Post on 17-May-2015
description
Engaging Customers with Email Marketing and Social Media
Dr Dave Chaffey
Presented at Technology for Marketing
23rd February 2010
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About Dave Chaffey
• Best practice
• Qualifications
• Books
• Advice andlearning
• Search and conversion
• Email marketing
Let’s Connect!
Questions & discussion welcome
• Blogwww.smartinsights.com
• Presentationswww.smartinsights.com/presentations
• Email Newsletterwww.smartinsights.com
uk.linkedin.com/in/davechaffey
www.facebook.com/davechaffey
www.twitter.com/DaveChaffey
Email still works incredibly well!But social growing rapidly…
• The ASOS.com EFT ratio
– EFT = Email : Facebook : Twitter
– EFT = 100 to 8 to 1 (Nov 2009)
– Currently (from published figures):
• 2 million email registered users
• 1.2 million active email customers (bought within the past six months).
• Facebook = 206,000 (161,000)
• Twitter = 28,000 (19,000 November)
http://www.davechaffey.com/blog/online-pr/social-media-dont-believe-the-hype
Agenda
• Q. How engaged are our email subscribers?– Suggestions for measuring and goal-setting for engagement
• Q. How can we increase relevance?– Recommendations on email engagement strategy
• Q. What will make our campaign more engaging?– 5 ingredients of an engaging campaign
• Q. How can we make our email templates more effective?– Practical tips for an engaging template
• Q. How can we integrate email and social media?– Examples of email and social media integration
Q1. How engaged are our email subscribers?
Q. How do you measure your email subscriber engagement?
• Campaign open/clicks/CTOR is only a starting point, instead…
• Opens/clicks/CTOR/sales:
– 1. At position in lifecycle
– 2. By segment
– 3. By offer / email type
– 4. Aggregated over a longer time period
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Measuring list activity – email engagement
Tip. Measure the overall health of your list
through activity / inactivity levels over time
• Use “hurdle rates” are for whole list. Repeat:– By segment– By product categories purchased
Tip: Use Advanced Segments, conversion goals and bounce rate in Google Analytics to assess email effectivenessAdding codes automatic within SMART Marketer eChannel
Define standard email tracking codes in GA – example:• Name: &utm_campaign=SBI210809C• Source: &utm_source=ES_BI_Email• Medium: &utm_medium=Email• Content: &utm_content=SBIT210809C_Image
Using predictive modeling based on RFM to nurture best customers
• Some variables used to identify “best buyer profile” include:– Total # of purchases
• The more the better
– Time on file• The younger the better
– Months since first purchase• The more the better
– Months since last purchase• The less (or more recent) the better
– Total e-mails clicked on over the past year• The more the better
– Total e-mails opened over the past year• The more the better… though not always predictive
Q2. How can we engage more through email? Developing an engagement strategy
Targeting is key, as well as a lot more cost effective. There is a definite law of diminishing returns in that you can only ‘Spray & Pray’ with untargeted, mass, generic email broadcasts for so long before you start to see a negative impact on your opens, clicks, conversions and unsubscribes.
Think about your industry, what it is you sell, relevancy for the customer and what level of frequency of contact is appropriate.
Grant Baillie Multi-channel Customer Retention Manager Argos.co.ukDMA Info Box : http://email.dma.org.uk/_attachments/resources/5665_S4.html
Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission
Example of development of engagement strategy
Example of dynamic content insertion
Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission
Tip. Change order of offers or features
according to segment to increase relevance
Your email marketing journey:Assessing your email marketing capability
http://www.davechaffey.com/blog/email-marketing/how-advanced-is-your-email-marketing
15Q. How are using event-triggered emailsto support the customer lifecycle?
Source:
First-time visitor
Return visitor
Registered visitor
Purchased once
Newlyregistered visitor
Purchased Active
Purchased Inactive
Advanced Segmentation
Presented at TFMFebruary 2009
Branded welcome, registration triggered e-mails
“Learn more through time”
“Watch, don’t ask”
Email Campaigns that Build…
Welcome Email
Time-limited offer
Offer Extension
19Triggered birthday email
BT - It’s all about past actions… “Recognition of activity”
Purchase Dispatched +7d
+14d +21d
Recognition ofprevious purchase
Browse, don’t buy examples
Example reactivation emails
Q3. What will make our email campaign more engaging?
What should you try to build into every campaign?
Key campaign ingredient 1?
24
Buzz = Engaging + Participative
25
• Example engagement devices:– Search boxes – Questions – Quizzes– Polls– Calculators– Interactive Q&A– Call-backs– Viral games
26
Key e-campaign ingredient 2?
Continuous campaign examples
27Tip. Give your campaign momentum, inertia!
www.tourismirelandtaxichallenge.com
Key e-campaign ingredient 3?
28
29Multi-message example
Response increases by
40% for campaign
First Campaign,
Conversion rate = 0.2%
Second Campaign,
Conversion rate = 0.2%
Source: E-consultancy Masterclass 2005 - BCA
Tip. Use time-limited offers
Remailing with urgency to openers
Q4. How can we make our email templates more engaging?
Practical template tips
We’re our own worst critics and spend a lot of time analysing our own email templates to make them work harder.
Using customer research and eyetracking studies against our own and competitor templates has enabled us to really understand the journey a customer goes through – from the moment they see an email in their inbox to the moment they click through on it – we are constantly optimising our templates to reflect this.
Grant Baillie Multi-channel Customer Retention Manager Argos.co.ukDMA Info Box : http://email.dma.org.uk/_attachments/resources/5665_S4.html
Most important rule of template design:Highlight value = your “Online Value Proposition”
• B2B OVP– Make my work easier– Help me develop– Make me look good– Give me a great deal
• B2C OVP– Make my life easier– Help me learn / have fun– Make me look good– Give me a great deal
Using Eyetracking research to improve Email marketing
Need to deliver Scannability and Skimmability
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
Review your template layout carefully
<Text: Offer / message summary : call-to-action><View in browser text hyperlink><Whitelist – “add to address book” / <Verification ID – Postcode/Member><My Profile / <Comms Preferences or occasionally unsubscribe>
From: <Display address> [Physical address]Subject: Focused subject line (Benefit, Direct offer, teaser)
“Header”
Left Sidebar
(optional)
Right sidebar
(optional)
“Pre-header”
BrandIdent
<Visual engagement><Main message>
<Offer description><Incl. site nav or product categories>
Banner“Header”
<Salutation: Dear>
Lead copy <Personalised>
<Initial call-to-action>
Call-to-action
Clickable text headline (+ sub-head?)
Leadparagraph
Leadimage
(optional)
Call-to-action
Clickable sub-headline (optional)
<Summary of offer><Compelling reason to act now>
Closingparagraph
Call-to-actions
<Sign-off text> <Person or company>Optional P.S.
Sign-off
<Company <Privacy statement><Unsubscribe><Terms and Conditions>
Footer
Options:<Detailed offer description><Features list><Benefits list><Range of producs – images and text>Note: Asymmetric layouts more visually appealing
Main block“Body”
Call-to-actions
Main or category navigation
From: <Display address – newsletter name> [Physical address]Subject: Focused subject line (Newsletter issue, featured offers/articles)
“Header”
Left Sidebar
(optional)
Right sidebar
(optional)
BrandIdent
<Visual engagement><Main message>
<Offer description or additional offer, e.g. Catalogue>
Banner“Header”
<Salutation: Dear>
Lead copy <Personalised>
<Initial call-to-action>
Call-to-action
Clickable text headline (+sub-head?)
Leadparagraph
Leadimage
(optional)
Call-to-action
Repeating feature offer sub-headlines
<Summary of offers><Compelling reason to act now>
Closingparagraph
Call-to-actions
<Sign-off text> <Person or company>Optional P.S.
Sign-off
<Company <Privacy statement><Unsubscribe><Terms and Conditions>
Footer
Options:<Detailed offer description><Features list><Benefits list><Range of producs – images and text>
Note: Asymmetric layouts more visually appealing
Main block“Body”
Call-to-actions
Main or category navigation
Product categories or site main navigation
<Text: Offer / message summary : call-to-action><View in browser text hyperlink><Whitelist – “add to address book” / <Verification ID – Postcode/Member><My Profile / <Comms Preferences or occasionally unsubscribe>
“Pre-header”
Note:
Table of contentsabove foldessential for informationor feature-ledEnewsletters
Can be left,centre or right
Tip: Check email works with images blocked
and within preview pane
Don’t give too much choice?!
• Six different jams. 40% of the customers stopped to taste. 30% of those bought.
• Twenty-four different jams. 60% of the customers stopped to taste. But only 3% bought! http://sivers.org/jam
Engaging B2C example
Engaging B2B template example
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Tip: optimise your “pre-headers”!
Presented at TFMFebruary 2009
Test! Test! Test! “Data trumps intuition”
• Shinn Chen, Marketing Manager, Salesforce.com, shared the results of his team’s template redesign.
• Call-to-action was moved from a small box on right side of messages to just below the message’s headline and
• subhead, in line with the rest of the body copy.
• Clickable buttons were made much larger
• Results: CTR increased 26%-27%
Recent example: http://www.marketingsherpa.com/article.php?ident=31530#
Q5. How can we integrate Email and social media
Practical tipsand
examples
How social are we?
http://www.ruderfinn.com/rfrelate/intent/intent-index.html
Integrating your email newsletter with social media: a virtuous circle
1. Blog
3. Company Twitter
5. EmailNewsletter
2. RSS Feed
4. FacebookFan page
Track with bit.lyTrack with bit.ly
Track with Google Analytics
Track with Feedburner &
Google Analytics
Track with GA or ESP system
Manual updateor automatic
withTwitterfeed
Automatic feedwith FeedburnerCherrypick
most populartopics
Automatic withTwitter app
• Recruiting to Twitter• via a prize draw • promoted in Twitter
Tip: Recruit to Twitter
via Email
Recruiting to encourage purchase
…And exclusive Facebook Benefits
Thank you!
iPod Touch prize draw. Enter and subscribe to our marketing tips newsletter, text smarter followed by your email address to 60060
We will not share your details with any third party. SMS will becharged at your normal network rate. Competition open to UK residents of 18 years and over. Limited to one entry per person.Closing date 25/2/2010.