email marketion tips & tactics - online retailer conference 2015
TRANSCRIPT
Email Marketing
Pieter S Verasdonck10+ years of experience in Digital Marketing
Industries: Education, FMCG, Telco, Travel & Tourism, Government, eCommerce & Retail, Real Estate, Fashion, B2B Lead Generation and even Gambling & Adult Entertainment.
Featured in: • Smart Startups Magazine, Industry Expert
Roundup Blog Articles, SEMRush Webinars• Spoke at: Numerous Meetups, SMX Sydney 2014 -
Bootcamp & Advanced Online Marketing Conferences (And now on Online Retailer)
“Email remains the best digital channel
for ROI” - Econsultancy, 2014
$54 ROI for every $1 spent
How can I get that kind of ROI?
Lists
eMail List Building
“Nee heb je al, Ja kun je krijgen”
“If You Don't Ask, You Don't Get!”
Building Your eMail List1. On website Offers & News Letters:
Building Your eMail List2. Automatic Opt-in at Checkout:
Building Your eMail List3. Website Content Pop-up's:
Building Your eMail List4. “Social Proof Paradox” in Blog Articles:
Building Your eMail List5. “Single Option Aversion“ Content Pop-up’s:
Building Your eMail List6. Hack Qualaroo To Build Your List Fast:
Building Your email List7. Product Alerts & Pre-Order Lists:
Building Your eMail List8. Facebook Page & Social Media (Twitter , Pinterest, etc): Sign-Up Form tab app Competitions & Offers
Building Your eMail List9. Gated & Downloadable Content:
The Presentation Slides Are Available From:
http://eepurl.com/bsPIvb
Keeping Your eMail List10. Opt-Out Centre:
Segments
“Segmented email campaigns produce 30% more opens than undifferentiated messages.” - Onetate’s Intelligent Email Marketing that Drives Conversions, 2012
“Email marketers estimate 30% of email revenue derives from targeting to specific segments.” - DMA’s National Client Email Report, 2013
Lists Segmentation
1. Increase Open Rates2. Increase Click-Through Rates3. Increase Conversions4. Decrease Unsubscribes5. Avoid Spam Filters (Improve delivery
rate)6. Increase General Customer
Happiness
Why Should I Bother
Here’s the Theory
One Size Doesn’t Fit All
Customer Persona
How to Capture Customers info:1. The Two Page Form
Warning: More form fields = Higher drop off rate
How to Capture Customers info:2. Progressive Profiling:
How to Capture Customers info:3. Social Media Login
Warning: Provide a choice.
How to Capture Customers info:4. Analysing Click Paths and Transactions
Warning: Your buyer might be shopping for someone else!
How to Capture Customers info:5. Account Centre
Events & Triggers
2. What they’ve done: Past Behaviour, Action Triggers
Event & Trigger Segmentation
“Event-triggered campaigns performed 5x better than traditional batch campaigns.” - GarethHerschel at Gartner
eMail Triggers:
1. Campaign Response2. Remailing3. Content
Interactions4. Non-activity5. Major Events
6. One-Time Buyers vs. Repeat Buyers
7. Anniversary8. Replenishment Date9. Cart Abandonment
Hands on Learning
How To Create a Perfect eMail
Who, What, When, Why
Sender InformationSubject Headings
Product Recommendations
Articles
Most Highly Performing emails:
B) Special offers & Discounts(Be wary of Pavlov's Dogs)
C) Product Recommendations
eMail Template Design
1. Automatically recommended products had 73% more clicks than hand-selected products.
2. Product recommendations in newsletters generated 46% more revenue than handpicked products.
Best Performance:
eMail Sending Times
eMail Deliverability
http://mailchimp.com/resources/guides/how-to-avoid-spam-filters/html/
Devices: PC & Mobiles
How long is a Piece of String?
eMail Tracking•Tracking Pixel:•UTM Tracking Codes: [linkURL] ?utm_medium=email&utm_campaign=Widget+Factory+Annual+Clearance+Sale&utm_content=Widget+Factory+Annual+Clearance+Sale+CID_2c&utm_source=Email+newsletter+software&utm_term=Buy+a+red+widget
Warning: Non-HTML eMails do not have tracking pixel
Measuring The Effectiveness
•List Growth Rate•Open rates•Click Through Rates•Unsubscribes•Traffic
•Bounces•Location•Device•Deliverability•Sales
Industry Benchmarks Open Click Soft Bounce
Hard Bounce Abuse Unsub
Agriculture and Food Services 25.70% 3.45% 0.66% 0.51% 0.03% 0.27%Arts and Artists 27.89% 2.98% 0.77% 0.56% 0.03% 0.27%Beauty and Personal Care 19.44% 2.26% 0.51% 0.50% 0.05% 0.33%Computers and Electronics 21.59% 2.57% 1.11% 0.78% 0.03% 0.30%Daily Deals/E-Coupons 13.89% 1.96% 0.13% 0.09% 0.01% 0.09%eCommerce 16.92% 2.61% 0.34% 0.27% 0.03% 0.21%Education and Training 22.59% 2.98% 0.63% 0.54% 0.03% 0.20%Entertainment and Events 21.51% 2.44% 0.56% 0.47% 0.03% 0.26%Gambling 17.83% 2.92% 0.47% 0.52% 0.04% 0.17%Games 22.15% 3.48% 0.56% 0.60% 0.04% 0.23%Health and Fitness 23.29% 3.08% 0.52% 0.51% 0.04% 0.36%Hobbies 29.40% 5.65% 0.39% 0.31% 0.03% 0.23%Home and Garden 25.69% 4.11% 0.72% 0.50% 0.05% 0.37%Medical, Dental, and Healthcare 22.99% 2.70% 0.81% 0.80% 0.05% 0.29%Mobile 21.73% 2.61% 0.78% 0.72% 0.04% 0.40%Music and Musicians 23.05% 2.90% 0.69% 0.52% 0.04% 0.30%Pharmaceuticals 19.51% 2.76% 0.78% 0.68% 0.03% 0.21%Photo and Video 26.96% 4.22% 0.81% 0.68% 0.04% 0.39%Real Estate 22.11% 2.22% 0.77% 0.65% 0.05% 0.33%Restaurant 23.75% 1.51% 0.37% 0.30% 0.03% 0.30%Restaurant and Venue 22.68% 1.47% 0.66% 0.56% 0.04% 0.39%Retail 22.07% 2.83% 0.44% 0.37% 0.03% 0.28%
Know…Don’t Guess
What to Test:1. Subject line2. From name3. Day of the week4. Time of day5. Frequency6. Mostly-images vs. mostly-text7. Short copy vs. long copy8. Links vs. buttons9. Number of links10. Unsubscribe at the top11. First name personalization, in the subject line12. First name personalization, in the email body
13. Animated gifs14. Font colours15. Font styles16. Opt-down17. Social sharing icons18. Social connecting icons19. Delivery by time zone20. Call to action — number21. Call to action — placement22. Post-click landing page23. Social proof24. Tone — human vs. corporate25. Copy length
1. Start simple.2. Test one element at a time.3. Control for time of day and day
of the week.
Testing Tips:
Expert eMail Marketing Tricks:
Reactivating Sleeping Giants
Increasing Frequency1. VIP customer events2. Programme Your
Customers: Long-term Selling
3. Lock In Sales In Advance: Stock Reminder emails
4. Bounce Back Offers: Dates, Events, Mile Stones
5. Loyalty Programs: Members-only Offers
6. Price inducements for frequency: % off for volume
7. Endorse other products or services: Cross Sell
8. A mid-job, next-job: What Next
Monetary Value
1. Forget “batch and blast” technique.2. Move beyond open & click-through rates
and move towards behavioural triggers.3. Automate what you can and leave more
time for creativity and strategy.4. Take deliverability seriously.5. Measure your performance.6. If you’re not testing, you’re guessing.
Summary:
•SumoMe, OptinMonster, Hello Bar•Campaign Monitor, Mailchimp, Aweber, Oracle Responsys•Remarkety.com , Rare.io, Marketo B2C•Lyris.com
Useful Email Tools