cross media 2012 - british red cross

email 2.0: think outside the inbox

Fiona Robson – RocketseedTim Pemberton – British Red Cross

some international clients

email is evolving

DMA National client email report 2012

ROI of email in the marketing mix

Relationship in the marketing mix

DMA National client email report 2012

Barriers to success

DMA National client email report 2012

It’s all about RELEVANCE

Right Content

Right Channel

Right Time

Transactional emailShopping cart abandonmentLifecycle email (Difficult and CRM)Employee email

Think more widely about email

• Transactional email

• Trigger emails

• Lifecycle campaigns

• Employee email

Mobile

ROCKETSEED IS CLEAR AND FUNCTIONAL ON MOBILE HANDHELDS

With enterprise service, emails from mobiles are delivered with marketing messaging

82.4% Growth YOY in mobile opens Mar 11 to Mar12

Source: Return Path

Email and social media

Still not much social sharing…

Source DMA Email Tracking Study Oct 2011

Email and social

• Go beyond “share with a friend”

• Social posting: post and share newsletters

• Leveraging social content in email – dynamic rss feeds –publish blogs, tweets

• Build cross-media campaigns which leverage the value of each channel

use social to increase email impact

Leverage the best of each channel

Email and social

Email and social

Email + social + web = revenue

think more widely about email

Email 2.0: the Red Cross view

Tim PembertonHead of communications

Who we are and what we do

We are a volunteer-led humanitarian organisation that helps people

in crisis, whoever and wherever they are.

We enable vulnerable people at home and overseas to prepare for

and respond to emergencies in their own communities.

And when the crisis is over, we help people recover and move on

with their lives

>

Communications and marketing challenge

> Multiple services

> Multiple fundraising activities

> Diverse audiences: emergency services, teachers, NHS commissioners, donors, sponsors, partners…

Communication and marketing channels

Print and broadcast media – 1,000,000,000+ opportunities to see

Emergency appeal advertising

Online – including five million website visitors and one million videoviews

Publishing – including 33 million items of direct mail

Monthly e-newsletter – mailing list of 650,000

Emails – four million external business emails

Why branded employee email?

> 3,000+ staff send an estimated four million external business emails every year

> Opportunity to increase engagement

> Emails from a trusted source

> Branding and marketing

Fully optimised for mobile/ handheld

BritishRedCross

BritishRedCross

Email volumes and clicks by month

500

1000

1500

0

Unique recipients Clicks

Top performing banners

BritishRedCross

• 916 clicks to website• 4.37% CTR• 6 image changes

• 43 days, Aug- Sep ‘11• 500 emails from 5 senders, 70 clicks• 11.3% CTR

• 3,488 clicks to website• 4.68% CTR• 2 image changes

Red Cross Week 11.73 per cent…

Red Cross Week 23.35 per cent…

Red Cross Week 36.7 per cent

Increased engagement: employee email case studies

BritishRedCross

Libya and Region AppealRocketseed Mail generated

80 x better CTR than our corresponding cpc campaign.

West Africa Food Crisis AppealRocketseed Mail

20 x more likely to engage in donation process4 x more traffic to specific website pages than a dedicated e-newsletter.

What we’ve learned

> You get out what you put in

> Regularly refresh content, creative, ask

> Quick, simple asks get better results

Coming soon

> Embed social media feeds into banners

> Use banners as a survey - asking questions and measuring responses

> Segment our audience further – more targeted campaigns

> Be topical - banners can be created and applied within a

couple of hours. We can take advantage of breaking news.

Right Content

Right Channel

Right Time

Employee email is relevant

Get in touch

Get in touch

Fiona Robson

Managing Director

Rocketseed, UKfiona.robson@rocketseed.com

@fkrobson

@rocketseed

Tim Pemberton

Head of Communications

British Red CrossTPemberton@redcross.org.uk

@britishredcross

Cross Media delegate Offer: PromoCode #emailhelpsRedCross

3 free banner designs & 20% donation to BRC(valid till end October 2012)

Cross Media delegate Offer: PromoCode #emailhelpsRedCross

3 free banner designs & 20% donation to BRC(valid till end October 2012)