What is Relevance, Anyway?September 16, 2009

Ask the experts about email success…

…and they’ll all say

But what is relevance, anyway?

Relevance = Right Message + Right Time

RelevanceRight TimeRight MessageWantedTrusted and RecognizedExpectedDeliveredTimelySurprisingUsablePersonalizedDifferentiatedValuedHumanized

Wanted

Different Levels of “Wanted”

The Reluctant - Opt-In?

The OK, If I have to - Opt-In?

The You Decided For Me - Opt-In

The Incented - Opt-In

The I Really Want It - Opt-In

Hmm, Sounds Pretty Good - Opt-In

Trusted and Recognized

Who the Heck is Presentation Excellence?

I’m sure Mike is a nice guy…

Expected

Weekly - Opt-in Form

Monthly – Welcome Email

Wine of the Day - Cadence

Consistency – Every Tuesday

Welcome Email Ecommerce Example Text Single email IT Generated No marketing messaging HTML 2-part email series Marketing generated Promotions, education75% increase in conversions

Text

Single email

IT Generated

No marketing messaging

HTML

2-part email series

Marketing generated

Promotions, education

Delivered

Deliverability is the Top Marketer Challenge20% of Mail fails to reach the Inbox52% of marketers cite deliverability as their greatest challenge.70% say “deliverability features & services” are their most important consideration in selecting an ESP.Source 1: Pivotal Veracity Q2 2009 delivery benchmarksSource 2: “What are your greatest challenges when conducting email marketing? (select all that apply)” JupiterResearch/E-Rewards Goodmail Email Executive Survey (10/08), n = 202 (email marketers, USSource 3: JupiterResearch/ClickZ eMail Marketing Executive Survey 07. “What are you most important considerations in selecting an ESP.”Source: Pivotal Veracity

Impact of Poor DeliverabilityInconsistent inbox experienceLost subscribersLost revenue

The future of deliverability is managing reputation at the individual level

Evolution of Spam FilteringNo Email BoundariesPersonal PreferenceBorder PatrolStone WallsPicket FencesConsumer RelevancyISPs adopt adaptive learning models and determine delivery based upon consumer preferences – both explicit AND learnedReputationIf you have a good reputation in the eyes of the ISPs your mail will be delivered AuthenticationISPs use Authentication to help reduce false-positivesBlast and SprayAll emails were welcomed by ISPs and consumersWhitelist & BlacklistISPs incorporate basic spam filtering techniques to thwart spamISPs will continue to adapt their filters and other technology to mirror end user preferencesThe progression of spam filteringSource: Pivotal Veracity

Consumer Relevancy

ISPs adopt adaptive learning models and determine delivery based upon consumer preferences – both explicit AND learned

Reputation

If you have a good reputation in the eyes of the ISPs your mail will be delivered

Authentication

ISPs use Authentication to help reduce false-positives

Blast and Spray

All emails were welcomed by ISPs and consumers

Whitelist & Blacklist

ISPs incorporate basic spam filtering techniques to thwart spam

Customer Level Deliverabilitygo inside…Deliverability and reputation tracking at the customer level at millions of B2C and B2B domains worldwide. MailboxIQ is the 1st and only solution in the world to identify the folder disposition of the sender’s real emails to their real customers, giving senders the most accurate and comprehensive view on deliverability ever and empowering them to rapidly diagnose and address filtering and reputation problems at the customer-level.Source: Pivotal Veracity

Customer IntelligenceMulti-platform rendering intelligence. MailboxIQ enables senders to identify when and on which devices and tools subscribers are reading email – whether on their home PCs, work laptops or mobile phones.

Timely

Overloaded Inboxes, & New Entrants

Email is Competing for Mindshare

Time Variables Are Endless

Send Time Matters Most…Because we are all individuals

One Size Fits All = A Failed Approach

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.

Silverpop Send Time Optimization

Send Time Optimization …Analyzes a range of past recipient behaviorPredicts the ideal send time for each recipientAdjusts for changes in individual behaviorDelivers your email to one or one million recipients, each at the ideal timeEliminates time zone challenges for international senders

Little TikesIncreased metrics across the board with Send Time OptimizationOverviewRegular weekly promotional emailEstablished open and click rate trendsResults on first sendOpen rates increased 20%Click rates increased 30%Total revenue generated increased 75%Average value per order grew 35%“Using Silverpop’s Send Time Optimization feature has allowed Little Tikes to take a more sophisticated approach to our email marketing with no extra effort on our end. - Julie GibsonEmail Coordinator, Little Tikes”

Regular weekly promotional email

Established open and click rate trends

Open rates increased 20%

Click rates increased 30%

Total revenue generated increased 75%

Average value per order grew 35%

Across the boardOpen rate: 20% to 50% increaseClick rate: 30% to 50% increaseRevenue: 52% to 75% increaseAvg. order size: 35% to 50% increase

Surprising

I could use more emails like this!

Unexpected content

VSL – “discovery”

Cart Abandonment Reminder CampaignBig Results after One Month:(compared to all previous email campaigns)48% lift Click through rate129% lift in Net Conversion rateAccounted for 10.4% of the total revenue from email marketing while representing only 2.7% of the total email volume.Cart reminder

Usable

Help me Buy Use Bullets Better images Cost? Not clear sidebar is coffee How do I get to $40? Deadline is hidden

Use Bullets

Better images

Cost?

Not clear sidebar is coffee

How do I get to $40?

Deadline is hidden

“Today, March 27” No minimum 4-7 Day Delivery More details below Select flights right from the email Oakland is my preferred departure airport “Book a flight” links Search link

“Today, March 27”

No minimum

4-7 Day Delivery

More details below

Select flights right from the email

Oakland is my preferred departure airport

“Book a flight” links

Search link

Do the Math for Your Subscribers % off Old price New price $ Savings People are motivated by different “discount” math

% off

Old price

New price

$ Savings

People are motivated by different “discount” math

Good Use of Text Navigation & Alt TagsText links – key Web site destinationsAlt tags

Mobile Friendly – Header CTA

Personalized

This is not really personalization

This is personalization

Halfway There

No Data, No RelevanceLogical Personalization?: Gender Marital status Age ranges on signup Wedding anniversary Significant other’s birth date

Gender

Marital status

Age ranges on signup

Wedding anniversary

Significant other’s birth date

26th Anniversary Friday

Differentiated

Free Shipping, 20% Off – “So What”

Social Network Emails in the Mix Your emails are competing with social alerts/conversations Negatively affecting opens, clicks and engagement Increases need for relevance, personality and social components in your emails

Your emails are competing with social alerts/conversations

Negatively affecting opens, clicks and engagement

Increases need for relevance, personality and social components in your emails

Fun Subject Lines

One-of-a kind content

Valued

What is a Valued Email?Engaged recipientConversion/RevenueShared

Break Through the Clutter With New Message StreamsNotificationsAlertsRemindersAggregatorsUpdatesCloseouts…and more

Incorporating Social Aspects Within EmailsCommentsUser ratingsTop read, top purchases, etc.

Leveraging Member Reviews in Email Content

Social Email is the New Viral

Share to Social in EmailShare to SocialIncreased views, clicksReach new audienceObtain new subscribersViral buzzIncreased ROIMost valuable sharers

Humanized

We Like PersonalitiesJim Cramer – Mad MoneyKeith Olbermann – MSNBC

…Not Faceless Corporations

Can we talk?More than ever, we want to connect with brands via real peopleThink TwitterWe want a personal note, not a direct marketing promotion

A Dash of PersonalityToneFrom a real personHumorEmployee, customer stories/commentsUGC“Relatable”

Woot is a Hoot

Like, Awesome Dude!

Personal reviews/ comments from staff members While not objective, puts real people behind the products and emails

Personal reviews/ comments from staff members

While not objective, puts real people behind the products and emails

Q & A / Reminders & ContactsLoren McDonaldlmcdonald@silverpop.comTwitter: @LorenMcDonaldwww.silverpop.comTwitter: @Silverpop

Thank you!On Twitter: @Silverpopwww.slideshare.net/silverpopwww.silverpop.com