Smartinsights - Event triggered emails

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Getting More from Your Event-triggered Behavioural EmailsDr. Dave Chaffey, Publisher, SmartInsights.com16 Brought to you by:http://events.plantoengage.com A big thank you to our sponsors:

Twitter hashtag: #IEMS

Dont forget to register for our next event: International Digital Marketing Summit, 8 Octoberhttp://events.plantoengage.comWelcome to the 3rd edition of IEMS!

http://events.plantoengage.com About Dave Chaffey

Best-practice advice & consultingwww.smartinsights.com

http://events.plantoengage.com

Free Guide: How to plan event-triggered campaigns: http://bit.ly/smarteremail http://events.plantoengage.com Structure - CRITICAL factors for successCreative Content - Copy Relevance PersonalisationIncentive Value proposition Timing Interval and FrequencyIntegration Use of other media?Conversation two way dialogue and social sharingAttributes use of header and subject linesLanding pages or micrositeshttp://events.plantoengage.com Why am I advising on behavioural emails?

http://events.plantoengage.com Dell is a little better than a plain text mail.6

http://events.plantoengage.com

http://events.plantoengage.com CRITICAL factors for successCreative Content - Copy Relevance PersonalisationIncentive Value proposition Timing Interval and FrequencyIntegration Use of other media?Conversation two way dialogue and social sharingAttributes use of header and subject linesLanding pages or micrositeshttp://events.plantoengage.com Effective templates?

http://events.plantoengage.com Using Sapphire as an example of best practice for a major event. Admire templates for a long-time feature the key attributes10But how does that look on mobile?Use responsive design for single column design

http://events.plantoengage.com Welcome email examples

http://events.plantoengage.com Welcome Tips:

1. Use a PreheaderTeaser?

2. Explain your OVP

3. Deploy your best offer

http://events.plantoengage.com

Welcome Tips: 1. Personalise 2. Encourage whitelistinghttp://events.plantoengage.com

Welcome Tips:

1. Keep it functional

2. Call out Next Steps / Actions in Right Sidebar?http://events.plantoengage.com

http://events.plantoengage.com

http://events.plantoengage.com CRITICAL factors for successCreative Content - Copy Relevance PersonalisationIncentive Value proposition Timing Interval and FrequencyIntegration Use of other media?Conversation two way dialogue and social sharingAttributes use of header and subject linesLanding pages or micrositeshttp://events.plantoengage.com

http://events.plantoengage.com Using Personas to develop relevance

Source: Tim WatsonE.G.ReceiveBill insertE.G.ReceiveMMShttp://events.plantoengage.com Example combined segments

Source:http://events.plantoengage.com Dynamic email: iPhone segment

http://events.plantoengage.com Birthday emails?

http://events.plantoengage.com Open rateClickthrough rateBefore 20.01.9%After18.9 27.4%7.5% -20.6%Our experience: 3rd welcome : 14d > 2d

http://events.plantoengage.com B2B: Build-in lead-scoringLead scoring events:Email click through +5Downloaded asset + 20Title given, up to +50Total Employees number given, up to +15Campaign assets 6 product tracks7 whitepapers2 case studies8 forms3 high value web pagesSource: Eloqua McAfee case studyhttp://events.plantoengage.com CRITICAL factors for successCreative Content - Copy Relevance PersonalisationIncentive Value proposition Timing Interval and FrequencyIntegration Use of other media?Conversation two way dialogue and social sharingAttributes use of header and subject linesLanding pages or micrositeshttp://events.plantoengage.com Testing offer in an Abandoned shopping cart email sequence1. 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: http://www.smartinsights.com/email-marketing-ecrm-alerts/email-remarketing-an-example-of-how-to-test/

http://events.plantoengage.com CRITICAL factors for successCreative Content - Copy Relevance PersonalisationIncentive Value proposition Timing Interval and FrequencyIntegration Use of other media?Conversation two way dialogue and social sharingAttributes use of header and subject linesLanding pages or micrositeshttp://events.plantoengage.com A real welcome to new customersSearch Email Swipe File on Pinterest

http://events.plantoengage.com Build in social sharing into contact strategies 2

: eCircle case study http://events.plantoengage.com Build in social sharing into contact strategies 2

Source: eCircle case study

http://events.plantoengage.com

Source: eCircle case study http://events.plantoengage.com

Source: eCircle case study http://events.plantoengage.com CRITICAL factors for successCreative Content - Copy Relevance PersonalisationIncentive Value proposition Timing Interval and FrequencyIntegration Use of other media?Conversation two way dialogue and social sharingAttributes use of header and subject linesLanding pages or micrositeshttp://events.plantoengage.com

Learning from Amazon Behavioural Email targeting

Purchase Dispatched +7d

+14d+21dRecognition ofpurchase

Recognition ofintenthttp://events.plantoengage.com Planning a sequence

http://events.plantoengage.com A Sense and Respond flowchart

http://events.plantoengage.com Email 1: 45% Open8.4% CTR

Email 2: 38% Open 3.5% CTR

Intent follow-up click on Categoryhttp://events.plantoengage.com CRITICAL factors for successCreative Content - Copy Relevance PersonalisationIncentive Value proposition Timing Interval and FrequencyIntegration Use of other media?Conversation two way dialogue and social sharingAttributes use of header and subject linesLanding pages or micrositeshttp://events.plantoengage.com Good news we like to review :

90,000 in 2 weeks

+10% conversion

88% of all reviews ****/*****Source: Original Argos review launch

http://events.plantoengage.com 40Assess importance of Navigation elements

Source: eCircle case study http://events.plantoengage.com

Source: eCircle case study http://events.plantoengage.com CRITICAL factors for successCreative Content - Copy Relevance PersonalisationIncentive Value proposition Timing Interval and FrequencyIntegration Use of other media?Conversation two way dialogue and social sharingAttributes use of header and subject linesLanding pages or micrositeshttp://events.plantoengage.com You can prove anything you want with average subject line statistics

However for Event-triggered emails:1. Keep it short.2. Show specific value early3. Personalise value where possible

http://events.plantoengage.com A: , your latest Orange update is hereB: Loads of lovely stuff from us to you

Source: Tim Watsonhttp://events.plantoengage.com

http://events.plantoengage.com Reminders work Timing 43% webinar subscribers within 24 hours2 weeks out = 21 submissionsSubject Line: Register Today1 week out = 55 submissionsSubject Line: Theres Still Time to Register3 days out = 34 submissionsSubject Line: Last Chance to Register1 day out = 37 submissions (19%)Subject Line: You Have 24 Hours Left to RegisterDay of Webinar (24%)46 submissions -- Subject Line: You Have 30 Minutes Left to RegisterSource: Eloqua client published testhttp://events.plantoengage.com CRITICAL factors for successCreative Content - Copy Relevance PersonalisationIncentive Value proposition Timing Interval and FrequencyIntegration Use of other media?Conversation two way dialogue and social sharingAttributes use of header and subject linesLanding pages or micrositeshttp://events.plantoengage.com

Landing page:

Campaign-specificConsistentCTAMobile

http://events.plantoengage.com CRITICAL factors for successCreative Content - Copy Relevance PersonalisationIncentive Value proposition Timing Interval and FrequencyIntegration Use of other media?Conversation two way dialogue and social sharingAttributes use of header and subject linesLanding pages or micrositeshttp://events.plantoengage.com Thank you for attending - Lets Connect! Questions & discussion welcome

Blogwww.smartinsights.com/blog

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www.twitter.com/DaveChaffey

http://events.plantoengage.com Next IEMS presentation at 2pm GMT3 Key Marketing Principles That Will Increase Conversions In Email Marketing by Kath Pay

Dont forget to register for our next event: International Digital Marketing Summit, 8 Octoberhttp://events.plantoengage.comWhats next?http://events.plantoengage.com

Free Guide: How to plan event-triggered campaigns: http://bit.ly/smarteremail http://events.plantoengage.com