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

Email Marketing: From Click to Conversion 19 April 2009 Philadelphia, PA

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.

Why Companies Really Exist

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.

Who We Are

Nathan Focht: President, CommerceV3

DJ Waldow: Director of Best Practices & Deliverability, Bronto Software

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.

The Flow…

The Flow… (cont)

The Flow… (concl)

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

Get the Invitation

Other Collection Options

Contact forms

Completed orders

Phone orders

Retail sales

Contest forms*

All Emails Are Not Equal Frequent Buyers First Time Buyers Purchased List Product Groupings Recent Buyers Any Other Segment

Email Marketing: 5+ Tips

From Name

Subject Line

Above the Fold

Call to Action

Testing

… + many many more

The Origin of Spam

Fighting Spam

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?

Email Marketing Tip #1 From Name

Short & Sweet

+

Company or Brand

Email Marketing Tip #1 From Name – Short & Sweet

Email Marketing Tip #1 From Name – Company or Brand Gap Gap Gap Gap

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!

Email Marketing Tip #2 Subject Line

Email Marketing Tip #2 Subject Line Which is the best subject line?

Email Marketing Tip #2 Subject Line

Length

Brand

Content

Call to Action

(Test)

Which is the best subject line?

Email Marketing Tip #3 Above the Fold

Email Marketing Tip #3 Above the Fold Hmmmmmm… Source: http://www.retailemailblog.com/

Email Marketing Tip #3 Above the Fold A HOME Sale is more like it Source: http://www.retailemailblog.com/

Email Marketing Tip #4 Call to Action

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

Email Marketing Tip #5 Testing Source: http://www.retailemailblog.com/2009/01/oopsy-hall-of-fame-2008-inductees.html

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

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

Email Marketing Tips Bonus Round

Other Tips…

Segmentation

Remarketing

F2F (SWYSN)

Frequency

After The Click

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

Tracking The Cash

Email Marketing: The Secret

Timely, Relevant, Targeted Emails To Subscribers Who Have Asked For Them

Takeaways

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

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