BOLO2010 Sietsema
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BOLO2010 Sietsema

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Looking for recurring agency revenue? Look no further than email campaign management.

Looking for recurring agency revenue? Look no further than email campaign management.

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  • Mix of elements
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BOLO2010 Sietsema BOLO2010 Sietsema Presentation Transcript

  • Building an Email Practice
    Chris Sietsema
    October 18, 2010
  • View slide
  • Pop Quiz
    $15.22
    $21.85
    $43.62
    $71.12
    ?
    Direct Marketing Association, 2009
    View slide
  • Pop Quiz
    $15.22
    $21.85
    $43.62
    $71.12
    Direct Marketing Association, 2009
  • Additional Stats
    $700M
    Compared to $45.2B Direct Mail Spend
    Planned in 2010
    for Email Spend
  • Additional Stats
    112,700
    Compared to 620,400 Search Marketers
    Email
    Marketers
    in 2010
  • Additional Stats
    96%
    Compared to 12% willing to divulge social media profiles or identity
    Online adults that have
    shared an email address
  • So Why The Lousy Reputation?
  • Crap Sent Right to Your Inbox
  • Retention, Retention, Retention
    You Are Here
  • A One-to-Many Medium?
  • Revenue Model
    Strategy Execution Markup
  • Email Products
  • Email Products
  • List Quality
    Garbage In
    Garbage Out
  • Segmentation
    JangoMail Email Marketing Survey - August 2010
  • Deliverability
    CAN SPAM Clearly Defined
    Physical Address
    Unsubscribe Option
    No Deception
    Your From Name
    No Funny Subject Lines
    SPAM
  • Sender Reputation
    SenderScore.org
  • Testing Processes
    A/B Split
    Multivariate
    A
    B
  • Measurement
    Source: Epsilon.com
    Industry Averages
    Delivery Rate – 94%
    Open Rate – 22%
    24% for Consumer Products
    Click Rate – 6%
    7.5% for Consumer Products
    Unsubscribe Rate – 27%
  • Email Products
  • Content Elements
    Anatomy of an Email
    PREHEADER
    HEADER
    NAVIGATION
    PRIMARY MESSAGE
    SECONDARY MESSAGE
    TERTIARY MESSAGE
    RECOVERY / FOOTER
    CAN-SPAM / DISCLAIMER
  • Template Design
  • Template Design
    250
    250
  • Horizontal Scrolling
  • Email Products
  • Lifecycle Marketing
    TRACKS
    TRIGGERS
    CAMPAIGNS
    MESSAGE 1
    WEEK 1
    IF
    ONGOING
    MESSAGES
    CAMPAIGNS
    CAMPAIGNS
    MESSAGE 2
    WEEK 2
    THEN
    MESSAGE 3
    WEEK 3
  • Re-Engagement
    Just gimme another chance?
  • Email Products
  • Integrated Programs
  • Challenge: Synchronizing Data
    34
  • Synchronizing Data
    Email Messages
    Customer Records
    {Interactions & Behaviors}
    {Needs & Motivations}
  • Strategy Creative Development Analytics
    Human Resources
    36
  • Phased Approach
    Explore Space
    Identify Internal Expertise
    Start with Organic Growth
    Bring In New Talent
    Put Sales People to Work
  • To Partner or Not to Partner
  • Enterprise Tools
  • Watch & Learn
  • Utilities
  • Resources
    42
  • Questions?
    Chris Sietsema
    Teach to Fish Digital
    chris@teachtofishdigital.com
    480.389.5435
    linkedin.com/in/sietsema
    Twitter: @sietsema
    slideshare.net/sietsema
  • Slide-ography
    Slides 4-7 – Direct Marketing Association Economic Impact Study
    http://directmag.com/magilla/1020-e-mail-roi-still-slipping/
    Slide 8 – Pontifex Email Privacy vs. Social Media Privacy Survey
    http://www.emarketer.com/blog/index.php/email-privacy-social-network-privacy/
    Slide 9 – Charlie Brown Christmas Charles Schulz
    Slide 13 – Andy Warhol’s Soup Cans
    Slide 20 – Frank Sinatra Mug Shot
    Slide 23 - Measuring Tape Sphere from Nick Sayers on Flickr Creative Commons
    Slide 25 – hamburger from j_bary on Flickr Creative Commons
    Slide 31 – The Proposal by Boy27Wonder on Flickr Creative Commons
    Slide 34 – Synchronized Swimmers from uwdigitalcollections on Flickr Creative Commons
    Slide 42 – books in a stack from austinevan on Flickr Creative Commons