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Email Marketing - The 2-Year Story
Email Marketing - The 2-Year Story
Email Marketing - The 2-Year Story
Email Marketing - The 2-Year Story
Email Marketing - The 2-Year Story
Email Marketing - The 2-Year Story
Email Marketing - The 2-Year Story
Email Marketing - The 2-Year Story
Email Marketing - The 2-Year Story
Email Marketing - The 2-Year Story
Email Marketing - The 2-Year Story
Email Marketing - The 2-Year Story
Email Marketing - The 2-Year Story
Email Marketing - The 2-Year Story
Email Marketing - The 2-Year Story
Email Marketing - The 2-Year Story
Email Marketing - The 2-Year Story
Email Marketing - The 2-Year Story
Email Marketing - The 2-Year Story
Email Marketing - The 2-Year Story
Email Marketing - The 2-Year Story
Email Marketing - The 2-Year Story
Email Marketing - The 2-Year Story
Email Marketing - The 2-Year Story
Email Marketing - The 2-Year Story
Email Marketing - The 2-Year Story
Email Marketing - The 2-Year Story
Email Marketing - The 2-Year Story
Email Marketing - The 2-Year Story
Email Marketing - The 2-Year Story
Email Marketing - The 2-Year Story
Email Marketing - The 2-Year Story
Email Marketing - The 2-Year Story
Email Marketing - The 2-Year Story
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Email Marketing - The 2-Year Story

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I compiled the results and rationale of a two-year email marketing study I conducted at my last employer that drastically improved email marketing effectiveness. Presentation given at the Association …

I compiled the results and rationale of a two-year email marketing study I conducted at my last employer that drastically improved email marketing effectiveness. Presentation given at the Association of Strategic Marketing Email Marketing Seminar on December 11, 2008 by Shaun Holloway.

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  • 1. Email Marketing in 2008 Taking Your Email Marketing Pulse: Organization Readiness What Every Company Should Know December 11, 2008 | Shaun Holloway | Association of Strategic Marketing
  • 2. Tell’em what you’re gonna tell’em <ul><li>Establish a Baseline </li></ul><ul><ul><li>understand your own methods </li></ul></ul><ul><li>Listen to the Doctor </li></ul><ul><ul><li>learn your audiences’ needs </li></ul></ul><ul><li>Get Healthier </li></ul><ul><ul><li>maximize current processes &amp; tools </li></ul></ul><ul><li>Undergo a Makeover </li></ul><ul><ul><li>sell next steps to management </li></ul></ul><ul><li>Prepare to Show Results </li></ul><ul><ul><li>demonstrate success &amp; the future </li></ul></ul>December 11, 2008 | Shaun Holloway | Association of Strategic Marketing
  • 3. Background Story December 11, 2008 | Shaun Holloway | Association of Strategic Marketing <ul><li>My Personal Background </li></ul><ul><li>Personal Experience </li></ul><ul><ul><li>previous employer </li></ul></ul><ul><ul><ul><li>2 year email marketing performance study </li></ul></ul></ul><ul><ul><li>current employer </li></ul></ul><ul><ul><ul><li>beginning the process again </li></ul></ul></ul>
  • 4. 1. Establish a Baseline December 11, 2008 | Shaun Holloway | Association of Strategic Marketing <ul><li>Understand your own madness </li></ul><ul><ul><li>target audiences </li></ul></ul><ul><ul><ul><li>5 distinct audience segments </li></ul></ul></ul><ul><ul><ul><li>BASE = 2 chosen as base to improve </li></ul></ul></ul>
  • 5. 1. Establish a Baseline December 11, 2008 | Shaun Holloway | Association of Strategic Marketing <ul><li>Understand your own madness </li></ul><ul><ul><li>internal production process </li></ul></ul><ul><ul><ul><li>track from creation to broadcast </li></ul></ul></ul><ul><ul><ul><li>origin and review of all content </li></ul></ul></ul><ul><ul><ul><li>email assembly process </li></ul></ul></ul><ul><ul><ul><li>BASE = 2 WEEKS!! </li></ul></ul></ul>
  • 6. 1. Establish a Baseline December 11, 2008 | Shaun Holloway | Association of Strategic Marketing <ul><li>Understand your own madness </li></ul><ul><ul><li>inventory content of messages </li></ul></ul><ul><ul><ul><li>length of message and the pieces </li></ul></ul></ul><ul><ul><ul><li>language and calls to action </li></ul></ul></ul><ul><ul><ul><li>purpose and fundamentals </li></ul></ul></ul><ul><ul><ul><li>BASE = long text, no links, info pushed </li></ul></ul></ul>
  • 7. 1. Establish a Baseline December 11, 2008 | Shaun Holloway | Association of Strategic Marketing <ul><li>Understand your own madness </li></ul><ul><ul><li>method of delivery </li></ul></ul><ul><ul><ul><li>system of choice – internal or external </li></ul></ul></ul><ul><ul><ul><li>complexity and professionalism </li></ul></ul></ul><ul><ul><ul><li>BASE = internal email system, 6 hours </li></ul></ul></ul>
  • 8. 1. Establish a Baseline December 11, 2008 | Shaun Holloway | Association of Strategic Marketing <ul><li>Understand your own madness </li></ul><ul><ul><li>format of message </li></ul></ul><ul><ul><ul><li>text-based and code-base </li></ul></ul></ul><ul><ul><ul><li>BASE = text email to HTML webpage </li></ul></ul></ul>
  • 9. 1. Establish a Baseline December 11, 2008 | Shaun Holloway | Association of Strategic Marketing <ul><li>Understand your own madness </li></ul><ul><ul><li>measurable activity </li></ul></ul><ul><ul><ul><li>click throughs, open rates, etc </li></ul></ul></ul><ul><ul><ul><li>BASE = </li></ul></ul></ul><ul><ul><ul><ul><li>only data collectible from webpage analytics </li></ul></ul></ul></ul><ul><ul><ul><ul><li>primary performance indicator </li></ul></ul></ul></ul><ul><ul><ul><ul><li>click-through rate percentage = started at 2.7% </li></ul></ul></ul></ul>
  • 10. Baseline Performance Analysis December 11, 2008 | Shaun Holloway | Association of Strategic Marketing
  • 11. 2. Listen to the Doctor December 11, 2008 | Shaun Holloway | Association of Strategic Marketing <ul><li>Learn your audiences’ needs </li></ul><ul><ul><li>What does the audience value </li></ul></ul><ul><ul><li>What does the audience want to do </li></ul></ul><ul><ul><li>What do you want the audience to do </li></ul></ul>
  • 12. 2. Listen to the Doctor December 11, 2008 | Shaun Holloway | Association of Strategic Marketing <ul><li>Learn your audiences’ needs </li></ul><ul><ul><li>Frequency of touch points </li></ul></ul><ul><ul><li>Centralization of efforts </li></ul></ul><ul><ul><li>Timing of broadcast by day and hour </li></ul></ul><ul><ul><li>Opt-in collection methods </li></ul></ul>
  • 13. Projected Touchpoints December 11, 2008 | Shaun Holloway | Association of Strategic Marketing 453,000 Total TBD 1,200 12 100 1.0 Audience e-News 6 Random 1,800 6 300 1.0 Audience e-News 5 Random 18,000 12 500 3.0 Audience e-News 4 1st of month 24,000 12 2,000 1.0 Audience e-News 3 15th of month 48,000 12 4,000 1.0 Audience e-News 2 1st of month 360,000 12 20,000 1.5 Audience e-News 1 Time of Month Sent Send Per Year Months Sent Per Month # of sends Source       Email Marketing Email Forecast
  • 14. 3. Get Healthier December 11, 2008 | Shaun Holloway | Association of Strategic Marketing <ul><li>Maximize current processes </li></ul><ul><li>Must understand how to get the most out of current tools and gather data to support advanced decisions </li></ul>
  • 15. 3. Get Healthier December 11, 2008 | Shaun Holloway | Association of Strategic Marketing <ul><li>Content &amp; Format </li></ul><ul><ul><li>Who creates content </li></ul></ul><ul><ul><li>Who reviews content </li></ul></ul><ul><ul><li>Gear messaging to audience </li></ul></ul><ul><ul><li>Provide a service through action </li></ul></ul>
  • 16. Results of Improving Current Systems December 11, 2008 | Shaun Holloway | Association of Strategic Marketing <ul><li>14 day process down to 8 days </li></ul><ul><ul><li>Reduced redundancy </li></ul></ul><ul><ul><li>Gave more authority </li></ul></ul><ul><ul><li>Time invested = 14 months </li></ul></ul><ul><ul><li>Process improvement results </li></ul></ul>30.10% unknown unknown Open Rate 22.40% 4.30% 2.70% Click-through 6 minutes 5 hours 6 hours Broadcast 5 days 8 days 2 weeks Content Now Improvement Base
  • 17. Performance Analysis Continued December 11, 2008 | Shaun Holloway | Association of Strategic Marketing
  • 18. 4. Undergo a Makeover December 11, 2008 | Shaun Holloway | Association of Strategic Marketing <ul><li>Sell next steps to management </li></ul><ul><ul><li>Discuss performance data </li></ul></ul><ul><ul><li>Monetize the performance for both time and process </li></ul></ul><ul><ul><li>Stress on current systems </li></ul></ul><ul><ul><li>Show strengths of current processes </li></ul></ul><ul><ul><li>Demonstrate additional improvement requires additional investment </li></ul></ul>
  • 19. 4. Undergo a Makeover December 11, 2008 | Shaun Holloway | Association of Strategic Marketing <ul><li>Connect with organization </li></ul><ul><ul><li>Mission and vision </li></ul></ul><ul><ul><li>Marketing strategy and goals </li></ul></ul><ul><ul><li>Web/digital strategy and goals </li></ul></ul>
  • 20. 4. Undergo a Makeover December 11, 2008 | Shaun Holloway | Association of Strategic Marketing <ul><li>Connect with organization </li></ul><ul><ul><li>Key is… </li></ul></ul><ul><ul><li>planned integration of tactics </li></ul></ul><ul><ul><li>accountability </li></ul></ul><ul><ul><li>compliance with standards and laws </li></ul></ul>
  • 21. 4. Undergo a Makeover December 11, 2008 | Shaun Holloway | Association of Strategic Marketing <ul><li>Identify champions &amp; stakeholders </li></ul><ul><li>Understand the new organizational processes from the data collected </li></ul><ul><li>Define requirements and look for a solution that aligns with the processes and culture </li></ul>
  • 22. Comparison of Improved vs. New December 11, 2008 | Shaun Holloway | Association of Strategic Marketing Old version focusing on content and getting the messaging effective. New version building off of tweaks focusing on look and feel.
  • 23. Font size: 12pt Font Color: #006983 Photo Size 185w x 94h Article Photo 137 max w x vary h Link Image Valign = Left Halign = 10 Insert image above text – Title will appear above image Article Title will auto format using the text in the “Title” Field Journalist Feature Article Tool Font size: 12pt Font Color: #1F344C Macros can be used Side Article Photo Sizes 150w x 94h Image can be less than 150 Main/Side Articles Make sure to delete all “&lt;p&gt;” and “&lt;/p&gt;” tags in each article to ensure spacing Font size: 11pt Font Color: #1F344C NO BOLD Main Article Photo 137w x varied h Link image Image Properties: Valign = left Side Header Font size: 14pt Color: 006983 BOLD LOGO Preparing Instructions for Content December 11, 2008 | Shaun Holloway | Association of Strategic Marketing Footer Operates as two columns: “Footer Left” and “Footer Right” ; Footer Left = Arial size 10pt
  • 24. 5. Prepare to Show Results December 11, 2008 | Shaun Holloway | Association of Strategic Marketing <ul><li>Share the results! </li></ul><ul><li>Perform comparison analysis </li></ul><ul><ul><li>show the cost savings </li></ul></ul><ul><ul><li>show the recipient actions </li></ul></ul><ul><ul><li>connect results to organizational goals and the bottom line </li></ul></ul>
  • 25. Results of the 2-year Study December 11, 2008 | Shaun Holloway | Association of Strategic Marketing <ul><li>Understood how we do business before taking the leap to new system </li></ul><ul><li>Justified recommendations with data and use of current tools </li></ul>
  • 26. Results of the 2-year Study December 11, 2008 | Shaun Holloway | Association of Strategic Marketing A drastic improvement! 30.10% unknown unknown Open Rate 22.40% 4.30% 2.70% Click-through 6 minutes 5 hours 6 hours Broadcast 5 days 8 days 2 weeks Content Now Improvement Base
  • 27. New Performance Results December 11, 2008 | Shaun Holloway | Association of Strategic Marketing
  • 28. Example Report to Management December 11, 2008 | Shaun Holloway | Association of Strategic Marketing Started using the system in October 2007 Data is now centralized!
  • 29. The Future December 11, 2008 | Shaun Holloway | Association of Strategic Marketing <ul><li>Focus on email list growth </li></ul><ul><ul><li>opt-in opportunities </li></ul></ul><ul><ul><li>clean up current lists </li></ul></ul>
  • 30. The Future December 11, 2008 | Shaun Holloway | Association of Strategic Marketing <ul><li>Continuously adjust messages </li></ul><ul><ul><li>review analytics </li></ul></ul><ul><ul><li>perform segmentation analysis </li></ul></ul><ul><ul><li>follow-up with response by behavior </li></ul></ul><ul><ul><li>change mentality of organization </li></ul></ul>
  • 31. Establish a New Baseline December 11, 2008 | Shaun Holloway | Association of Strategic Marketing <ul><li>Adjust marketing strategy </li></ul><ul><ul><li>learn from the audiences </li></ul></ul><ul><ul><li>take action </li></ul></ul><ul><ul><li>share results with the sales team </li></ul></ul>
  • 32. Establish a New Baseline December 11, 2008 | Shaun Holloway | Association of Strategic Marketing <ul><li>Be creative with approach </li></ul><ul><ul><li>expand functionality and media </li></ul></ul><ul><ul><li>inspect deliverability </li></ul></ul>
  • 33. Tell’em what you told’em December 11, 2008 | Shaun Holloway | Association of Strategic Marketing <ul><li>Understand your own methods </li></ul><ul><li>Understand your audience needs </li></ul><ul><li>Maximize current processes &amp; tools </li></ul><ul><li>Sell next steps to management </li></ul><ul><li>Demonstrate success &amp; the future </li></ul>
  • 34. Thank You! Taking Your Email Marketing Pulse: Organization Readiness Questions and Discussion December 11, 2008 | Shaun Holloway | Association of Strategic Marketing

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