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Best Practice:
Email Marketing 101
Insight and best practice advice for both quick win and long-term
strategies that will ...
Webinar panel
Karen Bailey
Digital Marketing Specialist
Host
Rhys Owens
Account Manager
Alex Bryan
Customer Success Manage...
The importance of
knowing your audience
Why data is
key to higher
engagement
Your goal is to send the right message to the right person
in the right channel at th...
Why data is
key to higher
engagement
Data is the fundamental building block for modern marketing.
Without it, you can’t ha...
Thedatachallenge
Over the last two years alone 90 percent of the data in the world was generated
There are so many touchpo...
The data
opportunity Data-driven marketing campaigns have a higher
chance of success.
They help you deliver relevant messa...
Mastering data-driven marketing
What is
data-driven
marketing?
A marketing technique that is based on a
response to a measurable change in customer
behavi...
Thepowerofeventdata
Managed successfully, event-driven marketing (EDM) can deliver spectacular results; in some cases
a 15...
Thethreemainareasofeventdata
Calendar events
E.g. Black Friday, Royal
Weddings, end of tax year,
school holidays, etc.
Ext...
Keyactionsfordata-drivenmarketing
Data quality, in a useful format, is vital to your campaign.
The case for quality data
Alongandhappyrelationshipwithyour
customerbeginswiththecorrectemailaddress.
According to Statista, the
number of daily ema...
Loqate
consumer
survey results
We surveyed over 3000 global
consumers to find out their attitudes
towards email marketing
...
What can you do
to improve email
data quality?
Rather than risk overestimating your data quality, a good
idea is to follow...
Customerswhotrustusfordataquality
Loqate's validation service provides us with the assurance
that we are capturing standar...
Real world examples
and
Howbehavioural
emailmarketinghas
transformed
Lakelandresults
Who:
As one of the UK's home shopping pioneers with 68 stores...
Originalsetup
Weekly Newsletter (3x)
Welcome journey, not working on all sign ups
Birthday campaign
No targeting on email ...
Now
Cart abandonment, post purchase survey, browse abandonment, welcome, nurture.
Market leading open rates & click thru r...
What'snextforLakeland?
Multi channel campaigns
Connecting store with online
Social engagement linked with email behaviors
Keyactions
Know your customer
Key to knowing your customer
is knowing your data.
Data quality
Using an email validation to...
To learn more about email
validation from Loqate visit
Loqate.com/email-validation
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This webinar looks at best practice advice for quick win and long-term strategies to help improve your the success email marketing campaigns.

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Best Practice Email Marketing 101

  1. 1. Best Practice: Email Marketing 101 Insight and best practice advice for both quick win and long-term strategies that will help you improve your email marketing initiatives.
  2. 2. Webinar panel Karen Bailey Digital Marketing Specialist Host Rhys Owens Account Manager Alex Bryan Customer Success Manager Guest Panel
  3. 3. The importance of knowing your audience
  4. 4. Why data is key to higher engagement Your goal is to send the right message to the right person in the right channel at the right time. To gain higher engagement levels it's important to ask: When is the right time? What is the best content? It all comes down to knowing your audience. And you can only do that with data.
  5. 5. Why data is key to higher engagement Data is the fundamental building block for modern marketing. Without it, you can’t have a good understanding of your customers, which means you won’t know what to send them and when. Technology People Data
  6. 6. Thedatachallenge Over the last two years alone 90 percent of the data in the world was generated There are so many touchpoints that your customers have (or can have) with your brand, meaning your customers’ data can become fragmented and incomplete, and often in many different data sources / siloes. Try to get the RIGHT data for your customers i.e. data which is useful to you, is complete and is up-to-date. Try to make sense of it and what to do with it.
  7. 7. The data opportunity Data-driven marketing campaigns have a higher chance of success. They help you deliver relevant messaging at the perfect time to your customers, showing them you understand them and at the same time will help improve your relationship with them. Once you can understand your audience better, you can run highly exciting and engaging campaigns.
  8. 8. Mastering data-driven marketing
  9. 9. What is data-driven marketing? A marketing technique that is based on a response to a measurable change in customer behaviour, a specific customer action or an event that influences a customer response. These ‘changes’ can be described as Events - "Event-driven marketing".
  10. 10. Thepowerofeventdata Managed successfully, event-driven marketing (EDM) can deliver spectacular results; in some cases a 15-fold response increase rate can be achieved compared to conventional direct campaigns. 96% of customers rate EDM contact as positive, whereas only 16% rated normal campaign contact as positive. EDM delivers an average increase of 18% in net promoter score. Using event data, the outbound telephony team for a GBG energy utility company doubled retention rates from 30% to 60%. 21% of all UK upholstery sales result directly from people moving house – a total annual value of £173 million. 96% 18% 30% 60% 21%
  11. 11. Thethreemainareasofeventdata Calendar events E.g. Black Friday, Royal Weddings, end of tax year, school holidays, etc. External events External to your brand, these are events taking place in your customers' lives. E.g. birthdays, births, marriages, moving house – or even a purchase with your competitor. Internal events Events which take place 'inside of the relationship' between your customer and your brand. For example downloading brochures, cart abandonment or even marketing activity triggered by geofencing technology. All the below are conversation starters for the right customer, at the right time in the buying cycle. If this data sits outside your team, find out how you can get it, analyse it and use it. Just make sure it's fully compliant with the data legislation in your country and that of the customers'.
  12. 12. Keyactionsfordata-drivenmarketing Data quality, in a useful format, is vital to your campaign.
  13. 13. The case for quality data
  14. 14. Alongandhappyrelationshipwithyour customerbeginswiththecorrectemailaddress. According to Statista, the number of daily email users globally is expected to exceed 4.3 billion by 2022. 269 billion emails are sent each day globally, with just over 3.8 billion email users worldwide. Only 10% of email addresses collected are accurate. This bad data is mostly due to human error.
  15. 15. Loqate consumer survey results We surveyed over 3000 global consumers to find out their attitudes towards email marketing Read the full survey results by visiting the blog at loqate.com
  16. 16. What can you do to improve email data quality? Rather than risk overestimating your data quality, a good idea is to follow the 1-10-100 rule. Phase one - 1 - the costs to verify data in the first instance. The cheapest and most effective way of capturing accurate data. Phase two - 10 - signifies the increased cost to rectify incorrect data further down the line. Final phase - 100 - represents the amount of money businesses pay after doing nothing at all to clean their data.
  17. 17. Customerswhotrustusfordataquality Loqate's validation service provides us with the assurance that we are capturing standardised, accurate information. Tony Preedy, marketing director, Lakeland
  18. 18. Real world examples and
  19. 19. Howbehavioural emailmarketinghas transformed Lakelandresults Who: As one of the UK's home shopping pioneers with 68 stores across the UK and nearly half a century of experience under their belts, Lakeland offer an unrivalled collection of creative kitchenware, practical ideas for the home and garden, and inspiring gifts from all over the world. IBM customer for over five years and in March 2019 celebrate 15 years with Loqate using address verification. Objective: Aiming to increase profits and revenues in tough retail environment. Move from batch email campaigns to automated and behavioral triggered activity.
  20. 20. Originalsetup Weekly Newsletter (3x) Welcome journey, not working on all sign ups Birthday campaign No targeting on email behaviour, or web behaviours No dynamic content Little automated campaigns
  21. 21. Now Cart abandonment, post purchase survey, browse abandonment, welcome, nurture. Market leading open rates & click thru rates Consistent growth in ROI Behaviour driven campaigns:
  22. 22. What'snextforLakeland? Multi channel campaigns Connecting store with online Social engagement linked with email behaviors
  23. 23. Keyactions Know your customer Key to knowing your customer is knowing your data. Data quality Using an email validation tool (batch or real-time) allows you to validate each newly acquired email address, or identify old or incorrect addresses and remove them before your next campaign. Behavioural marketing Helps to drive multi-channel campaigns to the right customer, at the right time.
  24. 24. To learn more about email validation from Loqate visit Loqate.com/email-validation

This webinar looks at best practice advice for quick win and long-term strategies to help improve your the success email marketing campaigns.

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