Email & Mobile Theatre; Successful Email Marketing: The latest strategies and tactics from leading...

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Successful Email Marketing: The latest strategies and tactics from leading brands

Philip Storey - eCircle

Running the Digital Relay 2012

Morgan Goford - Experian CheetahMail

2012 Strategies: Using customer intelligence to make communications that count

Samual Ricard - Lyris

KITBAG.COM

Case study: iPhone optimisation

Lyris Ltd – Confidential 4

5 Lyris Ltd – Confidential

Kitbag.com

• Kitbag.com is Europe's leading online sports retailer

• Lyris customer for 9 years – Currently using Lyris HQ

• Exclusive rights to operate the official online stores of Manchester United, Chelsea, Real Madrid, Barcelona, Everton and Celtic

• Online and offline direct mailings / catalogues, call centre operations, and pick pack parcel distribution and warehousing

Why are mobile devices important to email marketers?

6 Lyris Ltd – Confidential –

• Morgan Stanley predicted that the population of mobile users will exceed desktop internet users within five years.

• Mobile e-commerce is ramping up faster than online e-commerce, now making up 4% of total retail sales

• Research by Nielsen shows that Email accounts for 42 percent of mobile internet time (compared to just 10.5 percent using social media, for example).

What are the main issues?

What does your email look like on a small screen?

Is it hard to click on links?

Do your subscribers have to zoom in to read the content?

If you have optimised the email for a mobile device, what does it look like on a large screen?

Testing method

• Litmus email analytics tags added to Kitbag emails from December 2011 – February 2012

• Top email clients analysed – Apple iPhone was used by 22.49% of recipients making it the most popular email client among Kitbag subscribers

• Apple iPhone subscribers flagged within Lyris HQ

• Lyris and Kitbag develop iPhone optimised email templates which are 400 pixels wide rather than 750 pixels wide

• 50% of flagged iPhone users are sent a regular sized version of the Kitbag newsletter and 50% are sent the iPhone optimised version

KEY STATS

Popularity of reading environments among Kitbag.com subscribers

35% of opens from Kitbag.com subscribers come from a mobile device

Top email clients used by Kitbag.com subscribers

Top mobile email clients used byKitbag.com subscribers

66% of Kitbag’s mobile opens come from the Apple iPhone

Top email clients used by iPhone users

98% of iPhone users view their emails with the built-in mail client

Engagement across email clients

Desktop Mobile Webmail

OPTIONS FOR OPTIMISING

Option 1 – Removing fixed width tables

One of the most widely used solutions to this issue is having a table that is equal to 100%. This means the email will automatically fill 100% of the screen it is being viewed on.

Pros Cons• Easy to do• Usually looks good on mobile

devices

• Not appropriate for image only emails

• Can look very bad on larger screens

• Doesn’t always look good on a mobile device, especially if there are images

Example of an email with 100% table fully open in Outlook

Option 1 – Removing fixed width tables

Option 2 – Add a view on mobile link to your email

Add a link to the top of an email which points to a mobile friendly version of the email.

Pros Cons• Easy to do• Looks good on mobile devices

• Requires subscriber to click on a link to view

• Takes longer to code the email• Often gets overlooked because

the link is usually quite small on a mobile device

Option 3 – Intelligent CSS

Use CSS media queries to remove unnecessary elements of your email when viewed on a small screen.

Pros Cons• Allows you to change the look of

the email depending on screen size

• Looks good on large and small screens

• Gives you the ability to remove unnecessary parts of your email

• Requires a coder to implement• Not effective for image only

emails• Can take longer to code• Adds weight to email due to

extra code• Doesn’t work in Gmail’s Android

Option 3 – Intelligent CSS

Outlook iPhonewith CSS

iPhonewithout CSS

Option 4 – Design your email for mobile users

Reduce the width of your current email to between 300 – 500 pixels and use a single column layout. Ensure the email text is large enough to read on a mobile and the call to action is easy to click.

Pros Cons• Not hard to do• Easy to read on a mobile without

having to zoom in• Links are easy to tap

• Could look slightly strange when viewed on a large screen

HOW DID WE OPTIMISE KITBAG’S EMAILS

Regular email design – Within iPhone

• 750 pixels wide• Very small pre-header text• Small navigation buttons• Multi-column layout• Unreadable text• Small calls to action – can be

hard to click through on desired link

iPhone optimised email design

• 400 pixels wide• No pre-header text• No navigation buttons• Single column layout• Larger text• Large calls to action that are

easy to tap• Unnecessary content has been

removed• Main message is clearly visible

at the top of the email

TEST RESULTS

Non-iPhone users

Key Metrics Results

Average unique open rate 12.3%

Average unique click rate 2.3%

Average click to open rate 19.11%

Full size emails sent to all non-iPhone users

iPhone users sent full size email

Key Metrics Results

Full size emails sent to 50% of iPhone users

iPhone users sent optimised email

Key Metrics Results

Optimised email sent to 50% of iPhone users

Average unique open rates

Higher open rates for mobile optimised emails?

Why would the mobile optimised emails consistently have a higher open rate?

Size matters!

Average Email weight Average open rate

Full size version of email 17.42 KB 39.84%

iPhone optimised version of email 9.35 KB 43.38%

Light weight emails = Higher open rates on mobile devices

Internet download speeds can vary greatly on mobile devices so it makes sense that the faster downloading email would have a higher open rate on a mobile.

How about conversions?

Although we received great open rates from our iPhone segment we did not see an increase in conversion rates. There could be several reasons for this:

• Kitbag.com does not have a mobile optimised version of their website• Subscribers are most probably not in a position to purchase when viewing your

emails on their mobile

Kitbag.com on an iPhone

Why bother?

Why bother optimising for mobile devices if conversion rates are not higher?

We believe that it’s still important to optimise for mobile devices because:

• Open rates from mobiles are much higher than other email clients• Having a clear mobile optimised email design will encourage these subscribers to

return directly to your website or shop at a later date – via their desktop or tablet

THANK YOU

Best Practices to ‘Socialize’ your Email Marketing Campaign in the Age of Social Media

Alan Keller - VerticalResponse

How Lucky Voice grew their email database 100% in 12 months to 200K

Tim Watson - Emailvision Dan Pilkington - Lucky Voice

The Global SaaS Leader in Relationship Marketing

Lucky VoiceGrowing an audience by 100%

www.emailvision.co.uk

Dan Pilkington

Tim Watson

28th February 2012

Size is important

30% of revenue is driven from email

Who are Lucky Voice

Objective and Challenge

Word of mouth40%

CRM30%

Search7%

Social media3%

Walk ins10%

Partnerships10% Objective: double the size

of our database in a year

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

90,000

100,000

50,000

100,000

Objective and Challenge

The Challenges

‒ To reach new bars customers

‒ Average bar group of 10 people – we get the booker’s email address but nine people are unknown. How do we reach them?

‒ To get as much useful data from new sign ups as possible so we can use clever segmentation in Campaign Commander

Growth strategies

Growth strategies – what worked!

Number 1:Incentivised sign up on the website – 92% increase in sign ups

Collected email, nearest bar, day and month of birthday – perfect for birthday communications.

Number 2:Social sign up rather than registration form – 40% increase in sign ups

Number 3:Online competitions – added over 12,000 email addresses

Online competitions – prizes that our ideal bars customer would want

Online competitions

- Tracked this new segment in Campaign Commander – no drop off- Welcome campaign to introduce them to the brand with offer

Number 4:Encourage booker to share details of the group – over 1,500 new contacts

- Use confirmation email to encourage sharing to get discount card

Deliver value to the customers in exchange for email address – not monetary

- Build a playlist online for your bars visit

Delivering value in exchange for email address

- Welcome campaign to introduce them to the brand with offer

Number 5:Partnerships – leveraging our white label to add to our bars database

- Added over 15,000 email addresses based on location and age

Partnerships

- Use segmentation in Campaign Commander to deliver relevance to this new group

Number 6:Facebook Welcome offer – over 1,000 email addresses added

Facebook Welcome offer – bounce back Welcome email

Number 7:Facebook voting app – over 2,500 email addresses

Facebook voting app – viral effect guaranteeing friend get friend

Number 8:Events in our bars – over 1,000 email addresses

- Raffle entry in exchange for email address

Number 9:Cross-selling bars to our online database – over 5,000 addresses added

- Using Campaign Commander to provide relevance to potential bars customers

Growth strategies – what didn’t work!

In bar promotions to get email addresses

- Shots offered, console at Reception – poor address quality and low take up

Growth strategies – what didn’t work!

Post-visit survey

- We’re looking at the incentive on this – possible charity donation from us

Results

47,688 to 101,178 =

112% increase

The best thing is the quality and engagement of our list has remained identical to 2010 – size is important but only if linked to quality!

100000

120000

Results – Where did they come from?

Web sign ups with incen-tive13%

Social sign up 14%

Online competitions23%

Friend get friend2%

Partnerships28%

Facebook Welcome2%

Facebook voting app5%

From online service10%

Events3%

Results

Average open rate from new subscribers: 19%

Average click through rate from new subscribers: 3%

Average open rate across all subscribers: 16%

Average click through across all subscribers: 2%

What have we learned?

‒ Pre-event collection works better than post-event

‒ Essential to collect useful data alongside email address – location and birthday

‒ Choose incentives carefully for the right audience (including prizes)

‒ Leverage partnerships and other data more effectively

What next

1. Social sign-in and notifications

2. Playlist building

3. Online booking

4. Looking at how social and email can work together

Social as first touch point, build brand awareness, first step to email which drives revenue.

Questions

Thanks!

Thank you for listening

If you’ve more questions about today’s presentation

or wish to find out more about Emailvision come for

a chat on stand E16

Some of our 3000 + clients

It's Not a Phone: A future of mobile marketing

Mark Blayney Stuart - Chartered Institute of Marketing

It’s not a phone:

A future of mobile marketing

Mark Blayney Stuart

Head of Research

The Chartered Institute of Marketing

It’s not a phone: a future of mobile marketing

Everything should be

made as

simple

as possible,

but not simpler

Mobile is not replacing…

• Because it’s always on• Because it’s not a device, it’s part of our lives• It knows what you like• It knows where you are• It’s never more than three feet away• It’s as simple as possible, but not simpler

Location location location

Not technology for its own sake

People want recommendations…

… not choices

restaurant in soho

decent restaurant in soho

Choice paralysis

Why this works

Incentivisation

“to succeed,

it has to be a

literally unbeatable offer”

Guy Beresiner

Head of Commercial Development, Yahoo! UK & Ireland

Eye-openers

• Morgan Stanley expects mobile internet usage to overtake desktop usage by 2015

• People with smartphones up from 9% to 24% in 1 year• Globally, more people have mobile phones than bank

accounts

Sources: Strategy + Business; Morgan Stanley; International Telecommunication Union; Mintel.

Mobile cash

QR tags potential under-exploited

Creativity – but answering a need

key phrases

segmentation data

identifies what people are talking about

spot trends

Make the app free – sometimes

Things people want – not intrusive ads

Source: compete.com

How interested would you be to receive the following on your smartphone?

Future of mobile?

Key take-outs (1)

• We don’t ‘love the technology’. We love having our problem solved.

• Mobile is no longer a channel.• Websites optimised, not just enabled.• Marketing that doesn’t seem like marketing• Capitalise on impulse• Fast payments

Key take-outs (2)

• Incentivisation• Speed to market• Location and timing-sensitive• Usage patterns are changing• QR tags when automatically installed• We’re only one click away from anything• Resist assumptions about privacy • Anything potentially intrusive, position as choice

Thank you

Mark Blayney Stuart

Head of Research

The Chartered Institute of Marketing

linkedin.com/in/markblayneystuart www.cim.co.uk

Email & Mobile Theatre; Successful Email Marketing: The latest strategies and tactics from leading...

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Transcript of Email & Mobile Theatre; Successful Email Marketing: The latest strategies and tactics from leading...

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