email marketing success
TRANSCRIPT
get online | grow online | succeed onlineget online | grow online | succeed online
In six (fairly) simple stepsEmail marketing success
Tony KentMarketing Manager
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Data Design
Analys
is
Integ
ratio
nAuto
mation
Perso
nalis
ation
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3.3 billion monthly users
Email… really?
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4.9 billion email accounts by 2017
Email… really?
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Email… really?
Email provides good/excellent ROI
68%
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196 billion sends per day in 2015
get online | grow online | succeed onlineYou are here
2x
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Step 1Data – it all starts here
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• It’s the law• It’s polite and respectful• It works –
permission is about trust
Permission“the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to receive them”
Please… don’t be a spammer
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• Ask!• Promote opt-in… everywhere• Keep it short and simple• Collect only what you need• Sell the benefit• Offer value and incentive• Set the expectation• Establish trust
How do I get permission?Build your audience… organically
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• Profile information (direct)BirthdayLocation
• Behavioural insight (indirect)PreferencesPurchasesEngagement
It’s what makes your data valuable“High performing businesses don’t simply gather data, they gain insights from the data they possess”
Forget data – think insights
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Step 2Design – think mobile
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Email marketing… is mobile marketingYour campaigns will be opened on a mobile device
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Email marketing… is mobile marketing
of emails are optimised for mobile
only 18%
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Designing emails for mobile…You’ll need… Responsive design
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Scalable design
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Responsive design
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• Short attention span• Small viewing area• Single column content• Clear call-to-action• Large C2A interaction area• Ah...yes
Check your website too!
Some considerationsDesigning emails for mobile…
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Step 3Analyse – to continually improve
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of marketers don’t review their results
17%
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What should you measure?Analysing your performance…
Delivered
Opens
Clicks
Unsubscribes
Shares
Goals
CTO
UTO
Behaviour analysis
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What should you expect?Analysing your performance…
Delivered >97%
Opens >24%
Clicks >3%
Unsubscribes <0.5%
CTO >10%
UTO <3%
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Step 4Integrate – mobilise your data
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Data is the most valuable asset in your businessIntegrating your apps…
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It’s one of the most powerful actions you can takeIntegrating your apps…
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What can you integrate?Integrating your applications…
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The benefits – Efficiency, Consistency, Effectiveness
Integrating your apps…
• There are lots of good reasons… • Reduce manual processes & errors• Mobilise data across your business• Security & disaster recovery• Most up to date information• Multiple validation points• Better customer understanding• Powers real time precision marketing
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Step 5Automation – be super efficient
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Making 1-1 communication possibleImproving marketing efficiency and consistency by using rules to trigger automated one-to-one messaging
What is Marketing Automation?
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3 simple steps…What is Marketing Automation?
It can be a single action or a more complex chained process
Alert Response Time
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How to use it…Marketing Automation
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The benefits…Marketing Automation
• For you• Reduce workload• Avoid missed opportunities• Consistency of response• For your customer• Always timely & relevant• React to individual circumstances
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Step 6 Personalisation – one-to-one
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Email is a 1-1 communication
Insights= Personal = Relevant = Engaged
Personalisation
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Personalisation – use your ‘insights’
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• Profile – data merge
How to do itPersonalisation
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• Segment & target eg.. Female / Male
How to do itPersonalisation
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• Dynamic content
How to do itPersonalisation
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How to succeed with email marketingTake home’s
1. Forget data – think insights2. Email marketing = mobile marketing3. Analyse to continually improve4. Integrate your apps5. Create an automated ‘welcome’ email6. Make it personal
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Any questions?Thank you
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We’re producing a full Online Business Training programme designed to take you on a step by step journey through the topics you’ll need to make your business an online success.
• Learn online at your own pace• Over 50 interactive modules• Self-assessment included
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