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Making the Most of your Multi-Channel Marketing
This document discusses how a multi-channel marketing approach can elevate marketing efforts. It finds that using multiple channels like email, digital ads, and social ads together sees higher engagement rates than email alone. Each channel plays a distinct role in building awareness and supporting direct calls to action. Knowing the target audience and decision makers is also important for crafting effective messaging. Testing different ad creatives, images, and specific versus general messaging shows higher performance. Consistency across channels helps build familiarity with the brand. An example customer saw much higher email engagement rates when integrating email with other digital channels.
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Making the Most of your Multi-Channel Marketing
- 1. Making the Mostof your Multi-Channel Marketing Elevate your Marketing with a Multichannel Approach Sean McCloud October, 2018
- 2. Why Multi-Channel? Ads ElevateEmail! • Builds on well established Email Marketing • MDR customers who utilized one or more ad channels along side their email efforts saw on average: 20% Higher Open rates 24% Higher Click rates as compared to all average Email rates • Brand Exposure is expanded beyond what any one channel can achieve • There is a 100% open rate for display campaigns 100,000 Delivered Emails & Ad Impressions
- 3. The Channels • EachChannel has a role! • Digital ads: The focus is on a broad audience of prospects. This maintains mindshare for your targeted audience to build brand recognition and to support more direct marketing • Email and Social ads: A combined effort of email and social ads that mirror audiences in each channel increases reach to that target group. These should have a specific call to action, e.g. sign up for a trial, or request a sample copy. • Email Provides direct 1-1 communication, can be personalized and has individualized reporting • Email Clicks have a name on them • Facebook ads provide extended reach and click opportunity to an anonymous audience, without the filter of an inbox
- 4. Why Multi-Channel? 20 % 9A - 12P 6AM5AM Email Engagement Ad Impressions/Engagement
- 5. Getting Started: Actionable Intelligence Knowingwho you are targeting, and why you are targeting them
- 6. Learn About YourAudience As we will see later, specific messaging is a key to success, but who should you be targeting? For the education industry there are numerous reports available to guide marketers’ decision making. Where Primary Purchasing Decisions Are Made School District Both Library/reference materials X Apps in the classroom X Supplemental materials (print/physical format) X Social emotional learning programs X Formative assessments X Textbooks X Facilities improvements X Digital curriculum X Professional development materials and programs X Instructional hardware X State of the K12 Market; 2016-2017
- 7. Know Your DecisionMakers! High Levels of Influence From Principals Survey: Rate the level of influence on school purchases of instruction and curriculum materials for each of the following individuals within your school. Principals are key to any educational marketing and also one of the hardest groups to effectively reach! State of the K12 Market; 2016-2017
- 8. Know How Decisionsare Being Made State of the K-12 Market: Teachers Talk Technology Teachers’ Role in Choosing an LMS “Teachers’ opinions have weight in the selection of their schools’ learning management systems and student information systems, and they are often the ones who must use these programs to organize their student data day after day. Teachers are, or should be, a large part of the selection process, and it’s important to keep teacher needs in mind when selling platforms like an LMS or SIS to schools. Multiple people across a district exert influence over purchasing decisions, and according to prior MDR research, more than 90% of districts use committees made up of teachers and administrators to evaluate products being considered for purchase. Making a teacher a stakeholder in a product’s success requires ongoing professional development training for any feature changes, less confusion about how to store, access, and utilize student data, and more vendor transparency.”
- 9. Campaign Performance Simple Adjustmentsto Make the Most of your Channels
- 10. Small Campaigns ImprovePerformance Over Time • Smaller email campaigns perform better on average. • Allow for greater personalization • Create opportunity for further testing and learning. • Stretch your marketing over a longer period of time to develop more consistent engagement improving with each send. • Complacency is the enemy of successful Digital Marketing. MDR Digital Trends Report 2018
- 11. It’s True forAds Also • Facebook Campaigns that served less than 100,000 impressions have on average a 20% higher CTR • Sprints allow for less audience fatigue and increased learning over time • If you want to set up a larger campaign, have multiple creative at the ready to ‘swap in’ to keep the campaign fresh and your audience engaged. MDR Digital Trends Report 2018
- 12. The More Adsthe Better MDR Digital Trends Report 2018 • Ad fatigue can turn a strong campaign into a weak one over time. • If you cannot manage many smaller campaigns, spend time early in the set up to use multiple creatives. • Creative swaps and optimization can be the difference between an average campaign and a stellar one.
- 13. Specificity Works Subject Lines CaliforniaRetirement income/403(b) Retirement 2.77% Open Rate CalSTRS/CalPERS/403(b) Retirement 10.48% Open Rate Ad Headline Learn about a unique approach to help GA school districts reach their operational goals. .25% Click Through Rate Hear from Georgia superintendents about innovation, efficiency and school improvements. 1.31% Click Through Rate
- 14. Images Matter! 1.92% CTR .41%CTR • The stock photo of a teacher helping 4 kids at a table has been used, reused and overused. • Moving away from stock photos has increased our average Click Rate on Facebook by 100% on average • Engaging images drive results!
- 15. Consistency Builds yourBrand • Replicate your audience across all channels as well as you can. • Consistent brand identity from channel to channel builds familiarity with your brand and message. • Using your email subject line as the headline of a Facebook Ad allows for the end user to be familiar with the offer as they see it. • Color schemes, language and offers replicated across channels build a strong multi-channel campaign.
- 16. Customer Review One customerleads channel performance by performing in all channels
- 17. An Integrated Approach •This customer fully embraced MDR’s Multi- Channel Marketing offerings. • Reviewed Promotions from July 2017 through March 2018 • During this time period we served just over 1.9 million ad impressions across Facebook and Web, and delivered more than 1 million emails. Email Web Ads Faceboo k Ads Impression Breakdown
- 18. • Multi ChannelClick breakout: Email Clicks – 25,250 Facebook Ad Clicks – 12,120 Web Ad Clicks – 1,905 • Email is the clear stand out for total clicks with a total average CTR of 2.45%, but as we will see, email alone cannot generate this performance. • In months that used Email, Facebook and Web Ads simultaneously the average total email is 2.71%! Clicks, Clicks, and More Clicks Email Web Ads Faceboo k Ads Click Breakdown
- 19. Multi-Channel Visualized Facebook Web Advertising Email Dec31 15k Impression s Opens 1,000 Dec 31 Jan 28 This customers’ emails had a 3.62% click rate during this time
- 20. Email Opens andClicks Over Time! Between December 15 and February 19… Thanks to channel integration, email messages continue to receive open and clicks up to the 30th day of reporting – nearly unprecedented ! Type Total Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 Through Day 14 Through Day 21 Through Day 30 Opens 24,701 16,153 2,227 781 479 706 366 363 1,325 700 1,601 Clicks 11,445 9,542 504 150 141 620 71 62 203 102 47 *totals from all email campaigns during the defined time frame
- 21. An Integrated PrincipalAudience Breakdown The most frequently targeted educator throughout the campaigns included in this review is the Principal Group, which includes main and assistant principals. They were in: • 70% of Facebook Ad campaigns • 75% of Web Ad campaigns Across all customers we have a 6.21% open rate for Principals. This Customer has a 9% open rate for Principals. Assistant Principals see a 5.41% open rate. This Customer has a 8.41% open rate.
- 22. Channel Schedule Digital ads:Brand support should remain steady. At a minimum, schedule your digital ad campaign to start prior to the launch of important email and social campaigns. Create a base for your marketing by serving branding ads continually. Social ads: Social ad campaigns should ‘bubble wrap’ your email campaigns. Build familiarity with your specific call to action before the send, and support email clicks with continued messaging. Social Ads can be served to your total audience that many smaller emails will be sent to. Email: Email campaigns should be well supported with digital messaging and serve as an engagement spike in the middle of your social campaigns. With smaller campaigns your emails can be sent consistently during peak engagement periods.
- 23. Key Takeaways • Multi-channeldrastically increases your reach • Know your audience • Small campaigns • Specificity wins • Consistent brand experience • Stock photos generate less engagement • Layer your audience with multi-channel promotion to elevate email and improve ROI • Not every campaign is a home run.
- 24. Thank you! Sean McCloud DigitalProduct Manager [email protected] MDREducation.com
Editor's Notes
- #5 My favorite slide. This is Web Advertising Activity in relation to email acitvity
- #6 I’ve picked out a few of my favorite market research highlights, actionable knowledge!
- #7 Don’t waste advertising dollars on the wrong audience.
- #14 This is consistent across customers and deployments. These are good examples of the same offer, different headline (I had to google the terms, but sure enough they are the exact terminology used) (I knew this one, but to the recipients it did not resonate)
- #15 We tested this with our surveys with excellent results!
- #16 We tested this with our surveys with excellent results!