Eis tue 0845 ken greer

GOOD MORNING

CREATING ANENGAGINGE-MAIL MARKETINGEXPERIENCE

EXTRAORDINARYEXPERIENCE

AN ENGAGING MARKETINGCAMPAIGN CAN HAVESUSTAINABLE IMPACT ONBUSINESS PERFORMANCE

Yesterday three speakers showed slides regarding the death of email. Why?

E-mail is still growingEmail marketing isthe top area ofinvestment growthamong marketers 65% Emailand business 57% leaders. Social Media 41% Search Marketing StrongMail (2010)

Email metrics 96% Average Delivery Rate ReturnPath, 2010

Email metrics 22% Average Open Rate Epsilon Q3 Email Trends and Benchmark, Jan 2011)

Email metricsAverage Click-Through Rate 5.4% Epsilon Q3 Email Trends and Benchmark, Jan 2011)

TELLMarketing Emails tell me something

SELLMarketing Emails sell me something

Marketers Perspective TELL SELL“I want you to know about thisnew product or service so youthink of me when you areready to engage.”

Marketers Proposition TELL SELL“I want you to know about this “I am offering 30% off this itemnew product or service so you because I want to move itthink of me when you are from my shelves to yours”ready to engage.”

Prospects Receptivity TELL“Tell me about something that willbe valuable for me to know andenhance my life in some way”

Prospects Receptivity TELL SELL“Tell me about something that will “Sell me something at a fairbe valuable for me and enhance price that I value andmy life in some way” enhance my life in some way”

The Problem: UbiquityAccessible tech, low cost, easy deployment TELL SELLEvery company, big or small, can Almost anyone can click andclick and tell sell…too many, too similar, too often

Email Marketing Success Increase Engagement

E-mail Marketing Goal Increase Engagement

PLEASESTANDUP.

WHYDID YOUSTANDUP?

Why dopeopleengage?Becausewe askthem to.Too many email campaignsforget to ask. CTA’s WORK.

Which Subject Line do you think will be most effective?Inbox (3) From Subject DateDraftsSent ONE RE: Get a free pass to next year’s Today 11:03am e-mail summit conferenceTrash TWO RE: Hundreds of e-mail experts Today 10:55am just like you will be there THREE RE: Learn to use e-mail marketing Today to drive company performance 10:51am

Reasons People EngageInbox (3) From Subject Date Offer ONEDraftsSent RE: Get a free pass to next year’s TodayTrash A Reward 11:03am e-mail summit conference TWO RE: Hundreds of e-mail experts Today 10:55am just like you will be there THREE RE: Learn to use e-mail marketing Today to drive company performance 10:51am

Reasons People EngageInbox (3) From Subject Date Offes ONEDraftsSent RE: Get a free pass to next year’s TodayTrash A Reward 11:03am e-mail summit conference Group TWO RE: Hundreds of e-mail experts Today Validation 10:55am just like you will be there THREE RE: Learn to use e-mail marketing Today to drive company performance 10:51am

Reasons People EngageInbox (3) From Subject Date Offers ONEDraftsSent RE: Get a free pass to next year’s TodayTrash A Reward 11:03am e-mail summit conference Group TWO RE: Hundreds of e-mail experts Today Validation 10:55am just like you will be there SharedTHREE RE: Learn to use e-mail marketing Today Values to drive company performance 10:51am

OfferingA Reward worksIf the reward is relevantbelievable, valuable andattainable…It will be compelling to theprospect and promptengagement.

Engagement Essentials Reward - Economic“I need a new car andthis is a great value.”SUBJECT: Save 30% on last year’s models

Engagement Essentials Reward - Emotional“I feel better knowing mayfamily is safe now that Iam a member of our groupnight watch patrol. SUBJECT: Feel safer, join night watch

Engagement Essentials Reward - Educational“I will be able to get the job Ihave always wanted becausefinally I will have the rightskills to offer.”SUBJECT: Learn to shoot like a professional photographer

GroupValidationMake the prospect feelthat since colleagues orco-workers are engaged,they should be as well.

Engagement Essentials Group Validation – Team Victory“As a group we’re strongerand I can accomplish morethings.”

Engagement Essentials Group Validation – Comfort in Numbers“If that many peoplehave tried it, I should tryit too”

Engagement Essentials Group Validation – Circle of Trust“My closestfriends areinvolved so itmust beokay.”

Shared ValuesMy values are extremelyimportant to me. To find amerchant who believes inwhat I believe in is veryrare and very special. If Ifind a company like that,they have me for life!

Engagement Essentials Shared ValuesHAND CRAFTED

Engagement Essentials Shared ValuesAMERICANMADE

Engagement Essentials Shared ValuesFAMILYVALUES

Three Reasons People EngageInbox (3) From Subject Date Offers ONEDraftsSent RE: Get a free pass to next year’s TodayTrash A Reward 11:03am e-mail summit conference Group TWO RE: Hundreds of e-mail experts Today Validation 10:55am just like you will be there SharedTHREE RE: Learn to use e-mail marketing Today Values to drive company performance 10:51am

Focus for E-mail Marketers 2011 32% segmentation 29% delivering relevant communications 26% list/data quality 25% Measurement and analyticsEconsultancy"Email Marketing Census 2011”

Please closeyour eyes andimagine…

If you see thisslide then youreyes are notclosed.(Follow instructions or you maybe asked to leave the room.)

DEMOGRAPHICS

78% 75%Males FemalesEmail UsageBy Gender source: eMarketer.com

Email Usage By Age91% 90% Age 31-42Age 18-3079%Age 43-61 56% Age 62-71 source: eMarketer.com

68%African 75% Latino 78% Caucasian AmericanEmail UsageBy Ethnicity source: eMarketer.com

61% 91%Yearly Income Yearly Income < $40,000 $40,000+ Email Usage By Income Level source: eMarketer.com

E-mail is mobile More than 1 billion consumers 13% will be accessing email on their OF EMAILS are opened by mobile phones by a mobile the year 2013. operating system or device. This is compared to fewer than 200 million in 2009.Knotice (2011)The Radicati Group (2010)

PSYCHOGRAPHICS

PYSCHOGRAPHICSEARLY ADOPTERI love anything that is new.As soon as it comes out Iwant to know about it andif I can afford it, I will buy it.

PYSCHOGRAPHICSFASHIONISTAI could die for those shoesand that new hat, OMG. Mybudget may be limited butnot my taste.

PYSCHOGRAPHICSANALYTICALDon’t push me to doanything. I take my time. Icontemplate every decisionand every purchase.

PYSCHOGRAPHICS BARGAIN HUNTEREvery online store offersdeals but hunter thing Bargin the greatabout the web is that instantly can compare. Thethrill is in the deal, even if Idon’t need it.

PYSCHOGRAPHICS MULTI-TASKERMulE computer tech user… mulEtasker not doing 12 things If I am at once I get bored. I need constant stimulation. The only constant for me is constant change.

CONTEXT

CONTEXTWEATHERYeah, I really shouldbuy myself a newraincoat. Next time Iwant to be prepared.

CONTEXTLOCATIONYou know, I am onvacation, I deserve to goto the spa. And I am goingto treat myself to anexpensive bottle of wine atdinner.

CONTEXTOLD OR NEW TECHSo many of my friendscrave whatever is new. Notme. Old school is worksfine. I am going to use thisbeast until it dies.

CONTEXTNOMADWe noticed that youread our regularcommunication from anew place, did youmove?

CONTEXTTHE CRIBWelcome to my crib.Don’t send me anybaby stuff, can’t yousee this is a place forhigh-powered,financial transactions.

ENGAGE We know who they are Why they buyMENT Their current situation So what now?

Engagement Continuum Entice Evoke Educate Entertain EndearNever heard of you.Don’t really care. I love your company. I am crazy about your products. You care about what I care about. I HAVE TO to tell everyone.

ENTICEEntice Evoke Educate Entertain Endear

EVOKEEntice Evoke Educate Entertain Endear

EDUCATEEntice Evoke Educate Entertain Endear

ENTERTAINEntice Evoke Educate Entertain Endear

ENDEAREntice Evoke Educate Entertain Endear

Engagement Continuum Entice Evoke Educate Entertain Endear“Never heard of you, “I love your companyor don’t really care.” or your product. I care.”

ENGAGEMENT FOCUSED CAMPAIGN1. Trigger engagement withRewards, Group Validation andShared Values

ENGAGEMENT FOCUSED CAMPAIGN1. Trigger engagement withRewards, Group Validation andShared Values2. Segment based on Demo, Psychoand Contextual information

ENGAGEMENT FOCUSED CAMPAIGN1. Trigger engagement withRewards, Group Validation andShared Values2. Segment based on Demo, Psychoand Contextual information3. Roll out campaign based on acontinuum - Entice, Evoke,Educate, Entertain and Endear

MEANINGFUL ENGAGEMENTCREATES A SUSTAINABLECOMPETITIVE BUSINESSADVANTAGE. IT’S TIME TO ENGAGE.

Email Campaigners Unite!The future of Email Marketing lies in your hands IT’S TIME TO ENGAGE

Multi-Modal Smart TriggersWe noticed you were at the As you leave the office todaymall today. We invite you to why not stop by the cafécome back soon. And downstairs and take homethanks for your patronage. some of our homemade chili that you love. You posted on Facebook that you were car shopping. Did you know that there is a Fiat dealership just a mile from your house?

Responsibility Drives Revenues 55% y Report the will ALWAYS choose a product from a “socially responsible” company rather than a competitor who is not. Landor, Branding Report 2010

Clicks and Click-thru as CurrencyPoints for every click that can redeemed for rewards Economic Status Emotional

ACCOUNTABILITYACCOUNTABILITY

Responsible Campaigns 58%Subscribers who receive promotionalpermission-based email estimate that they delete without opening. Merkle Interactive Services (2010)

MOBILITY

E-mail is mobile 85% of smartphone users check their email on their smartphones 82% actually read their email on their smartphone. ExactTarget (2009)

RELEVANCY

Email recipients want morepersonally relevant materialMORE …of respondents said they would like organizations toTHAN give them MORE CHOICES88% over the CONTENT and FREQUENCY of the emails -Habeas (2008)

RELEVANCYIMMEDIACY

Tell me right now, it works People who purchase after getting cart abandonment Emails spend 58%more than those who buy straightaway SeeWhy Research (2011)

SOCIABILITY

Social reinforces impactFriends-and-family emails had an open rate of 20% vs. 14%for identical promotions without the friends-and-family messaging sent by the same companies.– Experian (Nov. 2010)

PROXIMITY

Context: E-mail is Mobile Email consumption on mobile devices equals almost half of every hour spent on mobile internet- Nielson Mobile Media View Internet (May 2010)

Thank you.Email marketers uniteIT’S TIME TO ENGAGE

B2C Marketers Said Their Top Two Goals for 2010… 45% 39% INCREASE IMPROVE ANALYTICS CUSTOMER TO STRENGTHEN LOYALTY CAMPAIGNSSilverpop "Exploring the Differences and Similarities of B2C andB2B Marketing Tactics" (2010)

Relevancy75% of respondents say lack ofrelevance is the biggest reasonssubscribers choose to opt out,followed closely by sending toofrequently (73%). –Merkle Interactive Services (2009)

RelevancyTrigger emails sent after relevant on-site searches got 200% higher openrates and 50% higher CTR thanLowFares.coms standard newsletter.- MarketingSherpa (2011)

Situational TriggersAbandoned cart emails getting 20 timesthe transaction rates and revenue ofstandard email campaigns – Experian & CheetahMail "The remarketing report" (2010)

Relevancy75% of customers open and readtransactional emails frequently or veryoften versus 45% for other permissioncommercial email. – MarketingSherpa "Ecommerce Benchmark Guide" (2007)

Relevancy54% of people who unsubscribe from permissionemails said the reason was emails coming toofrequently. - ExactTarget "The Social Break-Up" (2011)49% of people who unsubscribe from permissionemails said the reason was content was repetitive orboring over time. - ExactTarget "The Social Break-Up" (2011)41% of US Internet users threatened to stop buyingfrom companies that send them irrelevant messages,-CMO Council and InfoPrint Solutions (2010)

The top consumer mobileemail messages preferred: special offers (27%), promotions/ vouchers redeemable from mobile devices (21%) and real-time updates on tracking deliveries (21%).- e-Dialog, "2011 EMAIL ATTITUDES REPORT: Email Relevance andthe Proliferation of Mobile Email Use" (2011)

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