making email the mvp of your integrated marketing strategy · segment: gifted student group: tiger...

Copyright 2016 Market Data Retrieval

Making Email the MVP of Your integrated Marketing Strategy

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X X O O O


NEW OLD 2


7 best practices to improve your email performance TODAY

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Segment Your List: Match Message to Goal to Audience The Power of Personalization: Show ‘em you know ‘em Persuasive Email Content = Engagement Results Matter: Testing & Optimization Good Email Design gets the Click Good Emailer Citizenship: Throttling & Sender Reputation Integrated Campaigns: Right Message, Right Time, Right Channel

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Copyright 2016 Market Data Retrieval 4

Don’t just take our

word for it…


Best practice 1


Segmentation: Goal + Audience + Message

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Put a Face to Your Customers (+Revenue Targets)

I refuse to institutionalize

my kids!

Turning my learner into a leader.



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Use Data to Group Them

Segment: Gifted Student

Group: Tiger Mom

Name: Jane

Age: 47

Kids: One: 13

School: Public

HHI: 100K

Segment: Homeschool

Group: Overprotective

Name: Cathy

Age: 40

Kids: Three: 6, 8, 12

School: Home taught

HHI: 50K



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Send the Right Message at the Right Time

“Turn Your Kitchen Table Into a World of

Learning”

“From a World-renowned Publisher”

SAME PRODUCT


Best practice 2


Personalization: Show ‘em You Know ‘em

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Analyze Your Data

Time and again brands report that personalizing the To and From line increases engagement rates


Dynamic Content: Give ‘em What They Want

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Analyze Your Data

Free Trial Survey? “Can we call you?” – “No”

Automated Free Trial Contact Strategy Starts

Downloads Content Attends Webinar

Automated Math Webinar Invite Email

Free Trial Sign-up —Math

Automated Thank You. Link to Math Content


0.00%10.00%20.00%30.00%40.00%50.00%

Aug

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15Fe

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Open Rate

AutomationUnique OpenRate

HMH UniqueOpen Rate 0.00%

1.00%2.00%3.00%4.00%5.00%6.00%

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15Fe

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Click Through Rate

AutomationUnique Clickthrough

HMH UniqueClickthrough

Dynamic Works: Give ‘Em What They Want We’ve seen consistent improvement in engagement when dynamic is merged with automation.


Best practice 3


Create compelling content

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From: 2 fixed email per month dead-end prospects not delivering

To: Decision Tree Email Series: dynamic, data driven, & responsive leads customer through an experience to transaction


PB&C Challenge: Insights & Customer Segments

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• Focused on increasing multi buyers.

• “One Hit Wonder” ecommerce segment

• Content Lovers — tend to love books and to be more discerning.

• Discount Hunters — tend to buy more on price.


Direct Response Creative

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• Respect your audience

• Personalize

• Less images • Showcase the books

• More specific wording vs shop now CTA


Device Responsive

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Bonus Round

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A/B Test 1 A version of the first email with no navigation bar. This might make for a more focused message and boost response

Email 1 “Control” To both target audiences

A/B Test 2 A version of the first email with less copy. This will help us better know the amount of email copy that can work best for TSO


Results that are Scalable

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PB&C - Leveled Paperbacks

173,631 25,369 15% 3,642 2% 16 0.06% $3,845 Past July effort

One Hit Wonders 14,464 3,500 24% 150 4% 40 26.7% $1,960

non openers 10,964 1,500 14% 90 6% 30 33.3% $1,950 non responders 9,464 800 8% 55 7% 20 36.4% $1,300

Ecomm Only 92,818 35,000 38% 5,000 14% 90 1.8% $6,750 non openers 57,818 20,000 35% 3,500 18% 80 2.3% $5,200 non responders 37,818 10,000 26% 1000 10% 60 6.0% $3,900

Total Series:

$21,060 5X lift over old


Best practice 4


The 4 Steps of A/B Testing

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Quantitative =

ANALYZE YOUR DATA

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Descriptive Data. Data that can be observed, but not measured. (Where to test)

Qualitative = Numerical Data. Data that can be measured. (What to test)



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FORM A HYPOTHESIS

2 The more targeted and strategic an A/B test is, the more likely it’ll have a positive impact on conversions. “If [Variable], then [Result], because [Rationale].”



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CONSTRUCT AN

EXPERIMENT

3 Content Design Technology



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INTERPRET RESULTS

4 You MUST be able to duplicate results. Does your test have statistical significance?


Metrics Everyone Should Know

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• Open Rate

• Click Thru Rate (CTR)

• Unsubscribe Rate


Best practice 5


Recommended Best Practices

• Strong Headline with Unique Value Proposition at Top of Email

• Contrast Button Color

• Custom Button Text

OPEN MAIL Get viewer to click to the landing page

8:00 AM >

BUY NOW

• Don’t Confuse the Jobs of the Email’s Different Elements


RECOMMENDED BEST PRACTICES Recommended Best Practices

• Make it easy to unsubscribe

• Use web-safe standard fonts

• Emails should be 500-700 pixels maximum width

• Design for simplicity STANDARD FONTS

Body copy should be Arial Italic, Arial, Arial Narrow, Comic Sans, Courier New, Georgia, Impact, Tahoma, Times New Roman, and Verdana.

SUBHEAD HERE

HOME | ABOUT US | OUR SERVICES

UNSUBSCRIBE

500-700 Maximum Width

• Have clickable text links look like clickable text links



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RECOMMENDED BEST PRACTICES Consider How Email will Display on Different Devices and Email Providers


Always Remember: The inbox images will not load for vast majority of your subscribers due to their email service providers.

Images Get Blocked Recommended Best Practices


OPEN MAIL Get viewer to click to the landing page, catch the readers

8:00 AM >

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BUY NOW

Easily Understood Preheader Text Call to Action Above the Fold


Best practice 6


Be a Good Email Citizen In addition to common email terms, there are some other important definitions that affect email performance you may not know.

Sender Score (aka Reputation)

IP Warming

!


Be a Good Email Citizen Start with a Fresh IP

• ISPs don’t like volume spikes • Especially when receivers don’t

engage or mark you as spam

• ISPs like slow and methodical • Especially when receivers

engage with your emails


Be a Good Email Citizen How Much Email is Too Much?

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Best practice 7


Resuscitating the Email Channel Creating a multi-channel journey that leads to transactions

$$ @ ….. …..


It’s the ecosystem, stupid

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• Multiple touch points

• Tracking key

• Coordinate messaging

• Choreograph the customer journey


KEY TAKE AWAYS 1. Segment Your List • Make campaign goals specific, realistic,

and measureable. • Segment your list by narrowing to a

specific, unique audience. • Tell them how YOUR product solves

THEIR problem.

2. Personalize Your Message • Personalizing To and From address

fields provides a lift in email Open and Click-Through rates.

• Customizing an email with dynamic content demonstrates the relevance of your offering to that recipient.

3. Persuasive Email Content • Each element of email copy – subject,

pre-head, headline, sub-head, value statement, & CTA — must be strong and work together to sell the click-through.

4. Design Matters • Improving how people view, read, and

interact with your emails can make the difference in whether or not they click.


KEY TAKE AWAYS 5. Test & Optimize • Testing can identify the most effective

design for an email. • Testing can reveal how small wording

changes make big impacts. • Monitor and clean your email list

of hard bounces and create criteria for handling repeated soft bounces.

• Testing can help you fine-tune your audience targeting.

6. Be a Good Email Citizen • Monitor your reply-to emails as an

indicator of problems with deployment. • Gradually increase deployments to help

warm up recipient IP addresses so they know who you are and welcome your emails.

• Segment, personalize & design good emails to throttle.

7. Integrate Your Campaigns • Email is more affective when multi-

channel touch points are included. • Integrated campaigns need

consistency of brand, message, and look.

• Channel touches need to work together to create a unified customer experience.

• Select your marketing mix so you match the channel and message to your goals.

making email the mvp of your integrated marketing strategy · segment: gifted student group: tiger...

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