drive digital email marketing presentation
Post on 13-Jul-2015
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UPSKILLING IPSWICH’S DIGITAL PROWESS
•Series of free workshops
•4 this year
•www.drivingdigital.co.uk
•All at UCS, all on a Tuesday
INTRODUCTION
Justin Bowser
Head of Online Business, HTK
@jkbowser
Today, you’ve got me…
INTRODUCTION
Last time…
About HTK
INTRODUCTION
• htk.co.uk
• @htkhorizon
INTRODUCTION
• Does email marketing still work?
• Data… a recap from last time
• Setting your objectives
• Structuring campaigns
• Design & copywriting
• Measuring success
• Q&A
Agenda
• Does email marketing still work?
• Data… a recap from last time
• Setting your objectives
• Structuring campaigns
• Design & copywriting
• Measuring success
• Q&A
Econsultancy.com Email Marketing Industry Census 2014
•Email marketing continues to deliver strong performance, regaining top spot from SEO
•23% of total sales attributed to email marketing
•For 16% of total marketing budget
•… it’s performing better than other channels
BUT
•Only 3% rate their campaigns as “excellent”
•39% rate campaigns as “good”
What’s happening in the industry?
DOES EMAIL MARKETING STILL WORK?
DOES EMAIL MARKETING STILL WORK?
What’s happening in the industry?
DOES EMAIL MARKETING STILL WORK?
CUSTOMER DATA
RELEVANT, TARGETED COMMS
UNDERSTANDING & INSIGHT
IMPROVED RESULTS
Content Relevance is King
DOES EMAIL MARKETING STILL WORK?
Content Relevance is King
DOES EMAIL MARKETING STILL WORK?
Econsultancy.com Email Marketing Industry Census 2014
•2013 was the “year of mobile”, but companies shouldn’t become complacent
•Marketers are still spending most of their time on design and content, at the expense of planning, data and optimisation
•Companies are still feeling their way with marketing automation despite appreciating the benefits
•The future will be completely integrated and personalised, but not totally automated
What are the trends for 2014/15?
DOES EMAIL MARKETING STILL WORK?
• Does email marketing still work?
• Data… a recap from last time
• Setting your objectives
• Structuring campaigns
• Design & copywriting
• Measuring success
• Q&A
What data is most important for you…
SECTOR SIZE
JOB ROLE
and what pieces do you need?
MAKING BEST USE OF YOUR DATA
Prospects and leads
•Demographics
•Interactions
•Online activity
•Sector
•Size
•Source
Existing customers
•Purchases
•Timings
•Usage
•Service
•Value
•Loyalty
MAKING BEST USE OF YOUR DATA
BIG DATA? IT’S NOT THE SIZE THAT MATTERS …
MAKING BEST USE OF YOUR DATA
Differences matter…
What’s right for Bill…
is probably wrong for Jade.
MAKING BEST USE OF YOUR DATA
“BUY! BUY! BUY!”
Try to avoid this…
MAKING BEST USE OF YOUR DATA
• Who are your ideal customers?
• What are their key characteristics?
• What are their wants, needs, pain points?
• What do they want from your emails?
Think about “personas”
MAKING BEST USE OF YOUR DATA
Activity: Defining some personas
Name :
Personal details
Interests / requirements
Drivers
Barriers to conversion
Value to your business
MAKING BEST USE OF YOUR DATA
• Does email marketing still work?
• Data… a recap from last time
• Setting your objectives
• Structuring campaigns
• Design & copywriting
• Measuring success
• Q&A
Start with the end in mind
Win back lapsed customers
Increase frequency of purchase
Increase value per purchase
Cross-sell / upsell a product or service
Retain existing customers
Introduce a new product
Get more visitors
Create sales leads
SETTING YOUR OBJECTIVES
Make your objectives SMART
SETTING YOUR OBJECTIVES
• “Grow our engaged database by 100 people next quarter”
• “Get 25 prospects to download our Best Practices whitepaper”
What were your objectives last year?
Did you achieve them?
Activity: Setting some email marketing objectives
SETTING YOUR OBJECTIVES
Last year Objectives met? This year
Objective 1 Objective 1
Objective 2 Objective 2
Objective 3 Objective 3
• Does email marketing still work?
• Data… a recap from last time
• Setting your objectives
• Structuring campaigns
• Design & copywriting
• Measuring success
• Q&A
A typical approach…
E-Commerce
Website
WWW.
Capture forms
EMAIL MARKETING
LIST/S
EXCEL HELL
STRUCTURING CAMPAIGNS
“e-blast”“e-shot”
Pull it all together
E-Commerce
Social
Website
WWW.
Contact Centre
Spreadsheets
Data Capture formsSINGLE DATABASE
STRUCTURING CAMPAIGNS
Use your personas to create target “segments”
STRUCTURING CAMPAIGNS
… And customer “lifecycle stages”
What stages does a prospect / customer go through?
Repeat customerSupporterEvangelist
Prospect
Lapsed
Sell to some, cross-sell others, nurture early prospects,
and re-engage the ones slipping away
STRUCTURING CAMPAIGNS
A small engaged list is better than a large unengaged one.
1.Give each contact an “age” – e.g. months since last engagement
2.Decide what age equals “unengaged”; around 3 to 6 months
3.Segment your database into age buckets
4.Create your re-engagement offer/s
5.Test them, on youngest contacts first
6.Check your hard bounce rates and spam reports
7.Move on to older contacts, until bounce and/or spam rates are too high
Re-engagement programmes
STRUCTURING CAMPAIGNS
Re-engagement programmes
STRUCTURING CAMPAIGNS
• Give people a reason to re-engage – what’s in it for them?
• Try 2 or 3 times, but then be prepared to remove them
• Why? Because your email response rates will go up, and that helps your sender reputation with ISPs like Google.
Create an email strategy that aligns with your business objectives, e.g.:
•For subscribers: Monthly newsletter to engage and identify interest– Quarterly measurement, based on level of engagement & database growth
•For sales leads: Targeted sales campaigns– Monthly measurement, based on revenue & unsubscribes
•For customers: Cross/up-sell, satisfaction survey– Annual measurement as part of ISO9001 / NPS
•For lapsed subscribers: Re-engagement programme– Quarterly measurement, on level of re-engagement
Lapsed
Plan and run structured campaigns
STRUCTURING CAMPAIGNS
Set out an annual calendar of activity
STRUCTURING CAMPAIGNS
Align with your content strategy (what you’re writing about, when)
What is it?Automatically runs sequences of actions, based on email opens & clicksTypically to “nurture” leads until they’re ready for human sales engagement
Pros:
•Time saving
•More relevant comms
•Higher response rates
Cons:
•Can get complex
•Can get confusing
•May be too granular
•Ignores non-email behaviour
Image courtesy pardot.com
Email marketing automation?
STRUCTURING CAMPAIGNS
Image courtesy pardot.com
Email marketing automation?
STRUCTURING CAMPAIGNS
Start with a few simple triggered emails, e.g.:
•Welcome email (or welcome series)
•Abandoned basket
•Sales follow-on, after a whitepaper was downloaded
•Re-engagement email/s after 3-6 months of inactivity
•“Thank you” after a dormant customer re-engages
• Does email marketing still work?
• Data… a recap from last time
• Setting your objectives
• Structuring campaigns
• Design & copywriting
• Measuring success
• Q&A
Good = “mobile responsive” design
•Examples: Waitrose, Fortnum & Mason•Good balance of text and images •Strong, clear call-to-action•“Pre-header” to extend the subject line•Legal compliance at the bottom•Preference centre / unsubscribe link at the top?
Return Path: 63% of US consumers delete emails immediately if they are not optimized for mobile.
Email design
Econsultancy: 78% of companies now have at least a ‘basic’ strategy for optimising email
marketing for mobile devices.
Email “responsive” design
DESIGN AND COPYWRITING
Image courtesy litmus.com
Email copy should fit with your overall content strategy and tone
•Tell a story, with social proof– Use a mix of sell / inform / entertain– Write small chunks, for people who skim-read. First 2 words
important. – A conversational tone can work well (if it fits with your website, blog)
•Structure for attention, interest, desire, action (AIDA)– Attention: “From” name, subject line, pre-header– Interest: Subject line, main heading, first few words– Desire: Facts, figures, testimonials, emotions– Action: Clear calls-to-action
DESIGN AND COPYWRITING
Copywriting tips
Attention, interest, desire, action (AIDA)
DESIGN AND COPYWRITING
“You are what you click”
•Provide clear links to different parts of your website•Mirror your website navigation
1) To drive traffic
2) To learn what each subscriber wants
Capturing behavioural data
Activity: Designing emails for AIDA
How could this email be improved?
DESIGN AND COPYWRITING
Designing emails for AIDA
DESIGN AND COPYWRITING
The first incremental change – we tweaked the design and added a more prominent “Weddings” link towards the top
•Increased number of “wedding” clicks by 142%
•Three times as many people clicked the top ‘Weddings’ link than clicked the intended call-to-action further down.
•Also acquired useful sales insight from prospects clicking the “Rooms” link.
Some people will simply miss your first email in their inbox. Don’t be afraid to send again to non-openers.
•Try a different subject line to get their attention.
•Re-send to non-openers, but don’t spam people who opened the first time!
If at first you don’t succeed in getting attention…
DESIGN AND COPYWRITING
% opened / clicked
47% / 2%
52% / 5%
60% / 9%
If you’re not testing, you’re not learning! Every email campaign is an opportunity to learn and improve.
•50:50 test– Send 2 versions, each to half of the audience
•A/B split test– Send 2+ versions to a % of the audience– Pick the winner based on opens, clicks
or conversions to send to the remainder
•Control group– Exclude contacts from your campaign, to rule out external factors
Test and learn
DESIGN AND COPYWRITING
• Does email marketing still work?
• Data… a recap from last time
• Setting your objectives
• Structuring campaigns
• Design & copywriting
• Measuring success
• Q&A
Measurement – The standard email metrics
MEASURING SUCCESS
There are a set of (fairly) standard metrics:
•Delivery rate – Should be looking at 99%+ for a clean list
•Bounce rate (hard and soft) – Hard bounces indicate bad addresses
•Opens – Anywhere between 15 – 30% is average (sometimes inaccurate)
•Clicks – A good indicator of relevance (and individual interests)
•Sharing – A good indicator of great content (and your social advocates)
•Forwarding – ‘Forward to a friend’; being overtaken by social sharing
•Unsubscribes – Expect around 1%, but watch click rate more closely
•Spam complaints – A good indicator of list health, Should be < 0.01%
Measurement – The standard email metrics
MEASURING SUCCESS
A few simple(ish) ways to do this:
•Measure conversions in Google Analytics– Just need to add “utm_” tags to the links in your emails– Most email marketing systems will do this for you
•Feed campaign activity into your CRM system (like salesforce.com)– Not available with all systems, but easy to set up if it’s there
•Feed conversion events and/or transaction data into your email system– Not available with all systems, but fairly easy to set up if it’s there
Measure conversions if possible, not just clicks
MEASURING SUCCESS
Measure conversions if possible, not just clicks
MEASURING SUCCESS
People who opened the email
People who clicked through
the email
People who bought
Email marketing return on investment
(compared to the effort/cost of other marketing channels)
The most significant outcome of your campaigns should be a positive trend over time.
•Growth of ‘engaged’ database•More complete data•More leads•More sales revenue•Improved customer loyalty
Measure success and trends against objectives
• Does email marketing still work?
• Data… a recap from last time
• Setting your objectives
• Structuring campaigns
• Design & copywriting
• Measuring success
• Q&A
Any questions?
www.htk.co.uk
@htkhorizon
@jkbowser
justin.bowser@htk.co.uk
http://www.drivingdigital.co.uk
Next time:
Tuesday 11th November
“Competitor and Consumer
Intelligence in the Digital Age”
Thank you
www.htk.co.uk
@htkhorizon
@jkbowser
justin.bowser@htk.co.uk
http://www.drivingdigital.co.uk
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