Leveraging Macro Events to Drive Engagement, Relationships and Sales
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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......

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…

Transcript

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