E-telligence

E-telligence 004: Brand Spotlight - How TrustedHouseSitters engage their audience with intelligent email marketing

Today it is my pleasure to welcome Catherine Loftus from TrustedHouseSitters to our monthly E-telligence Brand Spotlight session.

Catherine is the head of marketing at TrustedHouseSitters, based in Brighton and has worked for them for over 3 years. TrustedHouseSitters Connects pet owners with people who want to go pet sitting – in over 130 countries around the world!

During the interview, Catherine was kind enough to share some amazing insights into how they keep their subscribers so engaged and generate 30-40% of their acquisition revenue through email marketing.

We also discussed:

• What a day in the life of the head of marketing at TrustedHouseSitters and how email sits within the TrustedHouseSitters marketing strategy and marketing team
• How the marketing acquisition strategy is structured around email marketing and why – nurture and educating.
• How TrustedHouseSitters use their email marketing strategically to communicate with both sides of the network tailored to each segment specifically and their needs (automation, manual emails, segmentation and content)
• Why you need to thinking about your audience as PEOPLE! Bringing your message into real life, adjusting your content and knowing when to increase and decrease your frequency
• How TrustedHouseSitters use their data to personalise campaigns and create a connection with their subscribers – including using Liveclicker to delight and surprise them with real time dynamic content.
• The top performing triggered emails that TrustedHouseSitters send and why they’re so successful
• Their exciting personalisation & automation plans for the future to increase results and cut down manual build times for the team to free up resources
• TrustedHouseSitters biggest challenge when it comes to email marketing and how they overcome this within the business
• Why working with an email marketing consultant was so valuable to TrustedHouseSitters

 

Listen to the full interview to find out more!

 

Want to find out more?

• 3 types of automated emails every business should be sending: https://e-focusmarketing.com/inactive-subscribers/3-types-of-automated-emails-every-business-should-be-sending/
• Automated campaigns Checklist: https://e-focusmarketing.com/free-guides/automated-campaigns-checklist/
• Creating a high converting welcome email series: https://e-focusmarketing.com/free-guides/creating-a-high-converting-welcome-email-series/

 

Tools TrustedHouseSitters use:

• Salesforce Marketing Cloud
• Return Path Certification
• Liveclicker
• Reallygoodemails

 

 

If you want help to create a customer-centric, personalised, intelligent email marketing programme, get in touch with eFocus Marketing and discover how we can assist you.

Get in Touch >

E-telligence 003 - E-telligence Masterclass – Deliverability & the holistic story marketers need to understand for better inbox placement (with 250OK)

For our very first E-telligence Masterclass it is my absolute pleasure to be joined by Matthew Vernhout from 250OK (https://250ok.com/).

250OK are an email intelligence platform providing additional services and analytics on top of those in your Email Service Provider (ESP) including Inbox Placement Rate monitoring, analytics, DMARC services, a signal network monitoring spam traps and a number of consulting services to help you understand potential pitfalls in your program or solve domain specific deliverability issues.

Matt’s email experience spans more than 17 years, during which he has faithfully advocated for the channel through refining email marketing and privacy best practices, influencing anti-spam legislation and compliance, and managing ISP expectations.

During the interview, Matt was kind enough to share some fantastic insights with us around one of my favourite subjects - deliverability!

Matt and I discuss:

• The distinction you ned to make between delivery rate and delivered rate (Inbox Placement Rate - IPR)
• How 250OK helps you to monitor your delivered rate
• The biggest changes seen in filtering over the last 18-24 months; IP vs. domain-based reputation
• Legal regulations from around the world
• The main elements of email authentication you need to implement to create a solid email sending infrastructure
• What to do when you see deliverability warning signs occurring and fix issues

 

Listen to the full interview to find out more!

 

Want to find out more?

• Deliverability decision tree:

https://e-focusmarketing.com/deliverability/deliverability-troubleshooting-decision-tree/

• 9 top tips to reduce your email marketing complaint rate:

https://e-focusmarketing.com/free-guides/9-top-tips-to-reduce-your-email-marketing-complaint-rate/

 

Useful Links

• 250OK: https://250ok.com/
• DMARC: https://dmarc.org/
• Is BIMI the new frontier for email marketers?

https://250ok.com/email-deliverability/is-bimi-the-new-frontier-for-email-marketers/

 

If you want help to create a customer-centric, personalised, intelligent email marketing programme, get in touch with eFocus Marketing and discover how we can assist you.

Get in Touch >

E-telligence 001 - Introduction

Hi everyone, I’m Kate Barrett, the founder of eFocus Marketing (https://www.e-focusmarketing.com) – a specialist email marketing agency based in London providing consultancy, management and training services to companies around the world.

It is my absolute pleasure to welcome you to my brand-new podcast

‘E-telligence’!

Every 2 weeks I’m going to be bringing you brand new content, digging into a specific area of email marketing, to help you energise your campaigns and use email more intelligently, to increase your results.

 

And, over on YouTube on the last Friday of every month, you’ll get an extra special episode where I’ll be joined by Elliot Ross from Taxi for Email (https://www.taxiforemail.com/) and we’ll be reviewing an email creative that we’ve received, talking about how it’s constructed, what we love about it and the elements that we would love to see tested and tweaked.

 

Here's the link for you to join me over there:

https://www.youtube.com/channel/UCZiZ-YPtR3XyCDT5Sc7XPmQ

 

I may also throw in some bonus recordings every now and then so keep an eye out!

And if you haven’t already got a copy of my new book ‘E-telligence: Email marketing isn’t dead, the way you’re using it is’ head over to Amazon now! It’s a great breakdown of the 5 key areas of a successful email marketing strategy.

 

• Buy it on Amazon UK: https://www.amazon.co.uk/telligence-Email-marketing-youre-using/dp/1916489400/ref=tmm_pap_swatch_0?_encoding=UTF8&qid=1547200355&sr=8-1
• Buy it on Amazon US:  https://www.amazon.com/Telligence-Email-Marketing-Youre-Using/dp/1916489400/ref=tmm_pap_swatch_0?_encoding=UTF8&qid=1547200360&sr=8-1

 

So, know you know what I’m going to be doing, make sure you never miss an episode!

Visit  https://www.e-focusmarketing.com/spotlight  to sign up to receive our regular email marketing spotlight packed full of email marketing tips, tricks and of course, notifications about new podcasts and videos!

 

You’ll also find all the show notes for each episode at https://www.e-focusmarketing.com/etelligence 

 

You can let me know your feedback, suggest questions for the brands I interview and topic ideas by emailing kate@e-focusmarketing.com -  I’d love to hear from you! And if you’d like to put yourself and your brand forward as a guest, let me know that too!

E-telligence 002 - Emma Haskell, Vision Direct

Today it is my pleasure to welcome Emma Haskell from Vision Direct to our monthly E-telligence Brand Spotlight session.

Emma has worked for Vision Direct for 7 years and is the head of customer retention for the brand.

Vision Direct are primarily an online contact lens store operating across 7 markets around the world.

During the interview, Emma was kind enough to share some fantastic insight with us including:

• Vision direct send weekly marketing campaigns across 3 core segments (active customers, lapsed customers and registered not bought customers).
• Personalisation of email content is key to drive re-orders: they saw a 557% increase in clicks from using hyper personalised content recommendations (using Fresh Relevance)
• Personalised welcome email based on specific customer type (from specialised landing page with incentive to opt in) in their French market achieves a 70% open rate and 31% click through rate.
• Vision Direct are using SMS to back up the reminder to re-order messaging they send via email, providing a cohesive message across channels

 

Listen to the full interview to find out more!

 

Want to find out more?

• Customer Personas -  you can find a great free guide on the Hubspot blog here > https://blog.hubspot.com/marketing/buyer-persona-research
• eFocus Marketing Split Testing Kit – Download your free kit here > https://e-focusmarketing.com/free-guides/split-test-kit/
• Deliverability Q&A episode with 250OK: LINK TBC

 

Tools Vision Direct use:

• Dotdigital Engagement Cloud
• Fresh Relevance
• Return Path Certification
• Google Postmaster Tools (Gmail)
• Google Analytics

If you want help to create a customer-centric, personalised, intelligent email marketing programme, get in touch with eFocus Marketing and discover how we can assist you.

Get in Touch >

 

About Vision Direct

Vision Direct is the fastest and easiest way to buy contact lenses online. Ordering lenses with us is a hassle-free process and takes just 2 minutes. Repeat ordering is even quicker with speedy 3-click reorders. With Vision Direct you'll save money without compromising on quality, as we stock the same contacts as high street opticians, without lengthy queues. Plus, we're always open, with a dedicated 24 hours a day, 7 days a week customer service helpline.