April 2017 Colin Lewis Agenda Brainwashing: why email is still the - - PowerPoint PPT Presentation

Email Marketing

April 2017

Colin Lewis

1.

Brainwashing: why email is still the number 1 choice!

2.

Creating your email strategy: the nuts and bolts

3.

Subscriber Experience

4.

Tools: software and email clients

5.

Privacy

6.

Advanced Strategies

7.

Case Study NOTE: Ask lots of questions…..

Agenda

Who uses Email marketing?

Haven’t you heard? Email is dead.

Dead a long time?

Dead?

Benefits

Customer Decision Funnel

Awareness Familiarity (Brand Perception / Knowledge) In-market / Active Evaluation Purchase Loyalty / Advocacy

What is your brand's need at each stage?

Awareness Familiarity In-market Purchase Loyalty / Advocacy

Reach & Impact Engagement, Freq & Education Service + Web experience Reward & communicate Conversion: sales through offers

Reach / Impact

Engagement, Freq & Education Direct Response: Sales Service Web experience Reward & communicate CRM – Email & Social Retargeting Niche sites PPC SEO Content, Advertorials, Video, Radio Social Media, Content Digital Display e.g. You Tube Pre-Roll User-Journey & Pricing Objectives Media Type

What works at each stage?

Awareness In-market Purchase Loyalty / Advocacy Familiarity

• Immediate
• Measurable
• Cost effective
• Timely
• Targeted
• Relevant
• Reach

Benefits of Email

“Email newsletters are probably the single highest ROI action to improve your Internet presence.”

• Source: Jakob

Nielsen, 2014

Benefits of Email

The B2B Difference

B2B: Nobody ever bought an airplane after reading an email.

• B2C: tone is designed to grab attention – a CTA
• “Don’t miss this fantastic sale!
• Short / visually stimulating / entertainment
• B2B: information-centric B2B email
• understand reasoning behind a purchasing
• Tone - developing and fostering a relationship
• Providing a trusted solution for resolving pain points
• Delivered in a way that the recipient sees the value in

each and every email.

Difference with B2C

• Long buying cycles => Multiple emails spread over time
• Don’t sell the product => Informed about options, read helpful
• r engaging content, or see references in the form of cases.
• Well-thought-through, event-driven email marketing geared

toward lead nurturing

• Dear CEO ?? => Carefully select title: a CFO is different to a

technical director or marketing => Segment by customer size

• Call to Action: ‘more info” NOT “try me now” or “buy now.”

B2B: Telling not selling

Creating your email strategy

Send timely, targeted emails with a relevant message to people that have asked for them.

Ideal!

• 1. Driving sales
• 2. Generate leads
• 3. Nurturing leads
• 4. Enhancing the brand
• 5. Reduce acquisition cost
• 6. Improve conversion rates
• 7. Increase retention
• 8. Strengthening Thought Leadership

What is your goal?

1. Acquisition/opt-in emails 2. Welcome campaigns 3. Informational/content-led emails 4. Sales/promotional emails 5. Retention campaigns 6. Win-back campaigns

Categorise your emails

• 1. High delivery rate
• 2. High click-through-rate (CTR_
• 3. Low spam complaints
• 4. High open rates
• 5. Low unsubscribe rates
• 6. Increased shares, forwards, web site visits

Email success indicators

Creating your email strategy Develop a list

Develop a list?

AND…..Getting email addresses!

Trade shows Walk-ins In-bound phone calls Social networking Blog Search engines Website Social events Speaking engagements Employee referrals Networking events

Sources

How?

Enable users to easily find the “Join My Mailing List” link on every page

Only ask for data that you need Ask for email address twice on forms

Events - networking Include email sign up link in employees’ email signatures

Opt in with transaction – ‘download our whitepaper’

A simple rule

Buy a list? Never buy. Always organic

Social Proof

Good examles: http://unbounce.com/landing-page-templates/

Twitter

Facebook

Launch pages

• A clear value proposition that interests people. = > What problem do you solve?
• Why should people care?
• A notification form, with a bright call-to-action button.

Full page sign-up: appsumo.com

Good for scrollers. Great copy that convinces you. Clear call to action.

Pop-ups 1

Not intrusive Great copy that convinces you. Clear call to action.

Pop-ups 2

Comes up when you leave. Great copy that convinces you. Clear call to action. Let you know how often.

Pop-ups 3 – the best

Clear understanding of benefit – what you get! 3- sets of value offered for signing up ‘Toolkit’ offered as welll. Great CTA

• People are busy and distracted. The last thing they want

to do is spend time filling out forms.

• Stripped down a form to a minimum. Email only?
• Your subscribers expect you to be relevant.
• As inboxes become more crowded, subscribers expect

messages tailored to them—not mass mailings. provided to you.

• Ask a couple of additional questions and send relevant

emails instead of blasting your whole list as though they’re a homogeneous group.

Forms -> ideal

Newsletter

• Content delivered on regular

schedule

• Depth of content
• More than one action
• Scannable
• Encourages multiple clicks
• Embed multimedia

‘Blast’ or ‘Shot’

• Drives

specific actions

• Timely
• Immediate
• Measureable

• Consolidate messaging
• Declutter inbox
• Target with message
• Send when relevant

Combine the two???

ESP

Advanced analytics, automation and personalisation and features Fewer than 2,000 subscribers, you can send up to 12,000 emails per month absolutely free. Upgrades prices are based on amount of subscribers.

First Step: Choose an ESP

• Comprehensive multi-channel marketing tool.
• Build a single view of their customers, and deliver

personalised email content on every channel and every devic Starts at as little as $15/month. Some automation - free coaching and online education programs to help customer take advantage of their platform.

• Pardot — This full-service marketing

platform allows for automation, personalization and A/B testing among a host of other applications. Packages range from $1,000/month to $3,000/month.

• HubSpot — Email marketing is just a small

sliver of this full-service marketing

• platform. Email applications include: lead

generation tools, personalization and automation, integrated analytics, content management, etc. Packages range from $200/month to $2,400/month.

Bigger platforms

The subscriber experience “The flow in which someone digests your email before converting.”

Email is experienced in stages

The Inbox

The Email Website / Landing Page

Open Click

User Action: Conversion

From Name Subject Line Preheader Open Rates Content / Full Message Action: Tap/Click

6 Actual Steps

Fr From Name

• Recognisable, trustworthy

and relevant?

• Do I have a relationship with

this brand?

Inbox Goal – get them to open

Inbox Goal: Get them to open - >Subject line

Subject Line

Get them to open - >Pre-Headers

Good pre- header text boosts click through rate by 30% Preheader

• Straightforward beats clever
• If its an offer, make it very clear and up front
• Shorter is really better
• ‘Free’ is ok
• Articulate the value behind the click – useful and specific
• You have TWO Seconds to get their attention

Subject line thoughts

What do you think?

Fr From Name Preheader eader

Subje ject ct Line

Characters

FROM NAME

• 25 Characters
• 25% of inbox

SUBJECT LINE

• 35 Characters
• 25% of inbox

PREHEADER

• 85 characters
• 50% of inbox

Op Open en Ra Rates es

• Dependent on lots of variables
• Time of day, day of week (Sat?)
• Subject line
• Quality of offer
• Device
• Frame of mind and expectation
• Industry average
• One factor to experiment with is

the subject line

Open Rates : % who open

Pre-Headers

Good pre-header text boosts click through rate by 30%

Characters

FROM NAME

• 25 Characters
• 25% of inbox

SUBJECT LINE

• 35 Characters
• 25% of inbox

PREHEADER

• 85 characters
• 50% of inbox

Op Open en Ra Rates es

• Dependent on lots of variables
• Time of day, day of week (Sat?)
• Subject line
• Quality of offer
• Device
• Frame of mind and expectation
• Industry average
• One factor to experiment with is

the subject line

Open Rates : % who open

• Customer

tomer propos

• siti

ition

• n – specifying the product to appear in terms
• f appropriate pricing and messaging, e.g. ‘deal’ of the week
• Content

tent creatio tion and choice ice – sourcing the information to define appropriate pricing and messaging, the copy and images

• Subhead

ead(s) (s)

• Copy points
• Call to action
• Graphics/images
• Mercha

chandi ndising ing – product presentation –the images used to sell

Content: skill and roles

Content ent / Full l Message age

Acti tion: n: Tap/Click Click

Content (not eCommerce site)

• Written
• Audio
• Visual

Ide deas If your site is not eCommerce or similar with a CTA Top 10 ▪ how to ▪ analysis ▪ check list ▪ round ups ▪ Q&A ▪ links ▪ fact boxes ▪ reviews ▪ takeaways ▪ case study ▪ summary ▪ white paper ▪ what I found this week

• Make it scannable
• Be clear and concise
• Test Buttons v Text
• Active Language
• Videos CTR 2x
• Include contact

information, social

• Sharing buttons, and

unsubscribe links

Content - Message

NO NO

• Click Here
• Big Announcement!
• You Don’t Want to Miss This!
• New Items

YES

• Donate Now
• Sign Up for Our Webinar
• Start Your Free Trial Now
• We Have New Shoes

Which works best?

Percentage and Scarcity

What about 20% off? What about €10 off? What about €100 off?

Acti tion: n: Tap/Click Click

Action: Tap or Click

Acti tion: n: Tap/Click Click

Get the Tap or Click to Conversion

Acti tion: n: Tap/Click Click

Get the Tap or Click to Conversion

• Can’t send too much???
• More frequent = less content
• Consistency for regular mailings
• Once a week, Saturday mornings, etc
• Test. Each list will be different
• Weekends do work, Saturday is the

worst. Frequency and timing.

Device Strategy

How does your email appear on different clients?

How does it look on mobile??

A new paradigm

• Body Copy 16px+
• Headlines: 22px+
• Buttons: 44px by

44px

• Space 10px
• Tappable touch

points

Bigger really is better

• Touchstone

uchstone : subject line analyser

• Litm

tmus Scope:

• pe: view desktop, mobile or text-only versions of emails within

your browser

• VWO A/B split test duration calculator: With a split test and you know how

much improvement you want to see, this tool will tell you how long to run the test in order to get a significant result.

• Lyris ContentChecker: submit your email copy and subject line and then

gives you a spam score, which tells you whether your email is likely to end up in recipients’ junk folders or not.

• https://econsultancy.com/blog/66803-16-genuinely-useful-email-marketing-tools

Cool Email Tools

Advanced strategies

Dynamic

Personalisation Segmentation Onboarding Automation

Dynamic Real-Time: changes when/where opened

In-Email Payments

Tell customer what to expect Reward them instantly (with coupon or promotion without expiration) Lead them back to the website with relevant links to their interests Personali sonalise se your message ge and encourage rage outreac reach

Send Welcome Emails

In initial request, only request “must-have” information like name, interest and geography (if serving multiple). Collect “need-to-have” information in welcome email or follow-up communications or surveys (i.e. more detailed interests, additional personal or demographic information). Gather “nice-to-have” information through welcome emails.

3 Tips for Personalisation: progressive profiling

• Market Segment
• Behaviour
• Demographics
• Geography
• Sales Cycle Stage

12 Bases Tips for Segmentation

• Job Role/Title/Position
• Size of Business
• Source of Acquired Data
• By Device
• By Email Platform

‘Onboarding’ email 1

‘Onboarding’ email 2 – T+3

‘Onboarding’ email 3 – T+7

Segmentation and Data

Individual attributes: Data specific to an individual Group attributes: Data specific to a group Why? Better Targetting => Better ROI How? ?

• Gender
• Geography
• Activity (purchases)
• Geography
• Self-segmentation

Martech

Marketing Technology 25 years ago

Life used to be simple. A ‘Marketing Department’ for Marketing.

An IT department for Information & Technology.

Marketing Technology Landscape

Testing only!

Search only

Marketing Automation

2016 Marketing Technology landscape

What is Marketing Automation?

Marketing automation is the actual software technologies designed for marketing departments to more effectively market on multiple channels online (email, social media, websites, etc.)

96

97

Common Features of Marketing Automation

OUTPUTS INPUTS

PROCESSING

Single customer view database

You run this from your PC

Example: how it works

Privacy

• Opt In: Soft opt in (Tick/Untick)
• Opt out:
• Individual Opt – In
• Business Opt – Out

Email footers

• 'business letters‘ & 'order forms’ / Full company name, with "limited“
• Place of registration / Registered number / Address of registered office

With the list

• A visible and operable unsubscribe mechanism must present in all emails.
• Consumer opt-out requests are honoured within 10 days - suggest on the spot
• Keep opt-out lists and suppress against these for all future sends.
• Click Unsubscribe: Make sure unsubscribe happens through a single click. If it doesn’t

happen just in one click, chances are they mark you as a spam.

Compliance

Except ption ion to to Opt-in in

• Collected “in the course of a sale or

negotiations for a sale” AND

• Only messages relating to “similar products

and services” sent AND

• When collected, recipient given chance to
• pt out

The General Data Protection Regulation (GDPR) sets out the principles for how the personal data of staff, clients and suppliers is handled. The GDPR is a legal framework that sets guidelines for the collection and processing

• f personal information of individuals within the European Union (EU), and takes

effect on 25 May, 2018.

GPDR

Must read follow-up

• How-To Guide to Responsive Email Design
• https://litmus.com/blog/the-how-to-guide-to-responsive-email-design-

infographic?

• How to Write the Perfect Subject Line [Infographic]
• https://litmus.com/blog/how-to-write-the-perfect-subject-line-infographic
• Unsubscribe Best Practices

http://www.emailmonks.com/blog/email-marketing/unsubscribe-me-please- making-it-easy-with-5-best-practices/

• Managing and keep unsubscribe
• https://econsultancy.com/blog/64584-managing-email-unsubscribes-best-

practice-tips#i.uxbbzl7fpfssuh

• Email Receipts: http://blog.getvero.com/growth-hacking-with-email-receipts/
• Onboarding: https://econsultancy.com/blog/66125-how-grocery-retailers-use-

email-to-convert-new-customers

• Buttons: https://litmus.com/blog/a-guide-to-bulletproof-buttons-in-email-

design

• http://growthhackers.com/articles/behind-the-scenes-how-we-do-our-own-

email-marketing-at-mailchimp?

Checklist

• List email: A widespread electronic blanketing of your customer or prospect

database

• Senderscore: a score (out of 100) of your overall reputation in the email

sending space. It is important to keep this score as high as possible.

• IP address: a number assigned to each device participating in a computer

network

• ESP: Email Service Provider
• Blacklist: A list of email addresses that are deemed unwanted and blocked

from inboxes

Glossary

Checklist