How to Learn from the Best to Optimise Automated Email Marketing Campaigns
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Transcript of How to Learn from the Best to Optimise Automated Email Marketing Campaigns
How to Learn from the Best to Optimise
Automated Email Marketing Campaigns
Guy Hanson
www.returnpath.com
uk.linkedin.com/in/guyhanson
@GuyHanson, @ReturnPath
Smart brands understand
the value of delivering …
The right message. To the right person. At the right time.
We have unprecedented visibility into the inbox
PROVIDER NETWORK
70Providers
2.5BInboxes
with
CONSUMER & DEVELOPER NETWORK
and2M+Consumers
eCommerce receipts
from over
5,000Retailers
Automation –
Rationale & ROI
“Triggered open rates
were 76.7% higher
than BAU emails, with
triggered click rates
reporting 151.9%
higher”
Source: Epsilon Q3 2014 Email Trends & BenchmarksSource: RP Labs Strategy Mapper
Rationale & ROI Triggered Emails Generate More Responses
Source: DMA National Client Email Report 2015
Over 50% of email revenue
is generated by
segmentation
Another 30% is being
produced by triggered
emails – almost doubling in
just 12 months!
“Does the majority of
your email marketing
revenue and
engagement come from
triggered emails?
Anecdotally, marketers
tend to hit this mile-
marker when more than
5% of their email volume
is triggered emails”Source: Mediapost,
Implementation
Implementation Take-Up
Source: SFMC State of Marketing Report 2015
Implementation Criteria
Ability to Trigger How easy or difficult would
be it to set-up the email trigger?
Size of Audience How many people do we
estimate will receive this trigger each month?
Engagement Level How involved with the
brand will the trigger recipient be?
Purchase Intent Will the trigger recipient be
in a "buying" frame of mind?
Revenue Potential What is the expected
average order value?
Implementation Trigger Types
Transactional Emails: based on past customer transactions enable
marketers to suggest future purchases
Segmentation Clusters: demographics; geography; brand affinity;
and product preferences
Reminder Emails: abandoned cart; incentives; reminders; and
replenishment emails
Loyalty & Appreciation: thank you; gifts;
reminders of loyalty status - marketers can
track how much a customer is spending,
and then respond with more points to
encourage shopping
Lifecycle Triggers
Lifecycle Triggers
Welcome
Source: Return Path – Americas Top Retailers Welcome Email Study
“Those that read at least one welcome
message went on to read 40% more
of their messages from the sending
brand during the following 180 days”
“The overall lifetime spend of a
customer was 62% higher for those
who engaged vs those that did not”
Lifecycle Triggers
Birthdays
Lifecycle Triggers
Anniversaries
Lifecycle Triggers
Win-Back
Behavioural Triggers
Behavioural Triggers
Browse Abandonment
Behavioural Triggers
Purchasing Activity
Behavioural Triggers
Replenishment
Behavioural Triggers
“Snooze”
Contextual Triggers
Dell experienced a clear lift from using individualised send-times. As a result, this test
won the gold ribbon for Timing Tests in WhichTestWon’s Email & Mobile Testing
Awards. Dell saw these results:
• Increase in unique opens by 6.6 percentage points
• Increase in unique clicks by 8.2 percentage points
Contextual Triggers Timing
Contextual Triggers Timing
Contextual Triggers Weather
Contextual Triggers Weather
Contextual Triggers Opportunism!
Contextual Triggers Opportunism!
Wrapping Up
Wrapping Up Additional Ideas
Wrapping Up Additional Ideas
• Life events such as when customers change their status from “Single” to “Married”
in social media
• Customers have been upgraded to VIP, participated in a loyalty program, or
received a bonus card
• Customers have left feedback or shared a link in social media
• You want to thank a customer for placing a 5th or 10th order
• You want to send a reply to a price-cutting query on certain goods
• Customers regularly check a specific page but don’t complete a transaction.
• Customers haven’t visited your site, or used your app, for a long period of time
Wrapping Up 8 “Dos” and “Don’ts”
• Do Plan for trigger acquisition
• Do Know what you want to automate
• Do Start with what will generate the biggest returns
• Do Balance quality with quantity
• Do Leverage all available touchpoints
• Don’t Rely on dirty data
• Don’t Assume timing has to be immediate
• Don’t Miss Opportunities For Feedback
How to Learn from the Best to Optimise
Automated Email Marketing Campaigns
Guy Hanson
www.returnpath.com
uk.linkedin.com/in/guyhanson
@GuyHanson, @ReturnPath