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Email Marketing and the Brand

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Email Marketing and the Brand

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Email marketing has been successful year after year due to its results and scalability. In this session affiliates will learn agency tips on how to target, segment, control and test brand offers.

Experience level: Intermediate
Target audience: Affiliates/Publishers
Niche/vertical: Email Marketing

Megan Conahan, VP of Advertising Sales, Direct Agents

Email marketing has been successful year after year due to its results and scalability. In this session affiliates will learn agency tips on how to target, segment, control and test brand offers.

Experience level: Intermediate
Target audience: Affiliates/Publishers
Niche/vertical: Email Marketing

Megan Conahan, VP of Advertising Sales, Direct Agents

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Email Marketing and the Brand

  1. 2. Don’t forget: You can copy-paste this slide into other presentations, and move or resize the poll.
  2. 3. Agenda <ul><li>Experience </li></ul><ul><li>The Power of Email </li></ul><ul><li>Why is Email Marketing so successful? </li></ul><ul><li>Email Marketing: The Numbers </li></ul><ul><li>Benefits of Email Marketing </li></ul><ul><li>Case Studies </li></ul><ul><li>Why affiliates should target brands </li></ul><ul><li>What are advertisers looking for in affiliates </li></ul><ul><li>Best Practices </li></ul>
  3. 4. <ul><li>Direct Agents is a full service performance-based interactive advertising agency </li></ul><ul><li>Established in 2003, we have over 8 years of experience in online advertising </li></ul><ul><li>We are a leading email marketing agency </li></ul><ul><li>We currently partner with over 200 top tier email list managers </li></ul><ul><li>We provide global coverage for our clients </li></ul><ul><li>Our Clients include: </li></ul>Experience
  4. 5. The Power of Email <ul><li>8.3% of time online is spent on email </li></ul><ul><ul><li>(Nielsen, August 2010) </li></ul></ul><ul><li>71% percent of respondents to a Merkle study spent 20 minutes or more weekly on email </li></ul><ul><li>(Merkle, Fall 2009) </li></ul><ul><li>There are an estimated 2.9 billion email accounts in 2010, and it is expected to rise to over 3.8 billion by 2014 </li></ul><ul><li>(The Radicati Group, April 2010) </li></ul>
  5. 6. Why is Email Marketing so successful? <ul><li>Cost effective medium </li></ul><ul><li>Quick turnaround time </li></ul><ul><li>Direct mass interaction </li></ul><ul><li>Ability to send an individual dedicated message </li></ul><ul><li>Scalability </li></ul><ul><li>Green Option </li></ul><ul><li>“ Banner Blindness” </li></ul>
  6. 7. Email Marketing: Not Intrusive <ul><li>According to Global Market Research Firm IDC </li></ul><ul><li>(marketresearch.com) , the following are the top five most intrusive forms of online advertising: </li></ul><ul><ul><li>Display in social media </li></ul></ul><ul><ul><li>Expandable banners </li></ul></ul><ul><ul><li>Interstitials </li></ul></ul><ul><ul><li>Video </li></ul></ul><ul><ul><li>Rollover Banners </li></ul></ul>
  7. 8. Email Marketing: Passes the Marketing Funnel Test
  8. 9. Email Marketing: The Numbers <ul><li>Total money spent on email marketing has increased from $885 million in 2005 to about $1.1 billion in 2010. </li></ul><ul><li>(SEO Tips 247, September 2010) </li></ul>
  9. 10. Pricing Options for Email Marketing <ul><li>CPA (cost per action) </li></ul><ul><li>vs. </li></ul><ul><li>CPM (cost per thousand) </li></ul>
  10. 11. The Benefits of Email Marketing <ul><li>Allows targeting </li></ul><ul><li>Immediate analytics </li></ul><ul><li>Glue for other online advertising </li></ul><ul><li>Ability to test marketing message and receive instant results </li></ul><ul><li>Lost costs </li></ul>
  11. 12. The Benefits of Email Marketing <ul><li>Email Marketing can be successful for all different types of verticals including: </li></ul><ul><ul><li>Automotive </li></ul></ul><ul><ul><li>Consumer Goods and Services </li></ul></ul><ul><ul><li>Education </li></ul></ul><ul><ul><li>Finance </li></ul></ul><ul><ul><li>Insurance </li></ul></ul><ul><ul><li>Retail </li></ul></ul>
  12. 13. Case Studies
  13. 14. Case Study: <ul><li>Goal: To grow AccuQuote’s online distribution and encourage consumers to purchase life insurance. </li></ul><ul><li>Approach: Direct Agents executed a series of targeted email drops to lists that were aimed at the following demographics: </li></ul>Ages 30-65 Married with children Homeowners Annual Household income over $75,000
  14. 15. <ul><li>Result: </li></ul><ul><li>Within two months of the campaign launch the monthly lead volume grew to over 1000 new policy applicants. </li></ul><ul><li>The lead quality was very strong with a high percentage of leads consistently converting into new confirmed policies. </li></ul>Case Study:
  15. 16. Case Study: <ul><li>Goal: To help Samsung reach and acquire new customers and help them promote, educate and sell new Samsung products. </li></ul><ul><li>Approach: Direct Agents worked with email lists that targeted the brand’s core demographics including males, ages 25-45, and tech savvy. </li></ul><ul><li>Result: Samsung received a strong response rate from the emails deployed. </li></ul>
  16. 17. Case Study: <ul><li>Goal: Disney was looking to increase website traffic and increased paid subscribers to their Disney Digital Books service. </li></ul><ul><li>Approach: Direct Agents utilized their relationships with top tier email list managers to deliver Disney’s marketing message to parents and grandparents. </li></ul>
  17. 18. Case Study: <ul><li>Result: </li></ul><ul><li>Disney received a significant increase in traffic to the Disney Digital Books website. </li></ul><ul><li>A significant number of visitors who went to the website because of the email became subscribers. </li></ul>
  18. 19. Case Study: <ul><li>Goal: Expand and grow American Home Shield’s customer base. </li></ul><ul><li>Approach: Direct Agents used prospect email marketing to target current homeowners and people looking to move and people who have just moved. </li></ul><ul><li>Result: American Home Shield received high conversion rates for their emails. As a result, Direct Agents expanded American Home Shield’s online marketing with lead generation and display advertising. </li></ul>
  19. 20. Why should affiliates target brands? <ul><li>Working with brand advertisers is a huge opportunity for affiliates to: </li></ul><ul><li>Make money </li></ul><ul><li>Receive higher response to the offer </li></ul><ul><li>Add value to your list </li></ul><ul><li>Reduce the risk of burning out your list </li></ul><ul><li>Increase delivery of your messages </li></ul>
  20. 21. What are Advertisers Looking for when it comes to email partners? <ul><li>Targeting </li></ul><ul><li>Testing </li></ul><ul><li>Execution </li></ul><ul><li>Feedback </li></ul>
  21. 22. Targeting <ul><li>The more you are able to segment your lists the more attractive it becomes to advertisers. </li></ul><ul><li>Geographic- Country, State, Zip, DMA </li></ul><ul><li>Demographic- Age, Gender, Marital Status, Occupation, Education Level </li></ul><ul><li>Financial- HHI, Expendable Income, Home Value </li></ul><ul><li>Behavioral- Interests and Affinities </li></ul><ul><li>Business Data- Size, Type, Decision Makers, Industry </li></ul>
  22. 23. Testing <ul><li>Frequently asked for testing includes: </li></ul><ul><li>A/B testing </li></ul><ul><li>Subject line testing </li></ul><ul><li>Creative and link testing </li></ul><ul><li>Make sure to use the right creative with the proper subject line! </li></ul>
  23. 24. Execution and Feedback <ul><li>Timing is everything! </li></ul><ul><ul><li>Offers can be time sensitive </li></ul></ul><ul><li>Providing feedback on how the email performed is crucial for advertisers. </li></ul><ul><li>Going the extra mile pays off in the long run! </li></ul>
  24. 25. <ul><li># 1 Complaint amongst email receivers is Frequency ! </li></ul><ul><li>Make sure not to overlap your offers or mail out the same message to the same receiver multiple times in a short amount of time </li></ul>Best Practices
  25. 26. <ul><li>Obey CAN-SPAM regulations </li></ul><ul><li>Build relationships </li></ul><ul><li>Take the time to understand how each advertiser works/how each affiliate works </li></ul><ul><li>Maintain open communication </li></ul>Best Practices
  26. 27. <ul><li>Thank you for your time. </li></ul><ul><li>Megan Conahan, VP of Advertising Sales </li></ul><ul><li>Direct Agents </li></ul><ul><li>[email_address] </li></ul><ul><li>212-925-6558 x 106 </li></ul>
  27. 28. Don’t forget: You can copy-paste this slide into other presentations, and move or resize the poll.

Editor's Notes

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