Cross Media 2012 - British Red Cross
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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.
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Cross Media 2012 - British Red Cross
- 1. Fiona Robson – Rocketseed Tim Pemberton – British Red Cross email 2.0: think outside the inbox
- 4. DMA National client email report 2012 ROI of email in the marketing mix
- 5. DMA National client email report 2012 Relationship in the marketing mix
- 6. DMA National client email report 2012 Barriers to success
- 7. It’s 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
- 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
- 11. Email and social media
- 12. Still not much social sharing… Source DMA Email Tracking Study Oct 2011
- 13. Email and social • Go beyond “share with a friend” • Social posting: post and share newsletters • Leveraging social content in email – dynamic rss feeds –publish blogs, tweets • Build cross-media campaigns which leverage the value of each channel
- 14. use social to increase email impact
- 15. Leverage the best of each channel
- 16. Email and social
- 17. Email and social
- 18. Email + social + web = revenue
- 19. think more widely about email
- 20. Email 2.0: the Red Cross view Tim Pemberton Head of communications
- 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
- 23. >
- 26. Communications and marketing challenge > Multiple services > Multiple fundraising activities > Diverse audiences: emergency services, teachers, NHS commissioners, donors, sponsors, partners…
- 27. Communication and marketing channels Print and broadcast media – 1,000,000,000+ opportunities to see Emergency appeal advertising Online – including five million website visitors and one million video views Publishing – including 33 million items of direct mail Monthly e-newsletter – mailing list of 650,000 Emails – four million external business emails
- 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
- 36. Fully optimised for mobile/ handheld BritishRedCross
- 42. Unique recipients Email volumes and clicks by month Clicks 1500 1000 500 0 BritishRedCross
- 43. Top performing banners • 43 days, Aug- Sep ‘11 • 500 emails from 5 senders, 70 clicks • 11.3% CTR • 3,488 clicks to website • 4.68% CTR • 2 image changes • 916 clicks to website • 4.37% CTR • 6 image changes BritishRedCross
- 45. Red Cross Week 1 1.73 per cent…
- 46. Red Cross Week 2 3.35 per cent…
- 47. Red Cross Week 3 6.7 per cent
- 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
- 52. What we’ve 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 – 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 Don’t just carry on doing email because it’s working but think more about what else you can do DMA survey – people don’t have time and resource to implement tools. Rocketseed email easy / cost-effective
- Email address is a personal space – usually unique to one person –expectation of the recipient is that it is a one to one comunication Centre Parks –trigger campaign – sequence of 7 emails sent before stay ecircle – click rates above 20% Employee email – click rates of 21% plus Shopping cart abandonment emails – Malmaison one of our clients recover £22,000 per month
- 85% of mobile opens are on an Apple Device Highest – 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
- Text slide for presentations about international emergency response and recovery
- Text slide for presentations about the Movement
- Text slide for presentations about UK emergency response and recovery
- Text slide for presentations about resilience
- Text slide for presentations about the Movement
- Text slide for presentations about resilience
- 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 Viva’s CTR was incredible BUT with only a few senders, the actual number of clicks is small. banners – success depends on wider appeal situation…. 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 – Red Cross Week peaks in CTR. No real correlation with appeal launches
- Venezuela Viva’s CTR was incredible BUT with only a few senders, the actual number of clicks is small. banners – success depends on wider appeal situation…. Changing image frequently keeps banner CTR up.
- Blank text slide for generic presentations.
- RCW gives first ever y-o-y comparison. We learned – 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