Trends Affecting Email Marketing

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Presentation on some key trends that will affect email marketing in 2011....and beyond. Especially with an eye toward design and content. Presented at Silverpop's Email Creative Seminar in Chicago, February 2011.

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  • As the size of our networks have increased..Amount of quality information hitting us has decreased BUTRecommendations from the RIGHT peoples is still there
  • As the size of our networks have increased..Amount of quality information hitting us has decreased BUTRecommendations from the RIGHT peoples is still there
  • No longer are we accessing the internet through a nice big desktop screenLaptops.. Netbooks are all growingAnd more are coming – ipad.. tablets.. And then there is mobile..
  • There has simply been no way to run JavaScript code within email messages in such a way that it’s isolated and not allowed to do malicious things on your computer. Hotmail is solving this problem with its new Active Views platform, technology that allows senders to run code securely in their email messages. It protects you AND gives you access to information on the sender’s website through forms and inline actions built directly into the email itself. This keeps the content up to date and provides a more engaging and time-saving experience.
  • It is not just about how social media has changed our approach but now because of lack of trustabout co-ordinating across multiple channels both digitally and offline
  • No longer are we accessing the internet through a nice big desktop screenLaptops.. Netbooks are all growingAnd more are coming – ipad.. tablets.. And then there is mobile..
  • Trends Affecting Email Marketing

    1. 1. 5 Uber Trends Affecting Email Marketing<br />February 2011<br />@LorenMcDonald<br />
    2. 2. Agenda<br />
    3. 3.
    4. 4.
    5. 5. Social Media Explosion<br />
    6. 6. The Big Gorillas<br />
    7. 7. Facebook: The 2nd Web<br />
    8. 8. Facebook Connect Login<br />
    9. 9. Email Must Get More Social<br />And Work With Social<br />
    10. 10.
    11. 11. Going Mobile / Screensize-apalooza<br />
    12. 12. 40+ Tablets Expected to Ship in 2011<br />
    13. 13.
    14. 14.
    15. 15. Mobile Apps are Exploding….but<br />25 billion downloaded by 2015 <br />Juniper Research<br />
    16. 16. 25+% of Apps Used Only Once<br />
    17. 17. The Check-in Deal<br />
    18. 18. Where is My Email Being Read?<br />
    19. 19. Email is Mobile<br />Mobile is Email<br />
    20. 20.
    21. 21. The ISP Battle has Shifted<br />Bad Stuff<br />Too much good stuff<br />
    22. 22. Smarter Inboxes<br />
    23. 23. …and the Unified Inbox is coming…<br />
    24. 24. AOL Project Phoenix<br />
    25. 25. Hotmail Active Views<br />
    26. 26. Relevance is Not an Option<br />Email is Still the Killer App<br />
    27. 27.
    28. 28. Customers Speak<br />“Awful”<br />“Overpriced”<br />“Bad service”<br />“..tastes like sh*t”<br />sh*t<br />
    29. 29. Ratings and Reviews<br />
    30. 30. Brands Get Real (People)<br />
    31. 31. How-to video<br />
    32. 32. • Real person<br /><ul><li> Service tone
    33. 33. 50% conversion rate</li></li></ul><li>Get Real<br />Get Human<br />Add Value<br />
    34. 34.
    35. 35. Broadcast & Triggers Complement<br />
    36. 36. 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 />
    37. 37. Question is not What is the optimum frequency?, but How do we send more relevant emails, more often but with fewer resources? <br />
    38. 38. Cross Sell / Upsell - Recommendations<br />
    39. 39.
    40. 40. Real-time Optimization<br />+ 58 %<br />Multivariate test<br />
    41. 41. Use the Technology<br />Email Becomes a <br />Dynamic Content Platform<br />
    42. 42. Agenda<br />
    43. 43. 1. Get the Data<br />Birthday emails<br />List preferences / cadence<br />Segmentation / Content<br />
    44. 44. 2. Enable Channel Options<br />
    45. 45. 3. Manage Subscriber Expectations<br />Privacy/Permission<br />Brand<br />Other communications<br />Content<br />Frequency<br />Format<br />Subscription management<br />Relevance and personalization<br />
    46. 46. 4. Enable Profile Changes - Footer<br />
    47. 47. 5. Enable Profile Changes - Site <br />
    48. 48. 6. Brand (From Name) is Huge<br />
    49. 49. 6. Know Your Audience<br />Source: Unica Corporation/Pivotal Veracity<br />
    50. 50. 7. Design for Everything<br />
    51. 51. 8. Leverage the Power of Reviews<br />Emails drive consumer creation of reviews<br /><ul><li> 6% of online Americans post ratings and reviews of products at least monthly
    52. 52. 25% of online adults read these ratings and reviews at least monthly</li></li></ul><li>9. Promote Following & Sharing<br />
    53. 53. 10. Promote Likes/Follow<br />
    54. 54. 11. Use Personality to Engage<br />
    55. 55. 12. Sell by Educating<br />
    56. 56. 13. Use Social to Grow Email Database<br />
    57. 57. 13. Use Social to Grow Email Database<br />
    58. 58. 14. Incorporate Email in Mocial Channels<br />Opted in – still have not received an email months later<br />HUGE missed opportunity<br />
    59. 59. 15. Let Customers Do the Selling<br />
    60. 60. 16. Surprise & Help<br />
    61. 61. 17. Break it Up<br />
    62. 62. 18. Use Pre- to Post-Purchase Emails<br />Right time, right message!<br />
    63. 63. 19. Leverage Other Technologies<br />
    64. 64. 20. Leverage Marketing Automation<br />Welcome <br />Campaigns<br />1st Purchase Campaigns<br />Repeat Purchase Campaigns<br />Loyalty Campaigns<br />Reengagement Campaigns<br />100<br />300<br />400<br />600<br />-400<br />-200<br />Subscribers / Visitors<br />1st Time<br />Customers<br />Repeat<br />Customers<br />Unengaged Customers<br />Loyal<br />Customers<br />-<br />+<br />+<br />+<br />
    65. 65. A Few Takeaways<br />
    66. 66. Resources<br />Resource Center<br />White papers<br />Webinars<br />Blogs<br />Case studies<br />Newsletters<br />http://www.silverpop.com/marketing-resources/index.html<br />Many presentations on SlideShare<br />www.slideshare.net/Silverpop<br />
    67. 67. Q & A / Contact Information<br />Loren McDonald<br />lmcdonald@silverpop.com<br />Twitter: @LorenMcDonald<br />Twitter: @Silverpop<br />www.slideshare.net/silverpopwww.silverpop.com<br />

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