Creating more relevant, more responsive more value Event-triggered Emails

16 Brought to you by:

Getting More from Your Event-triggered Behavioural EmailsDr. Dave Chaffey, Publisher, SmartInsights.com

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About Dave Chaffey

Best-practice advice & consultingwww.smartinsights.com


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Free Guide: How to plan event-triggered campaigns: http://bit.ly/smarteremail


http://bit.ly/smarteremail






Structure - CRITICAL factors for success

• Creative – Content - Copy • Relevance – Personalisation• Incentive – Value proposition • Timing – Interval and Frequency• Integration – Use of other media?• Conversation – two way dialogue and social sharing• Attributes – use of header and subject lines• Landing pages – or microsites



Why am I advising on behavioural emails?



CRITICAL factors for success




Effective templates?



But how does that look on mobile?Use responsive design for single column design



Welcome email examples



Welcome Tips:

1. Use a PreheaderTeaser?

2. Explain your OVP

3. Deploy your best offer



Welcome Tips: 1. Personalise 2. Encourage whitelisting



Welcome Tips:

1. Keep it functional

2. Call out Next Steps / Actions in Right Sidebar?



Using Personas to develop relevanceSource: Tim Watson

E.G.ReceiveBill insert

E.G.Receive

MMS



Example – combined segmentsSource:



Dynamic email: iPhone segment



Birthday emails?



Open rate Clickthrough rate

Before 20.0 1.9%

After 18.9 – 27.4% 7.5% -20.6%

Our experience: 3rd welcome : 14d > 2d



B2B: Build-in lead-scoring• Lead scoring events:

– Email click through +5– Downloaded asset + 20– Title given, up to +50– Total Employees number given, up to +15

• Campaign assets – 6 product tracks– 7 whitepapers– 2 case studies– 8 forms– 3 high value web pages

Source: Eloqua McAfee case study


http://topliners.eloqua.com/community/see_it/blog/2011/03/25/mcafee-generates-2-weeks-worth-of-mql-s-from-resurrecting-cold-leads


Testing offer in an Abandoned shopping cart email sequence

• 1. Generic branded follow-up email : +10% conversion rate.

• 2. Personalised remarketing email with a promotional code for a 5% discount time limited to 72 hours: +100% conversion rate.

• 3. Personalised remarketing email with a promotional code for a 5% discount time limited to 48 hours: +200% conversion rate.

Source: http://www.smartinsights.com/email-marketing-ecrm-alerts/email-remarketing-an-example-of-how-to-test/


http://www.smartinsights.com/email-marketing-ecrm-alerts/email-remarketing-an-example-of-how-to-test/


A real welcome to new customersSearch “Email Swipe File” on Pinterest



Build in social sharing into contact strategies 2

: eCircle case study


http://www.smartinsights.com/email-marketing/email-communications-strategy/key-principles-for-email-marketing-illustrated-by-2-email-marketing-case-studies/


Build in social sharing into contact strategies 2

Source: eCircle case study



http://events.plantoengage.com Source: eCircle case study




Learning from Amazon Behavioural Email targeting

Purchase Dispatched +7d

+14d+21d

Recognition ofpurchase

Recognition ofintent



Planning a sequence



A “Sense and Respond” flowchart



Email 1: 45% Open8.4% CTR

Email 2: 38% Open 3.5% CTR

Intent follow-up – click on Category



Good new

s – we like to review

:

90,000 in 2 weeks

+10% conversion

88% of all review

s ****/*****

Source: Original Argos review launch


http://www.smartinsights.com/social-media-marketing/facebook-marketing/email-facebook-copywriting/


Assess importance of Navigation elements





You can prove anything you want with average subject line statistics…

However for Event-triggered emails:1. Keep it short.2. Show specific value early3. Personalise value where possible



A: <name>, your latest Orange update is hereB: Loads of lovely stuff from us to you Source: Tim Watson



Reminders work Timing – 43% webinar subscribers within 24 hours

• 2 weeks out = 21 submissions– Subject Line: Register Today

• 1 week out = 55 submissions– Subject Line: There’s Still Time to Register

• 3 days out = 34 submissions– Subject Line: Last Chance to Register

• 1 day out = 37 submissions (19%)– Subject Line: You Have 24 Hours Left to Register

• Day of Webinar (24%)– 46 submissions -- Subject Line: You Have 30 Minutes Left to

RegisterSource: Eloqua client published test


http://topliners.eloqua.com/community/see_it/blog/2011/03/31/how-many-webinar-email-invitations-does-it-take-to-get-a-registration


Landing page:

Campaign-specificConsistentCTAMobile



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• Next IEMS presentation at 2pm GMT3 Key Marketing Principles That Will Increase Conversions In Email Marketing by Kath Pay

• Don’t forget to register for our next event: International Digital Marketing Summit, 8 Octoberhttp://events.plantoengage.com

What’s next?



Free Guide: How to plan event-triggered campaigns: http://bit.ly/smarteremail







Creating more relevant, more responsive more value Event-triggered Emails

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