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

1. #emailROI

2. Email ROI
Email 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 Investment
Campaign List Size Expenses Revenues ROI
Free Shipping offer 100,000 $1450 $31,245 $20.55
Free Product w/Purchase 100,000 $1450 $24,996 $16.24
New Customer Bounceback 1,000 $85 $3,513 $40.33
Got it. Now how do we improve it?
 Increase revenue; OR
 Decrease expenses
#emailROI

4. IMPROVE DELIVERABILITY
Deliverability = getting into the inbox.
More inboxes means more revenue.
#emailROI

5. Deliverability by the Numbers
In the U.S., only 80.8% of valid marketing email ever makes it
to the inbox. 9.4% never shows up anywhere (never
delivered and not reported).
#emailROI

6. Deliverability by the Numbers
Reported 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 + YOU
What 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 Deliverability
What 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 Content
Test, 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 List
Maintain 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 INACTIVES
Reengaging subscribers that haven’t opened,
clicked or purchased.
#emailROI

14. Reengaging Lost Subscribers
Reaching out to those who once opted in but are now either
held (bounced) or simply inactive.
Marketing Sherpa reports that as much as 33% of your email list
can turnover each year.
Without reengaging these addresses,
you’re left with 16.8% of your original
list after 5 years.
#emailROI

15. Email Reengagement Campaign
Reengagement/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 outreach
Be sure to ask for an updated email address so we can
reconnect and resell!
#emailROI

17. Trim Inactives
Keep those that reengage! Those that don’t, gotta go.
20% 20% Opened
Opened 35%
80% Didn't open
Didn't open
NEVER open
45%
Reengage ~10% and increase
40% Opened
revenues. Trim 25% and save the 60% Didn't open
expense of sending to inactives.
#emailROI

18. Rockin’ #emailROI
IMPROVE DELIVERABILITY
REENGAGE OR TRIM
Campaign List Size Expenses Revenues ROI
Shipping offer 100,000 $1450 $31,245 $20.55
Free Product w/Purchase 100,000 $1450 $24,996 $16.24
New 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