Embed Size (px)
Citation preview
This is how we roll today
• 3 hours with 2 * 10 minute breaks
• Ask questions in the chat box whenever you want
• If you purchased the Certificate, you will receive email with information about the test
• Twitter hashtag #markedu
• My Twitter @michaelleander
About the content & flow of this email marketing crash course today
• Abstracts of the original Email Marketing Masterclass
• Part 1 is about important considerations and generic obstacles
• Part 2 is about the components of an email marketing programme
• Part 3 is tidbits of tips and good practices
Email Marketing Audit Components1. Email Marketing Purpose & Objectives
2. Email Marketing Content Concept
3. Email Marketing Value Proposition
4. Permission Marketing and Privacy
5. Frequency and channels
6. Profiling, segmentation and subscription center tactics
7. Subscriber acquisition conversion ecosystem
8. Messaging tactics including welcome flow
9. Design in templates and design consistencies
10. Response tactics / inbound marketing
11. Data management including bounce management procedures
12. Use of behavioral data
13. Email Marketing Service Provider alignment with objectives
14. Triggers & events + transactional emails.
15. Deliverability and ISP issues
An email marketing audit sample
How many years of email marketing
experience do you have?
• Less than 1 year
• 2-3 years of experience
• 4-5 years of experience
• 6 years or more
• Not sure
6
Which of the following would you say
you are most comfortable with?
• Direct marketing
• Branding
• Social media
• PR and communications
• None of the above
7
In a world where social media is
dominating marketing conversations, why is email marketing (still)
relevant?
High return on email marketing investment if you do it right
Your audience likes email - businesses and consumers are habitual, highly frequent inbox surfers- the inbox travels everywhere; it often beeps, but never sleeps- email is an accepted method for effective 1to1 and personal communication- Facebook, LinkedIn, Twitter, Google, YouTube etc. are heavy users
But inboxes are overloaded withimportant & irrelevant & relevant & interesting & boring & junk & personal & more or less privatemessages
The biggest shift email
marketers are facing right now
Touch
changes everything
Think about how your audience interacts depending on which device they are on
Touch requires rethinking of your approach and it impacts everything
Some inboxes are smarter now and they don’t all behave the same way
Gmail filters messages on your behalf
Mobile inbox with added functionality
The inbox is your battlegroundAnd that battleground is always on the move
Understand inbox behavior across different email inboxesUnderstand inbox behavior when used on different
devices; desktop, smartphone, tablets , feature phones and …
Customers are becoming more and more cautious
Trust is critical
Your target prospect is exposed to
3-6000 advertising
messages every single day
… and hundreds of emails every week
Short attention span, loads of intrusion- how do you cut through the clutter?
Brain filter
Do I know you?Do I need you?
Can I trust you?
Stop focusing on the inbox,start focusing on the Mind Box
Unique passionateemotionalauthenticfocused
interactivemeaningful…
How to get into the Mind Box?
Main barriers to effective email marketing
More internal & external challenges on your road to success with email marketing
Terminology
• OTS = Opportunity to See
• Suspects = Unknown potential customers
• Prospects = Known potential customers
• Leads = Often covers both of the above
• Sales qualified leads = ready to talk to sales
Significant changes in buying behavior
OTS* high to get a reaction
No sex on the first
date
*OTS = Opportunity to see
Referral & recommendation
Latency increase
incubationtime
Get more inspiration http://www.zeromomentoftruth.com
Why?
THE COLOSSAL OTS CHALLENGE
Attention Action
Message Message Message Message Message Action
Increase Opportunity To See by multiple of 3, 5, 10
Pre launch phase Hard selling phaseNurture & convince phase
The “it’s all over” phase
Increase OTS for better results –works almost all the time
• Remember: people take longer time to make a decision• Higher frequency will not hurt you as long as you are well
established in the Mind-Box• In email marketing, be sure to differentiate messages based on
open, clicked, no action
Decisions you have to make !
• What is the optimal frequency for your audience and your purpose?
• How do you differentiate (types of) email communication aligned with your frequency plan
• What is your reaction plan if your planned frequency doesn’t deliver or backfires
A decision concerning frequency should be reviewed regularly and changed based on actual experience
Unsilo your email marketing activities
Silos
Make
You Suck
When choosing an email marketing service provider (ESP)
• How and where will you consolidate data?
• CRM, ERP, ESP, XYZ
• How can you build profiles of your audience to enable better segmentation & personalization?
• If relevant, how do you establish a system allowing real-time triggers and automation?
• Deliverability rate performance is paramount to your success. Some ESP’s handle this poorly
Think about how your email marketing efforts can integrate seamlessly with other channels
Make email marketing part of an integrated multi-channel marketing programme
Go from sender control to recipient control
See case study – integrated campaign
See the campaign case study here
Big Data or Small Data?
If you can’t handle small data –you can forget about big data !
When thinking about your content
• How do you create synergy between your email content and other content channels?
• Make sure you have writers skilled for getting results in the email marketing channel
• How do you track which content works and which doesn’t?
• If using segmentation; how will you approach content creation?
Success in email marketing requiresfocus and experimentation
Time spent, investments & commitment to succeed is essential for email marketing
Some of the focus areas for successful email marketing
Focus areas - general• Content match target audience• Desktop, mobile, tablet rendering• Timing & frequency• Understand recipient behavior
Clean database of subscribers• Inactive audience revival• Clean up bounce, soft&hard• Profiling match targeting
requirements• etc
Things Take Time often 3-5 times longer than expected
Before the break
Quick email marketing IQ
questions
In email marketing, what is
most important?
Sender name Subject line
Which of these contribute most to the success of an email marketing campaign OR newsletter?
1. The message / the offer
2. The target audience
3. The creative
Allocation of focus in any direct marketing activity – here specific to email marketing
Message/offer Target group
Creative Deliverability
100%
45%
5%
40%
10%
10 minute break
From wasted to wanted
Messaging
Customer intelligence
MassCommunication
Demographicdata
Customerhistory
Contact data
PersonalizedCommunication
SegmentedCommunication
TransactionalCommunication
Customertransaction
Intention/behaviour
Data source
Integrated Web analytics
Behavioral /web sales
Mailing list/database
CRM systemEnhanced profiling
Customervalue
Potential benefit =Tailored promotions (sales)
Loyalty
Information
Relevantoffers
BehavioralCommunication
Potential benefit =Up-sales/ promotions
Triggers based on behavior
Trigger on transaction
Newsletters, surveys & one-size-fits-all
promotions
Lifecycle emails
Targeted email campaigns/ offers
97% here
The purpose of email marketing is to acquire,
convert, sustain and grow customers whom then in
turn will attract other customers’ through
referrals
The planning phase
See video about being objective driven http://www.youtube.com/watch?v=4mxvy_usWz8
Starting point for successful email marketing
1. Customer strategy
2. Clear purpose, goals, core messages & ROMI requirements
3. Best of class data integration
4. Flexible Email Marketing Technology
5. Culture of experimentation & willingness to continuously train staff
Think about
top, mid and
end of funnel
and focus
ferociously
on the end
goal, short
and long
term
49
Bottom of funnel is where the action takes place –
engagement need to drive your audience towards
the bottom of the funnel
More input to your planning
phase• There are no quick fixes with email marketing
• A good strategy is essential and management buy
in to see the mid-term to long-term opportunities
important
• Acquiring permissions can be a sizeable
investment
• A purpose which is about dialogue first and selling
second usually wins
• Investing time to establish the right setup in the
planning and pre-launch phase is paramount.
50
Thin
Which
problem are
you
solving?
4 questions
you must ask
yourself first
(c) Michael Leander Nielsen, 2009 52
The war of the inbox
starts pre acquisition
(c) Michael Leander Nielsen, 2009 53
At the back of their mind, your audience
thinks- too many emails in the inbox
- not enough time to read info
- concerns about how you treat their information
- is it worth the time and effort?
- can you be trusted? Are you telling the truth?
- what’s the catch?
Welcome to the battlefield
Why do you want to acquire email
permissions?
Send Offers & Promotions
Send Newsletters
Send Alerts and product updates
54
1Volume
you are
likely
to attract
H
L
Recipients
perceived
commitment
L
H
Whom do you want to engage?
(c) Michael Leander Nielsen, 2009
55
2
Whom do you want to engage?
56
2a
Operational
Middle management
Top management
CEO
CTO
DB Admin Programmer
CMO
Marketing asssistant
How do you differentiate
your message/offer to attract
different people with different
interests, insights and inclinations?
How much are you willing to pay for an
email permission?
57
3
B2C example, level of
profiling
B2B example, level of
profiling
Acquisition
cost
Email address only Email address only € 1 to €
2,50
+ First name, last name
and civil status
+ First name, last name
and title
+ Address + Address
+ Phone + Phone
+ Buying intend + Buying intend
Etc. Etc. € 10 to € 50
Are you offering your audience a
compelling reason to subscribe?
(c) Michael Leander Nielsen, 2009
58
4
Article content
Special interest
Advice, guides
Promotions
Exclusiveoffers
First to get info
Special coupons
Special events
?
?
Quick email
marketing IQ
questions
Test your way to success
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%
A. Get two brand new articles about branding
B. News in a flash – articles about branding
A -> 32%
B -> 42%
Which subject line generated the
highest open rate? (A/B Split test)
Which is often more effective -short copy or long copy ?Copy copy copy copy copy copy copy copy copy copy
Copy copy copy copy copy copy copy copy copy copy Copy copy copy copy copy copy copy copy copy copy
Copy copy copy copy copy copy copy copy copy copy
Copy copy copy copy copy copy copy copy copy copy
Copy copy copy copy copy copy copy copy copy copy
Which generated the best
CTR (Click Through Rate) ?
A ? B ? C ?
A B C26,22% 5,00% 10,32%
Divorce your “silly” preconceived ideas and start testing
Experimentation in email marketing
• Test frequency, timing
• Test sender name & structure
• Test subject lines
• Test template designs
• Test pre-headers
”Failure is a huge part of yoursuccess in email marketing”
Some important areas to test now
• Behavior desktop vs. mobility
• Timing desktop vs. mobility
• Frequency
Your Content Concept
Email value proposition
AcquisitionEngage audience
Measure & react
First 30 days
Sign-uptactics
Automate
Email MarketingRoadmap
Think like a publisher!
Your content concept defines
• How you are going to add value to your recipients
• Which stories you are going to share
• How these stories will help you reach your objectives
• What kind of mix you want between promotional content /or offers/ and value adding content
• Tactical elements such as frequency, volume of content in communication, tone of voice etc.
2 links – one soft and
one hard call to action
Why is the balance between
soft- and hard promotion
important to your email
marketing?
Then ....
Translate your content concept into your Email Value Proposition
Your email value proposition
• Describes
– What you deliver
– Why your offering is valuable
– What the benefits are (What’s in it for me?)
• Is used for
– Sign-up pages
– Any acquisition activity (also on phone, in-store)
Summary of the content concept = ESP
(Email Value Proposition)
Bullet list of benefits
gets attention
Showing or linking to a sample works well
Permission acquisition tips
Facts about permission acquisition
• A strong landing page for permission acquisition will yield a 35% conversion rate (that is 100 visitors generate 35 new sign-ups)
• Your success page should engage people immediately > offers, other content, links
Acquisition flow tactics
• What are you offering (content concept?)
• What is the incentive?
• Email only -> then to form with more fields
• Minimal # of fields and then profile later
• Full profile required
• A mix
Basic profile
Expanded profile
+ Add behavioral
+ Add transactional
78
Stimulate
to get
more info
What are the
contents of your
basic profile?
Your idealprofile
Use
progressive
profiling
Use lead
scoring
Build your profiles and improve targeting,timing and conversion to last step
79
Data input from
customerBehavioral
Transactions (on/offline)
70-100% accurate 50-100% reliable 90-99% trustworthy
Best practices for personalization
Approach Data prerequisite Barriers
Intent Track, add to profile & store behavior that would indicate buying intent
Difficult to trackNot 100% accurate indication
Past behavior Track clicks & events No integration
RFM Et al Infrastructure is not actionable
Capture profile data you intend to use in communication
Customer
potential
Customer
quality
high
low
low high
One time customers
with low potential
Average customers
Good customers Very good customers
15 % 15 %
60 % 10 %
Focus on most valuable segments orMost Likely to Buy and measure yoursuccess based on their behavior
Ask these questions• Whom are ”most likely to buy?” (Use RFM with behavioral)• Whom are ”most likely to defect/churn”?
Bang & Olufsenincreased shareof wallet by focusing on ”MostLikely to Buy More”
Grundfos smart profiling
(global pump manufacturer)
82
Working
areas:
Heating
systems
Water supply
(Ground waster,
pressure
boosting)
Waste water
(Disposal
solutions)
Cooling
systems
Fire
protection
(Sprinkler
systems)
Frequently 77% 14% 18% 18% 3%
Occasionall
y
16% 74% 62% 53% 43%
Never 7% 12% 20% 29% 54%
Info.
wants:
Energy
saving
pumps
Time saving
pump
selection
tools
Product
news
Technical
product
info.
GFOS
seminar
info.
Case
stories
Very
interested
84% 76% 70% 64% 42% 24%
Quite
interested
14% 21% 29% 33% 49% 60%
Not
interested
2% 3% 1% 4% 9% 17%
Creating your email value
proposition
Your email value proposition is your
sales pitch to get subscribers to
register/opt-in
83
As a minimum you must
address these questions
1. What are
you offering?
2. ”What’s in
it for me?”
3. Frequency
– how often?
…also include these
85
4. Privacy policy / link
5. Opt-out instructions You can unsubscribe anytime you want by following
the link included in each email we send you
6. What happens next?You will receive an email confirming your subscription.
Your first newsletter/message will reach your inbox within
the next 5 days
7. Reference sample
emails/preview
Structure of your USP / Email
Value Proposition
86
• Benefit driven – precise – ask a question if possibleHeadline
• What’s in it for me?Benefits/value
• What do you want me to do?Call to action
• We don’t spam, sell /rent addresses etcSecurity
Structure - suggestion
87
What is wrong here?
Free web seminar alertsGet your alerts about free marketingevents once a week.First name:___________________Last name:___________________Email:_______________________You can unsubscribe anytime you want. Read our privacy policy here. We do not spam.
Security
Headline, USP, frequency
Free gift multiplies
conversion rates
Benefits + content concept
Re-confirm Value
proposition and USPs
Customize -> show care
about relevancy
Landing page
UniqueEmail marketingProposition
Version BFirst page
Version BSecond page
Version A - One page
Version A’s one-page form boosted sign-upsfrom total traffic 51% and sign-ups from PPC traffic 113%.
(c) Michael Leander Nielsen, 2008
90
Is this smart? I wanted to sign-
up for a newsletter - only
(c) Michael Leander Nielsen, 2009
91
Cross-sell
Incentive example from Denmark's
largest furniture retailer chain
92
• First implemented in
2005
• Outperforms all other
signup forms
• 99% of all profiles are
complete
- The text
Win 1.000 each month
Tell us about yourself
and get a chance to win
the prize.
You participate for as
long as you are a
subscriber.
Sex
Birth year
Children at
home
Type of housing
What to consider for your landing pageand variations of sign-up form
• Headline
• Long Copy vs. Short Copy
• Credibility Logos
• Security Assurance
• Banner Present vs. Not Present
• Submit Button / Order Button Text
• Audio / Video Message
• Testimonials
• Urgency
• Price
A few word about acquisition of permissions (subscribers)
Don’t count the customers you
reach – Reach those who count
@michaelleander
Fact: You have 8 seconds to engage
96
Cheapest acquisition channel
60-95% of visitors leave quickly
Give sign-
up a
prominent
position
Does Size Really Matter When It
Comes to Email Opt-In Form
Overlays?
98
A B
Got + 8,8% increase
Integrate call to actions on all pages
85%
15%
Which produced more sign-ups – the banner or the text link?
Banner and text links are on the same web-page
Use ALL channels to offer your email communication. ALL.
Consider this for drive-to-web activity
1. Direct mail
2. To campaign url
3. Insert unique code, which recognizes the respondent
4. Have respondent sign-up to newsletter et al
5. Fantastic results
6. 100% measurable
102
Now that you have acquired a permission, you know someone is interested in you, but what do you do next?
Take really good care of your list (yoursubscribers)
• Measure health of your list regularly
• Act on your findings – it is important
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%
The First 30 Days and Welcome Flow
In email marketing
The experience at the beginning of the relationship
impacts the LENGTH (how long the average subscriber
will stay with you) and the VALUE of the relationship
Reaffirmthe value youoffer
Push profileupdate – increaseknowledge
Give a reason torespond now
80% click on one or more
of those links!
Sequential auto responder program
- > stimulate purchase, use etc.
109
Day 1 Day 3 Day 5
Example with time limited offer – andoffer extension in the welcome flow
Welcome Email
Time-limited offer
Offer Extension
Technique. Marketing AutomationAutomated Email Sequences > Targeted > Behavioural
Source: Dave Chaffey, Smart Insights
Lufthansa – reactivate case
Pretending gets you in trouble. Know thy recipients or else…
If you can’t measure conversions, you really can’t measure ROMI
Content interestrevealed throughtracking
• Top 1/3 is the most valuable real-estate
• But if subject line is compelling – content can be placed anywhere
• Think about scanning
TOP TIPZoom of preheader
Box it Up for Dynamic content!
12 sections of personalized content
Increased revenue by 25% per email
sending
What’s in your boxes?- Content A -> SA- Content B -> SB - Offer A- News B- Regional- Division- Service
Remails & OTS
Send Tuesday Send Friday
Activate your existing
subscribers to help you
acquire new subscribers
(c) Michael Leander Nielsen, 2009 120
Get a garland cakeIf your company increase the number of
subscribers the most before next issue
Mobile Email Design Best Practices
• A narrow email width
• Single column layout
• Compelling subject line
• Large headlines & Call to Actions (CTA’s)
• Bullet proof buttons
• Graceful Degradation
Incorporate social sharing
-> Link opens message in social network-> Default text to share-> Track # of shares-> Track # of conversions
Michael Leander is an internationalmarketing speaker. He has spoken in Germanyand more than 40 other countries
Find him herehttp://www.twitter.com/michaelleanderSpeaking: http://www.michaelleander.meConsulting: http://www.michaelleander.com
Questions, comments:send an email to [email protected]
