Leveraging Macro Events to Drive Engagement, Relationships and Sales

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It’s great to have a set email delivery schedule. But is your email program flexible enough to take advantage of unexpected macro events to drive engagement, relationships and sales? We’ll look at case studies of companies that have used email to leverage outside-their-industry events (including snow storms!) to their advantage.

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  • Synergy – MarketingSherpa’s stats and case studies, my 20+ years of real world experience in the online realm
  • This figure is somewhat controversial. Anyone getting $42 for each dollar they spend on email? Would anyone be thrilled to make even $4 for each $1 spent on email? The workshop today is focused on giving you the knowledge you need to boost your ROI.
  • Every once in a while someone asks me if I’m not concerned, being so focused on email. Email’s dying, they say. What will you do when there’s no more email marketing? Looks like I’m safe, at least through 2014…
  • Leveraging Macro Events to Drive Engagement, Relationships and Sales

    1. 1. Leveraging Macro Events to Drive Engagement, Relationships and Sales<br />Jeanne Jennings<br />Consultant, Email Marketing Strategy<br />Author, The Email Marketing Kit: The Ultimate Email Marketers Bible<br />Columnist, ClickZ Experts<br />
    2. 2. Introduction: Jeanne Jennings<br />Independent consultant specializing in all aspects of email marketing strategy and tactics<br />Experience in online and email marketing: 20+ years<br />Former Head of Email Product Development for Reed Business Information US, a division of Reed Elsevier, then the largest B2B publisher in the US<br />Independent consultant since 2001<br />Clients include Hasbro, Mayo Clinic, National Press Club, U.S. Chamber of Commerce, Verizon, Weight Watchers International<br />Sought-after Writer and Speaker on Email Marketing Issues<br />
    3. 3. Email is Dead.<br />
    4. 4. Reality<br />Email offers the highest ROI of any direct marketing channel<br />$43.62 for each dollar spent in 2009<br />Internet search advertising was second at $21.85<br />Non-catalog direct mail returned just $15.22<br />Projection for email in 2010 is $42.08<br />Source: Annual Economic Impact Study, The Direct Marketing Association, October 2009<br />
    5. 5. Reality<br />Spending on email marketing in the US is expected to expand to $2 billion by 2014<br />A nearly 11% compound annual growth rate<br />At least $144 million of this will be spent on email messages that aren’t delivered and/or acted on<br />To be successful, email marketers need to learn how to overcome inbox clutter and increase relevancy<br />Source: US Email Marketing Forecast, 2009 to 2014, <br />Forrester Research, June 2009<br />
    6. 6. Reality<br />Relevance continues to be the biggest challenge to email success<br />Source: 2010 Email Marketing Benchmark Report, MarketingSherpa, page 14<br />
    7. 7. Relevance = Segmentation and Targeting4 Types of Variables<br />Behavioral Data<br />Observed behavior<br />Website clickstream, email metrics, coupon redemption<br />Computed Data<br />Create from two or more variables<br />Distance from brick-and-mortar location, macro events<br />Endemic Data<br />Usually collected at opt-in<br />Contact and demographic <br />Transactional Data<br />Data pertaining to transactions<br />Date of opt-in, recency-frequency-monetary information<br />Source: Best Practices in Email Marketing Handbook (2009), MarketingSherpa, pages 455-463<br />
    8. 8. Relevancy vs. Privacy<br />“You have zero privacy anyway. Get over it.”<br />Scott McNealy, CEOSun Microsystems 1999<br />
    9. 9. Solution: Leverage Macro Events<br />Segmenting and targeting based on macro events is a win-win<br />It only requires a zip code, which most people are happy to share<br />It allows you to increase relevancy while minimizing red flags about privacy<br />
    10. 10. Macro Event: The Blizzard of 2010<br />
    11. 11. Sales<br />We’re open<br />2% off your tab for each 1” of snow<br />Only email I received from a Georgetown restaurant offering a blizzard deal<br />
    12. 12. Sales<br />The Show Must Go On!<br />Discount Pricing<br />
    13. 13. Sales<br />Hope you are safe<br />Apology for local stores being closed<br />Post-blizzard in-store discount<br />
    14. 14. Engagement<br />Key Messages<br />Three products to help you weather the next storm<br />Drive traffic back to WashingtonPost.com<br />Paid placement? <br />If so, advertising revenue for WP<br />
    15. 15. Relationships / Sales<br />Suspension of all late fees<br />Just call us<br />Suspension of cancellation fees<br />Make your plans – if the snow keeps you from driving, just call us<br />Be safe – winter driving tips<br />
    16. 16. Relationships<br />We’re open<br />Our staff is dedicated<br />
    17. 17. Engagement<br />We’re still on the air<br />Some of our dedicated staff made it in yesterday to keep the programming going<br />Your favorite shows will be back today<br />
    18. 18. Relationships<br />Sorry for the inconvenience<br />The office will be closed today<br />Limited access to email due to power disruptions<br />Will try to re-open on Friday<br />
    19. 19. Relationships<br />We Care<br />Protect your windshield<br />Prepare your car to drive after the blizzard<br />Cold weather safety tips<br />
    20. 20. Blizzard Bikini?<br />Aspirational?<br />Not for me<br />Discount offer good, but…<br />How about featuring winter sale items<br />Sweaters<br />Jeans<br />Boots<br />Or a “now and later” message<br />
    21. 21. Where was Amazon?<br />They were my lifeline for things I could not get during the blizzard<br />Delivery was delayed but was more reliable than trying to find local stores open with “high demand” items in stock<br />
    22. 22. Leveraging Macro Events Isn’t New…<br />…But Segmenting by Zip Code Adds Relevancy<br />
    23. 23. Pop Quiz: Ideas for Leveraging This Event?<br />
    24. 24. Pop Quiz: Ideas for Leveraging This Event?<br />
    25. 25. Pop Quiz: Ideas for Leveraging This Event?<br />
    26. 26. Pop Quiz: What’s Wrong Here?<br />
    27. 27. JeanneJennings.com, Inc.An Email Marketing Consultancy<br />Client List (partial)<br />Hasbro<br />Mayo Clinic<br />Museum of Science, Boston<br />National Association of Realtors<br />National Press Club<br />Network Solutions<br />Union Privilege<br />The U.S. Chamber of Commerce<br />Verizon<br />Vocus<br />Weight Watchers International<br />Helping organizations large and small become more effective and more profitable online<br />Focusing on email, landing pages and Websites<br />Growing email lists via opt-in<br />Developing new email strategies, campaigns and programs<br />Optimizing performance of existing email and Websites<br />Project-based, hourly, workshop and mentoring engagements<br />
    28. 28. Leveraging Macro Events to Drive Engagement, Relationships and Sales<br />Thanks for Attending!<br />Additional Questions? <br />Jeanne Jennings<br />Consultant, Email Marketing Strategy<br />Author, Author, The Email Marketing Kit: The Ultimate Email Marketers Bible<br /> Columnist, ClickZ Experts<br />202.333.3245 | Twitter:@jeajen | LinkedInJJ@JeanneJennings.com<br /> www.JeanneJennings.com<br />

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