Strategies for the Long-Term Care and Feeding of an Email Database  + Redefining the Inbox
 
The New “Inbox” Opt-in Email Subscribers Twitter Followers Facebook Fans & Friends
The New “Inbox” Opt-in Email Subscribers <ul><li>45 -1 ROI </li></ul><ul><li>Fractional cost/send </li></ul><ul><li>Demand...
The New “Inbox” Twitter Followers <ul><li>45 -1 ROI </li></ul><ul><li>Zero Costs Per Send </li></ul><ul><li>Conversational...
The New “Inbox” Facebook Fans <ul><li>45 -1 ROI </li></ul><ul><li>Zero Costs Per Send </li></ul><ul><li>Conversational/per...
New Inbox Cost Models Email Facebook Twitter 1000 subs Weekly send 52,000 annual $800/send fees $5000 annual license Five ...
New Inbox Cost Models Email Twitter Facebook 1000 fans/friends 3x weekly updates 156,000 touches $0/send fees No annual li...
New Inbox Cost Models Email Facebook Twitter 1000 subs 3x daily tweets 780,000 touches $0/send fees No annual license 30 m...
Blogs Twitter Facebook Opt-in Email Search Display Customer Intimacy
The only true viral-capable tactics of all marketing Twitter Facebook
Basic Tenets of Inbox Nurturing You are the object of your subscribers’ desires.
Basic Tenets of Inbox Nurturing <ul><li>Unfortunately, not all subscribers share the same desires: </li></ul><ul><li>Conte...
Basic Tenets of Inbox Nurturing Desires Content Comm Type
Basic Tenets of Inbox Nurturing Integration of Measurement & Customer Profile Types
Thanks! Andrew Eklund Ciceron.com Twitter: @aeklund Andrew @ Ciceron.com 612-230-3901
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MarketingSherpa - The New Inbox

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This is a presentation I gave at the Email Marketing Summit by MarketingSherpa in Miami, FL.

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MarketingSherpa - The New Inbox

  1. 1. Strategies for the Long-Term Care and Feeding of an Email Database + Redefining the Inbox
  2. 3. The New “Inbox” Opt-in Email Subscribers Twitter Followers Facebook Fans & Friends
  3. 4. The New “Inbox” Opt-in Email Subscribers <ul><li>45 -1 ROI </li></ul><ul><li>Fractional cost/send </li></ul><ul><li>Demands segmentation </li></ul><ul><li>Labor required </li></ul><ul><li>“ The Golden List” </li></ul>
  4. 5. The New “Inbox” Twitter Followers <ul><li>45 -1 ROI </li></ul><ul><li>Zero Costs Per Send </li></ul><ul><li>Conversational/personal </li></ul><ul><li>Frequency expected </li></ul><ul><li>High viral-ability </li></ul>
  5. 6. The New “Inbox” Facebook Fans <ul><li>45 -1 ROI </li></ul><ul><li>Zero Costs Per Send </li></ul><ul><li>Conversational/personal </li></ul><ul><li>Frequency expected </li></ul><ul><li>High viral-ability </li></ul>
  6. 7. New Inbox Cost Models Email Facebook Twitter 1000 subs Weekly send 52,000 annual $800/send fees $5000 annual license Five hrs labor/send ($50/hr cost) Total Cost = $18,800 Cost: $0.36/contact
  7. 8. New Inbox Cost Models Email Twitter Facebook 1000 fans/friends 3x weekly updates 156,000 touches $0/send fees No annual license 3 hrs/week ($50/hr.) Total Cost = $7,800 Cost per touch = $0.05
  8. 9. New Inbox Cost Models Email Facebook Twitter 1000 subs 3x daily tweets 780,000 touches $0/send fees No annual license 30 min. day ($50/hr.) Total Cost = $6,500 Cost per touch = $0.008
  9. 10. Blogs Twitter Facebook Opt-in Email Search Display Customer Intimacy
  10. 11. The only true viral-capable tactics of all marketing Twitter Facebook
  11. 12. Basic Tenets of Inbox Nurturing You are the object of your subscribers’ desires.
  12. 13. Basic Tenets of Inbox Nurturing <ul><li>Unfortunately, not all subscribers share the same desires: </li></ul><ul><li>Content type </li></ul><ul><li>Frequency </li></ul>
  13. 14. Basic Tenets of Inbox Nurturing Desires Content Comm Type
  14. 15. Basic Tenets of Inbox Nurturing Integration of Measurement & Customer Profile Types
  15. 16. Thanks! Andrew Eklund Ciceron.com Twitter: @aeklund Andrew @ Ciceron.com 612-230-3901

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