1. Essential Email Marketing Tips for Your
2012 Direct Marketing Campaign
Dr Dave Chaffey - SmartInsights.com
Sponsored by: Organised by:

2. Essential email
marketing tips
for your 2012
direct marketing
campaign
Dr Dave Chaffey
Download:
SmartInsights.com/tfma2012
2

3. About Dave Chaffey
 Books
 Best-practice advice & consulting
www.smartinsights.com
3

4. YOUR EMAIL MARKETING JOURNEY:
Assessing your email marketing capability
Email marketing A. Goal setting & B. Contact C. Segmentation, D. Email marketing E. Test & learn
maturity stage evaluation strategy and targeting & integration &
policy personalisation governance
Stage 1. Initial None None; Enewsletter / 0 Segments Limited integration Limited
„Pray and Spray‟ Solus emails of broadcasts and
data
Stage 2. Managed List growth Basic contact 2-6 Segments Campaign Subject line
Improving Segmented strategy and rules Basic contact integration (DM or Offer testing
relevance response strategy phone)
Stage 3. Defined Marketing outcomes Basic lifecycle Simple event- ESP, web analytics Template layouts
Segmented “Beyond the click” communications triggered & social media
relevance Welcome reactivate integration
Stage 4. Subscriber Individualised Recency, Auto-triggers based Individual / segment
Quantitative engagement contact strategy Frequency, Value on web behaviour testing
Contextual
relevance
Stage 5. Integrated web and Integrated online & Multi-layered Right-channeling Real-time and
Optimising multichannel offline contacts Dynamic content based on value & multivariate
Optimised insertion preference
relevance
4

5. The main barriers to effective
email marketing in 2012?
5

6. Agenda
6 Tactics that will matter most in 2012?
 1 Engagement
 2 Mobile Email
 3 Email contact strategies
 4 Channel integration
 5 Social-email marketing
 6 Email marketing optimisation
6

7. Tactic 1: Engagement strategies
Key questions:
 Q. How do you measure engagement?
 Q. Are you getting the sell-inform-entertain
balance right?
 Q. Do you have the publishing resources
to create engaging content?
7

8. 3 more advanced ways of
measuring email engagement
 How do you measure engagement with
email?
 Open/clicks/CTOR is NOT good
enough, instead…
 Opens/clicks/CTOR/revenue:
 1. At position in lifecycle
 2. By segment
 3. By offer / email type
 4. Aggregated over a longer time period
8

9. Measuring list activity – email
engagement/disengagement
These “hurdle rates” are for whole list.
Repeat: TIP: Measure the overall
health of your list
 By segment through activity /
inactivity levels over time
 By product categories purchased
Measure Period Number of Subscribers % of list total
Never Open All time 48,000 16.0%
Last 6 Months 168,000 56.0%
Never Click All time 96,000 32.0%
Last 6 Months 144,000 48.0%
Never Bought All time 48,000 16.0%
Last 6 Months 192,000 64.0%
Never Bought Online All time 96,000 32.0%
Last 6 Months 216,000 72.0%
9

10. Start with the customer!
Getting the sell-inform-entertain
balance right
http://www.ruderfinn.com/rfrelate/intent/intent-index.html
10

11. Every business is
a multi-channel
publisher now
11

12. 12

13. Tactic 2: mobile marketing
Key questions:
 Q. How important is mobile email use for
your audience?
 Q. Is user mobile email experience
satisfactory?
 Q. Is mobile driving commercial outcomes?
13

14. The rise and rise of mobile marketing
Source: Campaign Monitor, 3 billion emails, 2011 14

15. The desktop in decline…?
Share of device page traffic for News category (weekday)
Source: comScore Custom Analytics, U.S., August 2011 15

16. British Airways
e-Dialog helped BA launch a new suite of
mobile applications in late July/early
August. The campaign was prompted by
an increasing penetration of
smartphones, and an analysis of the
devices most commonly used by
members to access standard Executive
Club emails.
Innovation in Email Marketing
Winner: e-Dialog and British Airways
About the winning entry: To promote the launch and maximise downloads of the Executive
Club mobile application, BA and e-Dialog developed a unique strategy, using historical
customer data to target smartphone users in a highly targeted email-to-mobile campaign.
Judge‟s comments: A smart and progressive email marketing campaign that – as well as
being innovative in its scope – generated some great results.
16

17. Mobile Email Design Tips
 A narrow email width
 Single column layout
 Super subject line
 Large headlines & CTAs
 Bullet proof buttons
 Graceful Degradation
17

18. 18
Smart Insights - Style Summary

19. 19

20. Tactic 3: Channel integration
Key questions:
 Q. How does email work with other
channels to drive results?
 Q. Have we reviewed attribution?
 Q. Are we using email to drive offline
outcomes?
20

21. Multi-message example Email campaign 1
Remailing to opening-non converters
Response
increases by 25%
for campaign
First Campaign, Second Campaign,
Open rate, 8 to Open rate, 50 to
10% 75%
CCR = 0.2% CCR = 0.2%
21
Source: E-consultancy Masterclass - BCA

22. Remailing with urgency
Response
increases by 40%
for campaign
Second
First Campaign,
Campaign,
CCR = 0.2%
CCR = 0.2%
Source: E-consultancy Masterclass BCA
22

23. Response
increases, 100% for
direct mail piece.
Teaser e-mail. No
online response
Direct Mail
Combined response
from e-mail and
direct mail is 125%
better than no e-
mail.
Pre-mail, with online
response Direct Mail
Source: E-consultancy Masterclass 2005 - BCA
23
23

24. Telemarketing (list creation)
E1 E2 E3
(29) (17) (14)
M1 M2 M3 M4
(15) (14) (16)(11 )
Jan Feb Mar April
E-mail (E1-3)
Direct mail mailer (M1-4)
CRM product launch event
Explanatory notes:
1. Each list member received 4 mails and 3 e-mails unless they responded.
2. Number of individuals who attended event from each „wave‟ in brackets.
3. Total list size unavailable.
4. M1 generated 100 visits to site, E1 120 visits to site.
5. Offer and creative varied for each wave.
24

25. http://www.smartinsights.com/analytics-conversion-optimisation-alerts/qr-codes-location-demographic-statistics/
25

26. Is Blippar relevant?
26

27. Tactic 4: Contact strategies
Key questions:
 Q. Is our layered segmentation effective?
 Q. Have we optimised our triggered
emails?
 Q. How do we grow value?
27

28. Relevance!
28

29. Common Email targeting options
Targeting approaches Method
1. Classic profile-based demographic Target customer groupings according to their
segmentation characteristics & motivations
2. Customer value Assess customers by current and future value
potential
3. Web design personas Target 2-10 typical customer journeys
4. Customer lifecycle Target messages according to length of time using
online services
5. Purchase and response Use “sense and respond” behavioual targeting based
behaviour on RFM
6. Channel preference Communicate with customer in their preferred media
(and according to value)
7. Tone and style preference Communicate with customers according to their
tastes inferred from demographics or behaviour.
29

30. Tip – create a layered segmentation
An example from eBay
Static
Demographic
Gender, Geography
Consumer/Business
Transactional Value Segmentation
Derived
Propensity Models
Behavioural
Kids Tech Fashion Cars & Parts Category clusters
Last Last Keyword
Keyword Recent Activity
Recent purchase category personas
30

31. Do you send out emails based
on the following triggers?
31

32. Integrating SMS into email campaigns
Confused.com Renewal Reminder
 Confused.com is the UK‟s
comparison site of choice
for
car, home, travel, life, and
more.
 Keeps its customers up-to-
date with guides, tips and
information and renewal
advice
 To extend email‟s impact
they followed it with an
SMS using our platform to Contains two custom published
fields: first name and the lowest
send both email and SMS price offer for insurance.
messages.
32

33. Tactic 5: social-email
Key questions:
 Q. Are social sharing links and social
content effective?
 Q. Do you cross-promote social channel
OVPs?
 Q. Do you have a plan for social sign-on /
email integration?
33

34. Social email marketing is
much more than SWYN…
34

35. Integrating social into Enews
Source: http://www.retailemailblog.com/2011/09/am-inbox-pulling-social-content-into.html 35

36. Tactic 6: Email optimisation
Key questions:
 Q. How advanced is our incentive
optimisation?
 Q. How structured is our creative
optimisation?
 Q. Mobile optimisation?
© e-Dialog Inc. All Rights 36
Reserved.

37. Offer optimisation
Summary
 A simple, generic (branded-only)
retargeting email achieved a 10
percent uplift in online conversions
 A bespoke retargeting email that
offered a 5% discount via a time-
limited promotional code of 72
hours, more than doubled this
conversion rate
 A bespoke retargeting email with the
same discount, but this time with a
time-limited code of 48 hours
quadrupled the original conversion
rate
37
http://www.smartinsights.com/email-marketing-ecrm-alerts/email-remarketing-an-example-of-how-to-test/

38. Creative optimisation
Test version A Test version B Main Broadcast
Send Volume: 10,000 Send Volume: 10,000 Send Volume: 180,000
Sample criteria: Random Sample criteria: Random Click through rate: 5.8%
Click through rate: 6.1% Click through rate: 4.5%
38

39. Let’s Connect!
Questions & discussion welcome
Download: SmartInsights.com/tfma2012
 Blog
uk.linkedin.com/in/davechaffey
www.smartinsights.com/blog
 Feeds
www.feedburner.com/smartinsi
www.facebook.com/davechaffey
ghts
 Email Newsletter
www.smartinsights.com
www.twitter.com/DaveChaffey
39

40. A Hairy Yorkshireman on the Important
Things in Direct Mail: Cool new stuff
and saving money
Simon Biltcliffe - Webmart Ltd
Sponsored by: Organised by:

41. Improving Customer Communication
with the Power of the PURL
John Noble - Pro-Active
Sponsored by: Organised by:

42. How to Build a Payment System That
Supports and Enhances Your Response
Channels
Brian Weekes - PacNet Services Ltd
Sponsored by: Organised by:

43. Go Get Growth! How to power your
business expansion with international
marketing that works
Shane Redding - Cyance
Sponsored by: Organised by:

44. Go Get Growth!
How to power your business expansion with
international marketing that works
Shane Redding

45. What I shall cover
• What are the key trends in international b2b marketing
today?
• Planning and executing successful b2b campaigns
• A case study showing how leading US IT company,
Kensington used integrated marketing to grow across
Europe
• Top tips on how to find and exploit overseas markets
using tried and tested DM techniques

46. Key trends
• International marketing more important than ever before
as companies seek growth outside their flat or declining
home markets
• Digital Marketing is making it easier (and more difficult!)
than ever before
• “glocalisation” is tried and tested with central marcoms
departments controlling strategy, brand, campaign
planning and even execution, but content, target
audience and media are locally customised

47. Key trends
• International marketing more important than ever before as
companies seek growth outside their flat or declining home markets

48. Planning and executing campaigns
• Allow enough time – from initial research to planning and
then allow even more time for your campaigns
• Analyse your data - Do you already have international
customers that you didn‟t know about? Use your
database and website analytics
• Test small – and avoid expensive mistakes (markets,
price, product, media)
• Talk to people who have been there, done it and got the
T shirt!

49. Top Tips for International Success
• Understand the media your target market responds to
• Integrate online and offline for best success
Vistaprint an online print and marketing company used PAR to
developing its direct mail campaign. “The target group of new and
small firms can be difficult to access via email broadcasting. Marketers
can assume that everyone is sitting at a computer all day like them, but
taxi drivers and hairdressers don‟t do that. Also, small businesses
generally are so short of time that you soon get filtered out.”

50. Quality counts
• Use specialist suppliers with expertise in international
data management, mail fulfilment and distribution

51. Market Research is key
• Don‟t skimp on investing in market research. It will pay back
dividends in the longer term, by ensuring you don‟t make costly
mistakes
• Don‟t underestimate the importance of taking account of local
culture in your marketing communications
• Always use local in country native speakers for all language work

52. IT Channel Marketing Case Study

53. The Company and the Challenge
Physical laptop security
People don‟t think beyond
Encryption
High sales targets
of 30,000 units across Europe
No idea who was going
to buy them!
Unknown brand

54. The First Step?
Research the markets
Found that global laptop loss
was dramatically increasing not
only damaging
brands, destroying share value
but huge
compliance risk as well as impact
on bottom line
Now we understood the NEED
and the pain so we could get the
messaging right
But we also found that we
needed to target the boardroom
not just the IT buyer

55. The Answer
Cyance 360 developed and delivered
a highly successful, multi-channel
market awareness and lead
generation campaign across UK,
France, Germany and Benelux.
We used email, social media, web &
telemarketing channels to raise
awareness, increase demand,
generate & nurture leads on behalf
of all channel partners across
Europe.
We created all campaign content
and delivered multi-channel lead
nurturing campaigns, exceeding
year 1 targets by month 4

56. Lead Generation Process
Localized for each Geo
1. Set target 2. Build tailored 3. Build a channel 4. Execute marketing
customers offerings marketing hub campaigns
• Gain partner • Use insight to • Build a multi- • Deliver targeted
Insight, find out build tailored channel multi-channel
how they want to campaigns and marketing hub for campaigns with a
engage and tailor channel each partner with strong call to
campaigns resources. Offer centralised action; nurture
, support & high value shared leads and build
communication incentives to the services, with full the sales funnel.
channel analytics to
measure ROI

57. We created original, premium content that
positions Kensington as a thought leader
and given the brand a voice to reach the
hard-to-reach CxO audience
Email, blog, social and web assets all
contain strong CtA’s. The design optimized
to attract traffic, capture behaviour and
nurture via every stage of the buying
process.

58. Nurturing in line with buying stage
Not aware of risk/impact
Not aware of Assessing value Benchmarking or
risk/impact/value vs.solutions Purchasing

60. Key Learning's
• Email marketing is the biggest contributor in terms of
volume and has the best conversion rate
• Over the last six months, Organic Search contributed
16% of leads
• Direct Traffic and Referrals remain relatively low
• Social Media is generating a 60% increase in web traffic
and increasing reach/awareness into the C suite
• We are improving lead quality by scoring and nurturing
marketing leads and working with Sales to ensure they
get sales ready leads
• The result over 9 months have generated in excess
of £2,677,000 lead value

61. Where to go for more help and
advice
• Email me shane.redding@cyance.com
• Download these slides from www.cyance.com
• Talk to international exhibitors here today
• Read DMI and join the Global Marketing
Alliance!

62. The GMA (Global Marking Alliance)
• Is the top-level online business community for international
marketers
• Includes quality content – relevant news and expert views –
powered by DMI
• Connects brands and buyers with providers and suppliers
• Is a unique resource, linking like-minded executives on a global
scale
• Hosts „eve-of-show‟ networking events and show hall „lounge zones‟
(Stand F70 here today)

64. DM Meets Online and Digital -
integration for maximum impact
Phil Woodford - CIM
Sponsored by: Organised by:

65. DM MEETS ONLINE AND DIGITAL
- Integration for maximum impact

67. Many people believe that
digital communication is
replacing „traditional‟ media.

68. In many respects, direct marketing was
born before its time.

70. We have too many silos in the
world of marketing.

71. Business problems don‟t fit into neat
categories.
Neither should our solutions.

72. It‟s rare for one medium, technique or
channel to work in isolation.

73. Today, when we employ „traditional‟ direct
marketing techniques, an obvious
objective is to drive
traffic to the web.
Success is driven by intelligent use of
data and innovative creative.

78. The TIME test
• Timely
• Informed
• Memorable
• Engaging

79. It’s only now that we
are beginning to
glimpse the full potential
of direct marketing.

82. http://www.the25.be/

86. Thank you
www.cim.co.uk/training
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© The Chartered Institute of Marketing 2012.