Presented by Dave Chaffey at Technology for Marketing and Advertising 2010 for SmartFOCUS.

1. iPod Touch prize draw. Enter and subscribe to our marketing tips newsletter, text smarter followed by your email address to 60060 Engaging Customers with Email Marketing and Social Media Dr Dave Chaffey Presented at Technology for Marketing 23rd February 2010 We will not share your details with any third party. SMS will be charged at your normal network rate. Competition open to UK residents of 18 years and over. Limited to one entry per person. Closing date 25/2/2010.

3. Search and conversion

4. Email marketingBest practice Qualifications Books

5. Let’s Connect! Questions & discussion welcome uk.linkedin.com/in/davechaffey www.facebook.com/davechaffey www.twitter.com/DaveChaffey Blogwww.smartinsights.com Presentationswww.smartinsights.com/presentations Email Newsletter www.smartinsights.com

6. Email still works incredibly well!But social growing rapidly… The ASOS.com EFT ratio EFT = Email : Facebook : Twitter EFT = 100 to 8 to 1 (Nov 2009) Currently (from published figures): 2 million email registered users 1.2 million active email customers (bought within the past six months). Facebook = 206,000 (161,000) Twitter = 28,000 (19,000 November) http://www.davechaffey.com/blog/online-pr/social-media-dont-believe-the-hype

7. Agenda Q. How engaged are our email subscribers? Suggestions for measuring and goal-setting for engagement Q. How can we increase relevance? Recommendations on email engagement strategy Q. What will make our campaign more engaging? 5 ingredients of an engaging campaign Q. How can we make our email templates more effective? Practical tips for an engaging template Q. How can we integrate email and social media? Examples of email and social media integration

8. Q1. How engaged are our email subscribers?

9. Q. How do you measure your email subscriber engagement? Campaign open/clicks/CTOR is only a starting point, instead… Opens/clicks/CTOR/sales: 1. At position in lifecycle 2. By segment 3. By offer / email type 4. Aggregated over a longer time period 7

10. Measuring list activity – email engagement Use “hurdle rates” are for whole list. Repeat: By segment By product categories purchased Tip. Measure the overall health of your list through activity / inactivity levels over time

11. Define standard email tracking codes in GA – example: Name: &utm_campaign=SBI210809C Source: &utm_source=ES_BI_Email Medium: &utm_medium=Email Content: &utm_content=SBIT210809C_Image Tip: Use Advanced Segments, conversion goals and bounce rate in Google Analytics to assess email effectiveness Adding codes automatic within SMART Marketer eChannel

12. Using predictive modeling based on RFM to nurture best customers Some variables used to identify “best buyer profile” include: Total # of purchases The more the better Time on file The younger the better Months since first purchase The more the better Months since last purchase The less (or more recent) the better Total e-mails clicked on over the past year The more the better Total e-mails opened over the past year The more the better… though not always predictive

13. Q2. How can we engage more through email? Developing an engagement strategy Targeting is key, as well as a lot more cost effective. There is a definite law of diminishing returns in that you can only ‘Spray & Pray’ with untargeted, mass, generic email broadcasts for so long before you start to see a negative impact on your opens, clicks, conversions and unsubscribes. Think about your industry, what it is you sell, relevancy for the customer and what level of frequency of contact is appropriate. Grant Baillie Multi-channel Customer Retention Manager Argos.co.uk DMA Info Box : http://email.dma.org.uk/_attachments/resources/5665_S4.html

14. Example of development of engagement strategy Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission

15. Example of dynamic content insertion Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission Tip. Change order of offers or featuresaccording to segment to increase relevance

16. Your email marketing journey:Assessing your email marketing capability http://www.davechaffey.com/blog/email-marketing/how-advanced-is-your-email-marketing

17. 15 Q. How are using event-triggered emailsto support the customer lifecycle? Source:

18. Advanced Segmentation Presented at TFM February 2009

19. Branded welcome, registration triggered e-mails “Learn more through time” “Watch, don’t ask”

20. Email Campaigns that Build… Welcome Email Time-limited offer Offer Extension

21. 19 Triggered birthday email

22. BT - It’s all about past actions… “Recognition of activity” Recognition ofprevious purchase Purchase Dispatched +7d +14d +21d

23. Browse, don’t buy examples

24. Example reactivation emails

25. Q3. What will make our email campaign more engaging? What should you try to build into every campaign?

26. Key campaign ingredient 1? 24

27. Buzz = Engaging + Participative Example engagement devices: Search boxes Questions Quizzes Polls Calculators Interactive Q&A Call-backs Viral games 25

28. Key e-campaign ingredient 2? 26

29. Continuous campaign examples www.tourismirelandtaxichallenge.com Tip. Give your campaign momentum, inertia! 27

30. Key e-campaign ingredient 3? 28

31. Multi-message example 29 Remailing with urgency to openers Responseincreases by40% for campaign First Campaign, Conversion rate = 0.2% Second Campaign, Conversion rate = 0.2% Source: E-consultancy Masterclass 2005 - BCA Tip. Use time-limited offers

32. Q4. How can we make our email templates more engaging? Practical template tips We’re our own worst critics and spend a lot of time analysing our own email templates to make them work harder. Using customer research and eyetracking studies against our own and competitor templates has enabled us to really understand the journey a customer goes through – from the moment they see an email in their inbox to the moment they click through on it – we are constantly optimising our templates to reflect this. Grant Baillie Multi-channel Customer Retention Manager Argos.co.uk DMA Info Box : http://email.dma.org.uk/_attachments/resources/5665_S4.html

34. Make my life easier

35. Help me learn / have fun

36. Make me look good

39. Don’t give too much choice?! Six different jams. 40% of the customers stopped to taste. 30% of those bought. Twenty-four different jams. 60% of the customers stopped to taste. But only 3% bought! http://sivers.org/jam

40. Engaging B2C example

41. Engaging B2B template example

42. 37 Tip: optimise your “pre-headers”!

43. Presented at TFM February 2009 Test! Test! Test! “Data trumps intuition” Shinn Chen, Marketing Manager, Salesforce.com, shared the results of his team’s template redesign. Call-to-action was moved from a small box on right side of messages to just below the message’s headline and subhead, in line with the rest of the body copy. Clickable buttons were made much larger Results: CTR increased 26%-27% Recent example: http://www.marketingsherpa.com/article.php?ident=31530#

44. Q5. How can we integrate Email and social media Practical tipsandexamples

45. How social are we?

46. http://www.ruderfinn.com/rfrelate/intent/intent-index.html

48. Integrating your email newsletter with social media:a virtuous circle 1. Blog Automatic feed with Feedburner Cherrypick most popular topics Track with Google Analytics 2. RSS Feed 5. Email Newsletter Track with Feedburner& Google Analytics Manual update or automatic with Twitterfeed Track with GA or ESP system 4. Facebook Fan page 3. Company Twitter Automatic withTwitter app Track with bit.ly Track with bit.ly

49. Tip: Recruit to Twitter via Email Recruiting to Twitter via a prize draw promoted in Twitter

50. Recruiting to encourage purchase

51. …And exclusive Facebook Benefits

53. Thank you! iPod Touch prize draw. Enter and subscribe to our marketing tips newsletter, text smarter followed by your email address to 60060 We will not share your details with any third party. SMS will be charged at your normal network rate. Competition open to UK residents of 18 years and over. Limited to one entry per person. Closing date 25/2/2010.