Matt King Email Marketing Core Concepts And Best Practice (Sept09)

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Email Marketing- Core Concepts and Best Practice –

Your Speaker: Matt KingChartered Institute of Marketing Course DirectorMicrosoft EMEA Region tutor in digital marketing

Founder and Director, Media SafariBA Hons DipM MCIM Chartered Marketer

In association with Best MarketingRiga, Vilnius, Tallinn

16-18th September 2009

Email Marketing

Agenda

Welcome and introductions

How the world is changing

Email – where is it all going wrong?

Successful email marketing strategy

Email marketing systems

Implementing the campaign

Measurement and reporting

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Useful resources…• eMarketing eXcellence, Chaffey / Smith• Successful E-mail Marketing Strategies, Hughes / Sweetser• Meatball Sundae, Godin• Cluetrain Manifesto, Levine / Locke / Searls / Weinberger • Groundswell, Li / Bernoff• The Longtail, Anderson• Citizen Marketers, McConnell / Huba• Crowdsourcing, Howe• www.davechaffey.com• www.dbmarketing.com

Speaker – Matt King:• Chartered Institute of Marketing (CIM) Course Director• DipM / Member of CIM since 1996 / Chartered Marketer• Founder and Director of Media Safari – Marketing communications

consultancy for technology companies• Experienced CIM tutor and corporate trainer• Microsoft EMEA Region Tutor in Digital Marketing• Core competence in integrated marketing communications, branding,

PR and digital marketing – Ping!• Find and connect with me:

– [email protected] – www.mediasafari.typepad.com/mattking– www.linkedin.com/in/mediasafari

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“The same rules still apply:We are just working on a broader canvas

with a richer set of colours”

Mohan Sawhney, Kellogg School of Management

‘Marketing is an organizational function and a set of adaptive processes by which organizations collaborate with customers and partners to

create, deliver and share value to grow revenues, build brands and enhance customer

relationships.’

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How the World is Changing


“Digital media, online, the internet; call it what you will, it’s not a single ‘channel’ that defines its audience simply through their use of it. Digital today is the context for all consumer behaviour; our presence in this environment doesn’t define us because it’s increasingly assumed. For the first time in advertising’s history, those practising it can no longer buy an audience; instead they have to find ways toconnect to individuals.”

Yusuf Mehdi, Senior Vice President, Online Audience Business, Microsoft (Source Contagiousmagazine.com 17/03/09)

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From information asymmetry...– Information was scarce – Customers were ill-informed– Exchanges were monologues– Marketing was “command-and-control”

… To information democracy– Information is ubiquitous– Customers are well-informed– Exchanges are conversations – Marketing is “connect-and-collaborate”


Transactional Marketing

RelationshipMarketing

Collaborative Marketing

Time Frame 1980s + 1990s + Beyond 2005

View of value Value is associated with a company’s offering. Maximize value in exchanges

Value is associated with customer relationships. Maximize lifetime value of relationships

Value is associated with experiences. Maximize value of co-created experiences

View of market Place where value is exchanged between customers and the firm. Market is separate from the value creation process

Market as a forum where value is co-created through interaction and dialogue

Role of customer Passive buyers to be targeted with offerings

Portfolio of relationships to be cultivated

Prosumers – active participants in value co-creation

Role of firm Define and create value for consumers

Attract, develop, and retain profitable customers

Engage customers in defining and co-creating unique value

Nature of Customer Interaction

Survey customers to elicit needs and solicit feedback

Observe customers and learn adaptively about customers

Active dialogue with customers and communities

From sales / product led to marketing

/ customer led

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Traditional Marketing

“Command and control”

Profiting from transactions

Delivering value to customers

Designing superior products

Functional silos (4Ps)

Monolithic organization

Collaborative Marketing

“Connect and collaborate”

Profiting from relationships

Co-creating value with customers

Designing superior experiences

Connected processes (value-centric)

Networked organization


Interrupt to EngagePush to PullViewer to ParticipantSolitude to Social NetworksAuthority to RecommendationBrand control to Brand co-creationQuarterly measurement to Intelligence/smartnessIntermittent dialogue to Automated relationship

= BUZZ WORDS – Engagement, participation, relationships, brand co-creation

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Vital statisticsFounded in 20014 fold sales every year - 2005 - $6m$15 a T-shirt / cost less than $4 to make

How the World is ChangingTodayYesterday

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Trends - Implications Presents both opportunities and threats to the marketer:

Marketers must embrace new channels of communication to keep up with consumers, they won’t wait for youCustomer exchanges should be conversations, not monologue and you have no choice but to participateYou must do what you say & say what you do: honesty, authenticity and transparency are essential to survive ‘Command and Control’ is now ‘Connect and Collaborate’Here’s a few examples…

Busts 4 Justice14,099 members

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• What do these examples illustrate?


• Customers experience your brand through conversations they have among themselves– No option but to participate in these conversations– Need to cede control over the medium & message

• Authenticity, honesty & transparency, essential to survive in new environment– Do what you say & say what you do– Face up to negative news - no place to hide

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Key trends that all marketers need

to recognise

Direct communication and commerce between

producers and consumers

Amplification of the voice of the consumer

and independent authorities

Need for an authentic story as sources increase

Shorter attention Spans due to clutter

Search engines and the long tail

Direct communication and commerce between

consumers and consumersThe atomised world –end-to-end to

component based solutions

Infinite channels of communication

Shifts in scarcityand abundance

The triumph of big ideas

The shift of how many

to who

Adapted from: ‘meatball sundae’How new marketing in transforming the business world, Seth Godin

Outsourcing

The middle of the market is changing –

people want exclusivity or the cheapest

New gatekeepers –no gatekeepers

How the World is ChangingTrends Now Soon Later /

Never

1/ Which trends have affected how you do

your marketing?

2/ Which will you need to

consider soon?

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So where are we?• A bunch of ads online is not going to drive engaging customer

dialogue• Digital is having a major impact on the way organisations do

marketing• We need to use the increasing number of digital tools to

communicate with, not shout at, our customers• Shouting Not listening• The trends of the digital age will have an impact on the management

structures within organisations• What are the ramifications for email marketing?

Email: Where is it all going wrong?

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• Roughly how much of that email is relevant, timely and personalised?

• How many do you actually respond to?

• How many emails do you receive on average each day?


Summary• Email marketing started about 10 years ago in 1998• It allows marketers to perform highly targeted and interactive marketing• Capable of producing more bottom line results than any other marketing

method• It is a prospect conversion and customer retention tool• It builds loyalty, repeat sales, cross sales and profits• An entirely new and better way to build relationships with customers

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Benefits• Cost effective / low cost of fulfilment• Faster campaign deployment & options for testing• Encourages immediate action and (impulsive) response• Enables companies to build customer retention and loyalty• Personalization facilitates real conversations rather than simple

promotion• Dialogue and engagement rather than shouting and one way• Email delivers sales at a considerably lower cost per order compared to

banner ads, paid for search, affiliate programs…



Email influences

all channels

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Multi channel buyers are

more valuable

JC Penney US Data

Email: Where is it all going wrong?With one of

the lowest cost per order figures

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Email: Where is it all going wrong?Online & Off Line Sales Registration Year Year

Typical Retailer 52 Year 2 3E‐mail Subscribers 1,000,000 830,000 697,200 Annual Unsubs & Undelivers 17% 16% 15%E‐mails Delivered 47,580,000 39,707,200 33,535,320 Open Rate 25% 22% 19%Opens 11,895,000 8,735,584 6,371,711 Conversion Percent of Opens 0.8% 0.9% 1.0%Online Conversions 95,160 78,620 63,717 Off Line Sales due to e‐mails 3.00 285,480 235,861 191,151 Total Purchases 380,640 314,481 254,868 E-mail induced sales from Online and Offline $144 $54,812,160 $45,285,267 $36,701,054

Operating Costs 50% $27,406,080 $22,642,634 $18,350,527Subscriber Acquisition Cost $12.00 $12,000,000Transaction E‐mails Per Order 3 1,141,920 943,443 764,605 Total E‐mails Delivered 48,721,920 40,650,643 34,299,925 E‐mail Costs CPM Incl Creative $6.00 $292,332 $243,904 $205,800Database & Analytics $0.75 $750,000 $750,000 $750,000Total Costs $40,448,412 $23,636,538 $19,306,327

Gross Profits $14,363,748 $21,648,730 $17,394,728Discount Rate 1 1.11 1.15Net Present Value Profits $14,363,748 $19,503,360 $15,125,850Cumulative NPV Profits $14,363,748 $33,867,109 $48,992,959Value of an E-mail Subscriber $14.36 $33.87 $48.99

Tracking the value of 1,000,000 specific people over three years.

Once a week e-mails; open rate 25%

For every online sale there are 3 offline due to e-mails

Value of each e-mail subscriber is $48.99

• 93% of major corporations use email marketing (Jupiter Research)• 95% of companies use email marketing (Forrester 2008)• All the rest are looking at it, thinking about it and planning it!• 49% of US adults shop online (Pew Internet & American Life Sept’07) • 69% of adults shop online with household incomes of $60-100k• 79% with incomes above $100k• 44% of consumer check their primary email 3 times daily (Merkle) – a

rise of 33% from 3 years ago• 52% “couldn’t live without it”• 58% believe it is a great way for companies to stay in touch…


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Customers feeling frustrated and confused…

“Processes companies have for handling customer feedback are often weak and fragmented and not supported by systems… customers prefer to stand in queues in banks rather than deal with automated telephone systems.”

Professor Merlin Stone (2004)


• But customer satisfaction is declining rapidly – Fujitsu have found that 50-70% of calls to call centres are for value restoration e.g. late delivery or poor product quality rather than value creation

• Of that 93% (Jupiter), only 31% use click through data to follow up with more targeted messages

• Most don’t vary the message based on recipients’ behaviour• Identical emails are sent to millions of unknown subscribers and fail

to use the basic principles of segmentation and interactivity torealize the benefits of email marketing

• The average company loses about 30% of its email subscribers pa• Even though 27% of emails received by consumers are OPT IN!


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Causing satisfaction

and open rates to fall in equal

measure

• Open rates have fallen from 40% (1999) to <12% (2009)• 38% of UK companies ignore incoming customer email (Egain 2007)• 50% of FTSE1000 do not know who their customers are (MORI

2003)• 66% of European companies cannot track customer relationship

history (Smith 2004)• 50% of companies lose crucial customer information when staff

leave• 50% of CRM projects fail whilst 20% substantially fail to live up to

expectations (Gartner 2004)


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• Marketers using email like a TV or print ad• Blasting the same thing at everyone and not allowing the recipient to

respond or engage in dialogue• Same communiqué sent to buyers and non-buyers• Email Batch and Blast no longer performs• Subscriber boxes overflowing with permission based email that is

irrelevant• Failure to deliver on relationship expectations that consumers have• Most just ignore the emails which deflates the efforts to build the

relationship and drive sales• One frantic campaign after another… sales down, send another…


Every one a newsletter or an e-bulletin

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Same newsletter… 4 pagesYawn…….

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• What are your 3 main target markets in order of priority?

• For each market, what are the key factors of differentiation?

• When was the last time you communicated this and how?



Urus / The aurochs (Bos primigenius) • One of Europe's most famous extinct animals - A very large type of cattle• Evolved in India some two million years ago, migrated into the Middle East and further into Asia, and

reached Europe about 250,000 years ago• By the 13th century A.D., the aurochs' range was restricted to Poland, Lithuania, Moldavia,

Transylvania and East Prussia• In 1564, 38 animals existed according to a royal survey• The last recorded live aurochs, a female, died in 1627 in the Jaktorów Forest, Poland

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Some of the key strategic issues…• Hunting and farming• Integration with other communications channels• Contact strategy• Segmentation and targeting

What Subscribers want…

Listening creates profits by selling

products over the long term

Recognition

Dear Mr. Sinisalu

ServiceOrder history, NBP

Conveniencee.g. Remembering details

for quicker purchase

HelpfulnessHow can I be more

helpful to that customer?

Informationi.e. lots of links

as gateway

Identificatione.g. People like to identify

themselves by interest (Sports team).

Companies can build on this

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Hunted to extinction….• Traditional method involving massive identical email campaigns sent

to relatively unknown subscribers• Analysed by opens, clicks, conversions and unsubscribers• Hunting for sales – little is known about subscribers except email

address• Unaware of age, income, lifestyle, offline purchases, off-spring or

anything else• Send out emails into a vast wilderness in the hope of snaring the

odd sale• More and more traps, mean less and less sales

What Subscribers get…


Permission Marketing / Opt-in• Gain permission, then trust, and ultimately loyalty• Stick to the principal marketing tenets of identifying, anticipating and

relentlessly fulfiling customer requirements….• In the context of the new digital ecosystem, marketing should be a

collaborative affair• Marketers help customers to buy; customers help marketers to sell• B2B, B2C, C2C and C2B (trialogue)• Segmentation and targeting

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Jupiter research: Segmentation - With dynamic content

produced 5 times more revenue and 16 times more profit than did broadcast campaigns- it can improve conversion rates by up to 355% and increase revenues by as much as 781%

Source: e-dialog 2008

FARMING• Personalised relevant email communications to individual

subscribers based on a database of demographic and behavioral information

• Each opt-in email subscriber is listed along with a wealth of demographic, behavioral and preference data

• Possible to send a different email to each and every one tailored to what you can learn from the customer’s individual details

• Emails are interactive and request that the customer explores them in depth

• Drive retention and improve results


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FARMING• Opportunity to create competitive advantage by adding value to

customer experience• Sense, respond & adjust – spend time defining rules and testing

automated follow up communications that match the context• Peppers & Rogers – 1 to 1 Marketing (’99) IDIC

• Customer Identification• Customer Differentiation - segmentation• Customer Interaction• Customised Communication


Build a subscriber database

Get your customer’s email addresses,

names, demographic data as well as web

behaviour data

Create segments and personalise the

conversation

Keep track of your customer’s lifecycle

& develop the marketing program for each segment

Make every email interactive

& engaging

Switching to farming


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FARMING• Database – Too much emphasis on growing the list in hunting• This is good but more important is a list of active, interested and

motivated subscribers• Focus more on getting a greater response out of your current list• Build the data and segment


Source: Lyris

FARMING• Behavioural based segmentation

• Different emails to those that have opened to those who have not• Those who have clicked on a specific link• Those who have visited a certain pages on the website• Those who have purchased a particular product


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FARMING• Building the data

• Capture events• Track everything they do – open, click and purchase

• Gather preferences• Ask them what they prefer

• Infer preferences• Link categorisation, collaborative filtering, NBP

• Append data• AmeriLINK, ACORN…


Integrating with other channelsSource: eMarketing excellence (Chaffey and Smith)

Website and partner

microsites

1/ Search marketing• Search engine optimisation (SEO)• Paid search: Pay per click (PPC)• Paid for inclusion/feeds

2/ Online PR• Portal representation • Social media: blogs, feeds and communities

• Media alerting services• Brand protection

3/ Online partnerships• Affiliate marketing• Sponsorship• Co-branding• Link-building• Widget marketing

Offline communicationsvi/ Direct mailvii/ Exhibitionsviii/ Merchandisingix/ Packagingx/ Word of mouth

4/ Interactive ads• Site specific media buys• Ad networks• Contra-deals• Sponsorship• Behavioural targeting

5/ Opt in email• House list emails• Cold (rented) lists• Co-branded• Ads in 3rd party e-newsletters

6/ Viral marketing• Pass along emails• Word of mouth• Buzz marketing• Generating media mentions

Offline communicationsi/ Advertisingii/ Personal sellingiii/ Sales promotioniv/ PRv/ Sponsorship

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• Cold email campaign• Rented email lists from a consumer email list provider

• Data companies e.g. Experian, Nielsen Claritas• Business email lists e.g. Corpdata• Trade publishers e.g. Dennis, Incisive Media

• Co-branded email• Email with an offer from a company they have a reasonably

strong affinity with• Third party e-newsletter

• A company publicizes itself in a 3rd party communiqué e.g. editorial or sponsorship

WarmerResponse

Cost efficiency



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Traditional / offline – BREADTH of coverage

Digital toolsetDEPTH of coverage

Deepening the understanding and level of engagement

RETENTION

LOYALTY

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Integrating with social networks• Broaden the reach of your content• Drive registrations and build the mailing list• Sound bite Vs depth of message • Use it to gather content for your newsletters by listening to what is said• Use it as a sounding board to decide what content to cover• Turn social media contacts’ questions and comments into content

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Greg The ArchitectOrganisation: Tibco / Industry sector: SOA (Service oriented architecture)

• Aim: To increase awareness and drive subscription to regular newsletter• Target is niche – high level IT buyers• Outcome: To pursue and build relationships• Key competitors are Oracle and IBM• Generated over 147k views • 4 fold increase in subscriptions

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Contact Strategies• Determining which kinds of customers and enquirers get which

sequence of contacts• Right Touching (Chaffey)• Multi channel communications strategy customised for individuals• Delivers the right value proposition, the right message, the right

tone, at the right time• Frequency and interval• Media and channel• Balance of value between both parties



Source: eROI

Is there a best time to send an

email?

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Source: UK DMA National Benchmarking Survey (www.dma.org.uk)

What is the best frequency


Control through defining:• Aims and outcomes• Key messages

- “Institutional” and campaign-related • Frequency – minimum and maximum…

- Number per period – month/year • Interval – minimum and maximum…

- Gap between messages • E-mail type - content and offers

- Do e-newsletters integrate with e-campaigns?• Priorities for individual promotions• Integration with offline communications (direct mail, phone)

How do we ensure it’s

always relevant?

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Factors of relevancy

Segmentation

Interactivity

Testing Lifecycle

management

Triggers

Personalisation


Source (Hughes & Sweetser)


Relevance and affect on Open Rates

Relevance is in the eye of the recipient, not the sender

3.9%14%33%Av. Targeted email campaign

1%9.5%20%Av. untargeted email campaign

CRCTRORJupiter ‘06

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Phone or E-mail.Use for range of services for guest members or full members

2 days after browsing content

Conversion 4

E-mail.•Encourage membership•Ask for feedback

1 month active

Initial cross-sell message

3

E-mail, home page, side panels deep in site

•Encourage use of forum (good enabler of membership)•Highlight top content

1 month:Inactive (i.e. < 3 visits)

Engagement message

2

E-mail, Post transaction page

•Encourage trial of site services•Increase awareness of range of commercial and informational offerings

Guest site membershipsignupImmediate

Welcome message

1

Medium for message/Sequence

Outcomes requiredInterval /trigger condition

Message type

Integrated Touch Strategy Formats


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Combined response from e-mail and

direct mail is 125% better than no e-

mail.Pre-mail, with online

response

Response increases, 100% for

direct mail piece.

Teaser e-mail. No online response

Direct Mail

Direct Mail

Source: E-consultancy Masterclass 2005 - BCA

Right Touching with email – combining with

offline communications

Segmentation and targeting• Basic tenets of good marketing practice• Design custom marketing strategies for each segment• Determining which kinds of customers and enquirers get which

sequence of contacts and rewards• Key factors of relevance


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Segmentation and targeting• If its sounds daunting, start simple (primitive subscriber segmentation)

• Purchase Behaviour - Those who have bought, those that haven’t• By purchase size• Male and female (clothing, costmetics)• Tenure on database

• Create segments you understand• Watch and learn

• Add demographic and behavioural data• Link to clear objectives

• E.g. Increase basket by 20%



Marketing Sherpa research ’08Financial sector

Unsegmented: Av OR 10.5% CTR 1.3%Segmented: Av OR 42.2% CTR 15.6%

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Actual e-Dialog retail client data

Recognise Status levels


Actual e-Dialog retail client data

Create meaningful segments

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Communicate with customers according to their tastes inferred from demographics or behaviour.

7. Tone and style preference

Assess customers by current and future value potential

2. Customer value

Target customer groupings according to their characteristics & motivations

1. Classic profile-based demographic segmentation

Communicate with customer in their preferred media (and according to value)

6. Channel preference

MethodTargeting approach

Use “sense and respond” targeting based on RFM

5. Purchase and response behaviour

Target messages according to length of time using online services

4. Customer lifecycleTarget 2-10 typical customer journeys3. Web design personas

Online targeting and personalisation options

Booked 6+ more than a season agoVery rustyBooked 6+ last seasonRecentBooked 6+ events in current seasonCurrent subscribers

6+ subscribers

attended in 36+ monthsVery rusty twicerattended >12, < 36 monthsRusty twicerattended < 12 monthsRecent twicer

Twicers

attended 36+ monthsVery rusty oncersattended >12<36 monthsRusty oncersattended <12 monthsRecent oncersDefinitionOncers

Segmentation example for event organiser

Acquisition /Re-engagement

Retention and loyalty

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• Borders UK set up their POS system in May 2006 to collect e-mail addresses at the cash registers

• The POS system sent data every night to the Borders ESP. This triggered welcome messages to everyone who signed up the day before

• The messages included a discount voucher to prompt a second visit

• Results: 38% higher transaction values for e-mail subscribers compared to other members

• 13% voucher redemption rate• E-mail subscriber base increased 630,000 in 17 months

CRITICAL Success Factors:• Creative

• Relevance

• Incentive

• Targeting and timing

• Integration

• Copy

• Attributes

• Landing Page (or microsite)

Source: eMarketing excellence (Chaffey and Smith)


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• What are your 3 main target markets in order of priority?

• For each market, what are the key factors of differentiation?

• When was the last time you communicated this and how?


Think of 3 ways that this might now be

improved

Email marketing systems

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Reminder

• Who is at the centre of good e-marketing practice?

• What words describe how companies should approach communications as a result of the new digital ecosystem? (3 words)

• What are the basic tenets of good email practice? (3 words)

• How is this achieved? Companies should switch from what to what?

Email Marketing Systems

• Standard Office Software e.g. Outlook• Small lists, limited track-ability, text based, manual processing

• Desktop mailing software• Lists are managed and emails broadcast using software (out of

a box) running on PC e.g. Infacta or CRM software Goldmine• Low cost, no fee for each email – some track-ability

• List server software• For higher volumes of email broadcast from an internal server –

offers personalisation, tracking and automation e.g. Lyris• Requires support from IT and deliverability may cause problems

if the broadcaster becomes compromised

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www.mxtoolbox.com/blacklists.aspx

Email Marketing Systems

• 3rd party – ESPs (Email service providers)• Web based services that can be used by a client to manage

their own email activities• You don’t buy – subscription basis and sits on another server• Provides technical infrastructure that is needed by managed by

an outside company• Outsourced to an agency

• Templates created, distribution managed etc.• Personalisation, automation and detailed reporting• More costly, loss of control

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www.icontact.com

www.aweber.com

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www.constantcontact.com

www.sign-up.towww.industrymailout.com

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www.sign-up.to

www.sign-up.to

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http://www.pure360.com/industry/white-label-solution.html

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Import and export to database for content / contact managementCompatible with all common sources including Microsoft, Sun, Intuit and Act

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Email Marketing Systems• Choosing an email service provider

• Creating the content• Templates? WYSIWYG editor? Capacity for dynamic

content? Can content be archived?• Managing the list

• Database integration? Add new fields? Can subscribers / unsubscribes be managed through a website?

• Broadcasting the message• Ability to schedule? Can touch strategy emails be set up?

Autoresponse notification? Unique IP for each campaign?• Tracking and reporting

• What metrics are available? Can responses be tracked at an individual level etc etc.

Concentrate on the relationships…

…not the technologies

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Implementing your campaign


• Review current activity• Legals – CAN-SPAM Act 2003 • Opt in / Double Opt in• Deliverability

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TypesB2B /B2C

Promotional

Newsletters

Triggered Welcome

Reactiviation

Thank youSurveys


Make my work easierHelp me to be more efficient

Make me look goodGive me a great deal

Make my life easierGive me a great dealMake me look good

Help me learn or have fun

Transactional


Review of creative and content• Subject line

• Length, tone, style, names and call to action• Layout, Format, Length

• Have you changed or varied the format?• How does this compare?

• Content Style• Humorous, serious?• Specific messages sent to specific segments?

• Incentivised Call-to-action

Tell rather than sell

Think like a customer, not

like a marketer

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Review of creative and content• Frequency

• About 70% of emails are sent on Tuesday - Thursday• Ask your customers when the best time is – no right or wrong• Consider content and timing – weekends may be preferable • Look to deliver at the same each time – open rates will improve

66% of email users list ‘excessive frequency’

as a reason to unsubscribe

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Review of creative and content• Design

• An easy improvement that can be made to drive better results• Key brand touch point and should reinforce company essence and

personality• Test different designs for different audiences

• Personalize• At least by name• Aim to tailor to the specific profile and preference of each recipient

Implementing Your Campaign

Examples of Email response mechanism

Acquisition Retention

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Review of creative and content• Testing

• The greatest benefit of email marketing• But rarely deployed• Test at least 1 variable in each email campaign• Test variables can be format changes, subject lines, copy style, copy

length, offers etc.• Split your list into two random by equal parts (A/B) and test one new

variable against an existing constant

CAN-SPAM Act 2003• Controlling the Assault of Non-solicited Pornography and Marketing• Appended under the Sender and Provision Coalition (ESPC) in 2005

and 2008• “Commercial email must not be sent to an individual unless prior

affirmative consent has been obtained”• In brief, you DON’T want your emails to be considered SPAM by an ISP

– they’ll add you to a black list and your emails will be filtered as spam –disastrous for OR and CTR, let alone building relationships

• You need to ensure you acquire email addresses in a legal, ethical and responsibly way

• This includes making Unsubscribe easy – no logging on and offered through a link in ALL commercial email

• Physical address on all commercial messages

www.ftc.gov

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Double Opt-in• Those that double opt-in are much more likely to want your emails

and will read them and buy your products• You may lose people who fail to click the second time• Double opt-in is sure fire way to make sure new email names are

clean • Reduces risk of spam complaints considerably• Ensure you don’t have typos on your list• Short term revenue Vs longer term customer retention and loyalty• Proof of permission – YOU HAVE TO KEEP A RECORD • No definitive answer but be warned…

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• Grab attention! In subject line and body• Be brief and relevant• Personalise it• Hyperlink to site• Clear call to action at start and end• Test it• Operate within legal constraints• Provide opt-out or unsubscribe option by law


Improving deliverability• Content:

- Limit use of spam keyphrases- Test e-mail against filters – spam reports

• Reputation:- Educate users about how to add to safe senders list (whitelist)- Remove bounces from list- Respond to complaints to reduce blacklisting- Review user-generated blacklists, e.g. AOL, Cloudmark- Review authentication and accreditation options:

Microsoft Sender ID / SPF , Yahoo! DomainKeys, Bonded Sender, Habeas, GoodMail

• Both:- Use test accounts with all major ISPs or Lyris Email Adviser- Review deliverability, opens, clicks by ISP

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White list instructions

Is your email clear within the preview pane?

Ensure email width < 500 pixels,

key messages on left…Implementing Your Campaign

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Improve deliverability through templates

for different activities

Scannable& skimmable

Structured around required key outcomes

Support your brand & explain your proposition

With pods or blocks for tailoring content and prioritising offers

Prompts to add to whitelist, view in browser

Table of contents

Search and category browse on site

Update profile

Forward to a friend

That don’t look like templates

With full range of relevant standard features

Templates that work in the inbox

Printing


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What can be measured?


Effectiveness of sender and subject lines

Offer, copy, text placement

Opens, click throughs, downloads

Conversions per campaign

ROI

Value of opt-in email address

Cost of delivered email

Number of salesVolume of sales

Profits from conversions due to email

Effect of email on offline campaigns

Revenue per delivered email

Unsubscribers

Campaign success

Emails produced by store visits, web registration

Bounce rateReferral rate

Web site actions

Order size

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Factors to consider• Primary metrics

• Go beyond open and click through rates• Find a metric that works for your business• Conversion, order size, referral, demo requests

• Consistency• Look for consistency over time• Variances would indicate inconsistency in relevance

• Find the high and lows for each metric• Fine tune the delivery

Source: HSBC Presented to MAD conference with permission

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Factors to consider• Feedback

• Review email feedback form or page on website• Encourage more feedback• Run an incentivized survey

• Web site statistics• Analyse navigation and what is read most

Effectiveness of sender and subject lines

Offer, copy, text placement

Opens, click throughs, downloads

Conversions per campaign

ROI

Value of opt-in email address Cost of delivered email

Number of sales

Volume of sales

Profits from conversions due to email

Effect of email on offline campaigns

Revenue per delivered email

Unsubscribers

Emails produced by store visits, web registration

Bounce rateReferral rate

Web site actionsOrder size


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Reporting to Senior Management:• Subject line opening• Person’s Journey• Opens & clicks• Links• Heat maps• Bounce management etc.

Campaign overview


Person’s JourneyHeat Map

Links

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Last Word…

• In the 1920s two German zookeepers, the brothers Heinz and Lutz Heck, attempted to breed the aurochs back into existence

• This was achieved from the domestic cattle that were their descendants today• Their plan was based on the conception that a species is not extinct as long as all its genes are still

present in a living population• The result is the breed called Heck Cattle, 'Recreated Aurochs', or 'Heck Aurochs‘

Connect with me:Matt King

[email protected]/in/mediasafari

www.mediasafari.typepad.com/mattking

Thank you…

for listening toEmail Marketing

- Core Concepts and Best Practice -in association with Best Marketing