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Building an Email Practice<br />Chris Sietsema<br />October 18, 2010<br />
Pop Quiz<br /> $15.22<br /> $21.85<br /> $43.62<br /> $71.12<br />?<br />Direct Marketing Association, 2009<br />
Pop Quiz<br /> $15.22<br /> $21.85<br /> $43.62<br /> $71.12<br />Direct Marketing Association, 2009<br />
Additional Stats<br />$700M<br />Compared to $45.2B Direct Mail Spend<br />Planned in 2010 <br />for Email Spend<br />
Additional Stats<br />112,700<br />Compared to 620,400 Search Marketers<br />Email <br />Marketers <br />in 2010<br />
Additional Stats<br />96%<br />Compared to 12% willing to divulge social media profiles or identity<br />Online adults tha...
So Why The Lousy Reputation?<br />
Crap Sent Right to Your Inbox<br />
Retention, Retention, Retention<br />You Are Here<br />
A One-to-Many Medium?<br />
Revenue Model<br />   Strategy                 Execution                  Markup<br />
Email Products<br />
Email Products<br />
List Quality<br />Garbage In<br />Garbage Out<br />
Segmentation<br />JangoMail Email Marketing Survey - August 2010<br />
Deliverability<br />CAN SPAM Clearly Defined<br />Physical Address<br />Unsubscribe Option<br />No Deception<br />Your Fro...
Sender Reputation<br />SenderScore.org <br />
Testing Processes<br />A/B Split<br />Multivariate<br />A<br />B<br />
Measurement<br />Source: Epsilon.com<br />Industry Averages<br />Delivery Rate – 94%<br />Open Rate – 22%<br />24% for Con...
Email Products<br />
Content Elements<br />Anatomy of an Email<br />PREHEADER<br />HEADER<br />NAVIGATION<br />PRIMARY MESSAGE<br />SECONDARY M...
Template Design<br />
Template Design<br />250<br />250<br />
Horizontal Scrolling<br />
Email Products<br />
Lifecycle Marketing<br />TRACKS<br />TRIGGERS<br />CAMPAIGNS<br />MESSAGE 1<br />WEEK 1<br />IF<br />ONGOING<br />MESSAGES...
Re-Engagement<br />Just gimme another chance?<br />
Email Products<br />
Integrated Programs<br />
Challenge: Synchronizing Data<br />34<br />
Synchronizing Data<br />Email Messages<br />Customer Records<br />{Interactions & Behaviors}<br />{Needs & Motivations}<br />
  Strategy         Creative       Development      Analytics<br />Human Resources<br />36<br />
Phased Approach<br />Explore Space<br />Identify Internal Expertise<br />Start with Organic Growth<br />Bring In New Talen...
To Partner or Not to Partner<br />
Enterprise Tools<br />
Watch & Learn<br />
Utilities<br />
Resources<br />42<br />
Questions?<br />Chris Sietsema<br />Teach to Fish Digital<br />chris@teachtofishdigital.com<br />480.389.5435<br />linkedi...
Slide-ography<br />Slides 4-7 – Direct Marketing Association Economic Impact Study <br />http://directmag.com/magilla/1020...
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BOLO2010 Sietsema

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

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  • Transcript of "BOLO2010 Sietsema"

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