I presented this review in May 2014 at the Messe Frankfurt Email marketing exhibition. It reviews 7 key areas of email marketing to improve detailed in our 7 Steps to Email marketing success guide.

1. 1
Integrated Email Marketing 2014
Improving your Email capabilities
Dr Dave Chaffey
SmartInsights.com

2. 2
About Dave Chaffey
About Dave Chaffey
• Author of 5 bestselling
marketing books now
working on 6th editions
• Editor at
SmartInsights.com a
freemium marketing
advice site with 60,000
Basic members and
Expert members in over
50 countries
• Insights Director at
search conversion
agency ClickThrough
MarketingFree Basic member download:
http://bit.ly/smarteremail

3. 3
Is your e-mail marketing efficient AND effective?
 Effectiveness=Strategy:
 “Doing the right thing”
 Supporting business objectives
 Leads, Sales, ROI
 Relevance through content,
targeting and timing
 Efficiency=Tactics:
 “Doing the thing right”
 Maximising delivery
 Maximising opens/clicks
 Mobile platforms
 Legal compliance

4. 4
Applying
Capability
Maturity
Models
(CMM)
for
Software
Development
Source: SQAJI

5. 5
Your email marketing journey?
Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission

6. 6
1. Initial 2. Managed 3. Defined 4. Quantitative 5. Optimising
A. Email capabilities
and evaluation
Simple ESP
Response
tracking
+ Regular
report of
opens/clicks
+ ‘Beyond the
click’ tracking
+ Segment
tracking
+ Value reporting
+ Hurdle rates
and activity levels
+ Response data
> CRM
system/warehous
e
B. List quality Not managed List-building
options
increased
+ List quality
improved
+ Reactivation
and removal
+ Preference
centres
C. Targeting
(Relevance)
None: ‘Pray
and Spray’
+
Demographics
+ Basic
triggers
+ Full lifecycle
sequences
+ Additional
sequences added
D. Proposition and
communications
strategy
Newsletter
and Eblasts
+ Increased
frequency
+ Content
marketing
integration
+ Social
integration
+ Optimised
frequency
E. Creative and
templates
+ Simple
headers
+ Multiple
template
+ Dynamic
content
+ video review
+ mobile
optimised
+ Advanced
techniques
F. Delivery Not reviewed + Reported + Reported by
ESP
+ Feedback
loops and
delivery service
+ Continuous
monitoring
G. Optimisation None Experiments
with different
offers/subjects
Structured
offer/subject
testing
+ Layout reviews
+ AB testing
+ Multivariate
testing
Email marketing capabilities

7. 7
Integrated Email Marketing 2014
A. EMAIL MARKETING EVALUATION

8. 8
How do you evaluate
your email marketing?
 1. Campaign open, click, delivery rate?
 2. Value of leads and sales?
 3. Long-term subscriber engagement?
1. ‘Hurdle rates’ of % active – response and purchase
2. RFM: “Recency, Frequency of response and purchase
3. At position in lifecycle
4. By segment
5. By offer / email type

9. 9
Measuring list activity – email
engagement / disengagement
These “hurdle rates” are for whole list. Repeat:
 By segment
 By product categories purchased
TIP: Measure the overall
health of your list through
activity / inactivity levels
over time
Measure Period Number of Subscribers % of list total
Never Open All time 48,000 16.0%
Last 6 Months 168,000 56.0%
Never Click All time 96,000 32.0%
Last 6 Months 144,000 48.0%
Never Bought All time 48,000 16.0%
Last 6 Months 192,000 64.0%
Never Bought Online All time 96,000 32.0%
Last 6 Months 216,000 72.0%

10. 10
Integrated Email Marketing 2014
B. LIST QUALITY

11. 11
List quality matters!
 Profile % affects
targeting
 Disclosed preferences
 Inferred ‘click
preferences’ – S&R
example
 % inactives affects
deliverability
 % list growth needs
to be worked on…

12. 12
Email 1: 45% Open
8.4% CTR
Email 2: 38% Open
3.5% CTR
Intent follow-up – click on Category

13. 13
An example of list growth
Source: Tim Watson

14. 14
Using SMS to encourage subscriptions
Source: Tim Watson

15. 15
Integrated Email Marketing 2014
C. TARGETING AND RELEVANCE

16. 16
16
Q. Which targeting factors give
best response?
Unknown
Demographic profile data
Lifestyle &
psychographics
Attitude &
preferences
Behaviour
q Past purchase
q Search term entered
q Offer clicked
Targetingvariablemost
predictiveofresponse

17. 17
Tip – create a layered segmentation
- an example from eBay
Source: Smart Insights

18. 18
Customer value-based targeting

19. 19
Add social data to
increase relevance
Source: Latest data - Smart Insights

20. 20
Example Birthday email
+ Social Data

21. 21
Integrated Email Marketing 2014
D. COMMUNICATIONS STRATEGY

22. 22
Source: UK DMA Email Marketing Benchmark
Email frequency
Email segmentation

23. 23
Why send more emails?

24. 24
Starting with a welcome!

25. 25
How sophisticated is your Marketing Automation?

26. 26
Buildinsocial
sharingintocontact
strategies
2
6
Source: Teradataa / eCircle case study

27. 27
easyJet get the
Sell : Inform :
Entertain balance
right with
“Inspire Me”
2
7

28. 28

29. 29
Apply the Content marketing matrix to your
email marketing
Criteria?
 Rev/visit
 Demand+ lead ge
 Amplify
 Brand fit
 SEO
 Longevity
 Authority/Though
Leadership
 Individual pain po
 Repurposeability
 Risk/reward

30. 30
Which content gets shared?

31. 31
Location: Published / Surveyed: Sample: Source:
Original source:
Worldwide February 2014 Collected from 290 million
email opens
Litmus
% Mobile operating system adoption
Litmus blog

32. 32
Integrated Email Marketing 2014
E. CREATIVE AND TEMPLATES

33. 33
Location: Published / Surveyed: Sample: Source:
Original source:
Worldwide February 2014 Collected from 290 million
email opens
Litmus
% Email opens across desktop and mobile
Litmus blog
New

34. 34
Lovely Litmus Responsive B2B mail

35. 35
CXM for Email?
Source: Lyris Holiday Look Book

36. 36
Source: Lyris Holiday Look Book

37. 37
Video in emails?
Video in email marketing techniques
Source: Lyris Holiday Look Book

38. 38

39. 39
Integrated Email Marketing 2014
F. DELIVERY

40. 40
The impact of Gmail’s new Tabbed inbox?
Source: Return Path

41. 41
Integrated Email Marketing 2014
F. OPTIMIZATION

42. 42
Test version B
Send Volume: 10,000
Sample criteria: Random
Click through rate: 4.5%
Main Broadcast
Send Volume: 180,000
Click through rate: 5.8%
Source:
Test version A
Send Volume: 10,000
Sample criteria: Random
Click through rate: 6.1%

43. 43
MVT Email testing!
Source: Philips presenting on PlantoEngage.com webinar

44. 44
Using event-triggered emails –
Marketing Automation / Re-marketing example
 1. Generic branded follow-up
email :
+10% conversion rate.
 2. Personalised remarketing
email with a promotional code
for a 5% discount time limited
to 72 hours:
+100% conversion rate.
 3. Personalised remarketing
email with a promotional code
for a 5% discount time limited
to 48 hours:
+200% conversion rate.
Source: Smart Insights: Email re-marketing
http://bit.ly/smarteremail

45. 45
1. Initial 2. Managed 3. Defined 4. Quantitative 5. Optimising
A. Email capabilities
and evaluation
Simple ESP
Response
tracking
+ Regular
report of
opens/clicks
+ ‘Beyond the
click’ tracking
+ Segment
tracking
+ Value reporting
+ Hurdle rates
and activity levels
+ Response data
> CRM
system/warehous
e
B. List quality Not managed List-building
options
increased
+ List quality
improved
+ Reactivation
and removal
+ Preference
centres
C. Targeting
(Relevance)
None: ‘Pray
and Spray’
+
Demographics
+ Basic
triggers
+ Full lifecycle
sequences
+ Additional
sequences added
D. Proposition and
communications
strategy
Newsletter
and Eblasts
+ Increased
frequency
+ Content
marketing
integration
+ Social
integration
+ Optimised
frequency
E. Creative and
templates
+ Simple
headers
+ Multiple
template
+ Dynamic
content
+ video review
+ mobile
optimised
+ Advanced
techniques
F. Delivery Not reviewed + Reported + Reported by
ESP
+ Feedback
loops and
delivery service
+ Continuous
monitoring
G. Optimisation None Experiments
with different
offers/subjects
Structured
offer/subject
testing
+ Layout reviews
+ AB testing
+ Multivariate
testing
Email marketing capabilities

46. 46
Let’s Connect!
Questions & discussion welcome
SmartInsights.com:: Plan | Manage | Optimize
Free, Basic member tools
 Managing Digital Marketing 2014 report
 Sample planning templates
 Planning infographics
www.smartinsights.com/membership
Premium, Expert member learning
 7 Step Guides to all digital marketing
 Online courses
 DIY Planning and optimisation templates in
Word, Excel and Powerpoint
 www.smartinsights.com/membership/expert-
member-reasons
uk.linkedin.com/in/davechaffey
www.facebook.com/davechaffey
www.twitter.com/DaveChaffey
https://plus.google.com/+DaveChaffeyUK/