Profiting from email marketing

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Profiting from email marketing

• Realising optimum return on investment

• Rob Amos

• Client Strategy Manager

• Adestra

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Adestra

• A selection of clients

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We will cover

• Dont forget the basics
• How to maximise revenue and from email marketing
• Using email marketing to retain customers
• Turning customers into advocates and ambassadors
• Complement other sales channels

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The Basics

• Data (double opt in)
• Design (template testing)
• Content (relevant)
• Reaction (unsubs / bounces)

Deliverability Return On Investment (ROI)
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Routes to ROI get yourself seen

• From Name

• Top 3 factors influencing recipients to open
  emails
• Know and trust the sender 59.2
• Subject Line 41.1
• Previously opened and thought valuable 30.1
• (source ReturnPath)

• That means use the best name for the job
• Brand
• Product / Event
• Company
• Persons name

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Routes to ROI get yourself seen

• Subject Line Testing

• Seed 1 5
• Seed 2 5
• Remaining list 90
• Example
• Great offers to help boost learning in your
  school
• 31 open rate (this is good btw!)
• RMs new range of learning products
• 38 open rate
• Seed 2 used for remaining 90 - 37 open rate.

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Routes to ROI get yourself seen

• Preview Pane

• Will this count in the reporting stats of my
  email service provider (ESP)?
• How much of the message
• will show?
• Up to 78 reading in the
• preview pane
• (Foviance report)

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Routes to ROI get yourself seen

• The best time to send for the best conversion
  rate?

• I have no idea.
• ...but you probably do.
• Activity on previous sends
• Website activity
• Ask your recipients
• Coupled with these facts, the key point here is
  testing.
• (...and can you handle the response?!)

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Routes to ROI get yourself seen

• Thinking to the future, spam filter proofing

• Double Opt-In Data Collection
• utilisation of the confirmation email
• Pre-send spam template and content checking (via
• your ESP or software)
• High delivery rate very low open rate a sign
  of email junking
• Multi-part sending

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Measuring Success
Delivered Opened Clicked Converted
Base Metrics 100,000 emails in the campaign 95
delivery rate 95,000 delivered 5 click through
rate 4,750 clicks 0.15 Conversion Rate 713
sales
1 improvement to deliverability rate 100,000
emails in the campaign 96 delivery rate 96,000
delivered 5 click through rate 4,800
clicks 0.15 conversion rate 720 sales
1 improvement to click through rate 100,000
emails in the campaign 95 delivery rate 95,000
delivered 6 click through rate 5,700
clicks 0.15 conversion rate 855 sales
What does SUCCESS mean to you?
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Data Segmentation
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Behavioural Segmentation
Behavioural Segmentation

• Your ESP can help with this...

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Behavioural Segmentation
Behavioural Segmentation

• Remarketing to non-opens

• Append Reminder as a prefix?
• Hurry, last few days to book
• Offer extended

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Behavioural Segmentation
Behavioural Segmentation

• Profiling (location and preferences)

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Behavioural Segmentation
Behavioural Segmentation

• Profiling (location and
• preferences)

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Behavioural Segmentation
Behavioural Segmentation

• However, alternative ticket vendor... no
  profiling or personalisation.

...and I have only ever bought rock gig tickets
from them
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Behavioural Segmentation
Advocates and Ambassadors

• Perceived Value...

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Behavioural Segmentation
Advocates and Ambassadors

• Update Forms / Send To A Friend

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Behavioural Segmentation
Advocates and Ambassadors

• Utilising simple behavioural segmentation

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Behavioural Segmentation
Advocates and Ambassadors

• Encourage blog traffic...

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Behavioural Segmentation
Advocates and Ambassadors

• Product confidence? Partnership with
  Aggregators...

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Behavioural Segmentation
Loyalty Emailing
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Behavioural Segmentation
Loyalty Emailing

• Points schemes

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Behavioural Segmentation
Loyalty Emailing

• Confirmations
• sign-up confirmed opt-in
• commerce confirmation
• invoices
• Include...
• send to a friend
• add to contact list / safe senders
• update preferences

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Behavioural Segmentation
Page Scoring

• Consider the following stats for website page
  impressions

Mr A
Mr T
Mr B
7
5
4
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Behavioural Segmentation
Page Scoring

• Consider the following stats for website page
  impressions

Product page
About Us
Homepage
7
14
Email
x4
x1
x2
5
18
Homepage
Add to basket
Product page
Email
x2
x2
x1
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Checkout 1 of 3
Product page
Add to basket
Checkout 2 of 3
37
Email
x1
x1
x1
x1
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Behavioural Segmentation
Page Scoring

• Which can result in the following multi-channel
  follow-up

Update preferences email / non marketing
call
Telesales call / free delivery style email
Loyalty emailing / review request / milkshake
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Summary

• Ensure you operate follow the basics (data,
  content, deliverability)
• Routes to ROI getting your email seen.
• What does email success mean to you?
• Drive advocates and ambassadors for user
  generated content.
• Reward loyalty.
• Test, test and test again...

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Thanks

• rob.amos_at_adestra.com
• blog.adestra.com
• www.adestra.co.uk