Customer Engagement: The 2010 Email Marketing Imperative<br />Loren McDonald<br />VP, Industry Relations<br />Follow on Tw...
#4<br />If they were countries…<br />#1<br />
Email is the #1 way consumers want to be communicated to by businesses.<br />Microsoft/Hotmail<br />
So, Email Engagement…<br />What’s all the fuss?<br />
Social Media Explosion<br />
Mobile / Small-Screen Devices<br />
Some Consumers are Tuning Out<br />25% to 80%+ of your list<br />is “inactive”<br />
Customers Have the Last Word<br />
“Retention is the new acquisition.”<br />Joseph Jaffe<br />
The customer-led and social <br />revolution has ushered in…<br />
…the need for companies to better Engage with their Customers and Prospects…<br />
..and Deliver the <br />Right Message<br />at the<br />Right Time<br />
Because Hope is Not a Strategy<br />
Relevant Emails Rock!<br />Note: Metrics and salary costs based on JupiterResearch executive survey. Broadcast assumes $3 ...
3 Keys to Better Engagement<br />
Data as the Foundation<br />Explicit Data<br />Implicit Data<br />
Content as the Value <br />
Automation and <br />Rule sets as the Enablers<br />
Data is the Foundation<br />
No Data, No Relevance<br />Logical data capture<br /><ul><li> Gender
 Marital status
 Age ranges on signup
 Wedding anniversary
 Significant other’s birth date</li></li></ul><li>26th Anniversary…and I get This?<br />How About Product Selection & Cont...
 Married
 Kind of old guy
 Married 26 years</li></li></ul><li>Explicit and Implicit Data Types<br />
Why Preference Centers?<br />
Explicit Data/Preferences<br />
Behavior-Based Segmentation<br />Customers<br /><ul><li>Active – Buying, opening and clicking regularly
Semi-Active – Buying, opening and clicking occasionally
Inactive – No longer buying, opening and clicking</li></ul>Prospects <br /><ul><li>  Active – Opening and clicking regularly
Semi-active – Opening and clicking occasionally
Inactive – No longer opening or clicking</li></li></ul><li>Engaging Content <br />
Old Rule:<br />Sell the sizzle, not the steak.<br />
New Rule:<br />Educate with grilling tips, recipes and wine pairing.<br />
Content that is Engaging is…<br />
Surprise & Delight<br />
Leverage Reviews<br />
Recommendations<br />
Cross Sell / Upsell<br />Best Practice:<br />Recommend accessory items<br />or complementary items for each product in car...
Sell by Educating<br />
Be Human – Incorporate Personality (I’m Too Sexy for My Subject Line)<br />
Be Helpful<br />
<ul><li> Personal reviews/ comments from staff members
  While not objective, puts real people behind the products and emails</li></ul>Be Relatable<br />
“Doughboy” + Valentine = Shareworthy<br />
Lifecycle / Automated Emails<br />“Set it and forget it”<br />
Question is not What is the optimum frequency?, but How do we send more relevant emails, more often but with fewer resourc...
Triggered Emails:<br />3-5% of email volume<br />45% of profits<br />Orbitz<br />
         Automated Email Program <br />
Within two months of opt-in, the open rate typically falls 20% to 25%.<br />Source: MarketingSherpa<br />
Welcome emails may be the most important email you will ever send.<br />
Bring the Flowers<br />
Welcome to the Tafford Community<br />
Three Reasons You Will Love Tafford + A Special Offer<br />
Personalize Your Tafford Experience<br />
2009 Welcome Series Indexed Results…<br />Welcome #1 Performs 6X Better!<br />
Happy Birthday<br /><ul><li>  52% Open Rate
 13.8% CTR
 10% higher conversion rate </li></li></ul><li>
2009 Birthday CampaignIndexed Results…<br />Almost 25X better…<br />
  Product Review Email<br />14% of those who click place another order <br />Second highest conversion rate next to Abando...
Thank You<br />60% higher conversion rate than overall broadcast average<br />
Purchase Anniversary<br />15% higher conversion rate than average from broadcast messages<br />
Multiple Opportunities in the Funnel<br />
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Customer Engagement Email Marketing eMA

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By most measures, email marketing continues to provide the highest ROI of all marketing channels. However, the explosion of social media and mobile, changing consumer uses of communications and overloaded inboxes dictate that email marketers must take their program to a higher level in 2010 and beyond.
Increasing customer engagement is the most critical strategy that email marketers must focus on in this changing environment. With most companies faced with limited resources, where should your efforts be focused in 2010? This session presented at the eMA conferenc in San Fracisco on April 22, 2020, makes the case for a number of initiatives and tactics; provides both good and bad examples; and recommended best practices that attendees can put into practice. Areas covered included:

• Preference centers and data collection
• Welcome email programs
• Incorporating user-generated content, reviews and recommendations
• Frequency and value-add message streams
• Behavior and event-triggered emails
• Remarketing and shopping cart abandonment emails

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  • So inthis changing landscape The idea of companies pushing out marketing messages to reach customers or even companies waiting for customers to find them is not enough on its own
  • crafting these highly relevant messages empowers you to more effectively engage customers and can generate nine times more improvement in revenue and as much as 32 times more improvement in net profit over undifferentiated broadcast campaigns.8 Even after including additional Web analytics spending, the use of Web-site clickstream data as a targeting attribute still significantly improves both topline and bottom-line results. - “The ROI of E-mail Relevance, JupiterResearch,” May 2005
  • Whilst creating content that is shareworthy is more art than science. Creating content that is engaging is about understanding your audience and meeting some but not all of the above words.It needs to be real – add value or be helpful. Don’t forget the phrase – keep it simple!
  • 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.
  • - 60% Open Rate (Nearly 200% higher than our broadcast average)- 18.5% Click through rate (More than 200% higher than our broadcast average)- 7.5% higher average order value than overall average- 60% higher conversion rate than overall average
  • 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
  • 0.7% of product views convert to orders8% of cart additions convert to orders
  • Customer Engagement Email Marketing eMA

    1. 1. Customer Engagement: The 2010 Email Marketing Imperative<br />Loren McDonald<br />VP, Industry Relations<br />Follow on Twitter:@LorenMcDonald@Silverpop<br />
    2. 2. #4<br />If they were countries…<br />#1<br />
    3. 3. Email is the #1 way consumers want to be communicated to by businesses.<br />Microsoft/Hotmail<br />
    4. 4. So, Email Engagement…<br />What’s all the fuss?<br />
    5. 5. Social Media Explosion<br />
    6. 6. Mobile / Small-Screen Devices<br />
    7. 7. Some Consumers are Tuning Out<br />25% to 80%+ of your list<br />is “inactive”<br />
    8. 8. Customers Have the Last Word<br />
    9. 9. “Retention is the new acquisition.”<br />Joseph Jaffe<br />
    10. 10. The customer-led and social <br />revolution has ushered in…<br />
    11. 11. …the need for companies to better Engage with their Customers and Prospects…<br />
    12. 12. ..and Deliver the <br />Right Message<br />at the<br />Right Time<br />
    13. 13. Because Hope is Not a Strategy<br />
    14. 14. Relevant Emails Rock!<br />Note: Metrics and salary costs based on JupiterResearch executive survey. Broadcast assumes $3 CPM, and all others assume $4.5 CPM. All assume $89 AOV, 50 percent product margin, and 2.8 million pieces of mail per month.<br />
    15. 15. 3 Keys to Better Engagement<br />
    16. 16. Data as the Foundation<br />Explicit Data<br />Implicit Data<br />
    17. 17. Content as the Value <br />
    18. 18. Automation and <br />Rule sets as the Enablers<br />
    19. 19. Data is the Foundation<br />
    20. 20. No Data, No Relevance<br />Logical data capture<br /><ul><li> Gender
    21. 21. Marital status
    22. 22. Age ranges on signup
    23. 23. Wedding anniversary
    24. 24. Significant other’s birth date</li></li></ul><li>26th Anniversary…and I get This?<br />How About Product Selection & Content that recognizes I’m:<br /><ul><li> Male
    25. 25. Married
    26. 26. Kind of old guy
    27. 27. Married 26 years</li></li></ul><li>Explicit and Implicit Data Types<br />
    28. 28. Why Preference Centers?<br />
    29. 29. Explicit Data/Preferences<br />
    30. 30. Behavior-Based Segmentation<br />Customers<br /><ul><li>Active – Buying, opening and clicking regularly
    31. 31. Semi-Active – Buying, opening and clicking occasionally
    32. 32. Inactive – No longer buying, opening and clicking</li></ul>Prospects <br /><ul><li> Active – Opening and clicking regularly
    33. 33. Semi-active – Opening and clicking occasionally
    34. 34. Inactive – No longer opening or clicking</li></li></ul><li>Engaging Content <br />
    35. 35. Old Rule:<br />Sell the sizzle, not the steak.<br />
    36. 36. New Rule:<br />Educate with grilling tips, recipes and wine pairing.<br />
    37. 37. Content that is Engaging is…<br />
    38. 38. Surprise & Delight<br />
    39. 39. Leverage Reviews<br />
    40. 40. Recommendations<br />
    41. 41. Cross Sell / Upsell<br />Best Practice:<br />Recommend accessory items<br />or complementary items for each product in cart<br />
    42. 42. Sell by Educating<br />
    43. 43. Be Human – Incorporate Personality (I’m Too Sexy for My Subject Line)<br />
    44. 44. Be Helpful<br />
    45. 45. <ul><li> Personal reviews/ comments from staff members
    46. 46. While not objective, puts real people behind the products and emails</li></ul>Be Relatable<br />
    47. 47. “Doughboy” + Valentine = Shareworthy<br />
    48. 48. Lifecycle / Automated Emails<br />“Set it and forget it”<br />
    49. 49.
    50. 50. Question is not What is the optimum frequency?, but How do we send more relevant emails, more often but with fewer resources? <br />
    51. 51. Triggered Emails:<br />3-5% of email volume<br />45% of profits<br />Orbitz<br />
    52. 52. Automated Email Program <br />
    53. 53. Within two months of opt-in, the open rate typically falls 20% to 25%.<br />Source: MarketingSherpa<br />
    54. 54. Welcome emails may be the most important email you will ever send.<br />
    55. 55. Bring the Flowers<br />
    56. 56. Welcome to the Tafford Community<br />
    57. 57. Three Reasons You Will Love Tafford + A Special Offer<br />
    58. 58. Personalize Your Tafford Experience<br />
    59. 59. 2009 Welcome Series Indexed Results…<br />Welcome #1 Performs 6X Better!<br />
    60. 60. Happy Birthday<br /><ul><li> 52% Open Rate
    61. 61. 13.8% CTR
    62. 62. 10% higher conversion rate </li></li></ul><li>
    63. 63. 2009 Birthday CampaignIndexed Results…<br />Almost 25X better…<br />
    64. 64. Product Review Email<br />14% of those who click place another order <br />Second highest conversion rate next to Abandon Cart emails.<br />
    65. 65. Thank You<br />60% higher conversion rate than overall broadcast average<br />
    66. 66. Purchase Anniversary<br />15% higher conversion rate than average from broadcast messages<br />
    67. 67. Multiple Opportunities in the Funnel<br />
    68. 68. Samples of Remarketing<br />
    69. 69. Following up with abandoners by email yields<br />up to 50% conversion.<br />
    70. 70. Cart Abandonment w/ Discount<br />CTR 350% higher<br />50% higher conversion rate than broadcast<br />
    71. 71. Did You Forget Something?<br />A Special Offer To Return To Tafford<br />
    72. 72. 2009 Abandoned Cart Indexed Results…<br />
    73. 73. Abandon Cart Emails<br />25% conversion on cart abandoners. <br />Cart program account for almost 1/3 of TOTAL yearly email sales<br />First and most effective in the series sent within hours after abandonment. <br />
    74. 74. Rewards for Fabric.com’s Efforts<br /> 35+% of revenue comes from email<br />Nearly 50% annual growth in email revenue<br /> 140% increase in conversion rate<br /> More than 50% increase in visitors<br /> 7% increase in avg. order value<br />
    75. 75. Are You Engaged With Your Subscribers?<br />
    76. 76. 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 />
    77. 77. Thank you!On Twitter: @Silverpopwww.slideshare.net/silverpopwww.silverpop.com<br />

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