Persuasive email programs Brandworks 2010

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Presentation delivered at 2010 Brandworks conference in Madison, WI by Loren McDonald on May 25. Discusses current state of email marketing; 3 phases of email marketing; and email design, creative and use of automation such as behavioral trigger-based programs.

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Persuasive email programs Brandworks 2010

  1. 1. How to Design the Most Engaging and Persuasive Emails<br />Loren McDonald<br />VP, Industry Relations<br />@LorenMcDonald @Silverpop<br />
  2. 2. Agenda<br />
  3. 3. The State of Email Marketing<br />
  4. 4. #3<br />If they were countries…<br />#1<br />
  5. 5. Email is the #1 way consumers want to be communicated to by businesses.<br />Microsoft/Hotmail<br />
  6. 6.
  7. 7. Email Marketing ROI Still Tops<br />$ returned for every dollar spent<br /><ul><li>Commercial email: $43.62
  8. 8. Paid Search: $21.85
  9. 9. Non-catalog direct mail: $15.22
  10. 10. Catalogs: $7.32</li></ul>Source: DMA Power of Direct economic-impact study, 2009<br />
  11. 11.
  12. 12. But, there are challenges <br />
  13. 13. Free Shipping, 20% Off – “So What”<br />
  14. 14. 26th Anniversary…and I get This?<br />And 4 years as a subscriber<br />
  15. 15. Too Much and Too Little<br />22% send NO<br />emails <br />51% are mailing 5+/month<br />24% are mailing 11+/month<br />Silverpop Study of Internet Retailer 500 - 2009<br />
  16. 16. Email is Competing for Mindshare<br />
  17. 17. Inbox Snapshot – Nearly Half Are Alerts/Notifications<br />
  18. 18. Email Access Via Multiple Devices<br />
  19. 19. 16<br />“The day when more people read and respond to email via their handhelds than any other platform is approaching, underscoring how critical it is to build email campaigns that are optimized for mobile devices.”<br /> - Mobile Marketer, October 13, 2009<br />Mobile Internet adoption is outpacing desktop adoption by 8X<br />- Morgan Stanley, Web 2.0 Summit, October 20, 2009<br />Chart: The Radicati Group, “Wireless Email Market, 2009 – 2013,” October 12, 2009, www.radicati.com. <br />The Mobile Explosion<br />
  20. 20. 25% to 80% <br />of your email subscribers<br />are inactive<br />
  21. 21. One third<br />
  22. 22. And Customers Have the Last Word<br />
  23. 23. So what’s it all mean?<br />
  24. 24. Marketers Must Deliver the <br />Right Message<br />at the<br />Right Time<br />
  25. 25. Evolution of Email Marketing<br />3 Approaches to Email Marketing<br />
  26. 26. The Knowledge Funnel<br />Chance<br />Experiment<br />Automate<br />The Design of Business, Roger Martin<br />
  27. 27. 3 Stages of Email <br />1 to Many<br />Pray and Spray<br />1 to Segments<br />Test & Target<br />1 to 1<br />Behavior/Triggered<br />
  28. 28. Relevant Emails Rock!<br />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.<br />
  29. 29.
  30. 30. Relevant – Based on Purchase Data<br />
  31. 31. Pinball, Earrings, Shredder…<br />
  32. 32. Data Is the Foundation of Email Relevance<br />
  33. 33. Key Roles of Email<br />NURTURE<br />ENGAGE<br />NUDGE<br />
  34. 34. Engagement – Design for Function <br />
  35. 35. It Depends<br />Test It<br />
  36. 36. Don’t make customers jump through hoops<br />
  37. 37.
  38. 38. Mobile Friendly – Header CTA<br />
  39. 39. Help me Buy<br /><ul><li> Use Bullets
  40. 40. Better images
  41. 41. Cost?
  42. 42. Not clear sidebar is coffee
  43. 43. How do I get to $40?
  44. 44. Deadline is hidden</li></li></ul><li><ul><li> “Today, March 27”
  45. 45. No minimum
  46. 46. 4-7 Day Delivery
  47. 47. More details below
  48. 48. Select flights right from the email
  49. 49. Oakland is my preferred departure airport
  50. 50. “Book a flight” links
  51. 51. Search link</li></li></ul><li>Clean & Simple<br />
  52. 52. Use Visual Cues<br />+ 23 %<br />+ 58%<br />39<br />
  53. 53. Colors matter<br />+ 23 %<br />
  54. 54. Product images work<br />+ 58 %<br />Multivariate test<br />
  55. 55. Tell them what they will get<br />+ 230 %<br />Visitour website<br />Click here to see the online demo<br />+ 72 %<br />+ 44 %<br />42<br />
  56. 56. Be descriptive<br />Click and save online<br />+ 301 %<br />35% OFF<br />Enter the Sale Now!<br />View the exclusivecollectionforsalenow<br />+ 72 %<br />43<br />
  57. 57. Engagement - Content<br />
  58. 58. not dead, but…<br />
  59. 59. …content that educates and<br />solves problems is <br />becoming more powerful..<br />
  60. 60. Old Rule:<br />Sell the sizzle, not the steak.<br />
  61. 61. New Rule:<br />Educate with grilling tips, recipes and wine pairing.<br />
  62. 62. Content that is Engaging is…<br />
  63. 63. 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 />
  64. 64. Surprise & Delight<br />
  65. 65. Sell by Educating<br />
  66. 66. Inform first, sell second<br />
  67. 67. The From Line<br />Is the New<br />Subject Line<br />
  68. 68. Creative subject lines that motivate people to take the action they (and you) want, <br />not just open the email<br />What’s a Good Subject Line?<br />
  69. 69. I’m Too Sexy for My Subject Line<br />
  70. 70. “We've got you covered - ash guaranteed holidays from £142<br />
  71. 71. Duuuuude<br />
  72. 72. Can You Say Mimes in Portland?<br />
  73. 73. Let your customers do the talking<br />
  74. 74. Leverage Reviews<br />
  75. 75. Recommendations<br />
  76. 76. “Doughboy” + Valentine = Shareworthy<br />
  77. 77. Automate with Triggered Emails<br />“Set it and forget it”<br />
  78. 78. Right Message, Right Time<br />
  79. 79.
  80. 80. Triggered Emails:<br />3-5% of email volume<br />45% of profits<br />Orbitz<br />
  81. 81. Low Volume, High ROI<br />4.1%<br />Triggered<br />Campaigns<br />Volume of Emails sent<br />Sales Generated<br />95.9 %<br />Batch <br />Campaigns<br />40.2%<br />Triggered<br />Campaigns<br />59.8 %<br />Batch <br />Campaigns<br />
  82. 82. Automated Email Program <br />Triggers based primarily on consumer behavior<br />
  83. 83. Within two months of opt-in, the open rate typically falls 20% to 25%.<br />Source: MarketingSherpa<br />
  84. 84. Welcome emails may be the most important email you will ever send.<br />
  85. 85. Welcome to the Tafford Community<br />
  86. 86. Three Reasons You Will Love Tafford + A Special Offer<br />
  87. 87. Personalize Your Tafford Experience<br />
  88. 88. 2009 Welcome Series Indexed Results…<br />Welcome #1 Performs 6X Better!<br />
  89. 89. Samples of Remarketing<br />
  90. 90. Following up with abandoners by email yields<br />up to 50% conversion.<br />
  91. 91. Cart Abandonment<br />
  92. 92. A Special Offer To Return To Tafford<br />Did You Forget Something?<br />
  93. 93. 2009 Abandoned Cart Indexed Results…<br />
  94. 94. Abandon Cart Emails<br />25% conversion on cart abandoners. <br />Cart program accounts for almost 1/3 of TOTAL yearly email sales<br />
  95. 95. Key Takeaways<br /><ul><li> Design for function
  96. 96. Engage with personality / value-add content
  97. 97. Design automated programs for known behaviors </li></li></ul><li>Questions / Thank You!<br />Loren McDonald<br />lmcdonald@silverpop.com<br />@LorenMcDonald<br />www.silverpop.com<br />@silverpop<br />
  98. 98. Attention Deficit Disorder<br />From 4 Pages …<br />… to 140 characters…<br />
  99. 99. Woot is a Hoot<br />
  100. 100. Most Popular Items on Site<br />

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