Cross Media 2012 offered a unique opportunity to hear marketers and publishers share inspirational case studies, practical tips and knowledge that you could take-away and apply directly to your business. Fiona Robson, Managing Director of Rocketseed UK was thrilled to present with guest Tim Pemberton, from the British Red Cross.
7. Itâs all about RELEVANCE
Right
Content
Right Right
Channel Time
8. Think more widely about email
⢠Transactional email
⢠Trigger emails
⢠Lifecycle campaigns
Transactional email
Shopping cart abandonment
Lifecycle email (Difficult and CRM)
⢠Employee email
Employee email
9.
10. Mobile
82.4% Growth YOY in mobile opens
Mar 11ROCKETSEED IS CLEAR AND FUNCTIONAL ON
to Mar12MOBILE HANDHELDS
With enterprise service, emails from mobiles are
Source: Return Path marketing messaging
delivered with
12. Still not much social sharingâŚ
Source DMA Email Tracking Study Oct 2011
13. Email and social
⢠Go beyond âshare with a friendâ
⢠Social posting: post and share newsletters
⢠Leveraging social content in email â dynamic
rss feeds âpublish blogs, tweets
⢠Build cross-media campaigns which leverage
the value of each channel
21. Who we are and what we do
We are a volunteer-led humanitarian organisation that helps people
in crisis, whoever and wherever they are.
We enable vulnerable people at home and overseas to prepare for
and respond to emergencies in their own communities.
And when the crisis is over, we help people recover and move on
with their lives
27. Communication and marketing channels
Print and broadcast media â 1,000,000,000+ opportunities to see
Emergency appeal advertising
Online â including five million website visitors and one million video
views
Publishing â including 33 million items of direct mail
Monthly e-newsletter â mailing list of 650,000
Emails â four million external business emails
28.
29.
30.
31.
32.
33. Why branded employee email?
> 3,000+ staff send an estimated four million external business
emails every year
> Opportunity to increase engagement
> Emails from a trusted source
> Branding and marketing
48. Increased engagement: employee email case studies
Libya and Region Appeal
Rocketseed Mail generated
80 x better CTR
than our corresponding cpc campaign.
West Africa Food Crisis Appeal
Rocketseed Mail
20 x more likely to
engage in donation
process
4 x more traffic to specific website pages than
a dedicated e-newsletter.
BritishRedCross
49.
50.
51.
52. What weâve learned
> You get out what you put in
> Regularly refresh content, creative, ask
> Quick, simple asks get better results
53. Coming soon
> Embed social media feeds into banners
> Use banners as a survey - asking questions and measuring
responses
> Segment our audience further â more targeted campaigns
> Be topical - banners can be created and applied within a
couple of hours. We can take advantage of breaking news.
54. Get in touch
Right
Content
Right Right
Channel Time
Employee email is relevant
55. Get in touch
Fiona Robson Tim Pemberton
Managing Director Head of Communications
Rocketseed, UK British Red Cross
fiona.robson@rocketseed.com TPemberton@redcross.org.uk
@fkrobson @britishredcross
@rocketseed
Cross Media delegate Offer: PromoCode
#emailhelpsRedCross
3 free banner designs & 20% donation to BRC
(valid till end October 2012)
Hinweis der Redaktion
Results great but still a challenge on budget Donât just carry on doing email because itâs working but think more about what else you can do DMA survey â people donât have time and resource to implement tools. Rocketseed email easy / cost-effective
Email address is a personal space â usually unique to one person âexpectation of the recipient is that it is a one to one comunication Centre Parks âtrigger campaign â sequence of 7 emails sent before stay ecircle â click rates above 20% Employee email â click rates of 21% plus Shopping cart abandonment emails â Malmaison one of our clients recover ÂŁ22,000 per month
85% of mobile opens are on an Apple Device Highest â consumer and retail. Mobile open rates spike at weekends and evenings ensure emails are optimised for Mobile Format Social media icons accessible Promote apps
Let Reactions of Subscribers to social content help plan what you put in your email campaigns
Title slide for presentations about UK emergency response and recovery
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Text slide for presentations about the Movement
Text slide for presentations about UK emergency response and recovery
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Text slide for presentations about the Movement
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AUDIENCE SEGMENTATION: We know that AOL and Yahoo! email users are twice as likely to be women with children who prioritise their families, whereas Hotmail and Gmail users tend to be age 18-24 and childless. - Assign Paediatric First Aid for the former pair and asking the latter to give up their time to volunteer
AUDIENCE SEGMENTATION: We know that AOL and Yahoo! email users are twice as likely to be women with children who prioritise their families, whereas Hotmail and Gmail users tend to be age 18-24 and childless. - Assign Paediatric First Aid for the former pair and asking the latter to give up their time to volunteer
Venezuela Vivaâs CTR was incredible BUT with only a few senders, the actual number of clicks is small. banners â success depends on wider appeal situationâŚ. Changing image frequently keeps banner CTR up.
AUDIENCE SEGMENTATION: We know that AOL and Yahoo! email users are twice as likely to be women with children who prioritise their families, whereas Hotmail and Gmail users tend to be age 18-24 and childless. - Assign Paediatric First Aid for the former pair and asking the latter to give up their time to volunteer
AUDIENCE SEGMENTATION: We know that AOL and Yahoo! email users are twice as likely to be women with children who prioritise their families, whereas Hotmail and Gmail users tend to be age 18-24 and childless. - Assign Paediatric First Aid for the former pair and asking the latter to give up their time to volunteer
AUDIENCE SEGMENTATION: We know that AOL and Yahoo! email users are twice as likely to be women with children who prioritise their families, whereas Hotmail and Gmail users tend to be age 18-24 and childless. - Assign Paediatric First Aid for the former pair and asking the latter to give up their time to volunteer
AUDIENCE SEGMENTATION: We know that AOL and Yahoo! email users are twice as likely to be women with children who prioritise their families, whereas Hotmail and Gmail users tend to be age 18-24 and childless. - Assign Paediatric First Aid for the former pair and asking the latter to give up their time to volunteer
AUDIENCE SEGMENTATION: We know that AOL and Yahoo! email users are twice as likely to be women with children who prioritise their families, whereas Hotmail and Gmail users tend to be age 18-24 and childless. - Assign Paediatric First Aid for the former pair and asking the latter to give up their time to volunteer
Obvious dip during Christmas. Click-throughs small, but a good proportion of unique recipients May â Red Cross Week peaks in CTR. No real correlation with appeal launches
Venezuela Vivaâs CTR was incredible BUT with only a few senders, the actual number of clicks is small. banners â success depends on wider appeal situationâŚ. Changing image frequently keeps banner CTR up.
Blank text slide for generic presentations.
RCW gives first ever y-o-y comparison. We learned â links to social media / video / ways to engage greatly improves CTR.
AUDIENCE SEGMENTATION: We know that AOL and Yahoo! email users are twice as likely to be women with children who prioritise their families, whereas Hotmail and Gmail users tend to be age 18-24 and childless. - Assign Paediatric First Aid for the former pair and asking the latter to give up their time to volunteer
AUDIENCE SEGMENTATION: We know that AOL and Yahoo! email users are twice as likely to be women with children who prioritise their families, whereas Hotmail and Gmail users tend to be age 18-24 and childless. - Assign Paediatric First Aid for the former pair and asking the latter to give up their time to volunteer
AUDIENCE SEGMENTATION: We know that AOL and Yahoo! email users are twice as likely to be women with children who prioritise their families, whereas Hotmail and Gmail users tend to be age 18-24 and childless. - Assign Paediatric First Aid for the former pair and asking the latter to give up their time to volunteer
Text slide for presentations about the Movement
AUDIENCE SEGMENTATION: We know that AOL and Yahoo! email users are twice as likely to be women with children who prioritise their families, whereas Hotmail and Gmail users tend to be age 18-24 and childless. - Assign Paediatric First Aid for the former pair and asking the latter to give up their time to volunteer
AUDIENCE SEGMENTATION: We know that AOL and Yahoo! email users are twice as likely to be women with children who prioritise their families, whereas Hotmail and Gmail users tend to be age 18-24 and childless. - Assign Paediatric First Aid for the former pair and asking the latter to give up their time to volunteer