Content: skill and roles Customer tomer propos ositi ition on – specifying the product to appear in terms • of appropriate pricing and messaging, e.g. ‘deal’ of the week Content tent creatio tion and choice ice – sourcing the information to define • appropriate pricing and messaging, the copy and images Content ent / Full l Message age Subhead ead(s) (s) • Copy points • Call to action • Graphics/images • Mercha chandi ndising ing – product presentation – the images used to sell •
Content (not eCommerce site) • Written • Audio • Visual Ide deas If your site is not eCommerce or similar with a CTA Top 10 ▪ how to ▪ analysis ▪ check list ▪ round ups ▪ Q&A ▪ links ▪ fact boxes ▪ reviews ▪ takeaways ▪ case study ▪ summary ▪ white paper ▪ what I found this week Acti tion: n: Tap/Click Click
Content - Message YES • Make it scannable Donate Now • • Be clear and concise Sign Up for Our Webinar • Start Your Free Trial Now • • Test Buttons v Text We Have New Shoes • • Active Language NO NO • Videos CTR 2x Click Here • Big Announcement! • • Include contact You Don’t Want to Miss This! • information, social New Items • • Sharing buttons, and unsubscribe links
Percentage and Scarcity Which works best? What about 20% off? What about € 10 off? What about € 100 off?
Action: Tap or Click Acti tion: n: Tap/Click Click
Get the Tap or Click to Conversion Acti tion: n: Tap/Click Click
Get the Tap or Click to Conversion Acti tion: n: Tap/Click Click
Frequency and timing. • Can’t send too much??? • More frequent = less content • Consistency for regular mailings • Once a week, Saturday mornings, etc • Test. Each list will be different • Weekends do work, Saturday is the worst.
Device Strategy
How does your email appear on different clients?
How does it look on mobile??
A new paradigm
Bigger really is better • Body Copy 16px+ • Headlines: 22px+ • Buttons: 44px by 44px • Space 10px • Tappable touch points
Cool Email Tools • Touchstone uchstone : subject line analyser • Litm tmus Scope: ope: view desktop, mobile or text-only versions of emails within your browser • VWO A/B split test duration calculator: With a split test and you know how much improvement you want to see, this tool will tell you how long to run the test in order to get a significant result. • Lyris ContentChecker: submit your email copy and subject line and then gives you a spam score, which tells you whether your email is likely to end up in recipients’ junk folders or not. • https://econsultancy.com/blog/66803-16-genuinely-useful-email-marketing-tools
Advanced strategies Dynamic Personalisation Segmentation Onboarding Automation
Dynamic Real-Time: changes when/where opened
In-Email Payments
Send Welcome Emails Tell customer what to expect Reward them instantly (with coupon or promotion without expiration) Lead them back to the website with relevant links to their interests Personali sonalise se your message ge and encourage rage outreac reach
3 Tips for Personalisation: progressive profiling In initial request, only request “must - have” information like name, interest and geography (if serving multiple). Collect “need -to- have” information in welcome email or follow -up communications or surveys (i.e. more detailed interests, additional personal or demographic information). Gather “nice -to- have” information through welcome emails.
12 Bases Tips for Segmentation • Market Segment • Job Role/Title/Position • Behaviour • Size of Business • Demographics • Source of Acquired Data • Geography • By Device • Sales Cycle Stage • By Email Platform
‘Onboarding’ email 1
‘Onboarding’ email 2 – T+3
‘Onboarding’ email 3 – T+7
Segmentation and Data Why? Better Targetting => Better ROI How? ? Individual attributes: Data specific to an individual Gender • Group attributes: Geography • Data specific to a group Activity (purchases) • Geography • Self-segmentation •
Martech
Marketing Technology 25 years ago
Life used to be simple. A ‘Marketing Department’ for Marketing.
An IT department for Information & Technology.
Marketing Technology Landscape
Testing only!
Search only
Marketing Automation
2016 Marketing Technology landscape
What is Marketing Automation?
Marketing automation is the actual software technologies designed for marketing departments to more effectively market on multiple channels online (email, social media, websites, etc.) 96
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Common Features of Marketing Automation
Example: how it works INPUTS PROCESSING OUTPUTS DEMOGRAPHIC HIC Gender, Age, Family EMAIL IL TRANSA SACTIO IONAL NAL Sales, Registrations WEBSIT ITE Single customer EMAIL IL ENGAGE GEMENT MENT Sent, Bounce, Open, Click view database SMS SMS BEHAVIO VIOURAL SOCIAL MEDIA IA Pages & Products Viewed You run this from your PC CAMPAIG IGN Search phrase, Source site CALL CENTRE
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