Bjorn Elmberg Omniture 091117

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Bjorn Elmberg Omniture 091117

  1. 1. Optimising Email marketing Björn Elmberg, Cybercom Nov 15th, 2009
  2. 2. “49% of online merchants maintain that email marketing performs better than other forms of marketing, including paid search, search engine optimization, direct mail and affiliate marketing.” 2009-11-15 Internet Retailer
  3. 3. • E-mail penetration is 97% of consumers •28% of all e-mail addresses become unreachable within a year • Permission-based emails reach consumer inboxes 75% of the time •64% of key decision makers view email on their cell phones (iPhone, Blackberry etc) •69% of at-work email users view emails in their preview panes. 2009-11-15 3 e.g. name of the presenter
  4. 4. What is the value of Email marketing? • Delivery rates are high; but ~60% of users are “emotionally unsubscribing” • Open rates and Click-through rates are flat or declining • More granular targeting is needed
  5. 5. 2009-11-15 5 e.g. name of the presenter
  6. 6. E-mail marketing 1.0 • Broadcast sending • List rentals • Minimal personalization • No segmenting • Limited autoresponding • Spam complaints – a cost of doing business Infusionsoft 2009 2009-11-15 6 e.g. name of the presenter
  7. 7. E-mail marketing 2.0 • Data-driven • Relevant • Personalization based on behavior and properties • Intelligent autoresponders 2009-11-15 7 e.g. name of the presenter
  8. 8. Keys to success • Segment & Target • Set Expectations • Provide Value • Build Your Own List • Use automation to adapt to behavior 2009-11-15 8 e.g. name of the presenter
  9. 9. The e-mail conversion funnel Correct e-mail address Central spam filer Local spam filter Attention (preview) Open Click-through On-site conversion 2009-11-15 9 e.g. name of the presenter
  10. 10. How to avoid being spam • Set expectations before sending • Give value • Create anticipation • Collect data along the way • USE THE DATA 2009-11-15 10 e.g. name of the presenter
  11. 11. What affects attention & open rate • Subject line • Time of day you send • From address • Personalization • Relevancy 2009-11-15 11 e.g. name of the presenter
  12. 12. What affects click-through • Short and to the point – avoid scrolling • Several reasons to click • Sell • Educate, give value • Always stay CAN-SPAM compliant 2009-11-15 12 e.g. name of the presenter
  13. 13. CAN-SPAM Act “Controlling the Assault of Non-Solicited Pornography and Marketing “ • Don’t use false or misleading header information. • Don’t use deceptive subject lines. • Identify the message as an ad • Tell recipients where you’re located. • Tell recipients how to opt out of receiving future email from you. • Honor opt-out requests promptly • Monitor what others are doing on your behalf. http://www.ftc.gov/bcp/edu/pubs/business/ecommerce/bus61.sht m 2009-11-15 13 e.g. name of the presenter
  14. 14. Relevance and personalization Unified Single Tag Analysis Campaign Recipients Response and Web Site Behavior $ $ $ Conversion Behavioral Remarketing Visitor-Level Behavioral Segments
  15. 15. Abandonment Email Marketing • Strategy: – Remarket to visitors that have abandoned a shopping cart or registration process • Web Analytics data points: – Products abandoned – Categories abandoned – Form abandoned – Depth of purchase consideration – Visit recency
  16. 16. Browse or Affinity Email Marketing • Strategy: – Remarket to visitors that have browsed particular site areas • Web Analytics data points: – Pages viewed – Sections viewed – Articles viewed – Products viewed – Categories viewed – Depth of visit
  17. 17. Post Purchase Email Marketing • Strategy: – Leverage order confirmation or shipped emails to cross-sell – Marketing specific messages • Web Analytics data points: – Products purchased – Products viewed – Categories purchased – Categories viewed – Lifetime purchase history
  18. 18. Retarget Searchers with Email Marketing Remarketing email Visitor Fallout based on keyword search and click path Convert
  19. 19. Key Takeaways – Email Marketing Be personal, give value and respect the customer Automate email retargeting Target smaller segments to increase conversion
  20. 20. Thank you! bjorn.elmberg@cybercom.com +46-70-915 31 82 2009-11-15 20 e.g. name of the presenter

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