Created for the International Email Marketing Summit, this webcast explains the options for creating more relevant automated emails - one of the biggest missed opportunities in Email marketing. It covers the types of emails and how to optimise them using the CRITICAL framework we use in the Smart Insights Guide to Email Marketing.
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Creating more relevant, more responsive more value Event-triggered Emails
1. 16
Brought to you by:
Getting More from
Your Event-triggered
Behavioural Emails
Dr. Dave Chaffey, Publisher, SmartInsights.com
2. http://events.plantoengage.com
• A big thank you to our sponsors:
• Twitter hashtag: #IEMS
• Don’t forget to register for our next event:
International Digital Marketing Summit, 8 October
http://events.plantoengage.com
Welcome to the 3rd edition of IEMS!
5. http://events.plantoengage.com
Structure - CRITICAL factors for success
• Creative – Content - Copy
• Relevance – Personalisation
• Incentive – Value proposition
• Timing – Interval and Frequency
• Integration – Use of other media?
• Conversation – two way dialogue and social sharing
• Attributes – use of header and subject lines
• Landing pages – or microsites
9. http://events.plantoengage.com
CRITICAL factors for success
• Creative – Content - Copy
• Relevance – Personalisation
• Incentive – Value proposition
• Timing – Interval and Frequency
• Integration – Use of other media?
• Conversation – two way dialogue and social sharing
• Attributes – use of header and subject lines
• Landing pages – or microsites
18. http://events.plantoengage.com
CRITICAL factors for success
• Creative – Content - Copy
• Relevance – Personalisation
• Incentive – Value proposition
• Timing – Interval and Frequency
• Integration – Use of other media?
• Conversation – two way dialogue and social sharing
• Attributes – use of header and subject lines
• Landing pages – or microsites
25. http://events.plantoengage.com
B2B: Build-in lead-scoring
• Lead scoring events:
– Email click through +5
– Downloaded asset + 20
– Title given, up to +50
– Total Employees number given, up to +15
• Campaign assets
– 6 product tracks
– 7 whitepapers
– 2 case studies
– 8 forms
– 3 high value web pages
Source: Eloqua McAfee case study
26. http://events.plantoengage.com
CRITICAL factors for success
• Creative – Content - Copy
• Relevance – Personalisation
• Incentive – Value proposition
• Timing – Interval and Frequency
• Integration – Use of other media?
• Conversation – two way dialogue and social sharing
• Attributes – use of header and subject lines
• Landing pages – or microsites
27. http://events.plantoengage.com
Testing offer in an Abandoned shopping
cart email sequence
• 1. Generic branded follow-up email :
+10% conversion rate.
• 2. Personalised remarketing email
with a promotional code for a 5%
discount time limited to 72 hours:
+100% conversion rate.
• 3. Personalised remarketing email
with a promotional code for a 5%
discount time limited to 48 hours:
+200% conversion rate.
Source: http://www.smartinsights.com/email-marketing-ecrm-alerts/email-remarketing-an-example-of-how-to-test/
28. http://events.plantoengage.com
CRITICAL factors for success
• Creative – Content - Copy
• Relevance – Personalisation
• Incentive – Value proposition
• Timing – Interval and Frequency
• Integration – Use of other media?
• Conversation – two way dialogue and social sharing
• Attributes – use of header and subject lines
• Landing pages – or microsites
34. http://events.plantoengage.com
CRITICAL factors for success
• Creative – Content - Copy
• Relevance – Personalisation
• Incentive – Value proposition
• Timing – Interval and Frequency
• Integration – Use of other media?
• Conversation – two way dialogue and social sharing
• Attributes – use of header and subject lines
• Landing pages – or microsites
39. http://events.plantoengage.com
CRITICAL factors for success
• Creative – Content - Copy
• Relevance – Personalisation
• Incentive – Value proposition
• Timing – Interval and Frequency
• Integration – Use of other media?
• Conversation – two way dialogue and social sharing
• Attributes – use of header and subject lines
• Landing pages – or microsites
43. http://events.plantoengage.com
CRITICAL factors for success
• Creative – Content - Copy
• Relevance – Personalisation
• Incentive – Value proposition
• Timing – Interval and Frequency
• Integration – Use of other media?
• Conversation – two way dialogue and social sharing
• Attributes – use of header and subject lines
• Landing pages – or microsites
44. http://events.plantoengage.com
You can prove anything you want with average
subject line statistics…
However for Event-triggered emails:
1. Keep it short.
2. Show specific value early
3. Personalise value where possible
47. http://events.plantoengage.com
Reminders work
Timing – 43% webinar subscribers within 24 hours
• 2 weeks out = 21 submissions
– Subject Line: Register Today
• 1 week out = 55 submissions
– Subject Line: There’s Still Time to Register
• 3 days out = 34 submissions
– Subject Line: Last Chance to Register
• 1 day out = 37 submissions (19%)
– Subject Line: You Have 24 Hours Left to Register
• Day of Webinar (24%)
– 46 submissions -- Subject Line: You Have 30 Minutes Left to
Register
Source: Eloqua client published test
48. http://events.plantoengage.com
CRITICAL factors for success
• Creative – Content - Copy
• Relevance – Personalisation
• Incentive – Value proposition
• Timing – Interval and Frequency
• Integration – Use of other media?
• Conversation – two way dialogue and social sharing
• Attributes – use of header and subject lines
• Landing pages – or microsites
50. http://events.plantoengage.com
CRITICAL factors for success
• Creative – Content - Copy
• Relevance – Personalisation
• Incentive – Value proposition
• Timing – Interval and Frequency
• Integration – Use of other media?
• Conversation – two way dialogue and social sharing
• Attributes – use of header and subject lines
• Landing pages – or microsites
51. http://events.plantoengage.com
Thank you for attending - Let’s Connect!
Questions & discussion welcome
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52. http://events.plantoengage.com
• Next IEMS presentation at 2pm GMT
3 Key Marketing Principles That Will Increase
Conversions In Email Marketing by Kath Pay
• Don’t forget to register for our next event:
International Digital Marketing Summit, 8 October
http://events.plantoengage.com
What’s next?