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Holiday Email Volume Explodes

…and the Volume Increase Continues

Lands’ End: 20 Emails in 22 Days
Free Shipping
20% off
$5, $10 off

Remember the White Flower Day Sale?
• Was every Thursday, or so it seemed
• So when did I shop at Macy’s?
• They trained me to only shop on Thursday
• Study the subject lines/emails of your competitors
• How are your positioned differently?

Advertising is about the only thing that
isn’t “social”

Twitter, Facebook, et al R Xplding

Everyone is Joining the Fray

Mobile Devices Are the Norm

My Recent Inbox Snapshot – Nearly Half Are
Alerts/Notifications
Only 1 message was opened …

Except…that I
read several of
the emails on
my Blackberry

Same Email… May Be Read In Multiple
Environments
Web
Browser Web
PC client Version
Mobile
Social
RSS Feed
Client
Network

From 4 Pages …

… to 140 characters…

Email’s Future Looks Bright
Email Still Top’s for ROI
Email’s ROI in 2008 was
$45.06 for every
dollar spent on
it, according to the DMA’s
Power of Direct economic
impact study.

…And Email Still Rocks for Business
Communications

Stop Using the Ketchup on Your Emails

It is all About the Ingredients

My Expectations:
• Birthday wish and/or coupon
• Age-based content/offers
• Gender-based content/offers

Now for that haircut, What I Get
I’d Pay More Than $16! • No birthday
wish
• Content does
not reflect age or
gender
Loren

No Data/Preferences Collected
Logical Personalization?:
• Gender
• Marital status
• Age ranges on signup
• Wedding anniversary
• Significant other’s birth date

2. Use Behavioral Data

Cart Abandonment
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.

Purchase Data

Email That Educates & Sells

Community/UGC Aggregation

Productizing of Emails
• Notifications
• Alerts
• Reminders
• Aggregators
• Confirmations
• Updates
• Closeouts
• Invoices
• …and more

Sharing is Delicious

Email Share-to-Social

What Makes Content Shareworthy?
• Trustworthiness
• Tribal interests
• Simple and obvious
• Ease of sharing
• Social acumen and adoption of subscribers
• Creates value
• Reward/Incentives
• Good content

We Like Personalities
Jim Cramer – Mad Money
Keith Olbermann – MSNBC

Woot is a Hoot

• People want to
buy from people –
Zappos CEO on
Twitter
• Talk to ME
• Entertain me
• Reviews – what
others bought

• Select flights right
from the email
• Oakland is my
preferred departure
airport
• “Book a flight” links
• Search link

Everything You Need, Without the Images

Questions to Ponder
1. Are you enabling subscriber choice?
2. Are your emails uniquely positioned relative to
competitors?
3. Are you collecting and USING customer data?
4. Do your emails have personality?
5. Are your emails shareworthy?
6. Are you leveraging email for all it can be?

Do your emails need ketchup?

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