Email content automation – why isn’t everyone doing it?
One of our Account Directors, Parry Malm, recently presented at Publishing Expo in the Digital and Multi-Publishing theatre. The theatres were really packed this year, with long queues to see the presentations. Parry said, “Time is money and content is king, right? So, if you could save time and deliver timely, personalised content”¦ that would be awesome.” In this presentation, Parry Malm went over 4 real-world case studies of how major publishers are improving their content while simultaneously saving time”¦ and talked about what you need to do to reach automated awesomeness. His was joined by Dan Stone, Data Marketing Executive from Future Publishing.
Here is a quick synopsis of their presentation:
Email marketing automation is all about saving time and making money. Why spend hours every week copying and pasting content from your website, CRM system, or blog, when the content can be fed into emails automatically? In my presentation, Parry and Dave gave 4 examples of how automated content is being used to save the marketer’s time, but most importantly, increase the engagement and ROI from those campaigns.
Case study 1: National Home Improvement Show (NHIS) – Centaur Media
The marketers for NHIS wanted to find a way to engage more of their pre-registered data and increase the number of click throughs to their website. The registration process for NHIS collected a wealth of specific information from attendees. The key to increasing recipient engagement lay in using this data effectively. As email is the primary tool for communicating with pre-registrations, it needed an innovative campaign, making use of the wealth of data that they had on the registrations.
Using MessageFocus functionality, dynamically personalised emails with the pre-registration information were then sent to engage the visitors before the show. The email template created by Adestra could render up to 196,608 different possible combinations all driven by the pre-registered visitors’ self-selected demographic information. This highly relevant and targeted campaign received a 43% open rate and an astonishing 34% of openers then clicked through to their website.
Case study 2: Telecoms.com – Informa Telecoms and Media
One of the main sources drawing visitors to their website is the daily e-zine. This email features snippets of all the top stories and serves as a reminder to subscribers to click through to the website and read the full stories.
Copying and pasting the content from the website into the email template each day proved time-consuming and Telecoms.com looked to Adestra for a solution. This came in the form of automating the email content from their website. By using 4 different wordpress-generated RSS feeds to automatically populate the majority of the content the time per launch has been reduced from 2 hours a day to 20 minutes. This email is always live, up-to-date and ready to be broadcast.
Case study 3: BikeRadar.com Daily Deal – Future Publishing
Following the trend of daily deal emails, Future Publishing wanted to start their own for some of their specialist titles. Starting with bikeradar.com they asked Adestra to set up these emails so they ran automatically, based on the recipients preferences. This was created by setting up a live XML feed from their website (pictured in the presentation). Now, this is not as complex as it looks. The setup is quick and it saves the marketer 45 minutes a day to do something more important. The process has also removed the element of human error from the email creation. Future Publishing is planning on extending this out to further titles.
Case study 4: T3 App Chart – Future Publishing
T3 has a large number of readers who love Smartphone apps, and they wanted to send out a weekly “App Chart newsletter” highlighting the latest and greatest apps by Smartphone device. T3 decided that they would ask readers which Smartphone apps were relevant to them. This was done via an Adestra Preference Centre, meaning that the information on each user could be passed into MessageFocus and logged against the individual recipient as their preference.
From there, Adestra created an email template that pulls in content from the T3 website. This works by pulling in various XML feeds into a single template. Then using conditional content, the template “chooses” the relevant content for the recipient. This means that the recipient only sees information on Smartphone apps that is applicable to their device and what they have requested to receive. After a month, the App Chart emails have consistently achieved over 20% open rate and a click through rate of around 0.7%.
If you would like any more information on how we’ve worked with clients to automate their email content to save them time and increase their email ROI, please do get in touch by emailing firstname.lastname@example.org or calling +44 (0) 1865 242425.