How often is too often in email marketing by www velomarketing co_uk

How Often is Too Often?

Paul CrabtreeDirector, Velo//

Paul.Crabtree@velomarketing.co.ukDelivered at DMA Annual Conference

4th October 2007

Not why, not who, nor what but when!

Overview

• Relevant Industry Research

• 4 elements to consider

• Watch your recipients• Listen to your business• Watch your competitors• Let them tell you

• Avoiding wear out

What the research tells us

What does the research say? Open Rates

Open Rates

12.00%

17.00%

22.00%

27.00%

32.00%

37.00%

42.00%

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

US Open (Source: eROI, Q2 06)

UK Open (EmailCentre, 06)

The patterns are different for US and UK

What does the research say? Click Rates

Click Through Rates

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

US Click (Source: eROI, Q2 06)

UK Click (EmailCentre, 06)

The patterns are different for US and UK

What does the research say?

….And it differs by sector

Source: Email Centre UK

The research confuses rather than helps… so going to do our own!

Number of unique campaigns launching by hourLast 2 weeks

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

What governs when to send at the moment….

Timing based on marketer convenience, not the audience

…. It’s what we’ve always done….

Emails every Friday….

Emails on a Thursday….

Timing based on routine

What we’ve always done….

Emails at the start of the month….

Timing based on when content is available

This means we have to work it out for ourselves….

Email Marketing

4 elements to consider:

1. Watch your recipients

2. Listen to your business

3. Watch your competitors

4. Let them tell you

• Their profile:

• International Audiences

• Sensitive Content (jobs)

Is there an opportunity between sends?

Timeline of Clicks

01-J ul 02-J ul 03-J ul 04-J ul 05-J ul 06-J ul 07-J ul 08-J ul 09-J ul 10-J ul 11-J ul 12-J ul 13-J ul 14-J ul 15-J ul 16-J ul 17-J ul 18-J ul 19-J ul 20-J ul 21-J ul 22-J ul 23-J ul 24-J ul 25-J ul

Clicks (Campaign 1)

Clicks (Campaign 2)

• Calculate the churn rate of your list:

An email address you cannot contact has limited value

RECOMMENDATION: Look when people choose to access your website?

2. Look at your organisation

• Call Centre:• Quiet time?• Need staffing?

• Web site:• Handle Load?

RECOMMENDATION: Make sure you can handle the response

3. Watch your competitors

RECOMMENDATION: Sign up to all competitors

3. Get them to tell you

Trigger sends based on recipients

….Reactivations ….Cross Sells

3. Get them to tell you

….Auto Responders ….Abandon Carts

Email 2-Extra incentive

Week 1

Resend (?)

Email sendEmail 3

- Extra incentive Offer ending

Non open

Unsubs

Open, click, subscribe

Unsubs

Non open

Week 2 Week 3 Week 4

Telesales(?)

Email 5- Survey

Open/Click

Abandonedsubscribe

Open/Click

Abandonedsubscribe

Email 4- Loyalty

Can build into a contact plan

RECOMMENDATION: Set up targeted, automated campaigns

Watch for wear out!

Need to avoid apathy/ unsubs through overmailing

AN APOLOGY

Thompson & Morgan, I am wasting your budget and diluting your results

Stage 1: gather information

• Today’s frequency of contact

• Today’s frequency of campaigns

• Relative importance of campaigns

Stage 1:

Gather info

Stage 2:

Build scenarios

Stage 3:

Test impact

Stage 2: Build scenarios

• Test options:

• Same day?/ Last 3 days?/ last week?

• What is priority?

• Different types of campaign?

• Similar sends?

Stage 1:

Gather info

Stage 2:

Build scenarios

Stage 3:

Test impact

Stage 3: Test impact

• Monitoring unsubscribes /apathy

• Do campaign metrics suffer?

• Does unsubs fall?

• Monitoring opportunity cost of revenue

• Smaller audience = fall in revenue?

• Operations

• Schedule to book slots

Stage 1:

Gather info

Stage 2:

Build scenarios

Stage 3:

Test impact

What we’ve covered

• Relevant Industry Research

• 4 elements to consider

• Watch your recipients• Listen to your business• Watch your competitors• Let them tell you

• Avoiding wear out

How often is too often in email marketing by www velomarketing co_uk

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