Email Marketers Toolkit For Success: Part 2

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Email Marketers Toolkit For Success: Part 2

  1. 1. EEC Pre-Conference Workshop: Email Marketers Toolkit For Success Click to edit Master title style Click to edit Master2subtitle style PART February 2012
  2. 2. Abandon Cart • Old technique was to wait 3+ days to communicate • 7 out of 10 online shopping carts are abandoned before a purchase is made • to edit Master title ClickBetween 15% - 50% of style abandonto edit Master subtitle style Click carts can be recovered if they are contacted immediately • Emails are relationship based and avoid “big brother” mentality
  3. 3. Case Study: FootSmart Challenge Upwards of 75% of people who put an item in a shopping cart leave the site without buying Solution Click to edit emailsabandoned to Combined cart Master title style with testing Click to edit Master subtitle style find the best performing email Results Abandoned cart conversion increased to 2.5%
  4. 4. Design Differentiation• Break the email template frame (on occasion) • Tall • Horizontal Scroll Click to edit Master title style• Consider Click to edit Master subtitle style “breaking the frame” during drive periods that provide supporting visuals
  5. 5. Testing Marketing Click to edit Master title style decisions should Click to edit Master subtitle style be based in heavy user testing
  6. 6. NEW Test Methodologies A/B or Univariate MultivariateTest one variable at a Test as many variablestime (subject line, offer Click to edit Master title style as you like incopy, image) combinationMaster subtitle style Click to editEasier to implement, Can be hard tobut longer to get to a implement (ESPwinner permitting), but gets to the answer quicker
  7. 7. Testing Notes• Sample size • Need a minimum size to guarantee meaningful results • True significance requires a bit of math, but test cells of 10,000 are generally “close enough”• Test curriculum Click to edit Master title style Click to edit Master subtitle style • Plan out tests 3-6 months ahead of time • Schedule most impactful tests first• Test like against like • Make sure all versions can be differentiated from each other
  8. 8. Testing Approaches Old Faithfuls Insight-basedElements tested sincedirect mail days Based on understanding • Copy length of the customer or the Click to edit Master title style • Images purchase process subtitle style Click to edit Master • Offer Not as certain as OldWill nearly always Faithfuls, but can deliverdeliver incremental step-change resultsresults
  9. 9. Insight-Based ExampleChallenge Fashion accessories retailer A used email to build brand perception as fashion-forward, although in upwards of half of customers were more function-drivenSolution Click to edit Master title style Click to edit Master subtitle style Identify function-driven customers based on purchase history and treat with function-driven copyResults Function-driven customers treated with function-driven copy had a 40% higher CTO than those treated with fashion-oriented copy
  10. 10. AnimationMust be appropriateuse and add to the Click to edit Master title style Click to edit Master subtitle stylecreative, not distract
  11. 11. Video in Email • Longer retention of the message beyond static email • Higher engagement Click to edit Master title style • Click thru Click to edit Master subtitle style • Increase in the viral nature of the email • Don’t overuse2
  12. 12. Social Media“Email is the gateway Click to edit Master title style to social interaction!" Click to edit Master subtitle style
  13. 13. Why use social mediaMain Reason for Implementing a Social Media StrategyAccording to US Marketing ProfessionalsApril 2010 (% of respondents) Click to edit Master title style Click to edit Master subtitle style Source: R2integrated (R2) provided to eMarketer, April 14, 2010.
  14. 14. Going Viral• The average Facebook user has 190 friends* • If you send to 100,000 people and get 0.5% of them to share… Click to edit Master title style • …Then you just about doubled your potential Click to edit Master subtitle style reach. For free. *Source: Anatomy of Facebook (http://www.facebook.com/note.php?note_id=10150388519243859)
  15. 15. Social is not just Facebook and Twitter• Wikipedia lists 190 major social media websites Click to edit Master title style• Social media can be Click to edit Master subtitle style defined as anywhere your brand or product is being discussed
  16. 16. Grow your list• Why do you have followers and friends that are not on your email list? Click to edit Master title style• Give them a reason to Click to edit Master subtitle style sign up. *Source: Anatomy of Facebook (http://www.facebook.com/note.php?note_id=10150388519243859)
  17. 17. Use Email to Add Fans• All email should have a Like, Share and/or Follow option Click to edit Master title style• Some emails Click to edit Master subtitle style should be designed for nothing more *Source: Anatomy of Facebook (http://www.facebook.com/note.php?note_id=10150388519243859)
  18. 18. Facebook/NBA Left rail, and at times, profile picture, has been used to promote large tent pole initiatives and at times sold to partners as “ad space” Click to edit Master title style Click to edit Master subtitle styleThe NBA had 225K Facebook fans at the start of 2007 after their page waslive for over 1 year with minimalstrategy and content publishing. 1.5MM new fans were added by the end ofthat year after a commitment toleverage unique content and move away from strategy to only use theplatform to promote NBA.com and TVtune-in.
  19. 19. Twitter/UFC Keys to Success• Putting their stars to work 450K Followers added • Fighters were already active and engaging in the space • Celebrity CEO @danawhite speaks both for the brand, and in his own unique voice. – 1.9MM Followers Click• Taking advantage of Twitter’s capabilities to edit Master title style • Large portion of content was behind-the- Click to edit Master subtitle style scenes and unique • Engages with Followers (Twitter 101….but some brands still don’t get that) • Supports brand initiatives in Twitter with appropriate weights and frequencies of tweets
  20. 20. Foursquare/Gowalla/Yelp!• Who checked in this morning?• Who has special perks Click to edit Master title style for Click to edit Master subtitle style the mayor?• Who has a policy for employees not being the mayor?
  21. 21. • Castrol motor oil teamed with the host Case: Castrol venue of the NHRA’s championship race to engage fans on-site to check and reward them instantly for sharing their check ins• Signage was posted in high visibility areas alerting fans that checking in would earn them a gift bag and that sharing that check, via their personal social platforms, would enter them instantly for a chance at a live meet and greet the next morning with NHRA legend John Force Click to edit Master title style• Total People to Total Check Ins performed Click to edit Master subtitle style at an almost 2:1 ratio for the weekend• Promotion checked all the correct boxes • Incentive provided to check in • Incentive provided to share • Appropriate support given to drive awareness
  22. 22. Email Driving Social Engagement• Almost a 40% open-rate• +10,000 Facebook shares• 2,000 re-tweets• “Double Down” quickly rose to edit Master title style Click to #2 on Google’s Hot Click to edit Master subtitle style Search list and #3 on Yahoo’s Buzz Index• Several late-night talk shows mentioned the sandwich Subject line: “The KFC Double Down, it is real, no fooling”
  23. 23. Mobile Use• Mobile adoption continues to sky-rocketPhase 1: Mobile Apps Click to edit Master title style Click to edit Master subtitle stylePhase 2: Mobile RenderingPhase 2: Mobile targeting
  24. 24. Segmentation Click to edit Master title style Click to edit Master subtitle style
  25. 25. • Email recipients do not all respond alike• Use segments to • Understand how different elements of your email Click to edit Master title style database respond Click to edit Master subtitle style • More importantly, to provide your audiences with appropriate content and offers• Plenty of ways to skin this cat
  26. 26. Segmentation on Many Levels• Recency – Behavioral R.F.M • When did the consumer perform an action Click to edit Master title style • Opens, Clicks, Visits, Join Click to edit Master subtitle style• Frequency • How often did they perform it • Activity in the last X weeks, months, years• Monetization • How much did they spend and where • Revenue, revenue per stay
  27. 27. Other Approaches• Behavioral • How members use your site or physical locations • How what links they click in your email• Attitudinal Click to edit Master title style Click to edit Master subtitle style • Based on insights gleaned from branding or advertising research • Requires being able to turn attitudes into trackable characteristics• Test your way into the right approach!
  28. 28. Know Your Limits• Segmentation depends on the ability of marketing systems to manage segments, i.e.• Email segmentation only • Marketing dB does not integrate with email dB • Best approaches: RF, link tracking• Flat file from marketing dB Click to edit Master title style • Marketing dB can send segments one-way to email to edit Master subtitle style Click dB • Best approach: test email tactics at the marketing segment level• Two-way segmentation (aka Nirvana) • Marketing dB and email dB can share info (or are the same dB) • Combine RF and marketing segments
  29. 29. Questions? Click to edit Master title style Click to edit Master subtitle style

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