creating more relevant, more responsive more value event-triggered emails
Post on 21-Oct-2014
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Created for the International Email Marketing Summit, this webcast explains the options for creating more relevant automated emails - one of the biggest missed opportunities in Email marketing. It covers the types of emails and how to optimise them using the CRITICAL framework we use in the Smart Insights Guide to Email Marketing.TRANSCRIPT
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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http://events.plantoengage.com
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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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http://events.plantoengage.com
http://events.plantoengage.com
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
http://events.plantoengage.com
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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http://events.plantoengage.com
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