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@CommCorp#InternetWorld2013#askCommCorp
Step Away From the Open Rates!
@CommCorp#InternetWorld2013#askCommCorp
Why do we use the open rate?
Uniquely accurate
Key to reputation and delivery
High open rate = success
@CommCorp#InternetWorld2013#askCommCorp
Email best practice advice... who is it for?
•inactive data
•volume
•relevancy
Common Problems
•clean lists
•send to active data
•improve targeting
Familiar Answers
•You are sending too many emails
•inactive data is bad
•improve your open rates
•improve your sender reputation
Standard Message
@CommCorp#InternetWorld2013#askCommCorp
Email Marketing - Chapter 1
Collect permission-based data for marketing
Use that data to target, segment and personalise
Trigger and automate campaigns to improve relevancy and timeliness
Re-engage and reactivate dormant and sleepy customers on your list
Don’t send emails to long-term inactive data
@CommCorp#InternetWorld2013#askCommCorp
Email Marketing - Chapter 2
Open rate not relevant to evolving email marketing techniques
You should send more emails
You should repeat email sends
If you want to engage with your customers, it is your customers, not your campaigns which you should measure (Tim Watson)
Inactive is normal (Dela Quist)
Use ‘Big Data’ techniques to increase segment size
@CommCorp#InternetWorld2013#askCommCorp
High Open Rates and Campaign Success
High open
rates are seen in
successful
campaigns, but…
Campaign success comes from relevancy and recipient interaction
Open rates are a measure of that interaction
High open
rates are a
consequence of a successf
ul campaign, not the causeWhat does the
open rate indicate?
@CommCorp#InternetWorld2013#askCommCorp
Send Email of Value,
not Volume
@CommCorp#InternetWorld2013#askCommCorp
Volume and Value Case Study 1: Welcome Campaigns
StudentBeans
•13% Revenue increase
•“We found that it is actually
making the list more engaged”
•Open rates after welcome
campaign increased by 67%
because list was more engaged
•It was not the same people
opening each welcome email,
which is what lead to the increased
overall engagement of the list
http://www.marketingsherpa.com/article/case-study/sixemail-welcome-increases-revenue-13
Moved from a single welcome email to a welcome series
More people opened welcome emails
67% more people opened subsequent emails
13% revenue increase over subscription lifetime
@CommCorp#InternetWorld2013#askCommCorp
Volume and Value Case Study 2: Cart Abandonment
SaleCycle – MandM Direct
Email 1 – within a few minutes of cart abandonment 4.04% conversion rate Email 2 – 24 hours after cart abandonment2.8% conversion rate 2nd Cycle influence36% of conversions generated by the 2nd cycle
37% of cart recovery revenue generated by the 2nd cycle
http://www.salecycle.com/ourresources/case-studies/content/mandm-direct.aspx
Moved from a single email to an email series
More people opened emails
More people revisited abandoned carts
Increased conversions
@CommCorp#InternetWorld2013#askCommCorp
How multi-phase and re-targeting works
More chances to open emails
More people open emails
Relevancy must be maintained
@CommCorp#InternetWorld2013#askCommCorp
Multi-phase – open rates
Email campaign Recipients Openers Open Rate
Week 1 full list - news and offers 10,000 2,000 20%
Week 2 full list – discount voucher 10,000 2,500 25%
Discount Voucher priority follow-upPhase 1
2,000 800 40%
Discount Voucher priority follow-upPhase 2
1200 200 17%
Follow-up campaign 1: SuccessFollow-up campaign 2: Failure?
@CommCorp#InternetWorld2013#askCommCorp
Multi-phase – engagement and revenue
Email campaign Recipients Openers Combined Openers Revenue
Week 1 full list - news and offers 10,000 2,000 £4000
Week 2 full list – discount voucher 10,000 2,500 £5000
Discount Voucher priority follow-upPhase 1
2,000 800 3300(33%) £1600
Discount Voucher priority follow-upPhase 2
1200 200 3500(35%) £400
Email campaign open rates show only a single point-in-time measure of success
Look at overall impact to mailing list
Look at overall and incremental revenue
Incremental costs are close to zero with automation
@CommCorp#InternetWorld2013#askCommCorp
Multi-phase and re-targeting – further examples
Welcome campaign
series
Multi-cycle cart
abandonment
Priority customer rewards
Time-limited event or offer
A one-off offer to push
@CommCorp#InternetWorld2013#askCommCorp
Engagement, not open rates
•Re-target•Multi-phase•Repeat
campaignsIncrease the reach of
individual campaigns
•Increase size of mailing list
•Increase quality of new and existing data and reduce unsubscribes
•Interesting, useful, engaging, timely and relevant content
Long term aim:
increase openers within
mailing list
@CommCorp#InternetWorld2013#askCommCorp
Open Rate Strategy:Targeting active email addresses
Increases open rates
Remedial only – targeting same, decreasing list
Inactive is normal (Dela Quist)
Use inactive data differently
Remove long-term inactive email addresses
@CommCorp#InternetWorld2013#askCommCorp
Open Rate Strategy: Targeting to segment
Filter results
male
Scotland
Has purchased
Filter Criteria
@CommCorp#InternetWorld2013#askCommCorp
Open Rate Strategy: Targeting to fan-out results
Purchaser Demographic
male
Scotland
Has purchased
Fan-Out Filter Results
@CommCorp#InternetWorld2013#askCommCorp
Open Rate Strategy: Targeting to fan-out results
Big Data modelling techniques to
identify recipients with similar
demographics
Analysis used for targeting can be
used to grow segments
@CommCorp#InternetWorld2013#askCommCorp
Summary
Open rate is a single measure of a single campaign, not relevant to many modern email marketing techniques
Open rate maximisation advice is to fix basic delivery problems and long-term can result in small number of people being retargeted
If you want to engage with your customers, it is your customers, not your campaigns which you should measure (Tim Watson)
Maximise revenue by improving the reach of each campaign and your mailing list engagement.
@CommCorp#InternetWorld2013#askCommCorp
A new strategy for the next 12 months
Increase email revenue and ROI
Increase number of actively opening, engaged customers
Increase number and quality of customers in lists
Use multi-phase campaigns to increase the reach of each campaign
@CommCorp#InternetWorld2013#askCommCorp
Questions?
Meet the team at stand E6056
Some of the brands we work with...