The Adestra and Econsultancy Email Marketing Industry Census highlighted some key areas of how email marketing has changed over the last five years, but also areas where marketers feel they need to improve. In this case study led session Andrew will cover the four key areas of the report highlighted as the future of email marketing: Deliverability, Automation, Relevance & Social Media. The presentation will contain real world examples showing the strategy behind them, how they were implemented and what made them a success.
3. Me: 6 years Email & Digital Marketing experience Adestra: Advanced email marketing platform supporting 4,500+ marketers Creative, design and build services Deliverability analysis Training and consultancy A little bit about…
13. Preference centre High quality data Better targeting Linked automatically to dynamic templates held in ESP Helps when looking to get sender score certification
26. Who? RM – leading supplier of software and hardware to UK & EU schools Why? Large shift from face-to-face to ecommerce sales Needed to increase ROI from email campaigns without spending extra time on them Target ROI 12:1 What? Reactivate lapsed customers Increase underperforming customer groups Targeted using historical transactional and email behaviour Real-time link up with analytics and email responses to further trigger campaigns RM Education
27. Analyse historical email data for non openers and purchases over past 6/9/12 months Analyse previous transactional history for up-sell, cross-sell and new products Pair with target audience (Heads, teachers, specialist subjects) Total of 156 segments Strategy
34. Who? BBC Worldwide Magazines BBC Focus Magazine leading technology and science title Why? BBC rolling out heavily to digital magazines targeted at the tablet market Expected large uptake in subscribers An additional stream of email subscribers for marketing and cross sell What? API integration with digital magazines/apps Linked to a welcome programme for cross sell One time API integration rolled out to other titles BBC Worldwide
35. There has been an 81% growth in mobile email viewership in the last 6 months People are more likely to view your email on a mobile device over the weekend iPad email viewership has increased 15% in just a few months Source: Return Path – the future of mobile messaging http://www.returnpath.net/downloads/reports/returnpath_thefutureofmobilemessaging.pdf BBC Worldwide
38. Constantly monitor your deliverability Spend less time sending and more time analysing and testing Look at what work you seem to replicate and see if there is a way for you to streamline these processes Speak to your ESP about your campaigns and where content is generated You have data at your fingertips – spending time planning your strategy to deliver relevant content can reap great rewards Plan for Mobile – use it as a multi-model way of pushing subscribers to digital content and gaining new email subscribers. Test what works In Summary
Notes de l'éditeur
And in online magazines…. Example here of ipadmag with inbuilt signup form that uses API