uts: email marketing lecture - 2014
TRANSCRIPT
Contents
• Introduction• Email strategy and concepts • Email and data • Content and copy• Email performance
Email is the dominant digital channel in Australia
• Proportion of companies ranking as ‘excellent’ or ‘good’• Email consistently top/second top channel for ROI since 2008
SEO 79%
Email marketing 70%
PPC 58%
Social media 44%
Display advertising 8%
Mobile marketing 41%
Affiliate marketing 44%
Offline direct marketing 36%
Online display advertising 28%
Display advertisingEconsultancy
• 71% of Australian consumers check their emails first in the morning
• Email is an active channel and is about getting things done (morning focus), compared to other channels such as social media, which is more about activities and leisure (evening focus).
Developing an email strategy
Source: ExactTarget, 2013
Developing an email strategy
• But email is also the most popular channel used in evening too…
• 47% of Australian consumers check email as their last digital touchpoint during a typical day.
Source: ExactTarget, 2013
Email for mobile
• Half of companies don’t know how much email sent is read on mobile
0-10% 11-20% 21-30% 31-40% 41-100% Don't know0%
13%
25%
38%
50%
63%
20%
15%
8%5% 4%
48%
Econsultancy
Developing an email strategy
Nursery programme
Activation programme
Retention programme
Multi-phase “welcome” programme for new (opt-in) customers
Phase 1. Email to confirm registration / collect additional data Phase 2. Email within first week to highlight key products / offer incentives for engagement or purchasePhase 3. Email within first fortnight with stronger call to action / incentive (e.g. free delivery)
Once customer has bought / engaged they move into the “Retention programme. If not active, they move into the “Activation programme.
Targets non-buying / engagement customer to encourage activation.
• Not opening emails - test subject line • Opened but not clicking - Offer incentives / change content to test stronger calls to action • Opened and clicked, but no
action - test remailing impact on conversion
Once a customer has bought / engaged, they move into the “Retention programme” Cycle threshold will be determined, after which, if the customer is still inactive, they will be removed.
Two-tier approach to increasing lifetime value and loyalty
• Monthly newsletter • Content-drive, to include: • New products• Company news• Links to social media • Blog • Data capture • Competitions
Bi-weekly sales cycle Dynamic content via ESP will deliver targeted offers and products based on segmentation criteria. Objective is to drive repeated sales and increase average transaction value.
Developing an email strategy
Nursery programme
Activation programme
Retention programme
Multi-phase “welcome” programme for new (opt-in) customers
Phase 1. Email to confirm registration / collect additional data Phase 2. Email within first week to highlight key products / offer incentives for engagement or purchasePhase 3. Email within first fortnight with stronger call to action / incentive (e.g. free delivery)
Once customer has bought / engaged they move into the “Retention programme. If not active, they move into the “Activation programme.
Targets non-buying / engagement customer to encourage activation.
• Not opening emails - test subject line • Opened but not clicking - Offer incentives / change content to test stronger calls to action • Opened and clicked, but no
action - test remailing impact on conversion
Once a customer has bought / engaged, they move into the “Retention programme” Cycle threshold will be determined, after which, if the customer is still inactive, they will be removed.
Two-tier approach to increasing lifetime value and loyalty
• Monthly newsletter • Content-drive, to include: • New products• Company news• Links to social media • Blog • Data capture • Competitions
Bi-weekly sales cycle Dynamic content via ESP will deliver targeted offers and products based on segmentation criteria. Objective is to drive repeated sales and increase average transaction value.
Developing an email strategy
Nursery programme
Activation programme
Retention programme
Multi-phase “welcome” programme for new (opt-in) customers
Phase 1. Email to confirm registration / collect additional data Phase 2. Email within first week to highlight key products / offer incentives for engagement or purchasePhase 3. Email within first fortnight with stronger call to action / incentive (e.g. free delivery)
Once customer has bought / engaged they move into the “Retention programme. If not active, they move into the “Activation programme.
Targets non-buying / engagement customer to encourage activation.
• Not opening emails - test subject line • Opened but not clicking - Offer incentives / change content to test stronger calls to action • Opened and clicked, but no
action - test remailing impact on conversion
Once a customer has bought / engaged, they move into the “Retention programme” Cycle threshold will be determined, after which, if the customer is still inactive, they will be removed.
Two-tier approach to increasing lifetime value and loyalty
• Monthly newsletter • Content-drive, to include: • New products• Company news• Links to social media • Blog • Data capture • Competitions
Bi-weekly sales cycle Dynamic content via ESP will deliver targeted offers and products based on segmentation criteria. Objective is to drive repeated sales and increase average transaction value.
Developing an email strategy
Nursery programme
Activation programme
Retention programme
Multi-phase “welcome” programme for new (opt-in) customers
Phase 1. Email to confirm registration / collect additional data Phase 2. Email within first week to highlight key products / offer incentives for engagement or purchasePhase 3. Email within first fortnight with stronger call to action / incentive (e.g. free delivery)
Once customer has bought / engaged they move into the “Retention programme. If not active, they move into the “Activation programme.
Targets non-buying / engagement customer to encourage activation.
• Not opening emails - test subject line • Opened but not clicking - Offer incentives / change content to test stronger calls to action • Opened and clicked, but no
action - test remailing impact on conversion
Once a customer has bought / engaged, they move into the “Retention programme” Cycle threshold will be determined, after which, if the customer is still inactive, they will be removed.
Two-tier approach to increasing lifetime value and loyalty
• Monthly newsletter • Content-drive, to include: • New products• Company news• Links to social media • Blog • Data capture • Competitions
Bi-weekly sales cycle Dynamic content via ESP will deliver targeted offers and products based on segmentation criteria. Objective is to drive repeated sales and increase average transaction value.
Developing an email strategy
Nursery programme
Activation programme
Retention programme
Multi-phase “welcome” programme for new (opt-in) customers
Phase 1. Email to confirm registration / collect additional data Phase 2. Email within first week to highlight key products / offer incentives for engagement or purchasePhase 3. Email within first fortnight with stronger call to action / incentive (e.g. free delivery)
Once customer has bought / engaged they move into the “Retention programme. If not active, they move into the “Activation programme.
Targets non-buying / engagement customer to encourage activation.
• Not opening emails - test subject line • Opened but not clicking - Offer incentives / change content to test stronger calls to action • Opened and clicked, but no
action - test remailing impact on conversion
Once a customer has bought / engaged, they move into the “Retention programme” Cycle threshold will be determined, after which, if the customer is still inactive, they will be removed.
Two-tier approach to increasing lifetime value and loyalty
• Monthly newsletter • Content-drive, to include: • New products• Company news• Links to social media • Blog • Data capture • Competitions
Bi-weekly sales cycle Dynamic content via ESP will deliver targeted offers and products based on segmentation criteria. Objective is to drive repeated sales and increase average transaction value.
Landing pages and microsites: Can be used as part of a test-target model to improve click-through and conversion rates (Especially for major product/service categories or seasonal camapigns)
Single view of the customer
• Connect all customer data
Create relevancy for customer
• Prospect & customer get content they need at that time based on their data & profile
Manage Frequency
• Manage the amount of communication customers receive
Ratio commercial & non-commercial content
• Don’t only take, but help & give back to customer
Email planning (ECRM fallback)
Welcome Development Retention
Customer Value Enhancement
KPIRegister for portal
and manage expectation
KPIDevelop customer: Inform, interact and
cross-sell
KPIRetain
Createrelevancy
for customer
Manage Frequency
Ratiocommercial and non-commercial
content
Email planning (ECRM fallback)
5 Steps to achieving successful strategy
1. Communicate with existing customers differently to potential customers
2. Go beyond broadcast emails by considering campaign objectives, setting suitable metrics and segmenting your list
3. Build customer lifecycle campaigns with alerts and event based emails
4. Assess campaigns to lower churn and keep down costs
5. Make sure your ESP and data will allow you to achieve your strategic objectives – think long term
Measuring objectives
Objective Engagement Direct Response Brand Building
Measurement • Opens• CTR• Page
Impressions• Sign ups• Downloads• Video Play• Engagement
Ratios
• Opens• CTR• Purchase• Registration
• Opens• CTR• Page
Impressions• Length of
Stay• Video Play
Segmentation based on open rates
Av.CTR
Av. Open%
CTR (=click through rate)
Open%
These recipients open more then average but click less
Email champions
This group opens less than average but they are more likely to click
Opens and clicks of this group are below average
Possible action: stimulate CTR
Possible action: Reactivation or Switch channels
Possible action: stimulate open rate
Possible action: Raise frequency (controlled)
1.
2.
3.
4.
Personal referencing
Segmented Content
One to One
“Dear Bob”
Preference, Behaviour, Gender
Unique, dynamic communication
Using data: Personalisation
Disney : Digital Accelerator 2013
It can be as simple as Male vs Female…
Using data: Personalisation
Sourcing data: Email lists
• Use your existing list data
• (Or part of your list)– Segmentation coming up
• Gain permission if unsure– Opt-in Rules
• Rent or Buy a list
Data issues
CRM ESP
Potential ISP Blocking Issues
Whitelisted Sending
Synching to Prevent
Data Duplication Opportunity to
offload all data management
Bouncebacks
Unsubscribes
Segmentation data
Targeting will require data synching
35
1. Look at touch points to assess where data can be collected
2. Improve data collection at appropriate touch points both online and offline
3. Put process in place to check penetration against benchmark
4. Allow users to register preference through your site
5. Collect data based on behaviour
List growth and subscription management
Email context
We don’t read emails… We only scan them.
Triangle of attention
E-L-F are general patterns
www.useit.com/alertbox/ reading_pattern.html
Creating an email campaign
We don’t read emails… We only scan them.
• Use headlines• Images• Calls to action• Contextual links
“From” name
• Use person name or company name or both• Maximum of 20 characters • For B2B email, a known contact often works best
‘From’ Clickthrough ratePriceMinister Advice Baseline
Sophie at PriceMinister + 56%
PriceMinister Info + 21%
“Subject” field
• Grab attention• Inspire customer to
open• Be compelling• Promote benefits• Highlight content
• Use keywords• Maximum of 45
characters• Test alternatives
• (A/B testing or multivariate testing)
‘Subject’ Entries
Get a pampering treat of a lifetime worth $10,000 Baseline
Spa break worth $10,000 + 36%
A trip to Lilianfels Retreat worth $10,000 + 64%
A pampered new you worth $10,000 + 59%
Creating an email campaign: Format
• Be concise• Break content up• Short sentences, short paragraphs• Provide summaries with links to ‘read
more’• Use headlines• Use captions• Include navigation links
Creating an email campaign: Content
Make content valuable– Offers– Advice– Information
• State benefits early• Explain why your content, products or services are
worth attention• Make it clear what problems you are solving • Make it clear what wants or needs you are meeting• Make it obvious what action is required
Creating an email campaign: Content
What you need to say: – Provide supporting information:– Social proof– Contact information– Web links– Incentives– Images
Creating an email campaign: Content
Calls to action: • Use ‘action’ words:
– Buy– Order– Call– Visit– Download– Read– Print
• Add subject, place and time for stronger calls to action:– Download this item online before the end of the month
Creating an email campaign: Content
Calls to action: • Make call to actions as clear as possible
• Ensure your primary CTA is at top of email, so it can be seen without scrolling
• Ensure it is in HTML rather than an image, so it can be seen even if images aren’t downloaded
Creating an email campaign: Design
• Keep it simple and to the point• Make it immediately recognisable who it has come
from – logo and branding• Hyperlink the logo – users are familiar with this from
web browsing• Main message and majority of text should sit on solid
background colours – so you can read them without downloading images
• Targeting mobile clients? – email no more than 600px wide to hit majority
Creating an email campaign: Design
• Select ESP that allows easy sending of HTML emails• Put ALT tags and snippets in place for when images
switched off• Test deliverability of HTML template in inbox inspector
and include mobile devices• Create different email templates for different forms of
communication• Monitor effectiveness of design by setting benchmarks
and build review into process• Use ESP to create dynamic content
Version testing
• Try different subject lines, “from” address, content, etc.
• Identify best response– Open Rate– Click Through Rate
• Send to rest of list
Things to test
1. Subject Lines
2. From Address
3. Headings
4. Image/Placement
5. Copy Length
6. Call to Action
7. Links
8. Time of Day
9. Day of Week
Testing: 5-step process
1. Test all links and functionality in multiple email clients using an internal/external test list
2. Test visibility of images and layout using inbox inspector
3. Test deliverability using automated spam testing– A/B test subject lines– A/B test content
4. Multivariate testing of content variations
5. Landing page multivariate and A/B testing
Deliverability
• Send emails from separate IP using ESP• Send text/html multipart messages• Make sure ESP has whitelist protocols in place and
that you are adhering to terms• Clarify ESP relationship roles and responsibilities• Use ESP to handle automatic bounce management• Use star rating / past behavior to cleanse list on
regular basis
Timing of an e-mailout
• After 10am• Late morning ideal• Tuesday to Thursday recommended• Friday afternoon effect• Consider activity spikes immediately following
delivery• International considerations
• What have you done?
Analytics and email
• If you don’t add tracking code, email traffic looks like direct traffic
• Email System has reporting but no end to end
Email performance: KPIs
• Agree campaign objectives and metrics with internal stakeholders
• Use ESP to have access to CTR, Open rate, Bounce and Unsubscribe
• Set up ESP to allow reporting of these metrics by segment• Add campaign tracking code to emails to allow tracking through
analytics
• Look at heat maps to assess popular content
• Set up conversion tracking on your site and look at path analysis
• Set up ESP to integrate data from analysis back into data
Key measurements
• Source of traffic– Search engine, email campaign, direct?
• Volume of traffic– Visitors, unique visitors, page views
• Quality of traffic– Returning visitors, length of stay, bounce rate
• Goal conversion of traffic– Sales, enquiries, advert clicks, sign-ups
Bounce = visitors who enter and exit site on same page
Example….
Visitor clicks on an email link
Visitor enters
on landing page
Visitor leaves
site without visiting another
page
Email performance: Bounce rate
Process and organisation
• Set up internal responsibility for email• Document current process and identify current steps
and responsibilities• Attempt to remove issues in process that slow down
the ability to launch a campaign• Improve processes to include spam and inbox
inspector checking• Improve process to include data cleansing on an
ongoing basis• Build A/B testing into the process • Include analytics analysis as part of process