Making the MVP of Your integrated Marketing Strategy X X O O. Copyright 2016 Market Data Retrieval

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Bernadette Maxwell
5 years ago
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1 Making the MVP of Your integrated Marketing Strategy X X O O 1

2 NEW OLD 2

3 7 best practices to improve your performance TODAY Segment Your List: Match Message to Goal to Audience The Power of Personalization: Show em you know em Persuasive Content = Engagement Results Matter: Testing & Optimization Good Design gets the Click Good er Citizenship: Throttling & Sender Reputation Integrated Campaigns: Right Message, Right Time, Right Channel 3

4 Don t just take our word for it 4

5 Best practice 1

6 Segmentation: Goal + Audience + Message Put a Face to Your Customers (+Revenue Targets) I refuse to institutionalize my kids! Turning my learner into a leader. 6

7 Segmentation: Goal + Audience + Message Use Data to Group Them Segment: Homeschool Group: Overprotective Name: Cathy Age: 40 Kids: Three: 6, 8, 12 School: Home taught HHI: 50K Segment: Gifted Student Group: Tiger Mom Name: Jane Age: 47 Kids: One: 13 School: Public HHI: 100K 7

8 Segmentation: Goal + Audience + Message Send the Right Message at the Right Time Turn Your Kitchen Table Into a World of Learning SAME PRODUCT From a Worldrenowned Publisher 8

9 Best practice 2

10 Personalization: Show em You Know em Time and again brands report that personalizing the To and From line increases engagement rates Analyze Your Data 10

You. Link to Math Content Automated Free Trial Contact Strategy

11 Dynamic Content: Give em What They Want Free Trial Sign-up Math Analyze Your Data Automated Math Webinar Invite Automated Thank You. Link to Math Content Automated Free Trial Contact Strategy Starts Free Trial Survey? Can we call you? No Attends Webinar Downloads Content 11

12 Dynamic Works: Give Em What They Want We ve seen consistent improvement in engagement when dynamic is merged with automation % 40.00% 30.00% 20.00% 10.00% 0.00% Open Rate Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Automation Unique Open Rate 6.00% 5.00% 4.00% 3.00% 2.00% HMH Unique 1.00% Open Rate 0.00% Click Through Rate Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Automation Unique Click through HMH Unique Click through

13 Best practice 3

14 Create compelling content From: 2 fixed per month dead-end prospects not delivering To: Decision Tree Series: dynamic, data driven, & responsive leads customer through an experience to transaction 14

15 PB&C Challenge: Insights & Customer Segments Focused on increasing multi buyers. One Hit Wonder ecommerce segment Content Lovers tend to love books and to be more discerning. Discount Hunters tend to buy more on price. 15

16 Direct Response Creative Respect your audience Personalize Less images Showcase the books More specific wording vs shop now CTA 16

17 Device Responsive 17

18 Bonus Round A/B Test 1 A version of the first with no navigation bar. This might make for a more focused message and boost response 1 Control To both target audiences A/B Test 2 A version of the first with less copy. This will help us better know the amount of copy that can work best for TSO 18

19 Results that are Scalable PB&C - Leveled Paperbacks 173,631 25,369 15% 3,642 2% % $3,845 Past July effort One Hit Wonders 14,464 3,500 24% 150 4% % $1,960 non openers 10,964 1,500 14% 90 6% % $1,950 non responders 9, % 55 7% % $1,300 Ecomm Only 92,818 35,000 38% 5,000 14% % $6,750 non openers 57,818 20,000 35% 3,500 18% % $5,200 non responders 37,818 10,000 26% % % $3,900 Total Series: $21,060 5X lift over old 19

20 Best practice 4

21 The 4 Steps of A/B Testing ANALYZE YOUR DATA Quantitative = 1 Descriptive Data. Data that can be observed, but not measured. (Where to test) Qualitative = Numerical Data. Data that can be measured. (What to test) 21

22 The 4 Steps of A/B Testing 2 FORM A HYPOTHESIS The more targeted and strategic an A/B test is, the more likely it ll have a positive impact on conversions. If [Variable], then [Result], because [Rationale]. 22

23 The 4 Steps of A/B Testing CONSTRUCT AN EXPERIMENT 3 Content Design Technology 23

24 The 4 Steps of A/B Testing 4 INTERPRET RESULTS You MUST be able to duplicate results. Does your test have statistical significance? 24

25 Metrics Everyone Should Know Open Rate Click Thru Rate (CTR) Unsubscribe Rate 25

26 Best practice 5

Recommended Best Practices Don t Confuse

27 Recommended Best Practices Don t Confuse the Jobs of the s Different Elements Strong Headline with Unique Value Proposition at Top of Contrast Button Color OPEN MAIL 8:00 AM > Get viewer to click to the landing page BUY NOW Custom Button Text 27

28 RECOMMENDED BEST PRACTICES Recommended Best Practices Design for simplicity Use web-safe standard fonts s should be pixels maximum width Make it easy to unsubscribe Have clickable text links look like clickable text links STANDARD FONTS HOME ABOUT US OUR SERVICES SUBHEAD HERE Body copy should be Arial Italic, Arial, Arial Narrow, Comic Sans, Courier New, Georgia, Impact, Tahoma, Times New Roman, and Verdana. UNSUBSCRIBE Maximum Width 28

29 Recommended Best Practices RECOMMENDED BEST PRACTICES Consider How will Display on Different Devices and Providers 29

30 Recommended Best Practices Images Get Blocked Always Remember: The inbox images will not load for vast majority of your subscribers due to their service providers. 30

31 Recommended Best Practices OPEN MAIL 8:00 AM > Get viewer to click to the landing page, catch the readers BUY NOW Easily Understood Preheader Text Call to Action Above the Fold 31

32 Best practice 6

33 Be a Good Citizen In addition to common terms, there are some other important definitions that affect performance you may not know.! Sender Score (aka Reputation) IP Warming

Be a Good Email Citizen Start with a Fresh IP ISPs

34 Be a Good Citizen Start with a Fresh IP ISPs don t like volume spikes Especially when receivers don t engage or mark you as spam ISPs like slow and methodical Especially when receivers engage with your s

35 Be a Good Citizen How Much is Too 54

36 Best practice 7

37 Resuscitating the Channel Creating a multi-channel journey that leads to $$

38 It s the ecosystem, stupid Multiple touch points Tracking key Coordinate messaging Choreograph the customer journey 38

39 KEY TAKE AWAYS 1. Segment Your List Make campaign goals specific, realistic, and measureable. Segment your list by narrowing to a specific, unique audience. Tell them how YOUR product solves THEIR problem. 2. Personalize Your Message Personalizing To and From address fields provides a lift in Open and Click-Through rates. Customizing an with dynamic content demonstrates the relevance of your offering to that recipient. 3. Persuasive Content Each element of copy subject, pre-head, headline, sub-head, value statement, & CTA must be strong and work together to sell the clickthrough. 4. Design Matters Improving how people view, read, and interact with your s can make the difference in whether or not they click. 39

KEY TAKE AWAYS 5. Test & Optimize Testing can identify the most effective design for an email. Testing can reveal how small wording changes make big impacts.

Be a Good Email Citizen Monitor your reply-to emails as an indicator of problems with deployment.

40 KEY TAKE AWAYS 5. Test & Optimize Testing can identify the most effective design for an . Testing can reveal how small wording changes make big impacts. Monitor and clean your list of hard bounces and create criteria for handling repeated soft bounces. Testing can help you fine-tune your audience targeting. 6. Be a Good Citizen Monitor your reply-to s as an indicator of problems with deployment. Gradually increase deployments to help warm up recipient IP addresses so they know who you are and welcome your s. Segment, personalize & design good s to throttle. 7. Integrate Your Campaigns is more affective when multichannel touch points are included. Integrated campaigns need consistency of brand, message, and look. Channel touches need to work together to create a unified customer experience. Select your marketing mix so you match the channel and message to your goals. 40

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