Grow Your Business - Email Marketing - Ipswich Roadshow 2012

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little green plane's Grow Your Business with Email marketing roadshow slides. Designed to make marketers think about their objectives, design, content, audience and strategy before embarking on the next campaign. Presented by Louise Stephens.

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Grow your business withemail marketing

Presented By: Louise Stephens Email Marketing Consultant at little green planeFollow: @lgplane & @loulou1987x

• Status of email

• Email objectives

• Data

• Design & content - Task

• BREAK

• What is SPAM?

• Rise & rise of mobile

• Email & Social

• Analytics influencers

• Case Study

• Setting a strategy - Task

Agenda:

What about you?

Status of email marketing

• Email brought in a staggering £25.75 for every £1 spent in 2011

• The DMA projects email to drive £42.4 billion in sales in 2012 and £51.5 billion in sales in 2016

• Last year 3.1 billion new email accounts were created, this is more than Facebook, LinkedIn and Twitter combined.

How do you send your emails?

CRM System

• Issues with high volume

• Lack testing facilities

• Basic reporting

Email Service Provider• On going cost

Purchased Software

• Issues with deliverability

• Using your own server

Outlook

• Using own server• Deliverability• No testing• Little reporting• No automated unsubscribe

Setting objectives

Weak objectives = Weak campaigns

What are your objectives?

Customer acquisition…

Customer retention…

Re-engagement

Data

Growing your list…

• Networking

• Website

• Pop ups

• Social media

• QR Codes

• Flyers & Direct mail

• LinkedIn

• Forward to a friend

Knowing your audience

Enables you to tailor campaigns to their specific needs…

• Content – What are they interested in?• Tone – How do you communicate to them?• Design – Is the design correct for your audience?• Incentivise – With what?• Purchase – Where are they in their buying cycle?

John.Personal:• Aged 45, married 20 years to Emily. • Enjoys golf and camping.• Risk adverse, logical thinker.

Work: • Role: Technical Director in Engineering firm. • Vast understanding of industry.• Involved in strategic decisions and supply chain management.

Issues:• Dealing with rapid change and re-structuring.• Ensuring his team keep up with changes.• Meeting KPIs.

Key Messages: • Needs confidence / credentials in his field.• Need top line information only. (but access to detail) • Accreditations and quality standard mean a lot.

SophiePersonal:• Aged 18, single• Loves socialising with friends and partying.• Heavy web user and enjoys taking photos and uploading them to Instagram• Bright, bubbly individual who participates in everything.

Career: • Interested in working in fashion. • Enjoys finding out about new products and getting a good price on them.

Issues:• Wants more experience.• Need qualifications to accelerate her career.

Key Messages: • Messaging can be more laid back / informal• Passion, creative and innovative.

Design and Content

TemplateA. B.

Text

Top banner

1

2 543

Button

Text• Bullet• Bullet• Bullet

Top banner

Button

12

3

The winner…

Text• Bullet• Bullet• Bullet

Button Button

Top bannerB.

• Focussed• No distractions• Not text/ image heavy• CTA buttons• Short and sweet

John

Sophie

Rendering…

Be consistent… Keep them on the scent…

How do we look at emails?

Top left is the first place we look

• Preview panes

• Clear call to action

• Branding

• Message

Eye tracking…

Design v’s content

• Keep it short - people DON’T read emails…

• Don’t try and be all things to all men, (try segmenting)

• Tone of voice to match audience

• Email structure / layout

• Clear call to actions

• Be legal

5 Minutes…

Things to consider:

• Structure• Content• Design• Best practice

Task

Break

Follow: @lgplane & @loulou1987xTweet: #growyourbusiness

Grow your business withemail marketing

Presented By: Louise Stephens Email Marketing Consultant at little green planeFollow: @lgplane & @loulou1987x

Agenda:

• Status of email

• Email objectives

• Data

• Design & content - Task

• BREAK

• What is SPAM?

• Rise & rise of mobile

• Email & Social

• Analytics influencers

• Case Study

• Setting a strategy - Task

What is SPAM?

SPAM or bust?

Company Filter

ISP FilterEmail Client Filter

Human Filter

4 levels of SPAM filtering

The rise & rise of mobile…

• 480m - Econsultancy: ‘Email Marketing Census 2012’

• UK – 67% of people with smart phones use them to access their emails

Number of mobile email users?

By 2015, more internet users will access the web through mobile

devices than through PCs.

(econsultancy 2012)

Return Path 2012

Mobile device

What is your mobile strategy?

Enlarged fonts Get to the point

Layout

Finger targets

Size of images

Call to action button

Not Optimised Optimised

Responsive templates

Return Path 2012

What if you are not optimised?

• 41% of Europeans will close or delete an email not optimised for mobile

• 29 % would read later on a PC or laptop

Email & Social

Social media needs email!

You can’t even create an account without and email address!

Social sharing…Getting your subscribers to do some of the leg work and spread the word!

Social connecting…Step 1.Ask people to share your email…

Social connecting…Step 2.

Social connecting…Step 3.

Social connecting…Step 4.

Social connecting…Step 4.

More…

2,500 contacts

4 Tweet

2 likes

a) 250b) 120c) 300d) 550

a) 400b) 85

= Total potential outreach: 4,205

AnalyticsWhat influences them…

Open rates

From

Time & day

Subject line

Open rates

Clicks

Calls to action

Design

Content

Clicks

Measuring effectiveness

Campaigns Sent % Opens % Click Thru

Website Conversion 20%

Email A 5,000 40% = 2000 5% = 100 20 Purchases

Email B 5,000 12% = 600 1% = 6 1.2 Purchases

Campaigns Sent % Opens % Click Thru

Website Conversion 20%

Email C 5,000 40% = 2000 4% = 80 16 Purchases

Email D 5,000 40% = 2000 18% = 360 72 Purchases

Split testing – Subject Line

Split testing – Subject Line A & New Email Content

Other tests to consider

• Location• Behaviour based segmentation• Sex• Age• Time and day

Size doesn’t matter!

Case study.

The Society for all Artists

Brief

• Increase audience engagement.• Create a re-useable template design• Educate on best practice• Increase ROI

Strategy

• Analyse existing data• Design• Content• Set realistic objectives• Educate

Execution• Re- design of template – large

emphasis on call to actions.

• Full data analysis to understand their audience and set tone

• Location based segmentation

• Google analytics conversion tracking

• 2 hour training session to educate on best practice and analysing data.

Result

• 33.2% increase in open rates

• 11.5% increase in click through rates

• A staggering £111 return for every £1 spent

“The analysis and education has enabled us to be much more proactive in creating and delivering our e-news campaigns. With the new template giving our emails better focus and less distractions we are now able to target our audience in a much more precise manner. The support and service from the little green plane team has been excellent and the return on our investment has been outstanding as a result.”Jessica Reynolds, marketing co-ordinator at the SAA

Email Marketing LawData Protection Act 1998

• You must supply an unsubscribe mechanism• Full company details must provided• Any commercial motives must not be hidden• Recipients must have opted in• You must not use competitions as a way of harvesting data unless consent

has been given for marketing• You must have a clear Privacy Policy explaining how their data is stored and

used

Strategy…Task – 5mins

Things to consider:

• How often• Content• Objectives• Grow your data

• Type of email• Design• Tone• Segmentation

Resources…

Littlegreenplane.com - Blogs - Guides

LinkedIn Groups - Email Marketing Forum - East Anglia Email Marketing Forum - Email Marketing Group

Twitter - @lgplane

Grow your business withemail marketing

Presented By: Louise StephensFollow: @lgplane & @loulou1987x

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