Unlocking Passive Income: The Power of Affiliate Marketing
How to Learn from the Best to Optimise Automated Email Marketing Campaigns
1. How to Learn from the Best to Optimise
Automated Email Marketing Campaigns
Guy Hanson
guy.hanson@returnpath.com
www.returnpath.com
uk.linkedin.com/in/guyhanson
@GuyHanson, @ReturnPath
4. We have unprecedented visibility into the inbox
PROVIDER NETWORK
70
Providers
2.5B
Inboxes
with
CONSUMER & DEVELOPER NETWORK
and
2M+
Consumers
eCommerce receipts
from over
5,000
Retailers
6. “Triggered open rates
were 76.7% higher
than BAU emails, with
triggered click rates
reporting 151.9%
higher”
Source: Epsilon Q3 2014 Email Trends & BenchmarksSource: RP Labs Strategy Mapper
Rationale & ROI Triggered Emails Generate More Responses
7. Source: DMA National Client Email Report 2015
Over 50% of email revenue
is generated by
segmentation
Another 30% is being
produced by triggered
emails – almost doubling in
just 12 months!
8. “Does the majority of
your email marketing
revenue and
engagement come from
triggered emails?
Anecdotally, marketers
tend to hit this mile-
marker when more than
5% of their email volume
is triggered emails” Source: Mediapost,
11. Implementation Criteria
Ability to Trigger How easy or difficult would
be it to set-up the email trigger?
Size of Audience How many people do we
estimate will receive this trigger each month?
Engagement Level How involved with the
brand will the trigger recipient be?
Purchase Intent Will the trigger recipient be
in a "buying" frame of mind?
Revenue Potential What is the expected
average order value?
12. Implementation Trigger Types
Transactional Emails: based on past customer transactions enable
marketers to suggest future purchases
Segmentation Clusters: demographics; geography; brand affinity;
and product preferences
Reminder Emails: abandoned cart; incentives; reminders; and
replenishment emails
Loyalty & Appreciation: thank you; gifts;
reminders of loyalty status - marketers can
track how much a customer is spending,
and then respond with more points to
encourage shopping
14. Lifecycle Triggers
Welcome
Source: Return Path – Americas Top Retailers Welcome Email Study
“Those that read at least one welcome
message went on to read 40% more
of their messages from the sending
brand during the following 180 days”
“The overall lifetime spend of a
customer was 62% higher for those
who engaged vs those that did not”
24. Dell experienced a clear lift from using individualised send-times. As a result, this test
won the gold ribbon for Timing Tests in WhichTestWon’s Email & Mobile Testing
Awards. Dell saw these results:
• Increase in unique opens by 6.6 percentage points
• Increase in unique clicks by 8.2 percentage points
Contextual Triggers Timing
32. Wrapping Up Additional Ideas
• Life events such as when customers change their status from “Single” to “Married”
in social media
• Customers have been upgraded to VIP, participated in a loyalty program, or
received a bonus card
• Customers have left feedback or shared a link in social media
• You want to thank a customer for placing a 5th or 10th order
• You want to send a reply to a price-cutting query on certain goods
• Customers regularly check a specific page but don’t complete a transaction.
• Customers haven’t visited your site, or used your app, for a long period of time
33. Wrapping Up 8 “Dos” and “Don’ts”
• Do Plan for trigger acquisition
• Do Know what you want to automate
• Do Start with what will generate the biggest returns
• Do Balance quality with quantity
• Do Leverage all available touchpoints
• Don’t Rely on dirty data
• Don’t Assume timing has to be immediate
• Don’t Miss Opportunities For Feedback
34. How to Learn from the Best to Optimise
Automated Email Marketing Campaigns
Guy Hanson
guy.hanson@returnpath.com
www.returnpath.com
uk.linkedin.com/in/guyhanson
@GuyHanson, @ReturnPath
Notes de l'éditeur
Volume has increased – last we did this research average consumer received 413 and growing
Return Path has the data you need to navigate this Path and reach true Data Enlightenment.
Optimizing your email campaigns, protecting your brand, and predicting consumer trends and markets can’t be done without data. Data is the core of our business, and for more than 15 years, our data has helped companies around the world make better business decisions.
And we encourage you to use that data, if you aren’t already.
Triggering emails based on consumers' previous behaviors isn't enough
Indeed, there can be differences between consumers' wants and their actual needs.
For example, a consumer may click on a sports car impressed by the style and design, but his family's needs would be better met by a minivan.
Or, shoppers may click on an inventory page, but that doesn't mean that they've settled on a particular brand or product.
Triggering emails based on consumers' previous behaviors isn't enough
Indeed, there can be differences between consumers' wants and their actual needs.
For example, a consumer may click on a sports car impressed by the style and design, but his family's needs would be better met by a minivan.
Or, shoppers may click on an inventory page, but that doesn't mean that they've settled on a particular brand or product.