I Want My $28! Rockin' Email Marketing ROI

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

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I Want My $28! Rockin' Email Marketing ROI

  1. 1. #emailROI
  2. 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. 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. 4. IMPROVE DELIVERABILITYDeliverability = getting into the inbox.More inboxes means more revenue. #emailROI
  5. 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. 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. 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. 8. Improve DeliverabilityWhat YOU can do to improve deliverability: Create Good Content & Maintain a Good, Clean List #emailROI
  9. 9. Improve Deliverability: Good Content  Include a “white list” request  Balanced text:image ratio Avoid overusing spammy words  Send Relevant & engaging content! #emailROI
  10. 10. Improve Deliverability: Segment #emailROI
  11. 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. 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. 13. REENGAGE OR TRIM INACTIVESReengaging subscribers that haven’t opened, clicked or purchased. #emailROI
  14. 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. 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. 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. 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. 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. 19. Feedback http://sxsw.tv/d4h#emailROI
  20. 20. #emailROI

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