Contact 3Di today to book an  Great Sites Australia Email Campaign or Marketing Data and pay half price.

This is a limited offer for campaigns “booked and billed” in June only to help you finish off the financial year with a ‘Great’ deal! Actual campaign send date can be postponed to a later month but will be billed in June on normal payment terms. If you know someone that will like this offer, feel free to pass this offer on to your colleagues and associates.

* EOFYS discount only applies to email and data orders over 30,000 records.

**June Campaigns (>30k records) booked prior to our EOFYS can claim an additional free send to an equal number of members.

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Open and click-through rates are common metrics used to evaluate the success of email campaigns. But we all know that for retailers, revenue is what really matters.

Like every other department in an organization, as the new year begins (or when your fiscal year ends) marketers are requesting and competing for budget. As you prepare, use the following email revenue metrics to help prove your case.

Campaign Revenue

How much money did you generate on your e-commerce site from a particular email send? Knowing this requires that your emails are appropriately tagged for your online analytics tool (Google Analytics, Omniture, Core Metrics, etc.).

Appropriate tagging is the first step toward accurate reporting of this information, and it can be even better if you can also attribute offline sales. Obviously, some campaigns will have higher revenue than others, depending on their objective and call-to-action. However, spikes in revenue that can be attributed to a particular email and then be viewed over time are an incredibly valuable proof point for your marketing program.

Return On Investment (ROI)

Return on investment (ROI) is the classic baseline marketing metric. It’s where the rubber meets the road for your efforts. That doesn’t mean that it’s always a straightforward metric, however. You need to consider all of the relevant factors in the cost of the campaign, typically including services and sends, and are typically reported as a percentage, as follows:

Formula: Campaign revenue generated – cost of campaign / cost of campaign = return * 100 = ROI

For example: $100,000 – $2,500 / $2,500 = 39 * 100 = 3,900% ROI

A 4,000% ROI sounds unreal, but for this approach to capturing ROI, it can even go higher for something like a set-it-and-forget-it triggered campaign. For instance, an abandoned cart email has a moderate initial cost in setup services, but from the point of deployment has only has minimal per-send cost ongoing.

And, abandoned carts have an excellent track record for generating revenue. Measuring ROI like that can generate some garish numbers. You’ll have some doubters when you tell the story of your 60,000% ROI, even though your math checks out.

Return On Marketing Investment (ROMI)

It is for these reasons that I prefer to report on the more appropriately termed “return on marketing investment” (ROMI). It is important to clarify “marketing” in the metric name because it typically does not factor in the cost of making the product or any offer/discount. ROMI can then be reported as a statement, such as “For every marketing dollar spent, we generated $X” defined as follows:

Formula: Revenue generated / cost of the campaign = revenue generated for every dollar spent

For example: $100,000 / $2,500 = $40 generated for every $1 spent

If you are pulling your weight, this metric can be incredibly useful in building a business case for new email integration projects.

The following graphic depicts all three metrics above:

Revenue Per Email (RPE)

Need to make the case that your organization should invest in list growth? Even if you don’t boost your conversion rate, list size can be a significant factor in generating of revenue – if more people see your messaging, more people will convert. RPE is calculated as follows:

Formula: Total revenue generated from a campaign / Total number of delivered emails

For example, for a promotional campaign $20,000 / 1,000,000 = $0.02

For example, for a triggered campaign $11,000 revenue / 4,000 emails sent = $2.75

As straightforward as you can get, this metric tells you how much money you made for every email address you sent to (less bounces), as depicted visually below:

For your budget debate purposes, you can begin to project how an increase in list size might result in an increase in revenue. In the first example, for every email delivered, your brand made 2 cents, regardless of opens or clicks.

In the above example, there are 1,000,000 subscribers on the list. You can then infer that if you had grown your list to 1,500,000 subscribers, the campaign would have generated an additional $10,000 (assuming all engagement metrics remain relatively the same). If the brand typically sends eight promotional campaigns a month, that is an additional $80,000. You can quickly see why list acquisition should always be a strong focus.

On the flip side, RPE is a good indicator of how much you can spend to gain a subscriber. For example, if it costs $1 to obtain a new email address and you know on average you generate $0.02 RPE, then it will take 50 emails to “pay for” the acquisition of that subscriber.

At eight promotional emails a month, you are generating a profit from that subscriber after six months – a generalization that does not consider triggered sends (which have a higher RPE, as shown above) that are a legitimate and important part of the lifecycle of emails sent to a subscriber.

Cost Per Subscriber

For each acquisition tactic, you should calculate cost per subscriber, which is a reflection of the cost of acquisition for each new email address.

While the aggregate cost per subscriber is certainly important, it is just as important to note that this metric can vary greatly by tactic/source, and so close examination of individual results is highly recommended – as is a value threshold for each tactic. For example, organic signups on your website may have a $0 cost; whereas, PPC acquisitions might run into double figures.

Acquisition-focused campaigns can be calculated from their total cost. Take a social media campaign in Facebook, for example. A Facebook page may have run for a month with a contest to enter to win a free item. As part of the contest entry form, users opted in to receive emails. Let’s assume the social media campaign had a fixed cost to design and develop it. Once the contest is over, simply calculate the following:

Formula: Cost of the campaign / the total number of new email subscribers obtained = cost per subscriber

For example: $5000 / 20,000 = $0.25 / subscriber

By knowing cost per subscriber, in addition to revenue per subscriber, you can identify where to best to allocate budgets for acquisition and special projects.

Revenue From Email (Overall)

Finally, I also recommend understanding how revenue from your email program overall compares with revenue from other channels such as PPC, Social, SMS, Display, Affiliate, etc.

As an overall digital marketing manager, knowing the sources of revenue from each channel should also play a part in budget allocation. At the same time, be aware that this can be something of a self-fulfilling prophecy, wherein budget allocations can determine the channel’s revenue. According to the Direct Marketing Association, email easily outperforms other channels in generating return:

Email: $39.40 for every dollar spent

Search: $22.38 for every dollar spent

Display: $19.71 for every dollar spent

Social: $12.90 for every dollar spent

Just as email program recommendations are based on data, I recommend making your case for budget allocation through use of the metrics above.

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We are pleased to have received the following client testimonial from Diners Club:

Diners Club engaged 3Di to accelerate our lead generation programme to supplement our current activity. Prior to using 3Di’s services we were using other traditional forms of marketing e.g in-house email, mail and cold call telemarketing via purchased databases.

The methods we were using previously have provided us with mixed results. Telemarketing is a reasonably successful method, one that we will continue to grow. However, we wanted to work smarter. Rather than solely buying cold data we were keen to find an alternative and find warmer leads somehow for our telesales team which would deliver better results and also help us reduce staff costs.

We began integrating 3Di’s TPN Leads product into our outbound call centre process early in 2012 and have not looked back.

Our overall conversion to sale ratio has increased by more than 50% by using TPN Leads.

The best part about the service we have received from 3Di is the fact that we deal with one account manager who knows his stuff and is truly passionate about helping us to achieve our results. Our account manager has gone out of his way many times to help us with tight timeframes and changes that needed to be made in a hurry. We also appreciated the help and ideas that were put forward to us when we were looking to enhance our lead generation with 3Di’s expertise. The advice we received was always honest and reliable.

I would recommend using the services of 3Di as they have a broad spectrum of digital marketing and lead generation services to tap into. They have their finger on the pulse and they are very helpful and knowledgeable. Best of all, the value Diners Club receives from 3Di’s TPN Leads product is very good indeed, if not the best compared to our other lead generation channels.

Theresa Cowan
Call Centre Manager
Diners Club (NZ) Limited

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In a press release today, online advertising industry body the Interactive Advertising Bureau (IAB) has announced it no longer feels unique browsers is a reliable metric for online traffic.

IAB Australia has issued a Notice of Intent to the industry advising it is retiring the Monthly Unique Browser (UB) metric in Australia as of 1st February 2013. Following that date, IAB has advised the Monthly UB metric should not be used as an audience proxy and in line with this move Nielsen will stop reporting this metric within its Market Intelligence product.

Instead, the use of a people-based metric Unique Audience (UA) should be used. The Monthly UB metric is being retired as it is no longer in line with the active online population or even total population. Monthly UBs now total over 90 million in Australia – outnumbering the actual human online population by a factor of more than five. The decision to retire the metric was made by the IAB Measurement Council with the MFA and has the support of AANA.

Gai Le Roy, IAB Australia’s Director of Research, commented: “The Monthly UB metric has been used in the Australian market for more than 15 years but now that it no longer equals a person, it has outlived its usefulness as a proxy for monthly visitation to website figures and should not be used.”

“As an industry we are looking for more accurate and meaningful data and it’s clear that the Monthly UB metric is become increasingly inaccurate, less useful and even misleading. Indeed with the proliferation of devices and browsers in use by consumers, the disparity between browsers and actual people will only accelerate,” said Le Roy.

While the Monthly UB metric is being retired, the Average Daily UB metric may still be used as the IAB Measurement Council has determined that the active online population in Australia is aligned with the Average Daily UB numbers.

In conducting its review, the Measurement Council found that while the Monthly Unique Browsers inflation is most noticeable at a Market Aggregate level, the top five Publishers in Nielsen’s Market Intelligence (MI) often have a greater number of Monthly Unique Browsers than total Australian Active Online universe of 16.1 million people – an impossible and implausible amount.

Source: IAB press release

IAB say the reason behind this is because:

The massive growth in Monthly Unique Browsers from just over 25 million in 2005 to 90 million in 2012. Clearly such a ‘user level’ is not possible in a country with a total population of just over 22 million people and with recent estimates of the Australian Active Online Universe being just over 16 million. However, pleasingly it can be noted that the Average Daily Unique Browsers is both at a level below that of the population and reflecting a plausible growth.

See the IAB’s FAQs document on why they have announced monthly UB as an unreliable metric here

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Big Changes on the Horizon for  Data-Driven Marketers

ADMA has announced that the new Australian Privacy law  passed by Parliament on Thursday is due to come into effect on 24 March 2013.

The law will introduce changes to how marketers and advertisers can collect, use, hold and disclose customer information and other personal information relating to prospects and individuals.

Due to ongoing lobbying by ADMA and ADMA member companies, the Government made some last minute changes to the new law before it was passed to reduce the impact of the legislation on marketers and advertisers. In particular, the Government:

• - Removed the statement that DM is prohibited and replaced with a new statement that clarifies that DM is permitted within certain parameters.
• - Reduced the requirement to include opt-out notices in all marketing communications.
• - Limited the need to offer customers the ability to engage under a pseudonym.
• - Reconfigured the requirements on overseas transfer of data.
• - Extended the period of time that companies will be given to comply from 9 months to 15 months. (Starting 24 March 2013)

Although ADMA is pleased that the immediate issues facing marketers and advertisers were addressed, it considers that, in general, the law is out-of-touch and out-of-date and will become an increasing hindrance as we continue to move to a data-driven digital economy.

Also, there are still concerns with how the law will be interpreted and enforced. The remaining concerns include:

• - The new definition of ‘personal information’ could result in the Privacy Act now applying to information that is currently not considered ‘personal’. For example, certain information collected through cookies and types of Big Data.
• - The new rules require marketing communications to include an opt-out notice (including to existing customers) in all cases where the marketer has used data collected from a third party.
• - This could include, for example, where a marketer has appended data to a customer database; extracted customer information from a social media site; or used behavioural data from a third party site.
• - Fines of up to $1.1m apply and it remains unclear whether this is calculated on a per ‘incident’ or per ‘record’ basis.

ADMA will be drafting guidelines for marketers and advertisers to clarify the new law and assist with compliance and will also produce a webinar series and education course to assist businesses interpret the provisions and how they apply to traditional channels, online, social media and mobile.

For more information please visit WWW.ADMA.COM.AU

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IAB New Zealand has released a survey providing insights on how New Zealanders plan to conduct their Christmas shopping this year. (The survey was conducted by 3Di).

Key findings show over half of those surveyed plan to do some of their Christmas shopping online with Books/DvDs/Games topping the gift giving list. Convenience was stated as the number one reason for grabbing a mouse rather than jumping in the car.

“It’s important retailers leverage online channels and recognise the consumer is becoming more sophisticated and connected. Online shopping is borderless and while convenience is cited as the number one reason to buy xmas presents online, price and range are also key factors. Businesses need to offer customers a seamless experience across multiple touchpoints and start their online campaigns early.” Laura Maxwell-Hansen, IABNZ Chair & general manager of Yahoo!New Zealand.

I buy my Christmas Presents Online Because…

Source: IABNZ/3DI

Comparison shopping is becoming more common with 14% using their mobile phone to compare products with other retailers before purchase.

Alisa Higgins, general manager of the Interactive Advertising Bureau says more and more comparison shopping is being done while the consumer is in the shop. “The internet has always been a great research tool and now we carry it around with us while we shop. With smartphone penetration at 41%, and estimating to grow to 50% early next year, mobile devices are changing the way consumers interact with retailers.”

New Zealanders use both local and international websites although 28% surveyed said they would stay local choosing to shop on websites like Trade Me. While many might worry we will end up with last years recycled gifts Craig Jordon, Head of Marketplace for Trade Me says, “It’s great to see so many Kiwis have Trade Me top of mind as they get cracking on their Christmas shopping. From an ecommerce point of view, we’ve been well-positioned as Kiwis have moved more and more of their purchasing online to take advantage of benefits such as increased convenience, choice, functionality and attractive pricing. New goods is a major focus for us at present, and with more than a million brand new items onsite it’s clear to see we’re not just a garage sale anymore.”

Recent research from Lassoo Media shows that New Zealand websites are regarded as extremely secure for online purchasing, with 80% saying they feel comfortable using them for shopping. However, buying from overseas sites is less favoured, with only 36% saying they’re happy to do so, while 28% weren’t comfortable at all.

The IAB/3DI survey also found that one third have already started their online Christmas shopping with the big rush expected between 1st and 15th of December.

When Do You Expect to Carry Out Most of Your Christmas Shopping Online this Year?

Source: IABNZ/3DI

The full report is available via www.iab.org.nz to IABNZ members only.

ENDS

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An independent panel responder audit was recently carried out by one of Great Sites partners to ascertain the reliability of Great Sites members for research projects.

Both the Australian and New Zealand sites delivered honest and accurate responses to a range of questions in a survey structured to detect low quality paternalist responses.

• Australia Overall Accuracy Score: 94.86%
• New Zealand Accuracy Score: 95.50%

The survey tested;

1. Thought Consistency, opposing statements are presented for agreement/disagreement
2. Answer Consistency, asking the same question in different ways
3. Top Box responses, checking people are not just ticking the top answer
4. Speeders, checking speed of survey completion is ‘normal’

Great Sites members complete a range of quality controls during and post signup and complete a full detailed profile and interest survey.

Great Sites offers researchers a trusted panel. More Information

3Di Research Services

Australia: 1300 806 986 or Email
New Zealand :  09 920 1755 or Email

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You will be working for 3Di (www.3di.co.nz), part of Beyond International, the makers of Mythbusters.

We are looking for someone who is a rising sales star in the New Zealand digital industry.

This role offers you a true opportunity to further establish yourself as a significant figure in the digital industry. You will work alongside a team of smart, experienced and respected digital sales experts.

The purpose of the role is to not only manage existing agency relationships but also network, prospect and acquire new business for 3Di. You will be working with a range of agencies and clients, helping them achieve excellent results from their investment in digital.

The package offered will depend on your sales experience and local agency network.

The key objectives of this role are to:

• Ensure the company’s gross margin revenue from both new and existing clients is maximised, in line with the agreed budgets and targets.
• Ensure the company’s brand awareness and reputation is maximised through business development, networking, professional behaviour and excellent customer service.

You are:

• Excited and passionate about selling digital advertising solutions, specifically email advertising (www.greatsites.co.nz), performance advertising & lead generation (www.tpn.co.nz), mobile and video advertising.
• A driven performer, who can develop creative digital solutions for clients.
• Goal focused and a proven new business achiever in digital sales
• Highly motivated and able to work autonomously
• Persistent in communicating value to potential clients and not afraid of pushing back
• A proven team player with a professional and friendly manner
• Organised and methodical in a key account approach

You have:

• 5+ years agency (and/or direct) advertising sales experience, encompassing 2-3 years digital sales experience
• Proven new business sales skills with a track record of meeting or exceeding targets
• Excellent skills in maximising sales from existing clients
• Deep industry knowledge and excellent networking skills
• Existing direct and/or agency relationships that you will bring to this role
• The ability to build rapport with key decision makers
• Strong communication skills and the ability to learn new concepts quickly
• Strong analytical thinking
• Advanced presentation skills
• High attention to detail
• Outstanding written and verbal communication skills
• Tertiary qualifications (with good grades) a strong plus

Company Description

3Di is a trading name of BeyondD, a wholly owned subsidiary of leading producer and distributor of television and film content, Beyond International (ASX:BYI). BeyondD, the digital division, consists of digital marketing services, digital media sales, and digital assets including websites, marketing databases and bespoke technology.

We employ some of Australia and New Zealand’s most experienced digital experts, not only to provide the region’s leading brands and enterprises with digital services but also to develop our own successful digital businesses and unique intellectual property.

To apply please write to jobs at 3di.co.nz

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We’re pleased to partner with ADMA again for ADMA FUSION 2012 and are offering an exclusive complimentary discount on behalf of 3Di

Get 30% discount on your conference registration! register now and quote <3DIOFFER> in the discount field

REGISTER NOW

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Emails were segmented into four profiles, each consisting of the same number of recipients. The same base creative message was loaded to each profile with a separate incentive applied to each:

• No Incentive
• An incentive offering “a” chance to win
• An incentive offering 10 chances to win
• An incentive to offering 100 chances to win

Results:

• CPA target achieved.
• Incentivised clicks provided 30% more conversions that non incentivised clicks.

Download the email marketing case study:

• Email marketing case study (AU)
• Email marketing case study (NZ)

Do you require email marketing expertise? Contact us today!

Australia: 1300 806 986 or Email
New Zealand :  09 920 1755 or Email

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