Relevance with a purpose
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With the increase in marketing automation, data has come back into the spotlight as a key business asset. But with so many different types of data, how do you know what to look for? Also, with an increasingly mobile audience, how do you use that data in a way that makes the user convert on-the-spot? In this webinar, email marketing veterans Skip O’Neill and Manny Ju discuss the importance of relevant content within emails and how purchasing power can be increased by using a simple payment system, minimizing effort for the consumer. They share their expertise to help you leverage the data you already have, and make your marketing efforts deliver more.
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Relevance with a purpose
- 1. @adestra adestra.com#EmailMarketing Relevance with a Purpose Making Your Data Work For You (and Not The Other Way Around)
- 2. @adestra adestra.com#EmailMarketing Welcome! • You can hear us, we can’t hear you • There will be time for questions at the end • Tweet us @adestra • #EmailMarketing
- 3. @adestra adestra.com#EmailMarketing Quick introduction Page 3 Manny Ju Director of Marketing @Pay, LLC @mannyju Skip O’Neill VP Global Partner Network Adestra, Inc. @skiponeill
- 4. @adestra adestra.com#EmailMarketing @adestra adestra.com The Evolution of Email Page 4
- 5. @adestra adestra.com#EmailMarketing Where are we today • How has mobile changed the landscape • Dynamic and conditional content moves beyond the digital junk mail • Is relevancy still relevant?
- 6. @adestra adestra.com#EmailMarketing Email and the mobile landscape
- 7. @adestra adestra.com#EmailMarketing Email and the mobile landscape
- 8. @adestra adestra.com#EmailMarketing @adestra adestra.com Challenges Page 8
- 9. @adestra adestra.com#EmailMarketing Email marketing challenges
- 10. @adestra adestra.com#EmailMarketing Subscribers are real people – treat them with respect Email marketing challenges
- 12. @adestra adestra.com#EmailMarketing Persuade subscribers to open Subject Line vs. Friendly From Name
- 13. @adestra adestra.com#EmailMarketing @adestra adestra.com Identify your goals Page 13
- 14. @adestra adestra.com#EmailMarketing Know your goals… …and how they are measured.
- 15. @adestra adestra.com#EmailMarketing Page 15 In the vast majority of organizations email marketing is completed by many individuals as part of wider marketing responsibilities
- 16. @adestra adestra.com#EmailMarketing Which goals does your organization want to achieve through email marketing in the next 12 months? Source: 2013 MarketingSherpa Email Marketing Benchmark Survey
- 17. @adestra adestra.com#EmailMarketing Email remains the best channel for driving online sales Page 17 62% 12% 21% 5% 0.01% Email Direct Link Search Display 62%of conversions come from email Source: SeeWhy, “Unlocking the Secrets of Mobile Conversions”, 2014
- 18. @adestra adestra.com#EmailMarketing Two out of every three emails are read on a mobile device Page 18 66%of all emails are opened on a smartphone or tablet Source: MovableInk US Consumer Device Preference Report, Q1 2014
- 19. @adestra adestra.com#EmailMarketing @adestra adestra.com Email testing Page 19
- 22. @adestra adestra.com#EmailMarketing Testing tips • Timing • Know what you are testing • Sample size • Keep testing
- 25. @adestra adestra.com#EmailMarketing @adestra adestra.com Challenges to converting on mobile Page 25
- 26. @adestra adestra.com#EmailMarketing For Smartphones, the checkout is the problem Source: SeeWhy, 2013 0.5% 8% 94% 6% Add to cart Checkout Success
- 27. @adestra adestra.com#EmailMarketing Why abandon on a smartphone? Reason #1 Page 27
- 28. @adestra adestra.com#EmailMarketing Why abandon on a smartphone? Reason #2 Page 28
- 29. @adestra adestra.com#EmailMarketing Why abandon on a smartphone? Reason #3 Page 29 Disconnect between email and ecommerce website
- 30. @adestra adestra.com#EmailMarketing Why abandon on a smartphone? Reason #3 Page 30
- 31. @adestra adestra.com#EmailMarketing The Traditional End-to-End Process Jump to web site Add to cart Checkout Billing & Shipping Address Credit Card Review and SubmitFinish cart DONE 7 clicks and 109 keystrokes later …
- 32. @adestra adestra.com#EmailMarketing Importance of an Express Checkout option Page 32 incremental sales increase with express payment (Edgar, Dunn & Company) 25-55%
- 33. @adestra adestra.com#EmailMarketing Express (Online) Checkout Options Open NetworkClosed Network
- 35. @adestra adestra.com#EmailMarketing Turn email into instant Point-of-Sale Express Checkout option
- 36. @adestra adestra.com#EmailMarketing Abandoned Cart Remarketing Deep link to cart Product description Product image
- 37. @adestra adestra.com#EmailMarketing Abandoned Cart Remarketing strategies • Sales-oriented 1. Timing 2. Offer 3. Direct link to cart 4. Urgency 5. Product reviews • Customer service-oriented 1. Customer service contact details 2. Problems with the order
- 38. @adestra adestra.com#EmailMarketing Abandoned Checkout Remarketing Change button link to Express Checkout
- 39. @adestra adestra.com#EmailMarketing Consumer Product Replenishment: Good Personalized product content Deep link to cart Personalized product image
- 40. @adestra adestra.com#EmailMarketing Consumer Product Replenishment: Better Express checkout option
- 41. @adestra adestra.com#EmailMarketing Business Product Replenishment Deep link to cart Express checkout option Personalized content
- 42. @adestra adestra.com#EmailMarketing Transactional Message – Next Logical Product Express checkout option
- 43. @adestra adestra.com#EmailMarketing Electric Word – iGaming Business countdown program
- 44. @adestra adestra.com#EmailMarketing In Summary 1. Relevance with a purpose 2. Automation can help 3. Relevance = conversions 4. Measured revenue, not purchase 5. Email marketer’s conundrum
- 45. @adestra adestra.com#EmailMarketing @adestra adestra.com Questions Page 45
- 46. @adestra adestra.com#EmailMarketing Questions Page 46 Manny Ju Director of Marketing @Pay, LLC @mannyju manny@atpay.com Skip O’Neill VP Global Partner Network Adestra, Inc. @skiponeill Skip.oneill@adestra.com
- 47. @adestra adestra.com#EmailMarketing Thank you @adestra adestra.com
Editor's Notes
- Welcome to the webinar - Skip Its more than just content, its leveraging automation The real reason for email marketing….
- Skip A few house-keeping things before we start: You are all on mute so we can’t hear you, but you can ask any questions using the questions panel in the sidebar. We’ll have some time at the end for discussion, so I do encourage you to use this feature. Alternatively, you can also ask questions on Twitter to @adestra. #EmailMarketing (footer)
- Skip – I’d like to introduce my co-presenter: Mayy Ju with @Pay. -----Manny….. @atpay @adestra @mannyju & @skiponeill #EmailMarketing on the footer of every slide Who is @Pay and Adestra? – 2-3 sentences on the company Skip mentions Manny name and Manny does background, then back to Skip Manny: @Pay is an express checkout technology company. Using our technology, anyone can instantly and securely checkout DIRECTLY from an email with just 2 clicks. @Pay lets consumers make purchases directly from emails anytime, anywhere, on any email-enabled device.
- Skip This is Not going to go into a history lesson, on email marketing but rather an emphasis on streamlining and automating your email programs and to introduce you to a way to make conversion simple
- Skip’s Slide - Email Marketing should not be taken lightly. It’s critical to a businesses success. Don’t be overwhelmed by the job….. Why relevancy, is still what really drive revenue with email
- Skip slide Martech slide Mergers – Acquisitions Not too many independent ESP’s left
- Skip Slide With all the consolidation Where does a marketer turn? They don’t have to turn anywhere, just talk to your ESP about best practices.
- Skip
- Manny – There are challenges, you are correct Skip Inboxes a full of clutter. Those newsletters you subscribed to and no longer read. Manny --The average number of business emails landing in your inbox today is 108 per day. And this is expected to rise to 140 a day by 2018 -Radicati Group……….. Skip – You want your email in the inbox to stand out and say “pick me” – Kind of like Story on inbox clutter and what prompts a person to open.. Have your emails ever been caught up in the masses and group picture (Indiana Pacers), Its like a group picture and how do you stand out.
- Skip - Put yourself in the shoes of your subscribers when thinking of sending them a message.
- Skip story – inbox value and why you open. Mom, boss spouse Last quarter Last month Last week Yesterday
- Manny: The key to effective email marketing is to establish trust with your subscribers. The way to build that trust is to have something that’s relevant and meaningful to say. Email marketing is just an extension of human interpersonal relationships. The people you listen to are the people that have something worthwhile to say. There’s already a lot of information published about how to write compelling subject lines to get people to open your emails. The point I want to make is that once you’ve established trust with your subscribers, they will start opening your email – not necessarily because of your subject line – but because of who you are. Reflect upon your own email reading habits. When you’re scanning your email inbox, which do you look at first? Do you look at who the email is from first? Or do you look at the subject line first? If you’re like me, you’ll look at the “From” column first – then look at the subject line second.
- Manny: Email Marketing has to have a purpose. One of my teachers in school always told us, “Don’t mistake activity for accomplishment.” Make sure that you have clear goals that you want your email programs to accomplish.
- Skip - As an organization, know your goals and as a marketer how they are measured at the end of the day. Let me share two very quick example: Book store in Denver – asked what her goals were for email marketing – to inform parents of kids books, newsletters of reading and book signings. No real goal is to “sell more books” Previous client (Expedia) responsible generating 1b in revenue just from email. Real money …
- Skip’s slide – Who is the typical Email Marketer? Often times the email marketer is the new college graduate who is tasked with learning a systems and meeting deadlines. It all depends on the size of the marketing organization and how committed they are to leveraging their data to drive revenues. Many organizations are investing 10’s and 100’s of thousands of dollars to learn who their customers are and they are not leveraging that data with an effective way to communicate Grocery store example: Loyalty card scanned, they know what you buy, how often and how much you spend. The can make predictions on your gender, the size of your family and if you are health conscious or not. Not many grocery stores use purchase data to market
- Manny - I just want to highlight that increasing sales conversions and/or revenue along with “drive additional traffic to our web site” (presumably to purchase) is the Top Goal of email marketing among the executives surveyed. How does your organization compare? What does your organization want to accomplish with its email marketing program over these next 12 months?
- Manny: I know that I’m preaching to the choir when I say that email remains the most effective channel for driving online sales.
- Manny: By now, we all know that mobile devices are the primary means that people read their emails. If you are an international brand, then you are probably already aware that in many parts of the world, mobile devices are the ONLY way that people are reading your emails. Skip asks Manny - Would age or demographics play a factor? Manny. Not necessarily demographics but sociographics. There are many households in the US that cannot afford personal computers. But definitely everyone in the household has a smartphone. Benchmarks are not a substitute for testing – you should be using an email service provider that gives you the ability to determine what percentage of your emails are being opened on mobile devices.
- Skip – Test is critical to meet your goals…….
- Skip slide - Not really Yes and No. 66% say they test subject lines but that is the end of it Adestra & Econsultancy Census – marketers who test their emails 74% report excellent or good ROI - Marketers who do NOT test, report only 34% good or excellent ROI. Underutilized feature among marketers. - Don’t have time to test. You cant afford to not test. Driving revenues is a goal, you have to test to maximize your revenue potential. Meeting a deadline does not equal making money
- Here is another example on the % of marketers who say they test. Companies testing all the time is more frequent than an agency doing work for a client 16% vs 9% Regardless if you hire an agency or do email yourself, testing is an underutilized feature.
- Skip Timing is important – send both emails at the same time unless you are testing time of day Test one variable at a time. Keep testing….
- Skip –Your content needs to be relevant regardless of the device you need to make sure you are testing more than just content, but how it renders via mobile, laptop Use subscriber Behavior, demo graphic, geography, age gender preferences, etc….. To send the content that is relevant to each individual. Manny – Skip you bring up a good point, mobile is not just a small screen, you need to think of the context as to why and when someone reads on a mobile device. Here’s where your ESP’s reporting helps. Let me give you an example of a brand in the Travel and Hospitality industry. They send out a pre-arrival email two days before a guest is due to arrive at their properties. Using their ESP’s email click data, they discovered that the links that people clicked on differed when the email was viewed on a smartphone compared to when it was viewed on a desktop or tablet. The lesson learned is this: if you’re using responsive design in your emails, don’t just make the mobile-friendly version a re-purposed version of your desktop email. Use your email analytics to discover what people are interested in when viewing your emails on a mobile device. Let your readers tell you what’s important to them. Then design your mobile-friendly email accordingly.
- Skip – Taking mobile into consideration Back to the goals – making money - but there is a problem or hiccup in the process. - image of someone “in the mood” wallet in hand or feel charitable. Subject line testing done Responsive – done Compelling content – done Why – make money’
- Manny: Web analytics now enables email marketers to have visibility of the entire purchase funnel. The most eye-opening realization that this data gives us is that people are very comfortable shopping online with their mobile devices. The challenge is converting – that is – following through to the end to make the purchase on a mobile device. The key point I want to make is this: the increased reading of emails on a smartphone leads to decreased sales – if you don’t take corrective action now.
- Manny: This graphic illustrates the data. The 8% add to cart rate when shopping on a smartphone is comparable to the 11% add to cart rate when shopping on a desktop computer or a tablet. So shopping isn’t the problem. The checkout is the problem. 94% of shopping carts are abandoned at the final checkout stage on mobile devices. The result: less than 1 out of every 200 shoppers convert when reading an email on a smartphone. One final point: the notion that people use their smartphones to “triage” their emails and then read them later on a desktop computer is a myth that has been thoroughly debunked. Reports have confirmed that only 2% of all emails are ever read a second time. Bottom line: you don’t have a second chance to make a first impression. Make it right the first time.
- Manny: Why is the checkout abandonment rate so high on smartphones? I’m going to explore three reasons, starting with the most obvious. The finger is the perfect replacement for the computer mouse. It is NOT the perfect replacement for the keyboard.
- Manny: The second reason for the high abandonment rate on a smartphone has to do with the fact that it’s a mobile device. “Mobile” means mobile. Think of all the times and places you are at when you’re reading your emails on your smartphone. Maybe you’re sitting in the Husband’s Chair at Macy’s. Maybe you’re sitting in the lobby waiting your next appointment. Maybe you’re sitting on a park bench watching your children play. Either way, you’re out somewhere in public. How comfortable are you taking your credit card out of your wallet or purse in public? How comfortable are you putting that card on a table or a bench in plain site while you key your card information into the payment page on your smartphone? Of course you’re not comfortable. So you tell yourself that you’ll remember to open that email when you get home and then make the purchase. Fat chance. 98% of the time, that never happens.
- Manny: Here’s the 3rd reason for the high checkout abandonment rate on a smartphone – and it’s related to the first reason. There exists an inherent disconnect between the email and the web site. Organizationally, they are managed by two completely different departments. So here you have an email that has been optimized for mobile.
- Manny: But the check out page which it takes you to clearly isn’t. eMarketer study finds less than 20% of web sites are optimized for mobile
- Manny: I exhort each of you to go through the end-to-end experience of purchasing a product or service from your own emails. Remember: the online shopping experience was introduced close to twenty years ago – long before smartphones – and it hasn’t changed much since. Here’s what I want you to do: count the number of mouse clicks. Count the number of page views. Count the number of keystrokes. Count how many of each it takes to complete the process from beginning to end. And then ask yourself: is this what I as a consumer want to do on a smartphone – again and again??
- Manny: The answer to my last question is “Heck no!” That’s why you’re starting to see more and more express checkouts making their way to the online shopping experience.
- Manny: Here’s an overview of the different express checkout options. This is by no means the definitive list. I’m just highlighting a few. On the left hand side are what I call “closed network” express checkouts. I’m calling them closed because the express checkout experience only exists within their network. Amazon is the pioneer in this area when they patented the “one-click” checkout about 15 years ago. iTunes is probably the most widely used express checkout. Can you imagine having to get your credit card out and keying the numbers into a web form every time you wanted to download a song? And I’m sure many of you have read the recent press release that Pinterest is going to implement an express checkout on their site. Open network, as I’m calling it, is the express checkout that works across merchants. PayPay was an early pioneer in this area. With multiple merchants supporting PayPal, a consumer only needs to log in with his PayPal account to make a purchase to any merchant accepting that form of payment. Since that time, there are other express checkout providers coming into the market, including @Pay.
- Manny: We’ve already established that email marketing remains the #1 channel for driving online sales. We’ve also already established the importance of express checkouts for online sales. It’s now time to start incorporating express checkouts in your emails themselves.
- Manny Express checkouts are perfect for what I call WYSIWYG products – those that are self-explanatory within the email itself. Vitamins and other health care products are WYSIWYG products. Clothing – where you need to go to the web site to find the sizes and colors – are not. So for those emails promoting WYSIWYG products, why not use the email as a direct point of sale and let your customers purchase directly from the email itself? These types of promotional emails are perfect for express checkouts. But there’s more to email marketing than using email as brochure ware
- Skip: Yah your right. Using data for Awareness and Concept of remarketing has been around for long time – evolved and catching on. Skip Stats on who is doing remarketing.. % Moving beyond the email …advanced Skip: anatomy of a good abandoned cart remarketing email: display what was abandoned in the cart, deep link right back to cart Only 20% of online retailers are using remarketing emails to capture abandoned carts – that’s free money. No 1 questions I’m asked is How long does a cart have to be idle. 20 min – BP for sending remarketing email (day/hour?) less than 24 hrs. Fashionably later within the hour.
- Skip slide Sales oriented TIMING: within 24 hours of cart abandoned OFFER - coupon, discount, free delivery related to the purchase and/or upsell/cross-sell opportunities Customer Service oriented Customer service contact details Information related to potential problems with the ordering process Include a link directly back to the cart the user abandoned, or at least to the product featured Create urgency Consider offering a ‘price match’ if cheaper price is found elsewhere Offer reviews on the product to reassure Test one email verses a sequence of two or three abandon cart reminders
- Manny: If you are using your web analytic package correctly, you should be tracking the different types of abandonment. Express checkout capability is a perfect application for abandoned checkout remarketing emails. Skip: What’s the different between abandoned checkout versus abandoned cart? Manny: Abandoned checkout is abandonment at the final step – when the person is at the payment stage. There are different reasons for abandoning a shopping cart versus abandoning at the checkout counter.
- Skip - Examples: product replenishment Dog food Shampoo Oil changes Office supplies (toner/paper) Software download Automation – past purchase history examples. One to one content. Know what is purchased….RFM buying patterns Skip: anatomy of a product replenishment email
- Manny: Product Replenishment emails are absolutely perfect for express checkouts. Your commerce data tells you the product, the full cost including shipping and sales tax, and you know the shipping address. Make the repurchase as instant and as transparent as possible. With an express checkout option from a product replenishment email, you’re not asking for credit card, you’re not asking for shipping address. You’re only asking for one thing: the customer’s approval. How transparent and frictionless is that?
- Skip here is a good B2b example Here is another example B2B Office supplies (toner/paper) Software download Automation – past purchase history examples. One to one content. Know what is purchased….RFM buying patterns
- Skip - Use TM to market or cross sell, knowing 80% open rate. How many people have made a purchase and NOT opened the email to get it right…. 80-85% open rate, so why not do a cross sell/upsell. Amazon does it. Cross-sell Ways to drive revenue Manny – express checkout from a transactional message is identical in concept to the one we just reviewed. You know the payment information, you know the shipping information from the product that was just purchased. So you show the shopper the next logical product – in this case a belt – and you’re just asking the consumer for one word: “Yes”
- Skip and to wrap up… Another type of automation can be a count down program. Where something is expiring. It could be a subscription to a maganize, a software down load off a free trial or even a replenishment of a product like dog food or shampoo. Gentle reminders with an easy way to complete the transaction can go a long ways with conversions.
- Skip Relevance with a purpose Use automation to drive revenues and make money Relevance is for conversions rather than open rates Not being measured on opens, measure on purchase Email marketer’s conundrum – email is measured on revenue out of my control Drive revenues
- @atpay @adestra @mannyju & @skiponeill #EmailMarketing on the footer of every slide Who is @Pay and Adestra? – 2-3 sentences on the company Skip mentions Manny name and Manny does background, then back to Skip