Email Expo Email Marketing Presentation Frankfurt

of 148– 44 minutes remaining
Email marketing inspiration:
Nail these components for
better results
Michael Leander
@michaelleander
www.michaelleander.me
michael@michaelleander.me

The purpose of email
marketing is to
acquire, convert, sustain
and grow customers
whom then in turn will
attract other customers’
through referrals

From wasted to wanted
Messaging
Customer intelligence
Mass
Communication
Demographic
data
Customer
history
Contact
data
Personalized
Communication
Segmented
Communication
Transactional
Communication
Customer
transaction
Intention/
behaviour
Data source
Integrated
Web analytics
Behavioral /
web sales
Mailing list/
database
CRM system
Enhanced
profiling
Customer
value
Potential benefit =
Tailored promotions (sales)
Loyalty
Information
Relevant
offers
Behavioral
Communication
Potential benefit =
Up-sales/ promotions
Triggers
based on
behavior
Trigger on
transaction
Newsletters, surveys
& one-size-fits-all
promotions
Lifecycle
emails
Targeted email
campaigns/ offers
97% here

Things Take Time
often 3-5 times longer than expected

Drive towards your objectives first ,
deadlines second !
See video about being objective driven http://www.youtube.com/watch?v=4mxvy_usWz8

Unsilo your email marketing activities
Silos
Make
You Suck

Your target
prospect is
exposed to
6000 advertising
messages every
single day

Buyers are becoming more
and more cautious
Trust is critical
How do you establish trust?
Why should I trust your intentions?

Short attention span, loads of intrusion
- how do you cut through the clutter?
Brain
filter
Do I know you?
Do I need you?
Can I trust
you?

Stop focusing on
the inbox,
start focusing on
the Mind Box

Unique
passionate
emotional
authentic
focused
interactive
meaningful…
How to get into the Mind Box?

Significant changes in buying behavior
OTS* high to
get a reaction
No sex on
the first
date
*OTS = Opportunity to see
Referral &
recommendation
Latency
increase
incubationtime
Get more inspiration http://www.zeromomentoftruth.com

THE COLOSSAL OTS CHALLENGE
Attention Action
Message Message Message Message Message Action
Increase Opportunity To See by multiple of 3, 5, 10
Pre launch phase Hard selling phaseNurture & convince phase
The “it’s all over” phase

Increase OTS for better results –
works almost all the time
• Remember: people take longer time to make a decision
• Higher frequency will not hurt you as long as you are well
established in the Mind-Box
• In email marketing, be sure to differentiate messages based on
open, clicked, no action

See case study – integrated campaign
See the campaign case study here

Quick email
marketing IQ
questions

Which reads the most words
pr minute – the eye or the ear?
2.500 words per minute 125 words per minute
The eye reads 20 times faster than the ear @michaelleander

Let’s show the world what real
email marketers look like !
• Take a picture of the
person sitting next to
you
• Your business card or
email address gets you
the case studies
• Pass the camera
around quickly – we
only have 35 minutes
• Don’t want your pic on
Facebook – cover your
face
Trondheim, Norway
Sydney, Australia

The biggest shift you and other
email marketers are facing right
now
Touch
changes everything

Think about how your audience interacts
depending on which device
they are on

Touch requires new conversion
flows for marketers everywhere

In email marketing, what is
most important?
Sender name Subject line

Which is often more effective -
short copy or long copy ?
Copy copy copy copy copy
copy copy copy copy copy

A. Get two brand new articles about branding
B. News in a flash – articles about branding
A -> 32%
B -> 42%
Which subject line generated the
highest open rate?
(A/B Split test)

Which generated the best
CTR (Click Through Rate) ?
A ? B ? C ?
A B C26,22% 5,00% 10,32%

2 links – one soft and
one hard call to action
Why is the balance between
soft- and hard promotion
important to your email
marketing?

Divorce your silly
preconceived ideas
and start testing

Some important areas to test now
• Behavior desktop vs. mobility
• Timing desktop vs. mobility
• Frequency

Which of these contribute most to
the success of an email marketing
campaign OR newsletter?
1.The message / the offer
2.The target audience
3.The creative

Allocation of focus in any direct marketing
activity – here specific to email marketing
Message/offer Target group
Creative Deliverability
100%
45%
5%
40%
10%

This movie
can be found
on
MarketingTelly

Big Data or Small Data?
If you can’t handle small data –
you can forget about big data !

Build your profiles and improve targeting,
timing and conversion to last step
36
Data input
from
customer
Behavioral
Transactions
(on/offline)
70-100% accurate 50-100% reliable 90-99% trustworthy

Basic
profile
Expanded profile
+ Add behavioral
+ Add transactional
37
Stimulate
to get
more info
What are the
contents of your
basic profile?
Your ideal
profile
Use
progressive
profiling
Use lead
scoring

Customer
potential
Customer
quality
high
low
low high
One time customers
with low potential
Average customers
Good customers Very good customers
15 % 15 %
60 % 10 %
Focus on most valuable segments or
Most Likely to Buy and measure your
success based on their behavior
Ask these questions
• Whom are ”most likely to buy?” (Use RFM with behavioral)
• Whom are ”most likely to defect/churn”?
Bang & Olufsen
increased share
of wallet by
focusing on ”Most
Likely to Buy More”

Grundfos smart profiling (global pump
manufacturer)
39
Working
areas:
Heating
systems
Water supply
(Ground waster,
pressure
boosting)
Waste water
(Disposal
solutions)
Cooling
systems
Fire
protection
(Sprinkler
systems)
Frequently 77% 14% 18% 18% 3%
Occasionall
y
16% 74% 62% 53% 43%
Never 7% 12% 20% 29% 54%
Info.
wants:
Energy
saving
pumps
Time saving
pump
selection
tools
Product
news
Technical
product
info.
GFOS
seminar
info.
Case
stories
Very
interested
84% 76% 70% 64% 42% 24%
Quite
interested
14% 21% 29% 33% 49% 60%
Not
interested
2% 3% 1% 4% 9% 17%

Highly effective method to append
relevant information to each profile
Which car best suits your needs?
Once user clicks, the preference is stored in the database.
Respondent is taken to a page with more information about
the preferred BMW
40

Pretending gets
you in trouble.
Know thy
recipients or else…

Think about
top, mid and
end of funnel
and focus
ferociously
on the end
goal, short
and long
term
42
Bottom of funnel is where the action takes place –
engagement need to drive your audience towards
the bottom of the funnel

Don’t count the customers you
reach – Reach those who count
#emexpo @michaelleander

Thin
Which real
problem are
you solving?

Your Content
Concept
Email value
proposition
Acquisition
activities
Engage
audience
Measure &
react
First 30
days
Sign-up
tactics
Automate
Email Marketing
Roadmap

Then ....
Translate your
content concept
into your Email
Value Proposition

Your email value proposition
• Describes
– What you deliver
– Why your offering is valuable
– What the benefits are
• Is used for
– Sign-up pages
– Any acquisition activity

Summary of the content
concept = ESP
(Email Value Proposition)
Bullet list of
benefits
gets attention
Showing or linking to
a sample works well

In Summary: Own the Experience
> Anticipate
customer needs
> Provide timely
service
> Differentiate
communication
> Personalize
communication
> Understand
preferences
Find the missing
movie here on
MarketingTelly

Michael Leander is an international
marketing speaker.
He has spoken in Germany
and more than 40 other countries
Find him here
http://www.twitter.com/michaelleander
Speaking: http://www.michaelleander.me
Consulting: http://www.michaelleander.com
Questions, comments:
send an email to michael@michaelleander.me

Best practices for personalization
Approach Data prerequisite Barriers
Intent Track, add to profile &
store behavior that would
indicate buying intent
Difficult to track
Not 100% accurate
indication
Past behavior Track clicks & events No integration
RFM Et al Infrastructure is not
actionable
Capture profile data you intend to use in communication

Email Expo Email Marketing Presentation Frankfurt

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