Optimizing Your Product Launch Through Email
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A quick deck that covers data points around why product launches are so important, how email can be a major marketing lever, and becnhmark data that will guide time of day and day of week by industry
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Optimizing Your Product Launch Through Email
- 1. Driving Revenue With Email
- 2. Product Launch Success with Proven Email Tactics Nathan Matuska Sr. Marketing Consultant, Evantage Consulting December, 2013
- 3. How would you like to triple your email revenue?
- 4. When I ran an email marketing team, we DID! Year 1 Year 2 Year 3 Digital River’s marketForce team tripled email revenue in 3 years.
- 5. How did we do it? Some tactics included: Focusing on product launches Investing in the email program Targeting our audience Optimizing sends by industry (time of day, day of week)
- 6. Why is the product launch important? Product launch campaigns tend to generate 50% or more revenue than standard campaigns! Email sales can generate over 40% of ALL online sales
- 7. Let’s look at some of the data we used…
- 8. Many companies are investing more money into their email programs •39% of companies in the retail/ecommerce space are increasing email budget. •38% in computer hardware/software space. Source: Marketing Sherpa, Email Benchmark Guide 2010
- 9. In fact, email and social marketing are experiencing the most growth Source: Marketing Sherpa, Email Benchmark Guide 2010
- 10. Know your target demographic Online Activity Use Email Use Search Engines Research Products Rate a Product 18-32 33-44 45-54 55-63 64-72 All Online Adults 73+ 94% 93% 90% 91% 79% 79% 91% 90% 93% 90% 89% 85% 70% 89% 84% 84% 82% 79% 73% 60% 81% 37% 35% 29% 30% 25% 16% 32% •78% of people share something through the internet by emailing a link. •22% use social media as the primary way of sharing. Source: Marketing Sherpa, Email Benchmark Guide 2010
- 11. In a typical year, we sent 750 million marketing emails We had a lot of data to analyze!
- 12. What is the best day of week to send an email? (1 of 2) Weekend purchase activity has increased in the Software segment. Sunday is by far the best time for B-to-C in the Internet Security segment.
- 13. What is the best day of week to send an email? (2 of 2) Gaming continues to sell most on the weekends. Mid-week seems to be the best time for Consumer Electronics.
- 14. What is the best time of day? (1 of 2) Software Best times seem to be the core business day PST. Internet Security Strong spike in the early morning due to European sales.
- 15. What is the best time of day? (2 of 2) Gaming Stronger sales late night and early morning than other verticles. Consumer Electronics Best times seem to be the core business day PST.
- 16. Follow Nathan Matuska: Twitter: @analytics_nerd Blog: analyticsnerd.net Email: nmatuska@evantageconsulting.com
Editor's Notes
- Continuing to see more competition for the inbox. Need to be much smarter about mailing activity.
- Budget increase in Email and Social Media. Note: Social media isn’t replacing email. It can be used as a way to extend the reach of email.
- Email still has a wide reach, touching more than 90% of all online adults.
- Shift in purchasing behavior in software. Was stronger during the weekdays, but weekend purchases are increasing.