Email Marketing - The 2-Year Story

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

Tell’em what you’re gonna tell’em
Establish a Baseline
understand your own methods
Listen to the Doctor
learn your audiences’ needs
Get Healthier
maximize current processes & tools
Undergo a Makeover
sell next steps to management
Prepare to Show Results
demonstrate success & the future
December 11, 2008 | Shaun Holloway | Association of Strategic Marketing

Background Story December 11, 2008 | Shaun Holloway | Association of Strategic Marketing
My Personal Background
Personal Experience
previous employer
2 year email marketing performance study
current employer
beginning the process again

1. Establish a Baseline December 11, 2008 | Shaun Holloway | Association of Strategic Marketing
Understand your own madness
target audiences
5 distinct audience segments
BASE = 2 chosen as base to improve

internal production process
track from creation to broadcast
origin and review of all content
email assembly process
BASE = 2 WEEKS!!

inventory content of messages
length of message and the pieces
language and calls to action
purpose and fundamentals
BASE = long text, no links, info pushed

method of delivery
system of choice – internal or external
complexity and professionalism
BASE = internal email system, 6 hours

format of message
text-based and code-base
BASE = text email to HTML webpage

measurable activity
click throughs, open rates, etc
BASE =
only data collectible from webpage analytics
primary performance indicator
click-through rate percentage = started at 2.7%

Baseline Performance Analysis December 11, 2008 | Shaun Holloway | Association of Strategic Marketing

2. Listen to the Doctor December 11, 2008 | Shaun Holloway | Association of Strategic Marketing
Learn your audiences’ needs
What does the audience value
What does the audience want to do
What do you want the audience to do

2. Listen to the Doctor December 11, 2008 | Shaun Holloway | Association of Strategic Marketing
Learn your audiences’ needs
Frequency of touch points
Centralization of efforts
Timing of broadcast by day and hour
Opt-in collection methods

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

3. Get Healthier December 11, 2008 | Shaun Holloway | Association of Strategic Marketing
Maximize current processes
Must understand how to get the most out of current tools and gather data to support advanced decisions

3. Get Healthier December 11, 2008 | Shaun Holloway | Association of Strategic Marketing
Content & Format
Who creates content
Who reviews content
Gear messaging to audience
Provide a service through action

Results of Improving Current Systems December 11, 2008 | Shaun Holloway | Association of Strategic Marketing
14 day process down to 8 days
Reduced redundancy
Gave more authority
Time invested = 14 months
Process improvement results
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

Performance Analysis Continued December 11, 2008 | Shaun Holloway | Association of Strategic Marketing

4. Undergo a Makeover December 11, 2008 | Shaun Holloway | Association of Strategic Marketing
Sell next steps to management
Discuss performance data
Monetize the performance for both time and process
Stress on current systems
Show strengths of current processes
Demonstrate additional improvement requires additional investment

Connect with organization
Mission and vision
Marketing strategy and goals
Web/digital strategy and goals

Connect with organization
Key is…
planned integration of tactics
accountability
compliance with standards and laws

Identify champions & stakeholders
Understand the new organizational processes from the data collected
Define requirements and look for a solution that aligns with the processes and culture

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.

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 “<p>” and “</p>” 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

5. Prepare to Show Results December 11, 2008 | Shaun Holloway | Association of Strategic Marketing
Share the results!
Perform comparison analysis
show the cost savings
show the recipient actions
connect results to organizational goals and the bottom line

Results of the 2-year Study December 11, 2008 | Shaun Holloway | Association of Strategic Marketing
Understood how we do business before taking the leap to new system
Justified recommendations with data and use of current tools

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

New Performance Results December 11, 2008 | Shaun Holloway | Association of Strategic Marketing

Example Report to Management December 11, 2008 | Shaun Holloway | Association of Strategic Marketing Started using the system in October 2007 Data is now centralized!

The Future December 11, 2008 | Shaun Holloway | Association of Strategic Marketing
Focus on email list growth
opt-in opportunities
clean up current lists

The Future December 11, 2008 | Shaun Holloway | Association of Strategic Marketing
Continuously adjust messages
review analytics
perform segmentation analysis
follow-up with response by behavior
change mentality of organization

Establish a New Baseline December 11, 2008 | Shaun Holloway | Association of Strategic Marketing
Adjust marketing strategy
learn from the audiences
take action
share results with the sales team

Establish a New Baseline December 11, 2008 | Shaun Holloway | Association of Strategic Marketing
Be creative with approach
expand functionality and media
inspect deliverability

Tell’em what you told’em December 11, 2008 | Shaun Holloway | Association of Strategic Marketing
Understand your own methods
Understand your audience needs
Maximize current processes & tools
Sell next steps to management
Demonstrate success & the future

Thank You! Taking Your Email Marketing Pulse: Organization Readiness Questions and Discussion December 11, 2008 | Shaun Holloway | Association of Strategic Marketing

Email Marketing - The 2-Year Story

by Shaun Holloway on Dec 10, 2008

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