Email is Media


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For advertisers and affiliate managers: a workshop that will provide all with a better understanding of how to buy and measure the performance of their email campaigns.

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Email is Media

  1. 1. Email is Media How to Integrate Email Media into Your Multi-Channel Mix Moderator: John Engler, Vice-President, UnsubCentral Panelists: David Baker, Vice President, Email Solutions, Avenue A Razorfish Steven Cho, Marketing Consultant, Kent Phillips, Marketing Director, Liberty Medical
  2. 2. Thank You for Joining Us Today… <ul><li>You will leave this workshop with: </li></ul><ul><ul><li>Case studies that show you ways to integrate email into your multi-channel marketing mix. </li></ul></ul><ul><ul><li>A deeper knowledge of the inherent value of your email marketing channel. </li></ul></ul><ul><ul><li>A better understanding of how to buy/measure the performance of your email media buys. </li></ul></ul>
  3. 3. The Inbox: Where Customers & Brands Converge The email inbox is the epicenter of all communication and discovery online. From email to social networks and mobile phones, consumers visit the inbox to chat with friends and learn about products and services. 58% of online advertising inventory is in or around the inbox* -adRelevance, 1/08
  4. 4. Valuable Media Space In and Around the Inbox Stand-alone emails Banners in newsletters Short text ads in email
  5. 5. MESSAGE BODY Stand Alone Email Messages Speak to Consumers HEADERS Will determine whether the consumer opens or deletes email Includes vital elements – copy, graphics, layout – which determines whether the consumer clicks forward to a landing/offer page
  6. 6. <ul><li>728 X 90 Leaderboard </li></ul><ul><li>468 X 60 Banner </li></ul><ul><li>300 X 250 Medium Rectangle </li></ul><ul><li>120 X 600 Skyscraper </li></ul><ul><li>160 X 600 Wide Skyscraper </li></ul><ul><li>120 X 60 Small Box </li></ul><ul><li>720 X 300 Pop-Under </li></ul><ul><li>125 X 125 Small Square </li></ul><ul><li>250 X 250 Large Square </li></ul>Email Inventory is Just Like Display! From: Sent: 8/20/07 3:11 PM Subject: The Perfect Summer Burger
  7. 7. Stock Up On the Hottest Rock 12 CD’s For The Price of 1 Download Heavy Metal Head bang to the artist of your choice Email Inventory –Text Based Messages
  8. 8. <ul><ul><li>BUY </li></ul></ul><ul><ul><li>Define Your Audience </li></ul></ul><ul><ul><li>Target Your Audience </li></ul></ul><ul><ul><li>Options </li></ul></ul><ul><ul><li>Banners in Newsletters </li></ul></ul><ul><ul><li>Text-based ads </li></ul></ul><ul><ul><li>Stand Alone Email </li></ul></ul><ul><ul><li>Display around the Inbox </li></ul></ul><ul><ul><li>Exchange </li></ul></ul><ul><ul><li>MEASURE </li></ul></ul><ul><ul><li>ROI </li></ul></ul><ul><ul><li>Conversion Rate Impact on other Media Types (online and off line) </li></ul></ul><ul><ul><li>Impact on Lifetime Value </li></ul></ul><ul><ul><li>Brand Lift/Awareness– Insight Express Study </li></ul></ul><ul><ul><li>Viral Impact </li></ul></ul>How to Buy & Measure Email Media
  9. 9. Email, Display & Search <ul><ul><li>An exploration of the three major media channels and their relation to one another, your brand and the bottom line. </li></ul></ul>Email Search Display
  10. 10. Email Tops Search & Display <ul><ul><li>Sources: DoubleClick 2007, Morgan Stanley 2006, WebSide Story 2006, Email: Datran Media Internal </li></ul></ul><ul><ul><li>Email has the potential to be the most relevant media channel because both positive and negative feedback are captured unlike any other media. </li></ul></ul><ul><ul><li>80% of marketers report that email is the strongest-performing media buy - ahead of search and display, according to results of a recent survey from Datran Media. </li></ul></ul><ul><ul><li> Search Display Email </li></ul></ul><ul><ul><li> Click rate: 11.4% 0.15% 3.31% </li></ul></ul><ul><ul><li>Click-to-conversion Rate: 3.4% 1% 13.46% </li></ul></ul><ul><ul><li>Impression-to-conversion rate: .38% .0015% .42% </li></ul></ul>
  11. 12. <ul><ul><li>Personalized not just personal </li></ul></ul><ul><ul><li>Flexible: Branding + Direct (the lines are blurring) </li></ul></ul><ul><ul><li>Nurturing Vehicle </li></ul></ul><ul><ul><li>Most cost-effective </li></ul></ul><ul><ul><li>Persistent </li></ul></ul><ul><ul><li>Push & pull marketing vehicle </li></ul></ul>Why is Email Unique?
  12. 13. <ul><ul><li>Facts: </li></ul></ul><ul><ul><ul><li>Email is used to enable your social networks when you need help </li></ul></ul></ul><ul><ul><ul><li>Email is more capable than in-person or phone communications of facilitating regular contact with large networks </li></ul></ul></ul><ul><ul><li>Traditional Views: </li></ul></ul><ul><ul><ul><li>As peoples social networks get larger, your ability to stay in touch and contact them decreases as does the frequency of touch EXCEPT with email, whereby the increase in network size stays constant at 20% </li></ul></ul></ul><ul><ul><ul><li>Email is only used to connect with distant friends : MYTH *Globalization* </li></ul></ul></ul><ul><ul><ul><li>Email does NOT seduce people away from in-person or phone contact </li></ul></ul></ul><ul><ul><li>Why: </li></ul></ul><ul><ul><ul><li>Email enables you to manage more ties to your social network </li></ul></ul></ul><ul><ul><ul><li>Time Shifting nature of asynchronous communications </li></ul></ul></ul><ul><ul><ul><li>1:1 vs. 1:many is the same effort- keeping notices of things happening in your life </li></ul></ul></ul>Email & Social Networking
  13. 14. <ul><ul><li>Traditional LTV calculations don’t take into account impact, costs, efficiencies within channels </li></ul></ul><ul><ul><li>More consumers are interacting with many channels all aspects of the Sales “Tumbler” (researching a purchase, streamlining options, deciding where to buy, and making a final decision)- attribution modeling is complex and scenario specific </li></ul></ul><ul><ul><li>Email extends traditional LTV models </li></ul></ul><ul><ul><li>Does this change by ISP preference? </li></ul></ul><ul><ul><li>Challenges monetizing databases </li></ul></ul><ul><ul><li>Challenges commercializing email products </li></ul></ul>Lifetime Value: Email Customer
  14. 15. <ul><li>Consumers </li></ul><ul><ul><li>Email is the #1 consumer application; 80% of consumers report checking email every single day.* </li></ul></ul><ul><li>Agencies/Marketers </li></ul><ul><ul><li>Email is the #1 tactic for US interactive marketers, with 94% adoption rate.** </li></ul></ul><ul><li>Brands </li></ul><ul><ul><li>Email marketing can lift brand awareness by 58.4%*** </li></ul></ul><ul><ul><li>Email marketing can lift purchase intent by 66.1%*** </li></ul></ul>* ESPC Consumer Behavior Survey 2007, ** Forrester Research, 9/06, *** Insight Express & Datran Media, 1/06 Email is Ubiquitous
  15. 16. Case Studies
  16. 17. <ul><li>Financial Services : Home Mortgage Loans </li></ul><ul><li>Goal: Build lead cultivation program that optimize funnel movement </li></ul><ul><li>Program: </li></ul><ul><li>Multi-Lender email follow-up curriculum (introducing brand and products) </li></ul><ul><li>Loan Consultant follow-up sequenced messaging </li></ul><ul><li>Created “educational curriculum” sequenced messaging </li></ul><ul><li>Dormant Lead re-education </li></ul><ul><li>Results: </li></ul><ul><li>Reactivated 12% of dormant leads (>12 months on file) </li></ul><ul><li>Lowered costs of funded loan by 30% for those with measured responses to email </li></ul><ul><li>Built “email lead” base by 400% through re-qualification </li></ul>Lead Incubation
  17. 18. Liberty Medical wanted to develop a scalable performance-based email program to increase their online penetration and reach. They collaborated with IMS to optimize the program. Goal Challenges Upon launched, results were weak. NetMargin and IMS collaborated on improved creatives and optimized existing offer pages. Additionally, NM and IMS created pricing tiers to manage front end quality based on back end ROI. Results Since implementing solutions to initial challenges, Liberty Medical saw over 100% increase in eCP (effective cost-per-click) and over 100% increase in lead volume Liberty Medical Sees Healthy Lead Generation
  18. 19. CREATIVE SCORE 509% Custom Creatives Help Conversions!
  19. 20. CREATIVE SCORE 206% Custom Creatives Help Conversions!
  20. 21. Reunites with a Winning Marketing Channel Overview is no stranger to email. As a driving force of its aggressive acquisition program, email helped deliver substantial results until a rouge affiliate partner abused the relationship and damaged’s ability to effectively deploy emails. Goal was looking to create an effective email marketing channel to acquire registrations and sales. We are looking to have the email marketing channel become an significant segment of the overall marketing department. Solution set out to create relationships with high volume list owners and networks. For compliance, we utilized UnsubCentral to manage our suppression lists. Helps Deliver Email with Confidence!
  21. 22. Re-establishes email as a marketing channel Campaign Off to a Quick Start…
  22. 23. Effectiveness measured Campaign Off to a Quick Start… The difference a creative makes Different landing pages perform differently.
  23. 24. Thank You! Please complete your “speaker survey” for us! Additional questions? John Engler UnsubCentral [email_address] 512.456.3655