Email Marketing Relevance Silverpop

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    Notes on slide 1

    I’ll redo this chart to make look like previous one and call out Delivery at top in different color

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    Email Marketing Relevance Silverpop - Presentation Transcript

    1. What is Relevance, Anyway?
      September 16, 2009
    2. Ask the experts about email success…
    3. …and they’ll all say
    4. But what is relevance, anyway?
    5. Relevance = Right Message
      + Right Time
    6. Relevance
      Right Time
      Right Message
      Wanted
      Trusted and Recognized
      Expected
      Delivered
      Timely
      Surprising
      Usable
      Personalized
      Differentiated
      Valued
      Humanized
    7. Wanted
    8. Different Levels of “Wanted”
    9. The Reluctant - Opt-In?
    10. The OK, If I have to - Opt-In?
    11. The You Decided For Me - Opt-In
    12. The Incented - Opt-In
    13. The I Really Want It - Opt-In
    14. Hmm, Sounds Pretty Good - Opt-In
    15. Trusted and Recognized
    16. Who the Heck is Presentation Excellence?
    17. I’m sure Mike is a nice guy…
    18. Expected
    19. Weekly - Opt-in Form
    20. Monthly – Welcome Email
    21. Wine of the Day - Cadence
    22. Consistency – Every Tuesday
    23. Welcome Email Ecommerce Example
      • Text
      • Single email
      • IT Generated
      • No marketing messaging
      • HTML
      • 2-part email series
      • Marketing generated
      • Promotions, education
      75% increase in conversions
    24. Delivered
    25. Deliverability is the Top Marketer Challenge
      20% of Mail fails to reach the Inbox
      52% 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 benchmarks
      Source 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, US
      Source 3: JupiterResearch/ClickZ eMail Marketing Executive Survey 07. “What are you most important considerations in selecting an ESP.”
      Source: Pivotal Veracity
    26. Impact of Poor Deliverability
      Inconsistent inbox experience
      Lost subscribers
      Lost revenue
    27. The future of deliverability is
      managing reputation at the
      individual level
    28. Evolution of Spam Filtering
      No Email Boundaries
      Personal Preference
      Border Patrol
      Stone Walls
      Picket Fences
      • 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
      ISPs will continue to adapt their filters and other technology to mirror end user preferences
      The progression of spam filtering
      Source: Pivotal Veracity
    29. Customer Level Deliverability
      go 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
    30. Customer Intelligence
      Multi-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.
    31. Timely
    32. Overloaded Inboxes, & New Entrants
    33. Email is Competing for Mindshare
    34. Time Variables Are Endless
    35. Send Time Matters Most…
      Because we are all individuals
    36. One Size Fits All = A Failed Approach
    37. 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.
    38. Silverpop Send Time Optimization
    39. Send Time Optimization …
      Analyzes a range of past recipient behavior
      Predicts the ideal send time for each recipient
      Adjusts for changes in individual behavior
      Delivers your email to one or one million recipients, each at the ideal time
      Eliminates time zone challenges for international senders
    40. Little Tikes
      Increased metrics across the board with Send Time Optimization
      Overview
      • Regular weekly promotional email
      • Established open and click rate trends
      Results on first send
      • Open 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

    41. Across the board
      Open rate: 20% to 50% increase
      Click rate: 30% to 50% increase
      Revenue: 52% to 75% increase
      Avg. order size: 35% to 50% increase
    42. Surprising
    43. I could use more emails like this!
    44. Unexpected content
    45. VSL – “discovery”
    46. Cart Abandonment Reminder Campaign
      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.
      Cart reminder
    47. Usable
    48. Help me Buy
      • 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
    49. Do the Math for Your Subscribers
      • % off
      • Old price
      • New price
      • $ Savings
      • People are motivated by different “discount” math
    50. Good Use of Text Navigation & Alt Tags
      Text links – key Web site destinations
      Alt tags
    51. Mobile Friendly – Header CTA
    52. Personalized
    53. This is not really personalization
    54. This is personalization
    55. Halfway There
    56. No Data, No Relevance
      Logical Personalization?:
      • Gender
      • Marital status
      • Age ranges on signup
      • Wedding anniversary
      • Significant other’s birth date
    57. 26th Anniversary Friday
    58. Differentiated
    59. Free Shipping, 20% Off – “So What”
    60. 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
    61. Fun Subject Lines
    62. One-of-a kind content
    63. Valued
    64. What is a Valued Email?
      Engaged recipient
      Conversion/Revenue
      Shared
    65. Break Through the Clutter With New Message Streams
      Notifications
      Alerts
      Reminders
      Aggregators
      Updates
      Closeouts
      …and more
    66. Incorporating Social Aspects Within Emails
      Comments
      User ratings
      Top read, top purchases, etc.
    67. Leveraging Member Reviews in
      Email Content
    68. Social Email is the New Viral
    69. Share to Social in Email
      Share to Social
      Increased views, clicks
      Reach new audience
      Obtain new subscribers
      Viral buzz
      Increased ROI
      Most valuable sharers
    70. Humanized
    71. We Like Personalities
      Jim Cramer – Mad Money
      Keith Olbermann – MSNBC
    72. …Not Faceless Corporations
    73. 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
    74. A Dash of Personality
      Tone
      From a real person
      Humor
      Employee, customer stories/comments
      UGC
      “Relatable”
    75. Woot is a Hoot
    76. Like, Awesome Dude!
      • Personal reviews/ comments from staff members
      • While not objective, puts real people behind the products and emails
    77. Q & A / Reminders & Contacts
      Loren McDonald
      lmcdonald@silverpop.com
      Twitter: @LorenMcDonald
      www.silverpop.com
      Twitter: @Silverpop
    78. Thank you!On Twitter: @Silverpopwww.slideshare.net/silverpopwww.silverpop.com

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