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5. The channel of the PPA dedicated
to events professionals
www.ppa.co.uk/connect
@PPAConnect #PPAWebinar
6. adestra.comadestra.com
Matt Gray
As a Key Account Manager at
Adestra, Matt is responsible
for the retention, growth and
success of email marketing
programmes for some of
Adestra’s biggest clients, from
publishers to event organisers
to retailers.
7. adestra.com
Email Marketing for Events Marketers
1. Practical tips to shape your email strategy
2. Insight into the subject line keywords that drive
open rates
3. The secret power of Geo Tracking
4. Optimisation and design for all devices
5. Using the broader marketing mix to boost your
email campaign’s effectiveness
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5 things you should always consider
Page 9
• Data
• Templates
• Content
• Testing
• Analysis
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Data
Page 10
Don’t underestimate the importance of good data
• Better segmentation of customers
• Highly personalised
• More relevant
• Have a growth strategy
• ‘Progressive profiling’
• Remember H2H
• Use the data you obtain!
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Templates
Page 11
Look at what email clients your customers use
• Is there a high proportion of smartphone opens?
• Are they mainly viewing in Outlook on desktop?
• Think about how YOU read and interact with emails
Use this knowledge to spend your valuable time effectively
when designing and building your templates
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Content
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When thinking about content, your event emails should:
• Inform and Educate your recipient about your event
• Entertain them - don't be too 'stuffy‘
• Convince the person that they need to attend
• Inspire by using previous years feedback
In B2B, remember that for most people, it's their job to be
at industry events - give them a justification letter!
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Testing
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“To improve is to
change; to be perfect
is to change often.”
Sir Winston Churchill
• Nothing stays the same
• Content, design, subject lines etc
• New design techniques
• The world (current affairs)
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Analysis
Page 14
Always go back and look at your results:
• What can you learn?
• Quickly identify problems and rectify them
• Shout about the good things
Measuring your results is invaluable in building a suitable testing
strategy. If you're not looking at your results, how do you:
• Tell a good campaign from a bad one?
• Attribute revenue?
• Understand your audience?
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What is it about subject lines?
Page 16
• Aside from your 'From Name' it's the only thing a recipient sees
• Often the last thing to be thought about - yet it's the one thing
that can create a desire for someone to open your email
• Possibly the easiest thing you can test
http://www.adestra.com/keywordcheck
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Case Study
Page 17
They tried three different subject lines, trading on exclusivity, price, and technology:
A: Your Exclusive Offer to WIRED
B: Get WIRED in print and on the iPad for just £9
C: Get WIRED on the iPad with your special offer
"Your Exclusive Offer to WIRED" saw 35% higher opens than the next-best-
performing subject line
With a high uptake on tablet subscriptions for Condé Nast subscribers, and the
technical focus of WIRED, the team did think that perhaps the iPad subject lines
would drive higher engagement - be careful of making assumptions!
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Location, location, location
Page 19
When it comes to events, location is a key piece of data that can
be used to leverage more conversions - How?
• Personalise content for each recipient...we
saw this earlier with Internet Retailing
• Segment for better targeting of bespoke
offers e.g. last minute offers for those
contacts you know live in the locality of the
venue
• Be smart - use it with other data to create
something valuable
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Don’t have location data?
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Where possible always use data given to you by your customer...
When that fails - use the secret weapon... Geotracking!
• Visualises where your contacts are located based on an open
• Normally can't track mobile geolocation... but that means
more likely their place of work or home – advantageous
• Always up to date based on the last campaign they opened -
can collate and look at the most popular 'open' location to
remove anomalies
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Internet Retailing
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Used geotracking and location data to personalise the train fares
displayed
• 50% open rate of delivered due to location personalised
subject line:
• "13 predictions facing the multichannel industry & SAVE up
to 40% on train fares from XXXXX”
• 33% click through rate to book train tickets
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The Problem With Email
Page 24
• Significant amount of different email clients - both desktop
and webmail - and then throw in browser versions too!
• Requires a certain level of HTML knowledge to become
proficient in building campaigns
• Added complexity of mobile devices - more challenges
• Optimised...? Responsive...? Fixed...? Fluid...? Adaptive...?
ARRGGHHHHH!!!
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Mobile ‘responsive’
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• A design that 'responds' or changes when read on a modern
smartphone or tablet that supports CSS styling
• All desktop / webmail clients strip out CSS, hence why we
have one email that looks different when viewed on a mobile
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Mobile ‘optimised’
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• A design that simply takes into
consideration how an email will
look on a mobile without being
responsive
• Can be just as effective and less
resource intensive
• More thought given to the amount
of copy and content used
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Royal Institute of British Architects (RIBA)
Page 28
• RIBA were experiencing low click-through rates
(CTR) in their emails
• RIBA adopted a simplified and responsive
design with sections differentiated by color
blocks, and clearer CTA buttons in contrasting
colors.
• Old campaign: 7.8% open rate and 10% CTR
• New campaign: 26% open rate and 20% CTR
• A fantastic improvement of 233% and 100%,
respectively.
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Why should I use email?
Page 30
• Email is super sexy... oh wait... no it isn't! However...
• "68% of companies rated email as ‘excellent’ or ‘good’ for ROI…
companies are attributing 23% of their total sales to the email
marketing channel." - Email Marketing Industry Census 2014
• Nothing more intrusive than email - it's in your personal space
• Like SMS, it's almost impossible to ignore or 'miss' an email
• You can't ignore something if you don't know what it is you're ignoring!
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Speaking of ROI…
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• If you're going to attribute sales to email, put in place some form of
conversion tracking
• Provides you with useful insight into which campaigns produced the
most conversions - doesn't have to be monetary
• Comes back to analysing results, learning and testing
• Don't forget the 'nudge effect‘
• Remember the influence of inbox branding / familiarity on ROI
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Utilise your other marketing channels
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• You're producing great content and buzz about your event - so make sure this is
reflected across all your touch points
• Incentivise people to sign up for your emails - early bird offers etc. Remember
how exclusivity is key to driving engagement!
• Don't regurgitate your website or social channels into your emails, however
remember that people may 'miss' tweets/posts
• Ensure all your touch points have a clear and easy way to sign up for emails
• No-one is more engaged than when they sign up for emails - they're WANTING
to hear more from you - they're inviting you in to their personal space
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Video In Email
Page 33
• Creating great video content of your events? Putting it on your YouTube
channel? Are you also showing this in email?
• Platforms such as VideoInEmail by Liveclicker can serve full video +
audio and static fallbacks directly in emails
• Remember! Check your email client detection - great for smartphones,
no real reward for Outlook on desktop
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Make your list work elsewhere…
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• Email = Digital Passport
• Start and target your email subscribers through other channels by using
a 'hashed' (encrypted) version of your subscriber list
Custom / Tailored Audiences
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Don’t forget SMS
Page 35
• Look to combine your email activity with SMS to provide
timely messages to attendees in advance of the event
• An email to registered attendees prior to the event is great,
but utilise other channels like SMS to trigger suitable
messages to non-openers
• Event address reminder
• Timings of the day
• Other operational messages