So, what types of data are available? It differs by social network or email provider.Most identity providers pass core demographic information such as email address, name, location, birthdate, gender and a profile photo.Google, Yahoo, Facebook and Windows Live all provide a pre-verified email address for users during the social login process, which eliminates the need to send new users through a complicated email confirmation process and ultimately improves your conversion rates.Facebook supplies rich data on a user’s interests and hobbies to help you improve personalization and targeting, and most of the social networks and email providers pass a user’s social graph or list of friends to help you build community and refer-a-friend programs.
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
Email marketing trends state of the industry dma 2012 silverpop
State of the Email Marketing Section Title Trends Industry – Key Loren McDonald @LorenMcDonald
Email is Strong Opt-in Q&A Everywhere AgendaDesign for Mobile Key Trends Automation Inactives Content
1. Industry performance is strong- email still rocks
Individual relevance isincreasingly the key todeliverability
Broadcast to Behavior Marketing Sophistication Bto1 Individual Messages Behavior-based Messages (Multi-Track) Time-based MessagesAutomated (Drip, Simple Nurture) Manual Targeted Mailings based on Segmentation Mass Mailing to a broad database Response Rates/ Engagement
Relevant Emails Rock! 9x 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.
Low Volume, High ROI!Volume of Emails sent Sales Generated 4.1% Triggered Campaigns 40.2% Triggered Campaigns 59.8 % 95.9 % Batch Batch Campaigns Campaigns
Explicit data Demo-graphics AutomationBehavior Implicit data
[get pur-suh-nl]1. Marketing content that speaks with a “human” voice.2. Targeted, personally relevant messaging based on consumer preferences, demographics and behavior.3. Dude, lose the corporate speak.
3 weeks later…Re-engagement Email 2 Birmingham Airport: We Miss You!
2 more weeks later…Final Email Birmingham Airport: Details deleted
Data Cleansing Upon receiving Email 3 contacts are track routed to ‘To Be Removed from Database’ track and then get purged by the clientUpon receiving Email 3 contacts’profiles get date stamped under‘Inactive’ date database field whichmakes them easy to query off
The best reactivation strategy is to minimize inactives to begin with.
Typical Reactivation Rate: 1%-2% High Performers: 10%+
Automate: Activate Early Inactives New subscribers don’t open/click first XX messages/X weeks Move these early inactives into “activation” track Send survey, different offers; best of, diff subject lines, testimonials, etc.