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Brought to you by:
Getting More from
Your Event-triggered
Behavioural Emails
Dr. Dave Chaffey, Publisher, SmartInsights.com

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• 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
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Welcome to the 3rd edition of IEMS!

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

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Free Guide: How to plan event-triggered campaigns:
http://bit.ly/smarteremail

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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

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Why am I advising on behavioural emails?

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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

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Effective
templates?

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But how does that look on mobile?
Use responsive design for single column design

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Welcome email examples

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Welcome Tips:
1. Use a Preheader
Teaser?
2. Explain your OVP
3. Deploy your best
offer

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Welcome Tips:
1. Personalise
2. Encourage whitelisting

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Welcome Tips:
1. Keep it functional
2. Call out Next Steps /
Actions in Right
Sidebar?

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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

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Using Personas to develop relevance
Source: Tim Watson
E.G.
Receive
Bill insert
E.G.
Receive
MMS

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Example – combined segments
Source:

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Dynamic email: iPhone segment

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Birthday emails?

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Open rate Clickthrough
rate
Before 20.0 1.9%
After 18.9 – 27.4% 7.5% -
20.6%
Our experience: 3rd welcome : 14d > 2d

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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

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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

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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/

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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

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A real welcome to new customers
Search “Email Swipe File” on Pinterest

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Buildinsocialsharinginto
contactstrategies2
: eCircle case study

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Buildinsocialsharinginto
contactstrategies2
Source: eCircle case study

http://events.plantoengage.comSource: eCircle case study

http://events.plantoengage.comSource: eCircle case study

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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

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Learning from Amazon Behavioural Email targeting
Purchase
Dispatched +7d
+14d
+21d
Recognition of
purchase
Recognition of
intent

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Planning a sequence

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A “Sense and Respond” flowchart

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Email 1: 45% Open
8.4% CTR
Email 2: 38% Open
3.5% CTR
Intent follow-up – click on Category

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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

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Goodnews–weliketoreview:
90,000in2weeks
+10%conversion
88%ofallreviews****/*****
Source: Original Argos review launch

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Assess importance of Navigation elements
Source: eCircle case study

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Source: eCircle case study

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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

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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

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A: <name>, your latest Orange update is here
B: Loads of lovely stuff from us to you Source: Tim Watson

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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

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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

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Landing page:
Campaign-specific
Consistent
CTA
Mobile

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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

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Thank you for attending - Let’s Connect!
Questions & discussion welcome
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• 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
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What’s next?

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Free Guide: How to plan event-triggered campaigns:
http://bit.ly/smarteremail