Marketing Best Practices

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Daisy Wilkins
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1 Marketing Best Practices

Email Best Practices Email Marketing Metrics Churn Metrics - How to reduce unsubscribes?

2 Best Practices Marketing Metrics Churn Metrics - How to reduce unsubscribes? Why segmentation matters? Increase Open Rates & Click-through Rates Beware of SPAM Examples of Successful Campaigns

3 Marketing Metrics Fishbowl has established certain benchmarks so you can measure the success of your program. The best measure of a program s success is hard redemption tracking. Open Rate the proportion of recipients that opened the mailing Industry Average: 22% - 27% Click-through Rate (CTR) indication of response to a specific mailing, number of unique individuals who clicked one or more links in your expressed as percentage of total tracked opens Industry Average: 2-3% Unsubscribe Rate the proportion of recipients that unsubscribed as a result of message (will fluctuate from mailing to mailing) Industry Average: less than 3% Fishbowl Marketing Benchmarks Average for QSR Open Rate LSM 22.08% Postcard: 19.48%

Churn Metrics & List Growth To increase your member list it is important to maintain the number of recipients you already have. Email Marketers have the power to control: 1.

4 Churn Metrics & List Growth To increase your member list it is important to maintain the number of recipients you already have. Marketers have the power to control: 1. Frequency too many s 2. Relevancy content is irrelevant, out of date, or repetitive How to reduce unsubscribe rate: Segment and Target segment using available member data and target with tailored messaging Survey and Test ask your recipients what information they want to receive and how often they d like to hear from you; then test frequency pattern and content Join Page Options let your members select preferences when they complete your eclub form You can also utilize input reporting to gain insight into which methods are resulting in the greatest number of unsubscribes.

5 Why segmentation matters? Segmentation improves performance in a wide range of metrics. List Segmentation Results What this tells us: Utilize the data and information you collect form your join form, guest surveys, or data append to deliver relevant content to increase open rates and click-through rates Segmentation allows you to provide the right information to the right members ultimately increasing performance! Ways to Segment Target Markets by Brand Input Source Data Append Information Store Location Time Zones Level of engagement based on the number of s a member has opened in given period Content: Members who opened s about dinner offers vs. members who opened s about Kids pricing.

6 Increase Open Rates & Click Through Rates Factors to Consider Subject Lines Calls-to-Action Content and Design Social Sharing, Personalization Frequency and Timing Testing

7 The Subject Line is a key factor in open rate success! Keep it to minimum: aim for 50 characters or less to avoid inbox truncation Focus on composition of first to words (prime real estate) Convincing Captions [Exclusive Offer] or [Limited Time Only] Give Symbols a Try Provide incentive: highlight the value of the message in the first few words Personalize: include recipient s first name but be sure the name flows well with subject line message Use actionable language: use proven action words and keywords that inspire and instill a sense of urgency Be explicit and clear: do not trick your audience with a misleading or vague subject line Avoid Spam Triggers: All capitalized letters (ex. STOP BY TODAY) Excessive punctuation (ex.!!!) 33% of recipients open an based on the subject line alone 1 1. Convinceand convert.com

Subject Line At about 45-50 characters we see the Open Rate drop below benchmark based on the trend line.

8 Subject Line At about characters we see the Open Rate drop below benchmark based on the trend line. Mobile is a large part of the subject line analysis The iphone 5 & 6 will only show about characters in portrait mode but 80 in landscape mode. iphone 6+ shows up to 63. Galaxy S4 shows slightly fewer characters about 33 in portrait mode and 72 in landscape. ipad will show 39 characters regardless of the orientation. 8

Calls-to-Action (CTAs) are one the most important component of your emails. Mailings with one action generated the highest click-through rates. What does this mean?

9 Calls-to-Action (CTAs) are one the most important component of your s. Mailings with one action generated the highest click-through rates. What does this mean? Limit the Numbers: too many calls to action lead to reader confusion and reduce clicks Keep it Simple and Clear: design clear and concise messaging with a single call to action Other helpful tactics: Visibility is Key: CTAs perform best when located above the fold the space in your viewable to the recipient without having scroll Stand Out: make sure to use contrasting colors for your CTAs to ensure readers know to click! Active Language: tell users what to do and try active language such as Register, Visit, or Click Here

Content and Design Appeal Relevancy Content has to meet your objectives: Who is the target of your email? Why will they want to open it? What do you want them to do next? (MarketingSherpa.

10 Content and Design Appeal Relevancy Content has to meet your objectives: Who is the target of your ? Why will they want to open it? What do you want them to do next? (MarketingSherpa.Wisdom Report.2011.) Use your data! Segment by demographics, preferences, and behaviors then you can tailor your content accordingly Incorporate personalization with recipient's name, store, etc. Consistency Your branding should be consistent across all mediums including From lines should be consistent too! Subject line makes a promise, deliver in message Layout and Design The right design layout it key and a smart design will increase click-through rates You want the design to guide the viewer through the message Use the right balance of images and text Keep important information above the fold (just in case the viewer doesn t scroll)

Content and Design Appeal Pre-header Text that follows a subject line when an email is previewed Use as a CTA to help grab attention of mobile users People are busy so make you pre-header compelling

11 Content and Design Appeal Pre-header Text that follows a subject line when an is previewed Use as a CTA to help grab attention of mobile users People are busy so make you pre-header compelling Header Normally contains your logo and navigations elements Recommendation: periodically changing links featured in navigation, so they related to message content Headline First thing your recipient will see when they open message Engage and excite customer to continue reading Keep it sweet and short and to the point!

text links stand out Utilize HTML text whenever possible ensure message content is delivered if images are not enabled The Footer HTML text that appears at the bottom of the email.

12 Content and Design Appeal Body Consider your reader: computer vs. smartphone Sentences: 1-2 lines (especially leading to a link) Paragraphs: 4-5 lines Outline all of the details to your offer, invitation, or event Establish a clear visual hierarchy Ensure all HTML text links stand out Utilize HTML text whenever possible ensure message content is delivered if images are not enabled The Footer HTML text that appears at the bottom of the . This area generally contains store information, links, and legal copy. Be sure to include restriction information for any promotions displayed in your mailing. Messages must contain unsubscribe links. It s recommended that this link be found in the footer of the message as users have been trained over time to expect it to be located there. Additional Links: Member Profile Management, Social Media Links, Store Locator and Menu Footers often include copyright and mailing information as well.

Frequency and Timing In search of greater ROI, brands often default to increasing frequency of their emails to their entire database.

13 Frequency and Timing In search of greater ROI, brands often default to increasing frequency of their s to their entire database. Increased frequency without segmentation can: Lead to unsubscribe rates of +140% Increased spam complaint rates to +600% Cost marketers 1/3 of their database annually Frequency Adhere to established frequency expectations Ideally 1-3 messages/month to entire database, with segmented messages for others to optimize open rates and engagement with minimum opt-outs You can always test to see what works best 2. MarketingSherpa Blog. Infographic: open rates by time of day. Oct. 26, 2012.

Adding Social Media Sharing Buttons to Your Emails: Social Media and

4%, when you add social icons the CTR jumps to 6.

special deals if they Like your Facebook page or Follow you on Twitter

2013) Photo Competition: want to gain a lot of user generate content and

and pick a winner every month or select the winner based on likes Facebook

14 Adding Social Media Sharing Buttons to Your s: Social Media and Sharing Will extend the reach of your sends beyond the recipients in your database, expanding the visibility of your content and brand The click-through rate of an average is 2.4%, when you add social icons the CTR jumps to 6.2% 3 Ask members to share their experience on Facebook and Twitter What s your favorite menu item? Social Media Contests and Offers: Exclusive Offers and Deals: give members special deals if they Like your Facebook page or Follow you on Twitter (MarketingProfs.Social Sharing Boost Results. 2013) Photo Competition: want to gain a lot of user generate content and create a stronger bond and customer loyalty? Set up a photo contest on Instagram! Idea: ask your members to post their Buffet photos with #howdoyoubuffet and pick a winner every month or select the winner based on likes Facebook Contest: restaurants across the board are seeing the same amount of traffic if not more on their Facebook page as their website Idea: run a contest around a new menu item and let your followers and members suggest the name 3. MarketingProfs.Social Sharing Boost Results. 2013

Variance from Mean Open Rate Personalization Include member s first name or even their location in the subject line to increase open rates Personalized emails improve click-through rates by 14% 4

15 Variance from Mean Open Rate Personalization Include member s first name or even their location in the subject line to increase open rates Personalized s improve click-through rates by 14% 4 Gain a competitive edge! 70% of marketers don t utilize personalized content 5 Take it to the next level develop targeted content for your list segments Tailor your messages or offers based on your audience s behaviors, interests or preferences Utilize personalization in offer restrictions to prevent fraud Include first and last name then require member to print offer to redeem so it can be checked against an their ID (Eloqua.5 Ways to Personalize and Increase Open Rates.2013.) 4. Aberdeen. Marketing: Get Comfortable with Your Customers. 5. Experien. Market Study: Acquisition and Engagement Tactics

16 Test, Test, and Keep on Testing Subject Lines Length of subject lines Symbols Placement of offer copy Personalization Offer teaser vs. Specific Offer Date vs. No Date Guidelines for a Clean & Effective Test 1. Restrict each test to one variable 2. Make sure your results can be measured 3. Construct a fair comparison Send Dates and Times Workdays vs. Weekends Morning vs. Early Afternoon Content Pre-header vs. No Pre-header One Offer vs. Two Offers Personalization vs. No Personalization Placement of CTA Design of CTA/Offer

Go Digital Design Emails with Mobile Mindset Test your email templates to see how they appear on mobile devices Give your

$information above the fold and keep it short readers only devote a fraction of their attention! Offer both plain text and HTML versions.$

17 Go Digital Design s with Mobile Mindset Test your templates to see how they appear on mobile devices Give your calls-to-action (CTAs) wiggle room make sure buttons and links are easy to click for readers using touch screens Keep critical information above the fold and keep it short readers only devote a fraction of their attention! Offer both plain text and HTML versions. Use descriptive alt text under your images in case they don t display Weekends, Morning and Evenings = most popular times people read s on mobile devices

18 Beware of SPAM Other Phrases & Design Triggers to Avoid Use of the terms Click here or This was sent to you because. Excessive placement of the word unsubscribe and the links to do so. Use of $$$ or the multiple use of $ throughout. Excessive use of! Subject contains "advertisement" Body contains "money back" Body contains "cards accepted" Body contains "removal instructions" Body contains "extra income" Subject contains "!" AND Subject contains "$" Subject contains "!" AND Subject contains "free" Body contains ",000" AND Body contains "!!" AND Body contains "$" Body contains "Dear friend" Body contains "for free!" Body contains "Guarantee" AND "satisfaction" OR "absolute" Body contains "more info " AND Body contains visit AND "$" Body contains "SPECIAL PROMOTION" Body contains "one-time mail" Subject contains "$$ Avoid CAPS

Essentials Driving event revenue through marketing

Event Director s Best Practices Webinar Series In collaboration with Puresend, presents EM@IL Essentials Driving event revenue through email marketing By Cliff Seltzer, General Manager September 22 nd