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Email consultant Tim Watson showed how to get more from using Email marketing with a review across email marketing techniques including integrating list growth across channels; driving emails with behaviour; Increasing mobile consumer impact; social integration; optimisation; evaluation and metrics.
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Digital Marketing Priorities 2013 Summit11th January 2013. Brought to you by:
Email Marketing Priorities 2013
Tim WatsonEmail Marketing ConsultantZettasphere Ltd
Improve performance in 2013, including strategy and setting priorities, list growth, automation & triggers, social integration and optimisation
Digital marketing advice, training and consultingwww.smartinsights.com
About Dave Chaffey
About Dave Chaffey• Author of 5 bestselling marketing books first
published in 2000, now in their 4th and 5th editions • Online marketing consultant and trainer since
1997• Manages SmartInsights.com: a marketing advice
site with Expert members in over 50 countries
January Offer: Free copy of Emarketing Excellence for first 50 new Expert-level members Smart Insights Expert membership: www.smartinsights.com/membership
Books
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About Tim Watson
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Agenda How to get more Integrating list growth across channels Driving emails with behaviour Mobile consumer impact Social integration (and what this isn’t) Optimisation Evaluation and metrics
Please interact using the BrightTALK buttons:
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$690 million
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POLL - radio button single select How long has your email programme been
running? 1-3 years 4-7 years Over 8 years
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Drains up review
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Want more?
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Specifically? Find more customers Find customers more cheaply Get customers to pay more Get customers to buy more each visit Get customers to increase purchase frequency Get customers to increase lifetime
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Focus where it counts
Signup
Prospect
One purchase
Regular purchase
Lapsing
Lapsed
1,000 7,000 15,000 2,000 5,000
10,000 1,000 12,000 2,000 25,000
Scenario 1
Scenario 2
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Scenario 1 vs 2Scenario 1
Scenario 2
Win-back lapsedLapsed 5000 25000
5% 250 1250
Existing regular 15000 12000New regular 15250 13250
Convert one time to regular
One purchase 7000 100015% 1050 150
Existing regular 15000 12000New regular 16050 12150
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Email reach
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POLL – check box multi select Which acquisition sources do you use?
Purchase process Own website home page Own website all pages Partners Facebook Twitter Recommend a friend Offline forms Events Support and corporate emails footers
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Source: Lucky Voice / Emailvision
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Look at all offline touch points Cash register receipts In store posters Paper catalogues Events Exhibitions Packaging
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Improve what you’ve got
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Source: Padiact
A B
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Intelligent popups
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Automation
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Automation & triggers Welcome series Browse abandon Basket abandon Transactional cross sell Product review/ratings request Replenishment
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Sent the day before visiting
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Behavioural segmentation Email open/click Web browsed Purchases Basket abandon Wishlist
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A simple behavioural email
Opened
Not opened
1st send
Re-send
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Poll – checkbox multi-select What are your mobile plans
Website is fully mobile device compliant Website has limited mobile device support Plan to develop mobile website Emails work well on mobile devices already Plan to develop emails for mobile devices No mobile device plans
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Population: 6.9 billion
PCs: 1 billion TVs: 2 billion Mobiles: 5 billion
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Responsive
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Share With Your Network (SWYN)
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Instagram pictures
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POLL radio button single select How much do you test
Never run email split tests Run tests on the minority of campaigns Run tests on the majority of campaigns All campaigns include a test
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Optimisation
A B
> 20%
or
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Repeatable learn process
Define Objective
and optimisation metric
Create test
hypotheses
Develop tests and
define cells
Execute and
report results
Review what and
why
Ensure results are validwww.emarketingdynamics.c
om
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Test one thing at a time?
Photo courtesy Marko_k Flickr
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POLL check box – all that apply Which metrics do you USE to evaluate email
Open rate Click rate Conversion rate Revenue (eg per campaign or per 1000 emails) Unsubscribe rate Bounce rate Complaint rate Other (please chat what)
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Metrics and evaluation %Customer who opened in last month Revenue per customer per month Total email revenue per month Value of an email address %new customer in last month %unsubscribed in last month %bounced not contactable in last month
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Thank you for your participationYour questions please
Please ask questions and rate this webcast
For more Answers to your Digital Marketing Questions use our free community
Best wishes for 2013!
http://www.smartinsights.com/answers
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