to their email service providers.
Images Get Blocked Recommended Best Practices
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OPEN MAIL Get viewer to click to the landing page, catch the readers
8:00 AM >
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Recommended Best Practices
BUY NOW
Easily Understood Preheader Text Call to Action Above the Fold
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Best practice 6
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Be a Good Email Citizen In addition to common email terms, there are some other important definitions that affect email performance you may not know.
Sender Score (aka Reputation)
IP Warming
!
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Be a Good Email Citizen Start with a Fresh IP
• ISPs don’t like volume spikes • Especially when receivers don’t
engage or mark you as spam
• ISPs like slow and methodical • Especially when receivers
engage with your emails
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Be a Good Email Citizen How Much Email is Too Much?
@ 54
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Best practice 7
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Resuscitating the Email Channel Creating a multi-channel journey that leads to transactions
$$ @ ….. …..
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Copyright 2016 Market Data Retrieval
It’s the ecosystem, stupid
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• Multiple touch points
• Tracking key
• Coordinate messaging
• Choreograph the customer journey
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Copyright 2016 Market Data Retrieval 39
KEY TAKE AWAYS 1. Segment Your List • Make campaign goals specific, realistic,
and measureable. • Segment your list by narrowing to a
specific, unique audience. • Tell them how YOUR product solves
THEIR problem.
2. Personalize Your Message • Personalizing To and From address
fields provides a lift in email Open and Click-Through rates.
• Customizing an email with dynamic content demonstrates the relevance of your offering to that recipient.
3. Persuasive Email Content • Each element of email copy – subject,
pre-head, headline, sub-head, value statement, & CTA — must be strong and work together to sell the click-through.
4. Design Matters • Improving how people view, read, and
interact with your emails can make the difference in whether or not they click.
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Copyright 2016 Market Data Retrieval 40
KEY TAKE AWAYS 5. Test & Optimize • Testing can identify the most effective
design for an email. • Testing can reveal how small wording
changes make big impacts. • Monitor and clean your email list
of hard bounces and create criteria for handling repeated soft bounces.
• Testing can help you fine-tune your audience targeting.
6. Be a Good Email Citizen • Monitor your reply-to emails as an
indicator of problems with deployment. • Gradually increase deployments to help
warm up recipient IP addresses so they know who you are and welcome your emails.
• Segment, personalize & design good emails to throttle.
7. Integrate Your Campaigns • Email is more affective when multi-
channel touch points are included. • Integrated campaigns need
consistency of brand, message, and look.
• Channel touches need to work together to create a unified customer experience.
• Select your marketing mix so you match the channel and message to your goals.