Sign up.to discovery morning (apr-2015)

Welcome Discovery Morning

Objectives

Why are we here?

Not software training

Not a sales pitch!

Discovery

Discovery (dɪˈskʌv(ə)ri) - the process of gaining knowledge

Objectives

• Theory and implementation of Permission Marketing

• Explore 12 key competence areas

• Add some useful insights

• Self-assessment

• Practical steps for improvement

12 Key Competencies

Agenda

The essentials Challenges Permission Data Design Delivery Performance

The next level Social Integration Automation Profiling Personalisation Capability

Break

Your Assessment

You decide 0 – don’t know/none 1 – I know it’s bad 2 – not sure 3 – doing OK I think 4 – pretty good 5 – 100% sorted

X

X

Your Assessment

You decide 0 – don’t know/none 1 – I know it’s bad 2 – not sure 3 – doing OK I think 4 – pretty good 5 – 100% sorted

1. Challenges

Email? Really?

70

241

277

359

1,200

3,300

0 875 1,750 2,625 3,500

Pinterest

Twitter

LinkedIn

Google+

Facebook

Email

Millions of active users

Are you sure?

Email marketing was ranked as the best channel for return on investment

Source: Econsultancy - Email Marketing Industry Census 2014

68% “good” or “excellent” ROI

There were 3 times more emails sent in 2013 than stars in the Milky Way

(838,000,000,000,000 emails)

69.6% of email sent in 2013 was classed as spam

Source: Kapersky Lab

Where are we? 48%

of digital marketers consider themselves proficient

40% think their marketing is effective

Challenges

Source: Adobe - What keeps marketers up at night?

Marketing challenges Reaching customers (strategy, process)

Understanding, demonstrating DM effectiveness (results, value) Budget, defence, justification, demonstrating ROI (investment)

Using digital marketing tools effectively (features/skills) Keeping up with changes & trends (knowledge)

Understanding the business benefits (value) Lack of proficiency in strategy (strategy, expertise)

Low level of skills/knowledge in tools/features (features, support) Integration into overall marketing environment (strategy)

Low confidence in effectiveness (results, performance, value) Limited in-house time & resources (time, resources)

Complimenting in-house systems/applications (integration) Scale/quality of subscriber data (data management)

Managing data (data management) Improving campaign effectiveness (results, performance)

Professionalism of communications (quality) Permission, best-practices, compliance (expertise)


Marketing challenges 82%

Effectively reaching customers

79% Understanding if campaigns are working

75% Demonstrating Return On Investment


Business challenges

• Revenue - growth, pipeline, market share, profitability - Costs - budgeting, cash-flow, forecasting, justification, ROI

• - Strategy - mission, CSFs, strategy, tactics, risk - Performance - measurement, review, continuous improvement

• - Execution - workflow, speed, efficiency, resources, contingency - Rationalisation - lean, streamlining, agility, optimisation - Harmonisation - integration, legacy protection

• - Assets - IP, data/skills, employee development, security • - Positioning - brand, identity, perception, competitiveness

- Quality - customer satisfaction, retention

Assessment

To what extent is your current marketing activity ‘mission critical’ to the overall objectives of your business?

0 – not at all 1 2 3 4 5 – absolutely essential

2. Permission

Right Person. Right Place. Right Time.

What is Permission Marketing?

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

to receive them”

Permission

Turning strangers into friends and friends into customers

Why is it important?

• It’s the law! • You must get explicit permission from recipient, unless… • Obtained details via a sale, and • You’re marketing similar products, and • Opt-out available at point of collection, and • Opt-out available in all emails sent, and • Last transaction/contact less than 12 months ago • Must include company legal name, registration number, address

& contact details in every message • You need to be registered with the ICO as a data controller

Permission

Why is it important?

• But more importantly… • Without permission, a message is just spam • Permission is all about trust

• 90% of consumers subscribe to emails of trusted brands (DMA)

• Loyal customers account for 80% of company profit • The most successful companies look at the sale as a way of

earning a lifelong customer (Sage)

Permission

71% of worldwide email traffic is considered as ‘spam’

How do you get it?

• Ask! Permission can only be given directly • Can’t come from a 3rd party • Must be active: opt-in, not opt-out • Has to be fresh

• Sell it! • You’re asking for their most valuable resource (time)

• Set expectations • Let people know how often you’ll be in touch

Permission

Assessment

How would you class the permission credentials of your current marketing?

0 – oh dear! 1 2 3 4 5 – spotless

3. Data

There is no value in data, only in how it is used.

Some things to think about…

More than a zettabyte of data now circulates

around the internet (KPMG)

1,000,000,000 x

The volume of business data is increasing by

40% every year

High performing businesses don’t simply gather data,

they gain insights

from the data they already possess. (KPMG)

Collecting contact data

• Use easy to find, fill and submit forms • Promote opt-in everywhere • Link to forms from your emails, websites

and social channels • Keep it short, keep it simple • Make it clear what you are collecting data for • Promote trust - tell subscribers how you will

protect their data • Offer an incentive and give value • Have a clear, compelling call to action

Collecting permission data takes effort – but is worth it

Use welcome emails!

• The most read emails you will ever send • 4x more opens, 5x more clicks! • Use a compelling subject line • Have a clear goal:

• Incentivise purchase (discount or prompt)

• Whitelisting (add to address book)

• Capture additional data (competition)

No really!

Use welcome emails

• 85% open rate • 52% click through • £1.08 additional revenue per

email!

Building high quality data

• Use data to understand your customers • Start simply - get what you need and add more later • More effort = less completion • Collect more than data – collect insights • Gather behavioural data (inferred)

• Geo-location • Clicks • Website activity • Purchases • Use your insight to segment and target

your subscribers

Profiling is the key to creating targeted communications

Managing your data

• Organise your data into lists • Manage your unsubscribes/do not contacts • Integrate your data applications

• … more about integration later

More about integrating your data applications later!

Assessment

To what extent does your current data strategy include usable insights into your customers’ situation?

0 – not at all 1 2 3 4 5 – we know our customers better than they do

4. Design

Stand out in the inbox.

Key considerations

• The importance of mobile • Is design important? • Content is King • Testing

Design

The importance of mobile

27% of email opens were mobile in 2011 (Knotice, H2 2011)

27%

73%

Mobile

Desktop

The importance of mobile

53% of email opens are mobile today (Sign-Up.to, Feb ’15)

53% 47%

Mobile

Desktop

of emails are optimised for mobile!

only

80% will be deleted if

they cant be read!

and

Designing for mobile

• Use responsive design! (it’s a must-have)


• Nb. Scalable vs Responsive design

Scalable Responsive

Scalable vs Responsive design

Desktop Mobile


• Short attention span • Small viewing area • Single column content

(works best) • Clear call-to-action • Large interaction area

• Ah...Check your website too!

Is design important?

250% more clicks

Is design important?

300% more revenue

Content is King

• Copywriting • Calls to action • Style, brand, consistency • Subject line

Be Remarkable!

• Talk to people individually • Have something worth saying • Add personality to your messages

• Remember - they don’t care about you

They care about themselves!

Add personality

Make things easy for people

Make things easy

Test, Test, Test!

• Preview • Inbox testing • Split (A/B) test

- Test to sample audiences - Assess results - Send the best performer

Assessment

How well do you feel your current email design supports your objectives and needs?

0 – not at all 1 2 3 4 5 – perfectly

5. Delivery

Maximising your chances of successful delivery

What should you expect?

Delivery

97%+ Open Rate

24(.45)%

What impacts getting to the inbox?

• Reputation • Recipient activity (opens, clicks) • Complaints (“this is spam”)

• Recipient Whitelisting (add to address book)

Delivery


Email Content

• If it sounds like spam… • Link destinations • Reply address • HTML code quality

Delivery


Infrastructure • Authentication (SPF, DKIM etc.) • IP address history • ESP whitelisting & throttling

Delivery

What impacts getting read?

• Sender recognition • Subject line appeal • Relevance • Timing

• What impacts getting really read? • Content – interest, value, benefit

Opens

Sender recognition

• From name / email address consistency • Use a valid reply-to address

Opens

Subject line appeal

• First 30 - 50 characters readable on most devices • Why? Give a clear benefit to the reader • Don’t be cryptic (often) • Include C2A?

- can affect actions taken when reading

• Open may not be needed for brand benefit

Opens

Subject A: 4.3% CTO

The Exit Festival Newsletter

Subject B: 4.8% CTO

Get to Exit Festival this July for the ultimate festival experience

Subject C: 7.0% CTO

Make this summer unforgettable - check out Exit Festival!

Subject line split test

Relevance

• Use audience segmentation and personalisation • Write for the reader’s perspective

Opens (and beyond)

Optimising…

12am 1am 2am 3am 4am 5am 6am 7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm

Opens Clicks

Time of day: 3pm

Day: Thursday

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Opens Clicks

Optimising…

However…

Optimising…

Let the reader decide

Neat idea

Assessment

How happy are you with your current delivery rates?

0 – not at all 1 2 3 4 5 – they’re great

6. Performance

17% of email marketers never review or analyse their results

1st Viscount Leverhulme (William Lever)

“I know half my advertising isn't

working, I just don't know which half.”

What can be measured?

Performance

Delivered

Opens

Clicks

Shares

Goals

Unsubs

Click-to-open rate

unique clickers ÷ unique openers

• Proportion of people who opened the email

and then clicked • Better way to assess the relative performance

of an email

Performance

Tracking after the click

• Google Analytics (anonymous)

Tracking after the click

• Goal Tracking & Audience Insights (specific)

Limitations • Open tracking requires image load • Open ≠ read! • Goal Tracking & AI require cookies

Choose the right metrics for you • What’s your goal?

• eCommerce:

goals - revenue • website visits:

clicks • brand awareness:

opens (delivered)

Delivered

Opens

Clicks

Shares

Goals

Unsubs

Benchmarking 2015 Benchmark Report

• 1.5bn UK email sends over 2014 • All permission based • 25 sectors

Averages

• Open rate: 24.45% • Click-through rate: 3.13% • Unsubscription rate: 0.55% • Click-to-open rate: 10.79% • Unsubscribe-to-open rate: 2.68%

Benchmarking 2015 Benchmark Report

Assessment

How well do your current campaigns compare with the average UK open rate of 24.45%?

0 – much lower 1 2 3 4 5 – better

Coffee Break Starbucks spends around $150 million a year on marketing

and was an early adopter of social media channels

We’ll talk about social media next…

12 Key Competencies

Agenda

The essentials Challenges Permission Data Design Delivery Performance

The next steps Social Integration Automation Profiling Personalisation Capability

7. Social

The next step – or an essential tool? 93% of marketers already use social media for business

2 billion internet users

Social media penetration

Why go social?

70

241

277

359

1,200

0 300 600 900 1200 1500

Pinterest

Twitter

LinkedIn

Google+

Facebook

Millions of active users

Before you start • What’s your objective? • How can you support your brand? • What channels are your customers using? • Are they already talking about you? • How can you join in the conversation?

• Do you have enough resource?

Source: conversationprism.com

http://conversationprism.com

http://conversationprism.com

Social considerations • You don’t control the conversation • You don’t control the relationship • Don’t worry about vanity metrics • Think before you (automate) your posts…

Shakira’s facebook followers >100m

Integrating social • Incentivise followers to connect by other

channels (e.g. email) • Facebook apps • Twitter competitions • LinkedIn whitepaper downloads

• Fans/followers → direct connections

• Encourage sharing of email content • Increase relevant reach

Assessment

To what extent do you currently use social media to extend your audience reach ?

0 – not at all 1 2 3 4 5 – extensively

8. Integration

Turn data into revenue by integrating your services

What does integration do?

• Aligns marketing with other business functions • Updates your subscriber lists and profiles automatically • Powers real-time automation,

audience insight and behavioural targeting

Integration

Why is integration important?

• Efficiency • Reduce manual processes and errors • Data available immediately across the business

• Consistency • Up-to-date information • Multiple validation points

• Effectiveness • Better understanding of customer • Makes real-time & behavioural marketing possible

Integration

What can you integrate?

• CRM • eCommerce • Booking data • Vouchering • Ticketing • Analytics • Social media • Custom applications

Integration

CRM

• Sync customer data • Contact details • Preferences

• Update CRM details • Campaigns sent • Activity - clicks, bounces etc.

Examples

eCommerce

• Sync customer data • Contact details • Purchase history

• Behavioural re-targeting • Abandoned basket recovery • Post-purchase reminders

Surveys Upsell - Referall

Examples

• Powering integrations • Open, standards compliant API • Pre-built libraries - PHP, Python, C#, Node.js etc.

The PM API

Assessment

To what extent is your marketing data integrated with your other business functions and applications?


9. Automation

What is Marketing Automation?

Improving marketing efficiency and consistency by using rules to trigger

automated one-to-one messaging

How does Marketing Automation work?

Input/trigger (eg. added to a list) |

Response/Action (eg. send a welcome email) |

Timescale (eg. do it now!)

It can be a single process or a more complex, multiple, chained process

• It’s ideal for

• Birthday messaging • Welcome emails • Shopping basket recovery • Post-dining surveys

• Sales team notifications • etc…

Automation Examples

• Automation sequence – Event invitation

1. Send invitation email 2. Openers (browse only) – send follow-up (incentive) 3. Non-openers – add to list, schedule a resend (re-title) 4. Registrants –send thank you & confirmation

- joining instructions 5. Registrants – send internal notification alert 6. Registrants – add to list for a reminder email 7. Attendees – send thank you (& content) 8. Non-attendees – send sorry we missed you (re-book)

Automation Examples

Benefits for you

• Reduce workload by automating repetitive tasks • Improve results by reacting to individual actions

and circumstances • Ensure consistency of response • Avoid missed opportunities

Benefits for your customers

• React to their specific needs • Send the right message,

- at the right time • Improve the customer experience

Challenges

• Identify opportunities for automation • Good data collection practices • Design appropriate rules • Monitor success • Refine

Assessment

To what extent are you using marketing automation in your marketing campaigns?


10. Profiling

Precision marketing

Collect insights, not just data

• Standard • Name • Email • Profile information– eg. Birthday, gender…

• Advanced • 7 profiling ‘dimensions’ • Location, engagement, profiles, lists, frequency, date,

domain – (and combinations of) • Device type • Behaviour (Audience Insights)

Dimensions & Audiences

Geo-location

Audience Dimensions

• Sources • Direct: Postcode • Indirect: IP Address

• Benefits • Restaurant chain:

2x opens, 4x clicks

Engagement

• Understand how engaged your contacts really are • Multi-factor algorithm

• Allows you to • Reward engagement - encourage word-of-mouth • Segment and reactivate least engaged contacts

Audience Dimensions

Engagement

Engagement scoring algorithm • Fully automatic • Measures quality of relationship over time • Based on multiple parameters including .. • Frequency of interaction • Quantity of interaction • Type/quality/depth of interaction

Audience Dimensions

Engagement

Engagement scoring algorithm • 5* Highly engaged • 1* Disengaged • Initial subscription score = 3* • Score increases with positive behaviour • Score decreases with negative behaviour

… and time

Audience Dimensions

Engagement characteristics

• Disengaged • Irregular communication • Engagement diminishing over

time

• Engaged • Lots of very engaged subscribers • Proportion of highly-engaged

subscribers increasing over time

Disengaged

Engaged

Benefits of engagement scoring

• Quantitative measure of an abstract concept • Multi-input algorithm provides a holistic view • Automated process • Rating is dynamic – results are continuous • Legacy data included from replayed historic

campaigns • Available for use in segmenting

data and targeting future campaigns

Audience Dimensions

Using Engagement

• Reward, nurture and re-engage • Use to reward and progress engaged subscribers

- Loyalty schemes, VIP offers • Use to nurture average engagement subscriber • - Entice with upsell promotions • Use to re-connect with disengaged subscriber • - re-engagement campaigns, different messaging,

offers, returning discounts, welcome emails

Audience Dimensions

Re-engagement example

VIP engagement example

Device

Other insights

Audience Insights

• Profiling insight by subscriber behaviour • Goes beyond goal-based tracking • From campaign through to online activity • Insight into browsing, preferences, purchases • Tracks individual subscribers not campaigns • Active over a prolonged period • Provides behavioural insight for subsequent

targeting

Behavioural targeting

Audience Insights – how it works


Applications For eCommerce • Understand the product categories customers are

browsing and buying – or not! • Identify opportunities for up/ cross-selling • Personalise campaigns on spend, last visit and

frequency

For publishing • Understand topics of most interest • Make updates and advertising more relevant


Assessment

To what extent do you currently use profiling to gain insight from your subscriber data?


11. Personalisation

There is no B2B or B2C - just H2H

Why personalise?

• Relevance is a fundamental of Permission Marketing • It’s polite – talk to your customers as individuals • Personalisation can create differentiation → attention • Familiarisation generates trust

(incorrect personalisation does the opposite!) • Engaged subscribers are more likely to become loyal

customers • Personalisation is the reason for profiling

Personalisation

What can you do?

• Simple • Based on standard data fields • Insert data into email

(Dear first name) • Advanced

• Based on customer profiling and insight

• Display content based on recipient profile

• Dynamic content

Personalisation

Example Applications

• Sector - display industry specific content • Audience - different products/pricing to B2B/B2C readers • Gender - display women’s clothing to female subscribers • Location - only display items at the subscriber’s local store • Engagement - include vouchers depending on loyalty points • Preference - display meat-free menus to vegetarians • Behaviour - show the call to action which has been most

successful with that subscriber in the past

Personalisation

I love this! • Personalisation • Purchase history • Browsing interests • Location specific • Behavioural insight

Assessment

To what extent do you currently use insight from customer profiling to customise your communications ?


12. Capability

That’s all great, but…

Implementation • Challenges • Permission • Data • Design • Delivery • Performance • Social • Integration • Automation • Profiling • Personalisation • Capability

Reaching customers (strategy, process) Understanding, demonstrating DM effectiveness (results, value) Budget, defence, justification, demonstrating ROI (investment) Using digital marketing tools effectively (features/skills) Keeping up with changes & trends (knowledge) Understanding the business benefits (value) Lack of proficiency in strategy (strategy, expertise) Low level of skills/knowledge in tools/features (features, support) Integration into overall marketing environment (strategy) Low confidence in effectiveness (results, performance, value) Limited in-house time & resources (time, resources) Complimenting in-house systems/applications (integration) Scale/quality of subscriber data (data management) Managing data (data management) Improving campaign effectiveness (results, performance) Professionalism of communications (quality) Permission, best-practices, compliance (expertise)

Implementation

• Integration • Profiling • Audience insights • Automation • Personalisation • Responsive (of course)

Implementation


• Resources - dedicated or multi-tasking - focus, urgency - time management - meeting deadlines

• Expertise - direction - legal/compliance - best-practice - current trends - competition

Assessment

To what extent do you feel you have the resources and expertise to achieve your marketing objectives?


Discovery

Next steps…

• Assess current capability • Evaluate against your goals • Identify key areas for improvement • Develop an implementation plan • Execute on your plan • Test, refine, repeat

www.signupto.com

http://www.signupto.com


Additional resources…

• Sign-Up.to blog

• http://www.signupto.com/news/


• Sign-Up.to news, tips & tricks

• http://www.signupto.com/contact/


• Permission Marketing Diagnostic • Email Benchmark Report • Online platform walkthrough • Advanced reporting

- Device open report - Engagement report

Thank you! www.signupto.com


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