New developments in

email marketing

Presented By: Louise Stephens

Email Marketing Consultant at little green plane

Follow: @lgplane & @loulou1987x

• Email objectives

• Knowing your audience

• Design & content

• Mobile strategy

• Email & Social

• Analytics influences

• Case study - SAA

Agenda:

Introductions

Status of email marketing

• Email brought in a staggering £25.75 for every £1 spent in 2011

• The DMA projects email to drive £42.4 billion in sales in 2012 and £51.5

billion in sales in 2016

• Last year 3.1 billion new email accounts were created, this is more than

Facebook, LinkedIn and Twitter combined.

How do you send your emails?

CRM System

• Issues with high

volume

• Lack testing

facilities

• Basic reporting

Email Service Provider • On going cost

Purchased Software

• Issues with

deliverability

• Using your own server

Outlook

• Using own server

• Deliverability

• No testing

• Little reporting

• No automated unsubscribe

Setting objectives

Weak objectives = Weak campaigns

What are your objectives?

Customer acquisition…

Customer retention…

Re-engagement

Knowing your audience

Enables you to tailor campaigns to their specific needs…

• Content – What are they interested in?

• Tone – How do you communicate to them?

• Design – Is the design correct for your audience?

• Incentivise – With what?

• Purchase – Where are they in their buying cycle?

John. Personal:

• Aged 45, married 20 years to Emily.

• Enjoys golf and camping.

• Risk adverse, logical thinker.

Work:

• Role: Technical Director in Engineering firm.

• Vast understanding of industry.

• Involved in strategic decisions and supply change management.

Issues:

• Dealing with rapid change and re-structuring.

• Ensuring his team keep up with changes.

• Meeting KPIs.

Key Messages:

• Needs confidence / credentials in his field.

• Need top line information only. (but access to detail)

• Accreditations and quality standard mean a lot.

Sophie Personal:

• Aged 18, single

• Loves socialising with friends and partying.

• Heavy web user and enjoys taking photos and uploading them to Instagram

• Bright, bubbly individual who participates in everything.

Career:

• Interested in working in fashion.

• Enjoys finding out about new products and getting a good

price on them.

Issues:

• Wants more experience.

• Need qualifications to accelerate her career.

Key Messages:

• Messaging can be more laid back / informal

• Passion, creative and innovative.

Design and Content

Template A. B.

Text

Top banner

1

2 5 4 3

Button

Text

• Bullet

• Bullet

• Bullet

Top banner

Button

1

2

3

The winner…

Text

• Bullet

• Bullet

• Bullet

Button Button

Top banner B.

• Focussed

• No distractions

• Not text/ image heavy

• CTA buttons

• Short and sweet

John

Sophie

Rendering…

Be consistent… Keep them on the scent…

How do we look at emails?

Top left is the

first place we

look

• Preview

panes

• Clear call to

action

• Branding

• Message

Eye

tracking…

Design v’s content • Keep it short - people DON’T read emails…

• Don’t try and be all things to all men, (try segmenting)

• Tone of voice to match audience

• Email structure / layout

• Clear call to actions

• Be legal

The rise & rise of mobile…

• 480m - Econsultancy: ‘Email Marketing

Census 2012’

• UK – 67% of people with smart phones

use them to access their emails

Number of mobile email users?

By 2015, more internet users will

access the web through mobile

devices than through PCs.

(econsultancy 2012)

Return Path 2012

Mobile device

What is your mobile strategy?

Enlarged fonts Get to the point

Layout

Finger targets

Size of images

Call to action button

Not Optimised Optimised

Responsive templates

Return Path 2012

What if you are not optimised?

• 41% of Europeans will close or delete

an email not optimised for mobile

• 29 % would read later on a PC or

laptop

Email & Social

Social media needs email!

You can’t even create an account without and email address!

Social sharing…

Getting your subscribers to do some of the leg work and spread the word!

Social connecting…

Step 1. Ask people to share your email…

Social connecting…

Step 2.

Social connecting…

Step 3.

Social connecting…

Step 4.

Social connecting…

Step 4.

More…

2,500 contacts

4 Tweet

2 likes

a) 250

b) 120

c) 300

d) 550

a) 400

b) 85

= Total potential

outreach: 4,205

Analytics What influences them…

Open rates

From

Time & day

Subject line

Open rates

Clicks

Calls to action

Design

Content

Clicks

Measuring effectiveness

Campaigns Sent % Opens % Click

Thru

Website

Conversion

20%

Email A 5,000 40% = 2000 5% = 100 20 Purchases

Email B 5,000 12% = 600 1% = 6 1.2 Purchases

Campaigns Sent % Opens % Click

Thru

Website

Conversion

20%

Email C 5,000 40% = 2000 4% = 80 16 Purchases

Email D 5,000 40% = 2000 18% = 360 72 Purchases

Split testing – Subject Line

Split testing – Subject Line A & New Email Content

Other tests to consider

• Location

• Behaviour based segmentation

• Sex

• Age

• Time and day

Size doesn’t matter!

Case study.

The Society for all Artists

Brief

• Increase audience engagement.

• Create a re-useable template design

• Educate on best practice

• Increase ROI

Strategy

• Analyse existing data

• Design

• Content

• Set realistic objectives

• Educate

Execution • Re- design of template – large

emphasis on call to actions.

• Full data analysis to understand their

audience and set tone

• Location based segmentation

• Google analytics conversion tracking

• 2 hour training session to educate on

best practice and analysing data.

Result

• 33.2% increase in open rates

• 11.5% increase in click through rates

• A staggering £111 return for every £1 spent

“The analysis and education has enabled us to be much more proactive in creating and

delivering our e-news campaigns. With the new template giving our emails better focus and

less distractions we are now able to target our audience in a much more precise manner.

The support and service from the little green plane team has been excellent and the return

on our investment has been outstanding as a result.” Jessica Reynolds, marketing co-ordinator at the SAA

Resources…

Littlegreenplane.com - Blogs

- Guides

LinkedIn Groups - Email Marketing Forum

- East Anglia Email Marketing Forum

- Email Marketing Group

Twitter - @lgplane

New developments in

email marketing

Presented By: Louise Stephens

Follow: @lgplane & @loulou1987x