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3 Email Marketing Must Dos For 2010

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Given that most marketers have limited resources, budget and time, where should your team focus its energies in 2010 to maximize ROI and have email play a more significant role in your company's …

Given that most marketers have limited resources, budget and time, where should your team focus its energies in 2010 to maximize ROI and have email play a more significant role in your company's success? This Webinar covered 3 key areas that email marketers will need to focus on in 2010, or risk seeing more sophisticated competitors pass you by:

Leverage the Data
Engage With Customers/Subscribers
Automate and Optimize

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  • 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 (40% Higher than Broadcast average) 7% Click through rate (18% Higher than broadcast average) 15% Higher conversion rate than overall average Surprisingly slightly lower than average order value
  • Apple does it right – personalizedupsells with images on the right navUse the real estate – order more stuff, get more recommendations. When mixing Marketing content with Transactional:Keep the transactional portion front and centerKeep the design simple and don’t overdo it on the products and offersLeverage the info obtained by the orderFrom marketingSherpa email marketing Benchamark guide 2009, p 159
  • Double-down on the cross sell – apparently not customized to my order but better than nothing.
  • Transcript

    • 1. Your 3 “Must Dos” for Email Marketing in 2010
    • 2. Speakers
      Richard Evans
      Senior Manager, Product Marketing
      Silverpop
      Moderator
      Loren McDonald
      VP, Industry Relations
      Silverpop
    • 3. Email Has Been “Easy Pickens,” Like…
    • 4. …but…it is getting tougher.
    • 5.
    • 6.
    • 7.
    • 8. Real-time expectations
    • 9. Multiple Inboxes
      Web Browser
      Web Version
      PC client
      Mobile Client
      Social Network
      RSS Feed
    • 10. So 3 Must Dos in 2010
      Leverage the Data
      Engage With Customers/Subscribers
      Automate and Optimize
    • 11. Buckle Up!
    • 12. Leverage the Data
    • 13. It is all about the data…
      Collect
      Observe behavior
      Act
    • 14. My Expectations:
      • Birthday wish and/or coupon
      • 15. Age-based content/offers
      • 16. Gender-based content/offers
    • Data Is the Foundation of Relevance
    • 17. Preference Centers
    • 18. Why Preference Centers?
    • 19. Preference Center Touch Points
    • 20. Society of London Theatre
    • 21. 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
    • 22. Sky Europe – Sign Up
    • 23.
    • 24.
    • 25. Capture Only Data You’ll Use
    • 26. Happy Birthday
      • 52% Open Rate
      • 27. 13.8% CTR
      • 28. 10% higher conversion rate
      • 29. Slightly higher AOV
    • Gather feedback – use surveys
    • 30. Maintenance Follow-Up Survey
      Determine whatis working
    • 31. Engaging With Surveys
      Surveys
      Move-In (day-14)
      5 Month (day-150)
      Move-out
      Maintenance Follow-up
      Objectives
      Build Good Will
      Identify Issues
      Identify Net Promoters
      Results
      25% Participation
      Increased Satisfaction
      Irvine Company
    • 32. Leverage Behavioral Data
    • 33. Fabric.com Segments List by Purchasing Habits
      Customers
      • Active – Buying, opening and clicking regularly
      • 34. Semi-Active – Buying, opening and clicking occasionally
      • 35. Inactive – No longer buying, opening and clicking
      Prospects
      • Active – Opening and clicking regularly
      • 36. Semi-active – Opening and clicking occasionally
      • 37. Inactive – No longer opening or clicking
    • Purchase Anniversary
      • 30% Open Rate
      • 38. 7% Click through rate
      • 39. 15% Higher conversion rate than overall average
    • Re-engage subscribers before it is too late.
    • 40. Engage With Customers/Subscribers
    • 41. Manage Expectations
    • 42. Subscriber Expectations
      Privacy/Permission
      Brand
      Other communications
      Content
      Frequency
      Format
      Subscription management
      Relevance and personalization
    • 43. Welcome Emails
    • 44. Within two months of opt-in, the open rate typically falls 20% to 25%.
      Source: MarketingSherpa
    • 45. Bring the Flowers
    • 46.
    • 47. Welcome Email Ecommerce Case Study
      75% increase in conversions
    • 55. Create content that is shareworthy
    • 56. Social Email is the New Viral
    • 57. Share to Social/SWYN in Email
      Increased views, clicks
      Reach new audience
      Obtain new subscribers
      Viral buzz
      Increased ROI
      Most valuable sharers
    • 58. “Dough” + Valentine = Shareworthy
    • 59. Content that is Engaging & Human
    • 60. Unexpected content
    • 61. Incorporating Social Aspects Within Emails
      Comments
      User ratings
      Top read, top purchases, etc.
    • 62. Email That Educates & Sells
    • 63. I’m Too Sexy for My Subject Line
    • 64. Like, Awesome Dude!
    • 65.
      • Personal reviews/ comments from staff members
      • 66. While not objective, puts real people behind the products and emails
    • Re-engage
    • 67. 25% to 80%+ of your list
      is “inactive”
    • 68. Don’t Wait, Be Proactive
    • 69. Dell Reengagement Email
    • 70. Re-engagement Series
    • 71. Re-engagement Series Results
      Performed abysmally (not unexpected)
      5.8% Open rate
      1.8% click through rate
      1-2 orders per fiscal quarter
      So why bother…
    • 72. Verifies email address is no longer of valueandImproves list quality / deliverability
    • 73. Deliverability Reputation
    • 74. The future of deliverability is
      managing reputation at the
      individual level.
    • 75. Evolution of Spam Filtering
      No Email Boundaries
      Personal Preference
      Border Patrol
      Stone Walls
      Picket Fences
      • Consumer Relevancy
      • 76. ISPs adopt adaptive learning models and determine delivery based upon consumer preferences – both explicit AND learned
      • 77. Reputation
      • 78. If you have a good reputation in the eyes of the ISPs your mail will be delivered
      • 79. Authentication
      • 80. ISPs use Authentication to help reduce false-positives
      • 81. Blast and Spray
      • 82. All emails were welcomed by ISPs and consumers
      • 83. Whitelist & Blacklist
      • 84. ISPs incorporate basic spam filtering techniques to thwart spam
      ISPs will continue to adapt their filters and other technology to mirror end user preferences
      The progression of spam filtering
      Source: Pivotal Veracity
    • 85. 20 Emails in 22 Days
      Free Shipping
      20% off
      $5, $10 off
    • 86.
    • 87. Value-Added Message Streams
      Notifications
      Alerts
      Reminders
      Aggregators
      Confirmations
      Updates
      Closeouts
      …and more
    • 88. Wine of the Day - Cadence
    • 89. Provide alternatives to leaving
    • 90. Why Recipients Opt Out
      • Too Frequent
      • 91. Irrelevant Content/Offers
      • 92. Also, lack of email address change functionality
    • Promote Alternatives In the Email
      50% of one company’s subscribers stay when presented
      with alternatives to unsubscribing!
    • 93. 3 Key Options
    • 94. Automate and Optimize
    • 95. Why automate?
    • 96.
    • 97. Automation to the rescue!
    • 98. Use Triggers: Cart-Abandonment/Reminders/Etc
    • 99. Swatch Order Reminders
    • 100. Open, CT and Conversion Rates that are MORE THAN DOUBLE broadcast email rates
      Average Order Value is 53% HIGHER
    • 101. Cart Abandonment Emails
      52% Open Rate
      27% CTR
    • 102. Click-Through Rates that are 350% higher than broadcast email rates
      Average Order Value is 10% HIGHER
      Conversion rates 50% higher than broadcast
    • 103. Send Time Optimization
    • 104. Time Variables Are Endless
    • 105. Send Time Matters Most…
      Because we are all individuals
    • 106. The Right Time Of Course Is…
      …when each individual recipient is
      most likely to respond:
      The time when they consistently
      open and act on your emails.
    • 107. For Silverpop Clients
    • 108. Send Time Optimization Results
      The Test:
      Group 1 received emails at 9am
      Group 2 received emails based on the time of their last open.
      Results:
      Open rates increased 6%
      Total revenue generated increased 52%
      Average value per order grew 47%
    • 109. Manual Approach
      Export your email data from a recent send
      Group recipients by their open time
      Test your next send
      50% get the email at the standard time
      50% get it at the hour of day they last opened
    • 110. Transactional Messages – Leverage Non-Marketing Emails
    • 111. Marketing Content in Transactional Messages - Benefits
      One Silverpop client estimates that email is
      64 X cheaper than a phone call
      Graph Source: Jupiter Research “The Transactional Messaging Imperative,” 2008
      n=200 email marketers, US
    • 112. Transactional Email Can Engage Too
    • 113. The Old IT Approach
    • 114. Dynamic Promotional Content Based On Purchase
      More real estate? More offers!!
      Customized cross-sell offers
    • 115. Promotional Content Doesn’t Have to be Customized
      Main message clearly communicated in subject line and top of message
      Great HTML Layout
      Order details
      Same promotional content reiterated
    • 116. Landing Pages
    • 117. Email without a well-designed
      landing page/Web site is like….
      …a day without revenue
      or conversions.
    • 118. Netflix Landing Page
      • Scannable headline
      • 119. Bulleted copy covers key information
      • 120. Pricing info in large graphical button
      • 121. Simple form – just what’s needed
      • 122. Visual 1-4 steps
    • Testing
    • 123. Only 40 percent of email marketers test their campaigns on a regular basis.
      Jupiter Research, 2008
    • 124. …those who did were rewarded by an average 25 percent improvement in response rates.
      Jupiter Research, 2008
    • 125. Are you leaving money on the table?
    • 126. Example - College Colors Day Promotion
      Stamps.com team debated using image of a fan in the email
      VS.
    • 127. Real-time Content Testing
      A/B image-based assets are served in real time
      When winner is determined, winning asset served to all recipients
      VS.
    • 128. Real Time View
      example
      • In this example, they didn’t see a significant difference in conversion, they did see a difference in sales (customers ordered larger quantities).
    • Things to Test
      Subject lines
      Time of day/day of week
      Short vs long
      Opt-in forms/page layout
      Re-engagement offers
      Share-to-social
      User generated content
      Layout
      Button design
      Etc…..
    • 129. Go for it!
    • 130. Resources / Contact Information
    • 131. Resources
      Resource Center
      White papers
      Webinars
      Blogs
      Case studies
      Newsletters
      http://www.silverpop.com/marketing-resources/index.html
      Many presentations on SlideShare
      www.slideshare.net/Silverpop
    • 132. Next Webinar
      January 21
      2 pm ET/11 am PT
      Tentative Topic:
      Video and Email
    • 133. Contact Information / Q & A
      Richard Evans, Silverpop
      revans@silverpop.com
      Twitter: @rlevans
      Twitter: @silverpop
      Loren McDonald, Silverpop
      lmcdonald@silverpop.com
      Twitter: @LorenMcDonald
      Twitter: @silverpop
    • 134. Thank you!On Twitter: @Silverpopwww.slideshare.net/silverpopwww.silverpop.com

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