Hidra Amnur, SE, M.Kom

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E-mail Marketing Masterclass

Hidra Amnur, SE, M.Kom

Su m be r : D a ve Ch a ffe y

w w w .da ve ch a ffe y.com

E-mail marketing is getting tougher!

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Sign- up for m y E- m ar ket ing Essent ials br iefing at w ww.dav echaffey.com 3

But email still works! How are you doing?

Sour ce: UK DMA Benchm arks, Published Aug 2007

Your biggest challenge?

1.

Getting Emails delivered (deliverability)

2.

Inbox cut-through (open rates)

3.

Creative effectiveness (clickthrough rates)

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Sign- up for m y E- m ar ket ing Essent ials br iefing at w ww.dav echaffey.com 5 Agenda - the biggest mistakes in Email Marketing

Not

1. Setting list quality targets and segment tracking 2. Taking deliverability seriously enough

3. Insufficient care over From and Subject line

4. Refining email template design

5. Having an effective email masthead / lead copy 6. Having a well-defined contact/targeting strategy

► Poor welcome strategy, use of event triggers

► Reactivation strategy, unsubscribe follow-up

7. Using reminders sufficiently – integrate through time

► Integration with direct mails.

8. Getting the balance of value & interactivity right.

9. Getting the timing or frequency right

10. Setting the right tone with copywriting

D ow n loa d pr e se n t a t ion : w w w .da ve ch a ffe y.com / pr e se n t a t ion s

An e-marketing “guru”! www.davechaffey.com

Recognised by the CIM in 2004 as one of 50 people who have ‘shaped the future of marketing’ and by DTI in 2005 as a key contributor to the development of UK E-commerce in the last 10 years

Author of 6 best-selling business books

►Internet Marketing

►E-business and e-commerce Mgt

►Total E-mail Marketing

E-marketing trainer and consultant

Clients include 3M, BP, CIPD, Euroffice, HSBC, IDM, Intel, Siebel and Tektronix.

Analyst at www.e-consultancy.com. E-marketing consultant at www.cScape.com.

Visiting lecturer at leading UK business schools

►Cranfield School of Management

►Leeds University Business School

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Q1. How serious are you (and your

others in your organisation) about

List Quality?

Q1. How serious are you about list quality?

►

The biggest mistake:

►Not enough focus on reviewing and improving list quality

►

Questions to ask?

► How do we measure list quality?

►Value : report per 1000 emails

►Engagement / responsiveness / activity levels ►How do we assess responsiveness of different

segments:

►Time on list – 0-1 month, 1-3 months, 3-6 months, etc

►Demographics – what % click and response by segment

►Average time since last click, sale, by type etc.

►How do we follow-up on bounces – addresses no

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Some list quality targets

►

Volume:

►Subscriber number / unsubscribes and % change

►Coverage (% of database)

►

Quality of…

► Permission (to different communications %)

► Profile (level 1 to 3)

► Deliverability (% bounces)

► Response activity (% opens / clicks across year)

►May want to breakdown by segment

►Add to database to profile, e.g. last response date, activity level

► Value delivered

(Revenue/Cost/Profitability per list member)

►May want to breakdown by segment

What is your list engagement?

►

Engagement Index (EI) = (D x V x CTR x 100).

►

Email engagement Index, 0-3 months = 11

►Delivery rate = 90%

►Views = 35%

►Clickthroughs = 36%

►

Email engagement Index, 9-12 months = 4

►Delivery rate = 73%

►Views = 31%

►Clickthroughs = 18%

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Measuring list activity – email engagement

Tip. Measure the overall health of your list through activity / inactivity levels

Asks questions to determine customer “types” beyond demographics

Source: Forrester

Tip. Welcome strategy should initiate conversation about customer needs

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Wells Fargo times emails to match customer

purchase processes

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What should we track to assess list & email

marketing quality?

Tip. Track responses by segment

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Q2. Is your deliverability well

managed?

w w w .dm a.org.uk

The two main deliverability factors

► Content:

►Limit use of spam keyphrases

►Test against tools at www.davechaffey.com/email-tools

► Reputation:

►Educate users about how to add to safe senders list

(whitelist)

►Remove bounces from list

►Respond to complaintsto reduce blacklisting

►Review user-generated blacklists, e.g. AOL, Cloudmark

►Review authentication and accreditationoptions: ►Microsoft Sender ID / SPF , Yahoo! DomainKeys,

Bonded Sender, Habeas, GoodMail

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Keep subject lines brief

(35 characters or fewer)

Recommendation –

Test alternate subject lines

Subject line 1: “Autumn offers start today - £20 cash-back” Open rate 23.4%

Subject line 2: “£20 cash-back this week only” Open rate 36.8%

Subject line 1: “Travel is fun, not a high street trek” Open rate 39%

Subject line 2: “A click away from all your foreign currency” Open rate 34%

Source: HSBC

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Q4. Are your Email templates effective?

Q. Do I have the best templates to gain

response & support other objectives?

►

Do you have templates:

►For different marketing activities?

►That are scannable and skimmable?

►Structured around key outcomes required?

►That support your brand– explain your proposition? ►With pods or blocks for tailoring content? That

prioritise offers?

►With full range of relevant standard features?

►Prompts to add to whitelist, view in browser ►Table of contents

►Search and category browse on site ►Update profile

►Printing

►Forward to a friend

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Scanning, Skimming and multi-column

formats

through quickly or superficially”

Scanning is helped by t int ed panels ( HTML background)

Apply t h e “t e st of 2 s”

h What st ands out in 2 se conds

h What st ands out , 2 m e t r e s from screen

Using Eyetracking research

to improve Email marketing

1. Heading and subhead copy critical

• First 2-3 words most important

• Make hyperlinked

2. Large fonts work well 3. Images often missed

• Use text link calls-to-action

4. Readers scan down the left of an E-mail

5. First part of para important

• F shape eyetrack

6. Email intros skipped

• Use to personalise and engage e.g. with hyperlinks

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HP E-newsletter ticks the boxes

Be for e Aft e r

Aim s:

h Use le ft colu m n

h D isr u pt sym m e t r y

h Use sca n n a ble h e a dlin e s

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Templates that work in the inbox –

beware image blocking

Q. Is your email clear within the preview pane?

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The power of headlines

► What is a headline for? ► Should add to subject line

► Should connect to lead para or offer

► Should encourage immediate impulsive click

► Powerful headlines:

► Include a direct or indirect benefit

► Ask a question

► Provocative statement

► Offer to teach

► Give news

► Some more headline ideas ► Appeal to personal self-interest

► Get right sort of attention

► Add news

► Offer to teach

► Ask a provocative question

► Use ‘Quotes’

An effective masthead

Thin branded in preview pane Det ail of offer

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Q6. How refined is your automated

communications strategy?

Communications strategy

“Right Touching” is:

A Multi-channel Communications Strategy

Customised for

Individuals

Which…

Delivers the

Right Value Proposition

Accompanied by the

Right Message

With the

Right Tone

At the

Right Time

With the

Righ

t

Frequency

and

Interval

Using the

Right Media

/

Communications channels

To achieve…

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How well are you using ‘Sense & Respond’

marketing

Source, adapt ed from :

Examples of Welcome strategy emails

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Email Campaigns that Build…

W e lcom e Em a il

Tim e -lim it e d

offe r

Offe r Ex t e n sion

Case study – Audible.co.uk

Acquisition

Retention

Conversion

5%

Ï

in acquisit ionsin acquisit ions _{40% bet t er wit h M/ F}_{40% bet t er wit h M/ F}5% 5% ÏÏin revenue; in revenue;

split

Email sales

Ï

25%25%

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Audible.co.uk Campaign targeting matrix

Acquisition Email

►

Sent to new leads, daily

►

Two test offers –

’30-day Free Trial’, ‘£6.99

per month’

►

Targeted by gender

►

Limited to first send

only

►

High open rates

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Retention – dynamic container

► Sent to members and

customers, weekly

► Targeted by customer status ► A la Carte vs

AudibleListener

► Repeat sending to opening, non-purchasers

► 25% more conversions than single send

Conversion – reactivation - dynamic

► Sent to dormants, at ‘end of life cycle’

► A/B tested against other generous offers

► Best performing offer sent to bulk

► Repeat sending to opening, non-purchasers

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Example New account welcome: Email

No. 1

Welcomes customers to their new account

Product information welcomes

customers to their new account

Encourages customers to activate their Portfolio Management credit card

Encourages customers to activate their Portfolio Management check card

Example Account usage: Email No. 2

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Cross-sell message: online banking

Cross-sell message: Bill pay and online statements

Example Cross-sell: Email No. 3

Up-sell message: Personal loan and lines of credit

Up-sell message: Home equity loan or line of credit with your mortgage

Example Up-sell: Email No. 4

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Q7. Are you using reminders

effectively?

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%

Q3. How often do you use reminder Emails based on previous response?

Source: E-consultancy Masterclass 2005 - BCA

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Response increases by 40%

for campaign

Re-mailing with urgency

Source: E-consultancy Masterclass 2005 - BCA

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

Combining with offline communications

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Q8. Are you getting the balance of

value right?

Delivering value in an E-newsletter

►

B2B

► Make my work easier

► Help me develop

► Make me look good

► Give me a great deal

►

B2C

► Make my life easier ► Help me learn / have fun

► Make me look good

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Is the Sell/Inform balance right? How interactive is

your e-newsletter?

Measuring customer value

Customer

One time shoppers with low potential

Average customers Good customers Very good customers

15 % 15 %

60 % 10 %

Indicators for customer quality Indicators for customer potential

♦Order value per received catalogue ♦Order value per season

♦Gross margin in % of net sales

♦Returns in % of order value

♦Last date of purchase ♦Number of active seasons ♦Channel usage score

♦Number of different product categories

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Q9. Are you sending emails

at the right time?

Source: eROI

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Measure Friday Saturday Sunday Monday

Open %

Email pushed to 35,000 prospects on a Friday at 3pm:

► Total opens 40.1% / Clicks 8.3%/ Clicks from opens 0.8%

► 88% of total opens occurred Fri-Sun

► 94% of clicks occurred Fri-Sun

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Q10. Is the copy effective?

Is your copy chunked?

Chunking

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Is your copy conversational?

Dear <name>

You already know how easy it is to get instant online insurance cover from Norwich Union. But did you know that Norwich Unioncan also offer you online access to low-cost life-cover. For example, £100,000 would cost you as little as 20p* per day. Cover or an instant quote are available now at

www.norwichunion.comfor the

amounts of cover you require.

Apply now Button.

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Is your copy convincing?

►Connect

styles and

tones for

girls and

boys

segments

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Final Question - How can I build in more

testing to my campaigns?

Twelve testing ideas

1. Testing copyin e-mail headers – different subject lines and from addresses.

2. Different offers– does 10% discount or £50 off work best – it is usually the latter. Are secondary offers useful in elevating the overall response?

3. Timingof broadcast on different days of the week, times of day

4. Text vs HTML, Embedded versus linked images

5. Tone of voice in copy / personality of e-mail.

6. Long vs short copy

7. Calls-to-action(number and location of links)

8. Personalisationfor targetingand dynamic messaging

9. Integrationwith other media (e.g. e-mail teaser before DM or response mechanism after DM).

10. Which newsletter or solus e-mail templateis most effective?

11. Which frequency intervalfor a newsletter maximises revenue (while avoiding perceptions of SPAM)

12. Touch strategy for event triggered e-mail – which sequence of offers and intervals between them work best?

Discussion and Q & A

►

Format:

►

Split into groups to discuss agreed topics

►

Possible topics

►Using email for acquisition

►Retention communications strategy,

►Creative effectiveness tips

►Testing

►Deliverability, etc.

►

Report back at 12:00 with:

► Best practice recommendations and examples of

approaches

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1. Retention / ongoing engagement

►

Best practice:

►Relevance is all

►Use customer profile, e.g. Asda use 9

different profiles - personas

►Order and quote confirmation are most

important for setting future engagement

►Use dynamic content or landing pages within

emails, e.g Moonpig use dynamic content to

avoid too many messages in separate email

►Combine online and offline response data –

use cust channel prefs

2. Testing

►

If testing different formats – don’t cut-off time

frames – may be longer impact

►

Don’t ignore negative – understand

why

format different work

-►

Don’t ignore wastage – damaging brand

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3. Acquisition

►

Cold list poor cf customer / partner data for

cross-sell

►

Test direct sales pull against info offers

►

MGM / forwarding works well

4. Creative

►

Consider usability testing for insights

►

Account summary for email

►

Have regular feature e.g. competitions at base of

e-newsletters

►

Make design look scrollable to flow continuously –

not separate blocks

►

Usage of humour – for different offers – different

times

►

Be selective with main offer, e.g. podcasts

►

To cut down on copy, reduce image

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Thank you!

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