• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
10 Trends That Will Make or Break Your Email Marketing ROI in 2010
 

10 Trends That Will Make or Break Your Email Marketing ROI in 2010

on

  • 1,819 views

 

Statistics

Views

Total Views
1,819
Views on SlideShare
1,814
Embed Views
5

Actions

Likes
0
Downloads
55
Comments
0

1 Embed 5

http://www.slideshare.net 5

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    10 Trends That Will Make or Break Your Email Marketing ROI in 2010 10 Trends That Will Make or Break Your Email Marketing ROI in 2010 Presentation Transcript

    • Agenda • Challenges for Email Marketers in 2009 • 10 Trends in 2010 1. Email is the Cornerstone 2. Email Automation as an Essential 3. Web Analytics as an Email Enhancer 4. Social Media Entwined with Email 5. Get Mobile! 6. Search Marketing Extends Email Marketing Intelligence 7. Global Reach Opportunity 8. Building Relevance will Build Engagement 9. Integration of Online Marketing Messaging and Campaigns 10. Marketing Technologies Used as Competitive Advantage • Q&A 1
    • 2009 Challenges Email Marketers Faced Extreme Challenges • Unsteady economy  Longer sales cycles  Less frequent purchases  Fewer dollars spent per sale  Harder to meet revenue goals • Resource scarcity  People, money, time, bandwidth 2
    • 2009 Challenges Learning from Past Challenges and Preparing for Challenges Ahead Challenges to Email Marketing in the Past 12 Months 3
    • Email Marketing 2010 Companies can grow moving into 2010 using email marketing. If they know the key trends affecting the market. Here’s how… 4
    • Trend #1: Email is the Cornerstone Email is the Most-Used Online Marketing Tool June 2009 ―Interactive Marketing Channels To Watch In 2009‖ Interactive Marketing Channel Adoption 5
    • Trend #1: Email is the Cornerstone And It’s the Highest Performing Online Marketing Tool 80.4% Source: Datran Media 3rd Annual Marketing & Media Survey Results, 2009 6
    • Trend #1: Email is the Cornerstone Social Texting SEM/ PPC SMS 7
    • Trend #2: Email Automation as an Essential How Marketers Improve the Relevancy of Email Content 8
    • Trend #2: Email Automation as an Essential Why Automate? • High ROI  Create it once, send to thousands over and over  Targeted, relevant content without a lot of resources • Improved conversions and customer experience  Offers that matter tend to convert at higher rates  Recipients love getting content that matters to them Automated email programs can generate a 30-70% open rate 9
    • Trend #2: Email Automation as an Essential • Establish a welcome program  Welcome new subscribers or customers  Fold into a nurture or trigger campaign based on their subscription preferences • Develop & maintain a nurture or trigger program Ongoing offers and/or relevant content with the goal of:  Converting prospects to customers  Retaining & upselling existing customers 10
    • Trend #3: Web Analytics = Email Enhancer • More and better analytics from more powerful tech- nologies are available to email marketers • Email marketers are getting more savvy about mining Web analytics to diagnose improvements to email campaigns • Analytics are moving to the next level of value:  Enabling action based on data  Platform for managing online marketing 11
    • Trend #3: Web Analytics = Email Enhancer PPC Conversions Website Social $$ Analytics Mobile 12
    • Trend #3: Web Analytics = Email Enhancer Which of the following would most influence your decisions to integrate Web analytics data into your email marketing campaign activities? - Forrester Research, Inc., , Integrating Web Analytics with Email Marketing to Improve Campaign Performance, February, 2009 13
    • Trend #3: Web Analytics = Email Enhancer • Optimize your site to make sure your targets can be easily identified • Use Website data as a baseline (and a key informant) • Track results using more than just click-through, open rates and response • Use Website visitor behavior to better target email 14
    • Trend #4: Social Media Entwined with Email Marketers are Happy with Social Media’s Influence on Email 15
    • Trend #4: Social Media Entwined with Email Email is Social, and It’s Not Going Anywhere 16
    • Trend #4: Social Media Entwined with Email • Expands reach – in between the email send • Grows your opt-in list virally • Increase s response exponentially • Establishes online reputation and trust, which improves email deliverability …all of which improves results and ROI 17
    • Trend #4: Social Media Entwined with Email 1. Establish your company on a relevant social site 2. Link across programs 3. Contribute to an existing blog and get others to contribute to yours 4. Automatic post and share 18
    • Trend #5: Get Mobile! • In 2008, U.S. cell phone subscribers sent and received on average 357 text messages per month, compared to making 204 voice calls a month. Source: Nielsen Mobile • Mobile marketing revenues are expected to reach $24 billion by 2013, jumping from just $1.8 billion in 2007. Source: ABI Research 19
    • Trend #5: Get Mobile! Intimate Mobile devices reach people wherever they are, at any time of day or night, giving a sense of an intimate communication—―the message is right here in my pocket. Urgent Due to its very nature, mobile messaging is imbued with a sense of immediacy. Mobile phones are with most people almost 24 hours a day. Relevant When these messages are received at just the right time and contain the exact information the recipient is seeking, there’s an ultimate sense of relevancy that consumers appreciate. 20
    • Trend #5: Get Mobile! • Expands reach  Beyond your email opt-in list to reach new targets, expand subscriber base • Extends viral campaigns  Enable and accelerate content sharing • Builds customer retention and loyalty • Acquires customers • Improves ROI  Low cost to execute 21
    • Trend #5: Get Mobile! • Offer mobile-only incentives for opting into SMS or email alerts Sign up today for our email alerts on specials and future discounts, • Ask prospects to text for a virginmega@virgin.com to opt-in. a free guide and encourage email opt-in • Deliver your email content via mobile to expand your reach 22
    • Trend #6: SEM Extends Marketing Intelligence Search Marketing Continues to Grow and Mature July 2009 ―US Interactive Marketing Forecast, 2009 To 2014‖ Forecast: US Interactive Marketing Spend, 2009 To 2014 23
    • Trend #6: SEM Extends Marketing Intelligence The Economy Will Drive Search Sophistication • Economy will drive cost consciousness “When money is tight, consumers are constantly looking for deals. And, today, that means they are going online to search for better prices, selection and services.” -eMarketer, Search Marketing Trends: Back to Basics, 2009 • Search volume will increase “Rising consumer search volume… combined with marketers expanding use of multi-keyword or long tail phrases means simply that there are more searches for sale.” - Forrester Research, Inc., US Interactive Marketing Forecast, 2009 to 2014, July, 2009 24
    • Trend #6: SEM Extends Marketing Intelligence The Economy Will Drive Search Sophistication • Search programs will grow in sophistication “Nearly two-thirds of all marketers spend to manage search programs through advanced tools or outsources partners – an indication that search programs are gaining sophistication.” - Forrester Research, Inc., US Interactive Marketing Forecast, 2009 to 2014, July, 2009 25
    • Trend #6: SEM Extends Marketing Intelligence • Drive traffic and build opt-in lists  Drive traffic to opt-in points  Convert opt-ins to sales through ongoing email marketing programs • Turn search click and conversion rates into email marketing gold  Segment lists based on campaign/ad groups; analyze CTR by segment  Incorporate campaign/ad group information into offers to track recipients who convert again 26
    • Trend #6: SEM Extends Marketing Intelligence • Use PPC to drive email opt-ins • Use search data to better target email • Leverage PPC learning to fold into organic search results • Increase investments in resources (tools and people) to make more informed paid search buys 27
    • Trend #7: Global Reach Opportunity Slow U.S. Movement into Global Market Creates Major Opportunities Ranking the Importance of Transnational Email, • The US$ has fallen by Organization Size in value, but U.S.- made products (including tech) have gained in popularity • China and India continue to be major market opportunities 28
    • Trend #7: Global Reach Opportunity But marketers should act fast to take advantage of this opportunity… Which best describes the importance given email marketing to recipients outside the country in which your organization is primarily located? 29
    • Trend #7: Global Reach Opportunity • Email marketers must get educated about localization and messaging that resonates with target foreign audiences • Marketers must get up-to-speed on country- specific spam and privacy laws 30
    • Trend #7: Global Reach Opportunity • Marketers will need to spend international marketing budgets online  Better accountability, more efficient, more agile • In many markets, email marketing has not reached the saturation level that it has in the U.S.  Companies have the opportunity to stand out and be heard 31
    • Trend #8: Relevance Builds Engagement • Interruptive marketing losing ground – engagement marketing rising fast ―Engagement marketing is the, “new age of marketing that respects the power of the informed customer and catapults marketing to a whole new level of effectiveness and influence.” “Engagement marketing takes this one giant step further into a world where customers assert more control… and fully expect companies to participate in dialogues with them.” - iMedia, The Rules of Engagement Marketing, March 2009 32
    • Trend #8: Relevance Builds Engagement • Content relevance continues Has your organization done or does it plan to do any of these to improve the relevancy of to be a significantly effective email content? email marketing tactic “It„s clear that marketers consider content relevancy to be a top element in terms of effectiveness and importance.” -MarketingSherpa, 2010 Email Marketing Benchmark Survey 33
    • Trend #8: Relevance Builds Engagement • Relevance in email delivers information that is valuable to prospects  Builds a relationship between the prospect and your company  Helps prospects make informed purchasing decisions • Relevance boosts deliverability • Email as the touchstone to create dialog and engagement  Through personalization  Through transactional emails 34
    • Trend #8: Relevance Builds Engagement • Develop your rules of engagement  Method for segmenting customers – e.g. by brand, products purchased, product affinity, etc.  Set criteria for classifying customers - e.g. latest product purchased, average order value  Select the appropriate products • Empower your prospects/customers; explore developing an email ―preference center‖ • Employ customized trigger and drip emails campaigns 35
    • Trend #9: Integrated Messaging & Campaigns • Multiple touch points across multiple mediums are now a minimum requirement “[The Internet] stands as the only medium that consists of multiple different marketing channels. In order to have a successful online marketing campaign, you must take an integrated approach and use all of the channels that the Internet affords you.” - Clay Schossow, New Media Campaigns 36
    • Trend #9: Integrated Messaging & Campaigns • Lines between media will continue to blur; ―channels‖ will begin to dissolve  It’s no longer clear, or important, where one screen begins and another ends • Symbiotic relationships will form where competing interests left off 37
    • Trend #9: Integrated Messaging & Campaigns • Consistent messaging through a variety of online mediums helps cut through the clutter • Various online mediums provide many touch points to extend email messaging  Particularly at the prospect’s place of preference and therefore, greatest point of influence • Cohesion in online marketing messaging and goals enables greater marketing efficiencies 38
    • Trend #9: Integrated Messaging & Campaigns • Don’t walk…run to create the infrastructure necessary to take advantage of all available online mediums • Create messaging, offers, and creative that can be leveraged across multiple mediums • Leverage data and metrics from one online channel to inform optimization on other online channels 39
    • Trend #10: Technology as Competitive Advantage • Marketing technologies are the new strategic business tools “…marketing is gradually assuming more organiza- tional leadership…As part of this shift, CMOs will begin to buy their own technology, prioritizing interactive solutions like campaign management, Web analytics, and email marketing.” - Forrester Research, Inc., US Interactive Marketing Forecast, 2009 to 2014, July, 2009 40
    • Trend #10: Technology as Competitive Advantage • With efficiencies gained through interactive tools, budget will go to other investments, including marketing technology “… marketers will allocate unused advertising dollars into investments like…marketing-specific technology and IT staff, in order to further marketing’s strategic influence within their companies.” - Forrester Research, Inc., US Interactive Marketing Forecast, 2009 to 2014, July, 2009 41
    • Trend #10: Technology as Competitive Advantage Integrated online marketing tools… • Automate and streamline the email marketing process  Dynamic content  Email triggers  API integration  Templates • Enable data sharing across multiple disciplines  Email, search, social, mobile, Web analytics, etc. 42
    • Trend #10: Technology as Competitive Advantage Integrated online marketing tools… • Provide deliverability tools and metrics  Detect, fix and prevent email delivery issues • Integrate with databases and CRM systems  Easily ID qualified leads and automatically route them to sales reps for immediate follow up • Uncover which marketing campaigns Produce the best results at the lowest cost 43
    • Trend #10: Technology as Competitive Advantage “Interactive trends will redefine your business.” - Forrester Research, Inc., US Interactive Marketing Forecast, 2009 to 2014, July, 2009 • Survey your marketing technology solution/s  Determine if efficiencies, improvements or additions are necessary • Integrate your processes  Two (or three, or four) heads are better than one • Break down your silos  Comprehensive data tells an important story that can be used to competitive advantage 44
    • 10 Trends in 2010 1. Email is the Cornerstone 2. Email Automation as an Essential 3. Web Analytics as an Email Enhancer 4. Social Media Entwined with Email 5. Get Mobile! 6. Search Marketing Extends Email Marketing Intelligence 7. Global Reach Opportunity 8. Building Relevance will Build Engagement 9. Integration of Online Marketing Messaging and Campaigns 10. Marketing Technologies Used as Competitive Advantage 45
    • Summary • Online marketing means innovation – innovation that has a direct impact on business success • Email is the anchor and core performer of online marketing initiatives • Online media boundaries are dissolving, creating new opportunities to engage with your audience 46
    • Q&A Get the free ROI Accelerator for Email Marketers guide now: www.lyris.com/go/roinow Text EVENTS to LYRIS (59747) to receive SMS alerts on upcoming events Twitter hash tag: #Lyris10 Let’s talk about this topic, now and ongoing! J.D. Peterson Vice President, Product, The recording of the presentation will be Lyris Inc. available via email within one week – be sure to add Lyris to your “safe senders” list. 47