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Email Evolution Conference 2010
 What’s Working Now in Direct
           Marketing

           Jay Schwedelson

JayS@World...
List Procurement
Data Warehousing
Data Hygiene
Email Services
International Data Prospecting
Web Media Buying
Best Practic...
Creative:
 Text Based Links vs. Image
        Based Links
•74% of all emails sent will have images
           blocked by d...
Creative:
                              Text Based Links vs. Image Based Links




         IMAGE BASED LINKS: Links
     ...
Creative:
                              Text Based Links vs. Image Based Links




      SO WHY DOES
      THIS MATTER?


...
Creative:
                              Text Based Links vs. Image Based Links




   Because these
   three links
   gene...
Citrix
   Great Email! Blocked
   but the offer comes
   through and the overall
   structure is still in place




Source...
Creative:
                              Text Based Links vs. Image Based Links




          SO WHY DOES
          THIS MA...
Creative:
                              Text Based Links vs. Image Based Links




         SO WHY DOES THIS
         MATT...
Creative:
                              Text Based Links vs. Image Based Links




                TEXT BASED LINKS:      ...
Source: Worldata Email Usage Study Q4 2009
APPLE EXAMPLE:
       The Right Way




Source: Worldata Email Usage Study Q4 2009
BEST BUY: ALL IMAGE LINKS




Source: Worldata Email Usage Study Q4 2009
Creative:
    SMART PHONES and Your Campaign

                                             View on a PDA




Source: World...
Creative:
    SMART PHONES and Your Campaign

                                             View on a PDA




             ...
Creative:
    SMART PHONES and Your Campaign

                                             View on a PDA




             ...
Creative:
    SMART PHONES and Your Campaign




Source: Worldata Email Usage Study Q4 2009
Tips that make a difference…


    DID YOU
    KNOW?
    16% of all
    click-
    throughs will
    occur AFTER
    the e...
Understanding what your recipients are trying to tell you…




                                             Top 3 Links Cl...
Segments as Personalization

         •Having a segment used in the subject line has
          generated an increase in op...
Date in Subject Line
            •Having a date or specific time period in the subject
             line has generated an ...
Segmentation
      • How Can I Segment Beyond Title, Job Function
        and Industry?

                Omit Domains: Ho...
Follow up email
    Critical to drive overall response rates up




Source: Worldata Email Usage Study Q4 2009
What Happens After The Click?

      You must go through and register yourself.
                Is the process simple?

  ...
Every Campaign is the Chance To Improve

     Commit to making at least one change in each campaign

                   I ...
Date in Subject Line

         • Having a date or specific time period in
           the subject line has generated an
   ...
Oh, one more thing on your
        way out…
Why they leave is as important as why they join

• Top Reasons For Unsubscribing:

   •38%   -   Frequency of Emails
   •2...
• Last Chance Option Results:

        8% of ‘Option
    Receivers’ elect NOT to
     remove themselves
         when aske...
Are ‘Social’ people good
   targets for email?
How does a heavy social media
       user translate to email?

   Individuals who use Facebook or Twitter at
    least 1x...
Targeting By Email By Social Interactions

   Microsoft Office 2010 –
    the Outlook Social
    Connector
   Example: Y...
• Can you grow your business this way?
• Do you have a facebook page? A Twitter account?
   • This is your first step…
You Have 5 Days To Respond…

• When someone subscribers, registers or
  provides email data to you in any other way
  you ...
New Ways to Segment
 That Really Works
• How Can I Segment Beyond Title, Job Function
  and Industry?

  • Omit Domains: Hotmail, Yahoo, AOL, etc
  • Setup a rem...
Applying Traditional Methods Online

Gmail Users Have Higher Credit Scores than Yahoo Mail Users October 18th, 2009


• Do...
What day is it?
What time is it?
Does it matter?
Day, Time, and Other Key Areas to Consider


      Never send an email out after 4pm EST


      Allow at least two weeks ...
Mobile Marketing
Who is Mobile Marketing Working for?
– MMS: Multimedia Message Service
    • MMS mobile marketing can contain a timed
    ...
Quick Email Tips
Which Subject Line Will Work The Best?


                   Select 10% of the file you
                   plan on mailing ...
Offers That Work
Offers That Work – B2C Campaigns

Top 4 Offers Targeting New and Existing
    Customers via Email: Q4 2009

    • Free Shi...
Source: Worldata Email Usage Study Q4 2009
Source: Worldata Email Usage Study Q4 2009
Offers That Work – B2B Campaigns
Top 4 Offers Targeting New and Existing
    Customers via Email: Q4 2009

 • Whitepaper (...
Top 3 Links Clicked:
                                          • Product / Click Here 28%
                                ...
Reporting During Registration Process




Source: Fresh Address
Day of the Week                                   Increase of
   35%
                                                     ...
Campaigns take 48 hrs to be
                                                                                              ...
Great Free Stuff!
Quantcast.com
Researching Your Target Audience
Where Do You Find This Data About Your Audience?
      Quantcast.com - Look up the sites ...
Compete.com
Browsershots.org
Popuri.us
Email Evolution Conference 2010
 What’s Working Now in Direct
           Marketing

           Jay Schwedelson

JayS@World...
Eec10   Critical Email Prospecting Strategies For 2010   Worldata
Eec10   Critical Email Prospecting Strategies For 2010   Worldata
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Eec10 Critical Email Prospecting Strategies For 2010 Worldata

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Eec10 Critical Email Prospecting Strategies For 2010 Worldata

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Transcript of "Eec10 Critical Email Prospecting Strategies For 2010 Worldata"

  1. 1. Email Evolution Conference 2010 What’s Working Now in Direct Marketing Jay Schwedelson JayS@Worldata.com – For Slides and our Q1 Email Pricing Whitepaper
  2. 2. List Procurement Data Warehousing Data Hygiene Email Services International Data Prospecting Web Media Buying Best Practices For Over 400 Leading Companies… What we do…
  3. 3. Creative: Text Based Links vs. Image Based Links •74% of all emails sent will have images blocked by default. •66% Consumer •82% B2B •What does this mean to you? Worldata Research Summary 2009
  4. 4. Creative: Text Based Links vs. Image Based Links IMAGE BASED LINKS: Links that are graphics and not text that is hyperlinked Source: Worldata Email Usage Study Q4 2009
  5. 5. Creative: Text Based Links vs. Image Based Links SO WHY DOES THIS MATTER? Source: Worldata Email Usage Study Q4 2009
  6. 6. Creative: Text Based Links vs. Image Based Links Because these three links generate 83% This image of all the click- based linked throughs in only generates email 9% of all click messages sent throughs Source: Worldata Email Usage Study Q4 2009
  7. 7. Citrix Great Email! Blocked but the offer comes through and the overall structure is still in place Source: Worldata Email Usage Study Q4 2009
  8. 8. Creative: Text Based Links vs. Image Based Links SO WHY DOES THIS MATTER? Source: Worldata Email Usage Study Q4 2009
  9. 9. Creative: Text Based Links vs. Image Based Links SO WHY DOES THIS MATTER? This is the same email This is what 74% of your recipients see by default Source: Worldata Email Usage Study Q4 2009
  10. 10. Creative: Text Based Links vs. Image Based Links TEXT BASED LINKS: TEXT LINKS vs. IMAGE LINKS Links that are text that are hyperlinked TEXT LINKS out pulled IMAGE LINKS 3-1 Source: Worldata Email Usage Study Q4 2009
  11. 11. Source: Worldata Email Usage Study Q4 2009
  12. 12. APPLE EXAMPLE: The Right Way Source: Worldata Email Usage Study Q4 2009
  13. 13. BEST BUY: ALL IMAGE LINKS Source: Worldata Email Usage Study Q4 2009
  14. 14. Creative: SMART PHONES and Your Campaign View on a PDA Source: Worldata Email Usage Study Q4 2009
  15. 15. Creative: SMART PHONES and Your Campaign View on a PDA 48% of Technology Decision Makers read more than half of all email on Smart Phone Devices. Source: MarketingSherpa Source: Worldata Email Usage Study Q4 2009
  16. 16. Creative: SMART PHONES and Your Campaign View on a PDA ‘View on PDA’ in similar campaigns was the 3rd most clicked on link within message (11% of all clicks) Source: Worldata Email Usage Study Q4 2009
  17. 17. Creative: SMART PHONES and Your Campaign Source: Worldata Email Usage Study Q4 2009
  18. 18. Tips that make a difference… DID YOU KNOW? 16% of all click- throughs will occur AFTER the event date of your offer has This matters on BOTH your landing occurred! page and email messages – images must continue to be hosted long after Source: Worldata Email Usage Study Q4 2009 campaign
  19. 19. Understanding what your recipients are trying to tell you… Top 3 Links Clicked: Product / Click Here 29% Logo / Brand 14% Format Issue Link 12% Source: Worldata Email Usage Study Q4 2009 Source: Worldata Email Usage Study 2009
  20. 20. Segments as Personalization •Having a segment used in the subject line has generated an increase in open rates of 42% • Enterprise IT Security Whitepaper • Government IT Industry Report • For CFO’s Only – Exclusive Summit • Q4 Retail Report – Offer Ends Today Source: Worldata Email Usage Study Q4 2009
  21. 21. Date in Subject Line •Having a date or specific time period in the subject line has generated an increase in open rates of 39% • Offer Ends Friday • 2 Days Left • Offer expires today • Offer ends October 22 Source: Worldata Email Usage Study Q4 2009
  22. 22. Segmentation • How Can I Segment Beyond Title, Job Function and Industry?  Omit Domains: Hotmail, Yahoo, AOL, etc  Setup a remail to ‘clicks’ or ‘opens’ only  Target by ‘role change’ or ‘up the corporate ladder’ selects  Call AFTER Click– BEST PERFORMING TEST Source: Worldata Email Usage Study Q4 2009
  23. 23. Follow up email Critical to drive overall response rates up Source: Worldata Email Usage Study Q4 2009
  24. 24. What Happens After The Click? You must go through and register yourself. Is the process simple? Clear your cache and cookie file prior to testing so you can see what everyone else will see. Source: Worldata Email Usage Study Q4 2009
  25. 25. Every Campaign is the Chance To Improve Commit to making at least one change in each campaign I need to change my from name. I need to change my subject line. I need to change specific words in my copy. I need to decrease content and simplify. I need to increase clickable areas or clicks. I need to highlight actionable items more. I need to change my offer.
  26. 26. Date in Subject Line • Having a date or specific time period in the subject line has generated an increase in open rates of 38% • Offer Ends Friday • 2 Days Left • Offer expires today • Offer ends October 22 Source: Worldata Email Usage Study Q4 2009
  27. 27. Oh, one more thing on your way out…
  28. 28. Why they leave is as important as why they join • Top Reasons For Unsubscribing: •38% - Frequency of Emails •23% - Lack of relevance •12% - Didn’t know they were subscribed •27% - Other Source: Worldata Email Usage Study Q4 2009
  29. 29. • Last Chance Option Results: 8% of ‘Option Receivers’ elect NOT to remove themselves when asked Source: Worldata Email Usage Study Q4 2009
  30. 30. Are ‘Social’ people good targets for email?
  31. 31. How does a heavy social media user translate to email?  Individuals who use Facebook or Twitter at least 1x per week are 38% more likely to open a 3rd party email promotion  Individuals who log into LinkedIn at least 1x per week are 37% more likely to open a 3rd party email promotion Source: Worldata Email Usage Study Q4 2009
  32. 32. Targeting By Email By Social Interactions  Microsoft Office 2010 – the Outlook Social Connector  Example: You can email LinkedIn connections directly from your inbox  KEY TARGETING: ◦ Market to those business contacts who have a LinkedIn account. This element is becoming more widely available (Twitter Handles also becoming more available as a selectable element). Source: Worldata Email Usage Study Q4 2009
  33. 33. • Can you grow your business this way? • Do you have a facebook page? A Twitter account? • This is your first step…
  34. 34. You Have 5 Days To Respond… • When someone subscribers, registers or provides email data to you in any other way you have 5 days to send a follow up email acknowledging this event. • After 5 days your ‘remove rate’ will increase 150% • After 5 days your ‘lifetime value’ for that individual will drop by over 50% Source: Worldata Email Usage Study Q4 2009
  35. 35. New Ways to Segment That Really Works
  36. 36. • How Can I Segment Beyond Title, Job Function and Industry? • Omit Domains: Hotmail, Yahoo, AOL, etc • Setup a remail to ‘clicks’ or ‘opens’ only • Target by ‘role change’ or ‘up the corporate ladder’ selects • Call AFTER Click– BEST PERFORMING TEST
  37. 37. Applying Traditional Methods Online Gmail Users Have Higher Credit Scores than Yahoo Mail Users October 18th, 2009 • Does your email address reveal something about your credit score? According to Credit Karma, an online credit checking service, it might. • The company has taken data from its users and split it up by email address, finding that Yahoo Mail users have the lowest credit scores of all. Bellsouth and Comcast users have the highest credit ratings, while Gmail users rank third. MSN, Hotmail and AOL users take 4th, 5th and 6th position respectively.
  38. 38. What day is it? What time is it? Does it matter?
  39. 39. Day, Time, and Other Key Areas to Consider Never send an email out after 4pm EST Allow at least two weeks out from event date Final reminder emails should be sent 2-3 days prior to event Test Mondays if you have avoided them in the past Test 8am campaign deployment
  40. 40. Mobile Marketing
  41. 41. Who is Mobile Marketing Working for? – MMS: Multimedia Message Service • MMS mobile marketing can contain a timed slideshow of images, text, audio and video • Nearly all new phones produced with a color screen are capable of sending and receiving standard MMS message, with the notable exception of the iPhone. – SMS: (Short Message Service): Basic Text Messages. SMS has become the most popular branch of the Mobile Marketing industry with several 100 million advertising SMS sent out every month in Europe alone – Location Based Services (LBS) are offered by some cell phone networks as a way to send custom advertising and other information to cell- phone subscribers based on their current location. Explicit Opt-In is a ‘MUST’. Be very wary of any list provider who says they have an ‘Opt-In’ list of mobile contacts. Have you ever opt-in to mobile solicitations?
  42. 42. Quick Email Tips
  43. 43. Which Subject Line Will Work The Best? Select 10% of the file you plan on mailing and divide that audience into 2 groups. – Have each group receive different subject lines. Wait 24-hours for Open and Click data and roll- out with top performer.
  44. 44. Offers That Work
  45. 45. Offers That Work – B2C Campaigns Top 4 Offers Targeting New and Existing Customers via Email: Q4 2009 • Free Shipping • Invite Only Events • Discount off next purchase • Gift with purchase Worldata Research Summary 2009
  46. 46. Source: Worldata Email Usage Study Q4 2009
  47. 47. Source: Worldata Email Usage Study Q4 2009
  48. 48. Offers That Work – B2B Campaigns Top 4 Offers Targeting New and Existing Customers via Email: Q4 2009 • Whitepaper (Not as strong as previous qtrs) • 3rd Party Content Report •(fastest growing in terms of response rates) • Product Discount • Web Based event • (physical events dropped significantly in last 3 qtrs)
  49. 49. Top 3 Links Clicked: • Product / Click Here 28% • Logo / Brand 16% • Format Issue Link 12% Source: Worldata Email Usage Study 2009
  50. 50. Reporting During Registration Process Source: Fresh Address
  51. 51. Day of the Week Increase of 35% 42% since 2006 30% 27% 26% 26% 25% 23% 23% 20% R eads C lic k s 15% 14% 12% 10% 5% 5% 4% 4% 5% 3% 2% 2% 0% ay ay ay y ay y y da da id a sd sd rd nd es on ne tu ur Fr Su Tu Sa M Th ed W Source: Worldata Email Grouping Study 2009
  52. 52. Campaigns take 48 hrs to be delivered under normal Time of the Day circumstances. Time of day is not 35% a critical component. 30% 30% 30% 28% 25% 27% 27% 26% 26% 26% 24% 25% 23% 20% 22% R eads 20% C lic k s 15% 15% 10% 6% 5% 5% 5% 5% 5% 5% 3% 4% 4% 4% 4% 5% 3% 2% 0% 6 :0 0 AM 7 :0 0 AM 8 :0 0 AM 9 :0 0 AM 1 0 :0 0 AM 1 1 :0 0 AM 1 2 :0 0 PM 1 :0 0 PM 2 :0 0 PM 3 :0 0 PM 4 :0 0 PM 5 :0 0 PM 6 :0 0 PM 7 :0 0 PM Source: Worldata Email Grouping Study 2009
  53. 53. Great Free Stuff!
  54. 54. Quantcast.com
  55. 55. Researching Your Target Audience Where Do You Find This Data About Your Audience? Quantcast.com - Look up the sites with the greatest traffic in your niche on Quantcast. This will tell you a TON about your audience, including: • Age • Sex • Ethnicity • Income • Education Level • Kids/No Kids • Passers-by, Regulars, Addicts • What other sites do they visit? • What keywords are they searching for? • What other sites have similar audiences?
  56. 56. Compete.com
  57. 57. Browsershots.org
  58. 58. Popuri.us
  59. 59. Email Evolution Conference 2010 What’s Working Now in Direct Marketing Jay Schwedelson JayS@Worldata.com – For Slides and our Q1 Email Pricing Whitepaper
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