Beyond bulk email campaigns
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Simple steps for effective Email Marketing. List segmentation, split tests, trigger emails, email personalization, multi-angle reporting.
![London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS
Using first name tokens to address your customers
in a more direct, friendly way:
• not always have to work
• is a very basic method of email personalization
Email Personalization
beyond [first name] placeholders
EXPERTSENDER.COM](https://image.slidesharecdn.com/adtechlondon2013expertsenderpresentation-beyondbulkemailcampaignsvslideshare-140414081041-phpapp01/85/Beyond-bulk-email-campaigns-15-320.jpg)
![London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS
True personalization comes with
Dynamic Content capabilities:
• conditional statements (IF/ELSE/ELSEIF)
• retrieving content from remote servers
(syndicated content)
• retrieving content from Relational Data Tables
(like purchase history)
Email Personalization
beyond [first name] placeholders
EXPERTSENDER.COM](https://image.slidesharecdn.com/adtechlondon2013expertsenderpresentation-beyondbulkemailcampaignsvslideshare-140414081041-phpapp01/85/Beyond-bulk-email-campaigns-16-320.jpg)
![London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS
Email Personalization
beyond [first name] placeholders
EXPERTSENDER.COM](https://image.slidesharecdn.com/adtechlondon2013expertsenderpresentation-beyondbulkemailcampaignsvslideshare-140414081041-phpapp01/85/Beyond-bulk-email-campaigns-17-320.jpg)
![London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS
Email Personalization
beyond [first name] placeholders
EXPERTSENDER.COM](https://image.slidesharecdn.com/adtechlondon2013expertsenderpresentation-beyondbulkemailcampaignsvslideshare-140414081041-phpapp01/85/Beyond-bulk-email-campaigns-18-320.jpg)
Beyond bulk email campaigns
- 1. London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS BEYOND BULK EMAIL CAMPAINGS EXPERTSENDER.COM
- 2. London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS EXPERTSENDER.COMBEYOND BULK EMAIL CAMPAINGS Are your email campaigns still in Stone Age?
- 3. London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS • one generic email that fits all? • deploying all messages manually? • dispatch and forget? Are your email campaigns still in Stone Age EXPERTSENDER.COM
- 4. London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS List segmentation send emails that are relevant Beginners - start by using simple demographic and behavioral segmentation Example segments: • males vs females • active vs inactive • customers vs leads EXPERTSENDER.COM
- 5. London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS Intermediate - tag links or entire emails based on verticals. Next, segment recipients that engage with certain type of content. Example segments: • opened messages tagged "Online games" • clicked on links tagged "Sport" • converted after receiving message tagged "Finance" List segmentation send emails that are relevant EXPERTSENDER.COM
- 6. London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS Advanced - leverage entire purchase history to find your most valuable and loyal customers. Example segments: • bought any product from brand "X" in category "electronics" • last year bought products for £1000 or more • last 24 months average order between £200 and £500 List segmentation send emails that are relevant EXPERTSENDER.COM
- 7. London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS Have you grown attached to your email template? London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS EXPERTSENDER.COM
- 8. London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS What to test? • content • subject lines • from fields • delivery date & time Split tests never stop optimizing EXPERTSENDER.COM
- 9. London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS How to test? • one variable at a time • up to 5 versions is enough • don't look for the highest opens or clicks Split tests never stop optimizing Instead ... aim at the highest conversions! EXPERTSENDER.COM
- 10. London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS Manual vs Automated ? EXPERTSENDER.COM
- 11. London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS Compared to manually scheduled email campaigns: • 461% higher open rates * • 200% higher click rates * Trigger Emails action-driven email campaigns * ExpertSender aggregated statistics for July 2013 comparing trigger emails to bulk campaigns EXPERTSENDER.COM
- 12. London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS Trigger actions: • opening a particular or any previously sent message • clicking on a particular or any link in previously sent message • reaching a set goal after receiving previously sent message • change of preferences in preference center • abandoning shopping cart Trigger Emails action-driven email campaigns EXPERTSENDER.COM
- 13. London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS Time triggers: • hours / days passed since the last website visit • anniversary / monthly recurring date of the past event Trigger Emails time-based email campaigns EXPERTSENDER.COM
- 14. London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS Get Personal! EXPERTSENDER.COM
- 15. London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS Using first name tokens to address your customers in a more direct, friendly way: • not always have to work • is a very basic method of email personalization Email Personalization beyond [first name] placeholders EXPERTSENDER.COM
- 16. London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS True personalization comes with Dynamic Content capabilities: • conditional statements (IF/ELSE/ELSEIF) • retrieving content from remote servers (syndicated content) • retrieving content from Relational Data Tables (like purchase history) Email Personalization beyond [first name] placeholders EXPERTSENDER.COM
- 17. London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS Email Personalization beyond [first name] placeholders EXPERTSENDER.COM
- 18. London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS Email Personalization beyond [first name] placeholders EXPERTSENDER.COM
- 19. London, September 11, 2013BEYOND BULK EMAIL CAMPAINGSBEYOND BULK EMAIL CAMPAINGS Find the right perspective EXPERTSENDER.COM
- 20. London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS • go beyond comparing stats for single campaigns • analyze aggregated stats to find deliverability trends • compare opens/clicks/conversions among major ISPs (Yahoo, Gmail) to learn true inbox placement • check engagement separately for manual bulk emails and automatic triggers • find email address collection sources that produce the best and least performing leads Multi-angle reporting EXPERTSENDER.COM
- 21. London, September 11, 2013BEYOND BULK EMAIL CAMPAINGS Marcin Luks Director Business Development marcin.luks@expertsender.com THANK YOU For business inquiries please contact: We invite you to our Internet World, 17-19 June ExCeL Arena London www.expertsender.com September 11, 2013 IW664