3 Email Marketing Must Dos For 2010

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Given that most marketers have limited resources, budget and time, where should your team focus its energies in 2010 to maximize ROI and have email play a more significant role in your company's success? This Webinar covered 3 key areas that email marketers will need to focus on in 2010, or risk seeing more sophisticated competitors pass you by:

Leverage the Data
Engage With Customers/Subscribers
Automate and Optimize

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  • 52% Open Rate (Nearly 150% higher than broadcast average) 13.8% Click through rate (125% higher than broadcast average) 10% higher conversion rate and slightly higher average order value.
  • 30% Open Rate (40% Higher than Broadcast average) 7% Click through rate (18% Higher than broadcast average) 15% Higher conversion rate than overall average Surprisingly slightly lower than average order value
  • Apple does it right – personalizedupsells with images on the right navUse the real estate – order more stuff, get more recommendations. When mixing Marketing content with Transactional:Keep the transactional portion front and centerKeep the design simple and don’t overdo it on the products and offersLeverage the info obtained by the orderFrom marketingSherpa email marketing Benchamark guide 2009, p 159
  • Double-down on the cross sell – apparently not customized to my order but better than nothing.
  • 3 Email Marketing Must Dos For 2010

    1. 1. Your 3 “Must Dos” for Email Marketing in 2010<br />
    2. 2. Speakers<br />Richard Evans<br />Senior Manager, Product Marketing<br />Silverpop<br />Moderator<br />Loren McDonald<br />VP, Industry Relations<br />Silverpop<br />
    3. 3. Email Has Been “Easy Pickens,” Like…<br />
    4. 4. …but…it is getting tougher.<br />
    5. 5.
    6. 6.
    7. 7.
    8. 8. Real-time expectations<br />
    9. 9. Multiple Inboxes<br />Web Browser<br />Web Version<br />PC client<br />Mobile Client<br />Social Network<br />RSS Feed<br />
    10. 10. So 3 Must Dos in 2010<br />Leverage the Data<br />Engage With Customers/Subscribers<br />Automate and Optimize<br />
    11. 11. Buckle Up!<br />
    12. 12. Leverage the Data<br />
    13. 13. It is all about the data…<br />Collect<br />Observe behavior<br />Act<br />
    14. 14. My Expectations:<br /><ul><li> Birthday wish and/or coupon
    15. 15. Age-based content/offers
    16. 16. Gender-based content/offers</li></li></ul><li>Data Is the Foundation of Relevance<br />
    17. 17. Preference Centers<br />
    18. 18. Why Preference Centers?<br />
    19. 19. Preference Center Touch Points<br />
    20. 20. Society of London Theatre<br />
    21. 21. Targeted communications based on age<br />Under 26 targeted mailings <br />Age centric subject line <br />Sent to recipients under 26 years<br />Open rates around double average open rates<br />Mailing for the over 50’s<br />Targeted discount offer<br />Open Rates 75% above average open rate<br />
    22. 22. Sky Europe – Sign Up<br />
    23. 23.
    24. 24.
    25. 25. Capture Only Data You’ll Use<br />
    26. 26. Happy Birthday<br /><ul><li> 52% Open Rate
    27. 27. 13.8% CTR
    28. 28. 10% higher conversion rate
    29. 29. Slightly higher AOV</li></li></ul><li>Gather feedback – use surveys<br />
    30. 30. Maintenance Follow-Up Survey<br />Determine whatis working<br />
    31. 31. Engaging With Surveys<br />Surveys<br />Move-In (day-14)<br />5 Month (day-150)<br />Move-out<br />Maintenance Follow-up<br />Objectives<br />Build Good Will<br />Identify Issues<br />Identify Net Promoters<br />Results<br />25% Participation<br />Increased Satisfaction<br />Irvine Company<br />
    32. 32. Leverage Behavioral Data<br />
    33. 33. Fabric.com Segments List by Purchasing Habits<br />Customers<br /><ul><li>Active – Buying, opening and clicking regularly
    34. 34. Semi-Active – Buying, opening and clicking occasionally
    35. 35. Inactive – No longer buying, opening and clicking</li></ul>Prospects <br /><ul><li> Active – Opening and clicking regularly
    36. 36. Semi-active – Opening and clicking occasionally
    37. 37. Inactive – No longer opening or clicking</li></li></ul><li>Purchase Anniversary<br /><ul><li>30% Open Rate
    38. 38. 7% Click through rate
    39. 39. 15% Higher conversion rate than overall average</li></li></ul><li>Re-engage subscribers before it is too late.<br />
    40. 40. Engage With Customers/Subscribers<br />
    41. 41. Manage Expectations<br />
    42. 42. Subscriber Expectations<br />Privacy/Permission<br />Brand<br />Other communications<br />Content<br />Frequency<br />Format<br />Subscription management<br />Relevance and personalization<br />
    43. 43. Welcome Emails<br />
    44. 44. Within two months of opt-in, the open rate typically falls 20% to 25%.<br />Source: MarketingSherpa<br />
    45. 45. Bring the Flowers<br />
    46. 46.
    47. 47. Welcome Email Ecommerce Case Study<br /><ul><li> Text
    48. 48. Single email
    49. 49. IT Generated
    50. 50. No marketing messaging
    51. 51. HTML
    52. 52. 2-part email series
    53. 53. Marketing generated
    54. 54. Promotions, education</li></ul>75% increase in conversions<br />
    55. 55. Create content that is shareworthy<br />
    56. 56. Social Email is the New Viral<br />
    57. 57. Share to Social/SWYN in Email<br />Increased views, clicks<br />Reach new audience<br />Obtain new subscribers<br />Viral buzz<br />Increased ROI<br />Most valuable sharers<br />
    58. 58. “Dough” + Valentine = Shareworthy<br />
    59. 59. Content that is Engaging & Human<br />
    60. 60. Unexpected content<br />
    61. 61. Incorporating Social Aspects Within Emails<br />Comments<br />User ratings<br />Top read, top purchases, etc. <br />
    62. 62. Email That Educates & Sells<br />
    63. 63. I’m Too Sexy for My Subject Line<br />
    64. 64. Like, Awesome Dude!<br />
    65. 65. <ul><li> Personal reviews/ comments from staff members
    66. 66. While not objective, puts real people behind the products and emails</li></li></ul><li>Re-engage<br />
    67. 67. 25% to 80%+ of your list<br />is “inactive”<br />
    68. 68. Don’t Wait, Be Proactive<br />
    69. 69. Dell Reengagement Email<br />
    70. 70. Re-engagement Series<br />
    71. 71. Re-engagement Series Results<br />Performed abysmally (not unexpected)<br />5.8% Open rate<br />1.8% click through rate<br />1-2 orders per fiscal quarter<br />So why bother…<br />
    72. 72. Verifies email address is no longer of valueandImproves list quality / deliverability<br />
    73. 73. Deliverability Reputation<br />
    74. 74. The future of deliverability is <br />managing reputation at the <br />individual level.<br />
    75. 75. Evolution of Spam Filtering<br />No Email Boundaries<br />Personal Preference<br />Border Patrol<br />Stone Walls<br />Picket Fences<br /><ul><li>Consumer Relevancy
    76. 76. ISPs adopt adaptive learning models and determine delivery based upon consumer preferences – both explicit AND learned
    77. 77. Reputation
    78. 78. If you have a good reputation in the eyes of the ISPs your mail will be delivered
    79. 79. Authentication
    80. 80. ISPs use Authentication to help reduce false-positives
    81. 81. Blast and Spray
    82. 82. All emails were welcomed by ISPs and consumers
    83. 83. Whitelist & Blacklist
    84. 84. ISPs incorporate basic spam filtering techniques to thwart spam</li></ul>ISPs will continue to adapt their filters and other technology to mirror end user preferences<br />The progression of spam filtering<br />Source: Pivotal Veracity<br />
    85. 85. 20 Emails in 22 Days<br />Free Shipping<br />20% off<br />$5, $10 off<br />
    86. 86.
    87. 87. Value-Added Message Streams<br />Notifications<br />Alerts<br />Reminders<br />Aggregators<br />Confirmations<br />Updates<br />Closeouts<br />…and more<br />
    88. 88. Wine of the Day - Cadence<br />
    89. 89. Provide alternatives to leaving<br />
    90. 90. Why Recipients Opt Out<br /><ul><li> Too Frequent
    91. 91. Irrelevant Content/Offers
    92. 92. Also, lack of email address change functionality</li></li></ul><li>Promote Alternatives In the Email<br />50% of one company’s subscribers stay when presented <br />with alternatives to unsubscribing! <br />
    93. 93. 3 Key Options<br />
    94. 94. Automate and Optimize<br />
    95. 95. Why automate?<br />
    96. 96.
    97. 97. Automation to the rescue!<br />
    98. 98. Use Triggers: Cart-Abandonment/Reminders/Etc<br />
    99. 99. Swatch Order Reminders<br />
    100. 100. Open, CT and Conversion Rates that are MORE THAN DOUBLE broadcast email rates<br />Average Order Value is 53% HIGHER<br />
    101. 101. Cart Abandonment Emails<br />52% Open Rate<br /> 27% CTR<br />
    102. 102. Click-Through Rates that are 350% higher than broadcast email rates<br />Average Order Value is 10% HIGHER<br />Conversion rates 50% higher than broadcast<br />
    103. 103. Send Time Optimization<br />
    104. 104. Time Variables Are Endless<br />
    105. 105. Send Time Matters Most…<br />Because we are all individuals<br />
    106. 106. The Right Time Of Course Is…<br />…when each individual recipient is <br />most likely to respond: <br />The time when they consistently <br />open and act on your emails. <br />
    107. 107. For Silverpop Clients<br />
    108. 108. Send Time Optimization Results<br />The Test:<br />Group 1 received emails at 9am <br />Group 2 received emails based on the time of their last open.<br />Results:<br />Open rates increased 6%<br />Total revenue generated increased 52%<br />Average value per order grew 47%<br />
    109. 109. Manual Approach<br />Export your email data from a recent send<br />Group recipients by their open time<br />Test your next send<br />50% get the email at the standard time<br />50% get it at the hour of day they last opened <br />
    110. 110. Transactional Messages – Leverage Non-Marketing Emails<br />
    111. 111. Marketing Content in Transactional Messages - Benefits<br />One Silverpop client estimates that email is <br />64 X cheaper than a phone call<br />Graph Source: Jupiter Research “The Transactional Messaging Imperative,” 2008<br />n=200 email marketers, US<br />
    112. 112. Transactional Email Can Engage Too<br />
    113. 113. The Old IT Approach <br />
    114. 114. Dynamic Promotional Content Based On Purchase<br />More real estate? More offers!!<br />Customized cross-sell offers<br />
    115. 115. Promotional Content Doesn’t Have to be Customized<br />Main message clearly communicated in subject line and top of message<br />Great HTML Layout<br />Order details <br />Same promotional content reiterated<br />
    116. 116. Landing Pages<br />
    117. 117. Email without a well-designed <br />landing page/Web site is like….<br />…a day without revenue <br />or conversions.<br />
    118. 118. Netflix Landing Page<br /><ul><li>Scannable headline
    119. 119. Bulleted copy covers key information
    120. 120. Pricing info in large graphical button
    121. 121. Simple form – just what’s needed
    122. 122. Visual 1-4 steps</li></li></ul><li>Testing<br />
    123. 123. Only 40 percent of email marketers test their campaigns on a regular basis.<br />Jupiter Research, 2008<br />
    124. 124. …those who did were rewarded by an average 25 percent improvement in response rates. <br />Jupiter Research, 2008<br />
    125. 125. Are you leaving money on the table?<br />
    126. 126. Example - College Colors Day Promotion<br />Stamps.com team debated using image of a fan in the email<br />VS.<br />
    127. 127. Real-time Content Testing<br />A/B image-based assets are served in real time<br />When winner is determined, winning asset served to all recipients<br />VS.<br />
    128. 128. Real Time View<br />example<br /><ul><li>In this example, they didn’t see a significant difference in conversion, they did see a difference in sales (customers ordered larger quantities).</li></li></ul><li>Things to Test<br />Subject lines<br />Time of day/day of week<br />Short vs long<br />Opt-in forms/page layout<br />Re-engagement offers<br />Share-to-social<br />User generated content<br />Layout<br />Button design<br />Etc…..<br />
    129. 129. Go for it!<br />
    130. 130. Resources / Contact Information<br />
    131. 131. Resources<br />Resource Center<br />White papers<br />Webinars<br />Blogs<br />Case studies<br />Newsletters<br />http://www.silverpop.com/marketing-resources/index.html<br />Many presentations on SlideShare<br />www.slideshare.net/Silverpop<br />
    132. 132. Next Webinar<br />January 21<br /> 2 pm ET/11 am PT<br />Tentative Topic: <br />Video and Email<br />
    133. 133. Contact Information / Q & A<br />Richard Evans, Silverpop<br />revans@silverpop.com <br />Twitter: @rlevans<br />Twitter: @silverpop<br />Loren McDonald, Silverpop<br />lmcdonald@silverpop.com<br />Twitter: @LorenMcDonald<br />Twitter: @silverpop<br />
    134. 134. Thank you!On Twitter: @Silverpopwww.slideshare.net/silverpopwww.silverpop.com<br />

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