Get more bang for your email marketing buck
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Simple examples of ways to improve your email marketing results. As presented at The Big eCommerce Conference 2013
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Get more bang for your email marketing buck
- 1. Get more bang for your email marketing buck
- 2. SMS Email Facebook Google+ LinkedIn Tumblr Twitter Pinterest 0 1,750 3,500 5,250 7,000 2103 Active Users (Millions) 2012 Is email still relevant? @signupto #tbec2013
- 3. 67% of marketers say email is their most successful digital marketing activity (CMO Council) @signupto #tbec2013
- 4. Email is mobile marketing @signupto #tbec2013
- 5. 27% of email opens were mobile in 2011 (Knotice, H2 2011) 73% 27% Mobile Desktop @signupto #tbec2013
- 6. 47% of email opens are mobile today (Litmus, Sept ’13) 53% 47% Mobile Desktop @signupto #tbec2013
- 7. but this will reach 60% by late 2014 40% 60% Mobile Desktop @signupto #tbec2013
- 8. 50%+ of all mobile purchases are triggered by email (Exact Target) @signupto #tbec2013
- 9. but...
- 10. 33% use mobile to screen their emails(STEEL) 70% of users will just delete if it doesn’t look good (Blue Hornet) @signupto #tbec2013
- 11. 18%of emails are optimised for mobile (Experian) @signupto #tbec2013
- 12. Designing for mobile •Short attention span •Small viewing area •Clear CTA / large interaction area •Make sure your site works well on mobile! @signupto #tbec2013
- 15. Find clever ways to capture data from browsers as well as buyers. @signupto #tbec2013
- 16. •Appears only once •Waits 15 seconds •Compelling proposition (free stuff) •2.4% response rate
- 17. Then turn them into buyers. @signupto #tbec2013
- 18. Use welcome emails •The most read emails you will ever send •4x more opens, 5x more clicks! •Compelling subject line •Have a clear goal (purchase incentive, whitelisting, additional data) @signupto #tbec2013
- 19. •85% open rate •52% click through •£1.08 additional revenue per person @signupto #tbec2013
- 20. Customers love promotions and discounts, but that’s hard to sustain. @signupto #tbec2013
- 21. So be worth reading. @signupto #tbec2013
- 22. Be remarkable! •Talk to people individually •Add personality to your messages •Make sure you have something worth saying •Remember - they don’t care about you, they care about them @signupto #tbec2013
- 25. When’s best to send? @signupto #tbec2013
- 26. We looked at a few billion emails and... @signupto #tbec2013
- 27. 12am 1am 2am 3am 4am 5am 6am 7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm Opens Clicks Time of day - 3pm @signupto #tbec2013
- 28. Monday Tuesday Wednesday Thursday Friday Saturday Sunday Opens Clicks Day of week - Thursday @signupto #tbec2013
- 29. But even better... @signupto #tbec2013
- 31. Let people decide when’s best for them @signupto #tbec2013
- 32. 1stViscount Leverhulme (William Lever) “I know half my advertising isn't working, I just don't know which half.”
- 33. Email is great because you can know. @signupto #tbec2013
- 34. Test everything! •A/B testing is your friend •Always be testing •You need to do it properly though... @signupto #tbec2013
- 35. How not to mess up a test •Test one thing at a time •Make sure your sample size is large enough •Understand what your goal is •Allow enough time to gather your results @signupto #tbec2013
- 36. Testing in action •Subject A: The Exit Festival Newsletter •Subject B: Get to Exit Festival this July for the ultimate festival experience •Subject C: Make this summer unforgettable - check out Exit Festival!
- 37. Testing in action •Subject A: The Exit Festival Newsletter 4.3% CTO •Subject B: Get to Exit Festival this July for the ultimate festival experience 4.8% CTO •Subject C: Make this summer unforgettable - check out Exit Festival! 7.0% CTO @signupto #tbec2013
- 38. Look for ways to make things easy for your customers. @signupto #tbec2013
- 39. Make things easy for people