Humans are attracted to people and brands that they have an emotional connection to. And getting the right message to the right person, at the right time guarantees revenue. Everyone of us is looking for the ‘silver bullet’ to better engage with customers. But, however elusive the silver bullet may be, the rules of relevance and timing are critical.

2. LAW CREATIVE
• Award winning integrated marketing communications

3. COPERNICA
• Multi-channel Marketing Automation Software
• 5000 users across B2B and B2C
• 300 partners across Europe
• Largest marketing automation software provider in Europe

4. WE’RE ALL SEARCHING FOR SILVER BULLETS
• Gain more customers. Retain more customers.

5. • The average person gets 50-60
interruptions per day
• The average interruption takes 5 minutes,
totaling about 4 hours or 50% of the
average workday
BUT THERE’S A PROBLEM

6. ATTENTION SPAN OF A GOLDFISH?
• 9 seconds
Source: National Center for Biotechnology Information, U.S. National Library of
Medicine, The Associated Press

7. ATTENTION SPAN OF A HUMAN?
• 8 seconds
Source: National Center for Biotechnology Information, U.S. National Library of
Medicine, The Associated Press

8. HOW DOES THIS IMPACT EMAIL?
Source: Science of
Email 2014 Report

9. HOW DOES THIS IMPACT EMAIL?
Source: Science of
Email 2014 Report

10. IT’S NOT ALL DOOM AND GLOOM!
Source: Econsultancy Email Census 2013
66% of marketers say email
delivers 'excellent' or 'good' ROI

11. EMAIL CONTINUES TO GENERATE A STRONG ROI
Source: Science of Email 2014 Report
Savvy marketers are still putting the majority of their digital budget into Email Marketing.
Email Marketing continues to
drive the best ROI in 2013.
- DMA Email Marketing Council
Email is bringing in $40.56 for
every dollar spent on it this year.
- Direct Marketing Association

12. WHY EMAIL?
• 91% of all consumers use email daily
• The average person spends a third of their week on email
• We check our phones on average 110 times per day

13. IRRELEVANCE IS SPAM
Reasons why people unsubscribe for emails
Source: Copernica Email Summit 2013

14. SPRAY & PRAY KILLS YOUR BRAND

15. WHY IS RELEVANCE IMPORTANT?

16. SILVER BULLETS
• Strategy
• Data
• Technology
• Creative
• Measurement
• The Future

17. STRATEGY

18. STRATEGY
• Set objectives (business and email)
• Identify target audiences via segmentation
• Plan content
• Establish frequency
• Evaluate against objectives

19. CREATIVE

20. EMAIL NEEDS - MARKETER
Conversion
Click
Open

21. EMAIL NEEDS - CUSTOMER
Surprise/del
ight
Inspire/excite
Understand the message

22. 5 EASY DESIGN WINS (MOBILE FIRST)
1. Concise content
2. Single column
3. Design for touch
4. iPhone subject lines cut off at 35 ch
5. Don’t forget the landing page

23. WHAT ELSE?
• Responsive templates
• Video
• Live content
• Animation

24. TECHNOLOGY

25. COPERNICA MARKETING SOFTWARE
The most complete marketing software for automated campaigns with email,
webpages, SMS, Social Media, opinion gathering and print.
• One platform for multi-channel campaigns
• User-friendly interface
• Data management tools
• Elaborate campaign statistics and testing options
• Links to external systems (API)

26. DATA

27. CREATING PROFILES:
WHAT DO WE KNOW?

28. CREATING PROFILES: WHAT COULD WE KNOW?

29. CREATING PROFILES: WHAT COULD WE KNOW?

30. CREATING PROFILES:
AN ENRICHED PROFILE
Mr. Jack Jones
3 Aylesbury close
Lancaster
Lancashire
L5 6Gh
Email: jackjones@gmail.com
Tel: 07776 891113
Demographic
• Age
• Gender
• Address
• Marital status
• Nationality
• Language
• Ownership
• Travel preferences
Email behaviour
• Opened email
• Did not open email
• Clicked on a link
• Bounced
• Content preference
• Engagement score
Relational data
• Booking data
• Survey results
• Loyalty points
Web behaviour
• Pages visited
• Products searched
• Form completed
• Video watched
• Recommendations
• Cart abandoned
Offline Behaviour
• Voucher redemption
• Call centre activity
• Store visit

31. TRANSLATE DATA INTO RELEVANT CONTENT
• Welcome
• Abandoned cart
• Recommendation
• Birthday/Anniversary
• Re-order
• Cross sell
• Reengagement
Relevant campaigns have 30% higher open rates and 50% higher click through rates

32. EMAIL EXAMPLE
Location specific
Upsel
l
Personalised
Added value
Image specific
Temp based

33. TESTING

34. IS TESTING WORTH IT?
• $690 million raised
• Had a large list size
• Sent a lot of emails
• Did as much testing as
humanly possible
• $200 million estimated
revenue from extra testing

35. WHAT CAN YOU TEST?
Delivered
Open
Click
Convert
• Relationship history/Brand trust
• From name
• Subject line content
• Pre-header content
• Preview pane with images off
• Opt-in practices
• Deliverability
• Relationship history
• Visual design
• Content: value proposition, copy, images etc
• User interface
• Landing page content/user interface
• Conversion opportunity: form etc

36. Anticipated | Personal | Important | Valuable
Looked forward to!
Getting Relevant!
SUMMARY

37. SILVER BULLETS
• Strategy
• Data
• Technology
• Creative
• Measurement
• The future

38. THANK YOU….
brett.sammels@lawcreative.co.uk
@lawcreativeuk
Any questions?