reviewing email marketing capabilties
Post on 21-Oct-2014
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I presented this review in May 2014 at the Messe Frankfurt Email marketing exhibition. It reviews 7 key areas of email marketing to improve detailed in our 7 Steps to Email marketing success guide.TRANSCRIPT
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Integrated Email Marketing 2014
Improving your Email capabilities
Dr Dave Chaffey SmartInsights.com
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About Dave ChaffeyAbout Dave Chaffey
• Author of 5 bestselling marketing books now working on 6th editions
• Editor at SmartInsights.com a freemium marketing advice site with 60,000 Basic members and Expert members in over 50 countries
• Insights Director at search conversion agency ClickThrough MarketingFree Basic member download:
http://bit.ly/smarteremail
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Is your e-mail marketing efficient AND effective?
Effectiveness=Strategy: “Doing the right thing” Supporting business objectives
Leads, Sales, ROI
Relevance through content, targeting and timing
Efficiency=Tactics: “Doing the thing right” Maximising delivery Maximising opens/clicks Mobile platforms Legal compliance
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ApplyingCapability Maturity Models (CMM)
for Software
Development
Source: SQAJI
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Your email marketing journey?
Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission
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1. Initial 2. Managed 3. Defined 4. Quantitative
5. Optimising
A. Email capabilities and evaluation
Simple ESPResponse tracking
+ Regular report of opens/clicks
+ ‘Beyond the click’ tracking+ Segment tracking
+ Value reporting+ Hurdle rates and activity levels
+ Response data > CRM system/warehouse
B. List quality Not managed
List-building options increased
+ List quality improved
+ Reactivation and removal
+ Preference centres
C. Targeting(Relevance)
None: ‘Pray and Spray’
+ Demographics
+ Basic triggers
+ Full lifecycle sequences
+ Additional sequences added
D. Proposition and communicationsstrategy
Newsletter and Eblasts
+ Increased frequency
+ Content marketing integration
+ Social integration
+ Optimised frequency
E. Creative and templates
+ Simple headers
+ Multiple template
+ Dynamic content
+ video review+ mobile optimised
+ Advanced techniques
F. Delivery Not reviewed
+ Reported + Reported by ESP
+ Feedback loops and delivery service
+ Continuous monitoring
G. Optimisation None Experiments with different offers/subjects
Structured offer/subject testing
+ Layout reviews+ AB testing
+ Multivariate testing
Email marketing capabilities
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Integrated Email Marketing 2014
A. EMAIL MARKETING EVALUATION
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How do you evaluate your email marketing?
1. Campaign open, click, delivery rate? 2. Value of leads and sales? 3. Long-term subscriber engagement?
1. ‘Hurdle rates’ of % active – response and purchase
2. RFM: “Recency, Frequency of response and purchase
3. At position in lifecycle
4. By segment
5. By offer / email type
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Measuring list activity – email engagement / disengagementThese “hurdle rates” are for whole list. Repeat: By segment By product categories purchased
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TIP: Measure the overall health of your list through activity / inactivity levels over
time
Measure Period Number of Subscribers % of list total
Never Open All time 48,000 16.0%
Last 6 Months 168,000 56.0%
Never Click All time 96,000 32.0%
Last 6 Months 144,000 48.0%
Never Bought All time 48,000 16.0%
Last 6 Months 192,000 64.0%
Never Bought Online All time 96,000 32.0%
Last 6 Months 216,000 72.0%
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Integrated Email Marketing 2014
B. LIST QUALITY
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List quality matters! Profile % affects
targeting Disclosed preferences Inferred ‘click
preferences’ – S&R example
% inactives affects deliverability
% list growth needs to be worked on…
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Email 1: 45% Open8.4% CTR
Email 2: 38% Open 3.5% CTR
Intent follow-up – click on Category
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An example of list growth
Source: Tim Watson
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Using SMS to encourage subscriptions
Source: Tim Watson
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Integrated Email Marketing 2014
C. TARGETING AND RELEVANCE
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Q. Which targeting factors give best response?
Unknown
Demographic profile data
Lifestyle &psychographics
Attitude &preferences
Behaviourq Past purchaseq Search term enteredq Offer clicked
Tar
getin
g va
riabl
e m
ost
pred
ictiv
e of
res
pons
e
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Tip – create a layered segmentation- an example from eBay
Source: Smart Insights
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Customer value-based targeting
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Add social data to increase relevance
Source: Latest data - Smart Insights
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Example Birthday email+ Social Data
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Integrated Email Marketing 2014
D. COMMUNICATIONS STRATEGY
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Source: UK DMA Email Marketing Benchmark
Email frequency
Email segmentation
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Why send more emails?
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Starting with a welcome!
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How sophisticated is your Marketing Automation?
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Bu
ild in
social
sharin
g in
to co
ntact
strategies
Source: Teradataa / eCircle case study
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easyJet get the Sell : Inform :
Entertain balance right with
“Inspire Me”
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Apply the Content marketing matrix to your email marketing
Criteria? Rev/visit Demand+ lead gen Amplify Brand fit SEO Longevity Authority/Thought
Leadership Individual pain points? Repurposeability Risk/reward
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Which content gets shared?
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Location:
Published / Surveyed: Sample: Source:
Original source:
Worldwide February 2014 Collected from 290 million email opens
Litmus
% Mobile operating system adoption
Litmus blog
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Integrated Email Marketing 2014
E. CREATIVE AND TEMPLATES
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Location:
Published / Surveyed: Sample: Source:
Original source:
Worldwide February 2014 Collected from 290 million email opens
Litmus
% Email opens across desktop and mobile
Litmus blog
New
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Lovely Litmus Responsive B2B mail
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CXM for Email?
Source: Lyris Holiday Look Book
36Source: Lyris Holiday Look Book
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Video in emails?
Video in email marketing techniquesSource: Lyris Holiday Look Book
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Integrated Email Marketing 2014
F. DELIVERY
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The impact of Gmail’s new Tabbed inbox?
Source: Return Path
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Integrated Email Marketing 2014
F. OPTIMIZATION
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Test version B
Send Volume: 10,000
Sample criteria: Random
Click through rate: 4.5%
Main Broadcast
Send Volume: 180,000
Click through rate: 5.8%
Source:
Test version A
Send Volume: 10,000
Sample criteria: Random
Click through rate: 6.1%
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MVT Email testing!Source: Philips presenting on PlantoEngage.com webinar
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Using event-triggered emails – Marketing Automation / Re-marketing example
1. Generic branded follow-up email : +10% conversion rate.
2. Personalised remarketing email with a promotional code for a 5% discount time limited to 72 hours: +100% conversion rate.
3. Personalised remarketing email with a promotional code for a 5% discount time limited to 48 hours: +200% conversion rate.
Source: Smart Insights: Email re-marketing
http://bit.ly/smarteremail
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1. Initial 2. Managed 3. Defined 4. Quantitative
5. Optimising
A. Email capabilities and evaluation
Simple ESPResponse tracking
+ Regular report of opens/clicks
+ ‘Beyond the click’ tracking+ Segment tracking
+ Value reporting+ Hurdle rates and activity levels
+ Response data > CRM system/warehouse
B. List quality Not managed
List-building options increased
+ List quality improved
+ Reactivation and removal
+ Preference centres
C. Targeting(Relevance)
None: ‘Pray and Spray’
+ Demographics
+ Basic triggers
+ Full lifecycle sequences
+ Additional sequences added
D. Proposition and communicationsstrategy
Newsletter and Eblasts
+ Increased frequency
+ Content marketing integration
+ Social integration
+ Optimised frequency
E. Creative and templates
+ Simple headers
+ Multiple template
+ Dynamic content
+ video review+ mobile optimised
+ Advanced techniques
F. Delivery Not reviewed
+ Reported + Reported by ESP
+ Feedback loops and delivery service
+ Continuous monitoring
G. Optimisation None Experiments with different offers/subjects
Structured offer/subject testing
+ Layout reviews+ AB testing
+ Multivariate testing
Email marketing capabilities
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