6 tactics for email marketiing success in 2012 presented to eDialog Aspire conference, Nov 2012

1. 6 key tactics for a
Smarter Email Programme
Dave Chaffey, SmartInsights.com
Presented at e-Dialog Aspire 2011
London 03/11/2011

2. About Dave Chaffey
Books

3. About Dave Chaffey
Best-practice advice & consulting
www.smartinsights.com
Search & conversion consulting
www.clickthrough-marketing.com
Qualifications: Cert DigM & Dip DigM
Best practice guides

4. Your email marketing journey:
Assessing your email marketing capability
Email marketing A. Goal setting & B. Contact C. D. Email E. Test & learn
maturity stage evaluation strategy and Segmentation, tar marketing
policy geting & integration &
personalisation governance
Stage 1. Initial None None; Enewsletter 0 Segments Limited Limited
„Pray and Spray‟ / Solus emails integration of
broadcasts and
data
Stage 2. Managed List growth Basic contact 2-6 Segments Campaign Subject line
Improving Segmented strategy and rules Basic contact integration (DM or Offer testing
relevance response strategy phone)
Stage 3. Defined Marketing Basic lifecycle Simple event- ESP, web analytics Template layouts
Segmented outcomes communications triggered & social media
relevance “Beyond the Welcome integration
click” reactivate
Stage 4. Subscriber Individualised Recency, Auto-triggers Individual /
Quantitative engagement contact strategy Frequency, Value based on web segment testing
Contextual behaviour
relevance
Stage 5. Integrated web Integrated online Multi-layered Right-channeling Real-time and
Optimising and multichannel & offline contacts Dynamic content based on value & multivariate
Optimised insertion preference
relevance

5. The main barriers to effective
email marketing in 2011?

6. Agenda
6 Tactics that will matter most in 2012
1 Engagement
2 Mobile Email
3 Email contact strategies
4 Channel integration
5 Social-email marketing
6 Email marketing optimisation
6 © e-Dialog Inc. All Rights Reserved.

7. Tactic 1: Engagement strategies
Key questions:
Q. How do you measure engagement?
Q. Are you getting the sell-inform-entertain
balance right?
Q. Do you have the publishing resources
to create engaging content?
7 © e-Dialog Inc. All Rights Reserved.

8. 3 more advanced ways of
measuring email engagement
How do you measure engagement with email?
Open/clicks/CTOR is NOT good enough, instead…
Opens/clicks/CTOR/revenue:
1. At position in lifecycle
2. By segment
3. By offer / email type
4. Aggregated over a longer time period
8

9. Measuring list activity – email
engagement/disengagement
These “hurdle rates” are for whole list. Repeat:
TIP: Measure the overall
By segment health of your list through
activity / inactivity levels
over time
By product categories purchased
Measure Period Number of Subscribers % of list total
Never Open All time 48,000 16.0%
Last 6 Months 168,000 56.0%
Never Click All time 96,000 32.0%
Last 6 Months 144,000 48.0%
Never Bought All time 48,000 16.0%
Last 6 Months 192,000 64.0%
Never Bought Online All time 96,000 32.0%
Last 6 Months 216,000 72.0%
9

10. Start with the customer!
Getting the sell-inform-entertain balance right
http://www.ruderfinn.com/rfrelate/intent/intent-index.html

11. Every business is
a multi-channel
publisher now

13. Email Engagement:
What motivates Consumers to Opt In (UK)
Source: e-Dialog research August 2011
13

14. Email Engagement:
Where do Consumers Opt In (UK)
Source: e-Dialog research August 2011

15. Creating a content “hub”
1. Be relevant. Understand the content
that will appeal to different
audiences.
2. Create an editorial calendar. Your
social media marketing will be more
effective if you produce content on
a regular, consistent schedule.
3. Offer distribution choices, but keep a
focus. Offer choice to alert
subscribers to content using different
types of channels since they will
have different preferences.
5 rules SMO – Rohit Bharaava
http://www.smartinsights.com/social-media-marketing-alerts/what-is-social-media-optimisation-smo/

16. Creating a content “hub”
4. Syndicate through partners.
Identify partner sites and
networks who may publish your
content, either in it‟s original form
or tailored for their audiences.
5. Make communications two-way.
Don‟t just treat the channels as
an alert or update service.
Engage!
5 rules SMO – Rohit Bharaava
http://www.smartinsights.com/social-media-marketing-alerts/what-is-social-media-optimisation-smo/

17. Missed potential?

18. Tactic 2: mobile marketing
Key questions:
Q. How important is mobile email use for your audience?
Q. Is user mobile email experience satisfactory?
Q. Is mobile driving commercial outcomes?

19. The rise and rise of mobile marketing
Source: Campaign Monitor, 3 billion emails, 2011

20. The desktop in decline…?
Share of device page traffic for News category (weekday)
Source: comScore Custom Analytics, U.S., August 2011

21. An early mobile adopter!

22. British Airways
We helped BA launch a new suite of
mobile applications in late July/early
August. The campaign was prompted by
an increasing penetration of smartphones,
and an analysis of the devices most
commonly used by members to access
standard Executive Club emails.
Innovation in Email Marketing
Winner: e-Dialog and British Airways
About the winning entry: To promote the launch and maximise downloads of the
Executive Club mobile application, BA and e-Dialog developed a unique strategy,
using historical customer data to target smartphone users in a highly targeted
email-to-mobile campaign.
Judge‟s comments: A smart and progressive email marketing campaign that – as
well as being innovative in its scope – generated some great results.

23. Still variable by country…
Mobile share of non-computer traffic for select market
Source: comScore Device Essentials, August 2011

24. Targeting customer by Device
Skype’s Mobile App Downloads
After launching in 2010, the Skype App on Android & iPhone grew
fast, becoming number 6 in Apple‟s most popular app list in 2010.
e-Dialog recognised that an analysis of the devices used to view
emails would allow Skype to target owners of specific devices
Email campaign CTA drove straight to iTunes for app download

25. Targeting customer by Device
Skype’s Mobile App Downloads
Results
Click through Target = 5%, Achieved 9%
Open rates were as high as the mid 40s (%)
The average across all markets was up from 31% to 38%, for the volumes sent this is
a significant increase

26. Mobile Email Design Best Practices
A narrow email width
Single column layout
Super subject line
Large headlines & CTAs
Bullet proof buttons
Graceful Degradation

27. http://www.smartinsights.com/email-marketing-ecrm-alerts/email-creative-best-practice-2011-style/

28. http://www.smartinsights.com/email-marketing-ecrm-alerts/email-creative-best-practice-2011-style/

29. http://www.smartinsights.com/email-marketing-ecrm-alerts/email-creative-best-practice-2011-style/

30. iPad Optimised Video in Email
e-Dialog planned, designed and
executed a campaign that
specifically targets iPad owners to
drive digital subscriptions to the
Times websites and iPad editions.

31. Tactic 3: Channel integration
Key questions:
Q. How does email work with other channels to drive results?
Q. Have we reviewed attribution?
Q. Are we using email to drive offline outcomes?

32. Source: Forrester eBusiness research in collaboration with GSI
Commerce Holiday Season Marketing Attribution Research

33. http://www.smartinsights.com/email-marketing-ecrm-alerts/email-business-case/
Source: Forrester eBusiness research in collaboration with GSI
Commerce Holiday Season Marketing Attribution Research

34. Case study
Understanding multichannel behaviour – implications?
Research Online, Purchase Offline (ROPO) Mobile Buyer
Mobile Buyer
Mobile Buyer
http://www.smartinsights.com/analytics-conversion-optimisation-alerts/multichannel-customer-journeys-ropo/

35. http://www.smartinsights.com/analytics-conversion-optimisation-alerts/qr-codes-location-demographic-statistics/

36. Is Blippar relevant?

37. Tactic 4: Contact strategies
Key questions:
Q. Is our layered segmentation effective?
Q. Have we optimised our triggered emails?
Q. How do we grow value?

38. Relevance!

39. Common Email targeting options
Targeting approaches Method
1. Classic profile-based Target customer groupings according to their
demographic segmentation characteristics & motivations
2. Customer value Assess customers by current and future value
potential
3. Web design personas Target 2-10 typical customer journeys
4. Customer lifecycle Target messages according to length of time
using online services
5. Purchase and response Use “sense and respond” behavioual targeting
behaviour based on RFM
6. Channel preference Communicate with customer in their preferred
media (and according to value)
7. Tone and style preference Communicate with customers according to
their tastes inferred from demographics or
behaviour.
39

40. Tip – create a layered segmentation
An example from eBay
Static
Demographic
Gender, Geography
Consumer/Business
Transactional Value Segmentation
Derived
Propensity Models
Behavioural
Kids Tech Fashion Cars & Parts Category clusters
Last Last Keyword
Keyword Recent Activity
Recent purchase category personas

41. Do you send out emails based on
the following triggers?

42. Retargeting– do Amazon get it right?
Recognition of Purchase
previous purchase Dispatched +7d
+14d +21d

43. RCI Monthly
Account Statement
The RCI Monthly Account Statement mails
to 30 regions across Europe and Asia, in
over 25 languages.

44. Integrating SMS into email campaigns
Confused.com Renewal Reminder
Confused.com is the UK‟s
comparison site of choice for
car, home, travel, life, and more.
Keeps its customers up-to-date
with guides, tips and information
and renewal advice
To extend email‟s impact they
followed it with an SMS using our
platform to send both email and
SMS messages.
Contains two custom published
fields: first name and the lowest
price offer for insurance.

45. Summary: targeting options
Purchase behaviour: RFM
Buyer vs non-buyer Proportional
One-time vs multiple Hard-coded
Email activity Category purchased
Active vs inactive clicker
Number of clicks on email Appending lifestyle data
Web activity Value
Visited, never visited
Browsed, not bought
Channel activity
Web vs Store vs Catalogue

46. Tactic 5: social-email
Key questions:
Q. Are social sharing links and social content effective?
Q. Do you cross-promote social channel OVPs?
Q. Do you have a plan for social sign-on / email integration?

47. Social email marketing is
much more than SWYN…

48. SYWN prominent above fold
In this May 1, 2011 email, Macy‟s places the
share call-to-action in the same content
block as the “Friends & Family” promotion.
This positioning is much more prominent and
compelling than the usual placement in the
header or footer.
In this Feb. 2, 2011 email, Kohl‟s asks their
customers to nominate a kid in the
community to receive a scholarship.
There‟s a prominent secondary call-to-
action to “Share this on Facebook” to try
to broaden the reach of the campaign.

49. Social channel OVP
TIP: Recruit to Twitter
or Facebook via Email

50. Integrated campaign example

51. Integrating social into Enews
Source: http://www.retailemailblog.com/2011/09/am-inbox-pulling-social-content-into.html

52. Social sign-on
The new preference centre
http://www.smartinsights.com/social-media-marketing-alerts/why-social-sign-on-matters/

53. Tactic 6: Email optimisation
Key questions:
Q. How advanced is our incentive optimisation?
Q. How structured is our creative optimisation?
Q. Mobile optimisation?
53 © e-Dialog Inc. All Rights Reserved.

54. Offer optimisation
Summary
A simple, generic (branded-only)
retargeting email achieved a 10
percent uplift in online conversions
A bespoke retargeting email that
offered a 5% discount via a time-limited
promotional code of 72 hours, more
than doubled this conversion rate
A bespoke retargeting email with the
same discount, but this time with a
time-limited code of 48 hours
quadrupled the original conversion rate
http://www.smartinsights.com/email-marketing-ecrm-alerts/email-remarketing-an-example-of-how-to-test/

55. Creative optimisation
Test version A Test version B Main Broadcast
Send Volume: 10,000 Send Volume: 10,000 Send Volume: 180,000
Sample criteria: Random Sample criteria: Random Click through rate: 5.8%
Click through rate: 6.1% Click through rate: 4.5%

56. Source: Craig Sullivan @OptimiseorDie http://www.slideshare.net/sullivac/
http://www.smartinsights./analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/

57. Timing optimisation
May sound simplistic, but finding the right day to send to our
customers has significantly improved our revenue and
engagement rates
To find the right time, we undertook significant day of the week
testing, with some interesting results

58. Subject line optimisation
Subject line testing has been one of our most powerful ways of
increasing channel engagement
Every eBay DM is tested against at least three different subject lines with
test cells sent 4-8 hours before main cells are sent
Subject line optimisation can increase response rates by up to 20-40%

59. Let‟s Connect!
Questions & discussion welcome
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