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Email marketing trends state of the industry dma 2012 silverpop

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Email marketing trends state of the industry dma 2012 silverpop

  1. 1. State of the Email Marketing Section Title Trends Industry – Key Loren McDonald @LorenMcDonald
  2. 2. Email is Strong Opt-in Q&A Everywhere AgendaDesign for Mobile Key Trends Automation Inactives Content
  3. 3. 1. Industry performance is strong- email still rocks
  4. 4. Email is thriving by ALL accounts!
  5. 5. Email is bringing in $40.56 for every dollar spent on it. Source: DMA
  6. 6. 1 percentage point decline over 9 years
  7. 7. User Base Still Growing
  8. 8. 20.1%Open Rate - Average43.7%Open Rate - Top Quartile8.0%Open Rate - Bottom Quartile
  9. 9. Open Rate – Select Industries (WW) Top Vertical Mean Quartile Retail 17.12% 30.60% Leisure, Sport & 16.18% 32.61% Recreation Media 20.91% 47.98%Banks / Fin. Services 22.62% 48.91%
  10. 10. 5.2% Click-through Rate- Average 16.6% WW: CTR - Top Quartile0.7%CTR - Bottom Quartile
  11. 11. CTR – Select Industries (WW) Top Vertical Mean Quartile Retail 3.09% 6.21% Leisure, Sport & 2.31% 5.29% Recreation Media 8.87% 31.67%Banks / Fin. Services 3.46% 9.88%
  12. 12. 19.3%Click-to Open Rate- Average40.0%CTOR - Top Quartile6.7%CTR - Bottom Quartile
  13. 13. 2. Capturing opt-ins and dataeverywhere your customers are
  14. 14. Popovers: A Bit Annoying – But They Work!!!Pop-overs = 200-400% lift
  15. 15. 38% of Americans would ratherclean their toilet than create anotherUsername/password combination! 15
  16. 16. What types of data are available?
  17. 17. Facebook Timeline Email Sign Up
  18. 18. Tablet/Kiosk Opt-in Collection
  19. 19. SMS to Email Opt-in • POS • Video Alerts• Return/Info. center • Store Signage • Events
  20. 20. QR Codes to Email Opt-in
  21. 21. State of QR Code Usage/Awareness – Still A Little Early
  22. 22. 3. The shift from broadcast toautomation + behavior
  23. 23. Pounding isn’t the answer, because…
  24. 24. …Hope is not a marketing strategy.
  25. 25. Individual relevance isincreasingly the key todeliverability
  26. 26. 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
  27. 27. 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.
  28. 28. 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
  29. 29. Explicit data Demo-graphics AutomationBehavior Implicit data
  30. 30. Browse Behavior
  31. 31. Browse BehaviorCustomer viewed “Joint Supplements” landing page Sent SmartFlex Finder email
  32. 32. Message A – 1 day after
  33. 33. Message B – 3 days after
  34. 34. Message C – 5 days after
  35. 35. DEMCO Cart Results Cart Email A Cart Email B Cart Email C Day 1 Day 3 Day 5 AVERAGEOpen Rate 40% 39% 32% 37%Click-to-Open 44% 47% 28% 41%Click-thru-Rate 18% 18% 9% 15%Conversion Rate 22% 15% 24% 20%Sales/email $8.60 $8.40 $5.04 $7.46
  36. 36. 4. Content and personality playsa bigger role
  37. 37. [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.
  38. 38. “Human” Cartabandonment• Aaron -Real person• Servicetone• 50%conversionrate
  39. 39. Let Customers Do the Selling30+% Increase in Orders and Sales
  40. 40. How-to video
  41. 41. Important Dates Reminder Email 45
  42. 42. Your dates trigger an email… 21 days before occasion Personalised with name Occasion w/ date Coupon code 10% Off 31% CTR Highest revenue generating email
  43. 43. 5. Inactives become the biggestchallenge
  44. 44. Inactives Are a HUGE Issue
  45. 45. Typical Actives vs. Inactives Ratio
  46. 46. Impact of Inactives Lost potential revenue Inefficiencies/Reduced ROI Fuzzy metrics Potential reduced deliverability
  47. 47. Hypothetical Revenue Loss Actives Inactives# Subscribers 250,000 200,000Average Revenue Per $0.12Email Delivered4 X week X 53 weeks $6.4M~ 212 emailsPotential LostRevenue $5.1M
  48. 48. Reactivation & List Cleansing• Data cleansing by implementing a Re Engagement Program• Contacts who have had no mailing activity for 9 months• Have not opted in within the last 3 months
  49. 49. Re-engagement Email 1Birmingham Airport: HelloThere!
  50. 50. 3 weeks later…Re-engagement Email 2 Birmingham Airport: We Miss You!
  51. 51. 2 more weeks later…Final Email Birmingham Airport: Details deleted
  52. 52. 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
  53. 53. The best reactivation strategy is to minimize inactives to begin with.
  54. 54. Typical Reactivation Rate: 1%-2% High Performers: 10%+
  55. 55. 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.
  56. 56. Opt-in processPreference mgmt. Expectation mgmt. Minimize! Targeted / Relevant Welcome / Content Onboarding
  57. 57. 6. Designing for mobile is nolonger optional
  58. 58. Going Mobile / Screensize-apalooza
  59. 59. Smartphone Sales Pass PC Sales Q4 2010
  60. 60. U.S. Smartphone Penetration – Nielsen 2/2012
  61. 61. Tablets… 369M 2016 Source: Gartner, April 2012
  62. 62. 35% of email subscribers areopening your emails on their mobile device!
  63. 63. Where is Your Email Being Read?
  64. 64. So Context Means…ScannableSingular calls to actionLarger fontsSingle columnsBullet-proof / large CTA buttonsDesign for touch …
  65. 65. The New Design ChallengeOld mouse New mouse
  66. 66. Do Your Email’s Have the Touch?Source: StyleCampaign.com, Litmus
  67. 67. Know Your AudienceSource: Unica Corporation/Pivotal Veracity
  68. 68. Regular Mobile 64% higher CTRA/B test sent to frequent mobile openers
  69. 69. Speaker• Loren McDonald – VP, Industry Relations – Twitter: @LorenMcDonald – Google+: +LorenMcDonald
  70. 70. Thanks / Q & A Loren McDonaldlmcdonald@silverpop.com @LorenMcDonald Google+: LorenMcDonald

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