Email Marketing &
          Customer Retention
         Christopher S. Penn, VP Strategy and Innovation
                  ...
The corporate plug:

                               If you send a lot of email (or
                               want to)...
blueskyfactory.com/optsum

Wednesday, March 24, 2010
Slides available Monday at
                             blog.blueskyfactory.com

        Do not print this unless you real...
Wednesday, March 24, 2010
social social social social social social social social social
     social social social social social social social socia...
$43.62
Wednesday, March 24, 2010
$43.62
                    but only if you don’t FAIL at email marketing
Wednesday, March 24, 2010
Wednesday, March 24, 2010
I hate customer
 retention




  katesheets

Wednesday, March 24, 2010
energize
                            your customers
Wednesday, March 24, 2010
Attract




                            Convert




                            Energize
Wednesday, March 24, 2010
Marketing




                            Sales




                            Product & Service
Wednesday, March 24, 2010
5 things every email
    marketer wants


Wednesday, March 24, 2010
more audience


Wednesday, March 24, 2010
more delivery


Wednesday, March 24, 2010
more opens


Wednesday, March 24, 2010
more actions


Wednesday, March 24, 2010
better measures


Wednesday, March 24, 2010
more audience


Wednesday, March 24, 2010
make it easy
Wednesday, March 24, 2010
make it easy
Wednesday, March 24, 2010
tell
                            people
                             what
                              to
               ...
tell people what to expect
Wednesday, March 24, 2010
RTTV
Wednesday, March 24, 2010
http://
   bit.ly/canspam
Wednesday, March 24, 2010
Opt-in rotation


Wednesday, March 24, 2010
Wednesday, March 24, 2010
Dear Chris,

  I wanted to reach out to my contacts on LinkedIn...


  Dear Chris,

  I wanted to reach out to the folks w...
... I’d like to invite you to join my newsletter ...

 ... I’d like to ask you to sign up for free to my mailing list ...
...
... in exchange for your attention ...




Wednesday, March 24, 2010
Wednesday, March 24, 2010
Wednesday, March 24, 2010
Wednesday, March 24, 2010
Wednesday, March 24, 2010
Wednesday, March 24, 2010
Wednesday, March 24, 2010
Wednesday, March 24, 2010
Wednesday, March 24, 2010
Wednesday, March 24, 2010
http://bit.ly/go-bsf
Wednesday, March 24, 2010
more delivery


Wednesday, March 24, 2010
Wednesday, March 24, 2010
David Sifry
                            not this ESP
Wednesday, March 24, 2010
Wednesday, March 24, 2010
Wednesday, March 24, 2010
Wednesday, March 24, 2010
Wednesday, March 24, 2010
List: 1,657
          Opened: 350 (21.5%)
           Clicked: 125 (7.7%)
    Complaints/Flagged as spam: ZERO
         Uns...
the ship sinker
Wednesday, March 24, 2010
more opens


Wednesday, March 24, 2010
past great email


Wednesday, March 24, 2010
Wednesday, March 24, 2010
from:

Wednesday, March 24, 2010
subject:

Wednesday, March 24, 2010
Google
Wednesday, March 24, 2010
Google Wonder Wheel
Wednesday, March 24, 2010
Google Wonder Wheel
Wednesday, March 24, 2010
Google Adwords Keyword Tool
Wednesday, March 24, 2010
Google Adwords Keyword Tool
Wednesday, March 24, 2010
Publicaster
Wednesday, March 24, 2010
more actions


Wednesday, March 24, 2010
Wednesday, March 24, 2010
Publicaster Inbox Preview
Wednesday, March 24, 2010
Taguchi multivariate testing

                               Publicaster
Wednesday, March 24, 2010
better measures


Wednesday, March 24, 2010
Delivery rate
    Open rate
    Click rate
    Unsubscribe rate
    Complaint rate
                     Diagnostic only
We...
Google Analytics URL Builder
Wednesday, March 24, 2010
Google Analytics
Wednesday, March 24, 2010
decide on a goal first
        then measure to it


Wednesday, March 24, 2010
more audience
                 more delivery
                  more opens
                 more actions
                be...
Wednesday, March 24, 2010
“We live or die on our database.”

                      - Jeff Pulver (@jeffpulver)




Wednesday, March 24, 2010
Wednesday, March 24, 2010
Wednesday, March 24, 2010
Photo credit: Dominic




Wednesday, March 24, 2010
LAB
Wednesday, March 24, 2010
blueskyfactory.com/optsum

Wednesday, March 24, 2010
www.blueskyfactory.com
                             www.christopherspenn.com




                                @blueskyf...
Email marketing and customer retention
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Email marketing and customer retention

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Email marketing and customer retention

  1. 1. Email Marketing & Customer Retention Christopher S. Penn, VP Strategy and Innovation www.BlueSkyFactory.com Wednesday, March 24, 2010
  2. 2. The corporate plug: If you send a lot of email (or want to), we can help you make more money and reach more customers. Ask us how. www.BlueSkyFactory.com Wednesday, March 24, 2010
  3. 3. blueskyfactory.com/optsum Wednesday, March 24, 2010
  4. 4. Slides available Monday at blog.blueskyfactory.com Do not print this unless you really need to. Wednesday, March 24, 2010
  5. 5. Wednesday, March 24, 2010
  6. 6. social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social email marketing social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social Wednesday, March 24, 2010
  7. 7. $43.62 Wednesday, March 24, 2010
  8. 8. $43.62 but only if you don’t FAIL at email marketing Wednesday, March 24, 2010
  9. 9. Wednesday, March 24, 2010
  10. 10. I hate customer retention katesheets Wednesday, March 24, 2010
  11. 11. energize your customers Wednesday, March 24, 2010
  12. 12. Attract Convert Energize Wednesday, March 24, 2010
  13. 13. Marketing Sales Product & Service Wednesday, March 24, 2010
  14. 14. 5 things every email marketer wants Wednesday, March 24, 2010
  15. 15. more audience Wednesday, March 24, 2010
  16. 16. more delivery Wednesday, March 24, 2010
  17. 17. more opens Wednesday, March 24, 2010
  18. 18. more actions Wednesday, March 24, 2010
  19. 19. better measures Wednesday, March 24, 2010
  20. 20. more audience Wednesday, March 24, 2010
  21. 21. make it easy Wednesday, March 24, 2010
  22. 22. make it easy Wednesday, March 24, 2010
  23. 23. tell people what to expect Wednesday, March 24, 2010
  24. 24. tell people what to expect Wednesday, March 24, 2010
  25. 25. RTTV Wednesday, March 24, 2010
  26. 26. http:// bit.ly/canspam Wednesday, March 24, 2010
  27. 27. Opt-in rotation Wednesday, March 24, 2010
  28. 28. Wednesday, March 24, 2010
  29. 29. Dear Chris, I wanted to reach out to my contacts on LinkedIn... Dear Chris, I wanted to reach out to the folks who were kind enough to comment on my blog... Dear Chris, I wanted to reach out to the awesome folks like you who bought my.... Wednesday, March 24, 2010
  30. 30. ... I’d like to invite you to join my newsletter ... ... I’d like to ask you to sign up for free to my mailing list ... ... I’d like to stay in touch with you about what’s happening ... Wednesday, March 24, 2010
  31. 31. ... in exchange for your attention ... Wednesday, March 24, 2010
  32. 32. Wednesday, March 24, 2010
  33. 33. Wednesday, March 24, 2010
  34. 34. Wednesday, March 24, 2010
  35. 35. Wednesday, March 24, 2010
  36. 36. Wednesday, March 24, 2010
  37. 37. Wednesday, March 24, 2010
  38. 38. Wednesday, March 24, 2010
  39. 39. Wednesday, March 24, 2010
  40. 40. Wednesday, March 24, 2010
  41. 41. http://bit.ly/go-bsf Wednesday, March 24, 2010
  42. 42. more delivery Wednesday, March 24, 2010
  43. 43. Wednesday, March 24, 2010
  44. 44. David Sifry not this ESP Wednesday, March 24, 2010
  45. 45. Wednesday, March 24, 2010
  46. 46. Wednesday, March 24, 2010
  47. 47. Wednesday, March 24, 2010
  48. 48. Wednesday, March 24, 2010
  49. 49. List: 1,657 Opened: 350 (21.5%) Clicked: 125 (7.7%) Complaints/Flagged as spam: ZERO Unsubscribes: 8 (0.5%) Wednesday, March 24, 2010
  50. 50. the ship sinker Wednesday, March 24, 2010
  51. 51. more opens Wednesday, March 24, 2010
  52. 52. past great email Wednesday, March 24, 2010
  53. 53. Wednesday, March 24, 2010
  54. 54. from: Wednesday, March 24, 2010
  55. 55. subject: Wednesday, March 24, 2010
  56. 56. Google Wednesday, March 24, 2010
  57. 57. Google Wonder Wheel Wednesday, March 24, 2010
  58. 58. Google Wonder Wheel Wednesday, March 24, 2010
  59. 59. Google Adwords Keyword Tool Wednesday, March 24, 2010
  60. 60. Google Adwords Keyword Tool Wednesday, March 24, 2010
  61. 61. Publicaster Wednesday, March 24, 2010
  62. 62. more actions Wednesday, March 24, 2010
  63. 63. Wednesday, March 24, 2010
  64. 64. Publicaster Inbox Preview Wednesday, March 24, 2010
  65. 65. Taguchi multivariate testing Publicaster Wednesday, March 24, 2010
  66. 66. better measures Wednesday, March 24, 2010
  67. 67. Delivery rate Open rate Click rate Unsubscribe rate Complaint rate Diagnostic only Wednesday, March 24, 2010
  68. 68. Google Analytics URL Builder Wednesday, March 24, 2010
  69. 69. Google Analytics Wednesday, March 24, 2010
  70. 70. decide on a goal first then measure to it Wednesday, March 24, 2010
  71. 71. more audience more delivery more opens more actions better measures Wednesday, March 24, 2010
  72. 72. Wednesday, March 24, 2010
  73. 73. “We live or die on our database.” - Jeff Pulver (@jeffpulver) Wednesday, March 24, 2010
  74. 74. Wednesday, March 24, 2010
  75. 75. Wednesday, March 24, 2010
  76. 76. Photo credit: Dominic Wednesday, March 24, 2010
  77. 77. LAB Wednesday, March 24, 2010
  78. 78. blueskyfactory.com/optsum Wednesday, March 24, 2010
  79. 79. www.blueskyfactory.com www.christopherspenn.com @blueskyfactory @cspenn Wednesday, March 24, 2010

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