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How Often is Too Often? Paul Crabtree Director, Velo// [email protected] Delivered at DMA Annual Conference 4 th October 2007 Not why, not who, nor what but when!

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First delivered at the DMA's Annual Email Marketing Conference in 2007, this presentation doesn't look at why, not who, nor what but when to send email marketing for the best results!

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Page 1: How often is too often in email marketing by www velomarketing co_uk

How Often is Too Often?

Paul CrabtreeDirector, Velo//

[email protected] at DMA Annual Conference

4th October 2007

Not why, not who, nor what but when!

Page 2: How often is too often in email marketing by www velomarketing co_uk

Overview

• Relevant Industry Research

• 4 elements to consider

• Watch your recipients• Listen to your business• Watch your competitors• Let them tell you

• Avoiding wear out

Page 3: How often is too often in email marketing by www velomarketing co_uk

What the research tells us

Page 4: How often is too often in email marketing by www velomarketing co_uk

What does the research say? Open Rates

Open Rates

2.00%

7.00%

12.00%

17.00%

22.00%

27.00%

32.00%

37.00%

42.00%

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

US Open (Source: eROI, Q2 06)

UK Open (EmailCentre, 06)

The patterns are different for US and UK

Page 5: How often is too often in email marketing by www velomarketing co_uk

What does the research say? Click Rates

Click Through Rates

2.00%

2.50%

3.00%

3.50%

4.00%

4.50%

5.00%

5.50%

6.00%

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

US Click (Source: eROI, Q2 06)

UK Click (EmailCentre, 06)

The patterns are different for US and UK

Page 6: How often is too often in email marketing by www velomarketing co_uk

What does the research say?

….And it differs by sector

Source: Email Centre UK

The research confuses rather than helps… so going to do our own!

Page 7: How often is too often in email marketing by www velomarketing co_uk

Number of unique campaigns launching by hourLast 2 weeks

0

5 0

1 00

1 5 0

2 00

2 5 0

3 00

3 5 0

4 00

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

What governs when to send at the moment….

Timing based on marketer convenience, not the audience

http://images.google.co.uk/imgres?imgurl=http://images.jupiterimages.com/common/detail/31/55/22255531.jpg&imgrefurl=http://www.jupiterimages.com/itemDetail.aspx%3FitemID%3D22255531&h=250&w=249&sz=7&hl=en&start=7&um=1&tbnid=s5VPEXUYzYZFCM:&tbnh=111&tbnw=111&prev=/images%3Fq%3Dcup%2Bof%2Btea%26svnum%3D10%26um%3D1%26hl%3Den%26rls%3DGGLG,GGLG:2006-22,GGLG:en%26sa%3DN
Page 8: How often is too often in email marketing by www velomarketing co_uk

…. It’s what we’ve always done….

Emails every Friday….

Emails on a Thursday….

Timing based on routine

Page 9: How often is too often in email marketing by www velomarketing co_uk

What we’ve always done….

Emails at the start of the month….

Timing based on when content is available

Page 10: How often is too often in email marketing by www velomarketing co_uk

This means we have to work it out for ourselves….

Page 11: How often is too often in email marketing by www velomarketing co_uk

Email Marketing

4 elements to consider:

1. Watch your recipients

2. Listen to your business

3. Watch your competitors

4. Let them tell you

Page 12: How often is too often in email marketing by www velomarketing co_uk

1. Watch your recipients

• Their profile:

• International Audiences

• Sensitive Content (jobs)

Page 13: How often is too often in email marketing by www velomarketing co_uk

1. Watch your recipients

Is there an opportunity between sends?

Timeline of Clicks

0

1 0 0

2 0 0

3 0 0

4 0 0

5 0 0

6 0 0

01-J ul 02-J ul 03-J ul 04-J ul 05-J ul 06-J ul 07-J ul 08-J ul 09-J ul 10-J ul 11-J ul 12-J ul 13-J ul 14-J ul 15-J ul 16-J ul 17-J ul 18-J ul 19-J ul 20-J ul 21-J ul 22-J ul 23-J ul 24-J ul 25-J ul

Clicks (Campaign 1)

Clicks (Campaign 2)

Page 14: How often is too often in email marketing by www velomarketing co_uk

1. Watch your recipients

• Calculate the churn rate of your list:

An email address you cannot contact has limited value

Page 15: How often is too often in email marketing by www velomarketing co_uk

1. Watch your recipients

RECOMMENDATION: Look when people choose to access your website?

Page 16: How often is too often in email marketing by www velomarketing co_uk

2. Look at your organisation

• Call Centre:• Quiet time?• Need staffing?

• Web site:• Handle Load?

RECOMMENDATION: Make sure you can handle the response

Page 17: How often is too often in email marketing by www velomarketing co_uk

3. Watch your competitors

RECOMMENDATION: Sign up to all competitors

Page 18: How often is too often in email marketing by www velomarketing co_uk

3. Get them to tell you

Trigger sends based on recipients

….Reactivations ….Cross Sells

Page 19: How often is too often in email marketing by www velomarketing co_uk

3. Get them to tell you

….Auto Responders ….Abandon Carts

Page 20: How often is too often in email marketing by www velomarketing co_uk

Email 2-Extra incentive

Week 1

Resend (?)

Email sendEmail 3

- Extra incentive Offer ending

Non open

Unsubs

Open, click, subscribe

Open, click, subscribe

Open, click, subscribe

Unsubs

Non open

Week 2 Week 3 Week 4

Telesales(?)

DM(?)

Email 5- Survey

Open/Click

Abandonedsubscribe

Open/Click

Abandonedsubscribe

Email 4- Loyalty

Can build into a contact plan

RECOMMENDATION: Set up targeted, automated campaigns

Page 21: How often is too often in email marketing by www velomarketing co_uk

Watch for wear out!

Page 22: How often is too often in email marketing by www velomarketing co_uk

Need to avoid apathy/ unsubs through overmailing

AN APOLOGY

Thompson & Morgan, I am wasting your budget and diluting your results

Page 23: How often is too often in email marketing by www velomarketing co_uk

Stage 1: gather information

• Today’s frequency of contact

• Today’s frequency of campaigns

• Relative importance of campaigns

Stage 1:

Gather info

Stage 2:

Build scenarios

Stage 3:

Test impact

Page 24: How often is too often in email marketing by www velomarketing co_uk

Stage 2: Build scenarios

• Test options:

• Same day?/ Last 3 days?/ last week?

• What is priority?

• Different types of campaign?

• Similar sends?

Stage 1:

Gather info

Stage 2:

Build scenarios

Stage 3:

Test impact

Page 25: How often is too often in email marketing by www velomarketing co_uk

Stage 3: Test impact

• Monitoring unsubscribes /apathy

• Do campaign metrics suffer?

• Does unsubs fall?

• Monitoring opportunity cost of revenue

• Smaller audience = fall in revenue?

• Operations

• Schedule to book slots

Stage 1:

Gather info

Stage 2:

Build scenarios

Stage 3:

Test impact

Page 26: How often is too often in email marketing by www velomarketing co_uk

What we’ve covered

• Relevant Industry Research

• 4 elements to consider

• Watch your recipients• Listen to your business• Watch your competitors• Let them tell you

• Avoiding wear out


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