Three Steps to Email Marketing Excellence

@adestra adestra.com

3 Steps to Email Marketing Excellence

@adestra adestra.com@adestra adestra.com

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


• Est. 2004• Oxford, London, Dallas• 10,000+ Users• 600+ Clients

adestra.com


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Defining your objectives


Objective Setting

What metrics can you use to measure email performance?

• Conversion rate• Revenue per email• Total revenue generated• Click-through rate• Open rate• Active subscribers


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


Get personal


Campaign-Centric Approach

• Got a title to promote

• Put in the calendar• Design a campaign• Send it out


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


Case Study: Segmentation


• 59% average open rate • Higher number of real conversions

than general Penguin newsletter

Case Study: Segmentation


Lifecycle Programs


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


Case Study: Nursery Program


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


• 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


Increased size of active database by 15%Boosted advertising revenue by 29%

Case Study: Re-engagement Program


Email Automation and 1:1 Marketing eGuide

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


Test your way to success


Why test?

Source: Econsultancy/Adestra Marketing Industry Census 2015


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


Testing basics

• 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


Case Study: Subject Line Testing

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


Case Study: Responsive Design vs. Non Responsive

Click-to-open rate increased by

400%


Summary

1. Define your objectives2. Think ‘customer-first’3. Test, test, test


Questions


Thank youFor more information please contact us:+44 (0)1865 24 24 24 or email [email protected]


Three Steps to Email Marketing Excellence

Marketing

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