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Trends Affecting Email Marketing

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Presentation on some key trends that will affect email marketing in 2011....and beyond. Especially with an eye toward design and content. Presented at Silverpop's Email Creative Seminar in Chicago, …

Presentation on some key trends that will affect email marketing in 2011....and beyond. Especially with an eye toward design and content. Presented at Silverpop's Email Creative Seminar in Chicago, February 2011.

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  • As the size of our networks have increased..Amount of quality information hitting us has decreased BUTRecommendations from the RIGHT peoples is still there
  • As the size of our networks have increased..Amount of quality information hitting us has decreased BUTRecommendations from the RIGHT peoples is still there
  • 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..
  • There has simply been no way to run JavaScript code within email messages in such a way that it’s isolated and not allowed to do malicious things on your computer. Hotmail is solving this problem with its new Active Views platform, technology that allows senders to run code securely in their email messages. It protects you AND gives you access to information on the sender’s website through forms and inline actions built directly into the email itself. This keeps the content up to date and provides a more engaging and time-saving experience.
  • 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..

Transcript

  • 1. 5 Uber Trends Affecting Email Marketing
    February 2011
    @LorenMcDonald
  • 2. Agenda
  • 3.
  • 4.
  • 5. Social Media Explosion
  • 6. The Big Gorillas
  • 7. Facebook: The 2nd Web
  • 8. Facebook Connect Login
  • 9. Email Must Get More Social
    And Work With Social
  • 10.
  • 11. Going Mobile / Screensize-apalooza
  • 12. 40+ Tablets Expected to Ship in 2011
  • 13.
  • 14.
  • 15. Mobile Apps are Exploding….but
    25 billion downloaded by 2015
    Juniper Research
  • 16. 25+% of Apps Used Only Once
  • 17. The Check-in Deal
  • 18. Where is My Email Being Read?
  • 19. Email is Mobile
    Mobile is Email
  • 20.
  • 21. The ISP Battle has Shifted
    Bad Stuff
    Too much good stuff
  • 22. Smarter Inboxes
  • 23. …and the Unified Inbox is coming…
  • 24. AOL Project Phoenix
  • 25. Hotmail Active Views
  • 26. Relevance is Not an Option
    Email is Still the Killer App
  • 27.
  • 28. Customers Speak
    “Awful”
    “Overpriced”
    “Bad service”
    “..tastes like sh*t”
    sh*t
  • 29. Ratings and Reviews
  • 30. Brands Get Real (People)
  • 31. How-to video
  • 32. • Real person
    • Service tone
    • 33. 50% conversion rate
  • Get Real
    Get Human
    Add Value
  • 34.
  • 35. Broadcast & Triggers Complement
  • 36. 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
  • 37. Question is not What is the optimum frequency?, but How do we send more relevant emails, more often but with fewer resources?
  • 38. Cross Sell / Upsell - Recommendations
  • 39.
  • 40. Real-time Optimization
    + 58 %
    Multivariate test
  • 41. Use the Technology
    Email Becomes a
    Dynamic Content Platform
  • 42. Agenda
  • 43. 1. Get the Data
    Birthday emails
    List preferences / cadence
    Segmentation / Content
  • 44. 2. Enable Channel Options
  • 45. 3. Manage Subscriber Expectations
    Privacy/Permission
    Brand
    Other communications
    Content
    Frequency
    Format
    Subscription management
    Relevance and personalization
  • 46. 4. Enable Profile Changes - Footer
  • 47. 5. Enable Profile Changes - Site
  • 48. 6. Brand (From Name) is Huge
  • 49. 6. Know Your Audience
    Source: Unica Corporation/Pivotal Veracity
  • 50. 7. Design for Everything
  • 51. 8. Leverage the Power of Reviews
    Emails drive consumer creation of reviews
    • 6% of online Americans post ratings and reviews of products at least monthly
    • 52. 25% of online adults read these ratings and reviews at least monthly
  • 9. Promote Following & Sharing
  • 53. 10. Promote Likes/Follow
  • 54. 11. Use Personality to Engage
  • 55. 12. Sell by Educating
  • 56. 13. Use Social to Grow Email Database
  • 57. 13. Use Social to Grow Email Database
  • 58. 14. Incorporate Email in Mocial Channels
    Opted in – still have not received an email months later
    HUGE missed opportunity
  • 59. 15. Let Customers Do the Selling
  • 60. 16. Surprise & Help
  • 61. 17. Break it Up
  • 62. 18. Use Pre- to Post-Purchase Emails
    Right time, right message!
  • 63. 19. Leverage Other Technologies
  • 64. 20. Leverage Marketing Automation
    Welcome
    Campaigns
    1st Purchase Campaigns
    Repeat Purchase Campaigns
    Loyalty Campaigns
    Reengagement Campaigns
    100
    300
    400
    600
    -400
    -200
    Subscribers / Visitors
    1st Time
    Customers
    Repeat
    Customers
    Unengaged Customers
    Loyal
    Customers
    -
    +
    +
    +
  • 65. A Few Takeaways
  • 66. 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
  • 67. Q & A / Contact Information
    Loren McDonald
    lmcdonald@silverpop.com
    Twitter: @LorenMcDonald
    Twitter: @Silverpop
    www.slideshare.net/silverpopwww.silverpop.com