Back to basics with Email Marketing

The Global SaaS Leader in Email & Social Marketing

Back to Basics with Email Marketing

Nick Gold

Vice President, Northern Europe

Emailvision

The Global SaaS Leader in Email & Social Marketing

Back to Basics with Email Marketing

Back to Basics with Email Marketing

● Best practice advice from Emailvision Customers

● Increase ROI

● Do the basics well

The Global SaaS Leader in Email & Social Marketing

Back to Basics with Email Marketing

Topics

● Build value into your email database

● Get segmentation right

● Create a better customer experience

● Automate email marketing

● Achieve Good Deliverability

The Global SaaS Leader in Email & Social Marketing

Back to Basics with Email Marketing

Building value into email database

Growing Lists

● Grow list at every contact point

● Incentive for sign up

●Make sign up easy

●What are they signing up for?

● Forward-to-a-friend

The Global SaaS Leader in Email & Social Marketing

Back to Basics with Email Marketing

Building value into email database

Adding Value

● Unsubscribe feedback

● Two-stage sign-up process

● Preference centre

The Global SaaS Leader in Email & Social Marketing

Back to Basics with Email Marketing

Building value into email database

Adding Value

● Unsubscribe feedback

● Two-stage sign-up process

● Preference centre

●Data capture form

●Update links

● Active/non active members

The Global SaaS Leader in Email & Social Marketing

Back to Basics with Email Marketing

Getting segmentation right

● Forrester recently published statistics that 60% of marketers are still using ‘Spray and pray’ email broadcasts

The Global SaaS Leader in Email & Social Marketing

Back to Basics with Email Marketing

Getting segmentation right

● FMCG = purchase value

●Holidays = family/children

● Retail = product

Simple Tactics

●Get the categories right

● Clothing retail = male/female

The Global SaaS Leader in Email & Social Marketing

Back to Basics with Email Marketing

Creating a better customer experience

● Dynamic email content

● Personalised

● Relevant

= higher open rates

higher click through

better ROI

The Global SaaS Leader in Email & Social Marketing

Back to Basics with Email Marketing

Creating a better customer experience ● Sony monthly newsletter

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Alpha product information: Product code begins with AMC

Camera product information: Product code begins with CAM

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The Global SaaS Leader in Email & Social Marketing

Back to Basics with Email Marketing

Creating a better customer experience ● E* quarterly statements

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Personalisation strings: Based on values in the members profiles

Switch statements used to dynamically insert content based on member points

The Global SaaS Leader in Email & Social Marketing

Back to Basics with Email Marketing

Creating a better customer experience ● Hotel Connect post travel

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The Global SaaS Leader in Email & Social Marketing

Back to Basics with Email Marketing

Automating email marketing

● Why automate?

● Skills shortage

●Minimise risk for human error

●Most targeted and relevant

● Proactive approach – what customer wants & when they want it

The Global SaaS Leader in Email & Social Marketing

Back to Basics with Email Marketing

Automating email marketing

● Quick wins

● Reactivation

● Customer satisfaction

● Time to lapse

● Triggered reminders

The Global SaaS Leader in Email & Social Marketing

Back to Basics with Email Marketing

Automating email marketing

● Full lifecycle management

The Global SaaS Leader in Email & Social Marketing

Back to Basics with Email Marketing

Automating email marketing

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The Global SaaS Leader in Email & Social Marketing

Back to Basics with Email Marketing

Deliverability tips

● 87% of email sent in 2010 was SPAM

● Hotmail sees 8m new IP addresses everyday. Good? Bad?

● Deliverability myths – importance of subject line/content

● Deliverability facts – importance of reputation

● Manage your IP reputation. Manage data, volume, frequency, message structure

The Global SaaS Leader in Email & Social Marketing

Back to Basics with Email Marketing

Deliverability tips

● Data Management

●Remove hard bounces after 1 attempt, deal with complaints, manage soft bounces, honor unsubscribes

●Don’t mail to very old lists. And try to build lists organically.

● Validate by sending welcome messages or double opt in. Revalidate regularly

The Global SaaS Leader in Email & Social Marketing

Back to Basics with Email Marketing

Deliverability tips

● Volume consistency/frequency

● ISP’s evaluate your volumes every 24 hours

● Familiarity is key

● Send regular volumes

● Send at regular intervals

●Use same IP

The Global SaaS Leader in Email & Social Marketing

Back to Basics with Email Marketing

Deliverability tips

● Test message structure and offers

● Test regularly with a live test tool before you send

●Monitor campaign success and tweak to get the best score from ISP’s

The Global SaaS Leader in Email & Social Marketing

Back to Basics with Email Marketing

Summary

● Huge advances in Email Marketing technologies and strategies

●Multivariate split run

● Relational databases

● Analytics integration/dropped shopping cart

● Social networking

● Get the basics right first