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Smart insights and Force 24: The secrets to successful email marketing

  1. The secrets to successful email marketing
  2. A quick bit about me • Adam Oldfield • CEO and founder of Force24 • 20+ years in marketing My door is always open!
  3. Who are Force24? • Founded in 2010 • Fastest Growing UK-based marketing automation platform • We offer free, unlimited training & support for life to every customer • Proud to have a 98.2% retention rate • Recently had a £4.8m investment
  4. Before we start… a task… Write down your view of why segmentation is important and how you use it.
  5. Now into the good stuff! Some killed tips…
  6. KillerTip #1 Think differently
  7. Think DIFFERENTLY! • Empathy • Disconnect from the wheels, liberate yourselves • Understand the ‘Rule of 6’ (and establish your own) • Understand your job is to know your contacts intimately • Excite and educate your audience • And always question… “would you engage with this?”
  8. Know who you are & what you stand for I make the difference; I am the energy, I am the magic, and I am the glue. As marketers we must: • Understand what makes our audience tick • Relay key stakeholder messages though the marketing lens, converting it to what your audience wants to engage with • Never stand for second best…
  9. The Rule of 6
  10. KillerTip #2 Use segmentation
  11. Think differently: know your data • Recognise that, if segmented properly, people should be interested in what you have to say • Understand that you are interrupting their day, even if they are engaged/opted in • One size does not fit all when it comes to a send schedule
  12. 3D Marketing & Segmentation yesterday Butcher Baker Candlestick Maker Sector
  13. 3D Marketing and Segmentation today Butcher Baker Candlestick Maker Engagement Sector
  14. KillerTip #3 Use automation to the MAX
  15. Email Sequences tomorrow • The futility of a single email • Base decisions on commercial outcomes/CRM data • Say it 6 times – don’t be afraid to repeat yourself
  16. Email Sequences the day after tomorrow • Consider attitudinal data • Consider CRM interaction • Understand the wider marketing picture
  17. Know the difference… Cadence vs. Spamming
  18. Bad looks like this… 1 Time / Frequency Whole Base 2 3
  19. Good looks like this… 1 Audience Segment 1 Audience Segment 2 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 Engagement Segment 1 Re-Engagement strategies 1 2 3 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5 1 6 1 7 1 8 1 9 2 0 2 1 2 2 Time / Frequency
  20. 3D Marketing: how do we use it? Engagement Awareness Commercial Human Content Let’s talk Let’s do business
  21. KillerTip #4 Refine your creative assets
  22. Email Content/Design • Email is only the hook and not the full meal • Content – be concise rationalize your message (10 words, 1 button!) • Don’t stand for second best and don’t be boring... be more Gordon! • Find your winning formula… and stick to it • Single column creative
  23. Email Build • Artwork commodification, build standard templates and iterate for improvement – work smarter, not harder • Don’t stand for second best, be more Gordon! • The squint test
  24. Email Examples
  25. Email Framework Preheader -This should reflect the headline, it is designed to sit above all content for inbox previews Headline -This should be no more than 10 words. I prefer simple colours on a stark background Intro headline - Max 2 paragraphs, minimal content with a direct focus.With a strong simple CTA. (no more info, or click here please) Creative sign off - Designed to bounce contacts back to the previous statement or skip to below. Detail + Action - this space can be used to hold more content if needed Attention Interest Action Desire/ Trampoline Interest Action
  26. Writing great subject lines • Be clear and straight to the point • Start with a verb • Do not use excessive punctuation or icons • Build a secret formula and stick to it • (Verb + Content + Urgency) vs ([FirstName]Verb + Content + Urgency)
  27. KillerTip #5 Nail deliverability
  28. Email Deliverability • What can you do to improve deliverability? • Your job, ESP’s job – tech checklist • What’s a bot? • Understanding email servers and reputation • Importance of clean data (Soft Bounce Rule) • Be Engaging! • Read our guide!
  29. KillerTip #6 Optimise your outcome
  30. Optimise your outcome Email is pointless if you are not considering how you will convert the interest you generate Website – we hope you can achieve a 2% conversion rate from traffic on your website Blog – usually converts at 1/10 of the website conversion rate Custom Landing Page – a well built landing page would hope to convert at 15% Custom DYNAMIC Landing Page – which adapts to the person and is focussed on their next action can achieve in the region of 35%
  31. KillerTip #7 Report on performance - the smart way
  32. Measuring Success Measuring your performance needs to change, when we are working in a 3D way. Focussing on the people and your data segments becomes the most effective route to reporting in the new world. Audience Engagement
  33. Measuring Success Average Lead score
  34. Measuring Success Member count
  35. REVIEWTIME! Look back at your view of segmentation and how to use it
  36. Based on what we’ve discussed today… Which killer tip are you going to be using / taking advantage of the most?
  37. 8TopTips 1. Think differently 2. Segment and personalise 3. Use automation to the max, liberate you and your team 4. Refine your creative assets 5. Nail deliverability 6. Optimise for outcome, sell the hole in the wall – not the drill bit 7. Report on your performance the smart way
  38. Questions! Twitter: @weareforce24 LinkedIn: @Force24
  39. Ready to know more? Get your hands on our Email Playbook