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iStrategy
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Global independant community-based publisher, Econsultancy tell all about email marketing. A presentation created for the iStrategy2010 conference.

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iStrategy - Email Marketing 10 February 2010 Peter Abraham Econsultancy.com
Welcome ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],10 Feb 2010 iStrategy - Email Marketing | 3
Today - Three sections... ,[object Object],[object Object],[object Object],[object Object],10 Feb 2010 iStrategy - Email Marketing | 3
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Why is Email still hot? 10 Feb 2010 iStrategy - Email Marketing | 6
ROI of Digital Channels 10 Feb 2010 iStrategy - Email Marketing | 134 Source: Email Marketing Census 2009: in association with Adestra (ESP): Econsultancy.com
Who killed email? - Wall St Journal... 10 Feb 2010 iStrategy - Email Marketing | 6
[object Object],Who killed email? 10 Feb 2010 iStrategy - Email Marketing | 6
Email has a widely-aged audience? 10 Feb 2010 iStrategy - Email Marketing | 137 Source:
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Who killed email? 10 Feb 2010 iStrategy - Email Marketing | 6 Integrate this stuff with your email
10 Feb 2010 iStrategy - Email Marketing 05 March 2008 Advanced Email Marketing 1. Your Email Marketing capabilities and a plan to excellence | 5
Email staged capability matrix. Where are you on here? Where are you on here? ,[object Object],[object Object],[object Object],[object Object],[object Object],10 Feb 2010 iStrategy - Email Marketing | 134 Source: Email Marketing Best Practice Guide: Econsultancy.com
Your email capabilities... 10 Feb 2010 iStrategy - Email Marketing | 134 Source: Econsultancy Email Marketing Best Practice Guide
Your email capabilities... 10 Feb 2010 iStrategy - Email Marketing | 134 Source: Email Marketing Best Practice Guide: Econsultancy.com
10 Feb 2010 iStrategy - Email Marketing 05 March 2008 Advanced Email Marketing 2. Email Marketing budget allocation and ROI, how they compare to other media. | 5
[object Object],[object Object],What’s an Email address worth to your business? Do you know? 10 Feb 2010 iStrategy - Email Marketing | 6
Spend on Email Marketing 10 Feb 2010 iStrategy - Email Marketing | 134 Source: Email Marketing Census 2009: in association with Adestra (ESP): Econsultancy.com
ROI of Digital Channels 10 Feb 2010 iStrategy - Email Marketing | 134 Source: Email Marketing Census 2009: in association with Adestra (ESP): Econsultancy.com
ROI of Digital Channels 10 Feb 2010 iStrategy - Email Marketing | 134 Source: Email Marketing Census 2009: in association with Adestra (ESP): Econsultancy.com
ROI of EMail Source: Email Marketing Census 2009: in association with Adestra (ESP): Econsultancy.com 10 Feb 2010 iStrategy - Email Marketing | 134
Spend on Email Marketing 10 Feb 2010 iStrategy - Email Marketing | 134 Source: Email Marketing Census 2009: in association with Adestra (ESP): Econsultancy.com
Budgets are moving from print to online - how much are you grabbing? 10 Feb 2010 iStrategy - Email Marketing | 6
Conversion model for email response 10 Feb 2010 iStrategy - Email Marketing | 134 Source: Email Marketing Best Practice Guide: Econsultancy.com
10 Feb 2010 iStrategy - Email Marketing 05 March 2008 Advanced Email Marketing 3. Challenges that affect email marketing success... ...and thoughts on how to improve them - back to basics... | 5
Who said email was easy? It’s taken 20yrs! It’s taken 20yrs! 10 Feb 2010 iStrategy - Email Marketing | 134 Source: The Email Best Practice Guide: Econsultancy.com
Concentrate on three things... ,[object Object],[object Object],[object Object],[object Object],[object Object],10 Feb 2010 iStrategy - Email Marketing | 45
What do YOU want ME to do as a customer? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],10 Feb 2010 iStrategy - Email Marketing | 108
Where do you need focus? 10 Feb 2010 iStrategy - Email Marketing | 137 Source: Email Marketing Census 2009: in association with Adestra (ESP): Econsultancy.com
Sending less - better targeted? 10 Feb 2010 iStrategy - Email Marketing | 137 Source: Email Marketing Census 2009: in association with Adestra (ESP): Econsultancy.com
Getting your message delivered ,[object Object],10 Feb 2010 iStrategy - Email Marketing | 137 Source: Email Marketing Census 2009: in association with Adestra (ESP): Econsultancy.com
Improve Reputation Management - Clean your Data and up your ROI! Clean your Data and up your ROI! ,[object Object],[object Object],[object Object],[object Object],10 Feb 2010 iStrategy - Email Marketing | 144
A ,[object Object],10 Feb 2010 iStrategy - Email Marketing | 134
Does it need to be image rich? No images required, just the facts No images required, just the facts 10 Feb 2010 iStrategy - Email Marketing
Would you prefer text…as part of registration process? 10 Feb 2010 iStrategy - Email Marketing | 135
Here’s a Blacklist checker… 10 Feb 2010 iStrategy - Email Marketing | 150 Source: http://www.mxtoolbox.com/blacklists.aspx Or get your Email provider to do it.
Self service - Adjust number of messages/alerts received 10 Feb 2010 iStrategy - Email Marketing | 134
Self service - announce other channels available 10 Feb 2010 iStrategy - Email Marketing | 134
More self service...reminders 10 Feb 2010 iStrategy - Email Marketing | 20 Gives you an excuse to bring them back
Alert me when in stock 10 Feb 2010 iStrategy - Email Marketing | 66
Clear navigation - don’t make me think - assists customer journey 10 Feb 2010 iStrategy - Email Marketing Good analytical insight - feedback
If your product is complex...assist! 7 days of free training by email...Day 7 7 days of free training by email...Day 7 10 Feb 2010 iStrategy - Email Marketing
Landin page - Lazy marketing...you know me!! 10 Feb 2010 iStrategy - Email Marketing | 115 So pre-fill please - don’t make me think
Triggered 10 Feb 2010 iStrategy - Email Marketing | 134 ,[object Object],Source: Email Marketing Best Practice Guide: Econsultancy.com
What did I ask you again? Repeat back what the user asked... Repeat back what the user asked... 10 Feb 2010 iStrategy - Email Marketing | 134
Freemium model? Up click rates 10 Feb 2010 iStrategy - Email Marketing | 134 Source: Email Marketing Best Practice Guide: Econsultancy.com
Simple changes... ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],10 Feb 2010 iStrategy - Email Marketing | 134 Source: Experian Cheetahmail Case study
ReMarketing 10 Feb 2010 iStrategy - Email Marketing | 134 ,[object Object],Test factorsFollow-up emails to registered customers who abandon their shopping basketReminder emails about an existing shopping basketFollow-up emails to registered customers that received a system error during checkoutTargeted promotions based on an item a visitor browsedIncentive promotions for out-of-stock or back-ordered items Source: Experian Case study
Free Shipping = Higher transactions 10 Feb 2010 iStrategy - Email Marketing | 134 But it doesn’t have to be a small purchase! Bigger bundles. Source: Smith-Harmon_Retail_Email_Guide_to_Multichannel_Engagement.pdf
Free Shipping = Higher transactions 10 Feb 2010 iStrategy - Email Marketing | 134 Some of the best-performing campaigns are sent to small, highly targeted segments of subscribers , with both the product and free shipping offers geared to the selected audience AND The use of dynamic content to automatically populate the most relevant product images and copy also can significantly strengthen this tactic and make it easier to employ. Source: Smith-Harmon_Retail_Email_Guide_to_Multichannel_Engagement.pdf
Mobile - your email list just got bigger. 10 Feb 2010 iStrategy - Email Marketing | 134 ,[object Object],[object Object],Source: Cheetahmail Case study
Mobile - sms alert in email 10 Feb 2010 iStrategy - Email Marketing | 134 Source: http://stylecampaign.com /
Mobile and Social - drive traffic 10 Feb 2010 iStrategy - Email Marketing | 134 Source: http://stylecampaign.com /
Make life easier for them and you... 10 Feb 2010 iStrategy - Email Marketing | 134 Source: http://stylecampaign.com /
Announcements - Offers to your mobile Offers to your mobile 10 Feb 2010 iStrategy - Email Marketing | 134 Source: http://stylecampaign.com /
Mobile and Social Just because it’s email doesn’t mean you should forget all those other channels - conversion is your goal! It’s all about Joined up marketing. 10 Feb 2010 iStrategy - Email Marketing | 134 Source: http://stylecampaign.com /
Local personalisation 10 Feb 2010 iStrategy - Email Marketing | 134 Source: Smith-Harmon_Retail_Email_Guide_to_Multichannel_Engagement.pdf
Email and crowd sourcing 10 Feb 2010 iStrategy - Email Marketing | 134 ,[object Object],Source: Smith-Harmon_Retail_Email_Guide_to_Multichannel_Engagement.pdf
Demonstrate functionality - search 10 Feb 2010 iStrategy - Email Marketing | 134 ,[object Object],Source: Smith-Harmon_Retail_Email_Guide_to_Multichannel_Engagement.pdf
Mobile and Social 10 Feb 2010 iStrategy - Email Marketing | 134 ,[object Object],[object Object],[object Object],Source: Smith-Harmon_Retail_Email_Guide_to_Multichannel_Engagement.pdf
Mobile and Social = Kickstart Viral 10 Feb 2010 iStrategy - Email Marketing | 134 Source: Smith-Harmon_Retail_Email_Guide_to_Multichannel_Engagement.pdf
Multi-channel 10 Feb 2010 iStrategy - Email Marketing | 134 Source: Cheetahmail Case study Source: Cheetahmail Case study
Multi-channel - TV & Email 10 Feb 2010 iStrategy - Email Marketing | 134
Dual landing pages 10 Feb 2010 iStrategy - Email Marketing | 134
Different landing pages 10 Feb 2010 iStrategy - Email Marketing | 134
How many calls to action? Think! What do you want them to do? Think! What do you want them to do? 10 Feb 2010 iStrategy - Email Marketing | 134 Source: Email Marketing Best Practice Guide: Econsultancy.com
Plenty of data... ,[object Object],[object Object],[object Object],[object Object],10 Feb 2010 iStrategy - Email Marketing | 19
Be Strategic. have an email testing programme 10 Feb 2010 iStrategy - Email Marketing Q1 tests Registration incentives From Fields Subject Lines Q2 tests Frequency testing Personalisation Price tests Q3 tests Automated campaigns Re-activation strategies Q4 tests Segmentation models Churn analysis New format | 52
Forget about averages. You are where you are. You can’t beat your own data. You can’t beat your own data. You can’t beat your own data. ,[object Object],[object Object],[object Object],10 Feb 2010 iStrategy - Email Marketing | 28
Email as Business Intelligence 10 Feb 2010 iStrategy - Email Marketing | 6 ,[object Object]
It’s all about seeing the bigger picture… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],10 Feb 2010 iStrategy - Email Marketing | 113
Summary ,[object Object],[object Object],[object Object],10 Feb 2010 iStrategy - Email Marketing | 152
Thanks for your time ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],10 Feb 2010 iStrategy - Email Marketing | 154

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EMAIL-STRATEGY

  • 1. iStrategy - Email Marketing 10 February 2010 Peter Abraham Econsultancy.com
  • 2.
  • 3.
  • 4.
  • 5. ROI of Digital Channels 10 Feb 2010 iStrategy - Email Marketing | 134 Source: Email Marketing Census 2009: in association with Adestra (ESP): Econsultancy.com
  • 6. Who killed email? - Wall St Journal... 10 Feb 2010 iStrategy - Email Marketing | 6
  • 7.
  • 8. Email has a widely-aged audience? 10 Feb 2010 iStrategy - Email Marketing | 137 Source:
  • 9.
  • 10. 10 Feb 2010 iStrategy - Email Marketing 05 March 2008 Advanced Email Marketing 1. Your Email Marketing capabilities and a plan to excellence | 5
  • 11.
  • 12. Your email capabilities... 10 Feb 2010 iStrategy - Email Marketing | 134 Source: Econsultancy Email Marketing Best Practice Guide
  • 13. Your email capabilities... 10 Feb 2010 iStrategy - Email Marketing | 134 Source: Email Marketing Best Practice Guide: Econsultancy.com
  • 14. 10 Feb 2010 iStrategy - Email Marketing 05 March 2008 Advanced Email Marketing 2. Email Marketing budget allocation and ROI, how they compare to other media. | 5
  • 15.
  • 16. Spend on Email Marketing 10 Feb 2010 iStrategy - Email Marketing | 134 Source: Email Marketing Census 2009: in association with Adestra (ESP): Econsultancy.com
  • 17. ROI of Digital Channels 10 Feb 2010 iStrategy - Email Marketing | 134 Source: Email Marketing Census 2009: in association with Adestra (ESP): Econsultancy.com
  • 18. ROI of Digital Channels 10 Feb 2010 iStrategy - Email Marketing | 134 Source: Email Marketing Census 2009: in association with Adestra (ESP): Econsultancy.com
  • 19. ROI of EMail Source: Email Marketing Census 2009: in association with Adestra (ESP): Econsultancy.com 10 Feb 2010 iStrategy - Email Marketing | 134
  • 20. Spend on Email Marketing 10 Feb 2010 iStrategy - Email Marketing | 134 Source: Email Marketing Census 2009: in association with Adestra (ESP): Econsultancy.com
  • 21. Budgets are moving from print to online - how much are you grabbing? 10 Feb 2010 iStrategy - Email Marketing | 6
  • 22. Conversion model for email response 10 Feb 2010 iStrategy - Email Marketing | 134 Source: Email Marketing Best Practice Guide: Econsultancy.com
  • 23. 10 Feb 2010 iStrategy - Email Marketing 05 March 2008 Advanced Email Marketing 3. Challenges that affect email marketing success... ...and thoughts on how to improve them - back to basics... | 5
  • 24. Who said email was easy? It’s taken 20yrs! It’s taken 20yrs! 10 Feb 2010 iStrategy - Email Marketing | 134 Source: The Email Best Practice Guide: Econsultancy.com
  • 25.
  • 26.
  • 27. Where do you need focus? 10 Feb 2010 iStrategy - Email Marketing | 137 Source: Email Marketing Census 2009: in association with Adestra (ESP): Econsultancy.com
  • 28. Sending less - better targeted? 10 Feb 2010 iStrategy - Email Marketing | 137 Source: Email Marketing Census 2009: in association with Adestra (ESP): Econsultancy.com
  • 29.
  • 30.
  • 31.
  • 32. Does it need to be image rich? No images required, just the facts No images required, just the facts 10 Feb 2010 iStrategy - Email Marketing
  • 33. Would you prefer text…as part of registration process? 10 Feb 2010 iStrategy - Email Marketing | 135
  • 34. Here’s a Blacklist checker… 10 Feb 2010 iStrategy - Email Marketing | 150 Source: http://www.mxtoolbox.com/blacklists.aspx Or get your Email provider to do it.
  • 35. Self service - Adjust number of messages/alerts received 10 Feb 2010 iStrategy - Email Marketing | 134
  • 36. Self service - announce other channels available 10 Feb 2010 iStrategy - Email Marketing | 134
  • 37. More self service...reminders 10 Feb 2010 iStrategy - Email Marketing | 20 Gives you an excuse to bring them back
  • 38. Alert me when in stock 10 Feb 2010 iStrategy - Email Marketing | 66
  • 39. Clear navigation - don’t make me think - assists customer journey 10 Feb 2010 iStrategy - Email Marketing Good analytical insight - feedback
  • 40. If your product is complex...assist! 7 days of free training by email...Day 7 7 days of free training by email...Day 7 10 Feb 2010 iStrategy - Email Marketing
  • 41. Landin page - Lazy marketing...you know me!! 10 Feb 2010 iStrategy - Email Marketing | 115 So pre-fill please - don’t make me think
  • 42.
  • 43. What did I ask you again? Repeat back what the user asked... Repeat back what the user asked... 10 Feb 2010 iStrategy - Email Marketing | 134
  • 44. Freemium model? Up click rates 10 Feb 2010 iStrategy - Email Marketing | 134 Source: Email Marketing Best Practice Guide: Econsultancy.com
  • 45.
  • 46.
  • 47. Free Shipping = Higher transactions 10 Feb 2010 iStrategy - Email Marketing | 134 But it doesn’t have to be a small purchase! Bigger bundles. Source: Smith-Harmon_Retail_Email_Guide_to_Multichannel_Engagement.pdf
  • 48. Free Shipping = Higher transactions 10 Feb 2010 iStrategy - Email Marketing | 134 Some of the best-performing campaigns are sent to small, highly targeted segments of subscribers , with both the product and free shipping offers geared to the selected audience AND The use of dynamic content to automatically populate the most relevant product images and copy also can significantly strengthen this tactic and make it easier to employ. Source: Smith-Harmon_Retail_Email_Guide_to_Multichannel_Engagement.pdf
  • 49.
  • 50. Mobile - sms alert in email 10 Feb 2010 iStrategy - Email Marketing | 134 Source: http://stylecampaign.com /
  • 51. Mobile and Social - drive traffic 10 Feb 2010 iStrategy - Email Marketing | 134 Source: http://stylecampaign.com /
  • 52. Make life easier for them and you... 10 Feb 2010 iStrategy - Email Marketing | 134 Source: http://stylecampaign.com /
  • 53. Announcements - Offers to your mobile Offers to your mobile 10 Feb 2010 iStrategy - Email Marketing | 134 Source: http://stylecampaign.com /
  • 54. Mobile and Social Just because it’s email doesn’t mean you should forget all those other channels - conversion is your goal! It’s all about Joined up marketing. 10 Feb 2010 iStrategy - Email Marketing | 134 Source: http://stylecampaign.com /
  • 55. Local personalisation 10 Feb 2010 iStrategy - Email Marketing | 134 Source: Smith-Harmon_Retail_Email_Guide_to_Multichannel_Engagement.pdf
  • 56.
  • 57.
  • 58.
  • 59. Mobile and Social = Kickstart Viral 10 Feb 2010 iStrategy - Email Marketing | 134 Source: Smith-Harmon_Retail_Email_Guide_to_Multichannel_Engagement.pdf
  • 60. Multi-channel 10 Feb 2010 iStrategy - Email Marketing | 134 Source: Cheetahmail Case study Source: Cheetahmail Case study
  • 61. Multi-channel - TV & Email 10 Feb 2010 iStrategy - Email Marketing | 134
  • 62. Dual landing pages 10 Feb 2010 iStrategy - Email Marketing | 134
  • 63. Different landing pages 10 Feb 2010 iStrategy - Email Marketing | 134
  • 64. How many calls to action? Think! What do you want them to do? Think! What do you want them to do? 10 Feb 2010 iStrategy - Email Marketing | 134 Source: Email Marketing Best Practice Guide: Econsultancy.com
  • 65.
  • 66. Be Strategic. have an email testing programme 10 Feb 2010 iStrategy - Email Marketing Q1 tests Registration incentives From Fields Subject Lines Q2 tests Frequency testing Personalisation Price tests Q3 tests Automated campaigns Re-activation strategies Q4 tests Segmentation models Churn analysis New format | 52
  • 67.
  • 68.
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  • 71.