Email In Web 2.0 World 2009

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Leveraging email to speak to your audience in a noisy media world

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Email In Web 2.0 World 2009

  1. 1. © 2009 ExactTarget All Rights Reserved Entire Presentation Copyright © 2003 - 2009 ExactTarget. All Rights Reserved. No portion of this presentation may be recreated, reprinted, distributed, published or represented without the written permission of ExactTarget. Managing “The Conversation” between Brand and Customer in a Web 2.0 World How Top Brands Use Email as the Foundation of their Strategy for Customer Development and Retention Ali Margello Business Development ExactTarget, Inc.
  2. 2. Selling to the “Connected” Consumer WEBSITE SEARCH EMAIL “ Selling now takes more time and resources then ever before. The average sales cycle has become 22% longer as buyers are taking longer to consider their decisions.” Source: Sirius Decisions
  3. 3. How in the World is this Possible?
  4. 4. Media Evolution <1990 1990s Direct Mail Telephone 1999 2000s 2008 TV Radio Print Display IM Email Direct Mail Telephone TV Radio Print Display Website Search Online Display IM Email Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Webinars Affiliate Marketing Mobile Email SMS IM Email Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs RSS Podcasts Wikis Social Networks Mobile Web Addressable Voice Mobile Email SMS + MMS IM Email Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs RSS Podcasts Wikis Social Networks Mobile Web Behavioral Social Media & Ads Virtual Worlds Widgets Twitter
  5. 5. Each day, the average consumer is exposed to 1600 ad messages .
  6. 6. Websites Have Become The Hub of Marketing Trade Shows Sponsored Events Print Advertising Direct Mail Social Networks Broadcast Advertising Public Relations Webinars Search Engine Marketing Word of Mouth Online Advertisements Corporate Blogs The Corporate Website
  7. 7. How are You Managing the Conversation?
  8. 8. Prospect The Customer’s Journey can Start Anywhere Prospects and Customers Customers Direct Media Branding Media TV Print Radio Outdoor Cinema Website Events Online Ad Direct Mail Email SEO / PPC Social Media Mobile DRTV DR Print Catalog
  9. 9. Email is the Foundation of 1-to-1 Marketing
  10. 10. Email Aids the Decision-Making Process The Customer Life Cycle Interest Evaluation Purchase Usage Loyalty Re-Purchase “ Those who buy products marketed through email spend 138% more than non-readers of email.” Source: Forrester Research “E-Mail Marketing Comes of Age.” <ul><li>“ Once a person has been attracted to your web site, email can move the prospect through the consideration and evaluation stages . . . all the way to purchase.” </li></ul><ul><li>Source: Forrester Research </li></ul>
  11. 11. Email is #1 for ROI Source: The Direct Marketing Association (DMA) <ul><li>“ Commercial email ROI hit $45.65 for every dollar spent in 2008.” </li></ul><ul><li>“ Email produces the highest response rate of direct marketing methods studied.&quot; </li></ul>
  12. 12. Why Email?
  13. 13. Some Stats About Email… <ul><li>direct marketing method used today </li></ul>2008 Direct Partners Survey #1 Email is the
  14. 14. Some Stats About Email… <ul><li>of all marketers cite email as the best performing medium ahead of search & display </li></ul>Datran Media Survey, Dec 2007 80%
  15. 15. The Email ROI Story… Email has the highest ROI of any direct marketing channel $45.65 ROI 2008* $57.25 ROI 2005* *SOURCE: Direct Marketing Association $51.45 ROI 2006* $47.56 ROI 2007*
  16. 16. The Email Ecosystem <ul><li>of all email traffic on the Internet is spam. </li></ul>>85% *SOURCE: CommTouch Q4 2007 Email Threats Report
  17. 17. Consumers Define Spam 50% 48% *SOURCE: 2008 Spam Complaints Survey from Marketing Sherpa & Q Interactive 56% consider messages from known senders to be spam if they aren’t “interesting” consider messages from known senders that are sent too frequently to be spam are using “report spam” buttons for reasons other than to report unsolicited email
  18. 19. EMAIL SPAM CHAT RSS SMS ----INBOX 2.0----
  19. 20. 3 Main Factors Influencing Email ROI 1. Deliverability…to the inbox 2. List Growth…net growth 3. Relevance…sophistication
  20. 21. 3 Main Factors Influencing Email ROI 1. Deliverability…to the inbox 2. List Growth…net growth 3. Relevance…sophistication
  21. 22. <ul><li>Poor or Insufficient Permission </li></ul><ul><li>High Recipient Complaints </li></ul><ul><li>Content, Volume or List Quality Filtering </li></ul><ul><li>Spamtrap Hits </li></ul><ul><li>IP Address and Domain Blacklisting </li></ul><ul><li>Lack of ISP Compliance </li></ul>Top Reasons Emails Are Filtered: Today IP Reputation is key!
  22. 23. 3 Main Factors Influencing Email ROI 1. Deliverability…to the inbox 2. List Growth…net growth 3. Relevance…sophistication
  23. 24. <ul><li>List Growth is a Top Priority for Marketers (38%) </li></ul><ul><ul><li>Only email relevance and improving conversiosn rank higher </li></ul></ul><ul><li>Organic Growth </li></ul><ul><ul><li>“ Gathering” tactics like onsite reg., inbound call centres, in-store POS </li></ul></ul><ul><ul><li>Onsite includes non-incented & incented, paid search, etc. </li></ul></ul><ul><li>Viral – Make it Contagious </li></ul><ul><li>Go Social (32%) not Postal (6%) </li></ul><ul><li>Mobile Capture </li></ul><ul><ul><li>In-store, out of home, events </li></ul></ul><ul><li>Proximity – Value - Choice </li></ul>Top List Growth Tactics *SOURCE: 2009 List Growth Study from ExactTarget
  24. 25. <ul><li>Serve the individual </li></ul><ul><li>Honor their unique preferences with regard to communication, content, frequency & channel </li></ul><ul><li>Deliver them timely, relevant content that improves their lives </li></ul>TM
  25. 26. Mobile Capture
  26. 27. List Growth = Lift Increase your list by 5, 10 or 25% annually.. . … and get the same lift in conversions! What’s that worth in $?
  27. 28. 3 Main Factors Influencing Email ROI 1. Deliverability…to the inbox 2. List Growth…net growth 3. Relevance…sophistication
  28. 29. Two elements for success
  29. 30. Technology always wins
  30. 31. Marketer Sophistication Defined Relevancy = Sophistication
  31. 32. Increase Revenue w/ Relevancy
  32. 33. What the pros doing?
  33. 34. Relevancy Equals Success
  34. 35. Tactics to Drive Relevancy
  35. 36. <ul><li>Channel (i.e. store, web, etc.) </li></ul><ul><li>First time customer vs. repeat customer </li></ul>Ask only for what you need at the time and place that matters Program Focus Areas Key Success Metrics <ul><li>Increased List Size by: </li></ul><ul><li>29% </li></ul>
  36. 37. <ul><li>Key segmentation programs rolled out over 2008 and 2009 </li></ul><ul><li>103% Increase in Revenue </li></ul><ul><li>Less Email Frequency gives better brand experience </li></ul>Gender-Based Content and Segmentation <ul><li>Static Abandon Basket Email </li></ul><ul><li>Dynamic Abandon Basket Email </li></ul>Additional Automation Campaigns Key Success Metrics
  37. 38. <ul><li>Short redemption period to create urgency </li></ul><ul><li>Promo code changes daily to reduce possible internet fraud </li></ul>Driving quicker purchase cycles with time sensitive offers Program Focus Areas Key Success Metrics <ul><li>Increased CTR by: </li></ul><ul><li>44% </li></ul>
  38. 39. <ul><li>Offers based on behavioral modeling </li></ul><ul><li>Promotes next best offer based on past purchase </li></ul>Driving quicker purchase cycles with time sensitive offers Program Focus Areas Key Success Metrics <ul><li>Increased Sales by: </li></ul><ul><li>33% </li></ul>
  39. 40. <ul><li>Predictive modeling </li></ul><ul><li>Offer optimization </li></ul><ul><li>Abandoned searches </li></ul><ul><li>Product alerting and notifications </li></ul>Highly personalized (1:1) messages based on behavioral patterns
  40. 41. Home Depot Live Content – Offers or Coupons <ul><li>Inventory Driven Offers </li></ul><ul><li>Tied into product inventory database </li></ul><ul><li>Might be used to move excess inventory </li></ul><ul><li>Live Content – dynamic rule based and uses landing pages to change offer mid-campaign </li></ul><ul><li>Segment Driven Coupons/Discounts </li></ul><ul><li>Can offer for specific date ranges </li></ul><ul><li>Pre-assign unique codes to coupons </li></ul><ul><li>Import customer redemption data from POS system </li></ul><ul><li>Live Content – dynamic rule based and uses landing pages to change offer </li></ul><ul><li>Redemption Reports </li></ul><ul><li>Summary & Redemption Reports </li></ul>
  41. 42. Real-Time Content Optimization
  42. 43. Expedia -1:1 Message Through Data Aggregation <ul><li>Relational Data Aggregation </li></ul><ul><li>Cross Sell Based on Purchase </li></ul><ul><li>Abandoned Searches </li></ul><ul><li>Offer optimization </li></ul><ul><li>Product alerting and notifications </li></ul><ul><li>Predictive modeling </li></ul>
  43. 44. Papa Johns - Social Integration

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