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Persuasive email programs Brandworks 2010

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Presentation delivered at 2010 Brandworks conference in Madison, WI by Loren McDonald on May 25. Discusses current state of email marketing; 3 phases of email marketing; and email design, creative and …

Presentation delivered at 2010 Brandworks conference in Madison, WI by Loren McDonald on May 25. Discusses current state of email marketing; 3 phases of email marketing; and email design, creative and use of automation such as behavioral trigger-based programs.

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  • So inthis changing landscape The idea of companies pushing out marketing messages to reach customers or even companies waiting for customers to find them is not enough on its own
  • It is not just about how social media has changed our approach but now because of lack of trustabout co-ordinating across multiple channels both digitally and offline
  • No longer are we accessing the internet through a nice big desktop screenLaptops.. Netbooks are all growingAnd more are coming – ipad.. tablets.. And then there is mobile..
  • crafting these highly relevant messages empowers you to more effectively engage customers and can generate nine times more improvement in revenue and as much as 32 times more improvement in net profit over undifferentiated broadcast campaigns.8 Even after including additional Web analytics spending, the use of Web-site clickstream data as a targeting attribute still significantly improves both topline and bottom-line results. - “The ROI of E-mail Relevance, JupiterResearch,” May 2005
  • By providing content that is educational in nature rather than promotional can lead to longer term growth in fans and active usersCamping retailer – when they focused on education their conversion rates generated went from 4% to 10% as opposed to a buy buybuy / discount messageShaving manufacturerFood mixerUGC plays into this
  • By providing content that is educational in nature rather than promotional can lead to longer term growth in fans and active usersCamping retailer – when they focused on education their conversion rates generated went from 4% to 10% as opposed to a buy buybuy / discount messageShaving manufacturerFood mixerUGC plays into this
  • By providing content that is educational in nature rather than promotional can lead to longer term growth in fans and active usersCamping retailer – when they focused on education their conversion rates generated went from 4% to 10% as opposed to a buy buybuy / discount messageShaving manufacturerFood mixerUGC plays into this
  • Whilst creating content that is shareworthy is more art than science. Creating content that is engaging is about understanding your audience and meeting some but not all of the above words.It needs to be real – add value or be helpful. Don’t forget the phrase – keep it simple!
  • By providing content that is educational in nature rather than promotional can lead to longer term growth in fans and active usersCamping retailer – when they focused on education their conversion rates generated went from 4% to 10% as opposed to a buy buybuy / discount messageShaving manufacturerFood mixerUGC plays into this
  • It is not just about how social media has changed our approach but now because of lack of trustabout co-ordinating across multiple channels both digitally and offline
  • Transcript

    • 1. How to Design the Most Engaging and Persuasive Emails
      Loren McDonald
      VP, Industry Relations
      @LorenMcDonald @Silverpop
    • 2. Agenda
    • 3. The State of Email Marketing
    • 4. #3
      If they were countries…
      #1
    • 5. Email is the #1 way consumers want to be communicated to by businesses.
      Microsoft/Hotmail
    • 6.
    • 7. Email Marketing ROI Still Tops
      $ returned for every dollar spent
      • Commercial email: $43.62
      • 8. Paid Search: $21.85
      • 9. Non-catalog direct mail: $15.22
      • 10. Catalogs: $7.32
      Source: DMA Power of Direct economic-impact study, 2009
    • 11.
    • 12. But, there are challenges
    • 13. Free Shipping, 20% Off – “So What”
    • 14. 26th Anniversary…and I get This?
      And 4 years as a subscriber
    • 15. Too Much and Too Little
      22% send NO
      emails
      51% are mailing 5+/month
      24% are mailing 11+/month
      Silverpop Study of Internet Retailer 500 - 2009
    • 16. Email is Competing for Mindshare
    • 17. Inbox Snapshot – Nearly Half Are Alerts/Notifications
    • 18. Email Access Via Multiple Devices
    • 19. 16
      “The day when more people read and respond to email via their handhelds than any other platform is approaching, underscoring how critical it is to build email campaigns that are optimized for mobile devices.”
      - Mobile Marketer, October 13, 2009
      Mobile Internet adoption is outpacing desktop adoption by 8X
      - Morgan Stanley, Web 2.0 Summit, October 20, 2009
      Chart: The Radicati Group, “Wireless Email Market, 2009 – 2013,” October 12, 2009, www.radicati.com.
      The Mobile Explosion
    • 20. 25% to 80%
      of your email subscribers
      are inactive
    • 21. One third
    • 22. And Customers Have the Last Word
    • 23. So what’s it all mean?
    • 24. Marketers Must Deliver the
      Right Message
      at the
      Right Time
    • 25. Evolution of Email Marketing
      3 Approaches to Email Marketing
    • 26. The Knowledge Funnel
      Chance
      Experiment
      Automate
      The Design of Business, Roger Martin
    • 27. 3 Stages of Email
      1 to Many
      Pray and Spray
      1 to Segments
      Test & Target
      1 to 1
      Behavior/Triggered
    • 28. Relevant Emails Rock!
      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.
    • 29.
    • 30. Relevant – Based on Purchase Data
    • 31. Pinball, Earrings, Shredder…
    • 32. Data Is the Foundation of Email Relevance
    • 33. Key Roles of Email
      NURTURE
      ENGAGE
      NUDGE
    • 34. Engagement – Design for Function
    • 35. It Depends
      Test It
    • 36. Don’t make customers jump through hoops
    • 37.
    • 38. Mobile Friendly – Header CTA
    • 39. Help me Buy
      • “Today, March 27”
      • 45. No minimum
      • 46. 4-7 Day Delivery
      • 47. More details below
      • 48. Select flights right from the email
      • 49. Oakland is my preferred departure airport
      • 50. “Book a flight” links
      • 51. Search link
    • Clean & Simple
    • 52. Use Visual Cues
      + 23 %
      + 58%
      39
    • 53. Colors matter
      + 23 %
    • 54. Product images work
      + 58 %
      Multivariate test
    • 55. Tell them what they will get
      + 230 %
      Visitour website
      Click here to see the online demo
      + 72 %
      + 44 %
      42
    • 56. Be descriptive
      Click and save online
      + 301 %
      35% OFF
      Enter the Sale Now!
      View the exclusivecollectionforsalenow
      + 72 %
      43
    • 57. Engagement - Content
    • 58. not dead, but…
    • 59. …content that educates and
      solves problems is
      becoming more powerful..
    • 60. Old Rule:
      Sell the sizzle, not the steak.
    • 61. New Rule:
      Educate with grilling tips, recipes and wine pairing.
    • 62. Content that is Engaging is…
    • 63. 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
    • 64. Surprise & Delight
    • 65. Sell by Educating
    • 66. Inform first, sell second
    • 67. The From Line
      Is the New
      Subject Line
    • 68. Creative subject lines that motivate people to take the action they (and you) want,
      not just open the email
      What’s a Good Subject Line?
    • 69. I’m Too Sexy for My Subject Line
    • 70. “We've got you covered - ash guaranteed holidays from £142
    • 71. Duuuuude
    • 72. Can You Say Mimes in Portland?
    • 73. Let your customers do the talking
    • 74. Leverage Reviews
    • 75. Recommendations
    • 76. “Doughboy” + Valentine = Shareworthy
    • 77. Automate with Triggered Emails
      “Set it and forget it”
    • 78. Right Message, Right Time
    • 79.
    • 80. Triggered Emails:
      3-5% of email volume
      45% of profits
      Orbitz
    • 81. Low Volume, High ROI
      4.1%
      Triggered
      Campaigns
      Volume of Emails sent
      Sales Generated
      95.9 %
      Batch
      Campaigns
      40.2%
      Triggered
      Campaigns
      59.8 %
      Batch
      Campaigns
    • 82. Automated Email Program
      Triggers based primarily on consumer behavior
    • 83. Within two months of opt-in, the open rate typically falls 20% to 25%.
      Source: MarketingSherpa
    • 84. Welcome emails may be the most important email you will ever send.
    • 85. Welcome to the Tafford Community
    • 86. Three Reasons You Will Love Tafford + A Special Offer
    • 87. Personalize Your Tafford Experience
    • 88. 2009 Welcome Series Indexed Results…
      Welcome #1 Performs 6X Better!
    • 89. Samples of Remarketing
    • 90. Following up with abandoners by email yields
      up to 50% conversion.
    • 91. Cart Abandonment
    • 92. A Special Offer To Return To Tafford
      Did You Forget Something?
    • 93. 2009 Abandoned Cart Indexed Results…
    • 94. Abandon Cart Emails
      25% conversion on cart abandoners.
      Cart program accounts for almost 1/3 of TOTAL yearly email sales
    • 95. Key Takeaways
      • Design for function
      • 96. Engage with personality / value-add content
      • 97. Design automated programs for known behaviors
    • Questions / Thank You!
      Loren McDonald
      lmcdonald@silverpop.com
      @LorenMcDonald
      www.silverpop.com
      @silverpop
    • 98. Attention Deficit Disorder
      From 4 Pages …
      … to 140 characters…
    • 99. Woot is a Hoot
    • 100. Most Popular Items on Site