5 Trends Changing Business - San Diego AMA Event

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  • Before I start … Each year ExactTarget publishes new editions of our Subscribers, Fans and Followers research series. The most recent edition, our 21st, 2013 Global Stats Executive Summary, where we share stats on email, mobile, social and the web from our 7 offices around the globe.You can visit exacttarget.com/SFF to download it or any of the other additions that you see here.
  • Email has survived more “guru”-predicted, near-death experiences than any other medium. The lesson, “_____ Is Dead” proclamations are foolish in a world fragmented by channels and devices. There’s more than enough room for everyone. This should calm some content marketing nerves who woke up to “Blogging Is Dead” headlines earlier this year. But it should also serve as a cautionary tale about beating a dead subject line. “_____ Is Dead” headlines are clearly provocative, linkbait. However, if you ride such waves too late or with a faulty premise, you run the risk of sending “rolling eye content” and losing your credibility. Don’t sacrifice accuracy for provocation.
  • Email has survived more “guru”-predicted, near-death experiences than any other medium. The lesson, “_____ Is Dead” proclamations are foolish in a world fragmented by channels and devices. There’s more than enough room for everyone. This should calm some content marketing nerves who woke up to “Blogging Is Dead” headlines earlier this year. But it should also serve as a cautionary tale about beating a dead subject line. “_____ Is Dead” headlines are clearly provocative, linkbait. However, if you ride such waves too late or with a faulty premise, you run the risk of sending “rolling eye content” and losing your credibility. Don’t sacrifice accuracy for provocation.
  • “Businesses need to be able to truly serve the individual.” Well said. Traditionally, marketer have targeted groups of customers; a select audience.Marketers are now shifting their focus to targeting individuals; the individuals that exist within a select audience.
  • Responsive design has moved from a nice to have to a must have. The increased, everyday importance and use of mobile in our lives requires us to design to meet customer expectations.And their number one expectation is that there be no pinching required to read what we are trying to sell them or tell them. Any effort needed to pinch-in or zoom-out is not worth the value they may find in your hard to read email … another lost subscriber, another lost opportunity.
  • Lowe’s email is very tablet-friendly. Even their navigation bar is touch-friendly. They limit their product grid to two columns wide, use large text and big buttons. They also use plenty of white space to boost contrast and make the text easier to read.They also use plenty of white space to boost contrast and make the text easier to read.
  • emails are still desktop-oriented. They’re very long, use small text, and have a 5-column wide product grid.
  • emails are still desktop-oriented. They’re very long, use small text, and have a 5-column wide product grid.
  • The email clients that block images by default have been struck through, but it’s changing all the time.
  • The email clients that block images by default have been struck through, but it’s changing all the time.
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  • This 2011 B&H email uses great defensive design techniques like HTML text and alt text,…
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  • emails are still desktop-oriented. They’re very long, use small text, and have a 5-column wide product grid.
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  • OK, last but not least: dataLet’s go back to what I said at the start of this chat: marketers used to target a select audience; now they need to shift their focus to target individuals within a select audience. Relevance is everything.
  • OK, last but not least: dataLet’s go back to what I said at the start of this chat: marketers used to target a select audience; now they need to shift their focus to target individuals within a select audience. Relevance is everything.
  • image server failed so no images were displayed.
  • image server failed so no images were displayed.
  • image server failed so no images were displayed.
  • image server failed so no images were displayed.
  • image server failed so no images were displayed.
  • image server failed so no images were displayed.
  • “Businesses need to be able to truly serve the individual.” Well said. Traditionally, marketer have targeted groups of customers; a select audience.Marketers are now shifting their focus to targeting individuals; the individuals that exist within a select audience.
  • 5 Trends Changing Business - San Diego AMA Event

    1. 151 Slides 45 Minutes
    2. 93% of U.S. online consumers are email subscribers, and receive at least one permission-based email each day.
    3. 66% of U.S. consumers have made a purchase as a result of an offer received by email.
    4. 75% of social media users say email is the best way for companies to communicate.
    5. 77% of U.S. Consumers prefer to receive permission- based promotional offers via email.
    6. 49% of consumers want a seamless shopping experience across all channels. Accenture
    7. 43% of all emails sent are now opened and read on a mobile device. Return Path
    8. 63% of US consumers say they delete emails immediately if they are not optimized for mobile. Return Path
    9. 1 in 3 consumers use their mobile phone to research products in-store. Cisco Internet Business Group
    10. 47% of all emails sent are now opened and read on a mobile device. Return Path
    11. 63% of US consumers say they delete emails immediately if they are not optimized for mobile. Return Path
    12. Great defensive design techniques like HTML text and alt text.
    13. Mothercare uses styled alt text and background colors for most of the effect, but also uses mosaic color blocking to recreate the stroller image.
    14. 41% of consumers buy more from retailers who send personalized emails based on past buying behaviors. Return Path
    15. 85% of consumers know that websites track their online behavior, but understand that tracking enables companies to present offers and content that match their interests.
    16. First Time Visitor
    17. Click One Product
    18. Personalized Home Page
    19. Personalization Served in Real-Time
    20. When you start to farm and not HUNT for new customers. You’ll harvest them for life.
    21. Your marketing should be tailored first and foremost to your current customers and employees.
    22. • 29 years old • Married • Mother of a five-year-old daughter and a two-year-old son • Elementary School Teacher • Long-time catalog customer and Facebook Fan but not a current subscriber • Has a monthly 'neighborhood knitting night' which is really just a reason for Stacie and the rest of the ladies to drink wine and catch-up while their spouses watch the kids Consumer Journey Meet Stacie
    23. When the shipment arrives she notices that the packing materials contain a post card publicizing a sweepstakes She types in the URL for the landing page and is redirected to the contest’s SocialPages on Facebook Stacie bought the heart cookie cutter set because she is making cookies for her class at school Enter our sweepstakes! cookstore.com/enter Web purchase
    24. Social Capture Stacie enters the contest and selects the option to opt-in to promotional messages from the retailer so that she can be the first to find out about similar offers Email Address: stacie@portland.net Thanks for entering! Tell us more!
    25. Web Customization Since Stacie entered a contest relating to a cookbook, we drop her into the Cookbook section of Cook’s Tool area of the site Cookbooks Stacie uses guided selling tools to look for other related cookbooks Find a Cookbook 1. What kind of food do you want to make? She browses items, even adding a cookbook to her cart Add to cart Fresh + Fast Cooking But decides not to purchase Find a Cookbook 2. How experienced are you with cooking? Find a Cookbook 3. How much are you wanting to spend?
    26. Email Recommendations Triggered email sends a remarketing message for the cookbook based on Stacie’s web behaviors Remember this book? Promo Code Fresh + Fast Cooking Stacie reads the email at workbut accidentally deletes it
    27. Social Interaction Stacie Smith @StacieSmith @CookStore I accidentally deleted my coupon. Can you help? CookStore @CookStore @StacieSmith Sorry to hear that Stacie, we have resent the email to you. Let us know if there is anything else we can do for you.
    28. In-Store Purchase Stacie stops by the mall and buys the recommended cookbook with her promo code. She requests an eReceipt The eReceipt contains a bounce back offer with upsell opportunities eReceipt $20.71 Fresh + Fast Cooking Thanks for your purchase! Have you seen these?
    29. Email Personalization 7 days after her cookbook purchase, Stacie receives an automated rating/review email She is also invited to join the cookbook club Review your purchase Fresh + Fast Cooking Triggered Send +7 days Join our Cookbook Club! Triggered Send +14 days She joins and adds her mobile number to her profile so she can receive mobile alerts about local cookbook club events Stacie Smith’s Profile
    30. scrapbooking Mobile Promotion Based on her preferences Stacie can receive an SMS alert about an upcoming local event Or receive an email about an upcoming event Cookbook Club Newsletter February baking music reading Cookbook Club Event at NW23 & Flanders this Friday. bit.ly/a3m4
    31. Stacie’s Consumer Journey Email Address: stacie@portland.net Add to cart Fresh + Fast Cooking @CookStore Review

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