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A Deep Dive into Email Programs: What's Working Now to Engage Customers
 

A Deep Dive into Email Programs: What's Working Now to Engage Customers

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    A Deep Dive into Email Programs: What's Working Now to Engage Customers A Deep Dive into Email Programs: What's Working Now to Engage Customers Presentation Transcript

    • Welcome to the 2010 Digital Marketing World Virtual Conference Series A Deep Dive into Email Programs: Whats Working Now to Engage CustomersBill Leming, Vice President, Strategic Services, SubscriberMail
    • CONFIDENTIAL AND PROPRIETARY©2010 SubscriberMail. All rights reserved.
    • A Deep Dive intoe-NewslettersBill LemingVP S trategic ServicesSubscriberMail CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • Agenda• Email Strategic Evolution • Strategy • Perception• Human Connection • SPAM • Relevancy/Engagement • Integration • Social • Testing/Analytics • Mobile CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • CONFIDENTIAL AND PROPRIETARY©2010 SubscriberMail. All rights reserved.
    • CONFIDENTIAL AND PROPRIETARY©2010 SubscriberMail. All rights reserved.
    • Email marketing has evolved into a sophisticated medium CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • Email Marketing: Old vs. New The Old Way The New Way Build a mailing list, anyway you can Quality vs. quantity Fool the IS to boost delivery Ps Authentication and reputation Avoid “spam words” that trigger filters Engagement and content How many people opened? Conversions/ROI Image-focused messages Smart layouts, pre-headers Cute subject lines Engaging, non-teaser formats CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • How do I evolve my email marketing? CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • Start Thinking Strategically • The blueprint or foundation of an effective email marketing program • S the goals and program objectives for an overall email ets initiative • Analyze results and optimize for sustained success CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • Key Areas of Email Strategy CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • Objectives: What business objectives are we trying to achieve? CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • Objectives: What business objectives are we trying to achieve? CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • Audience Segments: How will audiences be segmented? CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • Data Opportunities: What data should be collected and used? CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • Message Types: What types of messages will be sent to segments? CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • Message Frequencies: How often should messages be sent? CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • Key Metrics: What defines success, and how should it be measured? CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • Technology: What technology integration is required? CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • Changing perceptions of email CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • = CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • = CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • The Necessity of the Human Connection CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • You’re not sending to this… CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • You’re sending to this…Broadcast has given way to narrowcast CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • The recipient definition of SPAMhas changed…So should yours CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • The First SPAM Message Ever:DIGITAL WILL BE GIVING A PRODUCT PRESENTATION OF THE NEWESTMEMBERS OF THE
DECSYSTEM-20 FAMILY; THE DECSYSTEM-2020, 2020T, 2060, AND2060T. THE
DECSYSTEM-20 FAMILY OF COMPUTERS HAS EVOLVED FROM THE TENEXOPERATING SYSTEM
AND THE DECSYSTEM-10 <PDP-10> COMPUTER ARCHITECTURE.BOTH THE DECSYSTEM-2060T
AND 2020T OFFER FULL ARPANET SUPPORT UNDER THETOPS-20 OPERATING SYSTEM.
THE DECSYSTEM-2060 IS AN UPWARD EXTENSION OFTHE CURRENT DECSYSTEM 2040
AND 2050 FAMILY. THE DECSYSTEM-2020 IS ANEW LOW END MEMBER OF THE
DECSYSTEM-20 FAMILY AND FULLY SOFTWARECOMPATIBLE WITH ALL OF THE OTHER
DECSYSTEM-20 MODELS.

WE INVITE YOU TOCOME SEE THE 2020 AND HEAR ABOUT THE DECSYSTEM-20 FAMILY
AT THETWO PRODUCT PRESENTATIONS WE WILL BE GIVING IN CALIFORNIATHIS
MONTH. THE LOCATIONS WILL BE:

TUESDAY, MAY 9, 1978 - 2 PM
HYATT HOUSE(NEAR THE L.A. AIRPORT)
LOS ANGELES, CA

THURSDAY, MAY 11, 1978 - 2PM
DUNFEYS ROYAL COACH
SAN MATEO, CA
(4 MILES SOUTH OF S.F. AIRPORT ATBAYSHORE, RT 101 AND RT 92)

A 2020 WILL BE THERE FOR YOU TO VIEW. ALSOTERMINALS ON-LINE TO OTHER
DECSYSTEM-20 SYSTEMS THROUGH THE ARPANET. IFYOU ARE UNABLE TO ATTEND,
PLEASE FEEL FREE TO CONTACT THE NEAREST DECOFFICE
FOR MORE INFORMATION ABOUT THE EXCITING DECSYSTEM-20 FAMILY. CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • Perception vs. Reality• The definition of SPAM has changed• “Spam is the use of electronic messaging systems (including most broadcast media, digital delivery systems) to send unsolicited bulk emails indiscriminately” CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • SPAM is in the Eye of the Beholder • If a message looks like spam to a recipient, they will report it even if it is legitimate and/or they’ve previously opted in • Avoid ALL CAPS in your subject lines • Spelling, grammar, punctuation • Ambiguous subject lines • Awkward personalization • The level of recipient engagement far outweighs “SPAM verbiage” in the eyes of ISP filters • A legitimate message with major display errors can be misconstrued as SPAM CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • SPAM is in the Eye of the Beholder CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • SPAM is in the Eye of the Beholder• Today we are dealing with more savvy/impatient email recipients• Compliance with the legal definition is no longer enough• Recipients define SPAM as “any email they do not wish to receive” CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • Optimizing for SPAM Filters• Tools to help • Run messages through a S PAM check to analyze content prior to deployment • Automatic bounce and unsubscribe processing CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • Optimizing for SPAM Filters• Best Practices • Make sure you are authenticated • Utilize delivery monitoring whether in-house or through an ES P • Ensure everyone sending on behalf of your organization is utilizing best practices (digital reputation) CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • If engagement is king, how do you increase it? CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • Increasing Relevancy/Engagement• Gather• Test• Analyze• Optimize CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • Integration is Key • A way for clients to connect their email programs with other existing sales and marketing tools • Creates a way for different technologies to be used in tandem CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • Gathering Data• Get recipients involved in choosing what they want from you• Email preference centers• Surveys• Personalized offers CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • Gathering Data CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • Gathering Data CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • Data Through Integration• Email & CRM • Send email based on online/offline purchase activity • Enhance segmentation efforts • Lifecycle messaging • Data synchronization CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • Behavior Driven Messaging CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • Email testing is about leveraging the medium’s unique ability toprovide fast and accurate results to incrementally improve your email marketing efforts CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • Beyond the A/B S Test plit• Testing is about creating a user scenario or behavior – not just creating a specific element in your message• Determine objectives for short term and long term goals, formulating tests that can help incorporate each of those aspects• Go further than just splitting your list into two equal groups: • Test within main segments and sub-segments • Test new subscribers vs. old subscribers CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • Define Your Goals• To optimize engagement, test: • Day/time to send • From name • Subject lines • Creative/layout • Copy • Calls to action CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • Learn and Refine M T W Th FNewsletter deployed each day of the week to a different group of 50K recipients.Test objective:Which day of the week yields the best results?An alternative method:Historical data should already make a strong case for the days of the week that typicallyperform best. S egment your most active subscribers and conduct an Nth sample test over thedays in question.* D epend on your m ost loyal, engaged subscr iber s t o pr ovide t he t ype ofdat a you can act on wit h confidence. CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • Methods – N-th Level Splits 2nd 1st In this example, every 4th subscriber is added to the 3rd sample audience. 4t h CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • Methods – Multivariate TestingGr oup A Subject Line 1 1-Column Layout Offer 1Gr oup B Subject Line 1 1-Column Layout Offer 2Gr oup C Subject Line 1 2-Column Layout Offer 1Gr oup D Subject Line 1 2-Column Layout Offer 2Gr oup E Subject Line 2 1-Column Layout Offer 1Gr oup F Subject Line 2 1-Column Layout Offer 2Gr oup G Subject Line 2 2-Column Layout Offer 1Gr oup H Subject Line 2 2-Column Layout Offer 2 CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • Advanced Testing • Heat-mapping to track eye movements of email recipientsSource: 3M Visual Attention Service CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • Test Against Recent Trends• Stock photos vs. real photos CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • Test Against Recent Trends• Stock photos vs. real photos • New study shows that “big, feel-good images that are largely decorative” are mainly ignored online • Stock photos or generic people are also disregarded • People engage more with a photo if they know the image or the person in the photo is real CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • Analytics Integrations: Closing the Loop CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • CONFIDENTIAL AND PROPRIETARY©2010 SubscriberMail. All rights reserved.
    • Analytics Integration• Email & Analytics • Data “beyond the click” • Web funnel analysis and optimization • Cross/Upsell opportunities based on behaviors CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • CONFIDENTIAL AND PROPRIETARY©2010 SubscriberMail. All rights reserved.
    • CONFIDENTIAL AND PROPRIETARY©2010 SubscriberMail. All rights reserved.
    • CONFIDENTIAL AND PROPRIETARY©2010 SubscriberMail. All rights reserved.
    • CONFIDENTIAL AND PROPRIETARY©2010 SubscriberMail. All rights reserved.
    • Analytics Today: S.A.M.E Project• eec S.A.M.E. (Support Adoption of Metrics for Email) Project• Combating lack of consistent email metrics standardization by creating a standardized metrics for industry adoption• Creating new definitions for email metrics CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • Practical Applications CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • CONFIDENTIAL AND PROPRIETARY©2010 SubscriberMail. All rights reserved.
    • CONFIDENTIAL AND PROPRIETARY©2010 SubscriberMail. All rights reserved.
    • CONFIDENTIAL AND PROPRIETARY©2010 SubscriberMail. All rights reserved.
    • CONFIDENTIAL AND PROPRIETARY©2010 SubscriberMail. All rights reserved.
    • CONFIDENTIAL AND PROPRIETARY©2010 SubscriberMail. All rights reserved.
    • CONFIDENTIAL AND PROPRIETARY©2010 SubscriberMail. All rights reserved.
    • CONFIDENTIAL AND PROPRIETARY©2010 SubscriberMail. All rights reserved.
    • CONFIDENTIAL AND PROPRIETARY©2010 SubscriberMail. All rights reserved.
    • CONFIDENTIAL AND PROPRIETARY©2010 SubscriberMail. All rights reserved.
    • Engaging Through Other Channels CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • Engaging Through Social Media• Broaden reach by allowing subscribers to share content online CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • Engaging Through Social Media• Build your social media following through email CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • Engaging Through Social Media CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • Engaging Through Social Media• Use social media to acquire engaged subscribers CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • Engaging Through Mobile• More than 1 billion consumers will be accessing email on their mobile phones by the year 2013, compared to fewer than 200 million in 2009• 21% of mobile marketing responders indicated that they respond to three or more offers per month CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • Engaging Through Mobile• Simple changes to your normal messages can ensure that mobile users can clearly see your messages • Include a link to a plain text version in your HTML message • Use descriptive alt text for images to display on phones where images are blocked • Use the subject line and pre-header to promote your main call to action • Subject lines should be around 35 characters • Think vertical – some mobile displays are as small as 320 pixels wide • Give links enough space to be clickable CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • Engaging Through Mobile CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • Engaging Through Mobile• Email & SMS • Dual acquisition • Cross-channel communication and follow-up • Message-by-medium optimization (long vs short, time-sensitive vs at-your-convenience) CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • Engaging Through Mobile Email Landing Page SMS Message CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • Text “SMail” to 639227Visit http://tinyurl.com/3586shq CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • Summary• Always be evolving• Think strategically – long-term how do you achieve your goals?• Engage with your subscribers as individuals not just a number in a statistic• Always be testing and analyzing• Look for new ways to integrate your email: mobile/social CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • Never stop progressing, testing, exploring CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • Questions?Bill LemingVP S trategic Servicesinfo@subscribermail.com630.303.5000 CONFIDENTIAL AND PROPRIETARY ©2010 SubscriberMail. All rights reserved.
    • CONFIDENTIAL AND PROPRIETARY©2010 SubscriberMail. All rights reserved.
    • Please join us in the Networking Lounge for aModerated Q&A with Bill LemingIn the Networking Lounge,click on ‘Scheduled Chats’ to join the discussion NOW