Non-Line Blogging

Digital marketing technology is a great business leveller.  We all have access to the same tools but its what you do with them that makes you successful.  Take email personalisation: You can do some dynamic personalisation with the same ease that you do a "Dear Title Last Name" in a good old direct mail campaign.   For those of you who have never dared to press some of the buttons on your email platform interface, this is an example of how simple it is to drop personalised content into an email from those nice people at Emailvision

So, in 20 seconds we can take a "1 size fits all" message and begin to drop in field values to show we care...click "add field", select your field, click "add to body" and Voila! The downside is that you need to be discerning about the way you play with these tools...the internet is a demanding medium, your inbox is a more personal space than your doormat and we're tired of cheesy direct mail personalisation tricks online.

So, I chuckle when good old VistaPrint take cheesiness to a new level with theis subject line...

In the wrong hands personalisation technology is a dangerous tool.  Slapping first names into subject lines may be worth testing, but it can do a huge amount of brand damage when people think you are trying too hard to weasel your way into their lives.  Maybe its a case of "Less is More", and you should look at all the field values you hold and see whether dropping casually into the subject line "post town" or "product purchased" or "hotel location booked" provides more engaging, tempting, successful campaigns.  You'll never know unless you try.  

Go and see Kiva.com.  The principle is simple - rather than your money swilling around in your bank account making money for big nasty banks maybe it should be put to work helping the less well off.  Kiva offers a matchmaking service for third world entrepreneurs to access funds from a new generation of global investors - people like us.

I thought it was an engaging site with a meaningful purpose.  You browse a nice clean interface looking at people with small businesses in the poorer parts of the world.  There is a summary of what they do, how much money they need and what they will do with the money.  Lots of ways to select partners (good use of meta-data!), and plenty of lovely web 2.0 stuff that shows you who is currently investing in the partner.

Funnily enough, I gave a small amount to a partner without reading the small-print, thinking it was a charity.  But once the scheme is up and running I GET MY MONEY BACK.  So is this a charity or a bank and am I a donor or an investor?  Frankly I don't care.

The digital marketing point here is that there are many ways to view the world, and the business models that make it tick.  Are your customers only customers, or should they be harnessed into some more worthy social cause or business movement?  The social point is that maybe our current account balance should be put to good use funding worthy programmes and changing lives rather than giving big banks even bigger profits.

Hats off to the team at Butlins On-Line.  During the "peak" booking time for wholesome family fun it must have driven them mad to see their site fall over.  But, rather than do nothing at all, they amended the Google Ad copy to drive people to the call centre.  The response time for Google Ads from creation to serving seems to be around 10 - 20 minutes these days and that gives us all fantastic scope to respond to opportunities - good and bad.

Now wouldn't it be even more fun if they could drive people to the Butlins call centre when the Pontins or Center Parcs  sites were down, or is that revelling in other people's misfortune a little too much?

For a couple of years I have been the author of the UK Direct Marketing Association's Email Marketing Benchmaking Report.  It's aims are fairly modest - to share average campaign metrics from about 26 of the email service providers working on UK campaigns and provide some insight into trends and issues.  If truth be told, I have a bit of a problem with averages, and here is why...

 - The report covers BtoB and BtoC
 - It includes service and product marketing
 - It includes all industry sectors
 - It includes best, recent customers and worst, lapsed customer

Maybe the slide below explains it better...

In short, averages conceal the really interesting behaviour of segments that we as digital direct marketers shold be investigating.  We walk away content that our "average click through rate" is not so bad after all.  But what if your email file contains less than the "average" number of active customers who tend to respond better than prospects?  You have no idea if you are doing better or worse than average, and that's not very good.

So this brings me onto research that Alchemy Worx has been promoting recently about the relationship of email subject lines and success:  

“In summary our findings show that shorter subject lines optimise open rates, while longer subject lines optimise both click and click-to open rates. We were also surprised to identify a “dead” zone! Subject lines of between 60 and 70 characters (6-10 words), optimise neither the open rate or click to open rates.” 

This kind of research, in my humble opinion, gives marketers false hope.  It oversimplifies the complex chemistry that determines email marketing success and suggests that a specific length of subject line will deliver results.  Alchemy Worx then proceed to reel off a lorry-load of qualifiers about the proposition itself as to make their sweeping generalisations redundant. 

So, the report just looks at 1 of many factors in un-weighted samples and comes up with some "rule of thumb".  This is not necessarily good direct marketing because:
  - It deals in big, bad, lumpy averages that hide the best/worst performing segments
  - It treats active, loyal customers and old prospects as equal in proposition responsiveness
  - It did not test long versus short, so we have no control to gauge their impact
  - It does not mention different From Fields, or how well the "preview pane" area was exploited - critical "open rate"   influencers.

Out of respect to direct marketers everywhere we should qualify and re-phrase how to use this report 

“In summary our findings show that some campaigns with shorter subject lines got high open rates, while longer subject lines got a high click and click-to open rates.  Because we never ISOLATED subject lines as a variable and TESTED long versus short we cannot say with any confidence that the extra opens and clicks were down purely to the subject line length."

So here's my advice based on 10 years of email marketing:
  - Go and do your own tests - your products, brand, customers are unique and special
  - Segment your file to identify the extremes, not the averages
  - Test short and long subject lines, but use proper "control" groups
  - Test different From fields - they have a huge impact on open and click through
  - Don't be too prescriptive - use the right words to persuade regardless of length.
  - Be relevant and engaging - show people you know and value them

And finally, now I've got my angry hat on, here are 5 subject lines that are in the Alchemey Worx "dead zone" (60-70 characters and 6-10 words) that I would definitely have opened and clicked...more to do with my interests in life than the word count?

  - Sleep better - stop your springer spaniel barking at night
  - Crystal Palace win race to sign Ronaldo, Lampard and Crouch
  - Welsh Rugby Union offers free tickets to email marketers
  - 20 fun family activities when its pouring with rain in West Wales
  - Why averages are a bad bad thing in digital marketing

Now and again a search engine results page is lit up for me by a company doing something smart with adwords.  I think it's a given that we all need to know and love Google, and most companies with an established digital presence put search strategy near the top of their list of priorities.  But this tends to be the big, regular search stuff, and teams work on building and maintaining tens of thousands of PPC campaigns.

The speed of delivery of digital marketing offers a new approach to "campaign management".  You need a maverick, free-thinking approach to search marketing, scouring weather forecasts, news headlines and the mass media for "angles" to position your products or services.   Here's what I mean: Google Trends shows a direct correlation between the "Da Vinci code" film launch in July 2006 and searches for Rosslyn Chapel, where some of the scenes were filmed.  You can do the same for "Lyme Regis" and "The French Lieutenant's Woman", or "Alnwick Castle" and "Harry Potter".  We watch, we like, we search. 

Armed with insights like this we can tap into the "zeitgeist" (every blog has to use that word once a month - it's in the contract) and anticipate search demand.

Being of Welsh blood I take an unhealthy interest in how the land of my fathers positions itself in the digital world.  On a recent visit to West Wales the local paper was having a pop at the national tourist board, Visit Wales, for ignoring one of the biggest marketing opportunities to hit Wales since the arrival of the railways. "The Edge of Love" film released next week is set to be this year's blockbuster about the life and loves of Dylan Thomas, and showcase beautiful Welsh countryside, towns and coastline.  Throughout the world fingers will be tapping the "The Edge of Love" into Google to plan their pilgrimage to the beach where Sienna Miller and Keira Knightly frolicked.  So, as the search terms begin to disappear in the top right hand corner of google's graph, where's all the Visit Wales marketing support?

Oh Dear oh Dear.  The PPC search area is as empty as Traeth Gwyn beach in mid-February.  And just in case you wonder what all the fuss will be about, this is a view of New Quay from Traeth Gwyn beach, where Dylan Thomas lived for a few years in the 1940's.

As a thank you for letting me use this photo I will dedicate my own PPC campaign to driving traffic to this bloke's site. 

And just to prove the power of blogging...hats off to Elle for getting a campaign up!

Come on Visit Wales...it's that easy!!!