email marketion tips & tactics - online retailer conference 2015

Email Marketing

Pieter S Verasdonck10+ years of experience in Digital Marketing

Industries: Education, FMCG, Telco, Travel & Tourism, Government, eCommerce & Retail, Real Estate, Fashion, B2B Lead Generation and even Gambling & Adult Entertainment.

Featured in: • Smart Startups Magazine, Industry Expert

Roundup Blog Articles, SEMRush Webinars• Spoke at: Numerous Meetups, SMX Sydney 2014 -

Bootcamp & Advanced Online Marketing Conferences (And now on Online Retailer)

“Email remains the best digital channel

for ROI” - Econsultancy, 2014

$54 ROI for every $1 spent

How can I get that kind of ROI?

Lists

eMail List Building

“Nee heb je al, Ja kun je krijgen”

“If You Don't Ask, You Don't Get!”

Building Your eMail List1. On website Offers & News Letters:

Building Your eMail List2. Automatic Opt-in at Checkout:

Building Your eMail List3. Website Content Pop-up's:

Building Your eMail List4. “Social Proof Paradox” in Blog Articles:

Building Your eMail List5. “Single Option Aversion“ Content Pop-up’s:

Building Your eMail List6. Hack Qualaroo To Build Your List Fast:

Building Your email List7. Product Alerts & Pre-Order Lists:

Building Your eMail List8. Facebook Page & Social Media (Twitter , Pinterest, etc): Sign-Up Form tab app Competitions & Offers

Building Your eMail List9. Gated & Downloadable Content:

The Presentation Slides Are Available From:

http://eepurl.com/bsPIvb

Keeping Your eMail List10. Opt-Out Centre:

Segments

“Segmented email campaigns produce 30% more opens than undifferentiated messages.” - Onetate’s Intelligent Email Marketing that Drives Conversions, 2012

“Email marketers estimate 30% of email revenue derives from targeting to specific segments.” - DMA’s National Client Email Report, 2013

Lists Segmentation

1. Increase Open Rates2. Increase Click-Through Rates3. Increase Conversions4. Decrease Unsubscribes5. Avoid Spam Filters (Improve delivery

rate)6. Increase General Customer

Happiness

Why Should I Bother

Here’s the Theory

One Size Doesn’t Fit All

Customer Persona

How to Capture Customers info:1. The Two Page Form

Warning: More form fields = Higher drop off rate

How to Capture Customers info:2. Progressive Profiling:

How to Capture Customers info:3. Social Media Login

Warning: Provide a choice.

How to Capture Customers info:4. Analysing Click Paths and Transactions

Warning: Your buyer might be shopping for someone else!

How to Capture Customers info:5. Account Centre

Events & Triggers

2. What they’ve done: Past Behaviour, Action Triggers

Event & Trigger Segmentation

“Event-triggered campaigns performed 5x better than traditional batch campaigns.” - GarethHerschel at Gartner

eMail Triggers:

1. Campaign Response2. Remailing3. Content

Interactions4. Non-activity5. Major Events

6. One-Time Buyers vs. Repeat Buyers

7. Anniversary8. Replenishment Date9. Cart Abandonment

Hands on Learning

How To Create a Perfect eMail

Who, What, When, Why

Sender InformationSubject Headings

Product Recommendations

Articles

Most Highly Performing emails:

B) Special offers & Discounts(Be wary of Pavlov's Dogs)

C) Product Recommendations

eMail Template Design

1. Automatically recommended products had 73% more clicks than hand-selected products.

2. Product recommendations in newsletters generated 46% more revenue than handpicked products.

Best Performance:

eMail Sending Times

eMail Deliverability

http://mailchimp.com/resources/guides/how-to-avoid-spam-filters/html/

Devices: PC & Mobiles

How long is a Piece of String?

eMail Tracking•Tracking Pixel:•UTM Tracking Codes: [linkURL] ?utm_medium=email&utm_campaign=Widget+Factory+Annual+Clearance+Sale&utm_content=Widget+Factory+Annual+Clearance+Sale+CID_2c&utm_source=Email+newsletter+software&utm_term=Buy+a+red+widget

Warning: Non-HTML eMails do not have tracking pixel

Measuring The Effectiveness

•List Growth Rate•Open rates•Click Through Rates•Unsubscribes•Traffic

•Bounces•Location•Device•Deliverability•Sales

Industry Benchmarks Open Click Soft Bounce

Hard Bounce Abuse Unsub

Agriculture and Food Services 25.70% 3.45% 0.66% 0.51% 0.03% 0.27%Arts and Artists 27.89% 2.98% 0.77% 0.56% 0.03% 0.27%Beauty and Personal Care 19.44% 2.26% 0.51% 0.50% 0.05% 0.33%Computers and Electronics 21.59% 2.57% 1.11% 0.78% 0.03% 0.30%Daily Deals/E-Coupons 13.89% 1.96% 0.13% 0.09% 0.01% 0.09%eCommerce 16.92% 2.61% 0.34% 0.27% 0.03% 0.21%Education and Training 22.59% 2.98% 0.63% 0.54% 0.03% 0.20%Entertainment and Events 21.51% 2.44% 0.56% 0.47% 0.03% 0.26%Gambling 17.83% 2.92% 0.47% 0.52% 0.04% 0.17%Games 22.15% 3.48% 0.56% 0.60% 0.04% 0.23%Health and Fitness 23.29% 3.08% 0.52% 0.51% 0.04% 0.36%Hobbies 29.40% 5.65% 0.39% 0.31% 0.03% 0.23%Home and Garden 25.69% 4.11% 0.72% 0.50% 0.05% 0.37%Medical, Dental, and Healthcare 22.99% 2.70% 0.81% 0.80% 0.05% 0.29%Mobile 21.73% 2.61% 0.78% 0.72% 0.04% 0.40%Music and Musicians 23.05% 2.90% 0.69% 0.52% 0.04% 0.30%Pharmaceuticals 19.51% 2.76% 0.78% 0.68% 0.03% 0.21%Photo and Video 26.96% 4.22% 0.81% 0.68% 0.04% 0.39%Real Estate 22.11% 2.22% 0.77% 0.65% 0.05% 0.33%Restaurant 23.75% 1.51% 0.37% 0.30% 0.03% 0.30%Restaurant and Venue 22.68% 1.47% 0.66% 0.56% 0.04% 0.39%Retail 22.07% 2.83% 0.44% 0.37% 0.03% 0.28%

Know…Don’t Guess

What to Test:1. Subject line2. From name3. Day of the week4. Time of day5. Frequency6. Mostly-images vs. mostly-text7. Short copy vs. long copy8. Links vs. buttons9. Number of links10. Unsubscribe at the top11. First name personalization, in the subject line12. First name personalization, in the email body

13. Animated gifs14. Font colours15. Font styles16. Opt-down17. Social sharing icons18. Social connecting icons19. Delivery by time zone20. Call to action — number21. Call to action — placement22. Post-click landing page23. Social proof24. Tone — human vs. corporate25. Copy length

1. Start simple.2. Test one element at a time.3. Control for time of day and day

of the week.

Testing Tips:

Expert eMail Marketing Tricks:

Reactivating Sleeping Giants

Increasing Frequency1. VIP customer events2. Programme Your

Customers: Long-term Selling

3. Lock In Sales In Advance: Stock Reminder emails

4. Bounce Back Offers: Dates, Events, Mile Stones

5. Loyalty Programs: Members-only Offers

6. Price inducements for frequency: % off for volume

7. Endorse other products or services: Cross Sell

8. A mid-job, next-job: What Next

Monetary Value

1. Forget “batch and blast” technique.2. Move beyond open & click-through rates

and move towards behavioural triggers.3. Automate what you can and leave more

time for creativity and strategy.4. Take deliverability seriously.5. Measure your performance.6. If you’re not testing, you’re guessing.

Summary:

Q & A

eMail: psv@salescycle.agencyTel: 1300 88 54 28

http://eepurl.com/bsPIvb

•SumoMe, OptinMonster, Hello Bar•Campaign Monitor, Mailchimp, Aweber, Oracle Responsys•Remarkety.com , Rare.io, Marketo B2C•Lyris.com

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