new developments in email marketing september 2012
DESCRIPTION
B2B Email Marketing presentation by Louise Stephens, little green plane at CIM B2B Digital Marketing Bootcamp, 14 September UH HatfieldTRANSCRIPT
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New developments in
email marketing
Presented By: Louise Stephens
Email Marketing Consultant at little green plane
Follow: @lgplane & @loulou1987x
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• Email objectives
• Knowing your audience
• Design & content
• Mobile strategy
• Email & Social
• Analytics influences
• Case study - SAA
Agenda:
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Status of email marketing
• Email brought in a staggering £25.75 for every £1 spent in 2011
• The DMA projects email to drive £42.4 billion in sales in 2012 and £51.5
billion in sales in 2016
• Last year 3.1 billion new email accounts were created, this is more than
Facebook, LinkedIn and Twitter combined.
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How do you send your emails?
CRM System
• Issues with high
volume
• Lack testing
facilities
• Basic reporting
Email Service Provider • On going cost
Purchased Software
• Issues with
deliverability
• Using your own server
Outlook
• Using own server
• Deliverability
• No testing
• Little reporting
• No automated unsubscribe
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Setting objectives
Weak objectives = Weak campaigns
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What are your objectives?
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Customer acquisition…
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Customer retention…
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Re-engagement
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Knowing your audience
Enables you to tailor campaigns to their specific needs…
• Content – What are they interested in?
• Tone – How do you communicate to them?
• Design – Is the design correct for your audience?
• Incentivise – With what?
• Purchase – Where are they in their buying cycle?
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John. Personal:
• Aged 45, married 20 years to Emily.
• Enjoys golf and camping.
• Risk adverse, logical thinker.
Work:
• Role: Technical Director in Engineering firm.
• Vast understanding of industry.
• Involved in strategic decisions and supply change management.
Issues:
• Dealing with rapid change and re-structuring.
• Ensuring his team keep up with changes.
• Meeting KPIs.
Key Messages:
• Needs confidence / credentials in his field.
• Need top line information only. (but access to detail)
• Accreditations and quality standard mean a lot.
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Sophie Personal:
• Aged 18, single
• Loves socialising with friends and partying.
• Heavy web user and enjoys taking photos and uploading them to Instagram
• Bright, bubbly individual who participates in everything.
Career:
• Interested in working in fashion.
• Enjoys finding out about new products and getting a good
price on them.
Issues:
• Wants more experience.
• Need qualifications to accelerate her career.
Key Messages:
• Messaging can be more laid back / informal
• Passion, creative and innovative.
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Design and Content
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Template A. B.
Text
Top banner
1
2 5 4 3
Button
Text
• Bullet
• Bullet
• Bullet
Top banner
Button
1
2
3
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The winner…
Text
• Bullet
• Bullet
• Bullet
Button Button
Top banner B.
• Focussed
• No distractions
• Not text/ image heavy
• CTA buttons
• Short and sweet
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John
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Sophie
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Rendering…
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Be consistent… Keep them on the scent…
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How do we look at emails?
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Top left is the
first place we
look
• Preview
panes
• Clear call to
action
• Branding
• Message
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Eye
tracking…
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Design v’s content • Keep it short - people DON’T read emails…
• Don’t try and be all things to all men, (try segmenting)
• Tone of voice to match audience
• Email structure / layout
• Clear call to actions
• Be legal
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The rise & rise of mobile…
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• 480m - Econsultancy: ‘Email Marketing
Census 2012’
• UK – 67% of people with smart phones
use them to access their emails
Number of mobile email users?
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By 2015, more internet users will
access the web through mobile
devices than through PCs.
(econsultancy 2012)
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Return Path 2012
Mobile device
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What is your mobile strategy?
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Enlarged fonts Get to the point
Layout
Finger targets
Size of images
Call to action button
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Not Optimised Optimised
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Responsive templates
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Return Path 2012
What if you are not optimised?
• 41% of Europeans will close or delete
an email not optimised for mobile
• 29 % would read later on a PC or
laptop
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Email & Social
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Social media needs email!
You can’t even create an account without and email address!
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Social sharing…
Getting your subscribers to do some of the leg work and spread the word!
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Social connecting…
Step 1. Ask people to share your email…
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Social connecting…
Step 2.
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Social connecting…
Step 3.
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Social connecting…
Step 4.
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Social connecting…
Step 4.
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More…
2,500 contacts
4 Tweet
2 likes
a) 250
b) 120
c) 300
d) 550
a) 400
b) 85
= Total potential
outreach: 4,205
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Analytics What influences them…
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Open rates
From
Time & day
Subject line
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Open rates
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Clicks
Calls to action
Design
Content
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Clicks
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Measuring effectiveness
Campaigns Sent % Opens % Click
Thru
Website
Conversion
20%
Email A 5,000 40% = 2000 5% = 100 20 Purchases
Email B 5,000 12% = 600 1% = 6 1.2 Purchases
Campaigns Sent % Opens % Click
Thru
Website
Conversion
20%
Email C 5,000 40% = 2000 4% = 80 16 Purchases
Email D 5,000 40% = 2000 18% = 360 72 Purchases
Split testing – Subject Line
Split testing – Subject Line A & New Email Content
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Other tests to consider
• Location
• Behaviour based segmentation
• Sex
• Age
• Time and day
Size doesn’t matter!
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Case study.
The Society for all Artists
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Brief
• Increase audience engagement.
• Create a re-useable template design
• Educate on best practice
• Increase ROI
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Strategy
• Analyse existing data
• Design
• Content
• Set realistic objectives
• Educate
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Execution • Re- design of template – large
emphasis on call to actions.
• Full data analysis to understand their
audience and set tone
• Location based segmentation
• Google analytics conversion tracking
• 2 hour training session to educate on
best practice and analysing data.
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Result
• 33.2% increase in open rates
• 11.5% increase in click through rates
• A staggering £111 return for every £1 spent
“The analysis and education has enabled us to be much more proactive in creating and
delivering our e-news campaigns. With the new template giving our emails better focus and
less distractions we are now able to target our audience in a much more precise manner.
The support and service from the little green plane team has been excellent and the return
on our investment has been outstanding as a result.” Jessica Reynolds, marketing co-ordinator at the SAA
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Resources…
Littlegreenplane.com - Blogs
- Guides
LinkedIn Groups - Email Marketing Forum
- East Anglia Email Marketing Forum
- Email Marketing Group
Twitter - @lgplane
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New developments in
email marketing
Presented By: Louise Stephens
Follow: @lgplane & @loulou1987x