You will hear from leading travel company Opodo and find out what clients really think about email. You will get the answers to many email marketing questions: How important is email to clients? How much of their marketing budget does email account for?

Alchemy Worx, sponsors of the report, will pose the question “Are marketers maximising the ROI in this channel and could outsourcing be the key to scaling up your email marketing programme?”

The morning will round off with a panel discussion where more questions will be asked and you can put yours to our host of experts!

Agenda:

8.30am  Registration and refreshments

9.00am  Welcome from the chair

9.10am  Research findings, Fiona Robson, managing director, Rocketseed and Anthony Wilkey, strategic client director, Emailvision

9.40am  Are marketers maximising the ROI in this channel and could outsourcing be the key to scaling up your email marketing programme? Dela Quist, chief executive officer, Alchemy Worx

10.05am  Email: Still my favourite channel, Olly Beckett, web editor, Opodo

10:35am  Panel discussion Dela Quist, chief executive officer, Alchemy Worx, Fiona Robson, managing director, Rocketseed, Anthony Wilkey, strategic client director, Emailvision, Olly Beckett, web editor, Opodo

10.55am   Closing remarks from chair

11.00am   End

Where: The King’s Fund
11-13 Cavendish Square
London, W1G 0AN
United Kingdom

Register Now

Sponsored by

Register now for this virtual summit and learn all about the latest trends and best practices in email marketing without leaving your desk!

And it won’t cost you a penny/eurocent/dollarcent/… 

The DMA is proud to be a sponsor of this, the very first edition of the International Email Marketing Summit.

Not only will you be inspired by the latest tactics that work but you’ll also take away a list of action items you can implement immediately.

Featured speakers

• Dela Quist, Alchemy Worx
• Dave Chaffey, Smart Insights
• Tamara Gielen, Plan to Engage
• Denise Cox, Newsweaver
• Riaz Kanani, Alchemy Worx
• Kath Pay, Plan to Engage
• Arianna Galante, ContactLab
• Tom Bailey, eCircle
• James Bunting, Communicator

What’s on the agenda?

• Beyond just selling: engaging with your subscribers
• 7 reasons why your subscribers don’t respond
• Tips & tricks for designing emails for a mobile audience
• Inactive Subscribers: Prospects or Problem?
• Creating a successful content strategy for email marketing: 8 Easy Steps
• and lots more…

With the EU e-Privacy Directive’s compliance ‘deadline’ just a month away, the DMA is hosting an event on 2nd May to help ensure you are ready in good time.

As has been discussed in our two recent posts on this topic (here and here), it doesn’t just apply to websites and so the event will look at the following:

• A summary of the DMA 10 step guide to managing cookies
• A closer look at what the regulation means for you and your brand
• An introduction to the DMA email and mobile marketing guidance
• A Q&A with the panel of experts to answer any questions or provide further insight

The DMA is also working with DataGuidance on a short cookies awareness survey. It only takes a minute to complete so please do respond when you have a moment.

The event will also see the launch of the discussion paper on how the Cookie law affects email marketers.

Spaces are extremely limited for this event so please RSVP soon if you would like to attend by clicking here.

Logistics

When: May 2nd, 2012 8:30 AM until 11:00 AM
Where: Osborne Clarke, One London Wall, London, EC2Y 5EB (map)

Event Fee(s)
DMA member (inc VAT) £ 0.00
Non-member (inc VAT) £ 36.00

The advantages of learning by doing are well known. In fact, whether its learning to drive a car or conquer a language, you have to do in order to learn.

Ready Steady Email is a hands’ on training workshop which is all about doing. It’s been my privilege to chair and facilitate most of these workshops in the last couple of years. Read on to understand how a Ready Steady Email workshop will help you with email marketing.

It’s a half day session in which you work with a small team of people on a case study to review and create an email strategy. Recipe cards are provided to help you cook up your dish and email expert facilitators sit with the teams to help guide and answer questions. This gives a higher tutor to delegate ratio than traditional lecture sessions.

As the workshop gets going the room fills up with energy with the noise of the delegates in deep discussion as they devise a strategy. Teams are in competition with each to create the best strategy and pitch it. Judging takes place at the end and prizes are awarded to the winners.

Don’t attend this workshop unless you are prepared to roll up your sleeves and join in. Those who have attended have really appreciated the unique format of this workshop. These are just a couple of comments from previous delegates

Highly interactive, very thought provoking.
I thought it was a really effective way of approaching this and has really helped me retain this information.

Watch this three minute video of the workshop and feel the energy of Ready Steady Email

Ready Steady Email has been attended by a wide variety of people and is suitable for:

• People with little email marketing knowledge through to intermediate ability
• Hands on email marketing executives
• Managers responsible for email marketing
• Account managers working with teams undertaking email marketing

At the end of the session attendees have a clear understanding of how to approach these seven email marketing needs:

• Strategy
• Data acquisition and management
• Segmentation and targeting
• Design and content
• Testing and refinement
• Measurement and evaluation
• Legals and compliance

Watch the event listings on the DMA website for the next chance to book.

Register for this event

Attend this breakfast briefing at the trendy Hospital Club to hear the latest findings of the DMA/Return Path email deliverability white paper.

You will learn about the changing trends in deliverability that email marketers need to be aware of, plus hear practical recommendations and best practices on how to deal with the new challenges in getting your emails delivered into the inbox.

Gondola Holdings (incorporating Pizza Express, Ask and Zizzi) will take you through how they improved their email deliverability with impressive results.

Why should you attend?

• Hear about the changing trends in deliverability that you need to be aware of
• Learn practical tips that can help you get more emails into the inbox, increase your ROI and take your campaigns from good to extraordinary
• Discover best practices on how to deal with the new challenges

Who should attend?

Marketing and CRM professionals responsible for email marketing, eCommerce and ensuring maximum ROI is generated from email campaigns.

Agenda

8.30am Registration and refreshments

9.00am Welcome from the chair, Chris Combemale, Executive Director, DMA

9.10am Research findings, Guy Hanson, Director, E-Marketing Response Consulting Services EMEA, Return Path, Chairman, Legal Data & Best Practice Hub, DMA Email Marketing Council

9.40am Improving email deliverability, John Sullivan, Director Group IT & Marketing Systems, Gondola Holdings (incorporating Pizza Express, Ask, Zizzi)

10.10am Panel Discussion Guy Hanson,Director, E-Marketing Response Consulting Services EMEA, Return Path, Chris Combemale, Executive Director, DMA, John Sullivan,Director Group IT & Marketing Systems, Gondola Holdings (incorporating Pizza Express, Ask, Zizzi)

When
April 24th, 2012 8:30 AM until 10:30 AM

Contact
Phone: 020 7291 3349
Email: megan.hawkins@dma.org.uk

Event Fee(s)
DMA Member (inc VAT) £ 0.00
Non Member (inc VAT) £ 36.00

Location
The Hospital Club
24 Endell Street
London
WC2H 9HQ
United Kingdom

Register for this event

On Tuesday 22nd November the DMA held its final breakfast seminar in the Email Customer Lifecycle Series, this time focussing on Win-Back. With over 80 delegates the seminar hosted keynotes from sponsors eDialog and a casestudy from Screwfix, as well as presentations from Tim Watson, Gianfranco Cuzziol and James Beauchamp.

Customer Win-Back – Protecting and Reviving Customer Engagement – Jill Brittlebank, Director of Strategic Services.

Approximately ¾ of your emails are going unread and communications through multiple channels are increasing, so how important is email really? In a survey to marketers by eDialog it was found that email ranked second (by 1%) to SEO as an excellent channel for ROI. Email has been consistently the top or second top channel for ROI since 2008. If ¾ of your emails are going unread, how do you define an inactive customer in a multi channel world and what role does email have in the purchase lifecycle of a customer.

Quick takeaways:-

• Once you understand the role of email in the purchase funnel for your customer segments, then you can improve the content of the emails you send to become more effective.
• Someone who is actively opening & clicking, even though not purchasing in the last year should be seen as active.
• The four types of Win-Back scenarios

o Reactivating inactive subscribers
o Reactivating lapsed purchasers
o Dealing with unsubscribes
o Dealing with invalid emails

• Prevention is better than cure – keep it relevant
• The 6 factors of relevance

o Segmentation
o Personalisation
o Lifecycle management
o Contact Management
o Interactivity
o Testing and Measurement

• Remember that if email isn’t the channel of choice give the customer another choice of channel
• Remember the ROI – it might be time for goodbye!

Re-lighting the flame – Tim Watson, Emailvision

The objectives of a win back program are to increase revenue, avoid deliverability issues and gain insight for causes for disengagement.
Key takeaways:-

• Identify your in-actives, learn how to separate the in-active and valuable from the truly inactive
• Remember that users don’t always respond with a click. Research from the DMA Email Tracking Study 2011 shows that many people actually go to the company’s website outside of the email.
• The time period of an inactive depends on your business
• A win back strategy can include the following steps

o Phase 1 – Insight survey
o Phase 2a – Win back
o Phase 2b – Win back follow up

• If the message isn’t working then change it! Use incentives, but don’t oversell

Keeping the flame burning – Email strategies to present losing a customer – Gianfranco Cuzziol

There are 3 key areas in keeping the email flame alive, they are sign-up, relevance and unsubscribe.

Key takeaways:-

• The sign up is very important at the start of your relationship with the consumer. Manage expectations, say thank you and make the process simple.
• Relevance is key in keeping the relationship burning.
• Define inactive. Were they ever active? Did they come from a competition? Did they ever get your emails? Check your inbox placement
• Remember nothing lasts forever – think about the natural lifecycle of your consumer
• Content and context are key
• Audit what device your customers are viewing your emails on, optimise your HTML accordingly
• Understand why the customer will unsubscribe, ask for feedback, offer to change frequency, offer another channel

Tested email strategies to win-back. The simple bare necessities – Susan Young, Screwfix
The four key areas for Screwfix win back strategies are Definition – Timescale – Relevancy – Messaging.
Key take aways

• Identify what defines a non active
• Define timescales – when is the right time to speak to your inactives
• How will you be relevant to all your inactives? Use geo targeting to enhance relevancy
• What messaging will you use – “We are sorry…” “What did we do to upset you..” “We’ve changed..”
• Start with the basics:-

o Segment your database into active & inactive
o Test timescales – 9mnths vs 12mnths etc
o Test relevancy/incentives
o Test messaging
o Test subject lines!

Win-back Campaign Examples – James Beauchamp, eDialog

James highlighted win back campaign examples from various brands including TJ-Maxx, Confused.com, British Airways and Dell.
Key take aways:-

• Who are our target audience?
• What is the desired response?
• What do we know about our in-actives?
• What else can we learn?
• What is in it for our subscribers?
• What happens after win-back?

In summary when planning a winback/reengagement strategy it is important to remember a few key points:-

• Identify and define an inactive dependent on your business. Understand the natural churn of customers
• Define your goals
• Think about the nudge affect of your emails on the customer, some people don’t respond with a click
• Learn from those who are inactive and why they have become so. Use this information to drive further strategy
• Test different creatives/subject lines/offers/content
• Remember that the more relevant your emails are earlier in the lifecycle the less inactives you will have
• Define a strategy for those you have won back and those who have remained inactive

Today’s event was a great end to the Email Customer Lifecycle series for this year. Next year the DMA will be bringing you this great series of events again, kicking off in April with “List Growth”. Thank you to all those who have contributed over this year to bring us some great insights, research, top tips and case studies on developing and strengthening our email customer lifecycle journey strategies. We look forward to seeing you all again in the New Year.

There are plenty of useful resources out there for learning about email marketing and you can read them to your heart’s content but sometimes, there’s no better way to learn than to get out there and get your hands dirty.

But, rather than taking risks and pushing the envelope with your own monthly newsletter, which can be daunting and potentially disastrous, wouldn’t it be nice if there was a safe environment where you could throw ideas out there, learn from you peers and get insight from industry leaders on all your email woes?

Well, good news, dear reader – the DMA and IAB’s latest “Ready Steady Email” Event is coming up this December in London and provides all of the above. Held in central London, attendees from all industries are put into teams and compete against each other to create an exceptional campaign, with top digital marketing professionals on hand to provide insight, judge the entries and, ultimately, pick a winning team.

It’s all about a hands on experience – there are plenty of opportunities out there to sit and listen to people give you advice but Ready Steady Email is all about getting your hands stuck in with a morning of activity and interaction.

Sounds good right?

Head over to book your place and check out the details below for exact dates and location. Look forward to seeing you there and may the best email-marketer win!

WHEN?

Wednesday 14^th December, 08:45 – 13:00

WHERE?

IAB Offices, 14 Macklin St, London, WC2B 5NF

MORE INFO?

Send us an email or get in touch with Anna on 0207 050 6969 or anna@iabuk.net.

Join the DMA Email Marketing Council on November 22nd 2011, for the final breakfast seminar in our four-part Email Customer Lifecycle series at 15 Hatfields in London (map). In this series we have looked at list growth, conversion, retention and in this final seminar, sponsored by e-Dialog, we are concentrating on win-back.

Register Now

Learn from the experts

Speakers will show you how to create a one-off win-back campaign for your inactive subscribers as well as an ongoing reactivation programme to prevent inactive subscribers.

Brands, including Screwfix, who have done both of these successfully and will present how they did these in two exciting case studies.

e-Dialog, will start off the morning with keynote presentation looking at win-back campaigns.

You then need to chose from two sessions:

Re-lighting the flame, tested email strategies to win-back
Tim Watson, Operations Director, Emailvision

This session will define just what is meant by inactive before moving onto how to effectively message to someone who is ignoring you. Real world tested examples are used and you will gain lots of ideas for your own win-back strategy.

Or

Keeping the flame burning, email strategies to prevent losing a customer
Gianfranco Cuzziol, Head of eCRM, EHS 4D Digital

This session looks at how we might spot when a customer is becoming less engaged with you and how you might try and get them re-engaged with ideas for your own retention strategy.

The morning will finish with a panel debate on these topics between our experts. You will also have the opportunity to ask them questions and mingle with your peers over coffee and breakfast.

What people said from the last session:

“ I found the overall information very useful and now have some great ideas to use for clients. I also learnt more about the industry in general and just how important it is and the effort needed to succeed.”
James Lovell, Email Marketing Consultant, dotmailer

“Very well organised, and being able to choose which session you attended helped to tailor the morning to you interests.”
Caroline Hutton, Junior Account Manager, Eclipse Marketing Ltd

On Thursday 6th October, the DMA hosts an event to mark the release of the DMA’s Email Tracking Study which asks consumers their views on the emails marketers are sending them and more. It is an invaluable insight into the state of the email marketing channel and let me tell you, the results this year are both surprising and insightful.

One of the details that came out of the study was that there is an inner circle or Email VIP list that consumers have when it comes to marketing emails.  You can find out more about how to get into this inner circle from Dela Quist at Alchemy Worx and hear about all the rest of the findings from the study from Paul Seabrook, director at fast.MAP.

Still maintaining the theme of the inner circle, the final session focuses on how Ticketmaster used email to enter the inner circle and establish itself as the market leader in online ticket purchasing.

You can find out more about the event on the DMA’s website by clicking here.

Looking forward to seeing you there.