What Does Effective Email Look Like in 2021? - Interactive ...

What Does Effective Email
Look Like in 2021?

Who Am I?

• Group Marketing & Comms Manager @Etax

• Ashley.debenham@etax.com.au

• https://www.linkedin.com/in/ashleydebenham/

Today’s agenda

1. Personalisation 101
2. Taking it further
3. Testing
4. Deliverability & Reputation
5. iOS15 Update

Why Email?

• It’s relatively cheap
• 1 to 1 from brand to customer
• Good ROI:
   • For every $1 spent, ROI is $44, up from
     $38 in 2015 (Campaign Monitor, 2021)
• It’s never successful just on it’s own
                                               (Source: Sellberry.com)

Personalisation 101

• Make it personal. Doh!
• Make it mobile friendly
   • 82% of emails are read on mobile devices
     (Adobe, 2018)
   • 1 in 5 emails are not optimised for email
     campaigns (SuperOffice, 2020)

• Make it make sense

The Good - Personalisation

The Good - Desktop VS Mobile

The Bad – Doesn’t add up

The Bad – Do you test before sending?

                                A real
                             screenshot!

The Bad – Just wow!

Personalisation – Taking it further
• What do you already know about your contacts and how can you it in your emails?

     Push as much as you can into your email software

     Demographics

     Locations

     Purchase history

     Browsing history

• What can you collect on lead gen forms to help you personalise your messages?

Don’t be irrelevant

                 74% of consumers are

  74%
                 frustrated when they
                 receive content that’s
                 irrelevant to their
                 interests.

Irrelevant Offers

                    Oh good, an
                    email just for
                        me!

The Bad – Irrelevant Offers

Personalise

              58% of users are more
              likely to make a

  58%         purchase when they
              receive content based
              on their previous
              behaviour.
              (Hubspot, 2020)

The Good – Personalised

The Bad – Not personalised

Personalisation – Common Mistakes

  • Not including enough information
  • Click baiting
  • Not using first party data

The Good - Personalisation & First Party Data

The Bad – click bait

The Bad – click bait

The Bad – missing info?

Testing
• What is the aim of your email?

   • Engagement with your email? = Opens
   • Reading content on a landing page? = Clicks
   • Making a sale? = Conversions

• Don’t always trust the software

• Splittestcalculator.com

Testing – The Wrong Way

Version A:
  • Banner Image Text: Black Friday Sale On Now
  • CTA: Green CTA Buttons

Version B:
  • Banner Image Text: Want 20% off at our store?
  • CTA: Orange CTA Buttons

Testing – The Right Way

Test Campaign 1:                                    Test Campaign 2:

Version A:                                          Version A:
    Banner Image Text: Black Friday Sale On Now         Banner Image Text: Want 20% off at our store?
    Content: Green CTA Buttons                          Content: Green CTA Buttons

Version B:                                          Version B:
    Banner Image Text: Want 20% off at our store?       Banner Image Text: Want 20% off at our store?
    Content: Green CTA Buttons                          Content: Orange CTA Buttons

Deliverability

                 Global deliverability rates

   85%
                 are about 85% meaning.
                 This means 15% of all
                 emails sent aren’t
                 delivered.
                 (Email Tool Tester, 2020)

Tactics to Increase Deliverability

1. Monitor your stats
2. Authenticate your domains/IP addresses
3. List hygiene
4. Reputation
5. Insulate your important messages

iOS15

What is the update?
• Called: “Mail Privacy Protection”
• Apple will pre-download all content on delivery
• IP Address also hidden
• Essentially 100% open rate for anyone using Apple Mail or Apple
  devices to open their mail
• IMPORTANT: Includes Gmail, Hotmail etc. users who use the default
  iOS email app to access those inboxes
• Roughly 40% of all emails in Australia are opened on the iOS mail app
  (Validity, 2021)

Wait? Won’t people
opt-out of this?

What does it impact?

• Open rate no longer reliable
• Click to open rate no longer reliable
• Geographic targeting – IP addresses hidden when browsing
• Offer Countdown Timers
• Segmenting/automation journeys based on whether someone
  opened your email are no longer reliable

iOS15 – Key Takeaways

1. Move away from open rate to        3. Collect more 1st party data
   other engagement metrics              • Sign up forms
   • Click through rate                  • Surveys
   • Web visits                          • Personal info
   • Purchase/Conversion
                                      4. Use more 1st party data
2. Testing subject lines                 • Geographic Targeting
   • Still possible for large lists      • List Management
                                         • Segmentation

Is this the death of email?
1. Good email software providers will figure
   out work arounds:
    - E.g How to filter out Apple devices from
       the stats

2. Big list = good news
    - Tag your Apple contacts and send to
        them separately
    - If you’re testing you could send the
        “non-Apple” segment first, get your
        winner, then send to the remainder of
        the non-Apple segment, plus the Apple
        segment

Any Questions?

                                                   Ashley Debenham
                                  e: ashley.debenham@etax.com.au,
             LinkedIn: https://www.linkedin.com/in/ashleydebenham/