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Breakout H: Going beyond
traditional email marketing
Fiona Robson
Managing Director, Rocketseed
Member of DMA Email Marketing Council
Rocketseed – who we are
Rocketseed is a global email media & marketing company
email is evolving
the evolution of email
blast segment lifecycle personaltrigger
which sectors do email well?
DMA Email Tracking Report 2012
What % email is interesting or relevant?
factors impeding improvement
DMA National Client Email Report 2013
relevance is key
Right Content
Right Channel Right Time
a) Tuesday at 11am
b) Wednesday at 2pm
c) Sunday at 1pm
d) Friday at 10am
when is the right time to send
an email?
Workshop session
• cart abandonment email
• email with social
• email media via employee email
cart abandonment emails
Trigger based on user
online activity
• Recover revenues by
sending targeted emails
at the optimum time
cart abandonment emails
• 70% abandonment rate in the charity sector
• 17% are re-marketable by email
Data provided courtesy of
“generic” –
customer-
service type
email
Opportunity to
include products
Going beyond traditional email marketing
Example provided by
charity sector success rates
• 98% Deliverability
• 38% opened
• 20% Click-through rate
• 15% conversion (re-donate)
• 0.15% unsubscribe
• 21% uplift seen from people who didn’t click – emails
also stimulate other behaviour
Data provided courtesy of
cart abandonment emails - tips
• Optimise your check-out funnel:- request
data early in the process
• Timing – understand natural return rate
• Choose the right tone for your brand
• Personalise and use specific information
related to their behaviour
• Balance content
• Consider option for additional email to
those who don’t open (max 3 total)
think more widely about email
who shares email via social?
DMA National Client Email Report 2013
social posting for right time email?
New technology makes email a multi-channel engagement tool
social posting: right time email
New technology makes email a multi-channel engagement tool
use social to increase email impact
anticipation makes it right time
Let reactions of subscribers to social content help plan what
you put in your email campaigns
drive sign up through social
add live social content in email
Hi,
Imagine if every email sent from all your clients arrived at their recipient’s inbox as a branded marketing
message much like this one above. Whether it’s new products or services, sales material, customer
support latest news or events, research, PR, season’s greetings or straight corporate or brand identity you
can get ANY message across, drive traffic to your website as well as measure and track the click-through
and response ratios.
Live rss feeds can show live progress towards targeted
fundraising total.
Email and social
• Go beyond “share with a friend”
• Social posting: post and share newsletters
• Boost audience for your email & drive
sign-ups
• Leverage real-time content in email –
dynamic rss feeds, publish blogs, tweets
email with social - tips
technology turns email into email media
the power of one-to-one email
• personal emails – 99% open rate
• drive web traffic – up to 21% CTR
• engage when the customer wants to talk to you
• every email is a brand & revenue opportunity
• trusted emails from people you know
29
PROMOTE SEASONAL CAMPAIGNS AND EVENTS
Take control of your owned media to drive traffic & boost
donations
Hi,
Imagine if every email sent from all your clients arrived at their recipient’s inbox as a branded marketing
message much like this one above. Whether it’s new products or services, sales material, customer
support latest news or events, research, PR, season’s greetings or straight corporate or brand identity you
can get ANY message across, drive traffic to your website as well as measure and track the click-through
and response ratios.
how can you use email media?
multiple links can boost engagement
42.7% traffic went to the donation page
57.3% traffic to the website
How many right time opportunities?
# Employees
Potential # Missed Brand Impressions per Year
(Company)
10 120,000
50 600,000
100 1,200,000
200 2,400,000
1,000 12,000,000
British Red Cross: the challenges
• Diverse range of marketing objectives
• Limited budget and resources
• Wide range of stakeholders / audience to
reach
• Need to react quickly to events and
disasters
spotlight on the British Red Cross
every email relevant for audience
Events
team
Education
team
Targeted, segmented, relevant marketing
Marketing
team
Fundraising
team
0
5000
10000
15000
20000
25000
30000
BritishRedCross
Email volumes and clicks by month
5000
1000
1500
0
Unique recipients Clicks
Optimising results from employee email
Red Cross Week 1
1.73 per cent…
Best Practice – optimise for results
Red Cross Week 2
3.35 per cent…
improved call to action
Red Cross Week 3
6.7 per cent
leverage engaging content
facilitate access to relevant content
80 x better CTR than
corresponding cpc
campaign
4 x more traffic to specific
website pages than their
dedicated e-newsletter.
More effective than other marketing?
Going beyond traditional email marketing
20 x more likely to
engage in donation
process
But did it deliver?
right time: mobile and apps
integrate email with other channels
Think creatively
Leverage business partnerships
• Take advantage
of all
opportunities for
list growth
• Make sure your
campaigns are
really having an
impact
Email media: valuable data
email media: employee email tips
• Understand the brand image you want
• Start with the key priorities for your charity
• Identify key messaging for your departments
• Start simply
• Change messaging regularly
• Keep campaigns fresh
• Test and optimise
• Mix service links and donation requests
67%
38% 37%
19%
16% 15% 13% 12% 11% 11% 10%
7% 5% 4% 4% 3% 2%
0%
10%
20%
30%
40%
50%
60%
70%
The ROI of email in the marketing mix
Thank you
www.rocketseed.com
fiona.robson@rocketseed.com
twitter @fkrobson @rocketseed
Tel +44 (0) 207 706 9520

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Going beyond traditional email marketing

  • 1. Breakout H: Going beyond traditional email marketing Fiona Robson Managing Director, Rocketseed Member of DMA Email Marketing Council
  • 2. Rocketseed – who we are Rocketseed is a global email media & marketing company
  • 4. the evolution of email blast segment lifecycle personaltrigger
  • 5. which sectors do email well?
  • 6. DMA Email Tracking Report 2012 What % email is interesting or relevant?
  • 7. factors impeding improvement DMA National Client Email Report 2013
  • 8. relevance is key Right Content Right Channel Right Time
  • 9. a) Tuesday at 11am b) Wednesday at 2pm c) Sunday at 1pm d) Friday at 10am when is the right time to send an email?
  • 10. Workshop session • cart abandonment email • email with social • email media via employee email
  • 11. cart abandonment emails Trigger based on user online activity • Recover revenues by sending targeted emails at the optimum time
  • 12. cart abandonment emails • 70% abandonment rate in the charity sector • 17% are re-marketable by email Data provided courtesy of
  • 17. charity sector success rates • 98% Deliverability • 38% opened • 20% Click-through rate • 15% conversion (re-donate) • 0.15% unsubscribe • 21% uplift seen from people who didn’t click – emails also stimulate other behaviour Data provided courtesy of
  • 18. cart abandonment emails - tips • Optimise your check-out funnel:- request data early in the process • Timing – understand natural return rate • Choose the right tone for your brand • Personalise and use specific information related to their behaviour • Balance content • Consider option for additional email to those who don’t open (max 3 total)
  • 19. think more widely about email
  • 20. who shares email via social? DMA National Client Email Report 2013
  • 21. social posting for right time email? New technology makes email a multi-channel engagement tool
  • 22. social posting: right time email New technology makes email a multi-channel engagement tool
  • 23. use social to increase email impact anticipation makes it right time Let reactions of subscribers to social content help plan what you put in your email campaigns
  • 24. drive sign up through social
  • 25. add live social content in email Hi, Imagine if every email sent from all your clients arrived at their recipient’s inbox as a branded marketing message much like this one above. Whether it’s new products or services, sales material, customer support latest news or events, research, PR, season’s greetings or straight corporate or brand identity you can get ANY message across, drive traffic to your website as well as measure and track the click-through and response ratios. Live rss feeds can show live progress towards targeted fundraising total.
  • 26. Email and social • Go beyond “share with a friend” • Social posting: post and share newsletters • Boost audience for your email & drive sign-ups • Leverage real-time content in email – dynamic rss feeds, publish blogs, tweets email with social - tips
  • 27. technology turns email into email media
  • 28. the power of one-to-one email • personal emails – 99% open rate • drive web traffic – up to 21% CTR • engage when the customer wants to talk to you • every email is a brand & revenue opportunity • trusted emails from people you know
  • 29. 29 PROMOTE SEASONAL CAMPAIGNS AND EVENTS Take control of your owned media to drive traffic & boost donations Hi, Imagine if every email sent from all your clients arrived at their recipient’s inbox as a branded marketing message much like this one above. Whether it’s new products or services, sales material, customer support latest news or events, research, PR, season’s greetings or straight corporate or brand identity you can get ANY message across, drive traffic to your website as well as measure and track the click-through and response ratios. how can you use email media?
  • 30. multiple links can boost engagement
  • 31. 42.7% traffic went to the donation page 57.3% traffic to the website
  • 32. How many right time opportunities? # Employees Potential # Missed Brand Impressions per Year (Company) 10 120,000 50 600,000 100 1,200,000 200 2,400,000 1,000 12,000,000
  • 33. British Red Cross: the challenges • Diverse range of marketing objectives • Limited budget and resources • Wide range of stakeholders / audience to reach • Need to react quickly to events and disasters
  • 34. spotlight on the British Red Cross
  • 35. every email relevant for audience Events team Education team Targeted, segmented, relevant marketing Marketing team Fundraising team
  • 36. 0 5000 10000 15000 20000 25000 30000 BritishRedCross Email volumes and clicks by month 5000 1000 1500 0 Unique recipients Clicks Optimising results from employee email
  • 37. Red Cross Week 1 1.73 per cent… Best Practice – optimise for results
  • 38. Red Cross Week 2 3.35 per cent… improved call to action
  • 39. Red Cross Week 3 6.7 per cent leverage engaging content
  • 40. facilitate access to relevant content
  • 41. 80 x better CTR than corresponding cpc campaign 4 x more traffic to specific website pages than their dedicated e-newsletter. More effective than other marketing?
  • 43. 20 x more likely to engage in donation process But did it deliver?
  • 44. right time: mobile and apps
  • 45. integrate email with other channels
  • 48. • Take advantage of all opportunities for list growth • Make sure your campaigns are really having an impact Email media: valuable data
  • 49. email media: employee email tips • Understand the brand image you want • Start with the key priorities for your charity • Identify key messaging for your departments • Start simply • Change messaging regularly • Keep campaigns fresh • Test and optimise • Mix service links and donation requests
  • 50. 67% 38% 37% 19% 16% 15% 13% 12% 11% 11% 10% 7% 5% 4% 4% 3% 2% 0% 10% 20% 30% 40% 50% 60% 70% The ROI of email in the marketing mix