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Sponsored by: Organised by:
Essential Email Marketing Tips for Your 2012 Direct Marketing Campaign
Dr Dave Chaffey - SmartInsights.com
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Essential emailmarketing tips for your 2012 direct marketing campaign
Dr Dave ChaffeyDownload:
SmartInsights.com/tfma2012
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About Dave Chaffey
Books
Best-practice advice & consultingwww.smartinsights.com
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YOUR EMAIL MARKETING JOURNEY:Assessing your email marketing capability
Email marketing maturity stage
A. Goal setting & evaluation
B. Contact strategy and policy
C. Segmentation, targeting & personalisation
D. Email marketing integration & governance
E. Test & learn
Stage 1. Initial‘Pray and Spray’
None None; Enewsletter / Solus emails
0 Segments Limited integration of broadcasts and data
Limited
Stage 2. ManagedImproving relevance
List growth Segmented response
Basic contact strategy and rules
2-6 SegmentsBasic contact strategy
Campaign integration (DM or phone)
Subject line Offer testing
Stage 3. DefinedSegmented relevance
Marketing outcomes “Beyond the click”
Basic lifecycle communications
Simple event-triggeredWelcome reactivate
ESP, web analytics & social media integration
Template layouts
Stage 4. QuantitativeContextual relevance
Subscriber engagement
Individualised contact strategy
Recency, Frequency, Value
Auto-triggers based on web behaviour
Individual / segment testing
Stage 5. OptimisingOptimised relevance
Integrated web and multichannel
Integrated online & offline contacts
Multi-layeredDynamic content insertion
Right-channeling based on value & preference
Real-time and multivariate
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The main barriers to effective email marketing in 2012?
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Agenda
6 Tactics that will matter most in 2012? 1 Engagement 2 Mobile Email 3 Email contact strategies 4 Channel integration 5 Social-email marketing 6 Email marketing optimisation
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Tactic 1: Engagement strategies
Key questions: Q. How do you measure engagement? Q. Are you getting the sell-inform-entertain
balance right? Q. Do you have the publishing resources
to create engaging content?
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3 more advanced ways of measuring email engagement
How do you measure engagement with email?
Open/clicks/CTOR is NOT good enough, instead…
Opens/clicks/CTOR/revenue: 1. At position in lifecycle 2. By segment 3. By offer / email type 4. Aggregated over a longer time period
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Measuring list activity – email engagement/disengagement
These “hurdle rates” are for whole list. Repeat:
By segment By product categories purchased
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TIP: Measure the overall health of your list through activity / inactivity levels over
time
Measure Period Number of Subscribers % of list total
Never Open All time 48,000 16.0%
Last 6 Months 168,000 56.0%
Never Click All time 96,000 32.0%
Last 6 Months 144,000 48.0%
Never Bought All time 48,000 16.0%
Last 6 Months 192,000 64.0%
Never Bought Online All time 96,000 32.0%
Last 6 Months 216,000 72.0%
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Start with the customer!Getting the sell-inform-entertain balance right
http://www.ruderfinn.com/rfrelate/intent/intent-index.html
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Every business is a multi-channel publisher now
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Tactic 2: mobile marketing
Key questions: Q. How important is mobile email use for
your audience? Q. Is user mobile email experience
satisfactory? Q. Is mobile driving commercial outcomes?
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The rise and rise of mobile marketing
Source: Campaign Monitor, 3 billion emails, 2011
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The desktop in decline…?Share of device page traffic for News category (weekday)
Source: comScore Custom Analytics, U.S., August 2011
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British Airwayse-Dialog helped BA launch a new suite of mobile applications in late July/early August. The campaign was prompted by an increasing penetration of smartphones, and an analysis of the devices most commonly used by members to access standard Executive Club emails.
Innovation in Email MarketingWinner: e-Dialog and British Airways
About the winning entry: To promote the launch and maximise downloads of the Executive Club mobile application, BA and e-Dialog developed a unique strategy, using historical customer data to target smartphone users in a highly targeted email-to-mobile campaign.
Judge’s comments: A smart and progressive email marketing campaign that – as well as being innovative in its scope – generated some great results.
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Mobile Email Design Tips
A narrow email width Single column layout Super subject line Large headlines & CTAs Bullet proof buttons Graceful Degradation
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Smart Insights - Style Summary
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Tactic 3: Channel integration
Key questions: Q. How does email work with other
channels to drive results? Q. Have we reviewed attribution? Q. Are we using email to drive offline
outcomes?
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Response increases by 25% for campaign
First Campaign,
Open rate, 8 to 10%
CCR = 0.2%
Second Campaign,
Open rate, 50 to 75%
CCR = 0.2%
Multi-message example Email campaign 1
Source: E-consultancy Masterclass - BCA
Remailing to opening-non converters
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Response increases by 40% for campaign
First Campaign,
CCR = 0.2%
Second Campaign,
CCR = 0.2%Source: E-consultancy Masterclass BCA
Remailing with urgency
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Combined response from e-mail and direct mail is 125% better than no e-mail.
Pre-mail, with online response
Response increases, 100% for direct mail piece.
Teaser e-mail. No online response Direct Mail
Direct Mail
Source: E-consultancy Masterclass 2005 - BCA
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Jan Feb April
CRM product launch event
E-mail (E1-3)
Direct mail mailer (M1-4)
Mar
M1(15)
M2(14)
M3(16)
M4(11 )
E1(29)
E2(17)
E3(14)
Explanatory notes:1. Each list member received 4 mails and 3 e-mails unless they responded.2. Number of individuals who attended event from each ‘wave’ in brackets.3. Total list size unavailable.4. M1 generated 100 visits to site, E1 120 visits to site.5. Offer and creative varied for each wave.
Telemarketing (list creation)
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http://www.smartinsights.com/analytics-conversion-optimisation-alerts/qr-codes-location-demographic-statistics/
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Is Blippar relevant?
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Tactic 4: Contact strategies
Key questions: Q. Is our layered segmentation effective? Q. Have we optimised our triggered
emails? Q. How do we grow value?
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Relevance!
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Common Email targeting options
Targeting approaches Method
1. Classic profile-based demographic segmentation
Target customer groupings according 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 behaviour
Use “sense and respond” behavioual targeting 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.
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Tip – create a layered segmentationAn example from eBay
Static
Recent
Beh
avio
ura
l D
eri
ved
D
em
og
rap
hic
Gender, Geography
Consumer/Business
Transactional Value Segmentation
Propensity Models
Kids
Last purchase
Tech Fashion Cars & Parts
Last category
KeywordKeyword personas
Category clusters
Recent Activity
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Do you send out emails based on the following triggers?
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Integrating SMS into email campaigns
Confused.com is the UK’s comparison site of choice for car, home, travel, life, and more.
Keeps its customers up-to-date with guides, tips and information and renewal advice
To extend email’s impact they followed it with an SMS using our platform to send both email and SMS messages.
Contains two custom published fields: first name and the lowest
price offer for insurance.
Confused.com Renewal Reminder
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Tactic 5: social-email
Key questions: Q. Are social sharing links and social
content effective? Q. Do you cross-promote social channel
OVPs? Q. Do you have a plan for social sign-on /
email integration?
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Social email marketing is much more than SWYN…
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Integrating social into Enews
Source: http://www.retailemailblog.com/2011/09/am-inbox-pulling-social-content-into.html
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Tactic 6: Email optimisation
Key questions: Q. How advanced is our incentive
optimisation? Q. How structured is our creative
optimisation? Q. Mobile optimisation?
36 © e-Dialog Inc. All Rights Reserved.
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Offer optimisation
Summary A simple, generic (branded-only)
retargeting email achieved a 10 percent uplift in online conversions
A bespoke retargeting email that offered a 5% discount via a time-limited promotional code of 72 hours, more than doubled this conversion rate
A bespoke retargeting email with the same discount, but this time with a time-limited code of 48 hours quadrupled the original conversion rate
http://www.smartinsights.com/email-marketing-ecrm-alerts/email-remarketing-an-example-of-how-to-test/
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Creative optimisation
Test version A
Send Volume: 10,000
Sample criteria: Random
Click through rate: 6.1%
Test version B
Send Volume: 10,000
Sample criteria: Random
Click through rate: 4.5%
Main Broadcast
Send Volume: 180,000
Click through rate: 5.8%
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Let’s Connect! Questions & discussion welcome
Download: SmartInsights.com/tfma2012
Blogwww.smartinsights.com/blog
Feedswww.feedburner.com/smartinsights
Email Newsletterwww.smartinsights.com
uk.linkedin.com/in/davechaffey
www.facebook.com/davechaffey
www.twitter.com/DaveChaffey
Sponsored by: Organised by:
A Hairy Yorkshireman on the Important Things in Direct Mail: Cool new stuff
and saving money
Simon Biltcliffe - Webmart Ltd
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Improving Customer Communication with the Power of the PURL
John Noble - Pro-Active
Sponsored by: Organised by:
How to Build a Payment System That Supports and Enhances Your Response
Channels
Brian Weekes - PacNet Services Ltd
Sponsored by: Organised by:
Go Get Growth! How to power your business expansion with international
marketing that worksShane Redding - Cyance
Go Get Growth!
How to power your business expansion with international marketing that works
Shane Redding
What I shall cover
• What are the key trends in international b2b marketing today?
• Planning and executing successful b2b campaigns• A case study showing how leading US IT company,
Kensington used integrated marketing to grow across Europe
• Top tips on how to find and exploit overseas markets using tried and tested DM techniques
Key trends
• International marketing more important than ever before as companies seek growth outside their flat or declining home markets
• Digital Marketing is making it easier (and more difficult!) than ever before
• “glocalisation” is tried and tested with central marcoms departments controlling strategy, brand, campaign planning and even execution, but content, target audience and media are locally customised
Key trends
• International marketing more important than ever before as companies seek growth outside their flat or declining home markets
Planning and executing campaigns
• Allow enough time – from initial research to planning and then allow even more time for your campaigns
• Analyse your data - Do you already have international customers that you didn’t know about? Use your database and website analytics
• Test small – and avoid expensive mistakes (markets, price, product, media)
• Talk to people who have been there, done it and got the T shirt!
Top Tips for International Success
• Understand the media your target market responds to• Integrate online and offline for best success
Vistaprint an online print and marketing company used PAR to developing its direct mail campaign. “The target group of new and small firms can be difficult to access via email broadcasting. Marketers can assume that everyone is sitting at a computer all day like them, but taxi drivers and hairdressers don’t do that. Also, small businesses generally are so short of time that you soon get filtered out.”
Quality counts
• Use specialist suppliers with expertise in international data management, mail fulfilment and distribution
Market Research is key
• Don’t skimp on investing in market research. It will pay back dividends in the longer term, by ensuring you don’t make costly mistakes
• Don’t underestimate the importance of taking account of local culture in your marketing communications
• Always use local in country native speakers for all language work
IT Channel Marketing Case Study
The Company and the Challenge
Physical laptop security
People don’t think beyond
Encryption
High sales targets
of 30,000 units across Europe
No idea who was going
to buy them!
Unknown brand
Research the markets
Found that global laptop loss was dramatically increasing not only damaging brands, destroying share value but huge compliance risk as well as impact on bottom line
Now we understood the NEED and the pain so we could get the messaging right
But we also found that we needed to target the boardroom not just the IT buyer
The First Step?
Cyance 360 developed and delivered a highly successful, multi-channel market awareness and lead generation campaign across UK, France, Germany and Benelux.
We used email, social media, web & telemarketing channels to raise awareness, increase demand, generate & nurture leads on behalf of all channel partners across Europe.
We created all campaign content and delivered multi-channel lead nurturing campaigns, exceeding year 1 targets by month 4
The Answer
Lead Generation ProcessLocalized for each Geo
1. Set target customers
• Gain partner Insight, find out how they want to engage and tailor campaigns , support & communication
2. Build tailored offerings
• Use insight to build tailored campaigns and channel resources. Offer high value incentives to the channel
3. Build a channel marketing hub
• Build a multi-channel marketing hub for each partner with centralised shared services, with full analytics to measure ROI
We created original, premium content that positions Kensington as a thought leader and given the brand a voice to reach the hard-to-reach CxO audience
Email, blog, social and web assets all contain strong CtA’s. The design optimized to attract traffic, capture behaviour and nurture via every stage of the buying process.
Nurturing in line with buying stage
Not aware of risk/impact
Not aware of risk/impact/value Assessing value vs.solutions Benchmarking or Purchasing
Key Learning's
• Email marketing is the biggest contributor in terms of volume and has the best conversion rate
• Over the last six months, Organic Search contributed 16% of leads
• Direct Traffic and Referrals remain relatively low • Social Media is generating a 60% increase in web traffic
and increasing reach/awareness into the C suite• We are improving lead quality by scoring and nurturing
marketing leads and working with Sales to ensure they get sales ready leads
• The result over 9 months have generated in excess of £2,677,000 lead value
Where to go for more help and advice
• Email me shane.redding@cyance.com• Download these slides from www.cyance.com• Talk to international exhibitors here today• Read DMI and join the Global Marketing
Alliance!
The GMA (Global Marking Alliance)• Is the top-level online business community for international
marketers • Includes quality content – relevant news and expert views –
powered by DMI • Connects brands and buyers with providers and suppliers • Is a unique resource, linking like-minded executives on a global
scale • Hosts ‘eve-of-show’ networking events and show hall ‘lounge zones’
(Stand F70 here today)
Sponsored by: Organised by:
DM Meets Online and Digital - integration for maximum impact
Phil Woodford - CIM
DM MEETS ONLINE AND DIGITAL - Integration for maximum impact
Many people believe that digital communication is
replacing ‘traditional’ media.
In many respects, direct marketing was born before its time.
We have too many silos in the world of marketing.
Business problems don’t fit into neat categories.
Neither should our solutions.
It’s rare for one medium, technique or channel to work in isolation.
Today, when we employ ‘traditional’ direct marketing techniques, an obvious objective is to drive traffic to the web.
Success is driven by intelligent use of data and innovative creative.
The TIME test
• Timely• Informed• Memorable• Engaging
It’s only now that we are beginning to
glimpse the full potential of direct marketing.
Thank you www.cim.co.uk/training
Intellectual Property
All training materials provided by CIM Learning and Development remain the intellectual property of The Chartered Institute of Marketing and its partners, who assert their right to worldwide copyright unless specifically agreed otherwise in writing.
© The Chartered Institute of Marketing 2012.
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