Digital Marketing Priorities 2013 Summit11th January 2013. Brought to you by:

Email Marketing Priorities 2013

Tim WatsonEmail Marketing ConsultantZettasphere Ltd

Improve performance in 2013, including strategy and setting priorities, list growth, automation & triggers, social integration and optimisation

Digital marketing advice, training and consultingwww.smartinsights.com

About Dave Chaffey

About Dave Chaffey• Author of 5 bestselling marketing books first

published in 2000, now in their 4th and 5th editions • Online marketing consultant and trainer since

1997• Manages SmartInsights.com: a marketing advice

site with Expert members in over 50 countries

January Offer: Free copy of Emarketing Excellence for first 50 new Expert-level members Smart Insights Expert membership: www.smartinsights.com/membership

Books

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About Tim Watson

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Agenda How to get more Integrating list growth across channels Driving emails with behaviour Mobile consumer impact Social integration (and what this isn’t) Optimisation Evaluation and metrics

Please interact using the BrightTALK buttons:

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$690 million

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POLL - radio button single select How long has your email programme been

running? 1-3 years 4-7 years Over 8 years

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Drains up review

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Want more?

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Specifically? Find more customers Find customers more cheaply Get customers to pay more Get customers to buy more each visit Get customers to increase purchase frequency Get customers to increase lifetime

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Focus where it counts

Signup

Prospect

One purchase

Regular purchase

Lapsing

Lapsed

1,000 7,000 15,000 2,000 5,000

10,000 1,000 12,000 2,000 25,000

Scenario 1

Scenario 2

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Scenario 1 vs 2Scenario 1

Scenario 2

Win-back lapsedLapsed 5000 25000

5% 250 1250

Existing regular 15000 12000New regular 15250 13250

Convert one time to regular

One purchase 7000 100015% 1050 150

Existing regular 15000 12000New regular 16050 12150

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Email reach

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POLL – check box multi select Which acquisition sources do you use?

Purchase process Own website home page Own website all pages Partners Facebook Twitter Recommend a friend Offline forms Events Support and corporate emails footers

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Source: Lucky Voice / Emailvision

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Look at all offline touch points Cash register receipts In store posters Paper catalogues Events Exhibitions Packaging

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Improve what you’ve got

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Source: Padiact

A B

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Intelligent popups

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Automation

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Automation & triggers Welcome series Browse abandon Basket abandon Transactional cross sell Product review/ratings request Replenishment

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Sent the day before visiting

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Behavioural segmentation Email open/click Web browsed Purchases Basket abandon Wishlist

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A simple behavioural email

Opened

Not opened

1st send

Re-send

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Poll – checkbox multi-select What are your mobile plans

Website is fully mobile device compliant Website has limited mobile device support Plan to develop mobile website Emails work well on mobile devices already Plan to develop emails for mobile devices No mobile device plans

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Population: 6.9 billion

PCs: 1 billion TVs: 2 billion Mobiles: 5 billion

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Responsive

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Share With Your Network (SWYN)

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Instagram pictures

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POLL radio button single select How much do you test

Never run email split tests Run tests on the minority of campaigns Run tests on the majority of campaigns All campaigns include a test

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Optimisation

A B

> 20%

or

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Repeatable learn process

Define Objective

and optimisation metric

Create test

hypotheses

Develop tests and

define cells

Execute and

report results

Review what and

why

Ensure results are validwww.emarketingdynamics.c

om

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Test one thing at a time?

Photo courtesy Marko_k Flickr

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POLL check box – all that apply Which metrics do you USE to evaluate email

Open rate Click rate Conversion rate Revenue (eg per campaign or per 1000 emails) Unsubscribe rate Bounce rate Complaint rate Other (please chat what)

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Metrics and evaluation %Customer who opened in last month Revenue per customer per month Total email revenue per month Value of an email address %new customer in last month %unsubscribed in last month %bounced not contactable in last month

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Thank you for your participationYour questions please

Please ask questions and rate this webcast

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Best wishes for 2013!

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