Scalable Online Media Strategy
Multiple Times + Multiple Ways
Email Marketing
92% of adults
92% of adults64% of females said they send and receive email on a typical daycompared with 59% of males.Caucasians use ema...
Email MarketingRETENTION | CONVERSION
Email MarketingRETENTION | CONVERSIONFACT: Email Marketing is expected to an ROI of $42 for every dollar spent in2010, out...
Layered Email MarketingCLIENT: The GreenbrierPROBLEM: An initial email promotion promoting the “December to Remember”vacat...
The First Email     Delivered to 40,475 people     Bookings: 549 room nights
Second Email     Delivered to 502 people     Bookings: 167 guest nights     48 hours     Over $100,000 in revenue
Reactivation CampaignTENNESSEE TOURISM A database of 500,000 subscribers Removed 240,000 inactive opt-in subscribers 4,000...
Reactivation CampaignTENNESSEE TOURISM A database of 500,000 subscribers Removed 240,000 inactive opt-in subscribers 4,000...
Advanced Email TacticsDynamic emailsDesigning for the preview pane & mobile devicesContent strategy (Email Editorial Calen...
Editorial Calendar Sample                                                                                                 ...
the bar is high
consumer decides competition
open rates are down
delivery rates are up
more clutter
questions?
Healthways + Paramore | Email Marketing
Healthways + Paramore | Email Marketing
Healthways + Paramore | Email Marketing
Healthways + Paramore | Email Marketing
Healthways + Paramore | Email Marketing
Healthways + Paramore | Email Marketing
Healthways + Paramore | Email Marketing
Healthways + Paramore | Email Marketing
Healthways + Paramore | Email Marketing
Healthways + Paramore | Email Marketing
Healthways + Paramore | Email Marketing
Healthways + Paramore | Email Marketing
Healthways + Paramore | Email Marketing
Healthways + Paramore | Email Marketing
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Healthways + Paramore | Email Marketing

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Healthways + Paramore | Email Marketing

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  • Email marketing is the lowest hanging fruit from a media perspective.\n
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  • Advertising Cost of Sale... which means we should have charged more.\n
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  • An important email for you will the reactivation campaign... explain why, acknowledging that they have an existing database that KM has been marketing too but the databases are in many different places...\n
  • reactivation campaigns\n
  • Explain transmission\n
  • Explain transmission\n
  • We do this for Tennessee Tourism\n
  • It ends up looking like this\n
  • It ends up looking like this\n
  • It ends up looking like this\n
  • Welcome triggers are important, but it’s more than a pretty design... It still looks good with the images turned off\n
  • Welcome triggers are important, but it’s more than a pretty design... It still looks good with the images turned off\n
  • Welcome triggers are important, but it’s more than a pretty design... It still looks good with the images turned off, and in the preview pane\n
  • How do we organize a lot of content in one eNewsletter? Explain that using the self- serve email template we can work with KM on the email strategy and use the metrics they’ve already acquired to create this template.\n
  • \n
  • in website design/development the bar is high\n
  • in website design/development the bar is high\n
  • B/c the consumer decides who your competition is\n
  • B/c the consumer decides who your competition is\n
  • B/c the consumer decides who your competition is\n
  • B/c the consumer decides who your competition is\n
  • B/c the consumer decides who your competition is\n
  • Healthways + Paramore | Email Marketing

    1. 1. Scalable Online Media Strategy
    2. 2. Multiple Times + Multiple Ways
    3. 3. Email Marketing
    4. 4. 92% of adults
    5. 5. 92% of adults64% of females said they send and receive email on a typical daycompared with 59% of males.Caucasians use email most, 63%; followed by Hispanic, 53%; andAfrican-Americans, 48%.Age only makes a difference for the older generation. Only 46% ofthose 65 years and older use email on a typical day compared with64% of those ages 18 to 29; 63% of those ages 30 to 49; and 61%of those ages 50 to 64. U.S. adults with household incomes of $75,000 or more are morelikely to use email on any given day, at 78%, followed by those withhousehold incomes of $50,000 to $74,999 at 67%; $30,000 to$49,999 at 59%; and less than $30,000 at 47%.
    6. 6. Email MarketingRETENTION | CONVERSION
    7. 7. Email MarketingRETENTION | CONVERSIONFACT: Email Marketing is expected to an ROI of $42 for every dollar spent in2010, outperforming many other channel like direct mail print catalogs (DirectMarketing Association)TACTIC: Create a consistent, personalized email marketing strategy that actsas a retention tool for driving repeat business and operates as a virtual salesperson.
    8. 8. Layered Email MarketingCLIENT: The GreenbrierPROBLEM: An initial email promotion promoting the “December to Remember”vacation package spurred room bookings but sales where flat lined by mid-November.SOLUTION: Since The Greenbrier is an ultra-luxury resort, the assumption wasthat the $100 gift card that was included in the package would not motivatethe audience.To test that assumption and drive bookings we recommended a second,trigger-response email to people who had clicked on Book Now button fromthe first email, but who did not book a room.We changed the headline in the second email to highlight the $100 gift card. Kaleidoscope Media + Paramore|Redd
    9. 9. The First Email Delivered to 40,475 people Bookings: 549 room nights
    10. 10. Second Email Delivered to 502 people Bookings: 167 guest nights 48 hours Over $100,000 in revenue
    11. 11. Reactivation CampaignTENNESSEE TOURISM A database of 500,000 subscribers Removed 240,000 inactive opt-in subscribers 4,000 inactive subscribers became active 1,500 opted into the secondary call to action - last minute deals $1,800 in transmission fees saved per month $22,000 a year
    12. 12. Reactivation CampaignTENNESSEE TOURISM A database of 500,000 subscribers Removed 240,000 inactive opt-in subscribers 4,000 inactive subscribers became active 1,500 opted into the secondary call to action - last minute deals $1,800 in transmission fees saved per month $22,000 a year
    13. 13. Advanced Email TacticsDynamic emailsDesigning for the preview pane & mobile devicesContent strategy (Email Editorial Calendar)Social and Mobile Integration
    14. 14. Editorial Calendar Sample Copywriting Coding of the Deliverability Internal completed email for the testing, copy Email design Review/ ReportingEmail Name Email Type Audience Goal Hero content content well 1 content well 2 content well 3 and project emails service proofing and Completed Revisions completed brief provider is delivery Completed completed completed completed subscribers Drive tourism in who have 4 content weel and to the area New Year’s EveDecember opted into the Arts and Crafts Outdoor email by promoting Holiday events Ball Drop & by 11/5 by 11/12 by 11/17 by 11/19 by 11/23 by 11/30 eNews monthly email Show Adventures newsletter holiday Fireworks newsletter activities audience group 1. subscribers Build goodwill who have with the special opted into the single message events andHappy New special events Happy New promotional partner n/a n/a n/a by 12/8 by 12/13 by 12/16 by 12/20 by 12/31 by 1/7 Year email audience Years! email audiences by group and 2. wishing them a industry happy holiday partners subscribers Drive tourism in who have 4 content weel and to the area January opted into the Romantic Girlfriend email by promoting Extreme Sports Accommodations by 12/3 by 12/10 by 12/15 by 12/17 by 12/22 by 12/29 eNews monthly email getaways getaways newsletter January newsletter activities audience group subscribers Drive tourism in who have 4 content weel and to the area Spring Break February opted into the Romantic National Park email by promoting (Packages, Spring festival by 1/7 by 1/14 by 1/19 by 1/21 by 1/26 by 2/2 eNews monthly email getaways promotion newsletter February Deals) newsletter activities audience group
    15. 15. the bar is high
    16. 16. consumer decides competition
    17. 17. open rates are down
    18. 18. delivery rates are up
    19. 19. more clutter
    20. 20. questions?
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