Four Keys to Exceeding Email Subscriber Expectations
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Four Keys to Exceeding Email Subscriber Expectations

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Manny Ju, Director of Product Management at BlueHornet, details the the keys to exceed your email subsrcribers expectations: How to build a relationship, reciprocate through a two-way conversation, ...

Manny Ju, Director of Product Management at BlueHornet, details the the keys to exceed your email subsrcribers expectations: How to build a relationship, reciprocate through a two-way conversation, simplifying your emails and most importantly, being grateful.

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  • I’d like to formally introduce myself to you all today.My name is Manny Ju. I’m the Director of Product Management at BlueHornet.BlueHornet is a division of Digital River, the leader in cloud commerce. You’ve probably not heard of BlueHornet before, but I’m sure you’ve heard of some of our clients including Pacific Sunwear, Slacker Radio, Allen Edmonds Shoes, Omni Hotels and Resorts, and Bare Escentuals.I’m here today to show you how to make more money from your email marketing program. You’ll do it by following these four keys to exceeding customer expectations.
  • The first key to exceeding customer expectations is The Relationship.As with all relationships, the first impression is so very important because as we all know, the first impression is the lasting impression.When a new subscriber signs up for your email marketing program, the impression that your customers get from your first emails is a lasting impression.
  • Here are the responses from over a thousand consumers across the United States that BlueHornet published in a report last year.Raise your hands – are you one of the 75-percenters who think negatively of a brand if its emails are poorly designed?
  • Here’s an example of a major fashion retailer that’s doing a great job managing the relationship with its customers.First of all, within seconds after I entered my email address on their web site, I received their welcome email. Their welcome email had only one message: Thanks!They said, “thank you” to me. What a great first impression.
  • The next thing that Pacific Sunwear does is they do progressive profiling.Progressive Profiling is the technique of getting customers to reveal a little more about themselves a little at a time. In this email here, tracking which button got clicked helps PacSun determine what types of email content a subscriber wants to receive. Other times, its directing subscribers to a landing page where they can update their profiles with their zip codes so that they can receive emails with promotions local to their area.
  • The second key to exceeding customer expectations is to reciprocate
  • The problem with so many email marketing programs is that they tend to be one-way conversations.Yes, the email marketer sends emails to the recipients. But it doesn’t have to be a one-way conversation.
  • Listen to what your customers are saying about you. Listen to what they are saying is important to them.For example, monitor the organic search terms that drive traffic to your web site. Why? Because today’s search terms and keywords are tomorrow’s email subject lines.
  • Monitor the hot topics of conversation on your Facebook pages. Why? Because today’s hot topics on Facebook are tomorrow’s email content.
  • Incorporate posts and Facebook Likes in your email programs.72% of people trust social endorsements, even from complete strangers. Endorsements in promotional emails can increase conversion rates and incremental purchasing. You already know that consumers value peer reviews and comments, so inserting reviews from social media sites can provide value. It also lend credibility to your most engaged subscribers and fans.A fantastic place to put social endorsements is in your abandoned shopping cart remarketing emails.Peer pressure!! It’s a fact of life! It’s been a part of our lives ever since elementary school, right?My son when he was nine years old only wore black colored Epic Threads from Macy’s, black long pants and black sneakers from Van’s. Then one the last day of school, someone – probably a girl – mentioned to him that she thought that he was Goth. Right. A nine year old Goth.My son isn’t in to Goth. He just dressed in black because he looks good in black. But he doesn’t want to branded as a Goth. So this year in school, guess what? My 10 year old son is going out of his way to dress anti-Goth. Now, he’s dressing like a jock. He wears Under Amour short sleeve shirts, Nike shorts and Nike sneakers. It’s freezing now in Oregon where we live. But that’s the way he dresses for school every day now. Why? Peer pressure.
  • The third key to exceeding customer expectations is to just keep it simple.
  • Optimizing emails to be read on mobile devices is very important to making it easier for your customers to engage with your email program.As this recent report indicates, reading emails is the number one activity on a mobile device across all age groups.
  • With readership on a mobile device fast becoming the standard, having an email that looks good in both the desktop and the mobile email client is absolutely essential to establishing your credibility to your customers.
  • Slacker Radio recently implemented responsive design HTML coding techniques in their emails.The results were absolutely amazing.Before implementing responsive design, only 1 out of every 5 people who read the email did so on a mobile device. After implementing responsive design, 2 out of every 3 people who read the email did so on a mobile device.After implementing responsive design, their email click-through rates jumped a whopping 450%.
  • One important point I’d like to make about designing the mobile-friendly version of an email using responsive design techniques.Don’t simply repurpose your desktop email content just to make it look better on a mobile device. Understand that the context of reading emails on a mobile device is entirely different from the context of reading emails on a desktop computer.Use your web analytic software to look at the links on your web site that your mobile visitors are clicking on the most. Use your email service provider’s data to look at the links that your mobile email readers are clicking the most. Those links are the ones that you should include in the mobile-friendly version of your email. And you place them at the top of your email layout with fat finger buttons.Here’s an example of an email sent by a resort. When analyzing the links that were clicked on the most by the mobile email readers, three links stood out from all the others that were in the email: Weather, Directions, and Book a Spa Treatment.So the next time I’m designing the mobile-friendly version of this email, I’m going to simplify that mobile-friendly version and in addition to the right imagery and content, I’m just going to include those three links and no other.
  • The fourth and final key to truly exceeding customer’s expectations is to be grateful. As marketers, we need to find new opportunities to express our appreciation to our customers. Genuinely recognizing those moments and saying thank you to a customer can go a long way in maintaining a strong and lengthy relationship. Obvious opportunities could include birthdays, anniversary or loyalty attainment.
  • Here’s an example of an incredibly successful email program.Omni Hotels and Resorts has a Happy Birthday email program. It’s an automated email that literally runs by itself and is totally driven off of their Select Guest members’ profile data.The email is scheduled to go out on the 15th of every month. It’s sent to every one of their Select Guest program members whose birthday will be coming up in two month’s hence. For example, the emails that will be going out on the 15th of this month will be to their Select Guest members whose birthdays are in February.This return on investment figure is no lie. I couldn’t believe it when I first ran the numbers. So I ran them, re-ran them, and just for good measure, ran them again.If you are responsible for the email marketing program of a hotel that has a loyalty program, then absolutely you should be doing a Happy Birthday email program. Think about it. Of all the times to book a room at a nice hotel, why wouldn’t I want to do it celebrating my birthday – especially if I happen to live nearby any of the properties?Now, your mileage may vary depending upon the price of your respective properties when compared to even the promotional discount rate of a room at an Omni hotel. But you get the point.
  • To summarize, these are the 4 keys to exceeding customer expectations. (1) Email marketing is a relationship. First impressions are lasting impressions. Make your first impression count. Have a well-thought through welcome program for your new email subscribers. (2) Reciprocate. Email marketing is not a one-way conversation. Listen to what your customer are saying about you. Listen to what they are saying what’s important to them. Use social media to listen and then use email to respond. (3) Keep it simple, make it easy. Include mobile-friendly design in your email design. Simplify your mobile-friendly design by only including information that your mobile email responders are telling you what’s important to them. (4) Be grateful. Find every opportunity to express your appreciation to your customers. Email programs that tie in birthdays are huge.If you incorporate these 4 keys to exceeding customer expectations in your email marketing program, you will make more money from your email marketing program.
  • Thank you for joining me in this presentation on “4 Keys to Exceeding Customer Expectations”If you are doing anything in your email marketing programs that are proving to be highly successful, then please reach out to me. I’d love to hear from you.

Four Keys to Exceeding Email Subscriber Expectations Four Keys to Exceeding Email Subscriber Expectations Presentation Transcript

  • THE 4 KEYS TO EXCEEDING SUBSCRIBER EXPECTATIONS #DDSUM13 „ @mannyju „ THE 4 KEYS TO EXCEEDING SUBSCRIBER EXPECTATIONS
  • #DDSUM13 „ @mannyju „ THE 4 KEYS TO EXCEEDING SUBSCRIBER EXPECTATIONS
  • KEY #1: RELATIONSHIPS #DDSUM13 „ @mannyju „ THE 4 KEYS TO EXCEEDING SUBSCRIBER EXPECTATIONS
  • KEY #1: RELATIONSHIPS #DDSUM13 „ @mannyju „ THE 4 KEYS TO EXCEEDING SUBSCRIBER EXPECTATIONS
  • KEY #1: RELATIONSHIPS Question: how does a poorly designed email affect your perception of the brand? Source: “Consumer Views of Email Marketing”, BlueHornet, 2012 #DDSUM13 „ @mannyju „ THE 4 KEYS TO EXCEEDING SUBSCRIBER EXPECTATIONS
  • KEY #1: RELATIONSHIPS #DDSUM13 „ @mannyju „ THE 4 KEYS TO EXCEEDING SUBSCRIBER EXPECTATIONS
  • KEY #1: RELATIONSHIPS Email as a Relationship Channel #DDSUM13 „ @mannyju „ THE 4 KEYS TO EXCEEDING SUBSCRIBER EXPECTATIONS
  • KEY #2: RECIPROCATE #DDSUM13 „ @mannyju „ THE 4 KEYS TO EXCEEDING SUBSCRIBER EXPECTATIONS
  • KEY #2: RECIPROCATE #DDSUM13 „ @mannyju „ THE 4 KEYS TO EXCEEDING SUBSCRIBER EXPECTATIONS
  • KEY #2: RECIPROCATE #DDSUM13 „ @mannyju „ THE 4 KEYS TO EXCEEDING SUBSCRIBER EXPECTATIONS
  • KEY #2: RECIPROCATE #DDSUM13 „ @mannyju „ THE 4 KEYS TO EXCEEDING SUBSCRIBER EXPECTATIONS
  • KEY #2: RECIPROCATE #DDSUM13 „ @mannyju „ THE 4 KEYS TO EXCEEDING SUBSCRIBER EXPECTATIONS
  • KEY #3: SIMPLIFY #DDSUM13 „ @mannyju „ THE 4 KEYS TO EXCEEDING SUBSCRIBER EXPECTATIONS
  • KEY #3: SIMPLIFY #DDSUM13 „ @mannyju „ THE 4 KEYS TO EXCEEDING SUBSCRIBER EXPECTATIONS
  • KEY #3: SIMPLIFY If you get a mobile email that doesn’t look good, what do you do? (Check all that apply) Source: BlueHornet’s 2013 Consumer Views on Email Marketing #DDSUM13 „ @mannyju „ THE 4 KEYS TO EXCEEDING SUBSCRIBER EXPECTATIONS
  • KEY #3: SIMPLIFY 450% increase in click-through rates From 0.82% to 4.5% 3x more mobile opens • Before: 1 in 5 • After: 2 in 3 #DDSUM13 „ @mannyju „ THE 4 KEYS TO EXCEEDING SUBSCRIBER EXPECTATIONS
  • KEY #3: SIMPLIFY #DDSUM13 „ @mannyju „ THE 4 KEYS TO EXCEEDING SUBSCRIBER EXPECTATIONS
  • KEY #4: BE GRATEFUL #DDSUM13 „ @mannyju „ THE 4 KEYS TO EXCEEDING SUBSCRIBER EXPECTATIONS
  • KEY #4: BE GRATEFUL 75,000% ROI #DDSUM13 „ @mannyju „ THE 4 KEYS TO EXCEEDING SUBSCRIBER EXPECTATIONS
  • TO RECAP… #DDSUM13 „ @mannyju „ THE 4 KEYS TO EXCEEDING SUBSCRIBER EXPECTATIONS
  • THE 4 KEYS TO EXCEEDING SUBSCRIBER EXPECTATIONS RELATIONSHIPS RECIPROCATE SIMPLIFY BE GRATEFUL #DDSUM13 „ @mannyju „ THE 4 KEYS TO EXCEEDING SUBSCRIBER EXPECTATIONS
  • #DDSUM13 „ @mannyju „ THE 4 KEYS TO EXCEEDING SUBSCRIBER EXPECTATIONS
  • #DDSUM13 „ @mannyju „ THE 4 KEYS TO EXCEEDING SUBSCRIBER EXPECTATIONS