Be a digital winner

Smart Marketing

Personalised contentsmart_m
The Experian Marketing Services benchmark study released in 2013 showed that personalised promotional emails were shown to lift transaction rates and revenue per email six times higher than non-personalised emails. Amazingly though, 70% of the brands surveyed didn’t personalise their messages.

In addition, not only did personalisation lift transaction rates and revenue, Experian found that personalised promotional mailings had 29% higher unique open rates and 41% higher unique click-through rates. For triggered email campaigns (automated marketing messages based on a prospect’s behavior), personalisation resulted in double the transaction rates compared to non-personalised triggered emails.

Experian’s research showed personalised subject lines delivered 26% higher unique open rates overall.

Market

Segment your databasepersonal_offer
Another idea to generate a better response rate for your email campaigns is to segment your email list. According to EPiServer’s data, 14% of marketers said that personalised campaigns generate a better response rate than mass-market campaigns. If you have identified, say, three separate marketing personas that make up your ideal customers, segment your list into three different segments. Once you have done this, personalise the messaging in your separate emails to each segment using the language that particular persona uses and responds to.

You could do this based on the products that they have shown an interest in before, or purchased.

Create a personal offer
Using data about your customer, for example, which page you signed them up on, items in their basket or the clickthroughs that have interested them in the past you can construct an offer that is personal to them. For example, within a makeup email the lead section could be tailored to the product that has been most interesting to the customer in the past.

If you would like to hear more ideas about how you can improve your digital marketing then contact Jonathan for a no obligation chat. Email jonathan@splashdown.co.uk or call 020 8740 2485.

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Brand Strengthening

Many factors influence the strength of a particular product or brand. If you understand these factors, you can think about how to create an email that works on each of them in a structured way. A model that can be very useful to do this is the Customer-based Brand Equity model.

When you have strong brand equity, your customers will buy more from you, they’ll recommend you to other people, they’re more loyal, and you’re less likely to lose them to competitors.

To show how to go about this, we’ll use a Jurlique email we created to highlight each element of the steps that represent the model.

Step 1: Brand Identity
The email will be focussed on the market segments that your brand appeals to and highlight the USP of your products.

Jurlique
Market segment – female office workers between 20 to 35 and working mothers between 35-45.
USP – Potent active ingredients put into a premium product made from Organic natural ingredients harvested by hand.

What do we do in the email? We highlight the actives in each of the products shown here and describe its action.

Step 2: Brand meaningbrand_meaning
This step has two sub-areas: Performance and Imagery. This means how well does it work and how does the brand make the person feel.

Jurlique
Performance – Potent ingredients extracted from the purest ingredients grown on our own farms.
Imagery – To formulate and manufacture the purest skin care products available based on the healing properties of nature and to inspire people to health and wellbeing.

What do we do in the email?
The crystal style of the ‘platforms’ that the products sit on highlight the purity of the ingredients. The commanding angle of the view of the products gives a feeling of power and the accompanying active in a circle reinforces the natural source. The additional sidebar repeats the natural message.

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Step 3: Brand Response – What do I think, or feel, about you?brand_response
Your customers’ responses to your brand fall into two categories: “judgments” and “feelings”.
This means that your customers constantly make judgments about your brand and these fall into four key categories:
Quality: Customers judge a product or brand based on its actual and perceived quality.
Credibility: Customers judge credibility using three dimensions – expertise (which includes innovation), trustworthiness, and likeability.
Consideration: Customers judge how relevant your product is to their unique needs.
Superiority: Customers assess how superior your brand is, compared with your competitors’ brands.

Jurlique
Quality: Hand picked organic ingredients, carefully extracted
Credibility: Company formed over 30 years ago by a biochemist and a botanist
Consideration: Full range of skincare products for all aspects of skincare
Superiority: Own farm ensures excellent quality over other brands

What do we do in the email?
We highlight beautiful translucent pure packaging of the product which shows a respect and care in the treatment of the extracts. We show a range of products to deal with different aspects of skincare.

Step 4 – Brand Resonance – How much of a connection would I like to have with you?
Brand “resonance” is the most difficult – and the most desirable – level to reach. You have achieved brand resonance when your customers feel a deep, psychological bond with your brand. They might buy it repeatedly, and see it as a special purchase. They feel a sense of community with people who use the product and promote it to others.

Jurlique
Jurlique go out of their way to exceed expectations with free samples and gift wrapping service. Social media links enable users to share your brand with their friends and family.

Using this framework you can make sure that your design doesn’t miss touching on each of these important steps. By first thinking about the brand you give the email a framework on which the design builds. Ideally, you should still incorporate a strong offer for the customer to take action on.

If you would like to hear more ideas about how you can strengthen your brand through email marketing then contact Jonathan for a no obligation chat. Email jonathan@splashdown.co.uk or call 020 8740 2485.

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Engaging Content

Teaching is a solution to problem

Customers want your product to do something for them. Sound obvious? By educating your customers you can empower them to solve these problems themselves – by using your products. As an example using this YSL Couture Palette email, we demonstrate how to use the different sections of the compact to effectively create a quick and glamourous look. We are all used to being passively marketed to, but much less to being taught how to be better at something.

Teaching earns trust and gives valueengaging_content
When you teach, you are giving your customer valuable information which creates a sense of reciprocity – this means you have given away something to them of value that causes a feeling that they then owe you in return. In addition, teaching positions you as the expert on the subject and the results you can achieve given some learning and practice.

Wider variety of products
Particularly with make-up and skincare the skill or effect that you’re demonstrating will be supported with other complementary products. This is a great opportunity to show that you also sell these products. You don’t need to make it seem like it’s imperative that you do use everything otherwise your advice will ring hollow, but of course if links to these others are available, or you have a package of the kit then that will work well.

Don’t forget that you can’t always assume that your customers know all about every product you sell so by subtly showing them as part of the demonstration, you can expose your customer to other items.

Sharing valuable content
This kind of content is fantastic for sharing. Why? Because if you are creating value for your customer by honestly educating them, your customer can create value for their family and friends by sharing your teaching with them.

If you would like to hear more ideas about how you can create amazing content and wants to be shared then contact Jonathan for a no obligation chat. Email jonathan@splashdown.co.uk or call 020 8740 2485.

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Optimising layouts

It’s a fact that Email is being opened on mobile opt_ldevices more and more. The 2013 Email Benchmark Study released by Experian Marketing Services is yet another indicator of consumers’ shifting their email consumption habits to mobile.

The study shows that half of all unique opens happen on mobile devices (which include smartphones and tablets). That puts Mobile-only opens ahead of all other individual platforms, and even outpaces the combination of Desktop-only and Webmail-only. This means that if you are still designing your mails for desktop primarily, a large percentage of your readers will be suffering tiny fonts, narrow columns and broken layouts on their phones.

Getting your email to display properly on a mobile device is just as important as ensuring it can be read in the traditional clients like Outlook or Gmail. As time goes by, mobile email usage will continue to rise and will eclipse desktop use, meaning that your email templates will become inconvenient to read for the majority.

At the very least, you should be tracking the clients used and keeping an eye on whether you need to take action.

What are a few ideas that make sense for mobile?
Using mobile specific code for your email means you can create something that works specifically for mobile. Here’s a few things you need to think about when you do this:

  1. Use a single column layout – less chance for things to break and easier to read.
  2. Make the target for links the right size for a finger.
  3. Font size. The automatic minimum on an iPhone is 13 pixels.
  4. Keep everything important in the upper portion of the mail as scrolling on a phone is harder.
  5. Hide everything but the important parts to keep the design tidy and clean.

 

Design and testing for mobile browsersmobile_opt
As part of our standard service we now include a wireframe showing how the email will change and simplify for mobile so that it’s clear. This means a little bit more work but when you consider that now upwards of 50% of your customers will now receive an email that looks great, the additional conversions more than justify it.

When we create an email we now include mobile email clients as part of our lineup of clients tested to make sure that all works well and important links are within the viewport without scrolling.

If you would like to hear more ideas about how you can optimise your marketing emails then contact Jonathan for a no obligation chat. Email jonathan@splashdown.co.uk or call 020 8740 2485.