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Email Marketing: Maintaining The Backbone Of Your Digital Campaign In
The Fast Moving Digital Arena
Marc Munier
It isn’t about Pure360
What we are covering
• Examining consumer usage trends to effectively target your email campaign and achieve optimum results
– how are consumers receiving their emails an what impact does this have on your targeting strategy?
– what frequency of contact should be used? • exploiting targeting options to overcome wastage and potential annoyance
• Creating and personalising dynamic content to reach your consumers
– when is too far? – how to hit home
• Demonstrating tangible results from campaigns and feeding back insights
– intelligent tracking to increase your ROI
The momentum is building
The number of Smartphones sold now exceeds the number of PC’s
Incredible stats
25% of consumers research online before buying offline
Incredible stats II
89% of mobile purchases are on iPads!
Profound changes
Name
Age
Gender
Address
ABC?
& stuff
Plus:
Device
Social Connectedness
When they shop
How they like to shop
2012
How to use these new attributes
Device impact
Dynamic campaigns
The sweet spot
When and where - MATTERS
Quick easily digestible content
More in depth content to keep you entertained
Quick easy content
Uber content
Making the most of what you have
• Mobile is driving more and more revenue – we as marketers need to start marketing differently to take advantage of this trend.
• Track what device people are using – the send them content optimised for their device but also what you can infer from their device.
• Consider what “mode” they will be in when they get your email, wanting a full story or just a snapshot?
But don’t go too far ….
Unsubscribing/marking as spam
• People actually don’t like doing it – based on an emotional attachment to receiving emails
• So let’s make that emotional attachment strong
• To do that
It is essential to manage exepctations
#2 Manage Expectations
Comments from subscribers
“I am really glad the newsletter is back. I missed the informative wit, erudite tips, and easy links to fascinating facts.”
“Thanks for your newsletter. I enjoy your commentaries and insights tremendously. You have given me information on books which I have purchased and enjoyed.”
www.mantex.co.uk
Link to the last newsletter Talk about frequency
Creating and personalising dynamic content to reach your consumers
Too specific
Use themes to personalise
So how do you know if you’ve gone too far?
• Build the relationship early
• Welcome emails build early loyalty
• Use information they have given you (goals)
• Stick to dynamic content in product categories (as opposed to specifics)
• Measure when people unsubscribe – and do something about it
Demonstrating tangible results from campaigns and feeding back insights
Key requirement that you integrate:– Analytics– CMS
Tracking post click
Key takeaways
• Focus on device• Consider What it implies• Optimise for devices which convert• Build emails which allow for different “modes”
• Don’t overdo it!• Build the relationship – from the beginning• Target on what you know – but don’t be too specific
• Integrate your channels• Single Customer view may be out of reach • But islands of excellence aren’t
Questions >>> Answers
Thanks for listening, can’t wait to hear all your questions...
Go on... Ask lots
Follow me @marcmunier and @pure360
Email me [email protected]
