1. Essential email
marketing tips
for your 2012
direct marketing
campaign
Dr Dave Chaffey
Download:
SmartInsights.com/tfma2012
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2. About Dave Chaffey
 Books
 Best-practice advice & consulting
www.smartinsights.com
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3. YOUR EMAIL MARKETING JOURNEY:
Assessing your email marketing capability
Email marketing A. Goal setting & B. Contact C. D. Email marketing E. Test & learn
maturity stage evaluation strategy and Segmentation, tar integration &
policy geting & governance
personalisation
Stage 1. Initial None None; Enewsletter / 0 Segments Limited integration Limited
„Pray and Spray‟ Solus emails of broadcasts and
data
Stage 2. Managed List growth Basic contact 2-6 Segments Campaign Subject line
Improving Segmented strategy and rules Basic contact integration (DM or Offer testing
relevance response strategy phone)
Stage 3. Defined Marketing outcomes Basic lifecycle Simple event- ESP, web analytics Template layouts
Segmented “Beyond the click” communications triggered & social media
relevance Welcome reactivate integration
Stage 4. Subscriber Individualised Recency, Auto-triggers based Individual / segment
Quantitative engagement contact strategy Frequency, Value on web behaviour testing
Contextual
relevance
Stage 5. Integrated web and Integrated online & Multi-layered Right-channeling Real-time and
Optimising multichannel offline contacts Dynamic content based on value & multivariate
Optimised insertion preference
relevance
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4. The main barriers to effective
email marketing in 2012?
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5. Agenda
6 Tactics that will matter most in 2012?
 1 Engagement
 2 Mobile Email
 3 Email contact strategies
 4 Channel integration
 5 Social-email marketing
 6 Email marketing optimisation
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6. Tactic 1: Engagement strategies
Key questions:
 Q. How do you measure engagement?
 Q. Are you getting the sell-inform-entertain
balance right?
 Q. Do you have the publishing resources
to create engaging content?
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7. 3 more advanced ways of
measuring email engagement
 How do you measure engagement with
email?
 Open/clicks/CTOR is NOT good enough,
instead…
 Opens/clicks/CTOR/revenue:
 1. At position in lifecycle
 2. By segment
 3. By offer / email type
 4. Aggregated over a longer time period
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8. Measuring list activity – email
engagement/disengagement
These “hurdle rates” are for whole list.
Repeat: TIP: Measure the overall
health of your list
 By segment through activity /
inactivity levels over time
 By product categories purchased
Measure Period Number of Subscribers % of list total
Never Open All time 48,000 16.0%
Last 6 Months 168,000 56.0%
Never Click All time 96,000 32.0%
Last 6 Months 144,000 48.0%
Never Bought All time 48,000 16.0%
Last 6 Months 192,000 64.0%
Never Bought Online All time 96,000 32.0%
Last 6 Months 216,000 72.0%
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9. Start with the customer!
Getting the sell-inform-entertain
balance right
http://www.ruderfinn.com/rfrelate/intent/intent-index.html
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10. Every business is
a multi-channel
publisher now
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11. 11

12. Tactic 2: mobile marketing
Key questions:
 Q. How important is mobile email use for
your audience?
 Q. Is user mobile email experience
satisfactory?
 Q. Is mobile driving commercial outcomes?
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13. The rise and rise of mobile marketing
Source: Campaign Monitor, 3 billion emails, 2011 13

14. The desktop in decline…?
Share of device page traffic for News category (weekday)
Source: comScore Custom Analytics, U.S., August 2011 14

15. British Airways
e-Dialog helped BA launch a new suite of
mobile applications in late July/early
August. The campaign was prompted by
an increasing penetration of
smartphones, and an analysis of the
devices most commonly used by
members to access standard Executive
Club emails.
Innovation in Email Marketing
Winner: e-Dialog and British Airways
About the winning entry: To promote the launch and maximise downloads of the Executive
Club mobile application, BA and e-Dialog developed a unique strategy, using historical
customer data to target smartphone users in a highly targeted email-to-mobile campaign.
Judge‟s comments: A smart and progressive email marketing campaign that – as well as
being innovative in its scope – generated some great results.
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16. Mobile Email Design Tips
 A narrow email width
 Single column layout
 Super subject line
 Large headlines & CTAs
 Bullet proof buttons
 Graceful Degradation
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17. 17
Smart Insights - Style Summary

18. 18

19. Tactic 3: Channel integration
Key questions:
 Q. How does email work with other
channels to drive results?
 Q. Have we reviewed attribution?
 Q. Are we using email to drive offline
outcomes?
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20. Multi-message example Email campaign 1
Remailing to opening-non converters
Response
increases by 25%
for campaign
First Campaign, Second Campaign,
Open rate, 8 to Open rate, 50 to
10% 75%
CCR = 0.2% CCR = 0.2%
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Source: E-consultancy Masterclass - BCA

21. Remailing with urgency
Response
increases by 40%
for campaign
Second
First Campaign,
Campaign,
CCR = 0.2%
CCR = 0.2%
Source: E-consultancy Masterclass BCA
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22. Response
increases, 100% for
direct mail piece.
Teaser e-mail. No
online response
Direct Mail
Combined response
from e-mail and
direct mail is 125%
better than no e-
mail.
Pre-mail, with online
response Direct Mail
Source: E-consultancy Masterclass 2005 - BCA
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22

23. Telemarketing (list creation)
E1 E2 E3
(29) (17) (14)
M1 M2 M3 M4
(15) (14) (16)(11 )
Jan Feb Mar April
E-mail (E1-3)
Direct mail mailer (M1-4)
CRM product launch event
Explanatory notes:
1. Each list member received 4 mails and 3 e-mails unless they responded.
2. Number of individuals who attended event from each „wave‟ in brackets.
3. Total list size unavailable.
4. M1 generated 100 visits to site, E1 120 visits to site.
5. Offer and creative varied for each wave.
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24. http://www.smartinsights.com/analytics-conversion-optimisation-alerts/qr-codes-location-demographic-statistics/
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25. Is Blippar relevant?
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26. Tactic 4: Contact strategies
Key questions:
 Q. Is our layered segmentation effective?
 Q. Have we optimised our triggered
emails?
 Q. How do we grow value?
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27. Relevance!
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28. Common Email targeting options
Targeting approaches Method
1. Classic profile-based demographic Target customer groupings according to their
segmentation characteristics & motivations
2. Customer value Assess customers by current and future value
potential
3. Web design personas Target 2-10 typical customer journeys
4. Customer lifecycle Target messages according to length of time using
online services
5. Purchase and response Use “sense and respond” behavioual targeting based
behaviour on RFM
6. Channel preference Communicate with customer in their preferred media
(and according to value)
7. Tone and style preference Communicate with customers according to their
tastes inferred from demographics or behaviour.
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29. Tip – create a layered segmentation
An example from eBay
Static
Demographic
Gender, Geography
Consumer/Business
Transactional Value Segmentation
Derived
Propensity Models
Behavioural
Kids Tech Fashion Cars & Parts Category clusters
Last Last Keyword
Keyword Recent Activity
Recent purchase category personas
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30. Do you send out emails based
on the following triggers?
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31. Integrating SMS into email campaigns
Confused.com Renewal Reminder
 Confused.com is the UK‟s
comparison site of choice
for car, home, travel, life,
and more.
 Keeps its customers up-to-
date with guides, tips and
information and renewal
advice
 To extend email‟s impact
they followed it with an
SMS using our platform to
send both email and SMS Contains two custom published
fields: first name and the lowest
messages. price offer for insurance.
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32. Tactic 5: social-email
Key questions:
 Q. Are social sharing links and social
content effective?
 Q. Do you cross-promote social channel
OVPs?
 Q. Do you have a plan for social sign-on /
email integration?
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33. Social email marketing is
much more than SWYN…
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34. Integrating social into Enews
Source: http://www.retailemailblog.com/2011/09/am-inbox-pulling-social-content-into.html 34

35. Tactic 6: Email optimisation
Key questions:
 Q. How advanced is our incentive
optimisation?
 Q. How structured is our creative
optimisation?
 Q. Mobile optimisation?
© e-Dialog Inc. All Rights 35
Reserved.

36. Offer optimisation
Summary
 A simple, generic (branded-only)
retargeting email achieved a 10
percent uplift in online conversions
 A bespoke retargeting email that
offered a 5% discount via a time-
limited promotional code of 72
hours, more than doubled this
conversion rate
 A bespoke retargeting email with the
same discount, but this time with a
time-limited code of 48 hours
quadrupled the original conversion
rate
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http://www.smartinsights.com/email-marketing-ecrm-alerts/email-remarketing-an-example-of-how-to-test/

37. Creative optimisation
Test version A Test version B Main Broadcast
Send Volume: 10,000 Send Volume: 10,000 Send Volume: 180,000
Sample criteria: Random Sample criteria: Random Click through rate: 5.8%
Click through rate: 6.1% Click through rate: 4.5%
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38. Let’s Connect!
Questions & discussion welcome
Download: SmartInsights.com/tfma2012
 Blog
uk.linkedin.com/in/davechaffey
www.smartinsights.com/blog
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ghts
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