James Little, Peter Chaplin and James Mansfield - Effective European Performance Based e-mail...
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Effective European Performance Based Email Marketing for Affiliates
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Europe 2010
Transcript of James Little, Peter Chaplin and James Mansfield - Effective European Performance Based e-mail...
Effective European Performance Based Email Marketing for Affiliates
Introduction
Speakers
James LittleClient Services DirectorAffiliateFuture UK
Peter ChaplinDirectorFreeMaxMedia
Jim MansfieldCEOIntela
An Introduction to Email
• Over 100 billion emails are sent every day across the globe• European internet users now at over 425 million...
• Email remains the primary reason for an individual to go online• Users spend approx 80% of their time online on email.
Email Marketing S.W.O.T
Strengths, Weakness, Opportunity, Threats
Affiliate Marketing through Email
Affiliate Marketing through Email
• SPEED & TIMING
• SEGMENTATION
• MULTIPLE CALL TO ACTION POINTS
• PERSONALISATION
• OPTIMISATION & ROI
Affiliate Marketing through Email
• COST IMPLICATIONS
• CREATIVE AVAILABILITY
• CAPPED PROGRAMS
Affiliate Marketing through Email
• CREATE NEW MEDIA
• MONETISE AN UNUSED ASSET
• IMPROVE CONVERSION RATE
• PERSONAL & ANTICIPATED
• REACH A WIDER, UNTAPPED AUDIENCE
Affiliate Marketing through Email
• LEGALITIES, ‘SPAM’ & REPUTATION
• RETURN ON INVESTMENT
• LOSS MAKING POTENTIAL
European Regulations and Best Practice
What the different laws are for Opt in and complaints
Getting into the Inbox
Privacy LawsEU Directive – the Privacy and Electronic Communications Act 2003
Registration example
ISP Reputation
Summary
Privacy law compliance is essentialBut Inbox delivery is the hardest partAnd one leaving point….FaceBook could change the game again
Segmentation and Testingin European Email Marketing
Email in Europe
• Bigger, mainstream brands seem to opt for email in Europe, which means they demand more control over their affiliate programmes
What to Expect• The email affiliate should expect:
– To always use only advertiser approved ‘from’ and ‘subject’ lines
– To prepare a test message prior to every broadcast (broadcast cannot go out unless message is advertiser approved)
– Specific date and times for campaigns to go out that are agreed upon by advertiser and publisher
– All leads are subject to approval by advertiser – there is no guaranteed payment on pixel fire. Make sure to understand payment terms prior to doing business, they are often times longer than in the UK or US
Segmentation
• Benefits– Higher CPM rates– More efficient use of infrastructure– Relevance to user
• The top three fields would be:– Gender, age, & postcode
Segmentation by Interest
Accident Advice -NT
Accident Advice -T
Financial -NT
Financial -T
Gaming -NT
Gaming -T
Health&Beauty -NT
Health&Beauty -T
Prize Draw -NT
Prize Draw -T
€ 0.00 € 5.00 € 10.00 € 15.00 € 20.00 € 25.00 € 30.00 € 35.00 € 40.00 € 45.00
Offer Vertical eCPMssplit by Targeted (T) and NonTargeted (NT)
Testing
• We test an offer to our clicker file to gauge performance
• Offer performance is judged by eCPM• If the eCPM is higher than the average eCPM
for that list, we will broadcast to the rest of our database
Seat CampaignDelivered 57561
Opens 2693
Open % 4.68%
Clicks 714
Click % 26.51%
Revenue $1,303.26
EPC $1.83
eCPM $22.64
eCPM by Country
US CA UK FR SE AU DE ES€ 0.00
€ 1.00
€ 2.00
€ 3.00
€ 4.00
€ 5.00
€ 6.00
€ 7.00
€ 8.00
€ 9.00
Case Studies
o Campaign Name: Moon Bingo
o Campaign Objective: Generation of depositing players for launch of their re-designed website. Emphasis on quality + quantity
Ongoing campaign since May 2009
Campaign Examples – Moon Bingo (UK)
Case Study – Moon Bingo & OfferX
Type Volume CPM EPC
Test Campaign 20,000 £21.00 £7.63
Rollout 1 200,000 £17.67 £7.41
Rollout 2 500,000 £15.12 £6.89
Total Volume - 1 month 720,000 £15.99 £7.07
o Campaign Name: Planeta Directo
o Campaign Objective: Generation of qualified leads for the sale of Planeta’s range of products
Ongoing campaign since February 2009
Campaign Examples – Planeta Directo (Spain)
Case Study – Planeta Directo
• Email advertising through AffiliateFuture accounts for approx 23% of all sales Planeta generates through all online channels (not only affiliate marketing).
• Average conversion from lead to sale is 10% across all affiliates. This conversion rate increase to an average of 16% and a high of 30% for some products when promoted through email as a channel.
• Through email marketing, AffiliateFuture has helped this client to increase their gross margin by over 25% on the products we promote.
• Planeta Directo sees the following as the core benefits of email marketing as an affiliate channel – segmentation, improved conversion and the ability to drive high volume in a short time period..
Questions & Answers
