Email Marketing Trends 2011

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While social and mobile seem to get the buzz today, email is still the No. 1 e-commerce traffic driver. A survey by ForeSee Results found that 19 percent of 2010 holiday shoppers came to a website primarily because of a promotional email, while 8 percent arrived via search engine results and only 5 percent used social media.

However, social and mobile will have a huge impact on email marketing in 2011. According to a 2010 Nielsen study, email is now the No. 1 activity on mobile devices, while falling to No. 3 on PCs behind social networking and gaming.

With integrated and social inboxes coming from Facebook, AOL and others, the year will be a challenging one for email marketers. However, these hurdles can become powerful competitive advantages with the right approach and email program.

In this Webinar, Silverpop evangelist Loren McDonald outlines several key trends and their implications for email marketing in 2011 and provide tips for successfully addressing them.

Among the trends Loren will cover:

Social media/networks affecting subscriber expectations from email
More consumers accessing email via mobile devices
The emergence of the integrated and social inbox
Consumers becoming even more "channel choosy"
The increasingly fierce battle for the digital marketing budget
Growing consumer concerns over privacy and personal data use
ISPs/consumers increasing their expectations for "relevant emails."

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Email Marketing Trends 2011

  1. 1. Email Marketing Trends You Can’t Ignore in 2011
  2. 2. Speaker and Agenda• Loren McDonald – VP, Industry Relations • Trends – Silverpop • Implications • A Few Ideas/Tips • Resources • Q&A • Wrap-Up and Survey
  3. 3. Agenda Uber Trends Implications Q&A for Email Ideas / Tips
  4. 4. My Goal for Today:Generate ideas, actions – more than answers.
  5. 5. Mocial Uber TrendsRegulatory/ EvolvingPerception Inbox
  6. 6. Mocial UberTrends
  7. 7. Social Media Explosion
  8. 8. The Big Gorillas
  9. 9. Facebook: The 2nd Web
  10. 10. Facebook Becomes Ecommerce
  11. 11. Brands Get Real (People)
  12. 12. Going Mobile
  13. 13. 40+ Tablets Expected to Ship in 2011
  14. 14. Mobile/Tablets Passing Desktops
  15. 15. Mobile Apps are Exploding
  16. 16. The Check-in Deal
  17. 17. UberTrends Evolving Inbox
  18. 18. The ISP Battle has Shifted Bad Stuff Too much good stuff
  19. 19. Smarter Inboxes
  20. 20. …and the Unified Inbox is coming…
  21. 21. AOL Project Phoenix
  22. 22. Hotmail Active Views
  23. 23. Buried in Nielsen blog…Email Remains Top on Mobile Internet Activities…the dominance of email activity on mobile devices continue with anincrease from 37.4 percent to 41.6 percent of U.S. mobile Internet time.
  24. 24. Mobile interaction still early Nearly 10% of Mobile opens total opens are typically range on a mobile from 2-19%. device. Source: Litmus
  25. 25. Jan 2 Dec 25 37 emails 51T-Day emails ToXMAS Nov 18 1 week before Thanksgiving Day
  26. 26. Uber TrendsRegulatory /Perception
  27. 27. Move to Prior Consent Australia, NZEU/Europe Except the USCanada
  28. 28. C‐28, Canada’s Online ProtectionLegislation (COPL) Consent (opt-in) required to send CEM In most cases implied consent lasts for 2 years, express then required Immediate Unsubscribe - No 10-day grace period Applies to all messages that leave or enter Canada
  29. 29. Privacy / Data Permission
  30. 30. Phishing Remains a Problem Most Phished Brands June 2010, Source: Data Protection Center
  31. 31. Agenda Implications for Email
  32. 32. 1. Battle for the Budget Pie
  33. 33. 2. More Channel Choosy
  34. 34. 3. Screensize-apalooza
  35. 35. 4. Where is My Email Being Read?
  36. 36. 5. Email Address Churn May Rise
  37. 37. 6. Usability Rules
  38. 38. 7. Brand (From Name) is Huge
  39. 39. 8. Trust Becomes More Important
  40. 40. 9. Email Must Become More Social
  41. 41. 10. Email Needs 2B More Sophisticated
  42. 42. 11. Need for Global Permission/PrivacyPractices
  43. 43. Agenda Ideas / Tips
  44. 44. 1. Get the Data Birthday emails List preferences / cadence Segmentation / Content
  45. 45. 2. Enable Channel Options
  46. 46. 3. Manage Subscriber Expectations• Privacy/Permission• Brand• Other communications• Content• Frequency• Format• Subscription management• Relevance and personalization
  47. 47. 4. Enable Profile Changes - Footer
  48. 48. Where are the alternatives?
  49. 49. 5. Enable Profile Changes - Site
  50. 50. 6. Know Your Audience Source: Unica Corporation/Pivotal Veracity
  51. 51. 7. Design for “Everything”• Pre-header text• Clear CTAs & links• Alt attributes (tags)• HTML text over image-based• Design for touch• Font size• Font color• Scalable fonts/images
  52. 52. 8. Getting to Open Trusted From Right Creative Time Subject Surprise Known / Delight Value
  53. 53. 9. Promote Following & Sharing
  54. 54. 10. Like/Follow Deal
  55. 55. 11. Use Social to Grow Email Database
  56. 56. 11. Use Social to Grow Email Database
  57. 57. 12. Incorporate Email in Mocial Channels
  58. 58. 12. Incorporate Email in Mocial Channels
  59. 59. 13. Leverage UGC
  60. 60. 14. Surprise & Help
  61. 61. 15. Break it Up
  62. 62. 16. Highest Common DenominatorExpress consentTransparent privacy policiesImmediate opt-out Do you want to manage by different jurisdiction?
  63. 63. 17. Use Pre- to Post-Purchase Emails Pre-Transaction Purchase Process Post-Purchase Relationship• Browse • Order • Satisfaction • Bounceback abandonment Confirmation Survey • Account reminder• Cart • Order status • Review request • Loyalty programs abandonment • Shipping notice • Review • Account status • Shipment notification • Purchase confirmation • Recommendation anniversary • Trip preparation • Replenishment • Repurchase • Upgrades Right time, right message!
  64. 64. 18. Leverage Other Technologies
  65. 65. 19. Leverage Marketing Automation Welcome 1st Purchase Repeat Loyalty Reengagement Campaigns Campaigns Purchase Campaigns Campaigns Campaigns 100 300 400 600 -200 -400 Subscribers / 1st Time Repeat Loyal Unengaged Visitors Customers Customers Customers Customers
  66. 66. 20. Speak the C-Suite Language
  67. 67. Resources / Q & A
  68. 68. About Silverpop• A leading email marketing /marketing automation provider• Email marketing• Transactional email• Share-to-social• Send Time Optimization• Landing pages• Surveys• SMS• API Integrations w/ Web analytics,personalization, reviews,recommendation technologies
  69. 69. 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
  70. 70. Q & A / Contact Information • Loren McDonald – lmcdonald@silverpop.com – Twitter: @LorenMcDonald – Twitter: @Silverpop www.slideshare.net/silverpop www.silverpop.com
  71. 71. Thank you! On Twitter: @Silverpopwww.slideshare.net/silverpop www.silverpop.com
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