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Integrated Email Marketing 2014
Improving your Email capabilities
Dr Dave Chaffey
SmartInsights.com

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About Dave Chaffey
About Dave Chaffey
• Author of 5 bestselling
marketing books now
working on 6th editions
• Editor at
SmartInsights.com a
freemium marketing
advice site with 60,000
Basic members and
Expert members in over
50 countries
• Insights Director at
search conversion
agency ClickThrough
MarketingFree Basic member download:
http://bit.ly/smarteremail

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Is your e-mail marketing efficient AND effective?
 Effectiveness=Strategy:
 “Doing the right thing”
 Supporting business objectives
 Leads, Sales, ROI
 Relevance through content,
targeting and timing
 Efficiency=Tactics:
 “Doing the thing right”
 Maximising delivery
 Maximising opens/clicks
 Mobile platforms
 Legal compliance

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Applying
Capability
Maturity
Models
(CMM)
for
Software
Development
Source: SQAJI

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Your email marketing journey?
Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission

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1. Initial 2. Managed 3. Defined 4. Quantitative 5. Optimising
A. Email capabilities
and evaluation
Simple ESP
Response
tracking
+ Regular
report of
opens/clicks
+ ‘Beyond the
click’ tracking
+ Segment
tracking
+ Value reporting
+ Hurdle rates
and activity levels
+ Response data
> CRM
system/warehous
e
B. List quality Not managed List-building
options
increased
+ List quality
improved
+ Reactivation
and removal
+ Preference
centres
C. Targeting
(Relevance)
None: ‘Pray
and Spray’
+
Demographics
+ Basic
triggers
+ Full lifecycle
sequences
+ Additional
sequences added
D. Proposition and
communications
strategy
Newsletter
and Eblasts
+ Increased
frequency
+ Content
marketing
integration
+ Social
integration
+ Optimised
frequency
E. Creative and
templates
+ Simple
headers
+ Multiple
template
+ Dynamic
content
+ video review
+ mobile
optimised
+ Advanced
techniques
F. Delivery Not reviewed + Reported + Reported by
ESP
+ Feedback
loops and
delivery service
+ Continuous
monitoring
G. Optimisation None Experiments
with different
offers/subjects
Structured
offer/subject
testing
+ Layout reviews
+ AB testing
+ Multivariate
testing
Email marketing capabilities

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Integrated Email Marketing 2014
A. EMAIL MARKETING EVALUATION

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How do you evaluate
your email marketing?
 1. Campaign open, click, delivery rate?
 2. Value of leads and sales?
 3. Long-term subscriber engagement?
1. ‘Hurdle rates’ of % active – response and purchase
2. RFM: “Recency, Frequency of response and purchase
3. At position in lifecycle
4. By segment
5. By offer / email type

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Measuring list activity – email
engagement / disengagement
These “hurdle rates” are for whole list. Repeat:
 By segment
 By product categories purchased
TIP: Measure the overall
health of your list through
activity / inactivity levels
over time
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%

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Integrated Email Marketing 2014
B. LIST QUALITY

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List quality matters!
 Profile % affects
targeting
 Disclosed preferences
 Inferred ‘click
preferences’ – S&R
example
 % inactives affects
deliverability
 % list growth needs
to be worked on…

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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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An example of list growth
Source: Tim Watson

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Using SMS to encourage subscriptions
Source: Tim Watson

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Integrated Email Marketing 2014
C. TARGETING AND RELEVANCE

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Q. Which targeting factors give
best response?
Unknown
Demographic profile data
Lifestyle &
psychographics
Attitude &
preferences
Behaviour
q Past purchase
q Search term entered
q Offer clicked
Targetingvariablemost
predictiveofresponse

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Tip – create a layered segmentation
- an example from eBay
Source: Smart Insights

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Customer value-based targeting

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Add social data to
increase relevance
Source: Latest data - Smart Insights

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Example Birthday email
+ Social Data

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Integrated Email Marketing 2014
D. COMMUNICATIONS STRATEGY

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Source: UK DMA Email Marketing Benchmark
Email frequency
Email segmentation

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Why send more emails?

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Starting with a welcome!

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How sophisticated is your Marketing Automation?

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Buildinsocial
sharingintocontact
strategies
2
6
Source: Teradataa / eCircle case study

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easyJet get the
Sell : Inform :
Entertain balance
right with
“Inspire Me”
2
7

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Apply the Content marketing matrix to your
email marketing
Criteria?
 Rev/visit
 Demand+ lead ge
 Amplify
 Brand fit
 SEO
 Longevity
 Authority/Though
Leadership
 Individual pain po
 Repurposeability
 Risk/reward

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Which content gets shared?

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Location: Published / Surveyed: Sample: Source:
Original source:
Worldwide February 2014 Collected from 290 million
email opens
Litmus
% Mobile operating system adoption
Litmus blog

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Integrated Email Marketing 2014
E. CREATIVE AND TEMPLATES

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Location: Published / Surveyed: Sample: Source:
Original source:
Worldwide February 2014 Collected from 290 million
email opens
Litmus
% Email opens across desktop and mobile
Litmus blog
New

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Lovely Litmus Responsive B2B mail

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CXM for Email?
Source: Lyris Holiday Look Book

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Source: Lyris Holiday Look Book

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Video in emails?
Video in email marketing techniques
Source: Lyris Holiday Look Book

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Integrated Email Marketing 2014
F. DELIVERY

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The impact of Gmail’s new Tabbed inbox?
Source: Return Path

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Integrated Email Marketing 2014
F. OPTIMIZATION

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

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MVT Email testing!
Source: Philips presenting on PlantoEngage.com webinar

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Using event-triggered emails –
Marketing Automation / Re-marketing example
 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: Smart Insights: Email re-marketing
http://bit.ly/smarteremail

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1. Initial 2. Managed 3. Defined 4. Quantitative 5. Optimising
A. Email capabilities
and evaluation
Simple ESP
Response
tracking
+ Regular
report of
opens/clicks
+ ‘Beyond the
click’ tracking
+ Segment
tracking
+ Value reporting
+ Hurdle rates
and activity levels
+ Response data
> CRM
system/warehous
e
B. List quality Not managed List-building
options
increased
+ List quality
improved
+ Reactivation
and removal
+ Preference
centres
C. Targeting
(Relevance)
None: ‘Pray
and Spray’
+
Demographics
+ Basic
triggers
+ Full lifecycle
sequences
+ Additional
sequences added
D. Proposition and
communications
strategy
Newsletter
and Eblasts
+ Increased
frequency
+ Content
marketing
integration
+ Social
integration
+ Optimised
frequency
E. Creative and
templates
+ Simple
headers
+ Multiple
template
+ Dynamic
content
+ video review
+ mobile
optimised
+ Advanced
techniques
F. Delivery Not reviewed + Reported + Reported by
ESP
+ Feedback
loops and
delivery service
+ Continuous
monitoring
G. Optimisation None Experiments
with different
offers/subjects
Structured
offer/subject
testing
+ Layout reviews
+ AB testing
+ Multivariate
testing
Email marketing capabilities

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Let’s Connect!
Questions & discussion welcome
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