creating more relevant, more responsive more value event-triggered emails
Post on 21-Oct-2014
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16 Brought to you by:
Getting More from Your Event-triggered Behavioural EmailsDr. Dave Chaffey, Publisher, SmartInsights.com
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• A big thank you to our sponsors:
• Twitter hashtag: #IEMS
• Don’t forget to register for our next event: International Digital Marketing Summit, 8 Octoberhttp://events.plantoengage.com
Welcome to the 3rd edition of IEMS!
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About Dave Chaffey
Best-practice advice & consultingwww.smartinsights.com
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Free Guide: How to plan event-triggered campaigns: http://bit.ly/smarteremail
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Structure - CRITICAL factors for success
• Creative – Content - Copy • Relevance – Personalisation• Incentive – Value proposition • Timing – Interval and Frequency• Integration – Use of other media?• Conversation – two way dialogue and social sharing• Attributes – use of header and subject lines• Landing pages – or microsites
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Why am I advising on behavioural emails?
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CRITICAL factors for success
• Creative – Content - Copy • Relevance – Personalisation• Incentive – Value proposition • Timing – Interval and Frequency• Integration – Use of other media?• Conversation – two way dialogue and social sharing• Attributes – use of header and subject lines• Landing pages – or microsites
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But how does that look on mobile?Use responsive design for single column design
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Welcome Tips:
1. Use a PreheaderTeaser?
2. Explain your OVP
3. Deploy your best offer
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Welcome Tips: 1. Personalise 2. Encourage whitelisting
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Welcome Tips:
1. Keep it functional
2. Call out Next Steps / Actions in Right Sidebar?
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CRITICAL factors for success
• Creative – Content - Copy • Relevance – Personalisation• Incentive – Value proposition • Timing – Interval and Frequency• Integration – Use of other media?• Conversation – two way dialogue and social sharing• Attributes – use of header and subject lines• Landing pages – or microsites
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Using Personas to develop relevanceSource: Tim Watson
E.G.ReceiveBill insert
E.G.Receive
MMS
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Open rate Clickthrough rate
Before 20.0 1.9%
After 18.9 – 27.4% 7.5% -20.6%
Our experience: 3rd welcome : 14d > 2d
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B2B: Build-in lead-scoring• Lead scoring events:
– Email click through +5– Downloaded asset + 20– Title given, up to +50– Total Employees number given, up to +15
• Campaign assets – 6 product tracks– 7 whitepapers– 2 case studies– 8 forms– 3 high value web pages
Source: Eloqua McAfee case study
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CRITICAL factors for success
• Creative – Content - Copy • Relevance – Personalisation• Incentive – Value proposition • Timing – Interval and Frequency• Integration – Use of other media?• Conversation – two way dialogue and social sharing• Attributes – use of header and subject lines• Landing pages – or microsites
http://events.plantoengage.com
Testing offer in an Abandoned shopping cart email sequence
• 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: http://www.smartinsights.com/email-marketing-ecrm-alerts/email-remarketing-an-example-of-how-to-test/
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CRITICAL factors for success
• Creative – Content - Copy • Relevance – Personalisation• Incentive – Value proposition • Timing – Interval and Frequency• Integration – Use of other media?• Conversation – two way dialogue and social sharing• Attributes – use of header and subject lines• Landing pages – or microsites
http://events.plantoengage.com
A real welcome to new customersSearch “Email Swipe File” on Pinterest
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Build in social sharing into contact strategies 2
: eCircle case study
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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
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CRITICAL factors for success
• Creative – Content - Copy • Relevance – Personalisation• Incentive – Value proposition • Timing – Interval and Frequency• Integration – Use of other media?• Conversation – two way dialogue and social sharing• Attributes – use of header and subject lines• Landing pages – or microsites
http://events.plantoengage.com
Learning from Amazon Behavioural Email targeting
Purchase Dispatched +7d
+14d+21d
Recognition ofpurchase
Recognition ofintent
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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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CRITICAL factors for success
• Creative – Content - Copy • Relevance – Personalisation• Incentive – Value proposition • Timing – Interval and Frequency• Integration – Use of other media?• Conversation – two way dialogue and social sharing• Attributes – use of header and subject lines• Landing pages – or microsites
http://events.plantoengage.com
Good new
s – we like to review
:
90,000 in 2 weeks
+10% conversion
88% of all review
s ****/*****
Source: Original Argos review launch
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Assess importance of Navigation elements
Source: eCircle case study
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Source: eCircle case study
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CRITICAL factors for success
• Creative – Content - Copy • Relevance – Personalisation• Incentive – Value proposition • Timing – Interval and Frequency• Integration – Use of other media?• Conversation – two way dialogue and social sharing• Attributes – use of header and subject lines• Landing pages – or microsites
http://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
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A: <name>, your latest Orange update is hereB: Loads of lovely stuff from us to you Source: Tim Watson
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Reminders work Timing – 43% webinar subscribers within 24 hours
• 2 weeks out = 21 submissions– Subject Line: Register Today
• 1 week out = 55 submissions– Subject Line: There’s Still Time to Register
• 3 days out = 34 submissions– Subject Line: Last Chance to Register
• 1 day out = 37 submissions (19%)– Subject Line: You Have 24 Hours Left to Register
• Day of Webinar (24%)– 46 submissions -- Subject Line: You Have 30 Minutes Left to
RegisterSource: Eloqua client published test
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CRITICAL factors for success
• Creative – Content - Copy • Relevance – Personalisation• Incentive – Value proposition • Timing – Interval and Frequency• Integration – Use of other media?• Conversation – two way dialogue and social sharing• Attributes – use of header and subject lines• Landing pages – or microsites
http://events.plantoengage.com
Landing page:
Campaign-specificConsistentCTAMobile
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CRITICAL factors for success
• Creative – Content - Copy • Relevance – Personalisation• Incentive – Value proposition • Timing – Interval and Frequency• Integration – Use of other media?• Conversation – two way dialogue and social sharing• Attributes – use of header and subject lines• Landing pages – or microsites
http://events.plantoengage.com
Thank you for attending - Let’s Connect! Questions & discussion welcome
• Blogwww.smartinsights.com/blog
• Feedswww.feedburner.com/smartinsights
• Email Newsletterwww.smartinsights.com
uk.linkedin.com/in/davechaffey
www.facebook.com/davechaffey
www.twitter.com/DaveChaffey
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• Next IEMS presentation at 2pm GMT3 Key Marketing Principles That Will Increase Conversions In Email Marketing by Kath Pay
• Don’t forget to register for our next event: International Digital Marketing Summit, 8 Octoberhttp://events.plantoengage.com
What’s next?
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Free Guide: How to plan event-triggered campaigns: http://bit.ly/smarteremail
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