Growing Customer Relationships with Email Marketing Chris Sietsema Director, Interactive Marketing Off Madison Ave
Creating Relationships <ul><li>You Want To Go Where Everybody Knows Your … Interests, Wants, Needs </li></ul>Source: rob.d...
<ul><li>An Extension of Your Unique Identity/Brand </li></ul>Creating Relationships
Creating Relationships <ul><li>Delivering Value & Meaning Always </li></ul>Source: procsilas
Creating Relationships <ul><li>Retention, Not Acquisition </li></ul>
Anatomy of an Email From Name Subject Line Pre-Header Body Link Tracking Unsubscribe Physical Address Header
Using a Template
Using a Template
Using a Template
Using a Template
Email Malpractice <ul><li>CAN SPAM Clearly Defined </li></ul><ul><ul><li>Physical Address </li></ul></ul><ul><ul><li>Unsub...
Email Malpractice <ul><li>Image-Based Email Messages </li></ul>
Email Malpractice <ul><li>Image-Based Email Messages </li></ul>
Email Malpractice <ul><li>Dead Images </li></ul>
Email Malpractice <ul><li>Lack of Testing </li></ul>&quot;If you  can not measure  it,  you  can not improve  it.&quot; - ...
Email Malpractice <ul><li>Delivery Overload </li></ul>
Email Malpractice <ul><li>Why People Unsubscribe </li></ul><ul><ul><li>No Relevance </li></ul></ul><ul><ul><li>Too Much Em...
Popular Tools
How to Send <ul><li>Text & HTML </li></ul>
How to Send <ul><li>SPAM Filters </li></ul>Source: mobilestreetlife
How to Send <ul><li>SPAM Filters </li></ul><ul><ul><li>FREE! </li></ul></ul><ul><ul><li>Eliminate Debt </li></ul></ul><ul>...
How to Send <ul><li>For Every Email Client, A Filter </li></ul>Source: Campaign Monitor
Testing Procedures <ul><li>Split Your List </li></ul>B A
Testing Procedures <ul><li>Time of Day / Day of Week </li></ul>Source: Danilo Pivato
Testing Procedures <ul><li>From Name </li></ul><ul><li>Subject Line </li></ul><ul><li>Content </li></ul><ul><ul><li>Headli...
<ul><li>Multivariate Testing </li></ul>Testing Procedures Subject Line From Line Promotion
Testing Procedures <ul><li>Multivariate Testing Approach (Taguchi) </li></ul>Promotion 1 From Name 1 Subject Line 1 Promot...
Testing Procedures <ul><li>Multivariate Testing Approach (Taguchi) </li></ul>Promotion 1 From Name 1 Subject Line 1 Promot...
Testing Procedures <ul><li>Winner, Winner, Chicken Dinner </li></ul>Promotion 1 From Name 2 Subject Line 2 9.09  Influence...
Measurement <ul><li>Delivery Rate  </li></ul><ul><ul><li>How Many Made It? </li></ul></ul><ul><li>Open Rate  </li></ul><ul...
Measurement <ul><li>Industry Averages </li></ul><ul><li>Delivery Rate – 94% </li></ul><ul><li>Open Rate – 22% </li></ul><u...
Key Elements <ul><li>Relationships </li></ul><ul><li>Relevance </li></ul><ul><li>Reporting </li></ul><ul><li>Always Be Tes...
Lifecycle Marketing
Lifecycle Marketing <ul><li>Short Series of Messages </li></ul><ul><li>Example:  </li></ul><ul><ul><li>Thanks & Welcome </...
Lifecycle Marketing <ul><li>If  This , Then  That </li></ul><ul><li>Example:  </li></ul><ul><ul><li>If  Trial , Then  Purc...
Lifecycle Marketing <ul><li>Ongoing Provision of Value </li></ul><ul><li>Example:  </li></ul><ul><ul><li>Here’s What Is Ne...
<ul><li>Combining Communication Tactics </li></ul><ul><ul><li>Relevant, Consistent Message </li></ul></ul><ul><ul><li>Prop...
List Segmentation <ul><li>Behavior, Personas, Interests </li></ul>Never  Purchased Single  Purchase Repeat Purchase Raving...
List Segmentation
List Segmentation
List Segmentation
Predictive Modeling Dogs and Cats  Living Together...
Predictive Modeling <ul><li>Two Ways to Collect Data from Email </li></ul>Ask Watch
Predictive Modeling Dogs and Cats  Living Together... Open Rate Cats Dogs Both
Predictive Modeling Dogs and Cats  Living Together... Click Rate Cats Dogs Both
Business Intelligence Customer  Database
Business Intelligence Customer  Database <ul><li>Product Purchased </li></ul><ul><li>Price Sensitivity </li></ul><ul><li>O...
Business Intelligence Customer  Database <ul><li>Content Delivered </li></ul><ul><li>Click Behavior </li></ul><ul><li>Purc...
Business Intelligence <ul><li>Customer Receives Email Message </li></ul><ul><li>Customer Visits Site </li></ul><ul><li>No ...
Questions? <ul><li>Chris Sietsema </li></ul><ul><li>Director, Interactive Marketing </li></ul><ul><li>[email_address] </li...
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Growing Customer Relationships with Email Marketing

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Learn how email marketing can be utilized to create, maintain and grow relationships with customers. Basic email marketing concepts as well as lifecycle marketing, predictive modeling and business intelligence practices are explored.

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Growing Customer Relationships with Email Marketing

  1. 1. Growing Customer Relationships with Email Marketing Chris Sietsema Director, Interactive Marketing Off Madison Ave
  2. 2. Creating Relationships <ul><li>You Want To Go Where Everybody Knows Your … Interests, Wants, Needs </li></ul>Source: rob.dunfrey
  3. 3. <ul><li>An Extension of Your Unique Identity/Brand </li></ul>Creating Relationships
  4. 4. Creating Relationships <ul><li>Delivering Value & Meaning Always </li></ul>Source: procsilas
  5. 5. Creating Relationships <ul><li>Retention, Not Acquisition </li></ul>
  6. 6. Anatomy of an Email From Name Subject Line Pre-Header Body Link Tracking Unsubscribe Physical Address Header
  7. 7. Using a Template
  8. 8. Using a Template
  9. 9. Using a Template
  10. 10. Using a Template
  11. 11. Email Malpractice <ul><li>CAN SPAM Clearly Defined </li></ul><ul><ul><li>Physical Address </li></ul></ul><ul><ul><li>Unsubscribe Option </li></ul></ul><ul><ul><li>No Deception </li></ul></ul><ul><ul><ul><li>Your From Name </li></ul></ul></ul><ul><ul><ul><li>No Funny Subject Lines </li></ul></ul></ul>
  12. 12. Email Malpractice <ul><li>Image-Based Email Messages </li></ul>
  13. 13. Email Malpractice <ul><li>Image-Based Email Messages </li></ul>
  14. 14. Email Malpractice <ul><li>Dead Images </li></ul>
  15. 15. Email Malpractice <ul><li>Lack of Testing </li></ul>&quot;If you can not measure it, you can not improve it.&quot; - Lord Kelvin
  16. 16. Email Malpractice <ul><li>Delivery Overload </li></ul>
  17. 17. Email Malpractice <ul><li>Why People Unsubscribe </li></ul><ul><ul><li>No Relevance </li></ul></ul><ul><ul><li>Too Much Email from You </li></ul></ul><ul><ul><li>Too Much Email from Everybody </li></ul></ul>Source: Marketing Sherpa
  18. 18. Popular Tools
  19. 19. How to Send <ul><li>Text & HTML </li></ul>
  20. 20. How to Send <ul><li>SPAM Filters </li></ul>Source: mobilestreetlife
  21. 21. How to Send <ul><li>SPAM Filters </li></ul><ul><ul><li>FREE! </li></ul></ul><ul><ul><li>Eliminate Debt </li></ul></ul><ul><ul><li>Satisfaction Guaranteed </li></ul></ul><ul><ul><li>Cash Bonus </li></ul></ul><ul><ul><li>Information You Requested </li></ul></ul><ul><ul><li>Meet Singles </li></ul></ul><ul><ul><li>Join Millions </li></ul></ul><ul><ul><li>While Supplies Last </li></ul></ul>Source: theakshay
  22. 22. How to Send <ul><li>For Every Email Client, A Filter </li></ul>Source: Campaign Monitor
  23. 23. Testing Procedures <ul><li>Split Your List </li></ul>B A
  24. 24. Testing Procedures <ul><li>Time of Day / Day of Week </li></ul>Source: Danilo Pivato
  25. 25. Testing Procedures <ul><li>From Name </li></ul><ul><li>Subject Line </li></ul><ul><li>Content </li></ul><ul><ul><li>Headlines </li></ul></ul><ul><ul><li>Copy </li></ul></ul><ul><ul><li>Graphics </li></ul></ul><ul><li>Promotion </li></ul><ul><li>Layout </li></ul>
  26. 26. <ul><li>Multivariate Testing </li></ul>Testing Procedures Subject Line From Line Promotion
  27. 27. Testing Procedures <ul><li>Multivariate Testing Approach (Taguchi) </li></ul>Promotion 1 From Name 1 Subject Line 1 Promotion 2 From Name 1 Subject Line 2 Promotion 2 From Name 2 Subject Line 1 Promotion 1 From Name 2 Subject Line 2
  28. 28. Testing Procedures <ul><li>Multivariate Testing Approach (Taguchi) </li></ul>Promotion 1 From Name 1 Subject Line 1 Promotion 2 From Name 1 Subject Line 2 Promotion 2 From Name 2 Subject Line 1 Promotion 1 From Name 2 Subject Line 2 5.5% 6.5% 5.0% 7.5%
  29. 29. Testing Procedures <ul><li>Winner, Winner, Chicken Dinner </li></ul>Promotion 1 From Name 2 Subject Line 2 9.09 Influence 63.64 Influence 27.27 Influence
  30. 30. Measurement <ul><li>Delivery Rate </li></ul><ul><ul><li>How Many Made It? </li></ul></ul><ul><li>Open Rate </li></ul><ul><ul><li>How Many Were Opened? </li></ul></ul><ul><li>Click Rate </li></ul><ul><ul><li>How Many Clicked In Total? </li></ul></ul><ul><ul><li>As a % of Opens? </li></ul></ul><ul><li>Unsubscribe Rate </li></ul><ul><ul><li>How Many Opted Out </li></ul></ul>Click Revenue
  31. 31. Measurement <ul><li>Industry Averages </li></ul><ul><li>Delivery Rate – 94% </li></ul><ul><li>Open Rate – 22% </li></ul><ul><ul><li>24% for Consumer Products </li></ul></ul><ul><li>Click Rate – 6% </li></ul><ul><ul><li>7.5% for Consumer Products </li></ul></ul><ul><li>Unsubscribe Rate – 27% </li></ul>Source: Epsilon.com Source: Nick Sayers
  32. 32. Key Elements <ul><li>Relationships </li></ul><ul><li>Relevance </li></ul><ul><li>Reporting </li></ul><ul><li>Always Be Testing </li></ul>@ = $ $ $ $
  33. 33. Lifecycle Marketing
  34. 34. Lifecycle Marketing <ul><li>Short Series of Messages </li></ul><ul><li>Example: </li></ul><ul><ul><li>Thanks & Welcome </li></ul></ul><ul><ul><li>Features, Benefits, Case Studies, News </li></ul></ul><ul><ul><li>Strong Call to Action, Promotion </li></ul></ul><ul><li>Works Well for: Big Ticket Items </li></ul><ul><ul><li>Motor Vehicles, Real Estate, $ervices </li></ul></ul>
  35. 35. Lifecycle Marketing <ul><li>If This , Then That </li></ul><ul><li>Example: </li></ul><ul><ul><li>If Trial , Then Purchase </li></ul></ul><ul><ul><li>If Purchase , Then You Might Also Like </li></ul></ul><ul><ul><li>If Visit , Then Come Back </li></ul></ul><ul><ul><li>If Expire, Then Renew </li></ul></ul><ul><li>Works Well for: Ecommerce, Brick & Mortar, Subscriptions </li></ul>
  36. 36. Lifecycle Marketing <ul><li>Ongoing Provision of Value </li></ul><ul><li>Example: </li></ul><ul><ul><li>Here’s What Is New </li></ul></ul><ul><ul><li>Attend Our Event </li></ul></ul><ul><ul><li>Specials, Coupons, Promotions </li></ul></ul><ul><li>Works Well for: All Who Can Consistently Provide Value, Relevance </li></ul>
  37. 37. <ul><li>Combining Communication Tactics </li></ul><ul><ul><li>Relevant, Consistent Message </li></ul></ul><ul><ul><li>Proper Timing Required </li></ul></ul>Lifecycle Marketing TIME @ Days Hours Seconds
  38. 38. List Segmentation <ul><li>Behavior, Personas, Interests </li></ul>Never Purchased Single Purchase Repeat Purchase Raving Fans
  39. 39. List Segmentation
  40. 40. List Segmentation
  41. 41. List Segmentation
  42. 42. Predictive Modeling Dogs and Cats Living Together...
  43. 43. Predictive Modeling <ul><li>Two Ways to Collect Data from Email </li></ul>Ask Watch
  44. 44. Predictive Modeling Dogs and Cats Living Together... Open Rate Cats Dogs Both
  45. 45. Predictive Modeling Dogs and Cats Living Together... Click Rate Cats Dogs Both
  46. 46. Business Intelligence Customer Database
  47. 47. Business Intelligence Customer Database <ul><li>Product Purchased </li></ul><ul><li>Price Sensitivity </li></ul><ul><li>Occasion </li></ul><ul><li>Time/Date Stamp </li></ul>
  48. 48. Business Intelligence Customer Database <ul><li>Content Delivered </li></ul><ul><li>Click Behavior </li></ul><ul><li>Purchase Behavior </li></ul><ul><li>Time Stamp </li></ul>
  49. 49. Business Intelligence <ul><li>Customer Receives Email Message </li></ul><ul><li>Customer Visits Site </li></ul><ul><li>No Action Taken by Customer </li></ul><ul><li>“ Thanks for stopping by!” message delivered 1-2 days later with offer. </li></ul>
  50. 50. Questions? <ul><li>Chris Sietsema </li></ul><ul><li>Director, Interactive Marketing </li></ul><ul><li>[email_address] </li></ul><ul><li>480.505.4529 </li></ul><ul><li>linkedin.com/in/sietsema </li></ul><ul><li>Twitter: @sietsema </li></ul><ul><li>slideshare.net/sietsema </li></ul>
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