How often is too often in email marketing by www velomarketing co_uk
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How Often is Too Often?
Paul CrabtreeDirector, Velo//
[email protected] at DMA Annual Conference
4th October 2007
Not why, not who, nor what but when!
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Overview
• Relevant Industry Research
• 4 elements to consider
• Watch your recipients• Listen to your business• Watch your competitors• Let them tell you
• Avoiding wear out
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What the research tells us
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What does the research say? Open Rates
Open Rates
2.00%
7.00%
12.00%
17.00%
22.00%
27.00%
32.00%
37.00%
42.00%
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
US Open (Source: eROI, Q2 06)
UK Open (EmailCentre, 06)
The patterns are different for US and UK
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What does the research say? Click Rates
Click Through Rates
2.00%
2.50%
3.00%
3.50%
4.00%
4.50%
5.00%
5.50%
6.00%
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
US Click (Source: eROI, Q2 06)
UK Click (EmailCentre, 06)
The patterns are different for US and UK
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What does the research say?
….And it differs by sector
Source: Email Centre UK
The research confuses rather than helps… so going to do our own!
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Number of unique campaigns launching by hourLast 2 weeks
0
5 0
1 00
1 5 0
2 00
2 5 0
3 00
3 5 0
4 00
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
What governs when to send at the moment….
Timing based on marketer convenience, not the audience
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…. It’s what we’ve always done….
Emails every Friday….
Emails on a Thursday….
Timing based on routine
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What we’ve always done….
Emails at the start of the month….
Timing based on when content is available
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This means we have to work it out for ourselves….
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Email Marketing
4 elements to consider:
1. Watch your recipients
2. Listen to your business
3. Watch your competitors
4. Let them tell you
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1. Watch your recipients
• Their profile:
• International Audiences
• Sensitive Content (jobs)
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1. Watch your recipients
Is there an opportunity between sends?
Timeline of Clicks
0
1 0 0
2 0 0
3 0 0
4 0 0
5 0 0
6 0 0
01-J ul 02-J ul 03-J ul 04-J ul 05-J ul 06-J ul 07-J ul 08-J ul 09-J ul 10-J ul 11-J ul 12-J ul 13-J ul 14-J ul 15-J ul 16-J ul 17-J ul 18-J ul 19-J ul 20-J ul 21-J ul 22-J ul 23-J ul 24-J ul 25-J ul
Clicks (Campaign 1)
Clicks (Campaign 2)
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1. Watch your recipients
• Calculate the churn rate of your list:
An email address you cannot contact has limited value
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1. Watch your recipients
RECOMMENDATION: Look when people choose to access your website?
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2. Look at your organisation
• Call Centre:• Quiet time?• Need staffing?
• Web site:• Handle Load?
RECOMMENDATION: Make sure you can handle the response
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3. Watch your competitors
RECOMMENDATION: Sign up to all competitors
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3. Get them to tell you
Trigger sends based on recipients
….Reactivations ….Cross Sells
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3. Get them to tell you
….Auto Responders ….Abandon Carts
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Email 2-Extra incentive
Week 1
Resend (?)
Email sendEmail 3
- Extra incentive Offer ending
Non open
Unsubs
Open, click, subscribe
Open, click, subscribe
Open, click, subscribe
Unsubs
Non open
Week 2 Week 3 Week 4
Telesales(?)
DM(?)
Email 5- Survey
Open/Click
Abandonedsubscribe
Open/Click
Abandonedsubscribe
Email 4- Loyalty
Can build into a contact plan
RECOMMENDATION: Set up targeted, automated campaigns
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Watch for wear out!
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Need to avoid apathy/ unsubs through overmailing
AN APOLOGY
Thompson & Morgan, I am wasting your budget and diluting your results
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Stage 1: gather information
• Today’s frequency of contact
• Today’s frequency of campaigns
• Relative importance of campaigns
Stage 1:
Gather info
Stage 2:
Build scenarios
Stage 3:
Test impact
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Stage 2: Build scenarios
• Test options:
• Same day?/ Last 3 days?/ last week?
• What is priority?
• Different types of campaign?
• Similar sends?
Stage 1:
Gather info
Stage 2:
Build scenarios
Stage 3:
Test impact
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Stage 3: Test impact
• Monitoring unsubscribes /apathy
• Do campaign metrics suffer?
• Does unsubs fall?
• Monitoring opportunity cost of revenue
• Smaller audience = fall in revenue?
• Operations
• Schedule to book slots
Stage 1:
Gather info
Stage 2:
Build scenarios
Stage 3:
Test impact
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What we’ve covered
• Relevant Industry Research
• 4 elements to consider
• Watch your recipients• Listen to your business• Watch your competitors• Let them tell you
• Avoiding wear out