BlueHornet EEC2012 Friday Keynote Address

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This is the keynote address that was given at the EEC12 Conference in Hollywood Florida on February 24, 2012.

Description: This keynote presentation will combine Forrester Research data with case studies from leading brands. From spelling out the most effective ways to incorporate social, mobile, and video email into your program to providing future-looking recommendations, this keynote will position your email marketing program for long term success.

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  • Think – how many times have you been to a conference and seen a lot of case studies and stats. How many times have you seen keynotes that get you all excited and energetic about being in email marketing yet there’s no action items.Stats and motivation that drone on and on with no application to the struggles and successes that email markers have – well, we have a treat for you this morning.
  • First, yes, this presentation will have stats but more than that. Your iPads should have a full charge cause you’re going to take a lot of notes. We conducted a consumer survey of 1000 consumers across the United States about how they USE email. What do consumers think about what we do? It’s all a mystery. We all try to think about the consumer and get inside their head. Funny thing is, we miss the mark so many times…So we are going to focus today on the voice of the consumer to help you make your email program better!Stats like….Make sure that focus, fans, Advocates is a part of the talk trackDon’t say right
  • Like this. In our study, 28% of consumers check their personal emails 1-3 times a day. That’s while their at work folks. Now, the really surprising thing is that 24% of people don’t. *****In another question that we asked, 37% of respondents said they check their social sites 1 to 3 times a day while at work.WOWOr how about this…
  • 70% of consumers say that they don’t add retailers to their address book
  • 39% of consumers have two email accounts. So there is a competition to get not only into their inbox, but their primary inbox.
  • There’s always been a lot of talk about eAppending. 75% of consumers indicated that it’s NOT ok for them to be signed up for emails they did not request.Sure, we could talk about stats all day. Shar has a ton of that information too, but what would it do to help? Not much.So what we also did was ask consumers…………………in person………………………..on camera
  • So, finally, we’re going to in this presentation discuss what Shar and I think about what we are reading and seeing and provide you tangable and actionable content. This is what you’re going to take back to the office.This is not your typical keynote. We’re not your typical presenters. You’ve got an infographic in front of you. If you will look at that, it looks out of focus. If you reach under your chair, there’s something that will help you bring everything into focusHow cool is that?????????Oh, and one more thing. Audience participation. I’m going to ask you what’s on your infographics, cause everyone has different ones. So let’s begin
  • General introduction about how acquisition is a large focus….
  • First, let’s think about what consumers will provide to us.Consumers will provide information as is need to drive a relevant conversation.Year of birth - surprising
  • Discounts?WOWLook at 56%Now Shar, what do you think?
  • Let’s look at the customers
  • This is where Shar and Ryan will discuss the video content and wrap up the section
  • Now what about the bad side to emails that consumers sign up for? It can’t all be good right?
  • This is where Shar and Ryan will discuss the video content and wrap up the section
  • INFOGRAPHIC CALLOUT!If the email that you receive looks bad, does that influence your perception of the brand?
  • One of the reasons we got in the interviews? They thought it might be spam or a virus.
  • This is where Shar and Ryan will discuss the video content and wrap up the section
  • INFOGRAPHIC CALL OUT - When you unsubscribe, what is the primary reason?
  • This is where Shar and Ryan will discuss the video content and wrap up the section
  • INFOGRAPHIC CALLOUTIf you click to unsubscribe and are presented with the option to opt-sown, would you remain on the list?
  • This makes sense. It aligns to what we see in practice of opt-down success
  • This is where Shar and Ryan will discuss the video content and wrap up the section
  • BlueHornet EEC2012 Friday Keynote Address

    1. 1. Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
    2. 2. Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
    3. 3. Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
    4. 4. Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
    5. 5. Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
    6. 6. Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
    7. 7. Which of the following statements about email marketing do you agree with? Source: Forresters NACTAS Q3 2006 Media & Marketing Online Survey Source: North American Technographics Marketing And Mobile Internet Online Survey, Q3 2008 Source: North American Technographics Omnibus Online Survey, Q1, 2010 (US)
    8. 8. To what extent do you trust each of the following types of advertising/promotions? Source: North American Technographics Interactive Marketing Online Benchmark Recontact Survey, Q2 2010 (US) Base: US Online Adults
    9. 9. Discounts, Product Updates and Love of the Brand are the top 3 reasons for signing up for email
    10. 10. • Incorporate preference centers into your welcome process• Gather relevant information and test the amount• Don’t take advantage of the trust• Test pricing and discount strategies in your emails• Test calls to action between “Learn More” and “Buy Now”
    11. 11. Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
    12. 12. Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
    13. 13. Which of the following statements about email marketing do you agree with? Source: Forresters NACTAS Q3 2006 Media & Marketing Online Survey Source: North American Technographics Marketing And Mobile Internet Online Survey, Q3 2008 Source: North American Technographics Omnibus Online Survey, Q1, 2010 (US)
    14. 14. 75% of consumers expect to receive a welcome email
    15. 15. • Make sure that you have a welcome email sent instantly after registration• During registration, test asking what they want out of the relationship• Price and Discounts are the top reasons for purchase from email (Free Shipping is a close third)• Cadence should be rooted in relevant content to the consumer at each phase of development• Don’t bombard the consumer
    16. 16. Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
    17. 17. Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
    18. 18. Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
    19. 19. Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
    20. 20. 69% of consumers delete emails that don’t look good on a mobile device
    21. 21. • Don’t be lazy marketers, optimize your emails for mobile devices• Use effective subject lines and pre-header text to assist in the “triage”• Use segmentation to group mobile users from desktop users and track performance• Over half of respondents triage email
    22. 22. Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
    23. 23. Most email marketing programs fail Source: Forrester’s The Best And Worst Of Email Marketing, Q4 2010 Base: 64 marketing emails
    24. 24. Relevance and Frequency continue to be the primary reasons for Unsubscribe
    25. 25. • Relevancy (31%) and Frequency (30%) are still the top two reasons for unsubscribe• An overloaded inbox is the third most popular reason why someone would unsubscribe at 22%• Think strategically first, tactically second about your email program• Make sure your emails provide value• Use segmentation to send engaged groups emails – utilize Win-Back Programs
    26. 26. Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
    27. 27. 15% of consumers would always change their mind from unsubscribing if given options
    28. 28. • 40% of consumers might stay on your list if given options – implement an opt-down program• Offer choices of cadence and subscription in an opt-down program• Implement Win-Back Programs to engage the customer and renew the trust• Ask a survey of those that are going to subscribe
    29. 29. • Think strategically first, tactically second about your email program• Make sure that you have a welcome email sent instantly after registration• Cadence should be rooted in relevant content to the consumer at each phase of development• Don’t be lazy marketers - optimize your emails for mobile devices• Relevancy (31%) and Frequency (30%) are still the top two reasons for unsubscribe• 40% of consumers might stay on your list if given options – implement an opt-down program

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