The Email Marketing Lifecycle

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This is the slide deck from my Blog Indiana 2010 presentation, "The Email Marketing Lifecycle".

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  • Seriously, a floozie? Marketing is about relationships TheKnot.com, TheNest, TheBump
  • Email is the original killer internet app May 3, 1978, the first spam message. Gary Thuerk, a marketer for the Digital Equipment Corporation , blasted out his message to 400 of the 2600 people on ARPAnet It’s the original Social Network - communicating directly with someone, or groups of someone Facebook, Twitter, Foursquare, Gowalla - all rely on email for notifications and messaging Why aren’t you using it more efficiently
  • Too many companies silo their messages Why have multiple conversations with a single person? Save the workload, and save your customer the noise Let’s talk about how email can be used to tie these channels together
  • Marketers know who their talking to (hopefully) Are you using that information to create content? Are you crafting it into campaigns to pull customers along? CTA Are you using your web site to enroll customers - either social media or email? Re: email, do you ask about what specific messages they want to see? How often do they want to hear from you? It’s important for compliance AND privacy Begin to make your messages count - and make them get customers ENGAGED
  • Content is flowing - is it flowing to your site? What content is drawing folks in? Can it be repurposed for email? Should you emphasize it? Analytics - Google, Bitly, others Craft a campaign to track these new efforts Is one channel driving more traffic than another Should you emphasize it? Are you completing the lifecycle? Conversions are the method to track
  • Calls to action? Follower, friends, fans Are you feeding them? Are you including these social links in your email? Bit.ly URL-shortening also provides tracking Monitoring responses and tracking conversions?
  • Here’s where we put it all together! Make it easy on yourself - take content from the Web RSS templates Segment your list Speak to your engaged users Those with significant open and click rates Start to measure WHAT people are clicking and diversify Feed your email system and use that information Customize the message to a recipients == CONTENT Personalize that message
  • Incentivize users and track it Provide discounts, whitepapers, opportunities Track those conversions - and re-message You’ve got a web site, social media, print campaign - TRACK them Include Twitter and Facebook in your footers Track conversions on links Provide customers other opportunities All messages provide a chance to cross-sell, even transactional messages SPEAK TO YOUR CUSTOMER Any marketing is about engagement
  • The Email Marketing Lifecycle

    1. 1. The Email Lifecycle or How Not to Be an Email Floozie
    2. 2. Lifecycle or Floozie? <ul><li>Seriously, a floozie? </li></ul><ul><li>Marketing is about relationships </li></ul><ul><li>TheKnot.com, TheNest, TheBump </li></ul>
    3. 3. QWERTYUIOP <ul><li>“ QWERTYUIOP”, Ray Thomlinson </li></ul><ul><li>Social Media relies on email </li></ul><ul><li>It’s not a hub and spoke </li></ul>
    4. 4. Put It in perspective <ul><li>Marketing </li></ul><ul><li>Analytics </li></ul><ul><li>Social Media </li></ul><ul><li>Email </li></ul>
    5. 5. Marketing <ul><li>Personas </li></ul><ul><li>Content Management </li></ul><ul><ul><li>Marsh </li></ul></ul><ul><li>Campaigns </li></ul><ul><li>Enrollment </li></ul><ul><li>Messages </li></ul><ul><ul><li>Drip Campaigns </li></ul></ul>
    6. 6. Analytics <ul><li>Content </li></ul><ul><li>Campaigns </li></ul><ul><li>Referrals </li></ul><ul><li>Conversions </li></ul><ul><ul><li>Borders Rewards, Amazon </li></ul></ul>
    7. 7. Social Media <ul><li>Followers </li></ul><ul><li>Links </li></ul><ul><li>Tracking </li></ul>
    8. 8. Email <ul><li>Content </li></ul><ul><li>Engaged Recipients </li></ul><ul><li>Customization and Personalization </li></ul>
    9. 9. Email <ul><li>Conversions! </li></ul><ul><li>Redirecting to other channels </li></ul><ul><li>Continuing engagement </li></ul>
    10. 10. <ul><li>What makes sense for the way you communicate? </li></ul>Lifecycle or Floozie?
    11. 11. Thank You <ul><li>Bill Dawson </li></ul><ul><li>[email_address] </li></ul><ul><li>@2sentences </li></ul><ul><li>Q & A </li></ul>

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