britishgas_edialog
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Email best practice
How British Gas can make best use of your email communications
Email best practice
How British Gas can make best use of your email communications
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Agenda
Introductionse-Dialog
Team
The email landscape
Best Practice Email planning
Best practice email design
Your World today – British Gas email programme
Your World tomorrow – pipeline of initiatives
© e-Dialog Inc. All Rights Reserved.
Who we are – the 5 minute version
e-Dialog is a specialist provider of email and multi-channel technologies and services
Born in the USA but with a totally self-sufficient European team 115 digital marketers, technology experts, data specialists, analysts, production experts and designers
Unique in having both market leading technologies and the resource to support digital, multi-channel marketing needs
Gives clients the flexibility to engage with us with whatever level of support they want
An infrastructure that today delivers over 100 billion emails/year and a vision that is future proofed to support our clients.
“Cyber Monday” (Thanksgiving period) – 255 million emails. Plus over 2,000 transactional and automated emails a minute. Plus hundreds of automated programmes delivering personalised messages
Passionate about the work we do and the clients we serve
Office Locations
Seattle, WA
Austin, TX
Burlington, MA
New York, NY
KOP, PA
London
Singapore
Denver, CO
5 © e-Dialog Inc. All Rights Reserved.
Part of the eBay inc.
MarketplaceseBay
Shopping.comStub Hub
EnablementWebstore, FulfillmentFull Service AgencyMarketing Solutions
PaymentsOnlineOffline
Phone line
6 © e-Dialog Inc. All Rights Reserved.
Marketing Solutions Group
MBS InsightDatabase marketing CRM, interactive services and analytics
e-DialogeMail Marketing Strategy and Services
SilverLignIntegrated Marketing Design and Strategy agency
PepperjamAffiliate marketing network
M3MobileSMS and mobile marketing
ClearSaleingMultichannel Marketing attribution and optimization modeling
FetchbackWebsite visitor remarketing
True ActionFull service interactive agency
7 © e-Dialog Inc. All Rights Reserved.
e-D Products and Services
Serv
ices
Tech
nolo
g
y
Strategi
c
Creative
Technical Production
Precision Central
Messaging
PlatformDatabase
Planning, Reporting, Insight
Concepts, designs, guidelines
Web Apps, automations, development
Campaign execution, optimization, QA & testing
• Campaign Builder, Insight Builder, e-Reports, Poll Builder, Conversation Manager…
• Email, mobile, eComm
• Oracle database
We are proud to work with…
Database of 100 million+; global engagement managed out of three offices; mail in 30 languages+
130 stakeholders; global CRM, campaign deployment, reporting and analysis
Self-deploy client; deeply personalised programmes with deep content integration
Self-deploy client; developing extensive automation for newsletter and behavioural programmes
Strategic Leadership; advanced content publishing solution
50+ content feeds; automated time sensitive marketing
Client snapshots
Supporting British GasDedicated Client Service team at e-Dialog
Scope of relationship determines functional team representation
Key Responsibilities:Annual : Planning Session Deliver Strategic Business Reviews to entire
team, focusing on metrics for all business units and markets
Bi-Annually: Business Review Meeting
Monthly: Email Planning Session, Account Check-in Meeting
Daily: Campaign and project progress as well as performance
updates
Campaign Support
Tools & Data Support
Communication Client Meetings
Sharing Knowledge and Expertise
Email AnalysisPerformance
Metrics
Learnings Applications
Client Service Team Structure
Client Service Lead
BSA
Strategy Specialist
Producer Support Resources
Account Development Lead
•Producers•Project Managers•Database Programmers
•Project Developers•QC Specialist•Analytics Specialists
•Strategy Specialists
Supported by Functional Experts
Channel Development Consulting
Customer Journey Mapping
Channel Planning / Programme Design
Analytics and Insights
Campaign Execution
Tool and Workflow Optimisation
Quality and Testing
Translation
Data Services
Project Management
Web Application Development
Automation
Strategic Services
Production ServicesTechnical Services
Creative Services Ideas and Concepts
Design
Copywriting
Guidelines and Templates
British Gas Client Service Team
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The world today…
© e-Dialog Inc. All Rights Reserved.
•Implementation kicked off August 2011
•Batch data sync operational 14 September
•First mailing deployed 15 September (GMR)
•GMR automated daily trigger deployed September
•Total mailing volume to date: 8.2m
•Conversion tracking project underway
•PEEAT dynamic imaging project underway•e scheduled for w/c 12th Oct
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The Email Landscape
© e-Dialog Inc. All Rights Reserved.
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1971: First Email
Email Grows Up
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1995+ Mainstream use of internet begins
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2000Webmail becomes prominentEmail marketing sees growth
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2006Webmail is primary inbox
Email marketing becomes established
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2010Social & Mobile take hold
Email marketing now a major industry
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Ranking of channels for ROI Proportion of companies ranking as ‘excellent’ or ‘good’
Email consistently top/second top channel for ROI since 2008
10/04/202322
© e-Dialog Inc. All Rights Reserved.
SEO 73%
Email marketing 72%
PPC 56%
Social media 43%
Mobile marketing 34%
Affiliate marketing 47%
Offline direct marketing 32%
Online display advertising 24%
Average split of online marketing budgets
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Website 23%
Email marketing 18%
PPC 15%
SEO 10%
Display advertising 8%
Affiliate marketing 6%
Social media 6%
Mobile 2%
Other 12%
The state of the channel
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Source: DMA
Open rates Click rates
Unsubscribe rates
Mobile email marketing
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Connecting with consumers 18-24 are the heaviest users of
mobile email
Special offers are
the preferred type of
mobile email
It’s not just calls & texts
Mobile phone activitiesChecking personal email is predominant activity
Common behaviour among Social and Mobile users
Base: Respondents with an Internet-enabled mobile phone
And consumers are engaging through other channels
Meteoric rise of social mediaSocial networks continue to grow
Over one-third of consumers
interact socially with marketers
42% say that e-mail is a primary
driver in social networking
One-quarter review and rate
purchased products
Almost 20% say they forward
messages to family and friends
What’s deemed “most
shareworthy”? New product
information, special offers and
promotions
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Role of email with social web
Email as the glue between social and commercial web assets
© e-Dialog Inc. All Rights Reserved.28
Social Media activity:Your brand personality
Your website:The commercial
shop-front
Email communications:Reminds consumers to
re-engage
Drivestraffic
Keepsinformed
Drivestraffic
Builds brand engagement
Prompts engagement between sales cycles
Drives reason for regular contact
Closer
Branded Keyword Search
Here’s what you see…
Site Purchase
Its Not Just Last Click
Purchase Path Provides Full Funnel Visibility
Day 1
Day 8
CloserInfluencersIntroducer
Natural Search
Display Campaign
Email Marketin
g
AffiliateBranded Keyword Search
Here’s what you see…
Site Purchase
Site Visit
Social
Here’s what you missed
Its Not Just Last Click
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The cut-through challenge
Emails need to be:-
Engaging
Entertaining
Surprising and delightful
Relevant
© e-Dialog Inc. All Rights Reserved.
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Show me the money…
While highly relevant emails require additional investment, they have the potential of generating 10x the ROI of broadcast emails
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Broadcastemails
RelevanceTested emails
£0.02 £0.05
+10x ROI vs. Broadcast
emails
Revenue per emailCost per email
£0.12 £1.00
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Six Factors of Relevance
Contact Management
Relevance Trajectory Scoring
Detailed worksheet calculates score for each of 6 factors
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How does British Gas compare?
British Gas Relevance Trajectory score currently stands at 98/300
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BG0
50
100
150
200
250
300
98
EMEA Client Relevance Scores
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•
British Gas Relevance Trajectory Score
Life
cycle
Man
agem
ent
Segm
enta
tion
Pers
onal
izatio
n
Conta
ct M
anag
emen
t
Inte
ract
ivity
Test
ing
& Mea
sure
men
t0%
10%20%30%40%50%60%70%80%90%
100%
40%35%
20%
37%
16%
47%
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What we do
Tailoring a solution to fit the client’s needs (and budgets)
e-Dialog clients regularly exceed industry averages for implementing
intelligent programmes
© e-Dialog Inc. All Rights Reserved.
Helping marketers get to where they aspire to be
Source of Average figure – Forrester European e-mail marketing in 2011
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Common outputs of Planning
Channel development roadmaps
New e-mail programmes (including test plans)
Contact management mechanisms (contact frequency maps, contact prioritization inc. best next contact models, suppression hierarchies)
Acquisition programmes (including LTVs)
Audience segment definitions and developments
Relevance Trajectory benchmarking and action plans
Reporting framework & KPIs
Supported by Business Cases wherever possible© e-Dialog Inc. All Rights Reserved.
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Lifecycle management
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Relevance Drives Retention
Programme Planning Process
Questions
Jill Brittlebank, Director of Strategic Services41
Creative thinking at e-Dialog
Presented by
© e-Dialog Inc. All Rights Reserved.
Dan Clarke
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The combination of strategic thinking, great
ideas and creative execution enable us to
produce award winning campaigns that address
specific business objectives and encourage high
levels of customer engagement.
© e-Dialog Inc. All Rights Reserved.44
Our Email Expertise
As a channel, email provides a low
cost opportunity to form a
relationship with the consumer,
that ultimately drives a high ROI.
Underpinning all of these results is
great creative work.
Our creative team are experts in
the channel, understanding the
best way
to communicate with your
customers maximising the impact
of the channel.
45 © e-Dialog Inc. All Rights Reserved.
Design best practice
Design for email
Our team has many years experience understanding design best practice for the email channel.
Campaign testing
We frequently test every element of our design work, including content hierarchy, tone of voice and subject lines to ensure we get the most from the channel.
Messages that drive results
Creative critiques, refreshes and testing
We can use our expertise in the channel to undertake critiques of your current campaigns.
Tell me more!To find out more about our creative critiques please contact your account teams today.
46 © e-Dialog Inc. All Rights Reserved.
Bulletproof HTML Production
Best Practice HTML for Email
With the various combinations of email clients, webmail providers and web browsers, coding email that renders consistently can be a challenge.
Our team has developed best practice coding techniques to make sure consumers receive the optimal experience regardless of how they access their email.
Tested in email clients & mobile devices
Our HTML builds are thoroughly tested in popular email clients using live accounts and ReturnPath Campaign Preview.
Code critiques & training
We also work with our clients’ internal development teams, and offer both code critique/fixes and training sessions.
Best Practice HTML that works across email clients
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Template Driven Campaigns
Why Templates?
Whilst templated campaigns require an initial development time, for frequently sent campaigns they quickly reap benefits in the form of lower cost, reduced turn around times, brand consistency and reduced QA.
Efficiently and quickly delivering repeat campaigns
Similar benefits can also be realized by using template methodologies for multiple language campaigns.
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Automation
Triggered campaigns allow marketers to provide relevant content at the right time for the consumer, by strategically acting upon behavioral data. Popular Triggered campaigns include:
Welcome streams
A series of emails introducing new customers to the brand and building interest in future emails.
Abandoned shopping cart
Re-targeting consumers after they abandon the check out process.
Ensuring the right message is sent at the right time
Reactivation
Creatively encouraging lapsed consumers to re-engage with the brand.
Social welcome streams
Introducing new consumers to the brand, after acquisition through social channels such as Groupon deals or Facebook & Twitter.
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A web that works on all devices
Freeing content from plugins (eg. Flash)
Make ‘app functionality’ native
HTML5
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Video in emailNews International
Brief:Increase downloads of the Times iPad App
Solution:Targeted known iPad owners.
Headline that made an emotional connection with ipad users
Design optimised for iPad
Fully playable video in the email, including audio.
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Creative opportunities
Showcasing products
App features
Help tutorials
Degrades gracefully
Reverts to a traditional image linking to hosted video
Recipient unaware they aren’t receiving the full experience
Video in emailBritish Gas Example
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Where it works
Video in email
Where it doesn’t work
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Forms in emailBritish gas mock-up
Aim:Requesting contact detail updates
Solution:Allows users to update their details directly into the email.
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Forms in emailBritish gas mock-up
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Where it works
Where it doesn’t work
Forms in emailBritish gas mock-up
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Dynamic Imagery
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Account Statement
Personalised graphs based on the user’s account are dynamically published into the email.
Using dynamic imagery avoids an otherwise labour intensive task personalising images.
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Customised Products
Custom publish imagery based on data, without manually creating images.
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Live Email
Updating the content of the email at the time the user opens, not the time we mail.
Example campaigns:
Live countdown
Stock countdown
Live Tweets
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Responsive Email Design
© e-Dialog Inc. All Rights Reserved.
Comscore 2011 Mobile Report
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41.8%Android
27%iPhone
21.7%Blackberr
y
5.7%Windows
Comscore 2011 Mobile Report
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41.8%Android
27%iPhone
21.7%Blackberr
y
5.7%Windows
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iPhone is now 2nd to Outlook in some markets
We should treat all users as mobile users.
How should we design for mobile?
Clear message – less copy
Adjust design for 320px wide (desktop emails are 600px wide)
Easy to use with a touch interface
Why is this important
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British Gas Mobile
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13%Android
85%iPhone /
IPad
1%Blackberr
y
.14%Windows
1.1%Nokia OS
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One HTML layout adapts to the users device
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Responsive Email DesignBritish gas mock-up
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Data drivenMobile Content
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Data driven mobile content
Example campaigns:
Mobile Apps
Video Campaigns
Tailoring content based on the device and platform the user has.
Best use of email 2011 Innovation in email 2010
Emails Working Harder
© e-Dialog Inc. All Rights Reserved.
10/04/2023
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What is Conversation Manager?
• Gives users the ability to create multi-touch marketing campaigns using an intuitive drag-and-drop interface .
• Reduces the reliance on IT, programmers, or third-parties in the campaign management process
• Delivers a visual tool that automates manual, disparate campaign management process.
• Helps marketers save time while enabling them to improve campaign relevance and execution
• Improves visibility into all campaign “touch points” for better troubleshooting, testing, and analysis
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Conversation Manager
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Conversation Manager
8 Seconds
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What can be achieved in 8Seconds…..
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The number of CTRs by up to 45% and often
more
Testing of email campaigns is a proven method to increase ROI.
How…..
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Image Optimization
Different images to different recipients that open their email
Buy Now
Shop Now
Click Here
More Info
Switch Now Register
Measures statistically and in real time which images are the most successful in terms of clicks or conversions
Automatically shows this best image (or combination of images) to the next recipients that still have to open their email at that moment in time.
Test…..
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30%
Case Study
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Thank You
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