Are you right touching?

for

Email Reaction Power Morning

17th May 2007

Presenter:

Dave Chaffey www.davechaffey.com

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E-mail marketing works! How are you doing?

Source: UK DMA National Benchmarking Survey (www.dma.org.uk)

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The most famous touch

Why Right Touching?

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What is “Right Touching”?

Right Touching is:A Multi-channel Communications Strategy

Customised for IndividualsWhich…

Delivers the Right Value PropositionAccompanied by the Right Message

With the Right ToneAt the Right Time

With the Right Frequency and Interval Using the Right Media / Communications channels

To achieve…Right balance of value between both parties

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Agenda

1. Contact strategies

2. Segmentation & targeting

3. Optimising your email templates

4. Optimizing deliverability

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guru ‘a religious leader or teacher in the Hindu or Sikh religion or, more generally, a person who is respected for their knowledge of a particular subject and who gives advice’

About Dave

1. Contact strategies

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“Permission marketing is… anticipated, relevant and personal” + timely

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Timing 1

Q. Is there a best time to send an email?

Source: eROI

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Timing 2

Q. What is the best frequency for email marketing?

Source: UK DMA National Benchmarking Survey (www.dma.org.uk)

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Q. How refined is your touch / contact strategy or policy

► How do we deliver relevance? ► Control through defining:

► Aims and outcomes► Key messages

► “Institutional” and campaign-related ► Frequency – minimum and maximum…

► Number per period – month/year ► Interval – minimum and maximum…

► Gap between messages ► E-mail type - content and offers

► Do e-newsletters integrate with e-campaigns?► Priorities for individual promotions► Integration with offline communications (direct mail, phone)

► Use a ‘focal point’

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Integrated touch strategy formats

Message type Interval /trigger condition

Outcomes required Medium for message/Sequence

1 Welcome message Guest site membershipsignupImmediate

Encourage trial of site servicesIncrease awareness of range of commercial and informational offerings

E-mail, Post transaction page

2 Engagement message

1 month:Inactive (i.e. < 3 visits)

Encourage use of forum (good enabler of membership)Highlight top content

E-mail, home page, side panels deep in site

3 Initial cross-sell message

1 month active

Encourage membershipAsk for feedback

E-mail.

4 Conversion 2 days after browsing content

Use for range of services for guest members or full members Phone or E-mail.

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Event triggered e-mails examples

B2C quote reminder + 1d B2B registration follow-up + 14d

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Delivering value in an E-newsletter► B2B

► Make my work easier► Help me develop► Make me look good► Give me a great deal

► B2C► Make my life easier► Help me learn / have fun► Make me look good► Give me a great deal

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Combined response from e-mail and

direct mail is 125% better than no e-

mail.

Pre-mail, with online response

Response increases, 100% for

direct mail piece.

Teaser e-mail. No online response Direct Mail

Direct Mail

Right-touching with E-mail:Combining with offline communications

Source: E-consultancy Masterclass 2005 - BCA

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Response increases by 25%

for campaign

First Campaign,

Open rate, 8 to 10%

CCR = 0.2%

Second Campaign,

Open rate, 50 to 75%

CCR = 0.2%

E-mail Right TouchingA multi-message e-mail campaign:Re-mailing to opening non-converters

Source: E-consultancy Masterclass 2005 - BCA

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Multichannel right touching example - company event

Jan Feb April

CRM product launch event

E-mail (E1-3)

Direct mail mailer (M1-4)

Mar

M1(15)

M2(14)

M3(16)

M4(11 )

E1(29)

E2(17)

E3(14)

Explanatory notes:1. Each list member received 4 mails and 3 e-mails unless they responded.2. Number of individuals who attended event from each ‘wave’ in brackets.3. Total list size unavailable.4. M1 generated 100 visits to site, E1 120 visits to site.5. Offer and creative varied for each wave.

Telemarketing (list creation)

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► Monitor through time► From time of signup► For each segment

► Outcomes► Opens► Clicks► Unsubscribes

► Revise touch strategy

Evaluating right touching - the hard metrics

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Evaluating right touching - softer metrics

2. Segmentation and targeting

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How targeted?

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Q. Which targeting factors give best response?

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Online targeting and personalisation optionsTargeting approach Method

1. Classic profile-based demographic segmentation

Target customer groupings according to their characteristics & motivations

2. Customer value Assess customers by current and future value potential

3. Web design personas Target 2-10 typical customer journeys

4. Customer lifecycle Target messages according to length of time using online services

5. Purchase and response

behaviour

Use “sense and respond” targeting based on RFM

6. Channel preference Communicate with customer in their preferred media (and according to value)

7. Tone and style preference Communicate with customers according to their tastes inferred from demographics or behaviour.

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Targeting by lifecycle personalisation of content in web or e-mail pods

First-time visitor

Return visitor

Registered visitor

Purchased once

Newlyregistered visitor

Purchased Active

Purchased Inactive

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Targeting communications using RFM analysis

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2

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4

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Recency Frequency Monetary

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2

3

4

5

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2

3

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5Each R decile contains20% of all customers

Recency:Time since customer completed an action e.g. click, visit, log-in, new purchase

Frequency:Number of times action completed in period

Monetary value:Amount transacted, average balance in period

HIGHEST

Lowest

Note alternative term:FrequencyRecencyAmount

Category=

FRAC analysis

See www.dbmarketing.com, www.jimnovo.com for approach details

Phone

E-mail/webonly

Direct mail

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3

4

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A RF(M) segmentation example for a theatre

Oncers Definition

Recent oncers attended <12 months

Rusty oncers attended >12<36 months

Very rusty oncers attended 36+ months

Twicers  

Recent twicer attended < 12 months

Rusty twicer attended >12, < 36 months

Very rusty twicer attended in 36+ months

6+ subscribers  

Current subscribers Booked 6+ events in current season

Recent Booked 6+ last season

Very rusty Booked 6+ more than a season ago

3. Optimizing your templates

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► Do you have templates:► For different marketing activities?► That are scannable and skimmable?► Structured around key outcomes required?► That support your brand – explain your proposition?► With pods or blocks for tailoring content? That

prioritise offers?► With full range of relevant standard features?

►Prompts to add to whitelist, view in browser►Table of contents►Search and category browse on site►Update profile►Printing►Forward to a friend

► Templates that work in the inbox?► That don’t look like templates…

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Scanning, Skimming and multi-column formats► To scan:

► “To look over quickly and systematically”

► “To look over or leaf through hastily”

► To skim:► “To read or glance

through quickly or superficially”

Multi-column formats work wellScan headlineThe main message is here.

Key messages at start Of paragraphs.

Scan sub-headAs you skim read the main column

SecondarymessagesAre here

You alsoskim this

Scanning is helpedby tinted panels

(HTML background)

Apply the “test of 2s” What stands out in 2 seconds What stands out, 2 metres from screen

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Using Eyetracking research to improve Email marketing

1. Heading and subhead copy critical• First 2-3 words most important• Make hyperlinked

2. Large fonts work well

3. Images often missed• Use text link calls-to-action

4. Readers scan down the left of an E-mail

5. First part of para important• F shape eyetrack

6. Email intros skipped • Use to personalise and engage

e.g. with hyperlinks

Need to deliverScannability and Skimmability

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HP E-newsletter ticks the boxes

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B2B E-newsletter – clear dividers & links

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E-mail response mechanism examplesAcquisition (’04) Retention (’06)

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Q. Is your email clear within the preview pane?Ensure email width < 500 pixels, key messages on left…

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Templates that work in the inbox – beware image blocking

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Get all 3 versions of your email right…

Plain Text Version No images Full HTML

The MIME standard (Multipart Internet Mail Extension) defines

how text and image versions of Email are formatted.

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Recommendation – use E-postcards for impact

Source: HSBCPresented to MAD conference

with permission

4. Optimizing Deliverability

Getting your email into the inbox

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Deliverability – what I can do to avoid blocking?

► Content:► Limit use of spam keyphrases► Test e-mail against filters – spam reports

► Reputation:► Educate users about how to add to safe senders list (whitelist)► Remove bounces from list► Respond to complaints to reduce blacklisting► Review user-generated blacklists, e.g. AOL, Cloudmark► Review authentication and accreditation options:

► Microsoft Sender ID / SPF , Yahoo! DomainKeys, Bonded Sender, Habeas, GoodMail

► Both:► Use test accounts with all major ISPs or Lyris Email Adviser► Review deliverability, opens, clicks by ISP.

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Spam Filter examples (5 or 15 points = SPAM)

See http://spamassassin.apache.org/tests.html

See http://office.microsoft.com/en-gb/help/HA010450051033.aspx

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Whitelist instructions

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Thank you!►Questions

►Go to www.davechaffey.com/emailreaction to:►Download this presentation ►Subscribe to E-marketing Essentials:

A monthly E-mail briefing of 5 “must-read” articles on improving digital marketing for UK/European marketers:

►Any other questions, do e-mail me:►dave.chaffey@marketing-insights.co.uk