matt king email marketing core concepts and best practice (sept09)
TRANSCRIPT
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Email Marketing- Core Concepts and Best Practice –
Your Speaker: Matt KingChartered Institute of Marketing Course DirectorMicrosoft EMEA Region tutor in digital marketing
Founder and Director, Media SafariBA Hons DipM MCIM Chartered Marketer
In association with Best MarketingRiga, Vilnius, Tallinn
16-18th September 2009
Email Marketing
Agenda
Welcome and introductions
How the world is changing
Email – where is it all going wrong?
Successful email marketing strategy
Email marketing systems
Implementing the campaign
Measurement and reporting
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Useful resources…• eMarketing eXcellence, Chaffey / Smith• Successful E-mail Marketing Strategies, Hughes / Sweetser• Meatball Sundae, Godin• Cluetrain Manifesto, Levine / Locke / Searls / Weinberger • Groundswell, Li / Bernoff• The Longtail, Anderson• Citizen Marketers, McConnell / Huba• Crowdsourcing, Howe• www.davechaffey.com• www.dbmarketing.com
Speaker – Matt King:• Chartered Institute of Marketing (CIM) Course Director• DipM / Member of CIM since 1996 / Chartered Marketer• Founder and Director of Media Safari – Marketing communications
consultancy for technology companies• Experienced CIM tutor and corporate trainer• Microsoft EMEA Region Tutor in Digital Marketing• Core competence in integrated marketing communications, branding,
PR and digital marketing – Ping!• Find and connect with me:
– [email protected] – www.mediasafari.typepad.com/mattking– www.linkedin.com/in/mediasafari
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“The same rules still apply:We are just working on a broader canvas
with a richer set of colours”
Mohan Sawhney, Kellogg School of Management
‘Marketing is an organizational function and a set of adaptive processes by which organizations collaborate with customers and partners to
create, deliver and share value to grow revenues, build brands and enhance customer
relationships.’
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How the World is Changing
How the World is Changing
“Digital media, online, the internet; call it what you will, it’s not a single ‘channel’ that defines its audience simply through their use of it. Digital today is the context for all consumer behaviour; our presence in this environment doesn’t define us because it’s increasingly assumed. For the first time in advertising’s history, those practising it can no longer buy an audience; instead they have to find ways toconnect to individuals.”
Yusuf Mehdi, Senior Vice President, Online Audience Business, Microsoft (Source Contagiousmagazine.com 17/03/09)
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From information asymmetry...– Information was scarce – Customers were ill-informed– Exchanges were monologues– Marketing was “command-and-control”
… To information democracy– Information is ubiquitous– Customers are well-informed– Exchanges are conversations – Marketing is “connect-and-collaborate”
How the World is Changing
Transactional Marketing
RelationshipMarketing
Collaborative Marketing
Time Frame 1980s + 1990s + Beyond 2005
View of value Value is associated with a company’s offering. Maximize value in exchanges
Value is associated with customer relationships. Maximize lifetime value of relationships
Value is associated with experiences. Maximize value of co-created experiences
View of market Place where value is exchanged between customers and the firm. Market is separate from the value creation process
Market as a forum where value is co-created through interaction and dialogue
Role of customer Passive buyers to be targeted with offerings
Portfolio of relationships to be cultivated
Prosumers – active participants in value co-creation
Role of firm Define and create value for consumers
Attract, develop, and retain profitable customers
Engage customers in defining and co-creating unique value
Nature of Customer Interaction
Survey customers to elicit needs and solicit feedback
Observe customers and learn adaptively about customers
Active dialogue with customers and communities
From sales / product led to marketing
/ customer led
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How the World is Changing
Traditional Marketing
“Command and control”
Profiting from transactions
Delivering value to customers
Designing superior products
Functional silos (4Ps)
Monolithic organization
Collaborative Marketing
“Connect and collaborate”
Profiting from relationships
Co-creating value with customers
Designing superior experiences
Connected processes (value-centric)
Networked organization
How the World is Changing
Interrupt to EngagePush to PullViewer to ParticipantSolitude to Social NetworksAuthority to RecommendationBrand control to Brand co-creationQuarterly measurement to Intelligence/smartnessIntermittent dialogue to Automated relationship
= BUZZ WORDS – Engagement, participation, relationships, brand co-creation
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Vital statisticsFounded in 20014 fold sales every year - 2005 - $6m$15 a T-shirt / cost less than $4 to make
How the World is ChangingTodayYesterday
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How the World is Changing
Trends - Implications Presents both opportunities and threats to the marketer:
Marketers must embrace new channels of communication to keep up with consumers, they won’t wait for youCustomer exchanges should be conversations, not monologue and you have no choice but to participateYou must do what you say & say what you do: honesty, authenticity and transparency are essential to survive ‘Command and Control’ is now ‘Connect and Collaborate’Here’s a few examples…
Busts 4 Justice14,099 members
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How the World is Changing
• What do these examples illustrate?
How the World is Changing
• Customers experience your brand through conversations they have among themselves– No option but to participate in these conversations– Need to cede control over the medium & message
• Authenticity, honesty & transparency, essential to survive in new environment– Do what you say & say what you do– Face up to negative news - no place to hide
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Key trends that all marketers need
to recognise
Direct communication and commerce between
producers and consumers
Amplification of the voice of the consumer
and independent authorities
Need for an authentic story as sources increase
Shorter attention Spans due to clutter
Search engines and the long tail
Direct communication and commerce between
consumers and consumersThe atomised world –end-to-end to
component based solutions
Infinite channels of communication
Shifts in scarcityand abundance
The triumph of big ideas
The shift of how many
to who
Adapted from: ‘meatball sundae’How new marketing in transforming the business world, Seth Godin
Outsourcing
The middle of the market is changing –
people want exclusivity or the cheapest
New gatekeepers –no gatekeepers
How the World is ChangingTrends Now Soon Later /
Never
1/ Which trends have affected how you do
your marketing?
2/ Which will you need to
consider soon?
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How the World is Changing
So where are we?• A bunch of ads online is not going to drive engaging customer
dialogue• Digital is having a major impact on the way organisations do
marketing• We need to use the increasing number of digital tools to
communicate with, not shout at, our customers• Shouting Not listening• The trends of the digital age will have an impact on the management
structures within organisations• What are the ramifications for email marketing?
Email: Where is it all going wrong?
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Email: Where is it all going wrong?
• Roughly how much of that email is relevant, timely and personalised?
• How many do you actually respond to?
• How many emails do you receive on average each day?
Email: Where is it all going wrong?
Summary• Email marketing started about 10 years ago in 1998• It allows marketers to perform highly targeted and interactive marketing• Capable of producing more bottom line results than any other marketing
method• It is a prospect conversion and customer retention tool• It builds loyalty, repeat sales, cross sales and profits• An entirely new and better way to build relationships with customers
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Benefits• Cost effective / low cost of fulfilment• Faster campaign deployment & options for testing• Encourages immediate action and (impulsive) response• Enables companies to build customer retention and loyalty• Personalization facilitates real conversations rather than simple
promotion• Dialogue and engagement rather than shouting and one way• Email delivers sales at a considerably lower cost per order compared to
banner ads, paid for search, affiliate programs…
Email: Where is it all going wrong?
Email: Where is it all going wrong?
Email influences
all channels
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Email: Where is it all going wrong?
Multi channel buyers are
more valuable
JC Penney US Data
Email: Where is it all going wrong?With one of
the lowest cost per order figures
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Email: Where is it all going wrong?Online & Off Line Sales Registration Year Year
Typical Retailer 52 Year 2 3E‐mail Subscribers 1,000,000 830,000 697,200 Annual Unsubs & Undelivers 17% 16% 15%E‐mails Delivered 47,580,000 39,707,200 33,535,320 Open Rate 25% 22% 19%Opens 11,895,000 8,735,584 6,371,711 Conversion Percent of Opens 0.8% 0.9% 1.0%Online Conversions 95,160 78,620 63,717 Off Line Sales due to e‐mails 3.00 285,480 235,861 191,151 Total Purchases 380,640 314,481 254,868 E-mail induced sales from Online and Offline $144 $54,812,160 $45,285,267 $36,701,054
Operating Costs 50% $27,406,080 $22,642,634 $18,350,527Subscriber Acquisition Cost $12.00 $12,000,000Transaction E‐mails Per Order 3 1,141,920 943,443 764,605 Total E‐mails Delivered 48,721,920 40,650,643 34,299,925 E‐mail Costs CPM Incl Creative $6.00 $292,332 $243,904 $205,800Database & Analytics $0.75 $750,000 $750,000 $750,000Total Costs $40,448,412 $23,636,538 $19,306,327
Gross Profits $14,363,748 $21,648,730 $17,394,728Discount Rate 1 1.11 1.15Net Present Value Profits $14,363,748 $19,503,360 $15,125,850Cumulative NPV Profits $14,363,748 $33,867,109 $48,992,959Value of an E-mail Subscriber $14.36 $33.87 $48.99
Tracking the value of 1,000,000 specific people over three years.
Once a week e-mails; open rate 25%
For every online sale there are 3 offline due to e-mails
Value of each e-mail subscriber is $48.99
• 93% of major corporations use email marketing (Jupiter Research)• 95% of companies use email marketing (Forrester 2008)• All the rest are looking at it, thinking about it and planning it!• 49% of US adults shop online (Pew Internet & American Life Sept’07) • 69% of adults shop online with household incomes of $60-100k• 79% with incomes above $100k• 44% of consumer check their primary email 3 times daily (Merkle) – a
rise of 33% from 3 years ago• 52% “couldn’t live without it”• 58% believe it is a great way for companies to stay in touch…
Email: Where is it all going wrong?
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Customers feeling frustrated and confused…
“Processes companies have for handling customer feedback are often weak and fragmented and not supported by systems… customers prefer to stand in queues in banks rather than deal with automated telephone systems.”
Professor Merlin Stone (2004)
Email: Where is it all going wrong?
• But customer satisfaction is declining rapidly – Fujitsu have found that 50-70% of calls to call centres are for value restoration e.g. late delivery or poor product quality rather than value creation
• Of that 93% (Jupiter), only 31% use click through data to follow up with more targeted messages
• Most don’t vary the message based on recipients’ behaviour• Identical emails are sent to millions of unknown subscribers and fail
to use the basic principles of segmentation and interactivity torealize the benefits of email marketing
• The average company loses about 30% of its email subscribers pa• Even though 27% of emails received by consumers are OPT IN!
Email: Where is it all going wrong?
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Causing satisfaction
and open rates to fall in equal
measure
• Open rates have fallen from 40% (1999) to <12% (2009)• 38% of UK companies ignore incoming customer email (Egain 2007)• 50% of FTSE1000 do not know who their customers are (MORI
2003)• 66% of European companies cannot track customer relationship
history (Smith 2004)• 50% of companies lose crucial customer information when staff
leave• 50% of CRM projects fail whilst 20% substantially fail to live up to
expectations (Gartner 2004)
Email: Where is it all going wrong?
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• Marketers using email like a TV or print ad• Blasting the same thing at everyone and not allowing the recipient to
respond or engage in dialogue• Same communiqué sent to buyers and non-buyers• Email Batch and Blast no longer performs• Subscriber boxes overflowing with permission based email that is
irrelevant• Failure to deliver on relationship expectations that consumers have• Most just ignore the emails which deflates the efforts to build the
relationship and drive sales• One frantic campaign after another… sales down, send another…
Email: Where is it all going wrong?
Every one a newsletter or an e-bulletin
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Same newsletter… 4 pagesYawn…….
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Successful email marketing strategy
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• What are your 3 main target markets in order of priority?
• For each market, what are the key factors of differentiation?
• When was the last time you communicated this and how?
Successful email marketing strategy
Successful email marketing strategy
Urus / The aurochs (Bos primigenius) • One of Europe's most famous extinct animals - A very large type of cattle• Evolved in India some two million years ago, migrated into the Middle East and further into Asia, and
reached Europe about 250,000 years ago• By the 13th century A.D., the aurochs' range was restricted to Poland, Lithuania, Moldavia,
Transylvania and East Prussia• In 1564, 38 animals existed according to a royal survey• The last recorded live aurochs, a female, died in 1627 in the Jaktorów Forest, Poland
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Successful email marketing strategy
Some of the key strategic issues…• Hunting and farming• Integration with other communications channels• Contact strategy• Segmentation and targeting
What Subscribers want…
Listening creates profits by selling
products over the long term
Recognition
Dear Mr. Sinisalu
ServiceOrder history, NBP
Conveniencee.g. Remembering details
for quicker purchase
HelpfulnessHow can I be more
helpful to that customer?
Informationi.e. lots of links
as gateway
Identificatione.g. People like to identify
themselves by interest (Sports team).
Companies can build on this
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Hunted to extinction….• Traditional method involving massive identical email campaigns sent
to relatively unknown subscribers• Analysed by opens, clicks, conversions and unsubscribers• Hunting for sales – little is known about subscribers except email
address• Unaware of age, income, lifestyle, offline purchases, off-spring or
anything else• Send out emails into a vast wilderness in the hope of snaring the
odd sale• More and more traps, mean less and less sales
What Subscribers get…
Successful email marketing strategy
Permission Marketing / Opt-in• Gain permission, then trust, and ultimately loyalty• Stick to the principal marketing tenets of identifying, anticipating and
relentlessly fulfiling customer requirements….• In the context of the new digital ecosystem, marketing should be a
collaborative affair• Marketers help customers to buy; customers help marketers to sell• B2B, B2C, C2C and C2B (trialogue)• Segmentation and targeting
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Successful email marketing strategy
Jupiter research: Segmentation - With dynamic content
produced 5 times more revenue and 16 times more profit than did broadcast campaigns- it can improve conversion rates by up to 355% and increase revenues by as much as 781%
Source: e-dialog 2008
FARMING• Personalised relevant email communications to individual
subscribers based on a database of demographic and behavioral information
• Each opt-in email subscriber is listed along with a wealth of demographic, behavioral and preference data
• Possible to send a different email to each and every one tailored to what you can learn from the customer’s individual details
• Emails are interactive and request that the customer explores them in depth
• Drive retention and improve results
Successful email marketing strategy
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FARMING• Opportunity to create competitive advantage by adding value to
customer experience• Sense, respond & adjust – spend time defining rules and testing
automated follow up communications that match the context• Peppers & Rogers – 1 to 1 Marketing (’99) IDIC
• Customer Identification• Customer Differentiation - segmentation• Customer Interaction• Customised Communication
Successful email marketing strategy
Build a subscriber database
Get your customer’s email addresses,
names, demographic data as well as web
behaviour data
Create segments and personalise the
conversation
Keep track of your customer’s lifecycle
& develop the marketing program for each segment
Make every email interactive
& engaging
Switching to farming
Successful email marketing strategy
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FARMING• Database – Too much emphasis on growing the list in hunting• This is good but more important is a list of active, interested and
motivated subscribers• Focus more on getting a greater response out of your current list• Build the data and segment
Successful email marketing strategy
Source: Lyris
FARMING• Behavioural based segmentation
• Different emails to those that have opened to those who have not• Those who have clicked on a specific link• Those who have visited a certain pages on the website• Those who have purchased a particular product
Successful email marketing strategy
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FARMING• Building the data
• Capture events• Track everything they do – open, click and purchase
• Gather preferences• Ask them what they prefer
• Infer preferences• Link categorisation, collaborative filtering, NBP
• Append data• AmeriLINK, ACORN…
Successful email marketing strategy
Integrating with other channelsSource: eMarketing excellence (Chaffey and Smith)
Website and partner
microsites
1/ Search marketing• Search engine optimisation (SEO)• Paid search: Pay per click (PPC)• Paid for inclusion/feeds
2/ Online PR• Portal representation • Social media: blogs, feeds and communities
• Media alerting services• Brand protection
3/ Online partnerships• Affiliate marketing• Sponsorship• Co-branding• Link-building• Widget marketing
Offline communicationsvi/ Direct mailvii/ Exhibitionsviii/ Merchandisingix/ Packagingx/ Word of mouth
4/ Interactive ads• Site specific media buys• Ad networks• Contra-deals• Sponsorship• Behavioural targeting
5/ Opt in email• House list emails• Cold (rented) lists• Co-branded• Ads in 3rd party e-newsletters
6/ Viral marketing• Pass along emails• Word of mouth• Buzz marketing• Generating media mentions
Offline communicationsi/ Advertisingii/ Personal sellingiii/ Sales promotioniv/ PRv/ Sponsorship
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• Cold email campaign• Rented email lists from a consumer email list provider
• Data companies e.g. Experian, Nielsen Claritas• Business email lists e.g. Corpdata• Trade publishers e.g. Dennis, Incisive Media
• Co-branded email• Email with an offer from a company they have a reasonably
strong affinity with• Third party e-newsletter
• A company publicizes itself in a 3rd party communiqué e.g. editorial or sponsorship
WarmerResponse
Cost efficiency
Successful email marketing strategy
Successful email marketing strategy
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Traditional / offline – BREADTH of coverage
Digital toolsetDEPTH of coverage
Deepening the understanding and level of engagement
RETENTION
LOYALTY
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Successful email marketing strategy
Integrating with social networks• Broaden the reach of your content• Drive registrations and build the mailing list• Sound bite Vs depth of message • Use it to gather content for your newsletters by listening to what is said• Use it as a sounding board to decide what content to cover• Turn social media contacts’ questions and comments into content
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Greg The ArchitectOrganisation: Tibco / Industry sector: SOA (Service oriented architecture)
• Aim: To increase awareness and drive subscription to regular newsletter• Target is niche – high level IT buyers• Outcome: To pursue and build relationships• Key competitors are Oracle and IBM• Generated over 147k views • 4 fold increase in subscriptions
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Contact Strategies• Determining which kinds of customers and enquirers get which
sequence of contacts• Right Touching (Chaffey)• Multi channel communications strategy customised for individuals• Delivers the right value proposition, the right message, the right
tone, at the right time• Frequency and interval• Media and channel• Balance of value between both parties
Successful email marketing strategy
Successful email marketing strategy
Source: eROI
Is there a best time to send an
email?
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Successful email marketing strategy
Source: UK DMA National Benchmarking Survey (www.dma.org.uk)
What is the best frequency
Successful email marketing strategy
Control through defining:• Aims and outcomes• Key messages
- “Institutional” and campaign-related • Frequency – minimum and maximum…
- Number per period – month/year • Interval – minimum and maximum…
- Gap between messages • E-mail type - content and offers
- Do e-newsletters integrate with e-campaigns?• Priorities for individual promotions• Integration with offline communications (direct mail, phone)
How do we ensure it’s
always relevant?
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Factors of relevancy
Segmentation
Interactivity
Testing Lifecycle
management
Triggers
Personalisation
Successful email marketing strategy
Source (Hughes & Sweetser)
Successful email marketing strategy
Relevance and affect on Open Rates
Relevance is in the eye of the recipient, not the sender
3.9%14%33%Av. Targeted email campaign
1%9.5%20%Av. untargeted email campaign
CRCTRORJupiter ‘06
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Successful email marketing strategy
Phone or E-mail.Use for range of services for guest members or full members
2 days after browsing content
Conversion 4
E-mail.•Encourage membership•Ask for feedback
1 month active
Initial cross-sell message
3
E-mail, home page, side panels deep in site
•Encourage use of forum (good enabler of membership)•Highlight top content
1 month:Inactive (i.e. < 3 visits)
Engagement message
2
E-mail, Post transaction page
•Encourage trial of site services•Increase awareness of range of commercial and informational offerings
Guest site membershipsignupImmediate
Welcome message
1
Medium for message/Sequence
Outcomes requiredInterval /trigger condition
Message type
Integrated Touch Strategy Formats
Successful email marketing strategy
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Successful email marketing strategy
Successful email marketing strategy
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Successful email marketing strategy
Combined response from e-mail and
direct mail is 125% better than no e-
mail.Pre-mail, with online
response
Response increases, 100% for
direct mail piece.
Teaser e-mail. No online response
Direct Mail
Direct Mail
Source: E-consultancy Masterclass 2005 - BCA
Right Touching with email – combining with
offline communications
Segmentation and targeting• Basic tenets of good marketing practice• Design custom marketing strategies for each segment• Determining which kinds of customers and enquirers get which
sequence of contacts and rewards• Key factors of relevance
Successful email marketing strategy
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Segmentation and targeting• If its sounds daunting, start simple (primitive subscriber segmentation)
• Purchase Behaviour - Those who have bought, those that haven’t• By purchase size• Male and female (clothing, costmetics)• Tenure on database
• Create segments you understand• Watch and learn
• Add demographic and behavioural data• Link to clear objectives
• E.g. Increase basket by 20%
Successful email marketing strategy
Successful email marketing strategy
Marketing Sherpa research ’08Financial sector
Unsegmented: Av OR 10.5% CTR 1.3%Segmented: Av OR 42.2% CTR 15.6%
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Successful email marketing strategy
Actual e-Dialog retail client data
Recognise Status levels
Successful email marketing strategy
Actual e-Dialog retail client data
Create meaningful segments
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Communicate with customers according to their tastes inferred from demographics or behaviour.
7. Tone and style preference
Assess customers by current and future value potential
2. Customer value
Target customer groupings according to their characteristics & motivations
1. Classic profile-based demographic segmentation
Communicate with customer in their preferred media (and according to value)
6. Channel preference
MethodTargeting approach
Use “sense and respond” targeting based on RFM
5. Purchase and response behaviour
Target messages according to length of time using online services
4. Customer lifecycleTarget 2-10 typical customer journeys3. Web design personas
Online targeting and personalisation options
Booked 6+ more than a season agoVery rustyBooked 6+ last seasonRecentBooked 6+ events in current seasonCurrent subscribers
6+ subscribers
attended in 36+ monthsVery rusty twicerattended >12, < 36 monthsRusty twicerattended < 12 monthsRecent twicer
Twicers
attended 36+ monthsVery rusty oncersattended >12<36 monthsRusty oncersattended <12 monthsRecent oncersDefinitionOncers
Segmentation example for event organiser
Acquisition /Re-engagement
Retention and loyalty
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Successful email marketing strategy
• Borders UK set up their POS system in May 2006 to collect e-mail addresses at the cash registers
• The POS system sent data every night to the Borders ESP. This triggered welcome messages to everyone who signed up the day before
• The messages included a discount voucher to prompt a second visit
• Results: 38% higher transaction values for e-mail subscribers compared to other members
• 13% voucher redemption rate• E-mail subscriber base increased 630,000 in 17 months
CRITICAL Success Factors:• Creative
• Relevance
• Incentive
• Targeting and timing
• Integration
• Copy
• Attributes
• Landing Page (or microsite)
Source: eMarketing excellence (Chaffey and Smith)
Successful email marketing strategy
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• What are your 3 main target markets in order of priority?
• For each market, what are the key factors of differentiation?
• When was the last time you communicated this and how?
Successful email marketing strategy
Think of 3 ways that this might now be
improved
Email marketing systems
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Reminder
• Who is at the centre of good e-marketing practice?
• What words describe how companies should approach communications as a result of the new digital ecosystem? (3 words)
• What are the basic tenets of good email practice? (3 words)
• How is this achieved? Companies should switch from what to what?
Email Marketing Systems
• Standard Office Software e.g. Outlook• Small lists, limited track-ability, text based, manual processing
• Desktop mailing software• Lists are managed and emails broadcast using software (out of
a box) running on PC e.g. Infacta or CRM software Goldmine• Low cost, no fee for each email – some track-ability
• List server software• For higher volumes of email broadcast from an internal server –
offers personalisation, tracking and automation e.g. Lyris• Requires support from IT and deliverability may cause problems
if the broadcaster becomes compromised
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www.mxtoolbox.com/blacklists.aspx
Email Marketing Systems
• 3rd party – ESPs (Email service providers)• Web based services that can be used by a client to manage
their own email activities• You don’t buy – subscription basis and sits on another server• Provides technical infrastructure that is needed by managed by
an outside company• Outsourced to an agency
• Templates created, distribution managed etc.• Personalisation, automation and detailed reporting• More costly, loss of control
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www.icontact.com
www.aweber.com
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www.constantcontact.com
www.sign-up.towww.industrymailout.com
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www.sign-up.to
www.sign-up.to
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http://www.pure360.com/industry/white-label-solution.html
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Import and export to database for content / contact managementCompatible with all common sources including Microsoft, Sun, Intuit and Act
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Email Marketing Systems• Choosing an email service provider
• Creating the content• Templates? WYSIWYG editor? Capacity for dynamic
content? Can content be archived?• Managing the list
• Database integration? Add new fields? Can subscribers / unsubscribes be managed through a website?
• Broadcasting the message• Ability to schedule? Can touch strategy emails be set up?
Autoresponse notification? Unique IP for each campaign?• Tracking and reporting
• What metrics are available? Can responses be tracked at an individual level etc etc.
Concentrate on the relationships…
…not the technologies
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Implementing your campaign
Implementing your campaign
• Review current activity• Legals – CAN-SPAM Act 2003 • Opt in / Double Opt in• Deliverability
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TypesB2B /B2C
Promotional
Newsletters
Triggered Welcome
Reactiviation
Thank youSurveys
Implementing your campaign
Make my work easierHelp me to be more efficient
Make me look goodGive me a great deal
Make my life easierGive me a great dealMake me look good
Help me learn or have fun
Transactional
Implementing your campaign
Review of creative and content• Subject line
• Length, tone, style, names and call to action• Layout, Format, Length
• Have you changed or varied the format?• How does this compare?
• Content Style• Humorous, serious?• Specific messages sent to specific segments?
• Incentivised Call-to-action
Tell rather than sell
Think like a customer, not
like a marketer
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Implementing your campaign
Review of creative and content• Frequency
• About 70% of emails are sent on Tuesday - Thursday• Ask your customers when the best time is – no right or wrong• Consider content and timing – weekends may be preferable • Look to deliver at the same each time – open rates will improve
66% of email users list ‘excessive frequency’
as a reason to unsubscribe
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Implementing your campaign
Review of creative and content• Design
• An easy improvement that can be made to drive better results• Key brand touch point and should reinforce company essence and
personality• Test different designs for different audiences
• Personalize• At least by name• Aim to tailor to the specific profile and preference of each recipient
Implementing Your Campaign
Examples of Email response mechanism
Acquisition Retention
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Implementing your campaign
Review of creative and content• Testing
• The greatest benefit of email marketing• But rarely deployed• Test at least 1 variable in each email campaign• Test variables can be format changes, subject lines, copy style, copy
length, offers etc.• Split your list into two random by equal parts (A/B) and test one new
variable against an existing constant
CAN-SPAM Act 2003• Controlling the Assault of Non-solicited Pornography and Marketing• Appended under the Sender and Provision Coalition (ESPC) in 2005
and 2008• “Commercial email must not be sent to an individual unless prior
affirmative consent has been obtained”• In brief, you DON’T want your emails to be considered SPAM by an ISP
– they’ll add you to a black list and your emails will be filtered as spam –disastrous for OR and CTR, let alone building relationships
• You need to ensure you acquire email addresses in a legal, ethical and responsibly way
• This includes making Unsubscribe easy – no logging on and offered through a link in ALL commercial email
• Physical address on all commercial messages
www.ftc.gov
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Implementing your campaign
Double Opt-in• Those that double opt-in are much more likely to want your emails
and will read them and buy your products• You may lose people who fail to click the second time• Double opt-in is sure fire way to make sure new email names are
clean • Reduces risk of spam complaints considerably• Ensure you don’t have typos on your list• Short term revenue Vs longer term customer retention and loyalty• Proof of permission – YOU HAVE TO KEEP A RECORD • No definitive answer but be warned…
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Implementing Your Campaign
• Grab attention! In subject line and body• Be brief and relevant• Personalise it• Hyperlink to site• Clear call to action at start and end• Test it• Operate within legal constraints• Provide opt-out or unsubscribe option by law
Implementing Your Campaign
Improving deliverability• Content:
- Limit use of spam keyphrases- Test e-mail against filters – spam reports
• Reputation:- Educate users about how to add to safe senders list (whitelist)- Remove bounces from list- Respond to complaints to reduce blacklisting- Review user-generated blacklists, e.g. AOL, Cloudmark- Review authentication and accreditation options:
Microsoft Sender ID / SPF , Yahoo! DomainKeys, Bonded Sender, Habeas, GoodMail
• Both:- Use test accounts with all major ISPs or Lyris Email Adviser- Review deliverability, opens, clicks by ISP
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White list instructions
Is your email clear within the preview pane?
Ensure email width < 500 pixels,
key messages on left…Implementing Your Campaign
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Implementing Your Campaign
Improve deliverability through templates
for different activities
Scannable& skimmable
Structured around required key outcomes
Support your brand & explain your proposition
With pods or blocks for tailoring content and prioritising offers
Prompts to add to whitelist, view in browser
Table of contents
Search and category browse on site
Update profile
Forward to a friend
That don’t look like templates
With full range of relevant standard features
Templates that work in the inbox
Printing
Measurement and reporting
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Measurement and reporting
What can be measured?
Measurement and reporting
Effectiveness of sender and subject lines
Offer, copy, text placement
Opens, click throughs, downloads
Conversions per campaign
ROI
Value of opt-in email address
Cost of delivered email
Number of salesVolume of sales
Profits from conversions due to email
Effect of email on offline campaigns
Revenue per delivered email
Unsubscribers
Campaign success
Emails produced by store visits, web registration
Bounce rateReferral rate
Web site actions
Order size
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Measurement and reporting
Factors to consider• Primary metrics
• Go beyond open and click through rates• Find a metric that works for your business• Conversion, order size, referral, demo requests
• Consistency• Look for consistency over time• Variances would indicate inconsistency in relevance
• Find the high and lows for each metric• Fine tune the delivery
Source: HSBC Presented to MAD conference with permission
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Measurement and reporting
Factors to consider• Feedback
• Review email feedback form or page on website• Encourage more feedback• Run an incentivized survey
• Web site statistics• Analyse navigation and what is read most
Effectiveness of sender and subject lines
Offer, copy, text placement
Opens, click throughs, downloads
Conversions per campaign
ROI
Value of opt-in email address Cost of delivered email
Number of sales
Volume of sales
Profits from conversions due to email
Effect of email on offline campaigns
Revenue per delivered email
Unsubscribers
Emails produced by store visits, web registration
Bounce rateReferral rate
Web site actionsOrder size
Measurement and reporting
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Measurement and reporting
Reporting to Senior Management:• Subject line opening• Person’s Journey• Opens & clicks• Links• Heat maps• Bounce management etc.
Campaign overview
Measurement and reporting
Person’s JourneyHeat Map
Links
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Last Word…
• In the 1920s two German zookeepers, the brothers Heinz and Lutz Heck, attempted to breed the aurochs back into existence
• This was achieved from the domestic cattle that were their descendants today• Their plan was based on the conception that a species is not extinct as long as all its genes are still
present in a living population• The result is the breed called Heck Cattle, 'Recreated Aurochs', or 'Heck Aurochs‘
Connect with me:Matt King
[email protected]/in/mediasafari
www.mediasafari.typepad.com/mattking
Thank you…
for listening toEmail Marketing
- Core Concepts and Best Practice -in association with Best Marketing