Pure360 Progression | Simplifying Email Strategy by Chantelle Knoetze
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Pure360 Progression | Simplifying Email Strategy by Chantelle Knoetze
- 1. www.pure360.com @Pure360 Simplifying email marketing strategy Chantelle Knoetze Customer Success Director
- 2. www.pure360.com @Pure360 Agenda The challenge – objective of presentation – summary What can we automate – save time Mobile?? CI? Centralised data management?
- 3. www.pure360.com @Pure360 Digital marketing landscape
- 4. www.pure360.com @Pure360 What are the most challenging obstacles to digital marketing success? *Ascend2 and Research Partners – September Survey 2014
- 5. www.pure360.com @Pure360 Why is email important? • Recent Census still shows email as the top channel for ROI* • Investment in email as a channel continues to increase • The DMA state payback on email is 50:1 • ROI on email has increased by 16% since 2012 *E-Consultancy Email Census 2014 / DMA Report Feb 2014
- 7. www.pure360.com @Pure360 Let’s move with the times… • “Batch and Blast” is a strategy of the past • Engagement levels will drop • Inbox placement will get tougher • Lists will get tired • Growth will slow • ROI will drop
- 9. www.pure360.com @Pure360 • Who are you as a business? • What are you selling? • Who is your customer? • Who do you compete with? A good starting point – YOU!
- 10. www.pure360.com @Pure360 10 When was the last time you reviewed your strategy?
- 11. www.pure360.com @Pure360 3 key ways to get to know your audience better 1. Run regular surveys / polls – to address key business gaps / challenges
- 13. www.pure360.com @Pure360 3 key ways to get to know your audience better 1. Run regular surveys / polls – to address key business gaps / challenges 2. Set up a preference centre – to find out what content subscribers would prefer
- 15. www.pure360.com @Pure360 3 key ways to get to know your audience better 1. Run regular surveys / polls – to address key business gaps / challenges 2. Set up a preference centre – to find out what content subscribers would prefer 3. Gather insight from opt outs – so you can make improvements
- 17. www.pure360.com @Pure360 Consider… • How much effort it took you to win a customer or get a new subscriber added to your list • Don’t you want to do everything you can to keep them?
- 19. www.pure360.com @Pure360 Set yourself some SMART objectives
- 20. www.pure360.com @Pure360 How well do you know your subscribers’ journey?
- 21. www.pure360.com @Pure360 The sign up form
- 22. www.pure360.com @Pure360 Drive organic list growth • Using email signatures to drive sign ups • Promoting sign ups at trade shows and exhibitions • Using social media to promote email communications • Drive sign ups through viral sharing campaigns
- 23. www.pure360.com @Pure360 How do you acknowledge a new subscriber?
- 24. www.pure360.com @Pure360 Key benefits to a welcome email • Statistically it is the most opened email • Improve delivery of future emails • Grow brand awareness and trust • Drives traffic straight to the website • Encourages engagement on other channels (social networks) • Sets expectations • Opportunity to collect more information
- 25. www.pure360.com @Pure360 Simple list segmentation
- 26. www.pure360.com @Pure360 List segmentation via behavioural targeting • Consider inferred preferences • Monitor click through behaviour • Monitor website behaviour • Improve ROI through real-time targeting • Show email subscribers highly relevant content • Increase your website sales by an average of 13%
- 28. www.pure360.com @Pure360 Build a test plan • Define – what is the purpose of your email? (Be SMART!) • Plan – content, subject lines and delivery • Design – content placement, key CTAs • Build – best practice in email HTML, mobile responsive • Test – HTML, devices, spam, links • Schedule – best time to send
- 29. www.pure360.com @Pure360 Review your success • Remind yourself of the goals you set • Review the results – was it successful? • What worked and didn’t work? • What can you do next time around? • Regular review is key to success
- 30. www.pure360.com @Pure360 Top tips for a simple and successful email marketing strategy • Remember who you are as a business • Identify and learn who your subscribers are • Set your goals / benchmarks • Find a way to segment your lists • Testing is a MUST • Reviewing is essential
- 31. www.pure360.com @Pure360 Strategy time line…
- 33. www.pure360.com @Pure360 Thank you for listening… 33
- 34. www.pure360.com @Pure360 Pick up your free mini-guide from Pure360 Stand 311 contact@pure360.com
Hinweis der Redaktion
- Thank you for joining me today on my webinar on simplifying email marketing strategy. My name is Chantelle Knoetze and I am one of the Customer Success Directors here at Pure360. The Customer Success team works very closely with our customers in providing support, guidance, best practice advice and consultancy on marketing teams digital strategies.
- Digital marketing landscape is a very busy - filled with a wealth of different channels to consider – ever growing task lists and ideas to consider – marketers have less and less time to delivery them successfully Challenge - when marketers try to implement too many new ideas all at the same time, without proper planning and review and lack of a solid strategy Today I want to share some tips and ideas on how to ensure that your foundations are solid before you start making advancements
- In recent research 51% of businesses surveyed reported that a lack of an effective strategy along with an inadequate budget is their biggest challenge to being successful.
- To further support why a good foundation in strategy is important, lets remind ourselves why email is important. READ SLIDES This is why it is important to take the time to reflect and ensure you have a solid foundation in place. Getting email right, means you’ll make the most out of whatever budget you do have.
- Before we do move forward – I just wanted to be clear on one point – leave any batch and blast strategy behind you. Don’t treat everyone in your email list the same - even the most simple segmentations will see an improved engagement level of between 18-30%. Reviewing and updating your strategy could mean more money to your business. How would you spend that extra cash?
- Take a step back and remind yourself of who you are as a business. What is your service / product offering What makes you different from your competitors Do you sell to consumers or other businesses – does your email marketing reflect that? Understanding who you are will help you get a better understanding of who you should be marketing to. When was the last time you as a marketer sat down with senior stakeholders to understand what gaps you are trying to fill in the business?
- Once you have a good understanding of who you are as a business, what gaps you are trying to fill using digital marketing, you then need to find out more about who your customers are and what THEY think of you. Take time to do your own research. I want to show you that there are 3 simple and inexpensive ways to find out more about your audience – 1. surveys Use customer feedback to influence what you do in your marketing strategies.
- When was the last time your business ran a survey? How do you know what your subscribers or your customers think of you as a company or the products and services you offer? It is important to run these surveys on a regular basis, at regular intervals, so that over time, you can gain more insight by reviewing, not only the results, but also the trends that are appearing over time.
- No 2
- Remember, preference centres can perform multiple tasks:- Capture more information about your subscribers so that you can make the content you send them feel a more personal. Use a preference centre to find out what type of specific content or types of emails your subscribers want to receive from you and perhaps even consider the frequency of emails if you can. -This additional information will enable you to use features such a Dynamic Content within emails. Use a preference centre to let subscribers know that you can offer them different content, which will reduce the chances of them actually wanting to opt out of your emails One of our customers here at Pure360 an auction house called Apex Auctions saw a 50% reduction in opt outs by implementing a preference centre
- Finally, and unfortunately, some subscribers will just want to opt out all together. But why not use this as an opportunity again to find out more about why they are leaving your marketing lists.
- Once a subscriber has successfully opted out, you have nothing left to lose, so why not try to find out where you went wrong so that you can work on an action plan to make improvements moving forward. As a marketer, this is also an opportunity to help build a business case for or against any particular tasks you are currently managing – this is always great insight based on real customer feedback. For example, if someone has responded they are no longer interested in the content they are receiving, consider how you can make the content more relevant or engaging?
- How much time have you put into winning a customer or getting a subscriber added to your list? How much did that cost you as business? Yes you have to continue growing your lists, but you also want to keep as many of your existing audience base as possible. Find out as much information as you can at every opportunity possible.
- You can only really improve if you have put goals in place to compare against. Set your own benchmarks. Don’t forget, within the Pure360 platform, you can set your own targets and their importance based on the goals that you are currently working on. This could be anything from various types of opens and clicks all the way to opt outs and monitoring how many people are sharing your emails.
- When working with customers, I find setting goals using the SMART principle really successful – Specific, Measurable, Attainable, Realistic, Time-Based For example – you have identified that you are not getting the same results you were a few months back. Apply the SMART principle. Make time to do this planning, it will pay off. We’ve all heard the phrase “Fail to prepare. Prepare to fail.” This couldn’t be more true than in email marketing. Simple mistakes can cost your business money.
- It is really important to get someone outside of the marketing team to follow that subscriber journey and give you some objective feedback. We take for granted that we might know what the process looks like, but that doesn’t mean it is clear to your new subscribers.
- Here is a quick image to show you the prime hot spots for a sign up form on a website. When was the last time you reviewed the position of your website sign up? Testing the placement of your sign up form, or even using an intelligent pop up, could see an increase in sign up conversions. Is your sign up in the right place?
- In addition to having a website sign up form, it is important to consider how else you could be driving growth of your lists. Your audience doesn’t just sit in marketing lists, they can see your business on social networks as well as at events. READ SLIDES Pure360 has recently launched a really effective list growth application to our email software. Through the use of viral promotion campaigns, you can grow your lists by an average of 20% over a period of 6 months.
- It is no longer acceptable to just add a contact to your marketing list when they sign up to your emails. New subscribers expect some form of acknowledgment. As you can see from one of these examples, you can also use your welcome email as an opportunity to ask your subscribers to update their preferences or tell you more about them.
- I thought as a reminder it would be important to share with you the key benefits of a good welcome email.
- Using the data you have collected via the sign up form or your preference centre you can start segmenting your lists. As I have mentioned before, even the most simple of list segmentation will see an improved level of engagement with your subscriber base. It is no longer acceptable to just collect email addresses. Segmenting an email list entails separating the subscribers into different groups based on their interests, location, company size, age, gender, geography, industry, purchase history or any other distinctions.
- Outside of using a preference centre, consider how you could also use inferred preferences such as click through behaviour, website browsing behaviour or for ecommerce based businesses, purchase behaviour. Using a tool such as the Pure360 Behavioural Targeting application, you can set up automated triggered emails with real time data and dynamic content to personalise your marketing emails. Triggered emails means you can save resource time and see an increase in open rates of over 58%.
- The next step in your strategy planning is to ensure that you have also considered a good test plan. I see all too often marketers trying to schedule campaigns at the last minute without proper testing only to send out a campaign having made mistakes. These mistakes can cost your business money. Testing one thing at a time to know what has worked will help you identify what you need to change next time around.
- Reviewing your results on a regular basis is just as important as planning and sending the email in the first place. Not looking at your results or considering analytics post campaign will not see improvements in your results moving forward and will leave you stagnant. Something we say here at Pure360 all the time is that you can’t expect to see improved results if you are not doing anything different.
- Finally, I have put together some key tips to ensuring your strategy has a solid foundation. From this point you can only grow.