Fiona Robson, Rocketseed Enhance your email marketing workshop www.charitycomms.org.uk/events

1. Breakout H: Going beyond
traditional email marketing
Fiona Robson
Managing Director, Rocketseed
Member of DMA Email Marketing Council

2. Rocketseed – who we are
Rocketseed is a global email media & marketing company

3. email is evolving

4. the evolution of email
blast segment lifecycle personaltrigger

5. which sectors do email well?

6. DMA Email Tracking Report 2012
What % email is interesting or relevant?

7. factors impeding improvement
DMA National Client Email Report 2013

8. relevance is key
Right Content
Right Channel Right Time

9. a) Tuesday at 11am
b) Wednesday at 2pm
c) Sunday at 1pm
d) Friday at 10am
when is the right time to send
an email?

10. Workshop session
• cart abandonment email
• email with social
• email media via employee email

11. cart abandonment emails
Trigger based on user
online activity
• Recover revenues by
sending targeted emails
at the optimum time

12. cart abandonment emails
• 70% abandonment rate in the charity sector
• 17% are re-marketable by email
Data provided courtesy of

13. “generic” –
customer-
service type
email

14. Opportunity to
include products

16. Example provided by

17. charity sector success rates
• 98% Deliverability
• 38% opened
• 20% Click-through rate
• 15% conversion (re-donate)
• 0.15% unsubscribe
• 21% uplift seen from people who didn’t click – emails
also stimulate other behaviour
Data provided courtesy of

18. cart abandonment emails - tips
• Optimise your check-out funnel:- request
data early in the process
• Timing – understand natural return rate
• Choose the right tone for your brand
• Personalise and use specific information
related to their behaviour
• Balance content
• Consider option for additional email to
those who don’t open (max 3 total)

19. think more widely about email

20. who shares email via social?
DMA National Client Email Report 2013

21. social posting for right time email?
New technology makes email a multi-channel engagement tool

22. social posting: right time email
New technology makes email a multi-channel engagement tool

23. use social to increase email impact
anticipation makes it right time
Let reactions of subscribers to social content help plan what
you put in your email campaigns

24. drive sign up through social

25. add live social content in email
Hi,
Imagine if every email sent from all your clients arrived at their recipient’s inbox as a branded marketing
message much like this one above. Whether it’s new products or services, sales material, customer
support latest news or events, research, PR, season’s greetings or straight corporate or brand identity you
can get ANY message across, drive traffic to your website as well as measure and track the click-through
and response ratios.
Live rss feeds can show live progress towards targeted
fundraising total.

26. Email and social
• Go beyond “share with a friend”
• Social posting: post and share newsletters
• Boost audience for your email & drive
sign-ups
• Leverage real-time content in email –
dynamic rss feeds, publish blogs, tweets
email with social - tips

27. technology turns email into email media

28. the power of one-to-one email
• personal emails – 99% open rate
• drive web traffic – up to 21% CTR
• engage when the customer wants to talk to you
• every email is a brand & revenue opportunity
• trusted emails from people you know

29. 29
PROMOTE SEASONAL CAMPAIGNS AND EVENTS
Take control of your owned media to drive traffic & boost
donations
Hi,
Imagine if every email sent from all your clients arrived at their recipient’s inbox as a branded marketing
message much like this one above. Whether it’s new products or services, sales material, customer
support latest news or events, research, PR, season’s greetings or straight corporate or brand identity you
can get ANY message across, drive traffic to your website as well as measure and track the click-through
and response ratios.
how can you use email media?

30. multiple links can boost engagement

31. 42.7% traffic went to the donation page
57.3% traffic to the website

32. How many right time opportunities?
# Employees
Potential # Missed Brand Impressions per Year
(Company)
10 120,000
50 600,000
100 1,200,000
200 2,400,000
1,000 12,000,000

33. British Red Cross: the challenges
• Diverse range of marketing objectives
• Limited budget and resources
• Wide range of stakeholders / audience to
reach
• Need to react quickly to events and
disasters

34. spotlight on the British Red Cross

35. every email relevant for audience
Events
team
Education
team
Targeted, segmented, relevant marketing
Marketing
team
Fundraising
team

36. 0
5000
10000
15000
20000
25000
30000
BritishRedCross
Email volumes and clicks by month
5000
1000
1500
0
Unique recipients Clicks
Optimising results from employee email

37. Red Cross Week 1
1.73 per cent…
Best Practice – optimise for results

38. Red Cross Week 2
3.35 per cent…
improved call to action

39. Red Cross Week 3
6.7 per cent
leverage engaging content

40. facilitate access to relevant content

41. 80 x better CTR than
corresponding cpc
campaign
4 x more traffic to specific
website pages than their
dedicated e-newsletter.
More effective than other marketing?

43. 20 x more likely to
engage in donation
process
But did it deliver?

44. right time: mobile and apps

45. integrate email with other channels

46. Think creatively

47. Leverage business partnerships

48. • Take advantage
of all
opportunities for
list growth
• Make sure your
campaigns are
really having an
impact
Email media: valuable data

49. email media: employee email tips
• Understand the brand image you want
• Start with the key priorities for your charity
• Identify key messaging for your departments
• Start simply
• Change messaging regularly
• Keep campaigns fresh
• Test and optimise
• Mix service links and donation requests

50. 67%
38% 37%
19%
16% 15% 13% 12% 11% 11% 10%
7% 5% 4% 4% 3% 2%
0%
10%
20%
30%
40%
50%
60%
70%
The ROI of email in the marketing mix

51. Thank you
www.rocketseed.com
fiona.robson@rocketseed.com
twitter @fkrobson @rocketseed
Tel +44 (0) 207 706 9520