Make Your Email Investment Pay for Itself

Make Your Email Marketing Pay for Itself

Presenters Jeanniey Mullen , Senior Partner and Global Executive Director, Email and Digital Dialog, OgilvyOne Worldwide - Prior to joining OgilvyOne, Jeanniey founded and ran her own interactive agency. Before that, she served as the CMO and EVP at Avalon Digital Marketing Systems, where she helped launch one of the first B2B e-mail platforms that incorporated on-demand video in the message. Prior to Avalon, Jeanniey worked at Grey Direct and pioneered the first e-mail marketing practice inside a global agency. Jeanniey is viewed as one of the thought leaders in the e-mail marketing field. Norman Miglietta, Directory Advertising & Marketing, Turner Sports - Norman Miglietta has over 15 years of experience in advertising, promotions, marketing communications and marketing strategy. In his role as director, advertising and marketing, Miglietta draws upon his expertise to drive the revenue for the e-commerce and subscription businesses, and increase overall site growth for NASCAR.COM, PGATOUR.COM and PGA.COM. This entails creating and executing strategic plans for all marketing opportunities, such as database/email marketing, sales/sponsorship integration and other demand generation programs. Miglietta also oversees property creative development including TV, radio, print and all online advertising. Dave Hendricks, VP Market Strategy, Datran Media - Dave Hendricks started his career in 1988 as a consultant for Arthur Andersen's Washington, DC Office and later served in roles at several database marketing and web services solutions providers. In late 2003, Experian recruited Hendricks to join as the VP of its Internet marketing unit which later acquired CheetahMail. While SVP of sales at Donnelley Marketing during 2004 and 2005, Hendricks reorganized the sales operation and led the implementation of Salesforce.com across five InfoUSA divisions while playing a key role in many large, multi-year client wins.

What we’ll be talking about today…
How to:
Transform your understanding of your email audience and reach
Transform your email newsletters and other retention campaigns into revenue drivers – in new ways you may not have imagined
Convert consumers based on relevant demographics and psychographics
Realize the cost/benefits of performance and impression-based pricing models
Use email as both a brand awareness and acquisition channel
Leverage online exchanges and inventory management to change the way you buy, sell and maximize your multi-channel marketing programs
Agenda

How do email marketers define reach?
In a world where all you know is someone’s email address, how can you understand your audience?
How can you expand your reach while still remaining relevant to your core audience?
Your Reach

How are email marketers funding their programs today?
How can you fund an email program if you don’t have anything to sell?
If you aren’t driving direct revenue, how do you prove that your program is valuable?
Driving Revenue

Driving Revenue

Everyone wants to increase opens, click-throughs and sales, what are some ways to do this cost-effectively?
What are some best practices to increasing click-throughs and conversions?
What is a conversion? Is it the same for everyone?
Increase Conversions

Everyone is familiar with the traditional email pricing model based on CPM for deployment, what are some other models?
CPM pricing is very predictable, why choose any other approach?
What do I lose by moving to a new model? What do I gain?
What is email performance marketing? What is impression-based pricing?
New Models Yesterday… Today…

How does email acquisition compare to search?
How can you acquire your own customers for new efforts?
Acquisition
Datran Media Serves relevant email ads with higher impression-to-conversion rates than search or display…
Sources: DoubleClick 2007, Morgan Stanley 2006, WebSide Story 2006, Email: Datran Media Internal
Search Display Email
Click rate: 11.4% 0.15% 3.31%
Click-to-conversion Rate: 3.4% 1% 13.46%
Impression-to-conversion rate: .38% .0015% .42%

What is email inventory, and do I have any?
How can email inventory be monetized, and now does this help revenues?
How can I control the types of advertising that my readers see?
Who will want to market to my subscribers?
What is an email exchange? How do exchanges work within email?
Inventory

Your Email is Valuable Media! Skilled salespeople sell slices of your inventory to advertisers willing to pay your minimum CPM. But what happens to email media that goes unsold? Inventory

Your Unsold Media is Going to Waste! StormPost features an Inventory Management solution that provides email list owners with a way to quantify their total amount of email inventory, sold and available. Everything is automated! Inventory

Stand-alone emails Banners in newsletters Short text ads in email Email is Valuable Media

The Components of an Email Media Exchange
Provide transparency so the consumer wins and the publisher yield is maximized
Provide publishers with technology just like you provide them with ad serving, optimization and analytics
Intelligence behind the technology - Targeting using behavior and context instead of pre-determined business rules / campaigns, just like serving banners D atran S ystem

Private Auctions in EO

Marketers Can Manage Every Aspect of Their Campaign in the EO Marketplace

Contact information for Datran Media
Links for Datran, StormPost, and EO.com
[email_address]
Q & A

Make Your Email Investment Pay for Itself

by DatranMike

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Make Your Email Investment Pay for Itself Presentation Transcript