Agenda
   Review the email marketing tactics that will
   improve your campaigns in 2010
Tactic #1: Customer Reviews
           1.          Use customer reviews to increase engagement & brand loyalty
           ...
Tactic #2: Social Sharing
           1.          Social Networks are changing the way people interact with friends
       ...
Tactic #3: Web Analytics
           1.   Integrate Web Analytics to enable a two-way action-oriented flow of
             ...
Tactic #4: Send at the Right Time
           1.   Subscribers check email at all times throughout the day
           2.   ...
Tactic #5: SMS & Email
           1.        1 trillion text messages are being sent per year*
           2.        Communi...
Tactic #6: Lifecycle Marketing
           1.        Customize email marketing messages based on subscriber preferences and...
Tactic #7: Proper Measurement
           1.   Go beyond opens and clicks
           2.   Measure engagement
           3. ...
Tactic #8: Always be Testing
           1.        Don’t get complacent!
                1.      37% of email marketers are...
Tactic #9: Coupons
           1.        Economy is still suffering
           2.        Increase Open Rates
              ...
Tactic #10: Don’t Forget the Fundamentals

           1.        Grow Your List
           2.        Ask Permission
       ...
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10 Email Marketing Tactics You Must Use In 2010

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10 Email Marketing Tactics You Must Use In 2010

  1. 1. Agenda Review the email marketing tactics that will improve your campaigns in 2010
  2. 2. Tactic #1: Customer Reviews 1. Use customer reviews to increase engagement & brand loyalty 2. Product review content can generate a 4%-%6 lift in effectiveness* 3. How do you do this? 1. Build your customer review database by requesting product reviews from subscribers who recently made a purchase 2. Populate emails with reviews according to subscriber interests or puchase history *Source: The ROI of Relevance” Forrester Research 2/2/2010 2 WebsiteBiz
  3. 3. Tactic #2: Social Sharing 1. Social Networks are changing the way people interact with friends 1. 40% of social network participants use these sites to gather information and recommendations 2. Educate subscribers on how and why they should share your content 3. It’s still new, so experiment! *Source: “Targeting Influential Email Subscribers”, Jupiter Research 2/2/2010 3 WebsiteBiz
  4. 4. Tactic #3: Web Analytics 1. Integrate Web Analytics to enable a two-way action-oriented flow of information 2. Better understand subscriber needs 3. Deliver more relevant content & offers 4. Example: Shopping cart abandonment campaign 2/2/2010 4 WebsiteBiz
  5. 5. Tactic #4: Send at the Right Time 1. Subscribers check email at all times throughout the day 2. Ask subscribers for their preference 3. Test to determine the best day and time to deliver your emails 2/2/2010 5 WebsiteBiz
  6. 6. Tactic #5: SMS & Email 1. 1 trillion text messages are being sent per year* 2. Communicate special offer alerts, event notifications, exclusive invitations, and other timely information customers won’t want to miss 3. New email partner technology makes this easy! *Source: Airwide Solutions independent survey of 50 brand-mane companies 2/2/2010 6 WebsiteBiz
  7. 7. Tactic #6: Lifecycle Marketing 1. Customize email marketing messages based on subscriber preferences and segments 1. New Customers 1. Move subscribers to opt-in, visit your website or make a purchase 2. Engaged customers 1. Maintain & increase purchase levels, strengthen loyalty, encourage recommendations to friends 3. Lapsed customers 1. Attempt to re-engage, prevent them from going to a competitor Engage Convert Retain Acquire Loyalty 2/2/2010 7 WebsiteBiz
  8. 8. Tactic #7: Proper Measurement 1. Go beyond opens and clicks 2. Measure engagement 3. Segment based on behavior 4. Monitor trends over time 5. Adjust email design elements to improve 2/2/2010 8 WebsiteBiz
  9. 9. Tactic #8: Always be Testing 1. Don’t get complacent! 1. 37% of email marketers are NOT testing today 2. Test elements of your email to improve engagement & conversion 3. Where to start? 1. Subject Line 2. Calls to action 3. Design/Layout 4. Copy 5. Offers 6. Timing 2/2/2010 9 WebsiteBiz
  10. 10. Tactic #9: Coupons 1. Economy is still suffering 2. Increase Open Rates 1. 6%-9% lift when compared to other mailings 3. Create demand for product trial 2/2/2010 10 WebsiteBiz
  11. 11. Tactic #10: Don’t Forget the Fundamentals 1. Grow Your List 2. Ask Permission 3. Proper HTML Coding & Design 1. Consider how users view emails 4. Relevant Content 5. List Segmentation 6. Deliverability & Sender Reputation 2/2/2010 11 WebsiteBiz

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