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Email is the key to engagement
Social media  was going to    defeat email
Today, are there  fewer email     accounts?
OR MORE?
Guess…         Source: The Radicati Group “Email Statistics Report, 2010”
What is  engagement?
The measurement of  user activities across        multiple channels         Source: Econsultancy “Customer Engagement Repo...
This means     more data       and more reports
Its kinda     overwhelming
But data helps           the bottom line            “Untargeted email programs increase costs by as much as               ...
Your customers      expect more
Know who                                   they are                           “Key areas of email marketing focus for 2011...
And give  them control
Relationships are  your lifeline
Attract readers         with social media
And keep them       with email                  "Trigger emails sent after relevant on-site searches got 200% higher open ...
Be creative, thoughtful            and relevant
Forget "One Size   Fits All"
Find the oneswho matter   most
When you speak to          everybody,
You reach                                         nobody       “Removal of non participating subscribers has had the most ...
Use your data
To create  the perfect    message
What motivates people?
Its more    than just promotion
Its about relationships     “Over 60% of respondents said that at least fifty percent of the email programs               ...
Start with   the biggest           group
And work       your way down
You can  segment by region
by activity
by interest
by influence
There are no limits
Segmented campaigns    improve response    “48% of email marketers use demographic data, 45% use geographic data,         ...
Email helps your business
So be  smart
Be social
Be relevant
And keep     engaging!
Net Atlantic, Inc.Thank You!         978-219-1900Check Us Out At:   www.netatlantic.com
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7 Email Marketing Trends: 1. Segmentation

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Email Segmentation helps marketers send email campaigns that raise response and engagement. It improves the bottom line (ROI) and creates stronger relationships with your most influential customers. From Net Atlantic's White Paper: "7 Email Marketing Trends You Cannot Ignore."

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Transcript of "7 Email Marketing Trends: 1. Segmentation"

  1. 1. Email is the key to engagement
  2. 2. Social media was going to defeat email
  3. 3. Today, are there fewer email accounts?
  4. 4. OR MORE?
  5. 5. Guess… Source: The Radicati Group “Email Statistics Report, 2010”
  6. 6. What is engagement?
  7. 7. The measurement of user activities across multiple channels Source: Econsultancy “Customer Engagement Report 2011”
  8. 8. This means more data and more reports
  9. 9. Its kinda overwhelming
  10. 10. But data helps the bottom line “Untargeted email programs increase costs by as much as 3.6 times the cost of targeted programs. “ - Relevancy Group ”Realizing the Value of Email Marketing“
  11. 11. Your customers expect more
  12. 12. Know who they are “Key areas of email marketing focus for 2011 are:segmentation: 32%; relevance: 29%; list quality:26%; and measurement: 25%.” - Econsultancy “Email Marketing Census 2011“
  13. 13. And give them control
  14. 14. Relationships are your lifeline
  15. 15. Attract readers with social media
  16. 16. And keep them with email "Trigger emails sent after relevant on-site searches got 200% higher open rates and 50% higher CTR than standard newsletters.“ - Email Marketing Reports
  17. 17. Be creative, thoughtful and relevant
  18. 18. Forget "One Size Fits All"
  19. 19. Find the oneswho matter most
  20. 20. When you speak to everybody,
  21. 21. You reach nobody “Removal of non participating subscribers has had the most influence on improving deliverability and emailperformance rates.” - MarketingSherpa “Email Marketing Benchmark Guide 2011”
  22. 22. Use your data
  23. 23. To create the perfect message
  24. 24. What motivates people?
  25. 25. Its more than just promotion
  26. 26. Its about relationships “Over 60% of respondents said that at least fifty percent of the email programs they participate in are of value to them.” - Econsultancy “How We Shop in 2010: Habits and Motivations of Consumers”
  27. 27. Start with the biggest group
  28. 28. And work your way down
  29. 29. You can segment by region
  30. 30. by activity
  31. 31. by interest
  32. 32. by influence
  33. 33. There are no limits
  34. 34. Segmented campaigns improve response “48% of email marketers use demographic data, 45% use geographic data, and just 38% use email click behavior to segment messaging.” - Revelancy Group “Realizing the Value of Email Marketing”
  35. 35. Email helps your business
  36. 36. So be smart
  37. 37. Be social
  38. 38. Be relevant
  39. 39. And keep engaging!
  40. 40. Net Atlantic, Inc.Thank You! 978-219-1900Check Us Out At: www.netatlantic.com
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