Email Marketing: Maintaining The Backbone With Dynamic Content
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Email Marketing: Maintaining The Backbone With Dynamic Content
- 1. Email Marketing: Maintaining The Backbone Of Your Digital Campaign In The Fast Moving Digital Arena Marc Munier
- 2. It isn’t about Pure360
- 3. What we are covering • Examining consumer usage trends to effectively target your email campaign and achieve optimum results – how are consumers receiving their emails an what impact does this have on your targeting strategy? – what frequency of contact should be used? • exploiting targeting options to overcome wastage and potential annoyance • Creating and personalising dynamic content to reach your consumers – when is too far? – how to hit home • Demonstrating tangible results from campaigns and feeding back insights – intelligent tracking to increase your ROI
- 4. The momentum is building The number of Smartphones sold now exceeds the number of PC’s
- 5. Incredible stats 25% of consumers research online before buying offline
- 6. Incredible stats II 89% of mobile purchases are on iPads!
- 7. Profound changes 2012 Name Plus: Age Device Gender Social Connectedness Address When they shop ABC? How they like to shop & stuff How to use these new attributes
- 10. That’s all very basic stuff... http://bit.ly/hunchinfo
- 11. The sweet spot
- 12. When and where - MATTERS More in depth content to keep you entertained Quick easily digestible content
- 14. Uber content
- 15. More advanced techniques • https://bitly.com/design4mobile
- 16. Making the most of what you have • Mobile is driving more and more revenue – we as marketers need to start marketing differently to take advantage of this trend. • Track what device people are using – the send them content optimised for their device but also what you can infer from their device. • Consider what “mode” they will be in when they get your email, wanting a full story or just a snapshot?
- 17. But don’t go too far ….
- 18. Unsubscribing/marking as spam • People actually don’t like doing it – based on an emotional attachment to receiving emails • So let’s make that emotional attachment strong • To do that
- 19. It is essential to manage exepctations
- 20. #2 Manage Expectations Comments from subscribers Link to the last newsletter Talk about frequency “I am really glad the newsletter is back. I missed the informative wit, erudite tips, and easy links to fascinating facts.” “Thanks for your newsletter. I enjoy your commentaries and insights tremendously. You have given me information on books which I have purchased and enjoyed.” www.mantex.co.uk
- 21. Creating and personalising dynamic content to reach your consumers
- 22. Too specific
- 23. Use themes to personalise
- 24. So how do you know if you’ve gone too far? • Build the relationship early • Welcome emails build early loyalty • Use information they have given you (goals) • Stick to dynamic content in product categories (as opposed to specifics) • Measure when people unsubscribe – and do something about it
- 25. Demonstrating tangible results from campaigns and feeding back insights Key requirement that you integrate: – Analytics – CMS
- 27. Key takeaways • Focus on device • Consider What it implies • Optimise for devices which convert • Build emails which allow for different “modes” • Don’t overdo it! • Build the relationship – from the beginning • Target on what you know – but don’t be too specific • Integrate your channels • Single Customer view may be out of reach • But islands of excellence aren’t
- 28. Questions >>> Answers Thanks for listening, can’t wait to hear all your questions... Go on... Ask lots Follow me @marcmunier and @pure360 Email me marc.munier@pure360.co.uk
Editor's Notes
- Biggest impact is how they read your email – enormous shift to mobile and tablet devices. Recent seatwave campaign – we regularly see 50% plus for smartphones
- You may not know much about the email address but if you know which device they opened their email on you can do some very specific.
- Android 71% more likely to have never left the country 12% more likely to have pets Iphone 67% more likely to have a household income in excess of $200k 27% more likely to live in a city
- You can now run a fully android optimised campaign to this segment giving them a great offer to become customers.
- PROGRESSIVE DISCLOSURE
- Talk about Frequency Type of content Even time of day (if you can stick to it) Retargeting can exacerbate the situation
- New members of David Lloyd get 7 free sessions, and get a lifecycle of campaigns telling them what they have booked into and what they have left to book into, use dynamic content to populate information. Once they have booked into a session they receive an SMS to confirm the booking.
- Bad too specific – actually my better half looking for my birthday present not realising that she was logged in as me !
- Use themes to personalise not specifcs