Data-Driven Email Marketing, Made Easy, dotMailer
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Data-Driven Email Marketing, Made Easy, dotMailer
- 1. Data-Driven Email Marketing, Made Easy How to double or even treble your email marketing response rates @dotMailer @SkipFidura #data A „Hitting the Mark‟ seminar, hosted by dotMailer and presented by dotMailer director Skip Fidura
- 2. Growing and enriching your database A step by step, practical plan @dotMailer @SkipFidura #data
- 3. What‟s the problem? • „Unclean‟ email lists • Not enough useful data on customers and prospects • Not enough focus on targeted, personalised content • Don‟t know where to start @dotMailer @SkipFidura #data
- 4. A practical step-by-step approach • • • • • • Your customer journey Touch point tracking Data ranking What‟s worth knowing Data hygiene, shelf-life and automation 15 ways to enrich your email lists @dotMailer @SkipFidura #data
- 5. Your customer journey • List all the ways your customers and prospects interact with your business – across all functions • • • • • • Searching for you Checking you out Buying from you Recommending you Hanging out Third parties @dotMailer @SkipFidura #data
- 6. Touch-point tracking • Leverage each customer touch point into an opportunity to collect relevant, usable data • List out each touch point • List out opportunities to capture data at each point • Think about what works for different channels, e.g * Phone * Website * Social Media * Transactional Emails * Mobile * Direct mail * @dotMailer @SkipFidura #data
- 7. Data ranking What makes a piece of data worth collecting? • How easily and accurately can you collect it? • What is the shelf life of the data? • How can it drive content? Score and rank your list of variables Create your hit list @dotMailer @SkipFidura #data
- 8. So what‟s worth knowing? Your objectives? Your key email success drivers? • • • • • B2C or B2B? The individual, the organisation, or both? What do they look like? What do they like? What do they do? @dotMailer @SkipFidura #data
- 9. Data hygiene, shelf-life and marketing automation • Look for gaps in your database, and fill them • Data shelf life – plot it and refresh it • Update the data as it changes • Automate the cleaning process @dotMailer @SkipFidura #data
- 10. 15 sure-fire ways to enrich your email lists with data that will drive: • • • • • More opens More clicks Fewer complaints Fewer unsubscribes Greater ROI @dotMailer @SkipFidura #data
- 11. 1. Online surveys 2. Website newsletter signups 3. Triggered „thank you‟ emails @dotMailer @SkipFidura #data
- 12. 4. Social media „pulling‟ • Survey your database to discover which social networks they use and in what contexts • Use tools like Tweetdeck to monitor conversations relevant to your brand • Set up Google Alerts to identify when and where related content is being published • Check out theconversationprism.com for an view of the social networks to consider @dotMailer @SkipFidura #data
- 14. 5. Capture your Facebook visitors‟ data 6. Capture your blog visitors‟ data 7. Share signup form and data capture form links on Twitter @dotMailer @SkipFidura #data
- 15. 8. Leverage other marketing activity @dotMailer @SkipFidura #data
- 16. 8. Simple competitions 9. Viral competitions @dotMailer @SkipFidura #data
- 17. Dynamic referral link served via webpage and email @dotMailer @SkipFidura #data
- 18. 11. Remote and mobile data capture – where you are 12. Remote and mobile data capture – where they are @dotMailer @SkipFidura #data
- 19. Consumers should not have to remember your message. Make it easy @dotMailer @SkipFidura #data
- 20. 13. Reactivations 14. Offer added value in exchange for rich data 15. Google Adwords with built-in contact form @dotMailer @SkipFidura #data
- 21. Crystal Palace Hijacks “Free Time” Problem Crystal Palace Football Club get‟s up to 25,000 attendees into the ground for each home match but will only get the address of the ticket purchaser Solution Leverage assets within the ground to capture everybody else @dotMailer @SkipFidura #data 21
- 22. Crystal Palace Leverages a Global Fan Base @dotMailer @SkipFidura #data
- 23. Thank you for listening Any Questions? www.dotmailer.co.uk/sellmore
Notes de l'éditeur
- Most marketers don’t have the database or email lists that they need, to do targeted email marketing. Some of the problems marketers face are:Unclean’ email listsNot enough useful data No time or resource Not enough focus on targeted, personalised contentHowever, the there is a systematic approach that can turn data from a problem into an opportunity.
- Take a look at what we are going to cover
- 1. Talk to all the people in your business who have contact with your customers – whether on the phone, through email, through invoicing, through marcomms. 2. Ask Google where people are talking about you. 3. Ask your web analytics where on your website people are checking you out, discussing you, recommending you. 4. Go mobile – where do you customers spend time when not in the office?
- Once you have tracked your customers journey:Leverage each customer touch point into an opportunity to collect relevant, usable data. Make sure you have buy-in from the person responsible for each of these touch points. Remember that while Third parties can offer possibilities, particularly for b2b lists- but organically collected data always outperforms 3rd party data
- Some data would be great to have but it’s going to be very tough to get it. Eg you may like to know how much your customers earn, so you can target them based on their buying power. For questions like this look at collecting the data by proxy. For example- ask your customers a pertinent question that might indicate their salary, like, how many holidays do you take a year? Only ever collect data that you are going to use it- ‘Nice to have data’ is just that. Stick to the ‘must have’ data that has practical applications. If you’re selling PC’s to IT managers, does it really matter how old they are or if they are married or single?
- Write down your key sales and marketing objectives and be clear about the success drivers that get you there i.e. email price promotions, events and experiences, in-store promotions. Knowing what already works in your email marketing will help you focus on the data you should collect. EG if you know that offering a free glass of champagne to customers in your restaurant branches on a Tuesday night, then make sure you know their postcode so you can invite them to their nearest restaurant for a free glass of bubbly. And if you know that businesses with more than 60 employees respond best to your bulk buy offers then make sure you know the sizes of the businesses in your database.
- Having a clean, fully populated and up to-date email list will make running data-driven email programmes much easier and much more effective for you. The key is to look for ways to streamline and automate this process to minimise the time and resource you need to invest.Look at:The fields you holdThe percentage of your database that you hold data on- in particular the data that you ranked as priorityWho's opted inWhen was it collected and what's the shelf life for example, the customer’s birth date will not change but V those that may need updating, like postcode.What piece of data about each customer will help you provide the most relevant email to themCan you match people across databases- do they share a keyAny emails that consistently bounce?You may wish to send an annual ‘please update your details’ email, 12 months after each individual’s sign up date
- Customer satisfaction surveys, online research surveys, polls – can all be used to collect rich data from prospects and customers. Just make sure you use an online survey tool that automatically appends the data you collect to the records in your existing email lists where possible. Incentivise survey responses with prize draws or offers to improve response rates.2. Website newsletter signups:Inviting customers and prospects to actively engage with your emails by signing up some form of e-newsletter can be highly effective for all types of business. Make sure the newsletter sign-up call to action is clearly and prominently displayedon your website – on the home page, above the fold, and make sure its clearly displayed all of your most visited web pages. Make it easy for people to sign up, and only collect the data you need at the point of signup. Use google split testing (now called google experiments) to test the affect of adding additional fields to the form for collecting more rich data. Or just test the affects of changing the form, outside of a split test, if you don’t have that much website traffic.3. Create new customer touch-points by setting up automated ‘Thank You ‘ emails sent to your contacts when they signup to your newsletter, complete an online survey or engage with you in any other way online. Use the thank you email to show your appreciation, engender loyalty….and collect a sneaky bit of extra rich data!
- 4. Be where your customers and prospects are on social media networks- and get involved with the conversation. -Add value and users links to pull them back to your FB page or blog - where you can offer them even more value, capture more data
- 5. Dotmailer comes with plugins script that let you capture and append data straight from your facebook pages and Wordpress blog.
- 8. Use simple competitions such as prize draws to incentive contacts to pass you the data you want- be it their email address, contact details or further rich data such as their demographics and interests. FTF and viral competitions also work well….
- 8. Use simple competitions such as prize draws to incentive contacts to pass you the data you want- be it their email address, contact details or further rich data such as their demographics and interests. FTF and viral competitions also work well….
- Once they hit submit they receive a unique URL to send to their friends or share on social networks to enable others to enter the competition – served to them dynamically on a webpage, and emailed to them.Every time someone enters the competition using that unique URL, the original referrer gets another entry into the competition, for an extra chance to win the big prize. Rodial ran this competition over Christmas and captured an additional 7,500 email addresses. They’ve been running it successfully ever since. Proof that viral can really work for your data capture plan.
- 11. Ask for data via SMS in your stores, at your trade events, wherever you are that your customers and prospects are too – armed with a mobile phone.12. Ask for data where your customers and prospects go
- 13. Segment your database by engagement- ie those who havent opened an email campaign in the last 6 months, or a year, or who have never clicked through. And email them with a ‘we miss you’ campaign that asks them to pass over some more data so you can make sure you are sending them really targeted and interesting emails.14. If you are in B2C , look for fun or compelling ways to engage with your market so they are happy to pass you the extra data you seek. Like the big name sports retailer who’s flagship store invites store visitors to test their physical strengths in an activity centre then to signup on their website to compare their results to their peers and celebrities. If you are in B2B then undertake some hot new research or commission a really useful white paper to help your prospects succeed at work – and trade this for some data in your website download form.15. Google is beta testing Adwords with an contact form built into the ad. Its known as the Communication Ad Extension and is currently a closed beta release so you cant signup for it automatically but you can apply to join the pilot if you email your adwords account manager. Google have promise that it’s coming soon, and when it does it may prove to be an email marketer’s dream.
- Following the success of the match day data capture competition, the Club asked us to put together another data capture competition that included a viral element. So we immediately thought – cheerleaders! Palace have their own cheerleading troop called the Crystals whos previous video to the track ‘Call me maybe’ received more than 1.5m hits. We created a competition microsite giving entrants the chance to start in the next Crystals Video, with runner up prizes too. The Crystals recorded at ‘Gangnam Style’ video to help promote the viral reach.