Elements of Email Quick tips you can use right away to improve the - - PowerPoint PPT Presentation

Quick tips you can use right away to improve the essentials of your email marketing

Elements of Email

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Elements of Email

Compliance Segmentation Content Design Hygiene

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Elements of Email Compliance

How to navigate the rules and regulations of email marketing

Risk Management

Shaun B Brown Partner nNovation LLP

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Session Speaker

Shaun Brown Partner nNovation LLP

Shaun Brown is a partner with nNovation LLP, an Ottawa-based law firm that specializes in regulatory matters. With several years of experience both in the public and private sectors, Shaun's practice focuses on ecommerce, e-marketing, privacy, access to information and information security, assisting with compliance and representing clients before tribunals and in litigation-related matters. He speaks and writes regularly on privacy, marketing and information management issues and is the co-editor and co-author

• f Privacy Scan, one of Canada's most popular and insightful

resources on Canadian privacy issues.

@emarketinglaw

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Why talk about managing risk?

• Canada’s Anti-Spam Legislation (CASL) came into force July 1, 2014
• Many similarities to CAN-SPAM with a few key differences:
• Prior consent required
• More strict enforcement regime: Administrative monetary penalties up

to $10 million/violation as well as broad private right of action

• Goal is to legislate best practices
• Has caused many marketers to revisit email marketing compliance
• Simple “yes” or “no” is rare; more about understanding and minimizing risk

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Elimination of all risk at all times is not

• t the goal.

Counsel Insight: Risk management demystified

Risk

Likelihood of violation Likelihood of enforcement

Consequences of enforcement

Organization risk profile Issue risk profile

Risk Management is more than just legal: Consider best practices, consumer expectations and brand impacts (the “creep” test), business objectives; practicality.

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Case Study in Risk Management:

The CASL panic of 2014

How poor risk management can affect the bottom line.

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Opt-in email I received from Air Canada

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Risk Management: Questions about opt-in

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Risk Management: Reconfirming under CASL

What happened?

• 1. Why so
• many r

rec econfir irmatio ion r req equest in J June 2014?

• A few “clever” law firms spurred a “CASL panic” by sending out reconfirmation

messages in Spring 2014

• Conservative legal advice

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Risk Management: Reconfirming under CASL

What happened?

• 1. Why so
• many r

rec econfir irmatio ion r req equest in J June 2014?

• A few “clever” law firms spurred a “CASL panic” by sending out reconfirmation

messages in Spring 2014

• Conservative legal advice
• 2. Ma

Mark rketing list sts were s e slashed shed

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Risk Management: Reconfirming under CASL

What happened?

• 1. Why so
• many r

rec econfir irmatio ion r req equest in J June 2014?

• A few “clever” law firms spurred a “CASL panic” by sending out reconfirmation

messages in Spring 2014

• Conservative legal advice
• 2. Ma

Mark rketing list sts were s e slashed shed

• Poor consumer experience
• 3. Many of these r

hese reconfirmation c campaigns w s were n e not necessa essary

• Implied consent
• Transitional provisions
• “Grandfathering” of existing express consent

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Lessons learned from CASL panic

• Do not just follow the crowd
• Bring in counsel early on
• Counsel should educate you on risks
• Be prepared to communicate your risk tolerance to counsel

(and ask about theirs)

• Don’t be afraid to push back or get a second opinion

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Thank You

Shaun Brown Partner nNovation LLP

Shaun Brown is a partner with nNovation LLP, an Ottawa-based law firm that specializes in regulatory matters. With several years of experience both in the public and private sectors, Shaun's practice focuses on ecommerce, e-marketing, privacy, access to information and information security, assisting with compliance and representing clients before tribunals and in litigation-related matters. He speaks and writes regularly on privacy, marketing and information management issues and is the co-editor and co-author

• f Privacy Scan, one of Canada's most popular and insightful

resources on Canadian privacy issues.

@emarketinglaw

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Elements of Email Segmentation

… in 8 minutes or less

Segmentation 101,201,301,401

Ryan P Phel elan Vice President, Global Shared Services Acxiom | Digital Impact

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Session Speaker

Ryan Phelan Vice President, Global Shared Services Acxiom | Digital Impact

Ryan Phelan brings over 15 years of online marketing experience to Acxiom as the Vice President, Global Shared Services, which involves groups of deliverability, creative, mobile and technical services that bring marketing excellence to clients. Ryan is also a nationally recognized thought leader, writer and distinguished speaker on subjects related to using complex data practices to drive effective strategies in email marketing, social and

• mobile. He was recognized as one of the top 30 digital strategists in

2013 and was a keynote speaker at the 2014 Email Evolution Conference.

@ryanpphelan

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We see personalization all over the web

Relevant Content is at the core of all our marketing efforts …

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Why do marketers believe that every message we send evokes this reaction?

When most consumers are bored with what we send

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Segmentation Introduction

We don’t just have “a list.” We have possibilities depending on how you look at your customers.

– Batch-and-blast

My List

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Segmentation Introduction

We don’t just have “a list”, we have possibilities depending on how you look at your customers.

– Batch-and-blast – Purchase Based

Buyers Active Inactive

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Segmentation Introduction

We don’t just have “a list”, we have possibilities depending on how you look at your customers.

– Batch-and-blast – Purchase Based – Behavioral Based

New Buyers Browsers L.T. Attrited Spam Traps S.T. Attrited Advocates

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Segmentation Introduction

We don’t just have “a list”, we have possibilities depending on how you look at your customers.

– Batch-and-blast – Purchase Based – Behavioral Based – Persona Based

Full Price Impulse

• Disc. Occasional

One time Purchaser Category Specific High Value Loyalist Low Value Discounter Full Price Seldom High Value Consideration

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Segmentation 101: Segment by purchasers

Prior use No usage data Some companies are seeing 15% increase in response.

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Segmentation 201: Segment by gender

Unknown Female 1 Male 1

Expected lift from some companies exceed 20%

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Segmentation 301: Transactional emails

• Look to HTML-based emails that

provide all relevant information

• Should conform to brand and

website

• Transactional messages have +60% to

75% open rate

• Be sure to include dynamic cross-

sell/up-sell regions in your emails

• We recommend 20% of the

message be promotional

• Some retailers report up to 30% of

their email revenue comes from transactional and trigger emails

• This is while only representing

>5% of overall volume

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Result – 6 personas & 4 category interests

Long Term Value (LTV)

Cl Cluster Lift % % Loyals 42% Dye Hards 77% Young Starters 141% iSuburbans 68% Mature Metros 126% Techie Cosmetics 108% Total 147%

Segmentation 401: Valhalla Marketing

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User Data Country Specific Post Reactivation Treatment to Cultivate the Relationship (Re-onboarding) Data Append Clusters

month month month month week week week

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Conclusion

• Test, test, test
• Try something different from 1:Many
• Be OK with a crawl, walk, run approach
• Remember that Valhalla Marketing can double revenue
• It’s a lot of work, so grab a team to help
• Data Sciences, Creative, Production, Strategy
• Start with a long-term plan to get to Valhalla

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Thank You

Ryan Phelan Vice President, Global Shared Services Acxiom | Digital Impact

Ryan Phelan brings over 15 years of online marketing experience to Acxiom as the Vice President, Global Shared Services, which involves groups of deliverability, creative, mobile and technical services that bring marketing excellence to clients. Ryan is also a nationally recognized thought leader, writer and distinguished speaker on subjects related to using complex data practices to drive effective strategies in email marketing, social and

• mobile. He was recognized as one of the top 30 digital strategists in

2013 and was a keynote speaker at the 2014 Email Evolution Conference.

@ryanpphelan

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Elements of Email Content

What content is making you look bad?

Content Demystified

Jes essic ica B Bes est Digital Marketing Evangelist emfluence

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Session Speaker

Jessica Best Digital Marketing Evangelist emflue uenc nce

A self-proclaimed email marketing and social media nerd, aka the Digital Marketing Evangelist for emfluence, Best leads key client strategy and education at conferences (like this one). She’s worked with clients such as Beauty Brands, Hostess, Banfield Pet Hospital, Farmland Foods, Boulevard Brewing Company, YRC Freight, Mead, Hallmark Baby and more.

@bestofjess

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The Dirty Secret of Email Marketing

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The Dirty Secret: 15% of email never makes it

Source: ReturnPath

Australia Brazil Canada Spain The U.K. United States France Germany Italy Inbox Spam Missing

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What if you made it through to the inbox?

Source: ReturnPath

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What if you made it through to the inbox?

Source: ReturnPath

Potential Openers

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What if you made it through to the inbox?

Source ReturnPath

Potential Openers

25% Increase in response

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Inbox Placement = Reputation + Cont ntent nt

CONT NTENT NT IMAGES COPY CODE

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2 Keys to Content That Makes It to the Inbox

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Key #1: Create content that passes the duck test

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You Look like Spam if …

• A. You quack like spam:
• FREE FREE FREE
• Marketing, Pharma, Money
• $ % !!!
• ALL CAPS

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You Look like Spam if …

• B. Your code is sloppy:
• Errors in the code,

i.e. unpaired tags

• Typos (in the copy or code)
• Microsoft Word*

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You Look like Spam if …

• C. Your email looks empty:
• All image, no text = “empty”

TIPS:

• Equal balance text:image
• Use alternative text
• Or use at least 500 words

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Quick Tip:

If your copy gets you stuck in spam filters, try making the

• ffending text an image.

Reminder: Don’t make it all an image, or you’ll be back to square one.

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Bulletproof Button vs. Passing Spam Filters

Email Version Open % Click % November News with Bulletproof Button 30.4% 15.5% November News with Image Button (that passes spam filters) 33.6% 11.8% Relative D e Differen ence +10. 10.5%

• 23.

23.9% 9%

10% 10% incr crease i in Open R Rate

by tweaking to pass before sending

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Bulletproof Button vs. Passing Spam Filters

What You N Need t to U Understand: Test to be sure you’re not sacrificing conversions by ensuring delivery. Don’t sacrifice a great call to action!

Email Version Open % Click % November News with Bulletproof Button 30.4% 15.5% November News with Image Button (that passes spam filters) 33.6% 11.8% Relative D e Differen ence +10. 10.5%

• 23.

23.9% 9%

! But a a 2 24% decr crease in Clic licks

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Key #2: Test your way out

• f Spamville

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Test for Spam Filtering before You Send

Source: Litmus

Sources: Litmus, ReturnPath

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Test for Spam Filtering afte ter You Send

Source: ReturnPath

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Quick Recap

• 1. Create content that passes the duck test

A. Avoid spam-y words B. Balance text with images C. Clean and simple code

• 2. Test your way out of spamville

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Thank You

Jessica Best Digital Marketing Evangelist emflue uenc nce

A self-proclaimed email marketing and social media nerd, aka the Digital Marketing Evangelist for emfluence, Best leads key client strategy and education at conferences (like this one). She’s worked with clients such as Beauty Brands, Hostess, Banfield Pet Hospital, Farmland Foods, Boulevard Brewing Company, YRC Freight, Mead, Hallmark Baby and more.

@bestofjess

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Elements of Email Design

Email design for non-designers

How to Design Your Marketing Messages

Justine Jordan Marketing Director Litmus

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Session Speaker

Justine Jordan Marketing Director Litmus

An email design critic and fervent advocate for table-based layouts, Justine is a regular industry speaker and marketing director for Litmus.

@meladorri

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My Challenge …

• Lose the subjectivity of design
• Share some basic rules that anyone can implement

Let’s get started!

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Everyone designs.

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Everyone designs.

(yes, including you)

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Have you ever made something that was …

Read? Interacted with? Used?

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Have you ever made something that was …

Read? Interacted with? Used? << open << click << conversion

hmmm… sounds like email…

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Design is not art. Design is:

• a plan.
• a strategy.
• a process.

Design is communication.

discover + define research + brainstorm create test + assess improve + evolve

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Negative (or ‘White’) Space Hierarchy (Two Types)

2½ Lessons

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White space can be any color. It’s just breathing room.

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less white space = cheap more white space = luxury

credit: http://alistapart.com/article/whitespace

Use white space to set the tone.

Same content (copy and image)

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Use white space to improve legibility + comprehension

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“ … good use of white space between paragraphs and in the left and right margins increases comprehension by almost 20% ... ”

http://www.smashingmagazine.com/2009/09/24/10-useful-usability-findings-and-guidelines/

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Surround something with white space to make it stand out.

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Use white space …

• Around graphics and images
• To create a margin or “gutter”
• As line spacing in blocks of copy
• Between columns
• On buttons

Use “the rule of thumb”

• 40–60 pixels between elements

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Hierarchy has to do with the

• rder, number and scale
• f the elements in your message

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Multiple Categories Single Category ‘design’ ‘marketing’ ‘hot off the press’

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Multiple Categories Single Category ‘design’ ‘marketing’ ‘hot off the press’

+30% clicks

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Many CTAs Single CTA

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Many CTAs Single CTA

21% CTOR 40% CTOR

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Use hierarchy to …

• Influence user behavior
• Guide subscribers to click
• Set expectations
• Enhance comprehension

Be consistent with styling

• Headlines — 22px+
• Subheads — 18-20px
• Body copy — 13px minimum; 15-16px is better

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Everyone designs.

INCLUDING YOU!

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Thank You

Justine Jordan Marketing Director Litmus

An email design critic and fervent advocate for table-based layouts, Justine is a regular industry speaker and marketing director for Litmus.

@meladorri

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Elements of Email Hygiene

A simple 4-step method you can use to cleanse your list

List Hygiene

Jef effer ery Anderson Digital Marketing Manager A Place for Mom, Inc.

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Speaker

Jeffery Anderson Digital Marketing Manager A A Place F For

• r Mom
• m, I

, Inc. c.

Jeffery Anderson is a digital marketing manager at A Place for Mom, a senior care and senior housing referral company based in Seattle. He manages A Place for Mom’s promotional email program, which has seen steadily increasing engagement over the three years since its inception. Anderson largely attributes this success to an ongoing focus on list hygiene and smart list-pruning. A Place for Mom’s email program received awards from WhichTestWon in 2013 and 2014, including “Best in Show” in WhichTestWon’s 2014 email testing awards.

@FossilSpark

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Our newsletter before list cleaning

• List

st Size: : 1.7 million

• Ope

Opens P s Per er Week eek: : 70k (5% rate)

• Bl

Block Bo Bounce R Rate: 5% + (often exceeding 10%)

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Our newsletter today

• List

st Size: : 450k

• Ope

Opens P s Per er Week eek: : 115k (25% rate)

• Bl

Block Bo Bounce R Rate: 1% or less

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Signs your list needs cleaning

• A spike in block bounces
• Poor inbox placement rate
• Open rate is very low or decreasing
• You are getting caught in recycled spam traps

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Simple list cleaning methodology

• Identify inactive subscribers.
• Ask inactive subscribers to opt-in again.
• Remove inactive subscribers who did not opt-in again from

your list.

• Measure success by quantity of opens. Ignore open rate.

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#1. Identify inactive subscribers

• Decide how you will define inactive subscribers. For example, subscribers

who have not opened or clicked any email in four months or more.

• Generate a report with engagement events the period you decided — for

example, all clicks and opens over last four months.

• Create a new a list of only the engaged subscribers with the subscribers on

the event report that you just created.

• Remove active subscribers from your original list, leaving you with two lists

— an active list and an inactive list.

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#2. Ask inactive subscribers to opt-in again

• Send a final re-engagement email to subscribers on your

inactive list, asking them to opt-in again.

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• … but archive them somewhere!
• Many subscribers may have been unengaged only because

your email was not going to their inbox.

• You can elect to send another re-engagement email later when

your delivery has improved.

#3. Remove inactive subscribers …

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#4. Measure success by quantity of opens

• Ignore open rate — A net increase in opens is the marker of

success.

• Your open rate will automatically increase when you remove
• subscribers. An inaccurate list-clean that results in fewer total
• pens could still increase your open rate, leading to a false

impression of success.

Statistically, 6 out of 7 Dwarfs aren’t happy.

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The relationship between sends and opens

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Some final takeaways …

• List cleaning is all about deliverability.
• Inactive subscribers are not just valueless. They are a liability!
• Always measure success with the right metrics.
• List cleaning is reversible, so don’t be afraid to prune

aggressively.

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Thank You

Jeffery Anderson Digital Marketing Manager A A Place F For

• r Mom
• m, I

, Inc. c.

Jeffery Anderson is a digital marketing manager at A Place for Mom, a senior care and senior housing referral company based in Seattle. He manages A Place for Mom’s promotional email program that has seen steadily increasing engagement over the three years since its

• inception. Anderson largely attributes this success to an ongoing

focus on list hygiene and smart list-pruning. A Place for Mom’s email program received awards from WhichTestWon in 2013 and 2014, including “Best in Show” in WhichTestWon’s 2014 email testing awards.

@FossilSpark

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Elements of Email: Audience questions

Ryan P Phelan Acxiom Shaun B Brown nNovation LLP Justine ne J Jordan n Litmus Jeffery A y Ander erson

• n

A Place For Mom Jessica B a Best emfluence

Quick tips for email marketing you can use right now

Elements of Email