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Essential Email Marketing Tips for Your 2012 Direct Marketing Campaign

Dr Dave Chaffey - SmartInsights.com

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Essential emailmarketing tips for your 2012 direct marketing campaign

Dr Dave ChaffeyDownload:

SmartInsights.com/tfma2012

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About Dave Chaffey

Books

Best-practice advice & consultingwww.smartinsights.com

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YOUR EMAIL MARKETING JOURNEY:Assessing your email marketing capability

Email marketing maturity stage

A. Goal setting & evaluation

B. Contact strategy and policy

C. Segmentation, targeting & personalisation

D. Email marketing integration & governance

E. Test & learn

Stage 1. Initial‘Pray and Spray’

None None; Enewsletter / Solus emails

0 Segments Limited integration of broadcasts and data

Limited

Stage 2. ManagedImproving relevance

List growth Segmented response

Basic contact strategy and rules

2-6 SegmentsBasic contact strategy

Campaign integration (DM or phone)

Subject line Offer testing

Stage 3. DefinedSegmented relevance

Marketing outcomes “Beyond the click”

Basic lifecycle communications

Simple event-triggeredWelcome reactivate

ESP, web analytics & social media integration

Template layouts

Stage 4. QuantitativeContextual relevance

Subscriber engagement

Individualised contact strategy

Recency, Frequency, Value

Auto-triggers based on web behaviour

Individual / segment testing

Stage 5. OptimisingOptimised relevance

Integrated web and multichannel

Integrated online & offline contacts

Multi-layeredDynamic content insertion

Right-channeling based on value & preference

Real-time and multivariate

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The main barriers to effective email marketing in 2012?

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Agenda

6 Tactics that will matter most in 2012? 1 Engagement 2 Mobile Email 3 Email contact strategies 4 Channel integration 5 Social-email marketing 6 Email marketing optimisation

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Tactic 1: Engagement strategies

Key questions: Q. How do you measure engagement? Q. Are you getting the sell-inform-entertain

balance right? Q. Do you have the publishing resources

to create engaging content?

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3 more advanced ways of measuring email engagement

How do you measure engagement with email?

Open/clicks/CTOR is NOT good enough, instead…

Opens/clicks/CTOR/revenue: 1. At position in lifecycle 2. By segment 3. By offer / email type 4. Aggregated over a longer time period

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Measuring list activity – email engagement/disengagement

These “hurdle rates” are for whole list. Repeat:

By segment By product categories purchased

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TIP: Measure the overall health of your list through activity / inactivity levels over

time

Measure Period Number of Subscribers % of list total

Never Open All time 48,000 16.0%

Last 6 Months 168,000 56.0%

Never Click All time 96,000 32.0%

Last 6 Months 144,000 48.0%

Never Bought All time 48,000 16.0%

Last 6 Months 192,000 64.0%

Never Bought Online All time 96,000 32.0%

Last 6 Months 216,000 72.0%

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Start with the customer!Getting the sell-inform-entertain balance right

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

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Every business is a multi-channel publisher now

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Tactic 2: mobile marketing

Key questions: Q. How important is mobile email use for

your audience? Q. Is user mobile email experience

satisfactory? Q. Is mobile driving commercial outcomes?

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The rise and rise of mobile marketing

Source: Campaign Monitor, 3 billion emails, 2011

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The desktop in decline…?Share of device page traffic for News category (weekday)

Source: comScore Custom Analytics, U.S., August 2011

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British Airwayse-Dialog helped BA launch a new suite of mobile applications in late July/early August. The campaign was prompted by an increasing penetration of smartphones, and an analysis of the devices most commonly used by members to access standard Executive Club emails.

Innovation in Email MarketingWinner: e-Dialog and British Airways

About the winning entry: To promote the launch and maximise downloads of the Executive Club mobile application, BA and e-Dialog developed a unique strategy, using historical customer data to target smartphone users in a highly targeted email-to-mobile campaign.

Judge’s comments: A smart and progressive email marketing campaign that – as well as being innovative in its scope – generated some great results. 

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Mobile Email Design Tips

A narrow email width Single column layout Super subject line Large headlines & CTAs Bullet proof buttons Graceful Degradation

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Smart Insights - Style Summary

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Tactic 3: Channel integration

Key questions: Q. How does email work with other

channels to drive results? Q. Have we reviewed attribution? Q. Are we using email to drive offline

outcomes?

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Response increases by 25% for campaign

First Campaign,

Open rate, 8 to 10%

CCR = 0.2%

Second Campaign,

Open rate, 50 to 75%

CCR = 0.2%

Multi-message example Email campaign 1

Source: E-consultancy Masterclass - BCA

Remailing to opening-non converters

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Response increases by 40% for campaign

First Campaign,

CCR = 0.2%

Second Campaign,

CCR = 0.2%Source: E-consultancy Masterclass BCA

Remailing with urgency

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Combined response from e-mail and direct mail is 125% better than no e-mail.

Pre-mail, with online response

Response increases, 100% for direct mail piece.

Teaser e-mail. No online response Direct Mail

Direct Mail

Source: E-consultancy Masterclass 2005 - BCA

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Jan Feb April

CRM product launch event

E-mail (E1-3)

Direct mail mailer (M1-4)

Mar

M1(15)

M2(14)

M3(16)

M4(11 )

E1(29)

E2(17)

E3(14)

Explanatory notes:1. Each list member received 4 mails and 3 e-mails unless they responded.2. Number of individuals who attended event from each ‘wave’ in brackets.3. Total list size unavailable.4. M1 generated 100 visits to site, E1 120 visits to site.5. Offer and creative varied for each wave.

Telemarketing (list creation)

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http://www.smartinsights.com/analytics-conversion-optimisation-alerts/qr-codes-location-demographic-statistics/

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Is Blippar relevant?

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Tactic 4: Contact strategies

Key questions: Q. Is our layered segmentation effective? Q. Have we optimised our triggered

emails? Q. How do we grow value?

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Relevance!

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Common Email targeting options

Targeting approaches Method

1. Classic profile-based demographic segmentation

Target customer groupings according to their characteristics & motivations

2. Customer value Assess customers by current and future value potential

3. Web design personas Target 2-10 typical customer journeys

4. Customer lifecycle Target messages according to length of time using online services

5. Purchase and response behaviour

Use “sense and respond” behavioual targeting based on RFM

6. Channel preference Communicate with customer in their preferred media (and according to value)

7. Tone and style preference Communicate with customers according to their tastes inferred from demographics or behaviour.

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Tip – create a layered segmentationAn example from eBay

Static

Recent

Beh

avio

ura

l D

eri

ved

D

em

og

rap

hic

Gender, Geography

Consumer/Business

Transactional Value Segmentation

Propensity Models

Kids

Last purchase

Tech Fashion Cars & Parts

Last category

KeywordKeyword personas

Category clusters

Recent Activity

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Do you send out emails based on the following triggers?

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Integrating SMS into email campaigns

Confused.com is the UK’s comparison site of choice for car, home, travel, life, and more.

Keeps its customers up-to-date with guides, tips and information and renewal advice

To extend email’s impact they followed it with an SMS using our platform to send both email and SMS messages.

Contains two custom published fields: first name and the lowest

price offer for insurance.

Confused.com Renewal Reminder

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Tactic 5: social-email

Key questions: Q. Are social sharing links and social

content effective? Q. Do you cross-promote social channel

OVPs? Q. Do you have a plan for social sign-on /

email integration?

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Social email marketing is much more than SWYN…

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Integrating social into Enews

Source: http://www.retailemailblog.com/2011/09/am-inbox-pulling-social-content-into.html

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Tactic 6: Email optimisation

Key questions: Q. How advanced is our incentive

optimisation? Q. How structured is our creative

optimisation? Q. Mobile optimisation?

36 © e-Dialog Inc. All Rights Reserved.

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Offer optimisation

Summary A simple, generic (branded-only)

retargeting email achieved a 10 percent uplift in online conversions

A bespoke retargeting email that offered a 5% discount via a time-limited promotional code of 72 hours, more than doubled this conversion rate

A bespoke retargeting email with the same discount, but this time with a time-limited code of 48 hours quadrupled the original conversion rate

http://www.smartinsights.com/email-marketing-ecrm-alerts/email-remarketing-an-example-of-how-to-test/

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Creative optimisation

Test version A

Send Volume: 10,000

Sample criteria: Random

Click through rate: 6.1%

Test version B

Send Volume: 10,000

Sample criteria: Random

Click through rate: 4.5%

Main Broadcast

Send Volume: 180,000

Click through rate: 5.8%

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Let’s Connect! Questions & discussion welcome

Download: SmartInsights.com/tfma2012

Blogwww.smartinsights.com/blog

Feedswww.feedburner.com/smartinsights

Email Newsletterwww.smartinsights.com

uk.linkedin.com/in/davechaffey

www.facebook.com/davechaffey

www.twitter.com/DaveChaffey

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and saving money

Simon Biltcliffe - Webmart Ltd

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Improving Customer Communication with the Power of the PURL

John Noble - Pro-Active

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How to Build a Payment System That Supports and Enhances Your Response

Channels

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Go Get Growth! How to power your business expansion with international

marketing that worksShane Redding - Cyance

Go Get Growth!

How to power your business expansion with international marketing that works

Shane Redding

What I shall cover

• What are the key trends in international b2b marketing today?

• Planning and executing successful b2b campaigns• A case study showing how leading US IT company,

Kensington used integrated marketing to grow across Europe

• Top tips on how to find and exploit overseas markets using tried and tested DM techniques

Key trends

• International marketing more important than ever before as companies seek growth outside their flat or declining home markets

• Digital Marketing is making it easier (and more difficult!) than ever before

• “glocalisation” is tried and tested with central marcoms departments controlling strategy, brand, campaign planning and even execution, but content, target audience and media are locally customised

Key trends

• International marketing more important than ever before as companies seek growth outside their flat or declining home markets

Planning and executing campaigns

• Allow enough time – from initial research to planning and then allow even more time for your campaigns

• Analyse your data - Do you already have international customers that you didn’t know about? Use your database and website analytics

• Test small – and avoid expensive mistakes (markets, price, product, media)

• Talk to people who have been there, done it and got the T shirt!

Top Tips for International Success

• Understand the media your target market responds to• Integrate online and offline for best success

Vistaprint an online print and marketing company used PAR to developing its direct mail campaign. “The target group of new and small firms can be difficult to access via email broadcasting. Marketers can assume that everyone is sitting at a computer all day like them, but taxi drivers and hairdressers don’t do that. Also, small businesses generally are so short of time that you soon get filtered out.”

Quality counts

• Use specialist suppliers with expertise in international data management, mail fulfilment and distribution

Market Research is key

• Don’t skimp on investing in market research. It will pay back dividends in the longer term, by ensuring you don’t make costly mistakes

• Don’t underestimate the importance of taking account of local culture in your marketing communications

• Always use local in country native speakers for all language work

IT Channel Marketing Case Study

The Company and the Challenge

Physical laptop security

People don’t think beyond

Encryption

High sales targets

of 30,000 units across Europe

No idea who was going

to buy them!

Unknown brand

Research the markets

Found that global laptop loss was dramatically increasing not only damaging brands, destroying share value but huge compliance risk as well as impact on bottom line

Now we understood the NEED and the pain so we could get the messaging right

But we also found that we needed to target the boardroom not just the IT buyer

The First Step?

Cyance 360 developed and delivered a highly successful, multi-channel market awareness and lead generation campaign across UK, France, Germany and Benelux.

We used email, social media, web & telemarketing channels to raise awareness, increase demand, generate & nurture leads on behalf of all channel partners across Europe.

We created all campaign content and delivered multi-channel lead nurturing campaigns, exceeding year 1 targets by month 4

The Answer

Lead Generation ProcessLocalized for each Geo

1. Set target customers

• Gain partner Insight, find out how they want to engage and tailor campaigns , support & communication

2. Build tailored offerings

• Use insight to build tailored campaigns and channel resources. Offer high value incentives to the channel

3. Build a channel marketing hub

• Build a multi-channel marketing hub for each partner with centralised shared services, with full analytics to measure ROI

We created original, premium content that positions Kensington as a thought leader and given the brand a voice to reach the hard-to-reach CxO audience

Email, blog, social and web assets all contain strong CtA’s. The design optimized to attract traffic, capture behaviour and nurture via every stage of the buying process.

Nurturing in line with buying stage

Not aware of risk/impact

Not aware of risk/impact/value Assessing value vs.solutions Benchmarking or Purchasing

Key Learning's

• Email marketing is the biggest contributor in terms of volume and has the best conversion rate

• Over the last six months, Organic Search contributed 16% of leads

• Direct Traffic and Referrals remain relatively low • Social Media is generating a 60% increase in web traffic

and increasing reach/awareness into the C suite• We are improving lead quality by scoring and nurturing

marketing leads and working with Sales to ensure they get sales ready leads

• The result over 9 months have generated in excess of £2,677,000 lead value

Where to go for more help and advice

• Email me shane.redding@cyance.com• Download these slides from www.cyance.com• Talk to international exhibitors here today• Read DMI and join the Global Marketing

Alliance!

The GMA (Global Marking Alliance)• Is the top-level online business community for international

marketers • Includes quality content – relevant news and expert views –

powered by DMI • Connects brands and buyers with providers and suppliers • Is a unique resource, linking like-minded executives on a global

scale • Hosts ‘eve-of-show’ networking events and show hall ‘lounge zones’

(Stand F70 here today)

Sponsored by: Organised by:

DM Meets Online and Digital - integration for maximum impact

Phil Woodford - CIM

DM MEETS ONLINE AND DIGITAL - Integration for maximum impact 

Many people believe that digital communication is

replacing ‘traditional’ media.

In many respects, direct marketing was born before its time.

We have too many silos in the world of marketing.

Business problems don’t fit into neat categories.

Neither should our solutions.

It’s rare for one medium, technique or channel to work in isolation.

Today, when we employ ‘traditional’ direct marketing techniques, an obvious objective is to drive traffic to the web.

Success is driven by intelligent use of data and innovative creative.

The TIME test

• Timely• Informed• Memorable• Engaging

It’s only now that we are beginning to

glimpse the full potential of direct marketing.

http://www.the25.be/

Thank you www.cim.co.uk/training

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All training materials provided by CIM Learning and Development remain the intellectual property of The Chartered Institute of Marketing and its partners, who assert their right to worldwide copyright unless specifically agreed otherwise in writing.

© The Chartered Institute of Marketing 2012.