Top Quartile average = 195% - 1000 share clicks = 1950 share opens
Keys to Targeting the Right Networks Utilize third-party research Survey subscribers/Monitor network activity Test and analyze click/share activity Identify subtrends e.g., High-value sharers Kill the losers
3. Educate subscribers on how/why to share
Why Education is Key Despite growth, “sharing” is still early Different levels of social adoption Sharing features/networks can differ in approaches
Share to Social in Action Announce…
4. Optimize email sharing design and link location
Link Location - Top, Middle or Bottom?
Content, Content, Content
Eat Better America - Bottom
Eat Better America - Top
Dinner Made Easy - Bottom
Dinner Made Easy – Near Top
5. Create shareworthy content
8 Keys to Shareworthy Emails
What B2B Emails Are Shareworthy?
Event /Webinar Notifications
News / Press Releases
What B2C emails are Shareworthy?
New season / product announcements
B2C - Recipes Are Naturally Viral
What’s Not Shareworthy?
Highly Personalised Emails
“Dough” + Valentine = Shareworthy
6. Test, Analyze and Refine for Increased Sharing
Test – What’s Working/Not Working Copy/Content/Offers Link Style, Location Broad versus Narrow Focus Messages Viral-Only Messages High-Value Sharers…
Identify Key Influencers Identify recipientswho shared yourmessage Create lists of key influencers Target them with future offers andincentives
How to Measure Success Process Email share click-through rate Network opens/rate Network clicks/rate Performance by network Who is sharing – influencer rates Output New subscribers Additional reach Conversions/revenue
Results 800 recipients shared the email offer 8% list growth 33% people who viewed a shared item clicked through to the offer 3x CTR of their standard emails
What to Tell Your Boss $0 5X 25%
...but it does require more than just inserting links
4 Extra Email Marketing Tactics for 2010
1. Capture and Use the Right Data
Data: They key to email relevance, and therefore your success
Data Is the Foundation of Relevance
Why Preference Centers?
Preference Center Touch Points
No Data, No Relevance Logical Personalization?:
Age ranges on signup
Significant other’s birth date
No Recognition of Their Value Proposition How About Product Selection & Content that recognizes I’m:
Kind of old guy
Married 25 years
26th Anniversary…and I get This?
Progressive Sign Up
Society of London Theatre
Targeted Communications Based on Age Under 26 targeted mailings Age centric subject line Sent to recipients under 26 years Open rates around double average open rates Mailing for the over 50’s Targeted discount offer Open Rates 75% above average open rate
2. Welcome Emails – Start the Relationship Right
What is the first email your subscribers receive? Do you throw them in mid-stream, or “welcome” them into the relationship?
Research by marketing publisher MarketingSherpa shows email subscriber interest begins to disintegrate as soon as two weeks after the opt-in, as measured by the open rate. Within two months, the open rate typically falls 20% to 25%. The Honeymoon is Over!
Welcome Email Immediate Offer versus Customer Data Collection (aka digital handshake)
Williams-Sonoma 3-Part Series
Welcome Email Ecommerce Case Study
No marketing messaging
2-part email series
75% increase in conversions
3. Incorporate Personality/UGC
Do your emails stand out? Do they talk at, or with customers? Stand-out from the rest of the crowd, make your subject line POP!
We Like Personalities Jim Cramer – Mad Money Keith Olbermann – MSNBC
…Not Faceless Corporations
Can we talk? More than ever, we want to connect with brands via real people Think Twitter We want a personal note, not a direct marketing promotion
A Dash of Personality Tone From a real person Humor Employee, customer stories/comments UGC “Relatable”
Incorporating Social Aspects Within Emails Comments User ratings Top read, top purchases, etc.
Woot is a Hoot
Like, Awesome Dude!
Personal reviews/ comments from staff members
While not objective, puts real people behind the products and emails
Fun Subject Lines
4. Move to Lifecycle / Behavior/ Trigger / Event-Based Messaging
Make your conversations with your customers happen in real-time
You Know Who You Are… 20 Emails in 22 Days Free Shipping 20% off
Break Through the Clutter With New Message Streams Triggers Notifications Alerts Reminders Aggregators Updates Closeouts …and more
Special Event – e.g., Super Bowl
Abandoned shopping cart
Status or preference change
60% Open Rate
Nearly 200% higher than our broadcast average
18.5% Click through rate
More than 200% higher
60% higher conversion rate than overall average
52% Open Rate
(Nearly 150% higher than broadcast average)
13.8% Click through rate
(125% higher than broadcast average)
10% higher conversion rate and slightly higher average order value.
30% Open Rate
15% Higher conversion rate than overall average
Big Results after One Month: (compared to all previous email campaigns) 48% lift Click through rate 129% lift in Net Conversion rate Accounted for 10.4% of the total revenue from email marketing while representing only 2.7% of the total email volume.
Key Takeaways Make your emails shareworthy Capture and use the right data Start your subscribers off right Incorporate personality Use automation – triggered and lifecycle Test everything and don’t be afraid to fail
Resources Whitepaper, Email Marketing Goes Social Emails Gone Viral, Social Sharing Benchmark Study