Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

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DJ Waldow and Joanna Lawson-Matthew of Blue Sky Factory discuss tactics to ensure that your 2010 Email Marketing strategy is in place and ready to "shake and bake."

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  • Review individual campaigns as well as campaign series.  DJ will talk about the different types of campaigns later.
  • You should know the answers to these questions; you should know your email results   Should be measuring results on your campaigns
  • Plan ahead   If you didn't measure in 2009, start measuring for 2010 now!
  • *Trade show question
  • Post-2009 holiday emails include: sales (New Year sales, gift card redemption, accessories), thank yous to clients/customers
  • An example of a campaign series (Blue Nile's 23 Days of Christmas)
  • Top 10 busiest email days of 2008 (thanks to Smith Harmon)
  • Try a campaign series leading up to a smaller holiday? Not always about the sale, try something different, be a resource for your subscribers
  • Be a holiday resource for your subscribers (not just Christmas either). Try a “back to school” tips email for Labor Day, or “10 fun and economical ideas for Halloween costumes”. Remember to make it work for your company.
  • * Joanna to talk about test strategy and results
  • Talk about survey results (ARC, SWYN)
  • We know there’s a lot of info, we want you to print out this webinar and use as a resource
  • * Example of client welcome email (or another company)
  • For U.S. email marketers, CAN-SPAM defines a "transactional or relationship message" as any email "facilitating, completing or confirming a previously agreed upon transaction."   The law permits what it calls "dual-use" messages, which combine transactional and promotional content, as long as the transaction remains the email's "primary purpose," with the subject line and message body emphasizing the transaction.    
  • Should be only one clear CTA on each landing page, make it easy for your subscribers        
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  • Blue Sky Factory: Shakeand Bake Your Email Campaigns Into2010

    1. 1. Baltimore, Maryland Blue Sky Factory Driving Email Marketing Performance Shake & Bake Your Email Campaigns Into 2010 Joanna Lawson-Matthew & DJ Waldow November 5, 2009 1:00 to 1:45 PM ET Twitter: #bsfwebinar Copyright Blue Sky Factory 2009
    2. 2. Your MCs (DJs?) Joanna Lawson-Matthew Senior Account Manager DJ Waldow Director of Community Location: San Francisco Location: Salt Lake City Image credit: http://www.bon-voyage.co.uk/ Image credit: http://www.unionstreetinn.com/ Copyright Blue Sky Factory 2009
    3. 3. About Blue Sky Factory Blue Sky Factory is both a full & self service ESP. Design, execute, and track your email marketing campaigns with Publicaster (  That’s the name of our application) Copyright Blue Sky Factory 2009
    4. 4. 30-45 Minutes of Education and Fun! 1. Review & Reflect 2. Email Marketing Strategy 3. Remember the Holidays 4. Shake & Bake, Baby! 5. ESP / ISP Relations 6. Review Other Components 7. Q & A Copyright Blue Sky Factory 2009
    5. 5. Review & Reflect Copyright Blue Sky Factory 2009
    6. 6. Review & Reflect <ul><ul><li>Review your emails from 2009 </li></ul></ul><ul><ul><li>What worked? </li></ul></ul><ul><ul><li>What didn’t work? </li></ul></ul><ul><ul><li>What did you change from 2008 to 2009? </li></ul></ul><ul><ul><li>Was that successful? </li></ul></ul>Copyright Blue Sky Factory 2009
    7. 7. Review & Reflect <ul><ul><li>Which campaigns got the highest/lowest: </li></ul></ul><ul><ul><li>Open rate, Click through rate </li></ul></ul><ul><ul><li>Conversion rate, Forward rate </li></ul></ul><ul><ul><li>Unsubscribe/Complaint rate </li></ul></ul><ul><ul><li>Share rate (SWYN) </li></ul></ul><ul><ul><li>Mobile version views </li></ul></ul>Copyright Blue Sky Factory 2009
    8. 8. Review & Reflect Copyright Blue Sky Factory 2009
    9. 9. Review & Reflect <ul><ul><li>Ask (and answer) the following: </li></ul></ul><ul><ul><li>What day(s) did you send on? Was that successful? </li></ul></ul><ul><ul><li>Did you try any A/B testing? What were the results? </li></ul></ul><ul><ul><li>Did you make any changes to your creative? Did you see improved results from this? </li></ul></ul><ul><ul><li>Did you try any different approaches for your offers, timing, frequency, & social aspects? </li></ul></ul><ul><ul><li>What did your competitors do? </li></ul></ul>Copyright Blue Sky Factory 2009
    10. 10. Review & Reflect <ul><ul><li>Use this information to plan for 2010 </li></ul></ul><ul><ul><li>What are your email marketing goals for 2010? </li></ul></ul><ul><ul><li>How will you measure your success? </li></ul></ul><ul><li>  </li></ul>Photo credit: http://smallbizadvisor.org/ Copyright Blue Sky Factory 2009
    11. 11. Email Marketing Strategy Copyright Blue Sky Factory 2009
    12. 12. Email Marketing Strategy <ul><ul><li>Budget </li></ul></ul><ul><ul><li>Email Types & Frequency </li></ul></ul><ul><ul><li>Start Small, But Consider Big Picture </li></ul></ul><ul><ul><li>Other Departments </li></ul></ul>Copyright Blue Sky Factory 2009
    13. 13. Email Marketing Strategy Copyright Blue Sky Factory 2009
    14. 14. Email Marketing Strategy Photo Credit: Flickr - sgw <ul><li>Questions to ask (& again, answer) </li></ul><ul><ul><li>Do you have a budget? </li></ul></ul><ul><ul><li>What portion is dedicated to email marketing? </li></ul></ul><ul><ul><li>Is this amount increasing or decreasing? Why? </li></ul></ul><ul><ul><li>Are you forgetting about email & focusing on shiny new tools? </li></ul></ul>Copyright Blue Sky Factory 2009
    15. 15. Sales and/or  Promotion Copyright Blue Sky Factory 2009
    16. 16. From Name : Backcountry.com Subjec t: Final Day for 20% Off Sales and/or  Promotion Copyright Blue Sky Factory 2009 Pros <ul><ul><li>Show me the money </li></ul></ul><ul><ul><li>Clear call-to-action </li></ul></ul>Cons <ul><ul><li>Not (necessarily) relationship building </li></ul></ul><ul><ul><li>Overmailing risk </li></ul></ul>Frequency <ul><ul><li>Monthly - not enough </li></ul></ul><ul><ul><li>Weekly - just right? </li></ul></ul><ul><ul><li>Daily - deal of the day </li></ul></ul>
    17. 17. Alert and/or Notification Copyright Blue Sky Factory 2009
    18. 18. Alert and/or  Notification From Name : American Airlines Subjec t: Your Trip Is Now Eligible For Check-In Copyright Blue Sky Factory 2009 Pros <ul><ul><li>Timely, Targeted </li></ul></ul><ul><ul><li>Clear call-to-action </li></ul></ul>Cons <ul><ul><li>Not (direct) revenue generation </li></ul></ul>Frequency <ul><ul><li>As necessary </li></ul></ul><ul><ul><li>Too much - 2 days, 1 day, 1 hr </li></ul></ul><ul><ul><li>Not enough - 1 hr before </li></ul></ul>
    19. 19. Survey Copyright Blue Sky Factory 2009
    20. 20. Survey From Name : malumni Subjec t: Alumni Association of the University of Michigan membership satisfaction survey invitation Copyright Blue Sky Factory 2009 Pros <ul><ul><li>Short, To-the-point </li></ul></ul><ul><ul><li>(Relatively) clear call-to-action </li></ul></ul>Cons <ul><ul><li>Can be boring </li></ul></ul><ul><ul><li>Another survey? </li></ul></ul>Frequency <ul><ul><li>As necessary: Post interaction/visit </li></ul></ul><ul><ul><li>Monthly - too much? </li></ul></ul><ul><ul><li>Quarterly </li></ul></ul>
    21. 21. Informational and/or Newsletter Copyright Blue Sky Factory 2009
    22. 22. From Name : Chris Brogan Subjec t: Goals, Competition, and Friction – [bnl] Informational and/or Newsletter Copyright Blue Sky Factory 2009 Pros <ul><ul><li>Consistent (expectations) </li></ul></ul><ul><ul><li>Great content </li></ul></ul>Cons <ul><ul><li>No clear call-to-action </li></ul></ul><ul><ul><li>No (direct, measureable) $$ </li></ul></ul>Frequency <ul><ul><li>Monthly – just right? </li></ul></ul><ul><ul><li>Weekly – need fresh content </li></ul></ul>
    23. 23. Email Marketing Strategy <ul><ul><li>1. Start Small, But Consider Big Picture </li></ul></ul><ul><ul><ul><li>Have a plan </li></ul></ul></ul><ul><ul><ul><li>Build a calendar </li></ul></ul></ul><ul><ul><ul><li>Be flexible </li></ul></ul></ul><ul><ul><li>2. Other Departments </li></ul></ul><ul><ul><ul><li>Are others sending email too? </li></ul></ul></ul><ul><ul><ul><li>Coordinate </li></ul></ul></ul>Copyright Blue Sky Factory 2009
    24. 24. Remember the Holidays Copyright Blue Sky Factory 2009
    25. 25. Remember the Holidays <ul><ul><li>1. Include the end-of-year holidays in your email plan </li></ul></ul><ul><ul><ul><li>Develop a schedule leading up to holidays (work backwards from launch date) </li></ul></ul></ul><ul><ul><ul><li>Consider planning a campaign series leading up to the holiday </li></ul></ul></ul><ul><ul><ul><li>Keep busy emailing days in mind </li></ul></ul></ul><ul><ul><li>2. Get post-2009 holiday emails in your plan now </li></ul></ul>Copyright Blue Sky Factory 2009
    26. 26. Remember the Holidays Smith-Harmon “Retail Email Guide to the Holiday Season”  http://www.smith-harmon.com/ Copyright Blue Sky Factory 2009
    27. 27. Remember the Holidays Smith-Harmon “Retail Email Guide to the Holiday Season”  http://www.smith-harmon.com/ Copyright Blue Sky Factory 2009
    28. 28. Remember the Holidays <ul><ul><li>Can’t get enough? </li></ul></ul><ul><ul><li>Need more tips & ideas specific to the end-of-year holidays? </li></ul></ul><ul><ul><li>Check out our webinar: </li></ul></ul><ul><ul><li>‘ Tis the Season to Start Planning Your Holiday Email Campaigns </li></ul></ul>Copyright Blue Sky Factory 2009
    29. 29. Remember the Holidays <ul><ul><li>1. Use other annual holidays in your plan too </li></ul></ul><ul><ul><ul><li>Don't forget the smaller holidays (Valentine's Day, Memorial Day, Halloween) </li></ul></ul></ul><ul><ul><ul><li>Use the holidays to build relationships with subscribers (messages of goodwill)  </li></ul></ul></ul><ul><li>  </li></ul><ul><ul><li>2. Not sure what others are doing for holiday email campaigns?  Sign up for your competitors' emails now! </li></ul></ul>Copyright Blue Sky Factory 2009
    30. 30. Remember the Holidays Copyright Blue Sky Factory 2009
    31. 31. Remember the Holidays Photo Credit: http://www.retailemailblog.com/2009/02/season-finale-christmas-2008.html (Chad White) Copyright Blue Sky Factory 2009
    32. 32. Shake & Bake, Baby! Copyright Blue Sky Factory 2009
    33. 33. Shake & Bake, Baby <ul><ul><li>A|B Testing  </li></ul></ul><ul><ul><li>Creative/Template Refresh </li></ul></ul><ul><ul><li>Rendering </li></ul></ul><ul><ul><li>Targeted. Timely. Relevant. Permission. </li></ul></ul>Copyright Blue Sky Factory 2009
    34. 34. A|B Testing Copyright Blue Sky Factory 2009
    35. 35. A|B Testing Copyright Blue Sky Factory 2009
    36. 36. A|B Testing What to test...   1. Day 2. Time 3. Subject line 4. Creative 5. Call-to-action 6. List 7. (Everything, but one variable at a time) Copyright Blue Sky Factory 2009
    37. 37. Creative/Template Refresh Copyright Blue Sky Factory 2009
    38. 38. Creative/Template Refresh Copyright Blue Sky Factory 2009
    39. 39. Rendering Copyright Blue Sky Factory 2009
    40. 40. Rendering Copyright Blue Sky Factory 2009
    41. 41. Timely. Targeted. Relevant. Permission. The Secret to Successful Email Marketing Copyright Blue Sky Factory 2009
    42. 42. Timely. Targeted. Relevant. Permission. Copyright Blue Sky Factory 2009 Send Timely, Targeted, Relevant Emails To Subscribers Who Have Asked For Them “… delivering anticipated, personal and relevant messages to people who actually want to get them.” S. Godin (1999)
    43. 43. Timely. Targeted. Relevant. Permission. <ul><li>2008 Return Path Study... </li></ul><ul><ul><li>60% did not send a welcome message; 30% failed to send any message at all (within first 30 days) </li></ul></ul><ul><ul><li>While 70% asked for more than email address at sign up, 75% didn’t use this info to personalize or customize messages </li></ul></ul><ul><ul><li>Took an average of 9 days for the first regular email message to arrive (65% percent of those emails didn't contain a special offer) </li></ul></ul>Return Path, 2008 Study: http://www.returnpath.net/downloads/resources/GreatSubscriberExperiences.pdf Copyright Blue Sky Factory 2009
    44. 44. Timely. Targeted. Relevant. Permission. Return Path, 2008 Study: http://www.returnpath.net/downloads/resources/GreatSubscriberExperiences.pdf Copyright Blue Sky Factory 2009
    45. 45. Timely. Targeted. Relevant. Permission. Return Path, 2008 Study: http://www.returnpath.net/downloads/resources/GreatSubscriberExperiences.pdf Copyright Blue Sky Factory 2009
    46. 46. Timely. Targeted. Relevant. Permission. Return Path, 2008 Study: http://www.returnpath.net/downloads/resources/Ecommerce_Study_v030509.pdf Copyright Blue Sky Factory 2009
    47. 47. ESP / ISP Relations Copyright Blue Sky Factory 2009
    48. 48. ESP / ISP Relations <ul><ul><li>Domain/IP Reputation </li></ul></ul><ul><ul><li>Get to know your Account Manager </li></ul></ul><ul><ul><li>Push the limits of what your ESP can do </li></ul></ul>Copyright Blue Sky Factory 2009
    49. 49. Domain / IP Reputation Copyright Blue Sky Factory 2009
    50. 50. Account Managers The lovely female voice you hear Copyright Blue Sky Factory 2009
    51. 51. What Can Your ESP Do For You? Photo Credit: Wikipedia Copyright Blue Sky Factory 2009
    52. 52. What Can Your ESP Do For You? *This is not a real quote. I heard it from a B-school professor once. I believed him . *&quot;Microsoft Word 'power users' use <2% of the application's features.&quot; Copyright Blue Sky Factory 2009
    53. 53. What Can Your ESP Do For You? <ul><li>How to become an Email Marketing &quot;Power User&quot; in 4 easy steps:  </li></ul><ul><ul><li>Read, attend industry webinars, tradeshows, mixers, etc </li></ul></ul><ul><ul><li>Ask your ESP (Account Manager) </li></ul></ul><ul><ul><li>Roll up your sleeves </li></ul></ul><ul><ul><li>Sign up for your ESP’s resources - blog, newsletter, webinars </li></ul></ul>Copyright Blue Sky Factory 2009
    54. 54. ESP / ISP Relations <ul><ul><li>Take the time now to make sure your IP reputation is in good standing, work with your ESP </li></ul></ul><ul><ul><li>Ensure you are subscribed to all available Feedback Loops (most ESPs will do this automatically) </li></ul></ul><ul><ul><li>Set up authentication records (Sender ID, SPF, Domain Keys) </li></ul></ul><ul><ul><li>For more on authentication: </li></ul></ul><ul><ul><li>http://blog.blueskyfactory.com/industrytrends/three-ways-to-improve-email-deliverability/ </li></ul></ul>Copyright Blue Sky Factory 2009
    55. 55. ESP / ISP Relations <ul><ul><li>Get Permission: Ensure email list is 100% opt-in </li></ul></ul><ul><ul><li>Segment: Avoid &quot;batch & blast&quot; or &quot;spray & pray&quot; </li></ul></ul><ul><ul><li>Remember the Mantra: </li></ul></ul>However, none of the ISP relations stuff matters unless you... Send timely, targeted, relevant emails to subscribers who have asked for them Copyright Blue Sky Factory 2009
    56. 56. Review Other Components Copyright Blue Sky Factory 2009
    57. 57. Review Other Components - Opt-in Process <ul><ul><li>Easy to find, Easy to fill out </li></ul></ul><ul><ul><ul><li>Opt-in form on all pages of website </li></ul></ul></ul><ul><ul><ul><li>Ask for minimal info, gather more data later </li></ul></ul></ul><ul><li>  </li></ul><ul><ul><li>Set expectations regarding frequency, content </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Explain benefits of subscription (W.I.I.F.M.) </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Give subscriber options for targeted emails </li></ul></ul><ul><li>  </li></ul><ul><ul><li>No pre-checked boxes (affirmative consent) </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Link to Privacy Policy / Terms & Conditions </li></ul></ul>Copyright Blue Sky Factory 2009
    58. 58. Review Other Components - Opt-in Process Copyright Blue Sky Factory 2009
    59. 59. Review Other Components - Welcome email <ul><ul><li>Send an immediate email to welcome and acknowledge new subscribers </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Remind subscribers of benefits of subscription </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Outline the types and frequency of emails they can expect from you </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Consider including a special offer as a &quot;thank you&quot; </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Option to change preferences or opt-out completely </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Ask subscribers to whitelist your From address </li></ul></ul>Copyright Blue Sky Factory 2009
    60. 60. Review Other Components - Welcome email Copyright Blue Sky Factory 2009
    61. 61. Review Other Components - Transactional emails <ul><ul><li>Transactional emails are the most read emails </li></ul></ul><ul><ul><ul><li>Average open rate: 47% 1 </li></ul></ul></ul><ul><ul><ul><li>Average click through rate: 20% 1 </li></ul></ul></ul><ul><ul><li>Use your branded email template to “shake” them up </li></ul></ul><ul><ul><li>Perfect opportunity for a marketing/sales push, as long as the main purpose of the email is transactional </li></ul></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>1. Transactional Emails: Make Your First Impression Count. Loren McDonald, Thursday, April 23, 2009. http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=104687 </li></ul>Copyright Blue Sky Factory 2009
    62. 62. Review Other Components - Transactional emails Copyright Blue Sky Factory 2009
    63. 63. Review Other Components - Transactional emails Copyright Blue Sky Factory 2009
    64. 64. Review Other Components - Landing pages <ul><ul><li>Ensure your landing pages are optimized for conversions </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Is your landing page call-to-action easy to find and click on? </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Is your call-to-action clear? </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Be consistent between email and landing page </li></ul></ul><ul><li>     (Avoid &quot;am I in the right place?!?&quot;) </li></ul>Copyright Blue Sky Factory 2009
    65. 65. Review Other Components - Landing pages Not-so-subtle sales pitch: Interested in this offer? Enter Now Copyright Blue Sky Factory 2009
    66. 66. Review Other Components - Opt-out Process <ul><ul><li>Ensure your opt-out mechanism is easy to find on your emails, and works! </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Remember that all opt-outs must be removed from your lists within 10 days </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Consider also adding an opt-out mechanism to your website </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Dare Alert!  Move your opt-out link to the top of your emails ( Welcome the Unsubscribe ) </li></ul></ul>Copyright Blue Sky Factory 2009
    67. 67. Almost Done… Copyright Blue Sky Factory 2009
    68. 68. Are We Really Done? <ul><li>Review your emails from 2009 and reflect on the results. Use this info in 2010. </li></ul><ul><li>Plan what types and frequency of emails will be in your 2010 email marketing strategy. </li></ul><ul><li>Don’t forget to wish your subscribers happy holidays (and remember, it’s not always about the sale). </li></ul>Copyright Blue Sky Factory 2009
    69. 69. Are We Really Done? <ul><li>Don’t be afraid to shake things up in 2010 with A/B testing, creative revamps and more targeted emails. </li></ul><ul><li>Become BFFs with your ESP and the ISPs. </li></ul><ul><li>Remember there’s more to your strategy than just emails (and this coming from an ESP!). </li></ul>Copyright Blue Sky Factory 2009
    70. 70. Stay Connected Joanna Lawson-Matthew Senior Account Manager [email_address] @joannalm www.blueskyfactory.com blog.blueskyfactory.com @blueskyfactory Thank You! Please submit your questions now. DJ Waldow Director of Community [email_address] @djwaldow Copyright Blue Sky Factory 2009

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