B2B Email Marketing presentation by Louise Stephens, little green plane at CIM B2B Digital Marketing Bootcamp, 14 September UH Hatfield

1. New developments in
email marketing
Presented By: Louise Stephens
Email Marketing Consultant at little green plane
Follow: @lgplane & @loulou1987x

2. Agenda:
• Email objectives
• Email & Social
• Knowing your audience
• Analytics influences
• Design & content
• Case study - SAA
• Mobile strategy

3. Introductions

4. Status of email marketing
• Email brought in a staggering £25.75 for every £1 spent in 2011
• The DMA projects email to drive £42.4 billion in sales in 2012 and £51.5
billion in sales in 2016
• Last year 3.1 billion new email accounts were created, this is more than
Facebook, LinkedIn and Twitter combined.

5. How do you send your emails?
CRM System Outlook
• Issues with high • Using own server
volume • Deliverability
• Lack testing • No testing
facilities • Little reporting
• Basic reporting • No automated unsubscribe
Purchased Software
Email Service Provider
• Issues with
• On going cost
deliverability
• Using your own server

6. Setting objectives
Weak objectives = Weak campaigns

7. What are your objectives?

8. Customer acquisition…

9. Customer retention…

10. Re-engagement

11. Knowing your audience
Enables you to tailor campaigns to their specific needs…
• Content – What are they interested in?
• Tone – How do you communicate to them?
• Design – Is the design correct for your audience?
• Incentivise – With what?
• Purchase – Where are they in their buying cycle?

12. John.
Personal:
• Aged 45, married 20 years to Emily.
• Enjoys golf and camping.
• Risk adverse, logical thinker.
Work:
• Role: Technical Director in Engineering firm.
• Vast understanding of industry.
• Involved in strategic decisions and supply change management.
Issues:
• Dealing with rapid change and re-structuring.
• Ensuring his team keep up with changes.
• Meeting KPIs.
Key Messages:
• Needs confidence / credentials in his field.
• Need top line information only. (but access to detail)
• Accreditations and quality standard mean a lot.

13. Sophie
Personal:
• Aged 18, single
• Loves socialising with friends and partying.
• Heavy web user and enjoys taking photos and uploading them to Instagram
• Bright, bubbly individual who participates in everything.
Career:
• Interested in working in fashion.
• Enjoys finding out about new products and getting a good
price on them.
Issues:
• Wants more experience.
• Need qualifications to accelerate her career.
Key Messages:
• Messaging can be more laid back / informal
• Passion, creative and innovative.

14. Design and Content

15. Template
A. B.
Top banner Top banner
Text
• Bullet 2
1 Text • Bullet
1
• Bullet
3
Button Button
2 3 4 5

16. The winner…
B.
Top banner
• Focussed
• No distractions Text
• Not text/ image heavy
• Bullet
• CTA buttons • Bullet
• Short and sweet • Bullet
Button Button

17. John

18. Sophie

19. Rendering…

20. Be consistent…
Keep them on the scent…

21. How do we look at emails?

22. Top left is the
first place we
look
• Preview
panes
• Clear call to
action
• Branding
• Message

23. Eye
tracking…

24. Design v’s content
• Keep it short - people DON’T read emails…
• Don’t try and be all things to all men, (try segmenting)
• Tone of voice to match audience
• Email structure / layout
• Clear call to actions
• Be legal

25. The rise & rise of mobile…

26. Number of mobile email users?
• 480m - Econsultancy: ‘Email Marketing
Census 2012’
• UK – 67% of people with smart phones
use them to access their emails

27. By 2015, more internet users will
access the web through mobile
devices than through PCs.
(econsultancy 2012)

28. Return Path 2012
Mobile device

29. What is your mobile strategy?

30. Enlarged fonts Get to the point
Call to action button
Finger targets
Size of images
Layout

31. Not Optimised Optimised

32. Responsive templates

33. Return Path 2012
What if you are not optimised?
• 41% of Europeans will close or delete
an email not optimised for mobile
• 29 % would read later on a PC or
laptop

34. Email & Social

35. Social media needs email!
You can’t even create an account without and email address!

36. Social sharing…
Getting your subscribers to do some of the leg work and spread the word!

37. Social connecting…
Step 1.
Ask people to share your email…

38. Social connecting…
Step 2.

39. Social connecting…
Step 3.

40. Social connecting…
Step 4.

41. Social connecting…
Step 4.

42. More…
a) 250
4 Tweet b) 120
c) 300
d) 550
2,500 contacts
a) 400
= Total potential
outreach: 4,205
2 likes
b) 85

43. Analytics
What influences them…

44. Open rates
Time & day
From
Subject line

45. Open rates

46. Clicks Design
Calls to action
Content

47. Clicks

48. Measuring effectiveness
Split testing – Subject Line
Campaigns Sent % Opens % Click Website
Conversion
Thru
20%
Email A 5,000 40% = 2000 5% = 100 20 Purchases
Email B 5,000 12% = 600 1% = 6 1.2 Purchases
Split testing – Subject Line A & New Email Content
Campaigns Sent % Opens % Click Website
Conversion
Thru
20%
Email C 5,000 40% = 2000 4% = 80 16 Purchases
Email D 5,000 40% = 2000 18% = 360 72 Purchases

49. Other tests to consider
• Location
• Behaviour based segmentation
• Sex
• Age
• Time and day
Size doesn’t matter!

51. The Society for all Artists
Case study.

52. Brief
• Increase audience engagement.
• Create a re-useable template design
• Educate on best practice
• Increase ROI

53. Strategy
• Analyse existing data
• Design
• Content
• Set realistic objectives
• Educate

54. Execution
• Re- design of template – large
emphasis on call to actions.
• Full data analysis to understand their
audience and set tone
• Location based segmentation
• Google analytics conversion tracking
• 2 hour training session to educate on
best practice and analysing data.

55. Result
• 33.2% increase in open rates
• 11.5% increase in click through rates
• A staggering £111 return for every £1 spent
“The analysis and education has enabled us to be much more proactive in creating and
delivering our e-news campaigns. With the new template giving our emails better focus and
less distractions we are now able to target our audience in a much more precise manner.
The support and service from the little green plane team has been excellent and the return
on our investment has been outstanding as a result.”
Jessica Reynolds, marketing co-ordinator at the SAA

56. Resources…
Littlegreenplane.com - Blogs
- Guides
LinkedIn Groups - Email Marketing Forum
- East Anglia Email Marketing Forum
- Email Marketing Group
Twitter - @lgplane

57. New developments in
email marketing
Presented By: Louise Stephens
Follow: @lgplane & @loulou1987x