new developments in email marketing september 2012
DESCRIPTION
B2B Email Marketing presentation by Louise Stephens, little green plane at CIM B2B Digital Marketing Bootcamp, 14 September UH HatfieldTRANSCRIPT
New developments in
email marketing
Presented By: Louise Stephens
Email Marketing Consultant at little green plane
Follow: @lgplane & @loulou1987x
• Email objectives
• Knowing your audience
• Design & content
• Mobile strategy
• Email & Social
• Analytics influences
• Case study - SAA
Agenda:
Status of email marketing
• Email brought in a staggering £25.75 for every £1 spent in 2011
• The DMA projects email to drive £42.4 billion in sales in 2012 and £51.5
billion in sales in 2016
• Last year 3.1 billion new email accounts were created, this is more than
Facebook, LinkedIn and Twitter combined.
How do you send your emails?
CRM System
• Issues with high
volume
• Lack testing
facilities
• Basic reporting
Email Service Provider • On going cost
Purchased Software
• Issues with
deliverability
• Using your own server
Outlook
• Using own server
• Deliverability
• No testing
• Little reporting
• No automated unsubscribe
Setting objectives
Weak objectives = Weak campaigns
What are your objectives?
Customer acquisition…
Customer retention…
Re-engagement
Knowing your audience
Enables you to tailor campaigns to their specific needs…
• Content – What are they interested in?
• Tone – How do you communicate to them?
• Design – Is the design correct for your audience?
• Incentivise – With what?
• Purchase – Where are they in their buying cycle?
John. Personal:
• Aged 45, married 20 years to Emily.
• Enjoys golf and camping.
• Risk adverse, logical thinker.
Work:
• Role: Technical Director in Engineering firm.
• Vast understanding of industry.
• Involved in strategic decisions and supply change management.
Issues:
• Dealing with rapid change and re-structuring.
• Ensuring his team keep up with changes.
• Meeting KPIs.
Key Messages:
• Needs confidence / credentials in his field.
• Need top line information only. (but access to detail)
• Accreditations and quality standard mean a lot.
Sophie Personal:
• Aged 18, single
• Loves socialising with friends and partying.
• Heavy web user and enjoys taking photos and uploading them to Instagram
• Bright, bubbly individual who participates in everything.
Career:
• Interested in working in fashion.
• Enjoys finding out about new products and getting a good
price on them.
Issues:
• Wants more experience.
• Need qualifications to accelerate her career.
Key Messages:
• Messaging can be more laid back / informal
• Passion, creative and innovative.
Design and Content
Template A. B.
Text
Top banner
1
2 5 4 3
Button
Text
• Bullet
• Bullet
• Bullet
Top banner
Button
1
2
3
The winner…
Text
• Bullet
• Bullet
• Bullet
Button Button
Top banner B.
• Focussed
• No distractions
• Not text/ image heavy
• CTA buttons
• Short and sweet
John
Sophie
Rendering…
Be consistent… Keep them on the scent…
How do we look at emails?
Top left is the
first place we
look
• Preview
panes
• Clear call to
action
• Branding
• Message
Eye
tracking…
Design v’s content • Keep it short - people DON’T read emails…
• Don’t try and be all things to all men, (try segmenting)
• Tone of voice to match audience
• Email structure / layout
• Clear call to actions
• Be legal
The rise & rise of mobile…
• 480m - Econsultancy: ‘Email Marketing
Census 2012’
• UK – 67% of people with smart phones
use them to access their emails
Number of mobile email users?
By 2015, more internet users will
access the web through mobile
devices than through PCs.
(econsultancy 2012)
Return Path 2012
Mobile device
What is your mobile strategy?
Enlarged fonts Get to the point
Layout
Finger targets
Size of images
Call to action button
Not Optimised Optimised
Responsive templates
Return Path 2012
What if you are not optimised?
• 41% of Europeans will close or delete
an email not optimised for mobile
• 29 % would read later on a PC or
laptop
Email & Social
Social media needs email!
You can’t even create an account without and email address!
Social sharing…
Getting your subscribers to do some of the leg work and spread the word!
Social connecting…
Step 1. Ask people to share your email…
Social connecting…
Step 2.
Social connecting…
Step 3.
Social connecting…
Step 4.
Social connecting…
Step 4.
More…
2,500 contacts
4 Tweet
2 likes
a) 250
b) 120
c) 300
d) 550
a) 400
b) 85
= Total potential
outreach: 4,205
Analytics What influences them…
Open rates
From
Time & day
Subject line
Open rates
Clicks
Calls to action
Design
Content
Clicks
Measuring effectiveness
Campaigns Sent % Opens % Click
Thru
Website
Conversion
20%
Email A 5,000 40% = 2000 5% = 100 20 Purchases
Email B 5,000 12% = 600 1% = 6 1.2 Purchases
Campaigns Sent % Opens % Click
Thru
Website
Conversion
20%
Email C 5,000 40% = 2000 4% = 80 16 Purchases
Email D 5,000 40% = 2000 18% = 360 72 Purchases
Split testing – Subject Line
Split testing – Subject Line A & New Email Content
Other tests to consider
• Location
• Behaviour based segmentation
• Sex
• Age
• Time and day
Size doesn’t matter!
Case study.
The Society for all Artists
Brief
• Increase audience engagement.
• Create a re-useable template design
• Educate on best practice
• Increase ROI
Strategy
• Analyse existing data
• Design
• Content
• Set realistic objectives
• Educate
Execution • Re- design of template – large
emphasis on call to actions.
• Full data analysis to understand their
audience and set tone
• Location based segmentation
• Google analytics conversion tracking
• 2 hour training session to educate on
best practice and analysing data.
Result
• 33.2% increase in open rates
• 11.5% increase in click through rates
• A staggering £111 return for every £1 spent
“The analysis and education has enabled us to be much more proactive in creating and
delivering our e-news campaigns. With the new template giving our emails better focus and
less distractions we are now able to target our audience in a much more precise manner.
The support and service from the little green plane team has been excellent and the return
on our investment has been outstanding as a result.” Jessica Reynolds, marketing co-ordinator at the SAA
Resources…
Littlegreenplane.com - Blogs
- Guides
LinkedIn Groups - Email Marketing Forum
- East Anglia Email Marketing Forum
- Email Marketing Group
Twitter - @lgplane
New developments in
email marketing
Presented By: Louise Stephens
Follow: @lgplane & @loulou1987x