Key Email Marketing Actions to Take in 2010<br />Loren McDonald<br />Vice President, Industry Relations<br />Silverpop<br />
Email Marketing<br />is not<br />Dead<br />
Bad Email Marketing<br />is, however<br />On Life Support<br />
Free Shipping, 20% Off – “So What”<br />
Competition With Alerts/Social Notifications<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/U...
1. Capture and Use the Right Data<br />
Do your emails stand out?<br />Do they involve the subscriber?<br />Do they talk to, or at customers?<br />
No Data, No Relevance<br />Logical Personalization?:<br /><ul><li> Gender
 Marital status
 Age ranges on signup
 Wedding anniversary
 Significant other’s birth date</li></li></ul><li>No Recognition of Their Value Proposition<br />How About Product Selecti...
 Married
 Kind of old guy
 Married 25 years</li></li></ul><li>26th Anniversary…and I get This?<br />
Progressive Sign Up<br />
My Expectations:<br /><ul><li> Birthday wish and/or coupon
 Age-based content/offers
 Gender-based content/offers</li></li></ul><li>Now for that haircut, I’d Pay More Than $16!<br />What I Get<br /><ul><li> ...
 Content  does not reflect age or gender</li></ul>Loren<br />
Net-a-Porter<br />
Society of London Theatre<br />
Targeted Communications Based on Age<br />Under 26 targeted mailings <br />Age centric subject line <br />Sent to recipien...
Preference Center Touch Points<br />At opt-in<br />Welcome email<br />Normal email stream<br />Transactional emails<br />W...
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 <...
Research by marketing publisher MarketingSherpa shows email subscriber interest begins to disintegrate as soon as two week...
Williams-Sonoma 3-Part Series<br />
Welcome Email Ecommerce Case Study<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 />
3. Incorporate Personality/UGC<br />
Do your emails stand out?<br />Do they involve the subscriber?<br />Do they talk to, or at customers?<br />
  Ratings, Popularity, Top Sellers<br />
Incorporating Social Aspects Within Emails<br />Comments<br />User ratings<br />Top read, top purchases, etc. <br />
Leveraging Member Reviews in <br />Email Content<br />
We Like Personalities<br />Jim Cramer – Mad Money<br />Keith Olbermann – MSNBC<br />
…Not Faceless Corporations<br />
Can we talk?<br />More than ever, we want to connect with brands via real people<br />Think Twitter<br />We want a persona...
A Dash of Personality<br />Tone<br />From a real person<br />Humor<br />Employee, customer stories/comments<br />UGC<br />...
Can You Say Mimes in Portland?<br />
Woot is a Hoot<br />
Like, Awesome Dude!<br />
<ul><li> Personal reviews/ comments from staff members
  While not objective, puts real people behind the products and emails</li></li></ul><li>Fun Subject Lines<br />
One-of-a kind content<br />
4. Move to Lifecycle / Behavior/ Trigger / Event-Based Messaging<br />
You Know Who You Are…<br />20 Emails in 22 Days<br />Free Shipping<br />20% off<br />
Have you calculated the long-term impact of increased frequency?<br />Do your emails create <br />value for subscribers?<b...
What’s the Potential Impact of Over Mailing?<br />5 times <br />per month<br />12 times <br />per month<br />Revenue – Chu...
Retailer – Increased Frequency<br />Unsubscribes and spam complaints went through the roof<br />
Financial Impact of Increased Mailings<br />
Pinball, Earrings, Shredder…<br />
Relevant – Based on Purchase Data<br />
Cross-Sell/Upsell<br />
Behavior-Based Programs<br />Cataloger shifted to <br />behavior-based<br /> series after<br /> key purchase:<br /><ul><li...
 Accessories
 Related products</li></li></ul><li>Customer Lifecycle Series Emails<br /> Thanks<br /><ul><li>End Of Lifecycle Series</li...
Anniversary Email</li></li></ul><li>Prospect Lifecycle Series Emails<br /> Conversion Series<br />Give Us a Try<br />Pleas...
Break Through the Clutter With New Message Streams<br />Triggers<br />Notifications<br />Alerts<br />Reminders<br />Aggreg...
Date/Event-Based Emails<br /><ul><li>Birthday
Anniversary
Holiday
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Key Email Marketing Actions 2010

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Presentation on key email marketing actions to deploy in 2010. Presented at UWEBC conference in Madison, WI November 2009.

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  • 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

    1. 1. Key Email Marketing Actions to Take in 2010<br />Loren McDonald<br />Vice President, Industry Relations<br />Silverpop<br />
    2. 2. Email Marketing<br />is not<br />Dead<br />
    3. 3. Bad Email Marketing<br />is, however<br />On Life Support<br />
    4. 4. Free Shipping, 20% Off – “So What”<br />
    5. 5. Competition With Alerts/Social Notifications<br />
    6. 6.
    7. 7.
    8. 8.
    9. 9. Are you pounding <br />or <br />engaging your <br />subscribers?<br />
    10. 10. 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 />
    11. 11. 1. Capture and Use the Right Data<br />
    12. 12. Do your emails stand out?<br />Do they involve the subscriber?<br />Do they talk to, or at customers?<br />
    13. 13. No Data, No Relevance<br />Logical Personalization?:<br /><ul><li> Gender
    14. 14. Marital status
    15. 15. Age ranges on signup
    16. 16. Wedding anniversary
    17. 17. Significant other’s birth date</li></li></ul><li>No Recognition of Their Value Proposition<br />How About Product Selection & Content that recognizes I’m:<br /><ul><li> Male
    18. 18. Married
    19. 19. Kind of old guy
    20. 20. Married 25 years</li></li></ul><li>26th Anniversary…and I get This?<br />
    21. 21. Progressive Sign Up<br />
    22. 22. My Expectations:<br /><ul><li> Birthday wish and/or coupon
    23. 23. Age-based content/offers
    24. 24. Gender-based content/offers</li></li></ul><li>Now for that haircut, I’d Pay More Than $16!<br />What I Get<br /><ul><li> No birthday wish
    25. 25. Content does not reflect age or gender</li></ul>Loren<br />
    26. 26. Net-a-Porter<br />
    27. 27.
    28. 28. Society of London Theatre<br />
    29. 29. 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 />
    30. 30. Preference Center Touch Points<br />At opt-in<br />Welcome email<br />Normal email stream<br />Transactional emails<br />Web site/Transaction process<br />At opt-out<br />
    31. 31. 2. Welcome Emails – Start the Relationship Right<br />
    32. 32. 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 />
    33. 33. 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 />
    34. 34.
    35. 35.
    36. 36. Williams-Sonoma 3-Part Series<br />
    37. 37. Welcome Email Ecommerce Case Study<br /><ul><li> Text
    38. 38. Single email
    39. 39. IT Generated
    40. 40. No marketing messaging
    41. 41. HTML
    42. 42. 2-part email series
    43. 43. Marketing generated
    44. 44. Promotions, education</li></ul>75% increase in conversions<br />
    45. 45. 3. Incorporate Personality/UGC<br />
    46. 46. Do your emails stand out?<br />Do they involve the subscriber?<br />Do they talk to, or at customers?<br />
    47. 47. Ratings, Popularity, Top Sellers<br />
    48. 48. Incorporating Social Aspects Within Emails<br />Comments<br />User ratings<br />Top read, top purchases, etc. <br />
    49. 49. Leveraging Member Reviews in <br />Email Content<br />
    50. 50. We Like Personalities<br />Jim Cramer – Mad Money<br />Keith Olbermann – MSNBC<br />
    51. 51. …Not Faceless Corporations<br />
    52. 52. 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 />
    53. 53. A Dash of Personality<br />Tone<br />From a real person<br />Humor<br />Employee, customer stories/comments<br />UGC<br />“Relatable”<br />
    54. 54. Can You Say Mimes in Portland?<br />
    55. 55. Woot is a Hoot<br />
    56. 56. Like, Awesome Dude!<br />
    57. 57. <ul><li> Personal reviews/ comments from staff members
    58. 58. While not objective, puts real people behind the products and emails</li></li></ul><li>Fun Subject Lines<br />
    59. 59. One-of-a kind content<br />
    60. 60. 4. Move to Lifecycle / Behavior/ Trigger / Event-Based Messaging<br />
    61. 61. You Know Who You Are…<br />20 Emails in 22 Days<br />Free Shipping<br />20% off<br />
    62. 62. Have you calculated the long-term impact of increased frequency?<br />Do your emails create <br />value for subscribers?<br />
    63. 63.
    64. 64. What’s the Potential Impact of Over Mailing?<br />5 times <br />per month<br />12 times <br />per month<br />Revenue – Churn – Reputation….<br />
    65. 65. Retailer – Increased Frequency<br />Unsubscribes and spam complaints went through the roof<br />
    66. 66. Financial Impact of Increased Mailings<br />
    67. 67. Pinball, Earrings, Shredder…<br />
    68. 68. Relevant – Based on Purchase Data<br />
    69. 69. Cross-Sell/Upsell<br />
    70. 70. Behavior-Based Programs<br />Cataloger shifted to <br />behavior-based<br /> series after<br /> key purchase:<br /><ul><li> Warranty
    71. 71. Accessories
    72. 72. 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
    73. 73. 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 />
    74. 74. 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 />
    75. 75. Date/Event-Based Emails<br /><ul><li>Birthday
    76. 76. Anniversary
    77. 77. Holiday
    78. 78. Season/Weather
    79. 79. Renewal
    80. 80. Replenishment
    81. 81. Sale/Special
    82. 82. Service due
    83. 83. Special Event – e.g., Super Bowl
    84. 84. News event
    85. 85. Recent purchase
    86. 86. Abandoned shopping cart
    87. 87. Status or preference change</li></li></ul><li>Emma’s Diary: Date-Targeted Emails<br />Count down to baby’s due date is a great example of a date triggered campaign<br />
    88. 88. Wine of the Day - Cadence<br />
    89. 89. Consistency – Every Tuesday<br />
    90. 90. 5. Re-engage & Retain Unsubscribers<br />
    91. 91. 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
    92. 92. You control most of your destiny
    93. 93. Some inactives can be reengaged</li></li></ul><li>Do you know what your <br />list churn rate is?<br />What percentage of your<br /> list is “inactive”?<br />
    94. 94. Why Recipients Go Inactive<br />
    95. 95. Why Recipients Unsubscribe<br /><ul><li> Too Frequent
    96. 96. Irrelevant Content/Offers
    97. 97. Also, lack of email address change functionality</li></li></ul><li>Don’t Wait, Be Proactive<br />
    98. 98. 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 />
    99. 99. Ask for Feedback<br />
    100. 100. Dell Survey/Preference Reminder<br />
    101. 101.
    102. 102. Value Proposition Reminder<br />
    103. 103. Alternatives Are Promoted In the Email<br />50% of Art.com subscribers presented with alternative to unsubscribing stay! <br />
    104. 104. Preference Center/Unsubscribe Pages<br />
    105. 105. Q & A <br />Email: lmcdonald@silverpop.com<br />Twitter:<br />@LorenMcDonald<br />@Silverpop<br />

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