1. Emailbest practice
Email best practice
How British Gas can make best use of your
email communications
How British Gas can make best use of your
email communications

2. Agenda
Introductions
e-Dialog
Team
The email landscape
Best Practice Email planning
Best practice email design
Your World today – British Gas email programme
Your World tomorrow – pipeline of initiatives
2 © e-Dialog Inc. All Rights Reserved.

3. Who we are – the 5 minute version
e-Dialog is a specialist provider of email and multi-channel technologies
and services
Born in the USA but with a totally self-sufficient European team
115 digital marketers, technology experts, data specialists, analysts, production experts and
designers
Unique in having both market leading technologies and the resource to
support digital, multi-channel marketing needs
Gives clients the flexibility to engage with us with whatever level of support they want
An infrastructure that today delivers over 100 billion emails/year and a
vision that is future proofed to support our clients.
“Cyber Monday” (Thanksgiving period) – 255 million emails. Plus over 2,000 transactional and
automated emails a minute. Plus hundreds of automated programmes delivering personalised
messages
Passionate about the work we do and the clients we serve

4. Office Locations
Burlington, MA London
Seattle, WA
New York, NY
Denver, CO
KOP, PA
Austin, TX
Singapore

5. Part of the eBay inc.
Marketplaces Enablement Payments
eBay Webstore, Fulfillment Online
Shopping.com Full Service Agency Offline
Stub Hub Marketing Solutions Phone line
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6. Marketing Solutions Group
True Action e-Dialog MBS Insight Fetchback
Full service eMail Marketing Database Website visitor
interactive Strategy and marketing CRM, remarketing
agency Services interactive
services and
analytics
SilverLign Pepperjam M3Mobile ClearSaleing
Integrated Affiliate marketing SMS and mobile Multichannel
Marketing Design network marketing Marketing
and Strategy attribution and
agency optimization
modeling
6 © e-Dialog Inc. All Rights Reserved.

7. e-D Products and Services
Planning, Reporting, Insight Strategic Creative
Services
Concepts, designs, guidelines
Web Apps, automations,
development
Campaign execution,
optimization, QA & testing Technical Production
Precision Central
Technology
• Campaign Builder, Insight
Builder, e-Reports, Poll Builder,
Conversation Manager…
• Email, mobile, eComm
Oracle database
•
Messaging
Database
Platform
7 © e-Dialog Inc. All Rights Reserved.

8. We are proud to work with…

9. Client snapshots
 Database of 100 million+;  Self-deploy client; developing
global engagement managed extensive automation for
out of three offices; mail in 30 newsletter and behavioural
languages+ programmes
 130 stakeholders; global CRM,
campaign deployment,  Strategic Leadership; advanced
reporting and analysis content publishing solution
 Self-deploy client; deeply
personalised programmes with  50+ content feeds; automated
deep content integration time sensitive marketing

10. Supporting British Gas
Dedicated Client Service team at e-Dialog
Scope of relationship determines functional team representation
Campaign Support Tools & Data Support
Communication Client Meetings
Sharing Knowledge and Expertise
Key Responsibilities:
Annual : Planning Session Deliver Strategic Business Reviews to entire team,
focusing on metrics for all business units and markets
Bi-Annually: Business Review Meeting
Email Analysis Performance Metrics
Learnings Applications
Monthly: Email Planning Session, Account Check-in Meeting
Daily: Campaign and project progress as well as performance updates

11. Client Service Team Structure
Account Development
Client Service Lead
Lead
Producer Support Resources
• Producers
• Project Managers
BSA • Database
Programmers
• Project Developers
• QC Specialist
Strategy • Analytics Specialists
Specialist • Strategy Specialists

12. Supported by Functional Experts
Strategic Services Creative Services
 Channel Development Consulting  Ideas and Concepts
 Customer Journey Mapping  Design
 Channel Planning / Programme Design  Copywriting
 Analytics and Insights  Guidelines and Templates
British Gas Client Service
Team
Technical Services Production Services
 Data Services  Campaign Execution
 Project Management  Tool and Workflow Optimisation
 Web Application Development  Quality and Testing
 Automation  Translation

13. The world today…
• Implementation kicked off August 2011
• Batch data sync operational 14 September
• First mailing deployed 15 September (GMR)
• GMR automated daily trigger deployed September
• Total mailing volume to date: 8.2m
• Conversion tracking project underway
• PEEAT dynamic imaging project underway
• e scheduled for w/c 12th Oct
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14. 14 © e-Dialog Inc. All Rights Reserved.

15. The Email Landscape
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16. Email Grows Up
1971:
First Email
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17. 1995+
Mainstream use of internet begins
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18. 2000
Webmail becomes prominent
Email marketing sees growth
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19. 2006
Webmail is primary inbox
Email marketing becomes established
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20. 2010
Social & Mobile take hold
Email marketing now a major industry
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21. 21

22. Ranking of channels for ROI
Proportion of companies ranking as „excellent‟ or „good‟
Email consistently top/second top channel for ROI since 2008
SEO Mobile marketing
73% 34%
Email marketing Affiliate marketing
72% 47%
PPC Offline direct marketing
56% 32%
Social media Online display advertising
43% © e-Dialog Inc. All Rights Reserved.
24%
29/02/2012

23. Average split of online marketing
budgets
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24. The state of the channel
Open rates Click rates
Unsubscribe rates
Source: DMA
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25. Mobile email marketing
Connecting with consumers 18-24 are the
heaviest users
of mobile email
Special offers
are the
preferred type
of mobile email
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26. It‟s not just calls & texts
Mobile phone activities
Checking
personal email
is predominant
activity
Common
behaviour among
Social and Mobile
users
Base: Respondents with an Internet-enabled mobile phone

27. And consumers are engaging
through other channels
Meteoric rise of social media
Social networks continue to grow
Over one-third of consumers interact
socially with marketers
42% say that e-mail is a primary driver
in social networking
One-quarter review and rate
purchased products
Almost 20% say they forward
messages to family and friends
What’s deemed “most shareworthy”?
New product information, special
offers and promotions
27 © e-Dialog Inc. All Rights Reserved.

28. Role of email with social web
Email as the glue between social and commercial web assets
Prompts engagement
between sales cycles
Email communications:
Reminds consumers to
Social Media activity: Drives reason for re-engage
Your brand personality regular contact
Drives
Drives Builds brand traffic
traffic engagement Keeps
informed
Your website:
The commercial
shop-front
28 © e-Dialog Inc. All Rights Reserved.

29. Its Not Just Last Click
Site
Purchase
Here‟s what you Branded
see… Keyword
Search
Closer

30. Its Not Just Last Click
Here‟s what you missed Here‟s what you
see…
Affiliate
Branded
Day 1
Day 8
Natural Site Display Site
Campaign Social Keyword
Search Visit Search Purchase
Email
Marketin
g
Introducer Influencers Closer
Purchase Path Provides Full Funnel Visibility

31. The cut-through challenge
Emails need to be:-
Engaging
Entertaining
Surprising and delightful
Relevant
31 © e-Dialog Inc. All Rights Reserved.

32. Show me the money…
While highly relevant emails require additional investment, they
have the potential of generating 10x the ROI of broadcast emails
Broadcast £0.02 £0.05
emails
Relevance £0.12 £1.00
Tested emails
+10x ROI vs. Broadcast emails
Cost per email Revenue per email
32 © e-Dialog Inc. All RightsRights Reserved.
e-Dialog Inc. All Reserved.

33. Six Factors of Relevance
Contact
Management
33

34. Relevance Trajectory Scoring
Detailed worksheet calculates score for each of 6 factors
34

35. How does British Gas compare?
300 EMEA Client Relevance Scores
250
200
150
98
100
50
0
BG
British Gas Relevance Trajectory score currently stands at 98/300
35

36. British Gas Relevance Trajectory
Score
100%
90%
80%
70%
60%
50% 47%
40%
40% 35% 37%
30%
20%
20% 16%
10%
0%
•
Lifecycle Segmentation Personalization Contact Interactivity Testing &
Management Management Measurement
36

37. What we do
Helping marketers get to where they aspire to be
Tailoring a solution to fit the client‟s needs (and budgets)
e-Dialog clients regularly exceed industry averages for implementing
intelligent programmes
Source of Average figure – Forrester European e-mail marketing in 2011
37 © e-Dialog Inc. All Rights Reserved.

38. Common outputs of Planning
Channel development roadmaps
New e-mail programmes (including test plans)
Contact management mechanisms (contact frequency
maps, contact prioritization inc. best next contact
models, suppression hierarchies)
Acquisition programmes (including LTVs)
Audience segment definitions and developments
Relevance Trajectory benchmarking and action plans
Reporting framework & KPIs
38
Supported by Business Cases wherever possible
© e-Dialog Inc. All Rights Reserved.

39. Lifecycle management
Relevance Drives Retention
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e-Dialog Inc. All Reserved.

40. Programme Planning Process

41. Questions
Jill Brittlebank, Director of Strategic Services
41

42. Creative thinking at e-Dialog
Presented by
Dan Clarke
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43. The combination of strategic thinking, great ideas
and creative execution enable us to produce
award winning campaigns that address specific
business objectives and encourage high levels of
customer engagement.
43 © e-Dialog Inc. All Rights Reserved.

44. Our Email
Expertise
As a channel, email provides a low cost
opportunity to form a relationship with
the consumer, that ultimately drives a
high ROI. Underpinning all of these
results is great creative work.
Our creative team are experts in the
channel, understanding the best way
to communicate with your customers
maximising the impact of the channel.
44 © e-Dialog Inc. All Rights Reserved.

45. Design best practice
Messages that drive results
Design for email Creative critiques, refreshes and testing
Our team has many years experience We can use our expertise in the channel to
understanding design best practice for the undertake critiques of your current campaigns.
email channel.
Campaign testing
We frequently test every element of our design Tell me more!
work, including content hierarchy, tone of voice To find out more about our
and subject lines to ensure we get the most from creative critiques please
contact your account teams
the channel. today.
45 © e-Dialog Inc. All Rights Reserved.

46. Bulletproof HTML Production
Best Practice HTML that works across email clients
Best Practice HTML for Email Tested in email clients & mobile devices
With the various combinations of email Our HTML builds are thoroughly tested in popular
clients, webmail providers and web email clients using live accounts and ReturnPath
browsers, coding email that renders consistently Campaign Preview.
can be
a challenge.
Code critiques & training
Our team has developed best practice coding We also work with our clients‟ internal
techniques to make sure consumers receive the development teams, and offer both code
optimal experience regardless of how they critique/fixes and training sessions.
access their email.
46 © e-Dialog Inc. All Rights Reserved.

47. Template Driven Campaigns
Efficiently and quickly delivering repeat campaigns
Why Templates?
Whilst templated campaigns require an Similar benefits can also be realized by
initial development time, for frequently using template methodologies for multiple
sent campaigns they quickly reap benefits language campaigns.
in the form of lower cost, reduced turn
around times, brand consistency and
reduced QA.
47 © e-Dialog Inc. All Rights Reserved.

48. Automation
Ensuring the right message is sent at the right time
Triggered campaigns allow marketers to provide relevant content at the right time for the consumer,
by strategically acting upon behavioral data. Popular Triggered campaigns include:
Welcome streams Reactivation
A series of emails introducing new customers to Creatively encouraging lapsed consumers to
the brand and building interest in future emails. re-engage with the brand.
Abandoned shopping cart Social welcome streams
Re-targeting consumers after they abandon the Introducing new consumers to the brand, after
check out process. acquisition through social channels such as
Groupon deals or Facebook & Twitter.
48 © e-Dialog Inc. All Rights Reserved.

49. HTML5
A web that works on all
devices
Freeing content from
plugins (eg. Flash)
Make „app functionality‟
native
49 © e-Dialog Inc. All Rights Reserved.

50. Video in email
News International
Brief:
Increase downloads of the
Times iPad App
Solution:
Targeted known iPad owners.
Headline that made an
emotional connection with
ipad users
Design optimised for iPad
Fully playable video in the
email, including audio.
50 © e-Dialog Inc. All Rights Reserved.

51. Video in email
British Gas Example
Creative opportunities
Showcasing products
App features
Help tutorials
Degrades gracefully
Reverts to a traditional image
linking to hosted video
Recipient unaware they aren‟t
receiving the full experience
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52. Video in email
Where it works
Where it doesn’t work
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53. Forms in email
British gas mock-up
Aim:
Requesting contact detail
updates
Solution:
Allows users to update their
details directly into the email.
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54. Forms in email
British gas mock-up
54

55. Forms in email
British gas mock-up
Where it works
Where it doesn’t work
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56. Dynamic Imagery
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57. Account
Statement
Personalised graphs
based on the user‟s
account are dynamically
published into the email.
Using dynamic imagery
avoids an otherwise
labour intensive task
personalising images.
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58. Customised Products
Custom publish
imagery based on
data, without manually
creating images.
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59. Live Email
Updating the content
of the email at the time
the user opens, not the
time we mail.
Example campaigns:
Live countdown
Stock countdown
Live Tweets
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60. Responsive Email Design
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61. 41.8% 27% 21.7% 5.7%
Android iPhone Blackberry Windows
Comscore 2011 Mobile Report
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62. 41.8% 27% 21.7% 5.7%
Android iPhone Blackberry Windows
Comscore 2011 Mobile Report
62 © e-Dialog Inc. All Rights Reserved.

63. How should we design for mobile?
Clear message – less copy
Adjust design for 320px wide (desktop emails are 600px wide)
Easy to use with a touch interface
Why is this important
iPhone is now 2nd to Outlook in some markets
We should treat all users as mobile users.
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64. British Gas Mobile
13% 85% 1% .14% 1.1%
Android iPhone / Blackberry Windows Nokia OS
IPad
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65. One HTML layout adapts
to the users device
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66. Responsive Email Design
British gas mock-up
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67. Data driven
Mobile Content
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68. 68 © e-Dialog Inc. All Rights Reserved.

69. Data driven
mobile
content
Tailoring content based
on the device and
platform the user has.
Example campaigns:
Mobile Apps
Video Campaigns
Best use of email 2011 Innovation in email 2010
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70. Emails Working Harder
29/02/2012
© e-Dialog Inc. All Rights Reserved.

71. What is Conversation Manager?
• Gives users the ability to create multi-touch marketing campaigns
using an intuitive drag-and-drop interface .
• Reduces the reliance on IT, programmers, or third-parties in the
campaign management process
• Delivers a visual tool that automates manual, disparate
campaign management process.
• Helps marketers save time while enabling them to improve
campaign relevance and execution
• Improves visibility into all campaign “touch points” for better
troubleshooting, testing, and analysis
71 © e-Dialog Inc. All Rights Reserved.

72. Conversation Manager
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73. Conversation Manager
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74. 8 Seconds
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75. What can be achieved in
8Seconds…..
The number of CTRs
by up to 45% and
often more
Testing of email campaigns is a proven
method to increase ROI.
75

76. How…..
Image Optimization
Buy Now Shop Now Click Here
More Info Switch Now Register
Different images to different recipients
that open their email
Measures statistically and in real time
which images are the most successful in
terms of clicks or conversions
Automatically shows this best image (or
combination of images) to the next
recipients that still have to open their
email at that moment in time.
76

77. Test…..
30%
77

78. Case Study
78

79. Thank You
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