What is Relevance, Anyway?<br />September 16, 2009<br />
Ask the experts about email success…<br />
…and they’ll all say <br />
But what is relevance, anyway?<br />
Relevance = Right Message <br />+ Right Time<br />
Relevance<br />Right Time<br />Right Message<br />Wanted<br />Trusted and Recognized<br />Expected<br />Delivered<br />Tim...
Wanted <br />
Different Levels of “Wanted”<br />
The Reluctant - Opt-In?<br />
The OK, If I have to - Opt-In?<br />
The You Decided For Me - Opt-In<br />
The Incented - Opt-In<br />
The I Really Want It - Opt-In<br />
Hmm, Sounds Pretty Good - Opt-In<br />
Trusted and Recognized<br />
Who the Heck is Presentation Excellence?<br />
I’m sure Mike is a nice guy…<br />
Expected<br />
Weekly  - Opt-in Form<br />
Monthly – Welcome Email<br />
Wine of the Day - Cadence<br />
Consistency – Every Tuesday<br />
Welcome Email Ecommerce Example<br /><ul><li> Text
 Single email
 IT Generated
 No marketing messaging
 HTML
 2-part email series
 Marketing generated
 Promotions, education</li></ul>75% increase in conversions<br />
Delivered<br />
Deliverability is the Top Marketer Challenge<br />20% of Mail fails to reach the Inbox<br />52% of marketers cite delivera...
Impact of Poor Deliverability<br />Inconsistent inbox experience<br />Lost subscribers<br />Lost revenue<br />
The future of deliverability is <br />managing reputation at the <br />individual level<br />
Evolution of Spam Filtering<br />No Email Boundaries<br />Personal Preference<br />Border Patrol<br />Stone Walls<br />Pic...
ISPs adopt adaptive learning models and determine delivery based  upon consumer preferences – both explicit AND learned
Reputation
If you have a good reputation in the eyes of the ISPs your mail will be delivered
Authentication
ISPs use Authentication  to help reduce false-positives
Blast and Spray
All emails were welcomed by ISPs and consumers
Whitelist & Blacklist
ISPs incorporate basic spam filtering techniques to thwart  spam</li></ul>ISPs will continue to adapt their filters and ot...
Customer Level Deliverability<br />go inside…<br />Deliverability and reputation tracking at the customer level at million...
Customer Intelligence<br />Multi-platform rendering intelligence. MailboxIQ enables senders to identify when and on which ...
Timely<br />
Overloaded Inboxes, & New Entrants<br />
Email is Competing for Mindshare<br />
Time Variables Are Endless<br />
Send Time Matters Most…<br />Because we are all individuals<br />
One Size Fits All = A Failed Approach<br />
The Right Time Of Course Is…<br />…when each individual recipient is <br />most likely to respond: <br />The time when the...
Silverpop Send Time Optimization<br />
Send Time Optimization …<br />Analyzes a range of past recipient behavior<br />Predicts the ideal send time for each recip...
Little Tikes<br />Increased metrics across the board with Send Time Optimization<br />Overview<br /><ul><li>Regular weekly...
Established open and click rate trends</li></ul>Results on first send<br /><ul><li>Open rates increased 20%
Click rates increased 30%
Total revenue generated increased 75%
Average value per order grew 35%</li></ul>“<br />Using Silverpop’s Send Time Optimization feature has allowed Little Tikes...
Across the board<br />Open rate: 20% to 50% increase<br />Click rate: 30% to 50% increase<br />Revenue: 52% to 75% increas...
Surprising<br />
I could use more emails like this!<br />
Unexpected content<br />
VSL – “discovery”<br />
Cart Abandonment Reminder Campaign<br />Big Results after One Month:<br />(compared to all previous email  campaigns)<br /...
Usable<br />
Help me Buy<br /><ul><li> Use Bullets
 Better images
 Cost?
 Not clear sidebar is coffee
 How do I get to $40?
 Deadline is hidden</li></li></ul><li><ul><li> “Today, March 27”
 No minimum
 4-7 Day Delivery
 More details below
 Select flights right from the email
 Oakland is my preferred departure airport
 “Book a flight” links
  Search link</li></li></ul><li>Do the Math for Your Subscribers<br /><ul><li> % off
 Old price
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Email Marketing Relevance Silverpop

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Presentation at Silverpop's September 16, 2009 Dallas seminar. Session outlines 11 factors that drive email marketing relevance from the consumer/recipient perspective. Includes both good and bad examples.

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  • I’ll redo this chart to make look like previous one and call out Delivery at top in different color
  • Email Marketing Relevance Silverpop

    1. 1. What is Relevance, Anyway?<br />September 16, 2009<br />
    2. 2. Ask the experts about email success…<br />
    3. 3. …and they’ll all say <br />
    4. 4. But what is relevance, anyway?<br />
    5. 5. Relevance = Right Message <br />+ Right Time<br />
    6. 6. Relevance<br />Right Time<br />Right Message<br />Wanted<br />Trusted and Recognized<br />Expected<br />Delivered<br />Timely<br />Surprising<br />Usable<br />Personalized<br />Differentiated<br />Valued<br />Humanized<br />
    7. 7. Wanted <br />
    8. 8. Different Levels of “Wanted”<br />
    9. 9. The Reluctant - Opt-In?<br />
    10. 10. The OK, If I have to - Opt-In?<br />
    11. 11. The You Decided For Me - Opt-In<br />
    12. 12. The Incented - Opt-In<br />
    13. 13. The I Really Want It - Opt-In<br />
    14. 14. Hmm, Sounds Pretty Good - Opt-In<br />
    15. 15. Trusted and Recognized<br />
    16. 16. Who the Heck is Presentation Excellence?<br />
    17. 17. I’m sure Mike is a nice guy…<br />
    18. 18. Expected<br />
    19. 19. Weekly - Opt-in Form<br />
    20. 20. Monthly – Welcome Email<br />
    21. 21. Wine of the Day - Cadence<br />
    22. 22. Consistency – Every Tuesday<br />
    23. 23. Welcome Email Ecommerce Example<br /><ul><li> Text
    24. 24. Single email
    25. 25. IT Generated
    26. 26. No marketing messaging
    27. 27. HTML
    28. 28. 2-part email series
    29. 29. Marketing generated
    30. 30. Promotions, education</li></ul>75% increase in conversions<br />
    31. 31. Delivered<br />
    32. 32. Deliverability is the Top Marketer Challenge<br />20% of Mail fails to reach the Inbox<br />52% of marketers cite deliverability as their greatest challenge.<br />70% say “deliverability features & services” are their most important consideration in selecting an ESP.<br />Source 1: Pivotal Veracity Q2 2009 delivery benchmarks<br />Source 2: “What are your greatest challenges when conducting email marketing? (select all that apply)” JupiterResearch/E-Rewards Goodmail Email Executive Survey (10/08), n = 202 (email marketers, US<br />Source 3: JupiterResearch/ClickZ eMail Marketing Executive Survey 07. “What are you most important considerations in selecting an ESP.”<br />Source: Pivotal Veracity<br />
    33. 33. Impact of Poor Deliverability<br />Inconsistent inbox experience<br />Lost subscribers<br />Lost revenue<br />
    34. 34. The future of deliverability is <br />managing reputation at the <br />individual level<br />
    35. 35. 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
    36. 36. ISPs adopt adaptive learning models and determine delivery based upon consumer preferences – both explicit AND learned
    37. 37. Reputation
    38. 38. If you have a good reputation in the eyes of the ISPs your mail will be delivered
    39. 39. Authentication
    40. 40. ISPs use Authentication to help reduce false-positives
    41. 41. Blast and Spray
    42. 42. All emails were welcomed by ISPs and consumers
    43. 43. Whitelist & Blacklist
    44. 44. 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 />
    45. 45. Customer Level Deliverability<br />go inside…<br />Deliverability and reputation tracking at the customer level at millions of B2C and B2B domains worldwide. MailboxIQ is the 1st and only solution in the world to identify the folder disposition of the sender’s real emails to their real customers, giving senders the most accurate and comprehensive view on deliverability ever and empowering them to rapidly diagnose and address filtering and reputation problems at the customer-level.<br />Source: Pivotal Veracity<br />
    46. 46. Customer Intelligence<br />Multi-platform rendering intelligence. MailboxIQ enables senders to identify when and on which devices and tools subscribers are reading email – whether on their home PCs, work laptops or mobile phones. <br />
    47. 47. Timely<br />
    48. 48. Overloaded Inboxes, & New Entrants<br />
    49. 49. Email is Competing for Mindshare<br />
    50. 50. Time Variables Are Endless<br />
    51. 51. Send Time Matters Most…<br />Because we are all individuals<br />
    52. 52. One Size Fits All = A Failed Approach<br />
    53. 53. 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 />
    54. 54. Silverpop Send Time Optimization<br />
    55. 55. Send Time Optimization …<br />Analyzes a range of past recipient behavior<br />Predicts the ideal send time for each recipient<br />Adjusts for changes in individual behavior<br />Delivers your email to one or one million recipients, each at the ideal time<br />Eliminates time zone challenges for international senders<br />
    56. 56. Little Tikes<br />Increased metrics across the board with Send Time Optimization<br />Overview<br /><ul><li>Regular weekly promotional email
    57. 57. Established open and click rate trends</li></ul>Results on first send<br /><ul><li>Open rates increased 20%
    58. 58. Click rates increased 30%
    59. 59. Total revenue generated increased 75%
    60. 60. Average value per order grew 35%</li></ul>“<br />Using Silverpop’s Send Time Optimization feature has allowed Little Tikes to take a more sophisticated approach to our email marketing with no extra effort on our end.  - Julie GibsonEmail Coordinator, Little Tikes<br />”<br />
    61. 61. Across the board<br />Open rate: 20% to 50% increase<br />Click rate: 30% to 50% increase<br />Revenue: 52% to 75% increase<br />Avg. order size: 35% to 50% increase<br />
    62. 62. Surprising<br />
    63. 63. I could use more emails like this!<br />
    64. 64. Unexpected content<br />
    65. 65. VSL – “discovery”<br />
    66. 66. Cart Abandonment Reminder Campaign<br />Big Results after One Month:<br />(compared to all previous email campaigns)<br />48% lift Click through rate<br />129% lift in Net Conversion rate<br />Accounted for 10.4% of the total revenue from email marketing while representing only 2.7% of the total email volume.<br />Cart reminder<br />
    67. 67. Usable<br />
    68. 68. Help me Buy<br /><ul><li> Use Bullets
    69. 69. Better images
    70. 70. Cost?
    71. 71. Not clear sidebar is coffee
    72. 72. How do I get to $40?
    73. 73. Deadline is hidden</li></li></ul><li><ul><li> “Today, March 27”
    74. 74. No minimum
    75. 75. 4-7 Day Delivery
    76. 76. More details below
    77. 77. Select flights right from the email
    78. 78. Oakland is my preferred departure airport
    79. 79. “Book a flight” links
    80. 80. Search link</li></li></ul><li>Do the Math for Your Subscribers<br /><ul><li> % off
    81. 81. Old price
    82. 82. New price
    83. 83. $ Savings
    84. 84. People are motivated by different “discount” math</li></li></ul><li>Good Use of Text Navigation & Alt Tags<br />Text links – key Web site destinations<br />Alt tags<br />
    85. 85. Mobile Friendly – Header CTA<br />
    86. 86. Personalized<br />
    87. 87. This is not really personalization<br />
    88. 88. This is personalization<br />
    89. 89. Halfway There<br />
    90. 90. No Data, No Relevance<br />Logical Personalization?:<br /><ul><li> Gender
    91. 91. Marital status
    92. 92. Age ranges on signup
    93. 93. Wedding anniversary
    94. 94. Significant other’s birth date</li></li></ul><li>26th Anniversary Friday<br />
    95. 95. Differentiated<br />
    96. 96. Free Shipping, 20% Off – “So What”<br />
    97. 97. Social Network Emails in the Mix<br /><ul><li> Your emails are competing with social alerts/conversations
    98. 98. Negatively affecting opens, clicks and engagement
    99. 99. Increases need for relevance, personality and social components in your emails</li></li></ul><li>Fun Subject Lines<br />
    100. 100. One-of-a kind content<br />
    101. 101. Valued<br />
    102. 102. What is a Valued Email?<br />Engaged recipient<br />Conversion/Revenue<br />Shared<br />
    103. 103.
    104. 104. Break Through the Clutter With New Message Streams<br />Notifications<br />Alerts<br />Reminders<br />Aggregators<br />Updates<br />Closeouts<br />…and more<br />
    105. 105. Incorporating Social Aspects Within Emails<br />Comments<br />User ratings<br />Top read, top purchases, etc. <br />
    106. 106. Leveraging Member Reviews in <br />Email Content<br />
    107. 107. Social Email is the New Viral<br />
    108. 108. Share to Social in Email<br />Share to Social<br />Increased views, clicks<br />Reach new audience<br />Obtain new subscribers<br />Viral buzz<br />Increased ROI<br />Most valuable sharers<br />
    109. 109. Humanized<br />
    110. 110. We Like Personalities<br />Jim Cramer – Mad Money<br />Keith Olbermann – MSNBC<br />
    111. 111. …Not Faceless Corporations<br />
    112. 112. Can we talk?<br />More than ever, we want to connect with brands via real people<br />Think Twitter<br />We want a personal note, not a direct marketing promotion<br />
    113. 113. A Dash of Personality<br />Tone<br />From a real person<br />Humor<br />Employee, customer stories/comments<br />UGC<br />“Relatable”<br />
    114. 114. Woot is a Hoot<br />
    115. 115. Like, Awesome Dude!<br />
    116. 116. <ul><li> Personal reviews/ comments from staff members
    117. 117. While not objective, puts real people behind the products and emails</li></li></ul><li>Q & A / Reminders & Contacts<br />Loren McDonald<br />lmcdonald@silverpop.com<br />Twitter: @LorenMcDonald<br />www.silverpop.com<br />Twitter: @Silverpop<br />
    118. 118. Thank you!On Twitter: @Silverpopwww.slideshare.net/silverpopwww.silverpop.com<br />

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