10 Email Marketing Trends for 2015

Friday 29th May 2015 10.00 BST

Dr Dave Chaffey, Founder, Smart Insights

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@davechaffey

@kathpay

@cloudiqapps

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We’ll be having a Q&A after Dave has finished presenting….

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• cloud.IQ Marketing Director

• International speaker and trainer for

Econsultancy and previously Institute of

Direct and Digital Marketing (IDM)

• 15+ years experience in email marketing

• Worked with and trained brands including

Paul Smith, M&S, Schuh and many more.

Your host

Kath Paykath.pay@cloud-iq.com@KathPay

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About Dave ChaffeyAbout Dave Chaffey

• Consultant and trainer in Digital

Marketing since 1997

• Author of 5 bestselling marketing

books

• Editor and CEO at SmartInsights.com

a publisher offering actionable

planning templates guides and

courses to 100,000 members in over

80 countries

Get the Email Trends download:

http://bit.ly/smarteremails

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How to take your email to the next level: http://bit.ly/smarteremails

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A big thank you to our contributors whose advice is featured in this webinar

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Email Marketing Rocks!

Source: Custora Pulse

Customer Acquisition by email has

quadrupled over the last four years.

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ONE.

EMAILDESIGN

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Mobile First!

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…Mobile first?

Source: Litmus Dec 2014

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Make your first 3 CTAs count!

Source: Litmus Dec 2014

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You may not need to spend a fortune –see Envato examples

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Video can work!“By using media queries you need to

ensure that you offer a video-animated gif or static gif if the email client isn’t HTML5 video enabled. For

example, this email received 1.25 million views with 38.9% of the

audience receiving full video with audio in the email whilst 45.6% receiving an animated .GIF or animated .PNG silent video”.

Source: Liveclicker

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TWO.

TARGETINGAND

PERSONALISATION

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Email 'Type' Customer Lifecycle Segmentation

Prospects Nursery Development Lapsing Lapsed

Lifecycle P2C programme Nursery programme Spot the winners Prevent Lapsing programme Lapsed programme

Behavioural Triggered by customer behaviour: ABBA, BnB, Accessories etc (max.1 email per week for each programme)

Newsletter Sent wk. 1 each month to all contacts with personalised content

Feature Email Sent wk. 2 each month to all contacts

Offers and Deals Sent wk. 3 each month to all contacts

NPI Sent wk. 4 each month to all contacts

Touch strategy - Example Monthly Planning Framework

Source: Harriet Mitchell Smart Insights 2014 Digital Impact conference

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The RS NewsletterHero banner

Customised content: (Customer Profile)

• EDE (Electronic Design Engineers)• Non-EDE (Electronic Design Engineers)• Promo Excluded (Key and Corporates)

CLC Module

Customised content: (Customer Lifecycle)

• Nursery• Development• Acquisition

BEH Module

Customised content: (Behavioural data)

• Abandoned Baskets• Browsed Not Bought• Propensity to Buy (A recommendations model)• Top Sellers

Local Module

Product modules can vary in number and format. Maximum of 8 modules per email.

Product Modules

Optional modules for any local activity/information.

Source: Harriet Mitchell Smart Insights 2014 Digital Impact conference

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THREE.

GrowingYour List

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Pop-ups work (unfortunately)

Source: Kath Pay on Smart Insights

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Maximising options to grow your list

Lucky Voice / Tim Watson ZettasphereCase study

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FOUR.

MULTICHANNELINTEGRATION

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Email 1: 45% Open8.4% CTR

Email 2: 38% Open 3.5% CTR

Intent follow-up – click on Category

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Using SMS to encourage subscriptions

Tim Watson

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Dedicatedintegration

for Social

Media?

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Add social data to increase relevance

Source: Latest data - Smart Insights

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Example Birthday email + Social Data

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Which content gets shared?

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Take your email to the next level! http://bit.ly/smarteremails

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Thanks for listeningQuestions & discussion welcome here or in our forum on SmartInsights.com

Free, Basic member tools– Managing Digital Marketing 2014 report

– Managing Customer Experiences 2014 report

– Sample planning templates

– Planning infographicswww.smartinsights.com/membership

Premium, Expert member learning

– 7 Step Guides to all digital marketing

– DIY Planning and optimisation templates in Word, Excel and Powerpoint

– www.smartinsights.com/membership/expert-member-reasons

– Personal Discount! DAVESAVE20

uk.linkedin.com/in/davechaffey

www.facebook.com/davechaffey

www.twitter.com/DaveChaffey

https://plus.google.com/+DaveChaffeyUK/

Email trends 2015 available from :

Download: http://bit.ly/smarteremails

All summit webinar recordings will be

available for download at

cloud-iq.com/summit

Thanks!

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