Mcgill email marketing 2012

EMail
Marketing
Iain Davenport 2008

Tuesday, October 25, 2011

92%
of all marketers
employ
email marketing


What most inﬂuenced
your decision to visit this
retailer’s website?


Influencer %
Familiarity with brand 30%
Internet advertising 14%
TV, radio, print 12%
Promotional email from the company 12%
Search engine results 10%
Friend recommendation – in person 8%


Influencer %

Familiarity with brand 30%
Internet advertising 14%
TV, radio, print 12%
Promotional email from the company 12%
Search engine results 10%
Recommendation from someone I know 8%


Acquisition Source %
Shopping comparison sites 2%
Advertising on a social network 2%
Product review site 2%
Blogs or discussion forums 1%
Friend recommendation on social network 1%

Mobile phone advertising 0%


Satisfaction
Familiarity with brand 80
Promotional email from the company 79
Friend recommendation on social network 79
Friend recommendation – in person 78
Internet advertising 77
TV, radio, print advertising 77


Likelihood to buy online in the future
Familiarity with brand 78
Promotional email from the company 76
Had a gift card 76
Friend recommendation on social network 76
Internet advertising 75
Product review website 75


5 ways
email
changed
marketing

Direct Mail Overload


Very Expensive


1. Massive individualized
distribution…


…for very low cost


pro:
great sales driver


con:
sometimes made us lazy

126
average number of
emails received per
day by corporate
users in 2007


20%
of all emails
are ‘Junked’
by spam filters


Over Loading
4.

Send
too
many
emails.

Frequency
is
a
key
component
of
a
healthy
email
marke9ng
strategy.

The
key
is
the
find
the
right
frequency
for
your

business.

Every
industry
is
different.

You
can
do
this
by
crea9ng
different
cohorts
and
following
them
through
9me.

By
measuring
the
key
metrics

(such
as
Open
rates,
CTR,
Conv
rates,
sales,
GM
and
unsubscribers
to
name
a
few),
you
will
be
able
to
determine
the
right
frequency
for
you

company.
Our
test
show
a
43%
increase
is
open
rates
by
reducing
the
frequency,
a
25%
increase
in
CTR
and
a
47%
reduc9on
in
unsubscribers.


Overlapping

Overlapping
oﬀers

Overlapping
oﬀers


25% increase in CTR
43% Open Rate


25% increase in CTR


25% increase in CTR

47% reduction in unsubscribes.

2. Much
easier
way to
build
customer
lists

Growing your list


Online


pro:
many more people
potentially getting our
messages


con:
reduced quality of our
customer lists

3. Signiﬁcant reduction
in lead time


Show how we can product to market quicker


pro:
enabled more ﬂexibility
in offers and features


con:
reduced
discipline
in creating
thoughtful
promotion
plans

4.
Dynamic
personalization
capabilities
like never
before

pro:
individualized
messaging
greatly
improved
relevance

Un-targeted Life cycle messaging
broadcast emails campaigns
Open rate: 20% Open rate: 26%
Avg. CTR: 9.5% Avg. CTR: 9.3%
Avg. conversion rate: 1.1% Avg. conversion rate: 2.3%

User-triggered Clickstream-based
campaigns campaigns
Open rate: 27% Open rate: 33%
Avg. CTR: 9.3% Avg. CTR: 14%
Avg. conversion rate: 2.3% Avg. conversion rate: 3.9%


Segmentation


30%
15%
increase
in
conversion
rates
vs
mass
mailings.


15% increase in conversion rates


con:
raised expectations for
delivering relevant
messages

5. Far more measureable
than anything previously


pro:
we can really know how
our customers are
interacting with our
messaging and our sites


Analyze

n
to
the
data.

The
data
holds
so
much
valuable
informa9on.

Take
the
9me
to
analyze
it,
understand
it
and
then
implement
it.

No
need
to
make
a
quick
decision
on
preliminary
results.

Pa9ence
is
a


con:
all that data breeds
overconﬁdence in what
we actually “know”

1. Massive individualized distribution for very
low costs

2. Much easier way to build customer lists

3. Signiﬁcant reduction in lead time

4. Dynamic personalization capabilities like
never before

5. Far more measureable than anything
previously

Marketers face
tough competition


Maintaining lists:

• Keep it clean – bounce the bounces
• Opt in vs. double opt in
• Let them unsubscribe
• Don’t become spam


Email Reputation Score
Deﬁnition:
The general opinion of the ISPs, the anti-
spam community, and your own
subscribers towards a sender’s IP address,
sending domain, or both.

If the sender’s score falls within the ISP’s
thresholds, a sender’s messages will be
delivered to the inbox; if not, the sender’s
emails may arrive in the bulk folder, be
quarantined, or be bounced back to the
sender.

Email Reputation score

Control your score

•ISPs offer various sender authentication standards
such as SPF (sender policy framework) and
DomainKeys.

•Keep the list clean by removing hard bounces after 3
deliveries (ISPs don’t like e-mail broadcasters who have
a high bounce rate)

•Respond to complaints and unsubscribe requests

•Educate users about whitelists


These could be affecting
your reputation score


Email users savvier
than you think


83%: Used the Report Spam button
80%: Use it without opening the message
73%: Base decision on the "from" line
69%: Base decision on subject line
20%: Use the spam button to unsubscribe


So what makes a
campaign successful?


Planning


Who are your
target audience?


grow a targeted database


Genuine opt-in

Explicit permission granted

Information can be gathered over
time


What are your
objectives?


2 types of commercial emails

• Promotional
– Entice immediate action

• Retention based emails
– Newsletters
– Build long term relationships


Promotional emails


Immediate goal for user


Action taken by user

Purchase

Download

Request information


Promotional emails: entice the user to take
action through purchase or sign up


Retention emails


Longer term goals

KPIs important

Open Rate

Click-through rate

ROI


Your database


Only one entry required: prospect's
email address

but


more information can lead to
improved customization


Retention based emails: information of value
to create a long term relationship with the
reader


Increase customer value


relevance


• Identify communications you make
with customers in a batch fashion.

• Ask what events could trigger these
communications to make them timely.

• Prepare a distinct message
for each customer situation

• Increase involvement by adding
a call to action to each message

• Prepare a message for each possible
response to your previous message.


How your email marketing
message is structured will
determine 50% of its success

•! Anatomy of an email: fields
(to, from, subject), body copy, landing page

•! Set a single objective: one message
presented in a strong, clear and direct manner

•! Write to target: develop a thorough
understanding of the needs and sensibilities
of your target market before you write.

•! Get to the point: sluggish
fulfillment leads to dissatisfied customers.

•! Build the relationship: email marketing
is not hit and run medium. It works best
when you build sustainable relationships.


Avoiding the ‘Pitfalls’


Assuming
images
will work!


Not designing for
preview panes


Over selling and
cheap tricks = SPAM

DON’T

SHOUT

DON’T OVER
‘EMPHASIZE !!! ’


AVOID HARD SELL


Too many images
not enough text
Certain spam filters place the
"image vs. text ratio" criteria
even higher than the "spam
keywords" criteria


Subject lines


Creating subject lines
• It’s not rocket science, remember K.I.S.S.
(keep it simple stupid)

• The best subject lines are not ‘Flashy’ or ‘Pushy’.

• Your subject line should simply, clearly and concisely
describe the purpose/content of your email - its that simple!

• Its a process, and it starts with the opt-in always set your
subscribers’ expectations during the opt-in process regarding
the type and frequency of the emails they will recieve.


In just one-twentieth of a second,
less time than it takes to blink, people
make aesthetic judgments that will
influence their experience of your
landing page.


BEST
PRACTICES


Customer
Centric
•! Customer-based approach:
Measurement of individual customer response
rather than overall campaign performance
•! Event triggered emails
e.g. first purchase, abandoned cart
•! Focus on frequency/contact strategy:
monitoring the impact of frequency
to maximize results
•! Data capture is a process:
It’s a value exchange between you and your
prospects. As you serve up value they’ll
reciprocate by sharing information.
•! Rich preference capabilities:
frequency, channel, format, opt-in,
opt-out preferences
•! Proactive communication:
specific, relevant and timely.


3.Creative execution


Two types of email


Plain text emails


HTML emails


Plain text email


Text only

No hyperlinks or
images

Smaller file size

Looks the same
across all
platforms


HTML email


Contains
images, different
fonts and
hyperlinks

File size is much
larger

Can render
differently


Parts of an email

• Header
• Subject line
• Personalized greeting
• Body
• Footer
• Unsubscribe link


Platform testing


Video in email?

Increase click-through rates up to 25%.

Florist’s conversions jumped from 1.35% to
2.8%.

Remember:
• include a link, host outside message
• Remember that many viewers watch videos for
the “entertainment” value. Keep videos short,
light and relevant.

Sources: https://www.marketingsherpa.com/barrier.html?ident=30200
http://inspireaction.mindandmedia.com/index.php/2007/11/15/hey-its-got-video-it-must-
be-cool/


4. Integrate campaign with other
channels


Integrate
•! Cross channel integration:
integrated marketing strategy, combines
online and offline channels to maximize
marketing impact

•! Co-ordinate and unify
mailing lists:
centralized customer data

•! Integrate and centralize
customer data:
in order to leverage customer knowledge


• Reinforce brand’s message

• Increase responses


5. Personalization


Mass customization

• One to one marketing on a macro
scale

• Simple personalization can improve
results

• Segment database


• Send different content to different

people

• Insert ‘dear first name’ greeting, where

appropriate

• Personalize forms within email/landing

page – only ask a question once


6. Deployment


When should I send?

Regularly…like the milk man

Try and be action based.

Common sense and testing.


7. Interaction handling


Show you’re on top of everything.

Utilize all touch points for calls to
action / up-sell

Generate emails in response to actions


Next week

http://www.seomoz.org/beginners-guide-to-seo
Chapter 1-5


Mcgill email marketing 2012

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