Your SlideShare is downloading. ×
0
I Want My $28! Rockin' Email Marketing ROI
I Want My $28! Rockin' Email Marketing ROI
I Want My $28! Rockin' Email Marketing ROI
I Want My $28! Rockin' Email Marketing ROI
I Want My $28! Rockin' Email Marketing ROI
I Want My $28! Rockin' Email Marketing ROI
I Want My $28! Rockin' Email Marketing ROI
I Want My $28! Rockin' Email Marketing ROI
I Want My $28! Rockin' Email Marketing ROI
I Want My $28! Rockin' Email Marketing ROI
I Want My $28! Rockin' Email Marketing ROI
I Want My $28! Rockin' Email Marketing ROI
I Want My $28! Rockin' Email Marketing ROI
I Want My $28! Rockin' Email Marketing ROI
I Want My $28! Rockin' Email Marketing ROI
I Want My $28! Rockin' Email Marketing ROI
I Want My $28! Rockin' Email Marketing ROI
I Want My $28! Rockin' Email Marketing ROI
I Want My $28! Rockin' Email Marketing ROI
I Want My $28! Rockin' Email Marketing ROI
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

I Want My $28! Rockin' Email Marketing ROI

803

Published on

The Future15 (12 min) presentation emfluence Community Director gave at #SXSWi 2013 on rockin' email marketing return on investment.

The Future15 (12 min) presentation emfluence Community Director gave at #SXSWi 2013 on rockin' email marketing return on investment.

0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
803
On Slideshare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
8
Comments
0
Likes
3
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. #emailROI
  • 2. Email ROIEmail drove $67.8 billion in sales in 2012.Email ROI in 2012 was $28.50, the highest of any direct marketing medium. (DMA, 2012) #emailROI
  • 3. Email ROI (Revenues-Expenses)/Expenses = Return On InvestmentCampaign List Size Expenses Revenues ROIFree Shipping offer 100,000 $1450 $31,245 $20.55Free Product w/Purchase 100,000 $1450 $24,996 $16.24New Customer Bounceback 1,000 $85 $3,513 $40.33Got it. Now how do we improve it?  Increase revenue; OR  Decrease expenses #emailROI
  • 4. IMPROVE DELIVERABILITYDeliverability = getting into the inbox.More inboxes means more revenue. #emailROI
  • 5. Deliverability by the NumbersIn the U.S., only 80.8% of valid marketing email ever makes itto the inbox. 9.4% never shows up anywhere (neverdelivered and not reported). #emailROI
  • 6. Deliverability by the NumbersReported open rate: 20% | Actual open rate: 25% Potential boost in response/revenue: 25%+! 100,000 80,000 60,000 40,000 20,000 0 Sent Delivered #emailROI
  • 7. Deliverability = Your Email Provider + YOUWhat your Email Service Provider should do for you:  Good email template code  Throttled sending  Automated unsubscribe & complaint handling  Built-in CAN-SPAM compliance Optional: Pay for “Certified” Sender Status #emailROI
  • 8. Improve DeliverabilityWhat YOU can do to improve deliverability: Create Good Content & Maintain a Good, Clean List #emailROI
  • 9. Improve Deliverability: Good Content  Include a “white list” request  Balanced text:image ratio Avoid overusing spammy words  Send Relevant & engaging content! #emailROI
  • 10. Improve Deliverability: Segment #emailROI
  • 11. Improve Deliverability: Test ContentTest, Measure, Learn & Improve  Subject line  Balance of images/text  Offer/Discount %  Number of links in an email  Call to Action  Length of emails  Layout  Landing Pages vs. full site  Graphics  Article topics & order  Frequency of emails  Mobile responsive design  Time of day/day of week The more readers engage with you, the better your “rep.” #emailROI
  • 12. Improve Deliverability: Clean ListMaintain a good email list:  Opt-in (aka permission-based) house list only  Set expectations for frequency and value to the subscriber at sign up, and then meet those expectations  Clear out those that bounce back often and never open #emailROI
  • 13. REENGAGE OR TRIM INACTIVESReengaging subscribers that haven’t opened, clicked or purchased. #emailROI
  • 14. Reengaging Lost SubscribersReaching out to those who once opted in but are now eitherheld (bounced) or simply inactive.Marketing Sherpa reports that as much as 33% of your email listcan turnover each year.Without reengaging these addresses,you’re left with 16.8% of your originallist after 5 years. #emailROI
  • 15. Email Reengagement CampaignReengagement/Re-Permission An email (or series) with a strong offer to entice those who haven’t opened, clicked or converted to engage… or to unsubscribe. #emailROI
  • 16. Other Reengagement Outreach In-store & point-of-purchase Telemarketing follow ups Direct mail Online ads/social media outreachBe sure to ask for an updated email address so we canreconnect and resell! #emailROI
  • 17. Trim InactivesKeep those that reengage! Those that don’t, gotta go. 20% 20% Opened Opened 35% 80% Didnt open Didnt open NEVER open 45%Reengage ~10% and increase 40% Openedrevenues. Trim 25% and save the 60% Didnt openexpense of sending to inactives. #emailROI
  • 18. Rockin’ #emailROI IMPROVE DELIVERABILITY REENGAGE OR TRIMCampaign List Size Expenses Revenues ROIShipping offer 100,000 $1450 $31,245 $20.55Free Product w/Purchase 100,000 $1450 $24,996 $16.24New Customer Bounceback 1,000 $85 $3,513 $40.33 Campaign List Size Expenses Revenues New ROI Shipping offer 75,000 $1200 $39,056 $31.55 Free Product w/Purchase 75,000 $1200 $31,245 $25.04 New Customer Bounceback 1,000 $85 $4,391 $50.66 #emailROI
  • 19. Feedback http://sxsw.tv/d4h#emailROI
  • 20. #emailROI

×