beyond bulk email campaigns
DESCRIPTION
Simple steps for effective Email Marketing. List segmentation, split tests, trigger emails, email personalization, multi-angle reporting.TRANSCRIPT
London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS
BEYOND BULKEMAIL CAMPAINGSEXPERTSENDER.COM
London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS EXPERTSENDER.COMBEYOND BULK EMAIL CAMPAINGS
Are your email campaigns still in Stone Age?
London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS
• one generic email that fits all?
• deploying all messages manually?
• dispatch and forget?
Are your email campaigns still in Stone Age
EXPERTSENDER.COM
London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS
List segmentationsend emails that are relevant
Beginners - start by using simple demographic and behavioral segmentation
Example segments:
• males vs females
• active vs inactive
• customers vs leads
EXPERTSENDER.COM
London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS
Intermediate - tag links or entire emails based on verticals.Next, segment recipients that engage with certain type of content. Example segments:
• opened messages tagged "Online games"
• clicked on links tagged "Sport"
• converted after receiving message tagged "Finance"
List segmentation send emails that are relevant
EXPERTSENDER.COM
London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS
Advanced - leverage entire purchase history to find your most valuable and loyal customers.
Example segments:
• bought any product from brand "X" in category "electronics"
• last year bought products for £1000 or more
• last 24 months average order between £200 and £500
List segmentation send emails that are relevant
EXPERTSENDER.COM
London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS
Have you grown attachedto your email template?
London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS EXPERTSENDER.COM
London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS
What to test?
• content
• subject lines
• from fields
• delivery date & time
Split tests never stop optimizing
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London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS
How to test?
• one variable at a time
• up to 5 versions is enough
• don't look for the highest opens or clicks
Split tests never stop optimizing
Instead ... aim at the highest conversions!
EXPERTSENDER.COM
London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS
Manual vs Automated ?
EXPERTSENDER.COM
London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS
Compared to manually scheduled
email campaigns:
• 461% higher open rates *
• 200% higher click rates *
Trigger Emailsaction-driven email campaigns
* ExpertSender aggregated statistics for July 2013 comparing trigger emails to bulk campaigns
EXPERTSENDER.COM
London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS
Trigger actions:• opening a particular or any previously sent message
• clicking on a particular or any link in previously sent message
• reaching a set goal after receiving previously sent message
• change of preferences in preference center
• abandoning shopping cart
Trigger Emailsaction-driven email campaigns
EXPERTSENDER.COM
London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS
Time triggers:• hours / days passed since the last website visit
• anniversary / monthly recurring date of the past event
Trigger Emailstime-based email campaigns
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London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS
Get Personal!
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Using first name tokens to address your customers in a more direct, friendly way:• not always have to work
• is a very basic method of email personalization
Email Personalizationbeyond [first name] placeholders
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London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS
True personalization comes with Dynamic Content capabilities:• conditional statements (IF/ELSE/ELSEIF)
• retrieving content from remote servers (syndicated content)
• retrieving content from Relational Data Tables (like purchase history)
Email Personalizationbeyond [first name] placeholders
EXPERTSENDER.COM
London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS
Email Personalizationbeyond [first name] placeholders
EXPERTSENDER.COM
London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS
Email Personalizationbeyond [first name] placeholders
EXPERTSENDER.COM
London, September 11, 2013BEYOND BULK EMAIL CAMPAINGSBEYOND BULK EMAIL CAMPAINGS
Find the right perspective
EXPERTSENDER.COM
London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS
• go beyond comparing stats for single campaigns
• analyze aggregated stats to find deliverability trends
• compare opens/clicks/conversions among major ISPs (Yahoo, Gmail) to learn true inbox placement
• check engagement separately for manual bulk emails and automatic triggers
• find email address collection sources that produce the best and least performing leads
Multi-angle reporting
EXPERTSENDER.COM
London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS
Marcin LuksDirector Business Development
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September 11, 2013
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