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Email Marketing Excellence
Dr Dave ChaffeySmartInsights.comDigital marketing strategy advice
Michael LeszczynskiGetResponse.comWorld’s Easiest Email Marketing
#SmartGR
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Agenda: Email Marketing Excellence
¥ The CRITICAL areas of Email marketing that boost response
¥ How your email marketing compares with other businesses
¥ The options for improving targeting to deliver more responsive emails
¥ Examples to inspire improvements to your email creative and content
¥ Email marketing optimization Masterclass. Proven techniques towards email marketing sophistication.
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About Dave
About Dave Chaffey
o Consultant and trainer in Digital since 1997
o Author of 5 bestselling digital marketing books
o CEO and Editor of SmartInsights.com - a marketing advice site with Expert (Pro) members in over 80 countries using our templates, planning guides and online courses to improve results.
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How does your Email marketing compare?
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Optimizing Email Matters 1
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Optimizing Email Matters 2
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The CRITICAL factors for success¥ C¥ R ¥ I¥ T¥ I¥ C¥ A¥ L
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The CRITICAL factors for success¥ CREATIVE¥ R ¥ I¥ T¥ I¥ C¥ A¥ L
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Which Test Won?
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Test version BSend Volume: 10,000
Sample criteria: Random
Click through rate: 4.5%
Main BroadcastSend Volume: 180,000
Click through rate: 5.8%
Test version ASend Volume: 10,000
Sample criteria: Random
Click through rate: 6.1%
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Q. How creative is your creative?
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The CRITICAL factors for success¥ CREATIVE¥ RELEVANCE¥ I¥ T¥ I¥ C¥ A¥ L
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Messaging
Customer intelligence
MassCommunication
Demographicdata
Customerhistory
Contact data
PersonalizedCommunication
SegmentedCommunication
TransactionalCommunication
Customertransaction
Intention/behaviour
Data sourceIntegrated Web analytics
Behavioral /web sales
Mailing list/database
CRM systemEnhanced profiling
Customervalue
Potential benefit =Tailored promotions (sales)
Loyalty
Information
Relevantoffers
BehavioralCommunication
Potential benefit =Up-sales/ promotions
Triggers based on behavior
Trigger on transaction
Newsletters, surveys & one-
size-fits-all promotions
Lifecycle
emails
Targeted email campaigns/
offers
50%here
E-CRM and Marketing AutomationWhere do you fit?
Source:MichaelLeander
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How relevant are your emails?
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Email 'Type' Customer Lifecycle Segmentation
Prospects Nursery Development Lapsing Lapsed
Lifecycle P2C programme Nursery programme Spot the winners Prevent Lapsing
programme Lapsed programme
Behavioural Triggered by customer behaviour: ABBA, BnB, Accessories etc (max.1 email per week for each programme)
Newsletter Sent wk. 1 each month to all contacts with personalised content
Feature Email
Sent wk. 2 each month to all contacts
Offers and Deals
Sent wk. 3 each month to all contacts
NPI Sent wk. 4 each month to all contacts
Content insertion Automation exampleMonthly Planning Framework
Source: Harriet Mitchell Smart Insights Digital Impact conference
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The RS NewsletterHero banner
Customised content: (Customer Profile)• EDE (Electronic Design Engineers)• Non-EDE (Electronic Design Engineers)• Promo Excluded (Key and Corporates)
CLC Module
Customised content: (Customer Lifecycle)• Nursery• Development• Acquisition
BEH ModuleCustomised content: (Behavioural data)• Abandoned Baskets• Browsed Not Bought• Propensity to Buy (A recommendations
model)• Top Sellers
Local Module
Product modules can vary in number and format. Maximum of 8 modules per email.
ProductModules
Optional modules for any local
activity/information.
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The CRITICAL factors for success¥ CREATIVE¥ RELEVANCE ¥ INCENTIVE¥ T¥ I¥ C¥ A¥ L
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Example Abandoned Cart Test
¥ 1. Generic branded follow-up email : +10% conversion rate.
¥ 2. Personalised remarketing email with a promotional code for a 5% discount time limited to 72 hours: +100% conversion rate.
¥ 3. Personalised remarketing email with a promotional code for a 5% discount time limited to 48 hours: +200% conversion rate.
Source: Smart Insights: Email re-marketing
http://bit.ly/smarteremail
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The CRITICAL factors for success¥ CREATIVE¥ RELEVANCE ¥ INCENTIVE¥ TARGETING or TIMING¥ INTEGRATION through Time¥ C¥ A¥ L
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Q. Are you using the full range of email options?
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: eCircle case study
Email contact strategy - BEFORE
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: eCircle case study
Email contact strategy - AFTER
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The CRITICAL factors for success¥ CREATIVE¥ RELEVANCE ¥ INCENTIVE¥ TARGETING or TIMING¥ INTEGRATION through Time¥ CONVERSATION¥ A¥ L
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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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The CRITICAL factors for success¥ CREATIVE¥ RELEVANCE ¥ INCENTIVE¥ TARGETING or TIMING¥ INTEGRATION through Time¥ CONVERSATION¥ ATTRIBUTES – Subject, From¥ L
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The CRITICAL factors for success¥ CREATIVE¥ RELEVANCE ¥ INCENTIVE¥ TARGETING or TIMING¥ INTEGRATION through Time¥ CONVERSATION¥ ATTRIBUTES – Subject, From¥ LIST MANAGEMENT, (LANDING PAGES),
DELIVERABILITY
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Pop-ups work (unfortunately)
Source: Kath Pay on Smart Insights
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Are you proactive in managingyour subscriber list?
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See how your business compares
http://www.smartinsights.com/howgood
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See how your business compares
http://www.smartinsights.com/howgood
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Let’s Connect! Questions & discussion welcome
SmartInsights.com:: Plan | Manage | Optimize
Free, Basic member tools¥ Managing Digital Marketing 2014 report¥ Sample planning templates¥ Planning infographics
www.smartinsights.com/membership
Premium, Expert member learning¥ 7 Step Guide to B2B Digital Marketing¥ Online courses¥ DIY Planning and optimisation templates in Word, Excel and Powerpoint
¥ www.smartinsights.com/membership/expert-member-reasons
uk.linkedin.com/in/davechaffey
www.facebook.com/davechaffey
www.twitter.com/DaveChaffey
https://plus.google.com/+DaveChaffeyUK/
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Proven techniques towards email marketing sophistication
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How sophisticated are you?
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How it links to performance
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How it links to performance
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Step 1. Track more
¥ Avoid focusing on vanity metrics
¥ Use basics e.g. Open Rates, CTR
¥ But also: Bounces, Unsubscribe Rate, Complaint Rate, ROI, CPA, Sales
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Step 2. Manage your lists
¥ Grow through multiple channels
¥ Maintain list hygiene¥ Automate¥ Test¥ Update
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Step 3. Target wisely
Content Marketing Institute
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Step 4. Manage deliverability
¥ Frequency¥ Message format¥ Content¥ List building¥ ESP
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Step 5. Optimise your messages
¥ Make sure you know the audience and prove it in your emails
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Step 5. Optimise your messages
¥ Understand your objective and make it clear throughout the message
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Step 5. Optimise your messages
¥ Cross-sell, up-sell and reactivate to increase sales, cut costs and deliver more relevant content
If 68% of carts are abandoned …
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Step 5. Optimise your messages
¥ Embrace urgency, play on power of loss aversion, and offer something on top
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Step 5. Optimise your messages
¥ Exceed expectations and consider creative approach
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Q&A
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Want more inspiration?
¥ Getresponse.tv/webinars/¥ Blog.getresponse.com¥ https://twitter.com/getresponse
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