email is the digital key - dotmailer, oro meetup, paris

1 | How to create stunning emails.

Email is the digital key

2 | Achieve faster, smarter email marketing

That’s trusted to deliver key messages

Such as Ecommerce Order Confirmations, Forgotten passwords and when you’re mentioned on social channels etc

Email is the digital key…


That reaches all audiences

According to official DMA research, email is the preferred mode of brand marketing for consumers in every bracket


Rebecca Doherty

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https://dma.org.uk/uploads/misc/58232e26621ff-consumer-email-tracking-report-2016_58232e266214c.pdf

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That unlocks value & ROI

A poll from econsultancy asked marketers to rate channels in terms of return on investment Email scored top for ROIIt’s always true, but especially when compared to paid for online marketing on Google, Facebook etc



That gives you controlIf you ask a marketer to increase SEM organic traffic, Social shares, sign ups or they cannot guarantee results.

Ask them to increase the cadence of newsletters and they can.



Move the needle onyour email marketing

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WITH DAN

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Faster

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WITH DAN

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#1 Start small, scale quickly

Digital marketers are time poor

Stats from the ‘2016 Marketing Technology Adoption Survey of 450 digital marketers* we saw (yet again) the biggest challenge faced in the industry was lack of time.

The biggest challenge faced in the industry is lack of time.Closely followed by inadequate tools.


#1 Start small, scale quickly

Make time tosave timeTry adding some automation to your email campaignsAllows you to work on the business. Not in the business.Work on a better strategyWork on a better creative

Plus marketing automation typically yields a 60% higher conversion rate than email

marketing.


B2B customers benefit from the human

conversations at scale delivered via

automation

Welcome

Events

Re-engagement

Complaints

Lead scoring

Make your marketing, not feel like marketingExample B2B journey


Marketing automation can create positive B2C customer journeys and experiences.

Browsing

Confirmation

Loyalty

Inspiration

Advocacy

Post purchase

Make your marketing, not feel like marketingExample B2C journey


EventsSCENARIO:Customer is interested in an business event and enquires for further information

SOLUTION:Multichannel event automation campaign engage gala attendees before, during and after the event.

Time saving for event organiser.Delegate acquisition maximised.


SCENARIO:Customer looks at a dress online. They can’t find the color they want and leaves the site.

SOLUTION:Abandoned Browse insight tool pushes the data into their profile which automatically sends a product notification when new stock arrives.

Browsing

Positive CX because they have been notified about what they want with no effort.

Browsing


Lead scoringSCENARIO:You want to prioritise and profile your leads generated from marketing activity for your sales team.

SOLUTION:Set rule scores based on email opens, clicks, page views, downloads, completions, purchase history etc

Tailor your marketing campaigns based on your prospect lead score.


SCENARIO:Customer orders the item and it gets delivered to a local store.

SOLUTION:The customer gets a confirmation email of the delivery. And also a SMS notification when it’s been delivered to the store.

Confirmation

Effective digital communications have saved the customer time and effort plus increased their sense of control.

Confirmation


SCENARIO:The customer receives the item, on time and the item is as expected

SOLUTION:A few days after purchase the customer is sent a feedback survey

Advocacy

The customer feels like their opinion matters. Increased sense of control and brand interaction.

Advocacy


SCENARIO:A large percentage of customers were visiting the FAQ section of the site, rather than transactional pages.

SOLUTION:Used automation to reach out to clients proactively to ensure questions were answered.

Complaints

Huge gains in customer satisfaction. Within weeks generated additional turnover running into five figures.

Complaints


Better

Rebecca Doherty


Rebecca Doherty

WITH DAN

Rebecca Doherty


Today I’ll Introduce you to:

List growth before pop over

1,500(for 3 months)

List growth post Pop over

20,500(for 3 months)


From name….. make it clear • Send from the brand name is often

the best and safest option.• From a person works can work, e.g.

it is a personal opinion or relationship building

• Never send from a ‘noreply@’


Subject lines• Be sure to win the war, not just the

battle• Over 70% of email marketers only email

split test once in a while.• Most people test to re-confirm their own

bias, instead of challenging them.• Expand your ideas on the different ways

you can tell people what’s in your email• Humour

• Emotional• Discount led •

Personalized• Functional


Use the pre header text to tell a fuller storyThis is why most emails have this but at the top.• Try not to repeat the subject line• Try not to repeat the brand name • Try not to repeat the main proposition

Compliment and reinforce your message and action you want them to take


Inboxes are more mobile than ever before

55% of email is now opened on a mobile device

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Mobile email will account for 15 to 70% of email opens, depending on your target audience, product and email type. eMailmonday– “the Ultimate mobile email stats” (2016)

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More email is read on Mobile than on desktop email clients. Stats say 55% of email is now opened on a mobile device – Litmus “Email Analytics” (March 2016)


Top tips for great email design

The widths of email for the inbox

System safe fonts, image fonts

Responsive & optimised layout

Animations do not work in all

Backgrounds do not work in all

Navigation menus

Pre-header text supports subject

Prime real-estate above fold

Standard links and mobile links

Careful of spam triggers

Samsung vs iPhone stacking

QA & test


Call to actions

•Prominent

•Consistent

•Make at least 32px

•Stand out

•Politeness won’t get you sales


The different types of landing page

FocusedEducational Other use cases

• For when your normal site won’t do it

• Homepage takeover

• Protect your site from traffic

• One off event registration

• Client/customer portals

• Credit / account upgrades

• International version of homepage with different languages

• Product/program promos


Smarter

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WITH DAN

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There is no silver bulletthat guarantees success

Define your own success criteria


Make it look better?

Read better?

A fast one to create!

That gets opened lots?

That gets delivered?

Lower unsubscribes?

Delivered more timely?

Multichannel?Integrated

And many other metrics…


Put all of your data to work

Email usage data•Send time optimisation•Target by geography•Triggered sends

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CRM dataecom data ContentSocial data Other Systems

Put all of your data to work

The more data the better

And any other data that’s relevant!


So to recap…


Pathway to marketing automation success

Make your marketing not feel like marketing.

Start small, scale quickly.Put all of your data to work.

email is the digital key - dotmailer, oro meetup, paris

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