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Breathing New Life Into Your Email Marketing Campaign: SES London / Click Z

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Philip Storey
Philip Storey

At SES London, I talked about how marketers can leverage the potential of email marketing through case studies and examples of successful strategies. If you want to see how Lyris can transform the performance of your email marketing strategy, drop me a message

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Breathing new life into your email campaign Philip Storey Global Head of Strategic Services Lyris London • 10–13 February 2014 • #SESLON @SESConf
London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris What some marketers might think of email marketing
London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Email is still the consumer connector of everything
London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Today… • Quick tips to improve your email strategy • Design for the channel, design to win • Integrating social, mobile and email
London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Quick tips to improve your email marketing strategy
London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Embrace automation
London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris For many, it is relatively unexplored…
London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris But the opportunity is huge 8% Welcome Programme 10% 51% 4% Nursery Programme 44% 52% 10% 12% Registered Not Purchased 63% 13% Basket Abandon Follow-up 37% 67% 18% Basket Abandonment 27% 64% 0% 10% 20% Conversion Rate 30% Avg. Click Rate 40% 50% Avg. Open Rate Source: Econsultancy report – December 2012 60% 70% 80%
London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris There are the obvious ones… • • • • • Welcome programme Basket abandonment Product browse follow-up Category browse follow-up Registered not purchased
London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Embrace automation Then the less adopted, but successful programmes
London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Embrace automation Then the less adopted, but successful programmes
London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Embrace automation Then the less adopted, but successful programmes
London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Embrace automation Then the less adopted, but successful programmes
London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Embrace automation Then the less adopted, but successful programmes
London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Automation – case study Background Kitbag is Europe’s leading online sports retailer working with some of the world’s largest sporting brands – including Manchester United, Manchester City, Real Madrid and Chelsea The Solution A series of automated programs for a large number of its accounts and for its own Kitbag.com brand including: • Welcome & nursery programme • Cart Abandonment • Birthday (treat yourself) Programme • Various lifecycle messages
London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Automation – case study The results 45% Campaign Emails 55% • • Automated Emails Automated strategies account for 45% of email marketing revenue Automated strategies account for < 10% of email marketing resource
London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Automation “as a series” SMS
London | 10–13 February 2014 | #SESLON | @SESConf Simple three-phase welcome programme 1 Subject line: Welcome to SmithMicro Sent: Immediately @philipstorey @Lyris
London | 10–13 February 2014 | #SESLON | @SESConf Simple three-phase welcome programme 2 Subject line: Have you explored SmithMicro yet? Sent: 3 days after sign-up @philipstorey @Lyris
London | 10–13 February 2014 | #SESLON | @SESConf Simple three-phase welcome programme 3 Subject line: Stay Connected: Follow & Like us! Sent: 6 days after sign-up @philipstorey @Lyris
London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Listening. The secret weapon of email is hugely underused
London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris What are we listening for? • • • • • • • • • • Email open Email click Email reply Preference centre activity Survey responses Website search Basket abandonment Page browse Product purchase Everything, all of the time
London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Maximise the use of campaign data • Feed data back to your CRM platform • Use campaign engagement data to measure sentiment • Use campaign data to trigger campaigns through other channels • Make sure that data is “actionable”
London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Make the right offer at the right time • Every customer sees a slightly different offer • Real-time countdown timer showing exactly how long before the offer expires
London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Make the right offer at the right time • Every customer sees a slightly different offer • Real-time countdown timer showing exactly how long before the offer expires
London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Geolocation: help customers find you It is possible to show the nearest store to for specific location of every individual customer, in real-time
London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Geolocation: help customers find you It is possible to show the nearest store to for specific location of every individual customer, in real-time
London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Use email to bridge data gaps • Dynamic content to identify gender • Can be used for anything
London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Use email to understand sentiment • Evans Cycles use email as a way of surveying within the inbox • eBay also utilise this approach to collecting feedback on their email content
London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Use email to collect reviews • Amazon collect reviews, right there in the inbox through a simple HTML form
London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris • Amazon collect reviews, right there in the inbox through a simple HTML form 53% Of consumers are more likely to purchase from brands that use personalisation
London | 10–13 February 2014 | #SESLON | @SESConf Seduce with personalised, dyna mic content Fuelled by: • Customer transaction feed • Product stock feed • Customer preferences (explicit) • Customer behaviour (engagement) • Customer transactions Solution: • Completely personalised content • Only sent when content is relevant to the individual @philipstorey @Lyris
London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Design for the channel, design to win
London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Always follow the three core elements of content (Storey 2010) Headline Proposition in essence Call to action
London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Headline Proposition in essence Call to action Primary section Always follow the three core elements of content (Storey 2010) The fold
London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Design for image blocking Desktop Webmail Mobile 67% 90% 80% 67% of major desktop clients block images by default 90% of major webmail clients block images by default 80% of mobile operating systems block images by default
London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Design for image blocking
London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Video in email It’s here…
London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Video in email – it’s here
London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Video in email – it’s here Email Client Outlook Support for HTML5 PC: Support for Animated gifs Mac: Apple Mail iPhone iPad Gmail Outlook.com Yahoo AOL Thunderbird Android • Less viable for B2B • Becoming more widely supported all of the time
London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris You can restrict video content to devices that can play it • Targeted serving of video • Doesn’t impact on the user experience in other viewing environments
London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Video in email: in action • Before the video loads, you see the fall back image • If the video cannot load, you still see the fall back image and you can still engage with the content
London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Video in email: in action • Sweaty Betty, a high-end women’s sportswear brand use video in email to communicate the features of their highly technical products
London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Key considerations when using video in email • Videos should be in MP4 format • Videos should be no longer than 30 seconds • Use the auto-play feature • Where possible, don’t use sound • Make sure your video is above the fold • Always make sure you have a fall back image • Just embed one video per email • Host the video on your site and link to it from your email and make the video clickable
London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Integrate social, mobile and email The benefits to you and your customers, are huge
London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Mobile responsive design is no longer just optional • 51% of emails are now opened on mobile devices • Responsive design is critically important to the success of your email campaigns Source: Litmus Report– January 2014
London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Mobile responsive design is no longer just optional
London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Mobile responsive design is no longer just optional
London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Facebook acquisition strategy
London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Facebook acquisition strategy
London | 10–13 February 2014 | #SESLON | @SESConf Develop a twitter to email acquisition strategy • Discover new audiences and generate new subscribers through Twitter • Lead generation cards are being described as the “new best friend” of every email marketer @philipstorey @Lyris
London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Allow recipients to pin, share and tweet your email content • Go beyond standard social links • Allow people to truly engage with specific content
London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Allow recipients to pin, share and tweet your email content • Go beyond standard social links • Allow people to truly engage with specific content
London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Allow recipients to pin, share and tweet your email content • Go beyond standard social links • Allow people to truly engage with specific content
London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Utilise custom audiences • Invite email subscribers to like / fan your page • Target any email database / segment with any proposition in Facebook
London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Thank you Breathing new life into your email campaign Philip Storey Global Head of Strategic Services Lyris

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Breathing New Life Into Your Email Marketing Campaign: SES London / Click Z

  • 1. Breathing new life into your email campaign Philip Storey Global Head of Strategic Services Lyris London • 10–13 February 2014 • #SESLON @SESConf
  • 2. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris What some marketers might think of email marketing
  • 3. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Email is still the consumer connector of everything
  • 4. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Today… • Quick tips to improve your email strategy • Design for the channel, design to win • Integrating social, mobile and email
  • 5. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Quick tips to improve your email marketing strategy
  • 6. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Embrace automation
  • 7. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris For many, it is relatively unexplored…
  • 8. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris But the opportunity is huge 8% Welcome Programme 10% 51% 4% Nursery Programme 44% 52% 10% 12% Registered Not Purchased 63% 13% Basket Abandon Follow-up 37% 67% 18% Basket Abandonment 27% 64% 0% 10% 20% Conversion Rate 30% Avg. Click Rate 40% 50% Avg. Open Rate Source: Econsultancy report – December 2012 60% 70% 80%
  • 9. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris There are the obvious ones… • • • • • Welcome programme Basket abandonment Product browse follow-up Category browse follow-up Registered not purchased
  • 10. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Embrace automation Then the less adopted, but successful programmes
  • 11. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Embrace automation Then the less adopted, but successful programmes
  • 12. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Embrace automation Then the less adopted, but successful programmes
  • 13. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Embrace automation Then the less adopted, but successful programmes
  • 14. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Embrace automation Then the less adopted, but successful programmes
  • 15. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Automation – case study Background Kitbag is Europe’s leading online sports retailer working with some of the world’s largest sporting brands – including Manchester United, Manchester City, Real Madrid and Chelsea The Solution A series of automated programs for a large number of its accounts and for its own Kitbag.com brand including: • Welcome & nursery programme • Cart Abandonment • Birthday (treat yourself) Programme • Various lifecycle messages
  • 16. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Automation – case study The results 45% Campaign Emails 55% • • Automated Emails Automated strategies account for 45% of email marketing revenue Automated strategies account for < 10% of email marketing resource
  • 17. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Automation “as a series” SMS
  • 18. London | 10–13 February 2014 | #SESLON | @SESConf Simple three-phase welcome programme 1 Subject line: Welcome to SmithMicro Sent: Immediately @philipstorey @Lyris
  • 19. London | 10–13 February 2014 | #SESLON | @SESConf Simple three-phase welcome programme 2 Subject line: Have you explored SmithMicro yet? Sent: 3 days after sign-up @philipstorey @Lyris
  • 20. London | 10–13 February 2014 | #SESLON | @SESConf Simple three-phase welcome programme 3 Subject line: Stay Connected: Follow & Like us! Sent: 6 days after sign-up @philipstorey @Lyris
  • 21. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Listening. The secret weapon of email is hugely underused
  • 22. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris What are we listening for? • • • • • • • • • • Email open Email click Email reply Preference centre activity Survey responses Website search Basket abandonment Page browse Product purchase Everything, all of the time
  • 23. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Maximise the use of campaign data • Feed data back to your CRM platform • Use campaign engagement data to measure sentiment • Use campaign data to trigger campaigns through other channels • Make sure that data is “actionable”
  • 24. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Make the right offer at the right time • Every customer sees a slightly different offer • Real-time countdown timer showing exactly how long before the offer expires
  • 25. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Make the right offer at the right time • Every customer sees a slightly different offer • Real-time countdown timer showing exactly how long before the offer expires
  • 26. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Geolocation: help customers find you It is possible to show the nearest store to for specific location of every individual customer, in real-time
  • 27. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Geolocation: help customers find you It is possible to show the nearest store to for specific location of every individual customer, in real-time
  • 28. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Use email to bridge data gaps • Dynamic content to identify gender • Can be used for anything
  • 29. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Use email to understand sentiment • Evans Cycles use email as a way of surveying within the inbox • eBay also utilise this approach to collecting feedback on their email content
  • 30. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Use email to collect reviews • Amazon collect reviews, right there in the inbox through a simple HTML form
  • 31. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris • Amazon collect reviews, right there in the inbox through a simple HTML form 53% Of consumers are more likely to purchase from brands that use personalisation
  • 32. London | 10–13 February 2014 | #SESLON | @SESConf Seduce with personalised, dyna mic content Fuelled by: • Customer transaction feed • Product stock feed • Customer preferences (explicit) • Customer behaviour (engagement) • Customer transactions Solution: • Completely personalised content • Only sent when content is relevant to the individual @philipstorey @Lyris
  • 33. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Design for the channel, design to win
  • 34. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Always follow the three core elements of content (Storey 2010) Headline Proposition in essence Call to action
  • 35. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Headline Proposition in essence Call to action Primary section Always follow the three core elements of content (Storey 2010) The fold
  • 36. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Design for image blocking Desktop Webmail Mobile 67% 90% 80% 67% of major desktop clients block images by default 90% of major webmail clients block images by default 80% of mobile operating systems block images by default
  • 37. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Design for image blocking
  • 38. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Video in email It’s here…
  • 39. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Video in email – it’s here
  • 40. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Video in email – it’s here Email Client Outlook Support for HTML5 PC: Support for Animated gifs Mac: Apple Mail iPhone iPad Gmail Outlook.com Yahoo AOL Thunderbird Android • Less viable for B2B • Becoming more widely supported all of the time
  • 41. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris You can restrict video content to devices that can play it • Targeted serving of video • Doesn’t impact on the user experience in other viewing environments
  • 42. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Video in email: in action • Before the video loads, you see the fall back image • If the video cannot load, you still see the fall back image and you can still engage with the content
  • 43. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Video in email: in action • Sweaty Betty, a high-end women’s sportswear brand use video in email to communicate the features of their highly technical products
  • 44. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Key considerations when using video in email • Videos should be in MP4 format • Videos should be no longer than 30 seconds • Use the auto-play feature • Where possible, don’t use sound • Make sure your video is above the fold • Always make sure you have a fall back image • Just embed one video per email • Host the video on your site and link to it from your email and make the video clickable
  • 45. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Integrate social, mobile and email The benefits to you and your customers, are huge
  • 46. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Mobile responsive design is no longer just optional • 51% of emails are now opened on mobile devices • Responsive design is critically important to the success of your email campaigns Source: Litmus Report– January 2014
  • 47. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Mobile responsive design is no longer just optional
  • 48. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Mobile responsive design is no longer just optional
  • 49. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Facebook acquisition strategy
  • 50. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Facebook acquisition strategy
  • 51. London | 10–13 February 2014 | #SESLON | @SESConf Develop a twitter to email acquisition strategy • Discover new audiences and generate new subscribers through Twitter • Lead generation cards are being described as the “new best friend” of every email marketer @philipstorey @Lyris
  • 52. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Allow recipients to pin, share and tweet your email content • Go beyond standard social links • Allow people to truly engage with specific content
  • 53. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Allow recipients to pin, share and tweet your email content • Go beyond standard social links • Allow people to truly engage with specific content
  • 54. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Allow recipients to pin, share and tweet your email content • Go beyond standard social links • Allow people to truly engage with specific content
  • 55. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Utilise custom audiences • Invite email subscribers to like / fan your page • Target any email database / segment with any proposition in Facebook
  • 56. London | 10–13 February 2014 | #SESLON | @SESConf @philipstorey @Lyris Thank you Breathing new life into your email campaign Philip Storey Global Head of Strategic Services Lyris

Editor's Notes

  1. A lot of marketers look at email, as the cassette tape of marketing. It’s OLD SKOOL, it’s kind of ANALOGUE. But do you even realise just what you can do with email? It’s incredible. And today I’ll share why this is, and exactly what you can do with this channel
  2. It is still the one thing you are asked for in a retail store, on a website, on a social network. It is central to most customer experience. And us email marketers, believe it or not, have been innovating just as much as the rest of the marketing world. Seriously. And today, I hope I can convince you to agree with me. Email is the consumer connector of everything
  3. So massively underused. Some think it’s ugly, but if used correctly and appropriately, it can be incredible
  4. All effective and useful to many brands, but you can take things way further
  5. Simulate in-store retail experience
  6. Lots of brands do this, but they don’t automate it. They’re missing a trick. Efficiency
  7. No automation strategy should ever be considered as one message. That approach = guaranteed failure. Automation is a series, by defaultDon’t just consider the number of messages. Consider all of the available channels. If you’re an email marketer, don’t be trapped by channel ‘silo’
  8. The listening channel
  9. One of the most common things I see, is email marketing behavioural data sitting in a silo at their ESP. Sequential messaging
  10. Your favourite things in your size, and in stock. Conversion rate soars
  11. Proposition is never hidden – maximum exposure = maximum clicks
  12. No automation strategy should ever be considered as one message. That approach = guaranteed failure Don’t just consider the number of messages. Consider all of the available channels. If you’re an email marketer, don’t be trapped by channel ‘silo’
  13. Did you know that you can specify where you want video to play, and where you do not want it to play? It can be device-specific