Email Marketing: From Click to Conversion (Stone Edge Users Conference, April 2009)

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    Email Marketing: From Click to Conversion (Stone Edge Users Conference, April 2009) - Presentation Transcript

    1. Email Marketing: From Click to Conversion 19 April 2009 Philadelphia, PA
    2. Why Companies Exist To bring inspiration and innovation to every athlete in the world. We work to help people and businesses throughout the world realize their full potential. Organize the world's information and make it universally accessible and useful.
    3. Why Companies Really Exist
    4. Why We Are Here
      • From gaining new prospective clients to converting them into buyers , we'll uncover the basics from SEO and customer acquisition to conversion through email marketing.
    5. Who We Are
      • Nathan Focht: President, CommerceV3
      • DJ Waldow: Director of Best Practices & Deliverability, Bronto Software
    6. Who We Are CommerceV3 is an E-commerce on Demand service designed to grow traffic, sales and profit for catalog retailers. CV3 makes it easy to create and launch customized web storefronts, as well as maintain and grow these storefronts over time. It makes doing business online as simple as possible, without sacrificing real power. Bronto Software is a leading email marketing service provider based in Durham, North Carolina. Since its founding in 2002, Bronto has offered a robust email marketing platform coupled with award-winning client services to online retailers and businesses that drive transactions online. The exceptional deliverability, detailed analytics and extensive feature set of the Bronto application enables marketers to drive results.
    7. The Flow…
    8. The Flow… (cont)
    9. The Flow… (concl)
    10. Let’s Begin
      • Build your site
      • Optimize page content
      • Setup meta tags
      • Use an emulator
      • Using Google Base and other tools
      • Review the results
      • Change your content
    11. Get the Invitation
    12. Get the Invitation
    13. Other Collection Options
      • Contact forms
      • Completed orders
      • Phone orders
      • Retail sales
      • Contest forms*
    14. All Emails Are Not Equal Frequent Buyers First Time Buyers Purchased List Product Groupings Recent Buyers Any Other Segment
    15. Email Marketing: 5+ Tips
      • From Name
      • Subject Line
      • Above the Fold
      • Call to Action
      • Testing
      • … + many many more
    16. The Origin of Spam
    17. Fighting Spam
    18. Email Marketing Tip #1 From Name
      • On a piece of paper, please record the following:
        • Your name
        • The name of your company
        • The name of your company according to your business card
        • The name of your favorite company or brand?
    19. Email Marketing Tip #1 From Name
      • Short & Sweet
      • +
      • Company or Brand
    20. Email Marketing Tip #1 From Name – Short & Sweet
    21. Email Marketing Tip #1 From Name – Company or Brand Gap Gap Gap Gap
    22. Email Marketing Tip #1 From Name The From Name is a representation of your company and/or brand. Keep it simple. Be proud of it!
    23. Email Marketing Tip #2 Subject Line
    24. Email Marketing Tip #2 Subject Line
    25. Email Marketing Tip #2 Subject Line Which is the best subject line?
    26. Email Marketing Tip #2 Subject Line
      • Length
      • Brand
      • Content
      • Call to Action
      • (Test)
      Which is the best subject line?
    27. Email Marketing Tip #3 Above the Fold
    28. Email Marketing Tip #3 Above the Fold
    29. Email Marketing Tip #3 Above the Fold Hmmmmmm… Source: http://www.retailemailblog.com/
    30. Email Marketing Tip #3 Above the Fold A HOME Sale is more like it Source: http://www.retailemailblog.com/
    31. Email Marketing Tip #4 Call to Action
    32. Email Marketing Tip #5 Testing
    33. Email Marketing Tip #5 Testing
      • Subject Line Oopsies
        • Target, 9/22 — subject line
        • Oriental Trading, 9/2 — Create the ultimate Halloween haunt & get fee shipping
        • TigerDirect, 11/28 — 72hr After Thanksgivinig SALE w/ $1.99 Shipping
      Source: http://www.retailemailblog.com/2009/01/oopsy-hall-of-fame-2008-inductees.html
    34. Email Marketing Tip #5 Testing Source: http://www.retailemailblog.com/2009/01/oopsy-hall-of-fame-2008-inductees.html
    35. Email Marketing Tip #5 Testing Source: http://www.retailemailblog.com/2009/01/oopsy-hall-of-fame-2008-inductees.html
    36. Email Marketing Tip #5 Testing
      • Speaking of tests…it’s your turn.
      A: From Name Question: What aspect of your email marketing program can/should you test? B: Subject Line C: Design D: Time of Day E: All of the Above
    37. Email Marketing Tip #5 Testing
      • 5 Tips For Avoiding Induction
      • Into 2009 Oopsy Hall of Fame
      • Craft a pre-send checklist
      • Send test emails internally and externally
      • Use email rendering tool
      • Plan – no last minute sends!
      • Create a “disaster recovery” plan
    38. Email Marketing Tips Bonus Round
      • Other Tips…
      • Segmentation
      • Remarketing
      • F2F (SWYSN)
      • Frequency
    39. After The Click
    40. Tracking The Click
      • You might think
      • www.target.com/hot_product.html
      • But, this is what you need
      • www.target.com/hot_product.html/?email=Spring
      • www.target.com/spring_email.html
      • spring_email.target.com
    41. Tracking The Cash
    42. Email Marketing: The Secret
      • Timely, Relevant, Targeted Emails To Subscribers Who Have Asked For Them
    43. Takeaways
    44.  

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