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Page 1: How often is too often in email marketing by www velomarketing co_uk

How Often is Too Often?

Paul CrabtreeDirector, Velo//

[email protected] at DMA Annual Conference

4th October 2007

Not why, not who, nor what but when!

Page 2: How often is too often in email marketing by www velomarketing co_uk

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

Page 3: How often is too often in email marketing by www velomarketing co_uk

What the research tells us

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What does the research say? Open Rates

Open Rates

2.00%

7.00%

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

Page 5: How often is too often in email marketing by www velomarketing co_uk

What does the research say? Click Rates

Click Through Rates

2.00%

2.50%

3.00%

3.50%

4.00%

4.50%

5.00%

5.50%

6.00%

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

Page 6: How often is too often in email marketing by www velomarketing co_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!

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Number of unique campaigns launching by hourLast 2 weeks

0

5 0

1 00

1 5 0

2 00

2 5 0

3 00

3 5 0

4 00

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

http://images.google.co.uk/imgres?imgurl=http://images.jupiterimages.com/common/detail/31/55/22255531.jpg&imgrefurl=http://www.jupiterimages.com/itemDetail.aspx%3FitemID%3D22255531&h=250&w=249&sz=7&hl=en&start=7&um=1&tbnid=s5VPEXUYzYZFCM:&tbnh=111&tbnw=111&prev=/images%3Fq%3Dcup%2Bof%2Btea%26svnum%3D10%26um%3D1%26hl%3Den%26rls%3DGGLG,GGLG:2006-22,GGLG:en%26sa%3DN
Page 8: How often is too often in email marketing by www velomarketing co_uk

…. It’s what we’ve always done….

Emails every Friday….

Emails on a Thursday….

Timing based on routine

Page 9: How often is too often in email marketing by www velomarketing co_uk

What we’ve always done….

Emails at the start of the month….

Timing based on when content is available

Page 10: How often is too often in email marketing by www velomarketing co_uk

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

Page 11: How often is too often in email marketing by www velomarketing co_uk

Email Marketing

4 elements to consider:

1. Watch your recipients

2. Listen to your business

3. Watch your competitors

4. Let them tell you

Page 12: How often is too often in email marketing by www velomarketing co_uk

1. Watch your recipients

• Their profile:

• International Audiences

• Sensitive Content (jobs)

Page 13: How often is too often in email marketing by www velomarketing co_uk

1. Watch your recipients

Is there an opportunity between sends?

Timeline of Clicks

0

1 0 0

2 0 0

3 0 0

4 0 0

5 0 0

6 0 0

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)

Page 14: How often is too often in email marketing by www velomarketing co_uk

1. Watch your recipients

• Calculate the churn rate of your list:

An email address you cannot contact has limited value

Page 15: How often is too often in email marketing by www velomarketing co_uk

1. Watch your recipients

RECOMMENDATION: Look when people choose to access your website?

Page 16: How often is too often in email marketing by www velomarketing co_uk

2. Look at your organisation

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

• Web site:• Handle Load?

RECOMMENDATION: Make sure you can handle the response

Page 17: How often is too often in email marketing by www velomarketing co_uk

3. Watch your competitors

RECOMMENDATION: Sign up to all competitors

Page 18: How often is too often in email marketing by www velomarketing co_uk

3. Get them to tell you

Trigger sends based on recipients

….Reactivations ….Cross Sells

Page 19: How often is too often in email marketing by www velomarketing co_uk

3. Get them to tell you

….Auto Responders ….Abandon Carts

Page 20: How often is too often in email marketing by www velomarketing co_uk

Email 2-Extra incentive

Week 1

Resend (?)

Email sendEmail 3

- Extra incentive Offer ending

Non open

Unsubs

Open, click, subscribe

Open, click, subscribe

Open, click, subscribe

Unsubs

Non open

Week 2 Week 3 Week 4

Telesales(?)

DM(?)

Email 5- Survey

Open/Click

Abandonedsubscribe

Open/Click

Abandonedsubscribe

Email 4- Loyalty

Can build into a contact plan

RECOMMENDATION: Set up targeted, automated campaigns

Page 21: How often is too often in email marketing by www velomarketing co_uk

Watch for wear out!

Page 22: How often is too often in email marketing by www velomarketing co_uk

Need to avoid apathy/ unsubs through overmailing

AN APOLOGY

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

Page 23: How often is too often in email marketing by www velomarketing co_uk

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

Page 24: How often is too often in email marketing by www velomarketing co_uk

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

Page 25: How often is too often in email marketing by www velomarketing co_uk

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

Page 26: How often is too often in email marketing by www velomarketing co_uk

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


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