Elements of Email Quick tips you can use right away to improve the essentials of your email marketing
Hygiene Compliance Segmentation Elements of Email Design Content 2
Elements of Email Compliance 3
Risk Management How to navigate the rules and regulations of email marketing Shaun B Brown Partner nNovation LLP
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 @emarketinglaw matters. He speaks and writes regularly on privacy, marketing and information management issues and is the co-editor and co-author of Privacy Scan, one of Canada's most popular and insightful resources on Canadian privacy issues. 5
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 • 6
Counsel Insight: Risk management demystified Elimination of all risk at all times is not ot the goal. Risk Likelihood of Likelihood of Consequences of violation enforcement enforcement Organization Issue risk risk profile profile Risk Management is more than just legal : Consider best practices, consumer expectations and brand impacts (the “creep” test), business objectives; practicality. 7
Case Study in Risk Management: The CASL panic of 2014 How poor risk management can affect the bottom line. 8
Opt-in email I received from Air Canada 9
Risk Management: Questions about opt-in 10
Risk Management: Reconfirming under CASL What happened? 1. Why so o 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 • 11
Risk Management: Reconfirming under CASL What happened? 1. Why so o 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 12
Risk Management: Reconfirming under CASL What happened? 1. Why so o 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 • 13
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 14
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 @emarketinglaw matters. He speaks and writes regularly on privacy, marketing and information management issues and is the co-editor and co-author of Privacy Scan, one of Canada's most popular and insightful resources on Canadian privacy issues. 15
Elements of Email Segmentation 16
Segmentation 101,201,301,401 … in 8 minutes or less Ryan P Phel elan Vice President, Global Shared Services Acxiom | Digital Impact
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. @ryanpphelan 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. 18
We see personalization all over the web Relevant Content is at the core of all our marketing efforts … 19
Why do marketers believe that every message we send evokes this reaction? 20
When most consumers are bored with what we send
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 22
Segmentation Introduction Buyers We don’t just have “a list”, we have Active possibilities depending on how you look at your customers. – Batch-and-blast – Purchase Based Inactive 23
Segmentation Introduction Advocates New We don’t just have “a list”, we have Buyers possibilities depending on how you Browsers look at your customers. – Batch-and-blast S.T. Attrited – Purchase Based – Behavioral Based L.T. Attrited Spam Traps 24
Segmentation Introduction Full Price We don’t just have “a list”, we have Impulse possibilities depending on how you look at your customers. Disc. Occasional – Batch-and-blast – Purchase Based One time Purchaser – Behavioral Based – Persona Based Category Specific High Value Loyalist Low Value Discounter Full Price Seldom 25 High Value Consideration
Segmentation 101: Segment by purchasers Prior use No usage data Some companies are seeing 15% increase in response. 26
Segmentation 201: Segment by gender Expected lift from some companies exceed 20% Female 1 Unknown Male 1 27
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 28
Segmentation 401: Valhalla Marketing 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% Result – 6 personas & 4 category interests 29
30 User Data Data Append Clusters Country Specific month TUES THUR week TUES THUR month WIN WIN week WIN WIN month week month Post Reactivation Treatment to Cultivate the Relationship (Re-onboarding)
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 31
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. @ryanpphelan 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. 32
Elements of Email Content 33
Content Demystified What content is making you look bad? Jes essic ica B Bes est Digital Marketing Evangelist emfluence
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). @bestofjess 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. 35
The Dirty Secret of Email Marketing 36
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