Faster, better, smarter email: How to move the ROI needle In this session by dotmailer, we consider lessons learned from years of working with marketers and share the guiding principles to increase your ROI from email marketing automation. Even for that email campaign your customers loved. A quick-hitting strategy session for attendees.
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Email is the digital key - dotmailer, Oro MeetUp, Paris
1. 1 | How to create stunning emails.
Email is the digital key
2. 2 | Achieve faster, smarter email marketing
That’s trusted to deliver key messages
Such as Ecommerce Order Confirmations, Forgotten passwords and when you’re mentioned on social channels etc
Email is the digital key…
3. 3 | Achieve faster, smarter email marketing
That reaches all audiences
According to official DMA research, email is the preferred mode of brand marketing for consumers in every bracket
Email is the digital key…
4. 4 | Achieve faster, smarter email marketing
That unlocks value & ROI
A poll from econsultancy asked marketers to rate channels in terms of return on investment Email scored top for ROI
It’s always true, but especially when compared to paid for online marketing on Google, Facebook etc
Email is the digital key…
5. 5 | Achieve faster, smarter email marketing
That gives you control
If you ask a marketer to
increase SEM organic
traffic, Social shares,
sign ups or they cannot
guarantee results.
Ask them to increase the
cadence of newsletters
and they can.
Email is the digital key…
6. 6 | Achieve faster, smarter email marketing
Move the needle on
your email marketing
8. 8 | Achieve faster, smarter email marketing
#1 Start small, scale quickly
Digital marketers
are time poor
Stats from the ‘2016 Marketing Technology Adoption Survey of 450 digital marketers* we saw (yet again) the biggest challenge faced in the industry was lack of time.
The biggest challenge faced in
the industry is lack of time.
Closely followed by
inadequate tools.
9. 9 | Achieve faster, smarter email marketing
#1 Start small, scale quickly
Make time to
save time
Try adding some automation to your
email campaigns
Allows you to work on the business.
Not in the business.
Work on a better strategy
Work on a better creative
Plus marketing automation typically yields a 60%
higher conversion rate than email marketing.
11. 11 | Achieve faster, smarter email marketing
B2B customers benefit
from the human
conversations at scale
delivered via automation
Welcome
Events
Re-engagement
Complaints
Lead scoring
Make your marketing, not feel like marketing
Example B2B journey
12. 12 | Achieve faster, smarter email marketing
Marketing automation can
create positive B2C customer
journeys and experiences.
Browsing
Confirmation
Loyalty
Inspiration
Advocacy
Post purchase
Make your marketing, not feel like marketing
Example B2C journey
13. 13 | Achieve faster, smarter email marketing
Events
SCENARIO:
Customer is interested
in an business event
and enquires for further
information
SOLUTION:
Multichannel event
automation campaign
engage gala attendees
before, during and after
the event.
Time saving for event organiser.
Delegate acquisition maximised.
14. 14 | Achieve faster, smarter email marketing
SCENARIO:
Customer looks at a
dress online. They can’t
find the color they want
and leaves the site.
SOLUTION:
Abandoned Browse insight
tool pushes the data into
their profile which
automatically sends a
product notification when
new stock arrives.
Browsing
Positive CX because they have
been notified about what they
want with no effort.
Browsing
15. 15 | Achieve faster, smarter email marketing
Lead scoring
SCENARIO:
You want to prioritise
and profile your leads
generated from
marketing activity for
your sales team.
SOLUTION:
Set rule scores based on
email opens, clicks, page
views, downloads,
completions, purchase
history etc
Tailor your marketing campaigns
based on your prospect lead
score.
16. 16 | Achieve faster, smarter email marketing
SCENARIO:
Customer orders the
item and it gets
delivered to a local
store.
SOLUTION:
The customer gets a
confirmation email of the
delivery. And also a SMS
notification when it’s
been delivered to the
store.
Confirmation
Effective digital communications have
saved the customer time and effort plus
increased their sense of control.
Confirmation
17. 17 | Achieve faster, smarter email marketing
SCENARIO:
The customer
receives the item, on
time and the item is
as expected
SOLUTION:
A few days after
purchase the customer
is sent a feedback
survey
Advocacy
The customer feels like their opinion
matters. Increased sense of control and
brand interaction.
Advocacy
18. 18 | Achieve faster, smarter email marketing
SCENARIO:
A large percentage of
customers were visiting
the FAQ section of the
site, rather than
transactional pages.
SOLUTION:
Used automation to
reach out to clients
proactively to ensure
questions were
answered.
Complaints
Huge gains in customer satisfaction.
Within weeks generated additional
turnover running into five figures.
Complaints
20. Today I’ll Introduce you to:
List growth before pop over
1,500
(for 3 months)
List growth post Pop over
20,500
(for 3 months)
21. 21 | Achieve faster, smarter email marketing
From name…..
make it clear
• Send from the brand name is often the
best and safest option.
• From a person works can work, e.g. it is
a personal opinion or relationship
building
• Never send from a ‘noreply@’
22. 22 | Achieve faster, smarter email marketing
Subject lines
• Be sure to win the war, not just the battle
• Over 70% of email marketers only email split
test once in a while.
• Most people test to re-confirm their own bias,
instead of challenging them.
• Expand your ideas on the different ways you
can tell people what’s in your email
• Humour • Emotional
• Discount led • Personalized
• Functional
23. 23 | Achieve faster, smarter email marketing
Use the pre header text
to tell a fuller story
This is why most emails have this but at the top.
• Try not to repeat the subject line
• Try not to repeat the brand name
• Try not to repeat the main proposition
Compliment and reinforce your message and
action you want them to take
24. 24 | Achieve faster, smarter email marketing
Inboxes are more mobile than ever before
55% of email is now opened on a mobile device
25. 25 | Achieve faster, smarter email marketing
Top tips for great email design
The widths of email for the inbox
System safe fonts, image fonts
Responsive & optimised layout
Animations do not work in all
Backgrounds do not work in all
Navigation menus
Pre-header text supports subject
Prime real-estate above fold
Standard links and mobile links
Careful of spam triggers
Samsung vs iPhone stacking
QA & test
26. 26 | Achieve faster, smarter email marketing
Call to actions
• Prominent
• Consistent
• Make at least 32px
• Stand out
• Politeness won’t get you sales
27. 27 | Achieve faster, smarter email marketing
The different types of landing page
FocusedEducational Other use cases
• For when your normal site won’t do it
• Homepage takeover
• Protect your site from traffic
• One off event registration
• Client/customer portals
• Credit / account upgrades
• International version of homepage
with different languages
• Product/program promos
29. 29 | Achieve faster, smarter email marketing
There is no silver bullet
that guarantees success
Define your own success criteria
30. 30 | Achieve faster, smarter email marketing
Make it look better?
Read better?
A fast one to create!
That gets opened lots?
That gets delivered?
Lower unsubscribes?
Delivered more timely?
Multichannel?Integrated
And many other metrics…
31. 31 | Achieve faster, smarter email marketing
Put all of your data to work
Email usage data
• Send time optimisation
• Target by geography
• Triggered sends
32. 32 | Achieve faster, smarter email marketing
CRM dataecom data ContentSocial data Other Systems
Put all of your data to work
The more data the better
And any other data that’s relevant!
33. 33 | Achieve faster, smarter email marketing
So to recap…
34. 34 | Achieve faster, smarter email marketing
Pathway to marketing automation success
Make your marketing not feel like marketing.
Start small, scale quickly.
Put all of your data to work.
Notas do Editor
We know that most people tend to have on average 1.7 email addresses, and that all the digital channels can be connected by email address so we have the single view of customers that we have always wanted.
Email is that digital key that allows you to unite your data. And has been for a long time! But as marketers we like shiny new stuff, we like to look at the new emerging channels, that might give us the edge, but.
Email is such a trusted medium because it’s the one that delivers a lot of key messages. Email drives better engagement than social because people are on social networks are there to be social!
So Email Is the preferred mode of marketing for consumers.
This research is from the UK, but we have seen similar trends from research carried out in other countries.
The key stat for me here is the Millennials… I keep hearing that they will not use email. However the stats prove otherwise…
They are in fact the most prolific users of email on their smartphones. If your not considering the design of your emails for mobile, you have to start now.
This stat is from Oct 2015, and the DMA will be updating this in March 2017.
This is another stat this time from eConsultancy
It asked marketers which channel they felt gave them excellent to poor ROI. Email scores very highly. In fact you don’t event have to try that hard to get a good ROI through email because its so cost effective. However by doing it really well, you can get even better results. You have to question yourself, are you putting enough effort into getting you email and data strategy right.
Compared to other ways of digital marketing, email gives you control.
It’s the only channel where marketers control the delivery
Google could change the PPC algorithm which changes how your adverts show, facebook can change their algorithm which affects what stories are shown to users etc.
Email owned by no one and everyone, its not a walled garden, and if you get it right, you will get optimum results.
So now we know that email is alive and well, lets look at how we can move the needle.
So now we know that email is alive and well, lets look at how we can move the needle.
We conducted a piece of research in collaboration with eConsultancy where we surveyed 450 end users of Marketing Technology to ask them what their biggest challenge was and what the biggest barrier that prevents them from doing their job.
23% said time and 23% said resource.
Having a marketing platform that does absolutely everything you could ever imagine doesn't help you here. You need something that helps you get what you need to fast.
If you want to chop and onion, you use a knife, but if you need to chop 12 onions, then you use a food processor.
This may be ironic as an Englishmen talking to you guys about cooking.
If you look at the lifecycle of getting an email marketing campaign out of the door, it could yield interesting results. Cut down on the repetive long running tasks. Automate your email marketing, free yourself up to concentrate on other aspects that will help drive ROI.
Consider downstream automation, if then else, like automating workflow.
Upstream automation, is about making tasks faster.
B2B customer journeys are actually similar to B2C customer journeys. In fact we believe they are converging.
But they are not the same!
B2B customers buying widgets want the speed and ease of on-line retail.
B2b customers buying complex products and services want all of the information! But presented in a digestable form.
So this is an example B2B customer journey, you sign them up to a welcome program then invite them to an event…..
How do you make your marketing not feel like marketing!
It need to be relevant! You need to capture data about what your customers are interested in and segment!
Content is also key! Don’t recycle content to someone if they have already seen it, segment from their browsing history.
So here is an example of a b2c journey. We think that b2b marketers need to look at aspects of these and consider implementing in their b2b programs.
Consider someone's website browsing to gather implicit data of their interests. Or implement abandoned browse or basket campaigns.
Use confirmation emails to show other marketing messages or potentials cross or upsells.
Advocacy – People are so use to buying on reviews. Make sure that your not “invisible” in social networks and review sites. Garner positive feedback. 90% of Amazon buyers, will not purchase from a company with 3 stars or less!
Inspiration – Great content delivered at the right time to the right person
So lets go through some examples.
This is an event email.
Triggered email from browse session or registration
Pre event comms in emails, dietary requirements, agenda updates.
On the day comms on mobile (sms on the morning of the event can help drive attendance)
Post event comms and survey
All automated
So this is a B2C example
If you’re a B2b that doesn’t have stock, then imagine if it was someone registering for and event, they view the agenda, location and all other details but don’t book, that could trigger an email to them with offer or survey.
In this B2C example, we feel that b2b customers should get a similar level of service.
Alexandra plc reviews email:
Doesn’t assume a positive experience – calls for reviews if it was positive but provides customer service details in case of any issues.
Reviews can be used as User Generated Content going forward - something b2c are good at but b2b can do it too via reviews.
Remember that web browsing does not have to be anonymous! Once you have someones email address and you communicate with them, they are cookied, so future visits can be tracked and acted upon.
So now we know that email is alive and well, lets look at how we can move the needle.
Results
After the implementation of the Pop Over on their website for 3 months the below results could be seen.
We have compared it to the 3 months before the go live date and the results are in:
15th July to 15 October = 1,222
15th October to 15th January = 20,373
This is 16.7 times more effective than before (a 1670% lift in acquisition of emails on their website)
This is not anything new. Part of any successful campaign is getting “who you are sending from” right..
Marketers have been experimenting with sending from the brand, the parent company, a named individual and many more..
Whatever you try, remember how your customer knows you and send accordingly.
80% of the battle on mobile is getting the swipe to the right!
With the increased crowding of people’s inboxes, it’s becoming more and more important for communications to stand out.*
Win the war, not the battle means if you game the open rate, but then the content doesn’t reflect ityou’ve created a vanity metric that is only good for you
Think about the different ways you can tell people what’s in your email
You should treat every split test like a clinical trial. Would you take a pharmaceutical if it hadn’t undergone rigorous clinical trials? I sure hope not…”
For the best email experience there is a lot to consider, don’t just assume things will look right, especially in a mobile inbox.
And even phones come in different sizes
It looks good on my device. Fact point: more mobile than desktop email. Think email first
Next we have the call to action…
Mobile call to actions need to be a minimum of 32px … Why…
because of fat finger people like me. But also its easier for your recipient.
The goal of any campaign is to drive someone to purchase, this can not be acieved in an email and therefore a CTA is their to get them to where we want with the information they need
Examples:
Ellisons – a large salon supplier who stock 1000’s of products. They use a gif and clear CTA ‘shop now’ in their replenishment emails (they know you need it so don’t need to convince you to buy).
Asana – a software provider. Uses a clean design and the email only has one aim (focus on one feature) which is to get the recipient to login and use the taskmanager. The CTA is specific - ‘add my 3 tasks’.
Microsites are essential for b2b marketers as the constant updating of product or service collateral can sometimes cause delays in some content/product management platforms.
So now we know that email is alive and well, lets look at how we can move the needle.
You need to pick the success criteria that makes sense for your business.
It might not just be sales at the end of the day, it could be driving awareness, enagement, new accounts, demos, moving leads though the funnel.
You success may differ between departments across your business. We would say a b2c environment is simpler here.
Which of these are you going to focus on to make you smarter?
Well ultimately all of them! But you need to align these initiatives to your success criteria.
Some will obviously be easier to implement than others.
The question we get asked when should we send emails. If you want to be Smart, Let your users tell you, use Send Time Optimisation.
This is actually a form of automation!
World-class integrations & connections make it fast and easy for your data to be pulled into dotmailer
We can’t highlight enough, its all about data.