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Cross Media 2012 offered a unique opportunity to hear marketers and publishers share inspirational case studies, practical tips and knowledge that you could take-away and apply directly to your business. Fiona Robson, Managing Director of Rocketseed UK was thrilled to present with guest Tim Pemberton, from the British Red Cross.
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email 2.0: think outside the inbox
Fiona Robson – RocketseedTim Pemberton – British Red Cross
some international clients
email is evolving
DMA National client email report 2012
ROI of email in the marketing mix
Relationship in the marketing mix
DMA National client email report 2012
Barriers to success
DMA National client email report 2012
It’s all about RELEVANCE
Right Content
Right Channel
Right Time
Transactional emailShopping cart abandonmentLifecycle email (Difficult and CRM)Employee email
Think more widely about email
• Transactional email
• Trigger emails
• Lifecycle campaigns
• Employee email
Mobile
ROCKETSEED IS CLEAR AND FUNCTIONAL ON MOBILE HANDHELDS
With enterprise service, emails from mobiles are delivered with marketing messaging
82.4% Growth YOY in mobile opens Mar 11 to Mar12
Source: Return Path
Email and social media
Still not much social sharing…
Source DMA Email Tracking Study Oct 2011
Email and social
• Go beyond “share with a friend”
• Social posting: post and share newsletters
• Leveraging social content in email – dynamic rss feeds –publish blogs, tweets
• Build cross-media campaigns which leverage the value of each channel
use social to increase email impact
Leverage the best of each channel
Email and social
Email and social
Email + social + web = revenue
think more widely about email
Email 2.0: the Red Cross view
Tim PembertonHead of communications
Who we are and what we do
We are a volunteer-led humanitarian organisation that helps people
in crisis, whoever and wherever they are.
We enable vulnerable people at home and overseas to prepare for
and respond to emergencies in their own communities.
And when the crisis is over, we help people recover and move on
with their lives
>
Communications and marketing challenge
> Multiple services
> Multiple fundraising activities
> Diverse audiences: emergency services, teachers, NHS commissioners, donors, sponsors, partners…
Communication and marketing channels
Print and broadcast media – 1,000,000,000+ opportunities to see
Emergency appeal advertising
Online – including five million website visitors and one million videoviews
Publishing – including 33 million items of direct mail
Monthly e-newsletter – mailing list of 650,000
Emails – four million external business emails
Why branded employee email?
> 3,000+ staff send an estimated four million external business emails every year
> Opportunity to increase engagement
> Emails from a trusted source
> Branding and marketing
Fully optimised for mobile/ handheld
BritishRedCross
BritishRedCross
Email volumes and clicks by month
500
1000
1500
0
Unique recipients Clicks
Top performing banners
BritishRedCross
• 916 clicks to website• 4.37% CTR• 6 image changes
• 43 days, Aug- Sep ‘11• 500 emails from 5 senders, 70 clicks• 11.3% CTR
• 3,488 clicks to website• 4.68% CTR• 2 image changes
Red Cross Week 11.73 per cent…
Red Cross Week 23.35 per cent…
Red Cross Week 36.7 per cent
Increased engagement: employee email case studies
BritishRedCross
Libya and Region AppealRocketseed Mail generated
80 x better CTR than our corresponding cpc campaign.
West Africa Food Crisis AppealRocketseed Mail
20 x more likely to engage in donation process4 x more traffic to specific website pages than a dedicated e-newsletter.
What we’ve learned
> You get out what you put in
> Regularly refresh content, creative, ask
> Quick, simple asks get better results
Coming soon
> Embed social media feeds into banners
> Use banners as a survey - asking questions and measuring responses
> Segment our audience further – more targeted campaigns
> Be topical - banners can be created and applied within a
couple of hours. We can take advantage of breaking news.
Right Content
Right Channel
Right Time
Employee email is relevant
Get in touch
Get in touch
Fiona Robson
Managing Director
Rocketseed, UKfiona.robson@rocketseed.com
@fkrobson
@rocketseed
Tim Pemberton
Head of Communications
British Red CrossTPemberton@redcross.org.uk
@britishredcross
Cross Media delegate Offer: PromoCode #emailhelpsRedCross
3 free banner designs & 20% donation to BRC(valid till end October 2012)
Cross Media delegate Offer: PromoCode #emailhelpsRedCross
3 free banner designs & 20% donation to BRC(valid till end October 2012)
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