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Enhance Your Email Marketing Seminar 26 April, 2012 www.charitycomms.org. uk #CCEmailTips

Personalising the online journey

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Enhance Your Email Marketing Seminar

26 April, 2012

www.charitycomms.org.uk

#CCEmailTips

Personalising the online journeyEnhancing your email marketing

Introduction

• Challenges of email marketing• The evolution of personalisation• Online personalisation using PURLs• Benefits and uses of PURLs• Live PURL demo• PURL case studies• PURL metrics• Personalised online video

Challenges of email marketing

• Too cheap• Poorly targeted• Massive increase in volume• Fatigue• You can track open and clicks but what

about the rest of the user journey?• What if your web pages are not mobile

optimised?

Challenges of email marketing

Open Rates

Click Rates

Response rates

Personalisation is one of the most important factors in a recipient opening and reading

direct marketing (Source: DMA GAP Report)

Personalisation should be the crucial element in getting a recipient to engage

The evolution of Personalisation

Recent developments enabled the use of variable images

Personalisation evolved in the early 1990’s to include variable text

Marketer

Customer

Personalised Marketing started with address labelling in the early 1980’s

Close the Personalisation Loop with PURL technology

Out

boun

d Pe

rson

alis

ation

Online personalisation using PURLs

• A PURL (Personalised URL) is a unique personalised web address

• PURLs launch personalised websites and landing pages incorporating variable text, variable imaging, variable video and dynamic content

• They allow for the tracking of individual responses and facilitate campaign analysis & reporting

How PURLs can be deployed

• Customer Acquisition

• Customer Retention or Customer Upgrade

• Recommend a friend campaigns

• Ongoing CRM Tool

• Data Gathering

Benefits of PURLs

• Quickly deployable

• Click analysis enables segmented follow-up campaign

• Capture of information not yet held on both new and existing customers

• Email notifications of activity to generate leads for telemarketing

• Enables the full tracking and measurement of DM campaigns

PURL Case Study

Improving email results

Email Opens 1,440

Clicks / PURL Activations 641

Click Through Rate 44.51%

Clicked on Subscribe 84

Response Rate 13.10%

PURL Case Study

Response Email Direct Mail

PURL Activations 641 409

Clicked on Subscribe 84 104

Response Rate 13.10% 25.43%

Benchmarking Email v Direct Mail

PURL Case Study Fully Integrated Campaign

Metric Description Results

PURLs generated Total personalised mailers and emails(containing PURL) sent 6,507

Activations Total PURLS activated 1,915

Activation Rate PURL activation rate 29.43%

Unique Activations Unique PURLs activated 1,008

Unique Activation Rate Unique PURL activation rate 15.49%

Clicks Total links clicked on landing page 2,669

Click Rates Engagement Rate 139.37%

Unique Clicks Unique clicks on landing page 962

Unique Click Rates Unique Engagement Rate 95.44%

Statistics

• Average activation rate from email marketing is 6.7%

• Average activation rate from direct mail is 2.4%

• Average engagement rate from email marketing is 40.6%

• Average engagement rate from direct mail is 62.4%

Personalised Video … ultimate personalisation

• Personalised video technology delivers personal messages to visitors

• It grabs attention, is more compelling to watch and is more memorable

• Can be delivered to registered users, be embedded into social media sites and can be delivered via PURLs

• Video Demonstration (www.your-welcome.com)

www.Youtube.com/watch?v=AyeOZyMU1go

http://www.marathonnewstv.com/?f=Peter&l=Grant&ch=Royal%20London%20Society%20For%20The%20Blind&n=1

www.salesforce.com/uk/drive

Thank you for your time ...... any questions?