3 times as many email accounts as FB and Twitter accounts combinedTotal posts on FB and Twitter add up to 0.2% of all email trafficTotal number of searches on Google, Yahoo and Bing equals just 1.1% of all email traffic4X as much email is sent as web sites are visited inclusive of social sites, search sites and internet page views combined
In 2010,KAF ran an email A/B test – one version of the email featured star ratings and testimonials for the main products, one did not. KAF saw an ~30% lift in all key metrics – orders, sales, and orders per unique opens.
Driving Conversions in a Multi-Channel World: Jordan Cohen
Driving Conversions ina Multichannel World Jordan Cohen VP of Business Development Pontiflex, Inc. 45 Main St., #1101, Brooklyn, NY 11201 800.420.6086 firstname.lastname@example.org www.pontiflex.com @jcohen808 @pontiflex
Your Favorite Marketing Channels Marketing Channels Deployed Email Marketing 77% Print Direct Marketing 69% Social Marketing 65% Online Display Ads 63% Field or Event Marketing 56% Paid Search Marketing 50% Online Video, e.g. YouTube 44% Location Based Marketing 42% Loyalty Programs 42% Mobile Marketing 38%Digital Mobile Apps (iPad, etc.) 33% Catalogs 24% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Question Asked: Which marketing channels do you actively market in? (select all) Source: The Relevancy Group Executive Survey, n=368 5/11, United States Only
Integration a Top Priority Top Marketing Priorities) Improving segmentation and targeting 35% Integrating into social channels, leveraging social data 30% Increase relevancy via dynamic content 20%Centralizing our customer data and making it actionable 19% Improving response attribution 18% Greater use of testing in order to optimize our mailings 17% Hire more staff 17% Holistic reporting dashboard inclusive of all channels 17% Centralizing cross-channel marketing to one system 15% Centralizing marketing applications into one suite 9% 0% 10% 20% 30% 40% Question Asked: What are your three top priorities for improving your marketing programs this year? (select top three) Selected Responses Source: The Relevancy Group Executive Survey, n=368 5/11, United States Only
Lots of Room for Improvement Top Five Most Common Customer Segmentation/Targeting Attributes By Marketers Demographics 61% 48% 51% 2011 Geographics 45% 2010 Satisfaction survey data 42% 36% Email Click-throughs 42% 38%Customer profitability/LTV 39% 27% 0% 10% 20% 30% 40% 50% 60% 70% Question Asked: Which of the following customer data attributes has your company used to segment audiences for marketing campaigns within the last six months? (select all) Source: The Relevancy Group Executive Survey, n=368 5/11, n=674 4/10 US Only
“From HelloThe Eternity” to State ofthe IntegratedMarketingUnion
Welcome to Fun• Promote sales• Promote community• Promote contests• Promote preference center• Promote special content• Promote FB and Twitter• Introduce persona/voice!!
Welcome Post Offline Signup• Immediate discount• Redeem coupon across multiple channels• Introduce website features• Introduce branding and voice• Mobile friendly
Getting to Hope You Like Me• Subject 1: Friends with Benefits - Fan Us on Facebook & Save• Subject 2: 20% Off When You Like Us – Offer Expires Tomorrow Night• Targeted to active customers• 25% increase in fanbase per send 20
Social Promo on Website• FB promotional banners on Men’s and Women’s stores, highly trafficked product pages and order confirmation pages 21
Was checking out what’s up in Florida this week, when suddenly…This happened
Email-Display: How it Works 2 Prospect receives dynamic Clicked, but didn’t buy Non-Openers Opened, but didn’t click email from marketer1 3 Marketer creates a Personalized ads are targeted email dependent on prospect’s campaign email action and data Source: Experian CheetahMail *Note: Target brand is only being used for demonstration purposes