Transcript
Page 1: Successful Email Campaigns for the Multi-Channel Age - Suzanna Chaplin & Warrick Lambert. Freemax Media

A4U EXPO Europe:

Successful Email Campaigns for the Multi-Channel Age

Page 2: Successful Email Campaigns for the Multi-Channel Age - Suzanna Chaplin & Warrick Lambert. Freemax Media

CONTENT

• IMPORTANCE OF MOBILE• DATA• TIMING YOUR SENDING• TRACKING & PAYMENT MODELS• INBOX OPTIMISATION• DESIGN

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Page 3: Successful Email Campaigns for the Multi-Channel Age - Suzanna Chaplin & Warrick Lambert. Freemax Media

OVERVIEW

• Employs a team of 24 results-driven individuals• Manages c15m UK email addresses & 500,000

B2B email addresses• Generate 15,000 clicks per day• Built and manages a ESP capable of sending in

excess of 10million emails per day• In-house design and technical team, used by the

likes of Sky, The Times and British Airways• In-house lead generation platform and call centre

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Page 4: Successful Email Campaigns for the Multi-Channel Age - Suzanna Chaplin & Warrick Lambert. Freemax Media

IMPORTANCE OF MOBILE

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Researching Restaurants

Researching Travel

Watching Films

Shopping

Listening to Music

Reading News

Reading Books

Facebook

Playing Games

Email

30%

30%

42%

44%

46%

50%

59%

61%

67%

72%

Shopping

Twitter

Researching Restaurants

Photo Management

Reading News

Playing Games

Listening to Music

Facebook

Phone Calls

Email

20%

20%

24%

26%

37%

48%

52%

58%

78%

79%

• For which of the following do you regularly use a: Smartphone Tablet

Adobe Digital Publishing Report – Jan ‘13

Page 5: Successful Email Campaigns for the Multi-Channel Age - Suzanna Chaplin & Warrick Lambert. Freemax Media

IMPORTANCE OF MOBILE

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More email is read on Mobile than on a desktop email client or via webmail. Stats say 43% of email is now opened on a mobile device Litmus –”Email Analytics” (Mar ‘13)

Page 6: Successful Email Campaigns for the Multi-Channel Age - Suzanna Chaplin & Warrick Lambert. Freemax Media

IMPORTANCE OF MOBILE

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Freemax Media – May ‘13

MobileDesktop

Page 7: Successful Email Campaigns for the Multi-Channel Age - Suzanna Chaplin & Warrick Lambert. Freemax Media

DATA

• Do I need to identify mobile users to run mobile optimised campaigns?

• How do I identify if somebody has opened and converted on a mobile device?

• Are there certain verticals or offers which perform better on email?

• Should you alter the day/time you send for mobile?

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Page 8: Successful Email Campaigns for the Multi-Channel Age - Suzanna Chaplin & Warrick Lambert. Freemax Media

IDENTIFYING MOBILE USERS

Benefits:• Understand whether it is worth investing in a mobile

optimised creative• Can ascertain which devices are the most important to

you – however remember iPhones always download images and therefore will always appear to open more

• Identify data pools which opens on a mobile device more regularly, allowing you demand higher CPL/M/A and access a mobile budget

• Can tailor your sending strategy by reacting to mobile user’s behaviour & preferences

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Page 9: Successful Email Campaigns for the Multi-Channel Age - Suzanna Chaplin & Warrick Lambert. Freemax Media

IDENTIFYING CONVERSIONS BY DEVICE

Opens/Clicks:• Most email sending platforms will have the functionality

to do this and will often be know as the ‘user agent’.• User agent details the device/browser/application an

email was opened on• Again, beware opens are always higher on iPhones as

images are downloaded as a default – though they remain the dominant device for engaging with email via mobile

• Currently these tracking platforms show you conversions by device:

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Page 10: Successful Email Campaigns for the Multi-Channel Age - Suzanna Chaplin & Warrick Lambert. Freemax Media

IDENTIFYING CONVERSIONS BY DEVICE

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Conversions by Mobile Device – May ‘13

AndroidTabletiPhoneOther

Page 11: Successful Email Campaigns for the Multi-Channel Age - Suzanna Chaplin & Warrick Lambert. Freemax Media

MOBILE PERFORMANCE BY VERTICAL

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Adobe Digital Publishing Report – Jan ‘13

Page 12: Successful Email Campaigns for the Multi-Channel Age - Suzanna Chaplin & Warrick Lambert. Freemax Media

MOBILE PERFORMANCE BY VERTICAL

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Credit C

ard Retail

Voucher

Codes

Flash

Sales

Health

and Bea

uty

Competition

Life I

nsuran

ce

Telec

oms

Broad

band

Dating

Subscr

iptions

Home Impro

vemen

t

Gaming

AutomotiveClai

m

Educati

onTra

vel

Debt

Debt

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

Percentage of Mobile Clicks – May ‘13

Page 13: Successful Email Campaigns for the Multi-Channel Age - Suzanna Chaplin & Warrick Lambert. Freemax Media

SENDING TIME

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Page 14: Successful Email Campaigns for the Multi-Channel Age - Suzanna Chaplin & Warrick Lambert. Freemax Media

SENDING DAY

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Page 15: Successful Email Campaigns for the Multi-Channel Age - Suzanna Chaplin & Warrick Lambert. Freemax Media

SETTING UP THE CAMPAIGN

• While use of mobile is clearly growing, users are not necessarily adopting the same behaviour as they would on a desktop

• Successful email campaigns need to be setup with this in mind

• What does that mean?• Looking beyond CPA to monetise your email traffic

• Cost per download• CPC• CPM• CPL

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Page 16: Successful Email Campaigns for the Multi-Channel Age - Suzanna Chaplin & Warrick Lambert. Freemax Media

PAYOUTS – CPD Vs. CPA/L/C/M

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Individual opens email directing them ‘download an app’ on desktop

You hope they then reopen on their phone to download so you can be paid on CPD

However the majority will bypass and go straight to the app store.

Page 17: Successful Email Campaigns for the Multi-Channel Age - Suzanna Chaplin & Warrick Lambert. Freemax Media

TRACKING

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Page 18: Successful Email Campaigns for the Multi-Channel Age - Suzanna Chaplin & Warrick Lambert. Freemax Media

TRACKING

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= 3 X CPA

= 1 X CPA

Advertisers can use Google Analytics new feature Universal Analytics which uses a UID to cross track across multiple devices.

Page 19: Successful Email Campaigns for the Multi-Channel Age - Suzanna Chaplin & Warrick Lambert. Freemax Media

FREQUENCY/REACH

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Send1 Send2 Send3 Send40

100000

200000

300000

400000

500000

600000

700000

800000

900000

1000000

0

0.5

1

1.5

2

2.5

3

Total SenteCPM

Page 20: Successful Email Campaigns for the Multi-Channel Age - Suzanna Chaplin & Warrick Lambert. Freemax Media

REVENUE BY PAYMENT METRIC

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Mobile Revenue %

CPACPCCPDCPLCPM

Page 21: Successful Email Campaigns for the Multi-Channel Age - Suzanna Chaplin & Warrick Lambert. Freemax Media

PRE-HEADERS

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Page 22: Successful Email Campaigns for the Multi-Channel Age - Suzanna Chaplin & Warrick Lambert. Freemax Media

PRE-HEADERS

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Having the right pre header, which passes spam filters such as Cloudmark, can:• Increase delivery by 8.13%• Increase opens by 123% • Double ECPM

Terms to Avoid

your Earn (money)

get Subscribe

cash Lose Weight

claim Act Now!

Dear __FIRSTNAME__ $$$ or £££

credit Make money

Guaranteed Thousands

At no cost Money back guarantee

satisfaction CAPITAL LETTERS

Page 23: Successful Email Campaigns for the Multi-Channel Age - Suzanna Chaplin & Warrick Lambert. Freemax Media

PRE-HEADERS

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Bad Good

Find out how much your injury claim could be worth We work on a no-win, no fee basis

WIN FREE laser eye surgery in June and enjoy summer without the hassle of glasses/contact lenses

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Get your FREE issue nowSample the next issue of Homes & Garden free

If you have taken out a mortgage or personal loan in the last 10 years or a credit card in the last 6 years.

If you have taken out a mortgage or personal loan in the last 10 years

Page 24: Successful Email Campaigns for the Multi-Channel Age - Suzanna Chaplin & Warrick Lambert. Freemax Media

SUBJECT LINES

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Outlook: 47 Characters

Mobile: 37 Characters

1-15 16-27 28-39 40-50 51+0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

14.00%

16.00%

AV. O/R by Subject Line Length

Open Rate

Page 25: Successful Email Campaigns for the Multi-Channel Age - Suzanna Chaplin & Warrick Lambert. Freemax Media

DISPLAY BY DEVICE

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Page 26: Successful Email Campaigns for the Multi-Channel Age - Suzanna Chaplin & Warrick Lambert. Freemax Media

RESPONSIVE DESIGN

Responsive design - is an approach aimed at crafting emails to provide an optimal viewing experience—easy reading and navigation with a minimum of resizing, panning, and scrolling—across a wide range of devices

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Page 27: Successful Email Campaigns for the Multi-Channel Age - Suzanna Chaplin & Warrick Lambert. Freemax Media

RESPONSIVE DESIGN

Responsive design - is an approach aimed at crafting emails to provide an optimal viewing experience—easy reading and navigation with a minimum of resizing, panning, and scrolling—across a wide range of devices

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Page 28: Successful Email Campaigns for the Multi-Channel Age - Suzanna Chaplin & Warrick Lambert. Freemax Media

RESPONSIVE DESIGN

Responsive design - is an approach aimed at crafting emails to provide an optimal viewing experience—easy reading and navigation with a minimum of resizing, panning, and scrolling—across a wide range of devices

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Page 29: Successful Email Campaigns for the Multi-Channel Age - Suzanna Chaplin & Warrick Lambert. Freemax Media

RESPONSIVE DESIGN

Responsive design - is an approach aimed at crafting emails to provide an optimal viewing experience—easy reading and navigation with a minimum of resizing, panning, and scrolling—across a wide range of devices

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Page 30: Successful Email Campaigns for the Multi-Channel Age - Suzanna Chaplin & Warrick Lambert. Freemax Media

RESPONSIVE DESIGN

Responsive design - is an approach aimed at crafting emails to provide an optimal viewing experience—easy reading and navigation with a minimum of resizing, panning, and scrolling—across a wide range of devices

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Page 31: Successful Email Campaigns for the Multi-Channel Age - Suzanna Chaplin & Warrick Lambert. Freemax Media

DESIGN - SLICING

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Page 32: Successful Email Campaigns for the Multi-Channel Age - Suzanna Chaplin & Warrick Lambert. Freemax Media

DESIGN - SLICING

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Creative Open % CTR % ECPM

No Slicing 3% 5% £1.64

Sliced 6% 7% £3.46

Increase 85% 39% 111%

Page 33: Successful Email Campaigns for the Multi-Channel Age - Suzanna Chaplin & Warrick Lambert. Freemax Media

DESIGN - SLICING

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Page 34: Successful Email Campaigns for the Multi-Channel Age - Suzanna Chaplin & Warrick Lambert. Freemax Media

DESIGN – STYLE ALT TAGS

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Page 35: Successful Email Campaigns for the Multi-Channel Age - Suzanna Chaplin & Warrick Lambert. Freemax Media

DESIGN – STYLE ALT TAGS

Style Alt Tag Mobile optimised Not optimised0

2

4

6

8

10

12

14

Bright House

Conversions

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Page 36: Successful Email Campaigns for the Multi-Channel Age - Suzanna Chaplin & Warrick Lambert. Freemax Media

DESIGN - ANDROID

Why can’t I get the design to render right on an Android?

- Gmail app on Android doesn’t support Media Queries

- While Android's default email client and browser do a superior job at rendering HTML email, the Gmail app for Android is popular

- 500 screen sizes in the Android Family - When zoomed can trigger media queries which is not desired.

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Page 37: Successful Email Campaigns for the Multi-Channel Age - Suzanna Chaplin & Warrick Lambert. Freemax Media

DESIGN - ANDROID

How to design for an Android?

- Use a fluid layout to adjust to any viewport size

- Put the main ‘Call to Actions’ on the left to avoid side swiping

- Stick to a one-column layout- Use large text and simple

layout - Balance text to image, as

images our not downloaded as a default, unlike iPhones.

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Page 38: Successful Email Campaigns for the Multi-Channel Age - Suzanna Chaplin & Warrick Lambert. Freemax Media

IMPORTANCE OF MOBILE

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Mobile email will account for 15 to 65% of email opens, depending on your target audience, product and email type. eMailmonday - “Party

safe mobile email stats” (2013)

Only 3% of users will view a single email in more than one

environment. Meaning you only have one opportunity to

capture them

Users who have recently read email on their mobile will do

so again about 45% of the time – Litmus “Saving Email for Later: Opens Across Devices &

Environments” (2012)

Page 39: Successful Email Campaigns for the Multi-Channel Age - Suzanna Chaplin & Warrick Lambert. Freemax Media

DESIGN – ALWAYS MOBILE OPTIMISED?

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Mobile Optimised Not Optimised0123456789

10

1Click Life Insurance

Mobile Con-versions

Page 40: Successful Email Campaigns for the Multi-Channel Age - Suzanna Chaplin & Warrick Lambert. Freemax Media

DESIGN – NON MOBILE OPTIMISED

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Call to action – large & clear

Scale – ideally no more than 320-500 px wide

Layout – single column templates are more

mobile friendly

Short, concise messaging

Avoid javascript etc which is not supported

by mobile devices

Font Size – should be slightly larger than

standard – 14px body/22 px headline

Page 41: Successful Email Campaigns for the Multi-Channel Age - Suzanna Chaplin & Warrick Lambert. Freemax Media

SUMMARY

• Mobile is now an integral part of any email campaign• Mobile purchase decisions are most influenced by emails

from companies (only friend’s recommendations are more powerful)

• It’s estimated that 78% of emails will be read on mobile by 2017

• Mobile optimised creatives are the future for everyone but in the meantime you need to at least ensure your designs are mobile friendly

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Page 42: Successful Email Campaigns for the Multi-Channel Age - Suzanna Chaplin & Warrick Lambert. Freemax Media

QUESTIONS?

Suzanna Chaplin – [email protected] Lambert – [email protected]

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