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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 …

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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  • 1. Email Marketing Trends You Can’t Ignore in 2011
  • 2. Speaker and Agenda• Loren McDonald – VP, Industry Relations • Trends – Silverpop • Implications • A Few Ideas/Tips • Resources • Q&A • Wrap-Up and Survey
  • 3. Agenda Uber Trends Implications Q&A for Email Ideas / Tips
  • 4. My Goal for Today:Generate ideas, actions – more than answers.
  • 5. Mocial Uber TrendsRegulatory/ EvolvingPerception Inbox
  • 6. Mocial UberTrends
  • 7. Social Media Explosion
  • 8. The Big Gorillas
  • 9. Facebook: The 2nd Web
  • 10. Facebook Becomes Ecommerce
  • 11. Brands Get Real (People)
  • 12. Going Mobile
  • 13. 40+ Tablets Expected to Ship in 2011
  • 14. Mobile/Tablets Passing Desktops
  • 15. Mobile Apps are Exploding
  • 16. The Check-in Deal
  • 17. UberTrends Evolving Inbox
  • 18. The ISP Battle has Shifted Bad Stuff Too much good stuff
  • 19. Smarter Inboxes
  • 20. …and the Unified Inbox is coming…
  • 21. AOL Project Phoenix
  • 22. Hotmail Active Views
  • 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. Mobile interaction still early Nearly 10% of Mobile opens total opens are typically range on a mobile from 2-19%. device. Source: Litmus
  • 25. Jan 2 Dec 25 37 emails 51T-Day emails ToXMAS Nov 18 1 week before Thanksgiving Day
  • 26. Uber TrendsRegulatory /Perception
  • 27. Move to Prior Consent Australia, NZEU/Europe Except the USCanada
  • 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. Privacy / Data Permission
  • 30. Phishing Remains a Problem Most Phished Brands June 2010, Source: Data Protection Center
  • 31. Agenda Implications for Email
  • 32. 1. Battle for the Budget Pie
  • 33. 2. More Channel Choosy
  • 34. 3. Screensize-apalooza
  • 35. 4. Where is My Email Being Read?
  • 36. 5. Email Address Churn May Rise
  • 37. 6. Usability Rules
  • 38. 7. Brand (From Name) is Huge
  • 39. 8. Trust Becomes More Important
  • 40. 9. Email Must Become More Social
  • 41. 10. Email Needs 2B More Sophisticated
  • 42. 11. Need for Global Permission/PrivacyPractices
  • 43. Agenda Ideas / Tips
  • 44. 1. Get the Data Birthday emails List preferences / cadence Segmentation / Content
  • 45. 2. Enable Channel Options
  • 46. 3. Manage Subscriber Expectations• Privacy/Permission• Brand• Other communications• Content• Frequency• Format• Subscription management• Relevance and personalization
  • 47. 4. Enable Profile Changes - Footer
  • 48. Where are the alternatives?
  • 49. 5. Enable Profile Changes - Site
  • 50. 6. Know Your Audience Source: Unica Corporation/Pivotal Veracity
  • 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. 8. Getting to Open Trusted From Right Creative Time Subject Surprise Known / Delight Value
  • 53. 9. Promote Following & Sharing
  • 54. 10. Like/Follow Deal
  • 55. 11. Use Social to Grow Email Database
  • 56. 11. Use Social to Grow Email Database
  • 57. 12. Incorporate Email in Mocial Channels
  • 58. 12. Incorporate Email in Mocial Channels
  • 59. 13. Leverage UGC
  • 60. 14. Surprise & Help
  • 61. 15. Break it Up
  • 62. 16. Highest Common DenominatorExpress consentTransparent privacy policiesImmediate opt-out Do you want to manage by different jurisdiction?
  • 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. 18. Leverage Other Technologies
  • 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. 20. Speak the C-Suite Language
  • 67. Resources / Q & A
  • 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. 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. Q & A / Contact Information • Loren McDonald – lmcdonald@silverpop.com – Twitter: @LorenMcDonald – Twitter: @Silverpop www.slideshare.net/silverpop www.silverpop.com
  • 71. Thank you! On Twitter: @Silverpopwww.slideshare.net/silverpop www.silverpop.com