[Webinar Slides] BIG Ideas to Improve Your Email and Digital Marketing by Jeanne Jennings

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FEATURED SPEAKERJeanne JenningsManaging Director, Digital MarketingDigital Prism Advisors [email protected]: @JeaJen | Blog: www.JeanneJennings.comwww.dprism.com

MODERATOREryn BranhamPinpointe On-Demand, [email protected]

Email Marketing Expert named one of the:

•World’s Top 50 Email Marketing Influencers (Cision, July 2014)•Top Email Marketing + Design Thought Leaders on Twitter (Litmus, January 2015)

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Me

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20+ Years

Digital

Marketing

Strategy,

Tactics and

Creative

Direction

Great Brands

as Clients

Me

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Strengths

The successful marriage of:

Sound, cohesive

digital business

strategies

Effective

technology tool

selection

Digitally-enabled

process

improvement

Opportunities

Customers:

new customers,

improved

satisfaction,

incremental sales

Markets:

adjacent markets,

new markets, market

share improvement

Products:

bundling and

unbundling,

derivative products,

new products,

subscription models

Me and

the

dprism

team

Digital Transformation

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But what we’re really here to talk about…

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Data

Technology

Testing

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Data

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Data

Why It’s Important

Where to Collect It

How to Use It

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Data

Why It’s Important

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The Importance of Data in Understanding the Customer Journey

Critical, 73%

Important, 25%

Not Very Important, 2%

Source: Understanding the Customer Journey: More than Just Online,

eConsultancy with ResponseTap, April 2015

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“Big data is about having an understanding of what your relationship is with the people who are most important to you and an awareness of the potential in that relationship.”

Joe Rospars

Chief Digital Strategist,Obama for America

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Successful Marketing depends on

Building Mutually Beneficial Relationships

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Data is the Basis of

Successful RelationshipsHer birthday isApril 12th

Her eyes are blue –and that’s also her favorite color

She’s a hockey fan and loves to ice skate

She enjoys live theatreand concerts

She likes Mexican food but doesn’t eat guacamole

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And there’s this…

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Source: Borders to Sell Intellectual Property to Barnes & Noble,

BloombergBusiness, September 26, 2011

Data is an Asset

The amount that

Barnes and Noble

paid for Borders’

trademarks and

intellectual property

(their customer

database)

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Missed Data / Revenue Opportunity

“We looked at loyalty cards but we didn’t want to spend all that money…”

Clive Schlee, Chief Executive

Pret A Manger

Source: Why Pret A Manger Gives Away so Much Free Food, Roberto A.

Ferdman for The Washington Post’s Wonkblog, April 23, 2015

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Data

Where to Collect It

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Big

Data

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What Data do You Need to Build a

Relationship with Your Prospects and

Customers?

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Reported Observed

Appended Extrapolated

4 Sources of Data

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Reported

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Reported

Source: eMarketer.com, April 2015

Initially you can

typically ask for 5

to 7 fields of

relevant

information without

drastically

increasing your

abandon rate

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Reported

Source: LinkedIn.com, April 2015

Ask for more

data each

time the

visitor

interacts with

your Website

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Observed

Completed

Transactions

Abandoned

Carts

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Observed

Website Browse

Behavior

Clicks on

Email Messages

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Observed

Social Media

Insights

Other

Information

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Appended

Purchasing

information about

your subscribers to

round out their

profiles and give

you more data for

segmentation and

targeting. Source: AboutTheData.com, Acxiom, 2014

These are examples of B2C appended

data categories; you can also get B2B

data, like titles, from vendors

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Appended

Only Work with Reputable

Providers

Sanity Check How the

Data was Collected

Understand the

Limitations

Confirm that the Benefits

Justify the Cost

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Extrapolated

Taking what you

know about one

person and using

your experience

with similar

people to

guestimate what

they might

respond to.

Source: iTunes receipt, Apple, 2015

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Data

How to Use It

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0%

10%

20%

30%

40%

50%

60%

More Likely toPurchase More Items

More Willing to ReceivePromotional Emails

More Willing to SharePersonal Preferences

Extremely Likely Very Likely Somewhat Likely Not at All Likely

Using Smart Data to Tailor Marketing Messages for Recipients Makes Them…

Source: December 2013 survey of US digital shoppers conducted by

Harris Interactive as reported by eMarketer, January 28, 2014

81% 82% 69%

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Rate Your Company’s Ability to Act on Insights Provided by Data

Source: Understanding the Customer Journey: More than Just Online,

eConsultancy with ResponseTap, April 2015

5%

29%

43%

18%

5%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Excellent Good Okay Poor Very Poor

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Personalization Customization

Targeting Qualifying

4 Ways to Use Data

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Personalization

Personalizing

a message

with a

name or other

reported data

Source: Creating Effective – and Profitable – Birthday Emails,

Jeanne Jennings for ClickZ, April 18, 2011

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Customization

Customizing

a standard

message

with

observed

data

Source: Email from Hanes, Jeanne Jennings’ inbox, March 2015

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Targeting

Sending a

message just

to a certain

segment of

your list

based on the

data you have

on them

Source: Email from Priceline, Jeanne Jennings’ inbox, June 2015

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Qualifying

Lead

Scoring

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Technology

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Dynamic Content Responsive Design

Triggering Multivariate Testing

Technologies

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Many technologies are useful, but the one that has the

highest return for most organizations

is…

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Triggered

Email

Messages

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Source: 4Q 2014 Email Trends and Benchmarks Report, Epsilon, April 30, 2015

Triggered

messages

consistently

have higher

open and

click-

through

rates than

business-

as-usual

(non-

triggered)

messages)

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Reasons for Success

Internal External

Create them

once, use

them over and

over again

Highly

Relevant

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Source: 2013 Email Marketing Benchmark Report, MarketingSherpa

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Identify and Evaluate Potential Trigger Opportunities

Source: Client Case Study, Jeanne Jennings.com, Inc.

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Good Often

Better

Single

Message

Triggered by

an Action

Series of

Messages

Triggered by

an Action

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Develop a Message Map to

Determine How Many Efforts are

Appropriate

More messages:

Lead nurturing

(complex sale) or

attempt to

change behavior

Fewer

messages:

Simple

responses to an

action

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And the biggest reason technology fails to deliver as promised is that…

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“Technology alone is not

enough.

“It’s technology married

with the liberal arts,

married with the

humanities, that yields

us the results that make

our hearts sing.”

Steve Jobs

Co-founder and CEO

Apple Computer

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Technology alone won’t improve performance …

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…it’s a tool that talented people

working for you can use to improve

performance.

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Testing

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“The most important word in the

vocabulary of advertising is

TEST.

“Never stop testing and your

advertising will never stop

improving.”

David Ogilvy

Founder, Ogilvy and Mather

The Father of Advertising

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Source: Email Marketing Benchmark Report, MarketingSherpa, 2013

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Bake Testing into Your Marketing Plan

Plan for the testing you’ll do at

least 3 months in advance

Alternate between simple tests

(subject line) and those that

take more effort (landing page

content)

Have a sound hypothesis

around why a test will beat the

control

Look for tests where the results

can have long term impact

Always set a quantitative goal

for your test

Goal to your bottom-line

objectives (usually revenue or

sales or page views, rarely

opens or clicks)

Make sure your results are

statistically significant

Back test periodically to confirm

your results

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16 Types of Email Marketing Tests1. Lists / List Segmentation 9. General Copy

2. Landing Page Elements (which

could spur another list of 15 or

more)

10. Personalization (Data Merge)

3. Completely New Creative 11. Subject Line

4. Preview Pane View 12. From Line

5. Customization (Targeted Content) 13. Design (fonts/colors/image)

6. Offer Copy/Placement 14. Time of the Send

7. Call-to-Action Copy/Placement 15. Day of the Send

8. Wireframe / Layout 16. Treated versus Untreated

Source: 15 Types of Email Marketing Tests You Should be Doing, Jeanne

Jennings for ClickZ.com, April 15, 2013

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My Challenge

to You: Do One

Strategic Test a

Month!

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Additional Digital Marketing Resources Free

Look for Jeanne’s column on email marketing every other Monday

www.ClickZ.com

Jeanne’s Blog and Email Newsletter

www.JeanneJennings.com

@JeaJen to follow Jeanne

@DPrism1 to follow Digital Prism

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The Premier Email Marketing Association, part of the DMA

www.EmailExperience.org

A Private Community for Email Marketers; look for Jeanne’s monthly post on the blog

www.OnlyInfluencers.com

Additional Digital Marketing Resources

Paid


Jeanne S. Jennings

Managing Director, Digital Marketing

Digital Prism Advisors

3 Big Ideas to Improve Your Email and Digital Marketing!

Thanks for Attending! Questions?

More Effective Digital Marketing Blog written by Jeanne Jenningswww.MoreEffectiveDigitalMarketing.comTwitter:@JeaJen

[email protected]:@dprism1


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