An exciting new era in marketing has arrived in which interacting and building relationships with customers and prospects is the key to delivering unprecedented ROI. Welcome to the age of engagement marketing. Today, I want to discuss seismic shifts in purchasing behaviour and the resulting need for marketers to respect the power of informed customers and embrace the need for a two-way dialogue with them. And I’ll be sharing insights on the most effective ways to do this.Session Title:“Engagement Marketing: Anticipation Instead of Interruption” Presenter: Will Schnabel—Vice President, International Markets, Silverpop Description: An exciting new age in marketing has arrived in which interacting and building relationships with customers and prospects is key to delivering unprecedented ROI. In this session, Schnabel will discuss the overwhelming need for marketers, in the consumer and B2B arenas, to shift their focus from traditional, one-way approaches to branding and lead generation, to programs that engage customers in a mutually beneficial two-way dialogue. He will also highlight some of the new and innovative strategies that enable successful engagement marketing programs.
Embracing a marketing philosophy that enables you to connect deeply with customers and prospects is a smart way to build brand loyalty and weather the current economic storm. And when the economy eventually rebounds, the benefits of engagement marketing will put you in a position of strength compared to your competitors.So, let’s talk about how we do this.
Key Email Marketing Actions 2010
Key Email Marketing Actions to Take in 2010<br />Loren McDonald<br />Vice President, Industry Relations<br />Silverpop<br />
Are you pounding <br />or <br />engaging your <br />subscribers?<br />
6 Actions for 2010<br />Capture and Use the Right Data<br />Create a World Class Welcome Experience<br />Use Personality/UGC<br />Create Value Through New Message Streams<br />Re-engage and Retain<br />
Targeted Communications Based on Age<br />Under 26 targeted mailings <br />Age centric subject line <br />Sent to recipients under 26 years<br />Open rates around double average open rates<br />Mailing for the over 50’s<br />Targeted discount offer<br />Open Rates 75% above average open rate<br />
2. Welcome Emails – Start the Relationship Right<br />
What is the first email your subscribers receive?<br />Do you throw them in <br />mid-stream, or “welcome” them into the <br />relationship?<br />
Research by marketing publisher MarketingSherpa shows email subscriber interest begins to disintegrate as soon as two weeks after the opt-in, as measured by the open rate. <br />Within two months, the open rate typically falls 20% to 25%.<br />The Honeymoon is Over!<br />
Related products</li></li></ul><li>Customer Lifecycle Series Emails<br /> Thanks<br /><ul><li>End Of Lifecycle Series</li></ul>We Miss You<br />We Want You Back<br />Last Chance<br /><ul><li>Birthday Email
Anniversary Email</li></li></ul><li>Prospect Lifecycle Series Emails<br /> Conversion Series<br />Give Us a Try<br />Please Give Us a Try<br />Survey*<br /><ul><li>End Of Lifecycle Series</li></ul>We Miss You<br />We Want You Back<br />Last Chance<br /><ul><li>Birthday Email</li></li></ul><li>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 />
Break Through the Clutter With New Message Streams<br />Triggers<br />Notifications<br />Alerts<br />Reminders<br />Aggregators<br />Updates<br />Closeouts<br />…and more<br />
List Churn and Inactives – The Good and Bad News<br />The bad news…<br />A typical list will lose 1/3 of its members each year<br />Bounces + spam complaints + unsubscribes = 2-4% / month<br />25% to 80% of your list is inactive<br />Subscriber has not opened or clicked in specific time frame (e.g., 6, 12 months+)<br />The good news…<br /><ul><li>Churn can be reduced
Also, lack of email address change functionality</li></li></ul><li>Don’t Wait, Be Proactive<br />
Don’t Wait, Be Proactive<br />Monitor inactive subscribers<br />Look for demographic, list source, etc. patterns<br />Test different frequency, content<br />Promote preference updates<br />Survey subscribers<br />Obtain feedback<br />And of course, send more relevant emails <br />