Emerging Email Marketing Trends

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Presentation on selected email marketing trends, followed by some tips to improve your email marketing program, including through better capture and use of data, welcome emails, using personality, integrating with social media, creating new high-value message streams and more. Presentation was presented at eM9 in San Francisco on April 21.

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Emerging Email Marketing Trends

  1. 1. • •
  2. 2. • • •
  3. 3. Holiday Email Volume Explodes
  4. 4. …and the Volume Increase Continues
  5. 5. Lands’ End: 20 Emails in 22 Days Free Shipping 20% off $5, $10 off
  6. 6. Remember the White Flower Day Sale? • Was every Thursday, or so it seemed • So when did I shop at Macy’s? • They trained me to only shop on Thursday • Study the subject lines/emails of your competitors • How are your positioned differently?
  7. 7. Advertising is about the only thing that isn’t “social”
  8. 8. Twitter, Facebook, et al R Xplding
  9. 9. Everyone is Joining the Fray
  10. 10. Mobile Devices Are the Norm
  11. 11. My Recent Inbox Snapshot – Nearly Half Are Alerts/Notifications Only 1 message was opened …
  12. 12. Except…that I read several of the emails on my Blackberry
  13. 13. Same Email… May Be Read In Multiple Environments Web Browser Web PC client Version Mobile Social RSS Feed Client Network
  14. 14. From 4 Pages …
  15. 15. … to 140 characters…
  16. 16. Email’s Future Looks Bright Email Still Top’s for ROI Email’s ROI in 2008 was $45.06 for every dollar spent on it, according to the DMA’s Power of Direct economic impact study.
  17. 17. …And Email Still Rocks for Business Communications
  18. 18. Stop Using the Ketchup on Your Emails
  19. 19. It is all About the Ingredients
  20. 20. My Expectations: • Birthday wish and/or coupon • Age-based content/offers • Gender-based content/offers
  21. 21. Now for that haircut, What I Get I’d Pay More Than $16! • No birthday wish • Content does not reflect age or gender Loren
  22. 22. No Data/Preferences Collected Logical Personalization?: • Gender • Marital status • Age ranges on signup • Wedding anniversary • Significant other’s birth date
  23. 23. 2. Use Behavioral Data
  24. 24. Cart Abandonment Cart Abandonment Reminder Campaign Big Results after One Month: (compared to all previous email campaigns) 48% lift Click through rate 129% lift in Net Conversion rate Accounted for 10.4% of the total revenue from email marketing while representing only 2.7% of the total email volume.
  25. 25. Purchase Data
  26. 26. Email That Educates & Sells
  27. 27. Community/UGC Aggregation
  28. 28. Productizing of Emails • Notifications • Alerts • Reminders • Aggregators • Confirmations • Updates • Closeouts • Invoices • …and more
  29. 29. Sharing is Delicious
  30. 30. Email Share-to-Social
  31. 31. What Makes Content Shareworthy? • Trustworthiness • Tribal interests • Simple and obvious • Ease of sharing • Social acumen and adoption of subscribers • Creates value • Reward/Incentives • Good content
  32. 32. We Like Personalities Jim Cramer – Mad Money Keith Olbermann – MSNBC
  33. 33. Woot is a Hoot
  34. 34. • People want to buy from people – Zappos CEO on Twitter • Talk to ME • Entertain me • Reviews – what others bought
  35. 35. • Select flights right from the email • Oakland is my preferred departure airport • “Book a flight” links • Search link
  36. 36. Everything You Need, Without the Images
  37. 37. Questions to Ponder 1. Are you enabling subscriber choice? 2. Are your emails uniquely positioned relative to competitors? 3. Are you collecting and USING customer data? 4. Do your emails have personality? 5. Are your emails shareworthy? 6. Are you leveraging email for all it can be?
  38. 38. Do your emails need ketchup?
  39. 39. • • – – • • – • –

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