Your SlideShare is downloading. ×
0
Is email marketing dead?
Is email marketing dead?
Is email marketing dead?
Is email marketing dead?
Is email marketing dead?
Is email marketing dead?
Is email marketing dead?
Is email marketing dead?
Is email marketing dead?
Is email marketing dead?
Is email marketing dead?
Is email marketing dead?
Is email marketing dead?
Is email marketing dead?
Is email marketing dead?
Is email marketing dead?
Is email marketing dead?
Is email marketing dead?
Is email marketing dead?
Is email marketing dead?
Is email marketing dead?
Is email marketing dead?
Is email marketing dead?
Is email marketing dead?
Is email marketing dead?
Is email marketing dead?
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Is email marketing dead?

1,294

Published on

Marty Gilbert discusses the comparative value of email vs alternatives and ways in which to maximize this direct marketing approach as an effective source of lead generation.

Marty Gilbert discusses the comparative value of email vs alternatives and ways in which to maximize this direct marketing approach as an effective source of lead generation.

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,294
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Is Email Marketing Dead? Marty Gilbert 1 www.growthinit.com • 847.732.7400 • mgilbert@growthinit.com
  • 2. 2 www.growthinit.com • 847.732.7400 • mgilbert@growthinit.com
  • 3. A few facts about email marketing • 300 billion emails are sent and received each day worldwide. – US: About 45 billion daily emails along with 4.1B text messages • 3.5 million emails are sent each second. • US workers spend 28% of their day in their email inbox. • Average email campaign volumes rose 20% in 2012. • Email brings in $40 for every $1 spent on it (Direct Marketing Assoc) – SEO = $22; Internet display ads = $19; Social Networks = $13; Catalogs = $7 • Some email advantages vs alternatives. – Less expensive: no postage cost, no printing cost, minimizes call centers – It’s viral: easily shared at no additional cost – Faster to market – Creates “inspirational” sales – Feeds the sales funnel – Drives web traffic – Easy to measure its effectiveness 3 www.growthinit.com • 847.732.7400 • mgilbert@growthinit.com
  • 4. Email marketing facts (cont’d) • There are 220M email users in the US today. • 20% open rate & 5% click rate are often viewed as successful. • 64% of B2B firms will increase their email mktg budgets in 2013 • In 2012, over 41% of emails were opened on mobile devices, up from 27% in 2011– this will exceed 50% in 2014 Mobile Desktop Webmail Top 100 retailers’ email opens by platform 4 www.growthinit.com • 847.732.7400 • mgilbert@growthinit.com Oct 2012 Nov 2012 Dec 2012 60% 50% 40% 30% 20% 10%
  • 5. B2B vs B2C email marketing B2B Email Marketing: • 88% of businesses are using email marketing today. • 44% of businesses broadcast an email at least once a week. • “Thought leadership” content is the biggest contributor to best results. B2C Email Marketing: • More immediate, more transactional, shorter sales cycles. • 30% of B2C marketers spent >30% of their budget on email. 0 2 4 6 8 10 12 SALES CYCLE B2B B2C 5 www.growthinit.com • 847.732.7400 • mgilbert@growthinit.com COST or # OF DECISION MAKERS
  • 6. What marketing execs are saying 6 www.growthinit.com • 847.732.7400 • mgilbert@growthinit.com Which marketing tactics have the best ROI? Which marketing tactics create enduring & profitable customer relationships? Source: DMA, 114 respondents, May 2012 Email marketing is leading the pack
  • 7. How has Email Marketing Changed? 7 www.growthinit.com • 847.732.7400 • mgilbert@growthinit.com
  • 8. What’s changing with emails today? 1. Increased importance on building the database 2. Emails can drive the sales funnel process 3. Email marketing has a migration path 4. Drip campaigns are becoming more important 5. Mobile usage is beginning to dominate 8 www.growthinit.com • 847.732.7400 • mgilbert@growthinit.com
  • 9. 1. Building the database • Segmenting your list enables greater relevance per email – Greater relevancy = higher open and click rates • Offer incentives, whitepapers, newsletters, industry reports to increase opt-in email addresses • Create affiliate marketing relationships with other websites • Post summaries of whitepapers, e-newsletter and reports on social media sites • Use QR codes on ads, website and business cards that link to opt-in forms • A poor database can destroy a great campaign 9 www.growthinit.com • 847.732.7400 • mgilbert@growthinit.com
  • 10. 2. Emails can drive the sales effort Sales Customer Recognize need Gather info Evaluate Purchase Qualify Pitch Negotiate Close Opens Action Clicks Sends Email Marketing Funnel 10 www.growthinit.com • 847.732.7400 • mgilbert@growthinit.com
  • 11. 3. Email migration path 0 1 2 3 4 5 6 7 8 9 Mass email to a broad database Targeted emails based on segmentation Time-based messages Behavior-based messages Bto1 individual messages Marketing Sophistication Automated Manual Response Rate / Engagement From broadcast to individual messaging
  • 12. 4. Drip marketing campaigns • Messages over a prescribed period in calculated intervals • Maintains awareness & moves customers into active sales cycle • Drip response rates are almost always higher • Drip emails require little effort– auto pilot 12 www.growthinit.com • 847.732.7400 • mgilbert@growthinit.com Email # Day # Phase 1 Day 1 Value Addiction 2 Day 4 Thought leadership content 3 Day 8 80% Content / 20% Sales 4 Day 11 Creating Stickiness 5 Day 14 Encourage readers to reply, take surveys 6 Day 18 Email # Day # Phase 7 Day 22 Building Rapport 8 Day 27 Reinforce "paid" solution vs DIY 9 Day 32 Provide an offer 10 Day 38 Building Loyalty 11 Day 44 Cross-sales, conferences, webinars 12 Day 48
  • 13. 5. Email marketing has gone mobile 0% 10% 20% 30% 40% 50% 60% Mobile Desktop Webmail 0 20 40 60 80 100 120 Q1/09 Q2/09 Q3/09 Q4/09 Q1/10 Q2/10 Q3/10 Q4/10 Smartphones PCs Smartphone sales have exceeded PCs Mobiles account for most email opens • Opens on mobile devices increased 80% in 12 months • Tablet sales are expected to grow from 120M in 2012 to 370M in 2016 13 www.growthinit.com • 847.732.7400 • mgilbert@growthinit.com M units
  • 14. Mobile platforms have surged • 36% of all emails are read on a mobile device • Smartphone owners are more likely to read an email than make a call • Mobile emails have grown 138% from 2011 to 2012 • 80% of mobile emails are deleted if they don’t look good on the screen 14 www.growthinit.com • 847.732.7400 • mgilbert@growthinit.com
  • 15. Meet the new mouse • Standard emails are 600 pixels while smartphones are 320 • Big or clumsy fingers can present a challenge • Few words, shorter sentences, larger type, straight to the point • Keep it simple Old Mouse New Mouse 15 www.growthinit.com • 847.732.7400 • mgilbert@growthinit.com
  • 16. 16 www.growthinit.com • 847.732.7400 • mgilbert@growthinit.com
  • 17. A Few Email Takeaways 17 www.growthinit.com • 847.732.7400 • mgilbert@growthinit.com
  • 18. Tactics to improve email results 18 www.growthinit.com • 847.732.7400 • mgilbert@growthinit.com
  • 19. Most important purpose of email program 19 www.growthinit.com • 847.732.7400 • mgilbert@growthinit.com
  • 20. Most important email metrics 20 www.growthinit.com • 847.732.7400 • mgilbert@growthinit.com
  • 21. What do you routinely test? Subject lines: • Drive open rates. • Are easy to change & test. 21 www.growthinit.com • 847.732.7400 • mgilbert@growthinit.com
  • 22. How to improve subject lines 1. Keep them very specific… 35% improvement – Coming to Chicago: New B2B direct marketing workshop – Coming to Chicago: New interactive B2B lead generation workshop 2. Promise new information or breaking news – An exclusive story or opportunity to learn something novel 3. Consider word selection and placement – Front-load subject lines 4. Stress benefits and value 5. Questions can create intrigue and curiosity 6. Tempt readers with special offers or gift opportunities 22 www.growthinit.com • 847.732.7400 • mgilbert@growthinit.com
  • 23. The value of email analytics Actions Email #1 Email #2 Sends 3,500 3,200 Bounces 600 17.1% 200 6.3% Delivered 2,900 82.9% 2,800 87.5% Tot Opens/Delivered 630 21.7% 750 26.8% Unique Opens/Delivered 520 17.9% 440 15.7% Tot Clicks/Delivered 160 5.5% 180 6.4% Unique Clicks/Delivered 120 4.1% 80 2.9% Unsubscribes 90 3.1% 50 1.8% Spam 5 0.2% 3 0.1% Total to Landing Page 110 3.8% 130 4.6% Unique to Landing Page 90 3.1% 100 3.6% Plus, you get the names & email addresses of each person who opened or clicked… leads! 23 www.growthinit.com • 847.732.7400 • mgilbert@growthinit.com These are the kind of analytics I provide with each email campaign. Sales Leads
  • 24. Email marketing advice • Clarify your customer’s pain points-- vertical & horizontal • Tie pain points to your value proposition • Segment your email database if big enough • Target your messaging and develop trust/reduce purchase risk • Provide relevant info– educate/help audience solve problems • Leverage the ongoing feedback from your email analytics • Don’t get hung up on “open” rates-- clicks show engagement 24 www.growthinit.com • 847.732.7400 • mgilbert@growthinit.com
  • 25. How to measure the value of email • Return on Marketing Investment ($100K revenue - $5,000 cost) / $5,000 cost = $19 for every $1 spent • Revenue per Email $20K revenue on 3K delivered emails = $6.67 per delivered email (demonstrates the value of growing your email database) • Revenue per “Triggered” Email $10K revenue on 2K delivered emails = $5 per delivered email (automatic emails sent on bdays, anniversaries, abandoned carts, etc) 25 www.growthinit.com • 847.732.7400 • mgilbert@growthinit.com
  • 26. Thank You! Marty Gilbert Growth Initiatives LLC 847.732.7400 www.growthinit.com mgilbert@growthinit.com 26 www.growthinit.com • 847.732.7400 • mgilbert@growthinit.com Win the race to revenue growth!

×