Growing Customer Relationships with Email Marketing

Growing Customer Relationships with Email Marketing Chris Sietsema Director, Interactive Marketing Off Madison Ave

Creating Relationships
You Want To Go Where Everybody Knows Your … Interests, Wants, Needs
Source: rob.dunfrey

An Extension of Your Unique Identity/Brand

Delivering Value & Meaning Always
Source: procsilas

Retention, Not Acquisition

Anatomy of an Email From Name Subject Line Pre-Header Body Link Tracking Unsubscribe Physical Address Header

Using a Template

Email Malpractice
CAN SPAM Clearly Defined
Physical Address
Unsubscribe Option
No Deception
Your From Name
No Funny Subject Lines

Email Malpractice
Image-Based Email Messages

Email Malpractice
Dead Images

Email Malpractice
Lack of Testing
"If you can not measure it, you can not improve it." - Lord Kelvin

Email Malpractice
Delivery Overload

Email Malpractice
Why People Unsubscribe
No Relevance
Too Much Email from You
Too Much Email from Everybody
Source: Marketing Sherpa

Popular Tools

How to Send
Text & HTML

How to Send
SPAM Filters
Source: mobilestreetlife

How to Send
SPAM Filters
FREE!
Eliminate Debt
Satisfaction Guaranteed
Cash Bonus
Information You Requested
Meet Singles
Join Millions
While Supplies Last
Source: theakshay

How to Send
For Every Email Client, A Filter
Source: Campaign Monitor

Testing Procedures
Split Your List
B A

Testing Procedures
Time of Day / Day of Week
Source: Danilo Pivato

Testing Procedures
From Name
Subject Line
Content
Headlines
Copy
Graphics
Promotion
Layout

Multivariate Testing
Testing Procedures Subject Line From Line Promotion

Testing Procedures
Multivariate Testing Approach (Taguchi)
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

Testing Procedures
Multivariate Testing Approach (Taguchi)
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%

Testing Procedures
Winner, Winner, Chicken Dinner
Promotion 1 From Name 2 Subject Line 2 9.09 Influence 63.64 Influence 27.27 Influence

Measurement
Delivery Rate
How Many Made It?
Open Rate
How Many Were Opened?
Click Rate
How Many Clicked In Total?
As a % of Opens?
Unsubscribe Rate
How Many Opted Out
Click Revenue

Measurement
Industry Averages
Delivery Rate – 94%
Open Rate – 22%
24% for Consumer Products
Click Rate – 6%
7.5% for Consumer Products
Unsubscribe Rate – 27%
Source: Epsilon.com Source: Nick Sayers

Key Elements
Relationships
Relevance
Reporting
Always Be Testing
@ = $ $ $ $

Lifecycle Marketing

Lifecycle Marketing
Short Series of Messages
Example:
Thanks & Welcome
Features, Benefits, Case Studies, News
Strong Call to Action, Promotion
Works Well for: Big Ticket Items
Motor Vehicles, Real Estate, $ervices

Lifecycle Marketing
If This , Then That
Example:
If Trial , Then Purchase
If Purchase , Then You Might Also Like
If Visit , Then Come Back
If Expire, Then Renew
Works Well for: Ecommerce, Brick & Mortar, Subscriptions

Lifecycle Marketing
Ongoing Provision of Value
Example:
Here’s What Is New
Attend Our Event
Specials, Coupons, Promotions
Works Well for: All Who Can Consistently Provide Value, Relevance

Combining Communication Tactics
Relevant, Consistent Message
Proper Timing Required
Lifecycle Marketing TIME @ Days Hours Seconds

List Segmentation
Behavior, Personas, Interests
Never Purchased Single Purchase Repeat Purchase Raving Fans

List Segmentation

Predictive Modeling Dogs and Cats Living Together...

Predictive Modeling
Two Ways to Collect Data from Email
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

Product Purchased
Price Sensitivity
Occasion
Time/Date Stamp

Content Delivered
Click Behavior
Purchase Behavior
Time Stamp

Business Intelligence
Customer Receives Email Message
Customer Visits Site
No Action Taken by Customer
“ Thanks for stopping by!” message delivered 1-2 days later with offer.

Questions?
Chris Sietsema
Director, Interactive Marketing
[email_address]
480.505.4529
linkedin.com/in/sietsema
Twitter: @sietsema
slideshare.net/sietsema

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Growing Customer Relationships with Email Marketing

by Chris Sietsema

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