1. A4U EXPO:
How to Build a
Successful Email
Marketing Campaign

2. Agenda
• Introduction
• Tesco Kitchens – Email & Lead Generation
– Creative Design
– Importance of Mobile
– Sending Strategy – Frequency
– Analysing your results
• Matalan – Email for Retail
– Creating a strong proposition
– Testing
– Subject Lines
– Targeting
• Drink Aware – Retargeting & CRM
– User journey
– Sending Strategy – When to send
– Retargeting
– Optimisation

3. Background
• Performance emailing for customer acquisition
• Working with advertisers on a CPA/CPL/CPC basis but monetize email data on CPM
model
• Send over 18M emails per day
• Run over 120 different advertising campaigns per week in UK, Spain, & Italy
• Test up to 40 new campaigns per week
• Generate more than 10,000 clicks per day
• Work with 100 different lists – with consent to mail third-party offers
• Member of the DMA

4. Introduction
70% of companies
surveyed ranked Almost 40% of
email marketing companies describe
as providing their strategy for
"excellent" or optimising email
"good" ROI marketing for mobile
as “non-existent”
50% of
companies don’t
know how much
email sent is
read on mobile
eConsultancy Email Marketing Census 2012

5. Tesco Kitchens
Aim - To promote their kitchen installation service, driving
leads for both brochure requests and design visits
Payment Model - Cost per lead
Target Audience - Homeowners, 30 plus

6. Tesco Kitchens – Creative Design
First Design
•50% of your audience will look at
the email without images
•Knowledge of brand/offering
•Call to action above the fold
•Clear to the point messaging

7. Tesco Kitchens – Creative Design
Second Design
• More informative
• Choice of brochure/Design visit
targets different touch points in
the consumer journey
• Free must be an image or use
complimentary
• Call to action stands out
• low ratio of text to image area
gives you a spam score of 0.9

8. Tesco Kitchens – Creative Design
• Tesco changed their strategy
and wanted to focus purely on
design visits
• Initial creative delivered 50%
design visit leads & 50%
brochure requests
• New designed changed this to a
85% design visit 15% brochure
request split

9. Tesco Kitchens – Importance of
Mobile
Opens by Device - 2011 Opens by Device – 2012
Mobile Mobile
PC/Laptop PC/Laptop

10. Tesco Kitchens – Importance of
Mobile
• Clicks haven’t seen the same rate of year-on-year growth as opens
• Silverpop claimed in their recent white paper that users increasingly
appear to open emails on their mobile device & then engage with
them again on their desktop/laptop – with each opener viewing a
message an av. 1.71 times
• In fact very few users open a message on more than one device –
Litmus claim as little as 3%
• The biggest challenge in driving interaction via mobile is designing
creatives make it hard for users to interact with the message
• Despite the increasing number of people opening via mobile the
recent eConsultancy Email Census shows that almost 40% of
companies do not have a mobile optimisation strategy in place

11. Scale – ideally no more
than 320-500 px wide
Short, concise
messaging
Avoid javascript etc
which is not supported
by mobile devices
Layout – single column
templates are more
mobile friendly
Call to action – large &
clear
Font Size – should be
slightly larger than
standard – 14px
body/22 px headline

13. Tesco Kitchens – Sending Strategy
Sending Strategy
Initial Send:
With a new brand it essential Homeowners
to retarget people who have
expressed an interest with a
consistent and relevant
Retargeting:
message Opens/Clicks
Retargeting:
Inactive users

14. Tesco Kitchens – Frequency/Reach
1000000 3
900000
2.5
800000
700000
2
600000
500000 1.5 Total Sent
400000 eCPM
1
300000
200000
0.5
100000
0 0
Send1 Send2 Send3 Send4

15. Tesco Kitchens – Analysing Results
Open Rate • Indicates the strength of the subject line & data
selection
Net CTR • Remove variables such as delivery & open rates
CTR • Demonstrates the response to messaging &
content
EPC • Shows the strength of the conversion
process, can be skewed by high clicking data
eCPM • Key measure for email success – takes into
account impact of all factors across the data

16. Tesco Kitchens – Analysing Results
Results
• In Q1 2012 we delivered:
– 23,426 clicks
– 1,762 design visits
– 1,362 brochure requests
• 11% Dupe rate across whole program
• 77% of appointments generated via email

17. Matalan
Aim - To increase awareness of the brand
and drive sales for their 50% off sale
Payment Model – Hybrid: Cost per Click +
Cost Per Action
Target Audience - Female, 20 to
60years, low to mid salary

18. Matalan – Creating a Strong Offer
Merchant View
High Volume
of Clicks
Unique
Your Strong Audience
Brand Offer Incremental
Sales
Brand
Presence

19. Matalan – Creating a Strong Offer
Affiliate View
High Volume
Sends
Strong Good Premium
Offer eCPM Data
Highly
Active Data

20. Matalan – The Importance of the
Offer
Subject Line Open Rate
• Irresistible Christmas • 2.36%
treats from Monsoon
• 25 percent off until • 7.16%
Sunday – hurry
• Reiss Sale. Up to 50 • 17.73%
percent off

21. Matalan – The Importance of the
Offer
Strength of the Incentive vs. Exclusive
Subject Line Open Rate Click Through Rate
Exclusive 10 percent off at Ann 5.33% 18.83%
Summers until the 31st May
Hurry, Up 80% off in Ann Summers Sale 9.01% 27.46%
N.B. – For some verticals such as travel an exclusive voucher is
beneficial

22. Matalan - Testing
Test Sends
Pure CPA CPA + CPC
Send Size: 29,497 Send Size: 29,562
Open Rate: 10.98%
Open Rate: 11.09%
CTR: 29.19%
CTR: 11.39%
ECPM Index: 75% above av.
ECPM Index: 35% below av. for retail
for retail vertical
vertical

23. Matalan – Subject Lines
Importance of the subject line
Phase 8 – Subject Lines Open Rate
Because we missed you! 5.64%
A treat for our friends and family 5.17%
20 percent off everything 6.17%
One week – 20 percent off 3.88%
Other factors to test:
Brand: Average uplift in ECPM of 34%
Time: Average uplift in ECPM of 196%
Personalisation: Average uplift in ECPM of 119%

24. Matalan – Subject Lines
• Using the right subject line
can have a huge impact on O/R by Subject Line Length
performance 16.00%
• Mailer Mailer recently 14.00%
published a report detailing 12.00%
open rates by subject line 10.00%
• However, our experience 8.00%
Open Rate
shows shorter subject lines 6.00%
can have a significantly 4.00%
lower CTR 2.00%
• Ultimately, the best subject 0.00%
lines convey the offer in 1-15 16-27 28-39 40-50 51+
concise & compelling
manner

25. Subject Lines to Avoid
The obvious... The not so obvious...
As Seen on Click here
Multi level marketing Call now
You’re a winner Free
Reverses Aging 50% off
Online pharmacy Compare
Viagra Act Now
Casino Save up to
Double your income Discount
Don’t delete Buy Direct

26. Subject Lines
DO DON’T
Keep your subject lines short Overuse exclamation marks!!!
Use company or brand names relevant to USE CAPITALS FOR EVERY WORD
the offer
Forget to tell the customer the point of
Use features & benefits of the product
the email
Trick the customer into opening the
Give customers a sense of urgency email – subject lines needs to be relevant
to the email content

27. Matalan – Customer Journey
•Big call to action
• Strong Sales message
• Navigation to specific areas of the
site
•Details of delivery and returns
•Indication of prices
•Social Media

28. Matalan – Customer Journey
Customer Journey

29. Matalan - Targeting
• Source
Data Profile • Demographic Information
Past • Analysis of previous opens/clicks/sales
Behaviour • Seasonal trends
• Test to most suitable data first
Testing • Identify similar data & test again

30. Matalan - Targeting
Demographic Targeting
• Taking information you know about the data to identify
the users most likely to convert
• Age/Sex/Location etc
Behavioural targeting
• Looking at past activity and sending similar/related
offers
• E.g. sending pet insurance offers to users who
responded to a cat food campaign

31. Matalan - Targeting
16.00% 9
8
14.00%
7
12.00%
6
10.00%
5
Opens
8.00%
4 CTR
6.00% Conversions
3
4.00% 2
2.00% 1
0.00% 0
Demographic Behavioural

32. Matalan
Results:
Sent Open Rate CTR NCTR
455,546 7.23% 32.44% 1.70%
• 125% more clicks than any other publisher during the "main
period of promotion".
• Same click volume as another top retail best true content
publisher.
•30% of orders came in after a 7 day lag
• Latest order came 28.77 days after the first click (cookie only
tracked 30 days)

33. Drink Aware
Aim - To raise awareness and encourage people to sign
up to DrinkAware.co.uk to monitor their alcohol intake
Payment Model – CPM
Target Audience – Over 18’s

34. Drink Aware – User Journey
Subject Line: How many calories are
in your drink? Find out with
MyDrinkaware
• Relevant Incentive
• Raising awareness and overall
marketing strategy
• No CTA above fold = Clickable

35. Drink Aware – User Journey
Landing Page

36. Drink Aware – Sending Strategy
Opens
Clicks
CTR
Monday Tuesday Wednesday Thursday Friday Saturday Sunday

37. Drink Aware – Sending Strategy
Webmail
Desktop
Mobile
Monday Tuesday Wednesday Thursday Friday Saturday Sunday

38. Drink Aware - Retargeting
Retargeting the Openers Mail once a week, if you don't get a
response keep halving the sends
Initial Mailing
Capture
2nd Mail – 1 week later
the data
3rd Mail – 2 weeks later
4th Mail – 1 month later
5th Mail – 2 months later
Maintain
6th Mail – 3 months later
Familiarity
Do not
over mail

39. Drink Aware - Creative
V

40. Drink Aware
Results: Analysis
• Stronger open rates for the
Creative Open Rate CTR initial send due to
frequency of mailing
Original 36.33% 3.49% • Clearer call to action &
Creative
layout saw CTR increase by
Redesigned 27.95% 5.41% 55%
Creative
• Overall performance
increased by 19%

41. Optimisation
Campaign Analysis • Informs your future activity for each list
• Typically 15-20% of your list will respond on a regular basis
80/20 • This group will contribute 80% of your revenue
• Maintain a balance between profit & sustaining the offer/data
Profit/Sustainability • Over mailing will increase unsubs, damage deliverability & reduce long-term
profit
• Create groups based on what users have interacted with
Behavioural Groups • This can increase response rates by up to 70%
Mailing Strategy by • Tailor your sending strategy based on user behaviour:
• New subject lines to non-openers
Group • New creative/offer for non-clickers

42. Summary
Test Everything
Always consider mobile in your strategy
Analyse performance & consider all metrics
Segment & optimise your data as often as possible