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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.

Published in: Business, Technology

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  • Mix of elements
  • When to send? Popular tools? Standard Metrics?
  • Transcript

    • 1. Building an Email Practice
      Chris Sietsema
      October 18, 2010
    • 2.
    • 3.
    • 4. Pop Quiz
      $15.22
      $21.85
      $43.62
      $71.12
      ?
      Direct Marketing Association, 2009
    • 5. Pop Quiz
      $15.22
      $21.85
      $43.62
      $71.12
      Direct Marketing Association, 2009
    • 6. Additional Stats
      $700M
      Compared to $45.2B Direct Mail Spend
      Planned in 2010
      for Email Spend
    • 7. Additional Stats
      112,700
      Compared to 620,400 Search Marketers
      Email
      Marketers
      in 2010
    • 8. Additional Stats
      96%
      Compared to 12% willing to divulge social media profiles or identity
      Online adults that have
      shared an email address
    • 9. So Why The Lousy Reputation?
    • 10. Crap Sent Right to Your Inbox
    • 11. Retention, Retention, Retention
      You Are Here
    • 12.
    • 13. A One-to-Many Medium?
    • 14. Revenue Model
      Strategy Execution Markup
    • 15. Email Products
    • 16. Email Products
    • 17. List Quality
      Garbage In
      Garbage Out
    • 18. Segmentation
      JangoMail Email Marketing Survey - August 2010
    • 19. Deliverability
      CAN SPAM Clearly Defined
      Physical Address
      Unsubscribe Option
      No Deception
      Your From Name
      No Funny Subject Lines
      SPAM
    • 20. Sender Reputation
      SenderScore.org
    • 21. Testing Processes
      A/B Split
      Multivariate
      A
      B
    • 22.
    • 23. 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%
    • 24. Email Products
    • 25. Content Elements
      Anatomy of an Email
      PREHEADER
      HEADER
      NAVIGATION
      PRIMARY MESSAGE
      SECONDARY MESSAGE
      TERTIARY MESSAGE
      RECOVERY / FOOTER
      CAN-SPAM / DISCLAIMER
    • 26. Template Design
    • 27. Template Design
      250
      250
    • 28. Horizontal Scrolling
    • 29. Email Products
    • 30. Lifecycle Marketing
      TRACKS
      TRIGGERS
      CAMPAIGNS
      MESSAGE 1
      WEEK 1
      IF
      ONGOING
      MESSAGES
      CAMPAIGNS
      CAMPAIGNS
      MESSAGE 2
      WEEK 2
      THEN
      MESSAGE 3
      WEEK 3
    • 31. Re-Engagement
      Just gimme another chance?
    • 32. Email Products
    • 33. Integrated Programs
    • 34. Challenge: Synchronizing Data
      34
    • 35. Synchronizing Data
      Email Messages
      Customer Records
      {Interactions & Behaviors}
      {Needs & Motivations}
    • 36. Strategy Creative Development Analytics
      Human Resources
      36
    • 37. Phased Approach
      Explore Space
      Identify Internal Expertise
      Start with Organic Growth
      Bring In New Talent
      Put Sales People to Work
    • 38. To Partner or Not to Partner
    • 39. Enterprise Tools
    • 40. Watch & Learn
    • 41. Utilities
    • 42. Resources
      42
    • 43. Questions?
      Chris Sietsema
      Teach to Fish Digital
      chris@teachtofishdigital.com
      480.389.5435
      linkedin.com/in/sietsema
      Twitter: @sietsema
      slideshare.net/sietsema
    • 44. 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