Email marketing success

get online | grow online | succeed onlineget online | grow online | succeed online

In six (fairly) simple stepsEmail marketing success

Tony KentMarketing Manager

get online | grow online | succeed online

Data Design

Analys

is

Integ

ratio

nAuto

mation

Perso

nalis

ation


3.3 billion monthly users

Email… really?


4.9 billion email accounts by 2017

Email… really?


Email… really?

Email provides good/excellent ROI

68%


196 billion sends per day in 2015

get online | grow online | succeed onlineYou are here

2x


Step 1Data – it all starts here


• It’s the law• It’s polite and respectful• It works –

permission is about trust

Permission“the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to receive them”

Please… don’t be a spammer


• Ask!• Promote opt-in… everywhere• Keep it short and simple• Collect only what you need• Sell the benefit• Offer value and incentive• Set the expectation• Establish trust

How do I get permission?Build your audience… organically


• Profile information (direct)BirthdayLocation

• Behavioural insight (indirect)PreferencesPurchasesEngagement

It’s what makes your data valuable“High performing businesses don’t simply gather data, they gain insights from the data they possess”

Forget data – think insights


Step 2Design – think mobile


Email marketing… is mobile marketingYour campaigns will be opened on a mobile device


Email marketing… is mobile marketing

of emails are optimised for mobile

only 18%


Designing emails for mobile…You’ll need… Responsive design


Scalable design


Responsive design


• Short attention span• Small viewing area• Single column content• Clear call-to-action• Large C2A interaction area• Ah...yes

Check your website too!

Some considerationsDesigning emails for mobile…


Step 3Analyse – to continually improve


of marketers don’t review their results

17%


What should you measure?Analysing your performance…

Delivered

Opens

Clicks

Unsubscribes

Shares

Goals

CTO

UTO

Behaviour analysis


What should you expect?Analysing your performance…

Delivered >97%

Opens >24%

Clicks >3%

Unsubscribes <0.5%

CTO >10%

UTO <3%


Step 4Integrate – mobilise your data


Data is the most valuable asset in your businessIntegrating your apps…


It’s one of the most powerful actions you can takeIntegrating your apps…


What can you integrate?Integrating your applications…


The benefits – Efficiency, Consistency, Effectiveness

Integrating your apps…

• There are lots of good reasons… • Reduce manual processes & errors• Mobilise data across your business• Security & disaster recovery• Most up to date information• Multiple validation points• Better customer understanding• Powers real time precision marketing


Step 5Automation – be super efficient


Making 1-1 communication possibleImproving marketing efficiency and consistency by using rules to trigger automated one-to-one messaging

What is Marketing Automation?


3 simple steps…What is Marketing Automation?

It can be a single action or a more complex chained process

Alert Response Time


How to use it…Marketing Automation


The benefits…Marketing Automation

• For you• Reduce workload• Avoid missed opportunities• Consistency of response• For your customer• Always timely & relevant• React to individual circumstances


Step 6 Personalisation – one-to-one


Email is a 1-1 communication

Insights= Personal = Relevant = Engaged

Personalisation


Personalisation – use your ‘insights’


• Profile – data merge

How to do itPersonalisation


• Segment & target eg.. Female / Male



• Dynamic content



How to succeed with email marketingTake home’s

1. Forget data – think insights2. Email marketing = mobile marketing3. Analyse to continually improve4. Integrate your apps5. Create an automated ‘welcome’ email6. Make it personal


Any questions?Thank you


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Email marketing success

Small Business & Entrepreneurship

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