Post on 11-Apr-2017
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3 Steps to Email Marketing Excellence
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Dani has over 10 years’ experience working in digital marketing both client and agency side.
As Customer Success Manager at Adestra, Dani is obsessed with helping clients leverage the MessageFocus platform to meet and exceed their marketing goals.
@DaniAtAdestra
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• Est. 2004• Oxford, London, Dallas• 10,000+ Users• 600+ Clients
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Trusted by
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Defining your objectives
Page 5
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Objective SettingPage 6
What metrics can you use to measure email performance?
• Conversion rate• Revenue per email• Total revenue generated• Click-through rate• Open rate• Active subscribers
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Objective Setting
Your Objectives (SMART) Current Result
Timeframe
1 Increase trial conversion rate to 20% 16% 6 months
2 Increase subscription renewal rate to 80% 77% 6 months
3 Increase active database by 20% 210,000 12 months
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Get personal
Page 8
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Campaign-Centric ApproachPage 9
• Got a title to promote
• Put in the calendar• Design a campaign• Send it out
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1. Create a profile2. Design an
experience3. Communicate with
them in a relevant and timely way
1. Come up with an offer
2. Design a campaign3. Send it to everyone
Campaign-First Customer-First
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Case Study: Segmentation
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Case Study: Segmentation
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• 59% average open rate • Higher number of real conversions
than general Penguin newsletter
Case Study: Segmentation
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Lifecycle Programs
Page 17
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Engage
Convert
Re-activate
Re-engage
Re-permission
Capture email and permission
Relationship £
Prospect nurture Trial
nurture
Cross-sell
Reviews
Between show engagement
Post-show follow up
Acquire
Lapsed
Newsletters
Welcome
Abandon
Renewal
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Case Study: Nursery Program
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Email 1Subject line: How to make the perfect coffee
Unique Open rate: 61%Email 2Subject line: Recycling your capsules
Unique Open rate: 62%Email 3Subject line: Discover the story behind your coffee...
Unique Open rate: 38%
Case Study: Nursery Program
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• Average open rate of 49% across the program• The number of trialists logging in has increased by 25%• Conversion rate increased by 33%
Case Study: Trial Nurture Program
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Increased size of active database by 15%Boosted advertising revenue by 29%
Case Study: Re-engagement Program
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Email Automation and 1:1 Marketing eGuidePage 23
Six automation programs to help you:• Build a relationship with customers• Encourage interaction with your brand• Tailor interactions through the use of behavioural data• Reignite brand awareness with lapsed customers
www.adestra.com/automationseries
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Test your way to success
Page 24
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Why test?Page 25
Source: Econsultancy/Adestra Marketing Industry Census 2015
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Compare your results to the benchmarks for your industry
Are you above or below?Where do you want to be?
Understand your current performance
- 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000
0%
5%
10%
15%
20%
25%Open Rates vs. Benchmark
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Testing basicsPage 27
• Test one thing at a time• Create a testing plan• Record and analyse results – schedule time to do
this• Keep testing – small improvements will add up
over time• Use the automatic winner selection functionality
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Case Study: Subject Line TestingPage 28
A: Your Exclusive Offer to WIREDB: Get WIRED in print and on the iPad for just £9C: Get WIRED on the iPad with your special offer
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Case Study: Responsive Design vs. Non ResponsivePage 29
Click-to-open rate increased by
400%
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Summary
1. Define your objectives2. Think ‘customer-first’3. Test, test, test
Page 30
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Questions
Page 31
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Thank youFor more information please contact us:+44 (0)1865 24 24 24 or email moreinfo@adestra.com
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