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Email: Why You Can't Ignore It

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Email: Why You Can't Ignore It

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Lorna Shepard, Noble's strategic planning director, gives a brief presentation at the e-Tourism Summit (http://www.etourismsummit.com/) on why email remains relevant in 2014.

Lorna Shepard, Noble's strategic planning director, gives a brief presentation at the e-Tourism Summit (http://www.etourismsummit.com/) on why email remains relevant in 2014.

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Email: Why You Can't Ignore It

  1. 1. eTourism Summit Email: It’s So Not Over
  2. 2. 2
  3. 3. Noble Clients 3
  4. 4. 4 Email Still Rocks
  5. 5. Why email is still relevant You can’t sign up for anything online without an email address. Americans 3.5x more likely to find life hard without email than without social media. 28% of the average workweek is spent with email. Email consumption rates continue to rise, driven by mobile. 5 “Dark social” sharing. McKinsey Global Institute, The Social Economy, July 2012 BRW How ‘dark social’ sharing could… May 2014 Pew Research Internet Project, February 2014
  6. 6. Email works across the buyer’s journey 6
  7. 7. 7
  8. 8. of US email is spam 89,000,000,000 Spam messages last week across the globe 8 Trend Micro Global Spam Map 42%
  9. 9. New in 2014 for real in 2017 Canada Anti-Spam Legislation (CASL) Encompasses email, SMS and social media messaging. 9
  10. 10. New in 2014 for real in 2017 4 Things to Keep Top-of-Mind: 1. Consent 2. Unsubscribe mechanism 3. Identification 4. Information storage and documentation 10
  11. 11. If you’re following current email best practices, you’re already probably 95% compliant with CASL. 11
  12. 12. The ESPs aren’t waiting 13
  13. 13. Mark spam + instant unsubscribe 14
  14. 14. Moving promotional emails out of the Inbox 15
  15. 15. Layered sender reputation data Internet Inbound 16 Mail Server Pass/fail Inbox Junk E-mail Quarantine Block/Delete Sender
  16. 16. Layered sender reputation data 17 Reputation Data Inbox Junk E-mail Quarantine Block/Delete Internet Inbound Mail Server Pass/fail Sender
  17. 17. The Effects 19
  18. 18. So what can a marketer do? 20 Database - Keep the house clean Build and maintain a powerful database Engagement - Focus on your relationship Engage subscribers with great content, at the right time and in the right format Optimize - Pay attention to the details Listen to your subscribers’ behavior and continually optimize
  19. 19. Database – Keep the house clean Garbage in. Garbage out. Properly set-up and manage your email marketing database for sustainable high performance. • Focus on deliverability and NOT list size: Are subscribers actually receiving your emails? • Avoid blacklists and spam traps: Keep your list clean to protect your sender reputation. • Manage list churn: What % of your database hasn’t opened an email in 12 months? • Ask the right questions: Get the information you need to personalize messaging. 21
  20. 20. The importance of your database Cool for the gents Cool for the ladies Cool for both
  21. 21. Engagement – Focus on your relationship There is 4x the amount of spam in an email inbox as desirable email. Your customers have no patience for poor messaging. 23
  22. 22. Engagement – Focus on your relationship Define a strategy Win back dissatisfied or unengaged customers, Increase site visits, Make a purchase Timing is everything Send emails based on behavioral triggers and campaign integration. Content is king It’s true on the Web and even more true in email. 24
  23. 23. Engagement – Focus on your relationship Don’t forget your landing page An email is only as good as its landing page Form matters Digital is becoming an increasingly mobile channel. 25
  24. 24. Mobile First 65% of emails are read on a mobile device. 42% of your customers read your emails on the toilet! Venturebeat: http://venturebeat.com/2014/01/22/65-of-all-email-gets-opened-first-on-a-mobile-device- 26 and-thats-great-news-for-marketers/ http://socialtimes.com/two-thirds-americans-take-smartphones-bathroom-infographic_b200869
  25. 25. Responsive = Awesome 27
  26. 26. Optimize – Pay attention to the details 28 Acquisition Delivered, Open, Click Outcome Conversion Rate Profitability Behavior Bounce Rate Cart Engagement Rate
  27. 27. Easy stuff you can do tomorrow  AVOID Subject lines: Free, Help, Percent Off, Reminder, ALL CAPS!!!!!!!!  Immediate welcome or thank you confirmation (double opt in)  In your next email: give something to get something  Run a 12 month report: see who hasn’t opened a single one of your emails • Make it easy for subscribers to update their information  Reject malformed addresses (me@hotmai.lcom)  And role level addresses (sales@company.com) 30
  28. 28. Thank you. 50 W. Liberty St., Ste. 800, Reno, NV 89501 | 775.883.6000 | noblestudios.com

Editor's Notes

  • Noble studies is an amazing example of a successful small business in northern Nevada
    Founded 11 years ago in an extra bedroom of Jarrod and Season’s home in Carson City
    Michael Thomas joined three years ago when the team was only 11 people
    Today Noble Studios has 50 team members and growing another 10% in 2014
  • To give you a little background… Noble Studios is a full service digital agency located in Reno, Nevada. We work with client across industries, but are very fortunate to live in a tourism-based region and have a true passion for destination marketing. We are also privileged to work with several amazing travel and tourism brands, including Newport Beach.
  • The Stones may be older than the hills, but they can sell out a stadium and jam for 3 hours. Rumors of emails death are greatly exaggerated.
  • Facebook, Twitter, Instagram: all need an email address
    2
    28% of workers’ tasks were spent reading and answering email, according to McKinsey
    64% of emails were opened on mobile devices in recent data.
    Estimates are that up to 80% of sharing of content is being distributed through email and text to small, off the grid user (private, personal) networks—including old-school copy and pasting into email
  • Email fulfills multiple purposes in marketing

    Drive traffic to landing pages -> Get them to Opt into Email -> Nurture them till they are ready to purchase -> Once they have purchased continue communicating with them to retain or upsell customers -> Strive to turn them into brand advocates
  • Canada: 48%
    Some countries in the 90 percents!
    But Spam isn’t anything new.
  • Image source: http://nbcolympictalk.files.wordpress.com/2013/12/sidney-crosby.jpg

    $1M - $10M fine per violation, answer isn’t to ignore Canada (23 million visits and $26B in travel spend in US in 2013!)
    Consent: affirmative, express & implied (expires after 6 months / 2 years); no opt out! Must opt in. Talk about Double Opt in; Include a description of messages you’ll be sending; Include your name and contact info (all of it); promise that can unsubscribe at any time.
    Identification: clear id of senders and any other party involved in transmission (partners)
    Unsubscribe mechanism: each message include a clear, prominent, “readily performed” method. Most email platforms’ unsubscribe methods meet the requirements. And making it easy is just the nice thing to do.
    Storage and documentation: requires storage of type of opt in (email, landing page, signup, paper, etc.); example of signup webpage; date recipient opted in; connecting IP address, if applicable
    And if you’re not already gathering this data in your database, that means your email program is probably far from optimized
  • $1M - $10M fine per violation, answer isn’t to ignore Canada (23 million visits and $26B in travel spend in US in 2013!)
    Consent: affirmative, express & implied (expires after 6 months / 2 years); no opt out! Must opt in. Talk about Double Opt in; Include a description of messages you’ll be sending; Include your name and contact info (all of it); promise that can unsubscribe at any time.
    Identification: clear id of senders and any other party involved in transmission (partners)
    Unsubscribe mechanism: each message include a clear, prominent, “readily performed” method. Most email platforms’ unsubscribe methods meet the requirements. And making it easy is just the nice thing to do.
    Storage and documentation: requires storage of type of opt in (email, landing page, signup, paper, etc.); example of signup webpage; date recipient opted in; connecting IP address, if applicable
    And if you’re not already gathering this data in your database, that means your email program is probably far from optimized
  • Image source: http://2.bp.blogspot.com/-6vAPjysB7dQ/UF8VYJ0nCbI/AAAAAAABvkQ/xduGgPjF39g/s640/Post+office,+Washington+D.C.,+1942.jpg
  • It is SO easy to mark as SPAM:
    Essentially, in one step: mark as spam and unscubscribing
    It’s like they’re breaking up with you through a friend AND talking shit about you. Ouch.
  • Bad news, no predictable magic tricks.
    Customers / recipients need to indicate you don’t belong in the promotions tab (more about this in the Pain Points session tomorrow)
    But your sender score or rating, is going to have a greater affect, ongoing.
    Dynamic RSS feed based emails will most likely end up in promotions tab (or junk or spam folders)
    It’s not just you: brands like GoPro, United Airlines and even Google Play ended up in promotions tab
  • The old days: server sent the email to your client with Authentication: Yeo, you’re the Academy of Sciences, your IP record checks out, you’re in!
    Internet Service providers control spam and content at the pipe level
  • A more recent layer of inbox protection: How many emails are you sending / month?
    How many are unsubscribing from your emails?
    How many of your emails are getting flagged as spam?
    ESPs are trying to help us avoid trouble with post masters and tools to help their clients manage their reputations.
  • This is a glance at the last 3 weeks before the Tabbed inbox was launched and the first few weeks after launch
    Gmail’s weekday open rates dropped from about 13%+ to just over 12%--and held steady
  • Gmail’s open rates are DOWN about twice as much as other ESPs’
  • Being compliant and having a solid email program is like maintaining a happy marriage…
    Ru
  • Image source: http://www.adolfhoepfl.com/wp-content/uploads/2013/12/GiGo.jpg

  • 54% of Millennials will give data to a business if it meant they don’t waste my time with offers that are not relevant,
    Understanding the Millennials, SDL, 2014
    According to a recent report from Simple Relevance, Only 10% of emails that US marketers are sending are personalized.
    http://m.marketingprofs.com/charts/2014/26122/the-email-strategies-of-20-top-retailers?adref=nlt100114
    At a minimum, gather Gender,
    Location (don’t send an offer for this weekend if they live 2,500 miles away)
    Past behavior, visits or purchases
    Birthday!
  • http://cdn2.content.compendiumblog.com/uploads/user/578bc64c-d410-4566-a30f-d4f37afcd4c0/c0c3b733-b018-4fac-a924-716909cdba4a/Image/4303cd9439e5c9ac33a927574f69cff5/business_relation_b.jpg
  • Define Strategy: set a goal for a campaign, for every send
    Timing: If you’re promoting it in another channel, promote it in email—and give your subscribers better access, offers
    Content: original content adds more value for your subscribers, Images can be great (but they generally will put you in the promotions tab)
  • Landing pages: if your email is mobile responsive, so should your landing page
    It should look as awesome as your email and look like it came from the same brand
    Multiple landing pages based on who in your database clicks is a great strategy (Marketo and Hubspot make this easy)
  • Image: Image source: http://images.gizmag.com/hero/stealth-toilet.jpg
  • Mobile aware works too, but increasingly, we’re expecting email and landing pages and websites to look awesome on our smartphones.
  • Acquisition: where most are focusing, exclusively—this is the bear minimum
    Most overlooked - Behavior: What are they doing once they click through: are their behaviors aligned with your goals? It doesn’t have to be a purchase—it can be loyalty (time on site and pages visited), engagement (they viewed and shared a video)
    Outcome: This is where you’ll measure ROI of email, not just did they get my email
    We call this Tip to Tail Analytics.
    TO GET THE FULL PICTURE: DOWNLOAD AND BLEND ALL THIS INFORMTION:
  • Tell don’t sell
  • Let’s add a slideshare link? Blog link?

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