Email Marketing:Today's tool for effective customer interaction


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Email Marketing:Today's tool for effective customer interaction

  1. 1. Email Marketing: Today's tool for effective customer interaction November 2008
  2. 2. <ul><li>Hard to measure, one-way communication </li></ul><ul><ul><li>Print </li></ul></ul><ul><ul><li>Television </li></ul></ul><ul><ul><li>Radio </li></ul></ul><ul><ul><li>Direct Mail </li></ul></ul><ul><ul><li>Web - online brochure </li></ul></ul>OLD Good for mass marketing but hard to maximize Lifetime Customer Value. ONE WAY
  3. 3. NEW - Permission Based Driving a consistent message to keep your customers connected with your brand or product through targeted marketing mediums such as print, web, radio, and direct mail advertising. It provides an opportunity for your customers to connect with you in a way that is comfortable for them. Multiple Channel Marketing The result - higher response rate, more repeat buyers and increased revenues. Your database holds the information.
  4. 4. <ul><li>50 million people checked email at least 5 times by 11:00 am today </li></ul>
  5. 5. Why Email Marketing <ul><li>Easy </li></ul><ul><li>Interactive </li></ul><ul><li>Data Driven </li></ul><ul><li>Inexpensive </li></ul>Adding Permission-Based Email Marketing as a key component to your marketing strategy will motivate and engage your customer to take action. Email Marketing evens the playing field for any size business as long as you ask permission from your audience first and follow industry best practice guidelines.
  6. 6. The Customer Relationship Lifecycle <ul><li>Print Advertising </li></ul><ul><li>Billboard </li></ul><ul><li>Radio /TV </li></ul><ul><li>Direct Mail </li></ul><ul><li>Networking / Trade Show </li></ul><ul><li>“ Become the Expert” </li></ul>Lead Generator Web Site Visitor Subscriber via web collect or in-store opt-in First - Time Customer Repeat Customer Multi- product Customer Brand Advocate Permission-Based Email (Build a relationship based on customer preferences)‏ Lead Nurturing, Conversion and Retention Once a person has been attracted to your web site, email can move the prospect through the consideration and evaluation process all the way to purchase.
  7. 7. Growing your list <ul><li>Web collect </li></ul><ul><ul><li>Offer incentive at sign-up to subscriber to your email campaign. </li></ul></ul><ul><ul><ul><li>Examples: Whitepaper, % off, etc. </li></ul></ul></ul><ul><li>Viral - Forward-to-a-Friend feature </li></ul><ul><ul><li>Graphic in email message that forwards on email and provides the ability to sign up directly. </li></ul></ul><ul><li>In-store collection forms </li></ul>
  8. 8. Subscriber’s Rule <ul><li>Inbox Orange follows the SUBSCRIBERS RULE philosophy that challenges us as one-to-one marketers to: </li></ul><ul><ul><li>1. Serve the individual </li></ul></ul><ul><ul><li>2. Honor their unique preferences with regard to communication, content, frequency & channel </li></ul></ul><ul><ul><li>3. Deliver them relevant & timely content that actually improves their lives. </li></ul></ul>
  9. 9. Excuses not to use email <ul><li>Most people consider email SPAM </li></ul><ul><ul><li>Because message isn't relevant or timely </li></ul></ul><ul><ul><li>It's not the size of the list, but the quality of your engaged list. </li></ul></ul><ul><li>Takes time and focus </li></ul><ul><ul><li>Unfortunately, the days of placing the ad and hoping they show up have passed </li></ul></ul><ul><ul><li>Integrate into the current marketing mix. </li></ul></ul>
  10. 10. Email Campaigns <ul><li>First impression is vital </li></ul><ul><ul><li>Welcome campaign </li></ul></ul><ul><ul><ul><li>Confirm how often you are going to contact your subscriber through email and what they will receive. </li></ul></ul></ul><ul><li>Examples of Campaigns - goal is to build a long-term relationship using the data obtained in your sends. </li></ul><ul><ul><li>E-Newsletters (determine frequency)‏ </li></ul></ul><ul><ul><li>Company News </li></ul></ul><ul><ul><li>Personal - Birthday or anniversary </li></ul></ul><ul><ul><li>Special events </li></ul></ul><ul><ul><li>Special offers (whitepapers, case studies, coupons, etc.)‏ </li></ul></ul><ul><ul><li>Miss you campaign for lapse customers (evaluate on click-through if purchase data is unavailable)‏ </li></ul></ul><ul><ul><li>Loyalty programs </li></ul></ul>
  11. 11. Segmentation vs. Batch & Blast Providing Relevant Content <ul><li>Open rates for segmented versus non-segmented campaigns are as much as 20% higher on average for the first 30 days. </li></ul><ul><ul><li>MarketingSherpa &quot;Email Marketing Benchmark Guide 2008&quot; (2008)‏ </li></ul></ul><ul><li>Click rates for segmented versus non-segmented campaigns are doubly high for the first 30 days with a slight increase for 60-90 days. </li></ul><ul><ul><li>MarketingSherpa &quot;Email Marketing Benchmark Guide 2008&quot; (2008)‏ </li></ul></ul><ul><li>Click rates for segmented versus non-segmented campaigns are five times higher the last 90 days of the year. </li></ul><ul><ul><li>- MarketingSherpa &quot;Email Marketing Benchmark Guide 2008&quot; (2008)‏ </li></ul></ul>
  12. 12. Ways to Segment <ul><li>Gender </li></ul><ul><li>Zip code </li></ul><ul><li>RFM Model (Recency, Frequency and Monetary Value) </li></ul><ul><li>Purchase behavior (specific items, store location, online purchase, etc.)‏ </li></ul>
  13. 13. Personalization <ul><li>Inserting a person's name into an email increases open rates by as much as 10%. </li></ul><ul><ul><ul><li>Jupiter Research (2006)‏ </li></ul></ul></ul><ul><li>Utilizing Dynamic Content </li></ul><ul><ul><ul><li>Personalize relevant content & offers based on customer profile (i.e. zip code, items purchased in the past, location visited, sales representative, etc.)‏ </li></ul></ul></ul><ul><ul><ul><li>Inbox Orange using Exact Target has the ability to include Live Offers - coupons that expire when the customer opened the email. </li></ul></ul></ul>
  14. 14. Timing When to hit “send” <ul><li>Depends on your industry and customer buying cycle. </li></ul><ul><ul><ul><li>Follow Subscriber’s Rule Philosophy </li></ul></ul></ul><ul><ul><ul><li>Focus on key events </li></ul></ul></ul><ul><ul><ul><ul><li>Seasonal - Email only coupon with special code to measure ROI </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Upcoming Friday after Thanksgiving, Cyber Monday </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>Personal - customer birthday, anniversary </li></ul></ul></ul></ul><ul><ul><ul><li>Follow multiple channel marketing calendar to tie into special events </li></ul></ul></ul><ul><ul><ul><li>Utilize CRM or POS to send based on customer behavior </li></ul></ul></ul>
  15. 15. Brand Advocate $3,225 / year Visit at least once / week (52 wks x 2 x $31)‏ Welcome Email Welcome Email Birthday Email Anniversary Email Birthday Email Anniversary Email Customer Anniversary Email Monthly newsletter Month 1 2 3 4 5 6 7 8 9 10 11 12 TY gift from trade TY gift from trade TY gift from trade TY gift from trade Monthly newsletter Monthly newsletter Customer Anniversary Email Month 1 2 3 4 5 6 7 8 9 10 11 12 Monthly newsletter Miss You Email if two months lapse Random CS Survey Random CS Survey Miss You Email if two months lapse Direct Mail Request customer comment for newsletters Request customer comment for newsletters Invite to Special Events Invite to Special Events Monthly newsletter Monthly newsletter Random CS Survey Random CS Survey Request customer comment for newsletters Request customer comment for newsletters Invite to Special Events Invite to Special Events TY gift from trade Loyal Customer $1,600 / year Visit 2 days / month
  16. 16. B-2-B Example of how to initiate the sales cycle <ul><li>Monthly newsletter </li></ul>Click Invitation to attend Webinar Follow up campaign Personal phone call Direct mail, etc. No Click Campaign Offer (Whitepaper)‏ Accept Decline Try again
  17. 17. Automation <ul><li>Subscriber has ability to update profile. </li></ul><ul><li>Sign up for product alerts / register for events. </li></ul><ul><ul><ul><li>Registration confirmation </li></ul></ul></ul><ul><li>Click links within email for immediate purchase. </li></ul><ul><li>Triggered Emails </li></ul><ul><ul><li>shortens sales cycle </li></ul></ul><ul><ul><li>identifies immediate campaigns based on behavior. </li></ul></ul><ul><ul><ul><li>Transactional emails (online receipts)‏ </li></ul></ul></ul>
  18. 18. Build a Long-Term Relationship <ul><li>Provide value by reaching your audience with relevant content based on their interests. </li></ul><ul><li>Invite feedback </li></ul><ul><ul><li>Share success stories </li></ul></ul><ul><ul><li>Survey </li></ul></ul><ul><ul><ul><li>Make it clear to why you are asking for the information </li></ul></ul></ul>
  19. 19. Testing, Test and Re-test <ul><li>Your key to improvement! </li></ul><ul><ul><li>A/B split test </li></ul></ul><ul><ul><ul><li>Subject lines </li></ul></ul></ul><ul><ul><ul><li>Design </li></ul></ul></ul><ul><ul><li>Different IP’s render emails differently </li></ul></ul><ul><ul><ul><li>Includes integrated functionality to view how emails will render through different email programs and devices. </li></ul></ul></ul>
  20. 20. Email Design <ul><li>Five stages of email design </li></ul><ul><ul><li>From Name: Deliver trust with recognizable name </li></ul></ul><ul><ul><li>Subject Line: Engage to open-affirm value </li></ul></ul><ul><ul><li>Preview Pane: Entice to open message </li></ul></ul><ul><ul><li>Open Email (pre-scroll)‏ </li></ul></ul><ul><ul><li>Full email: Elicit a response </li></ul></ul>
  21. 21. Email Design <ul><li>Subject Lines </li></ul><ul><ul><li>35% Open based on subject line (Jupiter research 2007)‏ </li></ul></ul><ul><ul><li>Keep under 50 characters or less. </li></ul></ul><ul><ul><li>Do not use words like Free or ALL CAPS or !. </li></ul></ul><ul><ul><li>Choose company name in the “From” address for customers to recognize you. Brand name increases credibility. (i.e. Inbox Orange)‏ </li></ul></ul><ul><ul><li>Email address should come from your web domain to insure consistency, credibility and recognition. (‏ </li></ul></ul>
  22. 22. Email Design <ul><li>Header / footer Optimization </li></ul><ul><li>Vehicle for cross promotion </li></ul><ul><li>Footer, CAN-SPAM compliant, one-click unsubscribe. Provide logo, contact information and drive traffic to the website. </li></ul>
  23. 23. Email Design <ul><li>59% of online customers block images (Marketing Sherpa, 2007)‏ </li></ul><ul><li>One in five emails are invisible due to blocked images (Marketing Sherpa, 2007) </li></ul><ul><li>Don’t rely on images to provide key marketing message. Use text or bullets to describe the image. </li></ul>
  24. 24. Tracking / Reporting <ul><li>How do I know if my program is successful? </li></ul><ul><ul><li>Deliverability is extremely important to know if ISP’s are accepting your messages. </li></ul></ul><ul><ul><ul><li>Ability to clean up your email list. </li></ul></ul></ul><ul><ul><ul><li>Exact Target has a 98% deliverability rate. </li></ul></ul></ul><ul><ul><li>Click through rates enable you to identify interest and engagement. </li></ul></ul><ul><ul><ul><li>Adapt future campaigns based on subscriber behavior </li></ul></ul></ul><ul><ul><ul><li>Call to action - set a conversion goal to link back to your website. </li></ul></ul></ul>
  25. 25. Inbox Orange Turn on the Power of Email <ul><li>Reseller Partner with Exact Target </li></ul><ul><li>Strategic Development Services </li></ul><ul><ul><li>List building </li></ul></ul><ul><ul><li>Strategy for email marketing incorporated into your multiple channel marketing program </li></ul></ul><ul><ul><li>Project & Campaign Management </li></ul></ul><ul><li>Campaign Design </li></ul><ul><ul><li>Consultation </li></ul></ul><ul><ul><li>Implementation </li></ul></ul>
  26. 26. Web-Based Software <ul><li>Available to both you and your customer </li></ul><ul><li>Ability to manage what your client can or can't do </li></ul><ul><li>New features released twice per year </li></ul><ul><li>Others using this software: Papa Johns, Home Depot, Chase Bank, Scott’s Lawn Company & Anthem </li></ul>
  27. 27. Software Intro <ul><li>Advanced functionality: </li></ul><ul><ul><li>Triggered messaging </li></ul></ul><ul><ul><li>Landing Page Capability </li></ul></ul><ul><ul><li>Integration with CRM & POS systems </li></ul></ul><ul><ul><li>Open API </li></ul></ul><ul><ul><li>Integrated with SMS and voice messaging </li></ul></ul><ul><li>Product Tour </li></ul>