Matt King Email Marketing Core Concepts And Best Practice (Sept09)
1. Email Marketing
- Core Concepts and Best Practice –
In association with Best Marketing
Riga, Vilnius, Tallinn
16-18th September 2009
Your Speaker: Matt King
Chartered Institute of Marketing Course Director
Microsoft EMEA Region tutor in digital marketing
Founder and Director, Media Safari
BA Hons DipM MCIM Chartered Marketer
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
1
2. 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:
– mattk@mediasafari.co.uk
– www.mediasafari.typepad.com/mattking
– www.linkedin.com/in/mediasafari
2
3. “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.’
3
4. 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 to
connect to individuals.”
Yusuf Mehdi, Senior Vice President, Online Audience Business,
Microsoft (Source Contagiousmagazine.com 17/03/09)
4
5. How the World is Changing
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”
From sales / product
led to marketing
/ customer led
Transactional Relationship Collaborative
Marketing Marketing Marketing
Time Frame 1980s + 1990s + Beyond 2005
View of value Value is associated with a Value is associated with Value is associated
company’s offering. customer relationships. with experiences.
Maximize value in Maximize lifetime value Maximize value of co-
exchanges of relationships created experiences
View of market Place where value is exchanged between customers Market as a forum
and the firm. Market is separate from the value where value is co-
creation process created through
interaction and
dialogue
Role of customer Passive buyers to be Portfolio of relationships Prosumers – active
targeted with offerings to be cultivated participants in value
co-creation
Role of firm Define and create value Attract, develop, and Engage customers in
for consumers retain profitable defining and co-
customers creating unique value
Nature of Survey customers to elicit Observe customers and Active dialogue with
Customer needs and solicit learn adaptively about customers and
feedback customers communities
Interaction
5
6. How the World is Changing
Traditional Marketing Collaborative Marketing
“Command and control” “Connect and collaborate”
Profiting from transactions Profiting from relationships
Delivering value to customers Co-creating value with customers
Designing superior products Designing superior experiences
Functional silos (4Ps) Connected processes (value-centric)
Monolithic organization Networked organization
How the World is Changing
Interrupt to Engage
Push to Pull
Viewer to Participant
Solitude to Social Networks
Authority to Recommendation
Brand control to Brand co-creation
Quarterly measurement to Intelligence/smartness
Intermittent dialogue to Automated relationship
= BUZZ WORDS – Engagement, participation, relationships, brand co-creation
6
7. Vital statistics
Founded in 2001
4 fold sales every year - 2005 - $6m
$15 a T-shirt / cost less than $4 to make
How the World is Changing
Yesterday Today
7
8. 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 you
Customer exchanges should be conversations, not monologue and
you have no choice but to participate
You 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 Justice
14,099 members
8
12. 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
12
13. Adapted from: ‘meatball sundae’
How new marketing in transforming
the business world, Seth Godin
Direct communication
and commerce between
producers and consumers
New gatekeepers –
Amplification of the
no gatekeepers
The shift of voice of the consumer
how many and independent authorities
to who
The triumph Need for an authentic
of big ideas story as sources increase
Key trends that
Shifts in scarcity all marketers need Shorter attention
and abundance to recognise Spans due to clutter
The middle of the Search engines
market is changing – and the long tail
people want exclusivity
or the cheapest Infinite channels Outsourcing
of communication
Direct communication
and commerce between
The atomised world – consumers and consumers
end-to-end to
component based solutions
How the World is Changing
Trends Now Soon Later /
Never
1/ Which trends 2/ Which will
have affected you need to
how you do consider
your marketing? soon?
13
14. 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?
14
15. Email: Where is it all going wrong?
• How many emails do you receive on average each day?
• Roughly how much of that email is relevant, timely and personalised?
• How many do you actually respond to?
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
15
16. Email: Where is it all going wrong?
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
influences
all channels
16
17. Email: Where is it all going wrong? JC Penney US Data
Multi channel
buyers are
more valuable
With one of
the lowest cost
Email: Where is it all going wrong? per order figures
17
18. Email: Where is it all going wrong?
Online & Off Line Sales Registration Year Year Tracking the value of
Typical Retailer 52 Year 2 3
E‐mail Subscribers 1,000,000 830,000 697,200 1,000,000 specific
Annual Unsubs & Undelivers 17% 16% 15% people over three years.
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%
Once a week e-mails;
Online Conversions 95,160 78,620 63,717 open rate 25%
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 For every online sale
Operating Costs 50% $27,406,080 $22,642,634 $18,350,527 there are 3 offline due to
Subscriber Acquisition Cost $12.00 $12,000,000
Transaction E‐mails Per Order 3
1,141,920 943,443 764,605
e-mails
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 $205,800
Database & Analytics $0.75 $750,000 $750,000 $750,000
Value of each e-mail
Total Costs $40,448,412 $23,636,538 $19,306,327 subscriber is $48.99
Gross Profits $14,363,748 $21,648,730 $17,394,728
Discount Rate 1 1.11 1.15
Net Present Value Profits $14,363,748 $19,503,360 $15,125,850
Cumulative NPV Profits $14,363,748 $33,867,109 $48,992,959
Value of an E-mail Subscriber $14.36 $33.87 $48.99
Email: Where is it all going wrong?
• 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…
18
19. Email: Where is it all going wrong?
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 to
realize 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!
19
20. Causing
satisfaction
and open rates to
fall in equal
measure
Email: Where is it all going wrong?
• 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)
20
21. Email: Where is it all going wrong?
• 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…
Every one a newsletter or an e-bulletin
21
25. Successful email marketing strategy
• 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
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
25
26. 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… Recognition
Dear Mr. Sinisalu
Identification
e.g. People like to identify Service
themselves by Order history, NBP
Listening creates
interest (Sports team).
profits by selling
Companies can
build on this products over
the long term
Convenience
e.g. Remembering details
Information for quicker purchase
i.e. lots of links
as gateway Helpfulness
How can I be more
helpful to that customer?
26
27. What Subscribers get…
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
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
27
28. 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
Successful email marketing strategy
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
28
29. Successful email marketing strategy
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
Switching to farming subscriber
database
Make every
email interactive
Get your customer’s
& engaging
email addresses,
names, demographic
data as well as web
Keep track of your behaviour data
customer’s lifecycle
& develop the Create segments and
marketing program personalise the
for each segment conversation
29
30. Successful email marketing strategy
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
Source: Lyris
Successful email marketing strategy
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
30
31. Successful email marketing strategy
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…
Integrating with other channels
Source: eMarketing excellence (Chaffey and Smith)
1/ Search marketing 2/ Online PR 3/ Online partnerships
• Search engine optimisation (SEO) • Portal representation • Affiliate marketing
• Paid search: Pay per click (PPC) • Social media: blogs, feeds • Sponsorship
• Paid for inclusion/feeds and communities • Co-branding
• Media alerting services • Link-building
• Brand protection • Widget marketing
Offline communications Offline communications
i/ Advertising vi/ Direct mail
ii/ Personal selling
Website and vii/ Exhibitions
partner
iii/ Sales promotion viii/ Merchandising
microsites
iv/ PR ix/ Packaging
v/ Sponsorship x/ Word of mouth
4/ Interactive ads 5/ Opt in email 6/ Viral marketing
• Site specific media buys • House list emails • Pass along emails
• Ad networks • Cold (rented) lists • Word of mouth
• Contra-deals • Co-branded • Buzz marketing
• Sponsorship • Ads in 3rd party e-newsletters • Generating media mentions
• Behavioural targeting
31
32. Successful email marketing strategy
• 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. Warmer
editorial or sponsorship Response
Cost efficiency
Successful email marketing strategy
32
33. Traditional / offline – BREADTH of coverage
R
Digital toolset E L
DEPTH of coverage T O
Deepening the understanding E Y
and level of engagement N A
T L
I T
O Y
N
33
34. 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
34
35. Greg The Architect
Organisation: 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
35
36. Successful email marketing strategy
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
Source: eROI
Successful email marketing strategy
Is there a best
time to send an
email?
36
37. Source: UK DMA National Benchmarking Survey (www.dma.org.uk)
Successful email marketing strategy
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… How do we
- Number per period – month/year ensure it’s
• Interval – minimum and maximum… always
- Gap between messages relevant?
• E-mail type - content and offers
- Do e-newsletters integrate with e-campaigns?
• Priorities for individual promotions
• Integration with offline communications (direct mail, phone)
37
38. Source (Hughes & Sweetser)
Successful email marketing strategy
Segmentation
Lifecycle
Testing management
Factors of
relevancy
Interactivity
Triggers
Personalisation
Relevance is in
Successful email marketing strategy the eye of the
recipient, not
the sender
Relevance and affect on Open Rates
Jupiter ‘06 OR CTR CR
Av. untargeted
email campaign 20% 9.5% 1%
Av. Targeted email
campaign 33% 14% 3.9%
38
39. Successful email marketing strategy
Integrated Touch Strategy Formats
Message type Interval Outcomes required Medium for
/trigger message
condition /Sequence
1 Welcome Guest site •Encourage trial of site services E-mail, Post
message membership •Increase awareness of range of commercial and transaction page
signup informational offerings
Immediate
2 Engagement 1 month: •Encourage use of forum (good enabler of membership) E-mail, home page,
message Inactive •Highlight top content side panels deep in
(i.e. < 3 site
visits)
3 Initial cross-sell 1 month •Encourage membership E-mail.
message active •Ask for feedback
4 Conversion 2 days after Use for range of services for guest members or full Phone or E-mail.
browsing members
content
Successful email marketing strategy
39
41. Source: E-consultancy Masterclass 2005 - BCA
Right Touching
with email – combining with
Successful email marketing strategy offline communications
Response
increases, 100% for
direct mail piece.
Teaser e-mail. No
online response
Direct Mail
Combined response
from e-mail and
direct mail is 125%
better than no e-
mail.
Pre-mail, with online
response Direct Mail
Successful email marketing strategy
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
41
42. Successful email marketing strategy
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
Marketing Sherpa research ’08
Financial sector
Unsegmented: Av OR 10.5% CTR 1.3%
Segmented: Av OR 42.2% CTR 15.6%
42
43. Actual e-Dialog retail client data
Successful email marketing strategy
Recognise
Status levels
Actual e-Dialog retail client data
Successful email marketing strategy
Create
meaningful
segments
43
44. Online targeting and personalisation options
Targeting approach Method
1. Classic profile-based Target customer groupings according
demographic segmentation to their 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” 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.
Segmentation example for event organiser
Oncers Definition Acquisition /
Recent oncers attended <12 months Re-engagement
Rusty oncers attended >12<36 months
Very rusty oncers attended 36+ months
Twicers
Recent twicer attended < 12 months
Rusty twicer attended >12, < 36 months
Very rusty twicer attended in 36+ months
6+ subscribers
Current subscribers Booked 6+ events in current season
Retention
and loyalty Recent Booked 6+ last season
Very rusty Booked 6+ more than a season ago
44
45. 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
Source: eMarketing excellence (Chaffey and Smith)
Successful email marketing strategy
CRITICAL Success Factors:
• Creative
• Relevance
• Incentive
• Targeting and timing
• Integration
• Copy
• Attributes
• Landing Page (or microsite)
45
46. Successful email marketing strategy
• 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?
Think of 3 ways that
this might now be
improved
Email marketing systems
46
47. 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
47
48. 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
48
54. Import and export to
database for content
/ contact management
Compatible with all
common sources
including Microsoft,
Sun, Intuit and Act
54
55. 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
55
57. Make my work easier
Help me to be more efficient
Make me look good
Implementing your campaign Give me a great deal
Promotional
Triggered Welcome
Types
B2B /
B2C Reactiviation
Newsletters
Transactional Thank you
Surveys
Make my life easier
Give me a great deal
Make me look good
Help me learn or have fun
Implementing your campaign Tell rather
than sell
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? Think like a
• How does this compare? customer, not
like a
• Content Style marketer
• Humorous, serious?
• Specific messages sent to specific segments?
• Incentivised Call-to-action
57
58. 66% of email users list
‘excessive frequency’
as a reason
Implementing your campaign to unsubscribe
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
58
59. 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
Examples of Email response mechanism
Implementing Your Campaign
Acquisition Retention
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60. 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
www.ftc.gov
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
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61. 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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63. 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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64. White list
instructions
Is your email clear
within the preview pane?
Ensure email width
< 500 pixels,
Implementing Your Campaign key messages on left…
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65. Implementing Your Campaign
Scannable Templates that
& skimmable work in the inbox
Table of contents
Update profile
Printing
Improve deliverability Structured around
Prompts to add to
required key outcomes
whitelist, view in browser through templates
for different activities
Forward to a friend Support your brand &
explain your proposition
That don’t look
like templates
Search and category
browse on site With pods or blocks for
With full range of tailoring content and
relevant standard prioritising offers
features
Measurement and reporting
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66. Measurement and reporting
What can be measured?
Measurement and reporting Unsubscribers
Web site actions
Effectiveness of sender and subject lines
Bounce rate
Referral rate Number of sales
Volume of sales
ROI
Order size
Offer, copy, text placement
Effect of email on offline campaigns
Emails produced by store visits, web registration
Conversions per campaign
Value of opt-in email address
Revenue per delivered email
Opens, click throughs, downloads
Cost of delivered email
Profits from conversions due to email Campaign success
66
67. 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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68. 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
Measurement and reporting
Offer, copy, text placement
Effectiveness of
sender and subject lines
Effect of email on
offline campaigns
Volume of sales Referral rate Bounce rate
ROI Web site actions
Order size Number of sales Unsubscribers
Conversions
Emails produced by per campaign
Opens, click throughs,
store visits, web registration downloads
Revenue per delivered email
Value of opt-in email address Cost of delivered email
Profits from
conversions due to email
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69. 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
Links
Heat Map
Person’s Journey
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70. 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‘
Thank you…
for listening to
Email Marketing
- Core Concepts and Best Practice -
in association with Best Marketing
Connect with me:
Matt King
mattk@mediasafari.co.uk
www.linkedin.com/in/mediasafari
www.mediasafari.typepad.com/mattking
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