enterprise nation presentation 120215
TRANSCRIPT
DiscoveringEmail Marketing
The essentials
Challenges PermissionDataDesignDeliveryPerformance
Agenda
12 Key Competencies
The next level
SocialIntegrationAutomationProfilingPersonalisationCapability
1. Challenges
Email? Really?Pinterest
Google+
0 875 1,750 2,625 3,500
70
241
277
359
1,200
3,300
Millions of active users
Are you sure?
68%“good” or “excellent” ROI
Email marketing was ranked as the best channel for return on investment
Source: Econsultancy - Email Marketing Industry Census 2014
48%of digital marketers consider themselves proficient
40%think their marketing is effective
Challenges
Where are we?
Source: Adobe - What keeps marketers up at night?
82%Effectively reaching customers
79%Understanding if campaigns are working
75%Demonstrating Return On Investment
Marketing Challenges
Source: Adobe - What keeps marketers up at night?
Business Challenges
Increasing revenue and profits
Growing customer base and market share
Boosting brand and reputation
Compliance, risk and regulatory issues
Enhancing the customer experience
2. PermissionRight Person. Right Place. Right Time.
“the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually
want to receive them”
Permission
What is permission marketing?
Turning strangers into friends and friends into customers
Permission
Why is it important?It’s the law! You must get explicit permission from recipient, unless… Obtained details via a sale, and You’re marketing similar products, and Opt-out available at point of collection, and Opt-out available in all emails sent, and Last transaction/contact less than 12 months ago Must include company legal name, registration number, address & contact details in every message You need to be registered with the ICO as a data controller
Permission
Why is it important?But more importantly…
Without permission, a message is just spam
Permission is all about trust
90% of consumers subscribe to emails of trusted brands (DMA)
Loyal customers account for 80% of company profit
The most successful companies look at the sale as a way of
earning a lifelong customer (Sage)
71% of worldwide email traffic is considered as ‘spam’
Permission
How do you get it?Ask! Permission can only be given directly Can’t come from a 3rd party Must be active: opt-in, not opt-out Has to be fresh
Sell it! You’re asking for their most valuable resource (time)
Set expectations Let people know how often you’ll be in touch
3. DataThere is no value in data, only in how it is used.
More than a zettabyte of data now circulates
around the internet (KPMG)
1,000,000,000 x
The volume of business data is increasing by
40%every year
High performing businesses don’t simply gather data,
they gain insights
from the data they already possess. (KPMG)
Collecting contact data
How do you get it?Use easy to find, fill and submit forms
Promote opt-in everywhere
Link to forms from your emails, websites and social channels
Keep it short
Make it clear what you are collecting data for
Promote trust - tell subscribers how you will protect their data
Offer an incentive and give value
Have a clear, compelling call to action
Collecting permission data takes effort – but is worth it
Use welcome emailsThe most read emails you will ever send
4x more opens, 5x more clicks!
Use a compelling subject line
Have a clear goal
Incentivise purchase (discount or prompt)
Whitelisting (add to address book)
Capture additional data (competition)
No, really! Use welcome emails
85% open rate
52% click through
£1.08 additional revenue per email!
Building high quality data
Use data to understand your customersStart simply - get what you need and add more laterMore effort = less completionCollect more than data – collect insightsGather behavioral data
Profiling is the key to creating targeted communications
Geo-locationClicksWebsite activityPurchasesUse your insight to segment and target your subscribers
4. DesignStand out in the inbox.
Design
Key considerationsThe importance of mobileIs design important?Content is KingTesting
The importance of mobile
27% of email opens were mobile in 2011(Knotice, H2 2011)
27%
73%
MobileDesktop
The importance of mobile
51% of email opens are mobile today (Sign-Up.to, Jan 2015)
51%49%
Mobile
Only
18%of emails are optimised for mobile!
Designing for mobile
Use responsive design! (it’s a must-have)
Desktop Mobile
Is design important?
250% more clicks
Is design important?
300% more revenue
Content is King
Copywriting
Calls to action
Style, brand, consistency
Subject line
Be Remarkable!
Talk to people individually
Have something worth saying
Add personality to your messages
Remember - they don’t care about you
They care about themselves!
Add Personality
Make things easy for people
Test, test, test!
Preview
Inbox testing
Split (A/B) test
- Test to sample audiences
- Assess results
- Send the best performer
5. DeliveryMaximizing your chances of
successful delivery
Delivery
97%+Open rate
22.8%+
What should you expect?
Delivery
Reputation
Recipient activity (opens, clicks)
Complaints (“this is spam”)
Recipient Whitelisting (add to address book)
What impacts getting to the inbox?
Delivery
Email Content
If it sounds like spam…
Link destinations
Reply address
HTML code quality
What impacts getting to the inbox?
Delivery
Sender recognition
Subject line appeal
Relevance
Timing
Content
What impacts getting read?
Delivery
First 30 - 50 characters readable on most devices
Why? Give a clear benefit to the reader
Don’t be cryptic (often)
Can affect actions taken when reading
Subject line appeal
Delivery
Subject A: 4.3% CTOThe Exit Festival Newsletter
Subject B: 4.8% CTOGet to Exit Festival this July for the ultimate festival experience
Subject C: 7.0% CTOMake this summer unforgettable - check out Exit Festival!
Subject line appeal
Delivery
Relevance
Use audience segmentation and personalisation
Write for the reader’s perspective
Delivery
Time of day: 3pm
12am
1am 2am 3am 4am 5am 6am 7am 8am 9am 10am
11am
12pm
1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm
11pm
Opens Clicks
Delivery
Monday Tuesday Wednesday Thursday Friday Saturday SundayOpens Clicks
Day: Thursday
Delivery
However
Delivery
Let the reader decide
6. Performance17% of email marketers never review
or analyze their results
6. Performance17% of email marketers never review
or analyze their results
Performance
What can be measured Delivered
Opens
Clicks
Shares
Goals
Unsubs
Click-to-open rateunique clickers ÷ unique openers
Proportion of people who opened the email and then clicked
Better way to assess the relative performance of an email
Tracking after the clickunique clickers ÷ unique openers
Google Analytics (anonymous)
Goal Tracking & Audience Insights (specific)
Choose the right metrics for you
What’s your goal?
eCommerce: goals – revenue
website visits: clicks
brand awareness: opens
Delivered
Opens
Clicks
Shares
Goals
Unsubs
Next steps…Assess current capability
Evaluate against your goals
Identify key areas for improvement
Develop an implementation plan
Execute on your plan
Test, refine, repeat
Thank you!