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Email Marketers Toolkit For Success: Part 1
 

Email Marketers Toolkit For Success: Part 1

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  • Discuss slide: Only a small percentage of email marketing programs are considered to be strategically “mature.”

Email Marketers Toolkit For Success: Part 1 Email Marketers Toolkit For Success: Part 1 Presentation Transcript

  • EEC Pre-Conference Workshop: Email Marketers Toolkit For Success Click to edit Master title style Click February 2012subtitle style to edit Master
  • • Introduction to Email Marketing • Basic and Advanced Email Strategies and Tactics • Assignment Case StudyAGENDA • Lunch Click to edit Master title style • Working Sessions edit Master subtitle style Click to • Presentation • Graduation
  • Introductions Click to edit Master title style Click to edit Master subtitle style
  • Responsible for the strategic guidance, assistance and leadership of BlueHornet email marketing clients. Through organized engagements and thought leadership, we work to increase the awareness of BlueHornet users to develop and implement groundbreaking strategies to increase their customers engagement and drive higher revenue. Industry Experience • Director, Email Marketing & title style Click to edit Master Acquisition at Sears Holdings Click to edit Master subtitle style • East Coast Manager of Operations at Responsys • Director, Email Marketing & Online Advertising at infoGROUP, IncRyan PhelanVice President, Strategic Services
  • Responsible for all services offered by PulsePoint around the design, development and implementation of multi- channel digital marketing programs. Oversees deliverability, strategy, integration, campaign management and creative. 15 years in technology, consulting and Click to edit Master title style digital marketing. Click to edit Master subtitle style Competitive amateur golfer. Foosball champion.Damian BorichevskyVice President, Professional ServicesPulsePoint
  • Responsible for turning marketing communications tools into the best selling tools they can be Oversees a team of communications planners, social marketing experts and solutions consultants Has a secret fear of umlauts Industry Experience Click to edit Master title style • GlobalClick to edit Marketing style Director, Master subtitle Strategy, Acxiom • Principal Planner, Euro RSCG 4D • Director of Strategic Planning,Ben Rothfeld AnswerthinkDirector, Strategic PlanningStrongMail
  • Breaks will be provided but we have a LOT to get done!Click to edit Master title style Click to edit Master subtitle style
  • Lifecycle Messaging Overview Click to edit Master title style Click to edit Master subtitle style
  • All behavior marketing starts in retail • Google • Craigslist • PayPal • Facebook • LinkedIn • WordPress • Yahoo • Windows Live • Weather Channel • YouTube • Go • Amazon Click to edit •Master title style • MSN Netflix Click to edit Master subtitle style • Huffington • Wikipedia • Bing Post • Twitter • CNN • Tumblr • Blogger • Espn • Ebay • AOL
  • Goals You need to be here • Review core email100k principles • Raise level of50k understanding and knowledge about email marketing Click to edit Master title style Click to edit Master subtitle style25k You are here Ground Level Tactical
  • Email is more than selling• Email marketing is not about just selling stuff or offering services• It’s about • Engagement • Relationships Click to edit Master title style • Trust Click to edit Master subtitle style • Relevancy• Lifecycle marketing is the key to higher conversion and greater LTV
  • Click to edit Master title style Click to edit Master subtitle style
  • Dispel the Myth Why do marketers believe that every message Master title style Click to edit we send evokes this Click to edit Master subtitle style reaction?
  • Click to edit Master title style Click to edit Master subtitle style
  • Click to edit Master title style Click to edit Master subtitle style
  • Programmatic Lessons Click to edit Master title style Click to edit Master subtitle style
  • GoalsReview common email programs to spur ideas and Click to edit Master title style concepts that can be applied to your groups and the afternoon exercise! Master subtitle style Click to edit Don’t think of how…think of what!
  • AcquisitionAre we focusedon acquisition for Click to edit Master title style Click to edit Master subtitle stylethe wrongreason?Acquisition Promotional Attrition
  • What do people do with email? They don’t read….they scan Click to edit Master title style Click to edit Master subtitle style Solution: Pretty pictures, short text, bold, images
  • Except…When they Don’t• Sometimes, long copy works • Consumer enthusiast categories • B2B high-tech• Sometimes, pictures distract Click to edit Master title style • Eye-tracking shows that pictures can push the eye Click to edit Master subtitle style down or to the right, depending on placement • Be careful about placing key copy/offers too close to images• When in doubt, test!
  • Mobile Acquisition • When you cannot affect change on your POS system, or you want to simplify acquisition, try email acquisition through SMS • Quick and easy for the consumer Click to edit Master title style • Text sent and to edit Master received Click confirmation subtitle style • Welcome email sent and information collected (name, location, ect.) • Segment out those consumers to see differences in behavior
  • Preference Center• Preference centers allow the consumer choice and control of communication• Increases long term Click to edit Master title style engagement Click to edit Master subtitle style• Provides additional opportunities for engagement & segmentation
  • Pref Center Dos and Don’ts Do Don’tAsk for information thatwill power more Use the pref center aspersonalized email a survey; consumers Click to edit Master title styleKeep it short mayClick to cheatedsubtitle style feel edit Master(<10 questions) Ask every last thingAllow choice of (use click behavior!)frequency if you’rewilling to support it Overpromise
  • Triggers• Trigger ideas include: • Birthday • Anniversary • Post purchase follow-up Click to edit Master title style • Post purchase up-sell Click to edit Master subtitle style (non-transactional)• Sometimes the absence of a trigger can have an impact
  • Transactional• Look to HTML based emails that provide all relevant information Click to edit Master title style• Transactional messages Click to edit Master subtitle style have +60% open rate and can represent significant revenue
  • OptDown• Provides the consumer a choice of communication based on common reasons Click to edit Master title style for attrition Click to edit Master subtitle style • Frequency • Relevancy • Subscription Choice
  • The Strategies of Deliverability• Programs should include core components • Welcome, triggers, consistent look and feel, predictable• Put yourself at their keyboard – would you like your email program? Click to edit Master title style Click to edit Master subtitle style• Treat the ability to get into their inbox as a privilege – and you won’t lose it.
  • Win-Back• Offer based • Aggressive • Limited duration • Exclusive coupons to Click to edit Master title style prevent viral coupon use Click to edit Master subtitle style • Segment that population out of the normal stream• Tread lightly – sending to inactives is risky
  • Win-Back• Sample process is a series of 3 emails over a short period of time• Short term Win-Back can be 1 or 2 emails• Offer value should increase with time Click to edit Master title style Click to edit Master subtitle style