Email Marketing Excellence - GetResponse and Smart Insights teamed up to deliver a report and a follow-up webinar on the State of Email Marketing 2015. The webinar was cohosted by Dr Dave Chaffey from Smart Insights and Michael Leszczynski from GetResponse. Check out GetResponseTV for the webinar recording - http://bit.ly/Excellence-Webinar

1. 1 1
Email Marketing
Excellence
Dr Dave Chaffey
SmartInsights.com
Digital marketing strategy advice
Michael Leszczynski
GetResponse.com
World’s Easiest Email Marketing
#SmartGR

2. 2 2
Agenda:
Email Marketing Excellence
¥ The CRITICAL areas of Email marketing
that boost response
¥ How your email marketing compares with
other businesses
¥ The options for improving targeting to
deliver more responsive emails
¥ Examples to inspire improvements to your
email creative and content
¥ Email marketing optimization Masterclass.
Proven techniques towards email
marketing sophistication.

3. 3 3
About Dave
About Dave Chaffey
o Consultant and trainer in
Digital since 1997
o Author of 5 bestselling
digital marketing books
o CEO and Editor of
SmartInsights.com -­ a
marketing advice site with
Expert (Pro) members in
over 80 countries using our
templates, planning guides
and online courses to
improve results.

4. 4 4
How does your Email marketing compare?

5. 5 5
Optimizing Email Matters 1

6. 6 6
Optimizing Email Matters 2

7. 7 7
The CRITICAL factors for success
¥ C
¥ R
¥ I
¥ T
¥ I
¥ C
¥ A
¥ L

8. 8 8
The CRITICAL factors for success
¥ CREATIVE
¥ R
¥ I
¥ T
¥ I
¥ C
¥ A
¥ L

9. 9 9
Which Test Won?

10. 10 10
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%
Test version A
Send Volume: 10,000
Sample criteria: Random
Click through rate: 6.1%

11. 11 11
Q. How creative is your creative?

12. 12 12
The CRITICAL factors for success
¥ CREATIVE
¥ RELEVANCE
¥ I
¥ T
¥ I
¥ C
¥ A
¥ L

13. 13 13
Messaging
Customer intelligence
Mass
Communication
Demographic
data
Customer
history
Contact
data
Personalized
Communication
Segmented
Communication
Transactional
Communication
Customer
transaction
Intention/
behaviour
Data source
Integrated
Web analytics
Behavioral /
web sales
Mailing list/
database
CRM system
Enhanced
profiling
Customer
value
Potential benefit =
Tailored promotions
(sales)
Loyalty
Information
Relevant
offers
Behavioral
Communication
Potential benefit =
Up-sales/ promotions
Triggers
based on
behavior
Trigger on
transaction
Newsletters,
surveys & one-
size-fits-all
promotions
Lifecycle
emails
Targeted email
campaigns/
offers
50%
here
E-­CRM and Marketing Automation
Where do you fit?
Source:
Michael
Leander

14. 14 14
How relevant are your emails?

15. 15 15
Email
'Type'
Customer Lifecycle Segmentation
Prospects Nursery Development Lapsing Lapsed
Lifecycle P2C programme
Nursery
programme
Spot the winners
Prevent Lapsing
programme
Lapsed programme
Behavioural
Triggered by customer behaviour: ABBA, BnB, Accessories etc (max.1 email per week for each
programme)
Newsletter Sent wk. 1 each month to all contacts with personalised content
Feature
Email
Sent wk. 2 each month to all contacts
Offers and
Deals
Sent wk. 3 each month to all contacts
NPI Sent wk. 4 each month to all contacts
Content insertion Automation example
Monthly Planning Framework
Source: Harriet Mitchell Smart Insights Digital Impact conference

16. 16 16
The RS Newsletter
Hero banner
Customised content: (CustomerProfile)
• EDE (Electronic Design Engineers)
• Non-EDE (Electronic Design Engineers)
• Promo Excluded (Key and Corporates)
CLC Module
Customised content: (Customer Lifecycle)
• Nursery
• Development
• Acquisition
BEH Module
Customised content: (Behavioural data)
• Abandoned Baskets
• Browsed Not Bought
• Propensity to Buy (A recommendations
model)
• Top Sellers
Local Module
Product modules can vary in number and
format. Maximum of 8 modules per email.
Product
Modules
Optional modules for any local
activity/information.

17. 17 17
The CRITICAL factors for success
¥ CREATIVE
¥ RELEVANCE
¥ INCENTIVE
¥ T
¥ I
¥ C
¥ A
¥ L

18. 18 18
Example
Abandoned
Cart
Test
¥ 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

19. 19 19
The CRITICAL factors for success
¥ CREATIVE
¥ RELEVANCE
¥ INCENTIVE
¥ TARGETING or TIMING
¥ INTEGRATION through Time
¥ C
¥ A
¥ L

20. 20 20
Q. Are you using the full range of
email options?

21. 21 21
: eCircle case study
Email contact strategy -­ BEFORE

22. 22 22
: eCircle case study
Email contact strategy -­ AFTER

23. 23 23
The CRITICAL factors for success
¥ CREATIVE
¥ RELEVANCE
¥ INCENTIVE
¥ TARGETING or TIMING
¥ INTEGRATION through Time
¥ CONVERSATION
¥ A
¥ L

24. 24 24
Integrating social into Enews
Source:http://www.retailemailblog.com/2011/09/am-inbox-pulling-social-content-into.html

25. 25 25
The CRITICAL factors for success
¥ CREATIVE
¥ RELEVANCE
¥ INCENTIVE
¥ TARGETING or TIMING
¥ INTEGRATION through Time
¥ CONVERSATION
¥ ATTRIBUTES – Subject, From
¥ L

26. 26 26
The CRITICAL factors for success
¥ CREATIVE
¥ RELEVANCE
¥ INCENTIVE
¥ TARGETING or TIMING
¥ INTEGRATION through Time
¥ CONVERSATION
¥ ATTRIBUTES – Subject, From
¥ LIST MANAGEMENT, (LANDING PAGES),
DELIVERABILITY

27. 27 27
Pop-­ups work (unfortunately)
Source: Kath Pay on Smart Insights

28. 28 28

29. 29 29

30. 30 30
Are you proactive in managing
your subscriber list?

31. 31 31
See how your business compares
http://www.smartinsights.com/howgood

32. 32 32
See how your business compares
http://www.smartinsights.com/howgood

33. 33 33
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 Guide to B2B 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/

34. 34 34
Proven techniques towards email
marketing sophistication

35. 35 35
How sophisticated are you?

36. 36 36
How it links to performance

37. 37 37
How it links to performance

38. 38 38
Step 1. Track more
¥ Avoid focusing on
vanity metrics
¥ Use basics e.g. Open
Rates, CTR
¥ But also: Bounces,
Unsubscribe Rate,
Complaint Rate, ROI,
CPA, Sales

39. 39 39
Step 2. Manage your lists
¥ Grow through multiple
channels
¥ Maintain list hygiene
¥ Automate
¥ Test
¥ Update

40. 40 40
Step 3. Target wisely
Content Marketing Institute

41. 41 41
Step 4. Manage deliverability
¥ Frequency
¥ Message format
¥ Content
¥ List building
¥ ESP

42. 42 42
Step 5. Optimise your messages
¥ Make sure you know the
audience and prove it in
your emails

43. 43 43
Step 5. Optimise your messages
¥ Understand your
objective and make it
clear throughout the
message

44. 44 44
Step 5. Optimise your messages
¥ Cross-­sell, up-­sell and
reactivate to increase
sales, cut costs and
deliver more relevant
content
If 68% of carts are
abandoned …

45. 45 45
Step 5. Optimise your messages
¥ Embrace urgency,
play on power of loss
aversion, and offer
something on top

46. 46 46
Step 5. Optimise your messages
¥ Exceed expectations
and consider creative
approach

47. 47 47
Q&A

48. 48 48
Want more inspiration?
¥ Getresponse.tv/webinars/
¥ Blog.getresponse.com
¥ https://twitter.com/getresponse