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eROI Email Program for Nurture, Social, Mobile
 

eROI Email Program for Nurture, Social, Mobile

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Optimizing your Email Program for Nurture Marketing, Social Media, and Mobile

Optimizing your Email Program for Nurture Marketing, Social Media, and Mobile

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    eROI Email Program for Nurture, Social, Mobile eROI Email Program for Nurture, Social, Mobile Presentation Transcript

    • Optimizing your Email Program for Nurture Marketing, Mobile, Social Media
    • To do Online Marketing well, marketers need to be good at so much more than Email + Search. -- Social is the new staple -- Mobile is next The Online Marketer’s Challenge
    • Our world today
    • Enough to make you Scream
    • History Lesson – starting w/ Email Email invented in 1971 “ In 1971, Ray Tomlinson developed the first ARPANET email application…he chose the "commercial at" symbol to combine the user and host names, providing the naturally meaningful notation "user@host" that is the standard for email…” Source: LivingInternet.com @
    • History Lesson – Search
      • Jul’03: Yahoo buys Overture; monetizes Search
      • Aug’04: Google pays Yahoo $28.5M in exchange for Bid-for-Placement patent settlement. (Google market cap is now $184 Billion).
    • History Lesson – Social
    • History Lesson – Mobile
    • How Email Fits In 2007: Use Email to Build Online Community 2007: RSS to Email (Publishers, Any Business) 2008: Nurture Marketing 2008: Anatomy of an Email 2009: Holiday Email Campaign example 2009: Mobile Optimization 2010: all of the above and more…
    • 2007: Use Email to Build Community
    • Storytelling Drives Results
    • Community Waiting to be Discovered
    • Results (14 day campaign)
      • 61,000 unique visitors
      • 2,175 user-generated images uploaded
      • 150 comments created for 12 Wacom artists
      • 2,000+ new subscribers to email house list
      • Online sales 150% increase over previous year
    • 2007: RSS-to-Email Publish One to Many: Biggest cost for email marketing is a Marketer’s Time
    • RSS-to-Email applies to Small Biz
      • How do they find you?
      • Where do they land?
      • How do you continue the conversation?
      2008: Nurture Marketing
    • Finding Thru Search: Paid vs. Organic
    • Finding you: Blogs, Social Media
    •  
    • eROI Google Analytics Stats
    • eROI Leads by Source
    • eROI Resource Landing Page…Bad
    • eROI Resource Landing Page…Good
      • Opt in / Thank you
      • Welcome Messaging
      • First Touch
      3 Email Nurture Program Components
    • Tips for Opt-In
        • Call out your Email Opt-in on every page of your site.
        • Don’t expect them to find it.
        • Links to samples are effective
        • Give subscribers choices! e.g. frequency (daily, weekly, monthly), event alerts, etc...
        • Tell them specifically what they’re signing up for & how often they’ll hear from you. Keep that promise.
        • Don’t make someone register (user/pass) for email
        • Remember, you can get more information later
    • Examples of Opt-in Questions Good Too Much
    • CBSSports.com Opt-In: Before/After
    • CBSSports.com Welcome Email Strategy
    •  
    • Thank you after Opt-In
        • Thank them
        • Confirm the action they took
        • Give them the info they need
        • Continue the dialogue
    • The Thank you Email: Business Reasons 1. Immediate recognition 2. Start of life cycle marketing 3. Tests email address validity 4. Begins behavioral profile
    • A Welcome Email is the first email received after an opt-in and/or confirmation of subscription This will likely be your highest open rate ever. Make it count . Welcome Email
    • The Welcome Email: Business Reasons
      • Continued Conversation
      • Exposure to additional paths
      • Subscription management / progressive profiling
      • Opportunity to award / reward
    •  
    • Twitter + HTML Welcome Email = LOVE
    • 2008: Email Anatomy Pre-Header Header Email Body Social Media integration Functional Footer
    • 2009: Email Trend – Higher Volume Average volume: Retailers send 2.5 emails/week – nearly 1 email every other day We’re hitting the threshold. Soon, results will show email fatigue. Until then, send away to maximize results… BTW – relevancy improves results dramatically
    • 2009: Holiday Email - Icebreaker
    • Campaigns/Frequency 3 months of Oct’09-Dec’09: 38 emails 3 years of Sep’06-Sep’09: 36 emails Total emails sent: Oct’09 – Dec’09 ~500k Sep’06 - Sep’09 ~450k Read Rate Oct-Dec’09 – 25% Read Rate ‘06-Sep’09 – 33% Click Through Rate Oct-Dec’09 – 7.5% Click Through Rate ‘06-Sep’09 – 10.5% Average Opt Out/Campaign Rate – 0.66% Icebreaker Holiday Email Findings
    • 2009: Mobile Optimization
    • 2009: Mobile Landing Page
    • 2009: Mobile Banfield site
      • Keep it simple to get to critical information (4 paths)
      • Location-based search
      • About and Contact used often
    • 2009: Mobile Web for true Engagement, not just impressions
      • Email still the backbone for mobile web apps
      • More popular for B2C
    • 2010: Do all the above well, AND…
      • Place – where customer is interacting with your messaging
      • Device : gaming devices, mobile devices, TVs, tablets, netbooks, laptops, desktops, POS, etc.
      • Location : geo-location on mobile device (e.g. Foursquare)
      • Action : how/where/when customer is engaging with your brand and reaching goals you set out
      • Intent : matching your goals with visitor goals
      Source: Dylan Boyd, Email Wars blogger
    • How Email Fits In 2007: Use Email to Build Online Community 2007: RSS to Email (Publishers, Any Business) 2008: Nurture Marketing 2008: Anatomy of an Email 2009: Holiday Email Campaign example 2009: Mobile Optimization 2010: all of the above and more…
    • Thank you. Ryan Buchanan CEO, eROI [email_address]