Open Rate – Select Industries (WW) Top Vertical Mean Quartile Retail 17.12% 30.60% Leisure, Sport & 16.18% 32.61% Recreation Media 20.91% 47.98%Banks / Fin. Services 22.62% 48.91%
5.2% Click-through Rate- Average 16.6% WW: CTR - Top Quartile0.7%CTR - Bottom Quartile
CTR – Select Industries (WW) Top Vertical Mean Quartile Retail 3.09% 6.21% Leisure, Sport & 2.31% 5.29% Recreation Media 8.87% 31.67%Banks / Fin. Services 3.46% 9.88%
19.3%Click-to Open Rate- Average40.0%CTOR - Top Quartile6.7%CTR - Bottom Quartile
2. Capturing opt-ins and dataeverywhere your customers are
Popovers: A Bit Annoying – But They Work!!!Pop-overs = 200-400% lift
38% of Americans would ratherclean their toilet than create anotherUsername/password combination! 15
What types of data are available?
Facebook Timeline Email Sign Up
Tablet/Kiosk Opt-in Collection
SMS to Email Opt-in • POS • Video Alerts• Return/Info. center • Store Signage • Events
QR Codes to Email Opt-in
State of QR Code Usage/Awareness – Still A Little Early
3. The shift from broadcast toautomation + behavior
Pounding isn’t the answer, because…
…Hope is not a marketing strategy.
Individual relevance isincreasingly the key todeliverability
Broadcast to Behavior Marketing Sophistication Bto1 Individual Messages Behavior-based Messages (Multi-Track) Time-based MessagesAutomated (Drip, Simple Nurture) Manual Targeted Mailings based on Segmentation Mass Mailing to a broad database Response Rates/ Engagement
Relevant Emails Rock! 9x Note: Metrics and salary costs based on JupiterResearch executive survey. Broadcast assumes $3 CPM, and all others assume $4.5 CPM. All assume $89 AOV, 50 percent product margin, and 2.8 million pieces of mail per month.
Low Volume, High ROI!Volume of Emails sent Sales Generated 4.1% Triggered Campaigns 40.2% Triggered Campaigns 59.8 % 95.9 % Batch Batch Campaigns Campaigns
Explicit data Demo-graphics AutomationBehavior Implicit data
Browse BehaviorCustomer viewed “Joint Supplements” landing page Sent SmartFlex Finder email
Message A – 1 day after
Message B – 3 days after
Message C – 5 days after
DEMCO Cart Results Cart Email A Cart Email B Cart Email C Day 1 Day 3 Day 5 AVERAGEOpen Rate 40% 39% 32% 37%Click-to-Open 44% 47% 28% 41%Click-thru-Rate 18% 18% 9% 15%Conversion Rate 22% 15% 24% 20%Sales/email $8.60 $8.40 $5.04 $7.46
4. Content and personality playsa bigger role
[get pur-suh-nl]1. Marketing content that speaks with a “human” voice.2. Targeted, personally relevant messaging based on consumer preferences, demographics and behavior.3. Dude, lose the corporate speak.
3 weeks later…Re-engagement Email 2 Birmingham Airport: We Miss You!
2 more weeks later…Final Email Birmingham Airport: Details deleted
Data Cleansing Upon receiving Email 3 contacts are track routed to ‘To Be Removed from Database’ track and then get purged by the clientUpon receiving Email 3 contacts’profiles get date stamped under‘Inactive’ date database field whichmakes them easy to query off
The best reactivation strategy is to minimize inactives to begin with.
Typical Reactivation Rate: 1%-2% High Performers: 10%+
Automate: Activate Early Inactives New subscribers don’t open/click first XX messages/X weeks Move these early inactives into “activation” track Send survey, different offers; best of, diff subject lines, testimonials, etc.