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The State of Email 2012Kate Pietrelli, Marketing Director at World Golf TourKara Trivunovic, Global Director, Strategy and...
Brief Introductions• World Golf Tour is the largest online golf  property in the world     • Over 2M unique and 5M monthly...
Brief Introductions                                • A leading provider of online marketing                               ...
LIFECYCLE MARKETING DEFINED:The ability to reach the right person,with the right message at the right time throughmarketin...
Analysts Are Driving Brands to Adopt Lifecycle Marketing                      “Through 2014, marketing organizations that ...
StrongMail Customer Success Stories            Travelocity’s Low Fare Alert generates conversions that            are 300%...
BUSINESS GOAL:Engage, re-engage and re-activate players atcritical touch points throughout the customerlifecycle
Dead on Arrival CampaignGoal:•   Targeted emails to brand new    but inactive players    (aka, Dead on Arrival)Approach:• ...
Engagement CampaignGoal:•   Targeted series of emails to new    players in first 30 daysApproach:•   Test messaging and ti...
Winback CampaignGoal:•   Re-activate players after 3-6 monthsApproach:•   Segment audience•   Test messaging and offersTak...
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ad:tech - The State of Email 2012

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With so many communications channels in place for reaching today’s customers, it’s important to focus your email efforts with better targeted, segmented smaller sends that are relevant and personalized to your audience. Whether you’re a small shop or a major brand, how do you get the most out of your email efforts? Email must become more relevant to the right audience as content-quality tools are making it imperative that you segment your lists. But where do you start? Are you optimizing your messages for mobile delivery? Are you using email automation tools to trigger those messages that nurture leads? Join our Email Marketing Master, Drew Bailey of FedEx Services as he shares where email is headed in 2012 and invites marketers to share case studies that examine key factors such as quality content, automation and deliverability that brands need to master to be successful.

Key Takeaways:

- Discover how to send trigger email messages to follow up on an inquiry, send timed promotions and upsell a customer

- Hear from real-world case studies to gain best practices for your email marketing efforts

- Understand how users interact with the inbox to maximize your delivery rates

Published in: Business, Technology
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ad:tech - The State of Email 2012

  1. 1. The State of Email 2012Kate Pietrelli, Marketing Director at World Golf TourKara Trivunovic, Global Director, Strategy and Marketing Innovation at StrongMail
  2. 2. Brief Introductions• World Golf Tour is the largest online golf property in the world • Over 2M unique and 5M monthly visits on Web and Facebook games• The most engaged sports audience on the web • Over 35 minutes average time on site • 54% of active players play over 5 hours per month• Audience is male sports fans • 98% male, 67% married, 74% college- educated, 44 median age Kate Pietrelli • Attractive online advertising and sponsorship platform Marketing Director kate@wgtmedia.com• Player engagement relies heavily on email marketing @katepietrelli • Over 7M monthly emails, using StrongMail since 2011 • 50% daily transactional emails & 50% weekly marketing emails
  3. 3. Brief Introductions • A leading provider of online marketing solutions for email and social media, catering to mid-large size enterprises. • Message Studio provides seamlessKara Trivunovic integration to data and applicationsGlobal Director, Strategy and • Social products enable marketers to Marketing Innovation launch direct response campaigns andktrivunovic@strongmail.com identify key influencers and brand@ktrivunovic advocates. • Agency services organization partnering with client to achieve greater success
  4. 4. LIFECYCLE MARKETING DEFINED:The ability to reach the right person,with the right message at the right time throughmarketing automation.
  5. 5. Analysts Are Driving Brands to Adopt Lifecycle Marketing “Through 2014, marketing organizations that utilize inbound and event- triggered techniques will see a 600% higher response rate, compared with traditional outbound campaigns.” - Top Seven CRM Marketing Processes for 2011, Analyst: Kimberly Collins “This relevant email messaging works — IHG’s dynamically triggered pre- stay email averages a 50% open rate and a 20% click-through rate.” - Case Study: InterContinental Hotels Group Consolidates Email And Data Management, Analyst: Shar Van Boskirk “Borders implemented a triggered series of welcome messages with time-based discounts that encouraged a trip back to the offline stores; this increased the transactional value of email subscribers to 38% higher than non-email subscribers.” European Practice - European Email Marketing In 2011, Analyst: Lucilla DeSarlo “Marketing automation can streamline email marketing efforts and methodically grow customer lifetime revenue, permitting companies to free up their sales and marketing teams to focus on new business.” - Customer Lifecycle Email Campaigns See Better Engagement, June 30, 2011
  6. 6. StrongMail Customer Success Stories Travelocity’s Low Fare Alert generates conversions that are 300% - 400% higher than other conversion programs. FootSmart generates an incremental $750K annually from one right-time email stream. (Cart Abandonment) InterContinental Hotels Group has increased annual revenue by 16% since migrating their email programs to a customer-centric, right-time strategy. Gamers First doubled their customer base in the first year of using StrongMail for lifecycle email marketing.
  7. 7. BUSINESS GOAL:Engage, re-engage and re-activate players atcritical touch points throughout the customerlifecycle
  8. 8. Dead on Arrival CampaignGoal:• Targeted emails to brand new but inactive players (aka, Dead on Arrival)Approach:• Segment audience• Test messagingTakeaways:• Don’t accept ‘dead’ for an answer• Identify key factors in initial engagement issues
  9. 9. Engagement CampaignGoal:• Targeted series of emails to new players in first 30 daysApproach:• Test messaging and timingTakeaways:• Critical time to re-engage players• Always be testing
  10. 10. Winback CampaignGoal:• Re-activate players after 3-6 monthsApproach:• Segment audience• Test messaging and offersTakeaways:• Offer high engagement incentives• Measure ROI

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