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UTS: Email Marketing Lecture - 2014
This document discusses email marketing strategy and concepts. It notes that email is the dominant digital channel in Australia and is an active channel for getting things done. An effective email strategy involves developing welcome, activation, and retention programs for new and existing customers. It also recommends segmenting lists and sending targeted content based on customers' profiles and behaviors. The strategy outlines a simple lifecycle framework including welcome, development, and retention stages to enhance customer value over time.
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UTS: Email Marketing Lecture - 2014
- 1. Email Marketing Ryan Bonnici- Head of Marketing Salesforce Marketing Cloud, Asia Pacific
- 2. Contents • Introduction • Emailstrategy and concepts • Email and data • Content and copy • Email performance
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- 4. Email is thedominant digital channel in Australia • Proportion of companies ranking as ‘excellent’ or ‘good’ • Email consistently top/second top channel for ROI since 2008 SEO 79% Email marketing 70% PPC 58% Social media 44% Display advertising 8% Mobile marketing 41% Affiliate marketing 44% Offline direct marketing 36% Online display advertising 28% Display advertising Econsultancy
- 5. Email is thedominant digital channel in Australia • Where budget is being spent…
- 6. • 71% ofAustralian consumers check their emails first in the morning • Email is an active channel and is about getting things done (morning focus), compared to other channels such as social media, which is more about activities and leisure (evening focus). 6 Developing an email strategy Source: ExactTarget, 2013
- 7. Developing an emailstrategy • But email is also the most popular channel used in evening too… • 47% of Australian consumers check email as their last digital touchpoint during a typical day. Source: ExactTarget, 2013
- 8. Developing an emailstrategy Email is 24/7… … Take action!
- 9. Developing an emailstrategy Think about mobile - usage is exploding Returnpath
- 10. Email for mobile •Half of companies don’t know how much email sent is read on mobile 20% 15% 8% 5% 4% 48% 0% 13% 25% 38% 50% 63% 0-10% 11-20% 21-30% 31-40% 41-100% Don't know Econsultancy
- 11. Developing an emailstrategy Nursery programme Activation programme Retention programme Multi-phase “welcome” programme for new (opt-in) customers Phase 1. Email to confirm registration / collect additional data Phase 2. Email within first week to highlight key products / offer incentives for engagement or purchase Phase 3. Email within first fortnight with stronger call to action / incentive (e.g. free delivery) Once customer has bought / engaged they move into the “Retention programme. If not active, they move into the “Activation programme. Targets non-buying / engagement customer to encourage activation. • Not opening emails - test subject line • Opened but not clicking - Offer incentives / change content to test stronger calls to action • Opened and clicked, but no action - test remailing impact on conversion Once a customer has bought / engaged, they move into the “Retention programme” Cycle threshold will be determined, after which, if the customer is still inactive, they will be removed. Two-tier approach to increasing lifetime value and loyalty • Monthly newsletter • Content-drive, to include: • New products • Company news • Links to social media • Blog • Data capture • Competitions Bi-weekly sales cycle Dynamic content via ESP will deliver targeted offers and products based on segmentation criteria. Objective is to drive repeated sales and increase average transaction value.
- 12. Developing an emailstrategy Nursery programme Activation programme Retention programme Multi-phase “welcome” programme for new (opt-in) customers Phase 1. Email to confirm registration / collect additional data Phase 2. Email within first week to highlight key products / offer incentives for engagement or purchase Phase 3. Email within first fortnight with stronger call to action / incentive (e.g. free delivery) Once customer has bought / engaged they move into the “Retention programme. If not active, they move into the “Activation programme. Targets non-buying / engagement customer to encourage activation. • Not opening emails - test subject line • Opened but not clicking - Offer incentives / change content to test stronger calls to action • Opened and clicked, but no action - test remailing impact on conversion Once a customer has bought / engaged, they move into the “Retention programme” Cycle threshold will be determined, after which, if the customer is still inactive, they will be removed. Two-tier approach to increasing lifetime value and loyalty • Monthly newsletter • Content-drive, to include: • New products • Company news • Links to social media • Blog • Data capture • Competitions Bi-weekly sales cycle Dynamic content via ESP will deliver targeted offers and products based on segmentation criteria. Objective is to drive repeated sales and increase average transaction value.
- 13. Developing an emailstrategy Nursery programme Activation programme Retention programme Multi-phase “welcome” programme for new (opt-in) customers Phase 1. Email to confirm registration / collect additional data Phase 2. Email within first week to highlight key products / offer incentives for engagement or purchase Phase 3. Email within first fortnight with stronger call to action / incentive (e.g. free delivery) Once customer has bought / engaged they move into the “Retention programme. If not active, they move into the “Activation programme. Targets non-buying / engagement customer to encourage activation. • Not opening emails - test subject line • Opened but not clicking - Offer incentives / change content to test stronger calls to action • Opened and clicked, but no action - test remailing impact on conversion Once a customer has bought / engaged, they move into the “Retention programme” Cycle threshold will be determined, after which, if the customer is still inactive, they will be removed. Two-tier approach to increasing lifetime value and loyalty • Monthly newsletter • Content-drive, to include: • New products • Company news • Links to social media • Blog • Data capture • Competitions Bi-weekly sales cycle Dynamic content via ESP will deliver targeted offers and products based on segmentation criteria. Objective is to drive repeated sales and increase average transaction value.
- 14. Developing an emailstrategy Nursery programme Activation programme Retention programme Multi-phase “welcome” programme for new (opt-in) customers Phase 1. Email to confirm registration / collect additional data Phase 2. Email within first week to highlight key products / offer incentives for engagement or purchase Phase 3. Email within first fortnight with stronger call to action / incentive (e.g. free delivery) Once customer has bought / engaged they move into the “Retention programme. If not active, they move into the “Activation programme. Targets non-buying / engagement customer to encourage activation. • Not opening emails - test subject line • Opened but not clicking - Offer incentives / change content to test stronger calls to action • Opened and clicked, but no action - test remailing impact on conversion Once a customer has bought / engaged, they move into the “Retention programme” Cycle threshold will be determined, after which, if the customer is still inactive, they will be removed. Two-tier approach to increasing lifetime value and loyalty • Monthly newsletter • Content-drive, to include: • New products • Company news • Links to social media • Blog • Data capture • Competitions Bi-weekly sales cycle Dynamic content via ESP will deliver targeted offers and products based on segmentation criteria. Objective is to drive repeated sales and increase average transaction value.
- 15. Developing an emailstrategy Nursery programme Activation programme Retention programme Multi-phase “welcome” programme for new (opt-in) customers Phase 1. Email to confirm registration / collect additional data Phase 2. Email within first week to highlight key products / offer incentives for engagement or purchase Phase 3. Email within first fortnight with stronger call to action / incentive (e.g. free delivery) Once customer has bought / engaged they move into the “Retention programme. If not active, they move into the “Activation programme. Targets non-buying / engagement customer to encourage activation. • Not opening emails - test subject line • Opened but not clicking - Offer incentives / change content to test stronger calls to action • Opened and clicked, but no action - test remailing impact on conversion Once a customer has bought / engaged, they move into the “Retention programme” Cycle threshold will be determined, after which, if the customer is still inactive, they will be removed. Two-tier approach to increasing lifetime value and loyalty • Monthly newsletter • Content-drive, to include: • New products • Company news • Links to social media • Blog • Data capture • Competitions Bi-weekly sales cycle Dynamic content via ESP will deliver targeted offers and products based on segmentation criteria. Objective is to drive repeated sales and increase average transaction value. Landing pages and microsites: Can be used as part of a test-target model to improve click-through and conversion rates (Especially for major product/service categories or seasonal camapigns)
- 16. Simple email lifecycleframework
- 17. Single view ofthe customer • Connect all customer data Create relevancy for customer • Prospect & customer get content they need at that time based on their data & profile Manage Frequency • Manage the amount of communication customers receive Ratio commercial & non-commercial content • Don’t only take, but help & give back to customer Email planning (ECRM fallback)
- 18. Welcome Development Retention CustomerValue Enhancement KPI Register for portal and manage expectation KPI Develop customer: Inform, interact and cross-sell KPI Retain Create relevancy for customer Manage Frequency Ratio commercial and non-commercial content Email planning (ECRM fallback)
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- 20. Welcome me • Firsttouch point as customer with your brand • Set expectations • Deliver on them
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- 22. Renew me andKeep me
- 23. 5 Steps toachieving successful strategy 1. Communicate with existing customers differently to potential customers 2. Go beyond broadcast emails by considering campaign objectives, setting suitable metrics and segmenting your list 3. Build customer lifecycle campaigns with alerts and event based emails 4. Assess campaigns to lower churn and keep down costs 5. Make sure your ESP and data will allow you to achieve your strategic objectives – think long term
- 24. Measuring objectives Objective EngagementDirect Response Brand Building Measurement • Opens • CTR • Page Impressions • Sign ups • Downloads • Video Play • Engagement Ratios • Opens • CTR • Purchase • Registration • Opens • CTR • Page Impressions • Length of Stay • Video Play
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- 26. The “Value exchange”… Whyshould a customer give you their data? • ExactTarget Data collection
- 27. Using data: Segmentation Untargeted“Spray and Pray”… OR … Highly targeted and relevant?
- 28. Segmentation based onopen rates Av.CTR Av. Open% CTR (=click through rate) Open% These recipients open more then average but click less Email champions This group opens less than average but they are more likely to click Opens and clicks of this group are below average Possible action: stimulate CTR Possible action: Reactivation or Switch channels Possible action: stimulate open rate Possible action: Raise frequency (controlled) 1. 2. 3. 4.
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- 30. Personal referencing Segmented Content Oneto One “Dear Bob” Preference, Behaviour, Gender Unique, dynamic communication Using data: Personalisation
- 31. Disney : DigitalAccelerator 2013 31 It can be as simple as Male vs Female… Using data: Personalisation
- 32. Sourcing data: Emaillists • Use your existing list data • (Or part of your list) – Segmentation coming up • Gain permission if unsure – Opt-in Rules • Rent or Buy a list
- 33. Sourcing data: Listproviders • Opt-in process • Rent or purchase • Freshness of data • Cost models
- 34. Data issues CRM ESP PotentialISP Blocking Issues Whitelisted Sending Synching to Prevent Data Duplication Opportunity to offload all data management Bouncebacks Unsubscribes Segmentation data Targeting will require data synching
- 35. 35 1. Look attouch points to assess where data can be collected 2. Improve data collection at appropriate touch points both online and offline 3. Put process in place to check penetration against benchmark 4. Allow users to register preference through your site 5. Collect data based on behaviour List growth and subscription management
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- 37. Email context We don’tread emails… We only scan them. Triangle of attention E-L-F are general patterns www.useit.com/alertbox/ reading_pattern.html
- 38. Creating an emailcampaign We don’t read emails… We only scan them. • Use headlines • Images • Calls to action • Contextual links
- 39. “From” name • Useperson name or company name or both • Maximum of 20 characters • For B2B email, a known contact often works best ‘From’ Clickthrough rate PriceMinister Advice Baseline Sophie at PriceMinister + 56% PriceMinister Info + 21%
- 40. “Subject” field • Grabattention • Inspire customer to open • Be compelling • Promote benefits • Highlight content • Use keywords • Maximum of 45 characters • Test alternatives • (A/B testing or multivariate testing) ‘Subject’ Entries Get a pampering treat of a lifetime worth $10,000 Baseline Spa break worth $10,000 + 36% A trip to Lilianfels Retreat worth $10,000 + 64% A pampered new you worth $10,000 + 59%
- 41. Creating an emailcampaign: Format • Be concise • Break content up • Short sentences, short paragraphs • Provide summaries with links to ‘read more’ • Use headlines • Use captions • Include navigation links
- 42. Creating an emailcampaign: Content Make content valuable – Offers – Advice – Information • State benefits early • Explain why your content, products or services are worth attention • Make it clear what problems you are solving • Make it clear what wants or needs you are meeting • Make it obvious what action is required
- 43. Creating an emailcampaign: Content What you need to say: – Provide supporting information: – Social proof – Contact information – Web links – Incentives – Images
- 44. Creating an emailcampaign: Content Calls to action: • Use ‘action’ words: – Buy – Order – Call – Visit – Download – Read – Print • Add subject, place and time for stronger calls to action: – Download this item online before the end of the month
- 45. Creating an emailcampaign: Content Calls to action: • Make call to actions as clear as possible • Ensure your primary CTA is at top of email, so it can be seen without scrolling • Ensure it is in HTML rather than an image, so it can be seen even if images aren’t downloaded
- 46. Creating an emailcampaign: Design • Keep it simple and to the point • Make it immediately recognisable who it has come from – logo and branding • Hyperlink the logo – users are familiar with this from web browsing • Main message and majority of text should sit on solid background colours – so you can read them without downloading images • Targeting mobile clients? – email no more than 600px wide to hit majority
- 47. Creating an emailcampaign: Design • Select ESP that allows easy sending of HTML emails • Put ALT tags and snippets in place for when images switched off • Test deliverability of HTML template in inbox inspector and include mobile devices • Create different email templates for different forms of communication • Monitor effectiveness of design by setting benchmarks and build review into process • Use ESP to create dynamic content
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- 49. Version testing • Trydifferent subject lines, “from” address, content, etc. • Identify best response – Open Rate – Click Through Rate • Send to rest of list
- 50. Things to test 1.Subject Lines 2. From Address 3. Headings 4. Image/Placement 5. Copy Length 6. Call to Action 7. Links 8. Time of Day 9. Day of Week
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- 52. Testing: 5-step process 1.Test all links and functionality in multiple email clients using an internal/external test list 2. Test visibility of images and layout using inbox inspector 3. Test deliverability using automated spam testing – A/B test subject lines – A/B test content 4. Multivariate testing of content variations 5. Landing page multivariate and A/B testing
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- 54. Deliverability • Send emailsfrom separate IP using ESP • Send text/html multipart messages • Make sure ESP has whitelist protocols in place and that you are adhering to terms • Clarify ESP relationship roles and responsibilities • Use ESP to handle automatic bounce management • Use star rating / past behavior to cleanse list on regular basis
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- 56. Timing of ane-mailout • After 10am • Late morning ideal • Tuesday to Thursday recommended • Friday afternoon effect • Consider activity spikes immediately following delivery • International considerations • What have you done?
- 57. Analytics and email •If you don’t add tracking code, email traffic looks like direct traffic • Email System has reporting but no end to end
- 58. Email performance: KPIs •Agree campaign objectives and metrics with internal stakeholders • Use ESP to have access to CTR, Open rate, Bounce and Unsubscribe • Set up ESP to allow reporting of these metrics by segment • Add campaign tracking code to emails to allow tracking through analytics • Look at heat maps to assess popular content • Set up conversion tracking on your site and look at path analysis • Set up ESP to integrate data from analysis back into data
- 59. Key measurements • Sourceof traffic – Search engine, email campaign, direct? • Volume of traffic – Visitors, unique visitors, page views • Quality of traffic – Returning visitors, length of stay, bounce rate • Goal conversion of traffic – Sales, enquiries, advert clicks, sign-ups
- 60. Bounce = visitorswho enter and exit site on same page Example…. Visitor clicks on an email link Visitor enters on landing page Visitor leaves site without visiting another Email performance: Bounce rate
- 61. Process and organisation •Set up internal responsibility for email • Document current process and identify current steps and responsibilities • Attempt to remove issues in process that slow down the ability to launch a campaign • Improve processes to include spam and inbox inspector checking • Improve process to include data cleansing on an ongoing basis • Build A/B testing into the process • Include analytics analysis as part of process
Editor's Notes
- #20 Cart abandoner emails work very well to increase CTR Targeted campaigns vs. automated emails
- #24 5 Key steps to achieving an effective strategy, based on requirements to move up capability framework.
- #25 Quality of traffic – length of stay, number of pages, engagement, activity Conversions not CTR We need to consider what our objectives are from the outset of a campaign and set relevant metrics. However we shouldn’t get obsessed with Click Through Rate as brand engagement or a “conversion” are more important. We also need to remember that a conversions doesn’t need to be a sale, it can be a sign up, down load,etc as well.
- #27 Subscribers want to know exactly what they will get in exchange for providing their email address. By clearly stating this value up-front, you’ll set expectations with subscribers for a mutually beneficial relationship.
- #28 What is the level of personalisation in your email program?
- #29 Segmentation doesn’t need to be as complicated as– we can just separate on Open and Click Through Rates. We can see four potential outcomes from segmenting content: Re-Activation emails to “wake up” engagment Send more frequent messages in a controlled way Try different content to stimulate CTR Try different subject lines/form addresses to stimulate open rates
- #31 Moving from broadcast to be more and more like a one to one email – the kind of thing we send to each other every day
- #32 Moving from broadcast to be more and more like a one to one email – the kind of thing we send to each other every day
- #34 List brokers and providers – just some key questions to ask. Think about age of data and where/how data was collected. Can work well for B2B but sometimes questionable for B2C.
- #35 You can send directly from your CRM (customer relationship management) but you risk being blacklisted if you are consider a spammer and your whole company being blocked from sending emails unless you have setup separate IP addresses – IT issue. You can use an ESP (Email Service Provider) to send – they should have whitelisting agreements with the major ISPs to make it clear they follow best practice and don’t send spam. When you sign up with them you are agreeing to this. When you send from an ESP you need them to have your email data. This can mean your data is duplicated in two places, your CRM and your ESP. You must synch the two to avoid any data problems in terms of data protection and unsubscribes. Not always easy to do.
- #50 Version testing should be done on a section of your list and then the best performing test sent to the rest of the list. See next side for visual representation of this.
- #52 20-30% is a good amount for testing to give you a significant enough result to draw conclusions if your list is over 1000 email addresses. Below this you may need to use more. Again this shows MailChimp and its testing interface. You set an amount to do your test on, select open or clickthrough and then how long you want to wait before sending the winning test to the rest of the list.
- #54 When you sign up with an ESP you are agreeing to their best practice on spamming terms and conditions Check that they have white listing agreements in place with the major ISP’s You need to keep testing your emails for deliverability in regard to spam. Even if you use a ESP, spam is still your responsibility so don’t assume the ESP is dealing with it and you can do what you want.
- #56 This is the MailChimp version – it actually sends the email and looks at the results so is much more effective. Look for an ESP that has similar functionality or use this system. Mailchimp is great but it is an automated system with no account managers so you wont be completely supported (only online support). We can see that the rules based systems would have missed the fact that Outlook 2007 would have filtered this email completely based on a comination of words that we would never have guessed would have been seen as spam.
- #58 Explaining that tracking code is needed in email inks otherwise the traffic from email will show as “Direct” traffic and you can’t differentiate it from any other traffic of this type.