Effective-Email-Marketing-DaveChaffey

Areyourighttouching?forEmailReactionPowerMorning17thMay2007Presenter:DaveChaffey!Howareyoudoing?Source:UKDMANationalBenchmarkingSurvey()3ThemostfamoustouchWhyRightTouching?4Whatis“RightTouching”?RightTouchingis:AMulti-channelCommunicationsStrategyCustomisedforIndividualsWhich…DeliverstheRightValuePropositionAccompaniedbytheRightMessageWiththeRightToneAttheRightTimeWiththeRightFrequencyandIntervalUsingtheRightMedia/CommunicationschannelsToachieve…Rightbalanceofvaluebetweenbothparties5Agenda1.Contactstrategies2.Segmentation&targeting3.Optimisingyouremailtemplates4.Optimizingdeliverability6guru‘areligiousleaderorteacherintheHinduorSikhreligionor,moregenerally,apersonwhoisrespectedfortheirknowledgeofaparticularsubjectandwhogivesadvice’AboutDave1.Contactstrategies8“Permissionmarketingis…anticipated,relevantandpersonal”+timely9Timing1Q.Isthereabesttimetosendanemail?Source:eROI10Timing2Q.Whatisthebestfrequencyforemailmarketing?Source:UKDMANationalBenchmarkingSurvey()11Q.Howrefinedisyourtouch/contactstrategyorpolicy►Howdowedeliverrelevance?►Controlthroughdefining:►Aimsandoutcomes►Keymessages►“Institutional”andcampaign-related►Frequency–minimumandmaximum…►Numberperperiod–month/year►Interval–minimumandmaximum…►Gapbetweenmessages►E-mailtype-contentandoffers►Doe-newslettersintegratewithe-campaigns?►Prioritiesforindividualpromotions►Integrationwithofflinecommunications(directmail,phone)►Usea‘focalpoint’12IntegratedtouchstrategyformatsMessagetypeInterval/triggerconditionOutcomesrequiredMediumformessage/Sequence1WelcomemessageGuestsitemembershipsignupImmediateEncouragetrialofsiteservicesIncreaseawarenessofrangeofcommercialandinformationalofferingsE-mail,Posttransactionpage2Engagementmessage1month:Inactive(i.e.3visits)Encourageuseofforum(goodenablerofmembership)HighlighttopcontentE-mail,homepage,sidepanelsdeepinsite3Initialcross-sellmessage1monthactiveEncouragemembershipAskforfeedbackE-mail.4Conversion2daysafterbrowsingcontentUseforrangeofservicesforguestmembersorfullmembersPhoneorE-mail.13Eventtriggerede-mailsexamplesB2Cquotereminder+1dB2Bregistrationfollow-up+14d14DeliveringvalueinanE-newsletter►B2B►Makemyworkeasier►Helpmedevelop►Makemelookgood►Givemeagreatdeal►B2C►Makemylifeeasier►Helpmelearn/havefun►Makemelookgood►Givemeagreatdeal15Combinedresponsefrome-mailanddirectmailis125%betterthannoe-mail.Pre-mail,withonlineresponseResponseincreases,100%fordirectmailpiece.Teasere-mail.NoonlineresponseDirectMailDirectMailRight-touchingwithE-mail:CombiningwithofflinecommunicationsSource:E-consultancyMasterclass2005-BCA16Responseincreasesby25%forcampaignFirstCampaign,Openrate,8to10%CCR=0.2%SecondCampaign,Openrate,50to75%CCR=0.2%E-mailRightTouchingAmulti-messagee-mailcampaign:Re-mailingtoopeningnon-convertersSource:E-consultancyMasterclass2005-BCA17Multichannelrighttouchingexample-companyeventJanFebAprilCRMproductlauncheventE-mail(E1-3)Directmailmailer(M1-4)MarM1(15)M2(14)M3(16)M4(11)E1(29)E2(17)E3(14)Explanatorynotes:1.Eachlistmemberreceived4mailsand3e-mailsunlesstheyresponded.2.Numberofindividualswhoattendedeventfromeach‘wave’inbrackets.3.Totallistsizeunavailable.4.M1generated100visitstosite,E1120visitstosite.5.Offerandcreativevariedforeachwave.Telemarketing(listcreation)18►Monitorthroughtime►Fromtimeofsignup►Foreachsegment►Outcomes►Opens►Clicks►Unsubscribes►RevisetouchstrategyEvaluatingrighttouching-thehardmetrics19Evaluatingrighttouching-softermetrics2.Segmentationandtargeting21Howtargeted?22Q.Whichtargetingfactorsgivebestresponse?23OnlinetargetingandpersonalisationoptionsTargetingapproachMethod1.Classicprofile-baseddemographicsegmentationTargetcustomergroupingsaccordingtotheircharacteristics&motivations2.CustomervalueAssesscustomersbycurrentandfuturevaluepotential3.WebdesignpersonasTarget2-10typicalcustomerjourneys4.CustomerlifecycleTargetmessagesaccordingtolengthoftimeusingonlineservices5.PurchaseandresponsebehaviourUse“senseandrespond”targetingbasedonRFM6.ChannelpreferenceCommunicatewithcustomerintheirpreferredmedia(andaccordingtovalue)7.ToneandstylepreferenceCommunicatewithcustomersaccordingtotheirtastesinferredfromdemographicsorbehaviour.24Targetingbylifecyclepersonalisationofcontentinwebore-mailpodsFirst-timevisitorReturnvisitorRegisteredvisitorPurchasedonceNewlyregisteredvisitorPurchasedActivePurchasedInactive255TargetingcommunicationsusingRFManalysis12345RecencyFrequencyMonetary1234512345EachRdecilecontains20%ofallcustomersRecency:Timesincecustomercompletedanactione.g.click,visit,log-in,newpurchaseFrequency:NumberoftimesactioncompletedinperiodMonetaryvalue:Amounttransacted,averagebalanceinperiodHIGHESTLowestNotealternativeterm:FrequencyRecencyAmountCategory=FRACanalysisSee(M)segmentationexampleforatheatreOncersDefinitionRecentoncersattended12monthsRustyoncersattended1236monthsVeryrustyoncersattended36+monthsTwicersRecenttwicerattended12monthsRustytwiceratt